Market Entry Agility

Market Entry Agility

Market Entry – the Agility way

Cannon to right of them, Cannon to left of them,
Cannon in front of them, Volley’d & thunder’d;
Storm’d at with shot & shell, Boldly they rode & well,
Into the jaws of Death, Into the mouth of Hell
Rode the six hundred.

(Charge of the Light Brigade, Tennyson, Alfred Tennyson, Baron, 1809-1892)


International Market Entry’s basic question should be “ How do I make my company that is based a number of timezones and cultures away from my target market, a local company within an international organizational structure”. Or, if you have a sense of humor “ How do I make sure that my new international venture into an unknown market does not end up as a bankruptcy statistic”.

Doing business in an international context means doing business in other cultures with people who react unpredictably and “illogical” at first sight. Legal systems, bureaucratic organizations, rules and regulations, are often fundamentally different and require a lot of “adaptive” work.

Besides challenges there are rewards as well. Many as far as we are concerned. Personally we have always found the exposure to other people and cultures highly interesting and it has provided insights we would otherwise have missed.

However, being in business means you need to go beyond being a tourist and get results. In the end, the bottom line is the only thing that counts and should be the focus in managing a business.

The process of making money is more complicated if it is done in an international context. There are issues that need to be addressed that a home market focused company does not need to. And the only way it can be successful is when it is done in a highly structured way with clear objectives.

Basic Principles of Agile International Market Entry

Being successful always starts with you, as a person, a team, an organization. You need to have an integral approach based on Agility principles to get into a market, fast, efficiently and with the right results. Get started now.

Customer-Centric: Their wants, needs, and perspectives—gathered from data and other insights—are folded into every decision, from project planning through final review

Collaborative: workflow is planned and executed collaboratively within and across disciplines and departments

Empowered: Agile organizations’ leaders still determine the work and the strategy behind it, but team members now decide how to execute for maximum productivity.

Clarity And Transparency: Agile organizations rely on a clear vision and rationale for what’s to be done, and then well-articulated processes to execute it

Iterative And Experimental: Agile organizations recognize the importance of taking calculated risks and learning from them

Data-Driven: Agile teams use data to inform priorities for project design and set expected outcomes

Be Flexible And Focused: Agile leaders tie projects to organizational priorities and overarching strategies with a clear purpose and scope of work that keep teams focused on high-value activities

Manage work in progress: Use shorter planning cycles and prioritize constantly

Nail it, then scale it !