{"title":"Home page","description":null,"products":[{"product_id":"free-product-checklist","title":"The Product Checklist","description":"\u003cp class=\"font-claude-response-body break-words whitespace-normal\"\u003e\u003cstrong\u003eThe Product Checklist — Free\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp class=\"font-claude-response-body break-words whitespace-normal\"\u003eThe 10-point check Kennedy runs on every product before committing to a supplier, placing an order, or going to market.\u003c\/p\u003e\n\u003cp class=\"font-claude-response-body break-words whitespace-normal\"\u003eMost founders skip this step. They fall in love with the idea, move fast, and find out six months later that the margins don't work, the supplier can't scale, or the product isn't different enough to cut through. This checklist exists to catch those problems before they cost you money.\u003c\/p\u003e\n\u003cp class=\"font-claude-response-body break-words whitespace-normal\"\u003eWhat's inside:\u003c\/p\u003e\n\u003cul class=\"[li_\u0026amp;]:mb-0 [li_\u0026amp;]:mt-1 [li_\u0026amp;]:gap-1 [\u0026amp;:not(:last-child)_ul]:pb-1 [\u0026amp;:not(:last-child)_ol]:pb-1 list-disc flex flex-col gap-1 pl-8 mb-3\"\u003e\n\u003cli class=\"font-claude-response-body whitespace-normal break-words pl-2\"\u003eMarket and differentiation check — is there a real reason for this to exist?\u003c\/li\u003e\n\u003cli class=\"font-claude-response-body whitespace-normal break-words pl-2\"\u003eMargin and landed cost validation — does the math actually work?\u003c\/li\u003e\n\u003cli class=\"font-claude-response-body whitespace-normal break-words pl-2\"\u003eSupplier qualification — can they deliver consistently at volume?\u003c\/li\u003e\n\u003cli class=\"font-claude-response-body whitespace-normal break-words pl-2\"\u003ePackaging and compliance considerations\u003c\/li\u003e\n\u003cli class=\"font-claude-response-body whitespace-normal break-words pl-2\"\u003eLaunch readiness indicators — is the timing right?\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp class=\"font-claude-response-body break-words whitespace-normal\"\u003e\u003cstrong\u003eWho it's for:\u003c\/strong\u003e Physical product brand founders at any stage — new idea or next launch, run this first.\u003c\/p\u003e\n\u003cp class=\"font-claude-response-body break-words whitespace-normal\"\u003e\u003cstrong\u003eFree. Instant download.\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003ePart of Groundwork, the Socials to Storefront course.\u003c\/p\u003e","brand":"Socials to Storefront","offers":[{"title":"Default Title","offer_id":43975970619480,"sku":"STS-001","price":0.0,"currency_code":"NZD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0719\/8526\/6776\/files\/sts-product-checklist.png?v=1790421691"},{"product_id":"cashflow-survival-guide","title":"The Cash Flow Survival Guide","description":"\u003cp\u003e\u003cstrong\u003eThe Cash Flow Survival Guide — $37\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eThe thing nobody warns you about when you're building a product brand. We nearly lost the business during TWC's best month ever. This is what we learnt.\u003c\/p\u003e\n\u003cp\u003eProfitable and cash positive are not the same thing. For a physical product business, where you pay for stock months before you sell it, that gap can kill a brand that's doing everything else right. This guide covers how to see it coming, what to do when you're in it, and how to make sure it doesn't happen the same way twice.\u003c\/p\u003e\n\u003cp\u003eWhat's inside:\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003eWhy profit and cash diverge, and why it matters more for product brands than anyone tells you\u003c\/li\u003e\n\u003cli\u003eThe three-layer planning framework we now run at TWC\u003c\/li\u003e\n\u003cli\u003eThe toolkit: supplier terms, trade finance, smart debt, BNPL, and what actually helps\u003c\/li\u003e\n\u003cli\u003eThe emergency playbook, step by step, for when you're already in it\u003c\/li\u003e\n\u003cli\u003eThe root cause checklist: how to make sure the next scare doesn't come from the same place\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003e\u003cstrong\u003eWho it's for:\u003c\/strong\u003e Physical product brand founders at any stage. Essential reading before you hit your first cash flow crisis, and even more useful after.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003e37 NZD. Instant download.\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003ePart of Groundwork, the Socials to Storefront course.\u003c\/p\u003e","brand":"Socials to Storefront","offers":[{"title":"Default Title","offer_id":43975970685016,"sku":"STS-003","price":37.0,"currency_code":"NZD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0719\/8526\/6776\/files\/sts-cash-flow-guide.png?v=1790421691"},{"product_id":"the-campaign-checklist","title":"The Campaign Checklist","description":"\u003cp class=\"font-claude-response-body break-words whitespace-normal\"\u003e\u003cstrong\u003eThe Campaign Checklist — $27\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp class=\"font-claude-response-body break-words whitespace-normal\"\u003eThe exact system Kennedy uses to plan and execute every campaign at The Whitening Co — from Black Friday to a simple restock announcement.\u003c\/p\u003e\n\u003cp class=\"font-claude-response-body break-words whitespace-normal\"\u003eMost campaign stress comes from not knowing what you've forgotten. This checklist removes that. Every asset, every platform, every timing milestone — written down in the order it needs to happen, at the scale that matches your campaign.\u003c\/p\u003e\n\u003cp class=\"font-claude-response-body break-words whitespace-normal\"\u003eWhat's inside:\u003c\/p\u003e\n\u003cul class=\"[li_\u0026amp;]:mb-0 [li_\u0026amp;]:mt-1 [li_\u0026amp;]:gap-1 [\u0026amp;:not(:last-child)_ul]:pb-1 [\u0026amp;:not(:last-child)_ol]:pb-1 list-disc flex flex-col gap-1 pl-8 mb-3\"\u003e\n\u003cli class=\"font-claude-response-body whitespace-normal break-words pl-2\"\u003eThe full assets list — website, email, social, ads, packaging, everything\u003c\/li\u003e\n\u003cli class=\"font-claude-response-body whitespace-normal break-words pl-2\"\u003eThe campaign brief template Kennedy sends to the team before every campaign\u003c\/li\u003e\n\u003cli class=\"font-claude-response-body whitespace-normal break-words pl-2\"\u003eThe Campaign Timeline — from one month out to launch day, milestone by milestone\u003c\/li\u003e\n\u003cli class=\"font-claude-response-body whitespace-normal break-words pl-2\"\u003eThree campaign sizes (Hero \/ Seasonal \/ Reactive) with the right scope for each\u003c\/li\u003e\n\u003cli class=\"font-claude-response-body whitespace-normal break-words pl-2\"\u003eCampaign closedown and debrief framework — how to make the next one better\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp class=\"font-claude-response-body break-words whitespace-normal\"\u003e\u003cstrong\u003eWho it's for:\u003c\/strong\u003e Physical product brand founders who want to run campaigns like an operator, not scramble like a founder. Works for a team of one or ten.\u003c\/p\u003e\n\u003cp class=\"font-claude-response-body break-words whitespace-normal\"\u003e\u003cstrong\u003e27 NZD. Instant download.\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003ePart of Groundwork, the Socials to Storefront course.\u003c\/p\u003e","brand":"Socials to Storefront","offers":[{"title":"Default Title","offer_id":43975970816088,"sku":"STS-002","price":27.0,"currency_code":"NZD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0719\/8526\/6776\/files\/sts-campaign-checklist-v2.png?v=1790424519"},{"product_id":"the-0-marketing-playbook","title":"The $0 Marketing Playbook","description":"\u003cp class=\"font-claude-response-body break-words whitespace-normal\"\u003e\u003cstrong\u003eThe Zero Dollar Marketing Playbook — $37\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp class=\"font-claude-response-body break-words whitespace-normal\"\u003eEverything Kennedy did to build The Whitening Co's audience before there was an ad budget.\u003c\/p\u003e\n\u003cp class=\"font-claude-response-body break-words whitespace-normal\"\u003eMost brands go straight to paid ads. Kennedy spent the first years of TWC doing the opposite — building in public, earning media, and creating word of mouth that no Meta campaign could buy. This playbook is the exact approach, written down.\u003c\/p\u003e\n\u003cp class=\"font-claude-response-body break-words whitespace-normal\"\u003eWhat's inside:\u003c\/p\u003e\n\u003cul class=\"[li_\u0026amp;]:mb-0 [li_\u0026amp;]:mt-1 [li_\u0026amp;]:gap-1 [\u0026amp;:not(:last-child)_ul]:pb-1 [\u0026amp;:not(:last-child)_ol]:pb-1 list-disc flex flex-col gap-1 pl-8 mb-3\"\u003e\n\u003cli class=\"font-claude-response-body whitespace-normal break-words pl-2\"\u003eThe build-in-public method that compounds over time\u003c\/li\u003e\n\u003cli class=\"font-claude-response-body whitespace-normal break-words pl-2\"\u003eHow to earn press, features, and organic reach without a PR budget\u003c\/li\u003e\n\u003cli class=\"font-claude-response-body whitespace-normal break-words pl-2\"\u003eWord of mouth frameworks — how to make your product genuinely shareable\u003c\/li\u003e\n\u003cli class=\"font-claude-response-body whitespace-normal break-words pl-2\"\u003eCommunity building before you have a community\u003c\/li\u003e\n\u003cli class=\"font-claude-response-body whitespace-normal break-words pl-2\"\u003eThe content strategy that built the audience before the first dollar went to Meta\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp class=\"font-claude-response-body break-words whitespace-normal\"\u003e\u003cstrong\u003eWho it's for:\u003c\/strong\u003e Physical product brand founders who want to grow before (or instead of) paid ads. Not theory — this is what Kennedy actually did.\u003c\/p\u003e\n\u003cp class=\"font-claude-response-body break-words whitespace-normal\"\u003e\u003cstrong\u003e37 NZD. Instant download.\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003ePart of Groundwork, the Socials to Storefront course.\u003c\/p\u003e","brand":"Socials to Storefront","offers":[{"title":"Default Title","offer_id":44264209088600,"sku":"STS-004","price":37.0,"currency_code":"NZD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0719\/8526\/6776\/files\/sts-marketing-playbook-v2.png?v=1790423276"},{"product_id":"the-stockist-pitch-kit","title":"The Stockist Pitch Kit","description":"\u003cp class=\"font-claude-response-body break-words whitespace-normal\"\u003e\u003cstrong\u003eThe Stockist Pitch Kit — $47\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp class=\"font-claude-response-body break-words whitespace-normal\"\u003eThe templates, scripts, and frameworks Kennedy used to get The Whitening Co into retail — including a nationwide Life Pharmacy partnership off the back of a $5k expo stand that made $3k.\u003c\/p\u003e\n\u003cp class=\"font-claude-response-body break-words whitespace-normal\"\u003eGetting into stockists isn't about having a perfect pitch deck. It's about knowing your margins cold, understanding what the buyer actually needs, and following up correctly when everyone else doesn't. This kit covers all of it.\u003c\/p\u003e\n\u003cp class=\"font-claude-response-body break-words whitespace-normal\"\u003eWhat's inside:\u003c\/p\u003e\n\u003cul class=\"[li_\u0026amp;]:mb-0 [li_\u0026amp;]:mt-1 [li_\u0026amp;]:gap-1 [\u0026amp;:not(:last-child)_ul]:pb-1 [\u0026amp;:not(:last-child)_ol]:pb-1 list-disc flex flex-col gap-1 pl-8 mb-3\"\u003e\n\u003cli class=\"font-claude-response-body whitespace-normal break-words pl-2\"\u003eTrade pricing formula — know your floor before you walk into any ranging conversation\u003c\/li\u003e\n\u003cli class=\"font-claude-response-body whitespace-normal break-words pl-2\"\u003eCold outreach email templates (adapted from what Kennedy actually sent)\u003c\/li\u003e\n\u003cli class=\"font-claude-response-body whitespace-normal break-words pl-2\"\u003eThe ranging conversation framework — what buyers ask and how to answer\u003c\/li\u003e\n\u003cli class=\"font-claude-response-body whitespace-normal break-words pl-2\"\u003eFollow-up sequence — the cadence that closes without being annoying\u003c\/li\u003e\n\u003cli class=\"font-claude-response-body whitespace-normal break-words pl-2\"\u003eReorder cycle guide — how to keep a stockist stocked and happy\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp class=\"font-claude-response-body break-words whitespace-normal\"\u003e\u003cstrong\u003eWho it's for:\u003c\/strong\u003e Physical product brand founders ready to move beyond DTC and into wholesale and retail. Requires a product with real margins — this kit won't paper over a bad cost structure.\u003c\/p\u003e\n\u003cp class=\"font-claude-response-body break-words whitespace-normal\"\u003e\u003cstrong\u003e47 NZD. Instant download.\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003ePart of Groundwork, the Socials to Storefront course.\u003c\/p\u003e","brand":"Socials to Storefront","offers":[{"title":"Default Title","offer_id":44264209219672,"sku":"STS-005","price":47.0,"currency_code":"NZD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0719\/8526\/6776\/files\/sts-stockist-pitch-kit-v3.png?v=1790590926"},{"product_id":"the-packaging-kit","title":"The Packaging Kit","description":"\u003cp\u003eThe box is the first hello. This is how we packaged The Whitening Co to dazzle on camera, hold its own on a retail shelf and get mentioned in reviews, plus the mistakes we paid for along the way.\u003c\/p\u003e\u003cp\u003eIt's built around the two kinds of packaging, the box that sells the product and the mailer it travels in, with three printable tools: a supplier sample brief, a pre-print proof checklist and a budget worksheet.\u003c\/p\u003e\u003cp\u003eFor founders selling physical products, before their first proper packaging run or a rebrand. Instant PDF download, $47 NZD.\u003c\/p\u003e\u003cp\u003ePart of Groundwork, the Socials to Storefront course.\u003c\/p\u003e","brand":"Socials to Storefront","offers":[{"title":"Default Title","offer_id":67599092252760,"sku":"STS-007","price":47.0,"currency_code":"NZD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0719\/8526\/6776\/files\/sts-packaging-kit.png?v=1790927921"}],"url":"https:\/\/socialstostorefront.com\/collections\/frontpage.oembed","provider":"Socials to Storefront","version":"1.0","type":"link"}