Introduction
This is the story of how an ambitious startup gained clarity on their marketing priorities. Story Flow helped European Sleeper build a focused 18-month marketing roadmap while realigning their team around shared objectives and collaborative execution.
Ambition meets Constraints
European Sleeper approached us with a compelling vision: rebuilding Europe's night train network with routes connecting Brussels and Amsterdam to Berlin, Prague, and beyond.
As a startup in the transportation sector, they faced the classic venture dilemma: very few resources, very high ambitions, and limited runway to achieve their goals.
The challenge was clear: every marketing decision had to count. They couldn’t afford activities that didn’t directly contribute to growth. At the same time, the team was moving fast—but in different directions. Everyone was “running, running, running” on their own priorities, which created collaboration challenges and diluted impact.
“The patience Story Flow had with everyone was invaluable—reminding us of the workshop goal and guiding debates in a constructive way so we could actually come up with results.”
Elena Balosin, International Sales & Affiliates Coordinator
From High Energy to Grounded Strategy
Our collaboration followed the four steps of the F.L.O.W. method, ensuring structure, clarity, and alignment:
Phase 1: Focus
Clarifying the Intention
We began by aligning around European Sleeper’s most important question: What should our marketing plan look like for the next 18 months—and what should we deliberately not focus on?
Phase 2: Look & Listen
Clarifying the Context
We gathered diverse perspectives from across the organization—marketing, leadership, and customer journey specialists—to capture all relevant viewpoints. This cross-functional lens revealed not only external marketing needs but also internal collaboration pain points.
Phase 3: Outline
Clarifying the Strategic Narrative
Through structured discussions, we identified the marketing priorities that would maximize impact within tight resource constraints. Together, we agreed on clear trade-offs: which initiatives to pursue, and which to park.
Phase 4: Write
Clarifying Communication
The process delivered a practical, 18-month strategic marketing roadmap. More than a document, it became a shared playbook that clarified priorities, strengthened collaboration, and gave the team confidence in how to move forward together.
Strategic Clarity Achieved
European Sleeper left the process with:
- A focused, actionable 18-month marketing roadmap.
- A shared understanding of priorities across the team.
- Stronger collaboration and alignment in execution.
Team members highlighted how the process united different perspectives, clarified shared goals, and reinforced a shared, customer-centric mindset.
“Story Flow offers a calm and focused presence, guiding teams toward common objectives. They’re ideal for startups, blending insights and fostering collaboration to help businesses evolve.”
Evelien Fleskens, Customer Experience & Community Manager
The Value of Grounded Planning
For European Sleeper, grounded planning meant focusing on the essentials: structured dialogue that built alignment, and transparent trade-offs that created clarity.
The Path Forward
European Sleeper’s journey shows how startups can use grounded strategic planning to balance bold vision with limited resources. By focusing priorities and aligning their team, they built the foundation to grow Europe’s night train revival.
Work With Us
If you’re leading a resource-constrained venture struggling to prioritize marketing activities while keeping your team aligned, let’s explore how we can bring clarity to your roadmap.
