The retailer P&L most founders never see
A UK food or drink brand selling into the multiples is operating against a buyer who knows exactly what margin their retailer is earning, exactly what the on-shelf price elasticity is, and exactly what promotional support they will demand at the next category review. The brand often does not. The CFO job is to close that information gap before the meeting, not after.
Oro rebuilds the retailer P&L from the brand's invoices, the retailer's sales-out data, benchmarked margin ranges by category, and the founder's knowledge of the contracted terms. The output is a buyer-equivalent view that lets the founder negotiate on the merits rather than the asks.
Trade promotion ROI
Most promotional periods lose money. That is not necessarily wrong — promotion buys distribution, depth of feature, and the next listing — but the loss should be a known number, not a surprise. The CFO model prices every promotion against true contribution margin, includes the post-promo base-rate effect, and gives the founder a defensible position to either accept or refuse the buyer's ask.