Key viability metrics for a startup CPG company

2017-02-08T11:25:59-07:00By |Categories: Finance|Tags: , , , |

When I look at CPG opportunities, my goal is to know the following: 1.  Is this product/idea differentiated in the marketplace and how easy is it for the competition to copy/replicate that differentiation? 2.  Does the team know what they are doing to grow the opportunity? 3.  What's the plan to get the opportunity to [...]

What are the biggest mistakes in CPG package design? How do you avoid them?

2017-04-17T20:32:10-07:00By |Categories: Marketing|Tags: , , |

I was asked this question on CPG package design on Quora. My response is below. I think the biggest mistake is not grabbing consumer's attention. There are so many products on shelf that it's easy to get lost and not get any attention. This is especially the case if there is limited or no out-of-store marketing to [...]

The importance of packaging for a CPG product

2017-04-17T20:33:07-07:00By |Categories: Marketing|Tags: , , |

The importance of packaging for a CPG product is significant. Here's why: A study done by Proctor and Gamble 25 years ago indicated that consumers pushing a shopping cart down the aisle of a supermarket look at packaging for 1/6th of a second before they decide to stop and look. According to the Food Marketing [...]

Why its hard for start-ups and small consumer product companies to secure retail shelf space

2016-10-23T16:30:35-07:00By |Categories: Resellers|Tags: , , , , , , , , , , , , , , |

Despite the explosive growth of online e-commerce and its widespread use for buying and selling products, selling products through retailers continues to be the most important mechanism for consumer product companies to earn revenue. The problem with a consumer product company selling at retail is that it is getting harder and harder to secure retail [...]

The importance of knowing where a consumer or CPG category is going

2016-10-28T20:25:39-07:00By |Categories: Strategy|Tags: , , , , |

I met with a small CPG food start-up recently and the discussion focused on the company's growth strategy.  Only 6 months old, the start-up is generating online sales and is looking to retail distribution, which is the primary reason why I was there.  It is entering a crowded and competitive CPG category for its product [...]

Recommendations for a small established CPG food brand

2016-10-28T20:25:59-07:00By |Categories: Strategy|Tags: , , , |

This post presents a small established CPG food brand that I recently worked on.  What follows are some general facts about the company, its current state and my recommendations. Background Company This company is a family run operation started by the current owners and is more than 10 years old. Product Innovation The company has [...]

Should this CPG chocolate food company take the order?

2016-10-28T20:29:24-07:00By |Categories: Strategy|Tags: , , , , |

I read an article from Inc Magazine with a case study on a small CPG chocolate food company.  The article described how the founders had received a sizeable order that could provide significant PR value to their company, but they were not certain they could fulfill the order in time. The case study offered three recommendations from experts. [...]

Recommendations for this early stage food start-up

2016-10-28T20:29:41-07:00By |Categories: Strategy|Tags: , , , , , |

This post presents a small CPG brand that I recently met.  What follows are the facts I know about the company, its current state and my recommendations. Company This company is 6 months old with four founders who serve as the sole employees.  They work for other companies and are growing this opportunity in their [...]

How This CPG food company gets to the next level

2016-10-28T20:26:34-07:00By |Categories: Strategy|Tags: , , , , , , |

This post presents a small CPG food company that I recently met.  What follows are the facts I know about the company, its struggles and my recommendations. Company This company is 4 years old with the founder as sole employee.  He is also the product inventor. Product Innovation There are 6 consumer retail products that [...]

Key elements for success in a CPG natural food startup

2016-10-28T20:27:23-07:00By |Categories: Strategy|Tags: , , , , , |

I had the opportunity to see about 20 start-up companies in the CPG natural food startup category that showcased their products at a recent event. All were small CPG natural food startups no more than 4 years old - half were probably less than 1-year-old. I went around to each one, tried products and asked [...]