How to structure a commercial platform in the United States?

A commercial platform is based on all the factors and distribution channels that are required for a consumer to buy a consumer product.

In the more than 25 years of experience we have helped multiple companies develop their own commercial and logistics platform in the United States. For this, it is necessary to understand how the different actors intervene in management.

This is how a commercial platform for consumer products is composed in the USA:

• Stores.
• Wholesalers and distributors who are those who distribute the product to stores when they do not have the capacity to buy directly.
• And then the commission agents: They are the sellers who help you locally to serve, either to the store when it buys directly or to distributors and wholesalers. The service provider will be the local agent or representative. It is very important to have a person in the city. He knows, for example, that such a day is when suppliers pay and if he does not charge that day he will not be able to charge, or knows that perhaps it is better not to sell to such a person because he will stop paying you ... , he has local knowledge .

In addition to requiring supermarket chains, wholesalers and distributors, our clients need us to put local representatives on commission in the different markets. So at CPG Wise we look for them and make recommendations, but the contract with all those brokers, with distributors, with wholesalers, everything will eventually be done by the client through their company so we constitute the company and we operate under another contract.

How to build a commercial and logistics platform in the United States? This is how we do it at CPG Wise

Our success formula for the companies we have helped is:

• First step is to make a market intelligence research..
• Later, if the client decides to enter the market and wants to enter with their own operation, we can set up the company in the United States.
• And finally, we become Direct Advisors: In this way we act as facilitators so that they, as a factory, set up directly in the American market and can create their own infrastructure or commercial and logistics platform in the United States market. Everything we do, we do it on behalf of the client. So they are the ones who create this platform.

When we take this last step, as coaches we fulfill the functions of the General Manager for the company's operations in the United States but we do not represent them, because we are the same team. We work under the mandate of the clients. They ask us to create a commercial structure, a commercial platform in the United States market for the factory or for the Mexican or Latin American company. This platform is theirs, everything we do is from the company that employs us.

So who owns all the customers? Your Company. And who owns the inventories ? Your Company. And if you have to hire an agent, a wholesaler, a commission agent - in Chicago for example - and you have to sign a commercial commission contract, who signs it? Your company. It's all from the company itself.

Duration of contract with CPG Wise

Normally we work with an indeterminate contract, because the establishment and consolidation of a company cannot be done in 6 months. In our experience, companies work with Business Plans older than 5 years. Why 5 years? Because it takes that long to develop and consolidate a brand.

If you are interested in developing your commercial and logistics platform in the United States, please contact us: