Building the product is half the job. Finding the right customers, channels and price is the other half, and it should start before the plant does.
Why it happens
- Demand was assumed from national market figures, not tested with real buyers.
- Price was set from cost plus margin, without checking what customers will pay or what competitors charge.
- There is no sales plan, no channel and no one whose job is to bring in orders.
What to do instead
- Test demand with named customers and letters of interest before committing capacity.
- Set price from the market, then check the cost base can deliver the margin.
- Write a go-to-market plan with channels, targets and a launch calendar, and put a commercial leader in charge of it.
How BizTek helps
Our Go-to-Market service covers market scans, positioning, channels, pricing and launch plans, including export and Gulf entry. Where you need a commercial leader in the seat, CXO on Call can provide one.
Has this happened on your project? Tell us where it stands. The first conversation is free and confidential, and we are happy to sign an NDA first. Start a conversation