Bulletproof Your CPG Brand

Daniel Lohman
  • 5.0 (22)
  • ENTREPRENEURSHIP
  • UPDATED DAILY

If you're building a CPG brand and running out of runway, this podcast is your unfair competitive advantage. Bulletproof Your CPG Brand is the go-to podcast for emerging and growth-stage CPG founders navigating retail, e-commerce, and omnichannel growth with limited resources and zero margin for error. Hosted by Daniel Lohman—former CPG founder, category management expert, and trusted advisor to natural, organic, and better-for-you brands—this show delivers practical, retailer-relevant strategies most brands never get access to. Each episode breaks down what actually drives sales at retail:
 • category management and fact-based selling
 • trade marketing and promotion ROI
 • broker performance and retail execution
 • pricing, assortment, and shelf strategy
 • brand valuation, velocity, and profitability Let me explain why this matters. Most advice shortens your runway. This show is designed to extend it—by helping you earn an equal seat at the table with retailers, convert occasional buyers into loyal evangelists, and compete head-to-head with far bigger brands. This isn't theory. It's a turnkey roadmap built from hundreds of real-world case studies, expert interviews, and proven frameworks. If you're a mission-driven CPG brand that wants to grow profitably, fund innovation, and do more good—this is where you start. Subscribe and start building a bulletproof brand.

  1. Your CPG Brand's Biggest Retail Problem

    3D AGO

    Your CPG Brand's Biggest Retail Problem

    308. Most CPG brands think promotions grow sales. They don't. Pricing strategy does. If your pricing architecture is wrong, deeper discounts and more promotions will only destroy your margins, train shoppers to wait for deals, and drain your cash flow. In this episode, I break down the pricing and promotion architecture that premium brands use to scale profitably. You'll learn how to price for your core shopper instead of competitors, build a pricing ladder that protects margin at every level, design disciplined promotion strategies, use contribution — not velocity — to justify your pricing, and create guardrails that stop margin erosion. Promotions are tactics. Pricing is strategy. Download the New Item Essentials Guide at RetailSolved.com/Guide13 and learn how to build a pricing architecture that protects margin, strengthens retailer relationships, improves promotion ROI, and creates sustainable growth for your brand. Get the show notes at: RetailSolved.com/session308 ⏰ Timecodes 00:47  You don't control promotions until you control pricing 01:50 The Brand Who Lowered Price to "Grow Faster"… and Nearly Bankrupted Themselves 02:52 Pricing is a strategy. Promotions are a tactic. 03:25 Big brands invest heavily in pricing elasticity projects 04:50 WHY PRICING ARCHITECTURE MATTERS 05:35 #1: Price for Your Core Shopper — Not for Your Competition 04:58 #2: Build a Pricing Ladder — The Foundation of All Margin Protection 07:14 #3: Build a Promotion Architecture — Not Random Deals 11:05 #4: Use Contribution — Not Velocity — to Justify Pricing and Promotions 12:08 #5: Build Guardrails That Prevent Margin Erosion 13:07 HOW TO BUILD A PRICING & PROMOTION ARCHITECTURE THAT CREATES SUSTAINABLE GROWTH

    16 min
  2. Cash Flow, Profit & Focus for CPG Founders With Nate Littlewood, Future Ready CFO

    MAR 3

    Cash Flow, Profit & Focus for CPG Founders With Nate Littlewood, Future Ready CFO

    307. You can be "profitable" on paper and still go bankrupt. If you don't understand cash flow, margin, and focus, your CPG brand is at risk — and that matters because running out of cash is the #1 reason businesses fail. In this episode, I sit down with Nate from Future Ready CFO to simplify finance for founders. We break down the real difference between profit and cash, why cash is the lifeblood of your business, and how shiny-object syndrome destroys ROI. You'll learn how to prioritize using ROI frameworks, bottleneck analysis, and skills alignment so you stop wasting time and start allocating capital strategically. Finance isn't just accounting. It's clarity. It's focus. It's leverage. If you want to extend your runway, reduce risk, and make smarter decisions with your capital, this conversation matters. Download the free guide at RetailSolved.com/session307 and listen to related episodes on cash conversion cycles, deduction prevention, and trade marketing ROI to go deeper. Connect with Nate at: linkedin.com/in/nathanlittlewood FutureReadyCFO.com futurereadycfo.com/hidden-profit-audit-free-template   00:52 Helping founders sleep better at night 04:14 Why I chose entrepreneurship  05:43 Amplifying the impact of the founder 06:05 Solve a blindspot for the founder 07:09 Impact = breath + depth 08:39 The #1 reason businesses fail 10:56 The good things and the terrible things about founders is 12:51 Secret #1: Profit Is a Scorecard. Cash Is Oxygen 13:12 Finance is the language of the business world 14:40 What is risk reversal, why it matters  16:51 CFO's help founders make better decisions   17:30 The 3 frameworks  17:35 1st, the ROI framework  19:16 Next, the bottleneck analysis  21:01 Final, the skills alignment 22:45 Secret #2 Focus multiples value 27:23 Get 10X more valuable as a contributor to your business 29:26 Start with a time tracking analysis 31:00 Secret #3 Watch for hidden profit leaks 31:39 Profit is not equal to cash 33:51 Cash is the lifeblood of a company 38:48 Helping founders with finances and its worth  41:45 How to partner with financial statements to make better decisions  43:30 My hidden profit audit 51:01 Be aware of hidden fees 51:48 Have a fractional CFO to give your business a checkup 52:00 What is the conversion cycle, why does it matter 55:10 Finance and accounting is more than a cost center

    59 min
  3. Expo West ROI Strategy for CPG Brands

    FEB 24

    Expo West ROI Strategy for CPG Brands

    306. Expo West is expensive. If you're "hoping" it grows your brand, you're already losing ROI. Booth fees, travel, freight, samples, staffing — this is one of the biggest trade investments you'll make all year. And most brands waste it because they treat Expo like a sampling event instead of a leverage event. In this episode, I break down the 5 strategic ways to turn Natural Products Expo West into a growth engine. You'll learn how to define one clear objective, turn sampling into strategic engagement, use category data to differentiate, build a disciplined follow-up system, and treat Expo as a community accelerator — not just a retail show. Expo isn't about traffic. It's about leverage. Listen to related episodes on category strategy, velocity, and trade marketing ROI to maximize your investment and extend your runway. Get the Free Expo West Checklist at RetailSolved.com/expochecklist Download the New Item Essentials Guide at RetailSolved.com/Guide13 and learn how to build a pricing architecture that protects margin, strengthens retailer relationships, improves promotion ROI, and creates sustainable growth for your brand. Get the show notes at: RetailSolved.com/session306 ⏰ Timecodes  0:53 And here's what most founders overlook: 1:09 how to turn Expo West into a strategic growth engine 2:57 5 STRATEGIC WAYS TO MAXIMIZE YOUR EXPO WEST ROI 3:01 Strategy #1: Define Your Primary Objective Before You Build Your Booth 4:05 Strategy #2: Stop Sampling. Start Strategically Engaging 5:20 Strategy #3: Use Data as Your Differentiator 6:08 Strategy #4: Build a Follow-Up System Before You Leave for the Show 7:10 Strategy #5: Treat Expo as a Community Accelerator — Not Just a Retail Event 8:04 RECAP — HOW TO MAXIMIZE EXPO WEST ROI 8:46 Lets make this Your Personal Win

    10 min
  4. The Deduction Prevention System That Cuts Losses by 70%

    FEB 17

    The Deduction Prevention System That Cuts Losses by 70%

    305. You're not losing money because you failed. You're losing it because your systems allow deductions to drain your margin before you see it. If you've ever opened a check that was thousands short — filled with vague codes, freight charges, compliance penalties, or unauthorized promo deductions — you know how fast cash flow disappears. In this episode, I break down the Deduction Prevention System that stops margin leakage before it starts. You'll learn how ironclad promotion agreements, pricing integrity audits, precision forecasting, accountability scorecards, and centralized documentation dramatically reduce retailer and distributor deductions. This isn't about fighting chargebacks. It's about preventing them. Download this week's free Effective Deduction Management guide at RetailSolved.com and build the systems that stabilize cash flow, protect your margin, and strengthen retailer relationships. Then listen to related episodes on pricing architecture, forecasting, KPIs, and trade promotion strategy to go deeper. The Story A founder called me after losing $42,000 in deductions she didn't owe. Unauthorized promotions. Freight errors. Late penalties on early shipments. She was right. But she couldn't prove it. No documentation. No signed agreements. No centralized system. Once we built a Deduction Prevention System, deductions dropped dramatically and her cash flow stabilized. Prevention changed everything. Secret #1: Treat Promotion Agreements Like Legal Documents If it's not in writing, it doesn't exist. Define SKUs, dates, pricing depth, execution steps, and who pays for what. Audit your last six promotions this week. You'll see the gaps immediately. Secret #2: Audit Pricing Quarterly Pricing drift silently kills margin. Pull invoices from every warehouse. Check pack sizes and pricing tables. Small errors create cascading deductions. Secret #3: Forecast Like Your Margin Depends On It — Because It Does Short shipments and penalties are predictable. Forecast 90 days forward using velocity, promo lift, ACV, and lead times. Share it proactively. Build your Deduction Prevention System and stop losing money before it leaves your account.  Preventing deductions before they occurs could save you thousands each year, perhaps even in a single retailer. I just created the Effective Deduction Management Mini-Course. While this podcast goes into the tactics, the mini-course goes deep into the strategies to preventing deduction. The link to the mini-course is retailsolved.com/deductionprevention Download the Free Effective Deduction Management eBook at: retailsolved.com/guide21 Download this weeks guide: retailsolved.com/session305 *The results described by the brand in the epsode were based on their individual efforts. Your results will vary. Your exicution is the key to your success. I go deeper into this in the mini-course.  Download the New Item Essentials Guide at RetailSolved.com/Guide13 and learn how to build a pricing architecture that protects margin, strengthens retailer relationships, improves promotion ROI, and creates sustainable growth for your brand. Get the show notes at: RetailSolved.com/session305 ⏰ Timecodes  00:45 But here's the truth almost nobody in the industry will say clearly: 01.02 But the smartest brands know: 02:05 how to build a Deduction Prevention System 02:17 why prevention is the only real solution 03:17 Your told Without proper documentation, the deduction stands 03:48 WHY DEDUCTIONS HAPPEN 04:16 Deductions are the result of operational drift — not "bad luck." 06:16 The best way to manage deductions is to prevent and minimize them through flawless execution. 06:32 STRATEGY #1: Build Ironclad Promotion Agreements 07:53 STRATEGY #2: Control Pricing Integrity Across Every System 08:19 STRATEGY #3: Forecast With Enough Precision to Prevent "Operational Deductions" 10:04 STRATEGY #4: Use Scorecards to Create Accountability (And Documentation) 11:30 STRATEGY #5: Centralize All Documentation — If You Can't Prove It, You Can't Recover It 12:36 RECAP — THE DEDUCTION PREVENTION SYSTEM

    16 min
  5. Strategic Advisory Thinking That Wins Retail

    FEB 11

    Strategic Advisory Thinking That Wins Retail

    304. If you're still pitching your product instead of guiding the category, you're leaving leverage on the table. Retail buyers don't reward brands with the best velocity — they reward brands that help them win. And if you don't shift from vendor to advisor, you'll stay stuck chasing space, promotions, and resets. In this episode, I break down how strategic advisory thinking transforms your retail conversations from transactional to influential. You'll learn how to lead with category insights, translate data into actionable recommendations, center your story around your most profitable shopper, and execute flawlessly so buyers trust your strategy. This is how brands double distribution, earn permanent displays, and win better decisions — even without deep discounting. Download the free 30 Days to Profitable Growth guide at RetailSolved.com/guide25 and listen to related episodes to go deeper into category management, trade strategy, and retail execution. Stop competing. Start advising. You can get the episodes free guide and todays show notes at: RetailSolved.com/session304 Download the New Item Essentials Guide at RetailSolved.com/Guide13 and learn how to build a pricing architecture that protects margin, strengthens retailer relationships, improves promotion ROI, and creates sustainable growth for your brand. Get the show notes at: RetailSolved.com/session304 ⏰ Timecodes  1:32 The 20-Minute Conversation That Doubled Distribution 2:44 Twenty minutes later, the buyer said: 3:11 WHY STRATEGIC ADVISORY THINKING MATTERS 3:53 When you think like a strategic advisor, everything changes: 4:17 And here's the biggest advantage: 4:29 #1: Advisors Focus on the Category, Not Themselves 5:35 #2: Advisors Translate Data Into Actionable Retail Insights 6:54 #3: Advisors Lead With Shopper-Centric Strategy 7:40 #4: Advisors Provide Clear, Confident Recommendations 8:52 #5: Advisors Build Trust Through Flawless Execution 10:00 RECAP — HOW STRATEGIC ADVISORY THINKING GIVES YOU LEVERAGE 12:22 Proof this works

    15 min
  6. You Are Now a Category Leader- The Final Roadmap

    FEB 6

    You Are Now a Category Leader- The Final Roadmap

    303. You now think, plan, and execute like a category leader. In this final episode of 30 Days to Profitable CPG Growth, I recap the full journey—from foundation and shopper insights to retail execution, systems, and discipline—and show you how to turn these lessons into a lasting competitive advantage. This isn't theory. It's a proven roadmap built from decades in the trenches. Listen to lock in the mindset, tools, and confidence to lead retailers, win shoppers, and scale with clarity. Congratulations on completing the 30-Day Challenge, which provided a framework, system, and strategy to build a strong brand foundation. The challenge covered essential aspects like customer journey, sales strategy, retail execution, and systems for growth. Now equipped with a proven playbook and mindset, you are ready to lead and differentiate your brand, becoming a category leader by out-serving and out-executing competitors. You can get the episodes free guide and todays show notes at: RetailSolved.com/session303

    8 min
  7. Help Retailers Win- The Key Trends Category Leaders Know

    FEB 6

    Help Retailers Win- The Key Trends Category Leaders Know

    302. Retailers don't need more discounts—they need partners who help them win. In Day 30 of 30 Days to Prosperity, I break down the key trends retailers care about most and how you can use them to become a trusted, go-to category leader. You'll learn how to help retailers drive traffic, differentiate without price wars, and grow sustainable profit by putting their needs first. Listen in to learn how real retail partnerships unlock opportunities money can't buy. To become a category leader, brands must help retailers achieve their three universal goals: driving foot traffic, gaining a competitive advantage, and growing sustainable profit. This involves making it easy for customers to find products, supporting product discovery, and highlighting complementary solutions. By becoming a trusted partner, brands can unlock opportunities like preferred placement and influence over category strategy. Action step: pick one trend and show how it grows basket and profit. What trend is most relevant to your category? For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes: 🎙️ 23 Salesmanship 401 Mastering the Art of Sales, Andrew Therrien with Sampler 🎙️ 122 Brand Building Success Strategies for Retail Growth, Mathis Martines with M2 Brands 🎙️ 129 Know Your Core Customer to Boost Sales Growth, Ethan Hirshberg with Ethans 🎙️166 Produce Is The Gateway To Center Store Sales Growth, Lori Taylor with The Produce Moms.  Day 30 of the Free 30 Days to Profitable CPG Growth Tip of the day: Develop a collaborative partnership with retailers. Educate them about key trends they need to be aware of. Always put their needs first and savvy retailers might return the favor. 👉 Follow Daniel Lohman to Bulletproof Your CPG Brand! You can get the episodes free guide and todays show notes at: RetailSolved.com/session302

    10 min
  8. Look for & Close Category Gaps to Win at Retail

    FEB 4

    Look for & Close Category Gaps to Win at Retail

    301. Most brands lose shelf space because they sell products—not solutions. In Day 29 of 30 Days to Prosperity, I show you how to uncover and close category gaps by starting with the shopper's market basket and working backwards. You'll learn how to identify need states, remove friction from the shopper journey, collaborate with complementary brands, and build basket-driving solutions retailers actually value. This is how category leaders grow sales without relying on discounts. To close category gaps and drive sales, brands should start by understanding shopper need states and reverse-engineer the shopper journey. By identifying friction points and collaborating with complementary brands, brands can create basket-building solutions that benefit both shoppers and retailers. This approach positions brands as problem-solvers and category builders, leading to increased foot traffic, higher basket sizes, and a competitive advantage. Action step: find 3 category gaps: shopper, price tier, need state, format. What gap do you fill best? For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes: 🎙️ 89 Solid Digital Brand Selling Strategy for Success, Madeline Haydon with Nutpods 🎙️ 93 Bridging the Gap Between Perimeter & Center Store = Sales Success, Doug Brent with Made In Nature 🎙️258 Proven Strategies To Drive Sales Growth At Retail, Scott Sensenbrenner with Enzymedica Day 29 of the Free 30 Days to Profitable CPG Growth Tip of the day: Begin with the market basket and work backwards. How can you make it easier for shoppers to find and buy your products wherever they shop. You can get the episodes free guide and todays show notes at: RetailSolved.com/session301

    10 min
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5
out of 5
22 Ratings

About

If you're building a CPG brand and running out of runway, this podcast is your unfair competitive advantage. Bulletproof Your CPG Brand is the go-to podcast for emerging and growth-stage CPG founders navigating retail, e-commerce, and omnichannel growth with limited resources and zero margin for error. Hosted by Daniel Lohman—former CPG founder, category management expert, and trusted advisor to natural, organic, and better-for-you brands—this show delivers practical, retailer-relevant strategies most brands never get access to. Each episode breaks down what actually drives sales at retail:
 • category management and fact-based selling
 • trade marketing and promotion ROI
 • broker performance and retail execution
 • pricing, assortment, and shelf strategy
 • brand valuation, velocity, and profitability Let me explain why this matters. Most advice shortens your runway. This show is designed to extend it—by helping you earn an equal seat at the table with retailers, convert occasional buyers into loyal evangelists, and compete head-to-head with far bigger brands. This isn't theory. It's a turnkey roadmap built from hundreds of real-world case studies, expert interviews, and proven frameworks. If you're a mission-driven CPG brand that wants to grow profitably, fund innovation, and do more good—this is where you start. Subscribe and start building a bulletproof brand.

Information

  • Creator
    Daniel Lohman
  • Years Active
    2017 - 2026
  • Episodes
    308
  • Rating
    Clean
  • Copyright
    © Copyright 2016-2025 | CMS4CPG LLC
  • Show Website
    Bulletproof Your CPG Brand