A RESOURCE FOR YOUR TEAM
Before entering a new market, ask these 12 questions.
A concise tool to structure the conversation between leadership, marketing, and sales. Use it to identify what is settled and what should be validated before investing.
A guide from intention to informed judgment
Review the problem your offer solves, the people making decisions, your route to market, and your team's readiness. Each question leads to evidence or an outstanding decision.
How to use it
Bring together the people who know the business. Mark which answers are supported, document the gaps, and choose the three validations most likely to change the decision.
- Opportunity
What specific problem does our offer solve in this market?
Evidence: interviews, inquiries, observed usage or demand.
- Customer
Who buys, who recommends, and who can hold up the decision?
Evidence: a map of people and roles, not just a list of companies.
- Value
Why would buyers choose our offering over the available alternatives?
Evidence: a relevant, demonstrable difference for the buyer.
- Proof
What do we need to demonstrate to build trust?
Evidence: technical documentation, demonstrations, and relevant references.
- Context
What changes in language, culture, and business practices?
Evidence: local review of messages, channels, and expectations.
- Access
How will the offering reach the buyer?
Evidence: a direct channel, distributor, partner, or combination with clear responsibilities.
- Channel
What does the channel need to understand, recommend, and sell?
Evidence: defined sales arguments, materials, training, and support.
- Readiness
What product, operational, or validation requirements must we address?
Evidence: review with technical leads and market specialists.
- Capacity
Can we respond to inquiries, supply products, and support the customer?
Evidence: owners, availability, and a customer service process.
- Activation
Which actions will test the most important hypotheses first?
Evidence: focused pilots with an objective, audience, and decision criteria.
- Measurement
What signals would indicate real commercial progress?
Evidence: qualified inquiries, meetings, opportunities, and follow-up.
- Decision
What must we learn before increasing investment?
Evidence: three priority validations, owners, and a review date.
Want to turn your answers into a plan?
We can help you understand the opportunity and define the next steps for strategy and implementation.