TNX, a Romanian startup operating in the sales-as-a-service sector, is making its first major geographic expansion by establishing local commercial teams across three Central European markets. The company, founded in 2024, plans to open operations in Bulgaria, Germany and Hungary to serve enterprise software and B2B SaaS companies seeking to strengthen their sales capabilities.
The expansion reflects TNX’s core mission: helping technically proficient software vendors develop systematic approaches to business generation. According to co-founder Mihnea Antoce, many companies in the software space excel at product development but lack the dedicated commercial infrastructure necessary for consistent new-business acquisition. “In the software ecosystems we often find very technically strong companies that can deliver complex projects, but they do not always have a dedicated commercial structure for systematic new‑business generation,” Antoce explained. “TNX helps them move from recommendation‑driven sales to a systematic pipeline.”
Ambitious Growth Targets
The startup has set clear metrics for its expansion phase. By 2027, TNX aims to onboard approximately 30 new clients across the three markets while generating between €450‑500k in annual recurring revenue. The company estimates its addressable opportunity spans a €150‑160 million commercial pipeline across Bulgaria, Germany and Hungary during this period, suggesting significant room for growth within the regional software industry.
Market Opportunity
The expansion strategy addresses a genuine gap in the European software ecosystem. While the region produces numerous technically capable software vendors and SaaS providers, many struggle with sales processes and commercial team development. By building local teams with market knowledge and sales expertise, TNX positions itself as a bridge between product-focused founders and systematic commercial growth.
The choice of Bulgaria, Germany and Hungary indicates a deliberate strategy targeting markets with growing software sectors but varying levels of sales infrastructure maturity. Germany’s mature B2B SaaS market contrasts with emerging opportunities in Bulgaria and Hungary, allowing TNX to diversify its customer base and risk profile.
Broader Context
TNX’s expansion exemplifies broader trends within the European startup ecosystem, where service companies increasingly fill gaps left by founders focused primarily on product development. The sales-as-a-service model has gained traction across Europe as an alternative to traditional sales consulting or hiring, offering flexibility and scalability for growth-stage companies.
The Romanian startup’s move outward also reflects confidence in the regional software market’s maturation. Central and Eastern European software vendors have increasingly attracted international investment and customer bases, creating demand for professionalized commercial operations alongside existing technical capabilities.
As TNX builds its presence across the region, it will compete with both established sales consulting firms and emerging platforms offering similar services. The startup’s focus on embedded local teams rather than remote support distinguishes its approach and reflects lessons learned about effective sales development in diverse markets.