GROWTH · FIELD NOTE

Test a new market before you commit

Test a new market before committing budget by identifying buying triggers and defining the evidence that would justify further investment.

Two overlapping blue optical discs on a pale paper surface

A market can look convincing in a spreadsheet while buyers have little reason to switch. Start with a segment specific enough that you can identify buyers, understand what they use now, and hear the words they use for the problem.

Look for a buying trigger

Ask about the last time the problem surfaced, who was involved, and what they did next. Recent behavior tells you how urgent the problem is. Collect examples of workarounds and the circumstances that made them necessary.

Set a threshold before the test

Choose the evidence that would justify another round of investment, such as buyers sharing an active project or agreeing to evaluate an offer. Record what would cause you to narrow the segment or stop. A short, explicit test makes the next choice easier to explain.