All to often I talk to businesses that think they need to reinvent the wheel. They think their product is unique and needs a new channel to get to users of their product. This is not the case. It is seldom a requirement to set up a new channel to market. In fact this is one of the most costly approaches to commercialise a product you can take. The old saying “products come and go but channels endure” is very true.
Always do your homework and look carefully at your route to market. What demand is their and how will you get there i.e. license, OEM, franchise, agent or distributor. On a final note, this is not to say that Direct sales are out of the question. In fact the two live in harmony quite nicely. Perhaps the subject for another blog, missionary selling and how this establishes your presense in a new market.
