3-minute check for time-poor founders
If you’re a product-based business trying to grow in retail, you’ve probably heard the term category management floating around.
And maybe, like a lot of founders I speak to, your reaction is somewhere between:
“Isn’t that for the big brands?”
“We’re kind of doing it?”
“I have no idea what that even means.”
Let’s fix this – without the jargon.
to see how strategic your approach really is.
What is category management, really?
Category management is smart, strategic planning that sits behind retail ranges. It’s how retailers (and savvy suppliers) make decisions about what to stock, how to price it, where to put it, and how to grow it.
It’s not just about your product.
Category management is about how your product fits into the bigger picture. And how you can use that knowledge to get on shelves and stay there.
Why it’s not just for the big brands
Yes, the big players have entire teams working on category growth.
But smaller brands who understand the category have a real advantage.
They. . .
speak the retailer’s language.
show up with insight.
make the buyer’s job easier.
And they can often be flexible in product ideas and innovation
In other words, they look less like a risk, and more like a strategic partner.
The benefits of category management for small brands
Here’s what category management can help you do:
- Spot the right retail opportunities (and ignore the time wasters)
- Strengthen your pitch with retailer-relevant insight
- Tailor your range and pricing to where you’re selling
- Track performance and plan for growth
- Make confident decisions backed by data, not guesswork
And yes it’s all possible even if you’re short on time, budget or team.
What does good category management look like?
Premium granola brand going from online to in-store
You’ve been selling your handmade granola direct-to-consumer through your website. It’s got loyal customers, great reviews, and you’ve even been featured in a foodie newsletter or two. Now you want to get stocked in a mid-tier supermarket.
Category management helps you zoom out:
- Where does your granola sit in the current cereal aisle?
- How does your price compare to other premium or health-positioned products?
- What shopper needs are you meeting? And how can you show that to a buyer?
Artisan candle brand pitching to a high street chain
You’ve built a strong brand online and your artisan candles are stylish, sustainable, and smell like calm in a jar.
But when you pitch to a lifestyle retailer, it’s not enough to be pretty.
Category management helps you:
- Show the buyer how your candles complement, not compete with, what they already stock
- Identify pricing gaps or seasonal opportunities
- Position yourself as a smart commercial choice, not just a nice-to-have.
Tools and tactics (even if you’re not a data analyst)
You don’t need fancy dashboards to get started.
Use tools like:
- Retailer websites and shelf reviews (see what’s stocked and where your product fits)
- Social listening (what are people saying about your category?)
- Sales data (even from your own direct to consumer/e-commerce store – spot what’s working)
Add a layer of structure, and suddenly your gut feel becomes strategy.
Want to check how strategic your approach really is?
Take my:
Find out if you’re building your retail growth on guesswork or a real plan.
(No judgment, just practical insight.)
