Gaps are Gifts

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A gap is not a failure. It is the most valuable information you have.

Most brands don’t fail internationally because the product is wrong. They fail because the market was unfamiliar.

Every step is someone’s job, except the gaps between; regulation, distributors, supply chain, retail dynamics and the consumer.

Each gap is survivable on its own but together, and unmanaged, they are what turns a two-year goal into a five-year one.

“There are no problems in international expansion only Gaps. And Gaps are Gifts”,
John Goebel

Gaps in knowledge,
become chasms in execution

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Gaps Where Expansion Stalls

1. Regulation

Ingredient / Strain status, formulation status, dossier needs, entering a new segment not currently approved
2. Distributors

Auditing to find the right partner. Ensuring they know the product, the category and have capabilities. Structuring the right terms and aligned objectives.
3. Supply Chain

Do you have the right pack size, the right price point, the right overage for probiotics to survive on shelf. Do you need cold chain or packaging to fit the country target
Retail Dynamics

E-commerce (D2C), Pharmacy, Practitioner, Medical / Hospital channels all behave differently.
5. The Consumer

Price points that trigger trial and retention. Needs met that consider local culture. Labels that comply with local regulations but still land a claim.