Market entry
Choose a route to market based on reach, contribution and how much you can afford to learn.
Quick brief
A market-entry strategy specifies the customer, geography and route to market. Compare who each route reaches, what you earn per sale and what the commitment costs to reverse.
Deep investigation
Use contribution after setup to compare routes on a common period. In Indore, direct yields 1 lakh × ₹16 − ₹8 lakh = ₹8 lakh. Distribution yields 1.2 lakh × ₹10 − ₹3.2 lakh = ₹8.8 lakh. Include capital and timing when cash is constrained. Treat claimed reach as a hypothesis until you can verify repeat orders.
- Place the stockCheck how many eligible stores take a first delivery.
- Observe sell-throughRecord purchases by shoppers and allow comparable selling time.
- Test repeat demandCompare paid reorders and contribution before expanding.
Read what happened after the first delivery
Make the call
What changes if the distributor sells only 1 lakh packs?
Check your answer
Distribution falls to ₹6.8 lakh after setup, so direct leads by ₹1.2 lakh. Compare identical periods and check whether all costs are included before deciding.
Practise in context
Interview prompt: recommend an entry route in 60 seconds. State your choice, the decisive comparison and the signal that would change your mind.