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Tales of our Adventures

Utilizing case studies and competitor analysis for growth
Market Mappings: The Key to Entering Emerging Markets
by Nathan Read
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Whether you are a business looking to expand or an investor sourcing new ventures, emerging markets provide unique opportunities for growth and diversification. However, hidden players, rules & regulations, and the general lack of data in these ecosystems can make the foray into these markets time-consuming and risky. In addition, investors & corporations oftentimes lean on anecdotal evidence and personal experience to make haphazard decisions on which frontier market to enter. In order to address the knowledge gap slowing down investment and expansion decisions in emerging markets and reduce the failure rate of those businesses and investors who do, we at Discovered Markets provide market mappings.

A market mapping is a deep examination of a specific ecosystem (sector, geography, region, etc.) illuminating a database of key players and established networks. At Discovered Markets, we utilize systems theory—the study of interrelated & intercorrelated parts in an ecosystem—to develop our mappings. So alongside the illumination of key players in a market, our market mappings highlight the complicated nexus between political stakeholders, international market shapers,  & regional key figures/competitors in an ecosystem. Through this systems-lens framework, our clients are given both valuable quantitative data and a qualitative analysis on the “soft-infrastructure” in the ecosystem. Understanding these two components are essential to any successful investment or expansion into an emerging market. 

But don’t just take our word for it. As outlined by the Harvard Business Review, composite indexes viewed as independent from broader interrelated systems are insufficient in understanding emerging markets. Rather, the key to developing a successful strategy for an emerging market entry requires a thorough understanding of a country’s market infrastructures and the interrelationships between the market’s political, social, & economic systems. 

Have some further questions about Market Mapping? We’re happy to chat. Book a time with me here on our website. 

A Letter To Investors
Woman looking up in emerging market

Dear Investors,

Traditional investment objectives focus on EBITDA multiples. So easy....right?

Nowadays, we include Impact as a core objective, but suddenly pipeline and measurement become tricky problems.

We at Discovered Markets love tricky problems.

As a solution, we look to a systems approach. A systems approach is one where the problem definition and problem-solving are rooted in the concept that individual businesses are part of an interrelated and interdependent system.

Including a systems approach in an investment thesis allows a fund to:
- Expand potential pipeline companies by identifying the interlinked and dependent impact that is caused by an investment decision
- Provide better management advice to portfolio companies when understanding the full cause and effects of business activities
- Increase impact across a sector or geography by influencing and catalyzing behavior of non-portfolio companies and other impact investors
- Accelerate future fundraising by creating a broader definition and measurement of impact

We love talking to new and existing funds about how to incorporate a systems approach. Get in touch!

How to Achieve Greater Impact through Replication

If you work at an economic growth program, it’s likely that your team is funding a lot of research and trials. These insights and business model innovations have the possibility to change the way current systems function and positively impact day-to-day lives. These effo