Founded as ER-Konsult, 1982
WinMarket Consulting
Your best SME partner for growth.
Strategy consultant, business developer, sales trainer, lean expert, market consultant, brand guru — call us what you like. Since 1982 we have coached Swedish companies the whole way, from leadership and organisation to sales and marketing. How good we are can only be measured in our clients' results.
Today that work continues as WinMarket Consulting — and the method behind it now also runs as software, in WinMarketAI.
Results
Profitability well above 10%. Historically high.
— Randek
New business plan. Turnover doubled.
— Etikhus
Up 40% in four years. The numbers speak.
— Bufab Kit
Winning market share. Now turning over four billion.
— Rexel
22 → ~70 MSEK.
— Ästad Vingård
What makes us different
The whole process — from core to market.
Business developers, organisational consultants, sales trainers, team coaches and marketers usually work within one segment and help with one specific part. Our success model covers the whole process — from the company's innermost core all the way out to the market.
We have the tools for analysis and strategy, goals and results, business planning and positioning, winning sales and creative communication. And a way of working that creates energy, commitment and participation across the whole organisation.
The success model
Four stages. One method.
Analysis & strategy
Development requires development. An offensive business and market plan wins profitable market share and gives the company a clear direction.
Vinn din marknad®: business plan · vision · business idea and mission · core values · brand promise · barrier goals · milestones · action plan
Implementation inward
Every individual in the organisation shapes how much impact the plan has. Getting everyone moving in the same direction builds both success and the right culture.
High-performing teams, for leaders and management groups · Implementation of the business plan and core values · The Improvement Factory — goals and results
Implementation outward
When the plan, the core values and the brand promise hold internally, and we can deliver what we promise, it is time to communicate with the outside world.
Market communication — strategy and activity plan · Winning Sales — sales training that builds a standard everyone can follow
The customer's experience
Everything sharpened and planned internally only reaches the market when we communicate it. When promise and delivery match, the company earns credibility and customers who come back. Some call it the total brand experience. We call it the success model. Here we also work with loyalty, retention and reward systems — the structures that turn satisfied customers into returning ones.
AI strategy across the model
Where AI helps — and where it doesn't.
We work with AI throughout all four stages — where it genuinely improves the business, and where it doesn't. Which parts of your operation it can strengthen, what it costs, and what to leave alone. We also build AI systems ourselves, WinMarketAI among them, so the advice comes from practice rather than presentations.
New: the method as a tool
Every engagement we have run since 1982 recorded the same three things: the situation the company was in, what we advised, and what actually happened next.
That material now sits behind WinMarketAI — an AI tool that produces a market and competitive diagnostic on demand, built on Vinn din marknad® and four decades of real cases.
Start with the tool and bring us in when the stakes rise. Or start with us and keep the tool afterwards. The method is the same either way.
Explore WinMarketAIHow we work
All the way, together.
Everyone who has worked here has their own experience of both headwind and tailwind in business. What we have learned has been refined into simple, effective working models that lead from good to best.
The surest way to start the growth spiral is to get the whole team working towards the same goal. Coming from outside, we find it easier to break barriers, start discussions and shift attitudes. We work with the whole business — engaging workshops on site with you, individual coaching, or development of the management group and board.
The full programme: five workshops over nine weeks, from needs analysis and PTMD through business potential, competitors and positioning, to vision, targets, brand and implementation planning. You leave with a complete business plan your organisation owns.
How the programme works →Since 1982
From ER-Konsult to WinMarket Consulting.
It began
When Börje Ernstsson left his position in the armed forces, went on the offensive and started ER-Konsult Utbildning. The very first client was the Swedish Armed Forces. Since then, the practice has created growth and profitability in hundreds of companies — most successfully in small and mid-sized ones.
The books
Ernstsson's ideas became a string of books through the 1980s. Syntesinriktat ledarskap (1985) became an established concept. Syntesinriktad service (1986) introduced the PTMD goal model, still used for organisational development today. Kompetensutveckling och utbildningskvalitet (1987) led to a collaboration with the Swedish employers' organisation SAF, which later adopted the model as a quality framework for industry. Duglighetsmodellen (1989) still holds a permanent place in the Swedish defence training system.
Handing over
In the late 1990s Ernstsson handed the practice to Bengt Grahn and Arne Nilsson. The decade's dominant client sector was construction, including a major assignment for NCC Byggservice from 1999.
Vinn din marknad takes shape
Johan Pehrson joined around the turn of the millennium and became a partner in 2001. Together with Roland Nilsson — then managing director of the Halmstad agency Byrån 1&2 — he developed the methods and pedagogy for growth and profitability that became Vinn din marknad.
A third partner
Håkan Berndtsson joined as a partner in 2014, after several years with the firm. He has a substantial record in Swedish industry, including running Volvo's engine plant in Skövde with three thousand employees, and is among the people in Sweden who have worked longest with implementing Lean. The High-performing teams concept draws heavily on his experience.
Today
The practice continues as WinMarket Consulting, led by Ivar Lidén, with Johan Pehrson, Roland Nilsson and Håkan Berndtsson as senior advisors. The method, the case material and the way of working are unchanged. What is new is that they now also run as software. The original Swedish site remains at er-konsult.se.
Clients
Hundreds of companies since 1982.
Since 1982 we have created growth and profitability in hundreds of companies — from Randek, Bufab Kit, Etikhus, Rexel and Ragnarssons to Ästad Vingård. How good we are can only be measured in our clients' results.
Meet us
Meetings without a purpose are pointless meetings.
We run different kinds of mini-meetings where we give concrete tips for your specific company. Completely free of charge.
Contact us