ILLUSTRATIVE DECISION BRIEF
MARKET-ENTRY DECISION MEMO (sample)
ILLUSTRATIVE SAMPLE. NOT A CLIENT CASE. This memo shows the format Nox Foundry uses. The company, figures and findings are constructed for illustration. They do not describe any client, engagement or result.
Company profile
A mid-sized manufacturer of connected home appliances, based in China, with export experience in Southeast Asia and no European sales.
Board question
Which European market first, and through which route, for a range of connected air purifiers?
1. Decision
Enter Benelux first through one importer-distributor with retail reach. Hold Germany until six months of sell-through data exist. Go/no-go gate in week 5, criteria in section 6.
2. Options considered
| Option | Route | Why it could work | Main risk |
|---|---|---|---|
| A. Germany first | National distributor | Largest consumer market of the options | Listing and marketing commitments before any sell-through evidence |
| B. Benelux first | One importer-distributor covering NL, BE and LU | Smaller first commitment; one partner, three markets; learn before scaling | Lower volume ceiling; dependence on one partner |
| C. Online marketplaces direct | Own fulfilment partner | Fast to list, keeps margin | Returns, customer service and compliance duties move to the company |
| D. Defer six months | None | Time to complete product documentation for Europe | Shelf space goes to competitors the buyers named |
3. Buyer evidence (sample)
- 14 structured conversations: 6 importers or distributors, 5 retail category buyers, 3 marketplace sellers.
- 9 of 14 would review samples. 4 asked for a quote. None committed volume.
- What buyers asked for first: product documentation for Europe in order, local-language manuals and app, spare filters in stock, one European contact for returns.
- Price signal: buyers placed the range in the mid-market band, below premium European brands.
- Not verified: sell-through of comparable products; any buyer's volume beyond a first order.
4. Assumptions
| Assumption | Confidence | How it is tested |
|---|---|---|
| One importer-distributor can cover NL, BE and LU | Medium | Two term conversations by week 4 |
| The range carries the distributor margin and stays mid-market | Medium | Landed-cost model built on real quotes |
| Product documentation for Europe can be completed within 10 weeks | Low until confirmed | Scope confirmed by qualified compliance advisers |
| App and manuals can be localised in Dutch and French | High | Supplier quote |
5. Cost dependencies
The decision depends on these lines. Each is either quoted by a named provider or marked as an assumption before the go decision.
- Landed cost per unit (freight, duties, warehousing) against the price band buyers indicated.
- Distributor margin and any listing or marketing contribution requested.
- Product documentation and testing, quoted by qualified providers.
- Localisation of app, packaging and manuals.
- Spare parts and returns handling in Europe.
- Company time: one named owner on the company side for six months.
6. Next action
- Weeks 1-2: brief the two shortlisted importer-distributors and request terms.
- Weeks 3-4: landed-cost model with real quotes; compliance scope confirmed by advisers.
- Week 5: go/no-go meeting. Go if one distributor offers terms within the margin assumption, the documentation timeline is 10 weeks or less, and at least two buyers confirm a first order subject to samples. If two of the three fail, Option D.
- Decides: the company's export director. Coordinates: the Nox Foundry lead. Specialists named per workstream.
Illustrative sample prepared by Nox Foundry to show the structure of a decision memo. It is not advice and does not describe a real company or outcome.
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