Confidence with every pitch Clarity in your numbers Peace of mind on the shelf
A sales team that brings strategy, transparency, and execution at every step.
Where's your brand today?
Strategy and execution at every stage
We build the plan, then run it with you.
Keep scrolling to walk the path.
Get ready
Strategy
Execution
Pricing tailored to each retailer and distributor
Margin model built
Who to sell to first
Pitch deck and sell sheet
Secure distribution
Strategy
Execution
Which distributor, and when
KeHE, UNFI,
and regional distributor onboarding
Distributor terms negotiated
New items set up at the distributor
Land the accounts
Strategy
Execution
Which retailers to pitch first
Submissions and buyer meetings
The category review calendar
Samples and follow‑up
Win POs
Strategy
Execution
Opening order and DC plan
Item setup and DC placement
Launch timing
First orders shipped
Promote your products
Strategy
Execution
Promotions planned for ROI
A promo calendar, built and run
Which programs are worth it
Demos and retailer programs
Run the numbers and adjust
Strategy
Execution
Weekly velocity, account by account
Promos, pricing, and pitch adjusted
What's working, what isn't
Deductions checked
Expand
Strategy
Execution
The next region, based on data
New retailers opened
Which banners come next
A launch plan for each new market
At any stage, we're ready to step in.
Always know where your brand stands
No chasing updates or digging through spreadsheets. Every client gets a custom dashboard
that shows what's happening, what it means, and what we're doing about it.
Account health
Needs attention
- Watch
Fresh Thyme velocity fell 14% after the promo endedPlan: a smaller follow-up promo in January
- Low stock
KeHE Aurora DC has 2.6 weeks of supplyWe asked the KeHE buyer to raise the next PO
Needs a decision
- You
Repeat the demo weekend at Natural Grocers in January?Last one lifted velocity 18%. Cost $600.
- You
Approve the Q1 promo calendarThree events, est. 2.1× return
Coming up
- Nov 4First Sprouts orders ship
- Nov 18Biweekly call
- Jan 15Whole Foods category review
Units per store, per week
By SKU, last month
| SKU | Units ordered | vs. prior month | Stores ordering | Fill rate |
|---|---|---|---|---|
| Original, 8 oz | 1,780 | ▲ 14% | 388 | 99% |
| Spicy, 8 oz | 1,190 | ▲ 9% | 301 | 99% |
| Variety 3-pack | 620 | ▼ 4% | 164 | 96% |
Forecast by SKU, units
| SKU | Nov | Dec | Jan | What's driving it |
|---|---|---|---|---|
| Original, 8 oz | 1,840 | 2,120 | 2,460 | Sprouts launch, January reset |
| Spicy, 8 oz | 1,210 | 1,390 | 1,520 | New Natural Grocers doors |
| Variety 3-pack | 640 | 910 | 780 | Holiday promo, then back to base |
How close the forecast has been
Inventory by DC
| Distribution center | On hand | Weeks of supply | Status |
|---|---|---|---|
| KeHE, Aurora CO | 310 | 2.6 | Reorder now |
| UNFI, Sacramento CA | 180 | 3.1 | Watch |
| KeHE, Romeoville IL | 920 | 6.8 | Healthy |
| KeHE, Stockton CA | 740 | 5.9 | Healthy |
| UNFI, Aurora CO | 560 | 7.2 | Healthy |
Account overview
| Retailer | Channel | Status | Latest update | Next step | Owner |
|---|---|---|---|---|---|
| Sprouts | KeHE | Authorized | 3 SKUs approved for the January reset | First orders ship Nov 4 | Carra |
| Natural Grocers | KeHE | On shelf | Demo weekend lifted velocity 18% | Decide on a January repeat | Carra |
| United Supermarkets | KeHE | On shelf | December scan promo submitted | Confirm ad placement | Jake |
| Whole Foods, Rocky Mountain | UNFI | In review | Buyer asked for velocity data | Category review Jan 15 | Carra |
| PCC | UNFI | Pitched | Buyer requested samples | Sample case ships Friday | Carra |
| Fresh Thyme | KeHE | Watch | Velocity down 14% post-promo | Plan a follow-up promo | Jake |
Decisions & actions
- You
Approve the January demo weekend at Natural GrocersDue Nov 8. Jake: velocity was up 18% the week after the last one. You: Same stores as October?Carra: Yes, plus 4 new Denver doors. Same $600 budget.
- You
Approve the Q1 promo calendarDue Nov 15. Three events, est. 2.1× return per promo dollar.
- Carra
Ship the PCC sample caseDue Friday
- Jake
Dispute two KeHE deductions ($860)Handed from Carra to Jake, Oct 12. $380 recovered so far.
- Carra
Submit the January MCB to KeHEDone Oct 20
Promo calendar & results
| Retailer | Promo | Dates | Cost | Lift | Return |
|---|---|---|---|---|---|
| Fresh Thyme | 20% off TPR | Nov 1 to 30 | $1,150 | +41% units | 1.6× |
| Natural Grocers | Demo weekend | Oct 18 to 19 | $600 | +18% velocity | 2.9× |
| United Supermarkets | Scan promo | Dec 3 to 30 | $900 | Submitted | |
| KeHE | MCB | January | $1,400 | Approved | |
Files & links
- Excel
Account health forecastSales, forecast, promo calendar, and deductions in one file
- Excel
SKU forecast by monthUpdated every refresh
- PDF
Pricing and margin structureDistributor and retailer margins, by channel
- Notes
Call notesEvery biweekly call, with owners and due dates
Transparency
Full visibility into your accounts and reports.
Reporting
Sales, forecast, inventory, and promo result analysis.
Communication
Clear answers and next steps after every update, so you're never left guessing.
Current brands
“Before meeting Carra and Jake, we were a ship without a sail. We knew what we wanted to do but we had no idea how to get there. Not only has Bechamel helped us clean up our books and better understand our financial roadmap, they have been instrumental in building our relationships and onboarding us to UNFI and Whole Foods, as well as many other accounts.”Curtis and Kristen, founders of MisoHeat
Who you'll work with
Carra Kelly, Co-Founder
Runs sales: buyer pitches, distributor relationships, and the accounts that keep growing.
Jake Lyons, Co-Founder
Runs strategy and the numbers: pricing, margins, forecasts, and the data behind every next move.