Pre-planning as much as you can is vital, just as defining your target market, goals you’re trying to achieve, etc. Let's say you invested in a food company that makes snack bars. It often happens that the product is great, super nutritious, but when you take it to the market it just doesn't stick. What are you going to do? You could shut down that company and give up or you can look at it from a perspective of how else could I market this product?

I know people who have taken their moderately successful consumer products to the B2B or B2C government sector and did very well because they happen to have the right relationships. They took on either investor or they themselves were the investors that Made it happen. 

The CPG products, from what I understand of that space, are driven by marketing.