Designing a ninety-day market test that can actually fail
A useful trial has a cancel rule. Here is how independent service businesses set one without pretending the market will behave.
Field notes
Field notes
Practical writing on market entry for independent brands and service businesses — catchments, trials, competitors, and capacity.
Reading local competitors without copying them
Competitor research for market entry should change your packaging and proof — not your identity.
When waiting is the market entry strategy
Readiness reviews sometimes recommend delay. That can be the most valuable outcome of the paid work.
Draw the catchment before you book the campaign
Advertising spend drifts when the map is fuzzy. Start with the streets and postcodes you can serve well.