When you enter a new market and do not have enough data on customer behavior in the area, how would you obtain specific data to justify your business case?

Market research. You need to make sure that your opinion of the gap is accurate first. Sometimes a gap exists in the market because it is not lucrative enough or not cost effective. Then you need to determine how your unique value proposition will satisfy that gap. Is it something your target market needs. This will determine the validity of your business case i.e. if you take this to the bank will they be prepared to give you money to do this. Only after you have a solid business case will you enter into a project where your first order of business will most probably be your marketing strategy.

Walter -

Sounds like a good opportunity for a Minimum Viable Product by constructing an experiment to get maximum learning for minimum investment. If this term is new to you, I'd suggest reading Eric Ries's great book The Lean Startup...

Kiron

First you look at what your competitors are doing and what kind of business model they are using to generate growth and revenue. Then see if you can implement a business model that's either cheaper, faster, higher quality or has a lower manufacturing cost. You can either approach by customers focus to market or product focus to market. Sometimes customers do not know what they want until they see it so you have to be as much creative as data driven.