Market Entry Barriers

Market Entry Barriers stand between you and your product´s success in the target market. Which boils down to 2 questions: Will any organization buy your product? and Will people use your product?

Important Market Entry Barriers

People, as well as organizations, don´t like to change the way how and with whom they do business. Especially, they hate to deal with foreigners under new terms and conditions.

Cognitive Hurdle

People and organizations historically have grown comfortable with the status quo.

Resource Hurdle

The greater the shift in strategy, the greater the resources it requires for execution.

Motivational Hurdle

Do opinion leaders need to be motivated to carry out a break from the status quo?

Political Hurdle

One needs to overcome opposition from powerful vested interests.

Overcome Barriers with Fair-Process

Fair process is a concept developed by W. Chan Kim and Renée Mauborgne that builds execution into the strategy by creating people’s buy-in upfront. If the fair process is exercised in the strategy formulation phase, people trust that a level playing field exists, inspiring voluntary cooperation during the execution phase.

Whether people are senior executives or shop employees, they all look to three mutually reinforcing elements: Engagement, Explanation, and Clarity of expectation. Fair Process establishes stakeholder buy-in upfront.

For a decision process to be seen as fair, the people affected must have the opportunity to give input and the decision process and rationale must be transparent and clear. W. Chan Kim and Renée Mauborgne

However, it requires some serious efforts to identify stakeholders and their personal agenda, especially when one is going to market in a new region.

Even without an existing presence in the market, one can still investigate through enhanced vertical search and expert communities. Combining e-research and local expert interviews

Do your homework before asking for the meeting. Be clear about your ambitions, and be reliable in execution. 

“Fake it till you make it” only works in the Berlin startup environment. Working with a local go-to-market specialist will give you access to local insights in the form of target market know-how and unbiased expert feedback. 

+ And as any bait has to appeal to the fish, not the fisherman, you should focus on your target customers in the new region.

Local content marketing exposes your ambitions to the new market actors, which may be customers, competitors or suppliers in the new region. 

Showcase before approaching customers
Showcases on an own blog and topical forums offer advice and get the name and concept.

Bridgehead and cross-promotions with customers of your partner business will learn about your company as a result of the joint project, and you’ll instantly have access to a second audience. If you chose your partner carefully, this second audience could be a natural fit as customers of your business.

While you may try different value propositions in B2C, that´s hardly an option in B2B (due to implementation efforts). Beware of using B2C-strategies in a B2B environment.

German working culture is about being efficient and reliable. It a no-go and waste of budget to approach customers and partners without preparation. You are not only wasting your time and budget.


Gathering data from corporate websites, press releases, public databases, social networks, and investment communities. SEO metrics are easy to get. There’s a range of tools out there that can tell you about a website’s performance.

2. Community

Gathering data from discussions on professional networks like LinkedIn, Quora, and Xing

3. Interviews

Conducting own research allows asking the exact questions you want from the exact people you want. Structured interviews with a hand-picked selection of executives and industry experts can be a costly process, but if done right the returns will outweigh the costs.