the expansion roadmap
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Turn ambition into structure, and structure into action
A flexible roadmap to scale without losing direction or culture
from vision to execution
Structure and focus for fast expansion,
across functions, levels and regions
Why it matters
Once your startup has found product-market fit and begins to scale, new dynamics emerge.
Growth brings speed, complexity, and a greater need for trust — inside the team and with those who invest in you.
Everyone still works hard, but not always in the same direction.
Priorities multiply, new hires join without full context, and what once felt natural starts to feel fragmented.
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That is when a shared strategic roadmap becomes essential.
It keeps your vision alive as you expand, ensures every decision reinforces your brand and direction, and gives people the
• clarity
• confidence
• and focus
to move fast — without losing alignment or trust.
The system behind it
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We use the OGSM model as the foundation for our strategic roadmap.
It has been designed to help fast-growing companies scale with structure and clarity.
Global organisations like Procter & Gamble have refined and perfected it.
And now, more than ever, it is relevant to ambitious scaleups.
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OGSM stands for:
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Objective – what success looks like
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Goals – measurable targets
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Strategies – how you get there
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Measures (dashboard) – the KPIs of the strategies
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Measures (actions) – co-created with the teams who will execute them
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The bottom-up involvement creates ownership, motivation, and buy-in from the start.
It is simple, compact, and powerful, designed to connect vision with execution.
"what" by "how" logic
The heart of good strategy, and OGSM
What do you want to achieve — and how will you make it happen?
This ensures words becomes actions.
And it is what enables the plan to cascade across functions, levels and regions.
cascading
Once the core OGSM is set, we use it to cascade strategy across teams and levels.
A strategy at one level becomes an objective for the level below.
This creates clear accountability and connection across layers.
VERTICAL CASCADING –
ACROSS LEVELS
HORIZONTAL CASCADING –
Across functions
​The "What" part remains the same.
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The "How" part changes to reflect the specific skills of a department or team (like marketing, finance, R&D, etc.)
​Objective: The same everywhere
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Goals: Based on regional potential.
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Strategies: Reflecting regional market conditions and cultural nuances.
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Measures (Dashboard)
Tracking regional progress.
Measures - Actions
Implementing the strategies in each region. ​​
REGIONAL CASCADING –
Across borders
Cascading turns your plan into a shared commitment
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More than rollout, this is where real alignment happens:
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Brings teams and functions together
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Surfaces dependencies, timeline conflicts, and blind spots
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Creates ownership across levels and regions
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Boosts accountability, motivation, and speed
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Built together, understood by all — and acted on by everyone.
the visual structure of an OGSM
