Insights
How retail actually decides
Guides on the parts of retail nobody explains to founders: the math a buyer runs, the paperwork that stalls a yes, and the paths into rooms you cannot walk into.
- 9 min read
Slotting fees and free fill: what you actually pay to get on shelf
The invoice price is not the deal. Here is the rest of what a placement costs, named plainly, so it does not arrive as a surprise.
- 11 min read
The rooms you cannot walk into: how retail access actually works
Finding a buyer takes about thirty seconds. That is exactly why cold outreach is the most expensive mistake a founder can make.
- 12 min read
How to choose a CPG broker: 12 criteria, and why logos are the worst one
Brokers are the most leveraged hire an early brand makes and the least examined. Twelve criteria, in the order that predicts whether it works.
- 10 min readJon Yeazel
Wholesale margin math for CPG, worked backward from the shelf
Almost every margin problem in CPG comes from doing the arithmetic in the wrong direction. Start at the shelf and work back.
- 11 min readJon Yeazel
Retail readiness: the 12 things a buyer checks before saying yes
Most brands are told they are not ready without ever being told what ready means. It is a list, it is finite, and you can work through it this week.
Every guide here is written to be run against your own numbers rather than read in the abstract. Open the advisor and paste your costs, your pack and the retailer you are aiming at.