If I Had to Build My Brand From Scratch (The Tactical Edition)
In my free post, I shared the mistakes I’d never repeat if I had to start over. Now let’s go deeper.
Here are the tactical moves I’d actually make instead — things I usually only share with clients and close founder friends.
1. I would not chase every retailer at once
Tactical detail:
Start with 1–2 anchor accounts that align with your ICP. Your local natural food store, your local conventional grocery store that has a “local” section, your local bike shop or outdoor retail shop, coffee shop, etc.
Track velocity weekly (units/store/week). If the store already sells products in the category, ask for a good benchmark for the best-sellers in the category. Get the number from the store and measure yourself against it. Check in weekly to see how the product is performing.
Build a simple account scorecard with 3 categories: Strategic Fit, Velocity Potential, and Operational Ease. If a retailer scores <7/10, wait.
Get in the store, do demos until your velocities hit the thresholds, and then move to your next store.
2. I would not ignore margin math
Tactical detail:
Before pitching retail, build a margin stack: Delivered price → distributor margin (15–20%) → retailer margin (35–40%) → promo funding (15%).
If you’re under 35% margin post-promo funding, don’t launch.
Pro tip: Add 3-5% “oops” buffer for waste, short pays, and inefficiencies.
Rookie mistake - Markup is not Gross Margin
Markup
Definition: The percentage added to the cost of a product to determine its selling price.
Formula: (Selling Price - Cost) / Cost x 100
Perspective: Focuses on the "add-on" from the cost.
Example: If a bike costs $150 and sells for $200, the profit is $50. The markup is ($50 / $150) x 100 = 33.3%.
Gross Margin
Definition: The percentage of the selling price that is retained as gross profit after subtracting the cost of goods sold (COGS).
Formula: (Selling Price - Cost) / Selling Price x 100
Perspective: Focuses on the profitability of each sale as a proportion of revenue.
Example: Using the same bike, the gross margin is ($50 / $200) x 100 = 25%.
3. I would not outsource my story
Tactical detail:
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