Business Consulting
Expansion strategy
Expansion strategy is the specific plan for entering a new geography, segment or category, built on evidence about that market rather than assumptions carried over from the current one.
In practice at Covorn
We test the new market's economics and buyer behaviour before recommending a way in, because the playbook that worked in the first market rarely transfers unchanged. The plan covers sequencing, resourcing and the signs that would tell you to stop.
Part of Business ConsultingWhere this sits in the framework
- Discover
- Define
When you need this
- The business is expanding into a new city, country or segment based on opportunity rather than evidence.
- An earlier expansion attempt underperformed and nobody has examined why.
- Resourcing for the expansion assumes the same economics as the core market without testing them.