I agree with most of what you say. (the timetable I'll leave open as I know everything varies from company to company)
My question would be- Why hasn't a marketing campaign been announced yet. With the roll out happening that should already be in place for the markets it is being sold in.
A heavy promotion in a small market area would boost sales. If the sales are strong, other outlets would be asking for the product. Then as sales continue to grow the introduction to new market would be supported by strong sales figures.
A strong promo in a limited market is less expensive than a national campaign. After sales begin in the small market, they could then be used to fund a national campaign during the expansion phase.
These expenses are also why I don't expect the balance sheets to look good at first. Everything will come in time if it is supposed to.
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