Discount the market by distance
Apply CAGE distance to adjust a country-entry shortlist for friction and adaptation cost.
Country shortlist Two countries are competing for first entry. Indonesia is much larger, Australia is closer to the home-market operating model. The team must choose where to learn first. The wrong choice can burn a year adapting the business before the team knows whether the segment wants the product. CAGE distance Cultural + Administrative + Geographic + Economic friction CAGE helps you discount a market by the friction your company must overcome to capture it. Raw TAM Looks largest on a spreadsheet. Risk-adjusted market priority. Enter where your company can learn and capture value, not where the unadjusted market number…
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