No Time? No Problem

Finding Private-Label Partners

You can find small to midsized companies in your target market by searching trade publications and consumer magazines. Companies selling to your target market will run ads and press releases, or may be listed in directories of suppliers that the magazines occasionally publish. You can find magazines appropriate to your business in Gale's Directory of Publications and Broadcast Media (Gale Research), available in larger libraries.

For Winstead, a good trade magazine to get is Baby Shop Magazine, from Spindle Publications in Pittsburgh; it targets retailers that sell juvenile and maternity products. Good consumer magazines include Child First Year Planner, Child Birth Planner, and Child Pregnancy Planner, all published by Gruer + Jahr USA Publishing in New York City.

Once you get the magazines appropriate to your product, request literature from every company that provides products that target your customers. In Winstead's case, the target customers are mothers who are or will soon be nursing.

When you get the literature, call to find out how big each company is and get the names of its president and/or marketing director. Keep a file on companies with sales between $500,000 and $10 million. Avoid companies with sales of less than $500,000 because they may not have the money or salespeople to effectively market your product.

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This article was originally published in the July 1999 print edition of Entrepreneur with the headline: No Time? No Problem.

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