Roadmap to Phase One

Phase One: Launch

Phase One: Launch is about building a cohesive concept, executing the technical elements of a market-ready product, and launching into the market. We want to get to market quickly so that we can start learning and moving towards what people want.

Phase One works through three sections: Concept, Technical Execution, Launch.

Want to learn more about the foundations of starting a CPG company? Sign up for our on-demand course! Use code "ondemand2021accelerator" at checkout for free access!

Phase One: Three Sections

 

1.1 | Concept

Concept is the first of three sections in Phase One: Launch. In this section, you will define your company’s mission, core values, and the six elements of a cohesive concept.

Mission + Core Values:

  • Mission: A mission answers why your company exists. It allows you and all of your partners to make decisions on the direction of your company without misunderstanding. 
  • Core Values: Core Values are a set of principles that you believe in. They define how you will achieve your mission. 

To learn more about mission and core values, click here to watch our on-demand session!

  • Case Study | Compass Coffee: Michael Haft and Harrison Suarez, co-founders of Compass Coffee, learned the hard way how important a mission and core values are to a successful business. Now that they have a mission and core values, they have a clear direction towards success. 

Learning Tools:

  • OODA LoopA tool that standardizes the decision making process so that we can make better decisions faster and learn more from each decision 
  • Backplanning: A simple and effective tool for making sure you achieve your goals in a timely manner. In backplanning, we start with the end goal and work backwards to set a timeline for everything that needs to happen for us to be successful. 

Cohesive Concept: 

  • Pain Point: A specific problem that someone faces

  • Value Proposition: How the solution you are providing solves the consumer's pain point better than any other option

  • Product: A product is how you deploy your value proposition

To learn more about Pain Point, Value Proposition, and Product, click here to watch our on-demand session!

  • Core Consumer: The person that most acutely faces the pain point that your product solves

  • Market: Markets represent the aggregation of consumer choices

  • Brand: The perception you create around the qualities and attributes of your products

To learn more about Core Consumer, Market, and Brand, click here to watch our on-demand session!

 

1.2 | Technical Execution

Technical Execution is the second of three sections in Phase One: Launch. In this section, we will apply your conceptual work from Concept to create a market-ready product.

To learn more about technical execution, click here to watch our on-demand session!

Product Development: Manufacturing

To learn more about manufacturing, click here to watch our on-demand session!

The CPG space is incredibly competitive. There are new brands launching every day. What is at the core of building a food business to last? Manufacturing.

Product Development: Formulation

Product Formulation, in the context of what we will discuss, is understanding how ingredients, the environment, and packaging behave and interact to create your final product. As with everything in food manufacturing, this is an iterative process.

Want to better understand product formulation? Sign up for our on-demand course! Use code "ondemand2021accelerator" at checkout for free access!

To learn more about product formulation, click here to watch our on-demand session!

    Packaging


    Want to learn all of the aspects of packaging? Sign up for our on-demand course! Use code "ondemand2021accelerator" at checkout for free access!

    To learn more about packaging, click here to watch our on-demand session!

    To learn more about branding and package design, click here to watch our on-demand session!

    • Packaging Suppliers: Once you know the type of packaging you are looking for, you'll need to find a packaging supplier.

    To learn more about packaging suppliers, click here to watch our on-demand session!

    • Interpreting Packaging Quotes: Once you meet with a packaging supplier and provide them with information on what you are looking for, they will send you a price quote.
    • How Much Packaging to Order: You’ve found suppliers you are comfortable and confident in as partners. How do you know how much to order? As with most things in business, it's a balance. The more you order, the lower the per unit cost. But large inventories can slow innovation and tie up a lot of upfront capital. 

    Pricing

    • Pricing:Pricing reflects what consumers are willing to pay and your costs (COGs) to make the product. 
    • Pricing Terms: Understand COGs and Margins vs. Markups
    • Dive into Margin vs. Markup
    • Sell Sheet: A sell sheet is a summary one-sheeter that provides all the information a buyer needs to know to make an informed decision about picking up your product. 

    To learn more about pricing and sell sheets, click here to watch our on-demand session!

    1.3 | Launch

    Launch is the final of three sections in Phase One. We are in the home stretch! Section 3 Launch focuses on tying everything together. We will work through your initial channel strategy and prepare for product review.

    Want to learn more about the journey from launch to scale? Sign up for our on-demand course! Use code "ondemand2021accelerator" at checkout for free access!

    Direct to Consumer

    DTC is selling your product directly to a consumer without an intermediary like a distributor or wholesaler: 

    • Amazon: Launching on Amazon and other online platforms allows CPG brands to reach consumers directly at home. 
    • Shopify:  Set up your e-commerce site on Shopify with step by step instructions.

    Distribution


    Want to learn more about the in's and out's of distribution? Sign up for our on-demand course! Use code "ondemand2021accelerator" at checkout for free access!

    Want to learn all of the aspects of distribution? Click here to view our Roadmap to Distribution !

    To learn more about distribution and retail, click here to watch our on-demand session!

    Retail


    Want to know how to sell more per store? Sign up for our on-demand course! Use code "ondemand2021accelerator" at checkout for free access!

    To learn more about sales, click here to watch our on-demand session!

    To learn more about getting your products into stores, click here to watch our on-demand session!

    Product Review

    The last step of Phase One is product review! This is when you pitch to Union Kitchen's Leadership Team in order to get your products on Union Kitchen store shelves. To learn more about what you need to do before product review, check out our Roadmap to Product Review.