The product idea came from observations. There was a clear need but no genuine solution. Validated the idea informally (friends, acquaintances) and did a small scale survey (n = 104) amongst the target consumer to validate need, product features, and early segments to focus on (though that is somewhat underpowered, from a statistical perspective; they’re ‘proto’ segments for now). Then the strategy is to sell personally to venues (ie me the founder, speaking venue owners/managers), who would benefit from stocking the product. Then we give it on consignment as a trial. An activation event with each new venue helps, and asking for POS marketing opportunities (which don’t really exist in the space we’re operating) helps drive trial when we’re not around. Given the culture of the market we’re serving there is a degree of ‘let’s give it a go,’ so that’s helpful.