The CPG brand survival test
The CPG space is brutal. Is your brand ready?
Name
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First Name
Last Name
Company
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Email
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example@example.com
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⚙️ Foundations & Strategy
How clearly is your target audience defined?
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Crystal clear, with personas and validated data
Pretty clear, but not validated
We have a general idea
We target everyone
Haven’t defined one yet
Have you conducted a market feasibility test?
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Yes, fully completed with data and insights
We’ve done some research but it’s incomplete
We started one, but didn’t finish
We’ve talked to a few people
No, we haven’t done this yet
Have you done a competitive analysis?
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Yes, detailed and regularly updated
We’ve looked into a few competitors
We did one early on but haven’t revisited it
We have a general sense but nothing formal
No, we haven’t done this yet
Do you have a defined go-to-market strategy?
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Yes, fully documented and in use
Mostly defined, needs polish
Some ideas, not organized
We’re winging it
What’s a GTM strategy?
What's your biggest growth blocker?
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Not enough sales
Brand awareness
Operational issues
Limited budget
We're not sure
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🧠 Brand & Messaging
How would you rate the clarity of your brand story?
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Clear, compelling, and repeatable
Mostly there, needs polishing
A little fuzzy
We just talk about the product
We don’t have one
Do you have professional brand visuals (logo, fonts, color palette, etc...)?
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Yes, full brand system
Partial set
DIY logo and colors
Inconsistent visuals
Nothing formalized
Do you have a brand guide
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Yes, and we use it in all communications
We have one, but it’s not used
Sort of, but inconsistent
We say different things in different places
No, we need one
What emotional outcomes does your brand aim to deliver?
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Strong and intentional emotional impact
We try, but it’s not consistent
We focus more on function
Emotion is secondary
We haven’t thought about this
Based on user testing, how well does your packaging communicate your brand?
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Instantly recognizable and on-brand
Mostly good, minor tweaks needed
It’s okay but bland
Confusing or generic
We haven't done user testing, or we’re still working on packaging
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🛒 Retail Readiness
Do you have a sell sheet and deck?
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Yes, beautifully designed and persuasive
Yes, but could be better
It’s in progress
We’re winging it
No, we don’t have one
Are your UPCs, labels, and compliance documents tested and ready?
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All set and compliant
Mostly ready, small gaps
We're still checking things
Some things are missing
Haven't started yet
Do you know all your margins and COGS?
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Yes, fully calculated
Mostly
Rough estimates
Not really
Not at all
Do you have a ROS goal?
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Yes, based on category benchmarks
Kind of, but not confident in it
A vague idea
No, but we know we want to sell fast
No idea
Do you have a supply chain, fulfillment and distribution plan?
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Yes, fully mapped and reliable
Mostly figured out, with some gaps
We have one partner but no full plan
Still researching options
No plan yet
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📈 Sales & Marketing
Do you have a CRM or way to track leads and buyers?
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Yes, fully integrated system
We have a basic one
Using spreadsheets
Not really
What's a CRM?
Do you have a marketing plan that you regularly update based on data and results?
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Yes, we run structured campaigns with clear KPIs
We have a plan and try to review it often
We do some marketing, but it’s not very strategic
We’re mostly guessing
We don’t have a real plan
How would you rate your overall digital presence and engagement?
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Strong across web, email, and social with regular engagement
Decent, with some areas needing work
Active on a few platforms, but inconsistent
Minimal presence and low engagement
We’re basically invisible online
Are you actively collecting audience data?
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Yes, across DTC, retail, online, and in-person channels
Mostly online — web, email, and ad analytics
Some point-of-sale or anecdotal feedback
Not really tracking much yet
We don’t collect any data
Who is currently responsible for sales?
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We have an internal sales team
It’s mostly the founder or team doing outreach
We use brokers and our friends network
We rely entirely on the distributor
No one is actively selling right now
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📊 Operations & Growth
Do you have distribution or wholesale relationships?
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Yes, multiple and growing
A few local ones
Exploring now
No, but we want to
We handle everything in-house
How confident are you in scaling operations as demand grows?
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Very confident — systems are built for growth
Confident with a few bottlenecks
We’d need to make some major changes
Unsure — we’re not built to scale yet
We haven’t thought that far ahead
What stage is your company in?
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Scalling with strong sales
Early sales with momentum
Launched, slow traction
Just launched
Pre-Launch
How confident are you in hitting your revenue goals this year?
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Very confident
Pretty confident
Unsure
Not confident
We don't have revenue goals
Do you have clear priorities for the next 90 days?
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Yes, fully defined and tracked
We’ve set some goals, but loosely
We’re reacting week by week
We’re not sure where to focus
We need help setting direction
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