A practical guide
We're entering a new market
Validate the audience and buying context before carrying your current positioning into a new segment.
Work through the decisions
- 1
Playing to Win (Strategic Choice Cascade) →
Frame why this market is an attractive strategic choice.
- 2
Segmentation–Targeting–Positioning (STP) Framework →
Identify and prioritise the audience.
- 3
ICP Development Methodology →
Translate the chosen segment into account-fit criteria.
- 4
Value Proposition Canvas →
Check how your value matches the new segment's needs.
Put it into practice
Choose your next decision.
Write down what you need to decide, the evidence you already have, and what is missing. Start with the method that addresses that gap.