Dear Don,

I have developed a great new food product but I have no idea how to start to market my idea.  Should I try to license my idea or should I try to sell the product myself?

                                                                        - Doug

Dear Doug,

I think the best way to start marketing your idea is to distribute the product yourself, in a very limited way, to drum up support for your product.  Then with some sales success, you can approach food manufacturers and try to license your product to them.  Most food distributors will only buy large volumes of food, which usually excludes start-up companies with low production volumes.  The good news is that many smaller food outlets will be willing to purchase your product from you, even if your production takes place in your kitchen.  If you offer many in-person marketing appearances, like giving away free samples, cooking classes or throwing special parties, you will greatly enhance your chances of getting smaller stores to carrying your product.  Target small and independent grocery stores, local restaurants, fairs, local events and gift shops.  Once you have established some success, even in a very small market, your chances of licensing your product will be much greater.  To give extra credence to your sales success, have customers fill out evaluations.  This works well while giving free samples.  Then include the evaluations with your sales reports when talking to licensing candidates.

                                                                        -Don

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