85% of new CPG brands FAIL in the first two years…
Give your brand a 3x higher chance of success!
So what makes your CPG Brand 3x more likely to succeed?
A solid marketing plan.
Who has the time?
I’m not even sure where to start!
I just need to focus on selling.
I’ll get to it later, after I get some sales..
ok, but…
Sound Familiar?
The One Weekend Marketing Strategy for CPG Brands
This is why I created “OWMS CPG” or
OWMS helps you build a marketing plan in just one weekend, outlined on one sheet of paper, so that you can have the marketing stratgies you need to succeed, while moving quickly, so you can get to that all-important, shiny object called SALES
Session 1: Build Your Brand
Determine your best brand positioning to create super-fans and inspire long-term loyalty
Build your marketing strategy on one sheet of paper to easily view, track, and update
it as you grow!
Session 2: Marketing Strategy
Easily create your budget, track your marketing, and create campaigns for the life of your brand.
Session 3: The Nitty-Gritty
Then you can simply take all this strategic work I guide you through and drop into the Marketing Plan template I provide.
Check out the first video—Syllabus and Instructor—below:
Ok, What’s Included?
Guided Video Sessions
Follow the guided on-demand video sessions on your time and at your pace, including three main sessions (or days) consisting of 2-4 lessons each.
100+ Page Workbook
Download the OWMS CPG Workbook filled with visuals, thought-provoking questions, and formulas to use as we go through the lessons.
Access to Much More!
Get access to theProject No. 9 Substack with a ton of helpful resources, ebooks, videos, and a community chat where you can ask me and other founders questions
Results:
A complete marketing plan backed by a solid, actionable strategy that’s easy to manage, update, and refresh yearly.
Without the headache, stress, or wasted time.
One weekend, one sheet of paper,
for a plan that delivers 3x more success
What Others Have to Say
“Faye is a marketing guru. She knows what works in today’s complex world of promotion and communication. She is flexible and can serve as a marketing/advertising guide or she can map out a course for you and your team. Whether you need social media support, strategic marketing advice, or someone to lead the way, Faye is knowledgable about marketing intricacies with a broad scope to serve nearly any industry. You’ll love her easy-going, yet get it accomplished attitude too.”
Kyle Robinson
Partner at Wellzesta
“Faye is not only an extraordinary speaker and marketer - she is an extraordinary entrepreneur. The world is filled with keynotes related to branding and marketing, but what made Faye stand out was her authenticity and actionable steps that any founder or executive could easily apply and make a noticeable difference in their marketing, branding, and strategy work”
Will Hedrick
Founder, MyCharity
A Few of My Product Placements
Grab Your Spot Now!
Grab the OWMS CPG workshop on it’s own or upgrade to the hands-on option which includes two 30-minute 1-on-1 calls to make sure your positioning, strategy, and plan are ready to go!
The 1-on-1 options has a limited amount available - once it says sold out, it may be a week for another spot to be available. If you’d like the hands-on option, you can always grab the regular workshop and drop me a message to see when calls will be available!
A must for any CPG entrepreneur, OWMS CPG Workshop delivers a wealth of knowledge and guidance to create your actionable marketing strategy in just one weekend using one Google doc that’s easy to build, manage, edit, and refresh
Get everything in the OWMS CPG Workshop + two 1-on-1 calls with Faye to get hands-on guidance and advice on your marketing strategy
Low on funds?
If you honestly can't afford it,
please don't let the price tag turn you away.
Reach out to me and let me know your situation and I'll do what I can to make sure you can access what you need to help launch your business!
I created this to help founders, reduce stress, and make growing a brand easier. I priced this low for the value received (vs. paying someone like me $10,000 to help create a strategy) but I’ve been there, working a high-level job, starting a business, and driving Lyft on the weekends to help fund it.
Drop me a message in the chat
or email info@projectno9.com
Still Not Sure?
Let’s look at the options to build your marketing plan…
You can:
🔦 Search google for how-to’s or download templates without guided strategy
🔮 Ask ChatGPT (or Perplexity or Claude) which might give you a decent generic plan but without any insight into your brand or business.
📚 Read Marketing Plans for Dummies (or something similar) - no judgement, Business Plans for Dummies was how I wrote my first business plan back in 2006.
Sure, all of these can give you a jumping off point, maybe even for free.
Which I guarantee will lead to more searching, doubting, guessing, stressing, even giving up.
How do I know?
Because I’ve been a new CPG brand founder while I was a director of strategy at an agency working with big-name brands…and I STILL found the task of building a full marketing plan for my business daunting.
A few years later, I was mentoring startups across various industries and teaching new entrepreneurs—who were distracted by wearing a ton of different hats and wrestling with a million to-do’s—how to position their brand and set up their marketing.
It was when teaching workshops or advising these founders that I started to formulate the proprietary methodologies I use in OWMS, which allowed me to show them how to create marketing strategies quickly, built on solid brand foundations.
Why me? Well, let me introduce myself.
Hi, I’m Faye Postma
I am both a marketing and growth leader (12+ years) working with Fortune 500 companies, SMBs, and brand new startups.
From leading an LA-based marketing agency to being employee #1 multiple times, helping shape the Go-to-Market strategy of new brands, I’ve advised countless entrepreneurs on both marketing and sales, specializing in a “scrappy approach” necessary for new companies.
What sets me apart is I’ve not only helped other launch their business, worked in-house with established brands, and created strategies for well-known corporations, I’ve also started my own brands.
As a CPG (skincare and beverages) founder, I know the pains of starting a consumer-facing brand. It’s much more nuanced and involved than B2B or service-based businesses. From properly positioned packaging to retail vs. DTC, CPG brand marketing and growth takes a lot of guts and a lot of strategic thinking.
Project No. 9 was created to reach more founders with the strategies that got my and my clients’ brands into big-name stores like Dillards and Free People, big venues like Dodger’s Stadium and TAO Group, and big publications like NY Times, Food & Wine, and more.
My mission is to help entrepreneurs strategically launch and grow their businesses with consulting, workshops, coaching and a community that are cost-efficient and flexible, using ever-evolving expertise and real-world experience to guide founders and help nurture their startup or small business growth.
I know where you are…
That sounded creepy but what I mean is I know you are full of exciting ideas but getting conflicting directions, as gurus share “secret - I can’t believe I’m giving this away” advice on SEO or Facebook Ads… It’s hard to even know where to start!
When I started my skincare business, Cloud in 2019, I didn’t have a marketing plan…and I worked in Marketing…oops.
At that time, I was the Director of Strategy for an agency in Los Angeles—I did digital markeitng strategy and didn’t have a real strategy of my own…
Why? Because I didn’t set aside the time to do it! I was so focused on product development and sales (sound familiar?)
And that worked for awhile. Until one day I realized that I didn’t have a plan, I was just flying by the seat of my pants.
My brand actually did experience early success entering Dillards, Free People, and Saks in the first year, and likely did well because I had many years in marketing, sales, and launching brands, so I had an idea of what I was doing without a plan…but I was still just “throwing things against the wall to see if they stick.”
But many new entrepreneurs and founders don’t have that background.
Then it all came tumbling down in March of 2020: The stores closed, my events were cancelled, sales dwindled (as I had positioned the brand for “women on the go” and quite frankly, no one was going anywhere.)
But, I had only given myself that 32% shot at winning. Maybe if I’d had a plan, maybe I could have given myself that 313% more potential of success.
The pandemic was an act of God if there ever was one (or the universe, or Xenu or whatever you believe, it’s fine by me) but new businesses fail ALL THE TIME (85% of CPG brands fail within the first two years as mentioned above!) so having a strategic, actionable, easy to manage marketing plan can give you the edge in a post-pandemic world to avoid the pitfall I (and many others) have fallen into: lack of a real plan
The OWMS CPG Syllabus
Instructor (that’s me!) Introduction & Syllabus Review
Brand vs. Field Marketing
Push vs. Pull Marketing
Objectives and Conversion Points
Introduction
*If you took Better Brand Foundations first, you will be perfectly set up for
some of the work done in Session 1 and in the 2nd Lesson of Session 2.
Introduction to the MACI©
Lesson 1: Research
Market Research
Audience Research
Lesson 2: Analysis
Competitive Analysis
Internal Analysis
DAY 1:
Brand Positioning
Introduction to the AMCART© Model of Marketing Strategy
Lesson 1: Audience
Lesson 2: Brand Story and Messaging
Lesson 3: Channels
Lesson 4: The ART of AMCART©
DAY 2:
The AMCART
Quick Review of Session 2
Lesson 1: Costs
Lesson 2: Campaigns
Lesson 3: The Full Marketing Plan
Final Review
DAY3:
The Full Plan
What Others Have to Say
“Working with Faye provided us with insightful branding and marketing strategies that proved useful in making critical decisions for our brand. Having someone who understands the beverage industry was important to us, and Faye was able to quickly and professionally deliver analysis and recommendations to meet our needs.”
Amy Troutmiller
CEO, Really Good Boxed Wine
“Faye has been my mentor for several months now and she has been and will continue to be a major key player in people that I know I can trust, discuss ideas and bring those ideas to life, knowing that she has my best interest at heart! Faye has been an AMAZING mentor and her marketing skills are amazing! I would ABSOLUTELY recommend Faye as an adviser”
Taylor Redd
Founder, Redd Rose Vodka
“Faye is an incredible marketing strategist and one of the most well-rounded marketing professionals I’ve had the pleasure of working with. Creative, dynamic, and articulate, Faye is an out-of-the-box thinker who has a knack for bringing clarity and structure to ambiguous business problems and is always willing to go the extra mile for her clients.”
Arsalan Suhail
Chief Strategy Officer at Working Solutions, Startup Advisor, Consulting Magazine 35 under 35 for Excellence in Leadership
“Faye delivered a presentation at the VentureSouth conference on brand positioning that was both insightful and engaging. Her structured framework approach helped make abstract and subjective concepts feel more actionable and easy to implement. Adding a touch of fun with pop culture references kept everyone entertained and focused.”
Matt Waterman
Former VP, Marketing at Hanes Brands - Champion Athletic
Grab Your Spot Now!
Grab the OWMS CPG workshop on it’s own or upgrade to the hands-on option which includes two 30-minute 1-on-1 calls to make sure your positioning, strategy, and plan are ready to go!
The 1-on-1 options has a limited amount available - once it says sold out, it may be a week for another spot to be available. If you’d like the hands-on option, you can always grab the regular workshop and drop me a message to see when calls will be available!
A must for any CPG entrepreneur, OWMS CPG Workshop delivers a wealth of knowledge and guidance to create your actionable marketing strategy in just one weekend using one Google doc that’s easy to build, manage, edit, and refresh
Get everything in the OWMS CPG Workshop + two 1-on-1 calls with Faye to get hands-on guidance and advice on your marketing strategy
Have Questions? Contact us.
info@projectno9.com