Market Opportunities · Entering new markets · Component
Market selection screen
Candidate markets compared on their distance from the organisation and their reachable size, with a recorded decision on each.
The deliverable
What it is
Once the organisation has decided to pursue an opportunity that spans several markets, it still has to choose where to begin. The screen compares candidates on the factors that make entry harder or easier for this particular business.
Reachable size is taken from Sizing; attractiveness and fit have already been judged under Opportunity assessment. The screen adds distance, which is what changes the cost and risk of entering one market compared with another.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
Candidate markets
The markets under consideration for entry, each linked to its sizing so reachable demand can be compared directly.
3 attributes: Market · Sizing · Status
LearnDistance profile
How far each market is from the organisation on the four CAGE dimensions, and which of them matter for this product.
3 attributes: Dimension · Assessment · Confidence
LearnSelection decision
Which market is entered first, which are held for later, and the reasoning for the order that was chosen.
3 attributes: Decision · Reason · Decided
Learn
Weigh distance by product. A dimension that barely matters for one offer can decide the case for another.
The other components in entering new markets
Entry mode decision
The routes into a chosen market that were considered, how much commitment and control each involves, and the one selected.
LearnStaged entry plan
The steps by which the organisation enters a market, the evidence needed before each larger step, and the criteria for withdrawal.
Learn