| name | market-entry |
| description | Plan entry into a new vertical or offer type by researching market size, identifying top performers, mapping creative requirements, and estimating testing budget. Use when exploring new verticals, evaluating market opportunities, or planning expansion. |
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
