A framework that turns a market entry choice into an executable decision. It ranks candidate markets with a repeatable method and a pre-agreed selection rule, then defines the operating model, role map and approval matrix so that every decision from shortlist to scale-or-stop has one accountable owner.
The 13 sections
The framework covers knock-out screening, anchored attractiveness scoring and an entry business case that identifies the conversion level needed to break even, with an explicit rule for choosing between close options. It also includes a target operating model, a role map and an approval matrix with defined role codes, stage gates with required approval evidence, a risk register and KPI definitions with attribution rules. A synthetic worked example, a failure case, an alternate scenario, an exercise and five editable tools complete the asset.
- Purpose and decision
- Context and applicability
- Inputs and evidence
- Definitions and assumptions
- Method and analytical logic
- Current-state assessment
- Options and business case
- Recommended design
- Execution and activation
- Governance and risk
- Measurement and benefits
- Worked example and practice
- Working tools and references