Technology Assessment International

Making money in a new market requires a market specific value proposition which warrants a profitable price. The value proposition will determine how much product redesign is required and what message is to be incorporated in product information and promotionnal material .The price, in turn will be affected by the competitive landscape in this market. Market mapping will inform decisions such as where to locate Sales specialists and technical support personel or where to recruit distributors.

Value Proposition for the New Market

Your value proposition and pricing will likely not replicate exactly in a new market. Finding a value proposition that justifies an acceptable price to both parties should precede making the decision to enter the new market as the strong selling points of your product in your current market might not be as valued by your new potential market.

Competitive Analysis

It is likely that your new market will have competitors with which you have no experience. Some will be major competitors familiar to you and some will be industry specialists operating only in your new market. Some of your new competition might even be an entirely different solution that does not use any product in your product category. While this competition may escape your radar at first, it should not be ignore as it might constitute a 'switchable" segment of the market. Entering the new market successfully will require an understanding of all your competition, its strengths and weaknesses, areas of focus, offerings and pricing strategy. The chart to the right illustrates how a company targeting the biggest market segment (#2) would go head to head with two established competitors while ignoring the virgin field of market #3. Market 3 would likely offer more freedom of product definition as well as pricing flexibility.

Market Mapping

Traveling between two small U.S. cities 3 time zones apart could take all day, coming and going. You will want to make sure that your resources are located where it makes sense for maximum productivity. Where professionals are available should also be considered as your company will probably recruit from the industry. Many industries are focused in a handful of locations and locating away from those will make it difficult to recruit professionals and management with the right skills and experience. In this service, we map the location of your market and quantify its size in various locations. 

Cash Flow Projections

Entering a new market is usually a cash negative activity at first. Projecting cash flows, not just expected sales, will get everybody on board with the same expectation. It will eliminate this kind of dialogue: "Sales are well below plan"  - "Of course Sales are below plan: we did not get the resources the plan assumed!" - "This is not generating enough revenue to sink more money into this ill fated venture. Grow Sales first to earn the resources" .

With upfront cash flow projections, resources will be allocated across functions to allow success in the new market. Or, the company will decide before starting to invest that other opportunities are more promising. Either way, the credibility of those who dared to look the future in the eyes by doing cash flow projections and ROI analysis will be enhanced, on this and future projects.

To help you build this knowledge and facilitate your decision, we offer four services: Development of a Value Proposition specific to this market, Competitive Analysis, Market Mapping and Cash Flow Projections. You can purchase these services independently of each other, or the whole package at a 25% discount. We invite you to  This e-mail address is being protected from spambots. You need JavaScript enabled to view it to discuss your specific needs.