Finding an Attractive Market

Stephen Harpin
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Stephen Harpin: Andersen Consulting Strategic Services

Chapter Chapter 3 in Kick-starter.com, 2000, pp 49-78 from Palgrave Macmillan

Abstract: Abstract Most people setting up in businesses start in familiar geographic and product markets, where the team has what we call ‘domain expertise’. Investors will look closely at this factor, because it defines the ability of the team to identify the right suppliers and buyers and bring the two together. This ability to make it happen will be the defining success factor. However, familiarity with an individual launch market is not enough; the ‘end game’ also needs to be attractive. This will probably entail expansion into other geographic markets. Therefore, the key questions to be addressed before embarking on any venture are: Which geographic markets are attractive? How appealing will the business concept be in these markets? What are the strategic options to enter them?

Keywords: Product Market; Target Audience; Debit Card; Geographic Market; Business Concept (search for similar items in EconPapers)
Date: 2000
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-55503-7_3

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DOI: 10.1057/9780230555037_3

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