A great product without a plan is just a good intention. Here's the roadmap to turning your idea into a profitable and scalable brand.
1) Executive summary: clarity that investors will love
Define in one page: value proposition, segment, competitive advantage, 12-month goals, and capital needs.
2) Market and competition analysis
- Keywords: 100% agave tequila, artisanal mezcal, raicilla, bacanora, sotol, charanda.
- Trends: premiumization, cocktails, e-commerce, limited editions.
- Competitors: Map price, channel, and proposition. Detect real gaps.
3) Product and compliance
Defines categories (white, reposado, aged), sensory profile, and NOM/labeling compliance . Works with certified producers.
4) Commercial strategy and channels
Channel mix
- On-trade: bars, mixology, boutique hotels.
- Off-trade: gourmet stores and specialized retail.
- Digital: own website, marketplaces such as CompraChelas.com .
5) Finance: costs, pricing and margins
Calculate Cost of Goods Sold (COGS), channel margin, and break-even point. Avoid price cannibalization between on- and off-trade and e-commerce.
Includes scenarios: conservative, base and aggressive (12 months).
6) Roadmap 90-180 days
- Sensory and price validation with tastings/pre-sales.
- Final labeling in compliance with NOM.
- Activations and pilot agreements with 10–20 points of sale.
Common mistakes
- Produce without validating demand.
- Forget logistics and fulfillment costs.
- Generic brand message.
Myths that hold us back
- “I need millions to get started” → White-label model reduces initial investment.
- “Quality is enough” → Without channel and marketing there is no rotation.
Testimony
“With a clear plan, we recovered our investment from the first batch in 11 weeks.” — Karina S.
Activate your plan today
Create my brand in 90 days Sell on the marketplace Technical trainingSchedule a consultation or register for the Express Course to create your brand in 90 days.
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