Course: Distribution for Mid-Stage Entrepreneurs
Lessons
Growing Your Distribution
- What is an entrepreneur?
- What are my options for distribution?
- What kinds of distribution can you line up ahead of time before production is completed?
- What are some strategies for getting my product into the market and building a track record if no distributor wants to sign on?
- What can brokers do for my product/brand?
- Is it better to focus on a specific geography and try to reach all channels OR focus on a specific channel and a wider geography?
- What factors should I consider in deciding to join a large chain?
- How does field promotion work? Is it something I should consider as a startup brand?
- At what point should I consider paying slotting fees to gain a bigger presence in large retailers?
- Will a distributor only look at my product if I already have a big box or large chain authorization?
- Once a I locate a distributor, will I have to sign a contract and grant territory exclusivity?
- Who will be held accountable for marketing and incentives once partnered with a distributor?
When to Get a Distributor
- What are my options for distribution?
- What kinds of distribution can you line up ahead of time before production is completed?
- I sell my product very locally and I’m looking to branch out, what do I do now?
- What services does a DSD distributor provide?
- Can you have more than one distributor?
- What should I have ready before approaching a distributor?
- How can I get my product into a DSD’s portfolio of brands?
- What factors do you consider when evaluating a new brand?
- What are the key characteristics that make for a successful brand and distributor relationship?
- Is packaging really important? What does the packaging say about my product or brand?
- What are the key characteristics that make a concept or idea more marketable?
- What are the distributor expectations of a new brand?
- How can I get my product into a distributors portfolio of brands?
- What are the distributor expectations of a new brand?
- What are the key characteristics that make for a successful brand and distributor relationship?
- Does a distributor have dedicated sales representatives who will visit accounts on my brands behalf?
- How do I account for my sales & marketing spend?
- Does the distributor determine my retail price?
- How does location affect my route to market?
- How do I account for my sales & marketing spend?
- Does the distributor determine my retail price?
- What is a slotting fee?
Distribution for Big Retail Stores
- What are the distributor expectations of a new brand?
- In what ways can big-box stores fit into my retail strategy?
- How would niche products (say something highly function specific) benefit from a non-traditional route to market?
- How competitive is it to get your product on the shelf at different retail channels?
- Can brands transition from non-traditional to chain driven accounts without sacrificing their functional integrity?
- Are their challenges to sampling and demoing my product in a account like Costco?
- Should a supplier look to be nationally or regionally selective in its marketing choices?
- How likely is it that different retailers will pick up my new brand?
- My product really won over some regional retail buyers, how to do I follow up and get this in the store?
- How do I get in the right position to have my product compete in a specific category?
- How do I expand my retail presence from one single product to multiple offerings?
- How important are chain authorizations for my brand?
- Does a chain authorization come before a distribution agreement?
- What are some distributor expectations of a new brand?
- I think my product is perfect for a store like my local Co-Op or Whole Foods are there certainly restrictions or limitations with selling my product there?
- How will I know if my product is ready to expand into a new market?
Cost of Distribution
- Does a distributor buy my product by the unit, case or pallet?
- Does the distributor pick up from my warehouse?
- How does a distributor pay?
- How do I account for my sales & marketing spend?
- Does the distributor determine my retail price?
- What is the process of obtaining chain authorization?
- What is a slotting fee?
- Should a supplier look to be nationally or regionally selective in its market choices?
- Does a distributor buy my product by the unit, case or pallet?
- Does the distributor pick up from my warehouse?
- How does a distributor pay?
- How do I account for my sales & marketing spend?
- Does the distributor determine my retail price?
- What is the process of obtaining chain authorization?
- What is a slotting fee?
- Should a supplier look to be national or regionally selective in its marketing choices?
Getting a Distributor
- Will stores take my product? And when?
- How do I position my product to compete in a specific category?
- How do I expand my retail presence from one single product to multiple offerings?
- How important are chain authorizations for the growth of my brand?
- Does chain authorization come before a distribution agreement?
- What are the distributor expectations of a new brand?
- What are some strategies for getting my product into the market and building a track record if no distributor wants to sign on?
- What can brokers do for my product/brand?
- Is it better to focus on a specific geography and try to reach all channels OR focus on a specific channel and a wider geography?
- Will a distributor only look at my product if I already have a big box or large chain authorization?
- What should a new company look for in a distribution partner?
- What is a warehouse distributor?
- What is a broadline distributor?
- What is a DSD distributor?
- Are there significant advantages of using one form of distribution versus another?
- How do I get a meeting with a distributor?
- What are distributors looking for in a brand?
- Should I look to use multiple forms of distribution to deliver my product to stores?
- What’s the typical length of a distributor deal?
- How can I get my product into a distributors portfolio of brands?
- From a distributor's point of view Is packaging really that important?
- What does the packaging say about my product or brand?
- What are the key characteristics that make a concept or idea more marketable?
Distributor Relationships
- Once a I locate a distributor, will I have to sign a contract and grant territory exclusivity?
- Who will be held accountable for marketing and incentives once partnered with a distributor?
Types of Distribution
- What is the biggest benefit of c-store distribution?
- What are some potential pitfalls of going into c-stores?
- What are c-store operators looking for in new products?
- What is the process of getting my product into a c-store chain?
- Do Natural Products belong in c-stores?
- In what ways can big-box stores fit into my retail strategy?
- How competitive is it to get your product on the shelf at different retail channels?
- What do c-store operators expect me to contribute other than my product?
- Do I have to be in a cold-box to get into a c-store?
- What is Volume Per Outfit?
Role of Brand and Distributor
- What are some key characteristics that make for a successful brand and distributor relationship?
- How important is packaging to my beverage or food product?
- What does the packaging say about my product or brand from a distributors point of view?
- What are some key characteristics that make a concept or idea more marketable?
- Does a distributor have dedicated sales representatives who will visit accounts on my brands behalf?
- Should I hire a dedicated salesperson (or team) to support the distribution sales representatives?
- How do I build a sales team?
- What qualifies as a “sales incentive"?
- How important is sampling my product?
- What is the difference between samples and free cases?
- What is the value in giving my product away for free?
- What is a demo? Who runs a demo?
- What is needed to sample or demo my product?
Considerations When Choosing Distribution
- How does location affect my route to market?
- What does “up and down the street” mean?
- How are UDS accounts serviced compared to traditional chain accounts?
- What are other retail options besides “up and down the street” and chain stores?
- How would niche products benefit from a non-traditional route to market?
- Can brands transition from non-traditional to chain driven accounts without sacrificing their functional integrity?
- Are their challenges to sampling and demoing my product in a non-traditional account?
- What role does big box stores play in my retail strategy?
- Are potential distribution partners going to require our brand to sign a contract?
- What should I do if I’m not happy with my current distributor? Can I make a switch?
- What does "up and down the street" mean?
- How are UDS accounts serviced compared to traditional chain accounts?
- What are other retail options besides "up and down the street" and chain stores?
- Are potential distribution partners going to require our brand to sign a contract?
Logistics
- What services can a trucking company provide? Likewise what kind of services can a freight broker provide?
- What information should I have ready when contacting a trucking company or broker?
- Does the hired company load, move and unload my products?
- What are my freight options?
- What are fuel surcharges?
- Is there a weight limit?
- Are there limitations to where and when a driver will pick up or deliver my product?
- Should I factor in damages or losses during transport? Who is responsible for any damages?
- Will a transporter warehouse my product as well?
- What does FOB stand for?
- What are the standard regulations for drivers on the road?
- Are there any specific certifications a prospective transport company should have?
- Are shipping materials like shrink wrap and pallets provided by the trucking company?
- How long does the transport of my product take?
- Can one truck deliver to several locations?
- Should I invest in my own truck and trailer?
- Is it possible to use several freight providers?
- Depending on the time of the year, should I be concerned about freezing?
- What limitations are there on shipping perishable product?
- What is a 3PL?
- What's the difference between FOB origin and FOB destination?
- What's the importance of Bill of Lading?
- How are LTL shipments priced?