Crypto go-to-market strategy for Germany

What a crypto go-to-market strategy for Germany covers

It names the buyers of your product in Germany and the order in which you reach them. A crypto exchange from abroad, a custody provider and a stablecoin issuer each have to decide whether retail users come first, through an app, or institutional users such as asset managers, and which local partner brings them. The strategy also fixes what goes out in German, from the website to the terms a buyer’s compliance team reads.

I take on three parts of this work: the market entry plan, business development and marketing. The company picks one, two or all of them.

Entering the German market, step by step

The table lists the steps of a market entry for a crypto, digital asset or stablecoin company, what each step needs and my part in it. The license stays with your lawyers.

Step	What it needs	My part
License	The authorization your services need under MiCA; ESMA publishes the authorized providers and token issuers	None. Your lawyers and the supervisor handle it, and I plan the launch around their date
First buyers	A decision on who buys first: retail users, companies, or institutional users such as asset managers	Market entry plan: the buyer groups and the order in which you approach them
Message in German	Website, sales material and product pages in German, and terms that a compliance team can read	Marketing: German texts and product marketing
Partners	Local partners who bring customers or services, such as custodians, exchanges, payment and data providers	Business development: the partner list, the first talks, and agreements drafted with your legal team
Visibility	A presence at Frankfurt events and in German finance media	Marketing: panels and talks at Frankfurt events, articles, press work
First customers	Onboarding documents a buyer’s legal and compliance teams accept, such as terms and service and price definitions	Business development: talks with decision-makers and the onboarding
Feedback	What German buyers ask for and turn down, taken back to the product	Reports to your product team and changes to the plan

Where my market knowledge comes from, newest first

• Since January 2026: Editor at Business Punk, a business magazine in the German-speaking countries. I write on digital assets, blockchains and crypto investing, regularly in its investment special Anlage Punk, published in Germany, Austria and Switzerland.
• 2024: expert member of the Product Advisory Committee of the Digital Token Identifier Foundation from May, where my part is the adoption of the identifiers in Germany. Founding member of the Bitcoin Bundesverband in Berlin. In April I organized a Chainlink panel in Frankfurt as a pre-event to the Crypto Assets Conference.
• January 2023 to October 2024: Chief Information Officer at the Frankfurt-based company Blocksize Capital, with growth and marketing as part of the position. In 2023 I helped write the terms and price definitions of the data product and created the legal framework of the company’s partner program.
• 2022: Head of Decentralized Finance and Node Operations at the same company. I wrote the concept of a real-time market data product, designed its product marketing, presented it to decision-makers at stock exchanges and banks, and onboarded its institutional customers with their cooperation partners.
• Since 2015: Bitcoin miners and blockchain nodes of my own. I’m still running nodes today.

Who I am

I am Michael Wutzke. I live in Frankfurt and have worked in IT and media for more than twenty years, as an employee and as a consultant. I came to business development and marketing from the product side, so I can explain a technical product to a buyer in plain German. I have attended more than 250 blockchain events, from international conferences to local meetups, and I publish German articles in Der Bank Blog and IHK-Magazin. Details: Working with blockchains.