Exporting is often more expensive and complex than product development itself. Yet, many companies approach new markets with outdated, linear strategies that waste resources and increase risk. In fact, 75% of companies fail within their first year of trying to enter a new market.

Takeaways

Companies fail in new markets among others because they spend too much time and money planning before testing if customers actually want their product.

Instead of the traditional approach of extensive planning followed by execution, companies should first test their ideas in the market quickly and learn from real customer feedback.

This lean approach reduces risk and helps ensure you're building something customers actually want. The key is to validate first, then scale - not the other way around

Traditional go-to-market processes fail

Traditional go-to-market process follow a waterfall approach: plan, research, adapt, and execute. This method is flawed, because by the time companies reach the execution phase, they’ve already spent significant time and money - often without validating whether there’s a real product-market fit.

This approach is particularly ill-suited for today’s fast-paced markets, where shorter product lifecycles and increased complexity demand agility. Companies end up investing heavily in assumptions rather than evidence, leading to costly mistakes and missed opportunities.

A better way: The lean go-to-market process

The lean go-to-market process, inspired by lean business development methodologies, flips the script. Instead of planning first, it focuses on testing and learning. The core idea is simple: start with your best hypothesis about your target customer, test it quickly, and use the feedback to refine your approach. This iterative process is built on the build-measure-learn feedback loop, which emphasizes rapid experimentation and continuous improvement.

The key difference between traditional and lean processes is validation. By testing assumptions early, companies can identify and address risks before scaling their efforts. For example, instead of spending months adapting a product for a new market, you can start by engaging with potential customers to see if there’s genuine demand. This approach not only saves time and money but also increases the chances of creating a product that truly resonates with your audience.

How we can help

We can help you learn and adapt quickly while minimizing potential losses and learning valuable insights about the Chinese market. For example:

Partnership validation

We help companies test potential partnerships through:

• Setting up small-scale trial distribution arrangements
• Running pilot programs with potential partners
• Testing different channel strategies in limited geographic areas
• Evaluating partner commitment through small initial investments

Iterative product adaptation

Rather than completely overhauling products upfront, we help companies:

• Test minimum viable product versions with select Chinese customers
• Gather feedback on specific features or attributes that need modification
• Make incremental adjustments based on real user feedback
• Create small batch runs to validate product-market fit

Digital market testing

Before making major investments, we help companies test their market assumptions through:

• Running small-scale campaigns to gauge interest in product concepts
• Creating landing pages in Chinese to test messaging and value propositions
• Conducting limited-release pilot programs with selected Chinese partners or distributors

Rapid customer discovery

Instead of extensive market research reports, we facilitate direct learning through:

• Organizing virtual focus groups with potential Chinese customers
• Setting up meetings with relevant industry players in your target market segment
• Conducting quick-turn customer interviews with translated insights
• Participating in targeted trade shows or exhibitions with minimal initial investment

Regulatory navigation

Instead of trying to solve all regulatory challenges at once, we help companies:

• Identify the most critical compliance requirements for initial market entry
• Test products through approved channels while working on full certification
• Start with regions or cities with more favorable regulatory environments
• Use legal frameworks that allow for market testing before full commitment

Shaeps can facilitate and manage these processes, providing the local knowledge and connections needed to implement processes effectively while avoiding the major pitfalls so many companies have experienced before you.