RapidShift is a US-based regional freight and logistics company currently operating in the midwest, providing next-day and two-day ground delivery to small and mid-size business customers. The company has built a strong network and solid margins in its home region and is now evaluating whether to expand into last-mile residential delivery, a segment it has never served. The CEO has engaged Kearney to assess whether this is an attractive opportunity and what it would take to win.

Before reviewing any data, how would you structure the assessment of whether RapidShift should enter the last-mile residential delivery market?