Meet Ashley
Turning Scrappy Ideas Into Brands
that win.
I’ve founded and exited four CPG companies, driving over $100M in sales and landing products in 40,000+ stores nationwide.
ShelfMade exists to cut through the noise, giving founders proven tactics, real feedback, and access to experts who’ve actually done it. Building a product-based brand is hard, and most founders try to figure it out alone, losing time and money in the process.
Inside ShelfMade, you’ll move faster, smarter and with confidence because we believe in collective growth: when the right people connect, brands are built differently.
Real Advice, No Fluff
We share what actually works - and what doesn’t
Open & Inclusive
All founders, any stage or category, get answers, support, and share wins
Action First
Every tool, template, and call is built to help you take the next step
Always Responsive
We listen, adapt, and evolve to match the changing retail landscape
What ShelfMade Gives You
Inside you’ll find three clear paths depending on the level of support you need.
- by application only
Community
Join 3000+ founders at every stage replacing guesswork with proven tools and expert guidance.
- by application only
Founders Circle
Weekly advisory pods for scaling brands ready for hands-on mentorship in sales, operations, and marketing.
- by application only
1:1 Support
We act as fractional founders for high-growth brands ready for national expansion.
The
Results
Scale Without Overhead
Fractional founder support across sales, ops, and marketing without the cost of full-time hires
Accelerated Growth
Skip costly detours and hit revenue milestones faster with proven strategies, insights, and execution support
Profitability & Confidence
Know your margins, pricing, and retail roadmap are built to scale - no guesswork, just results.
Operator-Level Strategies
Leverage frameworks, systems, and tactics used to build and exit 8-figure CPG brands
The ShelfMade Method
See what our
Community is talking about!
Maaten
Founder of Seedly
I thought I had to do it all alone. ShelfMade gave me a proven roadmap, a clear strategy, and the kind of feedback that actually moves your business forward. Total game-changer
Jacqueline
Founder of Rabbit Foods
I was stuck in founder burnout—doing everything, getting nowhere. ShelfMade gave me the structure and support to work smarter and stop winging every step.
Maxie
Founder of Dzough
I kept comparing myself to other brands with huge followings. ShelfMade reminded me that strategy beats noise—and gave me a plan that works for my business.
Jade
Founder of Fermenteria
I had a great product but zero idea how to get it into stores. ShelfMade gave me the roadmap—and I just got my first retail PO!
Natalie
Founder of Local Sweets
I used to obsess over my logo, packaging, and website—and neglect what actually mattered. ShelfMade helped me focus on what drives sales, not just what looks good.
Kristin
Founder of Timbar
I thought getting into retail was about luck or who you know. ShelfMade taught me how to find buyers, reach out, and actually get responses.
Frequently Asked
Questions
What’s the difference between the Free Community, Founder’s Circle, and 1:1 Support?
ShelfMade offers three levels of support depending on your stage and goals:
- Free Community: Instant access to proven tools, templates, courses, and expert feedback alongside 3,000+ founders and operators building retail-ready brands.
- Founder’s Circle: For founders preparing to scale beyond local or regional doors. Weekly small-group advisory with Ashley and ShelfMade experts. Pressure-test your product, refine systems, build your roadmap, and gain buyer introductions while executing alongside us.
- 1:1 Support: Our highest-touch program. We act as your fractional founders, building a full retail, marketing, and operations strategy personalized to your brand. Ideal for founders ready to scale fast with hands-on execution.
What stage of founders are inside ShelfMade?
ShelfMade is built for brands already in market with early traction (past the idea stage). Start with our free community for foundational tools and feedback, then level up to Founder’s Circle or 1:1 Support for high-touch, hands-on guidance.
How is ShelfMade different from other communities or accelerators?
Most communities are passive – ShelfMade is hands-on. You’re not just networking; you’re executing. We combine tactical strategy, retail access, and expert mentorship in one place. And unlike accelerators, we meet founders where they are – whether launching their first product or scaling nationally.
Where does the community live, and how do I access it?
ShelfMade is hosted on Circle.so and accessible via web, iOS, and Android. Join live sessions, watch replays, DM founders, and explore expert resources – all in one place.
What’s included in the Free ShelfMade Community?
Learn, collaborate, and grow instantly with:
- 3,000+ founders and operators
- Free guides, templates, tools, and short courses
- Expert group chats on sales, marketing, ops, finance, and more
- Vetted partner directory of top CPG service providers
- Monthly expert meet & greets with Ashley and ShelfMade experts
Monthly expert-led webinars
What’s included in the Founder’s Circle?
The Founder’s Circle covers three core brand-building pillars:
- Retail & Sales Strategy
Pitching, pricing, promo planning, retail math, buyer outreach, and broker/distributor strategies that actually deliver. - Brand, Product, & Marketing Strategy
Positioning, messaging, product strategy, omni-channel planning, Meta Ads, Instacart & retail media, demo strategy, and campaign execution. - Operations & Scale Strategy
Margin optimization, supply chain & 3PL strategy, co-manufacturer vetting, contracts, forecasting, and pricing structures built for retail margins.
Plus exclusive Founder’s Circle access:
- Private Founder Pod (6–7 founders)
- Weekly small-group advisory sessions
- Expert workshops & private calls
- Warm intros + top vendor network
- Quarterly 1:1s with Ashley
- $20K+ in proven resources and playbooks
- Access to 2,000+ retail contacts
- Real buyer feedback, pitch refinement, and execution support
- Full access to everything in the Free Community
Do I get access to Ashley or other experts directly?
Yes. Founder’s Circle members meet with Ashley quarterly and experts weekly. 1:1 Support brands meet with Ashley monthly and experts weekly, building and executing their brand’s strategy side-by-side with the ShelfMade team.
Can I really join for free?
Absolutely! The Free Community is 100% free – no credit card required. It’s gated to ensure a quality experience, and once inside, you can explore courses, resources, and connect with founders right away.
Where do I start?
Explore ShelfMade by joining the Free Community first. Ready for deeper guidance, strategy, and expert access? Apply for Founder’s Circle. Ready to scale fast with a hands-on partner? Work 1:1 with Ashley and her team.
