In this Retail Readiness Round, Karishma Thawani and Tekla Black get tactical about what actually keeps a brand on shelf. They break down which communities and trade shows delivered real value, why founders should prioritize velocity and density over vanity door counts, and how demos, retailer relationships, promotions, and full-margin math determine whether retail becomes profitable growth or an expensive lesson.

If you're deciding where to spend your next retail dollar, this is a concise masterclass in allocation, execution, and cash-flow discipline.

Key takeaways:

Startup CPG, Expo West, BevNet, and Beverage Forum were highlighted as high-value ecosystems for connections and coverage.
The biggest myth: getting into retail is not the same as succeeding in retail. Door count without velocity is a costly distraction.
Slotting is often negotiable, but treat negotiations carefully and intentionally.
To stay on shelf: founders should personally support demos, build relationships with store teams, plan promotions with clear cash-flow assumptions, and do the full margin math before every retail program.

Listen if you want practical retail execution advice, not just shelf-placement theory.

Listen to the full episode released 6.8.26

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