I Followed the Process. Where's My 6 Figures in 6 Months? Getting your product on the shelves of a big-box store is a complex process that doesn't guarantee success.

Opinions expressed by Entrepreneur contributors are their own.

Luis Alvarez | Getty Images

Just because you learn how the chess pieces move doesn't mean you will win the game. In fact, you can't lose the game until you learn the moves. But how the pieces move is just the beginning. To win, you need to know the strategies and philosophies of the game.

We all know this is true when it comes to parlor games. But when it comes to successfully building and monetizing a consumer package goods (CPG) brand, it's easy to focus on what you think your immediate need is. If you don't understand the end game and the strategies and philosophies to get there, you can choose to learn a process that gets you into big trouble fast! Why? Because what you think you need may not be what you really need.

The hype is out there, ready to take your money, ready to sell you the process you are asking for, but do you have enough experience to know what to ask for?

We met a young entrepreneur recently with a great CPG consumer packaged product. He was sure that if it was only in a big box chain he would be golden. So, he studied he studied the process. He filled out the new product forms, met with the category manager, and voila! He was "successful!" He was in the big box store. Even his investors were ecstatic! Everyone thought, "Wow! Now that we're in the big box stores, we'll be making six figures in six months!"

Related: Big-box Stores Are Failing. Here's How Small Businesses Can Scoop up Their Sales.

But within six months, all the excitement had transformed to into disappointment. They were discontinued! Why? "According to the scan data, the sales weren't adequate to justify the shelf space," the buyer flatly reported.

It was like he knew what the chess pieces did, but in four short moves, he was checkmated. He needed to know more but didn't think he did - until he failed! He wasn't prepared to play with the big boys. He hadn't learned the retail philosophy, or for that matter, the strategies necessary to stay in the store. Learning the process of getting in to the store just was just the beginning, and perhaps getting that cart before the horse.

Here's is what happened to him:

He identified the buyer of the store he though he wanted to be in. He filled out the forms properly. He got the appointment. He gave a compelling pitch. He followed the process perfectly, and got in.

He thought he knew enough to choose the right retailer for his product to debut. However, at this early stage, he lacked the experience to first seek the philosophical and strategic knowledge he really needed.

He was sure that if he just followed the cut-and-paste process of how to get in, he'd be a big success in that box store. The process got him in alright, but now he was vulnerable! He expected the retailer to give him more time to pick up traction, but the retailer was quick on the trigger. He was discontinued forever from that big box store and all its outlets.

Related: How Real-World Retailers Can Better Compete With Ecommerce

Because he was discontinued from the big box store, other retailers were much less likely to give him a "second" chance. He had the stigma of a "slow mover" and "non- starter". His competitors were quick to "warn" the other buyers.

Before you choose the process, and certainly before you choose the store, here's what our painful experience has taught us:

Appreciate the basic retail philosophy.

Shelf space is an expensive investment and can only be justified with high turn items. Sales are measured by scans out the front door, not in the back door. Your CPG brand must sell fast enough to stay in the store. You must know how many scans per month are required.

Respect and execute what it takes on your end.

Is it merchandising, advertising, or even recognizing and removing the sales stoppers inside the store? Is it in-store demonstrations, or physically bringing people in to the store to buy your products? You are the only one responsible for the movement of your brand. Don't depend on the store, your broker, or your distributer.

Related: These 2 Graphs Explain the Retail 'Apocalypse'

Make your mistakes in a small market.

Understand what the sales stoppers are …and how to remove them. Appreciate the true cost of sales and merchandising in a large chain before you attempt to sell there. We like to say "Get your act together before you take your show on the road!".

To win the game with a CPG brand, you must make the right moves. Don't be pandered to by the promise of six digits in six months. You can't cut and paste your way to success. Processes are important, but strategy and philosophy are absolutely critical.

Michael Houlihan and Bonnie Harvey, founders of Barefoot Wine, co-authors the NYT’s bestseller, The Barefoot Spirit: How Hardship, Hustle, and Heart Built America’s #1 Wine Brand, and The Entrepreneurial Culture, 23 Ways to Engage & Empower Your People. Both recommended by CEO Library for CEO Forum, the C-Suite Book Club, and widely used in school of entrepreneurship. Contact: info@thebarefootspirit.com for keynote speaking, trainings or consulting.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Business News

Meta Is Reportedly Offering Up to Nine-Figure Pay for Researchers on Its New Superintelligence AI Team

Meta CEO Mark Zuckerberg, 41, is overseeing the hiring of staff for the new 50-person team.

Operations & Logistics

How Online Businesses Can Scale, Improve and Maximize Profitability — Even in a Volatile Economy

Today's unpredictable business environment makes it essential for ecommerce entrepreneurs to recognize key operational tipping points — like automation, order volume growth and multichannel complexity — and adopt the right tools to scale efficiently, protect margins and meet customer expectations.

Franchise

She Quit Her Corporate Job to Sell a Refreshing Summer Staple — Then Made $38,000 the First Week and $1 Million in Year 1

With nearly $40,000 in first-week sales and $1 million in her first year, DeSario Turner's story is a blueprint for success.

Business Ideas

70 Small Business Ideas to Start in 2025

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2025.

Business News

'Juice Jacking': TSA Warns Air Travelers to Protect Themselves from This Growing Security Scam

Here's how to protect yourself from falling victim to a cybercrime that targets air travelers.

Leadership

Raised By an Immigrant Single Mom, She Experienced 'Culture Shock' Working at Goldman Sachs. Here's What She Wants You to Know About 'Black Capitalism.'

Dr. Rachel Laryea shares what it means to be a Black capitalist — and how anyone can use capitalism as a force for social good.