THE MARKET CRITERIA MATRIX

Once you have decided on the criteria by which to choose a market, and the accompanying metrics to measure each individual criterion, you need a methodology for organizing and evaluating the information uncovered by your research. For this, we need the right tool: the Market Criteria Matrix.

The Market Criteria Matrix is a tool for helping you to rate markets in relation to your real-world priorities. There are three steps in establishing the Matrix. First, you identify your criteria. Next, you establish a metric for each one, so that you can make quantitative comparisons. Finally, you must weight your criteria.

We cannot overstate the importance of establishing metrics for each criterion. This is what saves your team ...

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