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  • Tool ID: 9112
  • Author: OliiR Academy

SKU Growth Potential Scoring Dashboard

The SKU Growth Potential Scoring Dashboard is built to give Trade Marketing, Category and Innovation teams a disciplined way to evaluate every candidate SKU against the growth levers retailers actually care about.
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  • Tool ID: 9112
  • Author: OliiR Academy

Tool's Overview

The SKU Growth Potential Scoring Dashboard is built to give Trade Marketing, Category and Innovation teams a disciplined way to evaluate every candidate SKU against the growth levers retailers actually care about.

It replaces gut-feel innovation pitches and optimistic forecasts with a structured, comparable scoring view that filters the pipeline through a defensible GO / REVIEW / NO-GO lens before the listing conversation starts.

What This Tool Does

This tool enables Trade Marketing, Category and Innovation teams to:

  • Score every candidate SKU on five growth dimensions — Innovation, Incrementality, Premiumisation, Shopper Recruitment, Category Fit
  • Translate each score into a clear GO, REVIEW, or NO-GO verdict
  • Convert internal scoring into a retailer-facing pitch by answering the five questions every buyer is silently asking
  • Anchor every claim with the right proof point — syndicated data, test market, ROI, shopper insight, or trend evidence
  • View the full innovation pipeline on a live portfolio dashboard

It moves SKU listing decisions from creative argument to evidence-based commercial discipline.

When to Use This Tool

This tool is typically used when:

  • Building the annual innovation pipeline or category development plan
  • Preparing a new SKU listing pitch for a Modern Trade customer
  • Stress-testing a long innovation pipeline to decide which SKUs survive to launch
  • Conducting a portfolio review to identify shelf fillers that should be delisted
  • Aligning Marketing, Sales and Trade Marketing on which SKUs are listing-worthy and which are not

Who Should Use This Tool

This tool is intended for:

  • Trade Marketing Managers and Heads
  • Category Managers and Category Development teams
  • Innovation, Brand and Product Managers
  • Key Account Managers preparing retailer pitches
  • Commercial Directors approving innovation and listing investment

It is equally relevant for brand owners and distributors operating across multiple categories and channels.

How the Tool Is Structured

The tool is organised into eight clear working sections:

  • Cover – branded front sheet with reference, version, and use rights
  • Terms of Use – full IP, licence, and disclaimer framework
  • Instructions – step-by-step guidance on how to use the dashboard correctly
  • SKU Scorer – scoring input table with auto-calculated total score and verdict
  • Scoring Guide – definitions and examples for each 1–3 score on each dimension
  • Retailer Pitch – five buyer questions, proof points, and a pitch-readiness verdict
  • Proof Points – reference page on what evidence to bring to a listing pitch
  • Dashboard – live portfolio snapshot across all scored SKUs

This ensures the tool is immediately usable, decision-oriented, and defensible in both internal range reviews and external listing conversations.

Positioning Note

This tool is most effective when used as part of a structured innovation and range review cadence, rather than as a one-off scoring exercise the night before a buyer meeting. Applied consistently, it builds a portfolio view of which SKUs have earned shelf space, which have not, and where future innovation effort should and should not flow.

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  • Download in Microsoft Formats.
  • Excel, Word, PowerPoint.
  • Fully editable, ready to implement.

FAQs

Do I need special software?

No, All tools are built in Microsoft Office.

Download links are sent by email.

Yes, they are fully editable.

Proprietary to OliiR Academy – For internal use only.

  • Testimonials
Before this program, our trade marketing team was stuck in 'execution mode'—constantly firefighting and reacting to sales requests. This course gave them the structure to stop fixing gaps and start leading the category strategy. They are finally operating as the engine room of our commercial growth.
— Commercial Director, Global FMCG Manufacturer
The biggest impact has been on our internal alignment. We used to have Sales, Marketing, and Trade working in silos, often with competing priorities. The Mini-MBA created a shared language and a single commercial rhythm. Now, when we approach a retailer, we speak with one unified voice.
— VP of Sales & Marketing, Regional Distributor
Trade spend is our second biggest P&L line, yet we were spending it on instinct. This program gave my team the financial discipline to actually measure ROI. We’ve stopped the 'surprise promotions' and started building investment models that actually justify the funding.
— General Manager, Food & Beverage
Our conversations with buyers have completely changed. We moved from simply pushing SKUs to presenting data-backed category stories that defend our shelf space. The team now has the confidence to justify listings and challenge retailers with insights, not just price.
— Head of Modern Trade, Personal Care Brand
What I appreciate most is the practicality. My team didn't just learn theory; they came back with ready-to-use JBP templates and Scorecards that we implemented immediately. It brought order and predictability to our daily work routine.
— HR Director, Consumer Goods
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