MASTER CPG SALES, BUSINESS DEVELOPMENT, ALSO CONSULTANT & - - PowerPoint PPT Presentation

DAVID BIERNBAUM

Consumer Packaged Goods Expertise since 1977

DAVID BIERNBAUM & ASSOCIATES 36 FOUR SEASONS CENTER SUITE 101 CHESTERFIELD, MO 63017 PH: (314) 434-6008 E-MAIL: david@biernbaum.com web: www.biernbaum.com

The highest level of experience and working knowledge at affordable costs to CPG companies in all stages of development.

MASTER CPG SALES, BUSINESS DEVELOPMENT, ALSO …CONSULTANT & ADVISOR

DAVID BIERNBAUM & ASSOCIATES, LLC CONSUMER GOODS BUSINESS DEVELOPMENT A sensible partnership that really works to Build Equity!

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Hire DAVID BIERNBAUM TO DEVELOP YOUR BUSINESS OR TO CONSULT YOUR BUSINESS!

• CONTENTS
• David’s CPG Success Dynamics
• What It Takes!
• David Biernbaum Bio/Summary
• What David can do for You.
• Business Development and/or Consulting
• Avoiding 7 Common Disconnects that hinder CPG companies.
• Prescription for Success in the CPG Business
• Skilled Broker Management
• Trade Show Leadership
• Social Media/ Networking, Trade Media/ Articles
• What People Say about David
• Fees

DAVID BIERNBAUM & ASSOCIATES THE PARTNE

NERS RSHI HIP THAT REAL ALLY WORKS RKS

CAN DO! SENSIBLE SALES PLANNING CLUED-UP RETAIL PRESENTATIONS SKILLED BROKER MANAGEMENT EXPERT MARKETING KEY CONNECTIONS ECRM, NACDS, PLMA, GMDC PLANNING FOR BRAND EQUITY DEVELOPMENT The highest level of experience and working knowledge at affordable costs to CPG companies in all stages of development.

HERE’S HELP! TOTAL NATIONAL SALES DEVELOPMENT OR STRICTLY CONSULTING AND BUSINESS DEVELOPMENT SUPPORT.

BROKER KER MANAGEMENT EMENT

HIGHLY SKILLED

SELECTION, ORGANIZATION, AND ADEPT BROKER COMMUNICATIONS!

RETAI AIL L APPOINTMENTS OINTMENTS

MAXIMIZE THE OPPORTUNITY! THE RIGHT TIMING + THE RIGHT AGENDA + RIGHT PRESENTATION

TRADE ADE SHOWS WS

THE RIGHT STRATEGY AND PLANNING FOR NACDS, ECRM, GMDC

CONSUMER UMER MARKETI RKETING G

THE ONGOING “ENERGY” THAT DRIVE SUFFICIENT VELOCITY AT RETAIL!

RETAI AIL L SALES ES & PROMO MOTI TION ON

TIMING /SYNCHRONIZATION, RIGHT-SIZE FUNDING, EXECUTION MANAGEMENT SKILL LLED ED PACKAGE GE DESIGN IGN STRATEGY TEGY

C.P .G .G. . / RETAI AIL L SUCCE CESS SS DYNAM AMIC ICS S . .

ALL THESE ESE COMPON PONENTS ENTS ARE PLANN NNED ED AND EFFEC FECTED; TED; IN IN SYNC NC WITH TH CONST STANT ANT ATTENT ENTION ION.

SKILL LLED ED RETAIL AIL FUNDING ING STRATEG TEGY Y & MANAGEMENT EMENT

DAVID BIERNBAUM & ASSOCIATES LLC

www.biernbaum.com

 DAVID BIERNBAUM... SINCE 1977, IS A CONSUMER PACKAGED GOODS PROFESSIONAL IN THE FIELD OF MARKETING, RETAIL SALES, BROKER MANAGEMENT , AND BUSINESS DEVELOPMENT . HAS A FAR-REACHING BACKGROUND AND RESILIENT CAREER BUILDING EQUITY FOR MAJOR CONSUMER PACKAGED GOODS (CPG) COMPANIES... . . . AND ALSO SEVERAL START UP’S AND YOUNG COMPANIES, WITH NATIONAL BRANDS, NICHE BRANDS, LICENSED, AND ALL TYPES OF SPECIALTY BRANDS IN HBC, OTC, GM, ORAL CARE, AND NON-FOODS.

• Next

 At (GSK) Beecham; led initial launch of Aquafresh toothpaste, a major global brand.  National leadership and new licensing agreements elevated Zooth Inc. to its market dominance leading to it’s acquisition by the Gillette Co. and then Procter and Gamble.  As Senior VP., led Vi-Jon Laboratories to become a major force in HBC store brands leading to its highly profitable merger and industry dominance the company still builds on even today. Vi-Jon later launched Germ-X hand sanitizers.  At The Gillette Company’s Oral B Laboratories; led sales forces through high-impact maneuvers often shattering record sales and breaking competition.

David Biernbaum …

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 Highly successful development of several niche and specialty brands; examples include TheraBreath, Fresh & Go, Milkscreen nursing products, Mineral Ice, Australian Dream Arthritis Cream, ZarBee’s Cough/Cold/Allergy products, and many others.  For major national companies such as Abbott Laboratories and Beecham Products; led regional launches for brand names such as Selsun Blue, Murine, Faultless, Tronolane, Cling Free Sheets, Calgon, Massengill, and Fruit Fresh.  As a transition consultant for a new owner at Medallion Foods; took over as interim president then re-staffed the company with great results and lasting success.  As COO at Ultradata Systems, Inc; licensed travel information computers to companies such as Rand McNally, AAA, Lucent Technologies, etc.

David Biernbaum ..

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 David also is a consultant to companies such as Procter & Gamble, Triumph (Oral Health) Pharmaceuticals (Smart Mouth Brand,) Urgent Rx, Evofem (Softcup Brand,) Ferndale Healthcare (Anal Ointments & Creams,) Fossil products, The OraBrush, and several others.  Launched several oral care products in the mass markets to raise funds for The Susan G. Komen Breast Cancer Research organization.  David is a leader and a very active member of NACDS, GMDC, and consults regularly and actively works hand in hand with ECRM.  David Biernbaum has written hundreds of columns for trade magazines such as MMR, Chain Drug Review, and PL Buyer, and currently David is a "BrainTrust" panel member at Retailwire.com, the very popular blog read every day by hundreds of retail executives. David Biernbaum …

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 Working directly with retail executives on numerous industry committees, David is also an instructor at colleges and he is a frequent speaker for industry seminars and panels.  In 2009, David founded and developed the CPG Retail Professionals social networking group on LinkedIn. The group now has more than 25,000 professional industry members, and is also available now on Facebook. The group consist of retail executives, retail management, and CPG sales and marketing professionals.

David Biernbaum ..

Founded by David; now 25,000 members!

National Leadership since 1983 Active since 1984 Active Leadership since 1986 Providing Total Expertise

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TODAY …. David Biernbaum still works with major CPG companies such as Procter & Gamble, but David’s passion is working with great young client companies and brands such as Smart Mouth mouthwash, Australian Dram Pain Relief Creams, Ferndale Healthcare’s new brands such as RectiCare and HelioCare, ZarBee’s children’s cough and cold products, Evofem’s Softcup feminine hygiene products, Xlear Brands Nasal Sprays, and many others that you might not know YET, but you WILL! Other companies David has consulted include GSK, Johnson & Johnson, Burt’s Bees, Sylphar Remedent, The ECRM, and Retailers such as Walgreens, CVS, and Wal-Mart. David is also extremely involved and very active on NACDS leadership committees, ECRM events, GMDC, national trade media (David writes several articles and is a constant contributor) and of course David is one of the most active professional members in CPG news and social media.

David is a distinguished “BrainTrust” panel member of the most well read professional retail executive’s blog in the CPG industry today!

DAVID BIERNBAUM AND ASSOCIATES CAN DO!

BUSINESS DEVELOPMENT

• NATIONAL SALES / SALES

MANAGEMENT

• BROKER SELECTION / BROKER

MANAGEMENT

• MARKETING
• NATIONAL ACCOUNTS DEVELOPMENT
• TRADE EVENTS
• ECRM, NACDS, GMDC, PLMA ETC.
• NEW VENDOR EVENTS
• PACKAGE DESIGN (a)
• ADVERTISING (b)
• PUBLIC RELATIONS (c)

a,b,c: David Biernbaum networks and partners with

• utstanding firms that do graphic arts, public relations,

advertising, and other CPG and retail functions.

CONSULTING

• CONSUMER GOODS RETAIL SALES
• CONSUMER GOODS MARKETING
• RETAIL CHAINS, APPOINTMENTS
• PRESENTATIONS DEVELOPMENT
• ECRM
• NACDS MARKETPLACE
• GMDC
• BUDGET PLANNING
• STRATEGY AND MAPPING
• BROKER EVALUATIONS
• SALES TRAINING
• SALES MANAGER TRAINING
• BOARD MEETINGS

DAVID BIERNBAUM & ASSOCIATES THE PARTNERS NERSHI HIP P THAT REALLY WORKS KS RETAINER , AD HOC, AND NON-RETAINER

1. Mis-management of brokers by failing to keep a highly experienced razor sharp eye on everything they do from the minute you send the first box of samples. Also it is often “fatal” to send a broker alone to “show” your product without adequate preparation, detail, and without a skilled master broker or sales manager to represent the brand and the company in a more comprehensive way. 2. Incomplete retail presentation without the essential elements of a comprehensive proposal. 3. Not having the right package design and markings for the “real world” of retail stores, shelf environment, consumer behavior, gender, target market, etc. 4. To be out-finessed by the often overlooked indirect hidden competition. 5. Underestimating the true costs and commitments for retail distribution, pricing, and promotion. 6. Being pressed into an unfavorable deal by a retailer or broker that you will never

• vercome.

7. A product hits the shelves without an action plan to drive sufficient velocity, and therefore the product is delisted after just a few months.

DAVID BIERNBAUM & ASSOCIATES THE PARTNER NERSHI HIP THAT REALLY WORKS KS

AVOIDING 7 COMMON “DISCONNECTS.”

PRESCRIPTION FOR SUCCESS IN THE CPG RETAIL BUSINESS. GETTING IT RIGHT!

The Right Product In this age of sku-rationalization, it’s critical that your product has a defined market need, point of differentiation, and good timing. The Right People The CPG retail industry is complex and unforgiving with hundreds of hidden details and nuances in working with retailers, buyers, brokers, trade shows, and more. Experience PAYS! The Right Appointments Retailers operate with specific category planning calendars. It’s critical to get the right timing down with all the right people in the room on both sides of the table. The Right Presentation Making a comprehensive proposal with all the key retail elements is essential to drive the desired results. The Right Package/Design This is not merely a graphic artist’s function. Consumer package design will make or break your results

• n the retail shelves. Poor velocity is often attributed to even the most “subtle.”

The Right Marketing/Promotions and Ongoing Brand Management Your product’s survival on the shelves needs thoughtful planning, detailed attention, and expert

• consultation. This is vital from day one. Slow movers are short lived in retail stores.

DAVID BIERNBAUM & ASSOCIATES THE PARTNER NERSHI HIP THAT REALLY WORKS KS

Chooses the right brokers in the right places for your situation, product, and timing. Will accompany brokers on major calls. You and I usually do the presenting, not the broker by his or herself. Relentlessly communicates and provides the broker with all the right materials he or she needs to help you execute a successful campaign. Systematically evaluates, trains, and provides professional assistance to the brokers and client on an ongoing basis.

DAVID BIERNBAUM & ASSOCIATES THE PARTNER NERSHI HIP THAT REALLY WORKS KS

David Biernbaum…..

Either Hire David to Head Up Your Broker Sales Program, or at the very least, Consult David to offer you Broker Management 101!

ALWAYS PROMOTING MY PARTNER BRANDS.

• TRADE PUBLICATIONS
• TRADE SHOWS/EVENTS
• AS A GUEST EDITOR AND

PUBLISHER ON NATIONAL TV, TRADE MEDIA, AND ON MANY INDUSTRY PANELS.

• RETAILWIRE.COM BRAINTRUST

PANEL

• CONSUMER GOODS & RETAIL

PROFESSIONALS GROUPS ON FACEBOOK AND LINKEDIN. BOTH GROUPS WERE FOUNDED AND ARE CURRENTLY MANAGED BY DAVID BIERNBAUM.

DAVID WILL DO IT FOR YOU, OR WITH YOU, OR HE CAN CONSULT AND GUIDE YOU!

NACDS – GMDC – ECRM

TRADE SHOW LEADERSHIP AND CONSULTING!

We start “blitzing” the market several weeks before the show even begins: … Many years of experience creating impact marketing campaigns using all the medium available to us! (On-line, Mailings, Trade Show’s system software, etc.) Industry leadership with major connections developed over 30+ years in the CPG industry. … David Biernbaum serves on several leadership committees in all national trade associations. Shrewd presentation development sku'd to ECRM meeting formats, NACDS & PLMA booth-type environments, and “Meet the Market” & GMDC tabletop formats. … David Biernbaum also attends The NACDS “Annual Meeting” with the highest ranking senior level retail chain executives .

DAVID BIERNBAUM & ASSOCIATES THE PARTNER NERSHI HIP THAT REALLY WORKS KS

DAVID BIERNB RNBAUM UM David Biernbaum & Associates 36 Four Seasons Center, Suite 101 Chesterfield, MO 63017 Ph: (314) 434-6008 david@biernbaum.com Master Broker Sales; Consultant; CPG Business Development http: p://ww /www.bier biernba nbaum. um.com

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PLEASE JOIN MY VAST NETWORK OF FRIENDS, ASSOCIATES AND CONNECTIONS!

DAVID B.

Join my network on Linkedin Follow

• w David on

Twitter ter Be frie

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David’s RetailWire BLOG: http: p://ww //www.r .retai etailwir ire.c .com/

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DAVID’S WEB SITE:

Saturday, April 21, 2012 Published at NACDS Annual Meeting / Palm Beach FL

Consumer Goods Business Development Guru Brings Retailers and Product Innovators Together!

David Biernbaum is a national business development specialist since 1977. He has held positions at companies such as GSK, P&G, and Gillette, and in 1994 he founded David Biernbaum & Associates LLC to help drive small innovative specialty brands to the retail marketplace. He is also a national sales master broker, serves several industry committees, is a RetailWire BrainTrust panel member on-line, and founded the Consumer Goods & Retail Professionals social media group on LinkedIn now with over 12,000 industry members. CDM: How did you get involved with small innovative brands for Consumer Packaged Goods (CPG) and Retail? DB: After working 20 years with some of the largest brands and consumer goods companies, I have devoted these past 15 years to helping to deliver small niche and specialty brands to the industry that deliver innovation, superior quality, and often new hybrids and paradigms, that deliver very high on-shelf productivity and profitability.

CDM: How did you get started in this industry? DB: Early on at age of 23 and through a series of unusual situations and circumstances I helped to launch the original test markets for Aquafresh toothpaste in 1977. It still gives me great pleasure to see the brand still performing well some 34 years later! I think I still have some of the original St. Louis test market tubes in my basement! Since then, lots of other products, launches, and ground breaking brands! I also had several years in sales management, marketing, and business development with great companies like Abbot Laboratories, The Gillette Company, Vi-Jon, Zooth, and others. CDM: What types of CPG clients do you work with and what are some current examples? DB: Whereas, I do have some clients that are the very large CPG companies, most of my clients tend to be consumer goods family businesses, innovative doctors, dentists, engineers, lawyers, bankers, and other types of entrepreneurs. I tend to specialize with innovative products for the front end of the chain drug store and the HBC/OTC sections of mass and supermarkets.

DB: Just a few of my current client brands include Smart Mouth 12 Hour mouthwashes, Australian Dream Arthritis Pain Relief Cream, Xlear Nasal sprays and sinus products, ZarBee’s children’s cough and cold products, Ferndale Health Care’s new RectiCare brand of products, Urgent Rx fast dissolving analgesics, Evofem’s highly innovative Softcup feminine hygiene brand, and the new UltiBrush combination toothbrush, paste, floss, and mirror. CDM: What do you do for your client companies and brands? DB: I work side by side with my clients with every aspect of consumer goods sales, marketing, business development. I get deeply involved with business planning, even he early stages of graphic development, package design, budget planning, and of course my passionate areas of sales development, marketing, merchandising, and retail development. For some of my clients I hire, train, develop, and manage the broker sales organizations, while for others I’m strictly day to day consulting, while working in sales more in a backstage capacity. I provide the hands-on leadership and expertise in every area needed. Plus, I have a very extensive and vast network of highly qualified friends and associates to help in every possible area along the way!

CDM: What are the main challenges and opportunities for small brands? DB: Small brands do not have the funding availability as do the bigger brands, however, the beauty of the times we live in today is that there are a large number of highly effective ways to advertise, promote, and expose small brands efficiently and highly effectively. The challenge however is the retailer’s expectations for retail funding commitments. I work closely with retailers and my broker network to work out plans that pay off for everyone. What I don’t want to see happen is for retailers to lose out on the lure of newer and higher paying customers through innovation. The brands I get involved with usually are far less price sensitive than the big brands, and do not need to be heavily discounted or promoted at retail. In fact it’s better for all of us if they are not! What my brands provide are destination customers and very high levels of profitability without the need for discounting. We all put our heads together and find ways to make it happen! David Biernbaum’s website is www.consultdavidb.com. He can be reached at 314-434-6008 or texted at 314-422-4793. E-mail: david@biernbaum.com.

What Clients & Associates say about David Biernbaum

BRYCE JOHNSON (CEO ZarBee’s Inc.)

“ZarBee’s contracted David Biernbaum in 2009 for national sales and business development consulting. David was hired after the company did not get results it needed from a different master broker, nor from a large “big name” broker organization that was hired at the start. From the very start David analyzed ZarBee’s sales and business development situation and immediately but carefully started making the appropriate recommendations from scoop to nuts including comprehensive retail presentations, packaging changes, marketing, merchandising, advertising, and how to approach the right trade shows in the right way, as well as trade media and other highly effective industry resource channels. David brought to ZarBee’s his own national network of independent reps and brokers which he managed day to day with excellent results helping to secure major national distribution in numerous chain drugs, supermarkets, and mass merchandisers, and wholesalers. ZarBee’s grew to become a major force in the retail industry and a highly productive brand for the company and for its retail partners. With David’s vast senior level connections in the CPG industry he was able to help put ZarBee’s on the map not only in the retail stores but also with senior executives through NACDS, GMDC, ECRM, and through David’s many industry leadership activities and connections. Best of all, David’s consulting to ZarBee’s on a day to day basis, issue by issue, opportunity by

• pportunity, is invaluable. David knows this industry inside and out, he works non-stop, and he is so well

connected with a deep sense of knowledge and judgment about everything there is to know in the field of consumer goods retail and within the CPG industry. ZarBee’s would not be the brand it has become, and will be in the future, if the company had not hired David Biernbaum & Associates, LLC.”

What Clients & Associates say about David Biernbaum

ANDY BURCH – President Triumph Pharmaceuticals (Smart Mouth) David Biernbaum has brought so many of his personal and professional assets to Smart Mouth that it would be next to impossible to summarize in just a few words. David knows the CPG retail industry inside and out and has an incredible number of connections with retailers, industry trade associations, trade media, and many other key pivotal resources that he has brought to Smart Mouth. David is a CPG marketing and business development guru that gives 100% of himself, his capabilities, and resources, no matter what the time of day. He is a problem-solver, an opportunity finder, and brings creative energetic solutions to every tasks and meeting. At Smart Mouth we already have a major national sales organization representing us which we had in place prior to engaging David. David works well with our existing sales organization and is in every way a critical member of our sales, marketing, and business development management team. Tracey Saenz (Client – Senior VP Executive from Evofem) Top qualities: Great Results, Personable, Expert “As you can see from reading everyone's comments about David, he is an expert in his field, he can recognize CPG brands that have high potential, he is well-connected with the CPG best and brightest, and he provides actionable insights to his clients. He's an accurately self-described 'CPG Geek' in the best way. In addition to the results and expertise David provides - he's also a joy to work with. David loves his customers and it

• shows. David makes my job a lot easier, and more fun!”

PHIL MADDOX – President Australian Dream Arthritis Pain Relief Cream.

“As president and CEO for the brand Australian Dream Pain Relief Arthritis Cream, it is my pleasure to endorse David Biernbaum. David is a brilliant businessman that knows consumer goods and retail inside and out. David is a full partner in our company that gives 100% of himself every minute of every day of the entire year. David has taken Australian Dream to a far higher level of retail distribution. David is a master with handing national sales management, brokers, retail buyers, and retail

• executives. He also works closely with our ad agency and other outsourced partners. He is hands-
• n in nearly every aspect of our business. David is so well respected by everyone in the industry and

he has elevated our brand’s name to a high senior level by exposing the brand in such a positive way at trade shows and events, ECRM, NACDS Annual Meeting, GMDC, and in the trade media and the business and social media. David has an unusual passion for his brands, his clients, and his connections. He works hard, he’s the consummate professional, plays to win, but does so with honesty, integrity, and compassion.” MARK YOUNG – (CEO, Jekyll and Hyde Advertising and Marketing (Formerly Western Creative, Inc.) “As an advertising executive in the CPG industry I have had the unique honor of working with David

• n multiple brands. With each assignment he brings a dedication and wealth of knowledge that is

hard to find. Bedsides for his deep inside knowledge of the industry and his tremendous contacts, he brings something to every client that is very hard to find, real integrity. Whenever I meet a CPG client that needs a fast insiders perspective of the business or that has a product that is a diamond in the rough David Biernbaum is my guy.”

What Clients & Associates say about David Biernbaum

Kevin Browett (EVP and GMM Merchandising, K Mart worked directly with David B. at Vi-Jon) “David is truly a "get it rolling, then get it done" gentleman. As I moved to shake up K mart and how we did merchandising, I needed smart focused and determined partners. In David I got that 100 fold. He gets it. He sees the plan, the vision and then connects the dots fast to deliver the results you need. He has the highest of ethics and he always delivered what he promised and more... He was to this day the best partner I have ever had in the merchandising arena.” Jay Forbes (Forbes Connection / Drug Store News) Among an increasingly diverse field of Business Development Organizations, David Biernbaum is one of a select few with an on-the-ground involvement in the trend lines impacting retail and pragmatic solutions to suppliers seeking to maximize their sales goals. His understanding of the forces that drive this business and his involvement in electronic and social media are cutting edge. Scott Sullivan (Major Retail Chain Executive) “David is a genius in the field of consumer goods marketing and business development. His client companies are always well prepared to present at retail and David stands behind them.” Elyse Bender-Segall, (CEO, PR Revolution) “David is number one in his field. He is bright and well-connected and always manages to exceed his client’s expectations. I work hand in hand in hand with David. He will put your products on the shelf, and I will make sure that consumers are buying them. Anyone who has the chance to work with him should consider themselves lucky.” Janet Dorenkott, (CEO Relational Solutions) “David is a known expert in the Consumer packaged goods arena. He is hard working, professional and well liked. He has a history of success. If you're looking to get your products on the shelf, you can count on David to get the job done. He has a great reputation and relationship with the retailers. He is very well connected and will make your product successful!”

What Clients & Associates say about David Biernbaum

PERSPECTIVE: To hire someone full-time with David’s experience, track record, knowledge, and contacts, it would cost a company in excess of $500,000 annual salary, plus health benefits, 401K, stock options, a big corner office, relocation expenses, bonuses and a nice company car! Smart companies today are hiring David as an out-sourced asset at a very reasonable cost. OPTION A – EXECUTIVE PACKAGE Master Broker / National Sales/ Management Responsibility $15,000** - $20,000 monthly retainer 1% to 3% over-ride on net sales 3 years auto renewable ** Equity partnerships will be considered. OPTION B – MASTER BROKER /

• BUS. DEVELOPMENT

CONSULTANT Master Broker / National Sales $5,000 - $12,000 monthly retainer 2% to 3% over-ride on net sales 1 year auto renewable OPTION C – BUSINESS DEVELOPMENT CONSULTING Hands-On Involvement & Assistance in multiple aspects of your business, depending

• n need

$3,500 - $5,000 per month retainer 1% to 2% over-rides on sales if appropriate. 1 year auto renewable AD HOC CONSULTING – Non Retainer $2,500 per day Hourly: $500.00 first hour $350.00 per hour thereafter David might request reimbursement for authorized travel EXPENSES. However, David pays most of his own travel expenses.

SERVICES AND FEE SCHEDULE