The Rocket to Retail Roadmap
Everything Between "I Have an Idea" and "It's on the Shelf"
Eleven chapters, a bonus chapter and 24 fillable worksheets, built from three decades in consumer products. Start with one chapter, take the whole journey, or bring Deborah along for the ride.
Go It Alone, or Bring Deborah Along
Single Chapter
One chapter and its worksheets
- Time with Deborah
- None, self-paced
- Best for
- Founders stuck on one step right now
Complete Course
All 11 chapters, the bonus chapter, all 24 worksheets and the glossary
- Time with Deborah
- None, self-paced
- Best for
- Founders who want the full plan and like to work on their own
Launch Lab
The complete course, a 1-hour private kickoff call with Deborah, and 6 months of monthly group calls
- Time with Deborah
- 1 private hour + 6 group calls
- Best for
- Founders who want a strong start, accountability and a room full of people on the same road
One-on-One Coaching
The complete course, 6 months of 1-hour one-on-one calls with Deborah, and monthly group calls
- Time with Deborah
- 6 private calls + 6 group calls
- Best for
- Founders with a big moment coming: a buyer meeting, a trade show or a first production run
Buying all 11 chapters one at a time adds up to $737. The complete course is $650 and adds the bonus chapter and the glossary. Already bought four chapters? They count toward the complete course.
Launch Lab
Get the complete course, then start with a private one-hour kickoff call where Deborah looks at where you are and helps you pick your path through the course. Then, for six months, join the monthly group calls to bring your questions, get unstuck, and learn from founders working through the same chapters. Somebody else's co-packer horror story might save you a few thousand dollars.
One-on-One Coaching
The complete course, plus six months of private monthly calls with someone who has sat in the buyer's chair, plus a seat on every group call. Deborah works directly on your product: your numbers, your packaging, your pitch, and a mock buyer meeting before the real one. Spots are limited to 20 founders at a time, and the course comes first so every session goes straight to the hard parts.
Apply for coaching →Pick Your Starting Point
Every chapter is $67 and comes with its worksheets. Each one stands on its own, so start wherever you're stuck.
Know Your Customer
A customer avatar so specific it almost feels uncomfortable
Worksheets: Customer Avatar, Digital Listening Tracker, Customer Interview Guide
Your Superpower: The USP
A USP that wins over the shopper and the retail buyer
Worksheets: USP Builder, Competitive Intelligence Tracker
A Brand That Means Business
Positioning, story and identity that build buyer confidence
Worksheets: Brand Strategy Builder, Brand Voice Guide
Choosing Your Channel Strategy
Where to launch first, the margins at each step, and your beachhead market
Worksheets: Channel Strategy Decision Matrix, Channel Economics Calculator
Sourcing and Manufacturing
The right co-packer or manufacturer, and an RFQ they'll take seriously
Worksheets: Manufacturing Partner Scorecard, RFQ Template
Packaging and Product Design
A complete, compliant packaging brief for your silent salesperson
Worksheets: Packaging Compliance Checklist, Consumer Packaging Test Form
Distribution and Logistics
A plan for warehousing, fulfillment, brokers and vendor compliance
Worksheets: 3PL and Fulfillment Scorecard, Broker Evaluation Worksheet
Digital Marketing That Actually Works
A 90-day plan for SEO, email, social and paid, scaled to your budget
Worksheets: 90-Day Digital Marketing Plan, 90-Day Content Calendar
Expanding Distribution and Brand Extensions
A readiness-based expansion plan and smart brand extensions
Worksheets: Expansion Readiness Planner, 12-Month Expansion Roadmap
Growth Marketing and Funding
Your unit economics and a clear view of what investors look for
Worksheets: Funding Readiness Assessment, Unit Economics Calculator
Mindset and the Sustainable Hustle
The habits and support system to go the distance
Worksheets: Entrepreneur Wellbeing Audit, Board of Advisors Planner
Bonus: Entity and Financial Setup
Legal entity, tax, compliance, insurance and banking, in order.
Worksheet: Entity and Financial Setup Checklist
Who It's For
- Founders with a product idea who don't know where to start
- Makers selling at farmers markets or online who want to get into stores
- Brands with a buyer meeting coming up and a few blanks to fill
- Anyone who wants an honest answer to "Should I really do this?"
The Worksheets Are the Course
You don't just read about a customer avatar or an RFQ. You build yours, page by page. By the last chapter you have the documents a buyer, a co-packer or an investor will ask for, and the confidence to walk into the meeting.
Questions
Can I buy one chapter and upgrade later?
Yes. Once you've bought four chapters, what you've spent counts toward the complete course. Four chapters cost $268, so the rest of the course, plus the bonus chapter and glossary, is just $382 more. Just email us to upgrade.
Do I need to go in order?
No. Chapter 1 is the best starting point for most founders, but each chapter stands on its own.
How long do I have access?
Forever. The course is a downloadable PDF, so it's yours to keep, print, scribble on and come back to every time you launch something new.
Is this right for my category?
If it's a consumer product headed for a store shelf, yes. Deborah has touched more than 20,000 SKUs, from frozen food to hair care to general merchandise.
For co-packers, manufacturers and distributors