Run PESTLE before the market looks obvious

The move: scan the market before you sell yourself on it. Permission to operate Political and legal forces answer a blunt question: can we operate the way our model assumes? Import rules, licensing, data laws, employment restrictions, sanctions, tax treatment, and procurement rules can turn a simple launch into a slow and expensive setup. Economics of the promise Economic forces test whether customers can buy and whether you can make money. Look at purchasing power, inflation, exchange-rate exposure, payment terms, channel margins, and working-capital cycles. A large market can still be poor if cash conversion is slow or local pricing…

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