Week-by-week roadmap to go from Aldi-only to a multi-channel Irish brand. No winging it.
| Metric | Current |
|---|---|
| Aldi stores | 150+ |
| Independent stockists | ~8 (KBC accounts cross-selling) |
| Annual revenue run-rate | ~€468k |
| Revenue target | €1.2m (strategic), €3m+ for exit |
| BRC status | IOA said “ready for BRC” — certification pending |
| Team | Barry + production team (~€2k/week wages) |
| Facility | Sallins, Co. Kildare (€4k/month rent) |
| Objective | Target |
|---|---|
| New independent stockists | 30 |
| Monthly indie revenue | €5,000+ |
| Aldi sell-through maintained | No delistings |
| PR coverage pieces | 5+ |
| Social media followers (IG) | +500 |
| Influencer seedings | 15 |
| Trade show attendance | 1 |
| BRC certification | Submitted |
| Day | Activity |
|---|---|
| Monday | Plan the week: review CRM, confirm visits, check stock levels |
| Tuesday | 3 in-person visits (Dublin) |
| Wednesday | 3 in-person visits (Kildare/commuter belt) |
| Thursday | Follow-ups: calls, WhatsApps, emails. Deliveries for confirmed orders. |
| Friday | Content day: photographs, social posts, IG stories, LinkedIn post |
Approach coworking spaces (Dogpatch Labs, WeWork, Republic of Work) — standing cooler with ProKulture, monthly delivery.
Offer ProKulture for corporate events, wellness retreats, yoga festivals.
Partner with a health/wellness subscription box for a 1-month feature.
| Item | Cost | Notes |
|---|---|---|
| Sample bottles (200 bottles @ €0.85 COGS) | €170 | Sampling is the #1 sales tool |
| Sell sheet printing (200 copies) | €80 | A4 colour, double-sided |
| Counter cards (50 units) | €120 | POS for stockists |
| Sample bags (100 branded bags) | €60 | For venue visits |
| Influencer seeding (15 cases @ €25 COGS) | €375 | Mixed cases with notes |
| Fuel / transport | €300 | Dublin/Kildare visits |
| PR product samples (10 cases @ €25 COGS) | €250 | For journalists |
| Total | ~€1,355 |
This is lean. The biggest investment is time, not money.
| Date | Milestone | Success Metric |
|---|---|---|
| End Week 2 | First indie orders placed | 3+ first orders |
| End Week 4 | Foundation complete | 8 stockists, CRM working, PR seeded |
| End Week 8 | Momentum confirmed | 23 stockists, reorders flowing, 1 PR piece |
| End Week 12 | Scale ready | 30 stockists, €5k/month indie, BRC submitted |
| End Q3 2026 | Multi-channel | 50+ stockists, distributor engaged, second multiple in conversation |
| End 2026 | Revenue target | €700k+ run-rate (Aldi + indie + potential new multiple) |
| Risk | Likelihood | Impact | Mitigation |
|---|---|---|---|
| Aldi delisting | Low | Very High | Maintain relationship, support sell-through, monitor competitor entries |
| Production capacity maxed | Medium | High | Start BRC process now. Plan facility upgrades for Q4. |
| Price pressure from multiples | Medium | Medium | Protect indie pricing. Accept lower multiple margin for volume. |
| Slow indie conversion | Medium | Medium | Adjust pitch, increase samples, test different venues. |
| Competitor enters Irish market | Medium | Medium | First-mover advantage + organic cert + ambient = moat |
| Barry’s time spread too thin | High | High | Hire a part-time sales rep (€500/week) once 20+ stockists confirmed |
| Delivery logistics bottleneck | Medium | Medium | Engage a distribution partner at 30+ stockists |
If conversion rate holds and reorders are flowing, a part-time sales rep (3 days/week, €500/week) would free Barry from daily visits and double the weekly visit capacity.
Direct delivery becomes unsustainable at scale. Start conversations with:
With 150 Aldi stores, 50 independents, and BRC certification, the pitch to SuperValu/Dunnes becomes: “Proven product, proven demand, certified quality. Here are the numbers.”