Finding buyers.
WHAT CHANNELS EXIST
Direct to retailers Through distributors To other manufacturers, as components Institutional and contract supply Direct to consumers Export
WHAT DISTRIBUTORS PROVIDE
Reach without your own coverage.
WHAT THEY COST
Margin, and distance from the end customer.
WHAT SELLING DIRECT PROVIDES
Margin and market knowledge.
WHAT IT REQUIRES
Sales and delivery capability.
WHAT INSTITUTIONAL SUPPLY PROVIDES
Volume and predictability.
WHAT IT REQUIRES
Registration, documentation, consistent quality and credit terms.
WHAT CONTRACT MANUFACTURING PROVIDES
Volume without building a brand.
WHAT IT REQUIRES
Meeting someone else's specification exactly.
WHAT IT RISKS
Dependence on one customer.
WHAT TO ESTABLISH BEFORE COMMITTING CAPACITY
What proportion of output one customer represents.
WHY
Losing a customer taking most of your output is catastrophic.
WHAT BUYERS ASSESS
Consistent quality Reliable supply Registration and compliance Price Packaging and presentation
WHY CONSISTENCY DOMINATES
Buyers fear supply and quality failure more than price.
WHAT TO ESTABLISH
That you can actually meet the volumes offered.
WHY
Failing to supply ends the relationship permanently.
WHAT TO BUILD
A small number of reliable channels before adding more.
WHAT TO MEASURE
Sales by channel and their margin.
