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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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Successful Start-Ups

A Contract Manufacturer’s View

Mike Peters - March 13th 2013



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

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?

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

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?

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

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


Organisation & People

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

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

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.


  • 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

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