Posted by Asako Tsumagari on 23 Dec 2007,
This 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.
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.
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