Scope
01 Should we do wholesale at all? 02 What should wholesale be for: sales, brand, or both?
03 What is the risk of starting too early?
04 Should this be a small test or a real bet?
Creating a retail network
05 How many retail partners do we need? 06 How do we find the 50?
07 Should we start with small partners or big ones?
08 Volume partners or brand-building partners?
09 Physical or online?
10 Should we mix partner types?
11 Which market should we start in?
Getting in the door
12 How do we find the right person to contact? 13 What should the first message say?
14 What do partners actually ask for?
Marketing activation
15 What marketing support can we expect from a partner? 16 How do we win activation if we have a budget?
17 How do we win marketing activation without a budget?
Operational
18 What do we need in place before we can sell wholesale? 19 How much stock should a partner hold?
20 What is the difference between wholesale, marketplace, consignment, dropshipping, agent and distributor?
21 Should we use consignment?
22 Should we use an agent or a distributor?
23 What about Amazon?
Pricing and money
24 How do we set our wholesale price? 25 Should we price by product or by category?
26 Who sets the retail price once we sell through partners?
27 How does wholesale change our cash flow?
Channel conflict
28 Will wholesale cannibalise our own webshop? 29 Should we hold products back from wholesale?
30 How do we measure whether wholesale is actually working?
Ownership and systems
31 Who should own wholesale internally? 32 When do we need a system for this?
33 What does the first 90 days look like?
Atlo reports what retailers publish. What you do about it is your decision, and setting or enforcing a minimum resale price is unlawful in the EU and the UK.
