Founder Language Dictionary

From consultant talk to founder talk.

Plain-language meanings for the business, finance and marketing words you meet as an agrifood founder. Search a word, jump by letter, or filter by topic — each term comes with a simple example and related ideas.

Try searching for words like pricing, compliance, cash flow, or market access.

A B C D E F G H I L M N O P R S T U V W

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Accounts payable

Finance

In plain wordsMoney you still owe others

Put conversationallyBills you still need to pay

ExampleIf your packaging supplier has delivered and you have not paid yet, that is money you still owe.

Need help with this in your business? Book a diagnostic →

Accounts receivable

Finance

In plain wordsMoney customers still owe you

Put conversationallySales you have made but not yet been paid for

ExampleIf a supermarket has collected your products but has not paid you yet, that money is still outstanding.

Related termsCash flow Working capitalSales performance

Need help with this in your business? Book a diagnostic →

Activation

Marketing

In plain wordsStarting the campaign or effort

Put conversationallyPutting the plan into motion

ExampleWhen you stop planning the promo and finally start posting, running ads, or sending messages, you have activated the campaign.

Related termsCampaignContent strategyExecution

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Advisory

Growth

In plain wordsExpert guidance

Put conversationallyPractical business guidance

ExampleYou may not need someone to run your factory. You may need a specialist to guide your next move.

Need help with this in your business? Book a diagnostic →

Assessment

Growth

In plain wordsReview

Put conversationallyA clear check of the business

ExampleBefore trying to scale, it helps to review what is working and what is weak in the business.

Related termsDiagnostic Audit Gap analysis

Need help with this in your business? Book a diagnostic →

Audit

Growth

In plain wordsFormal review

Put conversationallyA proper check of what is happening in the business

ExampleAn audit can show whether your records, sales process, or operations are really as strong as you think.

Related termsAssessment Diagnostic Record-keeping

Need help with this in your business? Book a diagnostic →

Awareness

Marketing

In plain wordsFirst-stage visibility

Put conversationallyPeople getting to know your business exists

ExampleIf more food buyers and founders are just discovering your business online, that is awareness.

Related termsReachVisibility Brand awareness

Need help with this in your business? Book a diagnostic →

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Bookkeeping

Finance

In plain wordsRecording financial transactions

Put conversationallyKeeping proper records of money coming in and out

ExampleIf you do not clearly write down sales, costs, and expenses, you are not keeping proper records.

Need help with this in your business? Book a diagnostic →

Bottleneck

Operations

In plain wordsA point slowing everything down

Put conversationallyThe place where the business gets stuck

ExampleYou may have enough orders, but one small sealing machine is slowing everything down.

Related termsOperationsCapacityProcess improvement

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Brand awareness

Marketing

In plain wordsHow known your brand is

Put conversationallyHow many relevant people know your brand

ExampleIt is not just about being popular. It is about the right buyers knowing your brand exists.

Need help with this in your business? Book a diagnostic →

Brand positioning

Marketing

In plain wordsHow you want the market to see your brand

Put conversationallyThe place you want your product to occupy in customers’ minds

ExampleDo people see your product as affordable family food, healthy premium food, or a product for bulk buyers?

Need help with this in your business? Book a diagnostic →

Business model

Finance

In plain wordsHow the business makes money

Put conversationallyHow money comes in and stays in the business

ExampleIt is not enough to sell. The business must be set up to keep enough money after costs.

Need help with this in your business? Book a diagnostic →

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Call to action

Marketing

In plain wordsWhat you want the person to do next

Put conversationallyWhat you want them to do after reading the post

ExampleIf your post ends with ‘send us a DM’ or ‘click the link,’ that is your call to action.

Need help with this in your business? Book a diagnostic →

Cash flow

Finance

In plain wordsMovement of money in and out

Put conversationallyWhether money is entering when you actually need it

ExampleYou may be making sales, but if customer payments are delayed, cash may still be tight.

Need help with this in your business? Book a diagnostic →

Certification

Compliance

In plain wordsOfficial approval

Put conversationallyThe paper that shows your business meets a standard

ExampleA buyer may ask for proof that your product meets a quality or safety requirement.

Need help with this in your business? Book a diagnostic →

Commercial viability

Finance

In plain wordsAbility to become a real business

Put conversationallyWhether the business can truly make money

ExampleA product can be loved, but if the costs are too high and margins are too low, it may not yet make business sense.

Need help with this in your business? Book a diagnostic →

Compliance

In plain wordsMeeting required rules and standards

Put conversationallyHaving the approvals and requirements in place

ExampleIf your labels, processes, or approvals are not in order, bigger buyers may not take the product seriously.

Need help with this in your business? Book a diagnostic →

Content strategy

Marketing

In plain wordsPlan for what to post and why

Put conversationallyA clear posting plan linked to your business goals

ExamplePosting randomly is not a strategy. You need a plan tied to leads, trust, and sales.

Related termsContent pillarLead generation Brand awareness

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Conversion

Sales

In plain wordsTurning interest into action

Put conversationallyTurning attention into orders, bookings, or serious enquiries

ExampleIf people keep liking your posts but nobody is asking to buy, conversion is weak.

Need help with this in your business? Book a diagnostic →

Cost of goods sold

Finance

In plain wordsDirect cost of making the product

Put conversationallyWhat it costs you to produce one item

ExampleThis includes the direct ingredients, packaging, and production cost for one product.

Need help with this in your business? Book a diagnostic →

Customer engagement

Marketing

In plain wordsHow people respond to your content and business

Put conversationallyAre people paying attention, asking questions, and showing interest?

ExampleComments, replies, shares, and meaningful messages show whether people are truly paying attention.

Related termsReachAwareness Conversion

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Diagnostic

Growth

In plain wordsBusiness check-up

Put conversationallyA proper look at what is wrong and what to fix

ExampleBefore trying to fix low sales, it helps to first check whether the real problem is pricing, positioning, or distribution.

Related termsAssessment AuditRoot cause

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Differentiation

Marketing

In plain wordsWhat makes you stand out

Put conversationallyWhat makes your business different from others

ExampleIf your peanut butter is healthier, cleaner, or more reliable than others, that difference should be clear.

Need help with this in your business? Book a diagnostic →

Distribution plan

Sales

In plain wordsPlan for getting products into the market

Put conversationallyA clear way to move products into shops and buyers’ hands

ExampleIf you still depend only on walk-in customers or DMs, you may need a clearer route to buyers.

Related termsRoute to market Market accessDistribution network

Need help with this in your business? Book a diagnostic →

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Early-stage

Growth

In plain wordsA business still in its beginning phase

Put conversationallyA business still finding its feet

ExampleAt this stage, the business may still be testing products, channels, and customer response.

Need help with this in your business? Book a diagnostic →

Engagement

Marketing

In plain wordsAudience interaction

Put conversationallyPeople paying attention, asking questions, liking, saving, or replying

ExampleIf people view your content but do not respond, engagement may be low.

Related termsCustomer engagementReachContent strategy

Need help with this in your business? Book a diagnostic →

Export readiness

Growth

In plain wordsBeing ready for export

Put conversationallyHaving the standards and systems needed to sell outside the country

ExampleExport is not just about demand. The business must meet quality, consistency, and paperwork expectations.

Need help with this in your business? Book a diagnostic →

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Financial records

Finance

In plain wordsWritten business numbers

Put conversationallyYour sales, costs, and money records

ExampleIf everything is still in your head or in scattered WhatsApp chats, your records are weak.

Need help with this in your business? Book a diagnostic →

Food safety

In plain wordsKeeping food from causing harm

Put conversationallyMaking sure food does not harm people through contamination, poor handling, or spoilage.

Need help with this in your business? Book a diagnostic →

Food safety compliance

Compliance

In plain wordsMeeting food safety rules

Put conversationallyProducing in a way that keeps food safe and acceptable

ExampleYour process, hygiene, packaging, and storage must support safe food, not just good taste.

Related termsCompliance Certification Shelf life

Need help with this in your business? Book a diagnostic →

Fortification

Nutrition

In plain wordsAdding vitamins or minerals to food

Put conversationallyBoosting a food’s nutrition value by adding key nutrients.

Need help with this in your business? Book a diagnostic →

Founder dependency

Operations

In plain wordsBusiness depends too much on the founder

Put conversationallyEverything still rests on you

ExampleIf production, sales, customer service, and decisions all stop when you step away, the business depends too much on you.

Related termsOperations ScalabilitySystems

Need help with this in your business? Book a diagnostic →

Funnel

Marketing

In plain wordsThe process from attention to sale

Put conversationallyThe steps from ‘I saw your post’ to ‘I am ready to buy’

ExampleA good funnel helps move a founder or buyer from interest to real action.

Need help with this in your business? Book a diagnostic →

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Gap analysis

Growth

In plain wordsLooking at what is missing

Put conversationallyComparing where you are and where you need to be

ExampleIf you want supermarket entry, you may need to compare your current state with what buyers require.

Related termsAssessment DiagnosticReadiness gap

Need help with this in your business? Book a diagnostic →

Go-to-market strategy

Marketing

In plain wordsPlan for entering and selling in the market

Put conversationallyHow you will launch, sell, and reach customers

ExampleA new spice product needs more than packaging. It needs a plan for who to sell to and how to reach them.

Related termsTarget marketSales channelDistribution plan

Need help with this in your business? Book a diagnostic →

Gross margin

Finance

In plain wordsWhat is left after direct production cost

Put conversationallyWhat remains from a sale after the direct cost of making the product, before other expenses.

Need help with this in your business? Book a diagnostic →

Growth-stage

Growth

In plain wordsA business beyond the starting phase

Put conversationallyA business that is no longer new and now needs structure

ExampleThe product may already be selling, but now the business needs systems, records, and stronger strategy.

Need help with this in your business? Book a diagnostic →

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HACCP

Food safety

In plain wordsA food-safety control system

Put conversationallyHazard Analysis and Critical Control Points — a system for finding and controlling food-safety risks.

Need help with this in your business? Book a diagnostic →

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Ideal customer profile

Marketing

In plain wordsBest-fit customer

Put conversationallyThe kind of buyer your business is built for

ExampleNot every buyer is your buyer. You need to know who benefits most from your product.

Need help with this in your business? Book a diagnostic →

Investment readiness

Funding

In plain wordsBeing ready for funding

Put conversationallyBeing ready to receive money and use it well

ExampleIf your numbers, records, and growth plan are weak, funding may not help yet.

Related termsFinancial recordsInvestor pitchProfitability

Need help with this in your business? Book a diagnostic →

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Landing page

Marketing

In plain wordsPage built to get action

Put conversationallyA simple page that asks people to sign up, book, or download

ExampleInstead of sending people to a crowded homepage, send them to a page with one clear next step.

Related termsLead magnet Conversion Funnel

Need help with this in your business? Book a diagnostic →

Lead generation

Marketing

In plain wordsAttracting potential buyers

Put conversationallyBringing in people who may actually buy or book

ExampleA free checklist or diagnostic can help bring in more serious potential clients than random posting.

Need help with this in your business? Book a diagnostic →

Lead magnet

Marketing

In plain wordsFree useful resource

Put conversationallyA free tool or guide people get when they share their details

ExampleA pricing checklist, market access guide, or business health check can work as a lead magnet.

Related termsLead generation Landing page Funnel

Need help with this in your business? Book a diagnostic →

Low conversion

Sales

In plain wordsToo few people take action

Put conversationallyPeople are seeing your business, but too few are responding

ExampleIf many people view your post but very few ask to buy, your conversion may be weak.

Related termsConversion Call to action Offer

Need help with this in your business? Book a diagnostic →

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Margin

Finance

In plain wordsMoney left after direct costs

Put conversationallyWhat remains after production and packaging costs

ExampleIf the customer pays ₦2,000 and direct production costs eat up almost all of it, your margin is weak.

Related termsProfit marginPricing strategy Cost of goods sold

Need help with this in your business? Book a diagnostic →

Market access

Sales

In plain wordsAbility to reach the right market

Put conversationallyGetting your product to the right buyers, shops, or channels

ExampleYou may have a good product, but still struggle to get it into supermarkets, hotels, or distributor networks.

Need help with this in your business? Book a diagnostic →

Market structure

Growth

In plain wordsHow the business is set up to sell and grow

Put conversationallyThe way your business works today may not support real growth

ExampleIf the business only survives on hustle, irregular pricing, and one or two lucky customers, the structure may be weak.

Need help with this in your business? Book a diagnostic →

Market validation

Growth

In plain wordsProof the market wants it

Put conversationallyEvidence that customers are willing to buy

ExampleBefore scaling production, confirm that customers truly want the product and will pay for it.

Need help with this in your business? Book a diagnostic →

Messaging

Marketing

In plain wordsWhat your business says and how it says it

Put conversationallyThe words you use to explain your business

ExampleIf your bio, captions, and website do not clearly explain what you do, your messaging is weak.

Need help with this in your business? Book a diagnostic →

MSME

Growth

In plain wordsMicro, small, and medium enterprise

Put conversationallyA way of grouping businesses by their size, staff, and turnover.

Need help with this in your business? Book a diagnostic →

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Nutrient retention

Nutrition

In plain wordsHow much nutrition survives processing

Put conversationallyThe share of a food’s nutrition value that remains after processing, storage, and cooking.

Need help with this in your business? Book a diagnostic →

Nutrition-informed growth

Growth

In plain wordsUsing nutrition as a business advantage

Put conversationallyGrowing the business by making nutrition part of the value

ExampleIf your product is healthier, more functional, or more balanced, that can strengthen your market value.

Need help with this in your business? Book a diagnostic →

Nutrition-sensitive

Nutrition

In plain wordsDesigned with nutrition in mind

Put conversationallyAn approach that factors nutrition outcomes into how products, programs, or policies are designed.

Need help with this in your business? Book a diagnostic →

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Offer

Sales

In plain wordsWhat you are inviting people to buy or join

Put conversationallyThe actual help, product, or service you are presenting

ExampleA strong post still needs a clear offer, such as a consultation, a bundle, or a specific product pack.

Need help with this in your business? Book a diagnostic →

Offtake agreement

Sales

In plain wordsA buyer’s commitment to purchase

Put conversationallyA commitment from a buyer to purchase an agreed quantity, often before you produce it.

Need help with this in your business? Book a diagnostic →

Operational efficiency

Operations

In plain wordsDoing the work with less waste

Put conversationallyRunning the business with less stress, waste, and extra cost

ExampleIf you are losing too much time, stock, or money during production, efficiency may be low.

Related termsOperationsProcess improvementWastage

Need help with this in your business? Book a diagnostic →

Operations

In plain wordsDay-to-day business running

Put conversationallyHow the business actually runs every day

ExampleThis includes production, staffing, stock, storage, delivery, and how work moves daily.

Related termsOperational efficiencyCapacityBottleneck

Need help with this in your business? Book a diagnostic →

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Poor retail readiness

Sales

In plain wordsYour business is not ready for supermarket shelves

Put conversationallyShops may like your product, but your business is not yet ready for them

ExampleA buyer may like your snack, but still reject it because of packaging, supply issues, or missing barcodes.

Need help with this in your business? Book a diagnostic →

Positioning

Marketing

In plain wordsHow your product stands out

Put conversationallyWhat makes your product different in people’s eyes

ExampleIf customers cannot quickly tell why your flour, spice, or drink is special, positioning may be weak.

Need help with this in your business? Book a diagnostic →

Pricing strategy

Finance

In plain wordsHow you set your price

Put conversationallyHow you decide what to charge

ExamplePrice should not be based only on guesswork or competitor price. It should reflect your costs and business goals.

Related termsWeak pricing Margin Profitability

Need help with this in your business? Book a diagnostic →

Profitability

Finance

In plain wordsAbility to make real profit

Put conversationallyWhether the business is actually making money

ExampleSales can look good while profit remains weak if pricing and costs are not under control.

Related termsMargin Pricing strategy Cash flow

Need help with this in your business? Book a diagnostic →

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Record-keeping

Finance

In plain wordsKeeping business records properly

Put conversationallyWriting things down and tracking them well

ExampleIf your sales, expenses, orders, and payments are not tracked properly, growth becomes harder.

Need help with this in your business? Book a diagnostic →

Reformulation

Nutrition

In plain wordsChanging a product recipe

Put conversationallyAdjusting the recipe to improve nutrition, safety, cost, or quality.

Related termsFortification Nutrient retention

Need help with this in your business? Book a diagnostic →

Regulatory compliance

Compliance

In plain wordsMeeting government rules

Put conversationallyDoing what the law and regulators require

ExampleThis includes meeting the official conditions needed to produce, label, and sell safely.

Need help with this in your business? Book a diagnostic →

Retail readiness

Sales

In plain wordsBeing ready for shops and supermarkets

Put conversationallyBeing ready to supply shops properly

ExampleYou need the right pack, labeling, supply consistency, and pricing before bigger stores will take you seriously.

Need help with this in your business? Book a diagnostic →

Return on investment

Finance

In plain wordsWhether the money you spent produced worthwhile results

Put conversationallyDid the money you spent actually pay off?

ExampleIf you spent money on ads or packaging, did the business gain enough from it?

Need help with this in your business? Book a diagnostic →

Route to market

Sales

In plain wordsHow the product reaches buyers

Put conversationallyThe path from your business to the customer

ExampleWill you sell direct, use distributors, go through supermarkets, or supply institutions?

Related termsDistribution plan Market accessSales channel

Need help with this in your business? Book a diagnostic →

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Scalability

Growth

In plain wordsAbility to grow without breaking down

Put conversationallyWhether the business can grow without becoming chaotic

ExampleCan you handle more orders without ruining quality, delivery, or customer experience?

Need help with this in your business? Book a diagnostic →

Shelf life

Compliance

In plain wordsHow long the product lasts

Put conversationallyHow long the product stays safe and good

ExampleThis matters if you want to sell through retail or distribute beyond your immediate area.

Related termsFood safety complianceQuality controlSpoilage

Need help with this in your business? Book a diagnostic →

Standardization

Operations

In plain wordsDoing things the same way each time

Put conversationallyMaking sure the product comes out well every time

ExampleIf one batch tastes different from the next, your process may not yet be stable.

Related termsQuality controlOperations Shelf life

Need help with this in your business? Book a diagnostic →

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Target market

Marketing

In plain wordsMain customer group

Put conversationallyThe kind of people most likely to buy from you

ExampleYou cannot speak to everyone. You need to know whether you are selling to families, retailers, distributors, or health-conscious buyers.

Need help with this in your business? Book a diagnostic →

Technical assistance

Growth

In plain wordsSpecialized support

Put conversationallyHands-on expert help

ExampleSometimes a founder does not just need advice. They need practical help to solve a real business problem.

Related termsAdvisory Diagnostic Assessment

Need help with this in your business? Book a diagnostic →

Traceability

Operations

In plain wordsTracking where products came from

Put conversationallyBeing able to track where ingredients and products came from and where they went.

Related termsFood safety compliance Compliance

Need help with this in your business? Book a diagnostic →

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Unclear positioning

Marketing

In plain wordsYour product is not clearly different

Put conversationallyPeople don’t quickly understand why they should buy from you

ExampleIf customers keep asking what makes your product special, the difference is not yet clear enough.

Need help with this in your business? Book a diagnostic →

Unit economics

Finance

In plain wordsCost and profit per product

Put conversationallyWhether each pack or bottle is making sense financially

ExampleIf one bottle sells well but leaves almost nothing after costs, the numbers per unit may be weak.

Need help with this in your business? Book a diagnostic →

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Value addition

Operations

In plain wordsTurning raw material into a higher-value product

Put conversationallyProcessing what you have into something more useful and worth more — for example, grain into fortified flour.

Related termsReformulation Fortification

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Value proposition

Marketing

In plain wordsYour clear reason for being chosen

Put conversationallyWhy a customer should pick your product

ExampleWhy should a buyer choose your yoghurt, spice, or snack instead of another one?

Need help with this in your business? Book a diagnostic →

Visibility

Marketing

In plain wordsBeing seen by the right people

Put conversationallyMore of the right people knowing your business exists

ExampleLow visibility means many of your ideal buyers still do not know you are there.

Related termsReachAwareness Lead generation

Need help with this in your business? Book a diagnostic →

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Wastage

Operations

In plain wordsProduct or materials lost

Put conversationallyThings getting damaged, spoiled, or thrown away

ExampleIf ingredients spoil, packs tear, or finished products expire before sale, wastage is hurting the business.

Related termsOperational efficiency Shelf lifeStock management

Need help with this in your business? Book a diagnostic →

Weak pricing

Finance

In plain wordsYour price is not helping your business

Put conversationallyYou are selling, but the money is still not enough

ExampleIf customers are buying but the business still feels financially tight, the price may be too low or poorly structured.

Need help with this in your business? Book a diagnostic →

Working capital

Finance

In plain wordsMoney to keep the business running

Put conversationallyMoney to buy materials, produce, and keep going before customers pay

ExampleMany agrifood businesses struggle because they need money to keep producing before they receive payment from buyers.

Need help with this in your business? Book a diagnostic →

Not sure which of these applies to your business?

Book a short diagnostic session and we’ll translate the terms that matter into clear next moves for your agrifood business.

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From consultant talk to founder talk.

Accounts payable

Accounts receivable

Activation

Advisory

Assessment

Audit

Awareness

Bookkeeping

Bottleneck

Brand awareness

Brand positioning

Business model

Call to action

Cash flow

Certification

Commercial viability

Compliance

Content strategy

Conversion

Cost of goods sold

Customer engagement

Diagnostic

Differentiation

Distribution plan

Early-stage

Engagement

Export readiness

Financial records

Food safety

Food safety compliance

Fortification

Founder dependency

Funnel

Gap analysis

Go-to-market strategy

Gross margin

Growth-stage

HACCP

Ideal customer profile

Investment readiness

Landing page

Lead generation

Lead magnet

Low conversion

Margin

Market access

Market structure

Market validation

Messaging

MSME

Nutrient retention

Nutrition-informed growth

Nutrition-sensitive

Offer

Offtake agreement

Operational efficiency

Operations

Poor retail readiness

Positioning

Pricing strategy

Profitability

Record-keeping

Reformulation

Regulatory compliance

Retail readiness

Return on investment

Route to market

Scalability

Shelf life

Social proof

Standardization

Target market

Technical assistance

Traceability

Unclear positioning

Unit economics

Value addition

Value proposition

Visibility