Field notes from the shelf
Ten practical guides for emerging CPG brands: retail data, pricing, forecasting, buyer presentations, dashboards, promotions, and Amazon launches.
How to Calculate CPG Sales Velocity: Units per Store per Week
Calculate units per store per week, handle changing store counts, and build a useful retail velocity comparison for your CPG brand.
Read the guide →Pricing & MarginsCPG Retail Pricing: Build a Margin Waterfall Before You Pitch
Work backward from shelf price to brand revenue with a CPG margin waterfall covering retailer margin, distributor margin, and variable costs.
Read the guide →Sales PlanningHow to Build a CPG Retail Sales Forecast for a New Launch
Build a retail launch forecast using stores, SKU velocity, selling weeks, and scenarios. Separate consumer demand from opening orders and reorders.
Read the guide →Trade MarketingHow to Measure CPG Trade Promotion ROI Beyond Sales Lift
Evaluate CPG promotions using baseline demand, incremental contribution, trade spend, and post-event performance rather than sales lift alone.
Read the guide →Dashboards & AnalyticsCPG Sales Dashboard: The Metrics Your Weekly Review Needs
Design a CPG sales dashboard in Excel or Power BI that connects sales, distribution, velocity, inventory, and commercial actions.
Read the guide →Buyer CraftWhat to Put on a CPG Buyer Sell Sheet
Build a CPG retail sell sheet with product details, comparable sales evidence, pricing, logistics, launch support, and a clear buyer request.
Read the guide → Retail DataDemand problem or distribution problem? How to read your scanner data
Sales are falling and everyone's panicking. Before you blame the brand, split the data — the diagnosis takes an afternoon and changes everything about the fix.
Read the guide → Buyer CraftHow to win a retail line review: a preparation guide for emerging brands
Buyers give you twenty minutes and remember one slide. What to bring, what to cut, and the math that actually gets items added.
Read the guide → AmazonThe Amazon FBA launch checklist for food & beverage brands
Category gates, prep chargebacks, expiration dating — the first year of Amazon is where brands burn cash learning rules. Skip the tuition.
Read the guide → CPG ConsultingWhat Does a CPG Consultant Actually Do?
A practical look at how CPG consultants support retail strategy, Amazon, analytics, buyer preparation, and commercial execution.
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