Good.  Now be disciplined enough to avoid these

mistakes I've seen all too often when companies

move into a new market-

It's similar enough to our current market our

 message doesn't need to change.

This seems so reasonable, especially when the new

 market is similar to where you are today.  It just

rarely turns out that way.  Take the time to

understand the buying motivations of your new

 customers.  Ask them, or have a firm like mine ask

them.  Even small changes to your message can

be enough to align it with the needs and

expectations  of a new market.  Small problems

can be enough to  sink it as well.

Let's get our feet wet and see if there's interest

before we invest in materials specific to the

market.

This too makes sense.  The problem: not coming

into a market looking like you belong can be

enough to keep people from buying.  Said another

 way, not investing in materials can be a big

reason there won't be much interest.  Remember,

you know about your longevity, the similarities

of what you do now, the great fit.  Your potential

customers knowzero about you.  Don't take

anything for granted.

We can build on our current stature for credibility

 in the new market.

I'm not saying don't promote your stature.  With

rare exceptions though, it's never sufficient for

success.  If you're going to error, error on the side

of caution.  Work to earn your credibility like you're

starting from scratch, because, fundamentally, you

are.  

Let's go to school on what the competition is

doing.

Don't ignore your competitors.  But the problem is:

 what established companies are doing now has

little to do with how you enter a market.  Do what

 they do and you'll pretty much be seen as a small,

 insignificant newcomer.  And you'll spend a ton

solidifying your position as the puppy dog.  Instead,

 find the "back doors" into visibility that create a

  different context from which you will be viewed.

Need some help?  There are a variety of ways we

can work together, and I believe we are uniquely

suited for new market entries. Contact Brenda at brenda.baldwin@temaac.net