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Successful Start- Ups A Contract M a nufacturer’s View. Mike Peters - March 13th 2013. Overview. Agree objectives Have a clear strategy Know your customer Know your market Your business plan Your organisation & people Your manufacturer. Agree Objectives.

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slide1

Successful Start-Ups

A Contract Manufacturer’s View

Mike Peters - March 13th 2013

slide2

Overview

  • Agree objectives
  • Have a clear strategy
  • Know your customer
  • Know your market
  • Your business plan
  • Your organisation & people
  • Your manufacturer
slide3

Agree Objectives

  • Be clear on why you want to launch a brand or product?
  • What do you want to achieve?
  • Why does the retailer / consumer need YOUR product?
slide4

Your Product

  • What is it?
  • What does it do?
  • Pricing strategy
  • Promotional strategy
    • Be prepared to provide promotional support
  • Sales and distribution
    • Is it better?
    • What difference does it offer
      • The consumer
      • The retailer
slide5

Your Customer

  • Be clear on YOUR consumer
  • Who is going to buy it?
  • Why are they going to buy it
  • Will they repeat buy?
  • Has it got longevity?
slide6

Your Market

  • Competition is fierce
  • - Monitor your main competitors – knowledge is power
  • Why can your product make an impact
  • How can you compete in a crowded market
  • Be realistic
    • Enthusiasm is required
    • Don’t let it blind you to the realities
  • Rewards can be great
  • Risks are equally great
slide7

Your Business Plan

  • Write a thorough business plan
  • All aspects of your market
  • Competition
  • Financials
    • Beware of cash flow
    • Critical for start ups
  • Be prepared to share it
    • Others will see your plan
    • They may be able to help
    • Important to have the trust of stakeholders
    • B

Always have a Plan B

slide8

Organisation & People

  • Don’t get overstretched
  • -Think BIG but start realistically
  • Employ the right people
  • Employ or Partner with the best
slide9

The Brief

  • NPD should begin with a detailed brief
  • Be clear on product benefits
  • Be clear where it will sit
  • Give a good indication of the target cost of goods
  • Research your market, ingredients, packaging etc
slide10

Your Manufacturer

  • Choose carefully
    • Depending on your brand and vision different manufacturers will be more suitable
  • Share
    • Your vision
    • Your plan
  • Develop a relationship
  • Brief well
  • Be prepared to show you have financial viability
  • Trust the manufacturer’s expertise, while being clear on what you want
  • Help your manufacturer(s) to help you get the right product, at the right price for you, your market and your consumer.
slide11

Summary

  • A new brand/product needs
    • A reason
    • A purpose
    • A difference
  • Always have a plan
  • Always have a plan B
  • Share your plans with those you want to partner with
slide12

If you have any questions, or you would like to discuss how UPL can help you to launch your brand please come and see me -

  • UPL are on stand 230
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