Creating consumer products that don't have a pre-existing category is much harder to sell and commercialize than you would think. You have to figure out how to go through procurement, who will probably not be very receptive to your product as they might get beat up by their management. You may also not have enough funding for advertising campaigns to create the kind of buzz a new product requires. What can you do? You need to think deeper. You have to find non-traditional ways to find your customers and convert them into champions to create a completely new market that your buyers start finding you as opposed to you finding them.In today's episode, our guest, Kara Goldin, shares her insights into how to develop non-traditional marketing channels for your new products. She also shares how she solved her initial product and supply chain challenges without any experience in the manufacturing or food and beverage industry. Finally, she shares how she prioritized with limited funding as she grew her company through inflection points and at which point she had the confidence that this was the right product category that could scale.For more information on growth strategies for SMBs using ERP and digital transformation, visit our community at wbs.rocks or elevatiq.com. To ensure that you never miss an episode of the WBS podcast, subscribe on your favorite podcasting platform.