Ramping Your Brand - 2nd Edition by James F Richardson (Hardcover)

About the Book

Described as "The CPG Bible" by readers, Ramping Your Brand teaches you the hidden principles and KPIs that allow newcomers to achieve exponential growth in a notoriously competitive industry.

Book Synopsis

In this book, I outline a 4-Part approach to thinking smarter about growth as a CPG entrepreneur. It is based on years of anthropological research into how and why consumers pay for premium-priced CPG items and intensive 4P pattern analysis among an elite club of premium CPG brands that all reached $100M+ in less than a decade.

Part 1. Designing to Command a Premium This is where many founders fail without realizing it. There is a cultural logic behind premium products that grow extremely fast. You should learn it.

Part 2. Managing A Small Experiment Don't hit the gas too early. Successful CPG startups manage a rolling, iterative experiment until key KPIs appear. You should learn this art.

Part 3. Fine Tuning the Conversion Playbook Steady velocity growth is essential to ramping your brand.Your team needs to learn the art of sustaining it in key geographies, so that you don't have to buy premature distribution to obtain growth.

Part 4. Accelerating to Scale: There are three best practices in acceleration. Two of them are counter-intuitive to CPG veterans, not experts in the ramping of premium CPG businesses. You need to learn how to deploy them.

Review Quotes

"Learn how to scale the right way. Read this book."

- SEAN RILEY, Co-founder and CEO of Dude Wipes

"This book illuminates both the strategy and the tactics that can put a CPG entrepreneur on the path to success."

- TOM EISENMANN, Howard H. Stevenson Professor of Business Administration at Harvard Business School

"Ramping Your Brand is required reading for any emerging challenger brand. These insights and principles were key to our acceleration."

- JOHN FORAKER, Co-founder and CEO of Once Upon a Farm

"The only book you need for scaling a CPG brand from 0-$100M+"

- JON WEDEL, Co-founder and CEO of Earth Breeze

"When anyone asks me for advice, I first tell them to READ THIS BOOK"

-NIMA FOTOVAT, Co-founder of Riverside Natural Foods, maker of Made Good

"Whether your brand is doing $0 in brick & mortar or $10m... this book is THE book for scaling a modern consumer brand."

- BROOKS POWELL, Co-founder of CHEERS

"There hasn't been one book yet that can be a Founder's Bible ... until now."

- GREG FLEISHMAN, Good Alpha Industries, former CMO Fuze/Coca-Cola

"James writing is entertaining yet sharp and will have you hooked whether you're an entrepreneur, an investor, or an operator."

- APU MODY, Former President of Mars Food Americas and Angel Investor