Sleep difficulties are common among families with young children, while healthcare professionals often have limited capacity to provide ongoing individual support. A Swiss provider of a digital sleep-support app for parents is considering expansion into francophone Europe. The challenge is to understand market conditions, adoption barriers, and stakeholder expectations in these markets and translate them into a practical entry strategy.

The thesis combines desk research with qualitative primary research. Demographic, regulatory, and competitive conditions in francophone Europe were assessed using PESTEL and Porter’s Five Forces. Ten surveys with medical, scientific, and digital/community stakeholders provided insights into adoption, credibility, and partnership requirements. Findings were interpreted using the Technology Acceptance Model, Diffusion of Innovations, and stakeholder theory, and translated into a market-entry and implementation concept.

The analysis shows that market entry should be built around trust and institutional credibility rather than price- or feature-based differentiation. Scientific validation, transparent data handling, and clear communication of the app’s limitations emerged as central requirements across stakeholder groups. The recommended approach is a phased rollout: first establish medical and scientific credibility in the larger target market, then use digital and community partners to broaden awareness, before transferring the evidence and relationships gained to the second market. The app should remain positioned as a consumer sleep-support tool for parents that complements professional consultation. For the client, the thesis provides a structured basis for international expansion, including a market-entry sequence, stakeholder activation logic, communication priorities, and actionable implementation steps. This reduces uncertainty around market entry and helps focus limited resources on the partnerships and activities most likely to build credibility and adoption.