Scope of work
Market-entry work starts with a defined offer and buyer. A large market estimate provides little guidance if the business cannot reach the relevant customers at an acceptable cost. We examine the addressable segment, purchasing process, competitive alternatives and requirements for entering it.
An adjacency review compares opportunities that may share customers, capabilities or distribution with the existing business. The analysis tests those connections rather than assuming they will transfer. Each option includes the investment, operating changes and evidence needed before expansion can proceed.
We define the segment and buying requirements, build a sourced view of demand, and examine competitors and routes to market. Commercial economics are assessed alongside the cost of building the required capabilities. Where evidence is incomplete, the recommendation can specify a limited research or pilot phase before a broader launch.
Questions to address
- Market estimates include buyers the proposed offer cannot realistically serve.
- The route to customers is unclear or depends on an untested channel.
- An adjacent product needs capabilities that the current organization does not have.
- Several growth proposals have been assessed on different assumptions.
When to consider this work
- Entry into a new geography
- Expansion into a new customer segment
- A proposed adjacent product or service
- Commercial assessment of a potential acquisition
How we approach it
Define the opportunity
Specify the product, buyer, geography and purchasing need. Establish how each opportunity will be compared and identify available internal research.
Investigate demand and access
Review published sources and relevant customer or channel information. Test who makes the purchase, what competes for the budget and how the business could reach those buyers.
Assess the economics
Estimate the revenue drivers, cost to acquire and serve customers, investment requirements and operational dependencies. Show uncertainty explicitly in the comparison.
Set the entry conditions
Recommend a route, a further test or a decision to defer. Define the evidence and operating capabilities required before the next commitment.