Overview

Tageos developed breakthrough paper-based RFID labels—offering a lower-cost, high-performance alternative in a category long dominated by major U.S. incumbents.

The technology was exceptional.
But the company lacked global visibility, a clear category narrative, and a U.S.-ready commercial presence capable of supporting an enterprise-level international launch.

A global opportunity constrained by GTM readiness

As RFID adoption accelerated, Tageos faced a familiar industrial challenge:
strong engineering, limited market legibility.

Without a structured category position and unified GTM story, the company risked remaining an unknown European innovator in a market defined by large American players.

A critical launch moment

With RFID Live—the industry’s most influential global stage—approaching, Tageos needed to move fast.

Key gaps remained:

• engineering-heavy, fragmented messaging
• limited international recognition
• no structured category narrative
• no U.S. commercial leadership in place

To enter the U.S. market credibly, Tageos needed clarity, leadership, and a coordinated GTM launch.

Designing the category narrative and global launch

Tyos applied GTM Capital discipline to prepare Tageos for global scale:

• clarified the economic and competitive advantages of Tageos’ proprietary fabrication process
• authored the category narrative that made the product legible to global enterprise buyers
• partnered with a Tyos GTM Partner recruiter—who referred Tyos into the engagement and simultaneously hired Tageos’ U.S. General Manager from a direct competitor
• rebuilt the messaging, value narrative, and commercial assets
• orchestrated the global launch around RFID Live, positioning Tageos as a category contender
• delivered a full enterprise- and investor-ready GTM storyline

From industrial innovator to global category leader

In four months, Tageos moved from relative obscurity to global visibility.
Enterprise buyers, analysts, and industry media recognized the company as a serious category player—not just a technology supplier.

Outcome

The impact was decisive:

• rapid expansion of global enterprise pipeline
• coverage by leading industry media, including RFID Journal
• ascent to #4 worldwide in the RFID label category
• strategic acquisition by Fedrigoni