End-to-end launch planning is the last challenge to get your product into mass retailers

imageThis is the last article of the series of Six Tips for Getting Your Product into the Mass Retail Channel.  I would like to discuss the last and biggest challenge of getting your product into the mass retail channel – the launch coordination.

Once it gets close to the launch date, your business will be involving a number of different players. Component manufactures, a system manufacturer, a packager, a freight service, a warehouse, an agency to manage local promotional media, etc. You may be managing a small internal team composed of customer services, supply chain management, and marketing.

The more parties are involved, the more likely you will find the last minute glitch to kill your launch.

Here is the list of common issues that kill your awaited launch.

  • Quality issue: 5 weeks before the launch date, your manufacturer could not have figured the product defect issue.  You may need to manually fix all products to make them work, or the worst case, you have to delay your launch (or no more launch)


  • Missing item: 4 weeks before the launch date, you hear from a packager that it is not receiving one item that needs to go into the package.  It often happens with one-off items that are not the part of the main system of your product, for example, a holder or a plastic cap, or things like that.  Somehow, suppliers never realized that it is the confirmed order.  You have to decide if you go without it, or find alternative and sub-optimal supplies, or the worst case, you have to delay your launch (or no more launch)


  • Wrong packaging label: 3 weeks before the launch date, you realized there’s wrong information on your package. Now you have to decide if you need to re-do the packaging or if you need to attach a correction stamp on top of the existing package


  • Miss-communication with the Retailer: 2 weeks before the launch date, you delivered the first inventories to the Retailer, and then, you receive a message that there was something wrong, either amount of inventories, or store displays you prepared, or packaging, something like that. You may only be able to apologize


  • Delay after delay: 6 weeks before the launch, you start experiencing delays – your staff forgot to confirm orders for a few days, components arrived a few days late, the system production got delayed by a few days, because of the delays, the packager got a conflict,…. The magnitude of chaos increases over time


  • Even a big company experiences these mishaps.  Unfortunately, only way to avoid these mishaps is the ultimate planning, coordination and attention to details in executing the launch. 

    Many startup companies get into a reactionary mode when it comes to the launch, and lose its control over details.  Often, they do not realize how easily one event could complicate the launch through chain reactions.

    You need to become an ultimate project manager. You need to put together and share a thorough project plan with your team, including your suppliers and the customer.  Everyone needs to know how each step relates with each other.  Even if people hate you, you have to chase after every detail to make sure it happens at the right timing in the right manner. 

    Final Summary

    It is going to be a great moment for you as an entrepreneur to see your product on the mass retail shelves, after the months of efforts.  Your success is never based on luck, but based on thorough executions of what is required.  Some people may do it with a natural talent as if they were lucky, but still most of them follow the same path.  From the moment of coming up with a product idea to getting it distributed by the nation-wide mass retailers is going to be a long journey that requires a strategic focus and excellent execution.

    Here is the list of all my Six Tips for Getting Your Product into the Mass Retail Channel. I hope you have enjoyed the first part of your journey - learning. Now it is time for earning.

    Tip 1:  Know the Mass Retail Channel
    Tip 2:  Know Your Key Performance Indicators to Get Into Mass Retailers
    Tip 3:  Create Momentum Before Knocking on the Retailer’s Door
    Tip 4:  How to Approach the Mass Retailer Buyer—Be Ready & Quick
    Tip 5:  Product Packaging Tips for Success in the Mass Retailer Channel
    Tip 6:  End-to-end launch planning is the last challenge to get your product into mass retailers


    See more practical business tips.


    Comments for "End-to-end launch planning is the last challenge to get your product into mass retailers"

    CatherineL
    27 Dec 2007 at 05:11 PM

    Hi Asako.  This is a great article.  It sounds like a whole heap of things could go wrong.  But this series has given a great insight into selling a product to the retail industry and I think I would be confident in having a go after reading it.  Thank you.

    hemp mat for yoga
    21 Mar 2008 at 02:35 AM

    Your post is very informative

    Thank you

    Led flashlights
    25 Oct 2009 at 11:41 AM

    This is exactly what I was looking for. Thanks for sharing this great article! That is very interesting smile I love reading and I am always searching for informative information like this! You are bookmarked!
    Thx.

    Tree nursery
    31 Oct 2009 at 10:14 AM

    Once it gets close to the launch date, your business will be involving a number of different players. Component manufactures, a system manufacturer, a packager, a freight service, a warehouse, an agency to manage local promotional media, etc.

    small business tax preparation
    18 Jan 2010 at 04:39 AM

    Retail banking refers to banking in which banking institutions execute transactions directly with consumers, rather than corporations or other banks. Services offered include: savings and checking accounts, mortgages, personal loans, debit cards, credit cardssmall business tax preparation

    stock investment software
    22 Feb 2010 at 10:43 PM

    I am always searching for informative information like this! You are bookmarked!

    debt relief
    28 Feb 2010 at 08:56 AM

    Great tips, very informative article on the lastest updates.s

    Tea and Bingo
    01 Mar 2010 at 02:15 PM

    Tea and Bingo, the new online UK bingo website featured on Bingo247

    fulfillment company
    02 Mar 2010 at 10:01 PM

    Where is the cheapest freight service around to send something to South East Asia.? I’m looking for a sea or air freight company to send 3 boxes of items to South east Asia. (California to Singapore)
    Any idea of any reliable freight service besides UPS, DHL and FedEx? It’d be great to include website.

    stock option software
    05 Mar 2010 at 04:06 AM

    I love reading and I am always searching for informative information like this! You are bookmarked!

    how to write an article
    09 Mar 2010 at 11:54 AM

    The mass retailers are very hard to competete with, now you have to be on top with secrets weapons!

    Adult Sex toys
    13 Mar 2010 at 05:23 AM

    when you are being a retailer you are doing it to a big and large scale of clients..

    buying research papers
    01 Apr 2010 at 08:13 PM

    That is right about, who is starts the launch, but i\d add there scientists who were in charge of it from the beginning

    custom written essay
    07 Apr 2010 at 02:37 PM

    haha, you’re so right, man, i can’t believe it)

    Rion
    16 Apr 2010 at 12:09 AM

    Very worrying link - I simply played a quick check, seems like a negative working tool! Gives Thanks for the discover!
    car insurance claim

    Michelle
    23 Apr 2010 at 02:03 PM

    You may be managing a small internal team composed of customer services, supply chain management, and marketing. With remote access you can access your computer from anywhere. In their words It keeps you securely connected to your computer files so you’re free to go mobile remote pc access

    testinside ccie
    25 Apr 2010 at 10:30 PM

    This is absolutely what I was analytic for testinside oracle. Thanks for administration this abundant article testinside cisco! That is actual absorbing smile I adulation account and I am consistently analytic for advisory advice like this testinside apple! You are bookmarked!

    Free Ultimate Game Card
    03 May 2010 at 07:49 PM

    i need to put together and share a thorough project plan with team, including our suppliers and the customer.

    intermodal transport services
    07 May 2010 at 11:20 PM

    Freight Systems offers Logistics Solutions,Logistics Services,Logistics Support, Freight Forwarding Freight Support and Freight Services has strategic.

    Mark
    24 May 2010 at 10:20 AM

    What a better published fantastic piece of information. I remember that I was looking for something like this from a mates of months. I am glad that I observed my path here by concurrence!
    auto accident claim

    CISP
    01 Jun 2010 at 03:45 AM

    After completing all the PCI compliance requirements your company is secure, but only for that moment. Cyber criminals are always changing their techniques, trying to find a weak spot in the system to steal information. Merchants must be diligent in preventing cardholder data theft by continually preventing, detecting, and reacting to security incidents.

    vivek
    04 Jun 2010 at 03:23 AM

    This Car insurance Blog provides you with very Useful and Helpful tips on Car Insurance.

    The process for getting auto insurance quotes has sped up in the past few years. For instance this site is able to provide a comparison of online auto insurance quotes rapidly from Top Insurance Carriers with only a small amount of information provided from you. Once you have the quotes you can contact the insurance company to get your policy and Save hundreds of dollars on your insurance!

    cbd melbourne
    10 Jun 2010 at 07:21 PM

    In marketing, a product is anything that can be offered to a market that might satisfy a want or need.In retailing, products are called merchandise. In manufacturing, products are purchased as raw materials and sold as finished goods.cbd melbourne

    huiru
    12 Jun 2010 at 02:08 AM

    In front of a woman, the man also before what self-esteem! The base is happy!
    pandora bracelet/ed hardy jeans/louis vuitton bag/louis vuitton shoes

    airfare denver
    14 Jun 2010 at 07:07 PM

    Once the business reputation is established and its products are positioned within the market, the amount of resources used for advertising will decrease as the consumer develops a kind of loyalty to the product.

    charlotte delivery service
    25 Jun 2010 at 11:52 PM

    Most businesses are privately owned. A business is typically formed to earn profit that will increase the wealth of its owners and grow the business itself.

    square peg web
    03 Jul 2010 at 12:23 AM

    Obviously this is really excellent stuff..

    square peg web
    26 Jul 2010 at 09:09 PM

    No. Multi channel is about how it gets to the consumer. Multi-site is having many places for consumers to get the same things.
    square peg web

    Name (required):

    Email (required but will not be published):

    Website:

    Remember my personal information

    Notify me of follow-up comments?

    Please enter the word you see in the image below:


    ADVERTISEMENT

    Get Up To 20 % Off QuickBooks Accounting Software Products + Free Shipping