Innovation is a volume-led component, not a promotional mechanic.
Key considerations:
Distribution (coverage) – how widely the product will be listed
Target weekly run rate – expected steady-state sales once established
Ramp-up period – how quickly the product reaches full performance
Incrementality vs replacement – whether the SKU adds new volume or replaces existing demand
Execution readiness – supply, availability, and listing timing
A strong Innovation plan reflects a realistic ramp-up curve to steady-state volume, not just a single assumption.