The first stage of the New Wave process is to explore, the proposed retailing concept that you are proposing and assessing its potential viability. It's our equivalent of "kicking the tires" to make sure that they have air in them. When you are considered for the New Wave Program, we will explore your idea and try to understand not only its potential for success but also any issues that it may encounter.
As a consequence, we shall want to understand the viability of the proposed business. Is there a sustainable market for the products that you are proposing to sell? Just because you like peanut-butter & jelly flavored gummy bears does not mean that there are tens of thousands of others out there waiting to snap your hand off once you start selling them.
If we are convinced that there is a realistic business proposition we will try to establish whether it is viable over the Internet. Despite what the pundits say, not every product can move to the Internet with ease and be successful. We will explore your concept to determine its degree of uniqueness and how that can be promoted through the New Wave Program. We will also try to get under the covers and understand what might drive the market in the future. All of this information will help establish the most appropriate framework for the proposition.
Most importantly, during this phase of the start-up process, we will want to get to know you a little better. We need to understand your intentions for getting into this business. We will need to understand your passion and commitment to the process. When we accept you into the Program, we are putting ourselves on the line as much as you are.
At the end of this stage, we shall give you a decision as to whether we feel that your concept is right for the New Wave Program. If, for some reason, we choose not to proceed with you, we shall provide you with full feedback that will allow you to either modify your concept or to proceed on your own with our best wishes.
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