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Ramping Your Brand: How to Ride the Killer CPG Growth Curve
Paperback
Business GeneralGeneral Sociology
ISBN13: 9781733444644
Publisher: Pgs Press
Published: Feb 25 2025
Pages: 262
Weight: 0.78
Height: 0.55 Width: 6.00 Depth: 9.00
Language: English
In this book, Dr. Richardson outlines a 4-Part approach to thinking smarter about growth as a CPG entrepreneur. It is based on years of anthropological research into how and why consumers pay for premium-priced CPG items and intensive 4P pattern analysis among an elite club of premium CPG brands that all reached $100M+ in less than a decade.
- Part 1. Designing to Command a Premium
This is where many founders fail without realizing it. There is a cultural logic behind premium products that grow extremely fast. You should learn it. - Part 2. Managing A Small Experiment
Don't hit the gas too early. Successful CPG startups manage a rolling, iterative experiment until key KPIs appear. You should learn this art. - Part 3. Fine Tuning the Conversion Playbook
Steady velocity growth is essential to ramping your brand. Your team needs to learn the art of sustaining it in key geographies, so that you don't have to buy premature distribution to obtain growth. - Part 4. Accelerating to Scale
There are three best practices in acceleration. Two of them are counter-intuitive to CPG veterans not expert in the ramping of premium CPG businesses. You need to learn how to deploy them.
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