Playbooks, calculators & field-tested templates
Open-source templates, spreadsheets, and frameworks built by the FMCG HQ team and shared with founding 100. Free to download; founding 100 members get extended versions with internal notes and real numbers.
The actual templates we use — not marketing collateral.
Most CPG “resource libraries” on the internet are marketing collateral disguised as education. We're trying to do the opposite. The items below are the actual templates, spreadsheets, briefs, and checklists the FMCG HQ team uses internally and that founding brands use during their launches. Free to download.
Founding brands get access to extended versions — case studies with real numbers, briefing templates with internal annotations, founder-team feedback rounds on each draft. That privileged context stays cohort-only because it includes operating specifics from founding brands.
The 2026 Sampling Playbook
How to design, run, and measure a sampling pilot that proves PMF in 14 days. Field-tested with founding 100.
Download free
CPG Unit Economics Calculator
A spreadsheet model for contribution margin, LTV/CAC, and burn multiple. The exact one we use internally.
Download free
Creator Brand Launch Guide
A step-by-step manual for influencer founders going from audience to product.
Download free
Manufacturing Brief Template
The exact brief format we use to send to co-pack partners. Skips weeks of back-and-forth.
Download free
UGC Briefing Framework
How to brief creators for paid-social-ready content without scripting them. Hook-hold-payoff structure included.
Download free
Q-Commerce Margin Calculator
Model Blinkit, Zepto, Instamart, and GoPuff margins across cities. India + US versions.
Download free
Retail Buyer Pitch Anatomy
What buyers actually look at in a pitch deck. Real templates from founding 100 wins.
Download free
Sampling Pilot Brief
Field-tested questions and hypothesis structure. Skip the “what should I ask” cycle.
Download free
Compliance Mesh Q&A
Recorded session on US, Canada, UK regulatory layers. Founding 100 founders Q&A.
Download freeAnd what they're not for
Use cases that work
- Internal team training and onboarding
- Sharing with your agency or fractional team
- Adapting for your specific brand and category
- Running your first sampling pilot or UGC brief
- Modeling your CPG unit economics
- Templates for retail buyer pitch decks
What these aren't
- Replacements for founding 100 operational coordination
- Vetted partners or co-pack capacity
- Live recipient graph for sampling pilots
- Pre-cleared paid-media rights for UGC
- Direct line to the FMCG HQ founding team
- Locked founding-cohort pricing
If a template makes you better at one thing this week, it earned its keep. Most of these will. The deep founding 100 operational lift is what we charge for; this is the open layer.
At a glance
Templates, calculators, guides, and webinar recordings.
Cumulative across the playbooks and step-by-step manuals.
Every template was used in an actual founding 100 launch first.
Founding-cohort members get versions with internal notes and real numbers.
Frequently asked questions
Related reading
Get the extended founding 100 library
Public templates are free. Founding brands get extended versions with internal annotations and real numbers.