Growth Strategies

When launching a complementary, add-on product or service or distantly related service, should we create a totally separate company or brand, or an in-house division?

Guest Writer
min read
Opinions expressed by Entrepreneur contributors are their own.
Look at your current database as your greatest asset and keep your new brand under the existing business for the time being--but only if it is truly complementary to your current product or service offering.

Depending on your product or service, it may be a great add-on to your existing line and could encourage larger purchases. If, however, it is not complementary (which you will discover soon enough by marketing first to your existing database, either by phone, walk-in or via opt-in e-mail), you may want to explore a new brand that exists as a stand-alone.

Trying to push a new product or service to your customer base that is too far outside your current business scope does cause you to lose focus. In that case, you are better off going after a new audience under a new brand.

All the best.
Brad Sugars

More from Entrepreneur

In as little as seven months, the Entrepreneur Authors program will turn your ideas and expertise into a professionally presented book.
Apply Now

Are paying too much for business insurance? Do you have critical gaps in your coverage? Trust Entrepreneur to help you find out.
Get Your Quote Now

Whether you are launching or growing a business, we have all the business tools you need to take your business to the next level, in one place.
Enroll Now

Latest on Entrepreneur

My Queue

There are no Videos in your queue.

Click on the Add to next to any video to save to your queue.

There are no Articles in your queue.

Click on the Add to next to any article to save to your queue.

There are no Podcasts in your queue.

Click on the Add to next to any podcast episode to save to your queue.

You're not following any authors.

Click the Follow button on any author page to keep up with the latest content from your favorite authors.