WORKSHOP OVERVIEW
Led by Esther Psarakis & Janis Grover & Marty Salerno
Cost of Goods
What is ‘Cost Of Goods Sold – COGS? Do you know your product’s Cost of goods sold (COGS)? How can you drive this down? How can choices drive this number up or down? Can you price competitively? Is it too high for the market you are targeting? Is it low enough that you then can apply margins for distributor/retail sales?
Margins
What ARE margins? What are YOUR margins? How do you figure that out? Do you have room for marketing and promotional costs? Do you have room to hire a broker? Do you have enough to cover the costs of a distributor? Can do you have room in your margins to cover your costs and ultimately make a profit?
Sales Pipeline
How can you do beginning sales forecasting and sales pipeline development? What are realistic sales expectations for your product category? What can you do to help maximize sales? How much of an impact does promotional spend have on your product? Brand Manager Marty Salerno will share real life examples of what can be done to help drive results and forge a good relationship with your distributors and retailers.
LIGHT BREAKFAST INCLUDED- FEEL FREE TO BRING PRODUCT SAMPLES
PRESENTORS:
Esther Luongo Psarakis- President – Foodpreneur -Esther specializes in early stage product development and in strategic management of international brands into the US market. She is the creator of Foodpreneur, focused on strategic sales and marketing as well as educational consultancy that provides instruction on the basics of launching a food or beverage based company. This endeavor came out of her personal experiences launching her brand, Taste of Crete, as well as importing various artisan brands into the US. Esther is a New Jersey SBDC, Small Business Advisor and business coach with Rising Tide Capital. Her diverse background includes importing as well as extensive global sales & marketing experience coupled with a strong training & development background from American Express & Citicorp. Esther has been a speaker and educator at the Specialty Food Association, been featured in the New York Times and USA Today, appeared on FOX News, and NJ Channel 12.
Janis Hertz Grover- President – Janis H.Grover LLC International Brand Manager with 25 years’ experience managing operational roles in both branded and private label at Liberty Richter, Haddon House Food Distribution, The Great Atlantic & Pacific Food Stores (A&P), Sysco Food Service and Bri-Al International. Janis has travelled to over 30 countries in Latin America, Asia, Europe, North America and the Middle East sourcing new products, inspecting factories and guiding international brands from the ethnic channel into specialty. Recognized as an expert in new product development, market research, purchasing, labeling, packaging, distribution, marketing, branding and training. Janis has broad experience working with US and international companies to build market focused product strategies and identify key sales opportunities. .
Marty Salerno- Brand Manager-PANOS Foods-Marty has over 30 years experience as a Brand Manager, Buyer, Category Manager with specialty and imported brands.Executed brand strategies and management over multiple brands. He has worked with New Market Distribution, Liberty Richter, PANOS Foods, and has worked with many leadiing retailers. He holds a MBA in Food Marketing from St.Joseph’s University.