9 modules of CPG insider knowledge, written for founders who are done guessing how retail actually works.
Get the Playbook: $147The brands that survive retail are the ones who knew, before the first shipment, how to price for every channel, navigate chargebacks, read their velocity data, and fund the gap between production and payment.
Most indie pet founders learn this the hard way. This playbook exists so you don't have to.
The full channel map: independent pet, regional chains, national, grocery, club. Where small brands actually win, and how to sequence your channel strategy.
Channel price architecture that holds everywhere you'll ever sell. MAP policy, price pack architecture, and promo headroom so a 20% TPR doesn't put you underwater.
What a retail-ready sell sheet actually looks like, how category buyers think, and how to frame your brand in their language.
How buyers find brands, whether you need a broker, the velocity metrics behind reorder decisions, plus a full "when things go wrong" troubleshooting guide.
Google, AI/LLM search, last-mile commerce (Instacart, DoorDash), and retailer.com: the four surfaces where you win or lose the sale.
Amazon listing fundamentals, A+ content, sponsored ads, and the TACOS vs. ROAS framework, for an online presence that supports your retail pitch.
The KPI dashboard every founder needs: velocity, trade spend, forecast, and the P&L numbers that determine whether you survive.
AAFCO naming rules, state registration, label must-haves, claims, and the insurance retailers require, framed as what to know and who to ask.
PO financing, factoring, revenue-based financing, SBA, explained in plain language, with the numbers every lender will ask you for.
One per module. Punchy, standalone checklists designed to screenshot and keep.
Everything a founder should have in place from first pitch to first reorder, in chronological order.
Soft velocity, chargebacks, a buyer gone quiet, a delisting: real scenarios, practical responses.
Instant download. Use it before your next buyer meeting.
The Paw Index was built by a CPG analyst who spent years with access to the data, frameworks, and insider knowledge most indie founders never see.
The playbook exists because that knowledge shouldn't live behind a consultant's hourly rate.
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