Help & How-To

Starting Up
How do I launch a new product?
We invented a natural juice that our customers line up to purchase everyday. We have been told too many times that this product should be on supermarket shelves. We have finally decided to do this by having the product tested at a lab for the nutritional facts, however, we are stuck as far as a bottling company goes. Once that is done, how do we launch this product? We would like to see it on local supermarket shelves and definitely in schools.

Asked by ellie
Posted: Wednesday, August 01, 2007  |  Found in Starting Up


More answers by Paige Arnof-Fenn
To launch a new product you should start by making sure you truly understand who the key target customer is, what their real needs are, why they would buy your product vs. the competition's (what are the strengths & weaknesses of your features and benefits?) and how much they would be willing to pay. You can also conduct market research on your branding and messaging to make sure your product is compelling and distinctive in the market. You should then build your website so people can find you and know you are real. You'll need to decide how you want to market and promote your product - via advertising, PR, online, etc. Remember, you only get one chance to make a great first impression so do your homework for a successful launch. Good luck!
Paige Arnof-Fenn is the founder and CEO of Mavens & Moguls, a strategic-marketing consulting firm whose clients include Fortune 500 companies, as well as early-stage and emerging businesses.


Recent Articles & Resources
We've gathered content from some of the best resources on the web. Find tips to help you run a successful business with this collection of videos, articles, expert blogs, and more.
Why Time is More Valuable Than Money
By Norm Brodsky I see a lot of people who are starting out on their first venture, and they all have the same obsession: money. They want to know how

Marketing and promotion
Nancy Meyers talks about how leveraging new mediums and taking innovative approaches are often necessary to the successful marketing and promotion of

Building and maximizing your network
Use this worksheet to identify the people you want to connect with, where and how to find them and how to make sure you’re spending your valuable

Assessing customer profitability
It’s a standard business adage that it is easier (and less expensive) to sell to a current customer than to acquire a new one. Determining which of

Pitching your business
Whether you are making a sales presentation, seeking financing, networking at an event, or even just chatting with a neighbor, you need to have your
Have a burning question? Ask now!