The definitive reference guide for developing, launching, and rolling out a new product
Each year, thousands of new products are introduced to market. Most fail. What's worse is it doesn't have to be this way. The fact is product failure is rarely the result of either a lack of need or desire for a product, but, rather, is due to an entrepreneur who lacks the know-how to successfully develop, launch and rollout his or her product. Inspired! Take Your Product Dream from Concept to Shelf helps entrepreneurs to successfully navigate the marketplace, avoiding the common mistakes most people make, while finding traction faster, and building an attractive brand that players across the value chain will want will want to buy.
- Provides readers with inspiring true stories and anecdotes, as well as insightful interviews with top entrepreneurs and merchandisers
- Presents invaluable research as to producers, designers, distributors, and retailers
- Divided into three easy-to-follow sections – Development, Launch, and Rollout
With unemployment hovering around 10%, many individuals are turning to the world of entrepreneurship. Now more than ever individuals, start-ups, and small businesses need expert guidance on how to bring their products from concept to shelf. Inspired! provides that guidance.
Table of Contents:
Preface ix
Acknowledgments xvii
Phase I Development
Chapter 1 Develop the Idea 3
Chapter 2 Create Your Product 21
Chapter 3 Brand Marketing 57
Chapter 4 Design the Process 89
Phase II Launch
Chapter 5 Packaging a Product 119
Chapter 6 Produce Your Product and Platform 139
Phase III Rollout
Chapter 7 Get Distribution, and Get on the Shelf 163
Chapter 8 Demonstrate Local Success 191
Chapter 9 Financing Primer 217
Notes 243
About the Author 245
Index 247
About the Author :
VIK VENKATRAMAN is a dreamer, free thinker, and student of life. He is the founder of both Star Power, the first 100% pure starfruit juice sold at specialty grocery stores, and V Bespoke, a fashion company offering affordable, high-quality, custom-tailored clothing. Vik is a former brand manager for Red Bull, and as a highly respected entrepreneur and management consultant with Deloitte Consulting and American Express, he has advised Fortune 500 retail, travel, and consumer product companies on a wide range of issues, including operations, marketing strategies, and manufacturing. Vik studied biomedical engineering at Columbia University, where he graduated with honors.
