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This is the eBook version of the printed book.

This Element is an excerpt from From Concept to Consumer: How to Turn Ideas Into Money (9780137137473) by Phil Baker. Available in print and digital formats.


Choose the right distribution for your product: assess the tradeoffs and maximize the opportunities.


“Build it, and they will come.” That rarely happens. Not only do you need a marketing program, but also a plan to get your product to customers. What are your choices? 1. Sell through retail distribution. 2. Supply your product to a marketing company with established channels. 3. Sell over the Internet. 4. License your product. Let’s consider each….

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