Workflow · Markets

Prioritize Markets

Score and rank a set of candidate markets against weighted criteria for a chosen scope, so investment goes to the markets that are attractive and winnable — not just the largest.

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Question it answers

Which markets should we prioritize for investment, and in what order?

Inputs

· Candidate markets
· Prioritization criteria
· Criteria weights
· Scope (business unit / geography)

Steps

1. Assemble candidate markets — Assemble the markets in scope worth weighing — today's markets plus credible adjacencies, not a pre-filtered shortlist.
2. Set criteria & weights — Choose the criteria that decide where investment pays off — size, growth, margin, intensity, fit — and weight them to the strategy.
3. Gather comparable data — Assemble like-for-like evidence per criterion so scores rest on facts, not familiarity.
4. Score & rank — Rate each market per criterion, compute a weighted total, and rank the field.
5. Test the ranking — Flex the weights to see which rankings are robust and which flip on a single assumption.
6. Recommend priorities — Recommend the markets to fund first and name the evidence gaps behind the closest calls.