Ukrainian healthtech firm Liki24 has officially announced its return to the Polish market, marking a significant strategic pivot four years after its initial withdrawal. The relaunch signals a new chapter for the company, which has since evolved from a domestic startup into a global platform with extensive European experience. This move underscores a refined expansion strategy built on lessons learned from its first foray into international markets.
A Strategic Re-entry After Initial Setbacks
Liki24 first entered Poland in 2020, which represented the company's inaugural attempt at international expansion. However, this initial venture faced significant operational hurdles, leading to the closure of its Polish operations, Liki24.pl, in 2022. The company has since been transparent about the challenges that prompted its strategic withdrawal from the market.
Company leadership, including CEO Anton Avrynskyi, has attributed the initial failure to several key missteps. These included critical errors in infrastructure development, flawed hiring processes, and an over-reliance on replicating its successful Ukrainian business model. The attempt to directly copy a domestic strategy proved ill-suited for the unique dynamics of the Polish market.
Lessons Learned and a New Global Vision
The four-year hiatus provided a period of reflection and significant growth for the healthtech platform. Avrynskyi described the initial experience as "painful, but also incredibly educational," emphasizing that the setbacks were instrumental in shaping the company's current strength. This period of learning has been crucial in rebuilding the entire country launch process from the ground up.
Today, Liki24 approaches the Polish market not as a newcomer but as an established international player. The company now operates across multiple European countries, boasting a robust network of hundreds of partners throughout the European Union. This transformation is central to its confidence in succeeding where it once faced difficulties.
A Unified European Model
The core of the new strategy involves abandoning the direct replication of its home-market model. Instead, Liki24 is implementing a unified European framework that leverages its existing connections with distributors and pharmacy chains. This approach prioritizes seamless technological and logistical integration within a broader, established ecosystem.
By operating as a global platform, the company can achieve greater operational efficiency and scalability. This model allows for standardized processes while still adapting to local nuances, a key lesson from its first attempt. The focus is now on leveraging its comprehensive European infrastructure to deliver a consistent and reliable service.
The Path Forward in a Competitive Market
This strategic relaunch is backed by significant financial investment and a clear vision for European growth. Following a successful $9 million Series A funding round, the company has been actively expanding its footprint, including a recent entry into the UK market. The return to Poland is a calculated step in its broader mission to solidify its presence across the continent.
Liki24's re-entry into Poland is more than a simple market launch; it is a powerful demonstration of corporate resilience and strategic adaptation. By transforming past failures into a blueprint for a more robust, integrated European strategy, the company is poised for sustainable growth. This calculated return signals Liki24's firm ambition to become a leading force in the European healthtech sector.