| | July 20189Disruption is an evolution for a new world thesis, but revolution of the disruptive idea is the currency of distributionoffered today, which automatically put you in the good situation. The second step can hence be tak-en by being great at distribution to let people know that there are new things and there are better things than the ones they are doing now.For example, creating a better way to clean people's clothes is dis-rupting it, but if nobody out there knows about it, then there is no point in developing a technology. It is im-portant to know how to marry great innovation with effective distribu-tion and marketing to build pow-erful and dominating brands in the coming years.How do you up your Distribution?Interestingly, the best answer that I have got from some startups to win at their game of distribution is cold emailing, SEO, Content Market-ing and Video Content. This could be called a good starting point and would likely help you put the word out about your business. I feel they are more growth hacks than a growth process. How do you intend to bring a constant inflow of customers?The only true answer to this question is to confirm that you've committed to an agile growth process. Your cus-tomer acquisition plan should evolve as you grow.I believe the growth process needs you to address these four areas in or-der to be able to reach-out to your customer. The areas are as follows:1. Omni-Presence: Are you present across all channels where your customer is? If your customer still plans his/her purchase through offline channel then you cannot suf-fice to have your product being sold through Facebook or google or ama-zon alone. You need to be everywhere your customer is ­ shopping centers, high streets, exhibitions, events ­ you need to be aggressive to achieve your growth.2. Measure Your Channel's Success: The ultimate goal for each business is to sell their goods and no strategy is ever optimal. You should have your measurement metrics well planned and robustly in place. Create a dashboard to understand where you are getting more sales and where you are still falling behind. Test out each channel a minimum of 7-8 times be-fore you ditch its use case. 3. Build Partnerships: Wheth-er you are a software company or a product company ­ it is important to build strategic distibtuion part-ners who can help you reach-out to your customer. It could be a reseller, franchisee or just another business whose customer are the same as your but in a non-compete product. Those partnerships are beneficial to startup businesses as each puts its experience and value towards the shared goal.4. Manage Your Product Devel-opment with Distribution: Never aim for 100 percent product perfec-tion before hitting the market. Most products need to be evolved as per the customer needs. If you have got your product 85-90 percent right, hit the market. But don't take your eyes off the goal to balance product devel-opment with higher sales.
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