Expansion starts with evidence

New markets are attractive because they promise growth. They are risky because so much of what made you successful at home may not travel. Before committing resources, pressure-test the opportunity with a handful of disciplined questions.

The five questions

Is there demonstrable demand for what you offer, and from whom specifically? Who already serves those customers, and why would they switch? Which route to market—direct, partner, or channel—fits how buyers prefer to purchase? What capabilities, local or otherwise, do you need to launch credibly? And what does success look like at six, twelve, and twenty-four months?

Answering these honestly rarely produces a simple yes or no. More often it produces a sequence: which segment to test first, what to learn, and what would justify the next step.