Real-Time Channel Development

Products are launched at the bottom tier of the pyramid, primarily direct to consumers, so that the product can be refined as consumer feedback and demand are analyzed. Selling through low-cost channels like the Internet, infomercials, and specialty catalogs is low risk and more flexible than other channels. If the product isn’t successful, it is either killed (it’s okay to fail fast) or changes are made to one or more of the marketing mix elements (product, price, promotion, and place). Refinements and testing continue until everyone feels it’s right to move up the pyramid to the next level of distribution.

In the middle tier of the pyramid, Launch Pad enjoys working with what they call innovative distribution channels like Bed Bath & Beyond. Retailers like this are open and flexible to testing and understand the value of partners working together to make a product successful for both companies. For example, Bed Bed & Beyond will merchandise products using floor space and displays to promote the products, giving Launch Pad feedback as the product is tested through various merchandising displays, price points, and geographical locations.