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.

About the Author

Dr. Richardson is founder of Premium Growth Solutions, a strategic planning consultancy for early-stage consumer packaged goods brands. As a professionally trained cultural anthropologist turned business strategist, he has helped more than 100 CPG brands with their strategic planning, including brands owned by Coca-Cola Venturing and Emerging Brands, The Hershey Company, Frito-Lay as well as emerging brands such as Once Upon a Farm, Dude Wipes, Proven skincare, Juneshine hard kombucha, and Rebel creamery. He also hosts his own podcast--Startup Confidential. His thoughts appear regularly in industry publications such as Foodnavigator, Food Dive, The Food Institute and others.

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