Free Resource for CPG Founders
Most CPG founders are 20 to 30 points off on their real channel margins. Here's where the money goes.
Most CPG founders are tracking revenue. Very few know which channel is actually putting money in the bank. This cheat sheet closes that gap, with side-by-side channel benchmarks, a cash conversion analysis, and a self-directed gap finder that shows exactly where costs are leaking.
The cost of not knowing is real. Every week you're operating without channel-level margin visibility, you're making pricing, promotion, and growth decisions on numbers that don't reflect what you're actually keeping. This is the resource most founders say they needed two years earlier.
Who this is for
CPG founders managing $500K to $5M in annual revenue across wellness, natural, and clean-label brands in the US and Canada. Built by a CMA who works exclusively in this space.
What's Inside
Where Channel Costs Hide: All Three Layers, By Channel
DTC, Amazon, Wholesale, and Retail Direct. Side-by-side benchmarks with real percentage ranges so you can see immediately where your cost structure sits relative to industry norms.
The Cash Reality: Where Your Money Goes and When It Comes Back
Cash conversion cycle by channel. Why a profitable brand can still run out of cash, and how different channels tie up working capital at different speeds.
Three Numbers That Change Everything: Amazon's 70% Threshold, the Trade Spend Trap, and the Wholesale Death Zone at $2M to $5M
The specific benchmarks and structural patterns that most founders encounter too late, after the margin damage is already done.
Channel Cost Gap Finder Worksheet
Check off every cost you're tracking by channel. Any unchecked box is a gap where money is leaking. This is the diagnostic tool, not a bonus add-on.
Already have the teaser version? The full cheat sheet adds the cash conversion analysis, the complete cost waterfall, and the gap finder worksheet. These are the pages most founders say they needed two years ago, before the margin erosion had compounded.
Get the Full Cheat Sheet
Free. Instant access. No fluff, just the channel economics your P&L isn't showing you.
