The SM360 Europe Market Entry Playbook

Find Your First European Buyers in 30 Days

Nine tools to pick the right market, name 40–50 qualified accounts and decide: enter, refine or stop.

In 30 days you'll know who your European buyers are, who signs, which 40–50 accounts to approach first, and whether to enter, refine or stop.

  • Edition 1 · October 2026
  • PDF, 40 pages + Excel, 8 sheets
  • Instant download
— The problem —

Most climate technology is not rejected. It is never bought.

The people in the room agree. The pilot goes well. Sustainability loves it. And still there is no purchase order. That gap is not a product problem. It is commercial structure: no dated reason to act, no identified budget, and no evidence in the form the person who signs actually needs.

SYMPTOM 01

“Sustainability loves it.”

You have a champion, not an owner. Nobody in the conversation has budget exposed.

SYMPTOM 02

“Let's start with a free pilot.”

There is no trigger strong enough to commit money. Interest without a date.

SYMPTOM 03

“Send us more information.”

There is no owner in the room. Information goes to a desk, not to a decision.

Europe makes this harder, because Europe is not one market. It is 27 national timetables. A directive is not a trigger. A national law is.

A clear negative in thirty days is a good outcome. It is cheaper than a year of polite meetings.

— The method —

Trigger, owner, proof. Name all three.

The Playbook runs your company through one question, three times, until the answer is defensible.

01 · Trigger

A date, not a trend

The dated reason this buyer must act in the next 12 to 24 months: a regulation, a cost or an obligation. Verified at national level, not at the level of a European directive.

02 · Owner

The person whose budget is exposed

The role whose P&L, budget or signature is on the line because of that trigger. Not the person who finds you interesting.

03 · Proof

Evidence the owner can defend

What makes the owner's decision defensible inside their own organisation. The form matters as much as the content.

The core rule

A buyer is real when you can name all three. Two out of three is a conversation, not a pipeline.

At the end of 30 days
  1. 01

    The dated reason your buyer has to act

    With its national legal status verified: in force, in transposition, or still a proposal.

  2. 02

    The person who controls the budget

    Named by role at each target company. The owner, not the champion.

  3. 03

    A list of 40 to 50 qualified companies

    Each graded A, B or C on evidence, with the grading calculated in the Workbook.

  4. 04

    A written decision: enter, refine or stop

    With the reasoning behind it, so the whole team can stand behind the call.

What it will not do. It won't book meetings or close deals for you. Those depend on the market, not on the Playbook. It gives you the evidence to decide where to put your effort.

— What's inside —

A decision system, not an ebook.

Two files, sold together as one download. You read one. You work in the other.

PDF · 40 pages

The Playbook

The method, the European trigger landscape with each regulation labelled by legal status (In force / Transposition / Proposal), worked examples, and instructions for all nine tools.

Excel · 8 working sheets

The Workbook

Where you apply the method to your own company. Grades and totals calculate automatically, so the output is a ranked list and a decision, not notes.

— The nine tools —
  1. 1Trigger Mapping Canvas
  2. 2Buyer Ownership Map
  3. 3Proof Gap Audit
  4. 4Market Selection Matrix
  5. 5Account Qualification Sheet40–50 accounts graded A, B or C
  6. 6First Message Builder
  7. 7Pilot-to-Scale Checklist
  8. 830-Day Market Test
  9. 9Enter / Refine / Stop

Every time-sensitive claim in the Playbook is sourced and labelled by legal status. Where a claim could not be confirmed, it was removed rather than estimated.

— Fit —

For teams whose technology works and whose pipeline doesn't close.

This is for you if

  • You are a founder, CEO or commercial lead at a climate-tech, energy or circular-economy company.
  • Your technology works: a pilot, a paying customer or credible technical validation.
  • You are entering or expanding in Europe, from anywhere in the world.
  • Conversations are happening. Procurement is not.

This is not for you if

  • You are at idea stage. There is nothing to qualify a buyer against yet.
  • Your real constraint is that the technology isn't ready.
  • You are looking for a grant database or an investor list. This is neither.
André Rodríguez, Founder of SustainMotion360

André Rodríguez

Founder, SustainMotion360 · Frankfurt

“The Playbook is the method I use when a company asks me to open a European market for them. I wrote it down so you can run the first thirty days yourself.”

Fourteen years across institutional sales, quantitative finance and climate-tech business development, from Peru and Buenos Aires to Frankfurt and Zürich. Founder of Arboriza21, with 100,000+ trees planted. Publishes The Thursday Signal every week.

Who wrote it

  • 14+years closing deals
  • 8markets opened
  • 40,000+LinkedIn followers
  • 2,500+newsletter readers
— Choose your option —

One Playbook. Alone, or with a review.

Option 1 · Playbook

The Playbook

PDF + Excel. Instant download.

€39

Early edition price until 25 October. €79 from 26 October.

  • The Playbook, 40 pages, with the European trigger landscape
  • The Workbook, 8 sheets, grades and totals calculated for you
  • All nine tools, with worked examples
  • Edition 1, October 2026
Get the Playbook
Option 2 · Playbook + Review

The Playbook + 60-minute review with André

Same download, plus a working session to pressure-test your choices.

€290

Booked right after purchase. Best done after completing Tools 1 to 5.

  • Everything in Option 1
  • 60 minutes with André on your market choice, trigger and A-list
  • Agreed next steps in writing at the end of the session
Get the Playbook + Review
Credit against the Sprint

Everything you pay is deducted from your Market-Entry Sprint invoice if you start within 60 days of purchase. It's a credit on the Sprint, not a refund.

Prefer we run it with you?See the Market-Entry Sprint →Or book a 30-minute call →
— Questions —

Before you buy.

Is this an ebook?

No. It is a commercial decision system. The PDF holds the method and the European trigger landscape. The Excel Workbook is where you apply it to your own company, with grades and totals calculated automatically. You read the Playbook once. You work in the Workbook for thirty days.

How much time does it take?

Sixty minutes for the quick start: run Tool 1 and you will know whether you have a dated trigger at all. The full market test runs over thirty days. Building a graded list of 50 accounts takes roughly 25 to 50 hours of work, depending on how much you already know about the market.

Which countries does it cover?

The method works for any EU market. Funding schemes are detailed for Germany, the Netherlands and the EU level. The trigger landscape is labelled by legal status so you can see where a rule is in force and where it is still a proposal.

Is this legal advice?

No. It is market intelligence. Every regulation is labelled by its legal status at the time of publication and sourced. Confirm any contractual decision with your own counsel.

What exactly do I receive?

Two files, delivered as one instant download: the Playbook (PDF, 40 pages) and the Workbook (Excel, 8 working sheets). Edition 1, October 2026. Option 2 adds a 60-minute review session with André, booked right after purchase.

What is the Sprint credit?

If you start a Market-Entry Sprint within 60 days of buying the Playbook, everything you pay for it, whether €39, €79 or €290, is deducted from the Sprint invoice. It is a credit on the Sprint, not a refund of the Playbook.

What if we'd rather have it done with us?

That is the Market-Entry Sprint: André runs the method with you, in market, under his name. See the Sprint or book a 30-minute call and we will look at whether it is the right next step.

Get the Playbook · €39Get the Playbook + Review · €290

Both options credited in full against the Sprint within 60 days of purchase