Start with the market and feeding role
A target price without a market, intended feeding role or pack creates false precision. Begin with where the product will be sold, how it is intended to be fed and which life stage it is intended for. Final label terminology is selected only after destination-market review.
The twelve-field brief
A practical first brief does not need a finished formula, but it should hold the commercial and technical boundaries that change feasibility.
- Destination market and sales channel
- Dry, wet, freeze-dried, creamy treat or other format
- Intended feeding role, with final terminology left market-specific
- Species and life stage
- Ingredient or protein-source direction
- Texture, kibble or visible-piece specification
- Primary pack, fill weight and number of SKUs
- Initial and annual quantity estimate
- Target price context and requested Incoterm
- Testing and document requirements
- Target sample and launch dates
- Reference products, artwork or links
What a responsible quote should say
A useful quotation identifies assumptions, exclusions, formula or specification version, packaging basis, MOQ basis, Incoterm, validity period and unresolved evidence. It is not simply one price beside a product photo.