Michael Morse, president and CEO of Louisiana Fish Fry, says the ability to sell a product nationwide depends on its position and an entrepreneur’s ability to capitalize on what will differentiate that product on the market.
“If you market it as Louisiana based, or if there’s a unique aspect, you’ve got a niche product,” Morse says. Matt Beeson, of Swamp Dragon Hot Sauce, suggests entrepreneurs “shout” their differentiator at people. At trade shows, he approaches people with four words: liquor-based hot sauce. “It gets their attention,” he says.