# Completed example — adjacent-market entry decision

> Quantified teaching case. The data is fictional and illustrates the expected deliverable.

## Initial diagnostic

- Readiness score: **38/100**
- Starting document: **14 pages of unprioritised arguments**
- Explicit options: **1**
- Review conditions: **0**
- Main risk: data collection is designed to confirm an existing preference.

## Reframed mandate

- **Decision-maker:** executive committee.
- **Decision:** launch, defer or abandon entry into the industrial mid-market segment.
- **Deadline:** 15 October committee meeting.
- **Economic horizon:** 24 months.
- **Scope:** France, adapting the current offer without developing a new product.

## Options compared

1. Immediately launch a dedicated sales team.
2. Test the segment for 90 days with two existing salespeople.
3. Maintain the current target and review the opportunity in six months.

## Weighted criteria

| Criterion | Weight | 90-day test |
|---|---:|---:|
| Economic attractiveness | 25% | 7/10 |
| Commercial accessibility | 25% | 8/10 |
| Ability to win | 25% | 6/10 |
| Time to learning | 15% | 9/10 |
| Reversibility | 10% | 9/10 |

## Decision reached

**Test the market for 90 days**, then continue only if:

- acquisition cost remains at or below **€4,500**;
- at least **two pilot customers** sign;
- median sales cycle remains below **75 days**.

Score after framing: **82/100**.

The decision will be reviewed at the end of the test even if the thresholds are met.