When launching a new proposition, we have the choice to start big (build broad distribution and invest on mental availability through mass reach) or start small (while still thinking big!). In the latter, the proposal would be to launch (as pilot) a product in a select retailer/region, build mental availability in-store and then scale up, also taking learnings along the way to improve our proposition/approach. I do see merit in both approaches – what main factors would you consider in deciding which approach to take?

Start small if you need to test. And if you can buy geographically-contained media and distribution – that way you can hopefully build overlapping mental & physical availability.

Go big if you fear that competitors will enter soon and/or copy you. Move fast to build before they have a chance.

Either way, however, you must still have a mass reach mindset. Hoping to build mental availability in-store alone is unlikely to be effective. The reach is just too constrained. And you should aim to get as broad distribution within the geographic region as possible.

B.S. and N.D.
1 July 2019