Week 3 - Ascend Your Start-Up Chapter 3

 In this week's chapter of Ascend Your Start-Up, one of the first points discussed involves moving your product to market camp. This quote at the start of the chapter really resonated with me: "In the start-up world, the route to the top is lonely. Few people may understand what you are truly experiencing as a founder. Others may be by your side, but few understand how you feel." I couldn't agree more with this quote, as it is not an easy climb to the top as a founder of a new product. There will always be unexpected issues that arise, and it is the job of the founder to take care of these hiccups as quickly as possible. 

As this chapter relates to me personally, I think this advice is great, especially if I were to create my own beer company and find a way to move the product to market. It is important to understand the specific product category you are in, as well as how it relates to the market. For example, a very saturated portion of the beer business has to do with ever-growing FMB (Flavored Malt Beverage) segment, with big hitters including Truly, White Claw, and Vizzy. At this point in the year, it would not be smart to launch a new FMB, as it is in a time where consumers are decreasing their consumption due to cooling temperatures and fall seasonal beers coming back into the market.