josh whiteresources
Articles, tools and the weekly note
What I'm seeing across the brands I work with, written up so you can use it, plus the checklists and calculators behind the articles. Mostly nCAC, payback, cash, retail, raising and where AI agents actually fit.
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Steal my spreadsheets.
The Raise-Ready Checklist
The minimum model, the deck story and the 20 questions investors ask, as a checklist you can actually work through.
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The nCAC & Payback Calculator
A simple spreadsheet for nCAC, payback by channel and the most you can pay for a new customer before a big promo.
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The Retail Door Cost Worksheet
Door payback after trade and deductions, a 13-week cash view and a deduction log, before the PO starts eating your cash.
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Articles
Agent Spend Is a P&L Line Now: OPEX or Variable Marketing?
The Agent Org Chart for a $1-10M Brand
Raise-Ready in 30 Days: The Model, the Story and the 20 Questions Every Wellness Investor Will Ask
Do We Even Need Shopify Anymore? Selling to AI Agents
Health & Wellness nCAC Is Up. Fix Your Payback Math Before Black Friday.
Costco's Lesson: Private Label Is Coming for Your Format, So Win on Trust and Fewer SKUs
What P&G Is Paying $3.8B For: How to Build a Brand a Strategic Buyer Wants
1 in 9 U.S. Adults Is on a GLP-1 for Weight Loss
Retail Will Eat Your Cash: What a Door Really Costs Once Deductions and Terms Hit
How to Run a Weekly Growth Review: A Practical Guide to Your Most Important Weekly Meeting
Built to Scale: The Framework Behind Profitable CPG Growth
the weekly note
Finance and ops for CPG founders, in your inbox.
I write about the stuff that decides whether a brand makes money: nCAC, payback, cash, retail and where agents actually fit. Usually one email a week, written the way I'd explain it on a call.
free 30-minute call
Let's look at your numbers.
Bring the P&L and your ad accounts, or the spreadsheet nobody trusts. We'll look at where your nCAC, payback and cash actually are, and I'll tell you what I'd do next if I were in your seat. Plans start at $2500/mo, and the call is free either way.