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Neil discusses using an initial launch period to address problems in the business model.
Road2Retail podcast
Interview with Neil FosterHow best to launch your DTC brand and when to consider brick & mortar retail distribution?
Neil Foster of Agency Habitat discusses launching a DTC brand and judging when to enter physical retail. He covers using a soft launch to work through business problems, building awareness and trial, and choosing retailers whose shoppers fit the brand before expanding too quickly.
Guest
Neil FosterCEOAgency Habitat
Watch the interview
Watch on YouTubeAbout this episode
Neil Foster, CEO of Agency Habitat, joins the hosts to discuss how emerging brands approach a launch and early growth. He considers a soft launch as a period for working through problems in the business model. The conversation also covers creating awareness and encouraging trial while a brand is still establishing itself.
Neil then discusses the move into brick-and-mortar distribution. A central question is whether a retailer's shopper profile matches the people the brand is trying to reach. The episode considers the need for that fit and the risk of trying to expand too quickly, before the business is ready to support a larger scale.
Topics covered
Awareness and trial
The conversation considers the early marketing work involved in building demand.
Retailer and shopper fit
The episode covers choosing stores whose customers match the brand's audience.
The pace of expansion
Neil discusses the risk of seeking scale too early.
Go To Market Strategy
Build a practical plan to enter or grow retail distribution.