Most CPG founders don’t get real feedback after a pitch falls flat — they just get silence.
You leave a sample, send the deck, follow up once or twice… and it goes nowhere.
And here’s the hard truth:
The story you spent all night perfecting probably didn’t even matter.
Because buyers aren't sold by passion. They're sold by proof, positioning, and readiness.
We’ve helped brands land on shelves at Kroger, Thrive Market, Publix, Sprouts, and regional chains — and the best pitches all follow the same structure. If you're not closing the doors you're knocking on, here's what your pitch might be missing.
What Buyers Are Actually Evaluating
Buyers aren’t deciding if they like your product — they’re deciding if it will move.
They want to know:
Will this turn reliably at my store, for my shopper?
Will this be a logistical nightmare?
Is this brand set up to support velocity, not just land a PO?
Your pitch needs to make those answers clear — fast.
Slide-by-Slide: What a Pitch Deck That Closes Looks Like
1. Clean Lineup Overview
Show the full product family clearly — no clutter, no confusion.
Highlight hero SKUs, variants, formats. Buyers want to know what fits on shelf and how it merchandises.
2. Positioning in One Sentence
Cut the “why we started the brand” story. Instead, nail your lane:
“We make functional hydration powders for creatives who want energy without caffeine.”
Get specific. Make it obvious who your product is for and how it’s different.
3. Proof of Demand
Buyers need reassurance that people want this.
Sell-through or reorder data
Small chains or regional wins
DTC traction, social growth, or even test pilots
If you’re early-stage, show how you’ve validated interest.
4. Your Customer & Category Fit
Don’t just say “health-conscious Millennials.” Say where they shop, what they buy, and why your product upgrades the basket.
Tip: Reference real category data if you have it. If you don't, lean on channel-specific insight.
5. Retail Readiness Snapshot
This is where a lot of decks fall apart.
Include:
Casepack specs, shelf life, barcodes
Certifications (vegan, non-GMO, etc.)
Distribution method (self-ship, 3PL, UNFI, etc.)
Make it impossible for the buyer to wonder if you're ready.
6. Pricing & Trade Strategy
Don’t make them ask.
MSRP / wholesale / distributor pricing
Promo plan: are you doing free fills, intro pricing, in-store support?
Are you margin-aware or margin-naive?
This slide is where retail buyers decide if you’re worth their margin headache.
7. Sell-Through Support
This is what separates operators from hobbyists.
Are you planning demos? Will you support digital ads? Do you have influencer partnerships, review strategies, email campaigns?
The product might get you on shelf.
Your support plan keeps you there.
8. What You’re Asking For
Close like a pro:
Are you looking for 2–3 test stores?
Do you want to be reviewed for Q1 resets?
Are you available through a distributor they already use?
Make it clear what happens next.
Rookie Mistakes to Avoid
Leading with your backstory instead of your buyer strategy
Sending a deck with no pricing or wholesale terms
Offering 12 SKUs when 3 would make a better test
Talking sell-in, not sell-through
Generic claims like “growing fast” with no proof
Buyers aren’t just investing shelf space — they’re investing trust. Respect their time by giving them the right information, right up front.
Customize by Channel
This part gets missed constantly. Your deck should flex depending on who you're pitching.
Natural grocery wants ingredient stories and community support
Convenience wants price point, margin, and grab-and-go use case
Distributors want lead times, logistics, and scalable packaging
Private label wants reliability, minimums, and capability
One-size-fits-all decks lose deals. Tailor it.
Want a Second Set of Eyes?
We offer pitch reviews, deck builds, and wholesale sales support for emerging brands. Whether you’re prepping for your first trade show or getting ready to pitch a national chain, we can help you land the shelf space — and the plan to move product once you’re on it.
→ [Book a Spark Session] to get custom guidance.
