What criteria should we evaluate when comparing markets for expansion?

Common criteria include market size (how big is the opportunity and is it growing), competition (number and strength of competitors), customer demand (need for your solution), and market openness (regulatory environment, ease of doing business). You should also consider practical factors like language or cultural fit, availability of talent or partners, and costs (e.g., operating costs or customer acquisition costs in that market). It’s helpful to weight these factors based on importance and score each market to compare them side by side. We simplify this by using a market matrix that scores countries or industries across 15+ tailored criteria, giving you an objective ranking of your best options.