Retail & distribution

Same ring as the category leader. Better margin story.

Easy Days goes to market entirely through distribution. feel free CLASSIC sits around $8.00 on shelf; we price to match so the buyer decision is about label, testing and support — not about a cheaper bottle.

Margin ladder

Every hand in the chain gets paid.

Step	Price / bottle	Margin
Easy Days → distributor	$5.25	69% to Easy Days
Distributor → retailer	$7.00	25% to distributor
Retailer → shopper	$9.99	30% to retailer

12 ct

Case pack

Standard shipper

$63.00

Case cost to distributor

Assumption — finalizing

$119.88

Retail value per case

Assumption — finalizing

Route to market

100% distributor-led

Easy Days

Produces, lab-tests every lot, ships by the pallet. Sells at $5.25/bottle.

Distributor / DSD

Takes title, warehouses, services the route. 25% margin off wholesale — $7.00 to retail.

Retail — c-store, smoke & vape, independents

Rings $9.99. ~30% retail margin, above the category leader's shelf price.

→feel free built its shelf on an owned distributor network — the route is proven in this exact category.
→Distributor-led keeps Easy Days headcount-light through the Q4 launch.
→Kava + Caffeine gives distributors a SKU they can place where kratom is restricted.

Trade program

Who pays for what.

Trade spend — carried by sales

Modeled as a percentage of gross wholesale.

Distributor slotting / new item fees4%
Scan & promo allowance (2-for / price-off)5%
Distributor depletion incentives2%
Damages, spoils, returns reserve1%
Total trade12%

Rates are placeholders pending the forecast

POS — funded by marketing

Point-of-sale material does not come out of trade.

→Counter mats, shelf trays, danglers, case-stack headers
→Cooler clings and register toppers
→Sampling kits and crew education cards
→Creator Collective content used at point of sale

POS material comes out of the marketing budget, not trade. Trade promotion and trade spend are carried by sales and modeled against gross wholesale.

Field team

The reps behind the route.

Pay structure

Base + per-door-opened bonus + velocity/reorder commission — built to pull quality reps from other beverage brands.

$25/hr+ 10% / 20% / 30% commission tiers

→Doors opened
→Turns / number of resets
→Sales & media
→Revenue
→Month-over-month growth
→Velocity (sold per store level)
→Portal sales

Door-opening cash amount and reorder commission % are TBD pending founder approval.

Headcount & Year-1 budget

Field reps (FMMs)9
Regional managers (FL/TX/CA/LV)3
President of Sales1
Year-1 budget$840K – $1.42M

$15,000/mo on the active roster (no hire attached). Pending Alex — largest line item.

Nothing approved — pay plan needs Shiky / Tom sign-off

Still open before we hire

→FMM offer letter + six-market salary benchmark (Alex + Kyle; blocked by pay approval)
→FMM recruitment process (Alex leads)
→One-page FMM comp summary for founder review
→Contractor vs employee classification — open legal question

Buyer objections

Answers we bring to the first call.

"Kratom is a compliance risk."

Kava + Caffeine ships everywhere. Kava + Kratom ships where it's permitted, with 21+ enforcement and a fully disclosed front label.

"I already have the leader."

We're a second facing in a category where the leader is the whole set. Parity price, different trust posture, and incremental ring.

"Who supports the shelf?"

POS kit from marketing, crew education cards, and Creator Collective content that drives shoppers to the account.