Sequencing Strategy Framework
Framework for choosing between all-at-once migration (Airbnb model: 50+ countries in 2-3 years) vs stepwise migration (Spotify model: 1 country per quarter, prove→expand→prove).
Framework for choosing between all-at-once migration (Airbnb model: 50+ countries in 2-3 years) vs stepwise migration (Spotify model: 1 country per quarter, prove→expand→prove).
When to Use Sequencing Strategy Framework
Use after deciding to migrate and selecting target markets. Apply when determining pace and sequence of market entry.
How to Apply
Assess Network Effects Structure
Determine if winner-take-all dynamics exist. If first-to-global-scale wins and late-movers lose, favor all-at-once.
Questions to Ask
- Are network effects winner-take-all?
- Does first-mover capture permanent advantage?
Outputs
- Network structure assessment
Assess Capital Availability
All-at-once requires $500M+. Stepwise works with <$100M. Match strategy to resources.
Questions to Ask
- What capital is available?
- Can you raise more based on early success?
Outputs
- Capital constraint level
Assess Product-Market Fit Certainty
If PMF proven and copy-paste works globally, favor all-at-once. If adaptation required per market, favor stepwise.
Questions to Ask
- Is product-market fit proven?
- Does the model work without adaptation?
- Do regulations/culture differ significantly?
Outputs
- PMF certainty level
Assess Competitive Velocity
If competitors moving fast, need to move faster (all-at-once). If competitors slow, time to learn (stepwise).
Questions to Ask
- How fast are competitors expanding?
- Is there time to learn and iterate?
Outputs
- Competitive urgency level
Select Strategy
All-at-once if: winner-take-all + $500M+ capital + PMF proven + fast competitors. Stepwise if: uncertain PMF + limited capital + adaptation required + slow competitors. Default: Stepwise (lower risk).
Outputs
- ALL-AT-ONCE or STEPWISE recommendation