What research do you do upfront to inform your plan for opening new markets?
1 Answer
Sharon Markowitz
Zoom Head of Product Marketing, App Marketplace • March 28
The initial focus is to conduct a market assessment. I’d recommend you leverage third-party research and SMEs (subject matter experts) inside the company. When appropriate, you can embark on qualitative research, but there should be significant industry documentation that would be of reference. This will become a cross-functional effort, including brand, finance, marketing, sales, product, strategy, and research.
A market assessment would include, at a minimum, the following:
Target Market (TAM, growth)
Competitive Analysis (direct and near-adjacent competitors)
Customer Needs (customer data, industry trends to showcase demand)
Distribution Channels and GTM Strategy
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