Customer fit
Identify who would buy, how they meet that need today and what would make them choose your brand. Test that hypothesis through conversations and market-specific evidence.
Channels and operations
Assess how you would reach customers and deliver the product or service. Consider support, replenishment, timing and responsibilities. Legal, tax and regulatory requirements should be reviewed with specialists in the target market.
Available resources
Compare the investment the brand can allocate, team capacity and coordination effort. Prioritize a scope you can sustain and review, with commercial responsibilities aligned from the outset.
Criteria for moving forward
Define what evidence would justify the next step and what signals would suggest an adjustment. Review each country separately: a proposition that works in one market may need changes in another.