The Real Strategies Top E-commerce Businesses Use To Scale Past 8 Figures

In this episode, host Josh interviews Steve Simonsen, CEO of SYMO Global, about strategies for private label sellers and brands facing economic challenges like inflation, rising Amazon fees, and shrinking margins. Steve shares actionable advice on SKU-level profitability analysis, disciplined inventory management, negotiating with suppliers, and liquidating slow-moving products. He emphasizes the importance of understanding financial statements and maintaining financial discipline. The conversation offers practical tips for navigating uncertain demand and highlights the need for proactive, data-driven decision-making to thrive during tough economic times.Chapters:Introduction & Economic Context (00:00:00)Josh introduces Steve Simonsen and sets the stage: inflation, rising Amazon fees, squeezed margins, and a pending recession.State of the Economy & Inventory Focus (00:00:55)Steve discusses the reality of the recession, economic slowdown, and the importance of managing inventory on the balance sheet.SKU-Level Profitability & Declining Unit Sales (00:02:03)Emphasis on granular SKU-level profitability analysis and the impact of declining unit sales despite higher top-line revenue.Supplier Negotiations & Cost Control (00:04:04)Strategies for negotiating with suppliers, leveraging currency shifts, and pushing back on costs to improve margins.Inventory Valuation & Trash to Cash (00:05:58)Advice on devaluing inventory, taking write-offs, and converting slow-moving inventory into cash.Liquidation Strategies & Q4 Considerations (00:07:21)How to liquidate inventory, use Q4 for retail-value sales, and categorize inventory for effective action.Actionable Takeaways Recap (00:08:46)Josh summarizes three actionable takeaways: SKU-level analysis, turning trash to cash, and cautious inventory forecasting.Financial Discipline & Mindset (00:11:06)Steve stresses the importance of understanding financials, cash flow, and developing discipline during tough economic times.Closing Thoughts & Contact Info (00:13:44)Final advice on mindset, encouragement for entrepreneurs, and where to follow or contact Steve.Links and Mentions:Tools and WebsitesParsimonyAdditional ResourcesSteve Simonsen on LinkedInTranscript:Josh 00:00:00  Today I'm speaking with Steve Simonsen, owner and CEO of SYMO Global. Steve, you've got such great experience. You have. It sounds like a great network in terms of supplier relationships. Because of your vast experience with SYMO Global, you've already got so many different contacts in those different countries as we were in a difficult economic period right now. Right. We have inflation that's been going up. Amazon fees continue to go up, right. margins are getting squeezed. And then we have this pending recession on our hands where consumers are starting to pull back on some of the consumer spending. I think we're seeing that. I want to ask what you're seeing from your perspective. And then for our audience that are established brands that want to take it to the next level. What should they be doing? What strategies should they be employing over the next little while?Steve 00:00:55  Gosh, yeah, that's there's a lot in there. And the truth is, like we're already in a recession, right? It doesn't matter what the politicians say.Steve 00:01:04  It matters only what the numbers say. And the numbers are very clear, right? There is a slowdown, not just a slowdown, a reduction of economic output. And that doesn't mean the world's coming to an end. It just means there are some economic, reasonable laws that have to be dealt with. Right. It's like gravity. You can't argue whether gravity exists or not. It's there and you have to deal with it. So, what that means to us is like dealing with, you know, a reducing kind of economy and an increasing level of inflation. This is the ultimate squeeze. Nobody wants to see it, but where it's upon us. So we're we're we approached this from a very disciplined mathematics perspective. Like we especially we look at the balance sheet. It's like what is the biggest thing on the balance sheet we need to manage. And for private label sellers it's all about inventory, right? There's nothing bigger on your balance sheet typically that inventory. You know, maybe you got some cash here and there.Steve 00:02:03  But if you're a growing business, inventory is dominating that balance sheet. And that means that inventory, which, you know, may exist as a single line item on your financials, I don't know. But we get granular. We want to know every line item. We want to know every Asin, every SKU. However you refer to it and we want to know its profitability. We want to know what people are going to do when it comes to crunch time, right. If demand goes down, I'm here's a little insider secret. It's already gone down, right? Yeah. Units sold are already down the the cost or the pricing. In other words, the sell through may be higher, but that's that's a misleading stat. Yeah. Even if sales are up 8%. You got inflation units are down for sure. Correct. It's not in every category but many categories are experiencing it. So we've got to get scrutiny to level ten on every, every line item on that inventory sheet.Josh 00:02:57  Yeah, I think that's words of wisdom right there, because we are also seeing that from our perspective.Josh 00:03:03  You know, a lot of our products are more in the, you know, consumer discretionary items here. And so they're not essential for people. But we have also started to see year over year sales declines in the number of units that are being sold. Now our, you know, top line revenue looks good. Well, that's because we've increased prices to make up for the increase in Amazon fees and inflation and all of that. So to your point like don't just look at you know, hey, this aggregate number amount of money that's being sold or whatever, you know, Washington wants to, you know, state publicly, you know, with, oh, things are just fine. Like, look at these numbers. At the end of the day, there are fewer numbers of fewer units being sold. you know, the consumers are starting to pull back. So, Steve, what is something that you do as you work with, you know, your suppliers? Is there a way that you can reduce, you know, whether it be your Cogs or reduce like your mocks for certain products.Josh 00:04:04  Like how do you navigate this delicate balance of like, I don't know how big of a pullback this is going to be, but I don't want to just I'm not going to order and say, hey, whatever we did in 2021, let's let's do that because that's what's going to happen.Steve 00:04:17  Well, it is it's the ultimate question, but it's it also just goes back to the most simple, basics. It's like, you know what? Every controllable variable you better push on. Right. So currency is wildly shifted year over year between China and the US as an example. You better take advantage of that and at least understand that many times if you try to just call your supplier and go, hey, great news. There's been a 10% shift in currency. That means I get a 10% discount on my products. Now they'll go, no, no, no, we had a cost increase of labor and the cost increase of Covid. You know, there are plenty of reasons they want to they want to fight against you.Steve 00:04:54  but I'm telling you proactively that every point, whether it is the inputs of raw materials and checking those commodity prices, whether it's currency, like every piece of that puzzle you need to push back ...

Athena is the mastermind behind the mastermind. Founder of China Magic - a 12-Day Sourcing Trip for Amazon Sellers, she helps Amazon Sellers scale to 7-8 figures through unique Events, Sourcing Trips and Masterminds to make life and business changing shifts towards more profit, prosperous relationships, and ultimate freedom.Highlight Bullets> Here’s a glimpse of what you would learn…. Importance of leadership and having a clear vision for business growth.Necessity of breaking down large goals into actionable steps.Emphasis on implementation over mere learning for business success.Mindset shifts required for transitioning from seven-figure to eight-figure businesses.Significance of networking and building relationships within the e-commerce community.Value of hiring quality talent over seeking the cheapest options.Role of masterminds and events in fostering collaboration and knowledge sharing.Strategies for sustaining growth after reaching significant revenue milestones.Importance of continuous learning and adapting to challenges in the business landscape.Encouragement to view challenges as opportunities for innovation and growth.In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley interviews Athena Severi, co-founder of Titan Network. Athena shares her expertise on scaling e-commerce businesses from seven to eight figures, emphasizing leadership, goal clarity, and the power of networking. Key insights include the importance of actionable steps, perseverance, and continuous learning. Athena also highlights the value of meaningful relationships and hiring the right talent. The episode provides practical advice for business owners aiming for sustainable growth, encouraging them to embrace challenges and focus on high-impact activities.Here are the 3 action items that Josh identified from this episode:Prioritize Your Rate of Learning:Focus on learning that is directly applicable to your current business challenges. Seek out resources that address specific issues and implement what you learn immediately.Embrace Perseverance:View challenges as opportunities for growth. Understand that even established brands face difficulties and must adapt to survive. Cultivate resilience and a willingness to pivot when necessary.Engage in Meaningful Networking:Attend industry events with the intention of building relationships. Focus on the conversations that happen outside of formal presentations, as these interactions can lead to valuable insights and connections.Resources mentioned in this episode:Here are the mentions with timestamps arranged by topic:Ecomm BreakthroughJosh Hadley on LinkedIneComm Breakthrough YouTubeeComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: [email protected] NetworkChina Magic TripWho: The A Method for Hiring by Geoff Smart on AmazonReady, Fire, Aim on AmazonBillion Dollar Seller SummitNordicTrack on AmazonLeyden Smithers on InstagramSpecial Mention(s):Adam “Heist” Runquist on LinkedInKevin King on LinkedInMichael E. Gerber on LinkedInNeil Patel on LinkedInRelated Episode(s):“Cracking the Amazon Code: Learn From Adam Heist’s Brand Scaling Secrets” on the eComm Breakthrough Podcast“Kevin King’s Wicked-Smart Tips for Building an Audience of Raving Fans” on the eComm Breakthrough Podcast“Unlocking Entrepreneurial Greatness | Insider Secrets With E-myth Author Michael Gerber” on the eComm Breakthrough PodcastEpisode SponsorSponsor for this episode...This episode is brought to you by eComm Breakthrough Consulting where I help seven-figure e-commerce owners grow to eight figures. I started Hadley Designs in 2015 and grew it to an eight-figure brand in seven years.I made mistakes along the way that made the path to eight figures longer. At times I doubted whether our business could even survive and become a real brand. I wish I would have had a guide to help me grow faster and avoid the stumbling blocks.If you’ve hit a plateau and want to know the next steps to take your business to the next level, then go to www.EcommBreakthrough.com (that’s Ecomm with two M’s) to learn more.Transcript AreaJosh Hadley 00:00:00  Welcome to the Ecomm Breakthrough podcast. I'm your host, Josh Hadley, where I interview the top business leaders in e-commerce. Past guests include Kevin King, Aaron Cordovez and Michael E Gerber, author of the E-myth. Today I am speaking with Athena Severi, the co-founder of Titan Network. This episode is brought to you by Ecomm Breakthrough, where I specialize in investing and scaling seven figure ecommerce brands to eight figures and beyond. If you're an ambitious e-commerce entrepreneur looking for that coach or consultant who can help take your business to the next level, reach out to me directly at Josh at Ecomm Breakthrough. Com. That's E-comm with two M's. And let's turn your dreams into reality. Today I'm excited to introduce you all to Athena Safari. Athena is the mastermind behind the mastermind. She is the ...

In this Throwback episode, Chad Franzen interviews business leader Josh, who shares his proven framework for rapidly enhancing business performance. Josh outlines four key drivers of growth: product innovation, hiring talented people, sales and marketing, and implementing effective operational systems. Drawing from his own entrepreneurial journey, Josh provides practical examples and actionable advice for each area. He emphasizes the importance of focusing on these core levers to achieve quick, sustainable results. The episode offers valuable insights and resources for entrepreneurs looking to improve their businesses, with Josh inviting listeners to connect for further guidance.Chapters:Introduction and Framework Overview (00:00:00)Josh introduces Chad as the interviewer and outlines his four-part framework for enhancing business performance.Product Innovation (00:01:50)Josh discusses the importance of unique product innovation, sharing an example of educational posters during COVID-19.Hiring Smart People (00:05:29)Josh explains why hiring talented people is crucial, with examples of improving processes through expert team members.Sales and Marketing (00:10:54)Josh emphasizes sales and marketing as the lifeblood of any business, necessary before scaling other areas.Operations and Implementing an Operating System (00:11:59)Josh details the importance of operational systems for scaling, describing their meeting structure and management processes.Getting Started with Operating Systems (00:15:47)Josh gives advice on how to begin implementing an operating system, recommending resources and offering help.Conclusion and Farewell (00:17:23)Chad and Josh wrap up the episode and say goodbye to listeners.Links and Mentions:Meetings and FrameworksL10 Meeting4-1-1 MeetingsEOS FrameworkWebsitesEcomm BreakthroughRise25BooksThe E-MythTranscript:Josh 00:00:00  I have Chad Franzen here of rise 25, who has done hundreds of interviews with successful entrepreneurs and CEOs. We have flipped the script and he's going to be interviewing me today. Welcome, Chad.Chad 00:00:12  Hey, Josh, thanks. It's great to be here. today, I would love to talk about your approach to, enhancing the performance of a business in your years as a business leader. What kind of framework have you developed where you can just step in and kind of implement ways to enhance the performance of a business pretty quickly.Josh 00:00:28  Over the last few years, I think, as our own business has continued to grow in scale, and I needed to build out a leadership team, I needed to myself write down what I felt were the biggest drivers, needle movers, biggest levers that I can pull inside the business. And so it forced me to kind of like narrow it down to like, there's a million different things that I could be working on with inside the business, right? I could be working on just HR in and of itself.Josh 00:00:59  I could be working on marketing, social media. I could be working on, you know, accounting, finance. There's the list goes on and on and on. Right. So what I decided to do is just create like four areas where if we focus on these four areas within our business and we make strategic decisions, this should be able to make an impact if we pull this particular lever. So that's how I kind of identified these. And I have specific examples here that I'll share with you that that walk through kind of why I decided like this is a core area of the business rather than, you know, maybe accounting for example, and finance, although important, you know, these are the four core things that I can move into a business, make changes, and then be able to see growth happen real quick. Does that make sense?Chad 00:01:50  Yeah, absolutely. So the first one that you listed, of the four was product innovation. Tell me a little bit more about you know obviously it's very important, but tell me a little bit more about your thoughts on it.Josh 00:02:00  Yeah. In one of our earlier podcast episodes, I shared this as one of my biggest mistakes that I've made in a business, and that is kind of creating me two products or looking at the market and saying, well, they're doing well with this type of product. So obviously I should just introduce something similar and I'm going to have similar results. What I have learned from launching over 1300 different products at this point is that you need to bring something unique to the table. creating meta products is never going to serve you in the long run. If if you do stumble upon something and it works. It's going to be a short term win in my opinion. So one of the examples that I would give you is, you know, one of the products that we launched during Covid, was educational posters. Okay. So obviously with homeschool, becoming more of a thing during Covid. Back in 2020, we our business had to pivot. We looked at, you know, different home school supplies and different things that we could launch to cater to that market because it was such a it was an expanding market at the time.Josh 00:03:11  We looked at one of the most competitive niches on Amazon itself, and we saw educational posters as one of those. What we decided to do is we decided to throw our hat in the ring, but what we noticed is that nearly all of the competitors and most of these competitors were overseas competitors, right? So what we noticed, though, is they all look very, very similar. You know, Chad, I would argue that it those posters that you saw on Amazon were probably the exact same posters that we grew up with in the classroom, you know, just kind of your standard, you know, vanilla educational poster, so to speak. And we're talking about like, ABC to, you know, all the letters of the alphabet. Counting from 1 to 100. Things like that. So what my wife decided to do, though, is she. You know, she's just so good at design. But she looked at what was trending on Etsy, what was trending on Pinterest, what was trending on Google, and what did she see on social media that teachers, how teachers were decorating their room, or how parents were decorating their homeschool rooms, so to speak.Josh 00:04:21  And after kind of gathering all of that information, she decided to design something that I don't think anybody else has ever seen before. So number one, she has a very creative mind. But we went into an overlay like, again, if most people would look at that niche, they'd say, that's a saturated market, don't go into it. There's no way you're going to make any money. And instead what we did is we launched the product in August of 2020. We became the number t...

Brian Williams, and he leads Primal Power, a new energy bar company, the first grass fed, pasture raised beef liver energy bar that tastes amazing. He is known for using a unique tripwire sales funnel to build DTC brands and large qualified lists of buyers. Prior to Primal Power, Brian ran then exited G-Sight a firearms accessories company and has invested a lifetime career in eCommerce dating back to 1997 when he was the CMO for an early eCommerce company uBid.com.  Brian Williams, Brian is a member of the MDS (MillionDollarSellers.com) community of 7, 8 and 9 Figure eCommerce Founders. He is also an Investor Owner in Health, Wellness and Fitness CPG brands.Highlight Bullets> Here’s a glimpse of what you would learn…. Importance of scaling e-commerce brands beyond Amazon.Strategies for generating demand off Amazon.Use of tripwire sales funnels in direct-to-consumer (DTC) marketing.Challenges of competing on Amazon and the need for diversification.Grassroots marketing techniques to understand customer preferences.Subscription models for enhancing profitability and encouraging repeat purchases.Effective pricing strategies and upselling techniques.Utilizing social media advertising and conversion tracking for customer acquisition.Building a customer list for ongoing marketing efforts and retargeting.The significance of community support and collaboration among entrepreneurs.In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley interviews Brian Williams, leader of Primal Power and an e-commerce veteran since 1997. Brian shares his expertise on scaling e-commerce brands beyond Amazon using tripwire sales funnels and strategic demand generation. He emphasizes the importance of understanding customer needs, leveraging grassroots marketing, and creating compelling offers to pre-qualify leads. The discussion also highlights the benefits of subscription models for recurring revenue and the use of social media advertising to drive traffic. Brian's insights provide a roadmap for 6-7 figure business owners aiming to scale to 8 figures and beyond.Here are the 3 action items that Josh identified from this episode:Diversify Beyond Amazon – Relying solely on Amazon is risky due to increasing competition and rising fees. Build a direct-to-consumer (DTC) strategy by focusing on demand generation and external traffic sources.Leverage Tripwire Sales Funnels – Offer a low-cost or free product to capture leads, qualify potential customers, and upsell them to higher-value purchases, increasing overall revenue.Implement a Subscription Model – Choose products that encourage repeat purchases and introduce a subscription option to improve customer retention and boost profitability.Resources & Links SectionHere are the mentions with timestamps arranged by topic:Ecomm BreakthroughJosh Hadley on LinkedIneComm Breakthrough YouTubeeComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: Josh@eCommBreakthrough.comAmazonShopifyKlaviyoWooCommerceChatGPTCostcoWhole FoodsTarget“Don't Believe Everything You Think" by Thomas E. Brown on AmazonMeta (Facebook and Instagram)Special Mention(s):Adam “Heist” Runquist on LinkedInKevin King on LinkedInMichael E. Gerber on LinkedInRelated Episode(s):“Cracking the Amazon Code: Learn From Adam Heist’s Brand Scaling Secrets” on the eComm Breakthrough Podcast“Kevin King’s Wicked-Smart Tips for Building an Audience of Raving Fans” on the eComm Breakthrough Podcast“Unlocking Entrepreneurial Greatness | Insider Secrets With E-myth Author Michael Gerber” on the eComm Breakthrough PodcastEpisode SponsorSponsor for this episode...This episode is brought to you by eComm Breakthrough Consulting where I help seven-figure e-commerce owners grow to eight figures. I started Hadley Designs in 2015 and grew it to an eight-figure brand in seven years.I made mistakes along the way that made the path to eight figures longer. At times I doubted whether our business could even survive and become a real brand. I wish I would have had a guide to help me grow faster and avoid the stumbling blocks.If you’ve hit a plateau and want to know the next steps to take your business to the next level, then go to www.EcommBreakthrough.com (that’s Ecomm with two M’s) to learn more.Transcript AreaJosh 00:00:00  Welcome to the Ecomm Breakthrough podcast. I'm your host, Josh Hadley, where I interview the top business leaders in e-commerce. Past guests include Kevin Keene, Aaron Cordovez and Michael E Gerber, author of the E-myth. Today I am speaking with Brian Williams, and we're going to be talking about how to scale off of Amazon using tripwires and sales funnels that are going to create a massive moat around your Amazon brand. This episode is brought to you by Ecomm Breakthrough, where I specialize in investing in and scaling seven figure companies to eight figures and beyond. If you're an a...

In this Throwback episode, Amazon brand-building expert Kevin shares advanced strategies for established sellers aiming to scale to eight figures and beyond. He emphasizes the shift from selling generic products to building authentic brands, leveraging Amazon as a distribution channel rather than the sole platform. Kevin discusses creative tactics for collecting customer data—like compelling insert cards and personalized experiences—and highlights the importance of nurturing an engaged email list. The conversation covers email marketing best practices, the challenges of today’s Amazon landscape, and actionable steps for long-term brand growth both on and off Amazon.Chapters:The Shift to Real Brand Building on Amazon (00:00:00)Discussion on the end of "me-too" products and the need for genuine brand building to scale on Amazon.What Makes a Real Brand (00:01:41)Explains the difference between a product and a true brand, using search volume and customer recognition as benchmarks.Owning Customer Data & Creative Inserts (00:02:37)Importance of collecting customer data, using creative insert cards, and leveraging off-Amazon channels for customer relationships.Pet Brand Example: Insert Offers & Birthday Campaigns (00:03:27)Detailed example of using free sample offers, pet registration, and birthday postcards to build loyalty and collect data.Email Marketing Challenges & Deliverability (00:07:40)Covers issues with email engagement, deliverability, and strategies to stay out of spam folders.Email Frequency & Value-Driven Content (00:09:18)Best practices for email frequency, balancing value and promotions, and the importance of testing.Testing Offers & Audience Warmth (00:10:42)The need to test different offers and tailor messaging based on audience familiarity with the brand.Actionable Takeaways for Amazon Sellers (00:12:01)Summarizes three key actions: build a real brand, create an email list, and provide value to your audience.Top Billion Dollar Seller Summit Speakers (00:13:45)Kevin names top speakers/attendees to follow for Amazon growth insights: Brandon Young, Casey Goss, and Josh Hadley.How to Connect with Kevin (00:16:33)Kevin shares the best way to contact him—primarily via Facebook.Links and Mentions:Tools and WebsitesShopifyWooCommerceAmazon Prime now Prime VideoTaxJarBillion Dollar Seller SummitRecommended SpeakersBrandon Young on LinkedInTranscript:Josh 00:00:00  You talked a lot about how important brand building is on Amazon now, as our audience primarily has established Amazon businesses, they've already found success, but they're looking to go to eight figures and beyond. You know, what do you see going on in the Amazon space right now? And some of the advice and strategies that you would recommend to establish sellers right now?Kevin 00:00:23  Yeah, that's a tough one because some of them are going to need to pivot, and it's going to be a little bit of a hard pivot because in the past on Amazon, there's a lot of people that built successful businesses and even exited successful businesses just basically finding opportunities. Sticking a name on it, you know, on a label on it and selling it, then selling that to an aggregator. But that's those days are pretty much over. I'm not going to say it doesn't happen. It could still happen here and there. And then there's a lot of people, as you know, that may have started with a small amount of money, and that's way more difficult now.Kevin 00:00:52  Not that you can't do it, but, you know, I always say, I always hear stories that people say, yeah, I started with 500 bucks and now I got an eight figure business. And I always say, RBS, you might have started with $500. That may be true. But two weeks later, your uncle gave you ten grand. Or somebody. You got a credit card or you did something. There's just no way it did. That just flat out does not happen. from 500. There was something else along the way. It might not be the money out of your pocket, but there's something else along the way in those days are much more difficult now. And as Amazon's you know Amazon's everything is more towards rewarding brands. You know the brand registry the brand analytics the all the different you know the advertising thing. Everything is there trying to reward those brands. It's because they're trying to clean it up as well. They don't want just this hodgepodge, flea market on there. They want, you know, people.Kevin 00:01:41  They're coming for brands. And a lot of people think they're a brand and they're really not. I say that if you don't have at least 3000 searches a month on your brand name on Amazon, on Amazon, because Amazon is so big, you're not a brand. If people are not looking for you, buy that that brand name and typing that in and you can see it in brand analytics and it's got like 3000 searches a month or more, then you're actually not a brand. You're just a product. And so that's where a lot of people get confused. And a brand is not a logo. A brand is not a name. That's part of it. But a brand is what emotion is a feeling. It's an evolution of something that people feel identity towards this or a passion towards this, or it represents something that they believe in or that they feel. And that's where a lot of big sellers are making mistakes. you know, you see all these, these, Chinese brands on Amazon, that strange brand names like Z, X, T, Y, or whatever can even pronounce a damn thing, right? That's not a brand.Kevin 00:02:37  I mean, they're doing that because it's easy to get a trademark on that. They can. Those things can fly through, the trademark process really easy so they can get the brand registry and all that. But those aren't aren't really brand names. so I think you need to switch more toward brand and you need to switch to more towards they need to they need to own their customer lists. you know, on Amazon, you don't get that data anymore. You used to be able to download that data. And so if you're selling, FBA, FBA on Amazon, you don't get that data. If you're doing FBM, you can still get it. And there used to be a loophole like with tax jar that got, I think just recently got shut down. A lot of privacy issues there. But you need to figure out ways to actually get that data and whether that's switching over, you know, if you're selling on Shopify or WooCommerce, start using Amazon Prime. the new, ship with Prime, whatever it's called Shopify shipping.Josh 00:03:25  Shop with Prime. Yeah.Kevin 00:03:27  Yeah. Where the Amazon will fulfill it for you off your, Shopify store. So you get that extra customer service level. Plus you get the customer data, plus anything you're selling on Amazon. It's just a huge market. You've got to figure out ways to try to get them into your ecosystem with, creative inserts and creative marketing stuff. I mean, like, one of the things that we do with one of my brands, for example, I have a pet brand of dog treats, and whenever someone buys these dog treats off of Amazon, you know, they spend 30 bucks to buy these dog treats. We will have a really cool. It's not just like a business card, but like something that really gets their attention. into the in the package and it says, hey, get a sample of all of our treats and we'll do a zero plus free plus shipping offer. So it's like if we have, for example, if we're selling bully sti...

Ben Arneberg began his career as a US Air Force satellite engineer and member of the Air Force Parachute Team where he learned to take calculated risks that end in success. He’s a serial entrepreneur with three exits. Founder of PetHonesty, a consumer brand improving pet health. He’s an investor, passionate about disruptive technologies, education, and helping others find and live out their dreams.Highlight Bullets> Here’s a glimpse of what you would learn…. Transition from military service to entrepreneurship in e-commerce.Key business principles for successful brand building and exits.Growth strategies for scaling a brand, specifically Pet Honesty.Importance of cash flow management and financial strategies.Hiring top talent and the significance of a strong team.Building and leveraging an advisory board for guidance.Networking strategies to attract skilled professionals.The role of personal development in overcoming business challenges.Emphasis on having a clear vision and aligning goals with values.Iteration and continuous learning as essential components of success.In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley interviews Ben Arneberg, a seasoned entrepreneur and founder of Pet Honesty. Ben shares his journey from a U.S. Air Force satellite engineer to a successful e-commerce entrepreneur with three business exits. He discusses scaling Pet Honesty from zero to $70 million in revenue in three years, emphasizing the importance of strategic hiring, cash flow management, and leveraging a strong network. Ben also highlights the value of having an advisory board and the significance of personal development and clear vision in achieving entrepreneurial success.Here are the 3 action items that Josh identified from this episode:Focus on One Venture for Scalable GrowthInstead of spreading resources across multiple ventures, commit to one business with strong market potential. Prioritize product-market fit and allocate energy toward scaling efficiently.Hire Strategically and Build a Strong NetworkInvest in top talent early to delegate operational tasks and focus on high-level strategy. Leverage industry connections and referrals to attract skilled professionals who align with the company’s vision.Manage Cash Flow Proactively for Sustainable Scaling Use creative financial strategies such as leveraging credit lines and optimizing manufacturing processes to maintain liquidity. Consider local production to secure better terms and reduce working capital requirements.  Resources mentioned in this episode:Here are the mentions with timestamps arranged by topic:Ecomm BreakthroughJosh Hadley on LinkedIneComm Breakthrough YouTubeeComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: [email protected] by Greg McKeown on AmazonWho Not How on AmazonHigh Growth Handbook on AmazonThe One Thing on AmazonPet Honesty on AmazonKeith CunninghamSpecial Mention(s):Adam “Heist” Runquist on LinkedInKevin King on LinkedInMichael E. Gerber on LinkedInRelated Episode(s):“Cracking the Amazon Code: Learn From Adam Heist’s Brand Scaling Secrets” on the eComm Breakthrough Podcast“Kevin King’s Wicked-Smart Tips for Building an Audience of Raving Fans” on the eComm Breakthrough Podcast“Unlocking Entrepreneurial Greatness | Insider Secrets With E-myth Author Michael Gerber” on the eComm Breakthrough PodcastEpisode SponsorSponsor for this episode...This episode is brought to you by eComm Breakthrough Consulting where I help seven-figure e-commerce owners grow to eight figures. I started Hadley Designs in 2015 and grew it to an eight-figure brand in seven years.I made mistakes along the way that made the path to eight figures longer. At times I doubted whether our business could even survive and become a real brand. I wish I would have had a guide to help me grow faster and avoid the stumbling blocks.If you’ve hit a plateau and want to know the next steps to take your business to the next level, then go to www.EcommBreakthrough.com (that’s Ecomm with two M’s) to learn more.Transcript AreaJosh 00:00:00  Welcome to the Ecomm Breakthrough podcast. I'm your host, Josh Hadley, where I interview the top business leaders in e-commerce. Past guests include Kevin King, Aaron Cordovez and Michael Gerber, author of the E-myth. Today I am speaking with Ben Arneberg, and we're going to be talking about timeless business principles that allowed him to exit three different brands, and how he's on a journey now where he doesn't even care about money because he is focused on the intrinsic value of what he's giving back to society. I think that's everything that we all want to strive to be as entrepreneurs, and he's going to show us how he's been able to achieve that in his life. This episode is brought to you by Ecomm Breakthrough, where I specialize in investing in and scaling seven figure ecommerce brands t...

In this Throwback episode, Chad Franzen interviews Josh, who shares his proven seven-step hiring process designed for business owners scaling to 8 figures and beyond. Josh details how to define roles, set KPIs, attract top talent, and rigorously assess candidates through assessments, test projects, and in-depth interviews. Listeners will learn actionable strategies to efficiently filter large applicant pools and secure high-performing team members. Chad and Josh’s discussion is packed with practical tips and real-world examples, offering a blueprint for building world-class teams and accelerating business growth.Chapters:Overview of the Seven Steps (00:00:00)Josh outlines the seven-step process for hiring effective team players, giving a broad overview.Introduction of Chad Frandsen and Episode Context (00:01:18)Chad is introduced as the interviewer, and the episode’s focus on hiring is set.Step 1: Define the Role and Success Criteria (00:01:52)Discussion on clearly defining the role, identifying business bottlenecks, and conducting a time study.Step 2: Set KPIs and Responsibilities (00:03:21)Explains how to set measurable KPIs and clarify day-to-day responsibilities for the role.Step 3: List the Job on Multiple Sites (00:04:37)Covers creating a compelling job description and posting it on various job sites, especially for international hires.Step 4: Applicant Assessments (00:06:06)Describes using assessments (like Criteria Corp) to quickly filter a large pool of applicants.Step 5: Test Projects for Applicants (00:07:44)Explains giving test projects to shortlisted candidates and provides examples of effective test assignments.Step 6: Conduct Interviews (00:12:09)Details the interview process, focusing on identifying patterns of success and using reference-based questions.Step 7: Extend Offer and Role Profile (00:14:23)Discusses making the final offer, sometimes to multiple candidates, and ensuring clarity with a role profile document.Reflections and Closing Remarks (00:15:27)Josh reflects on the process’s effectiveness, and both speakers conclude the episode.Links and Mentions:Tools and Websites  Upwork now Fiverr Online Jobs  Indeed Criteria Corp  Books and Case Studies  Harvard Business Review Case StudiesTranscript:Chad 00:00:00  Why don't you go through the seven steps? Just kind of a broad view of the seven steps, and then we'll dive into each one individually. Awesome. All right.Josh 00:00:07  So there's seven main steps to hiring a effective a team player for your business. Number one is you've got to define the role and what success looks like. Number two you've got to set KPIs and identify what the day to day responsibilities and tasks are going to be. Number three, you've got to list the job and on multiple websites and promote it on multiple websites. Step number four is once you start receiving applicants, you need to have those applicants take assessments. Step number five you need to give those applicants that pass your assessments test projects to complete. And step number six, those people that pass your test projects that you give them. You need to actually do interviews with them. Okay. And during these interviews you'll be looking for a pattern of success in their career. We'll dive into all of these in more detail, but step number seven is to extend the offer in correlation with having them sign a role profile document so that everybody is on the same page in terms of what the expectations are, so that when they start, they understand that this is a probationary time.Josh 00:01:18  They've got to earn the job. Today I'm excited to introduce to you Chad Franzen. He is here with rise 25, who has done hundreds of interviews with successful entrepreneurs and CEOs. We have flipped the script and he will be interviewing me today.Chad 00:01:34  the last time we spoke, we spoke about kind of the some of the difficulties you had getting going with various things. And one of those things was hiring people and kind of hiring them into ambiguous roles. Now, I know the thing. The time period you talked about was a few years ago. You've certainly drilled that down. And we'd like to talk about maybe your hiring process this time.Josh 00:01:52  You've got to be able to clearly articulate what success looks like from the onset and also understand how. Why is that one of the most pressing issues in your business right now? Why are you hiring them? So that's the first step is is actually defining the role. So what does this mean? It means you need to go through and assess in your business where is your biggest bottleneck.Josh 00:02:15  And rather than just saying, hey, I look at all these other companies and everybody has, let's say an operations manager. Just because everybody else has an operations manager doesn't mean that that needs to be your first hire. So you do a two week time study where you're literally analyzing where you spend your time every 15 minutes of the day. This is even personal time and your working time. And then at the end of those two weeks, take a step back and then look at the results, right. Where are you spending most of your time? And if you can identify wow, I'm doing a lot of operational tasks. Well, maybe you need to hire a project manager or wow, I'm doing a lot of marketing tasks or I'm doing a lot of influence or partnerships or whatever that might be. If you can identify that that is where you begin to say, okay, it looks like this is where a lot of my time is going. If I can then replicate somebody else to be doing what I'm doing, at least 80% or better, look at how much time this is going to free up for myself.Chad 00:03:21  That kind of leads us into step two. Then set KPIs and day to day activities and responsibilities.Josh 00:03:27  The next step in step number two is actually defining how you're going to measure that success, right? Don't just say, well, you're you're running the business. Okay. What is that? What does that mean? Right. You're making sure all the projects get completed. The setting KPIs forces you to create measurable activities or events in your business. So for me, I listed one of our KPIs that I listed for our new VP of operations is that 90% of all of our team member KPIs, because every single one of our team members have their own KPIs. 90% of all of those team member KPIs that are reporting to him need to be green. Like we're meeting those targets and above, right? So that's very clear. Like it's not this hey, I need to make sure your team is performing well. It's it needs to be 90% of or above. And we get to measure this specifically every single week I can get a report and say, this week we're at 80%.Josh 00:04:27  All right. We got some room for improvement. This week we're at 95%. Okay, good. We're headed in the right direction. So KPIs are are super important. They've got to be measurable events.Chad 00:04:37  So step three then is listing the job on multiple sites. Are all these things that you have determined in that job posting or is that just handy to know when you've hired t...

Aaron Young is a renowned entrepreneur with more than 40 years experience and several dozen multi-million dollar companies under his belt.  Aaron has made it his life’s work to arm business owners with success formulas that immediately provide exponential growth and protection. Fully embodying his concept of the Unshackled Owner, he inspires others to do the same by empowering them to build strong companies while proactively protecting their dreams. Highlight Bullets> Here’s a glimpse of what you would learn…. Building and scaling businesses, particularly in the e-commerce sector.The importance of defining personal success and setting clear goals.Recognizing and leveraging personal strengths while delegating weaknesses.Hiring practices focused on cultural fit and complementary skills.Creating effective organizational structures and forward-looking charts.Implementing accountability measures through key performance indicators (KPIs) and scoreboards.Cultivating an intentional corporate culture that encourages innovation.Learning from real-world experiences and continuous education.The significance of creating systems for business independence and scalability.Strategies for maintaining personal fulfillment and legacy in entrepreneurship.In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley welcomes Aaron Young, a seasoned entrepreneur and author of "The Unshackled." Aaron shares invaluable insights on scaling e-commerce businesses from seven to eight figures. Key topics include the importance of building autonomous business systems, defining personal success, and leveraging team strengths. Aaron emphasizes hiring for cultural fit, creating forward-looking organizational charts, and implementing KPIs for accountability. He also discusses the significance of a strong corporate culture and legacy building. This episode offers practical strategies for business owners aiming to achieve sustainable growth and long-term success.Here are the 3 action items that Josh identified from this episode:1. Systematize and Automate for Scalability – Develop detailed operating procedures and leverage automation to reduce manual effort. This ensures the business can run efficiently without requiring constant oversight, freeing up time for strategic growth.  2. Build a Team That Complements Your Skills – Identify your strengths and weaknesses, then hire team members who fill the gaps. Prioritize cultural fit and empower your team to make decisions, fostering a self-sustaining and innovative work environment.  3. Set Clear, Incremental Goals with a Defined 'Why' – Clearly define what success means to you and break down large objectives into manageable milestones. Understanding your motivation behind these goals helps maintain long-term focus and drive.Resources mentioned in this episode:Josh Hadley on LinkedIneComm Breakthrough YouTubeeComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: [email protected] E-Myth by Michael E. GerberChatGPTMagnify Your WealthThe Unshackled Owner"Who Not How" on AmazonThe Science of Getting Rich on AmazonLinkedInIndeedSpecial Mention(s):Adam “Heist” Runquist on LinkedInKevin King on LinkedInMichael E. Gerber on LinkedInRelated Episode(s):“Cracking the Amazon Code: Learn From Adam Heist’s Brand Scaling Secrets” on the eComm Breakthrough Podcast“Kevin King’s Wicked-Smart Tips for Building an Audience of Raving Fans” on the eComm Breakthrough Podcast“Unlocking Entrepreneurial Greatness | Insider Secrets With E-myth Author Michael Gerber” on the eComm Breakthrough PodcastEpisode SponsorSponsor for this episode...This episode is brought to you by eComm Breakthrough Consulting where I help seven-figure e-commerce owners grow to eight figures. I started my business in 2015 and grew it to an eight-figure brand in seven years.I made mistakes along the way that made the path to eight figures longer. At times I doubted whether our business could even survive and become a real brand. I wish I would have had a guide to help me grow faster and avoid the stumbling blocks.If you’ve hit a plateau and want to know the next steps to take your business to the next level, then email me at [email protected] and in your subject line say “strategy audit” for the chance to win a $10,000 comprehensive business strategy audit at no cost!Transcript AreaJosh Hadley 00:00:00  Welcome to the Ecomm Breakthrough podcast. I'm your host, Josh Hadley, where I interview the top business leaders in e-commerce. Past guests include Kevin King, Aaron Cordovez and Michael E Gerber, author of the E-myth. Today I'm speaking with Aaron Young, the author of the book The Unshackled. This episode is brought to you by Ecomm Breakthrough, where I specialize in investing in and scaling seven figure ecommerce brands to eight figures and beyond. If you're an ambitious e-commerce entrepreneur looking for a partner or a coach who can help you take your business to the next level, I bring hands on experience, strategic insights, and the resources needed to fuel your growth. So if you or someone you know is ready to scale or looking for an investment partner or coach, reach out to me directly a...

In this Throwback episode, Josh interviews Tyler Greg, founder of Ampd, about the game-changing strategy of driving Google Ads traffic directly to Amazon listings. Tyler explains how leveraging Google Ads—rather than sending traffic to standalone e-commerce sites—enables sellers to capitalize on Amazon’s superior conversion rates and boost keyword rankings. They discuss Amazon’s own traffic arbitrage, the benefits of Amazon-compliant (white hat) tactics, and how sellers can maximize ROI, reduce fees, and build defensible brands by combining external traffic with Amazon’s brand-building tools. Actionable tips for scaling to 8 figures and beyond are shared throughout.Chapters:Amazon’s Google Ads Arbitrage Explained (00:00:00)How Amazon buys Google Ads cheaply, drives traffic to search result pages, and resells clicks at a higher price.Introduction to Tyler and Ampd (00:00:40)Josh introduces Tyler Greg and Ampd’s expertise in Google Ads to Amazon traffic.Ampd’s Origin Story (00:01:12)Tyler shares how Ampd started as a data science platform for Google Ads to DTC stores in 2015.Transition to Automated Bidding (00:02:04)Google’s shift to automated bidding forced Ampd to rethink their approach and product offering.Early Focus on Shopify and BigCommerce (00:03:08)Ampd built tools for Shopify/BigCommerce, but struggled with low conversion rates on DTC stores.Switching Traffic to Amazon (00:04:23)Ampd decided to send Google Ads traffic to Amazon for higher conversion rates and better results.Amazon Affiliate Program Insights (00:05:18)Using Amazon’s affiliate program, Ampd discovered 30% of Google Ads clicks resulted in Amazon purchases.Conversion Rate Analysis (00:05:50)Discussion on how often external traffic buys advertised vs. other products, and the impact on conversion rates.Why Amazon Incentivizes External Traffic (00:07:18)Explains Amazon’s motivation for encouraging sellers to drive external traffic due to high overall conversion.Amazon’s Massive Google Ads Spend (00:08:18)Tyler discusses Amazon’s huge annual spend on Google Ads and the two main ad types: Shopping and Search.Difference Between Shopping and Search Ads (00:08:34)Breakdown of how Amazon uses Shopping ads for direct listings and Search ads for broader traffic.How Brands Can Compete with Amazon Ads (00:10:06)Case studies on replacing Amazon’s ads with your own to get cheaper, more direct traffic to listings.Building a Competitive Moat with External Traffic (00:10:39)Josh explains how external Google Ads traffic can help brands dominate and protect their Amazon position.Actionable Takeaways for Sellers (00:11:19)Summary of strategies: boosting keyword rankings, using white hat tactics, and testing Google Ads to Amazon.Three Key Focus Areas for Google Ads to Amazon (00:12:19)Emphasizes keyword selection, ad copy, and optimizing landing/store pages for best results.Shopify vs. Amazon for Google Ads Traffic (00:13:35)Tyler compares benefits of sending Google Ads to Amazon vs. Shopify, including conversion rates and branding.Brand Referral Bonus and Seller Fees (00:14:32)Explains Amazon’s 10% brand referral bonus, making fees competitive with Shopify for Google Ads traffic.Conclusion and Final Thoughts (00:15:09)Wrap-up and final remarks on the value of sending Google Ads traffic to Amazon.Links and Mentions:Tools and Websites  Ampd  Shopify  BigCommerce  Amazon Affiliate Program Amazon Attribution Transcript:Tyler 00:00:00  But what Amazon does with search ads is they buy it on Google often, you know, 30, 40, $0.50 per click. The average CPC on Google is about $0.60. They buy it first, call it $0.60, and they send it to a search result page. They do search, find, buy and you're not allowed to do it. Amazon. Yeah, of course they sent it to a search result page where they then have that page covered in sponsored ads. Yeah, that all cost $1.30 per click. Yeah. And so Amazon buys it for 60. They resell that traffic for $1.30. And they take that difference there. Arbitrage again. It's fascinating. Yeah it's it's genius. Genius.Josh 00:00:40  I never thought of it that way. But now I'm like my mind is now open. And I'm like, okay, that that makes ten times more sense now. Today I'm excited to introduce you all to Tyler. Greg Tyler and his team at Ampd are big data analysts who have spent seven plus years building Google ad tech and now bring that technology and knowledge to the Amazon industry, allowing Amazon sellers to unlock Google ads.Josh 00:01:03  Welcome to the podcast, Tyler.Tyler 00:01:05  Hey Josh, thanks so much for having me today and excited to be here and talk a little bit about Google ads. But, you know, talk about e-commerce in general.Josh 00:01:12  How did Ampd get started? What brought you to where you guys are today? And what I would argue to say is the kind of the name brand of bringing external Google ad traffic to Amazon.Tyler 00:01:24  Yeah, definitely. And so kind of quick background on Ampd is we are Google ads to Amazon experts. That is all we do. I kind of joke about like that is all we know. I don't know anything else other than Google ads, to Amazon. but we know a little bit more. And, the background on our company is we started right around 2015, just like you guys. And we started as really a data science platform for Google Ads to DTC stores. And it was a great journey. We built out a really incredible data science engine that was able to analyze Google Ads data, and then we worked with a lot of agencies to help them drive efficiency.Tyler 00:02:04  Find unproductive spin. Find areas to double down using data using our data science engine. And about two years ago, our engine was all focused on manual keyword adjustments. So hey, your bids at $0.15, if you up it to $0.32, you're going to unlock $10,000 of revenue. You should do that, right? But two years ago, Google started going to all of our agency partners saying, no more manual bidding. You need to do automated bidding. And Google is pushing all their automation, right? And we're saying they're going, If Google's not letting us do manual bids and they're incentivizing agencies to not do manual bids but do automated bids, where does that leave us? Right. Right. And so we're kind of looking around going, okay, what do we do now? Like we have all this Google Ads data. We have all this Google Ads expertise. What do we do? And so we started saying, okay, what if we started pointing that engine and helping, you know, SMS this was originally we were more focused on large enterprise companies.Tyler 00:03:08  Okay, what if we started focusing on SMEs and we actually built a Shopify and BigCommerce app that allowed sellers to quickly and efficiently create Google Ads campaigns from scratch and send them into their Shopify store. And that basically tabled all of our data science, keyword modeling, probabilistic engine and all that stuff, and started earlier in a campaign, which was the campaign creation side. And we started sending all this traffic to a lot, mostly Shopify. And the conversion rates just weren't really there. So we would help thousands of brands, but it would bring in traffic to their website. But then we had to start getting into this world of, okay, well, you're getting good traffic. And we had to sta...

Kris Dehnert, he is the owner of Dugout Mugs, Bigg Golf, and Dehnert Media, and has been a digital entrepreneur since 2006 where he leveraged the power of a "new site" called Facebook to revolutionize the gym industry. Since then, he boasts over $70M in online sales, is a 3 time Inc. 5000 finalist, made the cover of Tampa Bay Business and Wealth Magazine, been featured in Forbes, Entrepreneur Fast 50. Seen on CBS Morning, FOX & Friends, World News Tonight & Good Morning America!Highlight Bullets> Here’s a glimpse of what you would learn…. Kris Dehnert's entrepreneurial journey and background in digital marketing.The significance of understanding and defining the target customer base.Strategies for building a loyal customer base and community engagement.The importance of creativity in product development and innovation.Effective marketing strategies, including the use of tripwires and upsells.Leveraging technology and tools for customer relationship management and marketing.The role of data segmentation in understanding customer behavior and preferences.Insights on collaboration and partnerships within the e-commerce space.The impact of perspective on business decisions and personal fulfillment.Emphasizing long-term vision and happiness in entrepreneurship.In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley engages with Kris Dehnert, CEO of Dugout Mugs. Kris shares his journey from digital marketing to achieving over $70 million in online sales. He emphasizes the importance of understanding your core customer, nurturing relationships, and leveraging innovative marketing strategies. Kris discusses building a loyal customer base, effective use of technology, and creative product development. He also highlights the significance of long-term vision and personal fulfillment in entrepreneurship. This episode offers valuable insights for 6-7 figure business owners aiming to scale to 8 figures and beyond.Here are the 3 action items that Josh identified from this episode:Deeply Understand Your Customers to Drive SalesConduct regular surveys and analyze customer data to identify purchase patterns and unmet needs.Segment your audience based on demographics and behavior to personalize marketing efforts.Implement tripwire offers and upsells to maximize customer lifetime value.Leverage Innovation and Collaboration for GrowthContinuously seek customer feedback to improve and expand product offerings.Partner with complementary brands and explore affiliate marketing to lower customer acquisition costs.Test new product ideas on a small scale, iterate based on feedback, and scale successful innovations.Prioritize Long-Term Vision and Work-Life BalanceSet long-term business goals that align with your values and contribute to personal fulfillment.Balance daily tasks between immediate revenue generation and future growth initiatives.Focus on creating meaningful relationships with customers and partners to sustain long-term success.Resources mentioned in this episode:Here are the mentions with timestamps arranged by topic:Ecomm BreakthroughJosh Hadley on LinkedIneComm Breakthrough YouTubeeComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: Josh@eCommBreakthrough.comAmazonTeespringShopifySurveyMonkeyFacebookKlaviyoGo High LevelYotpoEmotiveShopify CollectiveClaudeChatGPTDugout MugsLinkedInThe SandlotThe Four Hour Workweek by Tim FerrissStart With Why by Simon SinekThe One Thing by Gary KellerHold On to Your Kids by Gordon NeufeldStrong Father, Strong Daughter by Meg MeekerGary Vaynerchuk (Gary Vee)Special Mention(s):Adam “Heist” Runquist on LinkedInKevin King on LinkedInMichael E. Gerber on LinkedInRelated Episode(s):“Cracking the Amazon Code: Learn From Adam Heist’s Brand Scaling Secrets” on the eComm Breakthrough Podcast“Kevin King’s Wicked-Smart Tips for Building an Audience of Raving Fans” on the eComm Breakthrough Podcast“Unlocking Entrepreneurial Greatness | Insider Secrets With E-myth Author Michael Gerber” on ...