This is a Quora question I was asked and here is my answer. Based on your question, it appears you have a brand with products geared toward the fashion categories of cosmetics and jewelry. You want to know what you need to do to ensure a successful launch. In comparison to consumer products in general, [...]
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) [...]
When I look at CPG opportunities, my goal is to know the following: 1. Is this product/idea differentiated in the marketplace and how easy is it for the competition to copy/replicate that differentiation? 2. Does the team know what they are doing to grow the opportunity? 3. What's the plan to get the opportunity to [...]
