Free tool · Market Prioritisation Scorecard · about 30 minutes Score three. Test one.

Name up to three candidate markets as buyers in situations, score each from 1 to 5 on five criteria, and plan a ninety-day test for the strongest.

Five criteria

Three markets

Totals out of 25

No sign-up

1 · Candidate market 1: score 1 to 5 with evidence

Market: a buyer in a situation (Market 1)Specific buyer: can you name the role and organisation type? (Market 1 specific buyer)Visible trigger: can you tell when they need you? (Market 1 visible trigger)Ability to pay: is there a budget and a named decision-maker? (Market 1 ability to pay)Reach: can you get in front of them? (Market 1 reach)Proof: will they accept your evidence? (Market 1 proof)

2 · Candidate market 2: score 1 to 5 with evidence

Market: a buyer in a situation (Market 2)Specific buyer: can you name the role and organisation type? (Market 2 specific buyer)Visible trigger: can you tell when they need you? (Market 2 visible trigger)Ability to pay: is there a budget and a named decision-maker? (Market 2 ability to pay)Reach: can you get in front of them? (Market 2 reach)Proof: will they accept your evidence? (Market 2 proof)

3 · Candidate market 3: score 1 to 5 with evidence

Market: a buyer in a situation (Market 3)Specific buyer: can you name the role and organisation type? (Market 3 specific buyer)Visible trigger: can you tell when they need you? (Market 3 visible trigger)Ability to pay: is there a budget and a named decision-maker? (Market 3 ability to pay)Reach: can you get in front of them? (Market 3 reach)Proof: will they accept your evidence? (Market 3 proof)

4 · The ninety-day test

One line of evidence behind the lowest score of your top market (Evidence)Buyer, message, budget, success measure, owner, review date (Test plan)

Score from evidence such as conversations and local listings. This is a brand and market-entry tool; take advice from qualified professionals on regulation, tax and structure. Nothing you type leaves this page.

Your market scorecard

Then test it

Run a ninety-day test, not a launch. Agree a small budget, a success measure, an owner and a review date before you start.

The method is in The Brand Code: A Country Is Not a Market, How to Prioritise Markets for Expansion and Market Prioritisation Scorecard. Plan the entry with the Market Entry Brief Template.

Questions

What is a market, for planning?

A buyer in a situation with a problem you solve, enough of them who can pay, and a route to reach them. Not a country.

How many markets should I compare?

Three to five. More becomes a spreadsheet exercise.

What if two tie?

Choose the one with higher proof and reach scores, because those are hardest to build quickly.

Is this regulatory advice?

No. Take advice from qualified professionals on regulation, tax and structure.

Is my page saved?

Only in your browser, on this device. Nothing is sent to us.

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Next step

A score picks the test. The test picks the market.

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