Free planning tool
Will your retail deal actually make money?
Work backwards from shelf price, account for every hand in the margin stack, and see what you really keep per case.
Takes about 5 minutes · No spreadsheet required
Product basics
Start with the deal.
Use the suggested values as starting points, then replace them with the numbers your buyer or distributor gave you.
$
Starting point — replace with your actual quote.$
%
Typical: 35–40%Used to amortize fees and project annual profit.
Allowable brand sell price per case$0.00After retailer and distributor margin. Distributor details are on the next step.
Route to market
Who gets paid before you do?
Turn on only what applies. Each percentage stays editable.
%
Typical: 25–30%%
Typical: 5–10% of sell price%
Typical: 3–10% of sell priceTrade & programs
What does the account take back?
These deductions are easy to miss in a buyer conversation—and painful to discover later.
Foodbuy is Compass Group’s procurement arm; Entegra is Sodexo’s GPO; Avendra is an Aramark division; Groupex is an independent Canadian GPO.
$%
$
If entered, this fixed per-case rate replaces your sell price in the results.%
Typical: 10–20%, but model your actual promo plan where possible.$
$
%
Typical: 1–2%%
Typical: 1–2%Cost of goods
What does one case truly cost?
Include every direct production and logistics cost. Small omissions compound quickly at scale.
$
$
$
$
$
$
%
Typical: 3–8% of direct COGS%
Starting point: 3%Fully loaded COGS per case$0.00
Advanced planning add-ons
Optional$
$
$
$
Tailgate, appointment, heating or fuel.$
Weighted annual promo rate: 0.0%. Monthly volume makes high-volume promo periods count more.
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$
$
$
Scenario A
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$
%
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Scenario B
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$
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Scenario C
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$
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days
days
days
Your margin picture
Here’s what the deal leaves you.
A planning view—not a quote. Replace every starting point with your actual terms before making a decision.
VERDICT
Healthy
Net contribution per case$0.000.0% of sell price
Margin waterfall
Downstream price check
Annual revenue$0
Total deductions$0
Annual contribution$0
SKU comparison
| SKU | Sell price | COGS | Net margin | Annual contribution |
|---|
Portfolio revenue$0
Portfolio deductions$0
Portfolio contribution$0
Rules of thumb only—not distributor or retailer quotes.
Conventional retailer35–40%
Natural retailer40–45%
Club markup on cost14–15%
Distributor20–30%
Broker5–10%
Waste~3%
Healthy net margin25%+
Email me my full report
Keep the result handy and bring it into your next buyer or distributor conversation.
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