How do they get it?
The Distribution criterion examines how your product reaches the customer, covering the full channel from manufacture to point of purchase and beyond.
Distribution covers every step in the path from production to the customer’s hands: wholesale, retail, e-commerce, direct sales, subscription delivery, or any combination. A strong answer identifies a channel that is accessible, cost-efficient, and appropriate for the target customer’s buying behaviour. A weak answer assumes a channel will be available without evidence, or underestimates the cost and complexity of reaching the intended market at scale.
Distribution is frequently underestimated in early-stage product thinking. The best product in its category will still fail if it cannot reach the people who need it at a cost the business can sustain. Evaluating distribution alongside cost and marketing, rather than in isolation, gives a more complete picture of commercial viability.
