Assess entering a new market, segment, or geography: demand evidence, the incumbents' hold, your right to win, and the cheapest real test.
Assess this entry: {{opportunity}} (the market/segment/geography, why we're tempted, what we'd bring: {{our_assets}}).
Work: demand evidence (what proves customers there have the problem AND pay for solutions — distinguish evidence I have from evidence I'm assuming), the incumbent hold (who serves them now, how sticky, what would make someone switch — 'our product is better' is not a switching reason), our right to win (which of our assets actually transfer — brand? distribution? capability? — and what we'd be building from zero), the costs the spreadsheet hides (localisation, support hours, compliance, management attention — the scarcest one), and the cheapest real test before committing (sell before building: N conversations, a landing page, one lighthouse customer). Verdict: enter / test / decline, with the assumption that most needs to be true.
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