The PGS Blog

COVID-19 Priorities for Your Brand by Phase

I’d like to recap advice I’ve given in my public webinars on COVID-19 and its impact on the CPG industry. Specifically, I’ll break it down to the specific phase of development that you’re in.  Phase 1 – $0-500K:   your number one goal here is turning the engine

Source Volume From Outside Your Category to Win

It's a law of marketing seldom discussed, but first popularized by Byron Sharp many years ago. What's the gist? Well, the evidence shows that consumers with a robust set of brands they're content within a category are much harder to distract with a new brand

Let’s Replace Trade Shows With True Industry Events

The face-to-face social bonding aspects of trade shows stand out to all of us as the most irreplaceable feature of the trade show. But do we need after-parties and cocktail events to move our businesses forward? Really? How many warm relationships become 'hot' after 10

You Need a Strategic Review BEFORE your Re-Fresh Your Brand

When early-stage businesses struggle in the premium end of consumer-packaged-goods, a shocking number of founders and operators leap to the conclusion that they need a "brand refresh" or a "re-brand." Look, branding agencies are numerous, and they network heavily at Expo West. They sponsor events

When The Buyer Isn’t Interested On YOUR Timeline

If you’re not getting retail buyer meetings for annual reviews, what do you do? How do you push past this barrier?  Here is how I would triage your thinking.  Step back and re-evaluate your tactical approach to the buyer.  Was it a partnership offer or a chest-beating pitch?  Do

Co-Man as Partner, Not Vendor

Co-manufacturing is how 95% of new CPG founders produce their goods. They have neither the capital nor the patience to finance and operate their own production facilities. It’s a lot to take on, so I get it, even if you can find an expert plant

3 Unmistakable Signs of a Predatory Investor

The unspoken problem with encouraging more investments in female and minority-owned companies is that it encourages an already ongoing problem in the early-stage universe: predatory male investors targeting startup founders for manipulation/take-over. Women especially get targeted by these bad faith actors and have the most

Setting Your Online Price With the Future in Mind

For those of you who are launching online first and recognize that traditional retail is definitely in your future as you try to scale, a nagging question may arise: should I price online, assuming that in the future I'll need to accommodate retailer, distribution margins

The Skate Ramp is the Proven, ‘Quick’ Path to Scale

From the Introduction to Ramping Your Brand  Every year, I meet more smart and capable entrepreneurs who either set unrealistically fast growth rates or want to grow quickly but struggle to grow fast enough to gain leverage with the trade. Many have a distorted view of what

The Key Sign of a Premium-Friendly Supermarket Chain

Before the pandemic, I routinely did store visits by key banner and channel to keep up to date one highly revealing variable: % of perimeter end caps with premium brands (early-stage or middle-market). It seems too simple at first until you step back and think about