Offer and buyer
An offering that works at home may not speak to a US buyer in terms that matter to them.
03 / MARKET ENTRY MKTFINE × THE LOBSTER RULES™
Don’t chase the market. Enter with a method.
The Lobster Rules™ structures entry into the US market: first assess readiness, then shape the offer, prioritize opportunities and activate with disciplined follow-up.
A THE CHALLENGE
An export ambition needs a route to market.
US buyers, channels, regulations and buying habits differ across territories and sectors. The same offering may need a different story and route for each audience.
This system starts before the first commercial contact: it tests the company’s readiness, identifies barriers and decides where to invest time and resources.
Channel and territory
Where and through whom you sell changes cost, timing and feasibility.
Execution and follow-up
Without priorities, owners and feedback, conversations rarely build a market position.
B TWO SHORES
Two shores. One commercial plan.
The original approach connects strategic design in Argentina with local validation and activation in the United States. Scope, responsibilities and operating capacity should be agreed for each engagement.
Shape the entry
Research, positioning, narrative, sales assets and demand architecture built around a specific opportunity.
Test the market
Local validation, channel and partner access, meetings, commercial follow-up and adjustments from market response.
C THE METHOD
Precision follows a sequence.
Observe, wait, analyze, capture and dominate are five connected moves. The next begins with a useful decision to proceed.
- 01OBSERVEUnderstand demand, competition and readiness.
- 02WAITChoose focus, positioning and timing.
- 03ANALYZEPrioritize buyers, accounts and partners.
- 04CAPTUREStart purposeful conversations.
- 05DOMINATEConsolidate and expand the territory.
D THE SYSTEM
Five modules. A decision before every move.
Each module turns a business question into a tangible output and recommendation. Scope reflects the company and its target market.
01 / 05THE LOBSTER RADAR™
Are we ready to enter?
Assess the business, opportunity, channel and barriers before committing resources.
Readiness score · friction map · entry roadmapView module ↗02 / 05THE LOBSTER POSITIONING™Can our offer compete?
Translate the offer for local buyers through value proposition, messaging, assets and pricing logic.
Offer architecture · messaging · sales assetsView module ↗03 / 05THE LOBSTER INTEL™Who should we approach first?
Map buyers, target accounts and potential partners, then rank them by fit, access and opportunity signals.
Buyer map · prioritized accounts · opportunity scoringView module ↗04 / 05THE LOBSTER STRIKE™How do we start conversations?
Structure outreach, meeting preparation, follow-up and learning from the early pipeline.
Activation plan · meeting kit · pipeline reviewView module ↗05 / 05THE LOBSTER TERRITORY™How do we build lasting traction?
Turn isolated opportunities into account development, partner plans, commercial governance and expansion decisions.
Account plans · territory dashboard · expansion planView module ↗E THE FIRST DECISION
The first output is an executive decision.
The Lobster Radar™ assesses readiness, opportunity, channel, friction and execution capacity. The diagnosis can recommend moving ahead, proceeding with conditions, fixing key gaps or waiting. That way, commercial activation follows an informed entry decision.
Start the assessment at The Lobster Rules™THE LOBSTER RADAR™
F ROADMAP
A roadmap connecting decisions with execution.
The system website outlines a sample 120-day journey. Each project’s timing and activities follow the diagnosis; this is not a guaranteed sales timeline.
- 01Weeks 1–2
Discovery and readiness
Diagnosis, opportunity and entry decision.
- 02Weeks 3–6
Market design
Offer, narrative, assets, pricing and channel route.
- 03Weeks 7–12
Commercial activation
Priority accounts, outreach and meetings.
- 04Weeks 13–16+
Territory development
Follow-up, optimization and potential expansion paths.
G WHO IT SERVES
When does it make sense to explore the US?
The approach is designed for companies with a validated product or service, the ability to serve new demand and the willingness to adapt their offer, channel and operations. It can support an initial entry or bring order to an early presence.
Physical products, consumer and light industrial categories.
Professional services, software and business solutions.
Categories that require regulatory friction assessment before activation.
H CONNECTED CAPABILITIES
MKTFINE’s capabilities can support market entry.
A commercial strategy needs assets, experiences and processes behind its execution. Depending on the diagnosis, these services can strengthen the market plan.
I FREQUENT QUESTIONS
Questions before the first move.
Do I need a US company to get started?
Not necessarily. The initial assessment helps establish entry conditions, channel options and barriers that need to be addressed for each business.
Does the method guarantee sales or an entry timeline?
No. It structures decisions, preparation and activation. Market response, internal capacity and sector conditions shape the results and timing.
Do we need to sign up for all five modules at once?
The system is modular. Radar provides an initial decision; later scope and sequencing depend on its outcome and the commercial agreement.
Does it work only for physical goods?
No. The approach covers goods, B2B services and regulated categories, each with different routes and requirements.
How does MKTFINE connect with The Lobster Rules™ website?
This page introduces the approach within MKTFINE’s portfolio. Visit The Lobster Rules™ website to review the full method or start the scoring, or talk to MKTFINE about how it connects with other services.
→ NEXT MOVE
Before you enter, define your next move.
Tell us what you want to bring to the US, how far you have come and what you still need to solve. That is enough to begin a useful conversation.