What Do Starfish Have To Do With Your Distribution Strategy?
Most likely your New Market Entrepreneurial success depends upon doing whatever it takes to build awareness and interest in the hope that your offering quickly gains traction. You might be tempted to consider a distribution partner (at the cost of dramatically reduced margins) to help move things along. If so, this piece, “The starfish and the long tail have trouble getting along” offers a practical means for thinking about whether your product or service can benefit from long tail partnerships. In our work with ‘starfish’ companies, this advise is dead on.