From day one, ANYbotics took a methodical go-to-market approach. Market selection wasn’t just about geography, but about industry verticals offering high customer density and strategic fit. They prioritised proximity, ensuring local support post-sale – from training to service. Channel management was non-negotiable. Resellers were chosen via stringent criteria. Exclusivity was off the table. Underperformers were swiftly let go. The system was lean, agile and uncompromising.

Strategic partnerships were equally key. Long-term collaborations with major system integrators like Siemens Energy enabled ANYbotics to tap into established ecosystems and scale efficiently – though these relationships required patience to mature.

Execution speed made the difference. Their US subsidiary was established in just three months – a notable feat given the notoriously slow industrial sales cycles.

The result? Remarkable. ANYbotics is now active in over 12 markets, with 15 carefully selected resellers and top-tier industrial partners acting as multipliers.

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Candid Lessons and Strong Alliances

In the panel discussion that followed, Lukas Reinhardt (UBS), Bruno Aloi (Switzerland Global Enterprise), Péter Fankhauser and Satschin Bansal shared honest insights from their international journeys.

Péter recalled a costly delay caused by over-reliance on external certification bodies – a misjudgement that could have been avoided with in-house expertise.
Satschin highlighted the challenge of aligning direct and indirect sales, but showed how clear roles and team-based incentives turned potential friction into collaboration.
Bruno contributed his own story: a race against time to get a robot into Brazil within three months – made possible through close coordination with regulators and S-GE’s local network.

The panel also addressed funding, branding, and the advantage of staying Swiss-based. "There’s no reason to move away"

Going Global from the Start – The ANYbotics Success Story

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