Program: your product on retail shelves

More turnover and profit because your product is in all important stores.

Do you recognize this?

Danielle Mol GreenUp Consulting

Make the impact that you have in mind with your products

You want to know exactly when a retailer is going to include a product, so you can focus on what you need to do, to be on more shelves as soon as possible. Any objections raised by the retailer, you want to be able to remove. In fact, you want to prevent them.

You want to have an ideal product range, which both you and the retailer earn enough from, so that you can continue to invest in growth. In addition, you want to be able to make good commercial agreements. It would be very nice if you invested every euro you invest in the right things. If you need to do promotions, you have a clear understanding of what possibilities there are and which methods offer the most added value.

You want to feel like you’re switching quickly, so that you stay ahead of the competition and that you can quickly get on with what you’re good at.

The time is now

More and more sustainable initiatives are coming onto the market that make the world a little better. That’s fantastic, but it also means you have to make speed as a company. Make sure you’re a first mover.

I worked in the food industry for almost 15 years and sat at the table at many retailers. Here I have put a lot of innovations on the market. So I understand exactly what you need to do to impress, realize growth and build a professional relationship with your customer.

That is why I have developed a program for companies that want to conquer the retail world. You will learn how to build a strong story, remove any barriers and really bring something to the retailer.

I teach you how to build a strong foundation so that you can also generate sustainable growth for your retail business. You do not just want to get on those shelves, but you also want to make enough money and stay on those shelves.

In 4 months you are going to make huge strides. You get access to tools and methods that you can always use. Truly an investment in the future of your company.




€3.997,- excluding VAT. You can also pay it in 3 terms of €1.375,- (excluding VAT). VAT is deductible as an entrepreneur.

N.B. access from 3rd participant in modules + email access, will be invoiced + €150,- p.p. Of course you can involve (people from) your team in the meetings. I work with 1 primary point of contact for the appointments.

After this program:

And most importantly, you have invested in a sustainable future of your company.


Let me introduce myself: I am Danielle Mol, with GreenUp Consulting it is my mission to make plant-based food the norm within retail.

When I started working almost 15 years ago, it was my dream to make a big career. That resulted in me making huge strides in my career and as a 33-year-old as commercial manager was responsible for 80 million euros.

Still, it didn’t make me happy. After a period in which I made a fantastic world trip and traveled by land to India, I decided to commit to companies that contribute to my mission. Now I combine my commercial experience with my experience as a consumer. I myself have been eating plant-based for five years.


“Danielle has helped us identify the opportunities and threats on the supermarket shelf. The report ensures that we can make better decisions in our strategy. Danielle works passionately and empathizes with the product in question and the world around it. Her down-to-earth, pro-active attitude and structured way of working make for a very pleasant collaboration.”

Chantal Engelen – Dutch Edamame

Danielle has helped us enormously with the best possible transfer of our proposition and USP and to translate this into a trade presentation for retail. She has contributed to all the facets involved: logistics, margin calculations, POS material and promotion proposals etc. Danielle identifies very well where the precise pain points lie and what can be improved. She thinks from all perspectives: consumer, retailer and supplier in order to create as much value as possible for all parties. Hugely valuable to us and at the very moment when we needed it most, just before we started further discussions with retailers! We are 100% satisfied and happy with what she has meant to us.”

Berend Eberson – Grünten



For companies that:

To check whether the program suits you, you can always email me via or schedule a match call:

frequently asked questions

Click on the question to read the answer:

That depends. I give you the knowledge and the tools, you will have to work with it yourself to get the most out of it. The modules themselves will take you about 30 minutes – 45 minutes per module to read/view.

In addition, there are assignments. One takes an hour, the other takes a few hours. Each module will also be different, how relevant and urgent this is for you. That’s why we start with a kick-off and baseline measurement, to make this clear.

With the assignments and guidance you are directly engaged with your company. So every hour you work on the assignment or do something with my feedback is to invest directly in your strategy and story for retail.

Working with me also saves you time, because I coach you to focus on the right things.

Ihis program is suitable for all companies that do not yet have large distribution. Some participants already have a few outlets in retail (stores). Or have advanced plans for that. It is also good to get into this program.

From the kick-off you will get started with the assignments and it is not the intention that you only start working with the knowledge after the program. That’s why I’m doing an extensive kick-off, so I can tell you which things are prioritized to get the most out of the 4 months. By working with me (and getting started yourself), you get the most out of such a test. You can use this validation to sustainably establish and expand your distribution.

With a few stores, you may have already gained your first learnings. We can use that in this program fantastically in your story to expand the distribution. But a few stores don’t generate enough sales. The program is therefore certainly suitable!

If you are already in almost all major supermarkets, then a different form of cooperation is better. And if in doubt, definitely schedule a match call!

If you are not satisfied after 2 weeks, you can get your money back. The condition is that you have fully committed yourself for the first 2 weeks. This means going through the modules, preparing the sessions well and actively working on my feedback.

In each module, I’ll give you all the information on the subject that’s important. There are a number of sub-topics per module. In all modules all text is written out and you can find pictures. In addition, I recorded it in video, where I also share slides where necessary. I also add relevant files per modules as Word or Excel, so that you can work with them yourself.

In the latest modules, all useful files and calculations have been added.

I’m doing an extensive kick-off with you because I’m going to advise you on which modules your priority is. It is impossible to complete all modules completely in 4 months. That’s why you’re keeping access for a year

What good! For example, many start-ups have done the academy at Kitchen Republic or participated in an accelerator. Then you may already know a part. Repetition is always good, by

the way.

We start with an extensive kick-off that I will prepare based on a questionnaire that you send back. Then I indicate which modules you should prioritize (you can immediately access all modules). This is how you get the most out of it. 

I really help you with your story towards the retailer and am your sparring partner and coach for 4 months. We’re really going to determine the strategy and you’re going to continuously improve your story until it’s right. That’s why I’m sure this will be of much added value.

That’s certainly possible. This program is really intended for companies that are looking for more of a coaching role and who want to make quick steps in 4 months with my guidance.

You can also call me in as a consultant, where I work out the entire strategy myself. Then look under the other headings under collaboration or schedule a conversation for the possibilities.

Online modules

Below you can see a summary of the modules. Each module contains information in text form and video form. Each module also contains assignments so that you immediately apply the knowledge in your company!

To determine what your market entry and/or growth strategy should be, you need to have more insight into the
different channels and how they relate to each other. What does the market look like? And which players fit your proposition? And what does this mean for your market entry strategy?

How do you gain more insight into the development of the category in which your product falls? Or could your product fall into multiple categories and which one do you choose? And how does that matter now for the introduction and roll-out of your product?

  • Deskresearch: what sources and approach
  • Position of your product in the store
  • Finding market data connecting the dots
  • Trends and developments: researching and monitoring

It is the step in which every company actually still has a lot of work to do. How do you convince the other person of how unique your product is? And where on the shelf are you going to make the most impact? Through my step-by-step plan you have your competition really clear and you have the tools to focus your Unique Selling Points.

  • White space model
  • Positioning and competition (also from the retailer)
  • Unique Selling Points
  • Think about what’s in it for them (your customer)
  • Shelve position

What products best suit the retailer and do you both offer the most potential? How do you choose different variants? How do you get a good consumer advice price?

  • Defining final packaging, content, taste and quantities
  • Calculation margin and potential
  • Validation

How do you determine the potential of the customers? What goals can you define? Many companies want to be on as many shelves as soon as possible. I’m going to challenge you on this, because it’s of interest that you apply a strategy. You usually only have one chance at a retailer(or you have to wait until the next category manager is there).

  • Estimating sales and potential of total sales
  • Forecasting
  • Shelve mutation moments

How do you convince the head office of success? How do you use test cases and more importantly:
how do you ensure that they contribute to your further roll-out in the future?

  • How do you focus on working together and what’s in it for them
  • Proof or concept
  • Validation and meeting preconditions

A matter what buttons can you push to boost sales through the retailer and in stores? And how do I make sure I get the most out of every euro?

  • Choosing support techniques
  • Goals for your promotions and how to achieve them
  • Thinking in scenarios and models

In this module I will take you through the checklist and handles that I have been able to make after almost 15 years.
What elements should you include in your presentation? When do they decide to
adopt your product?

  • Where does the retailer pay attention to? What do they want to know
  • Storytelling of your brand
  • How to build the presentation. What’s in it?
  • Where do you convince?

In this module there are useful tools that you can always use. Think of a model to calculate margin
(did you know that not every retailer does this the same way?), a forecast model and a
negotiation strategy.

  • The correct margin calculation
  • The correct cost price and purchase price
  • Promotion Tool
  • Checklist terminology (margin, rotation, loss, etc.)
  • Forecastmodel
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