1. Mandy Kolesik, President
Marketing Kinetics

2. 1-19-13-- Amana Society Bakery manager Renee Bringman
checks buns baking in an oven. The bakery closes at the
end of the month. Bringman was practically raised here.
Her father was manager. Three uncles still work there.

3. Where are you?
 You know you should explore.
 You have an idea or opportunity to explore.
 You have started the process of investigating.
 You are investing in a new market.

4. Why do you want to explore
new markets?
Desperation ?
Desire a change of location?
New idea? New interest? New area of
expertise?
Change in core competencies?
Changing needs of your current target
markets?
Emerging new markets?
You see multiple opportunities?

5. desperation
lack of growth
internal
idea
market
opportunity
Drive to explore

6. Stages of exploration
Looking for ideas
Honing in on an idea
Gathering data
Creating a development plan
Implementing your plan

7. Natural exploration
Same product new market
geography
international trade
Same market new product
materials
operations
processes
New channel strategy
supply
distribution

8. Pivoting? or exploring?
How similar to your current market?
How much would you have to alter your
offerings? materials? processes?
Are these natural connections?
Can you do this with existing human
resources?
Can you do this with existing financial
resources?

9. Are you in a good position?
Have you the time to devote to development?
Have you the resources to devote to
development?
How many will be impacted by your success or
failure?
Are there enough resources to take care of A
while you explore B?
Do you have connections in B? or in
exploration?

10. Evaluating opportunities
How often has this opportunity presented itself?
Do I know enough about this opportunity?
Does this align with my mission, with our core
competencies ?
Who will push this through to fruition?
What is the demand or volume in this new
market?
How much competition is in this new market?
What would my cost to goods sold/services
provided?

11. Development plans
 Specific measurable objectives
Total revenue
Market revenue
Growth in interest/leads/inquiries
Current customer satisfaction
 Budget impact
Research
Marketing
Product/service
 Timeline
Market
Competitive analysis
Communication

12. Internal Happiness Factor
Communication
Shared vision
a note on
burning platforms

13. Quick success in a new market
1. Choose a similar market to current product or
service base.
2. Have a thorough understanding of the needs and
perceptions of the new market.
3. Know the competition in the new market.
4. Create an offer that is unique, distinctive, or
fills an unmet need in the new market.
5. Communication the benefits of your offering that
are personally relevant to this new market.
6. Project your brand clearly and consistently.

14. Resources
 Small Business Administration
http://www.sba.gov/content/understand-your-
market-and-economic-conditions
 Census Bureau http://www.census.gov/#
 Fed Stats http://www.fedstats.gov/
 Marketing Kinetics LLC /Marketing Mandy