Framework library
CAGE distance framework
How to use it
Compare the cultural, administrative, geographic and economic distance between the home and target markets. Translate distance into changes to cost or customer response.
Worked example
For a regional snack brand, compare flavour preferences, distribution time and pack affordability across cities.
Common pitfall
Distance is relative to the offer. A new route can matter more than kilometres.
- Frame the questionWhich part of the growth forecast depends on behaviour the business has yet to observe?
- What to deliverBuild a reach, conversion and capacity estimate. State which factor you would verify first.