Downloads 2017-08-20T20:06:54+00:00

Downloads

Since most of my long-form posts are tactical and very how-to driven, there may be methodologies, processes, tools, spreadsheets, diagrams, resource lists, research or data that I make available for download as part of those posts, which is consolidated on this page.

Marketing campaign goal metrics model: a simplified version of the most important financial model for any consumer product company

By | 1:25 pm|Categories: Downloads, Finance|Tags: , , , , , , , , , , , |

The ultimate goal in any company... ...is to acquire AND retain customers where costs to acquire and retain are less than expenses, which leads to profits. Boiled down to this single statement, then the most [...]

One method for determining channel margins when you are not able to talk with industry insiders

By | 12:56 pm|Categories: Downloads, Finance|Tags: , , , , , , , , , |

This post answers this question I received on Quora: Does the manufacturer of robotic kits for kids have a potential to enter markets overseas by offering a 50% discount on MSRP to importers? Will the [...]

The Flow of Money in a Consumer Product Company (infographic)

By | 8:48 pm|Categories: Downloads, Finance, Visuals|Tags: , , , , , , , , , , , , , , , , , |

The best way to think about this is a profit and loss statement, starting with revenue at the top and net income at the bottom. A customer flows from the top, acquired through marketing [...]

When is the right time to Kickstarter or crowdfund your consumer product company

By | 8:05 pm|Categories: Downloads, Strategy|Tags: , , , , , |

I have not done any hard core research into the success or growth track of companies following a successful Kickstarter, Indigogo or other crowdfund campaign. But anecdotally, this is what I have observed.  And this [...]

What is Tradespend?

By | 3:25 pm|Categories: Downloads, Resellers|Tags: , , , , , , , , , , , , , |

Tradespend is the amount that a manufacturer/vendor spends to promote a product in-store.  Typical in-store promotion vehicles include discounts/coupons and supporting ads in a retailer's circular. However, in the industry, tradespend is [...]

How are FMCG profit margins distributed across the supply chain?

By | 8:13 am|Categories: Downloads, Resellers|Tags: , , , , , , , |

Working from SRP (Suggested Retail Price) backwards, I see the following for FMCG profit margins: Anchor price/SRP: Start with SRP to your most expensive channel - which represents your top-most anchor price. The markup from you [...]

What are the top KPIs for CPG companies?

By | 2:45 pm|Categories: Downloads, Finance|Tags: , |

The KPIs for CPG  depend on the channels sold. If sold direct-to-consumer, the top metrics I track include: Marketing spend; Message engagement rates (email, social views, social shares, hashtags, etc); Click throughs; Conversions; Average Order [...]

Technology infrastructure for consumer product companies (infographic)

By | 8:35 pm|Categories: Downloads, Systems, Visuals|

This is a technology infrastructure for consumer product companies, which is what I use. I update it regularly based on new tools I find or old ones I no longer use. All the software [...]