MVRA model – SYNTELCO

We are Multi-Vendor Representancy Agency (MVRA)

SYNTELCO is a modern sales and marketing agency representing a number of renowned international Vendors and Brands at Polish and Central and Eastern Europe market through a Multi-Vendor Representancy Agency (MVRA) model. Clients and suppliers often perceive us as an outsourced Country Area Manager or Supplier Sales Representative, but our scope of responsibilities and capabilities is much wider and meets the needs of the manufacturers we serve.

More about MVRA

About our MVRA model

Our unique Multi-Vendor Representative Agency (MVRA) business model radically accelerates the successful market entry of foreign Vendors and Brands in Poland (with an option for regional CEE, Ukraine and Baltics expansion). Clients and cooperative Vendors often perceive us as an outsourced Country Area Manager or Supplier Sales Representative, but our scope of responsibilities and capabilities is much wider and meets the needs of the manufacturers we serve. We act as a non-competitive, value-added representative partner focused on development and actively managing sales channels. We guarantee significant savings in time and budget by providing a shortcut between the Vendor’s product and the local market. Deep understanding of local dynamics ensures smart, targeted representation on local market. Our core function is to build, manage and monitor dedicated sales channels, do efficient marketing and ensuring comprehensive representation in front of Key Customers and within strategic projects, frame contracts and Daily Business sales.

Multi-Vendor

Multi-Vendor means cooperation with several diffrent Vendors and Brands invited to fulfill Multi-Product portfolio managed and served by Agency at local market in non-competitive way between Primary & Supplementary Product's groups.

The Agency's Non-Competition Policy means that Primary Product receive singular representation and promotional focus, ensuring no competing Vendor products within this category. Supplementary products may include a max. of 2–3 items from different Vendors based on clear criterias (i.e.economy / premium).

The Multi-Vendor approach allows us to reduce operating costs by distributing them across Vendors. Furthermore, it creates excellent synergy and cross-selling opportunities between products, enabling us to sell comprehensive Solutions instead of single items.

Representative

Our role as Representative means that the Agency manages the full sales process from start to finish. We formulate and propose the governing strategy, which is rooted in our local market/Key Customers deep knowledge and experience and then executed after Vendor confirmation.

We exchange Vendors in launching their local operations by offering a comprehensive suite of legal and operational services. By our services, Vendors are relieved of construction and maintainance complex and expensive abroad resources for local sales and administrative functions.

While Clients and Vendors frequently view us as an outsourced Country Area Manager or Sales Representative, our mandate is broader. Our capabilities and responsibilities are tailored to needs of the manufacturers we represent in the local market.

Agency

Agency means more than Agent or Sales Representative thanks to flexible resources which could be allocated upon current needs.

We recognize the value of collaboration and know that the scale of the Polish market requires more than a single proffesional may sees from abroad. Our strategic objective is to offer a flexible team of professionals with complementary expertise, where team setup is strictly correlated with by the current sale stage performance of the Vendors we represent.

Agency aggregate roles which in standard model incur high costs for any Vendor's: Country Manager / Sales Representative, Back Office / Logistic, Project Manager, Product Manager, Lawyer, Translator, Webmaster (and any other upon purpose) - without local employment worries (salary, insurances and local law) where settlement is done by invoice under Pay As You Growth method.

For whom?

Our services are tailored for international Vendors and Brands seeking a seamless entry into the Polish and Central & Eastern European (CEE) markets. We specifically focus on manufacturers of energy and telecommunication products and solutions based on fiber optics, datalan technology, composite materials and active devices which may fit to product portfolio needed for local market. Especially for products which would be specifically relevant to Customers in sectors such as: telecom, structural cabling systems and datacenters (datalan), railway, and heavy industry, as well as other vertical markets covered by the Agency’s specialization. For suitable Vendors who approve the model proposed by the Agency, we offer comprehensive channel options: we will professionally manage their current sales channel, build a brand-new one, or integrate their products into our existing network to leverage cross-sales synergy and make product localisation shortening Time 2 Market. Scope of services would be tuned to method of entry to market choosen by Vendor:

New Entry

Under this scenario, we fully manage all local Vendor operations according to a collaboratively defined Marketing Strategy and major Key Performance Indicators (KPIs). Deployed resources and service scope are tailored to match market demands, the scale and difficulty of the product portfolio and Vendor’s designated entry budget. Dedicated staff (e.g.Technical Support, Customer Care) can be provided immediately or allocated on an as-needed basis, utilizing a ‘Pay as You Grow’ resource model. Our marketing is focused on implementation and proper placement of vendor’s Brand Name on market.

Take Over

Our expertise encompasses the optimization, restructuring, and active management of existing local sales channels, aimed at achieving peak sales performance, superior Customer support, efficient local logistics, and decisive conflict resolution. By establishing this robust representation, we secure a firmer Vendor presence in the local market and offer enhanced transparency regarding the operational dynamics between Resellers, Customers, and other channel participants.

SubChannel

Alternatively, the Agency’s marketing initiatives or created sales structure may function only as a secondary sales channel and a key promotional hub for the Vendor’s products. Under this arrangement, the Vendor’s own internal local or foreign team retains control and responsibility for all major tasks, encompassing marketing, localization, and product management. We are able to perform select services from this scope upon mutual agreement.

Cross-sell

Furthermore, to address portfolio gaps not covered by our primary or supplementary Vendors, we engage local suppliers or Product Development House services. This integration focuses on areas where we observe clear cross-synergy with our main partners and developed product groups. Our marketing strategy is designed to highlight these synergies, emphasizing the relationships between products and promoted by systemic, solution-based approach focused on real-world applications.

Product portfolio range

We aim to develop a comprehensive portfolio mixing Primary and Supplementary products coming from many Vendors enabling us to deliver compatibile System Solutions tailored to specific Customer applications. Products are selected from Vendors in a non-competitive manner to ensure a full spectrum of telecom solutions, primarily focused on complete Fibre Optic Systems and addressing emerging market challenges such as 5G, IoT, Industry 4.0, and Smart City projects.

The current broad product range is being introduced to the market incrementally, starting from the key product groups and moving toward the smallest. Dedicated Agency resources or just single outsourced Product Managment services including product localization up to life cycle management, local standarizations and approvals, pre-sales and after sales technical support with claim solving – can be assigned to a specific product group based on Vendor requirements or market/Customer demands.

Product marketing is conducted through inclusion in the Product Catalog, posts and articles in industry magazines and social media, during technical training and during trade fairs and conferences.

Market Strategy

Polish market is fiber oriented, booming, powered by UE grants and under massive development but as well is spread (more then10 000 End Customers), price oriented and very crowd with direct/indirect presence of mayor global vendors, subdistributors and importers. Each segment of market has different key players and shall be guided with different entrance strategy tuned to related product segment. For all segments we had in range other vendors and product to achieve cross-selling advantage. Crowd markets needs special treating, many relationships and good local recognition of Customer demands but as well deep understanding of local business environment including knowledge about competitors, investor habits or procurements rules. Right entry strategy is a key to open a door to local markets. Strategy / sales channel / communication would be tuned for each Vendor, market or even End Customer environment demands.

Telecom & Mobile

DataLan & DataCenter

Energy & Illumination

Composite Products

Products for Railways

Scope of MVRA services

Agency services are organized around Management, Representation, Customer Care and Technical / Product support. We want to represent Vendor in every aspect and at every stage of the sales process directly or with the participation of Sales Partner’s in all the required sales roles (Management), providing representation and legal assistance and assembling a project team (Representation). During entry or just after -more extended services could be needed to satisfy market demands or tune strategy to Vendor needs. Multi-Vendor model allow to spread out costs of any extended services offered by Agency directly or by local outsourcers covered by Agency to simplify and unifies costs reimbursements. It should makes any business model easier to reach by Vendor. Representation could be be provided upon several areas of activity in range depends on entry scenario chosen by Vendor supported by Agency:

Business Development

Building proper sales channels with strategy tuned to each submarket

Predicting and solving any potential conflict in channels

Price policy and product range selection for market demands

Optimal Logistic model selection for each submarket

Brand Development

Brand marketing through
local Vendor webpage and Agency webpage

Representation at conferences, industry events, existing and shared Vendors databases, etc

Cooperation with industry press and social networking sites (LinkedIn)

Product Management

Introduction and customization of a new product the local market

Product Flyers & Technical Local Documentation

Statement of Compliance, Declarations according to Local Standards

Training, webinars, commercial and technical video materials

Sales Management

Finding leads, prospects, projects and opportunities at local Territory

Customer Care, quotation, tenders, key projects and communications with Customer

Support to Sales Channel of regional Resellers and Distributors

After-sales Support

Proof of Delivery docs collections

Recognition and supporting of Quality Claims process

Customer Care and finding an new sales opportunities

Personal relations, changes tracking and other market analysys

Available logistic models

We can propose various cost-effective logistics models, which are customized based on the product group, the sales model chosen by the Vendor or the specific delivery method required by the Customer (driven by specific procurement terms, framework agreements, or project demands). Depending on the need, we manage sales and logistics directly from the Vendor via selected Master Distributors (MDs) and/or via continually expanded grid of local resellers to the End Customer. If demanded, very rarely we may support logistic direclty between Vendors and Key End Customers. Our primary approach focus on geographically dispersed grid of regional resellers collaborating with Agency which help us to serve Daily Business market as well as local projects demands short and fast deliveries from local stock.

Crucially, the Agency does not engage in direct sales to End Customers under any model so we are not competitor to any participant of sales channel. However we care for seamless sale process and supporting whole channel from Vendor up to End Customer delivery upon pricing policy and demands coming from Customers. We hope to soon launch software tools that will greatly facilitate product presentation, market communication, and the integration of all logistics methods in one place.

Direct Aproach (DA)

Direct deliveries from vendors on FOB or DAP terms: containerized (FCL) or full truckload (FTL) with a predetermined MOQ and directly to 1-2 of the single customer warehouses under inter-european trade (WNT) or based on customs procedures (Import). The Agency’s role is to support the ordering, shipment, invoicing and customer service.

SemiDirect Aproach (SDA)

The simplest version of logistic services provided by Agency or selected Master Distributor (MD) characterized by handling only import logistics and/or tax and custom representancy in direct deliveries from Vendors. Suitable rather in case of large projects upon agreed forecast or shared FCL/FTL import shipments to reseller grid.

Distribution Channel (SCH)

Support of orders, deliveries, collections and invoicing in daily sales and under projects or framework agreements – through a network of distributors with their own warehouse (VAD) or via grid of resellers (SR). The Agency’s role in this model is to build such sales channels, oversee sales policy and resolve potential conflicts in the channel.

Advanced Logistic Services (ALS)

Upon Vendor or market demands we may serve our Customers in advanced mode as well by developing outsuorced Warehouse & Logistic Services (WLS), Sub-Logistic Services (SLS), Product Development House (PDH) and Local Assembling Services in Fiber optic connectivity assembly (ASC) and Equipment assembly as sets (ASP).

Local Reseller Grid

Daily Business market is same or even more important as Project, OEM, Key End Customer markets as usually brings stable incoms and rising brand recognition. That part of business are most difficult and full of logistic issues to be solved. We are continusly evaluating up our regional grid of local distributors and resellers for each segment of market covered (telecom, ilumination poles, railways, etc). Thanks to them we may serve local Customers directly or via dropshipping method.

Settlements

Implementation of strategic goals related to taken sales planes needs monthly expenses and should be motivated by fee paid over agreed method. Agency remuneration depends on periodical costs spent by Agency on reasources allocated to Vendor and jointly designated Key Performance Indicators, agreed Pipelines and targets required by Vendor. Usually its a mix of permament fee and success fee paid after reaching agreed sales KPI’s. Additional local costs refunding (marketing, fairs, samples, etc) are forecasted and agreed in advance. Thanks to Multi-Vendor shared model total expenses incurred by Vendor for market entry should be lower and easier to carry then direct employment or opening own Sales Representative office at Local Market.

Interested in to become our Vendor?

Are You a Vendor, like our MVRA business model and have products which may complement our portfolio? Contact us to talk about possible synergy. Please do not hesitate to contact with us to appoint meeting and talk about best suitable MVRA model of cooperation.

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