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Since your dimension is month and you want to calculate for a month that is not the dimension, you need the total qualifier. I think you want:
avg({1<[Market] = {"Cheese"}, [Company] -= {"First*"}>}PPL)
-avg(Total {1<[Market]={"Cheese"},[Month]={"$(=min(Month))"},[Company]-={"First*"}>}PPL)
Since your dimension is month and you want to calculate for a month that is not the dimension, you need the total qualifier. I think you want:
avg({1<[Market] = {"Cheese"}, [Company] -= {"First*"}>}PPL)
-avg(Total {1<[Market]={"Cheese"},[Month]={"$(=min(Month))"},[Company]-={"First*"}>}PPL)
Excellent - works perfectly, another one for the knowledge bank. Many Thanks!