Score your brand before a buyer does.

Does your wholesale price leave the retailer their full expected margin?

Margin is computed on the shelf price, not marked up from your cost. Most decks get this backward.

Can you fund promos, free fill and slotting without going underwater?

The first year on shelf costs money. Buyers know it, and they check whether you do.

Do you know your landed cost per unit, including freight and shrink?

A founder who quotes margin off raw COGS is off by the number that kills the deal.

Could you survive net-60 payment terms on a full truck order?

Retail pays slowly and orders big. Cash flow ends more brands than velocity does.

Can a stranger tell what your product is from four feet away?

The 4-foot test. On shelf you get two seconds and no tooltip.

Does your case pack fit a standard shelf footprint without custom trays?

A buyer resets a planogram around inches. An odd case pack is a reason to pass.

Do you have real sales velocity you can show, from DTC or local doors?

Every winner’s online side worked first. Velocity proof is what opens the meeting.

Are your labels, claims and certifications retail-legal today?

One non-compliant claim and the review stops. Paperwork is a pass/fail gate.

Can you name the specific retailers and regions you want first?

"Everywhere" is not a plan. Buyers respect a brand that picked its doors.

Do you know how your target account actually takes new brands in?

Open submissions, broker-led or invite-only. The way in decides your first move.

Do you know your category’s review window and are you ahead of it?

Categories reset once or twice a year. Miss the window, wait six months.

Could you handle demos, restocks and promos if you won the shelf?

Getting on shelf is half. Staying on shelf is what the buyer is really deciding.