Ahead of their planned entry into the UK market, Rake asked Whitecap to complete a market investigation to assess the current state of play and support the development of a market entry proposition. Whitecap completed the project in four phases, moving from capability mapping to an extensive market research report. Both were used to inform the creation of an opportunity v risk analysis, including how Rake could position themselves as a ‘challenger’ in the UK market. Finally, Whitecap developed a UK market entry plan.