ME90
VALIDATE. ACTIVATE. DECIDE.
A market can look attractive on paper and still be the wrong market for your company.
ME90 is a 90-day evidence-led market-entry mandate designed to answer a practical question:
Does this market deserve continued commercial investment — and what should happen next?
VIAPORA combines structured market understanding, targeted account access and live commercial execution so that the decision is informed by market evidence rather than assumption alone.
FROM MARKET HYPOTHESIS TO MARKET EVIDENCE
ME90 begins with a hypothesis.
There may be an attractive market, an apparent demand signal, a distributor conversation, a strategic expansion objective or an internal conviction that a country should be next.
None of these, on their own, prove commercial viability.
The purpose of ME90 is to turn the hypothesis into something testable:
- One agreed market corridor
- One primary offer or offer context
- One priority ICP
- Explicit commercial assumptions
- A defined evidence trail
- A clear decision at the end of the mandate
The objective is not to create activity for its own sake. It is to understand whether the market, account universe, access routes and commercial response justify the next commitment.
WHO ME90 IS FOR
ME90 is relevant when a company:
- Is evaluating a new market before committing fixed local structure
- Has market research but limited real commercial evidence
- Needs to test demand, access or route-to-market assumptions
- Needs senior Business Development capacity without hiring locally too early
- Needs to identify priority accounts and decision-makers
- Needs to determine whether early market signals justify further investment
- Wants a disciplined GO / ADJUST / STOP decision rather than indefinite exploration
ME90 is especially useful when leadership needs evidence before:
- Local hiring
- Distributor commitment
- Larger commercial spending
- Inventory or delivery investment
- Long-term market presence
- A transition into sustained market development
THE 90-DAY OPERATING MODEL
ME90 is built around four overlapping workstreams.
Days 01–20
UNDERSTAND
Define the commercial starting point.
Typical work:
- Market corridor
- Offer-context review
- Primary ICP
- Account criteria
- Market assumptions
- Initial messaging
- Qualification baseline
Primary output:
Corridor Brief + Hypothesis Register
The purpose:
Create a precise working hypothesis that can be tested in the market.
Days 10–35
ACCESS
Identify where commercial attention should go.
Typical work:
- Priority account universe
- Decision-maker mapping
- Access-route analysis
- Account prioritisation
- Outreach preparation
- Partner or stakeholder logic where relevant
Primary output:
Priority Account Set + Access Thesis
The purpose:
Build a reasoned route into the market rather than a generic contact list.
Days 20–75
EXECUTE
Test the market through real commercial interaction.
Typical work:
- Executive outreach
- Qualification
- Meetings and conversations
- Follow-up
- Opportunity progression
- Blocker identification
- Next-action discipline
- Evidence capture
Primary output:
Conversation Evidence + Opportunity Notes
The purpose:
Replace internal assumptions with external commercial response.
Days 60–90
DEVELOP
Consolidate evidence and prepare the market decision.
Typical work:
- Compare original assumptions with actual response
- Identify repeated signals
- Distinguish interest from qualified opportunity
- Review blockers
- Assess account movement
- Determine what should continue, change or stop
- Frame the next commercial move
Primary output:
GO / ADJUST / STOP Review
The purpose:
Convert ninety days of disciplined market work into a decision.
THE WORKSTREAMS OVERLAP BY DESIGN
ME90 is not four consulting phases executed in isolation.
The mandate evolves as evidence arrives.
VIAPORA preserves a clear hypothesis, evidence trail and decision logic so that changes are deliberate rather than reactive.
Access can change the market hypothesis.
Execution can reveal a different ICP.
A decision-maker conversation can change the offer framing.
A qualified opportunity can expose pricing or delivery constraints.
Repeated objections can require a change in account focus.
WHAT VIAPORA ACTUALLY OPERATES
VIAPORA may operate, within the agreed scope:
Market understanding, Market hypothesis structuring, ICP and account criteria, Target-account prioritisation, Decision-maker mapping, Senior outreach, Qualification, Commercial conversations, Structured follow-up, Opportunity progression, Blocker and next-action discipline, Evidence records, Operating reviews, Final market-validation recommendation
This is commercial execution tied to a decision. It is not a handover of research followed by “good luck.”
WHAT THE CLIENT MUST OWN
VIAPORA cannot validate a market responsibly without access to client truth.
Market evidence is only useful if the client can respond to it.
The client retains authority over:
- Product and technical claims
- Delivery feasibility
- Pricing
- Contractual authority
- Final commercial commitments
- Delivery and implementation obligations
The client is also expected to provide:
- An executive sponsor
- An operational contact
- Timely technical and commercial answers
- Relevant materials
- Clarity on pricing and delivery constraints
- Decisions when escalation is required
WHAT LEADERSHIP SHOULD KNOW AT THE END
A successful ME90 does not necessarily mean “the answer is yes.” Success means the company has better evidence for the next decision.
Leadership should be able to understand:
- Whether the original market hypothesis still holds
- Which account segments respond most credibly
- Which decision-makers matter
- Which access routes are working
- What objections repeat
- Which opportunities are real versus weak signals
- What commercial constraints are emerging
- What the client must change, clarify or strengthen
- Whether continued investment is justified
Decision gate · day 90
Possible outcomes include:
- GOThe evidence supports continued market development.
- ADJUSTThe opportunity may remain valid, but market, ICP, offer, access route or commercial approach needs revision.
- STOPThe current hypothesis does not justify further investment under the tested conditions.
The purpose is not to force a positive conclusion. The purpose is to improve the quality of the decision.
WHAT ME90 PRODUCES
Depending on the agreed scope, ME90 can produce:
- Corridor Brief
- Hypothesis Register
- Priority Account Set
- Decision-Maker Map
- Access Thesis
- Conversation Evidence
- Opportunity Notes
- Blocker / Decision Log
- Market Validation Review
- GO / ADJUST / STOP recommendation
These outputs are not the product by themselves. Their value comes from the commercial work, judgement and evidence behind them.
ME90 IS NOT
- Mass lead generation
- A purchased contact list
- Isolated appointment setting
- A desk-research report
- Technical solution design
- Client delivery execution
- Guaranteed contracts
- Guaranteed revenue
- A promise that ninety days is enough to build a mature market
The mandate reduces uncertainty through structured commercial evidence. It does not eliminate uncertainty.
WHEN ME90 SHOULD BECOME MD12
Sometimes the conclusion after ME90 is that the market deserves continued development.
In that case, the need changes.
The question is no longer only:
“Should we continue?”
It becomes:
“How do we sustain account development, opportunity progression and market presence over time?”
That is the role of MD12.
MD12 is not automatically triggered by ME90. Continuation must be justified by the evidence and the client's decision.
MD12