Skip to content
What’s Here/About Me
Inspiration & Wisdom
Future Map For Consumer Brands
DTC Startup Roadmap
Token Tech/Web3 For Consumer Brands
Bible & Commerce
Media & Art
Sitemap & All Content
Bible Commerce Changelog
DTC Startup Roadmap and Resource Set
Lean & Agile Framework Changelog
The Growth Stack
Production & Logistics
June 2023 Outdoor Retailer
External Platform Content
Future Map For Consumer Brands
Outdoor Retailer November 2023 Presentation
Geo Database Documentation
Colorado Ski Areas
Google Doc Structure
Page Not Here
Passion for Peak Power Dog Treats
Startup and Company Activity Tracker
Subscription Confirmation Needed
Token Tech/Web3 For Consumer Brands
You Are Subscribed
Posts by category
Bible and Commerce
We each have special abilities to help others and pass along God’s blessings
Make good use of everything you find (finding resources and maximizing their use )
Making microproduction work profitably: an example of printing labels in house rather than outsourcing
“Newsletter” versus “Magazine” and marketing power words
Creating and using a production log for producing a consumer product
Marketing campaign goal metrics model: a simplified version of the most important financial model for any consumer product company
One method for determining channel margins when you are not able to talk with industry insiders
The Flow of Money in a Consumer Product Company (infographic)
Equity Capitalization Model
When is the right time to Kickstarter or crowdfund your consumer product company
What is Tradespend?
How are FMCG profit margins distributed across the supply chain?
How to build your website supplement sales funnel
What are the top KPIs for CPG companies?
Do I spend the $50,000 on this TV commercial or not? Analyzing a TV commercial opportunity with simple metrics
What are Whole Foods Market markup/margin numbers?
Brand Development and Management Made Practicable
How cost of goods sold (COGS) impacts a CPG company selling to retail
From The Desk of Eddie Soehnel
From The Desk of Eddie Soehnel: Unmitigated disaster, the one formula for consumer brand success, tools updates, and with what I need help
Half your problems are just your mind making minor things seem like major things
Courage is resistance to fear, mastery of fear – not absence of fear
If you’re stuck in a negotiation, figure out the 1 thing that is truly non-negotiable for you and then compromise on everything else
Don’t ask what the world needs. Ask what makes you come alive, and go do it. Because what the world needs is people who have come alive.
The more an idea is tied to your identity, the more you will ignore evidence it is false
Give me 6 hours to chop down a tree and I will take 4 to sharpen the ax
Create your life rather than live it
It’s not about what someone can do for you, it’s who and what the two of you become in each other’s presence
How to make meaningful connections in life and business
If you have the choice, always choose to sprint and then rest
You are tough when your mood is not dependent on your conditions
Don’t fight who you are. You will lose
Science Has Confirmed That If You’re Not Outside Your Comfort Zone, You’re not learning
Change happens slowly. Then all at once
Before you try to increase your willpower, try to decrease the friction in your environment
Consumers don’t want more choices, they want more confidence in the choices presented
Embrace the shit
Are you solving problems at the branch level or the root level?
Research shows that power dulls you to risk
The more precisely you define the problem the more easily you can find a solution
Not being busy is a competitive advantage
To take advantage of your brain’s natural gardening system, simply think about the things that are important to you
If you can’t stop thinking about it don’t stop working for it
What if I could only subtract to solve problems?
What or who might trip me up or cause stress and how can I respond in a positive way from my highest self?
Look at every action, task, situation, opportunity, event, person you meet and figure out how to leverage that beyond what is is on the surface
What would you have done differently today and why?
Will you regret doing or not doing this at end of life?
What is more effective is not telling people what to do but stimulating their interest and curiosity with what you say
Winning an argument
When negotiating always leave money on the table…give more than you take
An emotional example will convince more people than any set of statistics ever could
Who can I surprise today with a thank you a gift or a moment of appreciation
Be the best version of yourself
The secret to success is rejection or specifically the willingness to endure it
Find a game where the probabilities favor you and keep taking shots
A few things you need to achieve exceptional results
Do not tolerate problems
Each problem is a puzzle that when solved gives a principle to avoid same problem in the future
You drown not by falling in a river but by being submerged
40 percent rule
If a decision is reversible the biggest risk is moving too slow; if a decision is irreversible the biggest risk is moving too fast
If you’re not failing you’re not pushing your limits and if you’re not pushing your limits you’re not maximizing your potential
It is a fundamental law of nature that you get stronger only by doing difficult things
Your energy should go into building better habits not chasing better results
Habits are crucial – they cast repeated votes for being a certain type of person
How to define wealth
Define what’s meaningful
Definition of an expert
If your choices don’t match other’s expectations, that is their concern, not yours
Whatever gets measured, tracked and reported is more likely to improve
Awareness is often enough to motivate change.
Don’t stay in a place where no one sees your value
If you want better results, then forget about setting goals. Focus on your system instead
To make something great, the right way is the hard way
Fighting against the existing reality
People will forget what you said people will forget what you did but people will never forget how you made them feel
On persistence and luck
Consumption leads to thoughts leads to action – make better consumption choices
All the good stuff happens when we act even if we don’t know for sure
Digital Assets Startup Analysis Framework
Sentiment discovery tools
Investments tracker spreadsheet model
Lean & Agile Framework
How is e-commerce viable for low value products?
How can I get better margins for my products in my e-commerce business?
What is the ROI average for e-commerce sites?
How do you calculate the ROI for channel sales?
Startup fundraising: my thoughts on the process and tips on your fundraising pitch deck
What are some barriers of entry to running a successful eCommerce business?
What is the cost to revenue ratio of an e-commerce infrastructure in the retail industry?
The North Star Metric
What are Honest Co.’s gross margins (and some rules of thumb for figuring this out)
Are you in alignment with your investors?
Revenue strategies in the early days of your consumer product startup
I am currently working on the development of an e-commerce that sells healthy dry food. What are the typical margins?
What are good margins and markup for a food business?
What are the profit margins on plastic storage containers?
Key viability metrics for a startup CPG company
When will competing on price as a small CPG work?
Separate investment costs from your operating costs in the profit and loss statement
How to use margins and benchmarks in financial statements for a CPG or consumer product business
What is the most important attribute of successful startup product marketers?
Template for a graphic-based business plan
Format for consumer product feedback surveys and how it can correct for problems with getting accurate and reliable data
Simple model to determine success of product sampling in e-commerce
Why do businesses redesign their product packaging?
How do you find customers who will pay the highest price for your products?
What is the advertising to sales ratio investors will look for in a direct to consumer e-commerce startup?
How much of a role does the packaging of a product play in its sales?
What is a good marketing start to sell goods in a luxury segment?
How I use my customer data to help me retain my customers and maximize customer lifetime value
My ecommerce sales funnel results
How relevant is TV as an advertising medium for FMCG/CPG marketers (brand managers)?
Retention marketing methods for consumer product companies
What is the minimum statistically significant sample size for a direct mail campaign?
Product reviews: we need them to sell, but we have to sell first to get them…what is a startup to do?
How to use autoresponder sequences for all your marketing and sales
Who is going to win the next election (hint: its about database marketing)
Design your website layout based on the expected traffic sources (diagram)
Review of Internet Trends 2017 Report in context of consumer products
What is an effective way of creating a brand?
How to know you are pushing the edge with your marketing
Recent spikes in email marketing click through rate
One way for testing a business idea even if you do not have a product to sell
A 50% average email open rate and some other email marketing benchmarks – here’s some things that work for me
A few notes on how I build my list of emails for marketing with high quality prospects
Why sell the sizzle and fake it till you make it is a really bad way to grow
Retail e-commerce data and what it means for your consumer product company
Tools for product developers – the hackers – to also become marketers – the hustlers
Marketing for a small farm
How Facebook’s Reactions Is a Huge Step Forward in Marketing
Why am I not getting online sales?
How can I thrive in online marketing in textile / fabric?
What are the biggest mistakes in CPG package design? How do you avoid them?
The importance of packaging for a CPG product
The two biggest hurdles for successful marketing
When old is new in marketing
How to supercharge growth in a CPG or consumer product start-up
Who You Need To Help You Run A Direct Response TV, Radio, or Print Business
Template for product price and specifications list
What factors should I consider in deciding which product size to first launch?
I’m considering on starting a drop ship ecommerce online site. What are the best products to offer?
What do I need to know if I want to be an egg distributor (especially) in South Jakarta?
Early stage research steps for selling an online training product
We have a great idea with many different ways to deliver it as a product, so which product do we roll with first?
Characteristics of blockbuster products
How we plan to position this product in a stagnant market in the home outdoor segment
Research negative sentiment before landing on a brand name
Market research plan for developing a home outdoor accessories product
Standing out and capturing attention in your marketing
Why you should ditch customer surveys and what to do instead to get product feedback
Showing customers they have a problem vs. they seeing and experiencing their problem on their own
Survive and thrive with captive customers
What questions should I ask customers when testing the viability of a CPG or consumer product idea?
Is it better to start with a low manufacture suggested retail price in CPG and increase them later on, or start high and lower them?
Securing a name and filing for a federal wordmark for a CPG or consumer product startup
Production & Logistics
How much (in % of revenues) does a food and drinks wholesaler/distributor spend in logistics, meaning, paying a 3rd party to pick up and deliver the products to the retailer’s warehouse?
How do simple products with little to no differentiation get in major supermarkets?
The evolving consumer product retail landscape and how consumer goods startups can best take advantage
What is the go-to-market retail strategy for a consumer goods company that only has 1-2 products to enter retail, specifically snacking or nutrition snacks?
What are things that can make or break an online retail business (a specific niche retail business)?
Why do some retail brands fail?
How much influence do places like Walmart, Costco, and Kroger have over package size of consumer products?
What’s your concept of how retail stores could prosper moving forward?
What is the mechanism behind supermarkets’ special offers?
What happens to the connections a distributor has made with retailers for your product if you decide to replace him?
How do I convince an established distributor to distribute my newly launched product when he already has many successful products?
What is a list of consumer product markets/industries and their average markups?
Retail Margin or Markup on Consumer Packaged Goods (CPG) and Consumer Products (infographic)
How can a local retail store survive, or prosper, in the age of superstores and the Internet market?
Do most mega supermarkets charge $10,000+ one-time fees for newly registered suppliers?
The correct way and the specific equation to use to determine markups and margin for resellers and retailers
Is obtaining distributor pricing from a manufacturer purely based on your order volume with said manufacturer?
On average, how much does Target mark up its items?
What is the best strategy for introducing a new product (spirits brand) to a distributor?
I surveyed some of my key retail brokers about bringing a new brand to retail and here is what they said
How do I hire a product distributor to get my product into pharmacy stores?
A ballpark guide to relative sales of items by retail channel
How many products sold represent a good “market test” prior to taking a product to a large retailer such as Costco, Walmart or Target?
What is the best way to raise prices of products selling to major retailers?
Growing by bypassing online sales and instead, just selling through retail (even though I dislike doing it this way)
What is the average price of an item at the grocery store and the average gross margin?
How are wholesale prices determined?
Does it make sense for brands to have their own E-commerce teams (direct-to-consumer online) or leave it up to the retailers to sell the products online?
How does category management enable suppliers to add value to the retailer’s business and not just its own?
How do I get my products into retailers like Nordstroms, Barneys, and Independent Shops?
What is the typical margin that a lighting retailer in the US expects from a wholesaler?
How do I find consumer product distributors?
What is the best initial approach when selling your product to retail stores. Cold call, email or just arrive unexpected?
Why You Should Not Sell to Whole Foods Market
What are the retail legal requirements and considerations for selling a product I created (e.g. greeting cards) to retail stores?
What are items to consider in setting up a relationship between a CPG manufacturer and distributor
How big of a deal is securing a purchase order from Urban Outfitters
How to sell to QVC
What is the easiest way to take pre-orders at tradeshows?
What is considered a healthy gross profit margin (both as a retailer and a distributor)?
In-store advertising methods and strategies for a CPG company
What are deduct from invoice fees with retailers?
What do suppliers look for in their retail distribution partners?
What is the ideal metric to measure the effectiveness of a sampling initiative by a CPG / FMCG brand?
How not to sell an evaporative cooler installation (or anything else, for that matter)
What is the process of getting a CPG product into retail stores like Walmart and Target
Why its hard for start-ups and small consumer product companies to secure retail shelf space
Strategies and tactics for selling to retail category buyers
Retail CPG Brokers: When to hire, how to find and manage and when to fire
Retail CPG Grocery Categories
How small brands can sell to Costco
How do I sell to Walmart or other retail giants?
Get your product and company ready for retail CPG
What are the key components of a product-led growth strategy?
Composable and leverage – both mean the same and important to consider in anything I do. Here’s why, and how to make this thought discussion practical for everyday use to increase wealth
Toolset for analyzing risk, solving problems, making decisions and managing distractions
Tools for discovering and analyzing trends
Personality discovery template
Spreadsheet enhancements to Personal Consumption Expenditures
How has your brand used consumer insights to inspire product innovation?
The best productivity tool I use
The secret to business success
What is a moonshot?
How best can I introduce a product into the consumer market [wheat meals, oat meals and other cereals]?
What are key success factors of new brand launch in fashion categories of cosmetic and jewelry?
Consumer product growth strategies
How could you use agile principles in consumer product development
Are you staying professionally relevant in a changing world? Here’s how I do it
How our business principles limit our growth
What are the barriers to entry for CPG companies?
What are a few up-and-coming CPG startups in the US? Is there a list or organization of any kind for CPG startups vs the well-established guys?
My take on 3 characteristics that make for a great startup business idea
The 3 problem areas every consumer product startup encounters and how to prepare to overcome them
What is the best way to retain customers in hospitality/ retail business without a need of giving away free stuff and perks?
Ask yourself this key question to keep emotions in check when making decisions
When multiple growth opportunities distract – part II
When multiple growth opportunities distract, which ones do you choose?
Culture of Success
How fast should you grow your company?
Great examples for using a strategy to attack from below
Is your startup the right match for your interests, passions and talents?
Change the distribution structure for competitive advantage in consumer products
CPG Manufacturers selling direct-to-consumer and undercutting distributors, retailers and other resellers
What to do when growing your company is like pushing a 10,000 pound boulder up a hill
Instead of selling, just try to make it easier to buy
Running into doors
Qualify an idea for a CPG or consumer product business
Do whatever will get you closer to your customer
Questions to ask yourself to help you innovate in your company
How do I find commercial retail CPG distribution for my natural product?
Which one of these start-ups would I join?
Elements of a Company Vision
Vision, mission (values), culture, goals and strategy
The importance of knowing where a consumer or CPG category is going
A simple and elegant way to figuring out how to succeed in a business
Recommendations for a small established CPG food brand
25 CPG startups present at Pitch Slam event
Should this CPG chocolate food company take the order?
Recommendations for this early stage food start-up
How This CPG food company gets to the next level
The 4 levers of growth for a CPG business
Marketing and Distribution For A CPG Natural Food Start-up
Key elements for success in a CPG natural food startup
Consumer product marketing database architecture
Consumer product e-commerce sales funnel for wordpress and woocommerce with a rules/logic engine
Standard operating procedures for website development and website changes
Database architecture for operations, covering accounting, inventory, facilities and human resources
Data science strategy for CPG and consumer product companies: what is it, why all companies (including startups) need it and how to develop one
The top 3 marketing SaaS tools for consumer product startups I would recommend
Using the Functional Medicine Framework to maximize good health
Book review: Buyology
Book review: The ONE Thing: The Surprisingly Simple Truth Behind Extraordinary Results
Book review: Locavesting
Book review: Inquiries into the Nature of Slow Money
Year-end review and setting goals
Book review: The Pumpkin Plan
Colorado Trail Hike – Segment 1
South Platte River Hike to Strontia Springs Reservoir
Colorado Trail hike from the South Platte River trailhead
Pike National Forest Wildfire Burn Areas
Book Review: Bonhoeffer: Pastor, Martyr, Prophet, Spy
Book Review: Cure For The Common Life
Book Review: The E-Myth Revisited: Why Most Small Businesses Don’t Work and What to Do About It
Pemmican Food Startup
Pemmican Food Startup #2: develop alignment between the founder and the startup
Pemmican Food Startup #1: Organizing high level ideas and setting initial list of tasks and goals
Pemmican Food Startup – Start here for an overview of this project
Summer 2019 Photos and Videos
Zooka’s first walk around the farm included an off-lead recall in slow motion
July sunset in Colorado with a dissolving thunderhead taken from the farm
Web3 For Consumer Brands Knowledgebase Updates
Web3 For Consumer Brands: Update 11/7/22-11/13/22 – The One Formula For Consumer Brand Success Using Web3
Web3 For Consumer Brands: Update 10/31/22-11/6/2 – how a clothing brand is using web3 to facilitate customers creating their own micro-communities of fellow brand fans, which creates positive experiences for customers, which reflect back on the brand
Web3 For Consumer Brands: Update 10/24/22-10/30/22 – major advertising paradigms: pre-web1 and web1=branding; web2 = direct response; web3 = back to branding
Web3 For Consumer Brands: Update 10/17/22-10/23/22 – quick and concise differences between web2 and web3 that are worth reviewing
Web3 For Consumer Brands: Update 10/10/22-10/16/22 – Prada’s NFT release strategy, while pretty basic, is done on a regular schedule and delivers on expectations
Web3 For Consumer Brands: Update 10/3/22-10/9/22 – Kith using dynamic NFTs that showcase their clothing items, which change with new items, and which holders can claim
Close product quick view
Go to Top