When entering new markets, conducting thorough research in order to determine product viability can save a lot of valuable time and investment. In this case, we had an amazing product–a fast-drying, food grade sanitizer commonly used with organic fruit and vegetables in France–but late 2022 Thailand was ultimately not the right market for it. Part of our market research includes researching relevant legal regulations and restrictions and consulting with industry experts. Through this process, we learned that Thailand has several legal restrictions on competition when it comes to the manufacture and sales of ethanol. The government itself is a major

manufacturer, with only two private entities holding the rights to manufacture and distribute denatured alcohol (food grade alcohol without additives such as color, fragrance, or bitter taste). This law would prevent the client from advertising the key selling point of their product. The timing was also less than ideal, and should the client move forward, they would be pushing a new product in an incredibly saturated market, in a sunset industry (towards the end of the COVID-19, with plunging interest in sanitizers). We ultimately advised the client against selling this product in Thailand.