Consumer Product Innovation Lab Invites New Product Companies to Bentonville, Arkansas, April 27-29 to Learn from the Pros

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Retail and consumer product veterans teach start-ups how to get their products into major retailers

This weekend, the country’s foremost experts on consumer product innovation and marketing will bring inventors and entrepreneurs from all over the country to Bentonville, Arkansas for its “Selling to the Masses” workshop.

The workshop will be taught by some of the most experienced and respected names in retailing and consumer product marketing, and provides an answer to the high number of consumer products that are launched annually but fail to succeed.

According to a study by Harvard Business School, 30,000 new consumer products are launched each year and 95% of them fail. Selling to the Masses is designed to change that statistic.

“Selling to the Masses and the affiliated Consumer Product Innovation Lab have the potential to dramatically increase the success rate of all the new products that go to market each year by arming early stage companies with the tools, resources, and connections they need to go to market,” states Matt Fifer, co-founder of the Consumer Product Innovation Lab.

Bentonville, Arkansas is not only home to the world’s largest retailer, Walmart, but also to more than 1,200 of the most successful consumer brand teams.

“There is nowhere in the world with a greater concentration of knowledge and experience when it comes to taking consumer products to market,” Fifer continues.

Instructors and guest speakers include current and former executives from some of the world’s most successful retailers and consumer product companies.

Space is limited but early stage consumer product companies can still register for the April 27 to 29 workshop. Applications for the Consumer Product Innovation Lab will be made available to course attendees.

For more information on the Selling to the Masses workshop, visit

About the Consumer Product Innovation (CPI) Lab

The Consumer Product Innovation (CPI) Lab is a Bentonville, Arkansas-based accelerator that helps early stage consumer product companies take their products from idea to the shelves of the worlds major retailers by providing expertise and capital.

About the Mentors

Mentors and instructors include: Bob Connolly - Executive Vice President Merchandising (ret.), Wal-Mart Stores, Inc. Tom Muccio - President of Global Customer Teams (ret.) Procter & Gamble, Andy Murray - Founder & Chairman (ret.) Saatchi & Saatchi X, and Lois Mikita - Senior Vice President / GMM Apparel & Home (ret) Wal-Mart Stores, Inc., among many others.

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Jeff Clapper
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