Distribution: A Short Guide to Getting Your New Product or Invention to Customers
About this ebook
This Element is an excerpt from From Concept to Consumer: How to Turn Ideas Into Money (9780137137473) by Phil Baker. Available in print and digital formats.
Choose the right distribution for your product: assess the tradeoffs and maximize the opportunities.
“Build it, and they will come.” That rarely happens. Not only do you need a marketing program, but also a plan to get your product to customers. What are your choices? 1. Sell through retail distribution. 2. Supply your product to a marketing company with established channels. 3. Sell over the Internet. 4. License your product. Let’s consider each....
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About the author
Phil Baker has been developing consumer and computer products for forty years for companies of all sizes. The scores of products Baker has been instrumental in developing include Polaroid’s SX-70 camera, Apple’s PowerBook notebook computers, Seiko printers, PDAs, and the Stowaway folding keyboard, one of the most successful PDA accessories of all time. Baker pioneered the use of Asian partners to develop and manufacture consumer products, initiating Apple’s first design activities in Taiwan and Seiko's first in Hong Kong. He holds 30 patents and continues to develop products from his San Diego office. A recipient of the Ernst & Young Entrepreneur of the Year award, he writes a weekly technology column for the San Diego Transcript and does a monthly technology radio show. He holds a BS from Worcester Polytechnic Institute, a Masters degree from Yale, and an MBA from Northeastern.
