Know-How Exchange : Other

Generally, if you approach a buyer with a concept, you’ll get advice but not a sale. You should identify one or two key buyers and learn as much as you can from them before you get into packaging or other expense, as they will have information about what they require that will save you from costly misunderstandings.

Since this is a food product, expect thorough trial and testing.

Your presentation to buyers must include specific data about how your product will make a lot of money for them. A convincing piece of evidence would be sales figures from a trial run at a smaller outlet or in another country. If that’s not possible, then make enough of the product to set up free trials on the beach (or wherever) for a day or two, and get persuasive video testimonials from the public about how exciting the product is and how anxious they are to buy it as soon as it’s available.

In terms of getting buyers to see you, the best way is to use personal contacts to get in. If you don’t have any, then send a short, direct meeting request. If you still can’t get in, consider selling or licensing your concept to an ice cream competitor that does have product space in the targeted stores. That route may seem less desirable at first, but many times it is more lucrative and efficient, as a competitor may have the equipment, capacity, staff, expertise, distribution system and advertising budget that would cost you a great deal to duplicate.