Approach

A shared language doesn't make a shared market.

Built on experience across Paris, London, Jersey — and nine years now in French-speaking Switzerland — I've watched the same scenario play out far too often.

A French tech or IT services company decides to launch in Switzerland. The market is attractive, the language is shared, the border is a step away. On paper, it all looks straightforward.

So the company hires a junior salesperson from France, opens an office in a shared workspace, and waits for things to take off.

Six months later: mounting costs, an empty pipeline, and a great deal of bewilderment.

The problem is almost never the product. It's a misread of the market.

Because sharing a language doesn't mean sharing a business culture. Switzerland has its own codes: the primacy of local networks, long decision cycles, a demand for proximity, and a genuine — and entirely legitimate — caution among Swiss companies toward foreign players arriving without local roots. That caution doesn't lift because you speak French. It lifts when there's a trusted relay on the ground.

That's exactly the role I play with FJ Advisory: a bridge between France and Switzerland for tech and IT companies looking to set up here — without repeating the costly mistakes of others.

In practice, we move step by step, with no hidden commitment.

• We first validate the real opportunity (Go / No-Go) before any heavy investment.
• We adapt your message and approach to Swiss codes — not just the language.
• I activate my local network and carry your commercial presence on the ground.
• And when the time is right, we structure your lasting establishment (team, office, partners).

The idea: give you access to a deep read of the Swiss market and a trusted local relay — instead of learning it the hard way.