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Your board will ask the hard questions. Will you have the answers?

Lead the Room.
Own the Result.

Your board wants the real picture. Not the internal version. Not the consultant's version. Not the politically safe version.

Independent view. One briefing. Your data.
11 commercial dimensions analysed. The Board Narrative: the uncomfortable truth on page one. Board-ready in 3 days.

Brief Us for Your Next Board Meeting → See How It Works
3 days
Board-ready delivery
€3,500
Fixed fee. No surprises.
11
Analytical dimensions
25+ yrs
FMCG operating experience
The Problem

The board asks the hard questions.
Are you ready?

How is the business really performing? Where are we winning? Where are we losing? What's the outlook? Where are the risks? Most executives answer with internal data — prepared by the same team that built the strategy. The board gets the version that protects the plan, not the version that tells the truth.

01

The internal team is biased

They built the strategy. They will not objectively diagnose its weaknesses. The numbers are accurate but the narrative is incomplete. Nobody presents the uncomfortable patterns hiding in their own data — because surfacing them is career risk.

02

Consultants bury the truth

A strategy firm takes 8–12 weeks and €200K+. And even then, the hard truth is wrapped in diplomatic language — buried somewhere around slide 73 of a deck nobody finishes reading. Your board meeting is in two weeks. You don't need 120 slides. You need the uncomfortable truth on page one.

03

Your team knows more than they're telling you

Nielsen, IRI, ERPs, trade spend trackers — the data exists. The patterns are visible. Your team sees them. They're just not going to volunteer the uncomfortable ones. You shouldn't have to interrogate your own organisation to understand your own business.

The Gap

What's the alternative?
Nobody prepares the substance.

Board portals organise your meetings. Governance advisors polish your story. Strategy firms answer the big question — eventually, for €200K. Nobody gives you the commercial substance — the narrative itself. The independent, evidence-backed truth about where value is being created and where it's being destroyed. We do.

What's available in the market
Tier 1 — SaaS
Board Intelligence, Diligent, Sherpany
Meeting software. Agenda management. AI report formatting. Process & format — not substance.
€15K–€150K / year
Tier 2 — Governance
Boutique firms, Big 4 arms
Board pack editing. Pushback prep. Governance coaching. They polish your story — they don't write it.
€60K–€300K / year
Tier 3 — Strategy
McKinsey, Bain, Spencer Stuart
Board effectiveness reviews. Succession. M&A strategy. The answer is on slide 73. Overkill for a quarterly board meeting.
€150K–€400K / project
What we deliver
The Board Narrative
The commercial substance the board needs
Independent data analysis. Narrative writing. Evidence-based briefing. The truth about where value is created and where it's at risk. Page one.
€3,500 / engagement · 3 days
How It Works

From data to board-ready
in 3 days

No 8-week consulting project. No 47-slide strategy deck. A sharp, fast, independent scan of your commercial and financial reality.

0
Day 0

Scoping

30-min call. What does the board need to hear? Data request sent. NDA signed.

1
Day 1

Analysis

We process your data across 11 commercial and financial dimensions. Pattern recognition. Anomaly detection.

2
Day 2

Calibration

The Partner reviews every finding. False positives removed. Severity calibrated. The narrative is written.

3
Day 3

Delivery

Board Narrative PDF delivered. Every claim backed by evidence. 30-min walkthrough call included.

In Practice
A €40M branded food business in the Nordics. Revenue growing 6% YoY. The board was satisfied.
!
Before

The comfortable picture

Revenue up 6%. The internal team presented a growth story. The CEO was preparing to request board approval for a €3M distribution expansion. On paper, everything looked fine.

→
The Board Narrative

What the data actually showed

87% of the growth was price-driven — zero volume uplift. Private label had closed the price gap from 31% to 19% in 18 months. Top 2 customers represented 58% of net revenue. Trade spend ROI had turned negative at €0.74 returned per €1 invested.

✓
Impact

The board got the real picture

The CEO walked into the board meeting with evidence, not assumptions. The board paused the expansion, funded a distribution diversification programme, and renegotiated the promotional calendar. Volume growth returned within two quarters.

↗
The difference: Instead of investing €3M into a broken distribution model, the board redirected resources to the actual problem. The CEO didn't report to the board — they led the room. And quietly avoided the career-defining conversation that would have followed 12 months later when the expansion failed.
Composite case based on anonymised client engagements. Specific figures are illustrative.
What You Get

A narrative, not a data dump

The Board Narrative reads like a story, not a spreadsheet. Every section has a clear "so what". Every claim is backed by your own data.

1

The Headline

Single-page executive summary. The commercial picture in 60 seconds. Top value drivers, top issues, overall assessment.

2

The Value Story

Where the business has commercial strength: brand equity, pricing power, growth momentum, margin performance. Evidence-based, not cheerleading.

3

The Issues

Every material issue with severity rating, evidence, and commercial implication. A prioritised narrative, not a list of problems.

4

The Commercial Narrative

How value drivers and issues connect. The story behind the numbers. This is what transforms data into boardroom leadership.

5

Value & Risk Matrix

Visual impact vs. likelihood matrix. Where to act, where to monitor, where to investigate. Board-ready and actionable.

FMCGADVISOR
The Board Narrative
CONFIDENTIAL
Executive Summary
Sample Co. — Q1 2026 Board Briefing
Revenue concentration: Top 3 customers = 61% of net revenue Revenue Quality
Price gap vs. private label narrowed to 18% (was 29%) Brand Power
Trade spend ROI declining: €0.72 returned per €1 invested Trade Spend
Distribution gains in modern trade offsetting traditional losses Distribution
Data confidence: STRONG 10–15 pages · PDF
Three Products

Three moments. One brand.

Different situations demand different responses. Whether you're planning, preparing for pushback, or facing a deadline — we have the right product.

Most Popular
The Advisor

The Board Narrative

"Where's the value and where are the issues? I need the real picture before the board."

Deliverable10–15 page briefing
Delivery3 business days
Price€3,500
Brief Us →
The Sparring Partner

The Devil's Advocate

"What will the board challenge — and how do I respond? I need to be prepared for pushback."

Deliverable3–5 page document
Delivery2 business days
Price€3,500
Learn More →
The Emergency Responder

The Overnight Briefing

"I need an answer by morning. The meeting is tomorrow and I'm not ready."

Deliverable2–3 page briefing
Delivery24 hours
Price€4,000
Learn More →
Who's Behind This

Built by someone who's sat in your chair

Uwe — Founder, FMCGadvisor
Uwe
Founder, FMCGadvisor
Operating Partner · Chairman · FMCG Operator
P&G Danone Energizer Aurelius Conaxess

I didn't build FMCGadvisor from a consulting office. I built it from the boardroom — from 25 years of managing FMCG P&Ls, sitting in front of boards, and knowing what it feels like when the numbers don't add up and the room is waiting.

I started where most FMCG careers start: in the field at Procter & Gamble. Ten years building commercial foundations across Health & Beauty, Household, and Laundry. From there, Danone — global key accounts across fresh dairy, waters, and baby nutrition. Then Energizer, leading sales across Northern and Central Europe. Then the leap into the operator seat.

The operator's path
1996 Procter & Gamble — Field sales to Senior Manager. 10 years building commercial foundations in FMCG.
2006 Danone — Global Accounts Director & Customer Group Director. Paris & Munich.
2011 Energizer — Sales Director, Northern & Central Europe.
2012 Uhrenholt — SVP & MD. Full P&L across 6 countries (UK, France, Italy, Nordics, DACH, China).
2016 Aurelius Group — Operating Partner. PE portfolio turnarounds, carve-outs, post-acquisition integration across European consumer goods.
2017 Conaxess Trade — CEO, then Chairman. Europe's largest independent FMCG distributor. 7 markets. Significant growth and transformation.
Now FMCGadvisor — 25 years of operating experience, built into the commercial intelligence tool I wish I'd had.
"I spent 25 years wishing someone would give me an independent, honest view of my own commercial reality before I walked into a board meeting. Nobody did. So I built it."
25+
Years managing FMCG P&Ls
10+
European markets operated in
7
Countries as CEO / Chairman
11
Commercial & financial dimensions analysed
Pricing

One fee. No surprises.

Fixed-fee engagement. Buy when you need it. No retainer. No hidden costs. No scope creep.

€3,500
per engagement — The Board Narrative
10–15 page narrative briefing (PDF)
11-dimension commercial analysis
Delivered in 3 business days
30-min walkthrough call included
Value & risk matrix with severity scoring
Full data confidence transparency
Brief Us for Your Next Board Meeting →
The Board Narrative Guarantee
If The Board Narrative doesn't change how you walk into your next board meeting, we'll get on a call, understand why, and cancel the invoice. No questions beyond that. We're confident in what we deliver — and we think you should be too before you pay.
For context: A governance advisory retainer costs €60K–€300K/year. A strategy firm project starts at €150K. The Board Narrative gives you the commercial substance at a fraction of the cost.
Common Questions

Before you ask the board

What data do I need to provide?

P&L data, revenue breakdowns, pricing, trade spend, market data, and distribution metrics. We send a structured data request after the scoping call. We work with what's available — and we're transparent about gaps.

Is my data secure?

NDA signed before any data transfer. Your data is processed in a secure environment and never shared with third parties. We delete all data 30 days after delivery unless you request otherwise.

How is this different from hiring a consulting firm?

Consultants take 8–12 weeks and €200K+. We deliver in 3 days for €3,500. We're not replacing strategy consulting — we're giving you the commercial substance that sits between your internal reports and a full strategy engagement.

What if I already use a board portal like Diligent?

Perfect. Board portals manage the process and format of your meetings. The Board Narrative gives you something worth putting into that portal — the independent commercial intelligence the board needs to see.

How much AI vs. human judgement is involved?

The AI engine analyses your data across 11 commercial and financial dimensions — with a speed and consistency no human team can match. Then every finding is reviewed and calibrated by a 25-year FMCG operator who has managed the P&L you're managing. The AI finds the patterns. The operator knows which ones matter — and which ones will keep the board up at night.

Can I use this for quarterly board meetings?

Absolutely. Many boards meet quarterly. Each engagement is a fresh analysis with updated data. No retainer required — you buy when you need it. Natural recurring relationship.

FMCGadvisor Insights

Commercial intelligence
for FMCG leaders

Practical insights on the questions that matter. Board preparation, market dynamics, pricing strategy, and the patterns hiding in your data.

Board Preparation

5 questions every FMCG board should ask about private label

Private label share in Europe hit 40%. Here's what your board should be asking — and what the data actually shows.

Read →
Trade Spend

Your trade spend ROI is probably worse than you think

When 40% of volume is sold on promotion, you don't have a brand — you have a deal. Here's how to diagnose the trap.

Read →
Growth Strategy

Is your growth real, or are you just raising prices?

Organic growth of 6% sounds great — until you decompose it and find zero volume growth at prices the market won't sustain.

Read →
Ready?

Your next board meeting
deserves the truth.
Your career deserves the protection.

The executives who get blindsided are the ones who trusted the internal version. A 30-minute scoping call is all it takes to make sure that's not you.

Book Your 30-Minute Scoping Call →

Or email uwe@fmcgadvisor.com