The first 90 days in a new market, week by week

A new market shouldn't be a black box you fund and hope about. A serious engagement has a visible shape from day one. Here's how we structure the first 90 days, and what you should expect to see at each stage.

Weeks 1–2: Foundations

The opening fortnight is about getting properly aligned, not getting busy. We map your ideal customer in the target market, agree the sectors and segments worth pursuing, and build the messaging in the local language and register. By the end of week two you should have a defined target list and a go-to-market plan you've signed off on, no outreach should start before that exists.

Weeks 3–4: First contact

Outreach begins, deliberately measured. We're testing messaging and channels, listening to how the market responds, and refining fast. The goal here is signal, not volume, early replies tell us whether the positioning lands before we scale it.

Most clients see their first qualified meetings within two to four weeks of launch. The groundwork before that is what makes them qualified.

Weeks 5–8: Momentum

With a working message, cadence ramps up. This is when the pipeline starts to build in earnest and the first meetings convert into genuine opportunities. You should be seeing a steady flow of activity reporting, meetings booked, conversations advancing, and honest notes on what isn't working.

• Weekly reporting. Pipeline, meetings and learnings, every week, no surprises.
• Continuous tuning. Messaging, targeting and channel mix get refined against real responses.
• Shared visibility. You see the same numbers we do, in the same cadence.

Weeks 9–12: Optimisation

By the final month the engine is running and the focus shifts to efficiency: doubling down on the segments and channels that are working, and quietly dropping the ones that aren't. This is where the early patience pays off, a qualified, repeatable pipeline rather than a burst of activity that fades.

What to hold us to

Ninety days is enough to prove a market is viable and a motion is working. It is not always enough to close long-cycle deals, and any partner who promises signed contracts in month one is mis-setting your expectations. The right milestones are a clear plan by week two, first meetings by week four, and a building, well-documented pipeline by week twelve. If those aren't happening, something needs to change, and you should be able to see it in the reporting long before the quarter ends.