Start with your category and objectives
Define the products you want to launch, the consumer you want to reach and the outcome you expect. A partner with the right channel fit for skincare may have a different operating model from one focused on supermarket essentials. Give each candidate the same brief so the proposals can be compared.
Ask for evidence of execution
Ask how the partner operates the channels relevant to your brand. Request examples of launches, responsibilities and reporting, with references or supporting materials that can be shared with permission. A retailer logo alone does not explain listing scope, sales performance or the work the distributor carries out.
Compare the complete commercial model
Discuss landed cost assumptions, pricing, margins, minimum orders, marketing commitments, payment terms and inventory responsibilities. Ask how promotions and marketplace fees affect the plan. Clarify exclusivity, territory, duration and the review process before finalising an agreement.
Agree how the partnership will be managed
Confirm the launch milestones, reporting cadence and responsible contacts. Useful measures can include availability, sales by channel, stock cover and agreed marketing outcomes. Set an initial review point and discuss what happens if the launch needs adjustment.
Bring a consistent assessment pack
Provide your catalogue, current markets, documentation, target prices, supply capacity and objectives. Use the brand assessment guide below to prepare a comparable brief for every potential partner.