We gather objective data on current and potential market size and segments, customer and prospect expectations and habits, cost structure, distribution channels, regulatory and infrastructural constraints, product fit and competitors’ strategies, etcetera, for both going concerns and start-ups, whether in manufacturing or in service business.

The current and future attractiveness of the market can then be evaluated realistically and a reliable analysis of the success factors – from entry and positioning strategy to funding programme as well as strengths, weaknesses, opportunities and threats are undertaken, to avoid pitfalls. At times, internal re-organization and the development of new capabilities or outright business re-design become inevitable.