Zipline Checklist for Entrepreneurs
USEFUL RESOURCES TO ACCELERATE NEW FOOD & BEVERAGE DEVELOPMENT
LEGAL & REGULATORY
– Are you set up to operate as a business or company? [FindLaw]
– Does your product need GRAS? [FDA]
– What are the federal, state and local regulations governing your product? [FDA]
– Do you own a patent on your process or your product? Do you need to apply for one? [USPTO]
– What are the potential market categories you are considering, short, mid and longer term? [IRI]
– What is the size of each category (dollars/units?)
– What is the growth curve?
– How does it divide by distribution channel?
– Who are the key competitors in each category? [Mintel]
– Are they big, established companies or smaller, entrepreneurial players?
– What are the price points by key competitor and retail channel?
cost of entry
– For the categories under consideration, what sections of the store are you targeting? Shelf stable? Refrigerated? Frozen?
– What are the slotting costs for each section? [CSPI]
– What are the distribution costs? Does it require refrigerated or frozen transport or other special handling?
– What is the average product shelf life in target categories? Does the product have high turn?
– Is there a high potential white space for your offering? [HPG Kitchen Ideation]
– What is your topline product strategy? How many products in the line?
– What is your topline distribution strategy? How will they be shipped?
– What is your topline pricing strategy?
– What is your potential first six months, 12 months and 2 year volume?
– Is there a consumer segmentation model that can provide direction on high potential clusters for your offering? [IRI/SPINS]
– Who is the ideal target?
– What is the frame-of-reference or most likely source of volume for your offering? [HPG Rapid Proto-cepting] In other words, what are they buying now, and will this replace it or be bought in addition to it?
– What is your unique point of difference? In other words, why should they want to replace what they are currently buying or buy yours in addition to their current purchase? [Nielsen]
– What clean label or nutritional delivery must be part of the proposition?
– What is your brand story?
– Do you have a brand name? Is it trademarked? [USPTO]
– Do you have bench top recipes?
– Have they been sensory tested with consumers? [sensory science]
– Have you conducted preliminary stability tests? [stability testing]
– Have you looked into sourcing commercial ingredients? [Food Master]
– Are they readily available? Scalable? Affordable? Will they require off site assembly?
– How will your product be packaged? [WikiHow]
– What types of packaging will be most efficient with your selected co man?
– What is the best packaging to assure stability, quality and shelf presence?
– Has the product been lab tested under various conditions, and with the ingredients, process and packaging you intend to market? [stability testing]
– What type of labeling will you need? [FDA]
– What kind of unit packaging will you need?
– How will you produce the product?
– Are you looking at self manufacture, or a co manufacture?
– Do you have a short list of potential manufacturing partners? [Contract Manufacturing Directory]
– Have you put together production guidelines and criteria for partner selection? [5 things to consider]
– Do you own the formula? [owning your formula]
– How will you go to market? On line, broker network, direct sales? Have you selected a distribution partner?
– Do you have a sales presentation, capturing the market potential, brand story and unique aspects of your product, along with pricing, unit, shipping and other factors? [sales pitch]
– Do you have an estimated pre-sales cost and timetable?