Define what is new
Specify the geography, customer group, use case or route to market being considered. Identify which parts of the existing offer transfer and which need testing. A familiar product can face different procurement rules, alternatives or service expectations in a new setting.
Test demand and feasibility together
Investigate the problem, willingness to change, buying roles and access to customers. Check delivery capacity, support requirements, economics and any specialist review needed for the market. Strong interest does not establish that the business can acquire and serve customers sustainably.
Create a bounded entry test
Choose an initial segment and a limited offer that can generate useful evidence. Set the resources, owner, review period and decision criteria before launch. Distinguish findings that justify refinement from those that challenge the entry assumption. Scaling should follow learning rather than a calendar commitment.
Put the decision into practice
- Define the entry boundary.
- List assumptions that may not transfer.
- Test buyer and delivery conditions.
- Set a limited entry offer.
- Agree expansion revision and stop criteria.
Bring the business question, the evidence already available and the constraints that matter. Discuss your next step with Nancy Chou.