Scaling an EV charging business is a complex process, especially in a changing market. That was the situation Tap Electric faced. Between 2024 and 2025, the Benelux region saw a paradox in the EV sector: record adoption rates in contrast to significant EV firms failures. Powerdale collapsed in Belgium due to over-reliance on an app-dependent model, leaving thousands of users stranded. In the Netherlands, EVBox faced liquidation after losing €800M since the takeover from ENGIE due to its product recalls and failed expansions. Additionally, many other startups prioritized software over hardware compatibility. These examples highlight the complexity of the ecosystem - scaling in the EV charging sector requires resilient business models, clear financial planning, and a deep understanding of underlying revenue drivers - not dependence on short term market trends.

Objective

To solidify its growth trajectory, Tap Electric partnered with us to develop a comprehensive strategic plan anchored by a robust financial model. This plan aimed to not only identify and capitalize on key growth opportunities but also to establish a clear, financially viable roadmap for future scaling. By strengthening financial planning and refining shareholder reporting, we empowered Tap Electric's internal team to understand and navigate critical growth drivers and potential bottlenecks within their strategic roadmap.

Our Approach

To achieve these objectives, we worked closely Tap to develop a structured financial framework. Our approach was built on understanding the core of the business model and ensuring clarity.

1. Deep Dive into Business Model

We began with in-depth workshops and executive interviews to assess Tap Electric’s business model, competitive position, and financial trajectory. This process clarified key growth drivers, potential risks, and the underlying assumptions shaping their financial projections. It was essential to build a strong foundation for building a case that aligned with market realities.

2. Investor Positioning & Communication

We provided direct support during investor calls, which ensured that financial data was presented in a clear, compelling way. We strengthened Tap’s positioning and reinforced investor trust by translating complex projections into a strategic narrative.

3. Cohort-Based Planning Model

We needed to develop a cohort-based financial model that provided a detailed view of unit economics, customer lifetime value, and acquisition costs. Scenario planning and sensitivity analysis showed reliable projections that could guide strategic decisions and investor discussions.

4. Roadmap to Accelerated Growth & Improved Profitability

As businesses scale, at a certain point, their business model needs to transition into profitable unit economics - as we uncovered in this article. We worked with Tap’s management to identify priority areas for sustainable growth, which ensured revenue expansion aligned with operational efficiency. With a clear definition of clear strategic initiatives, we helped to position the company to scale while maintaining financial discipline.

Results

Our Strategic Planning Service with Tap Electric delivered tangible results. Despite challenging market conditions, Tap Electric enhanced their focus, and strengthened internal financial planning and reporting capabilities. The refined strategic planning model and strategic roadmap provided Tap Electric with a clear view of its growth trajectory. It became a key decision-making tool, which is enabling the company to allocate resources efficiently, optimize pricing, and measure performance against benchmarks. Tap Electric is now scaling sustainably, with a structured approach and disciplined execution. This case study showcases that long-term success comes from strategic focus, financial clarity, and execution; not merely market potential.

Sources:

[1] European Alternative Fuels Observatory. (2025). Electric Vehicle Market Share in Belgium.

[2] Amies, N. (2024, February 25). Belgian charging station giant Powerdale's bankruptcy leaves users stranded—the Brussels Times.

[3] Silicon Canals. (2024, October 15). Engie to liquidate Amsterdam's EVBox.

[4] Kurrant. (2024, October 21). Engie shuts down EVBox amid €800 million losses.