Market entry for a new product

What is market entry consulting?

Market entry (go-to-market) consulting builds the path of a product from the factory or lab to the customer who pays for it. It answers four questions: who to sell to first, through which channel, at what price and through whom. A good product that enters the wrong channel, or with pricing that cannot carry distributor and retailer margins, stalls even when it wins tastings.

This is for you if

• You have a new product and need to decide which channel and audience to start with.
• You are a food-tech company with an innovative product, and the market still needs to understand why it is needed.
• You are an international brand or importer entering Israel and looking for the right order between retail, foodservice and institutional.
• You launched, and sales are not taking off.

What COSMO actually does

1. Product–market diagnosis: what need the product solves, who the paying customer is, and what must be adapted in packaging, size, shelf life and cost.
2. First channel and segment: retail, foodservice or institutional, and within each channel the segment where success is easiest to prove.
3. Pricing and commercial offer: price list, margins along the chain, trade terms and an offer a buyer can approve.
4. Distribution and partnerships: distributors, chains and anchor customers, including negotiation and introductions.
5. Message and sales: what to tell the category buyer, the chef or the procurement manager, and the sales tools that support the meetings.
6. Launch, measurement and correction: targets for the first three months, tracking repeat orders, and changing course based on the data.

Every engagement is built from The Playbook: together we choose the relevant modules out of 15, tailored to your business.

The experience behind the service

Yotam Shabo, founder of COSMO by Shabo, led business development and sales at Strauss NEO, the innovation unit of the Strauss Group, where he promoted food-tech ventures. At the Central Bottling Company (Coca-Cola Israel) he built the Away From Home division and served as Country Manager for Monster Energy. Since then he has built business strategy, positioning and business development for food-tech companies and food manufacturers.

What this means for you: the person guiding your launch has already brought new products to market from inside a corporation, from inside an innovation unit, and in front of retail chains, distributors and professional kitchens.

Frequently asked questions

Which channel should a new food product launch in?

There is no single answer. Retail gives broad exposure but requires investment in shelf space and promotion. Foodservice lets you prove the product through chefs and kitchens with a lower investment. The institutional market brings large volumes but requires tenders and meeting specifications. The choice depends on the product, the price and production capacity.

How long does it take to bring a new product to market?

It depends on the product, the channel and how ready the company is. Work starts with a short diagnosis, which leads to a plan with targets and timelines. COSMO does not promise a numeric result in advance; it commits to a measurement plan and to working together in the field.

Does COSMO work with food-tech startups?

Yes. Food-tech companies are a core part of the client base, especially at the stage where the product exists and the market needs to understand why it matters and the first customers need to be found.

How do we get started?

With a 30-minute strategy call with Yotam Shabo, no commitment. Call +972-54-443-4448 or email yotam@cosmobyshabo.com.

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