10 WEEK BOOTCAMP FOR CPG FOUNDERS
THE CPG SCHOOL
LAUNCH LAB™
We built Launch Lab™ to help you beat the odds, with a system that actually works.
Only 15% of CPG
Brands Survive
You're about to pour your cash, your weekends, and your entire heart into this brand. Let’s make sure it doesn’t flop.
✦ 85% of CPG brands never even hit the shelf.
✦ Only 15% survive launch.
✦ 10% make it to year two.
✦ And 5%? They're the breakout stars.
Why the 15% Win With Launch Lab
✦ Live weekly calls with feedback that’s actually useful.
✦ Danielle’s battle-tested IAH Launch Formula™ (aka shelf gold).
✦ Private Slack for answers, access, and a founder community.
✦ Small squad: just 40 founders to get the full experience.
The Launch Lab
✦
The Launch Lab ✦
Bet on yourself. make it real.
Who is this for
✦ Any founder who wants real education on how to get started and knows launching a brand isn’t just about ChatGPT or podcasts.
✦ Founders or brands in ideation or validation who haven’t started.
✦ Founders or brands already in motion - maybe working on R&D or branding - but who feel stuck and need a solid plan.
✦ Founders new to CPG who worry about wasting money and time.
✦ Founders who are already operating but recognize that their plan needs refinement or fine-tuning to truly excel.
✦ Brands selling at farmers markets, in restaurants, or with a family recipe they want to scale up.
✦ First-time CPG founders in Food, Beverage, Supplements, Personal Care, or Housewares
Everything You Need to Know
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Start Date
✦ Monday, March 9th, 2025
✦ Enrollment closes whenever the 40 seats are gone. -
Price
✦ $1,799 total ($10K value) Early Discount until February 8th, 2026
✦ or $250/month ×9
(Cheaper than a failed launch)
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Next Cohort
✦ September 2026
✦ Launch Lab LIVE happens 2x a year
✦ Don’t sleep.
What they’re saying.
WHAT SEPARATES THE 15% WHO SURVIVE?
Inside the CPG School Launch Lab™
What the Winners Do Differently
They’ve got a system.
They skip the rookie mistakes.
They move fast, with real guidance.
That’s exactly what you get in the CPG School Launch Lab™. A live, 10-week sprint for founders who are done waiting and ready to get on shelf. Your secret weapon. The critical tool founders are using to launch fast.
As a Lab Member, You Get:
✦ 10 Weeks of Live, Recorded Sessions
Operator-led. All action. Zero fluff.
✦ 12 Industry Leading Experts & Entrepreneurs
Across sales, marketing, finance, Ops, R&D
✦ Profit Planning
Make sure your COGS support your sales channels
✦ The Complete IAH Launch Formula™
Danielle’s proven playbook for going from idea → shelf → sales.
✦ Best In Class Sales & Marketing Strategy
What works & what is a waste of money
✦ Co-Packer Search Support
Connections to Danielle’s network based on your specific product
✦ Execution Sprints
Get real work done—not just more “someday” notes.
✦ Founder Community
Private Slack, honest feedback, real accountability.
✦ Direct Product Review
Spot margin leaks and positioning gaps before they cost you.
✦ Proven Templates
The same tools used to launch 30+ successful brands.
✦ Small Cohort. Big Results.
Only 40 founders per Lab so that you get the focus, support, and clarity you need.
Lets Get You Profitable & Shelf Ready
What You Get as a Lab Member in the 10-Week Sprint
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Week 0
Onboarding & Community
Get access to all materials, join the private Slack, and meet your cohort.
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Weeks 1-2
Concept Validation
Move from “maybe” to a winning concept. Nail positioning and market fit.
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Weeks 3-4
Profit & Margin
Model your pricing and margins so you build a business, not a hobby.
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Weeks 5-6
Production & Operations
Turn ideas into a physical product, with a real supply chain and manufacturing guidance.
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Weeks 7-8
Market Entry & Launch
Build a launch plan that actually drives revenue, not just hype.
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Weeks 9-10
Scale & Growth
Lay the groundwork for the transition from shelf to growth and make it Happen.
Launch Lab vs . Launch Course.
The Differences.
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✨ Most Popular
Live Cohort Program
|
Best for Busy Founders
Self-Paced Program
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|---|---|---|
| Price | $1,999 | $999 |
| Payment Plan | $250/month × 9 months | $250/month × 5 months |
| Format | Live, instructor-led | Recorded, on-demand |
| Instructor | Taught live by Danielle | Recorded workshops taught by Danielle |
| Program Length | 10 weeks | Flexible (recommended 4–8 weeks) |
| Workshops per Week | 3× per week (Mon–Wed, 10am PT) | Watch anytime |
| Workshop Length | 1 hour | 20–50 minutes |
| Total Workshops | 25 | 17 |
| Modules | 4 | 4 |
| Office Hours | Weekly round-robin (15-min slots) | Weekly for 8 weeks (15-min slots) |
| Contributor Topics | Sales, marketing, legal, finance & more | Trademarking, brand strategy & brand building |
| Community | Daily founder community | Network at your leisure |
| Start Dates | March & September | Join anytime |
| Best For | Founders who want live interaction, accountability & community | Founders who need flexibility and fast access to CPG info |
| Time Commitment | Fixed: 10 weeks | Flexible: go at your own pace |
The Math is Simple
The Cost of NOT Having the Formula: Average failed CPG launch wastes $50K-$100K and 18+ months. Launch Lab investment: $1,799 before 2/8/26 $1,999 after.
40 founders max. Enrollment closes as soon as the 40 spots are filled.
CPG INDUSTRY LEADERS
Meet your teachers
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Jane Miller
Creative Director & Founder, JanesHaus
Jane will teach you how to approach creative design and branding with scalability and community building in mind. You’ll learn how to develop a brand identity that resonates with your audience while crafting experiences that foster loyalty and growth.
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Kelly Bennett
Brand Strategist & Host, Emerging Brand Podcast
Kelly Bennett is a brand strategist working with pre-launch CPG food and beverage founders to turn better-for-you product ideas into brands people want to shop. She is also the host of Emerging Brands Podcast®, where she spotlights the brands you’ll want to shop next. Through her brand strategy process, Kelly helps founders define what makes their brand different, why consumers will buy, and how to build buzz that stands out on shelf.
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Nicole Krasnow
Founder, Many Thanks Consulting
Nicole has spent her career growing and discovering emerging brands. With experience in sales, marketing, partnerships, and scouting, she has taken her love and passion for great branding and innovative products, into directly working with brands as they prepare for retail and launch. -
Nicole Swartz
Trademark Attorney, Bread & Butter Law
Nicole is an expert in trademarking, compliance, and brand protection, ensuring your business is set up for long-term success. She navigates the complexities of intellectual property and regulatory requirements, so you don’t have to. With her guidance, you’ll avoid costly legal pitfalls, safeguard your brand’s identity, and build a strong foundation for growth. Her expertise not only saves you time and money but also gives you peace of mind as you scale your business.
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Sarah Delevan
Finance & Unit Economics Expert, Founder, The Good Food CFO
Sarah Delevan is a money expert, podcast host, and supporter of good food. Known for breaking down and simplifying need-to-know financial concepts, Sarah helps CPG founders build and grow a profitable food business. Her guidance will help you design a profitable business set up for long term sustainability.
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Mollye Santulli
Senior Associate at Springdale Ventures
Mollye, Senior Associate at Springdale Ventures, finance expert, and Harvard MBA, brings us behind the scenes of venture capital. She’ll share what VCs are really looking for, how to know if your brand is ready for investment, and the essential do’s and don’ts of pitching and raising capital.
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Sam & Hank Murphy
Co-Founders, Bad Hambres
Hank and Sam are the husband and wife duo behind Bad Hambres, a premium frozen bean and cheese burrito company born in Arizona. Hank leads operations and production, Sam leads brand and growth, and together they have turned a simple freezer staple into a cult favorite. They build in public, move with intention, and care deeply about making something people are genuinely proud to keep stocked in their freezer.
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Delaney Vetter
Brand Partnerships, Messaging & PR, Delaney Vetter Communications
Delaney Vetter is a PR and Messaging pro working with primarily women-owned brands in the food and bev CPG space to find, craft and share their stories. She is the go-to for food brands communication needs whether it's pitching national press to help a brand get more visible, curating in-person events and experiences to help clients connect with their community and with media or honing in on their unique brand voice she loves helping brands put the ideas in their mind into strategic, scrappy, creative action.
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Lydia Bagarozza & Bridget Aileen Sicsko
Co-Founders, Visibility on Purpose
Lydia and Bridget are experts in PR and earned media, helping brands secure meaningful press coverage. They’ll teach you how to craft compelling pitches, connect with editors, and land features that elevate your brand’s visibility. With their proven strategies, you’ll learn how to position your brand for media success and make an impact in a crowded market.
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Hillary Hughes
Principal, Foster Garvey PC
Hillary is a seasoned business and corporate attorney at Foster Garvey PC, where she leads the firm’s Food & Beverage and Consumer Brands practice and advises emerging and established CPG companies on their legal and commercial challenges. She works with founders, investors, and brands across better-for-you, natural, organic, plant-based, and food tech sectors, helping them navigate issues from entity formation and capital raising to intellectual property, distribution, compliance, and commercial transactions. Hillary combines deep transactional experience with practical guidance that helps food and beverage entrepreneurs manage risk while scaling their businesses.
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Katie Warren
Copywriting & Brand Consultant
Katie has 14+ years of experience writing copy that feels less "marketing department" and more "that's me!"—across in-house teams, agencies, and now her own consultancy. She helps CPG founders turn brand voice into messaging that drives conversions across every customer touchpoint, from packaging and email to websites and retail storytelling. Katie specializes in family and parent brands, channeling the reality of modern parenthood into copy that connects, converts, and builds lasting loyalty. -
Ashley Aviram
Co-Founder, Ever Ledger
Ashley is a former Venture Capitalist and Startup Operator who founded Ever Ledger to give CPG companies a more founder friendly finance & accounting partner.
Ever Ledger specializes in supporting growing consumer brands with bookkeeping, financial modeling, fundraising support, tax and inventory & deductions management all under one roof - so founders can understand their numbers, protect margins & cash flow, and scale with confidence. -
Lori Fields
Founder & CEO, Jay Street Partners
Lori leads a high-touch boutique consultancy helping brands launch, grow, and scale across Amazon and TikTok Shop. With more than 20 years of experience in eCommerce and brand development, Lori brings deep expertise and a nuanced understanding of today’s evolving retail landscape. She is passionate about guiding brands to reach their full potential on marketplace channels, combining data-driven strategy with hands-on execution. Lori is deeply committed to helping Jay Street Partners’ clients navigate both established platforms like Amazon and emerging growth channels such as TikTok Shop.
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Aleksander Koenig
Founder & CEO , SETTLE
Alek started Settle in late 2019 with the goal of helping businesses grow through both software and capital. Settle is a unified finance and inventory operations platform built specifically for consumer packaged goods and ecommerce brands to help founders and teams streamline back-office work, get better visibility into costs, and access flexible financing as they scale.
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& More
More CPG pros are joining us! Announcements coming your way soon!
Choose Your Payment Plan
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Monthly $250/month
✦ $250/month for 9 months
✦ Spread it out
Same full access, just easier on cash flow. -
One-Time $1,799
BEST VALUE
✦ Price increases to $1,999 on 2/8
✦ No recurring fees
Pay once and you’re in.
FAQ
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Ideally, yes, it’s your foundation. This operator-led strategy session spots profit leaks, dials in your margins, and maps your critical first moves. It ensures you're ready for the cohort and maximizes your ROI. Every founder should start here.
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This isn't a "download these slides" course. The Launch Lab is live, hands-on, and led by someone who's actually built and sold brands. You get weekly sessions, real-time feedback, a vetted founder cohort, and frameworks that have put products on shelf—not just theory.
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All sessions are recorded and uploaded to your portal. You'll never miss content, and you'll have ongoing Slack access for support between sessions.
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These frameworks work for most CPG startups—food, beverage, housewares and supplements. If you're building a physical product brand, you're in the right place.
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3-4 hours per week. That includes the live sessions (60 minutes), optional office hours, and implementing action steps for your launch.
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That's exactly why we start with the Profit Catalyst™. It shows your gaps, strengths, and whether the CPG School Launch Lab is the right next move. If you're too early, we'll direct you to the appropriate starting point.
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Yes. All sessions are virtual. We've had founders from across North America and beyond. If you're building a CPG brand, you're welcome but do note that all content is tailored for US founders and regulations.
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Join our upcoming Live Power Hour in the workshop section to to determine if The Launch Lab is your next strategic move.
or book a 15 min call with Danielle
CHAT WITH DANIELLE
Got Questions? Book a Call
Will You Be in the 15% Club?
85% of brands fumble the launch.
15% have the formula and the shelf space to prove it.
Only 40 founders get in.
Doors close Aug 24. Next round? 2026.
Let’s not shelf your dreams.