Hello, everyone. Sorry for being late. We had a bit of a technical hiccup in the beginning, but warmly welcome. So if someone could indicate if you can hear us and if you can see the slides, that would be amazing. Here we go. Yes. Okay. Super. You can hear and you can see us. Perfect. Warmly welcome. And as I said, sorry for the slide delay. Now we're ready to roll finally. Um, welcome to the webinar and as starters, feel free to ask questions both in English and in Finnish, even though we will be speaking English. Finnish is totally fine. And a short note that you will, of course, get the slides and the video recording afterwards. So those are the few practicalities we can get going with. Um, okay. Hopefully the slides are also changing. Not sure if you can still see it. Hopefully, yes. Um, but yeah, let's start with a short introductions. My name is Eva Niinimäki. Um, I'm working for Obsidian Helsinki and, uh, I've been working with Finnish B2B and B2C companies for a bit over 15 years. That was a painful calculation. I just did. Um, and, uh, I know the assumptions connected to Sweden. Uh, as a market. Uh, and some of those assumptions are useful, but some might also create some friction when entering the market. And that's why we're here today. And I have, uh, Simon with me. Hi, Simon. Um, uh, thank you. I also just realized that I'm on the other side of the 20 years. So it's plus 20 years also for me, uh, primarily working between, uh, Denmark and Sweden. I am native Dane. Uh, I lived in Denmark for about 30 years and then I moved to Sweden. And the last 20 years I've been working with, uh, Swedish, uh, Swedish and Danish market. Uh, occasionally Nordic markets. And, uh, also I had a pleasure of working with UK and New Zealand ones. Uh, completely different markets. Um, I've been, um, in both B2B and B2C, uh, where I've been working on kind of the, the both side of the table as a, as a media buyer and also as an agency. Uh, and today I'm, I'm on the, uh, agency side and also on the Swedish side. Uh, see if, if I can give some good tips about how to succeed in, um, in Sweden. Um, yeah, that's it to me. I live in Sweden. I've been doing it for 20 years. So I said that. Super. Um, let's get going. Maybe some, uh, introduction words to get started. Let's see here. I'm looking at, cause I'm, I have my, I have a presentation on the one side and I see your presentation. So I have to focus. Uh, so I'm sorry if I look down a little bit, that's because I'm looking at the presentation. Uh, yeah. What we see here is that, um, we know that Sweden and Finland has, you have a long history. Uh, I'm not very familiar with the, the Finnish market. And that's why, uh, I I'm doing this with Eve, uh, cause she's Finnish and knows the Finnish market. And we've been talking back and forth about the difficulties for Finnish companies to, to succeed. Uh, uh, uh, in the, in the Swedish market. What we see there is, uh, a pattern. It's not just common and usual for, for Finnish companies. We see it. I see it a lot with Danish companies. The, the, the, you feel like it's family because it's close. We're neighbors and we should be united and it should be easy just to, to promote your product or service in, in your neighbor countries. Um, and unfortunately it's, it's not like that. Uh, it's, it's, it's difficult. It's, uh, but if you succeed, it could be very, very, um, profitable and good market with, uh, in most, in some cases, even a lower investment than you, than you have in your home market. Um, but the, the pattern is just that, um, it's usually not that the product is, is weak. It's usually we see strong products. Uh, the company maybe has traction in Finland. Um, but then the team, they just translate the site and they turn on paid media. They usually take the best ads in the home market and they translate them, the, the, those ads, uh, with AI and they throw them up and everything now is translated and they're ready to run. They add Klarna and then the numbers don't show up after three months or six months. And then the conclusion very quickly become that Sweden is not our market. Uh, and you either shut it down or you just let it go. Just a hawk, uh, fixing stuff. Uh, but it's not a market that you, you put the money in, uh, you let it live maybe, or you, you just kill it. And, um, that's what we are going to see if we can help with avoiding today. Yes. Super. Um, we, uh, there's a history in Obsidian with memes. I'm not that good with memes. Uh, I think Eva also is that good with memes, but, uh, we try and sometimes they work and sometimes you, it brings out a smile on your face. Uh, and, uh, hopefully you can see the fun and the irony in those, uh, memes that we, that we use. Uh, but as I said on the previous slide, um, Um, you can see here the cost of, uh, not doing the, the proper foundation work is that, um, we usually see typically see again, this is not just Finland going to Sweden. It's also Danish companies going to, to, uh, to Sweden that the CPA is usually 30 to 60% higher, uh, than you see in the home market. A lot of people do in Sweden that your conversion rate is often below, uh, 50% of the, what you're used to also. And, uh, you, you don't understand. And that's what I said previously. You, you should just shut it down. You, let's just leave it be and don't invest that much in it. Uh, the thing is that even though Klarna is in place. Klarna is huge. We're going to talk a little bit more about that later on. Klein is huge in Sweden. The buyer hesitates because they don't get the trust that they usually get when they're on a Swedish site. And it's easy to see through because you can see, one, the translation is directly done with AI. It doesn't matter if this is B2B or B2C. I know that B2B often has English, and we're also going to talk about that later. But it's something that you will see the struggle with it if you don't do the proper work here. And it could be small things, but it can be many small things throughout the website. Maybe they're just trust pilots, and they see no Swedish trust pilots. They only see Finnish trust pilots if you even have them, or they are directly translated. You see a Finnish phone number under Contact Us. You see a chat. Maybe you can chat, but you don't know if should you write in English, or do they understand Swedish, or stuff like that. You can inform them that we do speak English, or we don't speak Swedish, or we do speak Swedish. You can chat in Swedish. We will reply in English. Information like that just helps. So you don't create all these small holes of uncertainty for the buyer. Can you take the next slide? Yes. Then, I don't know if it's funny or ironic, but the thing is, when we see Scandinavian or Nordic companies launch in a neighbor country, it is that easy translation, and you just activate the payment checkout that's most popular in the country. But what we see also is that when you go to Germany, or the UK, or the US, that's my experience. Those bigger markets, you usually have a more proper investment. You do a more proper work, because that feels like that's a big bet from you. But when you go to, let's say, Sweden, it's close enough for you to manage easily. So when you look at it, and you say, okay, before I go to the UK, Germany, or the US, it's a very good test to see, can I succeed in a neighbor country that's smaller? The investment would probably be smaller. I mean, if you go to the UK, I remember when we, with one Swedish website service, it was a price comparison shop, and it was a double marketplace. It was both consumers. We wanted to come in with traffic, but we also needed B2B to pay for the clicks and stuff like that. And with the Swedish mentality, we went into the UK, and they were huge in Sweden. And then when we entered the UK, we found out that, well, there were 10 million people living in Liverpool. I mean, it's huge markets. So the amount of money we had to spend was just gone in no time. And you can reach out to companies the same way you can do in Sweden, Denmark, and Finland, and Norway. It's easy to find the person you want to talk to. So it was just a no-go in countries like the UK and Germany also. Germany is a completely different language and culture also. So it's a smart thing to just launch in a country nearby, test to see if you're messaging, and can you build trust? Can you get the checkout to work? Does your creative work? And does your sales process actually work in that country? It's so much cheaper to do that before you go to one of the bigger markets. For sure. Yeah, it's pretty much the same here. For B2B companies, Sweden helps you test the proposition. And for B2C, Sweden helps you test whatever the kind of complete commercial machine works. Traffic, creators, checkout, payments, returns, reviews, local proof, and stuff like that. Germany and UK and US, they're just big bets. Sweden can be the place where you remove those mistakes first before you go into those places. You can take the next slide. Yes. Okay. After that introduction, we've been, as Simon said, we've been going back and forth and discussing the differences and the assumptions when it comes to these two markets, Sweden and Finland. And we gathered a set of questions regarding the different pain points. And, yeah, well, questions basically we get in different discussions, either with our clients or with other network when we're talking about entering the Swedish market, basically. So that's what we're going to talk about today, the actual agenda of today. Yeah. Yeah. The questions that I understand that you hear a lot and they're very familiar in both the Danish and the Swedish companies also. So we'll kind of work through them. And in between, we will have something else in our slides. And eventually, we will try to answer all seven questions based on our experience and the data that we have. Yeah. First off, again, me and Eva trying to be funny. Maybe it works, maybe it doesn't. I don't know if you know Colin Moon. I think he's American or from UK. I strongly suggest to follow him on LinkedIn. This is one of his posts. I just took out small parts. And me as a Dane living in Sweden for 20 years. And we do know that we do make fun of each other. And we have these personas for each country. How are the Finnish people? How are the Swedish people and the Norwegian people and Danish people? And I actually think it's funny, but it's funny because I think it's kind of true that if you go to Sweden, they discuss until everyone agrees. We all know that. It's nothing new. And the Danes, well, we are a small country. We're just barely below six million. And we usually have to be very creative. And we just nod. And Sweden thinks, yes, good. Danish, I agree. And then we go home and we do it a completely different way. And the Swedes are like, what happened? And the Norwegian, they go to Hytton. When it's three o'clock, they shut down and they go in the forest. And the Finnish people, they, well, you kind of, you already done it. You are, from the Danish perspective, at least you're seen as a very effective country. I think it pretty much sums up how we are. And also the huge difference in the way we actually work and do business. This is also interesting if you want to find a partner in Sweden, like an agency, that it's different cultures. And it's just, it can be challenging. This post got, has right now, as I looked, I think last week, over 6,500 likes. So it's not just me and Yves that thinks it's okay, funny. There's a lot of people that actually resonated with this. Yeah. I definitely see this translating into reality. Yeah. Okay. Moving forward, I think, like, if we look at some numbers and maybe some, a bit more surface metrics, the markets look quite similar. For example, when it comes to online, what is it like, online presence, maybe. So daily use is almost the same. Social media use is almost the same. And all of this. But at the same time, we still see both, actually, in B2B and B2C, for example, in web shops then, that those underperform in Sweden, but perform well in Finland. And that's why we wanted to take this short slide, sort of to frame the fact that even though the markets may look, like, quite similar, there are underlying differences. For example, Finland is very mobile heavy and mobile first. And Sweden went a bit different way. There's a different payment stack, different research habits, different tone totally. So the possible failure or not succeeding in the beginning, it doesn't mean that Finnish companies somehow wouldn't be digitally mature, quite the opposite. But just the expectations are different in Sweden. Yeah. I have no comment on that slide. Still here. This is just, there are going to be a couple more boring slides, but these slides are just to kind of show that the similarities is there. We are extremely, extremely similar in many, many ways. Of course, the language is different, but the way we act online is almost identical. We see here that in Finland and Sweden, the difference between the payment behavior, mobile pay. I did actually not notice before we start working on this webinar and the slides that mobile pay is also huge in Denmark. And the funny thing is, I remember still today when I'm in Denmark or when I'm in Sweden, people, a lot of my friends, they think that mobile pay is, it's in all countries. The same with Swedish people. They think that everybody has Swish and they don't. It's a completely different system. They don't talk to each other. So you either, you can use mobile pay in Sweden. They don't have it. They don't. And you need to be using Swish and getting Swish is, it's not difficult, but it needs to be through a third party, like your bank or if you have someone with a bank ID. I don't know if bank ID, what is the equal, what do you have something like that in Sweden? In Finland? Not sure. A digital, we have Meet ID in Denmark where you approve your, you can log in with that on the banks. Oh yeah, we have. Yeah. Yeah. What's it called? Mobile varmen. Oh, okay. Yeah. I think that. They don't have that in Sweden. So, and then it's just something that I think you go in with that mindset and then you figure it out and then you're like, oh, they don't have that. Like we need to find, and then you, you, you lower the barrier and you say, or you lower the expectation and just take the easiest one. And of course, Klarna is good. I know Klarna is not as huge, maybe even as popular in Finland as it is in Sweden. Klarna is a Swedish company. It's one of the, they're so proud of Klarna because they grew into a unicorn and they're huge and big and stuff like that. But they also, they are, they're big in Sweden. Of course, they're big global, but they are huge in Sweden, which makes Swedish people think just like Swiss that everybody uses Klarna. So they're so used to it. So Klarna is a, especially in B2C, it's a, it's the no, you, you have to get it. You can't be without it. Can you get Swiss? It's just a very good, huge bonus. Yeah. And overall, I think like what we see is that companies assume that because we are Nordics, there are so many similarities that there is sort of less need of localization overall. And that's actually not, not the case maybe between these two markets. Sometimes it might be, but, but oftentimes also there's a lot of sort of either, well, basically buyer or lead confidence and trust that you have to build by very proper localization overall. And yeah, these nuances basically apply to B2B and B2C sector equally. Yeah. Okay. So going to the first actual questions, question finally. So talking about the localization need. Yeah. To begin with, Swedish people are research heavy. I know this for, I wouldn't say for a fact, but I actually know it for a fact because both Price Runner, a comparison site, price comparison site and Prisjak, both Swedish. And I know Prisjak is also in Finland. I know, I don't know how big they are in Finland, but it's a price comparison site. And just the fact that these two, Price Runner is huge in Denmark also, but the fact that they're founded in Sweden says a little bit about, says a lot about how Swedish people, they like to research. Not because they want to find the best pricing, but because they want to see on Price Runner and Prisjak, you also get reviews. And you can see, okay, this is a trusted retailer for B2C. But they do heavily research. The same with, I know you have this in Finland also that you can see revenue. You can see turnover. You can see all that stuff, all the financials for a company. It's huge. One of the most visited sites in Sweden is Alebolog, where you can see all company information also, just like you have, I think it's called Proof.fi. And it's just, you know, it matters. It matters because then you need to also be thinking of that when you have your contact page. Maybe you have ambitions in Sweden and you want to go all in right away and I want to create a Swedish Axiobolog. That's a big bet. You don't have to do that from day one. But it will, of course, strengthen your credibility there because then they can see you have an actually Swedish company. There are other ways you can do it with pretty much no investment or financial investment. But it's just, again, email domain. Is it Finnish or is it Swedish or is it a .com at least? Be very, very clear about these things. The about page. Be transparent about this is a Finnish company. We are in Sweden. And then it's okay with a lot of text, but because Swedish people, they will most likely read it. So I strongly prefer that. Don't lack on the amount of information on the frequently asked questions and stuff like that. Yeah. And I think this is a bit foreign for us, especially the B2C part that people would look at these review sites and so on. And I don't think that's happening as much in Finland. Like we prefer going maybe to some social media, for example, for proof or so on. And when it comes to B2B, we might have this impression, especially if the company is international, that it's fine in B2B sector to operate in English. We even have companies that have totally English processes internally and so on. And overall, like English is very, very much okay for us. So I think it's a good point to understand like how much localization actually is needed when thinking about this to markets. Because sure, the language heals is not the issue. Like that's not the issue at all. But the switch tends to apparently dig a bit deeper when it comes to understanding what the company is about. We actually go into this also on the next slide. Oh, yeah. A question I get asked a lot from Danish companies and also from Swedish companies, especially in the B2B, where it's very common that you have an English website because you want to go international. But then again, it goes back to one of the first slides where you test your neighbor in the markets because just because you have a B2B product doesn't mean you need to go to the States or some of the bigger markets right away. It's good test markets in the local region around you. But I get asked this a lot. And I would say it depends for B2B. Absolutely. But one thing that I know Swedish people just let's take I don't know how you have it in Finland, but in Sweden, they translate everything. They don't call it keyboard. They call it tangenboard. They don't call it monitor. They call it kram. They call they have their Swedish words for 99% of everything. They that's just a trend. It's the culture. I was at one company in Sweden and the word affiliate was a discussion about how can we translate that into a Swedish word that makes sense. It wasn't just one meeting. Speaking about the slide earlier. It was I don't know how many meanings they had about the word affiliate. We ended up with affiliate because there were no better word. But it still just shows that they don't just take the word or use an English word. Danish people, we use sneakers, t-shirt, jeans. We use all the English words. And I know the Swedes make fun of me because they say we don't have our own language. We just use the English words. And this is a big thing in Sweden. It's a culture. And older people, some older people don't even, if I say keyboard, they're like looking at me. I'm strange. Why? I'm not using the Swedish word. Yeah. I think we're somewhere in between in Finland. Like we're, of course, super proud of our language. But at the same time, the language is evolving. And especially business wise, like English is swimming. English terms are swimming into the used language. And probably from that, there is this instinct that if this works in Finland, like the language as we use it, it should work in Sweden. But yeah, as I said, it's a bit different. But yeah, and yeah, continuing on the same topic, of course, we learn Swedish in school and we also have Swedish speaking part of the population, basically. So that's why I have to flag this as well, because sometimes there is this assumption also that if a company has internal resource that speaks Swedish, like Finnish Swedish, they can just write the copies or do the content. And of course, technically, they can. Like that's, of course, a skill that they have, but it will still read a bit foreign in the Swedish market. So that's like important thing to know that even though you might think that you have the resource, the language has different shapes. Yeah. It's like Austrian German for Berlin or I also, you know, Danish, sometimes Danish companies go into Sweden or Norway and think they can pretty much use it because they will understand. And it's just technically, yeah, they can. It's very easy to read. It's, of course, difficult to read Finnish for Swedish people, but it's just underlying the importance of being local and using the correct language also. It does matter. And it could be technically understandable, but it can still feel off. It smells off for the local buyer that this is not a local company. This is something that's translated and we understand technically, but it's just something is off. Yeah. And then that's one of the first holes you create for yourself, a bump on the way to a checkout or a conversion. Yeah, definitely. You don't want to mess up the first impression with this. Question number three. Can AI content with native validation compete? We touched this a little bit. AI is fine. I strongly recommend using AI all over where you can, but there are tools that you can use also. What we do is when we translate, we usually have it in a workflow. You can use whatever tools you want to use. One example is make.com where you can set up workflows and you can use special apps that are very good at translating instead of what I see many companies do. They use ChatGPT directly or Claude or Manus or Google Genomai, whatever you use. There are niched apps that work especially with this. We use Deeply. I think it's called Deeply. D-E-P. We use Deeply and it's good. It's very good. I'm surprised sometimes how good it is. Sometimes it's a little bit off, but it's much, much better than just using a regular AI like the ones I mentioned. Yeah. Maybe from Finland's side, I would like to add that this hits us a bit harder than, for example, a Danish company entering Sweden. Because when it comes to Finnish to Swedish AI translations, of course, there's less training data and it still produces a bit more stiff outcome, I would say. And that's just because these models aren't trained well enough on native Finnish, Swedish marketing copies. So still, even though with AI translations, would be good to have someone at least look at it and validate the content that's coming from AI. Okay. And moving forward to question four, is the Finnish way of communicating credible in Sweden? And I think this is something that we might, as Finns, sometimes a bit misread the Swedes. And that's because we may have this assumption or maybe a reflex that Swedes are somehow softer than us. And we need to tone down the directness of our communication. And that might not be 100 percent right. Because both countries and both people hate hype. I think it's a bit strong wording, but still. So being direct is not really the issue here. The issue might be that Finnish copy, for example, is sometimes very economical with words. And we will just state the fact and stop. And Swedish equivalent would wrap around a bit more context, a bit more we, a bit more reasoning and so on. And that's something to keep in mind, because for us, it might feel like too much of a buffer around the actual topic when it comes to the natural way of communicating on our end. Yes. From my side, even though I'm not native Swede, I still have been living here. I have Swedish kids that, even though I speak Danish to them, I'm surrounded by Swedish people. And here's Swedish all the time. And when I read either Danish marketing copy translated into Swedish or Finnish marketing translated into Swedish, it could be good. But it just feels off, feels cold. And I think both the Danes and the Finnish people are a little bit more maybe direct than the Swedish people are. And it's not that it's wrong or aggressive, even though Danish people I know can come off as aggressive because the way we talk. But it's just emotionally flat. And Swedish copy just expects a small kind of we together, stuff like that, relationship signaling in some of the paragraphs or the text. For sure. Maybe just to wrap up the tone of voice differences. So basically, yeah, it's not the fact that Finnish would be somehow aggressive and Swedish soft. Yeah, the same stuff we talked in the previous slides. But also, I think important to keep in mind that like stepping into the clients or the possible potential client shoes and reading what's what's being said from from their end. How do they interpret it? Yes. The next slide here. We don't have to spend much time on that. One thing I don't understand the Finnish example. So I can't pronounce. I can't say it. But we had a similar one with the Danish and Swedish also. And it was just very clear when we started to line these up that there are big difference in the way we communicate, the way we advertise. And it matters. Again, it's small stuff. But all the small stuff suddenly combine it into a huge obstacle that it just makes it difficult or harder for them to convert. Yeah. And just think about it. If you have Swedish friends or if you have an agency that actually have these, talk with them and make them just do a sanity check or use good AI translation as even a foundation. Don't just trust the AI directly. That's not the fact that they're not translating very well. You can take the next slide. Okay. Going into question number five about stereotypes. And these are not always fair. But even in the slide explaining the differences between Nordics, I think it's pretty clear that there might be something we can learn from stereotypes as well. Yeah. This is, I would say, more for B2B maybe because there are demos you have to do for your potential customers. And that's where it can be difficult, especially if you do them online. It's difficult to read off like the signals from the person you're talking to or presenting to that. The directness that might come from Finnish people can be looked at as cold. And the signals you just sent can be misread. The quietness, maybe you're quiet, can become disengaged for the other side that are in the meeting with you. So it's, again, there's many things, small things that piles up and just becomes an obstacle where you might have to turn into, I'm not saying you should be warm and open and suddenly change your personality. But it's things that matters and you have to think about it. Yeah. Question number six. Now we're almost through all the questions. Do the same creative asset convert in Sweden? Well, usually no. The same advice I give to any foreign brand. The structural assets, they travel. The culture surface or the cultureness of it, just like I said, it can feel cold. It can feel off. It doesn't work as well. And I have seen it so many times that people underestimate how much creative assets has that culture thing in it. It just smells foreign. It smells Finnish. It smells Danish. And it doesn't smell Swedish with that. And, yeah. Yeah, I think it goes into very, like, small details even. Like, you can definitely feel the difference. And it's like Finnish way. Or mood, maybe, is the correct word. In, for example, imaginary is very recognizable for Swedes. And it can be in very small details like clothing or hair or the way someone is smiling in a shot. So it's very subtle, like super small things. But, again, it's like all of these things combined that creates this feeling of foreignness. Or if done properly and actually localized and adapted to the country, it creates a feeling that the brand is here, actually, instead of the feeling that the brand is foreign. So important little details are not even so little. Yeah. Yeah. What we see here on this slide is everybody, especially in B2C, recognize this, that you give 10% or 15% off. If they sign up for a newsletter, that model works okay. It's not new. It's something that I think 99% of all B2B to C companies have. In some cases, even B2B can have this. What I've seen also is something that can work in both B2B and B2C. I've seen it mostly in B2C is that you offer a gift card every month. And you're like, maybe you think, well, yeah, why should I offer a gift card? And, actually, if we can just jump to the next slide. Let's see here. The reason why to do this is because what we just talked about for the past 30 minutes is when the language feels off. Again, it doesn't matter if it's B2B or B2C. Instead of, you say, you want to go into Sweden, you don't have the budget, or you don't want to bet too much money on it, but you still want to see if you can succeed in that market. And a very cheap and easy way to do this is you offer this competition. You say every month or every week, whatever your financial resources allow you to. Offer a competition where you say $1,500. You can buy for clothes for $1,500, or you get first X months 15% off if you're B2B. When you do that, let's say the example is B2C. You have already contact with the person that won. And when you reach out to that person, see if you can make that person an ambassador. I know it's easier said than done, but it do work. Because if you do this month after month, well, there might be six people that say, yes, I do want to maybe take a picture or two or headless pictures. They don't even have to be on that with their head. They can take a picture of the shoes they bought. They can take a picture of the dog chain they bought, whatever it is. Or they can maybe take just a picture of the B2B solution that they bought. If they can add some text to it, even better if they can add some voice to it and record something, it just feels Swedish because it is. And you don't get that from yourself, from your own local market. It's an extremely cheap way to get local content that you can use in ads. You can use it in newsletters. You can use it all over and just repurpose that over and over again. Cheap, easy, and a pretty fast way to get started. I know, again, it sounds easier than it is. I know it's difficult sometimes, but as soon as you find what works, maybe the amount should be $2,000. Maybe it should be $500 or whatever. And you find that sweet spot. It just becomes a snowball effect. And suddenly you have a lot of these to work with. And you can use them on your homepage. So, yeah, it's easy. Easier said than done, but it's cost efficient. Yeah. Yeah. It is actually kind of a big deal. And we know it. It just works. But it has to be produced locally. It could be a joke or a way you're using a word or pronouncing a word just makes sense for the Swedish people. And that word could make the whole ad work. Yeah. So, yeah, it's kind of a big deal. Then going to the final question. Yeah. The final question. Maybe they think all the slides are boring. I don't know. But I think just to kind of sum up, we have four slides left. And here, what we talked about, the payment is your baseline. Do you have the minimum baseline ready? And if you don't have that, don't start going into Sweden. If you can get the bank eday up and running, it would be great. Your bank can probably help you. But Klarna is a no. You have to have Klarna as a bare minimum. Prices in Swedish kroner. You think I sound dumb when I say it, but I've seen a lot of companies that are euros or the Danish kroner. And they think that people will see it, but it doesn't matter. It does matter. And that's why I'm saying it, even though it sounds obviously for some people. Swedish phone number. You can get that almost for free. Good if you have a Swedish speaking chat. If you don't have a Swedish speaking chat, you can get one of those that can translate. They're not 100% accurate, of course, and it can be a little bit difficult if it's a technical B2B solution. But at least be clear that they can maybe write in Swedish. And then on your side, you will see the translation. Or be clear about if they have to write in English or in Swedish. Swedish about page. Again, you think, oh, of course. I've seen a lot of companies that don't have it. They have... It's in Finnish. I think... Yeah? At least for me, the last sentence broke a bit because of the connection, maybe. Okay. Can you hear me now? Yes. Now it's... Swedish phone number. Chat in... Be clear about if you speak Swedish or it should be in English or if they can write in Swedish. But you reply in English. Just write it. It's... Be transparent about it. So they don't wonder. I know for Danish and Sweden that many Swedish people in my network and the people I've been doing business with don't... They don't understand Danish. Which means that they avoid speaking to Danish people. No. And I've seen it so many times. But authors in private because they're like... They have this experience maybe where they're like, I don't understand Danish. And if they talk about numbers, I'm completely off. Yes. And so just be clear about what you can do in your customer service or in your chat. Write it down. The AboutPay has it in Swedish. I know it's obviously for some people, but many companies don't have it. They have it in English or their own language. In your case, it will be way off if you have it in Finnish. It's Trustpilot. It's almost free and you can use it. It's huge in Sweden. And it's... Just get it up and see if you can get those Swedish reviews also. As I mentioned in the slide before with the user-generated content, you can probably get something similar to that. Then Deliver in B2B and B2C. If you have to deliver something, make sure that you work with a recognized Swedish supplier. PostNor is recommendable. It's huge. And it might not be the cheapest one, but it's safe. We have something in Sweden also called Trygg E-Hannel. Trygg E-Hannel is... I think it's about 15 years old. You can get that sticker on your homepage. And that sticker just gives you proof right away. You get extra points from Swedish people that say, okay, this is Trygg E-Hannel. And I don't think many Swedish people know what it means, but they just... They have built the brand around it. So it's like you are safe with payments and stuff like that. The same with Klarna. If you have Klarna, people... I don't think they know Klarna's terms, but they automatically think that if Klarna is there, it's safe for me to use Klarna. Yeah. Cookies, content, just all that. FAQs in Swedish. Chat is clear in Swedish. Schema markup. I don't know if we will talk about that, but have that also set up the technical foundation. It will give you a good boost also in AI search and stuff like that. Yeah. I don't think the slide was that boring. No, maybe not. Continue. Swedish buying behavior. We were a little bit touched on the behavior. A lot of people use AI. You do that in Finland too. It's nothing new. One in four ask AI questions. They don't expect to get on Google. Not that long ago, I don't know if you saw this, but a new study made by A-Refs, I think it was, or LinkedIn, is that 60% of people that use AI have... We know you have a short list in your mind, three to four brands that you already think about, but 60% of people now with the thousands of people in this survey, they actually change from the original short list, the supplier they buy from, based on the AI answers they're getting. So this means that now, even though AI search is small, it's, I think, 3% of the total search market, and Google is still huge, and you should not forget the 10 blue links. But the market is increasing a lot, and it was, for me, very interesting, because if 60% is changing their mind based on the brand they already think of, that means you have to get your foundations technically correct to actually show up there to get a possibility to win over new customers that have not even thought about you from day one. That's actually super interesting. Yeah, it was. So, yeah, schema markup. For those of you that don't understand schema markup, what it is, it's the technical stuff that you don't see it when you enter the site. It's something the AI bots and Google bots, they see when they crawl your site. And this is a structured way that in 2011, all the browsers back then agreed on, we need to have a common technical language that makes it easier and cheaper for us to understand what a website is about. And that's schema markup. You can automate that. Maybe you think, oh, I have hundreds or thousands of products. I can't have schema markup on every single one. Yes, you can, because you can automate it. We've done it with hundreds of customers at Obsidian, where we help them automate this so they don't have to think about it. It automatically creates the schema markup in the back end. And it's done if they add a new product or they change something, it's done in 10, 20 seconds behind the scenes. It can be automated. Yeah. And now regarding the list of quick wins, I think this is a good list for like, of course, entering Swedish market, but also like local markets. So for Finnish companies in Finland, this is a good list as well. So it's not just only about going into a new market, but overall a very good short list of technical AI fixes. Yeah. Then we have a meme. Oh, yeah. I'm saying Swish and Klarna lost sales. It is lost sales, and I know it's more difficult to get Swish. But if you can, and if that investment is, I know it's not that high, just add it. You will see a bonus on the other side. So take that initial cost also would be smart. Yeah, for sure. And the reason why Klarna is huge also is because invoices before Klarna, it was just big. It was the way Swedish people, they wanted to touch and feel before they took out the credit card. And Klarna just made it easy for them to say, okay, I get 30 days before I have to decide whatever I want to pay or not. And with the click of a button, I can just say, I don't want to buy this and return it. Klarna made it just very, very smooth. This is a checklist, a practical takeaway. This is the practical takeaway. If you're planning to enter Sweden, just sit down, go through this before your launch. Or if you're already live in Sweden, but you feel like we are underperforming, we could do better. Use it as an audit. And yeah, do the check marks. If you can put a lot of check marks here, you are probably not ready to go live in Sweden. Or that's probably why your Sweden launch is underperforming. Yeah. And yeah. Final slide. Final slide. And we have, what's the time? We have eight minutes. Perfect. I think actually four minutes because we had this little technical. Okay. But the final is that when you signed up for this webinar, we offered you a free audit, go-to-market audit. It is free. There's no catch. It's nothing that we do. We do this with all potential customers. Of course, we want you as the customers. That's no secret. But it's free. Use it. If you are already live in Sweden, we can go through. And we have several different audits also that we offer for free. And you can apply for one of these. If you consider Sweden, have a meeting with us. And we will look at the things that we can see that are very obviously that this is something you need to change. Or we suggest you change. We have already have some meetings with people that have asked for audits before this webinar. And it's clear that it's helpful. And some companies do need these audits. Yeah. And it's good to have outside eyes looking at that. Yeah. And you will get a report also that you can take to your management or you can take to whoever you usually benchmark this kind of business with. Yeah. Super. I don't see any questions here. But in case you have questions, feel free to reach out to us, whatever it might be. And as I said in the beginning, we will share the slides and the video with you after the webinar. Let's see. Now we got one. Okay. What is the minimum ad spend for Swedish market? A billion. No, there's no minimum. I would say if you do the user-generated content, you can use your investment there to get content. You can start promote. But I would say I know maybe some of you are thinking we could just do Google Ads and then we start there. But I would not start with Google Ads. It doesn't matter if you're B2B or B2C. I would actually start with something more Facebook -ish to kind of see are we getting – does it resonate what we're thinking and how we're thinking of promoting our product or services? It's a cheaper way and you can get a test with – now I'm saying in Danish Corona, but it will probably be 5,000, 10,000, a thousand euros can get you a long way if you do it by yourself in advertising. And you can get a good feeling after one or two weeks having ads on Facebook. And then again, maybe you think, well, we're B2B. Our audience is not on Facebook. And I would probably challenge them and say, well, I would most definitely think they are because they have what? How many billions users? B2B people are on Facebook. And we do predominantly at Obsidian, even though we are heavily B2B, our main advertising is Meta, Facebook, because that's where we see absolute best results and starting the conversation with people. That's where we test when we have a new product offer. We test Meta as the first one before we even think about doing anything with Google Ads. And we just get so good respond on that. So that's something that we've seen work for us. And I also seen work for many other companies. Did that answer your question with the minimum ad spend? Hopefully it did. Don't see a comment. But if anything else, really feel free to. Yeah. One thing you can do if you're B2B, I know there's been a lot of text here about the content and the language and should you be native and stuff like that. But a thing you can do in B2B, you can also do it in B2C. I've mostly done in B2B is doing problem statement ads. And problem statement ads is that what problems are you solving? And you just do those ads on Facebook. You can do them on LinkedIn also, but be aware it's much more expensive on LinkedIn. You can target more exactly, of course. But on Facebook, they have a larger audience. You get a response quicker. The problem statement ads should be simple, no pictures of people. It should be one flat color. They should be kind of boring where the problem statement in text is the one that stands out. And it should be in the way that your customers talk about your solution, not the way you think it sounds smart, if that makes sense. Otherwise, if you're interested in hearing more, of course, just reach out to us and we can talk more about that. Yes. No other questions, at least at the moment. So I think we will wrap this up and share materials with you later. But one more time, really feel free to approach either one of us if you have any questions or you're interested in the audit. So thank you so much, Simon, of course, but also everyone online for spending this one hour with us talking about Swedes. And not mentioning ice hockey once, except for now. I'm proud of myself. I would say my Swedish friends are not happy. They have not succeeded for a while here. And the Finnish people are just, it was the fourth time, right? I think it was. Or fifth. I don't know. You won a lot of times. And Sweden is struggling here. It's hurting my Swedish friends that like hockey. I can imagine. Okay, super. Thank you, everyone. And hoping to hear from you. Yes, fifth. Thank you, Julia. It was fifth. I'm a bit embarrassed now. Super. Thanks, everyone. And thanks, Simon. Bye. Bye.