Test a new market

Who this is for

Founder led lower middle market companies with 5 to 50 million in annual revenue.

The quick answer

Pick one customer profile and one offer. Set a clear success line for demand and margin. Sell and deliver paid pilots. Use lessons to improve or to stop.

The framework in six steps

Define the beachhead
One profile and one use case.
Set the success line
Leads, meetings, close rate, price, and gross margin.
Create the offer pack
One pager, pricing, and a short contract.
Run paid pilots
Time bound with a next order on success.
Measure weekly
Pipeline, margin, and delivery quality.
Decide to scale or stop
Meet the line, improve, or exit.

Example

A firm tested a neighbouring province with a focused offer and a partner. After eight paid pilots hit margin targets they launched with a small direct team.

Pitfalls and fixes

Free trials. Keep pilots paid.
Vague success. Write the line.
No exit date. Time box the test.

Checklist

Beachhead defined
Success line written
Offer pack ready
Pilot plan and review dates set