Convoy was not a fragile company. It raised roughly $900m, reached a reported $3.8bn valuation and counted Jeff Bezos and Bill Gates among its backers, building real technology that moved real freight at real scale. Then, in October 2023, it cancelled every shipment and shut down within days. The freight recession takes the blame, and it is only half the story. The demand Convoy scaled on was genuine but borrowed, from a pandemic boom and an era of cheap money that were always going to fade. On a growth chart, borrowed demand looks identical to the durable kind. This is a strategic review of how a demand mirage forms, why it clears, and how to tell the two apart before you scale.

Most market entry assessments check demand, talent, competition and regulation, then quietly assume the digital infrastructure underneath will be there to support delivery. For business-to-business companies, that assumption is getting harder to justify. From data centre capacity rationed in Singapore to a four-year freeze on new grid connections in Ireland, this piece examines why compute, cloud access and energy reliability now belong inside the feasibility conversation, not after it. It also makes the case for the other side: where capacity is scarce, securing it early can become a durable competitive advantage rather than just a risk to manage.

Part I established why market research and market feasibility are distinct questions. Part II addresses implementation: how do you structure validation to produce decisions rather than reports? The answer lies in four feasibility domains. Technical viability validates whether your product functions in the target environment. Financial sustainability confirms whether unit economics support profitable operations. Operational capacity proves whether your organisation can execute at required scale. Competitive positioning tests whether you can credibly win share against incumbents. Each domain requires different validation methodologies that leadership synthesises into go/no-go recommendations before committing expansion capital.