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the new solution. These end-users will explain which problem this newsolution solved in their daily lives. They will explain the context in which theydecided to buy and test this new solution. This increases the engagement ofearly adopters. To help this first experience, the promotion programme couldinclude gamification, interactive ads, or virtual reality cases that allowcustomers to experience the innovation first-hand.d) Online community buildingThe opportunity to create an online community or a platform where potentialcustomers can interact is useful to share experiences, and ask questionsrelated to the innovation. This fosters a sense of belonging and encouragesword-of-mouth referrals. The second advantage of this community is togenerate some co-creation efforts with customers or beta testing groups. It isinteresting to involve customers in the innovation process, to get usefulchanges, and it can also generate a buzz through the communities of each ofthe participants. Experience shows that a community can only be sustainedover time if the participants have a personal interest in it. The cause to bedefended is the first step to join the community, but it is not sufficient tomaintain the participant%u2019s commitment to the group. These contributions willwork for the branding.All of these strategies will help to create and manage the brand identity,including the company%u2019s name, logo, design, and messaging. The creation ofcontent will develop some compelling content such as blogs, articles, posts,videos, and social media posts to engage and educate potential customers.The communication strategy is to craft and deliver messages through variouschannels and communicate the value and benefits of the product or the service.The global offer on the market should bring leads to the company and potentialcustomers. After this step, commercial actions can take place.n 3. 3. 4. Selling to European customersCommercial activity is important to obtain turnover, which is the positive flowof a business model issued from this action. Below is a list of potential customersegments for a frugally innovated product in the European context positionedalong the sales chain. They have been ranked by the potential volume ofproduct each partner can sell (or buy). There is not just one type of customeron the market, but plenty of partners to convince of the opportunity to sell/buythe new solution.a) Distributors and wholesalersThese actors represent the largest volume in sales. These intermediaries buyin bulk, which can provide a significant boost to the product%u2019s market reach.1483 Frugal Innovations