Capsule 6 is here—and we’re zeroing in on the most under-praised growth engine in CPG: sales & distribution. In this 8-minute kickoff, host Dana Ammons (PepsiCo, Colgate-Palmolive, SC Johnson, P&G) breaks down why shelf strategy and channel selection beat flashy ads every time, and how founders can turn data + story into retail velocity.

You’ll hear the four pillars we’ll explore this capsule—channel selection, pitch design, supply chain & margins, and scalable rollouts—plus a preview of featured founders (like Black Girl Tamales and Best Dam Tape) and a special Seed Spot mini-series. Leave with a short action plan to map your channels, tune your pitch, and test regional pilots. Subscribe, rate, and share—then meet us at the shelf.

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Chapters

0:00 Cold open

0:18 Welcome to Capsule 6

0:55 Why sales & distribution drive growth

1:28 Big-brand lessons (PepsiCo, Colgate-Palmolive, SC Johnson, P&G)

3:02 Capsule focus & featured founders

3:58 Pillar 1 — Channel selection (DTC, retail, hybrid)

4:28 Pillar 2 — Data-driven pitch design for buyers

4:58 Pillar 3 — Supply chain, 3PL, margins & first ships

5:26 Pillar 4 — Scale plans, regional pilots & resets

5:58 How to apply this capsule (action steps)

6:48 Community + how to engage (LinkedIn, IG, hashtag)

7:18 Coaching invite & closing

Action Checklist

• Map channels: DTC, marketplaces, regional retail, independents

• Build a buyer-ready one-pager: Data + Story + Sample

• Forecast & margin map: pricing, promo guardrails, first-ship readiness

• Pilot smart: regional test + co-op plan + velocity KPIs