01 Retail Readiness Scan
02 Route to Retail
03 True North
Route to Retail
In 4 to 6 weeks you walk away with the strategic story that earns the listing: your pitch, your pricing, and the answers to a buyer's hardest questions, all built around how buyers actually evaluate a brand.
A focused sprint that makes your brand buyer-ready.
A five to six week programme that gets your brand retail-ready. You walk away with the strategic story that earns the listing, captured in the Wayfound framework, with the pitch and the answers to a buyer's hardest questions ready in hand.
Done with you. You lead the strategy and own the decisions; I bring the buyer's lens, the structure and the framework. You do defined homework between sessions, scoped to stay manageable. If you've done the Retail Readiness Scan, we build straight from your scorecard.
WHAT IT IS
For founders who want structure and senior thinking instead of open-ended consulting, and who will commit to the work between sessions. For brands with real traction that are serious about a Dutch retail listing.
Also for international challenger brands entering the Dutch market: you've built traction at home, now you want to walk into Albert Heijn, Jumbo, Kruidvat or Etos prepared. With the right commercial logic, the right range, and a pitch that lands.
WHO IT’S FOR
This is for you if you want the honest answer before you find out the hard way.
Built on a framework. Built for your brand.
The structure is the same for every engagement. The scope isn’t. Where we start, what we prioritise, and what we build together depends entirely on your brand, your category, and your scorecard.
That’s why we always begin with a conversation.
YOU WALK AWAY WITH
- The narrative that wins the listing, structured in the Wayfound buyer-pitch framework
- A positioning statement on one page: category, white space, differentiation.
- Price and margin architecture the buyer can say yes to.
- A pitch script, and a toolkit for the buyer's hardest questions.
- A range recommendation: which products to lead with, and how to structure the assortment.
Route to Retail
How It Works
Shelf and pitch
WK
2-3
Commercial architecture
WK
1-2
Kickoff intensive
wk
0-1
Narrative and dry run
WK
5-6
Proof and reliability
WK
3-4
Ready to discover
Your next turning point?
We start building the narrative spine. Category position, white space, differentiation against the current number 1 and 2.
Shelf and pitch
2-3
Commercial architecture
1-2
Kickoff intensive
0
Narrative and dry run
5-6
Proof and reliability
3-4
Want to know what the buyer actually sees?
We start building the narrative spine. Category position, white space, differentiation against the current number 1 and 2.
Price and margin logic that works for the retailer, and a deliberate channel strategy that protects your positioning.
Route to Retail
How It Works
Shelf and pitch
2-3
Commercial architecture
1-2
Kickoff intensive
0
Narrative and dry run
5-6
Proof and reliability
3-4
Ready to make reliability your strongest argument?
We start building the narrative spine. Category position, white space, differentiation against the current number 1 and 2.
Product presentation, range recommendation, the key messages a buyer needs to hear. The deck takes shape.
Price and margin logic that works for the retailer, and a deliberate channel strategy that protects your positioning.
Route to Retail
How It Works
Shelf and pitch
2-3
Commercial architecture
1-2
Kickoff intensive
0
Narrative and dry run
5-6
Proof and reliability
3-4
Time to know how to own the room?
We start building the narrative spine. Category position, white space, differentiation against the current number 1 and 2.
Product presentation, range recommendation, the key messages a buyer needs to hear. The deck takes shape.
Price and margin logic that works for the retailer, and a deliberate channel strategy that protects your positioning.
Your supply story, your terms, the numbers that prove it moves, woven in as the answer to "can I rely on you?"
Route to Retail
How It Works
Shelf and pitch
2-3
Commercial architecture
1-2
Kickoff intensive
0
We start building the narrative spine. Category position, white space, differentiation against the current number 1 and 2.
Product presentation, range recommendation, the key messages a buyer needs to hear. The deck takes shape.
Price and margin logic that works for the retailer, and a deliberate channel strategy that protects your positioning.
Ready to walk in and win?
Narrative and dry run
5-6
Proof and reliability
3-4
The narrative that wins the listing, captured in the Wayfound framework, then a closing session: pitch rehearsal, talking points, objection handling. We finalize and rehearse it before you walk into the room.
Your supply story, your terms, the numbers that prove it moves, woven in as the answer to "can I rely on you?"
Route to Retail
How It Works
Route to retail
How It Works
Commercial Architecture
Kickoff intensive
WK
0-1
We start building the narrative spine. Category position, white space, differentiation against the current number 1 and 2.
wk
2-3
wk
1-2
wk
3-4
wk
5-6
Shelf and Pitch
Proof and Reliability
Narrative and dry run
Route to retail
How It Works
Commercial Architecture
Kickoff intensive
WK
0-1
We start building the narrative spine. Category position, white space, differentiation against the current number 1 and 2.
wk
2-3
wk
1-2
wk
3-4
wk
5-6
Shelf and Pitch
Proof and Reliability
Narrative and dry run
Price and margin logic that works for the retailer, and a deliberate channel strategy that protects your positioning.
Route to retail
How It Works
Commercial Architecture
Kickoff intensive
WK
0-1
We start building the narrative spine. Category position, white space, differentiation against the current number 1 and 2.
wk
2-3
wk
1-2
wk
3-4
wk
5-6
Shelf and Pitch
Proof and Reliability
Narrative and dry run
Price and margin logic that works for the retailer, and a deliberate channel strategy that protects your positioning.
Product presentation, range recommendation, the key messages a buyer needs to hear. The deck takes shape.
Route to retail
How It Works
Commercial Architecture
Kickoff intensive
WK
0-1
We start building the narrative spine. Category position, white space, differentiation against the current number 1 and 2.
wk
2-3
wk
1-2
wk
3-4
wk
5-6
Shelf and Pitch
Proof and Reliability
Narrative and dry run
Price and margin logic that works for the retailer, and a deliberate channel strategy that protects your positioning.
Product presentation, range recommendation, the key messages a buyer needs to hear. The deck takes shape.
Your supply story, your terms, the numbers that prove it moves, woven in as the answer to "can I rely on you?"
Route to retail
How It Works
Commercial Architecture
Kickoff intensive
WK
0-1
We start building the narrative spine. Category position, white space, differentiation against the current number 1 and 2.
wk
2-3
wk
1-2
wk
3-4
wk
5-6
Shelf and Pitch
Proof and Reliability
Narrative and dry run
Price and margin logic that works for the retailer, and a deliberate channel strategy that protects your positioning.
Product presentation, range recommendation, the key messages a buyer needs to hear. The deck takes shape.
Your supply story, your terms, the numbers that prove it moves, woven in as the answer to "can I rely on you?"
The narrative that wins the listing, captured in the Wayfound framework, then a closing session: pitch rehearsal, talking points, objection handling. We finalize and rehearse it before you walk into the room.
The framework is consistent; the scope is not. Every Route to Retail starts from your Retail Readiness Scorecard and is built around your specific gaps, category, and commercial reality. The week-by-week structure gives you predictability; what we put inside it is built for you.
Scope shapes the investment, so we agree it together in a first conversation rather than listing a number here.
With you. You stay the owner of your brand; I bring the buyer’s lens, the structure and the framework. It’s never a design-from-scratch project.
An optional in-store category walk where we read your shelf together, live. It’s a premium add-on, scoped separately, and works best as the Week 0 kickoff.
Yes. Route to Retail is built for international brands entering the Dutch market. We work remotely, and if you want a live in-store category walk as part of your kickoff, that's available as an add-on.
You lead strategy and feedback and do defined homework between sessions. It’s hands-on, but the homework is scoped so it stays manageable.
Four to six weeks, depending on scope and your pace. The rhythm is designed to fit around a founder’s schedule.
Is this programme fixed or shaped to my brand?
I'm based outside the Netherlands. Can I still do this?
What does it cost?
It’s the ideal starting point because we build straight from your scorecard, but it’s not strictly required. We’ll confirm fit in a first conversation.
Is this done for me or with me?
What is the Retail Safari?
How much of my time will it take?
Do I need to have done the Scan first?
How long is the programme?
Frequently asked questions
I read every message myself and usually reply within two working days. The first step is a short conversation to see if we're a fit, both ways.
Book a first conversation.
Ready to map your route?
Thank you for your message.
I read every message myself and usually reply within two working days.