Fizzroot for Pellbrook Distribution
Distributor pitch deck: the margin stack by channel
A distributor pitch deck has to prove two things before anything else: the product already sells through in stores like the ones the distributor serves, and every can leaves enough margin at each step for the distributor and the retailer to want it. Fizzroot, an invented Melbourne kombucha brand, makes that case to Pellbrook Distribution, an invented chilled distributor, in ten slides built on scan data and one price ladder.
Every slide, in order
The whole deck as it renders, one slide after another. Read it the way the audience would.
The structure
What each slide is doing, so you can reuse the order even with different content.
- Slide 1cover
- Names both businesses and the one claim the deck has to prove: the product sells through, so the distributor earns.
- Slide 2intro
- States why Fizzroot needs a chilled distributor now and why it is worth a distributor's time, in one statement and four receipts.
- Slide 3metrics
- Velocity in existing stores by channel, so the distributor can judge each channel rather than a blended average.
- Slide 4metrics
- The price ladder for one can into an independent grocer, from ex works to shelf, so every party's cut is visible.
- Slide 5pricing
- The margin stack for the three channels Pellbrook would serve, ending in what the distributor earns per store each week.
- Slide 6comparison
- Case configurations, pallet counts and lead times, the operational detail a warehouse manager checks first.
- Slide 7timeline
- The launch state by state, with store counts that add up to the year one target on the ask slide.
- Slide 8checklist
- The marketing support Fizzroot funds in the first year, itemised so the distributor knows what the stores will be told.
- Slide 9pillars
- The ask and the commitments on both sides, with the year one numbers a distributor will hold Fizzroot to.
- Slide 10closing
- Names who to call to agree the range, so the next step is a meeting rather than a follow up email.
Slide by slide
Slide one names both businesses and the three things the deck will prove: velocity, margin and support. Slide two says why a chilled distributor is needed now, with four receipts. Slide three is velocity by channel from scan data. Slide four is the price ladder for one can as a waterfall. Slide five is the margin stack for the three channels Pellbrook would serve. Slide six covers case formats, pallets and lead times, the questions a warehouse manager asks first. Slide seven is the launch state by state, adding up to 490 stores. Slide eight lists the launch support Fizzroot pays for. Slide nine is the proposal, with what each side commits to and the year one targets. Slide ten names who to call and the date that keeps an October launch.
How the numbers reconcile
The year one target on slide nine comes from slide seven and slide five. Slide seven adds 300 independents, 150 convenience stores and 40 cafes. At 2.8, 1.0 and 4.0 cases a store a week, deliberately below today's velocity, that is 43,680, 7,800 and 8,320 cases a year, or 59,800 in total. Multiply each by 24 cans and the per can margin on slide five and Pellbrook earns about 421,000 dollars in the first year. The 640 stores and the 3.2 case average match the Fizzroot investor deck in this library, so the two decks can be read side by side.
How to adapt this deck
A brand pitching an export distributor should add a slide on landed cost, with freight, duty and the importer margin as extra steps in the waterfall. A brand with no scan data yet should replace slide three with a sell through test in a handful of stores and say plainly how many weeks it covers. A brand pitching a distributor that also sells a competing product should add a comparison slide showing where its price and velocity sit against that product, because the distributor will make that comparison anyway.
What a distributor and a retailer check
The Australian Taxation Office treats most flavoured drinks as taxable for GST, which is why GST is its own step on the price ladder rather than hidden inside the shelf price. Food Standards Australia New Zealand sets the labelling rules a distributor's quality team will check before ranging a packaged drink. The Australian Food and Grocery Council represents the suppliers on the other side of these conversations. Beyond compliance, a distribution manager wants the scan data, the margin in dollars rather than percentages, the lead time and the marketing commitment in writing, which is what slides three to nine hold.
What makes this deck work
Velocity comes before price
Slide three shows cases a store a week by channel, 3.9 in independents down to 1.2 in convenience, from four weeks of scan data across 640 stores. A distributor ranges what moves, so the deck answers that before it asks for a single listing.
Every cut of the can is shown
The waterfall on slide four walks one can from 98 cents ex works through the 28 cent distributor margin, the 83 cent retailer margin and 21 cents of GST to a 2.30 dollar shelf price. Nobody at the table has to work out their share from a price list.
The margin is per store, per week
Slide five turns the margin into what Pellbrook earns from one store each week: 26.21 dollars in an independent, 9.22 in convenience and 42.43 in a cafe. That is the number a distribution manager compares against the shelf space and the truck run.
Questions people ask
What should a distributor pitch deck include?
Proof the product sells, the price from ex works to shelf with every margin shown, what the distributor earns per store, pack formats and lead times, a launch plan with store counts, the marketing you will fund and a clear ask. This example fits all of it into ten slides.
How do I show distributor margin in a pitch?
Show it in dollars per unit and then per store per week, not only as a percentage. A distributor compares the weekly dollars against the cost of the truck run and the rep visit. Slide five of this example does both, for each channel the distributor would serve.
What if my brand has no scan data yet?
Use whatever sell through evidence you have, such as a farmers market, a cafe trial or ten stores over eight weeks, and say how long it ran. A short, honest test beats a market size slide, because a distributor ranges products that move rather than categories that grow.
Should a distributor deck include the launch marketing budget?
Yes. Distributors and retailers expect the brand to pay for tastings, shelf material and early promotions. List each item and the total, as slide eight and the proposal slide do here, so the support is a commitment the distributor can hold you to rather than a promise.
How many slides does a distributor pitch need?
Eight to twelve is enough for a first meeting. Keep the operational detail, such as pallets and lead times, on one slide, and put the full price list in a document sent afterwards. The deck exists to win the second meeting with the category and warehouse teams.
Can the margin table stay editable in PowerPoint?
Yes. The editable PPTX export turns tables, text and most chart kinds into native PowerPoint objects, so the distributor can change a price and see the row update. That export is on paid plans; the PDF export is on every plan at about 1 credit per 10 slides.
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