Honest Ecommerce

Paul Orlando has led startup accelerators on three continents. He runs USC’s on-campus Incubator for businesses founded by students, alumni and faculty and is Adjunct Professor of Entrepreneurship, teaching growth hacking and venture initiation. He is a former startup founder and was a winner at the TechCrunch Disrupt Hackathon. His book about unit economics is called Growth Units. In This Conversation We Discuss: [00:51] Intro[01:47] Paul’s journey on USC[05:01] Chase’s interest in the educational field[05:37] Tactics change, but strategies don’t[07:47] The importance of lifetime value[10:38] Sponsor: Electric Eye electriceye.io[10:58] Sponsor: Mesa apps.shopify.com/mesa[11:41] Sponsor: Gorgias gorgias.grsm.io/honest[13:08] Sponsor: BeProfit beprofit.co[14:39] Sponsor: Klaviyo klaviyo.com/honest[15:26] There are many ways to calculate LTV[17:06] Calculating “time of return”[19:19] Segmenting CAC and LTV[23:03] The relationship between CAC and LTV[25:23] Lessons learned from traditional/old brands[29:24] The other topics in Paul’s book[31:55] Where to buy the Growth Units book[32:18] Segmented data for KPIs is the next levelResources:Subscribe to Honest Ecommerce on YoutubeHelping companies move faster through intensive workshops, rapid experimentation, and consulting startupsunplugged.com/Connect with Paul linkedin.com/in/porlandoPaul’s book about Lifetime Value, Customer Acquisition Cost, and why businesses behave the way they do amazon.com/Growth-Units-Calculate-Acquisition-Businesses-ebook/dp/B08GJVV8RJScale your business with electriceye.ioDownload Mesa at the Shopify App Store apps.shopify.com/mesaLevel up your customer support gorgias.grsm.io/honestVisit beprofit.co and use code HONEST15 to get an exclusive 15% off any plan for the lifetime of your planGet started with a free account at klaviyo.com/honestIf you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Joe Spector has been a startup entrepreneur for over 15 years. Prior to Dutch, he was a co-founder of Hims (NYSE: HIMS), one of the fastest growing direct-to-consumer brands in history, which went public in January 2021. As a co-founder, Spector was instrumental in its success of helping millions of people; in fact, he built Hims national telemedicine and doctor network, set up the initial pharmacy supply chain, and launched wholesale partnerships. He holds a BS from the Haas School of Business at University of California at Berkeley, and an MBA from The Wharton School at University of Pennsylvania. He lives in the San Francisco Bay Area with his wife, three children and a corgi named Edgar. In This Conversation We Discuss:[00:00] Intro[01:10] Startups are both easy and hard at the same time[02:39] The “scrappiness” of startups [04:04] Silicon Valley show vs reality[05:20] Startups require “nerves of steel”[06:15] Joe’s Hims story[09:03] The names before Hims[09:46] Importance of startup names [10:40] Skills that Joe brought to Hims[12:30] Sponsor: Electric Eye electriceye.io[12:50] Sponsor: Mesa apps.shopify.com/mesa[13:34] Sponsor: Gorgias gorgias.grsm.io/honest[15:00] Sponsor: Rewind rewind.io/honest[15:33] Sponsor: Klaviyo klaviyo.com/honest[16:20] Product that makes people happy[17:51] Eight-figure brand vs nine-figure brand[18:57] From Hims to launching Dutch[20:45] Dutch working with Shopify’s “limitations”[23:12] Dutch’s sales process using Shopify[25:48] Chase analyzes what Dutch is doing[27:30] Make a choice, start a business[29:37] It’s about how fast you pivot[30:15] Understand the types of your consumersResources:Subscribe to Honest Ecommerce on YoutubeOnline vet care and visits with licensed veterinarians dutch.comConnect with Joe linkedin.com/in/joespectorScale your business with electriceye.ioDownload Mesa at the Shopify App Store apps.shopify.com/mesaLevel up your customer support gorgias.grsm.io/honestRespond to any of Rewind’s welcome emails and mention HONEST ECOMMERCE to get 1 month free rewind.io/honestGet started with a free account at klaviyo.com/honestIf you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Nik Hall is a follower of Christ, husband to the best wife, and the co-founder of vitafive, an emerging gummy vitamin brand with high quality ingredients and eco-friendly packaging. The humble beginnings of vitafive were started in founders Garrett Adair and Nik Hall’s 800 square foot house when they were Juniors at TCU. Since the beginning, the goals have been to help consumers find an easier way to be healthy, to be profitable, and to enjoy the life they have been given. While the road hasn’t been easy, it has always been worth it. In This Conversation We Discuss: [00:00] Intro[01:05] Nik’s early interest in entrepreneurship[03:41] The interest in money making and CEOs[04:52] Benefits and considerations for co-founders[08:26] “Breaking up” with co-founders[11:09] Sponsor: Electric Eye https://electriceye.io/[11:29] Sponsor: Mesa https://apps.shopify.com/mesa[12:13] Sponsor: Gorgias https://gorgias.grsm.io/honest[13:39] Sponsor: BeProfit https://beprofit.co/[15:10] Sponsor: Klaviyo http://klaviyo.com/honest[15:57] vitafive’s inception[17:28] Success was fast but was not immediate[18:55] vitafive’s biggest mistakes[20:46] The wild west of Facebook ads[21:30] Could startups still use Facebook marketing now?[22:41] The effect of IOS 14 and 15 to marketers[24:32] Don’t fully invest on just Facebook ads[25:04] How vitafive deals with the IOS 14 and 15 updates[26:47] Learn constantly or be a pioneer[28:09] Keep it simple and easy for customers[28:40] Where to find vitafiveResources:Subscribe to Honest Ecommerce on YoutubeThe low sugar gummies you've been begging for delivered in the most beautiful way vitafive.comConnect with Nik linkedin.com/in/nikhallScale your business with electriceye.ioDownload Mesa at the Shopify App Store apps.shopify.com/mesaLevel up your customer support gorgias.grsm.io/honestVisit beprofit.co and use code HONEST15 to get an exclusive 15% off any plan for the lifetime of your planGet started with a free account at klaviyo.com/honestIf you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Dr. Amy Divaraniya is the CEO and Founder of Oova, a women’s health company. She has more than 10 years of experience as a data scientist and has both led and published original research in the areas of personal genomics and biomarker discovery. Her solid understanding of biology and being able to apply complex analyses have led to innovative projects in the healthcare space. In 2017, Dr. Divaraniya chose to pivot her career as a data scientist and devote herself to improving women’s healthcare. After facing her own struggles with conceiving her son, Dr. Divaraniya decided to build a solution to help women having difficulty getting pregnant. Today, she and her team have built the first at-home test, Oova, that measures multiple hormones through urine samples and provides personalized results and insights on a woman’s fertility. As a response to COVID-19, Oova has done an early release of their product. Oova has resonated with many women and clinicians and is now being adopted by fertility clinics and hospitals across the country. In This Conversation We Discuss: [00:00] Intro[01:39] The idea of building a brand[03:23] Finding a solution and a market[03:49] Removing stigma by providing data[05:30] From idea to prototype[07:40] Passionate in solving the problem[08:41] Sponsor: Electric Eye electriceye.io[09:01] Sponsor: Mesa apps.shopify.com/mesa[09:45] Sponsor: Gorgias gorgias.grsm.io/honest[11:12] Sponsor: Rewind rewind.io/honest[11:44] Sponsor: Klaviyo klaviyo.com/honest[12:31] The pandemic changed Oova’s business model[14:48] The B2B2C approach is similar to using influencers[15:07] Going the organic route[15:54] Educating people about new products/new vertical[17:14] Oova’s unique marketing mix[18:38] What would Dr. Amy tell herself[19:57] The value in smart people[20:40] Truly believe in what you’re making[21:22] Where to find OovaResources:Subscribe to Honest Ecommerce on YoutubeThe fertility translator that fully illuminates your fertility, giving you the clearest steps to conception. oova.lifeConnect with Dr. Amy linkedin.com/in/aparna-amy-divaraniyaScale your business with electriceye.ioDownload Mesa at the Shopify App Store apps.shopify.com/mesaLevel up your customer support gorgias.grsm.io/honestRespond to any of Rewind’s welcome emails and mention HONEST ECOMMERCE to get 1 month free rewind.io/honestGet started with a free account at klaviyo.com/honestIf you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Emily Vaca has over 15 years of experience in the design and advertising industry. Prior to launching MINNIDIP, Emily worked on packaging, television commercials, and content for CPG brands including Kraft, Nike and more. Emily founded La Vaca Designhouse in 2012 and launched MINNIDIP in 2017 as the first modern inflatable “adult kiddie” pool on the market. In This Conversation We Discuss: [00:00] Intro[01:03] Emily’s history and experience in design[01:57] When Emily decided to go out on her own[02:56] From agency work to launching a brand[05:34] What is MINNIDIP?[06:15] The confidence to go D2C[09:04] From inception to first sales[12:34] MINNIDIP’s customer acquisition strategy[14:27] Sponsor: Electric Eye https://electriceye.io/[14:47] Sponsor: Mesa https://apps.shopify.com/mesa[15:31] Sponsor: Gorgias: https://gorgias.grsm.io/honest[16:58] Sponsor: BeProfit https://beprofit.co/[18:29] Sponsor: Klaviyo klaviyo.com/honest[19:16] Influencer seeding can be challenging[22:34] Relationships over transactions[23:17] Dealing with the risk of your idea getting stolen[26:05] The toy industry is very competitive[26:42] Starting on Squarespace, moving to Shopify[29:58] Where to find MINNIDIPResources:Subscribe to Honest Ecommerce on YoutubeA creative lifestyle brand and design house that specializes in product design, content, styling and branding. lavaca.comThe original, first-ever modern inflatable pool minnidip.comFollow MINNIDIP on Instagram @MINNIDIPConnect with Emily linkedin.com/in/emilyvacaScale your business with electriceye.ioDownload Mesa at the Shopify App Store apps.shopify.com/mesaLevel up your customer support gorgias.grsm.io/honestVisit beprofit.co and use code HONEST15 to get an exclusive 15% off any plan for the lifetime of your planGet started with a free account at klaviyo.com/honestIf you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

In This Conversation We Discuss: [00:00] Intro[01:41] How AJ used to run ads before Triple Whale[02:52] The health of your business depends on blended ROAS[03:23] Clarification about IOS 14[03:46] Performance degraded because FB lacks customer info[04:08] What made the FB platform better[04:42] FB is challenging to run for brands[05:41] Why AJ founded an attribution company[06:10] Triple Whale tries to provide the lost visibility from FB[06:32] The Triple Whale Pixel is not yet the be-all, end-all[07:33] What is Pixel and why does your business need it?[08:36] Why is Triple Whale different from Facebook?[10:06] The Pixel is good but not simple[10:45] How Electric Eye uses Triple Whale[11:20] The Forecasting Calculator[13:00] ROAS, CPA, and AOV on the Summary Page[15:16] The Triple Whale Pixel[15:46] Taking advantage of the Channel Overlap[17:00] Inventory management dictates paid ad spend[18:39] Client compatibility through Triple Whale[19:19] The misalignment in attribution causes distrust[20:47] How Facebook can get away with messy attribution[21:37] Attribution Model Comparison[23:01] Other features that are coming to Triple Whale[23:54] The Customer Journey feature[24:24] Web domain shenanigans[24:45] Triple Whale’s Mobile App[25:56] What differentiates Electric Eye from other agencies[27:16] Electric Eye’s Brand Scaling Framework[28:18] Scaling is achieved through harmony in teamsResources:Subscribe to Honest Ecommerce on YoutubeElectric Eye provides Shopify-powered sales machines to suit your strategic design, development, and marketing needsTriple Whale is the central source of truth for your Ecommerce store Use code ELECTRICEYE for a discount!Listen to another bonus episode about Electric Eye’s Brand Scaling FrameworkConnect with ChaseConnect with RyanConnect with AJConnect with Rabah

Chase is currently a Partner at Structured — a top ecommerce marketing agency, where he runs the email team. Since June of 2018, we’ve helped our clients send over a billion emails resulting in over $50 million in email attributable revenue. A few of our previous and current clients include: Orgain, The Chive, Original Grain, and CrossNet. In This Conversation We Discuss: [00:00] Intro[01:02] Chase Dimond’s “claim to fame”[01:57] Where Chase Dimond’s passion started[04:48] Personalization is really important[05:40] SMS and email in tandem[06:15] AMP for emails in the future[06:38] Plain text emails are still useful[07:01] Do brands send too much email?[09:26] Chase Dimond going through the metrics[10:38] Coming up with topics for email[13:12] Comparing your emails to “big dogs”[15:01] Working with different types of clients[15:20] Stay true to your own brand[15:59] Don’t be afraid to hit send[16:42] You learn so much from your audience by sending[17:54] Sponsor: Electric Eye electriceye.io[18:14] Sponsor: Mesa apps.shopify.com/mesa[18:58] Sponsor: Gorgias gorgias.grsm.io/honest[20:25] Sponsor: Rewind rewind.io/honest[20:57] Sponsor: Klaviyo klaviyo.com/honest[21:44] Why brands use design-oriented emails[23:48] The balance between text and design[24:58] How to incorporate SMS in email marketing[29:02] The common mistakes in attribution[30:03] SMS and Email is for building relationships[31:48] Holistic approach to marketing channels[33:07] Marketers wear 2 hats and get confused sometimes[35:44] Where to find Chase DimondResources:Subscribe to Honest Ecommerce on YoutubeFollow Chase Dimond on Twitter @ecomchasedimondChase Dimond’s email marketing course chasedimond.podia.comChase’s website chasedimond.comChase Dimond’s free newsletter chasedimond.com/chase-email-newsletterChase Dimond’s paid newsletter app.moonclerk.com/pay/3iuv1ungf5yqScale your business with electriceye.ioDownload Mesa at the Shopify App Store apps.shopify.com/mesaLevel up your customer support gorgias.grsm.io/honestRespond to any of Rewind’s welcome emails and mention HONEST ECOMMERCE to get 1 month free rewind.io/honestGet started with a free account at klaviyo.com/honestIf you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Robert was born and raised in Maryland and went to UMD for undergrad. He joined the US Marines while still studying and in 2003, took a year off for Operation Iraqi Freedom with a light armored reconnaissance unit. After his deployment, he received his Bachelors in Economics with a Minor in Math and moved to NYC to work at UBS in investment banking. After a few years, he moved to South America for a year to learn Spanish and to do an Ironman Triathlon (2.4 mile swim, 112 mile bike and 26.2 mile marathon). After completing the race, he came back to NYC and worked at Goldman Sachs in their Principal Strategies Group investing around the world and across various industries before receiving an MBA from the Wharton School (University of Pennsylvania). After graduation, he moved to Korea for a year to look for startup ideas and moved back to NYC as the CEO and cofounder of Slidejoy.Slidejoy was acquired by Buzzvil in 2017. After running the US operations of Buzzvil, he co founded P.S. with a few friends. Raja Agnani was born in Queens, NY, and has spent the majority of his life in Southern California. After graduating from UCLA as a Regents Scholar with a BS in Biology, he worked in investment banking at Jefferies & Company in San Francisco. Raja then worked at Relativity Media, a private equity-backed investment firm and media startup, where he evaluated and executed 25+ investments in top Hollywood films and other media entities.He left this role to pursue his MBA at the Wharton School at the University of Pennsylvania. After graduating, Raja worked at Facebook, where he led business strategy and operations within the sales organization, and helped some of the largest advertisers in the world grow their businesses utilizing Facebook and Instagram. An entrepreneur at heart, Raja has always wanted to start his own company — combining his desire to create high quality consumer products and a passion for Ecommerce, he co-founded P.S.In This Conversation We Discuss:[00:00] Intro[01:22] Rob’s Ecom background[03:26] Raja’s Ecom background[05:37] Do you need a co-founder?[10:38] The lack of competition in the market[14:47] Regulations in the condom industry[17:06] Sponsor: Electric Eye electriceye.io[17:26] Sponsor: Mesa apps.shopify.com/mesa[18:10] Sponsor: Gorgias gorgias.grsm.io/honest[19:37] Sponsor: BeProfit beprofit.co[21:08] Sponsor: Klaviyo klaviyo.com/honest[22:13] What makes PS different[24:09] Developing trust is important for brands like PS[29:16] Growth and success is a learning process[31:05] Your brand is a representation of you[32:44] Think about the long-term in your brand[33:35] Building relationships through interactions[34:38] Where to find PS condomsResources:Subscribe to Honest Ecommerce on YoutubeThinner, smoother condoms that don’t smell psgoodtimes.comConnect with Rob linkedin.com/in/trobseoConnect with Raja linkedin.com/in/rajaagnaniScale your business with electriceye.ioDownload Mesa at the Shopify App Store apps.shopify.com/mesaLevel up your customer support gorgias.grsm.io/honestVisit beprofit.co and use code HONEST15 to get an exclusive 15% off any plan for the lifetime of your planGet started with a free account at klaviyo.com/honestIf you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Charles McElroy is founder of Goldleaf, a science-forward printing company specializing in guided notebooks and elegant prints for cannabis patients, growers, and enthusiasts. Based in Cincinnati, Ohio, Goldleaf sells to 5 continents and custom designs for like-minded organizations around the world. In This Conversation We Discuss: [00:00] Intro[01:12] Quick background for Gold Leaf[01:53] Where the idea of Gold Leaf came from[05:49] Working to gain experience[07:52] Novel ideas vs niches[10:51] Marketing vice products[12:44] The challenges and benefits of SEO[14:30] Sponsor: Electric Eye electriceye.io[14:50] Sponsor: Mesa apps.shopify.com/mesa[15:34] Sponsor: Gorgias gorgias.grsm.io/honest[17:00] Sponsor: Rewind rewind.io/honest[17:33] Sponsor: Klaviyo klaviyo.com/honest[18:20] SEO capabilities of Shopify[19:20] The iterative process of SEO[19:47] On-page and off-page SEO[23:41] The Shopify link structure[24:56] Goldleaf’s tech stack[27:51] Native vs third-party integrations[28:57] Customizing Shopify notifications[29:06] Integrating orders from multiple sources[31:27] Go where your customers are[34:08] The difficulty of being shadow banned[36:30] The Farm Bill actually made the industry worse[37:51] Where to find GoldleafResources:Subscribe to Honest Ecommerce on YoutubeBotanical science with thoughtful, minimalist design shopgoldleaf.comScale your business with electriceye.ioDownload Mesa at the Shopify App Store apps.shopify.com/mesaLevel up your customer support gorgias.grsm.io/honestRespond to any of Rewind’s welcome emails and mention HONEST ECOMMERCE to get 1 month free rewind.io/honestGet started with a free account at klaviyo.com/honestIf you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Alexa Leigh is a contemporary jewelry line based in Miami with roots in both Aspen and New York. Founded by Alexa Leigh Meyer, the brand was launched in 2010 with the intent to create sentimental value behind each piece. The collection spans from ball bracelets to chain necklaces, rings, anklets, and earrings. What makes our line so unique is that anything can be customized, with special charms or special requests in order to make one of a kind pieces for you and your loved ones.In This Conversation We Discuss:[00:00] Intro[01:06] Starting a jewelry business online[04:38] Gaining experience to help your Ecom[06:06] From first collection to full-time[07:09] The changes from side hustle to full-time[09:02] Alexa Leigh’s customer acquisition plan[10:55] The benefits of personifying your brand[11:58] Sponsor: Electric Eye electriceye.io[12:18] Sponsor: Mesa apps.shopify.com/mesa[13:08] Sponsor: Gorgias gorgias.grsm.io/honest[14:28] Sponsor: BeProfit beprofit.co[15:59] Sponsor: Klaviyo klaviyo.com/honest[16:47] Being authentic and AL’s viral hashtag[18:57] Inventory is always a challenge[20:44] Go with your gut and do things differently[22:38] Don’t just follow competitor strategies[24:10] Influencing vs inspiring[24:51] Where to find Alexa LeighResources:Subscribe to Honest Ecommerce on YoutubeA contemporary jewelry line based in Miami with roots in both Aspen and New York alexaleigh.comConnect with Alexa linkedin.com/in/alexa-meyer-29816a11Scale your business with electriceye.ioDownload Mesa at the Shopify App Store apps.shopify.com/mesaLevel up your customer support gorgias.grsm.io/honestVisit beprofit.co and use code HONEST15 to get an exclusive 15% off any plan for the lifetime of your planGet a started with a free account at klaviyo.com/honestIf you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Joe Johnson believes that he was born to be an entrepreneur. From the age of 5 years old he was creating his own businesses and he loved every second of it. Joe has been featured on ABC's Shark Tank, Forbes 30 Under 30, USA Today and others. As a student athlete, he was the Captain of the Michigan State Wrestling team, while achieving the highest honors and graduating with a degree in Finance from the Honors College with a perfect 4.0 GPA. Joe is the husband to an incredible wife and father to two wonderful kids, who are going to change the world. In This Conversation We Discuss: [00:00] Intro[01:17] Entrepreneur since 5 yrs old[02:28] The unflattering side of owning a business[03:23] Where the idea of Vade came from[05:20] Novel ideas vs improvements[06:54] From proof of concept to multiple launches[08:32] The focus on getting the customer educated[11:38] Using curiosity as a selling point[12:14] Sponsor: Electric Eye electriceye.io[12:34] Sponsor: Mesa apps.shopify.com/mesa[13:18] Sponsor: Gorgias gorgias.grsm.io/honest[14:45] Sponsor: Rewind rewind.io/honest[15:17] Sponsor: Klaviyo klaviyo.com/honest[16:04] When VADE picked up the pace[19:28] The past few years of growth for VADE[21:41] Propping up Ecom through expanding retail[22:09] VADE’s 2022 goals[22:57] How has Joe’s role changed over the years?[24:35] Leadership is different from entrepreneurship[27:30] Where to find VADE Resources:Subscribe to Honest Ecommerce on YoutubeProtein Powder, Pre-Workout & Meal Replacement vade-nutrition.comConnect with Joe linkedin.com/in/joe-johnson-b57210123Scale your business with electriceye.ioDownload Mesa at the Shopify App Store apps.shopify.com/mesaLevel up your customer support gorgias.grsm.io/honestRespond to any of Rewind’s welcome emails and mention HONEST ECOMMERCE to get 1 month free rewind.io/honestGet started with a free account at klaviyo.com/honestIf you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Kyle LaFond is the Founder of American Provenance. Kyle started his career as a wildlife biologist for the Wisconsin Department of Natural Resources but later transitioned into teaching middle school science. During his years as an educator he became passionate about encouraging his students to use safe, natural personal care products. This led to the launch of American Provenance from a renovated machine shed on his family’s 4th generation dairy farm. Kyle is always willing to share his experiences and has continued to help and mentor startup founders across the country. In his free time Kyle likes to work on various projects around his family farm. On nice weekends you can find him hiking or fishing on some of Wisconsin’s wonderful public properties. In This Conversation We Discuss: [00:00] Intro[01:09] Kyle’s very interesting founding story[03:25] Becoming more than just a project[04:49] First products that were brought to market[06:16] From brick and mortar to D2C[10:02] Amazon is a necessary evil[11:47] Sales velocity and economies of scale[13:29] Guidelines to consider in-house or partners[15:03] AOV is a big consideration[15:28] How Kyle increases AOV in their Shopify site[17:16] Sponsor: Electric Eye electriceye.io[17:36] Sponsor: Mesa apps.shopify.com/mesa[18:21] Sponsor: Gorgias gorgias.grsm.io/honest[19:51] Sponsor: BeProfit beprofit.co[21:18] Sponsor: Klaviyo klaviyo.com/honest[22:15] Lifetime value in relation to AOV[24:00] LTV formula is different for every business[24:39] How AP is different from competition[26:26] Just doing it and the importance of roles[28:01] Where to find Kyle and his productsResources:Subscribe to Honest Ecommerce on YoutubeMinimal-ingredient personal care products that contain no harsh chemicals, preservatives or artificial ingredients, and are always cruelty-free. americanprovenance.comRead Rocket Fuel: The One Essential Combination That Will Get You More of What You Want from Your Business eosworldwide.com/rocket-fuel-bookRead Traction: Get a Grip on Your Business eosworldwide.com/traction-bookConnect with Kyle linkedin.com/in/kyle-lafond-b11055b9Scale your business with electriceye.ioDownload Mesa at the Shopify App Store apps.shopify.com/mesaLevel up your customer support gorgias.grsm.io/honestVisit beprofit.co and use code HONEST15 to get an exclusive 15% off any plan for the lifetime of your planGet started with a free account at klaviyo.com/honestIf you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Austin Brawner is an Ecommerce business coach and the host of the Ecommerce Influence podcast. About 5 years ago, he built a successful eCommerce growth agency and worked with a bunch of brands you’ve probably heard of like MVMT Watches, Pura Vida Bracelets, Blenders Eyewear, Kettle & Fire, Tecovas, and Four Sigmatic. He has an intimate knowledge of what it looks like in the trenches of fast-growing DTC brands. He also has an inside perspective on all the ways business owners sabotage themselves from building the lives they want — because he's done it to himself in the past. In This Conversation We Discuss: [00:00] Intro[01:25] Chase and Austin had similar Ecom starts[02:08] Austin’s Ecommerce journey[04:27] Early marketing automation software[05:07] Brands that Austin worked with[07:39] Any automation is beneficial and profitable[09:23] Owned and retention vs paid and rented[10:01] Pushing to grow vs knowing what makes you grow[12:46] Being first is not enough[13:35] Negativity hurts your success[16:21] Mindset makes it easier or harder to work[17:07] A day in the life of Austin[19:56] Learning through books and other founders[21:16] Relationships and timelines[23:03] The 3 business lifecycle stages[24:38] Think like marketers, not manufacturers[25:47] Think first before outsourcing creative work[26:41] Sponsor: Electric Eye electriceye.io[27:01] Sponsor: Mesa apps.shopify.com/mesa[27:46] Sponsor: Gorgias gorgias.grsm.io/honest[29:12] Sponsor: Rewind rewind.io/honest[29:45] Sponsor: Klaviyo klaviyo.com/honest[30:32] The Effortless Growth Operating System[33:51] The EGO System is accessible through membership[35:00] Determining what you really want[36:03] Grow your business to a point [37:33] Making your growth simple[38:26] Ask better questions[39:07] Paint a clear picture of where you want to go[40:34] Focus on one goal at a time[41:14] Assemble your championship squad[42:33] Sticking to your philosophy[43:47] Circumventing processes lead to bad people[47:08] Raise the floor[48:00] Run an agency or an Ecom business?[49:04] Books that changed Austin’s life[50:41] Reverse testimonials[52:19] Where to find AustinResources:Unlock massive growth in your business without burning out brandgrowthexperts.comConvert more visitors into paying customers ecommerceinfluence.comConnect with Austin austinbrawner.com linkedin.com/in/austinbrawnerProfit First: Transform Your Business from a Cash-Eating Monster to a Money-Making Machine mikemichalowicz.com/profit-firstTraction: Get a Grip on Your Business eosworldwide.com/traction-bookVivid Vision: A Remarkable Tool For Aligning Your Business Around a Shared Vision of the Future cameronherold.com/vivid-visionWho: The A Method for Hiring whothebook.comDouble Your Profits: In Six Months or Less (Packaging May Vary) amazon.com/Double-Your-Profits-Months-Less/dp/088730740XSimple Numbers, Straight Talk, Big Profits simplenumbers.me/the-booksThe Brain Audit psychotactics.com/products/the-brain-audit-32-marketing-strategy-and-structureScale your business with electriceye.ioDownload Mesa at the Shopify App Store apps.shopify.com/mesaLevel up your customer support gorgias.grsm.io/honestRespond to any of Rewind’s welcome emails and mention HONEST ECOMMERCE to get 1 month free rewind.io/honestGet started with a free account at klaviyo.com/honestSubscribe to Honest Ecommerce on Youtube If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

In a few short years, Steve Sando has taken the lowly bean from a neglected legume to superstar-status ingredient. Sando’s company, Rancho Gordo, grows, imports, and promotes heirloom and heritage varieties while working directly with consumers and chefs like Thomas Keller, Deborah Madison, Paula Wolfert, and David Kinch. Sando’s seed saving, bean production, and marketing efforts provide professional and home chefs with heirloom beans that would otherwise have been lost to history. The beans, along with corn, chiles, and tomatoes, have become key ingredients in the new American food revolution centered in Sando’s native San Francisco Bay Area. In fact, Sando and Rancho Gordo were named number two on Saveur Magazine’s “The Saveur 100 list for 2008.” Bon Appetit magazine declared Sando one of the Hot 10 in the food world of 2009. Food + Wine magazine placed Steve “at the forefront of the current seed-saving movement.” Steve’s three books are Heirloom Beans (Chronicle, 2008) (with Vanessa Barrington), The Rancho Gordo Bean Growers Guide (Timber 2011) and Supper at Rancho Gordo (Rancho Gordo Books 2014). Heirloom Beans is in its fourth printing. Steve Sando came to agriculture not from the 4H club but from the grocery store. As a frustrated home cook, he decided to grow the ingredients he wanted in his kitchen. At the forefront of neglected ingredients were beans. Although they are an indigenous product of the Americas, the only beans available commercially to most home cooks were pintos, navys, and kidneys. Discovering heirloom beans to be as rich and varied as heirloom tomatoes, Sando almost singlehandedly created the market for these unique and worthwhile legumes. He now grows more than 25 varieties in California and works with small indigenous farmers in Mexico to import their heirloom beans for the U.S. market. He lives in Napa and travels frequently throughout the Americas. In This Conversation We Discuss: [00:00] Intro[00:38] Why beans?[02:15] Rancho Gordo’s first Ecom platform[03:24] Why Steve had to hire[04:07] How Rancho Gordo got its first customers[05:13] The moment Steve took it seriously[06:51] Shopify’s evolution throughout the years[07:19] Email marketing and product-market fit[09:04] You don’t have to be an expert[09:31] Competition based on talent, not budget[10:17] Sponsor: Electric Eye electriceye.io[10:37] Sponsor: Mesa apps.shopify.com/mesa[11:22] Sponsor: Gorgias gorgias.grsm.io/honest[12:49] Sponsor: BeProfit beprofit.co[14:20] Sponsor: Klaviyo klaviyo.com/honest[15:07] Scaling Rancho Gordo’s email list[16:11] What helped RG have consistent growth?[18:27] Having a niche produces passionate people[19:26] Steve’s political leanings actually help[20:59] Business and politics[21:31] Better sales vs better experience[22:59] The reality of lifestyle businesses[23:15] The heirloom difference[23:53] Supply chain difficulties[24:41] Black Friday without discounts?[25:30] Passionate marketplace + good product[25:53] Know and please your customersResources:Continue the New World traditional culture and try out heirloom beans ranchogordo.comConnect with Steve linkedin.com/in/stevesandoScale your business with electriceye.ioDownload Mesa at the Shopify App Store apps.shopify.com/mesaLevel up your customer support gorgias.grsm.io/honestVisit beprofit.co and use code HONEST15 to get an exclusive 15% off any plan for the lifetime of your planGet started with a free account at klaviyo.com/honestIf you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

On the tail end of some major life changes, in 2006, at the age of 23, Sam Dean took every penny he and his wife had (and some they didn't) and bet it all on selling body jewelry to strangers on the internet. Fresh off the memories of the "dot com bubble" and unknowingly walking towards the '08 Financial Crisis, Sam was continuously warned by family and friends that the internet and body jewelry are fads and won't be around forever. 15 years later it seems wild that anyone ever doubted the Ecommerce future, but Sam saw the writing on the wall. With hundreds of thousands of customers, Plug Your Holes now ships 8-12k orders per month and employs over 2 dozen people in their Kansas City headquarters. Sam is now looking to the future of PYH, his family and his other endeavors. In This Conversation We Discuss: [00:00] Intro[00:59] Sam’s journey to Ecom[02:33] The idea of selling body jewelry[03:38] The genre and aesthetics are misaligned[04:34] Inherent go-to-market strategy from bands[06:14] The Vans Warped Tour Experience[08:13] How the Tour helped Plug Your Holes[09:39] 2000’s Ecom vs now[11:47] Sponsor: Electric Eye electriceye.io[12:07] Sponsor: Mesa apps.shopify.com/mesa[12:58] Sponsor: Gorgias gorgias.grsm.io/honest[14:18] Sponsor: Rewind rewind.io/honest[14:51] Sponsor: Klaviyo klaviyo.com/honest[15:38] Social media approach to awareness[18:19] Mistakes Sam wants you to avoid[20:26] What you start with doesn’t really matter[21:10] Determining what you are really doing[22:01] Concert goers and body jewelry customers[23:19] Culture, acceptance, and employment crisis[24:34] Take the first step[25:25] Pushing your minimum viable productResources:Plug Your Holes plugyourholes.comConnect with Sam @Sam_DeanScale your business with electriceye.ioDownload Mesa at the Shopify App Store apps.shopify.com/mesaLevel up your customer support gorgias.grsm.io/honestRespond to any of Rewind’s welcome emails and mention HONEST ECOMMERCE to get 1 month free rewind.io/honestGet started with a free account at klaviyo.com/honestIf you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Resources:Connect with Chase linkedin.com/in/chaseclymerConnect with Andrew linkedin.com/in/andrewchristensenjonesProvide a better post-purchase experience go.route.com/fast-demoRegister to the next webinar about the Brand Scaling Framework carthook.com/webinar/building-a-brand-scaling-framework

Reza Khadjavi is the CEO and co-founder of Motion, a visual analysis tool for marketers and media buyers to identify which creatives perform best and why. On a mission to improve the creative analysis workflow efficiency between brand and performance marketing teams, he is passionate about helping marketers identify specific attributes behind what makes creatives click to drive revenue. Reza previously co-founded Shoelace, a full-funnel marketing agency focused on helping DTC brands scale. In This Conversation We Discuss: [00:00] Intro[01:31] Reza’s Shopify background and journey[03:59] The evolution of Shoelace[05:49] The conception of Motion [10:01] How Shoelace operates[11:48] Where does Motion help in content creation?[15:03] Test out even unpopular ideas[16:26] The balance between creative and objective[18:06] Sponsor: Electric Eye electriceye.io[18:26] Sponsor: Mesa apps.shopify.com/mesa[19:11] Sponsor: Gorgias gorgias.grsm.io/honest[20:37] Sponsor: Rewind rewind.io/honest[21:10] Sponsor: Klaviyo klaviyo.com/honest[21:57] 3 content systems to build out[23:49] Creative production and creative strategies[25:13] Directing influencers for more value[26:23] Using UGC as a guide[27:03] Low-level testing vs high-level concepts[30:30] Video ad editing tips using Motion[32:29] The importance of naming conventions[35:10] Where to find Shoelace, Motion, and RezaResources:Creative reporting for Facebook Ads Manager motionapp.comBe precise with your ads using customer journey marketing shoelace.comWhy naming conventions are important motionapp.com/blog/facebook-naming-conventionsConnect with Reza @rezakhadjavi [email protected] your business with electriceye.ioDownload Mesa at the Shopify App Store apps.shopify.com/mesaLevel up your customer support gorgias.grsm.io/honestRespond to any of Rewind’s welcome emails and mention HONEST ECOMMERCE to get 1 month free rewind.io/honestGet started with a free account at klaviyo.com/honestIf you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

What on earth possessed us to start a watch brand? That's a question we get all the time. We saw boring, repetitive designs churned out year after year. We saw watches that didn't provide for individual expression. There was a blatant lack of uniqueness of style and colorways. Plus, we saw brands that did not connect directly with the people who were wearing their products. There was a significant disconnect.The market was ready for something new and different. A watch brand that would connect to its fans, one that would form and sustain real relationships. A brand that would involve the people who bought their watches in the process of product development. A brand that would continually aim to create distinctive limited edition watches screaming attitude and nonconformity. Perfect timepieces for the watch lover looking for something different to add to his or her collection. We saw the need and created LIV Watches. In This Conversation We Discuss: [00:00] Intro[00:56] Tongue twisters and ad copies[01:33] LIV’s founding story[03:25] The benefit of Chaz’s background[04:51] How LIV got their unique designs[06:46] The crowdfunding go-to-market strategy[08:32] The benefits of successful Kickstarters[09:50] Look to challenge traditional approaches [11:31] Reinforcing the “no budget” motto[12:08] Sponsor: Electric Eye electriceye.io[12:28] Sponsor: Mesa apps.shopify.com/mesa[13:13] Sponsor: Rewind rewind.io/honest[14:39] Sponsor: Gorgias gorgias.grsm.io/honest[15:12] Sponsor: Klaviyo klaviyo.com/honest[15:59] The prospecting and retargeting process[16:56] Relationships and having the last word[18:01] From crowdfunding to DTC[21:00] Building their custom crowdfunding platform[23:06] Backing games on Kickstarter[23:44] Cons of using Kickstarter[25:31] Be careful with data and feedback[26:50] Lifetime value and cost per acquisition[28:05] Where to find LIV WatchesResources:Fine Swiss watches from a brand that really cares about you and your collection livwatches.comConnect with Chaz @ChazanowScale your business with electriceye.ioDownload Mesa at the Shopify App Store apps.shopify.com/mesaLevel up your customer support gorgias.grsm.io/honestRespond to any of Rewind’s welcome emails and mention HONEST ECOMMERCE to get 1 month free rewind.io/honestGet started with a free account at klaviyo.com/honestIf you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Bearaby’s Chief Growth Officer, Joaquin Arce has charted rapid expansion and impact for the award-winning weighted blanket brand in three years time. Joaquin optimizes all components of the business that generate revenue working cross-functionally with sales, marketing, affiliate, SEO, and beyond to expedite key growth initiatives. From the early days of the start-up’s initial brand ideation, to the first sale of Bearaby’s (now fan-favorite) Cotton Napper, Joaquin has worked cross-functionally to achieve success on the digital front resulting in an engaged and organic community of thousands. Joaquin participated in the double degree program Bachelor of Science in Accounting and Economics at Universidad del Pacifico in Peru. Committed to advancing Latinx business leadership, in 2020 he took part in The Stanford Latino Entrepreneurship Initiative, a research and education collaboration between Stanford University and the Latino Business Action Network. In This Conversation We Discuss: [00:00] Intro[01:20] The idea of Bearaby[04:09] The similarities between founders[05:02] Bearaby’s go-to-market strategy[06:55] Considering traditional retail partnerships[08:13] The site also benefits from the partnership[09:08] Other benefits that you might not consider[10:06] Mistakes Joaquin wants you to avoid[11:03] CTA without discount codes[11:50] Bearaby’s podcast placements[13:20] Podcasts are lacking in metrics[14:21] Sponsor: Electric Eye electriceye.io[14:41] Sponsor: Mesa apps.shopify.com/mesa[15:26] Sponsor: Rewind rewind.io/honest[16:52] Sponsor: Gorgias gorgias.grsm.io/honest[17:25] Sponsor: Klaviyo klaviyo.com/honest[18:12] The Black Friday/Mindfulness campaign[21:13] Bearaby’s napping culture[22:31] The April Fool’s/Hedgehog campaignResources:Sustainable, breathable, and filler-free weighted blankets bearaby.comConnect with Joaquin linkedin.com/in/joaquin-arce-525b47131Scale your business with electriceye.ioDownload Mesa at the Shopify App Store apps.shopify.com/mesaRespond to any of Rewind’s welcome emails and mention HONEST ECOMMERCE to get 1 month free rewind.io/honestLevel up your customer support gorgias.grsm.io/honestGet started with a free account at klaviyo.com/honestIf you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Thomas Smale is the Founder and CEO of FE International. He is a serial business entrepreneur and M&A expert, having built the industry-leading firm in the $1-100M global technology sector. With experience dating back to the early 2000s, Smale offers invaluable technical, diligence and negotiation advice to early-stage and seasoned business owners alike, which has resulted in over 1,000 successful exits. Smale can be regularly found speaking at industry events where he enjoys meeting like-minded entrepreneurs and investors. Alongside his duties at FE International, Smale is a sought-after author and keynote presenter for leading industry events worldwide. He has been interviewed on top podcasts and blogs on a variety of topics, including business strategy, buying and selling businesses, negotiation tactics and more. He writes a business column regularly on entrepreneurship, growth, and business management for Entrepenur.com and is a Young Entrepreneurs’ Council member. In This Conversation We Discuss: [00:00] Intro[01:19] Thomas’ backstory[04:54] Reasons to buy or sell websites[06:25] 3 main buyer groups for websites[08:15] 3 types of websites that FE Intl buys [12:30] Setting up for selling your business[15:31] What makes FE Intl different[17:15] Sponsor: Electric Eye electriceye.io[17:35] Sponsor: Mesa apps.shopify.com/mesa[18:19] Sponsor: Gorgias gorgias.grsm.io/honest[19:46] Sponsor: Rewind rewind.io/honest[20:18] Sponsor: Klaviyo klaviyo.com/honest[21:06] Best practices for selling your website[22:23] Don’t sell your business when it’s declining[23:44] It’s easier to sell businesses now[25:30] Write down your processes[25:58] Consider an evergreen business industry[28:56] Does FE Intl help buyers?[29:55] Be careful in choosing advice[31:40] Should you raise money?[32:20] Consider your future early on[33:59] Where to find Thomas and FE InternationalResources:Connect with Thomas @ThomasSmale linkedin.com/in/thomassmaleSell your online business with a Professional M&A Advisor you can trust feinternational.comGet a free valuation of your website feinternational.com/sell-your-websiteScale your business with electriceye.ioDownload Mesa at the Shopify App Store apps.shopify.com/mesaLevel up your customer support gorgias.grsm.io/honestRespond to any of Rewind’s welcome emails and mention HONEST ECOMMERCE to get 1 month free rewind.io/honestGet started with a free account at klaviyo.com/honestIf you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Sarah is the CEO of Sarah Delevan Consulting and host of The Good Food CFO Podcast. A former good food business owner and buyer, Sarah has a talent for understanding, diagnosing, and improving the financial performance of food businesses. From the ingredient sourcing, to product and menu pricing, to building scalable systems for long term success, she’s able to see what’s going on in a business’s day-to-day operations just as clearly as she can see the big picture. After years of building proven, repeatable methods and systems, she founded Sarah Delevan Consulting in 2017. Since then she’s helped good food businesses across the country achieve financial sustainability and profitability, and remains steadfast in her mission to change our food system one profitable good food business at a time. In This Conversation We Discuss: [00:00] Intro[01:10] What got Sarah to the financial side of food[03:15] Are bars and restaurants easy to go bankrupt?[05:04] Where Sarah’s consulting business step in[06:43] KPIs that you should take note of[08:56] The Financial Success Formula[09:36] Common mistakes of Food/CPG brands[11:49] When you should raise your price[13:01] The entrepreneurial pitfall of pricing[14:56] Don’t price yourself based on Amazon[17:06] Sponsor: Electric Eye electriceye.io[17:26] Sponsor: Mesa apps.shopify.com/mesa[18:11] Sponsor: Gorgias gorgias.grsm.io/honest[19:38] Sponsor: Rewind rewind.io/honest[20:10] Sponsor: Klaviyo klaviyo.com/honest[20:57] The next step: Problem solving[23:28] Focus on one thing at a time[25:18] Playing with AOV depends on certain conditions[27:18] Think ROI for everything you spend money on[28:46] Food-related businesses are fun and unique[30:17] Figure out product-market fit first[30:56] The most surprising part of consultancy[32:00] How to determine your financial health[33:07] Where to find SarahResources:Build a profitable food business of your dreams on your terms sarahdelevan.comJoin the Profitable Food Business Community profitablefoodbusinesscommunity.mn.co/feedConnect with Sarah @sarah.delevan.consultingListen to The Good Food CFO Podcast podcasts.apple.com/us/podcast/the-good-food-cfo-podcast/id1544877345Scale your business with electriceye.ioDownload Mesa at the Shopify App Store apps.shopify.com/mesaLevel up your customer support gorgias.grsm.io/honestRespond to any of Rewind’s welcome emails and mention HONEST ECOMMERCE to get 1 month free rewind.io/honestGet started with a free account at klaviyo.com/honestIf you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Hilary Quartner is the Co-Founder and Co-CEO of Hilma. Hilary built her career in the consumer products and retail industry, most recently as Head of Strategy & Finance at Jetblack, a Walmart-incubated startup, with prior experience at The Wonderful Company and Credit Suisse Investment Banking. At Hilma, she is focused on building the direct-to-consumer and Ecommerce channels, as well as leading growth marketing and financing. Hilary holds an MBA from Harvard Business School and BA from Columbia University. She lives and works in New York. In This Conversation We Discuss: [00:00] Intro[01:52] What led to the founding of Hilma[05:09] Determining if “natural” is worthing investing in[07:50] From idea to having an Ecom store[09:16] What makes Hilma different[11:37] Hilma’s go-to-market strategy[14:06] The ease-of-use of the Shopify ecosystem[15:12] It’s easier and more preferable to just start now[15:38] Mistakes Hilary wants you to avoid[15:47] Sponsor: Electric Eye electriceye.io[16:07] Sponsor: Mesa apps.shopify.com/mesa[16:52] Sponsor: Gorgias gorgias.grsm.io/honest[18:18] Sponsor: Rewind rewind.io/honest[18:50] Sponsor: Klaviyo klaviyo.com/honest[19:38] The first step is the hardest[21:32] Picking which channels to focus[24:18] Omnichannel benefits both retail and Ecom sides[25:17] Why Hilma chose to also go with Amazon[27:27] Can Hilma now invest back into its business?Resources:Get natural remedies backed by science hilma.co - Use code HONEST10 to get 10% off your first purchaseConnect with Hilary linkedin.com/in/hilary-quartner-04a64127Scale your business with electriceye.ioDownload Mesa at the Shopify App Store apps.shopify.com/mesaLevel up your customer support gorgias.grsm.io/honestRespond to any of Rewind’s welcome emails and mention HONEST ECOMMERCE to get 1 month free rewind.io/honestGet started with a free account at klaviyo.com/honestIf you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Brendan Hughes has been “doing” eCommerce and digital marketing since 1997. For much of his career he was responsible for implementing digital marketing strategies in large consumer organizations in Europe. After spending some leading digital transformation in a large news media publisher and as a board member of IAB, Brendan realised how intransparent the entire ad industry had become. He wrote extensively on the topic and has recently published his first book providing practical advice to eCommerce store owners on how to get better returns when advertising across the big walled gardens that dominate the industry. Brendan now leads the team at Optily, an innovative solution to cross-platform ad optimization. In This Conversation We Discuss: [00:00] Intro[01:18] Coding in the 90’s[02:47] From building websites to Ecommerce[06:25] Analyzing the marketing funnel[08:52] Cognitive biases that affect marketing[10:15] Quantifying the success of your process[11:19] Fine tuning the top of funnel[12:09] Success in short form video[14:04] The research and evaluation mode[15:29] Tackling the lower end of the funnel[17:39] Funnel inefficiencies and plateauing[19:01] Sponsor: Electric Eye electriceye.io[19:32] Sponsor: Mesa apps.shopify.com/mesa[20:05] Sponsor: Gorgias gorgias.grsm.io/honest[21:32] Sponsor: Rewind rewind.io/honest[22:04] Sponsor: Klaviyo klaviyo.com/honest[22:52] Shortening the funnel through data[25:27] Why you should still consider retargeting[27:14] Acquisition vs retention marketing[29:36] Setting the ROAS expectation[34:13] Goals, data, and experience matters[36:23] Short-term vs Long-term[38:18] Acquisition costs are based on the channel[40:08] Best fit customers for Optily[43:39] Optily does not replace SMEs or contractors [46:46] Optily specials offers for listenersResources:Try Optily for 14 days optily.com/request-a-demo/ and also get 15% discount on your first yearHave a “no-strings attached” free 1 hour ad strategy consultation calendly.com/brendan-optily/ad-strategy-consultationConnect with Brendan linkedin.com/in/brendanhughesScale your business with electriceye.ioDownload Mesa at the Shopify App Store apps.shopify.com/mesaLevel up your customer support gorgias.grsm.io/honestRespond to any of Rewind’s welcome emails and mention HONEST ECOMMERCE to get 1 month free rewind.io/honestGet started with a free account at klaviyo.com/honestIf you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Thomas Lotrecchiano is the co-founder of Omigo, modern bidets that get you perfectly clean. On this podcast we talk about Thomas being a business partner with his dad, the difficulty of paid acquisition, Omigo advertising on cable TV, and so much more! To learn more, visit: http://honestecommerce.co Resources: Instantly turn your toilet into a modern bidet myomigo.com Connect with Thomas linkedin.com/in/thomas-lotrecchiano-44978675 Scale your business with electriceye.io Download Mesa at the Shopify App Store apps.shopify.com/mesa Respond to any of Rewind’s welcome emails and mention HONEST ECOMMERCE to get 1 month free rewind.io/honest Level up your customer support gorgias.grsm.io/honest Get started with a free account at klaviyo.com/honest

Marc Bacher is the Founder and CEO of Stuga, a collection of modern floors from the world’s happiest forests, thoughtfully designed by Scandinavians to transform your home. On this podcast, we talk about how to be competitive against established stores in your industry, building trust to get customers, combining brick-and-mortar and Ecom principles, and so much more! To learn more, visit: http://honestecommerce.co Resources: Scandinavian hardwood floors made easy stugastudio.com/ Connect with Marc linkedin.com/in/marc-bacher-1563215 Scale your business with electriceye.io Download Mesa at the Shopify App Store apps.shopify.com/mesa Respond to any of Rewind’s welcome emails and mention HONEST ECOMMERCE to get 1 month free rewind.io/honest Level up your customer support gorgias.grsm.io/honest Get started with a free account at klaviyo.com/honest

Jay Myers is the co-founder of Bold Commerce, been in Ecommerce since 1998 and has grown Bold to almost 500 staff and power over 100,000 Ecommerce brands. To learn more, visit: http://honestecommerce.co Resources: Increase the value of your business. Try Bold Subscriptions FREE for 60 days! boldcommerce.com/solutions/recurring-billing-software Connect with Jay linkedin.com/in/jasonnmyers Checkout more Bold apps for your online store boldcommerce.com Scale your business with electriceye.io Download Mesa at the Shopify App Store apps.shopify.com/mesa Respond to any of Rewind’s welcome emails and mention HONEST ECOMMERCE to get 1 month free rewind.io/honest Level up your customer support gorgias.grsm.io/honest Get a started with a free account at klaviyo.com/honest

Eugene is the co-founder and CEO of FactoryPure, an online retailer specializing in generators, pressure washers, and more. On this podcast, we talk about why organic marketing isn’t for everyone, the Google algorithm getting smarter, finding success in reaching out to schools and so much more! To learn more, visit: http://honestecommerce.co Resources: Buy generators, pressure washers, and more at FactoryPure factorypure.com Connect with Eugene linkedin.com/in/eugene-ravitsky-44747220 Scale your business with electriceye.io Download Mesa at the Shopify App Store apps.shopify.com/mesa Respond to any of Rewind’s welcome emails and mention HONEST ECOMMERCE to get 1 month free rewind.io/honest Level up your customer support gorgias.grsm.io/honest Get a started with a free account at klaviyo.com/honest

Sadie Scheffer (she/her) is the founder and CEO of Bread SRSLY, a gluten-free and vegan sourdough bread company in Berkeley, CA. On this podcast, we talk about mindsets you should have for delegating, how fostering reciprocity brings you success, why you should create brand values, and so much more! To learn more, visit: http://honestecommerce.co Resources: Buy gluten-free sourdough bread breadsrsly.com Connect with Sadie linkedin.com/in/sadie-scheffer-9846696a Sign up for Retail Ready by Allison Ball alliball.com/waitlist Get food business coaching and consulting with Sarah Delevan sarahdelevan.com/work-with-me-food-business-consultant Scale your business with electriceye.io Download Mesa at the Shopify App Store apps.shopify.com/mesa Respond to any of Rewind’s welcome emails and mention HONEST ECOMMERCE to get 1 month free rewind.io/honest Level up your customer support gorgias.grsm.io/honest Get a started with a free account at klaviyo.com/honest

Colby Kane is the Founder and CEO of Aviator, and they make products with style and function for the travel lifestyle. On this podcast, we talk about how to transition from a successful crowdfunding to a brand, how influencers changed the Aviator product and marketing focus, why Aviator prefers in-house processes while still being open to remote work, and so much more! To learn more, visit: http://honestecommerce.co Resources: Stylistic and functional jeans for the travel lifestyle aviatorusa.com Connect with Colby linkedin.com/in/colby-kane-8198a110 The viral TikTok that featured how functional Aviator jeans are tiktok.com/@aviatorusa/video/6940067707983252741 Scale your business with electriceye.io Download Mesa at the Shopify App Store apps.shopify.com/mesa Respond to any of Rewind’s welcome emails and mention HONEST ECOMMERCE to get 1 month free rewind.io/honest Level up your customer support gorgias.grsm.io/honest Get a started with a free account at klaviyo.com/honest

An entrepreneur, philanthropist, and activist for racial and gender equity, Suzanne Lerner is co-founder and CEO of lifestyle fashion brand Michael Stars which, since its inception in 1986, was one of the fashion industry's first purpose-driven brands—before it was fashionable! On this podcast, we talk about the 3 KPIs that you should focus on, how your brand reflects your personality, why you should not compare conversion rates, and so much more! To learn more, visit: http://honestecommerce.co Resources: Buy long-lasting, contemporary clothing with luxury essentials that embody the modern California lifestyle. michaelstars.com Help support the vision of creating an equal world where women feel confident and empowered to use their voice michaelstars.com/pages/foundation Connect with Suzanne linkedin.com/in/suzannelerner Scale your business with electriceye.io Get a 14-day free trial at getmesa.com/honest Get 1 month of automated Shopify backups for free at rewind.io/honest Level up your customer support gorgias.grsm.io/honest Get a free trial at klaviyo.com/honest

Hayden Wadsworth is the CEO and Co-founder at HydroJug. On this podcast, we talk about how to approach tips/secrets from successful entrepreneurs, business books to help starting businesses, the case for custom solutions and so much more! To learn more, visit: http://honestecommerce.co Resources: Drink more water and help the environment. thehydrojug.com Connect with Hayden linkedin.com/in/hayden-wadsworth-6b7887b0 Principles by Ray Dalio principles.com/#get-the-books Think Again by Adam Grant adamgrant.net/book/think-again Traction by Gino Wickman eosworldwide.com/traction-book Scale your business with electriceye.io Get a 14-day free trial at getmesa.com/honest Get 1 month of automated Shopify backups for free at rewind.io/honest Level up your customer support gorgias.grsm.io/honest Get a free trial at klaviyo.com/honest

Emily Foreman is the CEO of CartHook, an app that helps boost your revenue and AOV by allowing you to make one-click post-purchase offers in the Shopify checkout. On this podcast, we talk about Emily’s transition to being a CEO, Shopify’s new announcements, how the new features on Shopify help Carthook, and so much more! To learn more, visit: http://honestecommerce.co Resources: Connect with Emily linkedin.com/in/emilylforeman Boost your Shopify AOV and revenue carthook.com Scale your business with electriceye.io Get a 14-day free trial at getmesa.com/honest Get 1 month of automated Shopify backups for free at rewind.io/honest Level up your customer support gorgias.grsm.io/honest Get a free trial at klaviyo.com/honest

Johnathan Ruggiero is the co-founder and co-CEO of Manly Bands On this podcast, we talk about the various unique ring materials from Manly Bands, how to have an omnichannel approach, sticking with one or two strategies at a time, and so much more! To learn more, visit: http://honestecommerce.co Resources: Unique and affordable wedding bands for the distinguished man manlybands.com Connect with John [email protected] Scale your business with electriceye.io Get a 14-day free trial at getmesa.com/honest Get 1 month of automated Shopify backups for free at rewind.io/honest Level up your customer support gorgias.grsm.io/honest Get a free trial at klaviyo.com/honest

Jazmin Alvarez is the founder and CEO of Pretty Well Beauty. On this podcast, we talk about why finding a partner is crucial to success, what pushed Jazmin to migrate, how Pretty Well Beauty got started, and so much more! To learn more, visit: http://honestecommerce.co Resources: Clean Beauty and Natural Skincare Shop prettywellbeauty.com Connect with Jazmin linkedin.com/in/cleanbeautyboss All the announcements from Shopify Unite 2021 shopify.com/partners/blog/shopify-unite-announcements-2021 Scale your business with electriceye.io Get a 14-day free trial at getmesa.com/honest Get 1 month of automated Shopify backups for free at rewind.io/honest Level up your customer support gorgias.grsm.io/honest Get a free trial at klaviyo.com/honest

George Bryant is the man behind the Mind of George. Pink shoes, tattoos, and a heart of gold. Helping people scale their businesses by understanding that relationships always beat algorithms. On this podcast, we talk about the obsession with instant gratification, how mistakes impact large-scale businesses, why you should not be “romantically” linked to your stats, and so much more! To learn more, visit: http://honestecommerce.co Resources: Get into the Mind of George mindofgeorge.com Listen to the Mind of George Show mindofgeorge.com/category/podcast Scale your business with electriceye.io Level up your customer support gorgias.grsm.io/honest Get a free trial at klaviyo.com/honest Get a 14-day free trial at getmesa.com/honest Get 1 month of automated Shopify backups for free at rewind.io/honest

Mike Jackness is the CEO of four Amazon brands that together, make up Terran LLC. He's also the Co-Founder of Ecomcrew - a blog and podcast focused on helping sellers with their ecommerce journey, and the #1 resource for anything ecommerce and Amazon related. On this podcast, we talk about buying brands vs starting brands, the pros and cons of having a stand-alone content site, balancing the Shopify and Amazon side of Terran, and so much more! To learn more, visit: http://honestecommerce.co Resources: Get advice to grow your ecom business ecomcrew.com Listen to Chase’s guest episode ecomcrew.com/e391-chase-clymer Connect with Mike linkedin.com/in/mikejackness Visit Terran’s brands terran.com/sites Check out the Lean Startup theleanstartup.com/principles Scale your business with electriceye.io Level up your customer support gorgias.grsm.io/honest Get a free trial at klaviyo.com/honest Get a 14-day free trial at getmesa.com/honest Get 1 month of automated Shopify backups for free at rewind.io/honest

Chip Overstreet is the CEO of Spiceology, the fastest growing spices and blends company in the US, and a beloved brand with both consumers and chefs. On this podcast we talk about how to deal with vendors, why Spiceology ardently supports the Chef’s manifesto, the exploding consumer demand, and so much more! To learn more, visit: http://honestecommerce.co Resources: Shop fresh spices and seasonings spiceology.com Connect with Chip linkedin.com/in/chipoverstreet The Chef’s Manifesto sdg2advocacyhub.org/chefs-manifesto Scale your business with electriceye.io Level up your customer support gorgias.grsm.io/honest Get a free trial at klaviyo.com/honest Get a 14-day free trial at getmesa.com/honest Get 1 month of automated Shopify backups for free at rewind.io/honest

Nora Schaper is an eco-entrepreneur and a co-founder of HiBAR, the world's first salon-quality, plastic-free shampoo and conditioner. On this podcast, we talk about finding the right people to found companies with, one of the most important tools in social media, focusing on the positive side of an ugly problem, and so much more! To learn more, visit: http://honestecommerce.co Resources: Buy the world's first salon-quality, plastic-free hair care hellohibar.com Connect with Nora linkedin.com/in/nora-schaper-2339477 Scale your business with electriceye.io Level up your customer support gorgias.grsm.io/honest Get a free trial at klaviyo.com/honest Get a 14-day free trial at getmesa.com/honest Get 1 month of automated Shopify backups for free at rewind.io/honest

Will Laurenson is a customer value consultant, helping D2C businesses get more value from every customer. On this podcast, we talk about the malleability of the LTV formula, the tolerances of customers before leaving a website, why conversion rate sometimes doesn’t matter, and so much more! To learn more, visit: http://honestecommerce.co Resources: Optimise & improve your customer values with customerswhoclick.com Connect with Will linkedin.com/in/willlaurenson Quiz, pop-ups, messenger, SMS for Shopify octaneai.com Analyzes your customers' behavior across multiple channels apps.shopify.com/reveal Scale your business with electriceye.io Level up your customer support gorgias.grsm.io/honest Get a free trial at klaviyo.com/honest Get a 14-day free trial at getmesa.com/honest Get 1 month of automated Shopify backups for free at rewind.io/honest

Ian Leslie is the CMO at US homewares brands Industry West and Favor. It all started with Industry West in 2010, and then Favor launched in 2019. The 2 ecommerce sites are experiencing YOY growth exceeding 80% and combining for 8 figures in sales annually. On this podcast, we talked about getting help from partners at some point in the business, the benefits of having a longer sales cycle, why Industry West might not be successful if started today, and so much more! To learn more, visit: http://honestecommerce.co Resources: Industrial, mid-century and modern furniture and decor for home or office industrywest.com Connect with Ian linkedin.com/in/irleslie Scale your business with electriceye.io Level up your customer support gorgias.grsm.io/honest Get a free trial at klaviyo.com/honest Get a 14-day free trial at getmesa.com/honest Get 1 month of automated Shopify backups for free at rewind.io/honest

Lindsey Johnson is the co-founder and CEO of direct-to-consumer luxury bath brand Weezie. On this podcast, we talk about investing in earned media for credibility, why you should say “no” more when you grow, attribution for print media, and so much more! To learn more, visit: http://honestecommerce.co Resources: Buy Luxury Monogrammed Bath Towels and Bathrobes weezietowels.com Connect with Lindsey linkedin.com/in/lindseydorman Scale your business with electriceye.io Level up your customer support gorgias.grsm.io/honest Get a free trial at klaviyo.com/honest Get a 14-day free trial at getmesa.com/honest Get 1 month of automated Shopify backups for free at rewind.io/honest

Lindsey McCoy is the CEO and co-founder of Plaine Products, a company on a mission to get single-use plastic out of the bathroom. On this podcast, we talk about the pursuit of perfection as a detriment, supporting your growth by hiring people better than you, how to find the right influencers, and so much more! To learn more, visit: http://honestecommerce.co Resources: Refillable, environmentally friendly shampoo plaineproducts.com Connect with Lindsey linkedin.com/in/lindsey-d-mccoy The Lean Startup by Eric Ries theleanstartup.com Scale your business with electriceye.io Level up your customer support gorgias.grsm.io/honest Get a free trial at klaviyo.com/honest Get a 14-day free trial at getmesa.com/honest Get 1 month of automated Shopify backups for free at rewind.io/honest

Ashley Merrill is CEO and founder of Lunya, a luxury sleepwear brand. On this podcast, we talk about Ashley’s crazy launch story, learning the language of your industry, why successful virality is the anomaly and not the norm, and so much more! To learn more, visit: http://honestecommerce.co Resources: Luxury sleepwear for the modern woman lunya.co Sleepwear for the modern man lahgo.co Follow Ashley @ashley__merrill The Hedgehog Concept jimcollins.com/concepts/the-hedgehog-concept.html Read an article derived from Good to Great straight from Jim Collin’s blog jimcollins.com/article_topics/articles/good-to-great.html Download a free chapter of the Small Giants book smallgiants.org/chapter-download Buy the Who: The A Method for Hiring book whothebook.com Scale your business with electriceye.io Level up your customer support gorgias.grsm.io/honest Get a free trial at klaviyo.com/honest Find out how your business can be sales tax ready at avalara.com/honest Get 1 month of automated Shopify backups for free at rewind.io/honest

Emma Rose Cohen is the CEO & Founder of Final — the company that created FinalStraw, the world’s first reusable, collapsible straw. Emma and her team are on a mission to help people rid their lives of single-use plastic. On this podcast, we talk about the very important but overlooked aspect to a successful business, how the FinalStraw fares against alternatives, the overall media experience of Final, and so much more! To learn more, visit: http://honestecommerce.co Resources: Enjoy fun and useful products while saving the environment final.co Connect with Emma at linkedin.com/in/emmarosecohen Scale your business with electriceye.io Level up your customer support gorgias.grsm.io/honest Get a free trial at klaviyo.com/honest Find out how your business can be sales tax ready at avalara.com/honest Get 1 month of automated Shopify backups for free at rewind.io/honest

Hannah Davis is the Founder & CEO of BANGS Shoes, an everyday adventure footwear brand that invests in entrepreneurs around the world. On this podcast, we talk about how Hannah was a reluctant business owner at first, the “nobody cares” mindset, the core of entrepreneurship that new businesses seem to forget, and so much more! To learn more, visit: http://honestecommerce.co Resources: Find unique canvas footwear and help people start businesses bangsshoes.com Connect with Hannah linkedin.com/in/bangsfounder Scale your business with electriceye.io Level up your customer support gorgias.grsm.io/honest Get a free trial at klaviyo.com/honest Find out how your business can be sales tax ready at avalara.com/honest Get 1 month of automated Shopify backups for free at rewind.io/honest

On this podcast, we talk about how to push for more content, the focus on customer-centric strategies, why traditional media is having a resurgence, and so much more! Kyle Brucculeri is the Vice President of Marketing at gorjana. He has over a decade of experience in marketing and brand building for both national and regional brands and companies. To learn more, visit: http://honestecommerce.co Resources: Visit gorjana.com to discover jewelry that you'll live in, love always and layer every day. Connect with Kyle linkedin.com/in/kylebrucculeri Scale your business with electriceye.io Level up your customer support gorgias.grsm.io/honest Get a free trial at klaviyo.com/honest Find out how your business can be sales tax ready at avalara.com/honest Get 1 month of automated Shopify backups for free at rewind.io/honest

In this podcast, we talk about scaling Ecommerce brands from an agency and brand owner’s perspective, what it’s like working with smaller agencies, how beneficial subscriptions can be, and more. Jordan West’s LinkedIn: https://ca.linkedin.com/in/jordan-west-marketer Jordan West’s Podcast: https://mindfulmarketing.co/secrets-to-scaling Website: https://mindfulmarketing.co/ Honest Ecommerce is a weekly podcast, community & educational resource providing online store owners with honest, actionable advice to increase their sales and grow their business. If you like our podcast, consider subscribing & joining our FREE Facebook group http://honestecommerce.co/

Jonathan Edwards is the CEO of Nuzest USA, a plant-based nutrition company that is dedicated to creating a world that thrives on plant-based nutrition. On this podcast, we talk about the unlikely connection between the punk ethos and Ecom success, how to overcome the grind, why you should create content just for the sake of it, and so much more! To learn more, visit: http://honestecommerce.co Resources: Visit nuzest.us/honest to shop great tasting plant-based nutrition products and use promo code HONEST 25% off of regular-priced products Connect with Jonathan linkedin.com/in/jonathan-edwards-28a41526/ Listen to the 111 Strategy businessownersradio.com/episodes/2018/5/13/111-strategy-how-a-lean-strategy-can-help-you-run-a-more-profitable-business-wjason-burt Scale your business with electriceye.io Level up your customer support gorgias.grsm.io/honest Get a free trial at klaviyo.com/honest Find out how your business can be sales tax ready at avalara.com/honest Get 1 month of automated Shopify backups for free at rewind.io/honest

In this podcast, we talk about how customer lifetime value (LTV) works, why your returning customers are a big part of your market, the channels you need to use to scale quickly, and more. Daniel Budai’s Linkedin: https://hu.linkedin.com/in/budaidaney Budai Media Facebook Group: https://www.facebook.com/groups/129713987605915 Website: https://www.thebudaimedia.com/ Honest Ecommerce is a weekly podcast, community & educational resource providing online store owners with honest, actionable advice to increase their sales and grow their business. If you like our podcast, consider subscribing & joining our FREE Facebook group http://honestecommerce.co/

Josh Firestone is the CMO of Bearbottom Clothing, a rapidly growing men's fashion brand on a mission to become the go-to for the most versatile, comfortable, and wearable everyday threads. On this podcast, we talk about the passion in the people of Ecommerce, why you should avoid getting too much in the weeds, the importance of patience in your online store, and so much more! To learn more, visit: http://honestecommerce.co Resources: Visit Bearbottom clothing bearbottomclothing.com Visit Josh’s website: joshfirestone.com Scale your business with electriceye.io Level up your customer support gorgias.grsm.io/honest Get a free trial at klaviyo.com/honest Find out how your business can be sales tax ready at avalara.com/honest Get 1 month of automated Shopify backups for free at rewind.io/honest