Expert's Panel

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    Is there an objective model for evaluating the attractiveness of potential markets to enter?

     (ep103)
  1. The life cycle of the market is a good predicator. The best predictor of the future is the past. Draw the curves identifying where your potential customers and competitors are. Remember we said in our training that new product development should be focused upon "meeting defined needs with reliable products in sufficiently large and growing markets".
  2. The potential competitors are good indicators. Interview customers and your field service people to find our what your competitors are doing. If they are public companies their data is on-line at the SEC. Are they growing and what has their history been?
  3. Some of the larger consulting companies have formulas, but Iíve never seen one that I thought was particularly objective or accurate. There are so many variables dependent upon your company, customers and competitors, it is very difficult to put those in a pre-determined model.