Key points
- Comparable market units
- Criteria defined before scoring
- Sensitivity to critical assumptions
- A priority accompanied by conditions
Define what is genuinely comparable
A country, an industry and a customer segment are not three options of the same kind. Start by defining a stable unit of analysis: market-product, segment-use case or geography-channel. Every option should share the same horizon and level of detail.
The framing also states the expected decision: invest now, commission a study, test an offer or reject an avenue. Without that outcome, the matrix becomes an inventory rather than a trade-off.
Build criteria that inform the choice
Criteria combine potential, accessibility and the organization’s actual ability to succeed. Define them before scoring to avoid adapting the rules to the market the team already prefers.
| Family | Examples | Caution |
|---|---|---|
| Attractiveness | Size, growth, margin | Do the sources cover the same scope? |
| Accessibility | Channels, regulation, sales cycle | Is the entry timetable realistic? |
| Capability | Skills, offer, references | Can the organization execute? |
| Risk | Dependencies, competition, uncertainty | Which event would change the order? |
Test the robustness of the ranking
A single score can create an impression of excessive precision. Compare several credible weightings, test uncertain evidence and identify the thresholds that move one market ahead of another.
If the ranking changes after a minor adjustment, a limited experiment may be a better decision than a large commitment.
Produce an actionable recommendation
The deliverable identifies priority markets, markets to monitor and markets to reject, along with the reasons, critical assumptions and next information to collect. Portfolio leaders retain responsibility for the final decision.
- No more than two or three priorities
- Explicit reasons and compromises
- Assumptions supporting the ranking
- Conditions for testing or review
Workspaces relevant to this question
Each link states the role of the workspace. Connections rely only on supported shared objects and demonstrated exchanges for the decision file.
Frequently asked questions
How many markets should be compared?
Enough to represent credible options, but few enough to preserve a consistent analysis. An initial portfolio of four to eight markets is often clearer than an exhaustive list.
How should a weighting be completed?
The weighting makes preferences visible; sensitivity, risks and constraints then complete the assessment.
What role does Grid play in market selection?
Grid structures the criteria and scenarios; interpreting the compromises and making the trade-off remain human responsibilities.