For Founders & CEOs · Health, Performance & Functional CPG
You have a product with real velocity. The SKU Segmentation Track maps exactly which segmentation move to make — by channel, by consumer goal, by price point — and builds the architecture to capture it without losing what's already working.
A new format. A new audience. A new category that shares no equity with the product that earned the brand its position. The calendar fills up. The portfolio grows. The clarity that made the original product worth paying attention to slowly dissolves.
It could be a platform — serving different consumer goals, different price points, different consumption occasions — all under the same master positioning. Instead it's one product trying to be everything to everyone, with no architecture underneath it.
Goal-based variants? Formulation tiering? Format expansion? Flavor blocking? The right tactic depends on where your brand is actually building its business right now — not where it might operate someday. Without a channel-specific map, every option looks equally valid.
C4 didn't win the pre-workout category because it had the best formula. It won because it built the most complete answer to every version of its consumer — before its competitors could. Competitors lost real estate in the consumer's decision set, not a product head-to-head.
The SKU Segmentation Track is a focused consulting engagement built around one question: which segmentation move is right for your brand, at this stage, in the channels where you're actually trying to win?
It starts with your hero SKU. We map the real segmentation opportunity — by consumer goal, by price point, by channel, by format. Then we build a prioritized plan for capturing it without losing the clarity that made the hero worth following in the first place.
Not a generic growth framework. Not a portfolio review. A precise commercial answer — scoped to your brand, your channels, and where you are right now.
What's driving velocity. What's limiting it. Where the positioning is working and where it's leaking. The foundation everything else is built on.
The move that works in MULO is not always the right move in DTC or specialty. This map matches the right segmentation tactic to the right channel — and tells you which ones to prioritize first.
Goal-based, price-based, or format-based — the structure that turns your hero into a platform without diluting what's already working.
Where you have real estate in the consumer's decision set. Where you're being squeezed out. Where the white space is and which competitors are most exposed.
Sequenced, channel-specific moves ranked by commercial impact and operational feasibility. Not a list of ideas — a plan with a clear order of operations.
I've built segmentation architecture inside the brands that actually won their categories — Quest Nutrition, Bang Energy, JYM Supplement Science. Not as an outside consultant reading the data after the fact, but as the operator making channel calls, managing retail relationships, and accountable for the P&L.
That's the experience applied directly to your brand — with a precise commercial answer, not a strategy deck full of maybes.
We review your hero SKU, your channels, and your current commercial challenge. I confirm fit and scope the engagement.
You share your sales data, channel breakdown, and any existing competitive or positioning context. The intake is tight — I'll ask for exactly what I need and nothing more.
I map the opportunity, evaluate the right segmentation moves by channel, and build the variant architecture. You run your business while I do the work.
You receive the full written deliverables — channel map, variant architecture, competitive analysis, and prioritized action plan — followed by a 45-minute readout call. You leave with a clear answer and a clear next step.
Pricing is scoped to your brand and channels. Book a free 30-minute discovery call — we'll confirm fit and scope the engagement together. No commitment required.
Book Your Free Discovery CallNo pitch. No commitment. We confirm fit before anything moves forward.