Understand the gap you intend to fill
Market development begins with a clear view of the customer’s needs and the relevance of the proposition. The Rainbow Effect examines that relevance alongside acceptability, commercial impact, networks, distinctiveness, offerings and evidence of value.
Develop the route to market
PADI Mentality structures market penetration through agents, distributors and lasting relationships. Identify priority sectors and locations, understand local needs and build dialogue with suitable partners. A route to market needs to reflect how customers actually make decisions.
Assess the people representing the offer
Within the Acquire stage, the CURED Template considers Commitment, Understanding of the Product, Responsibility and Readiness, Experience and Endurance, and Dedication. Interviews, demonstrations, references and delivery examples help make the assessment concrete.
Support the relationship after acquisition
Partner development continues through consistent engagement, reliable delivery, feedback and appropriate recognition. A market presence lasts longer when the business can keep the promises made to customers and to the people representing it.
Put it into practice
Examine the proposition, the partner and the support structure together. Strength in one area should not hide a gap in another.