If you’re looking at social media, you may say, “China is the biggest market.” Well, 600 million people in China never saw a toothbrush, so they don’t have a computer and they don’t have a cell phone. So knock about a billion people off of that billion and a half population. Now we have about 500 million people. Market size is what Americans often go with, but there are other things like product adaptability, and whether or not there are a mix and a com- plement of cultures. And do our executives even want to go to these markets (because it’s going to take a lot of time)? How is the American stigma perceived?
Are we loved, are we hated? All of these kinds of factors—and I’ve come up with about 70 of them go into a matrix, so we can actually grade a country and an opportunity, one versus another. This type of market research isn’t as hard as it seems….see it at the market entry toolkit found here: https://www.smashwords.com/books/view/93616 .