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Strategy Before Spend: How to Avoid the Most Expensive Pre-Launch Mistakes
Before you lock in a co-manufacturer, print packaging, or order your first production run… pause.
In this solo episode, I'm walking through the biggest (and most expensive) mistakes I see first-time CPG food & beverage founders make — and how brand strategy should guide every decision before you spend a dollar on inventory.
Because your logo, packaging, flavors, and even your brand name shouldn't come first. Strategy does.
Inside the Episode:
- Why you shouldn't design packaging too soon
- Why it's too early to pick your brand name
- How to nail your category positioning
- How strategy should inform flavor choices
- How to test messaging before launch
- And what to clarify before committing to a production run
If you're pre-launch and about to invest serious money into formulation, packaging, or manufacturing, this episode will save you time, money, and a lot of rework.
Consider this your pre-launch checklist — from product idea → brand people want to shop.
Build your strategy with me!
This podcast episode was made possible by Glimpse — the AI-powered deduction management tool helping CPG brands recover lost revenue from invalid retail deductions. With in-house experts and custom-built AI, Glimpse saves founders time, money, and countless hours so they can focus on scaling. Try it free for 30 days at tryglimpse.com/trial.
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By Kelly Bennett
5
99 ratings
Before you lock in a co-manufacturer, print packaging, or order your first production run… pause.
In this solo episode, I'm walking through the biggest (and most expensive) mistakes I see first-time CPG food & beverage founders make — and how brand strategy should guide every decision before you spend a dollar on inventory.
Because your logo, packaging, flavors, and even your brand name shouldn't come first. Strategy does.
Inside the Episode:
- Why you shouldn't design packaging too soon
- Why it's too early to pick your brand name
- How to nail your category positioning
- How strategy should inform flavor choices
- How to test messaging before launch
- And what to clarify before committing to a production run
If you're pre-launch and about to invest serious money into formulation, packaging, or manufacturing, this episode will save you time, money, and a lot of rework.
Consider this your pre-launch checklist — from product idea → brand people want to shop.
Build your strategy with me!
This podcast episode was made possible by Glimpse — the AI-powered deduction management tool helping CPG brands recover lost revenue from invalid retail deductions. With in-house experts and custom-built AI, Glimpse saves founders time, money, and countless hours so they can focus on scaling. Try it free for 30 days at tryglimpse.com/trial.