New trading conditions can prompt a fresh assessment of a market, distribution channel or partnership. Project development starts with a specific business proposition: which offer, for which customers, in which country?
What belongs in the first project brief?
- Offer and customers: what problem will be solved, and for whom?
- Market access: where will the initiative start, and what requirements apply?
- Business model: how will revenue be generated, and what costs are expected?
- Delivery: which capabilities, partners and resources are needed?
Limit the first assessment
Start with one country, customer group or defined pilot. This makes demand, access and delivery easier to examine. ITC market tools and Access2Markets support research; customer and local partner discussions add evidence.
Use a short assessment checklist
- Record validated demand and unresolved assumptions.
- Identify commercial, technical and regulatory questions.
- Agree budget and capacity for assessment.
- Set the evidence needed and date for the next decision.
Move from assessment to delivery
Summarise the findings in a short decision brief: what supports the initiative, what remains unresolved and what next step is justified? If the initiative proceeds, turn that decision into tasks, owners, dates and dependencies.
Practical guidance
Agree when the idea should be adjusted or stopped. Material changes in demand, costs or access require another look at the business case. PM² provides useful project management templates.