Over the past few months I have developed a program called "Promise Products." I was able to form joint agreements with several large retailers to test new products. The program will allow testing of vendors product for 2-4 weeks depending on the retailer. This will allow you, the vendor, and the buyers to see how your product will perform in actual retail stores. If your product performs, arraignments will be made with manufactures, distributors, and sales representatives to market your product. Guarantees of store placement is provided in our contract, however, we can't guarantee your product will sell or be placed in the program.

As you all know from my website, I'm very upfront on everything I discuss with you. I will charge for this program, because I will be the one handling the placement and delivery of your products and doing all the work. Plus, I have spent many hours arranging this agreement with retailers which BTW, has never been done before now. The program should be ready to go by the middle of May 2005. Now tell me what you think?

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ARE YOU REALLY READY FOR THE GIANT?

Large mass merchandisers are not often interested in new product opportunities. The "Sunflower Concept" is a way around the problem. At the same time, it provides increasing market share for your product allowing you to "test the waters" before making the commitment to move into the lair of the giant (Wal-Mart).
By identifying and isolating smaller regional and sub-regional retail chains, and explaining you are not interested in showing your product to Wal-Mart or one of the other giants, you are offering a great incentive for that company to test your product. Even if they have only 300 retail units, you are gaining market share while creating a positive sales history.
Then, utilizing this company's sales, approach the next one -- maybe a regional chain with 600 retail units. There are many companies with 1,000 to 1,500 stores. Each is like the petal of a sunflower. The giant is in the middle, and it is the ultimate goal. The advantages of this approach are numerous. By the time your product is being sold in a dozen smaller chains, the total retail unit base may easily exceed the giant's. You may even find you don't need him and his problems anyhow.
Also, keep in mind that by the time you are servicing 3,000 to 4,000 regional sales units, all the inherent problems that come with growth are usually solved. Your receivables are tracking your payables, and the market has told you in measurable terms exactly what it expects of you and your product. It is now thoroughly entrenched, hedging in on the giant's market, and can no longer be ignored. The option of "catching the giant" is now yours and yours alone. What a position to be in!
Entrepreneurs must come to terms with the fact that while they can be creative, I have never met an entrepreneurial innovator who can be everything to everybody. It is my wish that all market-worthy new products have their shot at success, but the real probability for those that enjoy success is limited only by the reasoning the entrepreneur puts into his marketing plan.
Having said this, I strongly urge any new product innovator to seek competent and professional help in determining market direction and strategy. Realize your limitations, and further realize that yours may be the best new product since shoes, but your chances for success are greatly diminished if you try to strike out on your own with the attitude that you are indeed capable of "doing it all". There are probably those among you who have the ability, but they are very rare birds indeed!
Should you decide to attempt to capture the giant, I'm certainly not saying it cannot be done. But you will find your skills and ability to corner that giant will increase exponentially if you finely hone your marketing weapons on smaller game until you are ready for the "safari" of your life! This is why some of you need to start small . My program "Promise Products" evaluates each individuals needs. Many have fell victim to the mesmerizing thought of the all mighty Wal-Mart. Many of you here are ready for Wal-Mart, however, many of you are not.