You can keep figuring it out on your own—spending money without results and wasting time and energy—or join this masterclass to learn the fastest, most strategic way to build, scale & succeed.
Launch Lab MasterclassÂ
 SOLD OUT
Do you want to launch your Food & Beverage CPG brand but don't know where to start?
JOIN THE WAITLIST70%-80% of CPG Brands
fail within the first year.
- They lack a strategic go-to-market plan
- They start without enough funding
- They don’t have a clear path to sustainable growth
We've got you covered.
This Is For You If...
- You are a first-time Food & Beverage CPG Founder: You have an idea for a brand and need a playbook.
- You are in the early stages: You haven’t yet nailed your Go-To-Market strategy.
- You want to expand: You're navigating farmers markets or Shopify and would like to venture into retail.
- You’re developing your product: You're delving into formulation or contemplating a retail entrance.
- You need strategic guidance: You're operational but seeking to refine your GTM strategy.
- You’re a solo founder: You have limited to no team and need expert guidance.
What You'll Get
- Step-by-step playbook: Weekly guidance on launching your F&B CPG brand for 12 weeks.Â
- Live recorded sessions: 2-3 video meetings per week with Q&A, milestones, and homework. Get real time feedback on your business.Â
- Expert-led workshops: Learn from Danielle and top industry experts on what works and what doesn't.
- Exclusive community: Access to the It’s All Happening Slack channel. Connect with like minded CPG enthusiasts who are also building.Â
- Proven templates: Budgets, sales decks, investor decks, and more making things a whole lot easier.Â
- Tailored advice: Branding, Marketing, R&D, supply chain, and distribution strategies. We cover it all.Â
 What the Masterclass
looks like
Duration & Start Date
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The 12-week program starts on March 17, 2025, and ends on June 6, 2025.
Program Size
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Space is limited to 15 pre-launch founders.
We keep the program limited to ensure a personalized experience, giving you 1:1 time with Danielle, access to industry experts, and a tight-knit community of founders on the same path.
Meeting Structure
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2-3x one-hour sessions per week led by Danielle and industry experts.
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Each week includes Q&A on the topic, milestone goals, and homework to help you stay on track.Â
All sessions will be recorded and provided with lifetime access, so you can revisit them anytime—even if you can’t attend live.
 What We'll CoverÂ
Key Features
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Weekly class material tailored to your category, go-to-market strategy, &Â distribution goals.
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Weekly office hours on Slack for open Q&A led by Danielle.
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Workshops led by Danielle and successful industry experts in their respective fields.
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Template & Tools
to make launching & operating smoother
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Go-to-market research guide.
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PDF materials for each section will be released before classes, covering everything you'll learn in the sessions.
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Pricing &Â cost of goods models.
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12-18 month budgets &Â cash flow projections.
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Sales projection models.
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Sales decks &Â sell sheets.
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Investor decks.
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Retailer lists and buyers contacts.
What You'll Learn
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How to conduct your GTM research, structure pricing, & build your target cost of goods.
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How to ensure your brand stands out from the crowd &Â how to position/differentiate yourself.
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How to go about R&D, co-packer search, supply chain strategy, 3PLs, & Shopify setup.
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How to ensure compliance.
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How to set up distribution, build sales, & create a head-turning marketing strategy.
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How to budget, forecast, & manage investor relations.
Hi, my name is
Danielle Calabrese
Over the course of my career, I’ve launched dozens of CPG food & beverage brands and hundreds of products. If you’re new to this industry or doing this for the first time l will make sure you have everything you need in order to launch quickly and strategically.Â
I meet so many founders that are struggling, wasting precious time and money trying to figure it out on their own. Burnout is inevitable when you waste endless months trying to figure things out. Starting is already daunting enough.
I will guide you to help you avoid critical mistakes that cause many first-timers to fail in this industry.Â
Got questions?
Book a Call
Meet the Teachers
Danielle Calabrese
(Founder, It’s All Happening)
The mastermind behind this masterclass, Danielle will guide you step-by-step through launching your F&B CPG brand. With expertise in strategy, pricing, supply chain, sales & distribution and market readiness, she’ll help you avoid costly mistakes and accelerate your success.
Â
Nicole Swartz
(Trademark Attorney, Bread & Butter Law)
Nicole is an expert in trademarking, compliance, and brand protection, ensuring your business is set up for long-term success. She navigates the complexities of intellectual property and regulatory requirements, so you don’t have to. With her guidance, you’ll avoid costly legal pitfalls, safeguard your brand’s identity, and build a strong foundation for growth. Her expertise not only saves you time and money but also gives you peace of mind as you scale your business.
Kelly Bennett
(Brand Strategist & Advisor, Bread & Butter Law)
A true brand strategy powerhouse, Kelly specializes in helping businesses define their brand strategy, positioning, and storytelling with clarity and impact. With her expert guidance, you’ll craft a brand that not only stands out in a crowded market but also connects authentically with your target audience. Whether you’re launching or refining your brand, Kelly ensures your messaging is powerful, compelling, and built for long-term success.
Jane Miller
(Creative Director & Founder, Janes Haus)
Kelly Meyer
(Social Media Strategist & Founder, Muse Digital Strategies)
A social media strategist with a knack for community building, Kelly will teach you how to create impactful strategies, manage your social presence, and drive meaningful engagement with your audience.
Lydia Lee
(Founder, For The Clout, Influencer Marketing Agency)
An influencer marketing expert, Lydia will guide you in building scalable influencer programs that amplify your brand’s reach and build authentic connections with your audience.
Erin Kelley
(Chief Sales Officer, De La Calle)
A seasoned sales expert, Erin will teach you how to navigate distribution, retail strategy, and broker relationships. She’ll show you how to measure success and secure your spot on store shelves while building meaningful relationships with buyers.
Megan Abbott
(Brand Partnerships Expert)
A powerhouse in brand partnerships, Megan will share her expert strategies for creating meaningful collaborations that drive growth. With years of experience helping brands cut through the noise, she’ll show you how to stand out, build strategic alliances, and maximize your impact.
Sarah Delevan
(Founder, The Good Food CFO, Finance & Unit Economics Expert)
Sarah Delevan is a money expert, podcast host, and supporter of good food. Known for breaking down and simplifying need-to-know financial concepts, Sarah helps CPG founders build and grow a profitable food business. Her guidance will help you design a profitable business set up for long term sustainability.Â
Mary Kate Kolblen
(Supply Chain Expert)
Mary Kate is an expert in supply chain management and inventory optimization. She’ll teach you how to set up an efficient supply chain and source ingredients that meet your brand’s needs. From navigating vendor relationships to mastering inventory management, Mary Kate will help you build a scalable, reliable backend that supports your business growth.
Tessa Powers-Hull
(E-Commerce & Amazon Expert)
Tessa is an expert in online sales for food and beverage CPG brands. She will equip you with the tools to succeed online, from setting up your Amazon storefront to optimizing for scalability and long-term success.
Lydia Bagarozza & Bridget Aileen Sicsko
(Co-Founders, Visibility on Purpose)
Lydia and Bridget are experts in PR and earned media, helping brands secure meaningful press coverage. They’ll teach you how to craft compelling pitches, connect with editors, and land features that elevate your brand’s visibility. With their proven strategies, you’ll learn how to position your brand for media success and make an impact in a crowded market.
Heather Cooper
(Chief Sales Officer, Quinn)
Heather brings a wealth of knowledge in retail strategy and sales forecasting. She’ll teach you how to create a channel strategy that fits your brand’s goals, break down retailer math, and build a winning plan for navigating sales and distribution. Heather’s insights will ensure you’re ready to compete on the shelves and thrive in the retail space.
Rhiannon Franz
(D2C Growth Expert)
Rhiannon is a paid media expert with two decades of experience running marketing funnels for major brands. Before you spend a dime, she'll make sure your business is actually ready. She will share her Ad-Ready Scorecard to assess your marketing foundation and learn the 4 key pillars that must be thriving in your marketing machine before you invest in ads—so when you do, you’re set up for real, profitable success.
