Build the Target Market Selection Decision Matrix
The founder populates a definitive market selection matrix, scoring candidate markets against weighted criteria to select the primary target geography. They document the rationale for the chosen market, outlining entry modes and preliminary strategic positioning.
Completing the selection matrix converts complex data inputs into an unambiguous, defensible expansion decision. It provides the venture with a definitive target market asset to align internal teams and external investors.
A fully scored Target Market Selection Matrix artefact identifying the primary target market, supported by a formal decision memo detailing the strategic entry thesis, risk mitigations, and entry pathway.
Five questions an expert would ask when reviewing your output
Use these to challenge assumptions, pressure-test your logic, and check the quality of this action's output in the context of the parent task and wider venture development.
- 1
Why does the top-ranked market in your matrix represent a superior risk-adjusted opportunity compared to the runner-up?
- 2
How sensitive is your winning market selection to a 20% increase in customer acquisition costs?
- 3
What specific local partnership dependencies exist within your chosen market entry strategy?
- 4
How does your proposed positioning in this market exploit weaknesses in entrenched local incumbents?
- 5
What precise decision trigger would cause you to pivot to your secondary candidate market?