What You Need To Know
Retailers Are Cutting SKUs. Here’s What They Risk Losing.
Cutting slow-selling SKUs can improve shelf velocity and simplify a planogram. It can also remove the reason a valuable shopper chose that retailer—taking the trip and the rest of the basket somewhere else. In [...]
Sales Went Up. What Did You Actually Buy With the Promotion?
Imagine a promotion lifts sales by 35%. That sounds like a win. But did you acquire a valuable shopper, create a new occasion, increase the basket, earn repeat purchases, or simply pay someone to [...]
The Data Said Delete It. Here’s Why That Could Have Been an Expensive Mistake.
A category management report can be mathematically correct and still point you toward the wrong decision. In this episode of Bulletproof Your CPG Brand, I share what happened when one of the lowest-velocity, highest-margin [...]
I Didn’t Make the Decision. I Still Paid for It.
I didn't make the decision. I fought against it. And I still paid for it dearly. Years ago, I helped build a mission-driven CPG company that I believed could make a meaningful difference. I [...]
Getting Onto the Shelf Isn’t the Win. Becoming Irreplaceable Is.
We were the category leader with nearly twice the sales share of our nearest competitor. The retailer still planned to remove us. By the time I walked into the meeting, they told me the [...]
Your CPG Brand Is Growing. Why Does Everything Feel Harder?
Growth is supposed to make your CPG brand stronger. So why do more stores, more sales, more people, and more data so often leave a brand with tighter cash, more fires, and harder decisions? [...]
We Got the Stores. Now How Do We Make Them Work? With Julia Klein, LiveMore Superfoods
Getting into retail is a big win. But for many founders, that is where a different set of problems begins. In this episode of Bulletproof Your CPG Brand, Dan Lohman sits down with Julia [...]
More Retail Doors. Less Cash? The Hidden Cost of CPG Growth
A CPG brand can add distribution, grow revenue and become financially weaker at the same time. I've watched it happen. A profitable brand expanded into more distributor DCs and markets. Distribution increased. So did [...]
More Retail Doors Won’t Fix the Wrong Assortment
I found a roughly $15 million growth opportunity gap inside a brand that was already in the stores. They did not need another retailer. They needed the right products in the retailers they already [...]
CPG Pitch Deck – What Retail Buyers Need to See Before They Say Yes
Getting into retail can be one of the most expensive yeses your brand ever receives. Most founders are taught how to pitch investors: founder story, product, traction, market opportunity, growth, and the ask. Retail [...]