FOR CHALLENGER FMCG BRANDS
The commercial planning cockpit for challenger FMCG brands
NSV tracking, promo ROI, forecast accuracy, customer P&L and JBP prep in one place. Live from the weekly sales file your business already produces.
How it works
Send your weekly sales file
The file your team already produces. No new template, no new process.
Your cockpit updates itself
Weekly actuals, forecast accuracy and promo post-evaluation recalculate automatically.
Walk into Monday with the pack done
Board-ready reports and exports, ready before the Monday trading meeting.
What's inside
Fifteen views, grouped into four areas of a commercial plan.
Performance
- Overview
- Movers
- Rate of sale
- Forecast accuracy
Promotions
- Promo calendar
- Promos
- Efficiency
- Cannibalisation
Money
- Customer P&L
- Price index
- Scenarios
Retailer
- Weekly forecast
- Distribution
- Negotiations
- Reports
Pricing
For brands under around £10m in annual revenue.
Unlimited users
For brands above around £10m in annual revenue.
Unlimited users
From the founder
I planned inventory across Amazon-scale warehouses before moving into FMCG, where I watched commercial teams run multi-million-pound plans out of spreadsheets that broke every Monday. ControlDeck AI is the tool I wanted to hand them: the weekly sales file a business already produces, turned into the numbers a trading meeting actually needs. No dashboards for their own sake, just fewer hours lost to trackers.
Declan Watson · Founder
Talk to us about a founding slot
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