Question

Topic: Strategy

I Have A Great Product, And Need To Go National

Posted by Anonymous on 4/16/2005 at 12:27 AM ET 250 Points
Well, the information is - I have a product for consumers (which the test sold like crazy). The product itself is very straight laced and conservative, yet highly controversial. My research and estimates show a six month to one year return of one hundred million dollars or more. Also, it will create great controversy and I would imagine that it will get media coverage on a national level, as well as international coverage joking with American culture.

My situation is, all though I have had prior ideas, I have never launched a product into a national arena. With so many dirty companies jumping on the band wagon with knock-offs, this would have to be done where I am capable of launching the product on a national level from the get go. It will fizzle after one year, with variations of the original carrying on for years afterword. What I need is a company (someone) who is capable of "and has the experience" in getting this product into large name retail outlets in every major metropolitan city across America simultaneously.

I have the funds to launch it, just zero experience on a national level. If you answer this please be from a reputable company (with references), or if your an individual with prior experience, please have verifyable references as I will check into them. A purchase agreement might be something I would consider.
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  • Posted by mgoodman on 4/16/2005 at 11:24 PM Accepted
    I might be interested in the project, and I would strongly encourage you to post the project on the "Hire an Expert" section of this site. (Just click on "Post a Project" in the column at the right side of the screen.)

    The one piece of advice I'd give you here is that there are a zillion great product ideas with the potential to become commercial successes. Some of them have even been researched and confirmed to be attractive to consumers. The key is NOT just the product/service concept, but the marketing plan and the resources to launch the product effectively. It's not easy, and it's not cheap.

    I have been involved in dozens of new product launches, mostly in consumer products (but also in B2B), and the thing that keeps coming back is that you can't hold back on marketing support if you want to be successful. You have to be prepared to investment spend on the marketing.

    I suspect I'm preaching to the choir, but I'd feel very guilty if I didn't make the point as strongly as I can.

    If you would like to talk further, let me know by private email. (Click on my name for contact information.) I'll give you a call. I fit the specs you've laid out in your message (e.g., experience with national launches) and will gladly provide references.

    BTW, my experience ranges from large corporate settings (Procter & Gamble, Frito-Lay, DuPont, etc.) with a national or global presence to small start-ups and one-product companies, from local through regional and national -- even a few that started regional and went national. (I even bought a company myself, fixed the marketing, built the volume/profit, then sold it.)
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