What does "route to market" mean?


I am new to being an entrepreneur and still pretty young. I was asked what my 'route to market' is.

What is the definition of this? Is it how I bring my product to a point of a sale?

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asked Sep 9 '11 at 19:34
Dex Curl
16 points

5 Answers


Typically in an Internet business it is how do you make your money. Change the user, the advertiser, the referral click, actually sell something etc.

It can also span onto how do you get in front of your market? Do they find you through blogs, advertising, referals, affilliate markets.

If they have a techie bent then their focus will likely be on what are the key things you need to do before you start making money.

answered Sep 9 '11 at 23:08
Robin Vessey
8,394 points

When somebody asks "what is your route-to-market?" they mean what method of getting your goods (or services) to your customers are you going to use. There are various routes-to-market: open a shop, build a website, print and distribute a mail-order catalogue, sell to existing retailers, have a concession within an existing retailer, sell to wholesalers or distributors - you can also use franchisees or sales agents to open shops or approach retailers and wholesalers for you. Another way of putting the question is to ask: "how do you intend that people will find out about your product and understand how it will benefit them, how will they get of hold of it if they decide they want one, how will they pay for it, how will the transaction be executed, how will they receive the goods and what other parties will be involved and how will they be paid?"
answered Feb 22 '15 at 13:15
James Mac Manus
11 points


Route to market is all activities related to generating demand in the market for our products and services.it is very important to bring my products to point of sales.

answered Dec 20 '12 at 17:08
1 point


Yes. Generally, (as I understand it) it means how do you sell you product. Where, when, how etc.

answered Sep 9 '11 at 21:48
2,288 points


RTM determine the company sales volume, their ability to deliver the proper levels of customer service in a cost-effective manner, and their success at securing scarce retail shelf space for their products. Nevertheless, few FMCG companies have a comprehensive conceptual platform for optimizing their routes to market.

Such a platform must enable companies to design Route-to-market (RTM) models that are characterized by four qualities: They have a strong customer focus. They are aligned with the company’s strategic goals and value offerings, and supported by its operational capabilities. They balance customer needs, revenue growth, and cost-to-serve. And finally, they are flexible enough to be adapted in response to changing strategic goals and competitive threats.

answered Sep 30 '13 at 00:33
Raman Chandra Shekaran
1 point

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