PPN #022: Building Better Brands: 2024 Reflections & What's Next

Hi there! 👋 

This past week, I’ve been reflecting lots on 2024. And for Product & Prosper, 2024 was…transformative. It challenged everything we thought we knew about how brands succeed in retail, while also showing us the incredible power of community in this industry.

Last week, I took a moment to reflect on what we built together this past year—and kickstarted our exciting developments for 2025.

What We Built Together

This past year taught us that retail success requires two key things: the right foundation and the right support system.

Our thesis for 2024? The old playbook for retail success just wasn't cutting it anymore. So, we started to build out a program that challenged the traditional playbook—and some incredible founders rolled up their sleeves with us to do the real work: 

• Refining product, positioning, pricing and packaging based on real market feedback

• Strengthening their brand presence, messaging, and operational backbone

• Building proof points that make buyers come to them (instead of chasing every retail door)

Each success proved what we suspected: the path to retail wins starts with getting honest about your brand foundation, then getting your brand out there on the map in a way that matters.

At the same time, we saw something beautiful emerge: a community of CPG founders and industry experts coming together in The Retail Lab: a place where you can ask the hard questions, get honest feedback, and find your people who get it.

To everyone who was part of this journey—whether you shared your retail wins (and losses), gave thoughtful feedback as a sampler, or trusted us to help guide your retail growth—thank you. You're why we keep pushing to do more, be better, create more impact.

What We're Building Now

Here's what's getting me excited as we kick off 2025:

1. A Clearer Path to Retail Success

Growing in today's market is HARD. The old "get on shelf and hope it works" approach isn't cutting it anymore. This isn't just about opening doors—it's about building the entire house to support retail + get those buyers knocking.

Here's how we transform brands in our new 6-month program:

• Month 1: AUDIT We dive deep to uncover exactly what's holding you back from the retail sales you want. Through our Product Lab Sampling Program, comprehensive Category & Competitor Analysis, and The 10Ps of Retail Success Scorecard, we'll get crystal clear on your path to retail success.

• Months 2-3: BUILD Next, we build your brand's foundation and activation strategy using our proven 10Ps framework:

  • Brand Foundation: Strengthening your product, positioning, packaging & pricing

  • Brand Activation: Optimizing your production, pitch & presence

  • Brand Growth Drivers: Setting up promotion, people & prosperity drivers

• Months 4-6: MANAGE This is where we turn strategy into sales, managing your retail growth through both "front door" and "back door" approaches:

  • Pitch: Direct outreach to independent and chain retail buyers as your dedicated sales team

  • Attract: Building demand through awards, PR placements, and partnerships that get buyers coming to you

  • Grow: Managing buyer relationships from first order through consistent reorders

The outcome? You become more than just another product on shelf. You become a brand buyers actively seek out.

2. Better Tools for Better Growth

We're rolling out new tools to make the journey to retail success clearer and more actionable. From our new sampling app (surprise!!) to enhanced tracking of your retail readiness (self-audit coming soon), we're making it easier to know exactly what to focus on next.

3. More Ways to Connect

The Retail Lab is expanding. We’ll be offering more resources, in-depth discussions with experts, and yes, even some IRL opportunities to connect 👀

Any ideas for how you’d like to connect with the Retail Lab community or what resources you’d like to see? Hit reply and let me know!

The Big Picture

Here's what all of this is really about: building brands that matter. Products that solve real problems. Businesses that make the CPG world better, more intentional, more focused on what customers actually need.

Your 2025 Vision

As you're planning your moves for this year, I encourage you to think about two things:

1. Beyond just "getting into retail," what would actually transform your brand this year? What kind of impact do you want to have? What problem are you really solving?

2. Real talk: what's the one thing holding you back? Sometimes the biggest breakthroughs come from facing our biggest challenges head-on.

Let's Do This

This is going to be a year of flipping the script on retail success. We're done with the old way of doing things—sending samples into the void, hoping for replies, and chasing every retail door. Because winning brands aren't just placed on shelf—they're purposefully built, strategically positioned, and actively sought after. They create the kind of momentum that makes opportunities come to them.

Ready to flip the script on your retail journey? Let's build something that matters.

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