Getting the right information obviously can't remove all the risks, but it does go a very long way towards reducing them.

So the first stage consists of collecting a maximum of useful information relevant to the market concerned.

Obtaining full information on the competition, the respective market shares, the who's who in that market, studying the competitors' strengths and weaknesses, whether they are resistant or open to change, their prices policies and so on.

This means it is particularly useful - and prudent - to listen.

To listen carefully - to the consumers, the professional buyers, the media, the distributors, the opinion leaders - so as to best identify the obstacles to get round, the problems and the traps to avoid.

At the same time as discovering the real opportunities lying hidden in the market.

If required, personal interviews, target focus groups and quantitative surveys can be arranged.

The purpose of this first stage is to fully prepare the ground so as to ensure an effective practical solution and provide you with the most professional and clearest decision-making tool possible.