---
title: "Market entry order for a software company | antedote"
description: "Market-entry research for a software company: a survey of its audience in five candidate countries, with each market sized and graded."
url: "https://antedote.com/explore-our-work/five-countries-one-entry-order/"
author: "antedote"
---

# Setting an entry order for five new countries

A software company was weighing five new countries and needed an entry order it could explain. We surveyed its audience in each, then sized and graded every market with the reasoning in plain view.

**Client**
Software company

**Industry**
Software

**Markets**
Five countries

**Kind of work**
Market entry

**Our role**
Market sizing and opportunity scoring across five candidate countries

## The question

The brand had five candidate countries, and could not enter them all at once.

It wanted its plan to have an order, a reason for that order, and a clear view of what it would be up against in each place.

## Our approach

We surveyed people in the brand’s audience in each of the five countries.

The sizing of each market’s audience was calibrated to independent market data, so the survey could be read against the real size of each opportunity.

Each country was then rated on a broad set of measures. Some described the market and its audience. Others described how people use software of this kind. The last group covered the brand itself, measured alongside the competing tools people use.

The measures rolled up into a single grade per market. Every grade came with the measures that made it up, so the team could see the basis for each position, challenge it, and weigh scale against readiness in the open.

## What the team came away with

Brand leadership had a sizing and an opportunity grade for each country, brought together in an entry order, with the reasoning for each position written down beside it.

The competitive picture in each country was set out alongside, so the team could plan each market knowing what it would be up against there.

Who we heard from

The brand’s audience in each of the five countries, in an online survey

## Related work

[View market entry case studies](https://antedote.com/explore-our-work/?work=Market%20entry#library)

- Software

    ### [Prioritizing markets and buyers for a B2B software company](https://antedote.com/explore-our-work/b2b-software-market-expansion/)

- Consumer technology

    ### [Choosing between three explanations of what makes younger users pay](https://antedote.com/explore-our-work/monetization-product-strategy/)

**What we do**
[Market entry research](https://antedote.com/what-we-do/market-entry-research/)

## Considering a new market?

We’d be happy to talk through what it would take to know.

[Talk to us](https://antedote.com/talk-to-us/) · [hello@antedote.com](mailto:hello@antedote.com)

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