Brand Phases

PhasesDescriptionProductionRetailersStore Count
Brands at this stage have an idea they want to develop, are currently working on a product idea, or are actively developing a formulation. If you’re in this stage, you’re likely: • Brainstorming ways to create your amazing idea • Testing out different recipes in your kitchen • Going to food stores to check out similar products. • Making your recipe in your restaurant and serving it fresh to customers.
At home kitchen
0
0
Brands at this stage are selling at farmers markets, or restaurants making their products and looking into retail. If you’re in this stage, you’re likely: • Manufacturing in a local commercial kitchen • Testing out branding • Gathering feedback from customers • Connecting with retail locations • Opening up an online storefront
Commercial Kitchen
Local co-ops
1-30
Brands at this stage are beginning to build out local/regional sales through independent stores or regional chain. They are likely unable to keep up with production volume and are ready to move into (or have already moved into) a co-man.
Incubator, co-man
Small chains
30-400
Brands at this stage are growing rapidly. Expenses start to increase as they build out their team, and either switch co-mans to support increased capacity or add an additional line.
Co-man
National retailers
2000+