Module 1: 
Develop Deep Market Insight

When you're caught up in the excitement of creating and selling your products, it's easy to overlook the important market analysis that is essential to accelerate your growth.  

In this module, we'll focus on strengthening your understanding of your industry and category, complete a thorough competitor analysis, and identify your best pathway for growth in your industry.

Here's what we'll tackle:

• Identifying and confirming key trends in your industry to guide your future growth.
• Gathering real-world data about your products to ensure you're on the right path for expansion.
• Creating a Competitor Matrix to better understand your competition—this will be your secret weapon for making smart decisions and staying ahead.
• Grasping the concepts of volume and value in market share to increase sales, reach more customers, and sell at a premium to your current ones.
• Understanding what matters to potential retailers, considering both sales and gross profit. This way, you'll be able to communicate effectively when the time comes to secure space on their shelves, whether online or in physical stores.

Module 2:
Own Your White Space (aka USP)

Truth Bomb: Most products get lost in a sea of competition. While the uniqueness of your product might be clear to you, it also needs to be clear to your potential customers, store owners, and major channel buyers.  

In this module, we'll help you make your USP crystal clear through identifying, validating, and communicating your 'claims' effectively in a message hierarchy that will scale with your brand. With this in place, you'll become magnetic to your target customers and wholesalers. Say goodbye to competition and step into a league of your own.

Here's what we'll cover:

• How to strategically ladder your messages to match what matters most to your customers.
• Identifying 5-10 key 'claims' that place you uniquely within your category and set you apart from competitors.
• Differentiating between claims about your product and those about your brand, and knowing which to focus on.
• How to deliver your messages for the biggest impact.
• Making sure you're legally sound by understanding the ACCC and its guidelines on claims and advertising, including details about your product's production.

Module 3:
Optimise Your Money-Making Range

Making products is a super exciting time. You likely loved the development phase and bringing your creative ideas to life. 

Fast forward a few years, and while some things have sold well, others are just sitting on the shelf. Now, it's time to reorder, but you're unsure about what to order next. The challenge is that some of your money is still tied up in the slow-moving products. You need your next move to be smart.

In this module, we'll explore the art of creating productive and profitable range, which is essential for turning a healthy profit.

Here's what you'll learn:

• Create a Productive Product Range: Optimize sales, improve customer experience, and increase profitability across your entire range.
• Establish a Clear Product Hierarchy: This helps grow sales and makes it easier for your company to expand into new products and channels as it grows.
• Use Your Product Hierarchy to Measure Performance: Forecast future product development and manage upcoming reordering needs.
• Master the Art of Product Pricing: Set the right prices for both new and existing products, including establishing and validating your Recommended Retail Price (RRP).

Module 4: 
Build Great Supply Partnerships

As you aim for growth, it's time to demystify the world of supply chains and make your product journey more efficient. From getting raw materials to delivering the final product to your customers, having strong partnerships with your suppliers is key.

In simple terms: Your success in meeting customer expectations—quality, quantity, and efficiency—depends on having great relationships with your suppliers. This module will guide you through what you need to think about when creating these partnerships and what to be cautious of.

Here's what we'll cover:

• Keys to a Successful Supply Partnership: Set clear criteria, define mutual goals, and establish your non-negotiables. Learn how to pick the right supplier and have a backup plan in case things go wrong.
• Crafting a Collaborative Development Process: Work closely with your supplier when creating new products. Outline timelines, costs, certification needs, and set clear expectations.
• Setting up Manufacturing Agreements: Protect yourself in case of issues or if the product affects a customer negatively.
• Factory Audits and Visits: Understand who to meet, how often to connect, what evidence to look for, and how to stay on top of production timelines.
• Weaving Suppliers into Your Brand Story: Create positive impacts on people and the planet by weaving your suppliers into your overall brand narrative.

Module 5:
Grow Your Sales Reach

It's time to boost those sales! Maybe you're thinking about teaming up with your first wholesaler or diving into big retail groups. But where to begin? You've heard tales of hefty marketing budgets and big investments in stock for big retail, so it's wise to tread carefully. Understanding the various ways to grow your sales and weighing the pros and cons of each path is crucial.

In this module, we'll simplify it all and guide you in choosing the right sales channels for your business goals.

Here's what we'll cover:   

• Understanding the Different Channels: Learn the pros and cons of each channel to figure out which ones best fit your products and business goals (hint: bigger isn't always better).
• Buying Stock for Expansion: Explore various methods like licensing agreements, consignment, wholesale, and direct-to-consumer (DTC) when expanding your product range.
• Aligning Your Strengths with the Right Channel: Understand if you're better suited for direct-to-consumer (online retail), larger wholesale, or major retail groups like Target or Coles.
• Key Information for Buyers or Store Owners: Be informed about margins, exclusivity, marketing expectations, probation periods, and hidden trade fees that buyers will need you to know.
• Commercial Terms and Agreements: Understand the business terms and agreements when dealing with different sales channels.

Module 6: 
Pitch to New Stores & Major Channels

Your strategy is solid, and you're ready to enter new sales channels.

Cracking into a fresh channel means you need a killer pitch. You need to be on-point to win those big wholesale accounts, so we're going to make sure that you've got all your bases covered.

So whether you're presenting to a local store, an online hotspot, or a major retailer, this module will set you up for any pitch or presentation for your next big move.

As a bonus, we'll share multiple strategies on how to deal with dead stock – consider it a toolkit for tricky situations.

Inside this module, you'll:

• Craft a compelling pitch for approaching a new wholesaler or retailer, highlighting your product's performance, range potential, marketing opportunities, and projected joint success.
• Outline the benefits of a mutual business plan to showcase why you're the perfect partner for them.
• Clearly express the marketing activities you'll undertake to drive results for the store or channel.
• Take a deep dive into optimising each step of the customer journey and present it as added value to your new channel partner.
• Measure and review the performance of your promotional activities to guide your future investments in new and existing product lines.

Module 7: 
Streamline Storage & Distribution

Time to kick things up a gear as we delve into the realm of storage and distribution, managing the ins and outs of shipping and logistics.

We'll take a deep dive into:

• Stock Storage Options: Explore choices from using your own garage to shared spaces and 3PL (third-party logistics). We'll discuss the pros and cons, along with the business considerations you need to think about.
• Understanding Landed Costs: Figure out what percentage of your expenses go into getting the product to the customer, whether from the supplier to you or from you to the customer.
• Setting Sell-Through Targets and Strategies: Manage stock inventory and optimize sales volumes with clear goals and strategies.
• Testing, Validating, and Growing Your Range: Use a simple framework to determine the need for expanding your product range and how it fits in with your existing products.

Module 8: 
Optimise Digital & Customer Experience

When it comes to selling products, we often focus on getting our brand, words, and photos just right. But let's not forget about the unsung hero: user experience (UX).

You drop big bucks on a website, only to have folks clicking around clueless or leaving way too quickly. Worse is when you drop the ball on customer experience (CX) and fail to fix slip-ups, or clearly communicate your brand promises on important stuff like returns and exchanges.

Here's the key: the magic link between your warehouse (fulfillment) and saving the day when stuff gets tricky (customer service). It's all a part of the customer's lifetime value (LTV), meaning how much they spend on your brand and how long they stick around. Keep them for the long haul, and you're looking at a golden bottom line.

In this module, we'll dig into:

• Optimising the User Experience (UX): Improve how customers perceive, feel, and respond to your product, system, and service.
• Crafting a top-notch Customer Experience (CX): Go beyond just checking boxes – create an impression that customers will remember after interacting with your fantastic team.
• Streamlining Your Website for a Smooth Customer Journey: From window shopping to making a purchase and receiving their products.
• Creating Exceptional Brand Promises: These are the guiding principles your brand puts on the table to go above and beyond the basics and impress your customer.