Assessment of potential for successful U.S. expansion

The 5-Step Transformation Process

Assessment of potential for successful U.S. expansion

The objective of the assessment is to decide on whether to pursue the U.S. market based on market potential for product or services, possible strategy options and effort involved in implementing strategy versus current and potential resources. The Assessment is performed in close cooperation with company management and reviewed by the Interim Advisory Board, who provides a recommendation on whether to pursue the U.S. opportunity.

Key questions addressed are:

	Why do customers buy? What drives the business?
	What are the strategy options?
	What is the ROI versus the risk?

Assessment Process

Business and Strategy Review

Business and Strategy Review	Objective: To understand current business, vision and strategy model.
	Review of value proposition, strategy and business model, business operations, product/services and sales cycle, management team and current successes and challenges.
Research and validation	Objective: To validate current assumptions and assess U.S. market potential.
	Research and interviews with management and other key employees, customers, partners, trade analysts and industry veterans on market potential (size, growth, dynamics), customer pain and needs (and to what degree addressed) and competitive environment (and whether a competitive advantage exists). Development of conclusions on recommendation and presentation on potential, strategy options, path to profitability, positioning, target segments, partner potentials and requirements for success versus current and potential resources. Presentation of findings to Advisory Board to refine and validate conclusion.
Decision	Objective: To decide on whether to pursue the U.S. market.
	Presentation and discussion of conclusions to make decision.

The assessment usually takes 6-8 weeks. It is used as a base for formulating initial activities for subsequent phases. Client board needs to be involved to approve the decision and a tentative budget for the 5-step process.