This Element is an excerpt from From Concept to Consumer: How to Turn Ideas Into Money (9780137137473) by Phil Baker. Available in print and digital formats.
Choose the right distribution for your product: assess the tradeoffs and maximize the opportunities.
""Build it, and they will come."" That rarely happens. Not only do you need a marketing program, but also a plan to get your product to customers. What are your choices? 1. Sell through retail distribution. 2. Supply your product to a marketing company with established channels. 3. Sell over the Internet. 4. License your product. Let's consider eachÖ.