I really want to start my own line of car cleaning/detailing products, but the market is super saturated. I have a full brand layout and plan, just have to actually go forward with it. The only thing holding me back is the competition, any advice? Thanks.
There is no such thing as competition. (Aside from commodities). I started a towel company several years ago. Sold the towels for $50/piece. I was always told, "Why would you start that if I can go to Walmart and get a towel for $4). Sold the company for millions. Its not about competition. I was not a towel company, I was a marketing company. As long as you pick a product that can be brandable, explain its benefits in a compelling way, and market it, it will sell. Starting a successful company is 90% marketing. Story telling. Branding. Advertising.
Great question and good job getting your business concept envisioned.
There are basically two types of business.
High volume/low margin (think Smuckers Jam) or high margin/low volume ($20/jar artisan preserves from a farmer’s market).
Assuming you’re no going to be able to compete on price because you’ll not have the manufacturing capacity or sales volume, then you have to compete on quality and sell at a higher price.
Do your products make car detailers more money or save them a significant amount of time?
If so, you MAY have a business.
If not, you do not.
You’ll never beat McGuire’s or Armor All at their own game.
The only time it’s a good idea to enter a saturated market is if you have a substantial competitive advantage. Will your products be significantly better or more affordable than your competitors? What will your products offer that would make a customer choose you over the much larger, established brands?
Are you a chemical engineer or are you just going to outsource all the product development and then slap some labeling on it? What is your distribution strategy? Direct to consumer or are you going to try and get shelf placement in stores?
You better have deep into the six figure range to burn on marketing to even grab 1% or 2% of that market.
Show me a product with no competition and I’ll show you a product with no demand. Seriously though, there are almost always competitors. Key is to find your own niche. Sometimes that can be pure branding (i.e. Liquid Death water), positioning of a core value proposition (i.e. Volvo = safety).
Start with your ideal customer and think about what they value.
For instance, ceramic coatings are somewhat trending, maybe your brand could focus on that. Or maybe your concept is really glossy, lean into shine/gloss/bright into your brand. Maybe its about durability… make something like RhinoGuard, Diamond Coat, etc.
I actually think this is a great concept for a start-up. Relatively low cost to get product formulated and you can get quick customer feedback. Hit up detailers and get feedback. Actually, interview some before hand and see what they like. You’ll probably learn about some pro incentive programs that you could model as well.
Good luck!!
You make some great point. I got post production studio and was looking at ways to scale it. Its a lot harder to land creative staff than it is to sign clients.
Can I DM you? Would love to hear your thoughts.
Wow man I never even thought of it like that
Pre-sell the product if it’s direct to consumer.
There’s window tint soap companies that make millions selling a few drops of dawn dish soap in bottles of water. It’s not about what you have but how you sell
Aah, go for it. You’re not scared of the competition, you’re just scared of the leap.
Just know before you leap where you are positioning yourself. You’ll discover when you do that basic marketing job you have fewer competitors than you actually thought.
It could even be that your market gap has little competition at all.
Just know where you are going to fit and don’t go picking fights you ain’t going to win.
Good luck.
Launch it, do it. Do it. Do it. Do it!
use sexy model as a brand ambasador thats it
The worst you can do is fail. And even then what you learned along the way gives you a much better chance at the next swing. So really no downside as long as capital in is modest. Go for it.
Just go for it if it’s a good product people will buy it
My only advice is you better already have an audience and are not relying on getting an audience from selling products
5% product 95% marketing. People sell shit products everywhere all the time from marketing it correctly.
Surprisingly Small market in USA, saw someone failed despite having a good attractive full line. Wanted to help them expand worldwide, they couldn’t keep up and gave up.
You should be scared.
Suppliers such as Chemical Guys, Detail King, Detail Plus, and horde of others are well established and entrenched.
“Do you think I have a disadvantage that I have someone manufacturing and shipping the products to me, rather than me making them in house?”
If you make in-house, you need chemist, sourcing, manufacturing, packaging and labeling, and regulatory compliance.
Your best bet is to find a regional blender (formulator) willing to make your products.
Principal reason for this is shipping cost. Containers of liquid chemical take up a lot space and are heavy.
Can it be done? Yes. However, most who try begin with one or two products (i.e. ceramic gel coat or spray) rather than an entire product line.