Halloween has popped up in both our personal and business lives. Bonnie’s mother and Michael’s father were both born on Halloween. Somehow, we discovered we had this in common within an hour after we met. Also, the concept for the Barefoot wine label was developed at a Halloween street party in Santa Barbara.
Halloween has different meanings in different cultures. In ours, it’s all about trick or treat with witches… Read More

Distribution: The Distance between a Great Product and a Sale – Part 4
In the previous three posts we have given just a few examples of the importance of Channel Distribution Management in product design. Here we will examine two of the most important factors in product distribution through conventional channels:
14. Stack it! It is great to get your product on the retail shelf, but getting it stacked on the floor is infinitely more valuable. When your product or brand is new, there… Read More

Distribution: The Distance between a Great Product and a Sale – Part 3
When the producers of any product first go into business, they tend to think they are in the production business. In fact, if they are to succeed, they are in the Distribution Management business. Distribution Management trumps production because without it, your product may never make it to the shelf – no matter how good your product is.
With a good understanding and implementation of distribution management, you… Read More

How To Get Your Product To The Market
You may have a great product at a great price, and people may really want it, but that doesn’t mean you can get it to them. If your product is sold in retail stores, like most consumer goods, it probably has to go through conventional distribution channels. In order to get to the end-user, you must customize your pitch to everyone along the way. You must make all of the seven sales. They are:
Your Own Staff. Both your sales… Read More