Wednesday, November 04, 2026
Only 39.7% of small businesses actually grew revenue last year, Federal Reserve data shows. If growth feels like the fix for your cash, team or time problems, the numbers say otherwise.
A major retailer or a bigger competitor offers to put your product on their shelf under their own label, at guaranteed volume, no marketing spend required — and it feels like the growth break you've been waiting for. Kevin has watched a dozen FMCG founders take that deal in the last few years, and he has watched most of them regret it within eighteen months. Private label manufacturing can be a legitimate part of an SME growth strategy. It is almost never the free win it looks like on the term sheet, and the founders who get burned are usually the ones who said yes without running the numbers past the guaranteed volume line.
Private label deals are seductive because they solve the hardest problem in FMCG — guaranteed distribution — without the years of grind that building your own brand shelf presence normally takes. But volume isn't growth if it comes at the cost of margin, capacity, and brand equity all at once. Kevin has seen businesses take on a private label contract that filled 60% of production capacity at wafer-thin margin, leaving no room to service their own branded customers during peak season — and no leverage to renegotiate once the retailer knew how dependent they'd become. The deal that looked like growth on the way in becomes a single customer holding the business hostage on the way out.
1. Cap the capacity — Set a hard ceiling on what percentage of production any private label contract can consume, before you negotiate. Most businesses that get hurt never set this number in advance.
2. Price the exit, not just the entry — Model what happens to your cost base and cash flow if the retailer cancels the contract in twelve months. If that scenario sinks the business, the contract is too large.
3. Protect the brand line — Keep your own branded product's shelf presence and marketing investment intact regardless of the private label volume. The moment your own brand goes quiet to service someone else's label, you've stopped growing your business and started growing theirs.
"Kevin has some amazing ideas around marketing, things we would have never thought of ourselves. He also helped us through the process of getting into supermarkets. He has gone above and beyond what he needed to!"
— Amy Nixon, Icehouse Coaching Programme
Cash flow pressure makes guaranteed volume irresistible in the moment, and the long-term brand cost is invisible on a term sheet — it only shows up eighteen months later, in a P and L that's grown in revenue but shrunk in margin and control. This is a decision that benefits enormously from an outside read before signature, not after: someone who has sat on both sides of exactly this kind of deal and can price the real risk before the ink dries, not once the retailer already holds the leverage.
If a private label conversation is on your table right now, get the numbers checked before you sign — not after.
...and you become the owner who grows the brand on your terms, not a retailer's.
Thursday, September 17, 2026
Coaching only works if you say the thing you'd rather not. Here's why the polished update is quietly wasting your sessions — and how to fix it.
Thursday, September 17, 2026
More headcount isn't the same as more growth. Here's why the fastest-scaling SMEs hire fewer, more capable people — and how to test your own team.
Thursday, September 17, 2026
NFIB's newest data shows small business profit trends falling twice as fast as sales, even as owners raise prices. Here's the three-step test to find where your margin is actually leaking.
Thursday, September 17, 2026
Most growth strategies don't fail because the market changed — they fail because nobody tested the assumptions underneath them. Here's the four-question audit that catches the weak spot before it costs you a year.
Sunday, September 13, 2026
FMCG suppliers just got scored on 38 retailer-relationship competencies — and the results reveal a growth capability gap hiding behind operational excellence. Here's the two-bucket audit to fix it before your next category review.
Thursday, September 10, 2026
82% of small business owners are confident about growth — but 53% say a lack of customer demand is their biggest obstacle right now. Here's the framework to tell which one you're building.
Thursday, September 10, 2026
Export feels like the natural next step for a ranged FMCG brand — but it's a different business, not a bigger version of the same one. Here's the validation sequence that protects you.
Thursday, September 10, 2026
A certificate proves someone studied coaching — not that they've built or fixed a real business. Here's the vetting checklist that actually predicts results.
Thursday, September 10, 2026
Your calendar isn't a record of what you value — it's a record of what you haven't said no to. Run the audit that shows the real gap and how to close it.
Thursday, September 10, 2026
Most stalled SME deals aren't lost to a competitor — they're lost to silence. Here's the Urgency Ladder framework that turns "went quiet" into a real answer.
Thursday, September 10, 2026
Your website works 24 hours a day, yet most SME sites haven't been touched in years. Run the five-minute audit that shows exactly where it's losing you customers.
Thursday, September 10, 2026
Most SME owners make their biggest calls alone, with no one qualified to challenge them. Here's how to build a "kitchen cabinet" that gives you real strategic pushback — without a formal board.
Wednesday, September 09, 2026
Revenue is climbing and you feel like you're winning — until you check what's actually left over. Here's the simple two-number habit that stops growth from quietly eating your margin.
Wednesday, September 09, 2026
Your accountant, a podcast, a mastermind group and a mate all just told you something different about your business. Here's how to audit that noise and consolidate around one voice that actually knows your numbers.
Wednesday, September 09, 2026
Every new hire without a system takes twice as long to become productive, and you end up re-explaining the same things forever. The 90-Day Ramp Map fixes that in four steps.