Three kits.
Everything I use with the founders I advise.
Not a folder of spreadsheets. Three kits, each one built around a job you’re actually trying to do — get profitable, raise money, or start without stepping on the mines. Every calculator, model, workshop, and white paper I built across 35 years and eight companies.
All of it free. No call, no pitch, no catch.
14
resources
3
kits
0
pitch calls
6 resources
The Fastest Path to Profitability Kit
Find the money already sitting in your P&L.
4 resources
The $300M Fundraising Kit
Everything I hand a founder before they talk to a single investor.
4 resources
The Starting Line Kit
Before you build it, know what you're building.
These two need no signup
Every spreadsheet in the kits answers one question. These two answer whatever you bring them — one machine, and 350 founders who have already been where you are. Go get them right now, then come back for the kits.
🤖
Babu AI
Every spreadsheet in the kits answers one question. Babu answers whatever you bring it — pricing, promo math, retailer strategy, co-man contracts, fundraising prep — trained on 35+ years of operating experience and 4,000+ of my own resources. Underneath it sit 40+ purpose-built Gurus, each one built for a single job.
Start the free trial→Always free💬
The CPG Founders Club
350+ CPG founders in one WhatsApp group, every stage from pre-launch to exit, answering each other in real time. Somebody in there has already solved the thing you're stuck on today. Nobody sells anything in there — that's the whole rule, and it's why it works.
Request to join→Take the one that matches your week
Each kit is a workshop plus the tools that go with it. Most of them exist because I got something wrong first and had to build the thing that would have saved me. Take one, take all three — it costs the same either way.
The Fastest Path to Profitability Kit
Find the money already sitting in your P&L.
Five tools that find the cash you're already leaving on the table, and the 90-minute workshop that walks you through using them.
Reducing the Burn (90-min workshop)
TrainingCutting your burn rate without cutting your growth. Pricing, trade spend, SKU rationalization, cash conversion, and runway planning, start to finish.
Pricing Calculator
ToolStart from MSRP or COGS, compare both, find your optimal price. This is the everyday pricing tool — reach for it when you're setting or resetting a price.
Trade Promo Break-Even Calculator
ToolKnow whether a promo is worth running before you commit to it.
SKU Rationalization Tool
ToolSee which SKUs are carrying your brand and which ones are quietly bleeding it.
Cash Conversion Cycle Tool
ToolSee exactly how your payment terms trap cash, and what freeing it is worth.
Cash Runway Calculator
ToolModel your burn across three years and see how long you've got. This is the quick version — start here. The Fundraising Kit has the deeper investor-facing model.
The $300M Fundraising Kit
Everything I hand a founder before they talk to a single investor.
The three models and the masterclass behind 45 rounds and $300M+ raised. Build the numbers before you build the deck.
Close Your Investment Round (3-hr masterclass)
TrainingValuation, deck, investor targeting, dilution math, and the terms nobody explains to you until you've already signed them.
CPG Chart of Accounts
ToolSet your financials up the way an investor expects to read them, on day one instead of the week before diligence.
Capital Raise & Runway Calculator
ToolThe investor-facing runway model. Deeper than the Cash Runway Calculator in the Profitability Kit — built for sizing a raise, not for the weekly check-in.
Unit Pricing & Break-Even Model
ToolFind your break-even and test pricing scenarios at the unit level. Where the Pricing Calculator sets a price, this one proves the price holds up.
The Starting Line Kit
Before you build it, know what you're building.
Where you actually stand, the whole operating system, and the mistakes that kill brands before they get a fair shot.
Entrepreneurial Readiness Assessment
Assessment50 questions on your experience, your product idea, and your route to market. Twenty minutes now can save you two years. Runs as a Guru inside Babu.
The CPG Playbook (23 plays)
TrainingAll 23 plays for building and scaling a brand, walked through live. KPIs, fundraising, retail strategy, operations, team, exit planning.
CPG Fatal Flaws
PaperThe 18 mistakes that kill emerging brands before they get a fair shot. Learn them on my dime instead of your own.
Suja Lessons Learned
PaperHow Suja went from $600K to $100M, what worked, what didn't, and what I'd do differently if I started it tomorrow.
Or just take all three.
Every kit above, delivered in a single email you can come back to.
Send me all three kits
One email. Everything in it. No cost, no call, no pitch.
The Cold-Pressed Truth
A Founder’s Field Guide to Building, Scaling, and Selling a Consumer Brand
Foreword by Jay Shetty
The kits above are the tools. The book is the thinking behind them — Suja from an ice closet to $100 million in six years, the July 3rd call from Coca-Cola, and everything it cost. Part memoir, part operating manual. It keeps stopping to hand you a tool.
23 chapters, three parts
Featured insights
The CPG Founder's Playbook - Every Play You Need to Launch and Scale Your Brand
23 battle-tested plays from Jeff Church covering KPIs, fundraising, gross margins, trade spend, retail strategy, team building, and more. The complete operating system for CPG founders.
CPG Brand Storytelling: Why Your Story Is Your Biggest Competitive Advantage
Jeff Church on how to craft a CPG brand story that wins retail buyers, moves investors, and builds consumer loyalty that marketing dollars alone can't buy.
CPG Company Culture: Why It Compounds Like Capital (and How to Build It Before You Need It)
Culture compounds quietly — but its returns become real money. Jeff Church on building CPG company culture that survives the scaling phase.
Want Jeff’s eyes on your business?
Everything on this page is what Jeff learned the hard way. If you want him working through it with you directly, he takes on a small number of founders at a time.