Hovedstadens Letbane: Building the Go-To-Market Strategy

The Challenge

Hovedstadens Letbane represents one of the largest infrastructure investments in Greater Copenhagen in recent years.

As the organisation prepared for launch, the challenge was clear: how do you turn a major infrastructure project into a transport solution that people actively choose to use?

Hovedstadens Letbane needed a commercially driven Go-To-Market strategy capable of attracting passengers, building travel habits and creating a strong foundation for long-term growth.

The ambition was not only to understand who the future passengers would be, but also to identify which audiences represented the greatest potential, what they needed from the service and which initiatives would have the biggest impact on ridership and revenue.

Our Approach

CPH Strategy partnered with Hovedstadens Letbane to develop a comprehensive Go-To-Market strategy for 2025–2030.

The process combined data, stakeholder insight and a series of collaborative workshops with the Hovedstadens Letbane team.

The work was built on a segmentation study, qualitative interviews with organisations along the light rail route and several workshops focused on turning insight into strategy.

Through these workshops, we worked closely with the team to:

• Prioritise the most commercially attractive passenger segments

• Map customer needs, motivations and barriers

• Identify relevant services, products and commercial initiatives

• Define strategic focus areas

• Develop value propositions for the prioritised segments

• Translate insights into a coherent Go-To-Market framework

The workshops played a central role in the process. They ensured that the strategy was not only data-driven, but also anchored in the organisation and shaped by the team responsible for bringing it to life.

The Outcome

The result was a comprehensive Go-To-Market strategy designed to guide Hovedstadens Letbane through its first years of operation.

The strategy identified the passenger segments with the highest potential value, clarified their needs and established a clear framework for how Hovedstadens Letbane could attract, engage and retain future users.

In addition, the work provided a shared strategic foundation for future decisions across communication, service development, partnerships and commercial initiatives.

Most importantly, the project helped transform a large-scale infrastructure investment into a customer-centred growth strategy – creating the commercial foundation for achieving long-term passenger and revenue ambitions.