4 critical steps in a successful product launch

Solving today's multichannel challenge

Making your point at every touch point

	1. Data collection
	2. Actionable segmentation
	3. Investment based contact strategy
	4. Messaging strategy

Actionable segmentation
The next step was developing a segmentation approach that could guide investment spending and the associated contact strategy. Additionally, it was important to develop a segmentation strategy that could be actionable for messaging. Using the data, the market was segmented into these groups:

• Large national restaurant and foodservice chains with approximately 100 or more locations and product sales potential of 25 times a single independent operation.
• Regional and local chains with approximately 5 to 100 locations and product sales potential of 2 to 24 times the average independent operation.
• Independent restaurant owners with approximately 1 to 5 locations and minimal annual product sales potential.