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INVESTING IN

MARKET EXPANSION?

We've worked with hundreds of companies over the last 20 years  in technology, professioinal services, real estate, manufacturing, infrastructure, media, distribution, natural resources, education and everything in between.

We help them to expand and dominate markets.

Too often, companies jump into new markets with the barest minimum of market knowledge hoping to figure it out as they go. But that takes energy, time, attention, and cash. And, done badly, can create a negative impression in the intended market.

Even if you are successful, how do you know if you under-performed or over-performed? Maybe you should have allocated more resources to win a bigger share of the market?

Before diving in we believe it’s important to properly assess the market.  Here’s how we do it:

Strategic Alignment

Strategic Alignment

It starts internally with a proper understanding of your company core purpose – is the envisioned expansion coherent with that?

Capacity and Capability

Capacuity and Capability

What product or service do you plan to expand with and do you have enough capacity and capability to serve that market.

Market Sizing

Market Sizing

This has two factors – number of potential clients (to indicate degree of market fragmentation) and total estimated value of the market.

Market Segmentation

Market Segmentation

Undoubtedly the most important aspect – how the market could be organized so that you maximize your success rate.

Product / Market Segment Fit

Product / Market Segment Fit

An assessment of how well what you currently offer (or could offer) fits in the target segment – where you can be Best in World. ™

Segment Sizing

Segment Sizing

Again, two factors – number of potential clients and value of market.

Competitive offerings

Competitive offerings

What alternative solutions are potential clients considering.

Draft Market Position

Draft Market Position

Based on the above, craft a market position statement – “Where to play and how to win.”

Segment Buying Behaviour

Segment Buying Behaviour

Determining how potential buyers buy, their preferred channels, their decision-making processes and how they finance purchases.

Channels to Market

Channels to Market

Researching the best way to connect with prospect, what it will it cost and if you need solution, integration and/or bundle partners.

Market Awareness & Communications

Market Awareness & Communications

Describing the best way to light up your channels, create brand awareness, reinforce your credibility and generate leads.

Objectives and Metrics

Objectives and Metrics

Establish three-year objectives and appropriate metrics.

Cash Flow Forecast

Cash Flow Forecast

And finally, the item everyone wants to see, a break-even projection and cash flow forecast and a profit forecast.

Before you launch a new product and/or expand into a new vertical or geographic market, consider each of the 13 points above.  Failure to do so could be very painful. If you’d like us to work with you as you plan your expansion, let's talk.

Andre‍w‍‍ Penny

Project lead

Andre‍w‍‍ Penny

Project lead

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