Quick snapshot of your category priorities

• Tell me briefly the top two business goals you must achieve for the beverage category this planogram cycle. Options: Increase velocity per point of distribution, Protect margin contribution, Drive premiumization (higher price tiers), Grow trial through sampling, Improve distribution penetration, Other
• How much cooler or shelf space is typically allocated to non-alcoholic beverages in a standard store in your estate, choose the range that best fits. Options: Less than 8 linear feet, 8–16 linear feet, 17–32 linear feet, More than 32 linear feet, Varies widely by format
• Walk me through the three KPIs you read first when assessing whether a new beverage SKU is worth space. Options: Velocity per POD (units/week), Gross margin contribution, Promo-adjusted sell-through, Rate of repeat purchase, Out-of-stock frequency, Other
• When you evaluate a new brand, which single velocity metric do you treat as the primary go/no-go indicator? Options: Units per point of distribution over 30 days, Units per point of distribution over 60 days, Rate of sell-through in top 10% stores, Repeat purchase rate within 30 days, I use a composite metric
• Which stakeholders must sign off on a planogram change for beverages in your organization, select all who apply. Options: Category buyer, Merchandising manager, Operations/DSD lead, Supply chain/distribution manager, Finance/procurement, Regional store operations
• Who on your team is the point person for distributor or cold-chain validation for refrigerated SKUs?

Where current shelf rules block new entries

• If one SKU change could free meaningful velocity for the category, what tends to stop that swap from happening?
• Describe the most restrictive planogram constraint you face when trying to add premium or functional beverages. Options: Fixed cooler bay size, Locked shelf adjacencies with contractual incumbents, Category space is frozen until a full reset, Format-specific fixture limits, Other
• On average how many SKUs compete for the same cooler segment in a typical store that you manage? Options: Fewer than 8 SKUs, 8–16 SKUs, 17–25 SKUs, More than 25 SKUs
• Are there inventory audits or cadence rules that tend to remove new items before they can establish velocity? Options: Yes, frequent audits remove slow starters, Yes, but only in certain regions, No, audits are tolerant of pilots, We do ad hoc audits
• Which trade-offs would you accept to give a new better-for-you beverage shelf space, select all that apply. Options: Short-term promotional funding, Temporary displacement of a legacy SKU, Higher receiver handling effort, Dedicated merchandising visits, None of the above
• Identify the single operational failure that would make you stop a pilot immediately, and explain why. Options: Repeated cold-chain break, Distributor refusal to ship on schedule, Promo funding gap, Severe out-of-stock in week 1, Quality complaints from stores

When launches slip off the shelf

• Recall a recent beverage launch that underperformed, what was the earliest signal that showed it was failing?
• How do you measure first 30-day velocity and which threshold marks a launch that is trending to success? Options: Units per POD > target baseline, Sell-through > 60% of initial inventory, Repeat purchase within 30 days, Sell-in to stores equals plan
• Walk me through the promotional mechanics that historically compress margin beyond acceptable levels for new beverages.
• When cold-chain failures occur, who typically absorbs the cost and how long does resolution usually take in your experience? Options: Distributor absorbs, resolved < 2 weeks, Distributor absorbs, resolved 2–6 weeks, Retailer absorbs, resolved < 2 weeks, Retailer absorbs, resolution varies
• Would a distributor refusing refrigerated shipments within your target window be a deal breaker for you? Options: Yes, pilot would be canceled, No, but we would limit footprint, Maybe, depends on compensation
• Estimate the revenue at risk for your business if a pilot misses target velocity by 40% over the first 60 days.

The other options on your table

• If you kept the incumbent instead of switching, what measurable factor would justify that decision?
• List the alternative brands, private label options, or internal approaches you are actively evaluating right now. Options: Incumbent national brands, Regional distributors' own lines, Private label, Internal SKU development, Other
• Who inside your organization has suggested solving this with a private label or internal SKU rather than partnering with an external supplier? Options: Category team, Procurement, Operations, Merchandising, No one has suggested that
• On what data would you need to rely to keep the current supplier instead of trying a pilot with a new brand? Options: Current velocity sustaining top-line, Better margin vs new brand, Lower returns and complaints, Strong promotional ROI history
• Select which conditions would make you stick with the current approach rather than work with an outside seller. Options: Consistent velocity above target, Margin protected after promos, No additional handling required, Distributor readiness confirmed
• Describe a scenario where switching to a new supplier would be riskier than staying with the incumbent.

Can your operation make this work?

• Assuming your distributor requires 6–8 weeks to onboard, who on your side would need to move approvals to hit that window?
• Name the systems that must integrate for order, stock, and promotional reporting to run a pilot successfully. Options: POS/network feed, Inventory management system, Distributor order portal, Planogram management tool, Store audit tool
• Estimate how many full time equivalents your team can dedicate to a pilot rollout across the initial footprint. Options: 0 (no dedicated FTE), 0.5–1 FTE, 1–3 FTEs, More than 3 FTEs
• Are there regulatory approvals, supplier vetting, or compliance steps that could push first delivery beyond 12 weeks? Options: Yes, predictable delays, Yes, but manageable with priority, No, approvals are fast, Unsure
• Confirm who has final authority to approve promotional funding and whether that person is likely available within the next 30 days.
• Select which infrastructure items you do not currently have in place for refrigerated SKUs. Options: Distributed DSD authorization, Warehouse cold-chain setup, Refrigerated transport partners, Store-level refrigeration audits, None of the above
• Would you cancel a pilot if a distributor could not commit to refrigerated deliveries in your target stores? Options: Yes, we would cancel, No, we would limit stores, We would require an alternate plan

Exactly how we prove this works

• What single acceptance criterion would make you sign a distribution agreement immediately if the pilot hits it? Options: Velocity per POD target met, Desired gross margin maintained, Store-level repeat purchase observed, Promo ROI meets threshold
• Share the numerical velocity per point of distribution target you would require in the first 60 days for a pilot to be considered successful.
• Indicate the minimum margin after promotional spend that you would accept for an ongoing listing. Options: Less than 10% net margin, 10–15% net margin, 16–25% net margin, More than 25% net margin
• Name the people who must sign to expand distribution if the pilot meets targets and indicate how quickly they can act.
• Identify the single internal step that most commonly delays expansion after a successful pilot. Options: Contract negotiations, Finance budget approval, Supply chain onboarding, Merchandising scheduling, Other
• Choose whether you would commit to a 90-day replenishment cadence if the pilot achieves the agreed velocity and margin targets. Options: Yes, commit to 90-day cadence, No, need more flexible cadence, Maybe, depends on store-level performance

If this works, what's next

• Consider the fastest internal path to approval, what three items would need to be completed in the next two weeks to start the pilot?
• Typically how soon can procurement process a new vendor contract once approvals are assembled? Options: Less than 2 weeks, 2–4 weeks, 4–8 weeks, More than 8 weeks
• List the specific documents or evidence you require from a seller to begin a pilot. Options: Shelf-fit planogram proposal, Line-item wholesale pricing, Promotional funding schedule, Cold-chain compliance docs, Product samples and QC results
• Provide the name and role of the person on your side who will be the named owner for the pilot and the person who handles escalation.
• Rate the likelihood you will expand distribution within the same quarter if the pilot meets all acceptance criteria. Options: Very likely, Somewhat likely, Unlikely, Would not expand this quarter
• Choose whether you prefer the pilot footprint to be regionally clustered or spread across store formats. Options: Regionally clustered, Spread across formats, A mix of both, Undecided

• Product Sampling and Market Case Validation

• Confirm the current state and its cost
• You confirm that the tasting results and store-segment mapping reflect expected shopper acceptance in your store types.
• Deliver a store-level SKU velocity forecast and margin model for the agreed pilot footprint within five business days.
• Provide written approval of the proposed pilot store list and acceptance metrics within three business days.
• In-context product tasting and store-segment mapping
• You agree on a defensible projection of velocity per point of distribution and margin for the agreed pilot, or identify the remaining evidence required.
• Market-case velocity and margin projection
• You sign off on acceptance criteria and the initial pilot footprint so distributor onboarding and first delivery planning can begin.
• Schedule the in-store tasting dates and sampling cadence for the pilot and confirm required merchandising and cold-chain resources.
• Distribution and marketing alignment that supports the forecast
• Confirm acceptance criteria and pilot footprint
• Forced validation question

• Product Sampling and Market Case Validation
• Product Sampling & Market Case Deck
• Solution Brief - Product Sampling & Market Case

• meeting
• slides
• document

• Deliver In-Store Product Tasting
• Ship Pilot Territory Initial Inventory
• Authorize SKU for Distributor and Retailer Channels
• Set Up Distributor Warehouse Inventory
• Perform DSD Route Deliveries
• Install Refrigerated Cooler and Merchandiser
• Execute Store-Level Sampling Program
• Provide Point-of-Sale Marketing Kits
• Deploy Introductory Promotional Pricing
• Supply Shelf Tags and Planogram Signage
• Provide Co-op Marketing Funds and Rebates
• Train Retail and Field Staff on Merchandising

Deliver In-Store Product Tasting

• Which SKUs (provide UPC or internal SKU code) do you want included in the in-store tasting?
• Specify the target store list or territory codes for the tastings (example: top-10 stores by velocity or region code)
• Identify the tasting format you prefer for beverage SKUs (counter-sample cups, shelf sampler bottle, cold-pour demo) Options: Counter-sample cups, Shelf-sampler bottles, Cold pour demo, Pre-packed sample cups, Other
• Indicate the tasting cadence and duration per store (hours per event, number of event days) Options: Single day, Weekly for 4 weeks, Biweekly for 8 weeks, Custom
• Select required allergen and ingredient disclosure materials to accompany each tasting (nutrition panel, ingredient card, QR link to label) Options: Nutrition panel cards, Ingredient/allergy cards, Shelf-talkers with QR, None
• Choose the acceptance threshold for tasting-to-sale conversion to consider a tasting successful (units sold within 7 days per tasting event) Options: ≥5 units/event, ≥10 units/event, Custom

Ship Pilot Territory Initial Inventory

• Provide the initial case pack and pallet quantities per SKU for the pilot territory (cases and units per case)
• Confirm the target on-shelf-facing quantity per store after first delivery (units or facings per SKU) Options: 4 facings, 8 facings, Full case on shelf, Custom
• List the preferred carrier type and delivery window for pilot shipments (next-day LTL, appointment window, local carrier) Options: Next-day LTL, 48-hour freight, Appointment delivery, Local carrier/DSD pickup
• Name any store receiving constraints the shipper must know (dock hours, appointment-only, limited receiving staff)
• Describe required cold-chain handling for refrigerated SKUs in transit (target temperature range in °F/°C, insulated pallets, gel packs)
• Outline measurable acceptance criteria for the pilot inventory shipment such as on-time delivery percentage, acceptable damage rate, and first-delivery fill-rate Options: On-time ≥95%, Damage ≤ 1%, Fill-rate ≥ 98%, Custom

Authorize SKU for Distributor and Retailer Channels

• Estimate which channel codes each SKU should be authorized for in the pilot (retail grocery, convenience, foodservice/distributor, e-commerce) Options: Retail grocery, Convenience, Foodservice/distributor, E-commerce
• State the SKU attributes required for retailer and distributor setup (UPC, case GTIN, nutrition panel PDF, pack count, case dimensions)
• Who is your authorized signer for distributor and retailer SKU setup and authorization forms?
• When must retailer or distributor authorizations be completed relative to first-delivery date (days before delivery)? Options: 30 days before, 14 days before, 7 days before, Custom
• How will EDI or retailer portal SKU setup be handled for the channel (we provide EDI files, retailer portal upload, distributor handles) Options: Buyer/distributor handles EDI, We provide EDI files, Manual portal upload, Other
• Are there SKU-level compliance documents required by the retailer or distributor (GFSI certificate, shelf-life report, cold-chain SOP)? Options: GFSI/BRC/IFS, Shelf-life report, Cold-chain SOP, No additional docs

Set Up Distributor Warehouse Inventory

• Will the distributor warehouse require an Advance Shipping Notice (ASN) and specific receiving windows? Options: Yes, ASN required, No ASN required, Custom
• Attach the distributor warehouse receiving address, warehouse code, and dock instructions
• Upload pallet configuration and carton dimensions for each SKU (units per case, cases per pallet)
• Measure the reserve cooler or freezer space required at the distributor warehouse for your SKUs (pallets or cubic feet) Options: Pallets, Cubic feet, Both, TBD
• Approve the distributor pick/pack cadence and cycle-count frequency you require (daily pick, weekly cycle count) Options: Daily pick, Weekly cycle count, Monthly inventory audit, Custom
• Define target warehouse performance metrics we should plan to meet (inventory accuracy %, average days to pick, acceptable claim rate) Options: Accuracy ≥ 99%, Pick ≤ 24 hours, Claims < 0.5%, Custom

Perform DSD Route Deliveries

• Flag any route-specific constraints for direct-store-delivery drivers (store access hours, pallet jack restrictions, elevator limits)
• Report the expected delivery frequency per store on DSD routes for the pilot (daily, 3x/week, weekly) Options: Daily, 3x/week, Weekly, Custom
• Assign who will handle proof-of-delivery and returns documentation on DSD routes (driver app POD, paper POD, distributor WMS) Options: Driver app POD, Paper POD, Distributor WMS POD, Other
• Allocate allowable out-of-stock tolerance per store during the DSD cadence (maximum days of stockout per SKU per week)
• Schedule the first DSD route appearance relative to launch date (same day as first delivery, within first week, other) Options: Same day, 1-3 days after, Within first week, Custom
• Detail temperature-monitoring requirements for refrigerated DSD loads (continuous data logger, spot checks, acceptable range) Options: Continuous logger, Driver spot checks, Temperature stickers, No monitoring

Install Refrigerated Cooler and Merchandiser

• Calculate the cooler footprint required per store (width x depth x height in inches or centimeters and number of shelf facings)
• Enter preferred cooler power and breaker requirements for installation (amps, dedicated circuit, plug type)
• Explain whether branded cooler wraps are required or if neutral merchandisers are acceptable Options: Branded cooler wrap, Neutral merchandiser, Co-branded
• Specify the temperature range and monitoring SLA for installed merchandisers (example: 36-40°F with alerting within 30 minutes) Options: 36-40°F, 30-minute alerts, 34-38°F, 15-minute alerts, Custom
• Agree on responsibility for installation labor and any site permits required (we handle installation, you arrange electrician, distributor installs) Options: We handle install, Buyer handles electrician, Distributor handles install, Other
• Enter the required maintenance and cleaning cadence for refrigerated merchandisers after launch (weekly cleaning, monthly maintenance) Options: Weekly cleaning, Monthly service, Quarterly maintenance, Custom

Execute Store-Level Sampling Program

• Which stores should be prioritized for sampling by SKU velocity potential (provide store IDs or cluster codes)?
• Provide the headcount and training plan for sampling ambassadors per event (number of samplers and training materials)
• Who will sign retail sampling permits and retailer agreements for each chain during the pilot?
• List the sample portion sizes and waste-disposal plan to meet food-safety expectations during sampling Options: Single-serve cups, Mini bottles, Pre-sealed cups, Other
• Select targeted shopper demos and dayparts for sampling that align with SKU positioning (morning commuters, lunchtime shoppers, weekend audiences) Options: Morning commuters, Lunchtime, Weekend, Evening
• Describe the point-of-sale capture you require during sampling (coupon redemption, QR signup, rebate scan) Options: Coupon redemption, QR signup, Coupon + QR, No capture

Provide Point-of-Sale Marketing Kits

• Choose the POS kit components needed per store (shelf-talkers, wobblers, counter cards, demo trays, floor stands) Options: Shelf-talkers, Wobblers, Counter cards, Demo trays, Floor stands
• Confirm required artwork versions and print-ready file types for POS (high-res PDF, dieline, retailer logo variants) Options: High-res PDF, Dieline, Retailer logo variant, Other
• Name the preferred delivery method for POS kits to stores (ship with first delivery, separate courier, distributor cross-dock, store pickup) Options: Ship with first delivery, Separate courier, Distributor cross-dock, Store pickup
• Outline the replenishment plan for POS materials during the pilot including spare counts and reorder triggers
• Estimate the per-store POS kit count needed for the pilot footprint (number of shelf-talkers, counter cards, wobblers)
• State any retailer-specific POS restrictions or brand guidelines we must follow (size limits, approved copy, prohibited materials)

Deploy Introductory Promotional Pricing

• How deep should the promotional discount be for the introductory period (percentage off, temporary MAP exception, slotting discount)? Options: 10% off, 20% off, Temporary slotting allowance, Custom
• Are promotional funds planned as co-op reimbursement, upfront allowance, or a hybrid approach? Options: Co-op reimbursement, Upfront allowance, Hybrid, No funds
• When should the promotional price go live relative to first delivery (same day, within first week, start of month)? Options: Same day as first delivery, Within first week, Start of month, Custom
• Will retailers require temporary planogram holds, endcap placement, or other special placement during the promo window? Options: Endcap requested, Planogram hold, Shelf-only, No special placement
• Attach the promotional price point per SKU and the MSRP so we can model margin impact
• Upload any retailer promo approval forms or short-form contracts required for promotional pricing and scheduling

Supply Shelf Tags and Planogram Signage

• Measure the shelf tag size and format required by the retailer including barcode placement and copy limits
• Approve the party responsible for printing and distributing planogram signage across pilot stores (we provide print-ready files, retailer prints, third-party) Options: We provide print-ready, Retailer prints, Third-party print vendor, Other
• Define planogram slot IDs or shelf locations per SKU for the pilot (provide planogram file or slot numbers)
• Flag any regulatory or promotional copy that must appear on shelf tags for beverages (organic claim, caffeine declaration, allergen notice) Options: Organic, Non-GMO, Caffeine content, Allergen warning
• Report the expected timeline for shelf tag deployment after first delivery (days until tags are applied) Options: Same day, 1-3 days, Within first week, Custom
• Assign responsibility for physical placement of shelf tags and planogram compliance (we place tags, retailer staff, third-party merchandiser) Options: We place tags, Retailer places tags, Third-party merchandiser

• Purchase & Distribution Agreement
• Order Confirmation (Initial Pilot Placement)
• Pricing, Margin & Promotional Funding Schedule
• Distributor Authorization
• Acceptance & Performance Criteria
• Cold-Chain & Logistics Addendum (conditional)
• Merchandising & Sampling Support Agreement
• Payment & Settlement Terms

• Go-live Health Check (Weeks 1-4)
• First Measurement Review (Weeks 4-10)
• Acceptance Gate Review (Around Day 90)
• Ongoing Quarterly Success Review

• Maintain a prioritized backlog of enhancement requests with target delivery quarters and publish status updates before each quarterly review.
• Document a clear pass or fail outcome for each Placement Scope acceptance criterion and capture the buyer's documented acceptance decision.
• For any failed or conditional criteria, record a remediation plan with specific actions, timelines, and an agreed retest date.
• Transition passed items into the ongoing success cadence and schedule the first quarterly review if appropriate.
• Publish the formal acceptance record showing pass/fail status per Placement Scope criterion and distribute to stakeholder teams.
• Create a remediation tracker for unmet criteria with actions, target completion dates, and an agreed acceptance re-test schedule.
• If acceptance is achieved, enroll the account in the agreed ongoing quarterly success cadence and share reporting cadence and dashboard links.
• 90-day performance summary
• Confirm promotional ROI and out-of-stock rate remain within acceptable bounds or document planned corrective actions.
• Maintain or improve velocity per PD in scoped stores through targeted operational adjustments.
• Keep the issues and enhancement backlog prioritized and assign timelines for resolution in the next quarter.
• Run weekly shelf-audit summaries and deliver a monthly out-of-stock trend report for the next quarter.
• Implement agreed merchandising or promo-calendar adjustments and report their impact at the next quarterly review.
• Re-confirm scope, acceptance criteria, and owners
• Confirm all launch tasks in the Placement Scope checklist are either complete or have named remediation owners and dates.
• Capture and prioritize top 3 operational blockers with agreed remediation actions and target resolution dates.
• Schedule the First Measurement meeting and confirm required data sources for that review.
• Publish the launch validation log showing delivery receipts, cold-chain checks, and merchandising installation status.
• Document the open issues register with owners and due dates and circulate to the team.
• Confirm the data extracts required for the first measurement (sales velocity by store, distribution list, promo spend) and the delivery timeline.
• Present first-period performance vs Placement Scope targets
• Determine whether velocity per PD and on-shelf distribution coverage are trending toward the Placement Scope targets or require remediation.
• Identify the top 3 root causes for any shortfall and agree specific corrective actions with due dates.
• Confirm the acceptance gate date and the additional data needed for the day-90 evaluation.
• Implement agreed corrective actions such as adjusting distributor replenishment cadence, returning out-of-temperature product, or scheduling additional merchandising visits.
• Deliver the data pack for the Acceptance Gate including store-level velocity, distribution coverage, promo lift by store, and OOS rates.
• Run a promo performance snapshot to calculate promotional ROI for the current promotion window.
• Restate Placement Scope acceptance criteria and numeric targets
• Deployment and delivery validation
• Present outcome data against each criterion
• Distribution health and inventory stability
• Diagnose root causes for variances
• Open issues, enhancement requests, and backlog prioritization
• Agree corrective actions, owners, and dates
• Early adoption signals and in-market activity
• Document pass/fail per criterion and the acceptance decision
• Confirm timeline to the Acceptance Gate
• Agree remediation plan for any unmet criteria
• Agree next-quarter actions and monitoring cadence
• Open issues triage and owners
• Agree immediate remediation actions and next checkpoint