What to consider before entering a new market

Define the opportunity

Be specific about the audience and problem you want to serve. A large market alone does not establish demand for your offer.

Study the alternatives

Understand how buyers solve the problem today, including internal workarounds. Review competitors, local expectations and reasons a customer might switch.

Check the route to market

Consider language, pricing, distribution, sales capacity and any local requirements. Identify which assumptions need specialist advice or further research.

Run a focused test

Use interviews and a small, clearly scoped campaign to test demand before committing a large budget. Agree in advance what evidence would support the next step.