Post-Launch Performance Readout Builder

Example output

Post-launch performance readout — Homestead Bone Broth Cups, Month 4

Headline
Homestead is a trial problem, not an awareness or a quality problem. Awareness is running ahead of plan and repeat rate among triers is strong — the bottleneck is converting awareness into a first purchase.

Performance versus goal
Awareness: 22% actual vs. an implied pace toward your household penetration goal — running ahead, not the constraint. Trial: 9% of aware shoppers vs. the 15% modeled — this is the clear shortfall and the metric to focus the readout on. Repeat: 34% at month 4 vs. a 30% goal — already exceeding target, which is genuinely good news and should be stated plainly, not buried under the trial miss.

Funnel diagnosis
The pattern — high awareness, low trial, strong repeat — points specifically at a trial barrier, not a product barrier. If the product itself were the problem, you'd expect a weak repeat rate among the people who did try it; instead, triers are converting to repeat buyers faster than plan. Something between "I've heard of Homestead" and "I bought it" is the actual bottleneck.

Likely drivers, ranked by confidence
1. High confidence: price or shelf-location friction at first purchase — bone broth is a category where format is often unfamiliar (cups vs. cartons), and unfamiliar formats commonly see an awareness-to-trial gap larger than modeled. Recommend checking shelf placement and any format-education gap first.
2. Medium confidence: sampling or trial-driving promotion may be underweighted in the launch plan relative to what awareness-building media delivered — if the media plan built awareness faster than the trial plan built trial mechanisms, this gap is a natural result, not a demand problem.
3. Low confidence / assumption to validate: whether price is the specific barrier, since no price-elasticity or purchase-barrier data was included in what you provided — this needs a targeted check before being named as the cause in a leadership readout.

What the data does not yet explain
Whether the 9% trial rate is weak in absolute terms for this category and format, or only weak relative to your internal model — if 9% is actually a reasonable trial rate for a new bone-broth format industry-wide, the real issue may be that the original 15% goal was set too high, not that the launch underperformed. Pull a category-comparable trial-rate benchmark before concluding the launch itself is off track.

Recommendation: INVEST FURTHER, with a trial-specific intervention
The strong repeat rate is the most important number in this readout — it means the product delivers once tried. This is not a hold-or-exit situation; it's a trial-mechanism problem with a product that's already proving itself. Recommend a targeted sampling or format-education push in the next 60 days rather than a media-weight increase, since awareness is not the constraint.

Evidence still needed before the next stage-gate
A category-comparable trial-rate benchmark for new format launches, to confirm whether 15% was a realistic goal. A shelf-placement and format-visibility audit at underperforming doors. A quick purchase-barrier check (price, placement, or format confusion) among aware-but-not-tried shoppers.

One-page stage-gate summary
Homestead is ahead of plan on awareness (22%) and exceeding its repeat-rate goal (34% vs. 30%), with trial (9% vs. 15% modeled) as the single bottleneck. Because repeat performance confirms the product delivers once tried, the recommendation is to invest in a targeted trial-driving intervention rather than reconsider the launch itself.

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