Primary Distribution

You’re a drone company. You drone on and on about how you make the best flying noise makers in the world. You used to sell most of your drones in hobby shops and electronics stores. But Radio Shack went under. The Hobby Shop chain floundered. They used to be your primary distribution centers, through which retail customers would buy your product

You had to move to Walmart with much lower profit margins for you, but at huge scale volume. That helped. Then you migrated to Amazon as well. And when both wanted exclusives to your hip cool drones, you realized that relying on them for your primary distribution was going to be a slog.

So you built a snazzy cool website and began etailing the drones right off of your own site, hoping that you’d then come to own your own primary distribution, know who your customers are, and be in control of your own destiny in one form or another. That was the hope, anyway.

Now you just have to pray to the gods at Google search for customers to come find you in all the noise.