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CREATING A MARKET
EMB
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HOW TO CREATE
A MARKET–AND
SUSTAIN IT.
IF ENTERING A NEW MARKET IS A CHALLENGE, creating one is a formidable
feat. Venturing where no one has gone before requires courage, conviction and careful
planning. Convincing investors and consumers to buy into a new concept is not a task
for the faint hearted, nor is being the first to navigate the logistical, regulatory and
bureaucratic obstacles that pioneering a new market entail. Yet, challenge is matched
in equal measure by exciting opportunity. For those who truly understand the lay of the
land and the people who inhabit it, creating a market can satisfy unmet needs or make
consumers’ lives a little easier—better, even. And, with satisfied customers comes
bountiful scope for growth and success.
Here, the heads of two different companies on two different continents share their
experiences of creating and sustaining successful businesses
in uncharted territory.
10 STEPS TO MARKET CREATION: 1. Identify the opportunities. 2. Explore the models succeeding elsewhere.
3. Offer a real value proposition. 4. Educate consumers and raise awareness. 5. Circumvent obstacles
through innovation. 6. Remember, innovation isn’t always high-tech. 7. Factor infrastructure constraints
into your strategy. 8. Focus on local capabilities. 9. Partner up. 10. Make your model flexible.
EMERGING MARKETS BUSINESS
SUMMER 2017
ISSUE NO. 3
EMBreview.org