Products From Idea to the Shelf
We are all getting an education in how products work by watching the news. Yep, that’s right, the news. Everyday the doctors, scientists and news media are talking about how getting a vaccine to the public works. As this this much needed, it is an education on how to get your products to the public as well. We are hearing about the time it takes, the research which goes into it and the trials before it hits our pharmacies. Ask any of your BBQ friends who have successful products and you’ll soon hear very similar road to getting their product to market.
Over the next few minutes, we are going to investigate what it takes to get a product from your mind all the way to the shelf. Of course, we can’t delve into every minute step it takes in great detail here but we can give you a general idea of what it takes if you are of a mind to get a product out there, and most of us are. Many reading this may have products already out there for the public to consume in one way or another and can reach out to those struggling in one area or another. So many in this business, BBQ family, are willing to help and the best way to learn/succeed is to have a mentor to guide you along.
- IDEA
Everything begins here. Spectrum Mobile has been running a series of funny commercials where this is the core, it’s called “the Better Way series.” The latest one is where some ancient people are standing on the edge of a volcano to make a sacrifice so the draught will end. The one being sacrificed says, “How about we build something to get the water from the river to the fields. Like with tubes or something.” But because he doesn’t have one “with him,” in he goes, and he is happy to do it. This commercial series cracks me up because it’s about an idea that can their world but “in he goes.”
You have just that idea rolling around in your mind. Now it may now be as life changing as an aqueduct system in the ancient world, but it can elevate yours to a new level. As a writer and speaker ideas come all the time for topics the problem is I have trouble writing them down, especially at night. I think, “I’ll remember that and write it down later.” I forget and do not remember it until I hear or read someone else using “my” idea. What I have done is now I force myself to write them down. Notepad next to the bed (because that’s where they come most of the time), sticky notes next to my side of the couch and even my phone’s note feature. I worry about which one to pursue later but for now, I have them and won’t lose them anymore.
- RESEARCH
For many this is a blast. They enjoy diving into something and studying it, learning about it while discovering all there is to know. For others this is simply the worst chore there is and ranks right up there with cleaning the basement as a kid. But this has to be done when you start to take your product from an idea to reality. Too many get stuck here because it requires a lot of work. This requires us to investigate areas with which we may not be familiar. This may require us to attach ourselves to a mentor who have traversed this path and help us miss most to the pitfalls which could trip you up.
If you are working on a rub or sauce you will need to research co-packers who can get it bottled for you. But then what kind of vessel will carry your product? What if it’s a grill, then you need to research fabricators and shipping. I believe you are getting the point. There is nothing easy about this level. It can require months of sitting in front of a computer reading up, phone calls and meetings before your idea becomes real, but when you believe in it then you will welcome this step.
- TESTING
As we listen to the news tell us about the vaccine for Covid-19, one thing they keep mentioning is the human trials. All medicines go through this and it isn’t new but how does this translate to you getting your products to the masses. One person I spoke with told me from the idea stage to the testing stage for his grill has taken a year. The planning, the research and the making sure it can cook a great steak takes time. He told me every time he takes the grill to a public place people love it and want it but there are still tests which need to be done to make it perfect.
Testing isn’t without its challenges because there comes setback and critiques but when your goal is greatness then you welcome this. Too often, it’s in this stage when some settle for “good enough.” Jim Collins in his book, Good to Great, wrote, “Good is the enemy of great.” His point is we can settle for good or we can, with a little more effort (testing) you can become great instead of settling for good enough.
- MARKETING
Marketing is a powerful tool for any product. Take the example I used earlier from Spectrum Mobile whose point for the commercials was to 
expect a better way from them. It’s funny, it’s catchy and many have switched to their phone service (which can also bleed over to their cable services). Ford Motor company had, “Quality is job one” and their customers expected it. Alka-Seltzer’s Plop, Plop, Fizz, Fizz still rings in my head because their marketing team was just that effective.
With the advent of social media, marketing can be much broader and inexpensive but not any less strategic. Foodies are all over Instagram, TikTok, YouTube and the like. The way I define marketing is identifying your potential audience and getting the message out to them on the platforms they are most likely to be viewing. If you are having trouble with this seek out the help of someone who can assist you in getting the word out.
These four steps are a part of a larger picture but not an overwhelming one. Patience is the name of the game with getting your product to the shelves and with you have these step down pat, then stores will welcome you to their shelves.