A market-entry plan should turn a selected country into a defined set of products, costs, responsibilities and decision points. Start with what the brand can document and operate, then record the conditions for expanding the scope.
Compare candidate markets
Keep dated public observations of prices, pack sizes, available products and delivery options for each candidate marketplace. Distinguish those observations from assumptions about demand or private competitor results.
Use comparable supplier quotes for translation, product adaptation, customs, insurance, returns and document work as well as freight and fees. Separate setup, recurring and transaction costs, with currency, validity and assumptions beside each quote. Record how uncertain costs would change the choice of market and which existing account work would be delayed.
Destination language requirements also need review. The European Commission’s food-information guidance is a reference for EU language questions; a translation quote alone does not resolve the product review.
Define the initial catalogue
Choose the exact variants and pack sizes under consideration. For each, identify destination label work, product evidence, marketplace requests and stock requirements. Amazon's global-selling guidance is a reference for the store-specific checks.
Set aside products with unresolved requirements rather than treating the whole catalogue as ready. Keep the reasons visible so the team can revisit them later.
Plan the handoffs
Name the person responsible for product review, listing work, importer instructions, receiving stock, customer questions and returns. Record what each party needs before the next task can begin.
Review the cash and workload
Use dated quotes and the business's own records for production, freight, storage, fees and advertising. Include the workload required to respond to marketplace notices and maintain product evidence. List the timing of cash payments and expected payout availability separately.
Tax review should use the actual proposed inventory arrangement. CRA's registration guidance is one starting point for Canadian qualifying-goods questions; the adviser needs the business's facts to reach a conclusion.
Write the launch conditions
- Product and label evidence reviewed for the selected variants.
- Required registrations and responsible parties identified.
- Listing and fulfillment requirements addressed.
- Stock, returns and cash arrangements agreed.
- Outstanding questions assigned before stock movement.
Review the experience
After the defined scope begins, compare actual costs, receiving issues, returns and staff effort with the plan. Use that record to decide whether to add products, change the route or defer further expansion. A written decision is more useful than assuming that a larger catalogue will solve an unresolved operating problem.
Start with your public Amazon pages
Get my free Amazon check: one dated page on who’s selling your products, who holds the Buy Box, price, stock and other sellers, and the three things we’d fix first. No account access, no sales call.
Before adding Canada for supplements, review the licensing, label and category requirements in the Canadian supplements guide.