Creating businesses and launching food brands along the path from the test kitchen to the shelf to the consumer’s plate

How to Create Your One Page New Product Launch Plan

Before you jump into creating your retail buyer pitch, start with creating your One Pager New Product Launch Summary. Complete each to the best of your ability and then go back and refine each one more time. Keep this to a single page so you can keep this on your desk to keep you focused.

How Will You Make Money? (your business model)
Are you selling only to retail? Are you an ecommerce business? Are you doing both? Are you creating your own brand, private label or both?

What are your Products/Services
Make sure you are very clear as to what you sell. If you make ice cream, be sure you articulate if you are premium, gluten free, vegan, etc. since ice cream is such a large category with many sub-categories.
Who is Your Target Market (your customers)
Stay away from saying "everyone"… mistakenly thinking that if everyone eats then everyone is your target! No. Describe your customer in enough detail so the world can see a "picture" of your customer. Think about why your customer is different, how they might use your product in their lives. This should be compelling enough that a retail supermarket buyer can see that your customer is also their customer.
Where Will You Sell Your Product?
Will you be in supermarkets and if so what type? Will you sell only to specialty stores or independent health food stores? Are you selling as an ecommerce company?
Sales/Marketing Strategy
Try thinking of Who, What, When, Where and Why to help you formulate your strategy. Read the article on Butter Lane Cupcakes Uses Social Media to target new customers to see an example.
What is your Competitive Edge?
This is your unique selling proposition and should be more than taste.
Why Should the Retailer Buyer Give You Shelf Space?
Retail shelves are full and as a shopper you can see that for yourself. So if you want to get on the shelf, the retailer has to either discontinue another brand or reduce the number of facings in the category to make room for your brand. If you fail to articulate a compelling case you have little chance to get on the shelf.  Read on Creating a Winning Retail Sales Pitch for Keys to Success, Potential Deal Breakers and Advice from a Real Food Entrepreneur.

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