Maintaining a knowledge of where your brand fits into the wider industry landscape is essential to determining success. One of the first steps to ensuring your brand finds that fit is locating the right markets to enter and distributors to partner with as your brand emerges.

In this talk, Jose Chao, CEO of COPPA Cocktails, gives a thorough explanation on how to scale in the right markets to promote lasting growth. Chao also talks through the importance of building relationships with suppliers and distributors before your product goes to market.

“Before you start expanding, test your product,” says Chao. “If you have the time, my recommendation is test to different price points, test to different states, test and test quickly. You can get an assessment of how well your concept is being accepted fairly quickly if you plan accordingly and you put the metrics in place to understand what constitutes a win.”