For Beeta and Sarah · From Jonathan Grey
Thank you for being direct.
I read your email carefully, and you're right to ask for clear answers in writing. So that's what this is: your questions, in the order you asked them, each with a short, direct answer.
Tap Next to go through it. Anything with a + opens for more detail, if you want it.
How I decide what to take on
Is it ELF, or is it HALF?
The goalELFEasy. Lucrative. Fun.
The warning signHALFHard. Annoying. Lame. Frustrating.
My rule of thumb: a project needs at least one of the three. I know there's a lot of potential here. For this to work for both of us, it has to at least be fun, for you and for me, because we both know it won't be lucrative or easy in the beginning.
Where ELF comes from
ELF versus HALF comes from Joe Polish, founder of Genius Network and co-host of I Love Marketing. The "at least one of the three" rule is my own take on it.
I Love Marketing: ELF vs HALF
Where we are
Why the plan kept changing.
There's never been a formal pitch or a price tag, and I know that may have made things feel unclear. After our first meeting, I understood that the budget I first laid out wasn't the right fit for THIC right now. And I could tell our conversation about the website comments was hard for you. That mattered to me. So I took what felt like the kindest next step: simplify everything, and offer what you need most right now.
The different proposals were never meant to confuse you. They were my way of learning how you'd like to work together and what matters most to you. Now that I have a better feel for that, I've taken out anything that might feel distracting or hard to follow, and kept only the answers to your questions.
Your question · 1 of 3
"My understanding of the initial two complimentary months is… Please let me know if I'm understanding that correctly."
From your email
Your question
"My understanding of the initial two complimentary months is that you would be helping us with:
- Updating THIC's labels and establishing a clearer creative direction
- Developing our brand storytelling and positioning
- Creating initial sales materials and opening doors to new wholesale accounts
- Helping establish a sales strategy and eventually identifying additional sales representatives
- I would own the IP on all materials."
Close. Here's my answer.
| Your list | My answer |
|---|
| Labels and creative direction | Yes. A brand facelift and a new label system across all 19 flavors. |
| Brand storytelling and positioning | Yes. |
| Sales materials and opening doors | Yes. A sell sheet, and I'll reach out to 30 stores from January 15 to March 1. |
| Sales strategy and sales reps | Yes. I'll outline the sales strategy and help you build a tight, commission-only team. |
| You own the IP | Yes. It transfers to you once the full package is complete and approved in writing. |
Not included right now: me running sales day to day or managing accounts.
The timeline
Month one, November 15 to December 15, is 100% branding and packaging. We pick back up after the holidays for month two, January 15 to March 1. Branding moves at the pace of your feedback and approvals.
Portfolio and testimonial
The PDF Group may share the work in its portfolio and on social media. And if you're happy with it, a written testimonial, a LinkedIn recommendation or a short video would mean a lot. Only if you truly believe in the work.
What this is worth
The value, so it's clear.
On our call, you mentioned a few times that it isn't always clear what something is worth. That's fair, so here's exactly what the free branding is worth. There's no hidden agenda and nothing owed. It's yours if you want it, and of course you own the IP. Otherwise it wouldn't really be free.
| What you get | Industry range | My discounted rate |
|---|
Brand facelift
Light identity work | $5,000 to $25,000 | $10,000 |
Label system
Master label plus 19 flavors | $12,300 to $31,000 | $7,500 |
Expedited timeline
About 30 days instead of 6 to 12 weeks | +20 to 50% | +$5,250 to $8,750 |
| Total value for THIC | | $22,750 to $26,250 |
$0GratisMy rates are already below what an experienced agency charges. And for THIC, all of it is free.
Sources
Brand facelift: a logo refresh typically runs $5,000 to $25,000, and a full visual identity refresh $25,000 to $75,000. Avo Brands, brand refresh cost guide
Label system: the first label (the master design) runs $1,500 to $4,000, and each additional flavor $600 to $1,500. For 19 flavors, that's $12,300 to $31,000. ManyPixels, packaging design cost and Branded Agency, packaging design pricing
Rush timeline: agencies often add 20 to 50% for compressed schedules. Same sources as above.
Also on me
How the first two months work.
Month one · Nov 15 to Dec 15
- 100% focused on completing your branding and packaging
- Then we break for the holidays
Month two · Jan 15 to Mar 1
- I'll help outline your sales strategy
- I'll reach out to 30 accounts
- I'll help you build your sales team. Without funding, the team has to stay tight in the beginning
If you'd rather pay meIf you'd feel more comfortable paying for my help, that's completely okay. You can pay me a 15% sales commission on any accounts I help close.
Bringing on other salespeople
My suggestion is for you to pay them 12 to 15% sales commission only, and give each one their own territory.
What the sales strategy focuses on
Consignment and growing your base sales. There are a lot of variables in your business right now, and the biggest one is cash flow. Getting to $10,000 a month on consignment alone is risky, because you pay for the jars before stores pay you. The strategy will show how to grow without that squeeze.
Opening doors
A market test.
My role here isn't to be your salesperson. As I mentioned on the last slide, I just want to reach out to 30 stores, tell them how amazing your product is, try to set up some meetings, and we can both see how the market feels about your product.
WhenJan 15 to Mar 1Right after the holidays, with the new branding in hand.
What30 storesReached out to on THIC's behalf, using my retail relationships.
WhyReal feedbackHow stores and customers react to the product, and how consignment works for them.
Every account we close puts money straight back into THIC, to help get you cash-flow positive. After March 1, we decide the next step together.
Your question · 2 of 3
"What I'd really like to understand is how you envision your role evolving after those first two months."
From your email
Your question"What I'd really like to understand is how you envision your role evolving after those first two months."
The direct answer: I take nothing until THIC is ready.
Milestone 1$100,000In total sales to date.
Milestone 2$10,000 a monthIn steady monthly sales, about $120,000 a year.
Until thenFree adviceA monthly call, plus call or text anytime.
Honestly, I don't feel right taking money out of a small business at this stage, especially at my rates. The goal is to get THIC healthy: not just breaking even, but turning a profit. Right now, the best way I know to help is by not taking your money.
Your question"What I'd really like to understand is how you envision your role evolving after those first two months."
When THIC reaches that point
What my role would look like.
The role
- Chief creative and commercial partner
- Brand, retail strategy and social media strategy
- Getting into grocery: co-packers, what they cost and the minimums you'd need
- Not operations
The pay
- About $5,000 a month to start, half my usual consulting rate
- Plus a share of the growth: equity, a share of sales, a royalty, or a mix
- Typically 5 to 15%, set together based on where THIC is at the time
Nothing here is a commitment today. It's the framework you asked for, so you know what a long-term partnership with me would look like.
Your question · 3 of 3
"How would that structure change as we brought on additional salespeople?"
From your email
Your question"How would that structure change as we brought on additional salespeople?"
How sales grows, step by step.
Step 1 · 1 to 2 reps12 to 15%Commission only, each with their own territory. With the sales strategy in place, managing 1 to 2 reps should be easy.
Step 2 · 4 to 5 repsTime for a manager?Once the team really starts growing, with 4 to 5 commission-only reps, that's when to consider a sales manager.
My advice$5K to $10K a monthPersonally, I wouldn't bring on a sales manager until you're doing $5,000 to $10,000 a month in brick-and-mortar sales alone.
Where I fit, and where I don't
As THIC grows, it will need someone running operations: making sure jars are made and delivered on time, packaging arrives, and people show up where they need to. At this size, that's a COO. You'd be the CEO.
I want to be upfront that I'm not the right fit for operations. Where I can help most is brand, retail strategy and growth.
To sum it up
I want to help. Let's keep it fun.
- Now · Nov 15 to Dec 15: a free brand facelift and new labels for all 19 flavors
- Next · Jan 15 to Mar 1: your sales strategy, a 30-store market test and help building your team
- Ongoing: a free monthly consulting call to advise the brand
- Later: once THIC reaches $100,000 in total sales and $10,000 a month, we talk about a long-term role. See my final thoughts on the next slide for what originally inspired me.
The whole idea is to take my experience and help you succeed. If this feels right, reply and we'll schedule the branding kickoff.
Jonathan Grey
The PDF Group
Final thoughts
Final thoughts go here.
Jonathan Grey
