New product development

 I enjoyed “21st century alchemy” (April, p28). SMEs should make sure first of all that they are providing what the market demands. This will ensure that products are easily adopted whatever the starting budget. With limited funds there are many easy ways to launch a product making use of the resources around you, such as sponsorship, direct and personal marketing, and of course the internet (Twitter, Facebook, YouTube and other social networks). The key is to be seen and tried by your target market and ensure that first contact exceeds expectations. This will later generate positive word of mouth and attract more attention to the product and the company as a whole.