Countermove Academy
Learn the game behind the game.
Thirteen ideas that decide who wins a consumer market. Each lesson is a few minutes: read the idea, then move the levers on Countermove's own market engine and see what happens to share, profit and the brand.
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The path13 lessons · about 52 minutes
- Lesson 1 · 3 min · up nextValue share and volume shareTwo ways to count your slice of the market, and why they part company.
- Lesson 2 · 4 minPenetration and double jeopardyBig brands have more buyers, who are also a little more loyal.
- Lesson 3 · 4 minMental and physical availabilityBe thought of, then be easy to find.
- Lesson 4 · 4 minPrice elasticity and valueWhat a price move does to units, sales and margin.
- Lesson 5 · 5 minPromotions: lift, dip and rented shareDeals sell now, borrow from later and rent share by the week.
- Lesson 6 · 3 minTrade loading: sell-in and sell-outShipments are not sales to shoppers.
- Lesson 7 · 4 minBrand and activation: your own splitSales now, or sales for years.
- Lesson 8 · 4 minDiminishing returns and saturationEach extra euro buys a little less.
- Lesson 9 · 3 minReturn on spend and paybackGross profit back per euro, and how long it takes.
- Lesson 10 · 4 minGross-to-net and the P&LFrom list price to net income, line by line.
- Lesson 11 · 5 minMarketing mix modellingWhat a model can see in your sales data, what it can't, and how sure to be.
- Lesson 12 · 4 minHabit, loyal buyers and switchersWhy share moves slowly, then keeps moving.
- Lesson 13 · 5 minCreative qualityWhy the same money buys very different results, and what you can do about the odds.
- Final check · 13 questions · 80% to passThe Countermove certificateOne question on each idea. Pass and download a completion card to share.