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, September 14th, 2026
✦ Enrollment closes whenever the 40 seats are gone. -
Price
✦ Early Registration until August 14th:
$1,999 total ($10K value)
✦ or $250/month ×9
✦ Starting August 15th:
$2,250 total
✦ or $250/month ×10
(Cheaper than a failed launch)
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Next Cohort
✦ March 2027
✦ 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: $1,999
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
Founder Janes Haus Creative
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. -
Lucy Dana
Co-Founder of One Trick Pony
From Uber to Blue Bottle to peanut butter powerhouse, Lucy Dana’s journey is all grit, vision, and a love for doing things differently. As the co-founder + CEO of One Trick Pony, she’s turned two simple ingredients (Argentinian peanuts + a whole lot of dedication) into the kind of peanut butter you’ll hide from your family. she joins Launch Lab to share about the journey growing her viral peanut butter brand.
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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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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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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. -
Jonathan Deeter
Founder, Pickle Advisors
Jonathan spent a decade in fintech building AI-powered dashboards and financial modeling systems for institutional funds managing over a billion dollars in portfolio tracking. He now brings that same infrastructure to CPG founders — most of whom are running entire businesses on Google Sheets and gut instinct — building AI systems that replace manual workflows, connect their tools, and give them real operational visibility. You might know him from Deets Eats Media where he covers and spotlights emerging food and beverage brands.
LinkedIn | Instagram | Website
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Tessa Rushton
Wholesale Systems & Retail Growth, Asset Studios
Tessa is the founder of Asset Studios, where she helps founder-led CPG brands grow through independent retail. With 15+ years of experience in consumer brands, she’s worked behind the scenes supporting launches into major retailers.
Tessa shows you exactly how to leverage Overjoy.ai to grow your wholesale sales. She demos the platform step by step, building your AI brand profile, creating targeted campaigns, and generating personalized outreach with smart follow-up sequences, giving founder-led brands a clear system for landing on more shelves.
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Kelly Valentine
Director of Strategic Partnerships, Hummingbirds
Kelly is a master connector and champion for women-owned brands in CPG. She leads Partnerships at Hummingbirds - a female founded marketing tech platform that connects CPG brands in retail to a community of 45K+ everyday creators (aka hummingbirds) to drive brand awareness + generate UGC at scale.
Kelly built an incredible CPG Partner Ecosystem while attending 100+ CPG conferences and events in the last three years. She knows a thing or two about choosing the right conferences + events for your brand and how to show up + make a splash with little to no budget.
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Sarah Delevan
Founder of The Good Food CFO
Sarah is a food industry financial expert with over 15 years of experience in building profitable food businesses. As the founder of The Good Food CFO, and creator of The Good Food CFO software, she helps purpose-driven food founders develop financial strategies to achieve their business goals.
She’s also the host of The Good Food CFO Podcast, where she amplifies the voices of food entrepreneurs and advocates for industry change. And is committed to educating consumers, policymakers, and fellow professionals on how to build a more just, equitable, and resilient food system.
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Alli Ball
Founder, Food Biz Wiz
Alli Ball is the founder & CEO of Food Biz Wiz and the creator of Retail Ready®, the CPG industry’s longest running online sales program. Since 2016, Retail Ready® has provided strategic support, curated curriculum, and values-aligned community for over 3,500 producers of packaged products in the CPG industry.
As a former grocery buyer-turned-wholesale consultant, Alli has helped thousands of emerging brands understand what it takes to get on the shelf and have high sales once you’re there. Find her on her website here or on Food Biz Wiz®, her award-winning podcast about wholesale strategy, which contains a library of 250 episodes.
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Amy Hage
Co-Founder, Strategy Maven
Amy Hage is the co-founder of Strategy Maven Agency, a boutique email and SMS marketing firm working with DTC brands in food & beverage, health, wellness, beauty, and fashion. She built SMA around the belief that your owned channels should be your most reliable revenue driver and not an afterthought. With deep expertise in lifecycle marketing, list strategy, segmentation, and the automation systems that drive compounding revenue, Amy helps brands build the retention infrastructure that turns first-time buyers into loyal customers. In this course, she'll walk you through exactly what it looks like to get email and SMS working for your CPG brand from day one.
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Caroline Grace
Founder, Product & Prosper
Caroline Grace has spent 5+ years and 300+ brands proving what makes consumer brands win. The answer keeps coming back to three fits: Product, Market, and Founder. So she built an ecosystem to validate each one before the capital does.
She is the founder of Product & Prosper® and the Labs: The Product Lab tests Product fit with the buyers and investors who gate keep shelf and funding, The Prosper Lab builds Market fit through independent retail (managing $5M+ in Faire revenue a year), and The Personal Lab develops the founder behind the brand. It comes from working behind the scenes of brands like Sunwarrior, Venchi, Whims, Everyday Dose, BERO, and Brēz, and it became the 10Ps of Product & Prosper®, her framework for brands built to last.
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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 $1,999
BEST VALUE
✦ 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. Next round? September 2026.
Let’s not shelf your dreams.