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Breakthrough! by Steve LANCE, Paul KURNIT

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23

Let’s Do Launch

AS YOU LOOK to bring the idea to market, it might be time to add some additional players. Who you add will be dictated by the type of idea you have and your plan to make it a success. Let’s look at what you’ve got to explore and develop.

Distribution

How are you gonna get the product to the point of sale? And what is the point of sale? Retail stores? Wholesalers? Online? One thing is clear today. The price of entry has never been lower. If you’re looking to launch on a shoestring, consider a controlled launch online. For sure, you’ve got to get your distributors involved in the process—and don’t forget the lead time they’re going to need to ramp up the distribution. But, if you’re the distributor, you’re in the driver’s seat ...

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