Choosing the right market to enter or expand into is one of the most important decisions for any B2B business. The stakes are high: picking the wrong market can waste resources and stall growth, while the right choice can unlock new revenue streams and strengthen your competitive position. At White Space Strategy, we help clients evaluate and prioritise markets using a structured, evidence-based approach. Here’s how to assess what makes a market attractive—and how to make the best decision for your business.

The foundation of any market prioritisation exercise is a clear, objective assessment of classic market metrics. These include market size, growth rate, profitability, competitive intensity, and regulatory barriers. A large and fast-growing market may seem attractive, but it’s important to dig deeper. High growth can attract more competitors, and regulatory barriers can slow your entry or increase costs.

For example, when we worked with a global packaging manufacturer, we helped them compare several European markets. While some markets were larger, others offered higher margins or lower competitive intensity, making them more attractive for targeted expansion. By looking beyond just size and growth, we helped the client focus on markets where they could win.

Every business has unique needs and constraints. Beyond the standard metrics, it’s important to consider factors that are specific to your business model, supply chain, or customer requirements. For instance, one of our clients needed ready access to publicly available mapping data to support their service offering. Another required a steady supply of second-hand vehicles to operate efficiently. A third needed a reliable source of clean paper for recycling.

These practical considerations can make or break a market’s attractiveness. Before making a decision, list out any “must-haves” for your business and check whether each market can deliver them. This step ensures you don’t overlook operational realities that could impact your success.

Market attractiveness isn’t just about external factors—it’s also about how well a new market fits with your current capabilities. Consider whether your existing sales team can sell effectively in the new market, or whether language, distance, or cultural differences will require new skills or resources. Think about how similar the prospects are to your current customers. Entering a new vertical or selling to a different type of buyer can require significant learning and adaptation.

For example, selling industrial seals in Aberdeen to the oil and gas industry is very different from selling them in Scandinavia to wind turbine manufacturers. The sales process, buyer motivations, and even the technical requirements can vary widely. Understanding these differences up front helps you plan for any additional investment or training that may be needed.

Once you’ve gathered all the relevant data, it’s time to bring everything together in a single, easy-to-understand format. At White Space Strategy we recommend using a clear, visual scoring table to compare all options, making it easier to narrow down the shortlist and support confident decision-making

Each market is scored against the key factors—both standard metrics and business-specific needs. This visual approach helps narrow down the list and highlights the most promising opportunities.

After the initial prioritisation, we recommend a round of deeper market analysis for the top candidates. This might involve exploring go-to-market strategy, identifying potential partners, or conducting more detailed competitor research. The goal is to move from a longlist to a shortlist, and then to a final decision based on robust evidence.

• European Market Prioritisation for a Motorbike Dealership:
  We supported a UK-based motorbike dealership in evaluating and prioritising European markets for expansion. By analysing market size, growth, competitive intensity, and operational requirements, we helped the client identify the most attractive market for entry and develop a robust go-to-market strategy.
  Read the case study
• Market Opportunity Assessment for a Global Technology Provider:
  Our team worked with a global technology provider to identify the most attractive market opportunities within the European public safety sector. By focusing on police, fire, and ambulance services in Germany, France, and the UK, we enabled strategic resource allocation and targeted market entry strategies.
  Read the case study
• Growth Strategy for a Leading Packaging Manufacturer:
  We helped a major packaging manufacturer assess and prioritise new market opportunities across Europe. Our structured approach combined market size, growth, and competitive analysis with practical operational considerations, supporting a successful expansion into higher-margin markets.
  Read the case study

Market prioritisation is not just about chasing the biggest or fastest-growing market. It’s about finding the right fit for your business, balancing classic market metrics with your unique needs and capabilities. Use a structured approach to compare options, and don’t overlook practical or operational factors that could impact your success. Bringing all the data together in a clear, visual format helps drive consensus and supports confident decision-making.

If you need support with B2B market prioritisation, White Space Strategy is here to help. We specialise in market entry strategy, opportunity identification, competitor analysis, and more. Get in touch to discuss how we can support your next move.