Entering the Canadian market presented both opportunities and challenges for DejavuCoffee. Extensive research was conducted to understand the coffee culture in Canada, the preferences of Canadian consumers, and the competitive landscape. This phase required a deep dive into market data, customer surveys, and visits to successful coffee shops across the country. The challenge was not only to identify the right market but also to adapt the brand to meet local tastes while staying true to its identity. The MTA provided vital support during this stage, helping to analyze market trends and offering insights into consumer behavior. With Grant’s guidance, the team was able to develop a market entry strategy that balanced innovation with tradition. This involved creating a product offering that would appeal to Canadian consumers while ensuring that DejavuCoffee stood out in a crowded market. The research phase was a learning curve, highlighting the need for flexibility and the ability to pivot based on market feedback.