Market Entry Planner

Plan strategic entry into new verticals/offer types.

Process

Step 1: Research Market Size & Competition

Market Analysis:

• Total addressable market (TAM)
• Search volume for related terms
• Trend direction (growing/declining)
• Seasonality factors

Competition Analysis:

• Number of active advertisers
• Estimated spend in market
• How long top players have been running
• Saturation level

Market Indicators:

• New offers appearing = growing opportunity
• Longtime players still active = sustainable
• Many new entrants = possible saturation
• Declining payouts = maturing market

Step 2: Identify Top Performers

Research Methods:

• Facebook Ad Library for competitors
• TikTok Creative Center
• Spy tools for native
• Network recommendations

What to Study:

• Longest-running ads (proven winners)
• Creative formats used
• Angles and hooks
• Funnel types
• Traffic sources

Step 3: Map Creative Requirements

Content Needs:

• UGC style prevalent?
• Founder/expert content needed?
• Before/after required?
• Demonstration necessary?

Production Assessment:

• Can use existing assets?
• Need new shoots?
• UGC creator requirements?
• AI content possibilities?

Compliance Considerations:

• Vertical-specific restrictions
• Platform limitations
• Claim requirements

Step 4: Estimate Testing Budget

Budget Factors:

• Expected CPA/CPL
• Number of creatives to test
• Time to find winner
• Platform minimums

Budget Formula: Minimum Test = (Target CPA × 2) × (Number of Creatives) × (Days to Statistical Significance)

Timeline Expectations:

• Week 1-2: Initial testing
• Week 3-4: Iteration
• Month 2: Scale or pivot decision

Step 5: Output Market Entry Playbook

## MARKET ENTRY: [Vertical/Offer Type]

### MARKET ASSESSMENT

**Market Overview:**
- Vertical: [Category]
- Estimated TAM: [Size]
- Trend: [Growing/Stable/Declining]
- Seasonality: [Patterns]

**Opportunity Score:** [X/10]

| Factor | Score | Notes |
|--------|-------|-------|
| Market Size | X/10 | [Assessment] |
| Competition | X/10 | [Assessment] |
| Payout Potential | X/10 | [Assessment] |
| Creative Fit | X/10 | [Assessment] |
| Compliance | X/10 | [Assessment] |

---

### COMPETITIVE LANDSCAPE

**Top Players Identified:**
1. [Competitor 1]
   - Estimated spend: [Range]
   - Running since: [Time]
   - Key angles: [Observations]

2. [Competitor 2]
   ...

**Market Dynamics:**
- Barrier to entry: [Low/Medium/High]
- Differentiation opportunity: [Description]
- Risk factors: [List]

---

### WINNING PATTERNS OBSERVED

**Creative Formats:**
- [ ] UGC testimonial
- [ ] Founder/expert
- [ ] Demo/proof
- [ ] Before/after
- [ ] Listicle/native
- [ ] Other: [Describe]

**Top Angles:**
1. [Angle description]
2. [Angle description]
3. [Angle description]

**Hooks That Work:**
- [Hook type/example]
- [Hook type/example]

**Funnel Types:**
- [ ] Direct to offer
- [ ] Pre-sell/advertorial
- [ ] Quiz funnel
- [ ] VSL
- [ ] Lead form

---

### CREATIVE REQUIREMENTS

**Production Needs:**
| Asset Type | Required | Source | Est. Cost |
|------------|----------|--------|-----------|
| UGC Videos | [Y/N] | [Creator/Internal] | $[X] |
| Founder Content | [Y/N] | [How to get] | $[X] |
| Stock/AI | [Y/N] | [Platform] | $[X] |
| Statics | [Y/N] | [Design] | $[X] |

**Compliance Notes:**
- [Vertical-specific requirements]
- [Platform restrictions]
- [Claim limitations]

---

### TESTING BUDGET

**Initial Test Phase:**
| Item | Quantity | Cost | Total |
|------|----------|------|-------|
| Creative production | [#] | $[X] | $[X] |
| Ad spend (testing) | [days] | $[X]/day | $[X] |
| Tools/tracking | - | - | $[X] |
| **Total Phase 1** | | | $[X] |

**Budget Scenarios:**
- Conservative: $[X] over [X] weeks
- Moderate: $[X] over [X] weeks
- Aggressive: $[X] over [X] weeks

**Expected Outcomes:**
- Best case: [Scenario]
- Base case: [Scenario]
- Worst case: [Scenario]

---

### GO-TO-MARKET PLAN

**Week 1: Setup**
- [ ] Secure offer/network relationship
- [ ] Set up tracking
- [ ] Begin creative production
- [ ] Research competitors deeply

**Week 2: Initial Launch**
- [ ] Launch first creative batch ([#] creatives)
- [ ] Test [X] angles
- [ ] Budget: $[X]
- [ ] KPIs to watch: [Metrics]

**Week 3-4: Optimization**
- [ ] Analyze results
- [ ] Iterate on promising angles
- [ ] Kill non-performers
- [ ] Scale tests on winners

**Month 2: Scale Decision**
- Go criteria: [What needs to happen]
- Pivot criteria: [When to change approach]
- Kill criteria: [When to exit]

---

### RISK ASSESSMENT

**Risks Identified:**
1. [Risk]: [Mitigation]
2. [Risk]: [Mitigation]
3. [Risk]: [Mitigation]

**Contingency Plans:**
- If creative doesn't work: [Plan B]
- If offer pulls: [Backup offers]
- If costs too high: [Adjustment]

---

### SUCCESS METRICS

**Phase 1 Targets (Testing):**
| Metric | Target | Acceptable | Kill |
|--------|--------|------------|------|
| CPA | <$[X] | <$[X] | >$[X] |
| ROAS | >[X] | >[X] | <[X] |
| Volume | [X]/day | [X]/day | <[X] |

**Phase 2 Targets (Scale):**
- Daily spend: $[X]
- Monthly revenue: $[X]
- Monthly profit: $[X]

---

### DECISION FRAMEWORK

**GO if:**
- [ ] CPA below $[X] consistently
- [ ] Found 2+ winning angles
- [ ] Scaling shows promise
- [ ] Margin meets threshold

**PIVOT if:**
- [ ] CPA above target after $[X] spend
- [ ] Only one angle working
- [ ] Creative fatigue rapid

**KILL if:**
- [ ] No winners after $[X] spend
- [ ] Market conditions change
- [ ] Better opportunities elsewhere

---

### RESOURCES NEEDED

**Team:**
- Media buyer: [Hours/week]
- Creative: [Hours/week]
- Copywriter: [Hours/week]

**Tools:**
- [Tool 1]: [Purpose]
- [Tool 2]: [Purpose]

**Relationships:**
- Network contact: [Needed/Have]
- Offer manager: [Needed/Have]

Market Entry Principles

Test Fast, Fail Fast:

• Don't over-invest before validation
• Quick tests reveal market fit
• Be willing to pivot or exit

Learn from Leaders:

• Study what's already working
• Don't reinvent unnecessarily
• Adapt, don't copy

Start Narrow, Expand Later:

• Pick one offer to start
• Focus resources
• Scale after proof

Source: General affiliate strategy, Tyler's 8 Step Ideation