RETAIL READINESS FOR CPG BRANDS
Have everything a buyer needs to say yes before you reach out.
Have everything a buyer needs to say yes before you reach out: your sell sheet, samples, sample card, Faire page, and email messaging, reviewed and optimzed in 2 weeks.
You want wholesale to feel consistent but right now it looks more like this…
01.
You’ve got a few amazing stockists and proof your product works - but without a system, wholesale keeps slipping to the bottom of your to-do list.
02.
You’re on Faire, but it feels like shouting into the void. You know your product deserves more visibility - you're just not sure how to get it.
03.
You’ve sent cold emails, but the silence is deafening. Generic inboxes (hello@ instead of a real buyer), second-guessing the message, and crossing your fingers it even reached the right person.
04.
You’ve tried the manual hustle - researching stockists, drafting emails, following up - but it’s inconsistent, exhausting, and doesn’t fit with the million other hats you’re wearing.
05.
You keep seeing other brands land stockists and wonder what you’re missing. Your outreach feels like a grind with no momentum, and it’s starting to feel like maybe you’re the problem (you’re not).
Sound familiar?
The good news?
You already have a product retailers want - now it’s about building a system that gets it consistently in front of them.
The Wholesale Outreach Engine™ was built to replace guesswork with a clear, repeatable system - so you always know who you’re reaching out to, what to say, and what’s running next, without adding more to your plate.
That looks like:
A defined outreach rhythm instead of sporadic bursts
Buyer-ready messaging you don’t second-guess
Consistent conversations that build week over week - not just one-off wins
A strategist guiding your replies through launch.
So wholesale stops living in your head (or your to-do list) and starts moving forward, even when you’re focused on everything else.
OVERJOY IS THE TOOL.
STRATEGY IS WHAT GETS REPLIES:
Anyone can sign up for Overjoy, and its AI will even write you an email. What it can’t do is decide which retailers are right for your brand, what makes a buyer say yes, or how to answer when one writes back. That’s the strategist’s job, and it’s the part I do with you.
☑︎ Who to target:
The retailer categories most likely to stock you, and the ones to skip.
☑︎ What to say:
Your positioning and proof points, written for buyers, not shoppers.
☑︎ What to do when they reply:
How to answer, follow up, and move a reply toward a sample and an order.
I’m Tessa, a wholesale strategist. I spent 15+ years across the table from retail buyers, so I know what they need to see before they say yes. Now I help CPG brands get in front of them.
You sell food, beverage, beauty, or wellness products
You’re already selling (via DTC, Faire, or a handful of stockists)
You have wholesale pricing, a sell sheet, and samples ready to send
You want to reach independent retailers proactively, not wait to be discovered
You want a repeatable system you can run yourself once it’s set up, not one-off outreach or guesswork
You’re ready to reply to buyers and send samples promptly
Not ready yet? Start with Retail Readiness.
THIS IS A GOOD FIT IF —
Here’s how Wholesale Outreach Engine™ helps you shift from stuck to scaling:
☑︎ We replace passive platforms with proactive outreach
Faire is a great tool — but it’s passive. Instead of waiting to be discovered, we help you land directly in the inboxes of buyers you actually want to work with.
☑︎ This isn’t mass cold email— it’s targeted, buyer-specific outreach.
It’s targeted, buyer-specific outreach built around relevance, timing, and clarity — which is exactly how modern wholesale conversations start.
☑︎ We handle the “what do I say?” spiral for you
No more second-guessing your subject lines or rewriting the same email 20 times. You’ll get buyer-centric, voice-aligned copy written for your brand — so you feel confident before you ever hit send.
☑︎ We automate outreach without losing the human touch
We build and launch thoughtful campaigns on your behalf - written in your brand voice, sent automatically, and designed to sound personal, not robotic.
☑︎ We turn your early traction into consistent momentum
You’ve already proven your product works. Now we install the structure and rhythm to scale it — with a system that runs reliably, even when you’re juggling everything else, and delivers real buyer conversations in as little as 4 weeks.
☑︎ I coach you through your first replies
Landing in a buyer’s inbox is the easy part. Knowing what to say back and when to follow up is where wholesale is won. During launch and in your two sessions, I help you work out what to say, so you walk away knowing how to do it yourself.
You’ve done the hard part building a product people love
Now it’s time to share it with stockists who actually want to stock it.
The Wholesale Outreach Engine™ gives you the structure and support to scale without burnout.
Why WHOLESALE OUTREACH ENGINE Isn’t Like Anything Else Out There ↓
An installed system - not a course, rep, or marketplace.
A fully built system inside your brand that's yours to keep, not a lesson, a hire, or a listing.
Strategist-led setup, built inside your brand.
Your targeting, messaging, and campaigns, built and launched without you writing a single email.
Four weeks, then it’s yours.
For 4 weeks I build and launch your outreach. Then you get the training library, a live walkthrough, and two sessions to run it yourself. No ongoing retainer.
From inbox to replies - without manual follow-up
Automated outreach and follow-ups run in the background while you focus on the business — and step in only when buyers reply.
Reply coaching built in.
Replies are where wholesale is won, so I coach you through your first ones during launch and in your sessions.
Designed for lean, founder-led brands
No sales team, no commissions, no complexity - just a system you can run or delegate.
What You Get Inside the Wholesale Outreach Engine™
I set up your outreach system and run your launch over 4 weeks: strategy, lead sourcing, and your email campaigns and follow-up flows.
As buyers start replying, I coach you on what to say. After launch you get the training library and two 30-minute sessions, so you can run it yourself.
Here’s what gets installed for you:
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We get clear on who you’re selling to and what will make them say yes. Together we choose your two target retailer categories, map your dream stockists, and pin down your positioning and proof points.
Every email that goes out is built on that strategy, not guesswork.
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Your system sends, follows up, and tracks automatically while you stay focused on product and fulfillment.
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One central hub for tracking, templates, and tools — so you always know what’s running and what’s next.
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A live, personalized walkthrough showing you exactly how the engine works — and how to keep momentum going.
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Within 30 days of launch, your outreach will generate at least 10 warm replies from retailers across your two target categories. If it doesn’t, I’ll build one additional list and campaign at no charge.
*Applies to brands that complete the readiness checklist and respond to buyer replies promptly. A warm reply means a buyer asks for samples, pricing, or more information.
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Built inside Overjoy so your brand connects with real buyers consistently - without manual sending or chasing.
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☑︎ Curated Buyer Research + List Building
A handpicked list of aligned, verified retailers chosen for your category, price point, and brand values. -
Outreach copy written in your brand voice — personal, intentional, and designed to get replies.
*Wholesale orders depend on product, pricing, and buyer fit - this guarantee ensures your brand is seen, considered, and replied to.
BY DAY 30, you’ll HAVE:
A fully working wholesale outreach system inside your business
Lead lists and inbox-ready emails for two target categories
Campaigns live and sending
A Notion dashboard with tracking, tools, and templates
A live walkthrough of your setup
AFTER LAUNCH, YOU’LL ALSO HAVE:
10 warm buyer replies within 30 days of launch (guaranteed)
The training library to add leads and launch new campaigns when you’re ready
Two 30-minute sessions in the 30 days after launch to troubleshoot as you go
Confidence replying to buyers and handling objections, not just guessing what to say
A repeatable system you can run, refine, or delegate
A one-time upfront payment to install a repeatable wholesale outreach system inside your brand — built and launched in 4 weeks, with the training to run it yourself.
Limited starts each month.
INVESTMENT: $1200
☑︎ Full 4-week program
☑︎ 1:1 strategy session, positioning, and retailer targeting
☑︎ Overjoy set up and configured (subscription paid directly to Overjoy)
☑︎ Lead lists for two target categories
☑︎ Emails for both: a 3-email sequence each, a sample follow-up flow, and reply templates (one revision round)
☑︎ Reply coaching during launch and in your sessions
☑︎ Notion dashboard
☑︎ Handoff walkthrough and training library
☑︎ Two 30-minute sessions in the 30 days after launch
☑︎ 10 warm replies, guaranteed*
Guarantee
*Within 30 days of launch, your outreach will generate at least 10 warm replies from retailers across your two target categories. If it doesn’t, I’ll build one additional list and campaign at no charge.
*Applies to brands that complete the readiness checklist and respond to buyer replies promptly. A warm reply means a buyer asks for samples, pricing, or more information. Wholesale orders depend on product, pricing, and buyer fit. This guarantee ensures your brand is seen, considered, and replied to.
WHAT’S INCLUDED
Overjoy comes with a 2-week free trial. After that, plans start at ~$125/month, paid directly to Overjoy. No retainers, no commissions.
Sign up through my link for 15% off your first three months.
AFTER SET UP
Built by a wholesale strategist, systems builder, and longtime advocate for independent brands doing things differently. After years working inside the wholesale world alongside leading lifestyle and wellness brands, I saw how often early-stage founders were left to figure it out alone: burning out on Faire, guessing their way through cold outreach, or spending big on reps who couldn’t deliver. I created the Wholesale Outreach Engine™ to change that. It’s a four-week, strategist-led setup that helps you grow with clarity, confidence, and a clear path into retail, without the overwhelm.
WITH WHOLESALE OUTREACH ENGINE™ YOU WILL
01. GET YOUR TIME BACK
Because a system is doing the heavy lifting — not your inbox, spreadsheets, or willpower.
Most founders spend hours each week researching stockists, drafting emails, and following up manually. This replaces that with a system that runs in the background.
02. Build a retail pipeline you can rely on
Consistent outreach, real buyer replies, and momentum that doesn’t depend on Faire or last-minute hustle.
Wholesale works best when it’s consistent. This installs the rhythm so conversations keep flowing instead of restarting from zero every season.
03. SELL WITH CONFIDENCE - NOT SECOND GUESSING
You'll know exactly what to say, from the first cold email to every buyer reply after it.
Instead of pitching into the void or hoping for intros, you're reaching the right buyers directly, with messaging built to start conversations, and real support to carry them into orders.
04.STEP INTO YOUR CEO ROLE
With a wholesale system you can run, refine, or delegate - built to grow with your brand.
No reps, no commissions, no constant travel or trade show roulette - just a system you own.
NO REPS, NO COMMISSIONS, NO CONSTANT TRAVEL, NO TRADE SHOW ROULETTE…JUST A SYSTEM YOU OWN.
OUR EASY PEASY PROCESS
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OUR EASY PEASY PROCESS ↓
A clear, co-created system - built to move fast and last
Your 4-Week Program
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We get aligned. You get out of the weeds.
A 1:1 strategy session to clarify your goals, dream stockists, positioning, and your two target categories. Then I take it from there.
You’re not building, researching, or writing. I am. -
Your outreach engine gets installed.
I set up Overjoy, build your lead lists, and write your emails and sample follow-ups. Launch included.
As buyers start replying, I coach you on what to say.
Weekly updates and light-touch approvals only, no busywork.
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You’re never left guessing.
I watch the numbers, tune the emails, and coach you on replies.
You get a live walkthrough, the training library, and two 30-minute sessions in the 30 days after launch.
“a game changer…”
“Working with Tessa has been a game-changer for Lotza's wholesale growth. She expertly built and executed our wholesale outreach strategy, significantly streamlining the process of sampling and onboarding new accounts through platforms like Faire and Overjoy.”
— Laura, Lotza
“MOVE QUICKLY + STRATEGICALLY”
"Tessa was instrumental in helping Mae’s Sunday get ready for New York Bridal Fashion Week. She helped us move quickly and strategically, using Overjoy to craft outreach emails and secure buyer appointments in record time."
— Becca, Mae's Sunday
“CONNECT WITH THE RIGHT BUYERS FAST”
"Tessa helped us sharpen our wholesale toolkit and approach the U.S. market with clarity and focus. With her guidance and the use of Overjoy, we were able to streamline outreach and connect with the right buyers faster. Her strategic insight made all the difference."
— Jacqui, ANJAC
FREQUENTLY ASKED QUESTIONS
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Yes because Faire is passive. It’s a great tool, but it doesn’t guarantee your dream stockists ever see your products. The Wholesale Outreach Engine™ puts you in control with a system that gets you into the inboxes of buyers you actually want to work with - not just whoever happens to scroll past on Faire.
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This system is built for lifestyle, wellness, and CPG brands - the kinds of products indie retailers love to stock. Each campaign is customized to your brand, your voice, and your target buyers. You’ll also get a curated stockist list tailored to your niche, so you’re not guessing who to pitch.
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You probably didn’t have the right strategy, buyer targeting, messaging, or follow-up system in place - which is exactly what we build for you. Plus, we combine smart tech with human nuance (no mass-blasting templates here), so each message lands with intention.
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HOW IT WORKS:
A focused, co-created 8-week program, built to move fast and last.
Week 1 - Strategy + Setup
A 1:1 kickoff to align on your goals, ideal stockists, and messaging direction. From there, we build the foundation, targeting, copy, and system setup.
Week 2 - Campaign Launch
Your outreach campaign goes live.
Buyers start receiving thoughtful, on-brand messages designed to open conversations - not blast inboxes.
Weeks 3–4 - Outreach Runs, Replies Come In
The system keeps running in the background. As buyers start replying, we're already helping you work out what to say, this is when your guaranteed 300+ opens and 10+ warm replies land.
Weeks 5–8 - Train & Hand Off
We train you to run the system yourself, adding leads, launching new campaigns, while still working buyer replies together in real time. By week 8, you've done it yourself, not just been shown how, and you're ready to keep growing wholesale on your own.
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A linesheet or sell sheet ready to go, and your ordering setup sorted, whether that's direct, Faire, Airgoods, or a distributor, so when a buyer replies ready to order, you can actually take it. If you're not quite there yet, flag it on our strategy call and we'll help you get sorted before the campaign launches.
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No, beyond the platform itself. Everything we do, the build, the outreach, the training, is covered in your one-time $1,200 investment, no retainer, no commissions, no sales fees to us. The only ongoing cost is the Overjoy platform if you choose to keep running your engine after setup, about $125/month, paid directly to Overjoy, not to us.
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Not at all. This system is designed specifically for lean, founder-led teams. After the 8-week program, you’ll have a plug-and-play engine inside your business - one you can run yourself or easily hand off to a VA or team member.
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We guarantee that your campaign will reach at least 300 retail buyer inboxes, and you'll receive a minimum of 10 warm replies within weeks 1 to 4, while your outreach system is live and running. These are real, engaged buyers, not inflated vanity metrics.
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While no one can guarantee wholesale orders, this system ensures consistent, high-quality exposure to the right buyers - so your product has a real chance to convert.
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You'll get:
Slack/email access throughout your 8 weeks
A strategy call at the start
Real-time help with buyer replies from week one
Hands-on training to run the system yourself in weeks 5 to 8
A full handoff walkthrough call at the end
Support runs the full 8 weeks, so you're never left guessing along the way.
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Yes, and it's hands-on, not just a walkthrough. Through weeks 5 to 8, we train you to run the system yourself, adding leads, launching new campaigns, and working buyer replies together in real time. You'll also have a personalized Notion dashboard with templates and tracking, so by the time we hand it off, you've actually done it, not just been shown how.
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Perfect - we help you define that. During our strategy call, we’ll map your product-market fit, ideal retail placements, and values-aligned retailers. From there, we hand-curate a list for you.
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Spots are limited to just 10 brands per round so we can give each build the care it deserves. Once they’re gone, they’re gone — and the early bird rate also expires soon. If it’s a yes, book early.
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If you’ve already got some traction (via Direct to Consumer, Faire, or local retailers) — and you’re serious about growing into independent retail — then yes. You don’t need to be a wholesale pro, you just need to be ready to scale with support.
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No - it’s thoughtful, buyer-led outreach designed to start real conversations. The system is built around fit, relevance, and follow-up - not blasting lists or hoping for luck.
the Wholesale Outreach Engine™ installs a proven outreach system so retailers reply, momentum builds, and growth doesn’t depend on you.
Stop guessing your way
through wholesale
GET IN TOUCH
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GET IN TOUCH ↓
CONTACT ASSET STUDIOS
