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For FMCG & CPG brands.

From production run to retailer shelf.

MOQs, distributor and retailer margins, discounts and regional sales in one model, so you can see what each unit earns after everyone's cut.

Model my CPG marginsSee sample CPG model
Model
Channel margin stack to net
Scenario
ingredient cost rises
Output
CPG margin & cash model
Trust
every number links to an assumption
Scenario Workbench, illustrative interface

Startup Suite is an AI planning workspace that helps FMCG and CPG founders model the channel margin stack, MOQs, and trade spend from production run to retailer shelf.

This page is for FMCG and CPG founders modelling margins, production cash, and channel pricing.

Revenue drivers
  • Retail & wholesale pricing
  • Volume by region & channel
  • Trade & volume discounts
Cost drivers
  • BOM / production cost
  • MOQs & landed cost
  • Distributor & retailer margins
Key outputs
  • Channel margin-stack model
  • Production & cash plan
  • Trade-spend & promotion plan
Relevant features
  • Scenario Workbench
  • Forecast Engine
  • AI mentors

Where CPG margin and cash get lost

You can't see your net per unit

By the time distributor and retailer margins come out, you're not sure what you keep.

MOQs tie up your cash

A production run drains the bank, and the cash doesn't come back for months.

Trade spend isn't in the plan

Promotions and volume discounts erode margin in ways you can't see in advance.

A founder working through from production run to retailer shelf.

Model the CPG margin stack and production cash

Edit the BOM, run size, and channel margins and watch net margin and the cash a production run ties up, then test a supplier increase.

FMCG & CPG planning workspaceExample view, sample data
Scenario
Unit COGS
$2.10
From BOM
Gross margin
42%
To net
MOQ
10k units
Per run
Cash tied up
$21k
Per run
Waste rate
4%
Modelled

Roll ingredients and packaging into a unit cost, take off distributor and retailer margins, and see how much cash each minimum order ties up.

  • Assumptions
  • Model
  • Scenarios
  • Mentor Review
  • Outputs

AI mentorCurrent BOM and channel mix: margin holds to net and the run pays back within the cycle.

Get early accessSee sample CPG model

One model, connected from the first input to the final output

Change BOM cost or run size and net margin and production cash rerun. An ingredient price rise sits next to a bigger run, and the mentor flags a run that drains cash.

Input

Edit BOM cost and MOQ size

Model

Net margin and production cash recompute

Scenario

Compare base, ingredient-up, and run-size

Mentor

Flags when a production run drains cash

Output

CPG margin & cash model

Illustrative example.

FMCG and CPG planning dashboard showing BOM, supplier costs, inventory, shelf life, gross margin, and cash flow.

When the production run is due

The cash a run ties up, and how long until retailers pay.

A production run is paid for months before retailers pay you. This shows how long that cash is gone.

  • Production & MOQs
  • Channel margin stack
  • Trade & volume discounts
Get early access

Production and pricing calls you can make

Production, pricing and regional calls, each checked against net margin and the cash a run ties up.

What to produce, and when
Match production runs to demand without over-committing cash.
How to price across channels
Set a shelf price that still leaves your target margin after each channel's cut.
Which regions to push
Compare net margin and volume by region before you commit stock.

What the CPG model covers

Production & MOQs

Model minimum order quantities and the cash they tie up against demand.

Channel margin stack

See what's left after distributor and retailer margins on every unit.

Trade & volume discounts

Plan promotions and volume tiers without guessing at the net.

Regional demand

Roll sales up by region so production matches where it sells.

From cost stack to regional forecast

  1. Step 1

    Set the cost stack

    Production cost, MOQs, and landed cost per unit.

  2. Step 2

    Layer the channels

    Distributor and retailer margins, by channel.

  3. Step 3

    Plan trade spend

    Model promotions and volume discounts on net margin.

  4. Step 4

    Forecast by region

    Match production runs to regional demand.

More than a spreadsheet, more than a consultant

Spreadsheetthe old way
Nested BOM → COGS → net margin
Manual
MOQ cash tied up and returned
Hard
Channel margin stack (distributor / retailer / DTC)
Tabs
AI mentor explains the production-cash risk
CPG margin & cash model output
Consultantbilled per engagement
Nested BOM → COGS → net margin
MOQ cash tied up and returned
Channel margin stack (distributor / retailer / DTC)
AI mentor explains the production-cash risk
Hourly
CPG margin & cash model output
Startup Suiteconnected workspace
Nested BOM → COGS → net margin
MOQ cash tied up and returned
Channel margin stack (distributor / retailer / DTC)
AI mentor explains the production-cash risk
CPG margin & cash model output

Pick the version closest to your business

Food & beverage

Shelf life, waste, and co-packing versus making it yourself: model perishable margins and run economics.

Sample output: Perishable margin model

Health & beauty

Premium positioning and retailer margins: model the stack from formula cost to shelf price.

Sample output: Retail margin stack

Distributor-led

Volume tiers and trade spend: model net margin after distributor and promotional discounts.

Sample output: Trade-spend model

CPG + DTC hybrid

Wholesale plus your own site: model blended margin and working capital across both channels.

Sample output: Blended channel model

See the CPG + DTC hybrid model

CPG modelling questions

Can it model distributor and retailer margins?

It's designed to. The full channel margin stack is modelled, so you see what's left at net on every unit.

Does it handle MOQs and production cash?

It's built to. Minimum order quantities and the cash they tie up are modelled against demand and runway.

What is a CPG financial model?

It rolls ingredients, packaging and co-packing (the bill of materials, or BOM) into a unit cost, takes off distributor and retailer margins to reach net, and models MOQ cash and trade spend, so you see the margin you keep.

Is this just a spreadsheet template?

No. A template prices one run at one cost. Here an ingredient rise and a bigger run sit side by side, and you can see which one leaves the bank balance short before stock sells.

Can it compare distributor vs DTC margin?

It's designed to. Model wholesale and DTC channels together and see the blended margin and working capital across both.

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GMV, take rate, and two-sided growth.

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Pairs well withAll business modelsStart with Scenario WorkbenchConnect your data sources

See your margin from production run to shelf

Enter your bill of materials and channel margins, and see net margin per unit and the cash each run ties up.

Model my CPG marginsSee sample CPG model