How to build your website supplement sales funnel
See this video to learn about the elements, flow, and metrics for a good website supplement sales funnel. Click here to download the spreadsheet for this post.
What are the top KPIs for CPG companies?
The KPIs for CPG depend on the channels sold. If sold direct-to-consumer, the top metrics I track include: Marketing spend; Message engagement rates (email, social views, social shares, hashtags, etc); Click throughs; Conversions; Average Order Value; Cost per click; Cost per visitor; Cost per order; Cart abandon rate; Cancels/Declines/Returns rates; Return on advertising spend (ROAS) [...]
Do I spend the $50,000 on this TV commercial or not? Analyzing a TV commercial opportunity with simple metrics
This is a question from a business acquaintance: I've been approached by a network and their TV show about featuring our line in a commercial as part of an episode. The rub is that they want a $50k "scheduling fee" from us in order to do the segment. This would be a big bet for [...]
What are Whole Foods Market markup/margin numbers?
This is a question I received via a discussion thread and I am reposting my contributions to the thread here. As a rule of thumb, natural.organic is always a 50% margin. If selling through UNFI, Tree, etc. there might need to be another 15% added in for them, for a total margin of 65% to WFM, [...]
Brand Development and Management Made Practicable
A brand is the sum of all facets, features and characteristics of a company, both good and bad, which are a result of the company's interactions with suppliers, manufacturers, service providers, distributors, resellers, employees, customers, the general public, owners/investors – basically, every stakeholder to the company. Brand development and management can get complex and consume [...]
How cost of goods sold (COGS) impacts a CPG company selling to retail
I work predominantly with small consumer companies, especially startups and a commonality I see among them is that their COGS is really high, and how COGS impacts a CPG company selling to retail is significant. COGS includes raw materials, manufacturing, assembly and freight. This "Landed Cost" is the total cost of making the product [...]