Go-to-market and market testing for CPG and consumer tech
Test demand, pricing and channels before you launch or expand.
I help consumer brands find the riskiest assumption, test it with real customers and decide what deserves the next dollar.
Free. 15 minutes. Know what to test first.
More execution only makes the wrong assumption more expensive.
In my experience, launches rarely fail on effort. They fail on an assumption nobody tested.
Four bets hiding inside every launch plan:
- The customer. Who buys first, and is the problem urgent enough to change what they do?
- The offer and price. Does it match what they value, at a price the business can live on?
- The channel. Where do they actually discover, compare and buy, and do the numbers work there?
- The exit. What would make you change course, delay or stop?
What a market test actually looks like.
Find the riskiest assumption. Design the smallest test that could change your mind. Decide from what customers did, not what they said. Then measure before you spend more.
Identify Test Decide Measure
A snack brand deciding its first grocery price.
Busy parents will pay $8.99 for the 4-pack.
Two price points, three stores, three weeks.
Repeat purchase and units per store per week. Not compliments.
Under [X] units per store per week at $8.99, test the lower price before ordering more inventory.
New users will pay $9 a month after a 14-day free trial.
Split new sign-ups between two trial offers for four weeks.
Trial-to-paid conversion and week-four retention. Not app store reviews.
Under [X]% trial-to-paid at $9, test an annual plan before raising ad spend.
Hi, I'm Liz.
For 20 years I've worked alongside founders, usually right where a product meets the market. I've helped a nonprofit launch a retail store, built a wholesale channel for a consumer bag brand from the ground up, and spent years in tech business development.
Now I focus on one thing: helping consumer brands get real evidence before the expensive part starts.
More about how I workPick the support that fits the decision.
Each one solves a different level of need, not just a different budget.
Launch Decision Session
A private 60-minute working session to define the decision, riskiest assumption, practical test and decision rule.
See details for Launch Decision SessionFounder Momentum
An eight-week facilitated working group for founders moving one go-to-market or commercialization priority through weekly action, evidence and decisions.
See how it works for Founder MomentumGo-to-Market Leadership
Private commercialization leadership from market direction through testing, launch and the first 30 days of evidence.
See the scope for Go-to-Market LeadershipQuestions founders ask first
What is market testing for a consumer product?
A small, real-world experiment that checks one risky assumption, like your price, customer or channel, before you commit more money. You decide from what customers do, not what they say.
How is a market test different from market research?
Research tells you what people say they would do. A market test measures what they actually do, at a real price, in a real channel, against a decision rule you set before it starts.
Who do you work with?
CPG and consumer tech founders and teams preparing a launch, relaunch, new channel or new market.
Where are you based?
Nashville. I work with consumer brands anywhere, in person or virtually.
Test small. Then bet big.
The Launch Assumption Checklist shows you which assumption to test first. Free, and it takes 15 minutes.