01. Pitch Clarity
1 = Confusing, too long, no clear structure
3 = Some structure but missing key elements
5 = Clear, concise, buyer‑ready pitch with a strong one‑sentence story
02. Category Understanding
1 = No category data or insight
3 = Basic understanding but unclear shopper need states
5 = Clear category rationale with shopper insight, competitor mapping, and a defined category gap
03. Commercial Readiness
1 = No commercial model or unclear pricing
3 = Basic numbers but missing margin clarity or promotional plan
5 = Strong commercial slide: RSP, margin, case size, ROS assumptions, promo plan
04. Brand Story Consistency
1 = Story changes depending on who’s telling it
3 = Some consistency but unclear value proposition
5 = Clear, consistent brand story aligned across pitch, pack, website, and buyer conversations
05. Supply Chain Confidence
1 = Unclear production capability or unreliable lead times
3 = Some readiness but gaps in forecasting or logistics
5 = Confident, reliable supply chain with clear lead times, MOQ, and contingency planning
06. Buyer Meeting Preparation
1 = No structure, no rehearsal, unclear objectives
3 = Some preparation but missing anticipated questions
5 = Fully prepared: structure, samples, commercial model, anticipated questions, follow‑up plan
07. Range Logic
1 = Range feels random or founder‑led
3 = Some logic but unclear role of each SKU
5 = Clear range architecture: hero SKU, trade‑up, entry point, innovation, pack sizes
08. Pricing Strategy
1 = Pricing based on gut feel
3 = Some logic but unclear category benchmarks
5 = Clear pricing strategy aligned to category norms, shopper expectations, and margin requirements
09. Promotional Plan
1 = No promotional plan
3 = Basic plan but unclear mechanics or uplift assumptions
5 = Clear 12‑month promotional plan with expected uplift, mechanics, and commercial impact
10. Retailer Fit
1 = Pitch not tailored to retailer
3 = Some tailoring but generic story
5 = Fully tailored pitch aligned to retailer strategy, shopper profile, and category priorities
Use the scoring bands below to interpret your total score across all 10 capability areas. This determines your current retail readiness status and where to focus your development efforts.