How to Prepare to Launch a Product for Your Small Business

Reports show that only approximately 20-25 percent of product launches are successful. The reiteration of this statistic is not intended to provide discouragement for business owners. Instead, the message is intended to call attention to the importance of being well prepared for the launch of a product.

The tasks necessary to realize success when preparing for a product launch can be broken down into three main categories.


Your marketing efforts can be the life or death of your product. No product can sell if potential buyers are unaware of its existence.

Our team at InitiateLift does everything it can to get your product into the right hands. But in order to do that, you first need to know what the right hands are.

The first consideration of marketing a product is identifying a target audience. This step is critical because the channels of promotion used to achieve product awareness for one demographic may be useless with another.

Once the target audience is identified, determine the best way to reach your customers. Then, produce advertisements that will induce the desired response.


A good manufacturer is worth its weight in gold. When searching for the right manufacturer to help bring your product idea to fruition, a number of issues should be taken into consideration. The good news is that the information you need is readily available via the internet.

The first consideration is whether you wish to employ the services of a domestic manufacturer. The other possibility is choosing a distributor from another country. Once this decision is made, potential manufacturers should be investigated for a variety of qualifications that include:

  • Product capabilities
  • Quality control
  • Product expertise
  • Communication

Another consideration when choosing where to have your product manufactured is finding dependable shipping or freight solutions for getting your products to distributors.


When choosing a distributor for your products, it is important to understand the distribution channels for your particular industry. The four main distribution options are:

  • Direct purchases from a manufacturer
  • Finding an exclusive distributor that will sell to smaller wholesalers
  • A regional distributor that will sell boxloads to local wholesalers
  • A jobber that makes deliveries to local stores

The choice of a distributor is crucial. You should make sure the distributor is the perfect fit to meet the needs of your target audience.

Final Thoughts

The launch of a new product is an exciting time for business owners, but it will take proper preparation to make the product launch successful. Business owners that take the time to market to their target audience, partner with the right manufacturer, and choose a distributor that fits their needs have a good chance of realizing success with a product launch.

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