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In-market expertise helps Robotical meet new growth challenges

A young boy with his back to camera using a laptop he is using to programme a robot

In-market expertise helps Robotical adapt to new growth challenges

Our access to trade shows and expertise on the ground in China helped Edinburgh-based Robotical quickly and successfully adapt its growth strategy as its target markets faced rapid and unexpected changes.

Encouraging STEM

Robotical is an educational technology company based in Edinburgh. It manufactures Marty the Robot – a walking, dancing, eyebrow-wiggling, fully programmable robot – designed to inspire the next generation of roboticists and engineers to learn about coding, robotics and technology.

Adapting to challenging times

Having previously worked with us to develop sales of Marty the Robot in the USA, Robotical found themselves in an uncertain position as methods of schooling across much of the Northern Hemisphere changed drastically during the Covid pandemic.

Robotical enlisted our help to assess and then refocus their international sales strategy on markets that were recovering faster from the instability of the pandemic. Our research service provided market reports on public and private schools in the US, financial data on school expenditure and overview of EdTech grants and schemes. As classrooms emptied, it was clear that the company would not be able to fulfil the growth targets it had set in America.

Having enjoyed ongoing success with a Hong-Kong based distributor, we identified mainland China as a possible target market – schools were back in session faster than their counterparts in Europe and North America, and resellers had maintained a confidence that was lacking elsewhere.

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Providing in-market expertise

We helped Robotical identify and exhibit at several trade shows in China, including CIIE and iDEE. Our staff in China were on hand to demo Marty the Robot in person, while the Robotical team could interact with attendees virtually. We also helped Robotical prepare for and follow-up on the shows, collating potential leads and setting up pitching calls after the event.

Our team also provided Robotical with advice and support around launching a product in China, undertaking an intellectual property audit. With the correct IP procedures in place for Robotical’s brand and the Marty product, the company had the confidence to engage with businesses in China knowing they were protected under Chinese law.

The resource that we’ve had access to through Scottish Enterprise and SDI has been invaluable as we look to expand our footprint in new markets. Tackling mainland China is a challenge, but the support we’ve had provides pathways to success. Volume sales in 2021 are a real target

Myles Bax, Business Development Manager


Developing sales strategies

Thanks to its close collaboration with Scottish Enterprise and SDI staff, Robotical has garnered a tremendous amount of information about routes to market in mainland China, enabling the company to develop tailored sales strategies for seeding its product in-country. Robotical has also established contact with numerous teachers and are in the process of commencing a free trial program in order to encourage sales.

Supporting international growth

Scottish Enterprise provides a range of services to Scottish businesses planning to expand into international markets and those who find themselves exporting for the first time.

To see our upcoming international trade events and find out how to register or attend, explore our overseas trade missions and exhibitions listings. For more information on the support, advice and training that we offer, visit our exporting and international markets pages.

International market research

If you're looking for information about a particular international market or sector, contact our research team to request free, tailored information.