Risks

If you don't execute well in this specialty, your company faces these risks:

• You get a poorly conceived product into the marketplace.
• You get an excellent product to the marketplace but you fail to meet a price point that will attract consumers.
• You get an excellent product to the marketplace but you fail to market it properly to your target audience.
• You get an excellent product to the marketplace but you haven't identified the value proposition that will resonate with your target audience.
• You get an excellent product to market, but you attract the attention of a larger player in the market who can move into your space quickly with a competing product.
• You can expose a value proposition in the realm of a positive social impact and it can be adopted by other competitors.
• You invest time and capital in a product that simply won't generate a profit.
• You risk the space retailers have set aside for your products if you get them to try a new product that does not succeed.
• You risk alienating customers of your brand if you put out a new product that fails to earn their trust and acceptance.
• There is legal liability in claims you make as to whether your product is organic, natural, GMO free, etc. 

Opportunities

If you follow the best practices identified, you will see the following opportunities:

• Market success
• Good traction for your product
• Volume sales for your product
• Positive hype and word of mouth about your product
• Consumer loyalty to your product and your brand
• Consumer advocacy for your product and your brand
• Consumer belief and connection to your company's social impact mission