BBA has found that focusing too much on favorable growth indicators can be misleading. Strong, well entrenched incumbents often target the same high growth areas and can undermine the fledgling efforts of a new market entrant.

To develop market entry strategies, BBA uses a proprietary approach we call Kirikuchi analysis - this is the Japanese word for the pre-cut-tear at the edge of a sealed plastic package that is scored for easy opening.

Using Kirikuchi techniques that involve environmental scans, value delivery chain analysis, competitive risk and scenario evaluation, BBA teams identify market entry points and approaches that market newcomers can use to gain a foothold that they can defend and use as a springboard for growth.