Ecomm Breakthrough

In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley shares his predictions for the future of e-commerce over the next decade. Drawing from his experience scaling a brand to eight figures, he analyzes Amazon, TikTok Shop, Shopify, and AI-driven commerce. Josh advises entrepreneurs to master one platform before expanding, build creator relationships through TikTok Shop, leverage Shopify for brand ownership, and prepare for AI-powered shopping experiences. He emphasizes that rising competition, increasing ad costs, and the growing importance of brand trust will define the future landscape of e-commerce.Bullet Points:Current landscape and future predictions of e-commerce platformsDominance and evolving competition on AmazonChallenges and opportunities presented by TikTok ShopGrowth and significance of Shopify for independent e-commerceImpact of AI and agent commerce on shopping experiencesImportance of building a strong foundation on one platform before expandingStrategies for managing Amazon operations and team buildingRole of creator partnerships in driving sales and brand loyaltySequential approach to scaling e-commerce businessesEmphasis on content distribution for brand visibility and engagementTimestamps:00:00:00 Introduction to E-commerce PlatformsThe speaker introduces the main topics of the episode: Amazon, TikTok Shop, Shopify, and the future of AI in e-commerce.00:00:55 The Current Noisy E-commerce LandscapeA discussion on how the e-commerce world has become noisier, with Amazon's dominance being challenged by new platforms and strategies.00:02:56 Amazon's Future: Dominance and ChallengesPrediction that Amazon will maintain its dominance with faster shipping but will see increased ad costs and competition from overseas sellers.00:05:03 The Evolution of Amazon's AlgorithmThe speaker predicts Amazon's keyword-driven ranking algorithm will be replaced by a more conversational, AI-driven search, eliminating traditional page rankings.00:06:00 Predictions for TikTok ShopTikTok Shop is predicted to be a challenging platform for profitability, with rising fees and a shift towards paid reach.00:08:17 The Enduring Importance of CreatorsWorking with content creators will become even more crucial for building brand trust in an increasingly AI-driven world.00:08:17 Shopify's Continued DominanceShopify is expected to become the undisputed king for independent e-commerce websites, integrating with AI and social commerce platforms.00:11:17 The Future of AI and Agent E-commerceAI will transform shopping with personal assistants, making brand integrity and trust more important than ever for consumer purchasing decisions.00:14:08 Where to Focus Your EffortsThe speaker outlines his business strategy, recommending entrepreneurs master one platform, like Amazon, before expanding to others.00:16:01 The Sequential Approach to GrowthA step-by-step guide: master a platform, build a team, then focus on TikTok Shop to build creator relationships.00:18:02 Unlocking Shopify and Driving TrafficAfter mastering creator relationships, entrepreneurs can effectively unlock Shopify's potential by knowing how to drive traffic through affiliates and paid ads.00:20:04 Integrating Agent Commerce and ContentAgent commerce is the final step, focusing on content distribution and building brand trust to rank in large language models.00:22:25 A Roadmap for EntrepreneursAdvice for entrepreneurs to focus on one sales channel until reaching $5 million, build a team, and then expand sequentially.00:24:19 Conclusion: Focus and Proper SequencingFinal advice to avoid distractions by focusing on one initiative at a time to achieve faster and more sustainable growth.Links and Mentions:Tools and Platforms  "Amazon": "00:00:00"  "TikTok Shop": "00:00:00"  "Shopify": "00:00:00"  "AI and Agent eCommerce": "00:00:00"  Key Predictions and Insights  "Amazon's Future": "00:02:56"  "TikTok Shop's Profitability Challenges": "00:07:20"  "Shopify's Dominance": "00:09:17"  "AI's Impact on Shopping": "00:11:17"  Recommendations  "Focus on Amazon until you have a solid team": "00:15:08"  "Building relationships with creators": "00:16:57"  "Unlocking Shopify after establishing creator relationships": "00:19:04"  "Engaging with consumers through content distribution": "00:21:13"  Additional Notes  "Creator Gold Rush": "00:16:57"  "Affiliate Management": "00:19:04"  "Content Distribution and Engagement": "00:22:25"Transcript:Josh Hadley 00:00:00  Amazon, TikTok shop, Shopify, and even AI and agent eCommerce. These are all of the many topics that are surfacing to the top right now in all of the mastermind groups that I'm a part of. So if you're listening to this, which of these platforms should you actually be investing the majority of your time into? Which of these platforms actually deserve your attention? In today's episode, I'm going to be sharing my perspective, the platforms that I am actively focused on and why, and what my predictions are for e-commerce over the next decade. Welcome to the Ecomm Breakthrough Podcast. I'm Josh Hadley. I've scaled my own ecommerce brand from 0 to 8 figures, and I'm actively building towards nine figures in sales. This podcast is where I document that journey and share the systems, the strategies, and the lessons learned in real time so that you can learn what actually matters and scale your own business. My name is Josh Hadley. First and foremost, I'm a man of faith. I'm a husband to a beautiful wife, and I'm also the father of four children.Josh Hadley 00:00:55  I've been selling in the e-commerce space for over a decade, doing over $20 million annually and doing multi millions in revenue on TikTok. Shop, Shopify and Amazon. And I am also the host of the number one business strategy podcast for ecommerce entrepreneurs, Ecomm Breakthrough. There is so much noise going on right now in the world of e-commerce, and frankly speaking, I feel like it's noisier over the last couple of years than it ever has been in the past. To be honest with you, from about 2015 to maybe about 2023, the only thing you would hear from people is Amazon and Amazon. Amazon. And then we would always wish that Walmart would actually be a serious player in the e-commerce space. But frankly speaking, Walmart never really got their act together. There are some people that are doing well on Walmart. But you know, from my perspective, in any test that we've continued to run, is that like the market just simply is not worth the time investment over there. So with that being said, right now, we are living in just like an extremely noisy period of time for e-commerce.Josh Hadley 00:01:54  And what we heard was many people succeeding on Amazon from about 2015 to about 2023. But then like there has been a massive shift and I believe that it started around the year 2023. This is where the Amazon algorithm really started to break down. For a lot of the brands that were early adopters to Amazon, and it's not that Amazon magically changed their algorithm or things like that, but Amazon has been heavily recruiting overseas sellers ...

In this follow-up episode, host Josh welcomes back Scott Deetz, founder of The Northbound Group, to discuss strategies for successfully exiting an e-commerce business. Scott highlights common seller mistakes, such as poor risk mitigation, lack of transparency, and neglecting post-sale obligations. He emphasizes the importance of professional advisory support, staying involved after the sale to secure contingent payments, and planning thoughtfully for life after exit. Scott encourages entrepreneurs to leverage their experience to attract investor capital for future ventures, helping maximize exit value and ensure long-term success.Chapters:Introduction & Scott’s Background (00:00:00)Scott Deetz is reintroduced as the founder of The Northbound Group, with a focus on e-commerce and SaaS business exits.The Importance of a Proper Exit (00:01:06)Scott emphasizes that most of the financial reward comes at exit, not during business operations.Risk Mitigation Strategies (00:02:21)Discussion on identifying and mitigating risks, such as stock outages and maintaining business stability to maximize exit value.Transparency and Caring About the Brand’s Future (00:04:26)The need for transparency during the sale and caring about the brand’s ongoing success with the new owner.Managing Post-Sale Obligations & Deal Tracking (00:05:27)Importance of tracking post-sale obligations, contingent payments, and using a deal tracker to avoid costly mistakes.The Value of Professional Advisory Support (00:07:54)Why having an experienced advisory team is crucial for managing the complexities of a business sale.Staying Involved After the Sale (00:08:34)The benefits of remaining involved post-sale to ensure contingent payments and business success, and how this role can be less demanding.Mindset Shift: Long-Term Involvement (00:11:26)Encouragement to stay invested in the brand’s long-term success rather than immediately disengaging after the sale.Planning for Life After Exit (00:11:57)Advice on taking time to plan the next venture, leveraging new status and opportunities in the entrepreneurial community.Leveraging Investor Capital for Next Ventures (00:13:23)Encouragement to use investor capital, not just personal funds, for future ventures, and to consider new business directions.Summary & Final Advice (00:16:24)Recap of the 12 mistakes to avoid, urging listeners to proactively plan for exit and maximize business value.Contact Information & Closing (00:17:23)Scott shares how listeners can reach out for advice or support regarding business exits.Links and Mentions:Strategic Finance and Advisory  "Northbound Group": "00:00:00"Deal Management Tools  "Deal Tracker": "00:06:23"Contact Information  "Scott Deetz" on LinkedIn: "00:17:25"Transcript:Josh 00:00:00  Today I am super excited to introduce you all to Scott Deetz. We've already introduced him because he's been on the podcast previously, so he is our first part two guest that we've had. So you know, Scott, there's there's your award of the day already is, you're our first part two guest. but I am super excited. This is something we didn't have enough time in episode number one, and Scott has taken a lot of time to develop and actually prepared a presentation that he'll share with you guys today. about this kind of part two. But here's Scott's bio. Scott is the founder and CEO of The northbound Group, a leading strategic finance and corporate development and sell side M&A advisory firm focused on Amazon and e-commerce, physical goods and SaaS businesses. Northbound has more than 30 full time team members dedicated to the mission of helping ecommerce entrepreneurs achieve life changing events. So with that introduction, welcome to the show again, Scott Deetz.Scott 00:01:04  Hey, Josh, how you doing? Know, it's great to be back.Scott 00:01:06  And, this was a lot of fun for me to work with our team to put the content together. So I'm looking forward to sharing it and, and hearing your thoughts on it. And obviously, part of my own personal passion is I want to help every sell side entrepreneur, get what they deserve, for their businesses. As you said, you work years and years. and as I always like to say, you work years and years to build a company. But if you don't do the last step right of exiting that company, you're oftentimes leaving more than half of your money, you know, on the table because, for many physical goods and other sellers, the money they actually take home from their business is, the bulk of it comes more than 50% comes when you exit. Not the entire time that you're running the business because you're always reinvesting back in the business. So, real, really looking forward to sharing the content with you and everybody else and, and getting your feedback.Josh 00:01:59  Scott, do you have any specific examples that you might be able to share? That might be like what types of risks, right.Josh 00:02:06  We talked about Amazon account health risk. Right. That's one thing. We talked about not having your trademarks and things like that. But what are some of those other like risk factors that you feel like sellers could be actively trying to mitigate?Scott 00:02:21  Yeah. So I'll give two answers to that. One general and one specific. The general rule of thumb is that every new question a buyer has to ask when you explain your business to them, the price goes down. So you want to think about being able to explain everything upfront so they can see the whole package and see what it is. And I'll give you a great example of risk if you are thinking of exiting in 12 months from now, making sure that no matter what, you don't have any stock outages and you get the capital financing in place to show the run rate of the business while it has stock in place. Because every time there's a stock outage, a buyer has to ask the question, why did that happen? And it either happened because you didn't plan accordingly, or that this business is so up and down and volatile that it's going to be a lot to handle.Scott 00:03:16  So buyers love boring businesses. And so being able to show the ability, I kind of say that in jest, because everybody wants something that's kind of fun, but flashy and volatile is not what buyers are looking for. So if you just think about the risk of your business, demonstrating that you've been able to maintain a similar price for a longer period of time, demonstrating that you've been able to maintain a, a stock in inventory, demonstrating that you've been able to maintain rank. So the way to think about it is just to look at your PNL and look at what are the numbers that could change, that a buyer would be most afraid of them changing, and then designing a risk mitigation plan that shows them demonstrated evidence of why they don't need to fear those things. And that's in addition to all of the compliance things that we talked about before. But those are some specific examples of making sure to show that your business is not risky. And then also from an ownership standpoint, making sure that you have all of your, you know, documents in order, all of your suppliers are people that you've worked with that are reputable.Scott 00:04:25  those types of things.Josh 00:04:26  Awesome. Yeah. Scott, I think overall, like as we go through these mistakes, one thing I see a common pattern and trend of is that, look, when you're trying to exit your business, this isn't you saying for the most part, this isn'...

Joining us today is Lyden Smithers — President and Co-Founder of Titan Network, one of the most exclusive communities for high-level Amazon sellers in the world.Lyden isn’t just teaching e-commerce  he’s actively building and scaling brands, sourcing at a high level from China, and helping sellers bridge the gap from 7 to 8 figures and beyond.Lyden leads the China Magic trip and is one of the best.Highlight Bullets> Here’s a glimpse of what you would learn…. Importance of building strong relationships with suppliers, especially manufacturers in China.Strategies for negotiating favorable payment terms to improve cash flow and scale e-commerce businesses.Cultural aspects of negotiation in China, including the significance of face-to-face interactions.Techniques for presenting oneself as a trustworthy partner to suppliers.Handling common objections from suppliers regarding payment terms and cash flow limitations.The role of order volume and growth potential in negotiating better terms.Preparing effective presentations for suppliers, focusing on trust and mutual benefits.Managing challenges such as tariffs, raw material price increases, and currency fluctuations in supplier negotiations.The significance of granular supply chain management and cost optimization.Key takeaways for sellers on the importance of supplier relationships and negotiation strategies.In this episode of the Ecomm Breakthrough podcast, host Josh Hadley sits down with Lyden Smithers, president and co-founder of Titan Network, to discuss how Amazon sellers can scale from seven to eight figures by mastering supplier relationships. Lyden shares strategies for negotiating favorable payment terms with Chinese manufacturers, emphasizing the cultural importance of face-to-face meetings and the concept of guanxi. He explains how leveraging order volume growth creates win-win partnerships, how to handle common supplier objections, and how granular supply chain management drives profitability, even amid tariffs and rising costs.Here are the 3 action items that Josh identified from this episode:Shift Your Mindset:Treat your supplier as your most important business partner. Invest in the relationship for long-term mutual gain.Negotiate Payment Terms First:Use your growth potential as leverage. Better terms unlock cash flow and growth; price reductions are easier to secure afterward.Show Up in Person:Face-to-face meetings build trust and open doors that emails and messages can’t. Attend trade shows, visit factories, and invest in guanxi.Timestamps:00:00:00 Negotiation Culture in ChinaLyden discusses negotiation as a cultural norm in China and encourages not being afraid to ask for better terms.00:00:25 Podcast Introduction & Guest BackgroundHost introduces the podcast, Lyden Smithers, and the focus on supplier relationships and payment terms.00:02:33 Unlocking Growth Through Payment TermsLyden shares his journey negotiating payment terms, emphasizing cash flow’s role in scaling e-commerce brands.00:03:47 Cash Flow Constraints & Supplier RelationshipsDiscussion on how cash flow limits growth and the importance of leveraging supplier partnerships for better terms.00:05:08 How to Approach Payment Term NegotiationsLyden explains the importance of positioning negotiations as win-win and painting a long-term partnership vision.00:06:03 Building Trust and Presenting ValueAdvice on showcasing growth, expertise, and reliability to suppliers to secure better terms.00:06:48 Partnerships vs. TransactionsLyden illustrates the difference between transactional relationships and true partnerships with suppliers.00:08:08 Negotiating with New ManufacturersGuidance on starting negotiations with new suppliers and the importance of face-to-face interactions.00:08:36 Face-to-Face Negotiation & GuangxiExplains the concept of Guangxi (relationship) and how in-person meetings unlock better terms.00:10:01 Alternatives to In-Person NegotiationDiscusses insurance and financing options for payment terms, but stresses the value of direct negotiation.00:12:07 Preparing for Supplier MeetingsTips on creating effective presentations and understanding your cash flow before negotiating.00:13:01 Structuring Your Pitch to SuppliersHow to present growth, market access, and order forecasts to make your offer compelling.00:15:06 Handling Modest Growth ScenariosStrategies for negotiating when you can’t promise large order increases, including leveraging competition.00:17:05 Leverage and Good Cop/Bad Cop TacticsUsing competitor quotes and internal “bad cop” strategies to strengthen your negotiation position.00:19:11 Common Supplier ObjectionsHow to handle supplier pushback, especially regarding their own cash flow limitations.00:20:39 Navigating Tariffs and Market UncertaintyImpact of tariffs and market changes on supplier willingness to offer terms, and the importance of ongoing relationships.00:22:16 Switching Suppliers for Better TermsHow to use established business volume as leverage when seeking new suppliers at trade fairs.00:24:06 Realistic Payment Terms to NegotiateTypical payment terms to aim for (e.g., 10% deposit, 90% at 90–120 days), and negotiation tactics.00:26:42 Advanced Payment Term StrategiesCreative solutions like suppliers borrowing to fund orders, and adjusting deposits versus days for compromise.00:29:00 Overcoming Language BarriersBest practices for communicating with suppliers, including using translators and clear, simple presentations.00:30:46 Managing Price Increases & Cost OptimizationApproaches to handling price hikes, currency fluctuations, and optimizing unit economics.00:33:44 Granular Supply Chain OptimizationDetailed strategies for reducing costs across packaging, shipping, and storage to maximize profitability.00:36:16 Negotiation Sequence: Terms Before PriceAdvice to always negotiate payment terms before discussing price reductions for maximum leverage.00:37:02 Immersing in Manufacturing & Continuous ImprovementEncouragement to understand the manufacturing process deeply and always ask “why” to uncover savings.00:38:07 Actionable Takeaways RecapHost summarizes three key actions: prioritize supplier relationships, negotiate terms before price, and show up in person.00:41:00 Book, AI Tool, and Influencer RecommendationsLyden shares his favorite book (Traction), AI tool (Alibaba’s Accio), and e-commerce influencer (Kevin King).00:44:03 Contact Information & ClosingLyden provides ways to connect, and the episode concludes with closing remarks.Resources mentioned in this episode:Josh Hadley on LinkedIneComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: [email protected] and Websites  "

In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley shares a practical decision-making framework for choosing between competing business opportunities. Drawing from his own dilemma of hiring either a Director of E-commerce or a Director of HR, Josh outlines six key questions across two categories: assessing revenue creation, business leverage, and risk protection, then evaluating downside risk, upside potential, and feedback speed. He emphasizes that true business faith means disciplined, strategic action rather than blind risk-taking, helping entrepreneurs confidently prioritize the best opportunities over merely good ones.Bullet Points:Decision-making framework for evaluating business opportunitiesImportance of prioritizing between competing good, better, and best optionsRole of faith in business decisions as disciplined and strategic actionDilemma of hiring between a director of e-commerce and a director of HRImmediate vs. long-term impact of hiring decisions on business growthCore questions for assessing business opportunities: revenue generation, leverage, and risk protectionRisk and reward analysis: capped downside, upside potential, and feedback speedPersonal examples illustrating the decision-making framework in actionEmphasis on informed decision-making and strategic focusEncouragement to share insights with others in the entrepreneurial communityTimestamps:00:00:00 Introduction to the Decision FrameworkThe host introduces the challenge of choosing between good, better, and best opportunities and presents his decision-making framework.00:00:58 Host's Background and ExperienceJosh Hadley shares his background as a man of faith, family man, and successful e-commerce entrepreneur across multiple platforms.00:01:54 The Current Business DilemmaJosh explains his current challenge: choosing between hiring a Director of E-commerce or a Director of HR for his business.00:04:16 The Principle of Faith in Life and BusinessThe host discusses faith as a core principle, using personal examples like marriage and children to illustrate taking calculated leaps.00:07:19 Business Examples of Faith-Based DecisionsJosh relates the principle of faith to common business decisions like product launches, influencer marketing, and choosing sales channels.00:09:08 Decision Framework Part 1: The First Three QuestionsThe first part of the framework is introduced: Does it create revenue, create leverage, or protect the business downside?00:11:08 Applying Part 1 to the Director of E-commerce RoleThe host analyzes the Director of E-commerce position using the first three questions, concluding it checks all three boxes.00:12:50 Applying Part 1 to the Director of HR RoleThe Director of HR role is evaluated against the first three questions, showing it meets fewer criteria immediately.00:15:05 Decision Framework Part 2: The Final Three QuestionsThe second part of the framework is revealed: Is the downside capped, what is the upside, and is feedback fast?00:15:40 Applying Part 2 to Both RolesBoth the Director of E-commerce and Director of HR roles are compared using the second set of three questions.00:20:45 The Importance of Studied DecisionsFaith is defined as disciplined strategy and planning, not impulsive action, which this framework helps facilitate for business decisions.00:22:15 Case Study: Launching a Hero ProductA past example of choosing a higher-risk, higher-reward product launch that led to exponential growth for the business.00:24:05 Case Study: Expanding to TikTok ShopHow the framework helped prioritize TikTok Shop over other sales channels, leading to rapid success and viral growth.00:26:08 Case Study: Prioritizing ShopifyThe decision to focus on Shopify over other marketplaces by calculating its massive upside potential, which was quickly validated.00:27:28 Summary of the Six-Question FrameworkThe host recaps the complete two-part, six-question decision framework for choosing the best business opportunities and encourages listeners to apply it.Links and Mentions:Tools and Frameworks"Decision Framework Questions": "00:09:08""Second Decision Framework Questions": "00:15:05"Websites and Sales Channels"Amazon": "00:01:00""TikTok Shop": "00:01:00""Shopify": "00:01:00""Walmart": "00:01:00""Etsy": "00:01:00""eBay": "00:01:00"Concepts and Principles"Recruiting and HR Management": "00:03:13""Faith in Business": "00:04:16"Personal Experiences and Examples"Hero SKUs Launch": "00:22:56""TikTok Shop Success": "00:25:13""Shopify Launch": "00:26:08"Transcript:Josh Hadley 00:00:00  The most difficult choices in life and business are rarely decisions between good or bad opportunities. Rather. The most difficult choices are between good, better and best opportunities. Faith is not just a principle of saying yes to something and moving forward rather most often. Faith is a principle of being able to know what you're saying yes to, while also saying no to maybe five other things at the exact same time. To ensure that you are prioritizing the true right opportunity that is meant for you. Today, I'm going to share with you the decision framework that I utilize to choose between those good, better, and best options that sit in front of us on a daily basis as business owners. Welcome to the E-com Breakthrough Podcast, I'm Josh Hadley. I've scaled my own e-commerce brand from 0 to 8 figures, and I'm actively building towards nine figures in sales. This podcast is where I document that journey and share the systems, the strategies and the lessons learned in real time so that you can learn what actually matters and scale your own business.Josh Hadley 00:00:58  My name is Josh Hadley. First and foremost, I'm a man of faith. I am a husband to a beautiful wife, and I am also the father of four children. I have been selling in the e-commerce space for over a decade, doing over $20 million in revenue and selling multi millions on three different sales channels such as Amazon, TikTok, Shop and Shopify. And I am also the host of the number ...

In this episode, host Josh interviews Ritu Java, CEO of PPC Ninja, about effective Amazon PPC management. Ritu shares insights on healthy PPC-to-organic sales ratios, TACoS benchmarks, and the importance of budgeting based on net margin. She cautions about the complexities of sponsored display ads and stresses the need for regular account audits. Ritu also recommends The Goal by Eli Goldratt, highlights ChatGPT as a productivity tool, and suggests following Kevin King for e-commerce insights. The episode concludes with Ritu offering a free PPC audit and sharing her contact details.Chapters:Introduction & Guest Background (00:00:00)Josh introduces Ritu Java, her background, and expertise in Amazon PPC and e-commerce.Healthy PPC to Organic Sales Ratios (00:00:58)Discussion on what constitutes a healthy PPC to organic sales ratio, with examples from different product categories.TACoS Benchmarks & Profitability (00:03:04)Explains TACoS (Total Advertising Cost of Sales), how it changes over time, and guidelines for setting targets.Calculating Net Margin and TACoS (00:06:07)Breakdown of how to calculate net margin, relevant costs, and what a reasonable TACoS percentage looks like.Budgeting and PPC Management Takeaways (00:08:08)Three actionable takeaways: budgeting for PPC, being cautious with sponsored display ads, and performing regular account audits.Book Recommendation: The Goal (00:11:26)Ritu recommends "The Goal" by Eliyahu Goldratt and explains its impact on understanding business bottlenecks.Productivity Tool Recommendation: ChatGPT (00:13:14)Ritu shares ChatGPT as her favorite productivity tool and describes how she uses it, especially for Google Sheets formulas.E-commerce Influencer Recommendation (00:15:09)Ritu recommends following Kevin King for his innovative ideas and influence in the e-commerce space.How to Connect with Ritu Java (00:16:23)Ritu shares how listeners can contact her for audits, masterminds, and follow her content online.Episode Wrap-up (00:16:48)Josh thanks Ritu for her time and insights, closing the episode.Links and Mentions:Tools and Software  "PPC Ninja": "00:00:50"  "ChatGPT": "00:13:14"  "Google Sheets": "00:14:05"  Books  "The Goal by Eli Goldratt": "00:11:31"  People  "Kevin King": "00:15:09"  Contact Information  "Email ([email protected])": "00:16:23"  "LinkedIn (Ritu Java)": "00:16:23"Transcript:Josh 00:00:00  So today I'm super excited to introduce you all to Ritu Java. Ritu has started her e-commerce journey as an Etsy seller over ten years ago. She is the CEO of PPC Ninja, a software tools and services provider managing Amazon ads for six, seven, and eight figure brands. As someone who is really passionate about data science and advertising, Ritu has dozens of PPC mastermind programs, workshops, and webinar and has even trained hundreds of Amazon sellers on PPC. She has shared her knowledge on over 100 podcasts, webinars, blogs and conferences including the Prosper Show, Global Sources Summit, Powwow, the Billion Dollar Seller Summit, and many more. So with that introduction, Ritu, welcome to the show.Ritu 00:00:50  Josh, thank you so much for having me. I am super excited to be here and to talk all about PPC today.Josh 00:00:58  What is what would you recommend from the hundreds of accounts that you viewed. The sellers that are using your platform and software. What do you see right now is a healthy balance of PPC sales to organic sales for an established brand.Ritu 00:01:14  Yeah, and I think it's very dependent on the category. Some categories are so saturated that 60, 40, 60 PPC and 40% organic is becoming the norm. For example, just to give you an example from the pet space just so crowded, like especially if you're, you know, selling any kind of like, dog toys or, you know, pet products and things like that. there's so much competition there that, you know, 50 to 60% coming from ads is pretty normal. Like, there's no chance you can compete with mainland Chinese brands with just organic. They've already got 20,000 reviews and more like, how can you, you know, how can you even compete? Begin to compete with that, right? So the ads become your only way, your only chance of being seen. And that leads to the 6040 ratio. But in some of the other categories where it's a little bit more, you know, difficult for anyone to imitate you or to provide services that, you know, require human, you know, intensive work like support or whatever, like after the fact, it's probably still okay to get like 40% from, ads and 60% from organic.Ritu 00:02:37  So let's say research heavy products or products that require or have a good margin. Right? Have a good margin, that are not so easy to imitate those categories. You're still seeing quite a healthy ratio. So it totally depends on the category. I would recommend just making a note of that number today and just watching it over time. Because just baseline it and then you'll see whether it's going up or down.Josh 00:03:04  Yeah that's good input. And on that note, while we're talking about metrics, what do you see as a healthy tacos percentage for an established brand. And I'm sure it changes based on what category you're in. For sure, if you're supplements, you're playing a much longer term game and you're playing on subscriptions and repeat customers. But let's say for an average brand, right, that has, you know, one time customers more often than not. What do you think is kind of the ballpark tacos number to ensure that they're they're healthy and competitive across the board?Ritu 00:03:39  Yeah. So that's such a great question.Ritu 00:03:41  Really $1 million question. So okay, here's what I think of tacos. Now your tacos is going to be different at different stages of your journey. So you know when you are starting off your tacos, needs to be competitive with the market. You can't be looking at tacos as a profitability metrics. It's more of like, what's the maximum I can afford to spend in order to get this business off the ground? But then as time progresses and you start to see, you know, revenue coming in, flywheels working, everything is going fine. Then you start to tweak the, you know, the tacos target a little bit to kind of make it more profitable. so I think, it's a kind of, it's a calculation that I, look for at three points. So I look at spend. I look at revenue and I look at profits. Right. So initially, when you're just starting off, you know, even the smallest amount of spend will result in a drop in profits. You know, you're starting off.Ritu 00:04:54  You're spending money on ads. All of that is eating into your profits. But at a certain point the the spend as you increase your ad spend, it's actually going to generate revenue for you. Right. So what's the sweet spot when those two lines kind of cross over? that's the target tacos that is going to shift with, with, you know, the maturity of your of your account. So, we do say that the guideline is we don't want to spend more than 50% of net margin for your for your advertising. So I guess if you can keep that just general rule of thumb in mind, you should be fine. so no more than 50% of net margin. eventually you want...

Joining me today is John Li, the co-founder of PickFu, a powerful consumer-feedback platform that helps e-commerce sellers, authors, app developers, and marketers make smarter, data-driven decisions.Before launching PickFu, John spent years at Microsoft as a software engineer and program manager but his entrepreneurial curiosity led him to create a simple tool to test ideas with real people.That tool evolved into PickFu, now trusted by tens of thousands of Amazon sellers and brands to validate product images, packaging, and listings before they go live, saving them from costly mistakes and giving them the confidence to scale.John is a true advocate for taking the guesswork out of e-commerce growth, and today, he’s here to share how feedback-driven testing can help you turn more browsers into buyers, and more ideas into 8-figure successes.Highlight Bullets> Here’s a glimpse of what you would learn…. Importance of human validation in AI-generated content.Role of consumer feedback in eCommerce decision-making.Comparison of AI-generated images versus human-created images.New features of PickFu, including multi-question surveys and Amazon SERP mockups.Impact of main image testing on click-through rates (CTR) and sales.Iterative testing strategies for optimizing product images.Integration of AI tools in the testing process and their benefits.Case studies demonstrating ROI from using PickFu for image testing.Quality control measures for test respondents in consumer feedback.Additional use cases for PickFu beyond main image testing, such as product selection and packaging design.In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley speaks with John Li, co-founder of PickFu, about using consumer feedback to make smarter eCommerce decisions. John explains how PickFu helps sellers validate AI-generated content through real human feedback, particularly for main product images, which drive 75% of click-through rates on Amazon. They discuss PickFu's newest features, including multi-question surveys, Amazon SERP mockups, and AI-powered insights. John shares compelling case studies demonstrating strong ROI from simple image tests, and outlines an iterative testing playbook to help sellers continuously optimize listings and scale their businesses efficiently.Here are the 3 action items that Josh identified from this episode:Test Before You Launch, AlwaysDon’t rely on gut feel or AI alone.Run quick polls with real buyers to validate your main image, copy, and creatives before going live.Optimize Your Main Image RelentlesslyYour main image drives up to 75% of CTR. Treat it like your #1 growth lever. Test multiple variations, benchmark competitors, and iterate until you win.Build a Fast Feedback Loop (AI + Humans)Use AI to generate ideas fast, then validate with humans. Repeat this cycle quickly: create → test → analyze → improve to consistently outperform competitors.Timestamps:00:00:00 Introduction & Importance of Human Validation in AI EraDiscusses the need for real human feedback to validate AI-generated creative assets, especially for e-commerce images.00:00:29 Podcast Introduction & Guest BackgroundHost introduces the podcast, John Li, and PickFu’s mission to help brands make data-driven decisions.00:02:13 Is PickFu Still Relevant in the Age of AI?Explores whether AI can replace human feedback and the continued importance of human validation for image testing.00:04:23 AI vs. Human-Generated Images: Performance InsightsCompares the effectiveness of AI-generated images versus human-created ones, emphasizing context and quality.00:06:04 PickFu Platform Updates & New FeaturesOverview of new PickFu features: multi-question surveys, Amazon SERP mockups, image stack, A+ content testing, and screen recording.00:08:31 Integration with AI Agents & MCP ServerExplains PickFu’s MCP server, enabling users to run and analyze polls via AI chat agents like Claude and ChatGPT.00:10:02 Main Image Testing & Impact on Click-Through RateDiscusses the critical role of main image testing, its effect on CTR, and shares a case study of a failed launch turned successful.00:13:42 Iterative Testing Playbook for CTR OptimizationOutlines a step-by-step playbook for optimizing main images through iterative testing and competitive benchmarking.00:18:50 How to Structure and Automate Testing with AIDescribes how PickFu’s AI features and MCP server help automate the testing process, including prompt engineering and image generation.00:20:33 Compounding Gains from Continuous TestingHighlights the value of frequent, automated testing for incremental improvements that compound over time.00:22:34 Future of E-commerce Creative Testing & AutomationDiscusses the vision for AI-driven, automated creative testing and the evolving role of humans in the process.00:23:54 Case Study: Simple Test, Big ROIShares a case where a single $85 PickFu test led to a 12.5% CTR increase and $3,800 in extra revenue.00:25:15 Who Should Own the Testing Process?Explores who in an organization should manage testing—owners, creative directors, or listing managers.00:27:28 Action Steps for Sellers New to TestingAdvice for sellers: benchmark against competitors, focus on top and mid-tier products, and optimize main images.00:29:31 Panel Quality & Validity of PickFu ResponsesExplains how PickFu ensures high-quality, valid consumer feedback and differentiates from competitors.00:32:13 Sleeper Use Cases: Product Selection & PackagingHighlights underutilized PickFu use cases like product selection, pricing validation, and packaging design.00:34:40 Actionable Takeaways & RecapHost summarizes three key action items: frequent main image testing, leveraging video tests, and preparing for AI-driven automation.00:37:10 Rapid-Fire Questions: Book, AI Tool, E-com InfluencerGuest shares his favorite book, AI tool, and a recommended e-commerce influencer to follow.00:38:35 Closing & Contact InformationProvides information on where to learn more about PickFu and how to connect with John Li.Resources mentioned in this episode:Josh Hadley on LinkedIneComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: [email protected] and Websites"PickFu": "00:01:57""Claude AI": "00:09:09""ChatGPT": "00:09:09""Nano Banana": "00:20:33"Books"

In this episode of the Ecomm Breakthrough podcast, host Josh Hadley shares his strategic framework for approaching major sales events like Amazon Prime Day, Black Friday, and Cyber Monday. Rather than chasing short-term profits, Josh advocates using these events for customer acquisition through aggressive discounts on front-end products. Using Athletic Greens (AG1) as a prime example, he illustrates how maintaining a cohesive brand promise drives long-term success. Josh also emphasizes the importance of the 3:1 lifetime value to customer acquisition cost ratio as the key metric for sustainable e-commerce growth.Bullet Points:Strategic approach to major sales events (Amazon Prime Day, Black Friday, Cyber Monday)Importance of customer acquisition over short-term profitsUse of aggressive discounts on front-end products to attract new customersCase study of Athletic Greens (AG1) as a successful brand exampleFocus on maintaining a cohesive brand identity and promiseEmphasis on understanding and optimizing customer lifetime value (LTV)Recommended LTV to customer acquisition cost (CAC) ratio for scalable growthImportance of thoughtful product packaging and messaging for customer engagementCaution against short-term gimmicks that can damage brand trustStrategies for using sales events to clear excess inventory and enhance brand equityTimestamps:00:00:00 Approaching Major Sales EventsThe host discusses different strategies for sales events like Prime Day, Black Friday, and Cyber Monday for e-commerce brands.00:00:52 Introduction to the HostJosh Hadley introduces himself, his e-commerce experience, and the focus of the podcast on building a true brand.00:01:48 Defining a Real BrandA real brand sells a promise to a customer, not just products. The host uses Athletic Greens (AG1) as an example.00:02:52 AG1's Brand Promise StrategyHow AG1 uses a starter kit to introduce customers to their brand promise of convenient health and wellness.00:03:54 Prime Day as Customer AcquisitionThe primary goal of Prime Day should be front-end customer acquisition, not short-term profitability, to build an ecosystem.00:05:57 The Importance of Customer Lifetime Value (LTV)Focusing on the long-term LTV of a customer and the 3-to-1 CAC to LTV ratio for sustainable scaling.00:07:51 AG1's Customer OnboardingAG1's starter kit includes materials to onboard customers into their ecosystem and encourage repeat purchases, building long-term trust.00:09:04 Long-Term Brand Building vs. Short-Term TacticsThe best brands focus on a 3-5 year time horizon, building trust through repetition and delivering on their promise.00:11:06 Creating a Cohesive Brand EcosystemBrands should have a lead offer that introduces customers to an entire ecosystem of products delivering on a single promise.00:13:22 The Two-Pronged Strategy for Sales EventsUse aggressive discounts on acquisition products to attract new customers and use the event for liquidating excess inventory.Links and Mentions:Tools and Websites"AG1 (Athletic Greens)": "00:01:48""Expandify": "00:07:00"General Concepts"Lifetime Value (LTV) Ratio": "00:05:57"Recommendations"Front End Acquisition Offers": "00:13:22""Liquidation Offers": "00:13:22"Transcript:Josh Hadley 00:00:00  One of the biggest topics that's always up for debate this time of year is, hey, how should I approach Prime Day? Should I be aggressive giving out a bunch of discounts? Should I turn off my PPC campaigns and just maximize profitability? Should I actually increase my prices and not decrease them? So I just ride the high of all the traffic that's going to Amazon? Well, today I'm going to be diving into how I'm going to be approaching Prime Day moving forward. And this also includes Black Friday, Cyber Monday as well. Welcome to the Econ Breakthrough podcast I'm Josh Hadley. I've scaled my own ecommerce brand from 0 to 8 figures, and I'm actively building towards nine figures in sales. This podcast is where I document that journey and share the systems, the strategies, and the lessons learned in real time so that you can learn what actually matters and scale your own business. Who am I? My name is Josh Hadley. First and foremost, I'm a man of faith. I'm a husband to a beautiful wife and the father of four children.Josh Hadley 00:00:52  I've been selling in the e-commerce space for over a decade, doing over $20 million in annual revenue, doing multi-millionaire on other sales channels such as Amazon, TikTok, Shop and Shopify, and also the host of the number one e-commerce podcast for business strategy. And that is Ecomm breakthrough. Today, I want to share with you our mindset of how we're approaching Prime Days moving forward. This also includes how we're going to be approaching, Black Friday, Cyber Monday, and what some of the best brands out there in the e-commerce space are doing. I think that this is game changing because this kind of piggybacks off of what I've talked about in the past, which is, are you actually building a true brand, or are you just trying to sell products on Amazon, or are you just a product brand that's just slapping their brand name on a bunch of different random products that don't have a whole lot of cohesion? If that's the case, you probably don't want to listen to the rest of this podcast episode because it's not going to be relevant for you.Josh Hadley 00:01:48  This is going to be for those sellers that are actually trying to build a real brand. And what does a real brand mean? It means you're not just selling products, it means you're selling a promise to a customer, and then you're actually able to deliver on that promise to a customer. Now, one of the best examples that I want to dive into is aji one. And aji one does an excellent job of this on Amazon because they know exactly who they are as a brand. You don't just see Aegon all of a sudden coming out with, hey, now they're selling socks. Aegon supplements is not coming out with, you know, iPad covers or cell phone cases or anything like that. They're not an opportunistic, you know, product business. Instead, they are actually a brand trying to serve a very specific target market and customer delivering on the promise of, hey, if you come to us, we will provide you with the fastest, easiest way to get all of your vitamins and minerals in a very efficient way so that you are living your best life, that you are living, you know, in an optimal health environment.Josh Hadley 00:02:52  Okay. That's their brand promise. Now, are they actually able to deliver on this promise. And so ultimately, I share with you this example because this is what's going to be kind of set the foundation for why you're going to execute prime days and all of the big deal days like Black Friday, Cyber Monday in a new framework. So with AG one, one of the things that they do knowing their brand promise is how do I introduce people to our products to let them know, hey, they're tasty, they're easy, they're convenient, and hopefully you feel better while you use these. That's their brand promise. Okay, so how do they do that? Well, they have a seven day starter kit that they sell on Amazon. Now. They also sell some of their other SKUs on Amazon as well. But one of their key things and I just pulled it up. They're doing over 2000 units a month just on their one supplement, ...

In this episode, host Josh interviews Ashley Kinkead, founder of Private Label Mastery and Amazon FBA expert. Ashley shares advanced strategies for Amazon private label success, including using QR code insert cards to build email lists, effective PPC advertising, and data-driven product launches. She emphasizes the importance of brand registry, product differentiation, and resilience in entrepreneurship. Listeners receive actionable tips on optimizing listings, managing PPC campaigns, and knowing when to pivot. Ashley also offers resources, including her book "Million Dollar Ecom Secrets" and her podcast, to help sellers grow their Amazon businesses.Chapters:Introduction to Ashley Kinkead (00:00:00)Josh introduces Ashley Kinkead, her background, and achievements in Amazon FBA and private label selling.Insert Cards & QR Codes for Email List Building (00:00:32)Ashley discusses using simple insert cards and QR codes to drive customers to email lists and instructional content.Promotions via Email List (00:02:02)Ashley explains offering coupon codes and promotions to customers who join the email list via insert cards.PPC Strategies and Outsourcing (00:02:37)Ashley emphasizes the importance of PPC, suggests outsourcing or using software, and highlights the need for a sufficient budget.PPC as a Launch Strategy (00:04:38)Discussion on using PPC for product launches, the evolution of launch strategies, and current best practices.Budgeting and Patience in PPC Launches (00:05:19)Ashley shares advice on budgeting for PPC launches, being patient, and using early data for campaign optimization.Analyzing Conversion Rates and Data-Driven Decisions (00:06:36)Josh and Ashley discuss using conversion rates and category averages to evaluate product performance and make data-driven decisions.Resilience and Learning from Failure (00:08:53)Ashley highlights the importance of resilience, learning from failed products, and moving quickly through unsuccessful ideas.Actionable Takeaways for Amazon Sellers (00:09:37)Josh summarizes three key action items: product differentiation, brand registry and A+ content, and implementing PPC strategies.Resources and Where to Learn More (00:13:05)Ashley shares where listeners can find her book, website, and podcast for further learning and support.Closing Remarks (00:13:54)Josh and Ashley wrap up the episode, recommending Ashley’s podcast and thanking her for her insights.Links and Mentions:Amazon Seller Central: "00:07:49"  A+ Content: "00:10:45"  Million Dollar Ecom Secrets: "00:13:05"  Matt Altman's Episode: "00:06:36"  Destaney Wishon's Episode: "00:06:36"  George Meressa from Clear Ads Episode: "00:11:59"  Instructional Videos for Product Use: "00:00:58"Transcript:Josh 00:00:00  Today I'm super excited to introduce you all to Ashley Kinkead. No other woman in the industry has worked with more six and seven figure sellers than Ashley Kinkead. She is the founder and CEO of Private Label Mastery. She has personally launched over 15,000 products on Amazon, and has generated $2.2 million in Amazon FBA sales. So with that introduction, welcome to the show, Ashley.Ashley 00:00:25  Well thank you, Josh. It's a great introduction, very humbling, and I'm excited to be with you and excited to be on your show today. Thank you so much, Ashley.Josh 00:00:32  Are there any like, advanced strategies or cool tactics that you've seen in terms of how people have used insert cards or a QR code on a product label to allow them to grow their brand? An email list off of Amazon?Ashley 00:00:47  Sure. I think QR codes are great. We do a lot of QR codes as well as, you know, just a simple link. It can be a real simple link. You want to make it simple. I would say that's the most advanced but also simple tip.Ashley 00:00:58  Just make it really simple and clear for people what to do on the insert Insert card. Sometimes I open insert cards on Amazon products and it's not really clear what to do. Have a little guide, have a little downloadable. Have a little video that people need to click on to be able to use your product. Just make it simple. Make it simple. And that's going to drive enough traffic to your insert card. So I like really simple insert cards. I mean our insert cards can literally be a white card with a black QR code. That's it. Like hey, click this link, watch a QR code and get a video on your product. So ideally it's something that people need to watch to use your product. Some kind of instructional video or kind of fake video I think is really, really key. As long as you make it simple and make it just key to the usage of the product, you know? Watch this simple walkthrough video. It can be very, very simple, but the more simple it is, I think the more conversions you get on the insert card.Ashley 00:01:50  That's what we've seen.Josh 00:01:51  Right, right. And then before they watch the video, they have to enter their email address and name. I like that. And then what type of promotions are you sending them if you. Once you have them on your list.Ashley 00:02:02  Well, we'll do really simple things. You know, it can be. Come back for your next order. Coupons we do mostly coupon codes, so if you come back, you know you get 50% off your next order. you know, buy one, get one free. So we love to give coupon codes for their next order. that's what we've done. Typically with our insert cards is the coupon codes.Josh 00:02:21  Awesome. Makes a lot of sense. Very good. Let's move into this third strategy. You talked about PPC being fundamental in allowing businesses to continue to grow and succeed on Amazon. So tell me more about some of the PPC strategies that you see working today.Ashley 00:02:37  Well, again, I'm really an advocate of having someone else do do it for you.Ashley 00:02:42  So a lot of times I see Josh, my opinion sellers kind of make the mistake of like trying to learn everything about PPC and run it themselves. Most of our students who are like in the 7 to 8 figure realm, they either have an external agency that managers of their PPC, or they use some kind of software to help them automate PPC. So I think you really need to understand a, you need a bit more of a budget with PBC today. Like, you know, the days of three cent clicks I think are a little bit past us. So you need to have more of a budget to launch a PPC product on Amazon. And also you really need to, you know, invest in someone to help you, whether it's training from you guys, Josh, whatever training or course or programme you want to take today in 2023, you have to have an understanding of PPC. So I would just encourage people to educate yourself and to be maybe, maybe look at someone to help you manage your PPC so that you can focus on building your brand, you know, doing product research, things are going to move the lever.Ashley 00:03:39  But, there's so many different strategies. Josh, you know, we have different ways that we instruct our students to set up their campaign. But personally, you know, for our ads, I have someone else manage it for us and send us a r...

Matt Greene is the CEO and founder of Happy Innovations - bootstrapped to mid-eight figure revenue, selling personal care products under the Happy Nuts, Happy Curves, and Happy Soles brands.Highlight Bullets> Here’s a glimpse of what you would learn…. Matt Greene's journey in building Happy Innovations and its brands (Happy Nuts, Happy Curves, Happy Souls).The importance of product development and R&D in creating effective personal care products.Strategies for launching and succeeding on Amazon, including targeting broad search terms and utilizing PPC.Challenges faced during the COVID-19 pandemic, including production delays and shifts in marketing strategies.The significance of diversifying sales channels beyond Amazon, including Shopify, TikTok Shop, and retail.Insights on the complexities and long-term commitment required for retail expansion.The role of affiliate marketing and creator partnerships in driving sales and brand awareness.The impact of seasonal demand on Shopify sales and the need for effective ad strategies.Recommendations for e-commerce entrepreneurs on focusing on profitable sales channels and leveraging TikTok for growth.The necessity of continuous product innovation and differentiation for long-term success in the market.In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley speaks with Matt Greene, CEO of Happy Innovations, whose personal care brands have reached mid eight-figure revenue. Matt shares his journey from product development to scaling across Amazon, TikTok Shop, Shopify, and retail. Key insights include the importance of product innovation, building and supporting affiliate creators, approaching retail only after reaching ~$20M in revenue, and prioritizing profitability on each channel. Matt also recommends leveraging TikTok as the easiest post-Amazon expansion and emphasizes patience, operational excellence, and continuous product improvement as foundations for long-term success.Here are the 3 action items that Josh identified from this episode:Win one channel before expanding Dominate Amazon first (optimize PPC, reviews, profitability) and use it to fund growth—don’t diversify until you’ve built a strong revenue and ops foundation. Use TikTok Shop for scalable growth Build a creator engine with small retainers, consistent posting (30–60 days), and content ownership you can reuse across ads and other channels. Differentiate through real product innovation Go beyond competitor gaps—invest in R&D, solve a specific problem deeply, and continuously improve to drive repeat purchases and long-term brand value.Timestamps:00:00:42 Podcast & Guest IntroductionHost Josh Hadley introduces the show and guest Matt Greene, founder of Happy Innovations, a mid-eight-figure personal care brand.00:02:34 The Origin of Happy NutsMatt shares how the brand started from a personal need, focusing on a year-and-a-half-long product development and branding process.00:04:16 Starting on AmazonThe decision to launch on Amazon was driven by its low customer acquisition cost for an innovative, low-priced product.00:05:21 Amazon Success StrategyHow they found success by targeting existing search terms for related problems like anti-chafing and sweat protection.00:07:40 Diversifying Beyond AmazonAmazon is still their core channel but now represents less than 60% of their total business revenue.00:08:33 Profitability in New ChannelsMatt discusses early struggles with Shopify and the importance of ensuring every new sales channel has a path to profitability.00:10:11 Early Foray into RetailMatt explains the long and complex process of getting into retail, which started years before getting on shelves.00:12:11 When to Expand Sales ChannelsMatt's philosophy on focusing on one channel until $5-10M in revenue before expanding to reach different customer segments.00:15:25 Why TikTok is the Best Next StepMatt recommends TikTok as the first channel to expand to after Amazon due to cheap traffic and similar operations.00:16:08 Building a TikTok Shop StrategyMatt details their journey on TikTok, from early struggles to a successful strategy focused on supporting and developing affiliates.00:17:38 How to Work with TikTok CreatorsThe strategy involves coaching new creators, setting expectations for a 30-60 day ramp-up, and providing continuous support.00:19:29 Incentivizing New CreatorsUsing small retainers and performance bonuses to encourage new creators to consistently post content and build momentum for the brand.00:27:30 A Targeted Shopify StrategyTheir Shopify approach focuses on specific, high-intent periods like holidays and seasonal campaigns rather than an always-on strategy.00:30:38 The Realities of Entering RetailMatt advises waiting until your brand is stable and recognizable (around $20M) before tackling retail's high costs and complexities.00:34:12 Driving Sell-Through in RetailHow they succeeded in retail as a bootstrapped brand through strong on-shelf branding, product quality, and a TikTok halo effect.00:38:13 Three Actionable TakeawaysThe host summarizes key lessons: master one channel first, expand to TikTok next, and approach retail with caution.00:42:19 Matt's Book RecommendationsMatt shares two influential books on SEO and life prioritization, including "The Ruthless Elimination of Hurry."00:42:49 Favorite AI ToolMatt explains how they use Claude for data analysis, creating dashboards, and developing landing pages for their website.00:43:54 Admired E-commerce PeersMatt shares his respect for other brand owners in his network rather than big-name figures from a different era.Resources mentioned in this episode:Josh Hadley on LinkedIneComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: [email protected] and Websites"Shopify": "00:04:32", "00:40:21""TikTok Shop": "00:01:03", "00:15:25""Expo West": "00:10:11""Amazon PPC": "00:06:28""Meta Ads (Facebook Ads)": "00:09:09""Amazon MCF (Multi-Channel Fulfillment)": "00:14:56""Discord": "00:26:06""Google Forms": "00:26:06""

In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley shares a powerful productivity strategy: conducting a two-week time study. Josh explains how tracking time reveals inefficiencies and misplaced priorities that limit business growth. He introduces a four-bucket framework—Delete, Delegate, Design, and Double Down—to help entrepreneurs categorize their activities and focus on high-leverage work. Josh emphasizes that a CEO's role must continuously evolve through revenue milestones, and recommends tools like the Timing app and ChatGPT to analyze time data and redesign job responsibilities for maximum impact.Bullet Points:Importance of conducting a two-week time study for entrepreneurs and CEOs.Tracking and analyzing time to identify inefficiencies and misplaced priorities.The role of the founder or CEO as a potential growth ceiling for the business.Evolution of the CEO's role as the business scales through revenue milestones.Categorization of tasks into four buckets: Delete, Delegate, Design, and Double Down.Regular self-assessment and role redesign for sustainable scaling.Value of time analysis for team members at all levels, not just CEOs.Use of tools like the Timing app for tracking time spent on activities.Analyzing collected data to identify opportunities for improvement and delegation.Emphasis on intentional time management and leadership evolution for business growth.Timestamps:00:00:00 Introduction to the Two-Week Time StudyYour calendar reveals your business's future growth. A time study shows where your time is actually being consumed.00:01:18 The Importance of a Time StudyA founder's time becomes the ceiling for business growth. This study helps align your actions with your business goals.00:02:40 Evolving as a CEO at Different Revenue MilestonesThe CEO's role must change as the business scales from $1 million to $5 million, $10 million, and beyond.00:04:22 Common Misconceptions About Time UsageFounders often think they're focused on growth but are stuck in administrative tasks, revealing a disconnect in priorities.00:06:08 Why the Study Must Be Two Weeks LongTwo weeks is the minimum time to get an accurate picture of your normal habits, beyond a single focused week.00:07:53 The Brutal Question for CEOsAsk if the CEO you want to become should be doing your current tasks, emphasizing the need for personal evolution.00:09:23 The Four Buckets for Categorizing Your TimeAfter the study, categorize all tasks into four buckets: delete, delegate, redesign, or double down on high-leverage activities.00:11:10 Common Findings from a Time StudyCEOs often find they spend too much time checking instead of leading and get derailed by personal tasks mid-day.00:14:44 The Real Outcome: Redesigning Your JobThe goal is to redesign your job description every 90-180 days, focusing on growth levers to earn promotions.00:16:17 How to Conduct the Time StudyUse the Timing app to track everything from sunup to sundown, including personal time, to get a complete picture.00:18:58 Categorizing Your TasksCreate key themes or categories for your activities, such as "CEO strategic work," "hiring," and "personal tasks."00:21:04 Analyzing the ResultsThe app shows where your hours went, revealing high-time categories like hiring, which can inform who to hire next.00:25:05 Using ChatGPT for Deeper AnalysisExport your time data and use a specific ChatGPT prompt to analyze it using the four-bucket framework for insights.00:26:36 Example ChatGPT OutputChatGPT can identify the best and worst uses of your time, highlighting where to apply your judgment for maximum leverage.00:29:49 Conclusion and Final TakeawaysYour calendar is your strategy. Run the study regularly, apply the four buckets, and constantly evolve your role as a leader.Links and Mentions:Tools and Apps  "Timing App": "00:16:50"Key Concepts and Frameworks  "Two Week Time Study": "00:02:02"Recommendations  "ChatGPT": "00:25:05"Additional Notes  "QR Code for Resources": "00:29:49"Transcript:Josh Hadley 00:00:00  Show me two weeks of your calendar, and I'm going to be able to confidently tell you whether you're going to be growing or staying stuck in your business over the next 12 months. Welcome to the Ecomm Breakthrough Podcast. I'm Josh Hadley. I've scaled my own e-commerce brand from 0 to 8 figures, and I'm actively building towards nine figures in sales. This podcast is where I document that journey and share the systems, the strategies, and the lessons learned in real time so that you can learn what actually matters and scale your own business. Most founders think that they know exactly where their time is going. However, when you conduct a two week time study, 90% of entrepreneurs are blown away with where their time is actually being consumed in the business. And oftentimes it's not in the places you want your time being consumed in the business. Most of the time, you're stuck in the thick of thin things. That's not providing a high ROI in the business. My name is Josh Hadley. First and foremost, I'm a man of faith.Josh Hadley 00:00:56  I'm a husband to a beautiful wife and the father of four children. I've been selling in the e-commerce space for over a decade, selling multi-million on sales channels such as Amazon, TikTok, Shop and Shopify, and I am also the host of the number one business strategy podcast for ecommerce entrepreneurs. That's E-com breakthrough. Today, I'm going to be sharing with you the details about this two week time study, which is one of the best tools to magnify your output and be able to ten x the efficiency and the growth inside of your business. So why is a two week time study so important? And why do I do this on a regular basis? By the way, I do this myself at a minimum every six months, and when things are really moving along quickly, I'm doing it every 90 days. If the business is scaling fast, the reason why you want to conduct a two week time study is because the founder's time eventually becomes the ceiling for your growth as a business. This is going to provide you with a framework for seeing whether your behavior in the business is actually matching the business that you think you are trying to build? Way too often I hear people are saying, oh yeah, I'm all focused on growth.Josh Hadley 00:02:02  But then you show me your two week time study, and then I find that most of your time is spent in administrative work, doing manual routine things that aren't actually driving results in the business, but it's just kind of keeping things afloat. That's not what you want to be focused on. And this is something that applies to CEOs, and this applies to entry level workers that are doing routine administrative work as well, because I believe that everybody in any role needs to take an honest look and self-assess. Am I spending my time on the right levers in the business that are truly going to provide an ROI, a return on your investment, or your time? Let's dive into why this is so vital for a CEO that's building a business. When you're a CEO and you're a founder and you're crossing that $1 million mark in revenue, it's honestly the hustle that has gotten you to where you are today, and that ultimately will become a ceiling. If you're not able to delegate and identify a system as to how you generated that first million dollars in revenue.Josh Hadley 00:03:02  You're never going to scale to that next level, whic...

In this episode, Josh interviews George Meressa, founder of Clear Ads, about effective Amazon DSP advertising strategies. George explains how to vet DSP agencies, select high-performing products for campaigns, and leverage remarketing, cross-selling, and competitor targeting using Amazon’s data analytics. He emphasizes the importance of choosing certified partners, analyzing product conversion rates, and methodically building campaigns. The discussion includes actionable tips for maximizing ROAS and practical advice for supplement brands and other sellers aiming to scale with DSP. The episode concludes with key takeaways for listeners interested in leveraging Amazon DSP for business growth.Chapters:Introduction & Guest Background (00:00:00)George Meressa’s experience in digital advertising and focus on Amazon PPC and DSP.Vetting a DSP Agency (00:00:40)Checklist for choosing a DSP agency, importance of official partners, and due diligence questions.Transition to DSP Strategies (00:03:16)Emphasizing the importance of agency selection before starting DSP strategies.Selecting Products for DSP (00:03:41)Criteria for choosing products: retail readiness, sales volume, impressions, and conversion rates.Remarketing as First Strategy (00:03:45)Remarketing setup: targeting product viewers who haven’t purchased, and audience segmentation.Product Data & Conversion Rate Analysis (00:04:59)Importance of product data, minimum impressions, and conversion rate benchmarks for DSP success.Audience Segmentation for Retargeting (00:06:27)Creating and excluding specific audiences for more effective retargeting campaigns.Cross-Selling & Market Basket Analysis (00:07:14)Using brand analytics and market basket analysis to build cross-sell campaigns.Advanced Audience Targeting & Overlap Reports (00:08:18)Utilizing overlap reports, refining audience targeting, and future of display ads.Bespoke ASIN Targeting & Subscribe & Save Strategies (00:09:13)Custom ASIN targeting, strategies for subscribe & save products, and using purchase window data.Competitor Targeting for Supplements (00:11:17)Targeting competitor’s customers for supplements and the strong DSP fit for supplement brands.Episode Wrap-Up & Actionable Takeaways (00:11:41)Summary of key strategies, actionable steps, and importance of methodical DSP campaign building.DSP Product Fit & Data-Driven Decisions (00:13:37)Discussion on product suitability for DSP, importance of impressions and conversion rates.Layering DSP Strategies Up the Funnel (00:14:37)Methodical approach: start with retargeting, analyze results, and progressively add advanced strategies.Closing & Contact Information (00:15:27)How to contact George Meressa and Clear Ads for DSP services and further advice.Links and Mentions:Amazon Accredited Partners Page: "00:01:48"  Brand Metrics: "00:05:47"  Overlap Reports: "00:08:18"  Prosper Show: "00:08:18"  Nozzle: "00:10:12"  ClearAds: "00:15:53"Transcript:Josh 00:00:00  I am super excited to introduce you all to George Meressa. George has been in digital advertising since 2009, working on a wide range of platforms including Amazon, Google, Bing, LinkedIn and Facebook. Paid advertising. Using these platforms, he has worked with hundreds of advertisers across the world in numerous industries and sectors to maximize their ROAS. His agency, Clear Ads, now focuses purely on Amazon PPC and DSP advertising, helping deliver the best results for his clients. So with that introduction, welcome to the show, George.George 00:00:38  Thank you so much for having me, Josh. It's a pleasure.Josh 00:00:40  What are some of the what's a checklist that you should kind of go through and walk through to vet an agency that you're looking to have, do DSP for you?George 00:00:48  The first thing is don't go with Amazon. Right. But I'm sure they won't mind me saying this. Right. But actually they will. But I'm going to say anyway, Amazon's core strategy is to get you to spend as much money as possible. That's their KPI because that's how they get promoted.George 00:01:02  Right. So the way they treat your account is they go, hey, look at all these amazing impressions that you've got. Isn't that great? And as I said, you're like, hold on one step. Precious isn't really the key thing for us. Like we're trying to get. We're trying to we're trying to grow our business. Not not just increase our reach. So that's the big thing that they go with, especially with the slight uncertainty with attribution at the moment. It could look to to their favor. Right. That's the first thing. Now second, when you do go to an agency, the first step you should take is go onto Amazon's accredited partners page. Right. And check out DSP providers. So Amazon DSP providers just put stuff on Google. Go onto Amazon's page and there's a list of DSP providers. Right. So what you tend to find if you find any company. Right. If they're if they're if they are an official partner with Amazon, they will tend to have a partner badge somewhere which links straight to that page which shows you, hey, their official partner.George 00:01:58  Now, if they're not an official partner, they might be piggybacking off someone else's suit. Right. You don't want to get into that. Because if they're piggybacking off someone else's seat. Right. Let's just say there's some internal issues and they get kicked out of that seat. They no longer have access to your account. Who do you contact? Yeah. Who do? Who do you reach? You don't know. Right. So you want to make sure you've got someone who's got their own first thing. The second thing is, I'm sure every seller that's listening to this, they're savvy. They have a pool. An audience of other savvy sellers. Speak to them, find out who are they using that's doing DSP. That's working really well. Right. Get their first, first, first glance and say, okay, what's your experience been like? and ensure that they're happy with whoever it is. So they're the steps that I would recommend taking when trying to find a DSP agent. I would even go as far as ask them questions about the business.George 00:02:49  What's the purpose of the business? What are you looking to do? How big is it? How long has it been going? Is it? Is it a brand new business that's business. Me starting up for a bit and might not be there tomorrow. Yeah. Is it one that's been there for a while? Is it, you know, you want to you just want to really find out how many DSP, agents you have. How many of them are certified? how many have taken the exams? I would just do your due diligence. Ask those questions before it's too late, and then before you're stuck with someone.Josh 00:03:16  Yeah, I think that is foundation number one for sure. So I hope our listeners follow those best practices because it's true. You make this decision, and it's not like you could just change course after six months or a year. otherwise you're just starting from ground zero all over again. All right. Now let's jump into these strategies. Let's say you have found the right agency to work with.Josh 00:03:41  What's the first strategy you should be implementing with DSP?George 00:03:45  Yeah. So the first strategy is 100% remarketing. You want to you want it. You want to okay. No, n...

Back for another round on the Ecomm Breakthrough Podcast is Michelle Barnum Smith, the founder of Social Sellers and one of the most trusted voices in the TikTok Shop space.Michelle Barnum Smith is an award-winning marketing strategist with 25+ years of expertise. A recognized Amazon and TikTok Shop expert, she’s launched 100+ brands and trained 1,000+ sellers worldwide. Featured in Forbes, Business Insider, and CNBC, Michelle is a Top Performing TikTok Shop Partner leading the charge in social commerce success.Highlight Bullets> Here’s a glimpse of what you would learn…. Challenges and opportunities of selling on TikTok Shop.Statistics on brand success rates and affiliate performance on TikTok Shop.The overwhelming amount of information and support challenges for new sellers.The shift in TikTok Shop's ecosystem and the need for brands to adapt their strategies.Differences between selling on TikTok Shop and Amazon, including content strategy.Importance of creating engaging top-of-funnel content that aligns with TikTok's algorithm.The necessity of understanding TikTok user behavior and motivations for effective marketing.The role of creator relationships and personalized engagement in driving sales.The significance of brand storytelling and emotional connection with the audience.The need for a long-term commitment and investment in brand-building on TikTok Shop.In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley speaks with TikTok Shop expert Michelle Barnum Smith about the challenges and opportunities of selling on TikTok Shop. Michelle highlights that only 1 in 30 brands survive the cold start phase, emphasizing that Amazon seller tactics don't translate to TikTok. She stresses the importance of top-of-funnel content creation, genuine creator relationships, and a long-term brand-building mindset. Success requires understanding TikTok as an entertainment platform first, investing in content testing, and committing fully rather than treating it as a casual sales channel.Here are the 3 action items that Josh identified from this episode:Go All-In on Content Testing (Not Creators) Treat TikTok like a performance ad platform—produce and test content at scale. Focus on brand-owned, top-of-funnel videos (entertaining, educational, non-salesy) and iterate based on engagement metrics, not just sales.Build a Multi-Account Content Engine Use multiple TikTok accounts (main + secondary) to test different angles, including bold or experimental content. Leverage authority figures or AI avatars to increase trust and scale content production without risking your core brand.Shift from Demand Capture to Demand Creation Unlike Amazon, success on TikTok requires creating demand from scratch. Invest in storytelling, consistent content, and community-building—expect a long runway (months to a year) before meaningful profitability.Timestamps:00:00:00 The TikTok Affiliate LandscapeOnly 20,000 of over 2 million TikTok Shop affiliates generate more than $5,000 a month in GMV.00:01:04 Introduction to Michelle Barnum SmithHost Josh Hadley introduces guest Michelle Barnum Smith, an award-winning marketing strategist and expert in TikTok Shop.00:01:42 The Ever-Changing World of TikTokMichelle emphasizes that TikTok's rules are constantly moving, requiring continuous adaptation and collaboration to succeed in marketing.00:02:32 The Biggest Challenge for BrandsJosh asks about the primary obstacles brand owners face on TikTok Shop and what separates success from failure.00:03:26 Why Most Brands FailOnly 1 in 30 brands succeed due to overwhelming, unhelpful information and a lack of real expertise from TikTok corporate.00:05:25 The Creator Saturation ProblemWith over 2 million affiliates, top creators are inundated with requests, making the old playbook of creator outreach ineffective.00:07:04 The Future of TikTok ShopJosh asks for Michelle's prediction on the platform's future, considering its new US ownership and changing algorithm priorities.00:07:23 Understanding the Algorithm's MotivationMichelle explains the algorithm is shifting back towards user entertainment and discovery, rather than just pushing shoppable content.00:11:07 Why Sellers Must Be UsersSellers need to use TikTok to understand the platform's culture and algorithm, just as they would on Amazon.00:12:52 Going "All In" on TikTokBrands must be fully committed, treating TikTok as demand generation and being prepared to lose money for a year.00:14:51 Why Amazon Sellers StruggleMichelle argues Amazon sellers are spoiled by high-intent traffic and often lack the mindset for TikTok's demand generation model.00:15:51 The New Playbook for SuccessJosh asks for the new playbook, covering the three types of content: creator, branded, and AI-generated content.00:17:41 It's About Content, Not CreatorsSuccess now depends on a strong content strategy that aligns with the algorithm, similar to running modern Meta ads.00:22:41 Owning Your Top-of-Funnel ContentBrands must create their own top-of-funnel content focused on entertainment, education, and controversy to build brand awareness.00:24:57 A Tactical Breakdown for BrandsJosh asks for tangible tactics on how to create top-of-funnel content without hiring a large team.00:25:29 Where Creators Fit in the FunnelMichelle clarifies that creators are for middle and bottom-of-funnel content, while the brand must own the top.00:30:42 How to Research Content IdeasMichelle demonstrates how to research top-of-funnel content by searching relevant hashtags and analyzing what the algorithm favors.00:34:05 Using Marketing Accounts for TestingBrands can use up to four additional marketing accounts to test different content angles without risking their main brand's image.00:42:26 Top-of-Funnel KPIsThe key metrics for top-of-funnel content are what the algorithm values: view time, completion rate, comments, and shares.00:45:45 Actionable TakeawaysJosh summarizes the episode's three key takeaways: mindset shift, building creator relationships, and defining your brand's story.00:51:28 Lightning Round: Influential BookMichelle recommends "The E-Myth" for its lessons on building systems and working on the business, not just in it.00:52:16 Lightning Round: Favorite AI ToolMichelle recommends Higgsfield for its ability to test and compare different generative AI platforms for content creation.00:53:15 Lightning Round: Who to FollowMichelle advises getting outside e-commerce echo chambers and listening to experts in other areas, like Meta advertising.Resources mentioned in this episode:Josh Hadley on LinkedIneComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: [email protected] and Websites"TikTok Shop": "00:00:00""Meta Ads": "00:20:56""GMV Max": "00:27:29""

In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley explains why he's intentionally working less in his ecommerce business and aims to "fire himself" within 18 months. Rather than stepping away, Josh is building a self-sustaining business by implementing five key strategies: delegating decisions to capable team members, developing leadership through extreme ownership principles, investing in his leaders' personal and professional growth, implementing scorecards focused on leading KPIs, and documenting his decision-making processes to eventually create an AI system that replicates his judgment, freeing him to focus on higher-level opportunities.Bullet Points:Transitioning from hands-on involvement to a more strategic role in the ecommerce business.The goal of "firing himself" from daily operations within 18 months.Importance of delegating tasks and decision-making to team members.Developing leadership skills and promoting a culture of extreme ownership among team members.Investing in the personal and professional growth of leaders through coaching and mastermind groups.Implementing scorecards and focusing on leading indicators for performance measurement.Documenting processes and decision-making criteria to empower the team and reduce reliance on the founder.Leveraging AI to replicate decision-making processes and enhance operational efficiency.Creating systems that allow the business to operate independently of the founder's direct involvement.Building a resilient and autonomous organization that can scale sustainably.Timestamps:00:00:00 Introduction: Working Less to Grow MoreJosh Hadley explains his goal to "fire himself" from his business within 18 months by building systems and empowering his team.00:01:50 Strategy 1: Do Less, Delegate MoreFocus on delegating tasks and decision-making authority to capable team members, even if you can do the work yourself.00:04:11 Strategy 2: Develop Leadership and Decision-MakingTeach your team principles like extreme ownership and allow them to make mistakes, which is a crucial part of learning.00:07:42 Strategy 3: Invest Heavily in Your LeadersInvest in your leaders' growth through masterminds and coaching, which boosts their skills and acts as a powerful retention strategy.00:10:22 Strategy 4: Implement Scorecards and Leading IndicatorsFocus on leading indicators (KPIs) for each team member to proactively measure progress and ensure clarity on roles and responsibilities.00:14:11 Strategy 5: Document Your JudgmentRecord your decision-making processes using tools like Loom to extract your judgment and create systems others can follow, ultimately cloning yourself.Links and Mentions:Books"Extreme Ownership": "00:04:38"Tools for Documentation"Loom": "00:14:37"Transcript:Josh Hadley 00:00:00  I'm going to share with you why I'm working less in my business today than I was last year and the year before that. And why? Ultimately, I'm trying to fire myself from the business in the next 18 months. Welcome to the Ecomm Breakthrough Podcast. I'm Josh Hadley. I've scaled my own ecommerce brand from 0 to 8 figures, and I'm actively building towards nine figures in sales. This podcast is where I document that journey and share the systems, the strategies, and the lessons learned in real time so that you can learn what actually matters and scale your own business. My name is Josh Hadley. First and foremost, I'm a man of faith. I'm a husband to a beautiful wife and a father of four children. I've been selling in the e-commerce space for over a decade now, doing over $20 million in annual revenue and selling multi-millionaire on Amazon, TikTok, shop and Shopify. And last but not least, I'm the host of the number one business strategy podcast in the E-com space, and that is E-com breakthrough.Josh Hadley 00:00:54  Today, I want to dive into why I'm working less in the business today than I was a year ago, and why I'm ultimately trying to fire myself from the business 18 months from now, and the specific action items that I'm taking inside of the business, to be able to get to a point where I'm able to fire myself as the CEO of the brand. Now, you may be listening to that and thinking like, why in the world are you trying to, like, fire yourself? Like, are you no longer interested in this business? I've never been more bullish in optimistic about my brand than ever before, to be honest with you, I'm more excited about what the future looks like for the business than I have ever been in the past, and that's the and the reason why I am more excited about the future of the business is because of the focus that I have had to replace myself in the business and focus on putting smarter people around me inside the business than just myself. So I want to share with you five different things I am focused on inside of my business.Josh Hadley 00:01:50  To ultimately fire myself and work less and less inside of the business within the next 18 months. So let's start with number one. I am doing less work, even though I am more than capable of doing the work inside of the business. Let's take this for an example. Can I go make a decision about how much inventory we need to purchase for the next, you know, back to school season or for the next, you know, holiday Q4 season? I most certainly can. I could certainly make that call. I've got a decade of experience selling. I know my brand. I know the peaks and valleys, and I know the mistakes that I've made in the past. However, what I am adamantly focused on, and especially if there's something simple that I could do in the business, like, let's take this as a really good use case on Amazon. You have like there's the forms that you have to register for it to be like, hey, this is a woman owned business or a minority owned business, or to register for trademarks and things like that.Josh Hadley 00:02:45  Typically you would say, hey, the CEO should be responsible for that. That's confidential information. But for me, can I easily go do that? Yes, I can, but the way I approach it is, I say, number one, the people at Nike, like most certainly there's not one guy that is going around to me like, oh, sorry, this is too confidential. I have to do this myself and hording all of that information. So how does it work with the largest corporations? Number one, they're delegating authority to others. And so my biggest thing that I have been focused on is asking myself the question before I do any task inside of the business, whether it's inventory, planning decisions or it's as simple as like a trademark related decision, I am going to ask myself and say, can somebody else make this call? And if so, I'm going to let them make the call, and then I'm going to coach them afterwards. And ultimately, I want to ensure that this person has at least been familiar enough with the process.Josh Hadley 00:03:41  Like they're not brand new. They didn't just start yesterday and they're walking into it blind. What I'm referring to is, you know, the supply chain team members that that have been here in the business for the past 3 or 4 years, instead of continuing down this path of like, needing my approval or my final blessing. I'm pushing more onto them to say, no, you can go do this. You can go make this call. You can go get this data piece. I want you to be the final owner of that. So that's number one. Ask yourself the question before you ever fire off that next email or go solve the next problem in your business. Could that be better done by somebody else? Number two, the second way that I'm trying to fi...

In this episode, Josh interviews Destaney, CEO of Better AMS, about advanced Amazon advertising strategies. Destaney shares insights on setting ad budgets based on brand goals, structuring campaigns for profitability and growth, and the importance of campaign-level organization. They discuss the challenges of managing large SKU counts and the need for software tools like Pacvue, highlighting that expertise is crucial to leverage such platforms. Destaney emphasizes using data-driven, white-hat strategies and staying proactive with Amazon ads. The episode wraps up with actionable tips and an invitation to connect with Better AMS for further learning and free brand audits.Chapters:Introduction & Guest Background (00:00:00)Josh introduces Destaney, CEO of Better AMS, and discusses her background in Amazon advertising.Destaney’s Experience in Amazon Ads (00:00:49)Destaney shares her journey, starting young in Amazon ads, and her experience managing large ad spends.Budgeting for Amazon Ads (00:01:23)Discussion on how brand owners should approach setting budgets for Amazon ads based on goals and growth.Structuring Campaigns for Different Objectives (00:02:05)Destaney explains campaign-level structuring for profitability, keyword research, brand defense, and market share.Fluid Budget Allocation & Campaign Adjustments (00:03:05)How to fluidly adjust budgets between campaigns based on product launches and changing objectives.Challenges Managing Many SKUs & Need for Software (00:04:05)Josh describes the difficulty of managing 1200 SKUs and the need for software to optimize Amazon PPC.Evaluating Amazon PPC Software & Automation (00:05:14)Destaney discusses the importance of having knowledgeable staff and choosing the right software for automation.Advanced vs. Automated Software Solutions (00:07:08)Recommendations for advanced users (rules-based tools like Pacvue) vs. automated solutions for less experienced teams.Limitations of AI in Amazon Ad Tools (00:08:10)Destaney explains the current limitations of AI in Amazon ad software due to restricted data access.Pacvue & Importance of Expertise (00:09:04)Josh and Destaney discuss why Pacvue is powerful but requires deep Amazon ad knowledge to use effectively.Actionable Takeaways for Brand Owners (00:10:33)Josh summarizes three key action items: focus on brand metrics, shift mindset on ranking strategies, and invest in expertise.Closing & Where to Find Destaney (00:13:38)Destaney shares where listeners can follow her and learn more about Better AMS, including free brand audits.Links and Mentions:Tools and Software"Perpetua": "00:07:08""Pacvue": "00:08:40"Websites and Social Media"Better AMS" now BTRMedia: "00:13:52""LinkedIn": "00:13:52"Transcript:Josh 00:00:00  Today I'm super excited to introduce you all to Destaney with Sean. Destaney is the CEO of better AMS and better. AMS is a retail media agency managing over $50 million of spend across Walmart and Amazon. So with that, welcome to the show, Destaney.Destaney 00:00:16  Thank you so much for having me, Josh. Really excited to be here.Josh 00:00:19  I'm super excited to have you on the show. My team is also excited to have you on the show, because they watch your YouTube videos and all the content that you're putting out, and oftentimes in our own strategy meetings, it will be, hey, I remember Destaney said this, Destaney said that. And so to have you on the podcast, I'm super excited to have you here. And I think I want to encourage our listeners to pay attention, because Destaney knows what she's talking about as it relates to Amazon advertising.Destaney 00:00:49  I hope so. I have been in this space for like six years, and I have done nothing but Amazon ads. So, you know, a lot of people are forced to go wide, whether it's because you're brand building or how quickly the industry industry changes.Destaney 00:01:02  I was super thankful to be thrown into Amazon advertising management at like 22 years old. I think my first large brand was managing around $10 million spend a quarter, so I, I had to learn really fast and this is all I know at this point. So thank you everyone for supporting my content because you are, you know, paying for my meals at night.Josh 00:01:23  I love it. A lot of brand owners come to you probably and say, oh well, my budget is unlimited if it's profitable, right? Like if it's profitable, then spend as much as you want. And I think I've fallen into that camp at some times. So Destaney, based on your wealth of knowledge and experience working with even higher level brands, doing 300 million a year, what, like how would you recommend a brand owner comes up with a budget for their products?Destaney 00:01:53  Yep. Yeah. So a budget's obviously so dependent on goals and growth and all of those things. So I always struggle to give that. I will say I interviewed a ton of the other agency owners.Destaney 00:02:05  I think we're managing in total. I kind of like over $500 million worth of spend. And what everyone said an average tacos for a high growth brand that's trying to be competitive is around 10 to 15%. I don't love giving that as a general gauge, because I know a lot of people have certain SKUs that are going to be a lot higher because they're more competitive category, different goals. And I hate giving like one size fits all solutions. Anyone who's listened to me or follow me knows that. It's like my biggest pet peeve. but I will say something to remember is that Amazon advertising is actually really precise. you know, sometimes like Facebook ads where you're doing audience targeting and behavioral aspects are combined in Amazon. Ads are not like that. You can be so granular. So one thing we recommend is we we set up all of our strategies on the campaign level. So when a brand comes to us we're going to have campaigns for profitability. We're going to have campaigns for keyword research. We're going to have campaigns for brand defense, and we're going to have campaigns for rank or market share.Destaney 00:03:05  And when we have all of those set up, that means we can take that budget and fluidly adjust based on our needs. So if we have a $20,000 a month budget and this month we're launching a new product, we're going to shift more of that budget to be focused on rank. And that's going to take away from our profitability campaigns, which means we're probably going to have a higher ACOs, but we're launching now the moment that becomes steady. We're going to lower our budget on our rank and move to profitability. So that way we can be really fluid with those adjustments that make your Amazon advertising align with your actual top line sales goals.Josh 00:03:40  Now that makes a lot of sense. Now I think we I could dive in even further with you. We could get into some real nitty gritty stuff here. Maybe that would have to be a part two. because what I'd like to shift into is we went through this last year in terms of trying to identify a software solution that could execute a lot of these good strategies.Josh 00:04:05  So for our team, you know, we hired an internal PPC manager. We were formerly with an advertising agency for I think four years. So we'd been with them for a long time. But to your point, you know, it's hard for an agency to really get into the details of every single product and tracking their metrics. And w...

Meher Patel is a serial entrepreneur with exits across hospitality, healthcare, and digital media — each in a completely different industry, each built from the ground up. He founded Neon Digital, a performance-first advertising agency, and then built what very few agencies ever achieve: a SaaS platform that outgrew the agency itself. Hector AI now processes over $350 million in ad spend across Amazon and marketplace advertising, with 1,000+ users on the platform — and in under 18 months, has earned 3 global recognitions including the Amazon Ads Innovation Award, the Amazon Partner Award, and a Top 20 Global Amazon Ads Advanced Partner ranking. Today, Meher is building what he believes will become the foundational intelligence layer of the agentic ecommerce era — Hector MCP: the most advanced, context-rich, token-optimized model context protocol purpose-built for Amazon advertising, designed so that every serious AI agent, every autonomous workflow, and every future-ready brand that wants to win on Amazon will have no choice but to be powered by it.Highlight Bullets> Here’s a glimpse of what you would learn…. The rapid evolution of Amazon's advertising features driven by AI technology.Limitations of current SaaS platforms for Amazon sellers and the potential of MCP (Model Context Protocol) technology.The significance of context in AI-driven advertising optimization.Challenges associated with using raw data without contextual understanding in advertising.Practical strategies for Amazon sellers to optimize their ad campaigns.The importance of documenting ad optimization processes for effective AI integration.The role of custom AI workflows in enhancing advertising strategies.The necessity of continuous refinement and learning in building effective AI agents.The decision-making process for sellers regarding whether to rent AI tools or develop their own solutions.The use of connectors like Make.com and Knit for creating automated workflows with AI integration.In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley speaks with Meher Patel, founder of Neon Digital and Hector AI, about the future of Amazon advertising. Meher explains how AI and MCP (Model Context Protocol) technology are transforming ad optimization by providing crucial context to raw Amazon data. He emphasizes that sellers should document their ad processes, learn to communicate effectively with AI, and decide whether to build custom AI workflows or use existing tools. The key takeaway: success with AI-driven advertising requires continuous refinement and treating AI as a knowledgeable, context-aware team member.Here are the 3 action items that Josh identified from this episode:Turn your workflow into SOPs Record how you optimize campaigns, explain your decisions, and convert that into SOPs—this becomes the foundation for training AI agents. Never feed AI raw data without context Structure and enrich your Amazon data first (or use MCP-powered tools) so AI can generate accurate, actionable insights. Start small with AI automation, then scale Begin with simple rules (e.g., budget increases for winning campaigns), then gradually build more advanced, custom workflows as you learn.Timestamps:00:00:58 Introduction to the Future of Amazon AdsThe host introduces the topic: autonomous, AI-powered decision-making for Amazon advertising, moving beyond simple optimization.00:01:13 Guest Introduction: Meher PatelThe host introduces Meher Patel, detailing his entrepreneurial background, his agency Neon Digital, and his SaaS platform, Hector AI.00:02:49 The Problem with Early AI Ad ToolsDiscussion on how early AI advertising tools often failed sellers, contrasting with the positive results from newer, more advanced software.00:04:10 Prediction for Amazon AdvertisingMeher predicts Amazon will rapidly release new AI-powered features, but sellers must learn how to properly utilize this infrastructure.00:08:46 The Importance of Context in AIAI is only as good as the context it's given; without it, AI recommendations are generic and potentially harmful.00:10:04 How Smart Sellers Should Prepare for AISellers must learn to ask the right questions and feed AI the right data with the proper context to get valuable results.00:12:07 Why Raw Data Isn't EnoughUploading raw Amazon reports to an AI lacks the necessary context, leading to "garbage out" optimization strategies.00:12:42 The Role of an MCP (Model Context Protocol)An MCP provides the necessary context and data connections, acting as an intelligent layer between raw data and the AI model.00:18:57 Amazon's MCP API LimitationsAmazon's own MCP is just an API, requiring sellers to build their own infrastructure, which is inefficient and token-heavy.00:21:48 Top Strategies: Building Custom AI AgentsThe best strategy is for brands to build their own custom AI agents and workflows based on their unique strategies.00:24:32 Unlocking Custom Workflows with AI AgentsAI agent workflows allow sellers to build bespoke optimization systems, unlike one-size-fits-all SaaS platforms.00:27:10 How to Create an AI Agent WorkflowRecord your optimization process, use an LLM to create an SOP, and then build an AI agent to execute it.00:28:06 The Reality of AI ImplementationBuilding a reliable AI agent is a gradual process of refinement and setting up guardrails, not a weekend project.00:29:21 Automating Agent CreationUsing connectors like Make.com within an LLM allows you to create and schedule automated workflows by simply describing them.00:31:08 The Timeframe for Building an AI SystemBuilding a truly autonomous system is a long-term journey of refinement; the key skill to learn is communicating with AI.00:33:57 Becoming an AI OrchestratorSellers must become orchestrators, designing and managing multiple small, independent AI agents to perform specific, connected tasks.00:35:56 The Future: Loaning vs. Building AI AgentsSellers will choose between "renting" cookie-cutter AI agents or "building" custom ones that act as a competitive moat.00:38:29 Are You a Brand Owner or a SaaS Provider?A warning for sellers: building your own AI tools means you are entering the SaaS business, which requires significant technical resources.00:41:13 The Shift from Prompt to Context EngineeringThe new challenge is context engineering: ensuring the right data and tools are used efficiently to avoid token exhaustion and errors.00:42:55 Three Actionable TakeawaysThe host summarizes three key actions: document processes with video, use an MCP for context, and decide your role (brand/SaaS).00:47:25 Most Influential BookMeher shares that the biography of Steve Jobs has been his most influential book due to its lessons on focus.00:48:25 Favorite AI ToolMeher recommends WhisperFlow for voice-to-text communication with AI, which has eliminated his need to type when using Claude.00:49:23 Most Respected Person in E-commerceMeher names Jeff Cohen as someone he admires for his deep, hands-on knowledge of the Amazon and retail media ecosystem.Resources mentioned in this episode:Josh Hadley on LinkedIneComm Breakthrough ConsultingeComm Breakthrough Podcast<...

In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley shares five strategies he would prioritize when launching a new e-commerce brand today. Drawing from over a decade of experience scaling his own brand to eight figures, Josh covers: building recurring revenue models for compounding growth, identifying products with TikTok Shop viral potential, securing favorable manufacturer payment terms to optimize cash flow, prioritizing TikTok Shop as the primary sales channel over Amazon or Shopify, and developing a mission-driven brand that commands trust and premium pricing. The episode delivers actionable insights for entrepreneurs seeking scalable, sustainable e-commerce success.Bullet Points:Importance of recurring revenue models for sustainable growth in e-commerce.Strategies for identifying products with viral potential on TikTok Shop.Building strong relationships with manufacturers to secure favorable payment terms.Prioritizing TikTok Shop as the primary sales channel for new products.Developing a mission-driven brand that fosters trust and allows for premium pricing.The impact of subscription or membership models on customer lifetime value.Leveraging TikTok Shop's unique algorithm for effective product-market fit testing.Utilizing pre-orders as a cash flow strategy to fund production.The shift in e-commerce dynamics away from traditional platforms like Amazon.Creating a cohesive brand narrative to enhance customer loyalty and brand value.Timestamps:00:00:54 Recurring Revenue is KeyThe importance of building a brand with a recurring revenue model, like consumables or subscriptions, for compounding growth.00:07:55 Viral Products on TikTok ShopFocus on finding or creating products that have viral potential on TikTok Shop to unlock success across all sales channels.00:09:57 Strong Manufacturer RelationshipsPrioritize building relationships with manufacturers to secure favorable payment terms, creating a negative cash conversion cycle for infinite scalability.00:14:10 Prioritizing TikTok Shop FirstLaunch new products on TikTok Shop first, as success there proves viability and drives traffic to other channels like Shopify and Amazon.00:17:08 Building a Mission-Driven BrandFocus on creating a true brand with a mission and values to build customer trust and command premium pricing.00:19:28 Recap of the Five StrategiesA summary of the five key focus areas: recurring revenue, TikTok virality, manufacturer terms, TikTok Shop first, and mission-driven branding.Links and Mentions:Business Models & Revenue"Reoccurring Revenue": "00:01:54""Reoccurring Revenue": "00:19:28"Products & Tools"Intake Breathing": "00:04:04"E-commerce Platforms & Sales Channels"TikTok Shop": "00:08:56""Sales Channels": "00:19:28""Viral Products on TikTok": "00:19:28"Supplier & Manufacturer Relationships"Manufacturer Relationships": "00:09:57""Manufacturer Relationships": "00:19:28"Business Strategies"Pre-orders": "00:12:09"Branding & Mission"Brand Mission": "00:17:08""Brand Purpose": "00:19:28"Transcript:Josh Hadley 00:00:00  I'm going to share with you the five things I would focus on if I had to start a brand new e-commerce brand from scratch today. Welcome to the Ecomm Breakthrough Podcast, I'm Josh Hadley. I've scaled my own ecommerce brand from 0 to 8 figures, and I'm actively building towards nine figures in sales. This podcast is where I document that journey and share the systems, the strategies, and the lessons learned in real time so that you can learn what actually matters and scale your own business. My name is Josh Hadley. First and foremost, I am a man of faith. I'm a husband to a beautiful wife and the father of four children. I've been selling you the e-commerce space for over a decade, doing over $20 million in annual revenue and selling multi-millionaire on Amazon, TikTok, shop and Shopify. And I am also the host of the number one business strategy podcast Ecomm Breakthrough. Today, I want to share with you the five things that I would really focus on if I had to start a brand new eCommerce brand from scratch.Josh Hadley 00:00:54  And this is honestly coming from a point of identifying like the weaknesses within my own brand things I would wish I could change if I, you know, could have any dream or wish in the world. But also, after having run my own e-commerce brand for the past ten years and having pivoted that brand a whole number of times, and we've pivoted the brand multiple times in order to keep it afloat. And with all of that experience, here are the top five things that I would be actively working on if I had to start a new brand from scratch. So number one, the holy grail of all things I would be looking for in any new e-commerce brand is do they have reoccurring revenue? Okay, that could be two different things. I could have a consumable item and it could be like a razor blade as an example, right. For shaving if I needed. That's why Harry's Razors, All Dollar Shave Club, etc. like we're all very familiar with them because they are able to spend a lot of money up front to go acquire a customer because they know the lifetime value of a customer, because they know that customer is going to come back and reorder the cartridges to refill their razor blades on their razors, etc. that is the holy grail of e-commerce.Josh Hadley 00:02:06  And so it's the same thing with supplements, right? That's why there's the supplement space is heavily crowded, but there's so much opportunity because if you get it right, you now have a compounding vehicle. And this is the biggest mindset shift that I've had to go through. When I first started in e-commerce, I was excited whenever I got that first sale, even on Etsy, right? And on Shopify, you hear the catching sound and you love that sound and you're just like, yes, I got a new customer. And yes, it gives you a good boost of dopamine. However, I'm getting really tired at this stage of my career in just being so front end acquisition heavy, and that's one of the most disappointing things. If I were to look back over the past decade, is I have not compounded my growth. We have sold millions, millions of customers have purchased our products. That's great. Sounds impressive. However, I wish that those millions of customers would have compounded over the past decade.Josh Hadley 00:03:07  But instead we were so front end acquisition heavy and focused that yes, we could go generate a sell for a new product on Amazon. But then what? Every day we start at zero. Every month I start at zero. And that is one of the biggest challenges in business if you want. It's all about having the right money model that sits behind your brand, and that is ultimately the biggest e-commerce brands that are able to scale more quickly and rapidly have either a consumable product that customers need to come back and repurchase, whether it be a supplement, whether it be, you know, maybe you're selling soda or its candy food, or it's even something like we talked about the refillable cartridges, which, by the way, here's a new brand that I was actually very, very impressed with. They took this and they said, hey, how do we how do we invent reoccurring revenue into a business where, more often than not, it's just kind of like one time purchases. So this is coming into it's called intake breathing.Josh Hadley 00:04:04  And what they have are these nas...

In this episode, Josh interviews Norm Lanier, CEO of a long-running Amazon private label business. Norm discusses his journey from side hustles to full-time e-commerce, the challenges of increased competition and inventory management, and insights gained from Josh’s business strategy audit. Key takeaways include focusing on the most profitable products, increasing strategic ad spend, and shifting from “base hit” to “home run” products. The conversation highlights the importance of data-driven decision-making and adapting business strategies to sustain growth and profitability in a rapidly evolving e-commerce landscape.Chapters:Introduction & Guest Background (00:00:00)Josh introduces Norm Lanier, outlines his Amazon business experience, and sets up the episode’s focus on the business audit.Norm’s E-commerce Journey (00:00:59)Norm shares how he started in e-commerce, his transition from HP, and his experience across multiple marketplaces.Challenges in E-commerce (00:02:24)Norm discusses recent challenges: increased competition, economic downturn, and feeling out of touch with business metrics.Importance of Data & Inventory Control (00:03:15)Norm explains the need for granular dashboards, product-level profitability, and efforts to clean up catalog and manage inventory.Purpose of the Strategy Audit (00:04:15)Norm describes his motivation for the audit: getting an expert’s perspective and actionable insights beyond what accountants provide.Key Audit Takeaways: Advertising & Levers (00:05:28)Norm highlights the realization that increasing advertising spend is a major growth lever, a unique insight from the audit.Profitability & SKU Management (00:06:00)Josh and Norm discuss the struggle with profit margins, managing 7000 SKUs, and the need to focus on high-value activities.Mindset Shift: From Base Hits to Home Runs (00:07:28)Norm reflects on shifting from launching many small products to focusing on bigger opportunities that can significantly grow the business.Action Items & 80/20 Focus (00:10:02)Josh summarizes three action items: prioritizing high-impact levers, simplifying by focusing on top-performing products, and strategic PPC investment.Keyword Strategy for PPC (00:13:19)Norm and Josh discuss the importance of identifying and categorizing keywords before increasing PPC spend for maximum impact.Audit Value & Closing Thoughts (00:14:05)Norm shares the value of the audit, the benefit of an expert’s perspective, and appreciation for the insights received.Wrap-up & Future Outlook (00:15:04)Josh and Norm conclude, expressing interest in a follow-up episode to track progress and encouraging listeners to seek similar audits.Links and Mentions:E-commerce Platforms  "Amazon": "00:01:06"  "Shopify": "00:01:06"  "Etsy": "00:01:06"  Business Tools and Evaluation  "Dashboards and Tools for Business Evaluation": "00:03:15"  "Comprehensive Business Strategy Audit": "00:00:00"  Marketing and PPC  "PPC (Pay-Per-Click) Management": "00:10:02"  "Keyword Strategy for PPC": "00:13:19"  Business Strategy and Mindset  "Mindset Shift for Entrepreneurs": "00:09:02"  "Identifying Levers for Business Impact": "00:11:03"  "20/80 Rule (Pareto Principle)": "00:12:16"  "Simplifying Business by Focusing on Top Products": "00:12:16"Transcript:Josh 00:00:00  Today I am speaking with Norm Lanier. He is the CEO of his own Amazon private label business that he's been running for over a decade now, and he has lots of experience. In fact, Norm is one of the lucky winners of my comprehensive business strategy audit sessions. And so today, I'm super excited that we're going to be diving into the conversation, the audit that we just performed on Norm's business, and he's going to be sharing his takeaways, the insights that he's gleaned. he is already doing millions of dollars in business, but he has aspirations to continue to grow his business and to hopefully one day be able to exit that business. And today, that's the conversation that we had and we talked about. So, Norm, with that introduction, I want you to kind of give us a quick intro about yourself, how you got started into the e-comm world and what you've been doing over the last decade.Norm 00:00:59  Yeah. Thanks, Josh. I appreciate the opportunity to talk with you and your listeners also.Norm 00:01:06  I've been doing, First. e-com business. I kind of, came in the back door and started that in 2004. I started building some side hustles while I was an employee at at HP. I got to the point where I was making more of my side hustles than my real job. So for my 50th anniversary, I 50th birthday, I turned in my resignation. And I've been doing Amazon and Shopify, Etsy, a lot of different marketplaces since then full time. And that's kind of where I'm at today.Josh 00:01:44  I love it, and Norm and I dance in the same space. Sometimes we might be considered competitors, but there's such a big marketplace out there that we were able to, you know, really kind of lift up, open the hood today and really dive into each other's businesses. He was able to ask me a lot of questions, and hopefully I was able to share some valuable insights with you, Norm. And that's what we'll talk about. Norm, we first started off by talking about, you know, what is your overall goal in in your business.Josh 00:02:15  Right. And what are the biggest obstacles that you're facing. So why don't you go ahead and kind of reiterate what we started our conversation off with.Norm 00:02:24  Yeah. So, you know, just taking a look, you know, I think I'm fall into the same category as most people are selling in the e-commerce space right now, dealing with more competition. things are constantly moving. you know, the economy is down to a degree. So I think in our space, we're, we're seeing, you know, some pullback on, on spend over the last couple of years. So that's created challenges, right. And you know, as we as we mentioned, I've been doing this for a long time, and I really had gotten to the point where, a couple of years ago and stuff. I really felt like I was out of touch that before. It was pretty easy for me. I really felt like I had it dialed in, and over the past few years, it really felt like I was kind of losing control.Norm 00:03:15  And a lot of that had to do with not having the proper dashboards and tools to be able to evaluate kind of where we're at on a very granular level. Right. Because it's one thing to see your big number and your paychecks and all of those things come in on a monthly basis. But, you know, on a product level, after shipping fees and advertising and all of those refunds and so forth, what is each product actually generating as far as income and what is really driving bottom line growth? And once I got the proper tools in place, really kind of opened my eyes that a lot of products that we had, it's like, why am I even bothering with this when it's all said and done? I'm not making any money. It's certainly not worth the effort on this. So we've really have gone in and cleaned up our catalog and eliminated a lot of stuff. A lot of exce...

Jason Kutasi is the founder and CEO of SkyHouse, a performance marketing agency that managed $50M in ad spend for 2025 - its first full year of business. He’s driven roughly $500M in advertising over his career and built a children’s book publisher acquired by Scholastic and a digital marketing platform acquired by Capital One.  Jason specializes in copywriting, funnel analytics, and scaling high-growth DTC and telemedicine brands.Highlight Bullets> Here’s a glimpse of what you would learn…. E-commerce growth strategies and challenges.Comparison of selling on Amazon versus Shopify.Importance of average order value (AOV) in scaling advertising.Strategies to increase AOV, such as product bundling and premium versions.The role of TikTok and other platforms in e-commerce marketing.Managing advertising campaigns and the balance between creative volume and quality.The significance of agency versus in-house marketing teams.The impact of AI on marketing and the importance of human expertise.Insights on effective copywriting and video content in advertising.The future of e-commerce marketing and the evolving landscape of digital advertising.In this episode of the E-comm Breakthrough Podcast, host Josh Hadley speaks with Jason Kutasi, CEO of Skyhouse, about scaling e-commerce brands. They discuss the importance of average order value (AOV), emphasizing that brands need at least $60 in margin to run profitable paid ads. Jason contrasts Amazon-first versus Shopify-first strategies, recommends bundling and subscriptions to boost AOV, and advises starting with freelancers before scaling with agencies and in-house teams. They also explore Meta advertising, creative quality versus volume, and how AI augments—but doesn't replace—skilled marketers and copywriters.Here are the 3 action items that Josh identified from this episode:Fix Your AOV Before Scaling Ads Don’t run paid ads until your average order value and margins can support CAC. Aim for $60+ margin per order using bundles, upsells, or subscriptions.Build on Shopify, Use Amazon as a Bonus Channel Prioritize DTC (Shopify) to control pricing, data, and AOV—then layer Amazon as an incremental revenue stream, not your foundation.Test Creatives Broadly, Then Double Down on Winners Launch multiple ad variations quickly, identify what works, and scale only high-performing creatives with better production and audience targeting.Timestamps:00:00:00 Introduction to the AOV ProblemJason Kutasi explains that Amazon sellers often struggle to scale on other platforms due to a low Average Order Value.00:00:34 Host & Guest IntroductionHost Josh Hadley introduces the episode's topic and guest Jason Kutasi, founder and CEO of performance marketing agency Skyhouse.00:02:26 Amazon vs. Shopify MindsetA discussion on the two primary approaches to starting an e-commerce business and the challenges faced by Amazon-first brands.00:03:39 The $60 Margin RuleJason explains why brands need at least $60 in margin to profitably acquire customers on paid ad platforms like Meta.00:04:37 Strategies to Increase AOVActionable ways to increase Average Order Value, including creating sister brands, bundling products, and offering aggressive subscription models.00:07:56 The "Shopify First" AdvantageThe benefits of a higher AOV, which provides more margin to scale advertising across multiple channels beyond Amazon PPC.00:10:30 Why You Must Be OmnichannelJason argues that Shopify brands should sell on Amazon to avoid losing customers who prefer to purchase there.00:14:01 Case Study: A Massive Meta Ad WinJason details a recent successful video ad campaign that scaled to thousands of orders in a single weekend.00:20:04 Navigating Meta's Andromeda UpdateA discussion on Meta's shift to creative-driven campaigns and the strategy of slicing avatars for better, more stable performance.00:23:34 Agency vs. In-House TeamsJason breaks down when to hire a freelancer, an agency, or build an in-house team for your marketing efforts.00:29:13 Why Most Marketing Agencies FailJason shares his experience with underperforming agencies and what brand owners should look for when hiring one.00:33:28 Building an In-House Team Alongside an AgencyThe importance of building an internal team to de-risk your business and test new offers before scaling with an agency.00:36:38 The Future of E-commerce and AIJason predicts AI will commoditize ad creation, making predictive modeling and data-driven rules the new competitive edge.00:41:42 AI as a Human AmplifierAI won't replace skilled marketers but will augment their abilities, allowing them to perform at a much higher level.00:44:43 Three Actionable TakeawaysThe host summarizes the episode's key lessons: fix your AOV, build in-house, and leverage AI with smart people.00:49:33 Jason's Final RecommendationsJason shares his most influential book, favorite AI tool (Claude Code), and a respected figure in the e-commerce space.Resources mentioned in this episode:Josh Hadley on LinkedIneComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: [email protected] and Websites"Amazon": "00:02:26""Shopify": "00:02:26""Meta (Facebook/Instagram Ads)": "00:02:56""Google Ads": "00:02:56""YouTube Ads": "00:02:56""TikTok": "00:06:23""PayPal": "00:11:49""Apple Pay": "00:11:49""Google Pay": "00:11:49""Shop Pay": "00:11:49""Claude Code": "00:50:05""Meta": "00:38:16"Books"The E-Myth by Michael E. Gerber": "00:00:56""Cash Flow": "00:49:36"Videos"Video Ads": "00:14:01"Notable Mentions / People"Skyhouse (Jason Kutasi's performan...

In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley shares seven practical ways his e-commerce business uses AI to optimize operations and scale growth. Drawing from his experience building an eight-figure brand across Amazon, TikTok Shop, and Shopify, Josh covers strategies including building custom GPTs, automating TikTok Shop listing optimization, streamlining hiring processes, leveraging Alexa data, analyzing meeting transcripts, scaling ad creative production, and cloning leadership decision-making into AI-powered SOPs. Josh emphasizes treating AI like a new team member requiring proper training, offering actionable, real-world insights over hype.Bullet Points:Practical applications of AI in e-commerce operationsOvercoming fears and misconceptions about AI adoptionCustom GPT development for task automationAI-driven optimization of product listings on TikTok ShopAutomating the hiring process with AI scoring systemsUtilizing AI for product insights through Amazon Alexa dataAnalyzing meeting transcripts for business insights and decision-makingScaling ad creative production using AI-generated video contentCloning leadership decision-making into AI Standard Operating Procedures (SOPs)Viewing AI as a team member requiring onboarding and trainingTimestamps:00:02:00 Weekly Custom GPT CreationThe speaker's 35-person team is required to create or enhance a custom GPT weekly to automate their specific tasks.00:04:05 AI Agent for TikTok Shop OptimizationAn AI agent integrated with the TikTok Shop API continuously tests and optimizes product titles, descriptions, and main images weekly.00:08:32 Automating Hiring Case Study ScoringAI is used to automatically score applicant case studies based on a predefined rubric, saving hours of manual review time.00:11:29 Custom GPTs Integrated with AlexaCreating custom GPTs that analyze customer questions on Amazon Alexa to optimize product listings and improve Alexa recommendation rankings.00:12:11 Analyzing Company Meeting RecordingsAI analyzes transcripts from all company meetings to identify business constraints, track team progress, and provide a leadership pulse.00:13:56 Scaling Ad Creative ProductionUsing AI video generation tools to quickly produce a high volume of ad creative for Meta and TikTok campaigns.00:14:48Cloning Leadership Judgment and Decision-MakingUsing AI to document processes and decision-making frameworks from leaders, creating an internal knowledge base to empower team members.Links and Mentions:AI Tools:"ChatGPT": "00:02:00""Claude AI": "00:02:00""Fireflies AI Notetaker": "00:11:25""Veo3": "00:14:27""Notion": "00:16:24"E-commerce Platforms:"TikTok Shop": "00:04:05"Videos and Resources:"30 60 90 Day Onboarding Framework": "00:07:52""Episode on Cloning Yourself Utilizing AI": "00:15:24"Transcript:Josh Hadley 00:00:00  Today, I'm going to be walking through seven different ways that we are implementing AI into our e-commerce business and practical steps that you can take to implement it in your business as well. Welcome to the Ecomm Breakthrough Podcast, I'm Josh Hadley. I've scaled my own ecommerce brand from 0 to 8 figures, and I'm actively building towards nine figures in sales. This podcast is where I document that journey and share the systems, the strategies, and the lessons learned in real time so that you can learn what actually matters and scale your own business. My name is Josh Hadley. First and foremost, I'm a man of faith. I'm a husband to a beautiful wife and also the father of four children. I've been selling in the e-commerce space for over a decade now, doing multi-million in revenue on Amazon, TikTok, shop and Shopify. And I am also the host of the number one business strategy podcast for ecommerce, and that is E-com breakthrough. Today, I want to dive into the practical use cases of how we're implementing AI into our business.Josh Hadley 00:00:58  Today. I hear a lot of noise going on in a lot of the e-commerce groups. There's a lot of like doom and gloom of, oh, you're getting left behind if you're not actually implementing AI in your business today, if you don't have an agent managing your PPC campaigns, you're late to the party, etc., etc. there's a lot of fear. And then what ultimately happens is there's a lot of entrepreneurs that because there's so much fear and anxiety around it and feel like they're already behind. They just stay stuck and they're just kind of like frozen because nobody's providing actionable content regarding like, here are the actual practical use cases of AI. Yes, there are some incredible features with Claude and integrating it to your email system, right. And being able to monitor your emails for you. Yes, there are some incredible ways to use ChatGPT and the new images that it's able to produce, right? Like, there's a lot of good things that are happening that way, but a lot of times the practical use cases where actually maximizes value in the business gets left to the side, or nobody's actually addressing them.Josh Hadley 00:02:00  So that's what I wanted to do today, is actually provide you with practical use cases that if you're an e-commerce brand, you can go replicate these exact same frameworks and implement AI in your own br...

In this special group panel episode of the Ecomm Breakthrough Podcast, host Josh Hadley and fellow podcasters interview Michael E. Gerber, author of "The E-Myth." Gerber shares his foundational principles for business growth, emphasizing the need for entrepreneurs to work on their business, not just in it. He introduces his "eightfold path" for evolving a company from one person to an enterprise, and stresses the importance of developing elite talent and adopting a transformative mindset and "soul set" to build a successful, scalable organization.Chapters:Introduction and Setting the Stage (00:00:00)Host introduces the episode, panel, and Michael E. Gerber, setting up the discussion on business ownership myths.The Myth of Doing It All Yourself (00:01:09)Discussion on the misconception that business owners can do everything themselves and the dangers of being the business’s core.If Your Business Depends on You, You Have a Job (00:01:42)Gerber explains his famous quote about business dependency and the need for transformation in business thinking.People Development and Its True Meaning (00:02:28)Explores the concept of people development and its foundational role in business growth.The Eightfold Path to Business Evolution (00:03:17)Introduction to the Eightfold Path: dream, vision, purpose, mission, job, practice, business, enterprise.The Dreaming Room and the Importance of Dream Discovery (00:03:48)Gerber describes the Dreaming Room program and the necessity of discovering your dream before vision and purpose.Gerber’s Personal Dream, Vision, and Mission (00:05:00)Shares his original dream and mission from 1977 to transform small business worldwide.Scaling a Business and People Development Advice (00:06:52)Advice on finding and hiring top talent as you scale from a company of one to an enterprise.The Navy SEALs Analogy for Talent Development (00:07:44)Compares elite business team development to the rigorous selection and training of Navy SEALs.OldCo vs. NewCo: Building the Future Organization (00:09:07)Explains the concept of OldCo (legacy) and NewCo (future), and the need to focus on building NewCo.Mindset and Soul Set for Business Owners (00:11:08)Emphasizes the importance of both mindset and “soul set” before committing to transformative business changes.Closing Remarks and Thanks (00:11:51)Panelists thank Michael E. Gerber and conclude the episode.Links and Mentions:Tools and Concepts"The Eightfold Path": "00:03:48""The Dreaming Room": "00:04:56"Books"The E-Myth": "00:00:00""Beyond the E-Myth: The Evolution of an Enterprise from a Company of One to a Company of 1000": "00:03:19"Notable Quotes"If your business depends on you, you don't own a business; you have a job, and it's the worst job in the world because you're working for a lunatic.": "00:01:09"Transcript:Josh 00:00:00  Welcome to the Econ Breakthrough Podcast. I'm your host, Josh Hadley, where I interview the top business leaders in e-commerce. Past guests include Kevin King, Howard Tye, and Stephen Pope. Today is a special episode where I have joined a group panel of other podcasters that are interviewing Michael E Gerber, the author of the E myth. This is a foundational book that many of you have probably read. And now we get his decades of wisdom and we get to ask him questions. I know you're going to enjoy this podcast episode, so sit back, enjoy and enjoy this episode with Michael E Gerber, the author of the E myth. You know, Michael, I'm amazed with the book that you you wrote e myth. And because it is a timeless principles that are going to impact generations to come. And I look forward to my children and my grandchildren being able to read those principles. As an e-commerce business owner and as I speak with other e-commerce business owners, there's kind of this myth, that people believe that they could do it all on their own.Josh 00:01:09  Right. And they what they do is they build a team of a lot of VA's that are surrounding themselves, but they are still the core function of the business. There's a quote from your book that I want to read real quick and get your take on it. If your business depends on you, you don't own a business. You have a job. And it's the worst job in the world because you're working for a lunatic. So, Michael, can you provide some additional insight as to if you are still working in the business, why you don't actually own a business?Michael 00:01:42  Well, you have to understand that, oftentimes my statements are stronger than they need to be. Oftentimes, as well, they're not strong enough, but I understand. Take that quote working for a lunatic and you might change it to be working for an idiot. And it's that idiot that I attempt to transform. And the only way in the world that idiot is going to be transformed is if he or she doesn't persist. Being that idiot in the way they think about who they are, why they do what they do, what they're there to create, and how it's going to be created if in fact, they grow beyond their idiot hood.Michael 00:02:28  So it's a master, master, master position to take charge. In short, to strenuously understand that while you're not in a people development business. In short, that's not the intent you are. You get what I mean by that. While you're not in a people development business, you actually are. Everyone is. But the question then becomes what is people development? And how does one approach people development at the very outset? And that is in the positioning of who you are and what you do. So the most critical process in what I describe, how many of you have read beyond the email?Josh 00:03:17  Yes, I've read it.Michael 00:03:19  Well congratulations Josh folks. I picked the book up. It's beyond the myth, the evolution of an enterprise from a company of one to a company of 1000. And at the heart of that book is what I describe as the Eightfold Path. The Eightfold Path is crucial to the process of becoming who you intend to be. Let me describe the eight steps in the Eightfold Path.Michael 00:03:48  I have a dream. I have a vision. I have a purpose. I have a mission. I have a job, I have a practice. I have a business. I have an enterprise, a dream, a vision, the purpose, the mission, the job, the practice, the business, the enterprise. The Eightfold path is the process for growing a company of one to a company of 1000. It is the process of maturing from doing it yourself, doing it, doing it, doing it, doing it to create an enterprise that does it in great measure with a great number of individuals who are in fact, instilled in the process of understanding and appreciating what a dream is, what a vision is, what a purpose is, what a mission is. How many of you are familiar with the Dreaming Room? So the Dreaming Room is a program that I developed to take one through the first four steps to discover your dream, your vision, your purpose, your vision. If you fail to discover your dream.Michael 00:05:00  I'm saying you'll never discover your vision. If you fail to discover your dream, I say go to never discover your purpose. And you follow me and follow me. First this, then that, then that, then that. So there's a process, a mad process through which you grow in maturity, you grow in eloquence. You grow in ability to literally become the one you can't even imagine becoming. At the very outset of this process, my dream way back then, in 1977. Wow, that's a long time ago. My dream was to transform the state of small business worldwi...

Rafael is the Founder and CEO of Share It Studio, a leading creative agency that helps Amazon and Walmart sellers turn data into powerful visual storytelling. Under his leadership, Share It Studio has worked with hundreds of top-performing e-commerce brands, blending creativity with analytics to craft product images, videos, and A+ content that actually convert.Before founding Share It Studio, Rafael built a career in film and marketing, becoming a 3-time Telly Award–winning entrepreneur. He’s passionate about helping brands optimize their listings, understand their buyers, and stand out in competitive marketplaces. Highlight Bullets> Here’s a glimpse of what you would learn…. Ben Leonard's entrepreneurial journey with Beast Gear, from initial investment to seven-figure exit.Challenges faced after selling Beast Gear to Thrasio, including mismanagement and loss of brand identity.Importance of effective inventory management and the consequences of overleveraging.The significance of building a genuine consumer brand beyond basic Amazon tactics.The role of intellectual property protection and the impact of neglecting it.Insights on the operational difficulties during the COVID-19 pandemic and its effects on e-commerce.Strategies for diversifying sales channels and avoiding dependency on a single platform.The importance of quality in products and overall business operations.Marketing strategies for brand awareness, including the use of influencers and social media.Lessons learned from reacquiring and reviving a brand in a competitive market.In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley speaks with Rafael Veloz, founder of ShareIt Studio, about optimizing Amazon product listings through visual storytelling. Rafael discusses the nuanced impact of AI-generated images, emphasizing that authenticity often outperforms polished visuals — demonstrated by a shoe cleaner brand scaling from $400K to $12M monthly. He advocates for a full-funnel marketing approach beyond PPC, continuous image testing, and integrating AI tools strategically. Rafaell also highlights the importance of emotional connection in content creation and recommends building strong internal creative teams to drive sustainable e-commerce growth.Here are the 3 action items that Josh identified from this episode:Prioritize authenticity over polish Test raw, real-looking visuals (UGC-style, iPhone shots)—they often convert better than high-end production. Systematize testing with data Validate images using tools and customer feedback before scaling; continuously test and iterate based on performance. Build a dedicated creative strategy team Don’t rely on freelancers—invest in a creative lead and team to consistently produce, test, and optimize high-converting content.Timestamps:00:00:01 Authenticity vs. Professionalism in AdsOrganic, real-feeling content can perform twice as well as high-end professional videos, depending on the product's industry.00:00:50 Podcast and Guest IntroductionHost Josh Hadley introduces the topic of AI images on Amazon and welcomes guest Rafael Veloz from ShareIt Studio.00:02:27 Are AI Images Hurting Amazon Listings?AI images can hurt sales if used incorrectly, as they can lower the "perceived value" for emotionally-driven products.00:04:01 The Shoe Cleaner Case StudyA shoe cleaner brand grew from $400K to $1.2M a month by focusing on authentic, emotional content.00:06:26 How to Test and Update Main ImagesAnalyze competitor reviews for emotional triggers, create multiple main images, and test them both off and on Amazon regularly.00:12:01 Building a System for Creative ContentInstead of "hacks," build a system. Constantly track competitors' rankings, reviews, and image changes to stay ahead.00:14:33 Optimizing Creatives for PPC CampaignsCreate different ad creatives for different PPC campaigns and keywords to reduce wasted ad spend and improve conversions.00:16:55 Driving External Traffic to AmazonAmazon now rewards external traffic. Don't just focus on TikTok; create content that connects to specific buying intentions.00:19:34 Connecting Creative and Media Buying TeamsYour creative team and PPC (media buying) team must work together to create a cohesive and effective marketing strategy.00:22:28 Using AI to Build a CommunityCreate AI-generated personas and avatars on social media to build a community and drive traffic to your product listings.00:25:44 The Process for Creating Viral ContentA strategist analyzes the market, a script is developed, and a mix of organic and AI video is used.00:27:36 Final Advice: Embrace AIDon't fear AI. Hire team members dedicated to exploring and implementing new AI tools to stay competitive.00:28:40 Actionable Takeaway 1: Marketing Efficiency RatioStop focusing only on ACoS. Adopt the Marketing Efficiency Ratio (MER) to measure your total marketing spend against revenue.00:31:03 Actionable Takeaway 2: Systemize Image TestingCreate a consistent system for testing main images on Amazon, using real customer data to make decisions.00:31:45 Actionable Takeaway 3: Hire a Creative LeadInvest in a high-level creative team member to lead your marketing, as this is the most important aspect of your brand.00:33:56 Rafael's Favorite AI ToolRafael recommends Claude for its data gathering and Open-Claude's "Coworker" feature for automating executive assistant tasks.00:36:30 Connecting with RafaelFind Rafael at ShareIt Studio's website or email, and mention the podcast for a free 30-minute consultation.Resources mentioned in this episode:Josh Hadley on LinkedIneComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: [email protected] and Websites"Amazon Experiments": "00:08:54""Pixel": "00:08:54""Productpinion": "00:08:54""Fiverr": "00:08:06""Social Media Platforms (TikTok, In...

In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley, an ecommerce entrepreneur who has scaled his brand to eight figures, shares nine mental frameworks for hiring senior-level managers. Drawing from over a decade of experience, Josh covers key principles including trusting your gut, starting the hiring process early, looking for clear green flags, using contractor trial periods, ensuring culture fit, verifying a track record of success, staying genuinely excited about candidates, accepting minor imperfections, and learning from hiring mistakes. His goal is to help ecommerce entrepreneurs make smarter hiring decisions and avoid costly errors.Bullet Points:Importance of trusting gut feelings in the hiring processStarting the hiring process early to avoid rushed decisionsIdentifying clear positive indicators (green flags) in candidatesUtilizing contractors or consultants for initial trial periodsEnsuring alignment of personality and company cultureVerifying candidates' patterns of career success and technical competenceFeeling genuine excitement about potential hiresAccepting imperfections while avoiding overanalysisGaining experience and learning from hiring mistakesDeveloping a comprehensive approach to hiring senior leaders in ecommerceTimestamps:00:00:00 Introduction to Hiring FrameworksJosh Hadley introduces the nine mental frameworks he uses before extending a job offer for senior-level roles in his business.00:01:05 Framework 1: Gut FeelingTrust your intuition and gut feeling about a candidate, as it's often the most reliable indicator of a good hire.00:03:15 Framework 2: Start Hiring EarlyBegin the hiring process as soon as possible to attract a large pool of applicants, aiming for 1000 per position.00:04:20 Framework 3: Don't Succumb to Business PressureAvoid letting the immediate needs of the business force you into making a hasty or less-than-ideal hiring decision.00:06:18 Framework 4: Look for Green FlagsA-level talent consistently presents "green flags" in their case studies and interviews; a lack of them is a red flag.00:07:28 Framework 5: Use Contractors FirstHire new team members as contractors for 30-90 days to prove their fit before committing to a W-2 employee.00:09:26 Framework 6: The Three CheckboxesEnsure candidates are a personality fit, align with core values, and have a proven pattern of success in their career.00:12:33 Framework 7: Be Excited About the HireIf you have to convince yourself to hire someone, it's a warning sign. You should be genuinely excited about them.00:13:33 Framework 8: Accept ImperfectionsNo candidate is perfect. Ask yourself if you would regret not hiring this person, despite their minor, non-deal-breaking flaws.00:14:39 Framework 9: Get Experience Through RepsYour ability to recognize and hire A-level talent will improve with practice, so don't be afraid to make mistakes.Links and Mentions:Hiring Process"Gut Feeling / Intuition": "00:02:09""Hiring Process Timing": "00:03:15""Case Study Evaluation": "00:06:18""Contractor/Consultant Hiring": "00:07:28"Assessment Tools and Methods"Culture Index": "00:10:22""Core Values Assessment": "00:11:15""Pattern of Success Evaluation": "00:12:33"Hiring Concepts"Excitement for Hire": "00:12:39""Flaws vs. Deal Breakers": "00:13:33""Experience in Hiring": "00:15:38"Conclusion"Conclusion": "00:15:38"Transcript:Josh Hadley 00:00:00  Today, I'm going to share with you the nine different frameworks that I use before extending an offer to somebody that I'm about to hire in the business. Welcome to the Ecomm Breakthrough Podcast. I'm Josh Hadley. I've scaled my own ecommerce brand from 0 to 8 figures, and I'm actively building towards nine figures in sales. This podcast is where I document that journey and share the systems, the strategies, and the lessons learned in real time so that you can learn what actually matters and scale your own business. My name is Josh Hadley. First and foremost, I am a man of faith. I am a husband to a beautiful wife and the father of four children. I have been selling in the e-commerce space for over a decade, doing $20 million a year annually and selling multi-millionaire on Amazon, TikTok, shop and Shopify. I'm also the host of the number one business strategy podcast for ecommerce entrepreneurs, and that's E-com breakthrough. Today, I'm ultimately just going to share with you something that's on top of my mind as I'm looking to add some senior level managers and leaders into my business right now.Josh Hadley 00:01:05  And to be honest with you, I've gone through like multiple different people that I've been considering extending some invitations and offers to come join the business. However, I've come back full circle and I've decided that none of them are the right fit. And so I want to walk you through the different frameworks that I use. There's nine different ones to help me come to this realization that, hey, honestly, this is kind of the warning signals. These are not the right people for the business. And this comes after hiring people for the last decade. And because I've been hiring people for the last decade, like my pattern recognition has only gotten better and better over time. And in addition, I have more examples of what it looks like when somebody is not a great hire and what it looks like when somebody is an exceptional team member. So let's go through framework number one. And this is going to be the gut feeling. This is that gut check. And most, like so many people say, well, what is your gut say? What does that even mean? Right.Josh Hadley 00:02:09  What does that mean? I truly believe, like there we all have a soul inside of us, and there's something about that spiritual energy inside of us that I think is leading and guiding us on a daily basis. We just don't even know it like. But I think it does teach us things on a regular basis. And so it is that light and light is attracted to other light. And so I believe that when we make those gut decisions, it's really our conscious, that soul that is speaking into us, whether this is the right fit or it's not. And oftentimes this has been the number one indicator for me as to whether, like, somebody is going to be a great hire or not. Is that feeling that I get from the moment that I watch their case study that they put together for the business, and also the interview that I conducted What? That team member. If I'm getting that good, like, gut feeling, so to speak, those are very positive signs. But if I'm ever getting that feeling of, like, an uneasiness or like maybe that's the warning signal.Josh Hadley 00:03:15  So that's framework number one is like right down the gut feeling, your intuition that comes to you almost immediately because your brain is going to be able to begin rationalizing almost anybody, and you can rationalize anybody into almost any different role, but don't let your brain do that. And so often I've had that happen to me. Framework number two is start the hiring process as soon as you possibly can. And the reason why you want to start the hiring process as soon as you possibly can is because guess what? Finding the right person is going to take time. And so first off, I'm going to go through my framework. And before I ever extend an offer to somebody I'm going to ask myself, how many applicants have I even seen? How many people even applied to this job? My goal is that I've got 1000 applicants for every single one of my positions....

In this episode, Josh interviews Nathan Hirsch, CEO of Ecom Balance and Outsource School, about hiring overseas talent, especially for senior management roles. Nathan shares strategies for promoting from within, the pros and cons of direct hiring, agencies, and marketplaces, and key legal and tax considerations. He outlines Outsource School’s step-by-step hiring and training process, emphasizing the importance of leadership potential and strong financial management. The episode concludes with actionable tips for team building and scaling, plus resources for listeners interested in effective online hiring.Chapters:Introduction to Nathan Hirsch (00:00:00)Host introduces Nathan Hirsch, his entrepreneurial background, and current ventures.Challenges of Hiring Senior Management Overseas (00:00:49)Nathan discusses the difficulties and risks of hiring senior/managerial staff from overseas.Promoting from Within & Key First Hires (00:01:11)Nathan explains the importance of promoting internally and hiring initial team members with leadership potential.Examples of Internal Promotions (00:02:09)Nathan shares real examples of promoting team members to management roles in his companies.Coaching and Poaching Management Staff (00:04:09)Nathan addresses whether he has experience poaching or coaching management-level staff from other companies.Transitioning Part-Time to Full-Time Hires (00:04:53)Nathan describes negotiating with part-time hires to become full-time and exclusive.Legal & Tax Considerations for Overseas Hiring (00:05:02)Discussion on legal and tax implications of hiring overseas contractors and the importance of consulting a CPA.Hiring Methods: Direct, Marketplace, Agency (00:06:26)Nathan outlines the pros and cons of hiring direct, via marketplace, or through an agency.Risk Management When Hiring Direct (00:07:41)Tips for reducing risk when hiring direct, such as collecting identification and emergency contacts.High-Level Hiring Process Overview (00:08:47)Nathan provides a step-by-step overview of the hiring process taught at Outsource School.Training, Onboarding, and Problem Solving (00:10:25)Details on training, onboarding, and handling issues with new hires.Outsource School Resources & Offer (00:11:31)Nathan plugs Outsource School and its resources for business owners.Three Actionable Takeaways Recap (00:12:16)Host summarizes three key actionable takeaways from the episode for listeners.Where to Find Nathan Hirsch (00:15:08)Nathan shares where listeners can connect with him and learn more.Links and Mentions:Tools and Websites"Free Up": "00:01:11""Podcast Outreach Formula": "00:09:35""Outsource School": "00:11:31""VA Calculator": "00:11:31"Additional Resources"Hiring Packet": "00:11:31""Case Study": "00:11:31"Social Media"Nathan Hirsch" on LinkedIn: "00:15:15"Transcript:Josh 00:00:00  Today, I'm super excited to introduce you to Nathan Hirsh. Nathan is a lifelong entrepreneur and currently the CEO of Ecom Balance and Outsource School. Nathan is best known for co-founding Free Up Net in 2015 with an initial $5,000 investment, then scaling it to $12 million in yearly revenue and then having it acquired in 2019. Today, he leads Ecom Balance, an online bookkeeping service for e-commerce and digital businesses, and Outsource School, a membership teaching business owners how to hire effectively online. Nathan has appeared on over 400 podcasts and is a social media personality. Him and his wife live in Denver, Colorado with their two dogs where they are foster parents. So welcome to the show, Nathan.Nathan 00:00:47  Josh, thanks so much for having me. Excited to be here.Josh 00:00:49  What's your experience with hiring, like senior management level staff? do you have any advice or recommendations as to how do you go find like a C level or director level position overseas.Nathan 00:01:05  It's tough. It is by far one of the hardest things to do. So this is kind of how I look at it.Nathan 00:01:11  You can hire managers and senior people to come in. There's a lot of things working against you. Not only do you have to find someone with the right skill and the right managerial experience, but it's also a very tough thing to test for. But you also have to find someone that instantly fits in with your team and that your team will respect. So if I already have five VA's and I'm bringing in Bob to manage these five Vas, I need to know that those five Vas are going to like Bob, trust Bob, and that Bob's going to be able to handle it, and it takes a little bit of time to actually figure that out. So you could go a month or two before actually knowing if someone's a good manager. My strong preference, and this is what we've really been able to do at all our companies, is to always promote from within for managerial roles. And it also makes it so that your first hires at any company are unbelievably key. If you're making your first four hires of your company, you want to hire people that have management experience, that have leadership experience that wants it, that a lot of people don't want to be leaders, don't want to be managers.Nathan 00:02:09  So these are conversations you want to have with your initial hires. You don't want to just hire the data entry VA. You want to hire someone who's maybe overqualified for that initial role and let them know if they prove themselves. You're going to be looking for a leadership role in the future, and we did a great job with that. At Free Up, we had chicken, who was on our Amazon team, who we promoted from within there, and she became head of recruitment. We hired a bookkeeper and then made him the head of bookkeeping. Marius, like I said. And then we had two people, Jane and Layton, who started off just doing like customer emails and then eventually became the two heads of customer service. We needed two of them because we had 24 over seven customer service, but that's kind of how we've always done it. And with econ balance, the initial bookkeepers we hired, we made sure they had leadership and management experience. And they're now the senior bookkeepers and the team leaders of econ now.Nathan 00:02:59  And so it's always easier to promote from within. It's less risky. It's usually cheaper leads to less issues. There are situations where you're not able to do that, but my personal preference is to always promote from within.Josh 00:03:12  That makes a lot of sense. And I would echo 100% what you said there in terms of those key, those initial hires are key hires. Same thing. Even when we've hired a customer service role for our business, or an Amazon assistant or an Amazon specialist or supply chain specialist, it's not just to do the the data entry or the current tasks that we have assigned to them. Each one of them, I have wanted to see that they have management level talent with inside them, that they've had that experience managing other people. They've been promoted consistently in the past in the hopes that you're going to fill this role and then be able to fill even more roles in the future. So I think that's super important. Nathan, is there any experience that you have then with coaching at all, like management level staff.Nathan 00:04:09  no, I don't think I've ever poached like that. I'm trying to think there have been situations whe...

In today’s episode, we’ll dive into a fascinating twist on the e-commerce journey — what happens when you buy back the very brand you once sold. Ben will share the lessons, emotions, and strategic insights behind exiting — and then re-entering — your own business. Highlight Bullets> Here’s a glimpse of what you would learn…. Ben Leonard's entrepreneurial journey with Beast Gear, from initial investment to seven-figure exit.Challenges faced after selling Beast Gear to Thrasio, including mismanagement and loss of brand identity.Importance of effective inventory management and the consequences of overleveraging.The significance of building a genuine consumer brand beyond basic Amazon tactics.The role of intellectual property protection and the impact of neglecting it.Insights on the operational difficulties during the COVID-19 pandemic and its effects on e-commerce.Strategies for diversifying sales channels and avoiding dependency on a single platform.The importance of quality in products and overall business operations.Marketing strategies for brand awareness, including the use of influencers and social media.Lessons learned from reacquiring and reviving a brand in a competitive market.In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley speaks with entrepreneur Ben Leonard, who built Beast Gear into a seven-figure brand before selling it to aggregator Thrasio. Then buying it back after mismanagement caused revenue to collapse. Ben reveals how Thrasio abandoned the brand-building strategies that drove Beast Gear's success, mishandled inventory, and neglected intellectual property protection. He shares lessons on diversifying beyond Amazon, maintaining product quality, and building genuine customer communities. Ben also discusses his new dad-focused baby carrier brand, Tuco, and offers actionable advice on scaling e-commerce businesses sustainably.Here are the 3 action items that Josh identified from this episode:Build a brand, not just an Amazon listing Engage customers off-Amazon (TikTok, email, events) and create a loyal community—not just traffic.Treat inventory like risk, not just growth Forecast per SKU, avoid over-ordering, and ensure sell-through within ~6 months to prevent cash flow disasters.Diversify early and protect your moat Expand beyond Amazon (Shopify + social channels) and actively enforce IP to protect your brand from copycats.Timestamps:00:00:34 Introduction to the EpisodeThe host introduces the guest, Ben Leonard, and the topic: buying back his brand after selling it to an aggregator.00:02:14 The Brand's Decline Under New OwnershipBen confirms his brand crashed after he sold it to the aggregator Thrasio due to mismanagement and operational failures.00:05:41 The "Magic" Thrasio IgnoredBen explains his original success came from building a true brand with customer relationships, which the new owners dismantled.00:09:27 The Financial FalloutBen reveals the brand's revenue plummeted from $6 million to about half a million dollars under Thrasio's ownership.00:13:13 Three Key Mistakes by the AggregatorThe host summarizes Thrasio's critical errors: inventory mismanagement, ignoring off-Amazon branding, and failing to protect intellectual property.00:19:51 Why You Must Diversify Beyond AmazonBen stresses the need for Amazon sellers to act like real brands and diversify channels to build a sustainable business.00:22:23 The Revival Playbook for Beast GearBen outlines his bootstrapped strategy to revive the brand, focusing on TikTok Shop and rebuilding community goodwill on a budget.00:27:08 Launching a New Brand: TucoThe conversation shifts to Ben's new venture, Tuco, a baby carrier startup designed specifically for dads.00:32:22 When to Implement Brand Awareness StrategiesBen and Josh discuss when a brand should start investing in top-of-funnel marketing and diversifying beyond its primary channel.00:37:40 Three Actionable Takeaways for Brand OwnersThe host summarizes key lessons: diversify with solid processes, avoid inventory leverage, and work with creators for brand awareness.00:42:13 Ben's Final Three QuestionsBen shares his most influential book (The E-Myth), favorite AI tool (Claude), and an e-commerce professional to follow.00:45:51 How to Connect with BenBen shares the best places for listeners to find him online, primarily LinkedIn and his personal email address.Resources mentioned in this episode:Josh Hadley on LinkedIneComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: [email protected] and Websites"Shopify": "00:03:03""Amazon": "00:03:03""TikTok": "00:09:54""YouTube": "00:19:51""TikTok Shop": "00:23:10""Meta Ads": "00:24:07""WordPress": "00:35:58""Email Marketing": "00:36:33""Claude (AI Tool)": "00:43:03""LinkedIn": "00:45:09""Ecomm Breakthrough Website": "00:46:24"Books"Quit Stalling and Build Your Own Brand by Ben Leonard": "00:01:01""Building a StoryBrand by Donald Miller": "00:21:31""The E-Myth Revisited by Michael Gerber": "00:42:25"Videos"Brand Rescue Mission": "00:08:17""Escaping the Amazon Goldfish Bowl": "00:19:51"Podcasts"Operators Podcast": "00:09:54"Other Mentions"Forbes": "00:01:01""Peregrine Commerce": "00:25:41""Sean Cowie": "00:44:09"Episode Sponsor: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 ...

In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley shares his "10x AI SOP Method" for scaling businesses by using AI to clone founder judgment. Rather than automating routine tasks, Josh explains how recording real-time work, feeding transcripts into AI models, and rigorously answering hundreds of probing questions creates highly accurate SOPs that capture nuanced decision-making. Through repeated iterations, entrepreneurs can build comprehensive procedures enabling teams to execute with founder-level expertise, eliminating bottlenecks and unlocking sustainable business growth.Bullet Points:Use of AI to replicate founder's judgment and decision-making in business processes.Importance of documenting nuanced decision-making beyond traditional SOPs.Step-by-step method for creating an AI-assisted SOP.Recording real-time work processes to capture decision-making rationale.Feeding transcripts of recorded processes into an AI language model.Iterative refinement of SOP through detailed questioning and feedback.Achieving high accuracy in SOPs by rigorously interrogating the founder.Utilizing training videos effectively for onboarding new team members.Maintaining context and continuity in AI interactions for better SOP development.Emphasizing the transformative potential of AI in scaling business operations.Timestamps:00:00:00 Introduction: How to Clone Yourself with AIThe host introduces the concept of using AI to replicate a founder's judgment and decision-making to scale a business.00:01:48 The Founder Mindset ShiftOvercoming the belief that "nobody can do this like me" by documenting the nuanced judgment calls behind your business processes.00:02:41 The Problem with Normal SOPsStandard Operating Procedures often fail because they miss the crucial, unarticulated judgment calls and trade-offs made by the founder.00:03:38 The Lazy Way People Use AIA warning against simply asking AI to create an SOP, as it lacks the specific context and nuances of your business.00:04:33 The 10x AI SOP Method OverviewAn introduction to the host's four-step method: record your process, feed transcripts to AI, have AI interrogate you, build SOP.00:05:33 Step 1: Record the ProcessThe importance of recording yourself performing a task multiple times over several weeks to capture various scenarios and nuances.00:07:26 Why Multiple Recordings Are CrucialRecording a process over time captures seasonality and different business scenarios, creating a more robust and accurate SOP.00:08:21 How to Record Effective LoomsThe key is to vocalize every decision, explain trade-offs in real-time, and record during different business scenarios.00:09:18 Live Demo IntroductionThe host begins a practical demonstration of his AI process for creating an SOP for his product research and development.00:10:21 Step 1 of the Prompting ProcessExplaining the initial prompt that sets up the AI as an expert SOP architect and instructs it on the process.00:12:09 Steps 2-4: Feeding Transcripts to the AIHow to upload weekly transcripts and use an "SOP memory" to have the AI continuously update its understanding of the process.00:13:16 Step 5: The First InterrogationPrompting the AI to ask numerous questions to ensure the SOP captures your full judgment with 95% accuracy.00:15:06 Step 7: The Second InterrogationPushing the AI further by asking it to ask more questions to achieve 99.9% accuracy in the final SOP.00:15:33 Step 10: Creating a Training PlanUsing the AI to analyze all recorded videos and create a structured onboarding and training plan for new team members.00:17:24 Live Demo WalkthroughA screen-share demonstration showing the actual ChatGPT thread, from the initial prompt to the AI's 240 interrogation questions.00:21:17 Why This In-Depth Process MattersEmphasizing that thorough systems are what truly scale a business, preventing the frustration of team members not executing correctly.00:22:29 The AI-Generated Onboarding PlanThe AI's final output, which suggests the best order to present training videos to a new hire for maximum clarity.00:23:31 The Importance of the Loom Training LayerLeveraging the recorded videos as training assets, using AI to determine the most effective sequence for onboarding new hires.00:24:32 Key TakeawaysAn SOP is complete when someone can make the same decisions as you, which is achieved by using AI interrogation.Links and Mentions:Tools and Websites  "Helium 10": "00:02:36"  "Cerebro": "00:02:36"  "Data Dive": "00:02:36"  "Loom": "00:05:29"  Videos and Demos  "YouTube Demo": "00:10:14"  Prompts and Processes  "AI Prompt Library": "00:25:09"  Key Takeaways  "SOP (Standard Operating Procedure)": "00:24:00"Transcript:Josh Hadley 00:00:00  If you're a business owner, you've probably thought, hey, is there an ability for me to clone myself? Because if I just had 3 or 4 more people on my team that thought the same way I do that, execute the same way I do, and actually have the same work ethic that I do. Man, our business could be ten x bigger than it is today. Well, today I'm going to show you how to utilize AI to clone yourself in the exact process that I'm following to clone myself in my business. Welcome to the Econ Breakthrough Podcast, I'm Josh Hadley. I've scaled my own ecommerce brand from 0 to 8 figures, and I'm actively building towards nine figures in sales. This podcast is where I document that journey and share the systems, the strategies, and the lessons learned in real time so that you can learn what actually matters and scale your own business. Who am I? My name is Josh Hadley. First and foremost, I am a man of faith. I'm a husband to a beautiful wife and the father of four children.Josh Hadley 00:00:49  I have been selling in the e-commerce space for over a decade now, doing over $20 million in annual revenue and selling multi-millionaire on multiple sales channels including Amazon, TikTok, Shop and Shopify. And I am also the host of the E-com Breakthrough podcast, the number one business strategy podcast for eCommerce entrepreneurs. Today, I'm going to be showing you how I use AI to clone myself in my business. And this doesn't just mean I'm using AI agents to go clone myself. What I'm actually doing is following a system that allows me to replicate my same level of judgment and decision making throughout the team, whether it's a team member executing tasks for me, or it's AI executing tasks for me, the most important thing that you need to do truly is to clone the way you think and the judgment calls that you make that is ultimately what you're looking for. Most people use AI to just...

In this episode, host Josh interviews entrepreneur Rolando Rosas about his journey from office technology to Amazon selling and founding Global Teck Worldwide. Rolando shares his advanced PPC strategy, using a year’s worth of sales data and heat maps to optimize Amazon ad scheduling for better ROAS. He offers practical tips for sellers: enhance product images, respond to customer questions with videos, and use data tools like Seller Labs Data Hub to identify peak buying times. Rolando encourages starting small with data-driven ad adjustments to boost efficiency and sales.Chapters:Introduction to Rolando Rosas and His Journey (00:00:00)Josh introduces Rolando, his entrepreneurial background, and the founding of Global Teck Worldwide.Podcast Sound Effects and Stream Deck Tips (00:01:15)Rolando shares his experience setting up podcast sound effects and encourages using a stream deck.Introduction to Innovative Amazon PPC Strategy (00:01:38)Josh prompts Rolando to share his unique PPC strategy, setting the stage for the main discussion.Data-Driven Ad Scheduling and Heat Maps (00:02:13)Rolando explains using 12 months of order data and Seller Labs Data Hub to create heat maps for ad scheduling.Key Insights from Data: Golden Hours and Days (00:02:59)Discovery of optimal times and days for ads, including patterns like low Friday evening and weekend sales.Challenging Weekend Ad Spend Myths (00:04:12)Rolando debunks the idea that weekends are best for ads, showing most sales occur Monday–Friday.Impact on ROAS and Sales Performance (00:06:03)Discussion of improved ROAS and sales by focusing ad spend on high-performing days and times.Layering Day Parting and Low Bid Strategies (00:07:02)Exploring advanced ad scheduling, including low bid strategies during off-peak hours.Manual vs. Automated Campaign Management (00:08:31)Rolando discusses the manual nature of their current process and the use of portfolio grouping for easier management.Leveraging Seller Labs Data Hub for Insights (00:09:36)How to use Seller Labs Data Hub for actionable business insights, even for non-data experts.The Importance of Data Science and AI for Sellers (00:10:53)Emphasizing the future role of data analytics and AI in Amazon selling success.Three Actionable Takeaways for Amazon Sellers (00:11:56)Josh summarizes three key takeaways: main image optimization, customer Q&A engagement, and data-driven ad scheduling.Encouragement to Start Small and Test Strategies (00:15:20)Advice to implement changes gradually, testing on a few campaigns or SKUs before scaling.Closing Remarks and Appreciation (00:16:18)Josh and Rolando wrap up the episode, express mutual appreciation, and end the conversation.Links and Mentions:Tools and Websites"Global Teck Worldwide": "00:00:00""Seller Labs Data Hub": "00:02:59""Google Sheets": "00:10:08"Strategies and Concepts"Day Parting": "00:02:13""Heat Map": "00:02:59"Actionable Takeaways"Adjust Main Images": "00:11:56""Respond to Customer Questions": "00:12:07"Transcript:Josh 00:00:00  Today I'm super excited to introduce you all to Rolando Rosas. Rolando never could have predicted that a college computer, a printer, and an old school wall phone in his kitchen would lead him down the path of entrepreneurship. But that's exactly how it happened. In 2002, he founded Global Teck Worldwide with the goal of making it easy for businesses to use the right office technologies for better and frictionless customer interactions that help businesses elevate their customer interactions and turn them into rich, meaningful discussions. Fast forward to today, and after spending ten years selling on Amazon, he is on his third startup circuit. Com because he was frustrated with the lack of transparency and outdated methods of buying broadband, wireless and fiber internet for small and medium sized businesses. So with that introduction, welcome to the show, Rolando.Rolando 00:00:53  Woo! Woo woo woo woo. Woo woo. Let me try. Let me try.Josh 00:00:56  Hey, there you go. Hey.Rolando 00:00:57  There we go.Josh 00:00:58  You got the audio work?Rolando 00:00:59  I got it, I got it I got him to work.Josh 00:01:02  Rolando has his own podcast and we recorded an episode last week I was on, I was in the reverse side. I was the guest there. And that I told you, Rolando, I love the sound effects that you have going on in your podcast.Rolando 00:01:15  You know what? I'm here. You know what? Go get a stream deck, go get it and call me, and I'll help you set it up. Because it took me a while. I left it in the box for quite some time before I actually started using it, because I was a little intimidated. I'm not an Avi guy or anything like that, but, you know, I was like, all right, let me add one, two, three. And I was like, ooh. And now I've got a couple of those buttons set up for it.Josh 00:01:38  I love it, I love it. All right, Rolando, there's another really wicked smart strategy that I want you to share with our audience that you shared with me prior to hitting the record button.Josh 00:01:48  And this is your amazing PPC strategy that I have never heard anybody else talk about this other than yourself. everybody's always heard of de parting, right? And that's kind of the new hot PPC term, but this isn't Dave Harding. This is something, I think, even more intelligent than what De parting is. So I've laid out the red carpet for you there, Rolando. Give us the gold nugget.Rolando 00:02:13  Yeah, right. So de parting is just simply ad scheduling. You know, run an ad on a schedule. Nothing new there. But what if. Chad. Chad, I was just talking to Chad. What if Josh. We could map or have ads show up when we have our ideal customers on Amazon? How can we do that? Can we pull it off? And can we save money while we're doing that? That's really what we wanted to find out. Turns out there is a way to do it. Not easy, not clean. But there was. So we went and pulled data from our orders for 12 months, and we used, Seller Labs product that they have or service that's called Data Hub.Rolando 00:02:59  and it pulled in all that data, right? It's our own data. So we didn't have to do all these crazy reports from Amazon. Pulled it all in. Once they pulled that in I said, wait a minute, guys. I'm not a mathematician here. This is just a spreadsheet with a bunch of numbers. Can we do something better? So then we put together something that anybody could easily use in the organization. We put together a heat map so that you can visually see the data. And, you know, dark green means good, red is bad. And guess what? We found golden hours every day of the week. Also golden months also patterns within those months. For example summertime for our products which are mostly office related products. After 4 p.m. on a Friday, we've virtually had no orders on the summer months. So if I'm a betting man, Why would I run PPC after 4 p.m. if we're not getting any orders? Another one was when? on the weekends, you hear people say this all the time.Rolando 00:04:12  And now that I have the data for our stuff, I know it's totally wrong. You got to run ads on Saturday and Sunday because people browse Saturday and Sunday and buy on Monday. The evidence does not hold that up in our case, because in our case, most of our activity, nearly 85 to 90% of the purchases came Mo...

Andri Sadlak is a serial entrepreneur and Founding Head of Product & Strategy at Azoma, building AI-first commerce software for the age of agentic shopping. He's been an Amazon seller since 2017, exited his own brand, and co-founded ProductPinion. Today he's part of the team behind Amazon growth and AI visibility strategies for 8 and 9-figure brands like Mars, L'Oréal, and HP. He's one of the sharpest voices on Agentic Commerce, taking the world stage to break down how brands need to show up in the age of AI shopping assistants like Amazon Rufus, Walmart Sparky, and LLM search.Highlight Bullets> Here’s a glimpse of what you would learn…. The evolution of e-commerce from traditional search engines to AI-powered answer and action engines.The rise of AI shopping assistants and their impact on consumer purchasing behavior.The integration of AI technologies by major companies like Amazon and OpenAI to enhance shopping experiences.The concept of generative commerce and how AI can autonomously complete purchases for consumers.The rapid adoption of AI tools and their influence on product research and decision-making.The importance of optimizing for AI algorithms in e-commerce, particularly on platforms like Amazon.The role of multi-modal understanding in AI, allowing it to interpret both text and images for better product recommendations.Strategies for sellers to optimize their listings for AI-driven systems, including managing Q&A sections and enhancing product images.The significance of external citations and media presence in building trust and credibility for AI recommendations.The future of e-commerce and the necessity for brands to adapt to AI-driven changes to maintain competitiveness.In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley interviews AI-driven e-commerce expert Andri Sadlak. They explore how AI is revolutionizing online shopping, focusing on Amazon’s shift from traditional search to AI-powered answer and action engines like Rufus. Andri shares actionable strategies for brands to optimize product listings for AI, discusses the importance of image and Q&A optimization, and highlights the growing role of external citations. The episode offers practical tips for sellers to thrive in the new era of agent commerce, emphasizing the urgency of adapting to AI-driven changes in e-commerce.Here are the 3 action items that Josh identified from this episode:Optimize for BOTH Amazon algorithms Don’t rely on just traditional keyword SEO—start optimizing for both Rufus/Cosmo (AI-driven discovery) and legacy search to stay competitive.Fix your existing listings first (quick wins) Update product images, backend fields, alt text, and listing details—these are fully within your control and can drive immediate impact.Focus on one high-impact priority: Cosmo optimization Ensure your product answers key customer questions clearly (front + backend). Nail the fundamentals first—everything else builds on this.Resources mentioned in this episode:Josh Hadley on LinkedIneComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: [email protected] and Technologies"Rufus": "00:02:02""ChatGPT": "00:06:01""Gemini": "00:09:33""Perplexity": "00:09:33""ProductPinion": "00:02:02""Cosmo": "00:21:04""Claude": "00:28:05""Amazon Rekognition": "00:36:30""AWS (Amazon Web Services)": "00:36:30""Azoma": "00:54:36"Studies and Reports"Accenture Study on AI Trust": "00:13:13""Bain and Company Research on AI Usage": "00:16:05""Amazon's Cosmo Paper": "00:30:32"Skills and Features"Skills for Claude": "00:28:41""A+ Content": "00:39:55"Websites"Amazon Seller Central": "00:38:14""Affiliates Media": "00:44:19""ecommbreakthrough.com": "00:54:58"Books"Building a StoryBrand": "00:54:11"Key Concepts"Listings 10, 20, and 30": "00:22:34""Optical Character Recognition (OCR)": "00:39:04"Episode SponsorThis 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 Area:Andri Sadlak 00:00:00  The shift that we're talking about is search engines are becoming answer engines plus action engines. So it's already answer engines. We're already deep in it. Most of the people at least. And action engines is what a lot of people predict is going to happen next because we're going to save our time. We're going to go for convenience and trust AI. We already do, right? The good news you're watching this. So now you know that you need to pay attention. And I'm going to share with you exactly what I need to do.MC 00:00:29  Welcome to the Econ Breakthrough Podcast. Are you ready to unlock the full potential and growth in your business? You've already crossed seven figures in sales, but the challenge is knowing how to take your business to the next lev...

In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley tackles a common entrepreneurial frustration: hiring seemingly qualified candidates who underperform within their first few months. Josh introduces his proven 30-60-90 day onboarding framework, broken into three phases: observation, independence, and ownership. Each phase features structured communication, daily reports, and objective performance evaluations using a custom GPT tool. Josh emphasizes the importance of clear role profiles, documented SOPs, and milestone-based progression to set new hires up for success and help business owners make informed retention decisions.Bullet Points:Challenges entrepreneurs face in hiring qualified team members who underperform.Introduction of a structured 30-60-90 day onboarding framework.Breakdown of the onboarding process into three phases: Observance, Independence, and Ownership.Importance of clear role profiles and key performance indicators (KPIs) for new hires.Emphasis on frequent communication and structured meetings during the onboarding process.Use of tools and technology to enhance onboarding and performance evaluation.Strategies for assessing new hires' progress and readiness to advance through onboarding phases.Flexibility in the timeline for onboarding based on individual performance.Importance of documenting standard operating procedures (SOPs) for clarity and consistency.The impact of a structured onboarding framework on business scaling and team success.Timestamps:00:00:00 The Problem with HiringEntrepreneurs hire seemingly qualified candidates who underperform, leading to frustration and the belief that they must do everything themselves.00:00:40 Introduction to the 30-60-90 Day FrameworkA structured onboarding framework to set clear expectations and objectively evaluate whether a new team member is succeeding or failing.00:01:11 Podcast and Host IntroductionJosh Hadley introduces himself, his e-commerce background, and the Econ Breakthrough Podcast before reintroducing the 30-60-90 day framework.00:02:19 Why Onboarding FailsMost entrepreneurs fail by having unclear expectations and assuming new hires can immediately perform miracles without proper guidance or systems.00:04:29 The Entrepreneur's Hiring MindsetEntrepreneurs must hire people smarter than themselves for both their weaknesses and strengths to compound business growth effectively.00:05:34 The Importance of a Clear Onboarding SequenceA dedicated onboarding process is crucial for clarity, speed, and objectivity, increasing a new hire's success rate significantly.00:06:41 The Role Profile TemplateBefore onboarding, a clear role profile defining KPIs, success metrics, and tasks is essential to avoid ambiguity for everyone.00:09:49 Using AI to Create Role ProfilesLeverage a custom GPT to quickly generate a comprehensive role profile template, completing 80% of the work for you.00:11:24 Overview of the Three Onboarding PhasesA high-level look at the three phases: Observance (Days 1-30), Independence (Days 31-60), and Ownership (Days 61-90).00:12:21 Phase 1: The Observance Period (Days 1-30)New hires watch, follow, and re-document existing processes to demonstrate understanding before making any changes or executing tasks.00:16:02 Meeting Cadence for Phase 1The communication schedule includes daily 15-minute huddles, a weekly 45-minute one-on-one, and a daily end-of-day report.00:18:50 The 30-Day Checkpoint GPTUsing a custom GPT to objectively evaluate a new hire's performance by answering questions about their impact and ownership behaviors.00:23:11 Phase 2: The Independence Period (Days 31-60)The new hire begins executing tasks in "draft mode," requiring manager approval before anything goes live, with reduced meeting frequency.00:29:25 Phase 3: The Ownership Period (Days 61-90)The team member takes full ownership, executing their role independently while the manager verifies work behind the scenes.00:35:10 Onboarding Framework SummaryA recap of the meeting cadences and work expectations for each of the three 30-day phases in the framework.00:36:33 Milestone-Based ProgressionThe 30, 60, and 90-day timelines are arbitrary; progression is based on milestones and demonstrating readiness to advance.00:39:03 The Role of HR and Pre-Onboarding PrepBefore day one, ensure the role profile is complete and existing SOPs are documented to set the new hire up for success.00:40:07 Why This Framework Matters for ScaleThis system increases your hiring "batting average," ensuring new team members succeed more often, which is critical for scaling.00:41:35 Call to Action and Access to ResourcesJosh asks listeners to review and share the podcast in exchange for access to the presentation slides and resources.Links and Mentions:Role Profile Creation"Role Profile Template": "00:07:38""Custom GPT for Role Profile Creation": "00:09:49"Hiring and Team Evaluation"YouTube Video on Hiring A+ Talent": "00:10:49""Custom GPT Checkpoint": "00:19:29"Process Documentation"Loom": "00:39:30"Transcript:Josh Hadley 00:00:00  Have you ever gone through an in-depth interviewing process to find A-level talent? And then you get the right person who has an incredible resume. They've passed all of your interviews and maybe even a case study or test project that you've given them. And then ultimately 30 days within the job, 60 days within the job. They're not performing. And you're frustrated, they're frustrated. And then you chalk it up to say, hey, I think I just need to go do this myself. Nobody can do this better than me. Screw it. With all of this hiring, if you've ever said that yourself, then this is for you. I'm going to walk you through the 30 60 90 day framework that we use to onboard every single new team member onto the team. That allows us to gain clarity not only from their perspective in terms of understanding their role, but from our perspective of understanding what the expectations are at 30 days, 60 days, and 90 days to where we know whether that new team member is winning or losing in their new role, and whether we should keep them, or if it's best to cut ties and free them back up to the marketplace to allow them to go do something that they are going to succeed at.Josh Hadley 00:01:11  Welcome to the Ecomm Breakthrough Podcast, I'm Josh Hadley. I've scaled my own ecommerce brand from 0 to 8 figures, and I'm actively building towards nine figures in sales. This podcast is where I document that journey and share the systems, the strategies, and the lessons learned in real time so that you can learn what actually matters and scale your own business. My name is Josh Hadley. First and foremost, I'm a man of faith. I'm a husband to a beautiful wife, and I am also the father of four children. I have been selling into e-commerce space for over a decade now, doing over $20 million in annual revenue and doing multi-million in revenue on different sales channels such as Amazon, TikTok, Shop and Shopify. I'm also the host of the number one business strategy podcast for ecommerce entrepreneurs, and that's ecomm breakthrough. Today we are going to be diving into the 30 60 90 day onboarding framework. This is the framework that we live and die by. Any new team member that joins the team, whether they are a entry level team member or whether they're a senior level, a leadership level hiring decision for us.Josh Hadley 00:02...

In this episode, Josh interviews Pat Yates, M&A advisor at Quiet Light and owner of Happy Feet Slippers. Pat shares insights from his Shark Tank experience, discusses the realities of TV deals, and explains the complexities of licensing with major brands like Disney and the NFL. The conversation covers the importance of intellectual property protection, strategies for evaluating and managing licensing agreements, and actionable advice on preparing an e-commerce business for a successful exit. Listeners gain practical tips on building value, protecting their brand, and planning ahead for future business transitions.Chapters:Introduction and Guest Background (00:00:00)Josh introduces Pat Yates, his background, and the episode’s focus on licensing and business exits.Shark Tank Experience (00:02:06)Pat discusses his Shark Tank appearance, the process, and what it was like pitching on the show.Reality of Shark Tank Deals (00:03:36)Pat explains how deals on Shark Tank often differ from what is shown, and his ongoing relationship with Robert.Behind the Scenes of Shark Tank (00:04:45)Pat shares details about the filming process, post-show counseling, and the impact of the experience.Licensing Audits and Financials (00:05:44)Discussion about licensing agreements, financial audits by licensors like Disney, and the importance of accurate documentation.License Renewal Challenges (00:07:01)Pat explains how license renewals work, what licensors look for, and the challenges with companies like Disney.Transitioning and Subcontracting Licenses (00:08:57)Pat describes how some licenses are transitioned to subcontracted arrangements and the benefits of this approach.Direct vs. Subcontracted Licensing (00:09:18)Explanation of the differences between holding a direct license and working through a subcontracted licensee.Branding and Labeling in Subcontracted Licensing (00:10:27)Clarification on branding, labeling, and legal requirements when selling products under a subcontracted license.Actionable Takeaways for Business Owners (00:11:42)Josh summarizes three actionable tips: IP protection, evaluating licensing, and preparing your business for exit.Final Advice on Business Growth and Exit Preparation (00:15:11)Pat offers final advice on analyzing business performance, seeking help, and preparing early for a successful exit.Episode Wrap-Up (00:16:13)Josh thanks Pat and encourages listeners to reach out for further advice on exiting their business.Links and Mentions:Consulting and Strategy"Ecomm Breakthrough Consulting": "00:00:00""Email for Strategy Audit": "00:01:08"Shark Tank and Related Experiences"Shark Tank": "00:02:04""Robert Herjavec": "00:02:15"Licensing and Partnerships"DreamWorks, NCAA, NFL, Disney": "00:02:31""Licensing and IP Protection": "00:12:04""Consider Licensing": "00:13:12"Intellectual Property"IP Protection": "00:12:04"Transcript:Josh 00:00:00  Today, I'm speaking with Pat Yates, an M&A advisor at Quiet Light and owner of Happy Feet Slippers. And today we're going to be talking a lot about licensing and preparing your business to exit. This episode is brought to you by Ecom Breakthrough Consulting, where I help seven figure companies grow to eight figures and beyond. Listen, Pat, I started my E-comm business back in 2015, and it took me seven years to grow it to an eight figure brand. There were a lot of times that I struggled with the challenge of knowing whether my business could actually succeed financially, or if my brand could actually become a real well-known brand, or even myself as a leader. Whether I had the abilities and capabilities to lead a team and actually manage a group of people? Sure. For our listeners that have had similar experiences or hit similar plateaus, go to Ecom Breakthrough Comm and that's ecom with two M's. And you can learn a little bit more about how I can help you. And to our listeners, this month I'm giving away one $10,000 comprehensive business strategy audit session at no cost.Josh 00:01:08  All you need to do is email me at Josh at Ecom breakthrough.com. And in your subject line just say strategy audit and then tell me why I should choose your business as the business to do the strategy audit for this month. And don't worry if you don't win this month because you'll be entered to win for future months to come. But I'm super excited to introduce you all to Pat Yates. Pat, as a seasoned entrepreneur with a focus on eCommerce, in 2014, he struck a deal with Robert Herjavec on the Emmy Award winning show Shark Tank. Pat grew a single slipper kiosk business into a multi-million dollar, e-commerce focused business. During that time, Pat has done licensing deals with Dreamworks, the NCAA, the NFL and Disney, and in 2015, he struck up a relationship with Mark, the founder of Quiet Light Brokerage, and continued, eventually leading him to becoming an M&A advisor. So welcome to the show, Pat.Pat 00:02:04  Thanks. I appreciate you having me.Josh 00:02:06  Pat. I watched your Shark Tank episode and loved, you know, everything you kind of went through in that episode.Josh 00:02:15  You ended up doing a deal with Robert who who first kind of went out pretty early on, at least in the episode. And then he comes back in and kind of swoops up the deal. And at the last moment, how was that experience being on Shark Tank and going through that?Pat 00:02:31  Yeah, it's something I've talked a lot about it over the past few years because, as one of the people that likes on the speaking circuit with me likes to call me the one of the OGs in Shark Tank because I'm on season five. They have so many seasons now, I'm like, I can't be old at everything. I hate that, but, I mean, it's it's a difficult process in the very beginning. You have to submit several videos and a lot of written documentation, a lot of due diligence. And, you know, I was turned down in season one or season two or something like that. And then they called me back as season five was coming because they were ramping so much, and I was one of the people that came down to the very end and had to fly out there and do my pitch in front of the producers to even see if they could keep me.Pat 00:03:09  So, I did that. And then it aired in 2014 and it was awesome. I mean, the show was going, I mean, my, my time was going poorly in there for like 80% of it. The, you know, you're in there like an hour and 15 minutes. Most people don't realize that. And it's cut to eight. So for most of the time it wasn't going very well. But the end was pretty good. Yeah.Josh 00:03:27  Yeah, that's that's amazing. How was it, you know, doing a deal with Robert and what kind of his involvement been since you did that deal with him?Pat 00:03:36  Well, the deals that you do on Shark Tank and are are definitely theory and practice things. You know, one of you come up with a deal and then it closes or it doesn't. I mean, a lot of people that I talk to and I'm involved in a pretty deep Shark Tank group. You know, most of those deals don't close as you see them. And really, truly most deals don't close, period.Pat 00:03:55  you know, our deal. We did not do the financial terms we saw on the show. We just did a relationship and we didn't do any kind of money transfer, just a small equity portion to be able to help. So the relationships been mor...

Oren Michels is the founder and CEO of Barndoor.ai, the first and only Control Plane for the agentic enterprise. Previously, he co-founded Mashery in 2006 and served as CEO until Intel acquired the company in 2013. When it was acquired, Mashery-powered APIs were used by over 350,000 active developers in over 100,000 active applications, and counted among its customers many of the largest e-commerce, media, and data companies in the world. He is an entrepreneur, investor, board member, and advisor to technology startups in the US and Europe and has made angel investments in several successful companies including Uber, Pebble Post, Addy, Navdy, and eero.Highlight Bullets> Here’s a glimpse of what you would learn…. Rapid evolution of AI agents in e-commerce and business operations.Definition and functionality of AI agents that perform actions on behalf of users.Importance of governance and trust in deploying AI agents to prevent errors and misuse.Introduction of Barndoor AI and its role in providing connectivity and governance for AI agents.Practical use cases of AI agents in managing tasks across various platforms (e.g., Shopify, JIRA, QuickBooks).The necessity of setting strict policies to control AI actions and ensure safety.Integration of AI tools with existing software systems and the potential for low-code/no-code solutions.The significance of problem-solving and process design skills in effectively utilizing AI agents.Recommendations for starting small with AI and learning through practical application.Continuous evolution of AI tools and the importance of staying informed and adaptable.In this episode of the Ecomm Breakthrough podcast, host Josh Hadley speaks with Oren Michels, founder and CEO of Barndoor AI, about the growing role of AI agents in business operations. Oren explains how AI agents can autonomously perform tasks within systems like Shopify, Amazon, and Slack, while emphasizing the critical need for governance and trust. He introduces Barndoor AI as a control plane that enables secure connectivity and policy-based guardrails, preventing unintended actions. Practical use cases include email management, JIRA ticket handling, and financial forecasting. Oren advises listeners to start small, experiment with multiple AI tools, and develop strong problem-solving skills.Here are the 3 action items that Josh identified from this episode:Start with low-risk automation Deploy AI agents on simple, non-critical workflows first (e.g., email summaries, reporting) to test value and build internal trust before scaling. Enforce strict governance from day one Define clear permissions, rules, and guardrails—never give blanket access. Every AI action should be controlled, logged, and auditable. Design processes before deploying AI Break workflows into clear steps and craft precise prompts. Strong process design + prompt clarity = better, safer AI performance.Timestamps:00:00:00 The Problem of AI GovernanceOren discusses lack of governance in current AI systems and the risks of AI agents forgetting instructions.00:00:30 Podcast Introduction & Guest BackgroundPodcast is introduced, and Oren Michels’ background and achievements are highlighted.00:00:44 The Rise of AI Agents in E-commerceJosh frames the future of e-commerce as dominated by AI agents and introduces Oren as the guest.00:02:06 Oren’s Perspective on AI Agent AdoptionOren explains the rapid and slow pace of AI agent adoption, especially beyond coding tasks.00:03:02 What is Barndoor AI?Oren introduces Barndoor AI, focusing on connectivity and trust for AI agents in business systems.00:03:40 How Barndoor AI WorksDetails on how Barndoor AI enables granular control and governance over AI agent actions.00:05:45 Security and Guardrails for AI AgentsDiscussion on security risks, both from bad actors and unintended consequences by legitimate users.00:06:33 Difference Between Barndoor and Other AI ToolsOren explains how Barndoor adds governance missing from tools like OpenClaw and Claude.00:09:24 Use Case: Email Management with AI AgentsOren shares how he uses AI agents to manage and triage his daily email load efficiently.00:12:04 Why Governance Matters in AI ActionsExplains the importance of restricting AI actions to prevent mistakes, especially in sensitive tasks.00:13:00 Custom Rules and Granular PoliciesBarndoor allows highly specific rules for AI actions, such as price-based restrictions in e-commerce.00:13:58 Use Case: JIRA and Finance AutomationExamples of using AI agents for JIRA ticket management and automated financial reporting via Slack.00:16:48 Enterprise Use Cases & E-commerce OptimizationBarndoor’s enterprise clients use AI for handling sensitive data and optimizing Amazon listings seasonally.00:19:08 Customer Service and Contextual CommunicationAI agents help draft personalized emails by pulling context from Salesforce and previous communications.00:20:40 AI Agent Adoption is Still EarlyOren emphasizes that AI agent use is in its infancy and encourages experimentation in low-risk areas.00:22:40 Personal Use Cases for AI AgentsJosh and Oren discuss personal productivity applications, like sports team management and scheduling.00:24:14 The Evolving AI Tool LandscapeDiscussion on the rapid evolution of AI tools, the importance of using multiple models, and specialization.00:27:47 Future of AI in Business OperationsSpeculation on the future: specialized AI tools for each business function, governed by platforms like Barndoor.00:31:00 The Importance of Problem-Solving and Prompt EngineeringSuccess with AI depends on defining problems and giving clear instructions, akin to prompt engineering.00:33:46 Actionable Takeaways for ListenersJosh summarizes three action items: start experimenting, document processes, and stay flexible with tools.00:36:44 Book Recommendation: Why Computers ThinkOren recommends a book that explains the probabilistic nature of AI and why it sometimes fails.00:37:34 Favorite AI Tool and Personal UseOren shares his favorite AI tools and how he uses them for both work and personal learning.00:38:49 Who to Follow: Aaron LevieOren recommends following Aaron Levie for insightful commentary on AI and business.00:39:28 Where to Learn More About Barndoor AIOren directs listeners to Barndoor AI’s website and their personal product, Zenni, for hands-on experience.00:39:45 Podcast Wrap-UpPodcast concludes with thanks and a call to subscribe and leave a review.Resources mentioned in this episode:Josh Hadley on LinkedIneComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: [email protected] and Websites"OpenClaw": "00:00:00""Barndoor AI": "00:03:14""

In this episode of the Ecomm Breakthrough podcast, host Josh Hadley shares a powerful weekly habit for CEOs: a 15-minute asynchronous video newsletter sent every Monday. Drawing from his ecommerce experience, Josh explains how this tool combats team misalignment, competing priorities, and the "founder's trap." The newsletter follows a four-part structure: celebrating weekly wins, identifying the key business constraint, recognizing core value exemplars, and reinforcing the company vision. Josh also highlights common mistakes to avoid, such as inconsistent messaging and vague praise. His core message is that consistent, structured communication transforms scattered teams into aligned, motivated, and proactive organizations.Bullet Points:Importance of consistent leadership communication for team alignmentIntroduction of a weekly CEO newsletter as a communication toolChallenges of team misalignment and competing prioritiesThe "founder's trap" and its impact on team understandingBenefits of asynchronous communication over live meetingsStructure of the CEO newsletter: wins, current constraints, core values, and visionCelebrating team wins to boost morale and motivationIdentifying and addressing key business constraintsRecognizing team members who exemplify core valuesReinforcing the company's mission and vision to maintain engagementTimestamps:00:00:00 Introduction to the CEO's #1 Weekly HabitJosh Hadley introduces the concept of a weekly CEO newsletter to improve leadership, clarity, and team performance.00:01:50 The Problem: Team Misalignment and Lack of CadenceDiscusses why teams feel scattered and reactive, highlighting a cadence problem, not a communication problem, in leadership.00:03:40 Why Teams Get ScatteredExplains that teams lose focus because they forget the mission, have competing priorities, and lack the CEO's full perspective.00:06:22 The Solution: The Weekly CEO NewsletterIntroduces the asynchronous weekly newsletter, recorded via Loom, to maintain clarity and momentum without adding more meetings.00:07:19 The Power of Asynchronous CommunicationAdvocates for asynchronous updates over meetings to avoid wasted time, task switching, and to increase team agility and output.00:08:58 How to Create the Newsletter ContentDetails the process of using Loom's transcription feature and an AI tool like Claude to draft the email content.00:11:05 The Four-Part Newsletter AgendaOutlines the four key sections of the weekly update: wins, the primary constraint, core value shout-outs, and the vision.00:12:45 Agenda Part 1: Sharing WinsExplains the importance of sharing wins to build morale and make the team feel like they are winning.00:16:42 Agenda Part 2: Stating the ConstraintFocuses on naming the single most important bottleneck to align the entire team's energy and focus weekly.00:21:05 Agenda Part 3: Core Value Shout-OutsDescribes how to use specific examples of employees living the core values to embed and reinforce company culture.00:25:00 Agenda Part 4: The Vision ReminderEmphasizes connecting daily work back to the company's long-term mission to create meaning and build endurance.00:26:00 The CEO Update FlywheelSummarizes how wins, vision, constraints, and core values work together to create belief, meaning, focus, and culture.00:26:40 Five Mistakes to AvoidLists common pitfalls that can kill the newsletter's effectiveness, such as brain dumps and only sharing problems.00:27:48 Your First CEO Update PromptProvides a simple, four-part prompt for creating the first newsletter, covering a win, a constraint, a value, and the vision.00:28:20 The Leadership LessonConcludes that leadership is about creating a rhythm and clarity, not just more meetings, to magnify team output.Links and Mentions:Tools and Websites"Loom": "00:06:22""Claude": "00:09:51"Key Concepts and Practices"Weekly CEO Newsletter": "00:01:50""Asynchronous Communication": "00:07:19"Leadership Principles"Core Values": "00:21:05"Summary of the Four-Part Agenda for the Newsletter"Wins from the Previous Week": "00:11:31""Identifying the Constraint": "00:17:20""Core Value Shout Outs": "00:21:05""Vision Reminder": "00:25:34"Mistakes to Avoid"Random Brain Dump": "00:27:27""Only Sharing Problems": "00:27:27""Generic Praise": "00:27:27""Changing the Message Weekly": "00:27:27""Making it About Yourself": "00:27:27"Transcript:Josh Hadley 00:00:00  If your team is always busy, they're a little scattered and unclear the direction the business is heading. They don't need more meetings. They need you to step up to be the true CEO and the leader that you are meant to become. In today's episode, I'm going to share the number one weekly habit that CEOs need to implement to be able to ten x their leadership output, increase the clarity inside the business, and get everybody rowing in the same direction so that your team maximizes their performance and output in the overall business. Welcome to the Ecomm Breakthrough podcast, I'm Josh Hadley. I've scaled my own ecommerce brand from 0 to 8 figures, and I'm actively building towards nine figures in sales. This podcast is where I document that journey and share the systems, the strategies, and the lessons learned in real time so that you can learn what actually matters and scale your own business. Who am I? My name is Josh Hadley. First and foremost, I'm a man of faith. I'm a father of four and a husband to a beautiful wife.Josh Hadley 00:00:56  I've been selling in the e-commerce space for over a decade now, doing over $20 million in revenue annually. And I'm selling multi-millionaires in three different sales channels Shopify, TikTok shop and Amazon. And I'm also the host of the number one business strategy podcast for ecommerce entrepreneurs. And that's E-com breakthrough. So let's face it, your team is busy, they're scattered, and they're unclear with the direction that the business is heading and specifically the role that they play inside the overall direction that your business is heading. They don't need additional meetings. What they do need from you is they need you to actually lead. So today, that's exactly what we're going to be diving into. And I'm going to share with you the number one habit that you need to adopt every week as the CEO. And that is the weekly CEO newsletter. Let's talk a little bit more about this. This is a 15 minute habit that you can do at the very beginning of every single week. So this is something that I've implemented in my own business every single Monday.Josh Hadley 00:01:50  It's a 15 minute habit that keeps your team aligned, focused and connected and moving in the same direction, making sure that we are all building to achieve that overall mission and vision that you have established for the business. So let's talk about what the problem actually is. The problem isn't necessarily just like a lack of communication, because hopefully you already have existing meetings and you've been communicating with these team members. But what's happening is your team feels scattered. They're quiet. Maybe they're a little reactive. You wish they would be more proactive in solving problems in the business. They feel a little disconnected from the overall mission. Or maybe they even question like, why are we in business? Maybe they just feel like they're just there to collect a paycheck for you, and they're not really tied into the overall purpose and mission that your company is servi...

In this episode, Josh interviews Nathan Resnick, founder of Y-Combinator a sourcing platform. Nathan shares expert advice on negotiating with manufacturers, building strong supplier relationships, and managing payment terms. He discusses the importance of understanding your value to factories, balancing primary and backup suppliers, and regularly re-evaluating product costs. Nathan also offers practical tips on warehousing outside the U.S. to save on tariffs and improve cash flow. The episode wraps up with actionable takeaways for business owners looking to optimize their supply chain and sourcing strategies.Chapters:Introduction to Nathan Resnick and Sourcing (00:00:00)Josh introduces Nathan Resnick, his background, and the Sourcing platform’s mission and achievements.Negotiation Tactics and Understanding Factory Value (00:01:00)Nathan explains how to assess your business’s value to a factory and leverage it for better payment terms.Factory Cash Flow and Forecasting (00:02:01)Discussion on factory cash flow challenges, importance of forecasting, and mutual understanding in negotiations.Choosing the Right Factory and Negotiation Leverage (00:02:58)Advice on evaluating if you’re the right customer for a factory and when to consider switching.How to Find Out Your Importance to a Factory (00:03:55)Nathan shares practical ways to determine your share of a factory’s business and the value of building relationships.Building Relationships and Guanxi (00:05:27)The importance of personal, transparent relationships with manufacturers, especially in Chinese business culture.Balancing Primary and Backup Suppliers (00:06:19)Strategies for maintaining a primary manufacturer while having backup options and when switching is worthwhile.Re-evaluating Product Costs and Sourcing Quotes (00:08:31)How to revisit product pricing, get competitive quotes, and the realities of sourcing platforms like Alibaba.Three Actionable Takeaways (00:10:42)Josh summarizes key takeaways: building relationships, revisiting unit costs, and warehousing outside the US.Warehousing and Tariff Strategies (00:13:43)Advice on warehousing in Mexico to save on tariffs and improve cash flow, including 3PL recommendations.Closing and Contact Information (00:14:30)Nathan shares how listeners can connect with him and learn more about Sourcing.Links and Mentions:Tools and Websites  "Sourcify": "00:08:47"  "Alibaba": "00:10:23"  "Global Sources": "00:10:23"  Key Concepts  "Guanxi": "00:05:35"  Actionable Takeaways  "Build a Relationship with Your Manufacturer": "00:11:29"  "Revisit Product Unit Costs Regularly": "00:12:33"  "Start Warehousing Products Outside the U.S.": "00:13:43"  Contact Information  "Nathan Resnick" on LinkedIn: "00:14:44"Transcript:Josh 00:00:00  Today I am super excited to introduce you all to Nathan Resnick. Nathan is the founder of Sourcify, the fastest growing sourcing platform backed by Y Combinator that helps hundreds of companies manufacture products around the world. In the past, Nathan has brought dozens of products to market, ran three e-commerce companies. He's even sold one of them and has been part of projects on Kickstarter, raising over seven figures. He writes for media outlets like entrepreneur, The Next Web Business. Com, and can frequently be seen on CNBC. Nathan also used to live in China and he speaks Mandarin fluently. So with that introduction, welcome to the show, Nathan.Nathan 00:00:41  Josh, thanks so much for having me on.Josh 00:00:43  I'm sure with your experience you have probably some good negotiation tactics. you've probably have a few case studies of people that you've helped, navigate getting better payment terms with their manufacturer. So would you mind just kind of diving in and sharing more there?Nathan 00:01:00  Yeah, totally. I mean, I think first off, you got to understand how valuable your business is to your factory.Nathan 00:01:06  Right. So I would do that by really trying to understand, you know, you make up most of their production output, you know, of all the factories, production volume that you work with, what percentage are you? Is it 30%, 10%, 50%, 80%. You know what? What is it? And then you kind of understand where you're at from a negotiation position, right? Because if you're a brand that makes up the majority of a factory's output, obviously you have a much stronger lever to pull if you're a kind of minority customer for them or a smaller customer for them, then, you know, maybe that's not even the right factory for you to be working with because you don't have a strong lever to pull. So I think, you know, number one, you've got to see eye to eye to eye with them in terms of forecasting and helping them better understand. Well, hey, you know, this year, this is how many units I'm planning to produce. And I think there's a big disconnect between supply chain teams and factories when it comes to forecasting, because a lot of supply chain team members don't understand.Nathan 00:02:01  There are a lot of brand owners don't understand. You know, that factory has to go purchase raw materials to produce your products as well, so they have their own cash flow challenges when it comes to, you know, making sure they have enough factory workers to produce your product, making sure they have the raw materials to produce your product, and then they aren't getting paid, you know, for 30 or 60 days to produce your product if you're negotiating your terms. Well. And so you've got to understand it from their standpoint as well of, you know, hey, how is this going to help their factory grow? Because it can also put them in a cash flow position, which is challenging. And so that's something you need to be aware of when you go into your negotiations. So I think number one, I would just make sure you're seeing eye to eye with that factory that you're working with to understand, you know, how big of a customer am I for them? You know, what does their cash flow look like? And have I done a good job making sure they understand my forecast? And that's when I would go into the negotiation of saying, hey, you know, we're trying to grow and to grow.Nathan 00:02:58  We need more, you know, cash flow to scale up our ads, to get more customers right. And so that's how I would approach it. I think if you're a brand that is, you know, a smaller customer like sub 10% of a factory's output, it's going to be really hard for you to negotiate that. And honestly, in that position, I might actually, you know, kind of take my option to of, you know, trying to ask yourself, am I the best customer for this factory? And can I find a factory where I'm, you know, a much larger customer that I can grow with more? so that's that's another kind of question that I would ask of, trying to understand, like if you already know your small customer for this factory, are they even the right factory for you? and then, you know, it's just.Josh 00:03:41  Real quick, before you continue on that, my question would be on that. How do you have that conversation to say, hey, by the way, how much of your business do I make up, right? Like, that could be an awkward conversat...

Joining us today is Sean Travis. Sean is a 14-year veteran of the LA County Fire Department turned eCommerce entrepreneur and founder of Ecom for Heroes, a coaching and training company that helps ambitious entrepreneurs, many of them first responders, build profitable eCommerce brands. His programs have helped graduates average $131K in revenue within 18 months. Sean is also the creator of Kaldon, an AI-powered eCommerce platform that takes someone from product idea to fully launched, branded, marketing-ready business in days instead of months. He lives in Southern California with his wife Lindsey, brand new son Jett, and their dog Nala.Highlight Bullets> Here’s a glimpse of what you would learn…. Challenges of scaling seven-figure e-commerce brandsImportance of differentiation and unique value propositions in the marketLeveraging AI to manage complexity and accelerate growthThe "10-80-10 rule" for product development and executionEvaluating when to persist with a project or pivotProduct discovery process and its three modesUtilizing AI for comprehensive marketplace analysis and product viabilityStrategies for expanding existing brands and launching complementary productsEducating the market for unique or nascent productsFinancial and operational metrics for informed decision-making in e-commerceIn this episode of the "Ecomm Breakthrough Podcast," host Josh Hadley interviews Sean Travis, a former LA County firefighter turned e-commerce entrepreneur and founder of Ecom for Heroes. Sean discusses his journey, the challenges of scaling seven-figure brands, and the importance of differentiation in today’s market. He introduces "Kaldon," his AI-powered platform that streamlines product development, branding, and marketing. The episode features a walkthrough of Kaldon’s capabilities, practical strategies for leveraging AI, and actionable advice for entrepreneurs aiming to build profitable, scalable e-commerce businesses efficiently and effectively.Here are the 3 action items that Josh identified from this episode:Apply the 10-80-10 Rule Own the first 10% (idea) and final 10% (strategy/polish), and delegate or automate the middle 80% using your team or AI. This is how you scale without burning out.Prioritize Revenue-Generating Activities Focus only on work that drives growth—new products, new markets, new channels. Avoid getting distracted by “shiny” AI tools unless they directly increase revenue.Audit Your Time Ruthlessly Track where your time goes. If you’re stuck in low-value tasks or optimization work, you’ll stay stuck. Shift your time toward high-impact activities that push you past the $1M–$5M “swamp.”Resources mentioned in this episode:Josh Hadley on LinkedIneComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: [email protected] and Websites"Hello Frank": "00:11:15""Jungle Scout": "00:21:39""Helium 10": "00:21:39""Data Dive": "00:21:39""SEMrush": "00:21:39""ChatGPT": "00:22:29""Alibaba": "00:35:52""Nano Banana 2": "00:38:45""Veo 3": "00:39:31""Freepik": "00:45:15""Higgsfield AI": "00:45:15""Claude AI": "00:45:15""Perplexity AI": "00:45:15"Books"The E-Myth by Michael Gerber": "00:01:04""Buy Back Your Time by Dan Martell": "00:45:01"People"Steve Jobs": "00:04:45""Dan Martell": "00:09:36""Ezra Firestone": "00:01:04""Kevin King": "00:01:04"Videos"Steve Jobs Movie (with Ashton Kutcher)": "00:06:16"Concepts and Frameworks"108010 Rule": "00:04:45""AI Chatbots": "00:12:06""Customer Avatar": "00:27:23""Pain Points": "00:27:23""Blue Ocean Strategy": "00:32:31"Product Ideas"Shift Force": "00:20:44""Wooden Cocktail Smoker": "00:24:04"Analysis and Reports"Product Viability Score": "00:35:08""Market Opportunity Summary": "00:35:08""Competitive Landscape": "00:35:08"Contact Information"Sean (Email: [email protected])": "00:46:00""Ecom for Heroes": "00:46:00"Episode SponsorThis 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 Area:Sean Travis 00:00:00  But if you want to do this grassroots or you want to do this with actual skill, because any fool can sell something for less. You need to be creative. And that's where 1080 ten rule AI is coming in hard. Helping with that. So like I said, billions of data points. I can't analyze that. So that's what we're super excited about is getting that piece of success.MC 00:00:25  Welcome to the Ecomm Breakthrough podcast. Are you ready to unlock the full potential and growth in your business? You've alr...

In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley explains why distributable cash is the most critical metric for e-commerce business health. He clarifies the difference between net income and distributable cash, warning against reinvesting all profits and leaving yourself financially vulnerable. Josh recommends distributing roughly one-third of net income while retaining working capital for growth. He also shares his personal wealth-building framework, allocating distributable cash across life insurance, S&P 500 index funds, turnkey real estate, and speculative assets, helping entrepreneurs build lasting personal wealth independent of their business's uncertain future.Links and Mentions:E-commerce Platforms  "Shopify": "00:00:00"  "Amazon": "00:00:00"  "TikTok Shop": "00:00:00"  Financial Concepts  "Distributable Cash": "00:01:02"  "Net Income": "00:01:02"  "Cash Conversion Cycle": "00:02:09"  Investment Recommendations  "Life Insurance": "00:13:29"  "S&P 500 VOO Index Fund": "00:15:24"  "Roth IRA": "00:16:18"  "REITs (Real Estate Investment Trusts)": "00:18:14"  Books and Videos  "Podcast Episode with Mike Olson": "00:14:31"  "Podcast Interview with Dew Wealth": "00:17:18"  Additional Notes  "Speculative Investments": "00:19:55"  "Oil Investment Opportunities": "00:20:39"Timestamps:00:00:00 Introduction & Host BackgroundJosh introduces himself, his e-commerce experience, and the purpose of the E-com Breakthrough Podcast.00:01:02 The #1 Business Metric: Distributable CashExplains distributable cash, how it differs from net income, and why it's crucial for business health.00:02:09 Importance of Working Capital vs. Owner DistributionsDiscusses the need to balance reinvesting in the business with distributing profits to owners.00:03:17 When to Reinvest vs. Distribute CashDescribes scenarios for high reinvestment and sets a 33% distributable cash target for most businesses.00:04:31 Why Distributable Cash Matters for EntrepreneursExplains the risks of relying on a future exit and the benefits of building wealth through regular distributions.00:05:30 Risks of Operating in Others’ SandboxesHighlights the vulnerability of e-commerce businesses to platform changes and the importance of diversifying wealth.00:07:23 Psychological Benefits of Distributable CashDescribes how having cash outside the business reduces stress and enables better decision-making.00:08:51 Common Mistake: Confusing Net Income with Distributable CashShares a cautionary story about an entrepreneur who misused net income, leading to debt and financial trouble.00:10:36 Key Lessons: Annual Distributions & Retaining Working CapitalEmphasizes the importance of annual cash distributions and not treating all net income as distributable.00:11:29 What To Do With Distributable Cash: Josh’s FrameworkIntroduces Josh’s personal strategy for allocating distributable cash to build long-term wealth.00:13:29 Bucket 1: Life InsuranceExplains using life insurance for creditor protection, steady growth, and as a financial safety net.00:15:24 Bucket 2: S&P 500 Index Funds & Retirement AccountsAdvocates for steady, long-term growth via index funds and maximizing tax-advantaged retirement accounts.00:17:18 Bucket 3: Real EstateRecommends turnkey single-family homes over short-term rentals to avoid creating another business.00:19:55 Bucket 4: Speculative InvestmentsAllocates a small portion to speculative assets like crypto or individual stocks for potential upside.00:20:39 Bonus: Oil Investment OpportunitiesMentions investing as a limited partner in oil drilling for tax benefits and passive income.00:21:32 Conclusion & Call to ActionEncourages listeners to share the episode, leave reviews, and spread the word.Transcript:Josh Hadley 00:00:00  Do you want to know whether your business is healthy or not? Whether you're going to be succeeding over the next five years or whether you're going to be struggling? Today? I'm going to be sharing with you the number one business metric that tells you the exact health of your business and whether you're about to continue to grow or decline. Welcome to the Ecomm Breakthrough Podcast, I'm Josh Hadley. I've scaled my own ecommerce brand from 0 to 8 figures, and I'm actively building towards nine figures in sales. This podcast is where I document that journey and share the systems, the strategies, and the lessons learned in real time so that you can learn what actually matters and scale your own business first and foremost. Who am I? My name is Josh Hadley. I'm a man of faith. I am a father of four and a husband to a beautiful wife. I've been in the e-commerce space for over ten years, and I'm doing over $20 million and doing multi millions on Shopify, TikTok shop and Amazon as well. And also the host of the Ecom Breakthrough podcast, which is the number one business strategy podcast for ecommerce.Josh Hadley 00:01:02  Let's talk about what the number one business metric is that allows you to know whether your business is healthy and that is distributable cash. Let's talk about what distributable cash is because it's actually different from net income. Net income is what is left over after you have, you know, basically run the business over the course of the month or over the year, right. So you're going to take out your cost of goods. You're going to take out fulfillment costs. You're going to take out advertising, your overhead expenses, salaries, etc.. What's left over is your net income. Here's where a lot of entrepreneurs and business owners go wrong. They mistakenly think that, oh, I netted whatever that net income amount is. And then they think that's my personal money. That's all distributable cash. And the reason why this is so important to delineate between distributable cash and actual net income is for the following reason. Your business needs working capital in order to grow. And so working capital is what allows you to go hire that next person, or to go invest into a new product that you have never released, or to reorder additional products that are already selling well, that are maybe growing quickly.Josh Hadley 00:02:09  And so it's important that you do not a starve the business for the working capital that it needs, but be it is also very important that you are actually able to distribute a profit or distributable cash to the owner of the business. And here's why I argue that this distributable cash is the number one metric for a healthy business. If you have to take, let's say it's it's 90% of your net income and reinvest it into the business just to keep it afloat. It means a you probably have a really bad cash conversion cycle, which if you want to learn a little bit more about that, go check out some of my other podcast episodes where I do talk about the cash conversion cycle and how to optimize it so that you have a very healthy cash conversion cycle, even a negative cash conversion cycle where you get paid even before you've had to outlay any money for generating that revenue or that cell. It is possible, even inside a...

In this episode, Josh interviews Yoni Kozminski, co-founder of South Col, Escala and Multiply Mii, about building scalable businesses to increase valuation multiples at exit. Yoni shares strategies for developing strong operating systems, clear organizational structures, and empowering leadership teams. They discuss the org chart of a $20 million e-commerce business, incremental team building, and the importance of structured meetings like EOS Level 10. Yoni also highlights the role of project management tools such as ClickUp for SOPs and workflow management, offering actionable insights for entrepreneurs aiming to scale and maximize business value.Chapters:The Value of Operating Systems and Organizational Structure (00:00:00)Yoni explains why strong systems and structure increase business value and exit multiples.Building Leverage and Empowering Leadership (00:00:36)Discussion on creating leverage by empowering teams and implementing clear systems for business growth.Incremental Team Building and Org Chart Planning (00:02:23)Advice on hiring incrementally based on KPIs and performance, with an example org chart for a growing business.Top-Down vs. Bottom-Up Hiring Approaches (00:04:24)Comparison of hiring strategies and the importance of hiring subject matter experts to build out teams.Org Chart Walkthrough: Roles and Reporting Lines (00:05:28)Detailed breakdown of a $20M e-commerce business org chart, including management structure and reporting lines.Creative and Siloed Team Structures (00:06:36)How to structure creative teams for efficiency, and the pros and cons of siloed versus shared resources.Management Cadence and Preventing Silos (00:07:46)Importance of management reporting cadence and strategies to avoid siloed functions within teams.Level 10 Meetings and EOS Traction (00:08:47)Introduction to the Level 10 meeting from EOS, its value for alignment, and how it supports scaling.Operations, Launch, Brand Management, and Supply Chain (00:10:59)Breakdown of operations function, including launch, brand management, supply chain, and their respective team structures.Shopify/DTC vs. Amazon Team Distinctions (00:13:17)Explanation of separate teams for Shopify/DTC and Amazon, and the use of external resources for specialized tasks.HR and Admin Functions in Scaling (00:14:26)The growing importance of HR and admin roles as the business scales.Technology for Scalability: Project Management Tools (00:15:18)Emphasis on the critical role of project management tools like ClickUp for SOPs, training, and workflow management.Less is More: Focusing on Essential Tech (00:16:46)Advice to focus on essential technology that moves the needle, rather than adopting every available tool.Links and Mentions:Tools and Websites"YouTube": "00:03:32""EOS Traction": "00:08:47""ClickUp": "00:15:41"Concepts"Standard Operating Procedures (SOPs)": "00:01:08""The 80/20 Principle (Pareto Principle)": "00:02:09""Level 10 Meeting": "00:09:08"Transcript:Josh 00:00:00  Today I am super excited to introduce you all to Yoni Kozminski. Yoni is the co-founder of South Col, Escala and Multiply Mii. Yoni, you talked about seeing an opportunity to, increase the multiple when it comes time for exit because of the processes and team that you've built into a business. So why is it so important to focus on the operating system and organizational structure of a business in order to increase? And how does that increase the multiple that you will get? Yeah. Great question.Yoni 00:00:36  Josh. So the way I would approach this, the way that I look at it, taking a step back before we get into the nitty gritty details here, is that what any potential acquirer is looking for or what all of us really are looking for in life, when when you really strip it back is more time, more money and more freedom. And if you can build leverage where you are not a critical part in the delivery and execution of what is happening inside of your business, and then that is a high value form of leverage.Yoni 00:01:08  And so when you sort of bring that back into what SOPs, standard operating procedures, and I would say like more importantly, systems are inside of the business. If you can effectively achieve that in in a meaningful way, then ultimately, you know, I would say like, I'm not the poster child, but but I'm a I'm a product of what I preach in that I'm able to, you know, be involved in three businesses that are each growing at different rates with very different business models attached to them. And that's because we have really empowered the leadership team. We have real clear systems. And so coming back to it for an e-commerce business, the only way for you to grow is to get out of your own way. And so the reality is building systems, building processes, and empowering people to make the decisions. Most of the decisions. You know the predator principle. 80-20. And getting you out of your own way becomes fundamental in your ability to grow your business.Josh 00:02:09  Here's what some different businesses in their organizational or their yeah, their or charts kind of look like for the audience just to spark some ideas.Josh 00:02:18  And as they start to plan out, hey, how do I build up my team and and really scale?Yoni 00:02:23  Yeah, absolutely. Well, actually, before we even dive into that and I'll share as much as I can, you know, there's only a certain number of slides, decks that I have where we've wiped out, like any client references and, and things like that. So I'll share gladly what I can. But you brought up a really important point, Josh, and I think this is where people get things are often really wrong, and I'm guilty of it myself. probably more times than I would care to admit. But you don't want to hire everyone at once, and you want to build incrementally based on the performance and the KPIs. And, you know, you really you keep that up perfectly, because what we're looking at right now on the screen is an org chart back in 2020 of a business that was looking to grow over the course of 2021 into a whole number of proposed roles here.Yoni 00:03:16  So on the screen you can see existing roles, outsource roles, proposed roles and shared existing resources. So geez, I mean, I'd have to like sit here and list out every single person. I would just say, check out the YouTube and you can actually see.Josh 00:03:32  Let's yeah, let's go through just yeah, high level. I mean, even just talking through the org chart, I think that the listeners would find this very, very valuable because again, that was the number one question at Camp Comm is what is your team look like? What is your team look like? so let's let's dive in and spend the time here. Yoni.Yoni 00:03:51  Okay. I'm happy to do that. What I'll also say, and, you know, putting my multiply me hiring hat on, I turn so many people away from working with us as a business. And, you know, while that's not great for our business revenue and profitability growth, I think it's a smart move because if you haven't done this before, if you don't have the right experience, exposure, mentors the right people around you that you can turn to, you're likely going to get it wrong.Yoni 00:04:24  So if you're building out a function or a team for the first time and you don't hire, you know, I like to hire a top down, whereby I'm loo...

Today, we’re excited to welcome back Mansour Norouzi to dive even further in the best PPC Ad strategies working on Amazon today.Mansour is the Partner and Director of Advertising at Incrementum Digital, where he leads high-performance PPC Management strategies for 7- and 8-figure Amazon brands managing millions in monthly ad spend.  He also has his own brand that he manages as a seller.Highlight Bullets> Here’s a glimpse of what you would learn…. Advanced Amazon PPC strategies for product launching and rankingImportance of conversion rates and product differentiationCase study insights on launching low-priced productsCampaign structure and budget allocation for effective PPC managementDifferences in ad placement strategies for high-conversion vs. exploratory productsUtilizing Amazon tools for analyzing conversion rates and keyword performanceStrategies for managing PPC with limited budgetsLeveraging long-tail keywords for improved rankingApproaches for optimizing mature products and managing TACoSThe role of AI tools in enhancing PPC campaign management and data analysisIn this episode of the Ecomm Breakthrough Podcast, host Josh Hadley interviews Mansour Norouzi, director of advertising at Incrementum Digital. Mansour shares advanced, data-driven Amazon PPC strategies for launching and ranking products, emphasizing the importance of conversion rates, focused keyword targeting, and campaign structure. He explains how to use Amazon’s analytics tools to optimize ad spend, discusses tactics for both new and mature products, and highlights the growing role of AI tools like Claude and OpenClaw in e-commerce workflow optimization. The episode concludes with actionable takeaways for effective Amazon advertising.Here are the 3 action items that Josh identified from this episode:Own and Understand Your DataBuild your own data warehouse.Analyze at the keyword level, not just high-level reports.Ensure data is clean and categorized for AI-driven insights.Tailor Your Launch StrategyKnow if your product is a commodity or differentiated.Adjust your PPC and placement strategy accordingly.Use conversion rate benchmarks to guide your approach.Mature Product MindsetDon’t chase every keyword—focus on those that matter.Use broader keywords for profitable sales, not ranking.Accept that some keywords will never be winners for your product.Resources mentioned in this episode:Josh Hadley on LinkedIneComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: [email protected] and Websites"Brand Metrics": "00:10:39""Product Opportunity Explorer": "00:11:46""Search Query Performance": "00:12:46""Helium 10": "00:25:03""Amazon Advertising Console": "00:42:55""Claude": "01:04:47""OpenAI's Gemini": "01:05:43""Open Claw": "01:05:43"Books and Influencers"The E-Myth by Michael Gerber": "00:00:57""Ellis Whitehead": "01:02:55"Videos"Ecomm Breakthrough YouTube Channel": "00:12:51"Templates"Keyword Research Template": "00:46:52""Search Query Performance Template": "00:51:29"Key Concepts and Strategies"Exact Match Campaigns": "00:19:52""PPC (Pay-Per-Click) Advertising": "00:20:18""Conversion Rate": "00:20:18""Long Tail Keywords": "00:28:38""Auto Campaigns and Phrase Campaigns": "00:38:56""Understand Your Data": "01:02:55""Product Launch Strategy": "01:03:00"Episode SponsorThis 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 Area:Josh Hadley 00:00:00  None of this that we're talking about is magic. Like, if you always do this, this will always happen. That's not the way it works. You have to have a conversion r...

In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley shares how his ecommerce business nearly collapsed in January 2024, with only $30,000 in the bank against a $300,000 credit card payment. He reveals how failed product launches, poor financial forecasting, and complacency caused the crisis. Josh outlines three key lessons: implementing cash flow forecasting, creating a structured product launch playbook, and making more calculated bets. He details his recovery through diversifying sales channels, particularly TikTok Shop, which went viral and revitalized his business, ultimately turning a near-bankruptcy into a breakthrough success story.Links and Mentions:Cash Flow Management"Cash Flow Forecasting Spreadsheet": "00:03:56""YouTube Video on Cash Flow Forecasting Tips": "00:04:56"E-commerce Platforms"Amazon": "00:01:00""TikTok Shop": "00:09:54""Shopify": "00:10:50""Shein and Temu": "00:10:50""Walmart.com": "00:10:50"Business Strategies and Lessons"Sales Cures All": "00:09:00""Creating a Playbook": "00:05:55"Timestamps:00:00:00 Introduction & Crisis UnveiledJosh introduces himself and describes the January 2024 financial crisis: $30k in the bank, $300k credit card due.00:01:02 Causes of the CrisisExplains the series of bad product launches, heavy ad spend, and lack of financial forecasting that led to the crisis.00:02:03 Complacency and Lack of ProcessDiscusses complacency in product launches and absence of a defined process to stop losses early.00:03:02 Cash Flow Forecasting LessonHighlights the importance of cash flow forecasting and how not having it worsened the situation.00:03:56 Implementing Cash Flow ForecastingDescribes adopting a cash flow forecasting spreadsheet and the benefits of forward-looking financial planning.00:05:06 Key Lessons LearnedSummarizes three main lessons: forecasting finances, creating a playbook, and launching better products.00:05:55 Building a Product Launch PlaybookDetails the new process for product launches, including team communication and documenting lessons learned.00:06:46 Launching Better Products & Calculated RisksEmphasizes the need for better product selection and avoiding multiple risky launches at once.00:07:58 Systems Breakdown & ExposureReflects on how the lack of successful launches exposed weaknesses in business systems and processes.00:09:00 Immediate Actions: Focus on SalesDescribes the shift to focusing on sales growth and stepping away from day-to-day operations.00:09:54 Growth Initiatives & Channel DiversificationLists four growth actions: retail outreach, TikTok Shop, Shopify, and additional marketplaces like Shein, Temu, and Walmart.00:10:50 Results of Channel ExperimentsShares outcomes: retail failed, other marketplaces had minor impact, Shopify showed promise, TikTok Shop was the breakthrough.00:12:34 TikTok Shop BreakthroughExplains how going viral on TikTok Shop quickly generated revenue and improved Amazon sales.00:13:29 Advice for Entrepreneurs in CrisisEncourages creativity and aggressive action to drive revenue when facing business crises.00:14:25 Doubling Down on Winning ChannelsDescribes the strategy of testing multiple channels, then focusing on the one showing early success—TikTok Shop.00:15:15 Building a Flywheel: TikTok Shop & ShopifyExplains how TikTok Shop content and insights fueled success on Shopify and created a virtuous cycle with Amazon.00:16:15 Encouragement & Lessons from SetbacksOffers encouragement, sharing that setbacks can lead to breakthroughs if you focus on growth and don’t quit.00:18:21 Sports Analogy & Final WordsCompares business setbacks to sports, stressing the importance of learning from failures and persisting.Transcript:Josh Hadley 00:00:00  I had $30,000 sitting in my bank account with a $300,000 credit card payment coming due, and I had no idea what to do. Welcome to the Ecomm Breakthrough Podcast. I'm Josh Hadley. I've scaled my own ecommerce brand from 0 to 8 figures, and I'm actively building towards nine figures in sales. This podcast is where I document that journey and share the systems, the strategies, and the lessons learned in real time so that you can learn what actually matters and scale your own business. First and foremost, who am I? My name is Josh Hadley. I'm a man of faith. I am a father of four and a husband to a beautiful wife. I've been selling into e-commerce space for over a decade, doing multi millions in revenue on different sales channels such as Shopify, TikTok, shop and of course, Amazon. And I am also the host of the number one business strategy podcast in the e-commerce space. And that is E-com breakthrough. This was January of 2024 for me, and this was the first time where my back was severely up against a wall to where I felt like, is this where I have to declare bankruptcy? It was a very, very uncomfortable position to be in.Josh Hadley 00:01:02  And to be honest with you, I felt like I had failed miserably as a business owner, and this has been the first time where I actually had to dip into my own personal bank account just to fund payroll. That wasn't even to cover the credit card payment that was going to be due. I had to cover payroll for the week, and I didn't have enough money in the bank account. I'm going to share with you, like, the actual things that I implemented in the business to get us out of this really, really sticky situation and to clear the way through what I thought was going to have to be us declaring bankruptcy for the overall business. So what happened here is basically a series of like, unfortunate events that kind of like compounded onto each other. So let's dive back in. Like what drove me to only have $30,000 sitting in the bank account with a $300,000 credit card payment coming due. Well, what happened is, number one, we had some bad product launches. So in the months of November and December, we had launched some new products and I was very optimistic about these products.Josh Hadley 00:02:03  We placed some large purchase orders for them, and then we invested heavily into pay per click ads on Amazon, thinking that we knew how to rank these products well. Well, sadly, these products did not go over as well as I as I had thought. And so we accumulated a massive advertising budget for those products. And then they didn't even sell very well. And now I was stuck with a lot of inventory, but b I had a bunch of ad spend that was now added to my credit card bill that was going to be due. The other thing that I learned from that process is that, hey, we didn't have a really good process of launching products like up until that point, maybe I had just been like winging it, or I thought we knew the process to launch products successfully on Amazon....

In this episode, host Josh interviews Amazon expert Shannon Roddy about strategies for building, growing, and protecting successful Amazon brands. Shannon emphasizes the importance of product quality, authentic brand storytelling through images and videos, and adapting product lines based on customer feedback. He shares practical tips for scaling from 7 to 8 figures, highlights the need for continuous optimization, and discusses protecting intellectual property. Shannon also recommends resources like Avenue Seven Media’s free checklist and influential figures in e-commerce. The episode offers actionable advice and inspiration for Amazon sellers aiming for long-term growth.Chapters:Introduction & Guest Background (00:00:00)Josh introduces Shannon Roddy, his background, and expertise in Amazon brand building.Brand Building Fundamentals (00:00:41)Discussion on the importance of value, understanding the market, and showcasing brand identity on Amazon.Showcasing Brand Identity on Amazon (00:02:11)Advice on using images, infographics, and videos to communicate brand mission and story.Quality Product as Foundation (00:02:32)Emphasizes the necessity of having a great product before focusing on branding and marketing.Adapting Brand Presentation to Audience (00:03:03)Examples of tailoring images, content, and style to fit the brand and resonate with customers.Learning from Customer Feedback (00:04:01)Importance of reviewing customer feedback and adapting listings to highlight what customers value.Continuous Optimization & Discovery (00:04:57)Brand building as an ongoing process of discovery and adaptation based on customer needs.Adapting and Expanding Product Lines (00:05:52)Necessity of updating listings, ads, and product lines to stay competitive and grow.Executing the Fundamentals (00:06:46)Success on Amazon comes from consistently executing business fundamentals, not shortcuts.Case Study: Table Mate (00:07:42)Example of a brand that grew by expanding and adapting its product line.Three Actionable Takeaways (00:08:28)Summary of key actions: define and showcase brand, innovate and expand, and protect your business.Protecting Your Brand (00:10:59)Discussion on intellectual property, defensibility, and creative ways to protect products and campaigns.Most Influential Book (00:11:25)Shannon recommends "Good to Great" by Jim Collins and explains its impact.Favorite Productivity Tool (00:12:28)Shannon highlights Calendly for scheduling and its new features that improve efficiency.Most Admired E-commerce Leader (00:13:37)Shannon names Jason Boyce as a respected leader and advocate for Amazon sellers.Avenue Seven Media & Free Resource (00:15:16)Information on Avenue Seven Media and a free checklist resource for Amazon sellers.Episode Wrap-Up (00:15:55)Closing thanks and final remarks from both Josh and Shannon.Links and Mentions:Tools and Websites  "Avenue Seven Media": "00:15:16"  "Calendly": "00:12:28"Free Resource  "Free Checklist (128 Things)": "00:15:43"Books  "Good to Great by Jim Collins": "00:11:35"People Mentioned  "Shannon Roddy": "00:00:00"  "Jason Boyce": "00:13:37"Transcript:Josh 00:00:00  Today I'm super excited to introduce you to Shannon Roddy. Shannon is an Amazon expert. He's a speaker and a director of business development at Avenue seven media. He founded Marketplace Seller Courses, home of the Amazon Brand Success Academy, and has consulted with over 200 companies and individuals to launch, grow and protect their Amazon brands. Shannon is a passionate innovator who loves to inspire others to achieve greatness and his family. Currently resides in Atlanta, Georgia. So with that, welcome to the show, Shannon. Hey, Josh.Shannon 00:00:34  Thanks so much for having me. I've been really excited. We planned this a several months back, so something I've definitely been looking forward to.Josh 00:00:41  I am of the same agreement to yourself, Shannon, that there is more than enough room for all of us to compete. but to your point, you've got to bring value to the market, right? Long gone are the days, especially on Amazon, of just creating another meta product, and especially if you're in the US, like good luck trying to find something cheaper and more efficient.Josh 00:01:05  Process like that's not your capability, right? But what you can do. And here's where a lot of the overseas competitors, you know, fail to kind of compete with us on. They don't understand our market, period. Yeah. They don't they don't understand the end consumer. All they know how to do is to make things cheaply. Right. Yeah. And so I think that's a that's a big mindset shift. Number one is approach everything even new product opportunities as to okay, here's what's out there in the market. But it's probably not serving everybody the right way. So bring something new to the market. But I want to wrap up this whole brand building thing. I know we've spent a lot of time on it, but I want to wrap it up by by one kind of, you know, action item here with you, Shannon, as you talked about specifically on Amazon being able to showcase who your brand is, what you stand for is your recommendation that you take one of your listing images and you turn it into this kind of infographic or lifestyle image.Josh 00:02:11  and you kind of state your either your company mission or what your brand is about there. And then do you create a video, right. And obviously there's A+ content and premium A+ content. Like where what's your recommendation for like a seller? That's like I have none of that today. What should they actually go do?Shannon 00:02:32  Yeah. I mean, you know, the one last piece to this. Again, you can't build a great brand if you don't have a great product, right? The foundation is you've got to have a quality product. Even if you sell it well, the reviews will come out in the end. Right. So I want to just, you know, go back and lay the foundation. You got to have a great product for any of this to work, you know. And so once you've got a great product, it really is about showcasing it. And and again, I think the answer is it depends. It depends on the brand. I worked with the tattoo company. They were very much about lifestyle.Shannon 00:03:03  They hired tons of influencers out there. They had this very sort of sexy avant garde motif. And so the lifestyle images conveyed that. But they had things like, look, we don't do animal testing. It's cruelty free. It doesn't have these sort of nasty ingredients in it. And so it wasn't like one image that housed everything. It was sort of telling that story through the different product images and reinforcing the A+ content. And I think the video was just lifestyle, right? So that was their sort of style was the way to translate their brand to Amazon. And that's again, that's sort of what we do at Avenue seven because it's not a copy and paste platform. Right. You're really taking the essence of the brand and the product and translate it into Amazon. And there's, you know, their style was very minimalistic. Their bullet points were only one line long. And people go, oh, well, that's terrible for SEO. That's never going to convert. You have to do paragraphs, you gotta keyword stuff.

I’m thrilled to welcome Chase Chappell, Partner at DOE Media, one of the fastest-growing performance marketing agencies in the ecom space, Ads Mastery Founder, Founder at Serge, Partner in Success Ai Chase has advised on over $200 million in ad spend across Facebook and TikTok, helping brands turn paid traffic into predictable, scalable revenue.Through his experience running his own agency, Chappell Digital Marketing, and now as part of DOE Media, he’s helped DTC and e-commerce brands not only master ad buying but also build sales pages that convert and expand into new channels beyond Amazon.Highlight Bullets> Here’s a glimpse of what you would learn…. Strategies for scaling e-commerce brands through paid media and multi-channel approaches.Importance of diversifying sales channels beyond Amazon, including Shopify and TikTok Shop.Unique challenges and opportunities presented by TikTok as a sales platform.The significance of creator management and engagement in driving sales on TikTok Shop.Effective messaging strategies for attracting and retaining creators.The role of transparency and feedback loops in creator communities to enhance performance.Compensation structures for creators, including commission models and incentives.The impact of TikTok Shop on overall brand awareness and sales across multiple channels.The necessity of an omnichannel mindset for successful e-commerce growth.Insights on leveraging AI tools for creative production and marketing efficiency.In this episode of the "Ecomm Breakthrough Podcast," host Josh Hadley interviews Chase Chappell, a leading performance marketing expert, about scaling e-commerce brands beyond seven figures. Chase shares actionable strategies for channel diversification, creator management on TikTok Shop, and building omnichannel ecosystems. He emphasizes the importance of rigorous creator selection, transparent feedback loops, and integrating paid media with organic content. The discussion offers practical advice on leveraging TikTok’s rapid growth potential, nurturing creator communities, and adopting an all-in, omnichannel mindset to drive sustainable, scalable e-commerce success.Here are the 3 action items that Josh identified from this episode:Focus and Systematize: Nail your core operations (especially on Amazon) before expanding. Ensure supply chain and inventory are rock-solid.Build Genuine Relationships with Creators: Authentic engagement, personalized outreach, and community-building are your competitive edge.Adopt an Omnichannel Mindset: The future belongs to brands that integrate Amazon, Shopify, TikTok Shop, Meta ads, and retail into a cohesive ecosystem.Resources mentioned in this episode:Josh Hadley on LinkedIneComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: [email protected] and Websites"Doe Media": "00:01:01""Chappell Digital Marketing": "00:01:01""Shopify": "00:05:25""TikTok Shop": "00:06:39""AI Automation Tool": "00:13:41""Amazon": "00:30:52""Lovable": "00:48:54"Books"The E-Myth by Michael E. Gerber": "00:01:01""Rich Dad Poor Dad": "00:48:32"Concepts and Strategies"Tiered Commission Structure": "00:23:25""Ad Spend Credits": "00:23:25""Creator Retention": "00:28:11""Creator Network": "00:29:00""Private Community": "00:30:14"People and Brands"Hudson from Comfrt Clothing": "00:46:15""Greg from Bloom": "00:51:16"Social Media Links"Instagram @realchasechappell": "00:52:43"Episode SponsorThis 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 audi...

In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley shares how the COVID-19 pandemic caused a devastating 90% overnight sales drop in his Amazon party supplies business — just as he'd bought his dream home and left his corporate job. Facing financial pressure with no safety net, Josh pivoted boldly, launching educational homeschooling posters that quickly became bestsellers. He shares three key lessons: focus on what's already working before diversifying, build a cohesive brand, and take calculated big risks. Josh also emphasizes saving profits for emergencies, illustrating how resilience and adaptability helped him scale to over $20 million annually.Links and Mentions:Tools and Websites"Etsy": "00:08:09""Facebook": "00:08:09"Key Concepts and Strategies"Printable Files": "00:08:09""Virtual Party Invitations": "00:08:09""Stay-at-Home Family Celebration Party Kit": "00:08:09""Educational Posters": "00:10:57""Whole Life Insurance": "00:22:03""S&P 500": "00:22:03"Lessons Learned"Do not diversify too early": "00:14:51""Focus on building a cohesive brand": "00:16:41""Be willing to take risks in competitive categories": "00:19:12"Timestamps:00:00:00 Introduction & BackgroundJosh introduces himself, his business background, and the premise of the episode about overcoming a 90% sales drop.00:00:55 Pre-COVID Life & Buying a New HomeDescribes family situation, decision to buy a larger home, and the excitement and anxiety of making a big purchase.00:02:44 Closing on the Dream Home & COVID HitsDetails closing on the new house in late February 2020, and the immediate onset of the COVID-19 pandemic.00:03:39 Immediate Impact of COVID on BusinessExplains how COVID caused gatherings to stop, leading to a 90% overnight drop in sales of party supplies.00:05:27 Financial and Emotional PressureDiscusses the stress of a new mortgage, loss of business income, and having just left a corporate job.00:07:18 Initial Scramble & Early PivotsShares the first attempts to recover revenue, including printable files, virtual invitations, and new product ideas.00:09:00 Experimenting with New Revenue StreamsDescribes launching a family celebration kit membership and turning off Amazon ads due to poor performance.00:10:01 Gradual Recovery & The Big PivotOutlines the slow sales recovery and the decision to make a bold move into educational posters for homeschooling.00:10:57 Launching Educational PostersDetails the launch of educational posters in late August/early September 2020, quickly becoming a bestseller.00:12:55 Lessons Learned: Focus on What WorksReflects on the mistake of focusing on Shopify over Amazon, and the importance of doubling down on successful channels.00:15:49 Lessons Learned: Brand CohesionDiscusses the lack of a cohesive brand and the need to define and serve a specific customer avatar.00:18:14 Lessons Learned: Take Bigger RisksEmphasizes the importance of focusing growth, taking bigger swings, and not playing it too safe with product launches.00:20:07 Action in Crisis & Doubling DownEncourages taking action during tough times, experimenting, and doubling down on what works to drive recovery.00:22:03 Preparing for a Rainy DayAdvises saving profits, investing in safe assets, and building a financial safety net for future downturns.00:22:56 Conclusion & Final EncouragementWraps up with encouragement to focus on proven channels and make bold moves when facing adversity.Transcripts:Josh Hadley 00:00:00  I lost 90% of the sales in my business overnight. At that point, I felt like my business was done for. It was time to close up shop and find something different to do. Today I'm going to share with you the exact strategies, the tactics, and the lessons learned that I implemented in the business to be able to resurrect it from the dead and to get it where it is today of generating over $20 million in annual revenue. Welcome to the Ecomm Breakthrough Podcast, I'm Josh Hadley. I've scaled my own ecommerce brand from 0 to 8 figures, and I'm actively building towards nine figures in sales. This podcast is where I document that journey and share the systems, the strategies, and the lessons learned in real time so that you can learn what actually matters and scale your own business. First and foremost, who am I? My name is Josh Hadley. I'm a man of faith. I am a father of four and a husband to a beautiful wife. I have been selling into e-commerce space for over a decade, doing multi millions in revenue on different sales channels such as Shopify, TikTok, shop and of course, Amazon.Josh Hadley 00:00:55  And I am also the host of the number one business strategy Podcast in the e-commerce space, and that is E-com breakthrough. So what drove a 90% decline in my sales? Well, before we get to that point, I have to tell you the story of where my wife and I were at at that specific moment in time before the 90% decline in sales happened overnight for us. Well, this was January of 2020, and my wife and I were looking at needing to move to another home. And that was because we had kind of, frankly, outgrown our existing home. We knew we wanted to grow our family. We had a three bedroom, two bedroom, three bedroom, two bath house. We had two kids at the time, and we knew we wanted to be able to expand our family and continue to grow. And, you know, especially working from home, that three bedroom, two bath house and being 1900 square feet became really small, really quick, especially trying to run a business out of the house.Josh Hadley 00:01:49  And so we were trying to find like, where is the place that we need to be? Well, it came one Sunday. We were driving around and we stumbled upon an open house, and we went into this open house and we felt moved upon to move into this house. Now, this house was almost triple the size of our current home. This was figuratively like a dream home for us. It was in a dream neighborhood. We got to still attend the same church and be around the same family and friends that we were around at the time. And so we felt like with that, like this was our godsend. This was an answer to prayers and we need to go close on this home. And so although this was a very exciting time, it was also very nerve wracking for me because this was the biggest purchase that I was ever going to make in my life. I had never had a mortgage, a need to take out a quote unquote a jumbo loan for a mortgage, ever. And this was a lot of money, all of the money that we had been saving up for.Josh Hadley 00:02:44  And, you know, basically taking profit from the business was going to go to a big down payment on this property. Well, guess what? We did close on this property of February 28th, 2020. And as many of you know, what was just around the corner was going to be Covid and basically the lockdown and the shutdown to the world as we knew it at the time. And so my wife and I, I remember this like it was just yesterday. My wife and I were there at target late at night just before, like it was closing time at target. And I remember, you know, thumbing through on my phone just kind of like the news and things like that. As I was waiting in line and I saw the information where it was, I think it was the jazz, it was the Utah Jazz and some other team. Maybe it was the Houston Rockets, I'm not sure. But that game was canceled and the NBA literally canceled that game before it was about to tip off.Josh Hadley 00:03:39  Like people like people were ...

In this episode, host Josh interviews Corey Apirian, a seasoned supply chain leader, about innovative e-commerce supply chain strategies. Corey explains how Davinci enables brands to create virtual product bundles, optimize inventory, and improve profitability across channels like Walmart and direct-to-consumer platforms. They discuss the limitations of relying solely on Amazon’s fulfillment, the benefits of diversified fulfillment strategies, and the importance of data-driven merchandising. Corey also shares advice on global supply chain resilience, emphasizing hybrid inventory approaches and multi-sourcing. The episode concludes with actionable tips for brands to enhance agility and succeed in today’s evolving e-commerce landscape.Chapters:Introduction to Corey Apirian and His Expertise (00:00:00)Josh introduces Corey Apirian, highlighting his 19+ years in supply chain, e-commerce, and channel merchandising.Product Bundling Without Physical Kitting (00:00:49)Discussion on creating product bundles and differentiated SKUs without pre-kitting, optimizing inventory and channel profitability.Market Basket Analysis and Channel Merchandising (00:03:00)Explains how market basket analysis informs merchandising, bundle creation, and channel-specific assortment strategies.Optimizing Multi-Channel Fulfillment Beyond Amazon (00:06:42)Debate on Amazon’s multi-channel fulfillment versus direct integrations, control, and agility for brands.Limitations of Amazon’s Fulfillment Ecosystem (00:07:44)Details the drawbacks of relying solely on Amazon FBA and multi-channel fulfillment, including cost, control, and data limitations.Direct Integrations and Fulfillment Strategy Recommendations (00:09:50)Advice for larger brands to use direct integrations and diversified fulfillment for better control and profitability.Global Supply Chain Challenges and Recommendations (00:11:07)Corey’s advice on hybrid inventory strategies, multi-sourcing, and supply chain agility in a changing global landscape.Actionable Takeaways for E-commerce Brands (00:13:17)Josh summarizes three key action items: hire a supply chain manager, diversify beyond Amazon, and leverage expert partners like DaVinci.Closing Remarks and Contact Recommendation (00:15:43)Josh encourages listeners to connect with Corey for tailored supply chain and merchandising insights.Links and Mentions:Tools and Services"Davinci": "00:06:22"Key Concepts"Market Basket Analysis": "00:03:16"Actionable Takeaways"Hire a Supply Chain Manager": "00:13:17""Diversify Beyond Amazon": "00:14:29""Reach Out to Experts": "00:15:43"General Advice"Just-in-Time vs. Just-in-Case Inventory": "00:11:19"Transcript:Josh 00:00:00  Today I'm super excited to introduce you all to Corey Apirian, a seasoned supply chain and operations leader with over 19 years of experience. A key to his success was his ability to develop and execute strategies that drove significant growth, cost savings, and exceptional customer service. Specifically, he specializes in e-commerce and channel merchandising, aligning operational initiatives with corporate objectives and building and leading high performing teams through inclusion, collaboration and engagement. His experience includes product management, contract negotiations, continuous improvement, and implementing emerging technologies as well as cultivating key relationships. So with that, welcome to the podcast, Corey.Corey 00:00:46  Thanks for having me, Josh. Excited to be here.Josh 00:00:49  A seller could essentially come to you or a brand and say, hey, I've got here's a bunch of different products. I think some of these could be bundled really well together. I don't know which ones which, but obviously if you're doing that on Amazon FBA. You have to kit them together first and send them in before you can collect data. In your example, you don't actually have to have them kidded to actually create that skew and at least merchandise it on different sites.Josh 00:01:15  Is that correct?Corey 00:01:15  Yeah, it's exactly right. And like the cooler part about it is that all the excess inventory was then utilized on your merchant field, on your Walmart Marketplace and so on and so forth, so that you can create two packs, four packs, six packs of all the different core components. And really, you have no more waste, right? So you're utilizing now you can't force bundles onto consumers. I think we all know that. But by creating a different skew set a washcloth that's sold in a, in a in a traditional merchant store, you know, it might be $2 or $4, right? But when you when you bundle that as a four pack of washcloths, you know, I have two, two young boys, I don't just buy one washcloth like we buy a bunch of them at once. Right. And, you know, by able to have that differentiated assortment that's core to that demographic Online. You know, it really gives a fresh look at assortment and profitability and channel management.Corey 00:02:09  And those are really important things. And then, you know, the efficiency of manufacturing those sets now in ships and in containers, reducing waste, creating efficiencies at the warehouse level also and profitability on freight and top line. I mean, those are all amazing things and all great success stories. And yeah, our tech allows that infinite permutation in a very targeted way, but also looking at the market baskets and suggesting what should be sold in a very targeted way. And that's the piece that I think people are really missing out there is combining the FDM, that front end merchandising with this concept of network optimization and inventory control, and how do you place goods and merchandise them on differentiated channel sets so that they're available for same day one day fulfillment, 1 to 2 day fulfillment, you know, through a physical location network. And again, that's exactly the problem that DaVinci is solving together.Josh 00:03:00  That's amazing. Tell me a little bit more about that market basket analysis, right. That DaVinci is is doing some of the I, you know, to determine how you're going to merchandise different products or how to come up with the correct type of bundles.Corey 00:03:16  Yeah, I mean, there's a lot of core principles of channel management and merchandising. You know, when you look at your club channels and having larger pack sizes, your mass channels having smaller, lower price point channels that interoperate also with what's in store? You know, a beauty manufacturer might have a 6.9oz bottle of shampoo. That's a proven bottle of shampoo and price point and cubic foot that has sat on a Walmart and Target shelf for the past 30 years and might have new updated packaging, new formula, ingredients. You know, that's the merchandising side of it. But like that, cubic foot turns and creates X number of dollars with the amount of profitability and cash flow turns that that has on shelf all the time. But when you when you ship that to target, they're going to merchandise that online and target in Walmart. You can have a buy in line pick up and store optionality to that. And they may offer it to ship to the end consumer in a myriad of different ways. But that same consumer might be adding two of those to their shopping cart.Corey 00:04:14  They might be adding a 33 point ounce of the shampoo. Or at least, you know, five different bottles of that shampoo. That adds up to a 33.8oz and a 16.9 of conditioner, right? Maybe their ratios are different. So if you're a brand that's operating in that space, you now have the ability to directly merchandise som...

Lee Assoulin is the Founder and CEO of Stonecutter, a boutique Amazon brand management agency that partners with premium brands to scale profitably on the world's largest marketplace. With over 12 years of Amazon expertise, Lee has guided venture-backed startups, heritage brands, and category leaders through the complexities of the platform, combining strategic depth with operational rigor. He's currently managing over $220M in annual revenue while building AI-powered infrastructure to redefine how agencies operate. His mission is to prove that premium brands can win on Amazon without compromising on quality or brand equity with an agency they can trust.Highlight Bullets> Here’s a glimpse of what you would learn…. Integration of AI in e-commerce, particularly for Amazon sellers and brand management agencies.Challenges and considerations in adopting AI technologies for business operations.Importance of having solid standard operating procedures (SOPs) before automating processes with AI.The distinction between smaller sellers as early adopters of AI and larger sellers focusing on core business functions.The risks of "shiny object syndrome" and the need for a strategic framework when implementing AI tools.The necessity of human oversight in automated processes, especially in nuanced areas like PPC advertising.The role of data-driven frameworks in managing AI outputs and decision-making.Strategies for empowering teams to adopt AI tools effectively and fostering an "AI native" culture.The significance of maintaining brand authenticity and uniqueness in AI-generated content.Recommendations for newcomers on starting with foundational AI tools and focusing on high-impact tasks.In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley speaks with Lee Assoulin, founder and CEO of Stonecutter, a boutique Amazon brand management agency. Drawing on 12+ years of experience, Lee discusses how AI is reshaping Amazon brand management. Key topics include avoiding "shiny object syndrome," building solid SOPs before automating, keeping humans in the loop for critical decisions, and developing an "AI native" team culture. Lee also shares practical advice on recording team calls, refining documentation with AI, and empowering team members who genuinely embrace AI tools to drive sustainable business growth.Here are the 3 action items that Josh identified from this episode:Fix your SOPs before adding AI Document and refine your workflows first—AI should optimize proven systems, not automate messy processes. Use AI for execution, not strategy Automate repetitive tasks (PPC tweaks, reporting, emails), but keep humans in charge of high-impact decisions like pricing, positioning, and scaling. Adopt AI with a clear ROI filter Don’t chase tools—only implement AI if it solves a real bottleneck and delivers measurable time or profit gains.Timestamps:00:00:23 Introduction to AI in E-commerceThe host introduces the topic of AI for top Amazon sellers and teases the actionable advice from the guest.00:01:01 Guest Introduction: Lee AssoulinHost Josh Hadley introduces Lee Assoulin, founder of Stonecutter, highlighting his extensive experience managing major Amazon brands.00:02:46 The Current State of AI in E-commerceLee discusses how AI is being adopted differently by large, established sellers versus smaller, scrappier ones in the mature Amazon marketplace.00:04:31 AI and "Shiny Object Syndrome"The discussion turns to the risk of entrepreneurs getting distracted by new AI tools instead of focusing on core business needs.00:05:57 The "Aladdin's Cave" Analogy for AILee uses an analogy to explain the danger of chasing countless small AI tools without a solid, overarching framework.00:08:33 SOPs: The Foundation for AIThe importance of having proven, repeatable processes (SOPs) in place before attempting to automate them with AI is discussed.00:10:00 The Right Approach to AI AutomationLee explains that the best automation strategy depends on scale; larger brands require a more cautious, human-in-the-loop approach.00:12:15 Can One Person Build a $100M Brand?A discussion on the future of business structures, predicting small, highly-skilled teams enabled by AI will become the norm.00:14:55 The Risk of AI HomogenizationIf everyone uses the same AI strategies, there is no competitive edge. The human element provides the necessary differentiation.00:16:27 Practical AI Use Cases for BeginnersLee suggests starting by using AI to analyze content and rewrite copy based on frameworks like Amazon's COSMO paper.00:19:24 The Dangers of Lazy AI ImplementationWarning against the pitfalls of lazy AI use, such as generic auto-generated emails that can damage brand perception.00:22:23 Automating Your Executive AssistantLee shares a practical example of creating a virtual EA to manage his calendar, pre-meeting briefs, and task reminders.00:24:10 Building a Company "Brain"A complex use case is detailed: creating a central database that ingests all company communications for deep contextual analysis.00:27:11 The Power of Personal Context for AIThe idea of feeding personal journals and thoughts into an AI to give it deeper context for decision-making.00:29:47 How Top Brands Automate OperationsLee shares a real-world example of automating Buy Box monitoring, where an AI agent detects losses and notifies the team.00:32:14 Staying Compliant with Amazon's AI RulesHow to automate safely by using third-party APIs and keeping a human in the loop for actions inside Seller Central.00:33:55 The Cost-Benefit Analysis of AI vs. HumansA discussion on whether AI is always cheaper, concluding that building custom AI solutions can be a waste of time.00:36:01 The Trap of "Sexy Dashboards"Building custom dashboards is often a distraction; focus on the underlying data and analysis, which is what AI actually needs.00:39:09 How to Onboard Your Team to AILee shares his strategy of offering to pay for AI tools and courses for any team member who shows interest.00:41:55 Three Actionable TakeawaysThe host summarizes the episode's key takeaways: document skills, record everything, and enable your team to adopt AI.00:45:26 Most Influential BookLee recommends "The Untethered Soul" by Michael Singer for its profound impact on his mindset and way of thinking.00:45:59 Favorite AI ToolLee names Claude as his primary tool but highlights WhisperFlow for voice dictation as a game-changer for productivity.00:47:01 Admired Person in E-commerceLee recommends following Sean Gill of Triquetra for his methodical, framework-first approach to building a successful brand.00:48:32 How to Connect with LeeLee provides his email address and social media handles for listeners who want to connect with him after the show.Resources mentioned in this episode:Josh Hadley on LinkedIneComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: [email protected] and Websites"Claude": "00:08:38""

In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley shares his blueprint for scaling an e-commerce brand beyond Amazon through a strategic omnichannel approach. Drawing from over a decade of experience, Josh debunks the myth that simply adding sales channels drives growth. Instead, he outlines a phased expansion strategy: master Amazon first, then expand to marketplaces, TikTok Shop, Shopify, and retail. He emphasizes building documented systems, hiring capable teams, and approaching each platform as a unique business to avoid operational chaos and achieve sustainable, long-term growth.Links and Mentions:Tools and Websites  "Amazon": "00:01:50"  "Shopify": "00:01:50"  "TikTok Shop": "00:01:50"  "Walmart": "00:01:50"  "Etsy": "00:26:43"  "Temu": "00:26:43"  "Shein": "00:26:43"  "Meta Ad Library": "00:46:35"  "Faire": "00:49:22"  Videos and Masterclasses  "Seven Step Hiring Process": "00:23:36"  "CEO Dashboard": "00:25:44"  "How We Generated Over 50 Viral Videos with Our Affiliates": "00:34:32"  "How to Double Down on the Creators that are Actually Driving Sales for Your Brand": "00:34:32"  Recommendations  "Loom": "00:19:01"  "ChatGPT": "00:20:01"  Key Concepts  "Omnichannel Strategy": "00:07:22"  "CAC to LTV Ratio": "00:09:20"  "Product Launch Checklist": "00:19:01"  "Weekly Ad Optimization Processes": "00:19:01"  "Inventory Forecasting Models": "00:19:01"Timestamps:00:00:00 Introduction & The Omnichannel MythJosh introduces himself, the podcast, and debunks the myth that simply adding channels guarantees growth.00:01:50 Stages of E-commerce Brand GrowthOutlines the four stages: launch on Amazon, expansion optimism, hidden complexity, and the breaking point.00:06:30 The Real Problem: Sequence, Not ProductExplains that chaos comes from scaling too soon without systems, not from product quality.00:07:22 Channel-Specific ComplexitiesBreaks down the unique operational demands ...

In this episode, host Josh interviews Will Russell, CEO of Russell Marketing, about effective strategies for launching e-commerce products. Will shares his five-step framework, emphasizing audience building through paid ads, partnerships, virality, and organic growth. They discuss practical tactics for Amazon sellers, such as using product insert cards with QR codes, leveraging surveys for product validation, and segmenting email lists for launch campaigns. Will highlights the importance of nurturing existing customers and using their feedback for product development. The episode offers actionable insights for entrepreneurs aiming to maximize launch success and scale their businesses efficiently.Chapters:Introduction to Will Russell and Russell Marketing (00:00:00)Will Russell’s background, agency achievements, and book introduction.Strategies for Building an Engaged Audience Pre-Launch (00:00:55)Overview of paid acquisition, piggybacking/partnerships, virality, and organic growth for audience building.Piggybacking and Partnerships Explained (00:01:20)How to leverage existing communities and partnerships to access target audiences.Virality and Organic Growth (00:02:47)Discussion of viral marketing, influencer strategies, and the role of organic content.Summary of Audience-Building Approaches (00:03:53)Recap of paid, partnership, viral, and organic methods for audience growth.Leveraging Existing Customer Bases for Product Validation (00:05:07)Using current customers for product validation, feedback, and preorders to reduce launch risk.The Value of Existing Communities in Launches (00:07:11)How established audiences give a head start and lower costs for new product launches.Applying the Five-Step Framework to Amazon Sellers (00:08:14)Host introduces actionable takeaways, adapting Will’s framework for Amazon product launches.Step 1: Product Validation Tactics (00:09:26)Using product inserts, QR codes, and Amazon analytics to validate new product ideas.Step 2: Audience Building and Customer Surveys (00:10:37)Reaching out to existing customers, using surveys to identify pain points and refine products.Step 3: Audience Engagement During Product Development (00:11:50)Keeping customers involved in product design and updates to build anticipation and loyalty.Step 4: Conversion Strategies and List Segmentation (00:13:05)Segmenting email lists for staggered launch campaigns to optimize Amazon ranking and conversions.Step 5: Scaling and Ongoing Audience Engagement (00:14:02)Using product inserts and ongoing engagement to prepare for future launches and scale the business.Review Research and Copywriting Insights (00:14:28)Using competitor reviews for product development and marketing language.Segmentation Strategies for Different Launch Models (00:15:19)How to segment audiences for Amazon vs. crowdfunding launches, prioritizing likely converters.Conclusion and Final Thoughts (00:17:01)Recap, book recommendation, and closing remarks.Links and Mentions:Advertising Tools:"Facebook Ads": "00:01:20""Google Ads": "00:01:20""Reddit Ads": "00:01:20""Amazon Brand Analytics": "00:10:37"Books:"Take Your Idea from Light Bulb Moment to Profitable Business in Record Time" by Will Russell: "00:00:52"Marketing Concepts and Strategies:"Piggybacking": "00:01:20""Virality": "00:02:47""Organic Growth": "00:03:53""Customer Surveys": "00:06:02""Product Insert Cards": "00:09:26""Segmentation for Email/Text Lists": "00:13:05"Content and Influencer Strategies:"User-Generated Content": "00:02:47""Influencer Marketing": "00:02:47""Referral Strategies": "00:02:47"Transcript:Josh 00:00:00  Today I'm super excited to introduce you to Will Russell. He is the CEO and founder of Russell Marketing. Russell Marketing is an innovative digital agency specializing in e-commerce launch marketing. To date, they have generated more than 25 million in revenue for over 300 new entrepreneurs. Will has been featured on Forbes, Business Insider, Crain's New York Start-Up nation and many more. Will also has launched the Russell Gibbs Foundation, a family foundation that offers grants and mentorship to 501 C3 partners committed to diversity, equity and inclusion. In November of 2022, Will's first book launch in five. Take your Idea From Light Bulb Moment to Profitable Business in Record Time, was published by Nicholas Brealey. So welcome to the show, Will.Will 00:00:52  Thank you. Thanks for having me, Josh. It's a real pleasure to be here.Josh 00:00:55  When you talk about building an engaged, you know, audience or, you know, building it up a The following. What are what are the channels or strategies to kind of build this following of people before you've even launched a product?Will 00:01:15  By and large, most people are going to lean heavily into paid acquisition.Will 00:01:20  And so, you know, that means paying Facebook or Google or Reddit for ad space and driving traffic using those methods. Now, not everyone has big budgets. They can just plug in. To do that, I always suggest paid acquisition because frankly, is the quickest and easiest way of getting from where you are to where you need to be. But I understand not everyone has the budget. So for those who don't have those budgets, or for those who don't want to rely entirely on those budgets, there's a few other avenues you really look to. One is piggybacking. And so by piggybacking, we're looking for partners or like minded communities that already we have the people we want, and we want to build a connection with the managers or the founders of those communities and essentially piggyback on top of the success they've had to get access to these people. So examples of that might be, maybe you don't want to put $10,000 into a Facebook ad campaign, but maybe you could purchase an advertising spot or in a particular media websites newsletter, or you could write a guest post, or you could do some sort of exchange post promotional exchange with them over a period of six months, where maybe front end of that relationship, they're helping you, but then towards the back end, you're going to balance that out more and start helping them in different ways.Will 00:02:47  So piggybacking and looking at those kind of partnerships is a really good route. Another effort we're going to look to is virality. It's a tough one because it's you know, there are obviously elements to what makes something viral and, and checkboxes that you can go through. But there's always an element of luck there. You don't really know for sure whether a big effort to go viral is going to work. And so it can be a bit of a risk, but virality and that can be things such as word of mouth, marketing strategies, referral strategies and fun content, user generated content, things like ambassadors or affiliate marketing. We might even include some influencer marketing in that. So we've got the virality is certainly a good a good path to go. If you don't want to lean into pushing too much of your budget into paid ads, and then I mean, the fourth and longest one, I suppose is is the organic, you know, people that don't have big budgets and and maybe don't excel. I don't have any partners or I don't have.Will 00:03:53  I can't make things viral. They can't ...

Today on the Ecomm Breakthrough Podcast, we’re joined by a true expert at the intersection of technology, data, and e-commerce growth. Ellis Whitehead is the co-founder of DataBrill and a leading mind in PPC management, data science, and business intelligence space. With a PhD in automation and years of experience architecting smart technology for Amazon sellers, Ellis has helped brands leverage data-driven strategies to scale profitably and stay ahead of the competition. He’s here to share how sellers can use advanced analytics and Ai to break through the seven-figure ceiling and unlock the path to eight figures and beyond. Ellis, welcome to the show! Highlight Bullets> Here’s a glimpse of what you would learn…. Leveraging AI and data for scaling e-commerce businesses, particularly for sellers with seven-figure sales.Importance of establishing a proper data infrastructure before utilizing AI.The concept of a "data chain" consisting of four essential links: centralized data, capturing history, connecting disparate data sources, and constructing guardrails for AI.Challenges faced by e-commerce sellers regarding messy or disconnected data.The significance of capturing historical data for trend analysis and forecasting.The necessity of connecting various data sources to derive meaningful insights and metrics.The role of structured databases versus unstructured data storage solutions like shared drives.The impact of AI on decision-making processes and the importance of providing accurate context for AI tools.Recommendations for hiring the right talent to manage data infrastructure and AI integration.The critical need for a solid foundation before implementing AI to avoid compounding errors in business operations.In this episode, host Josh Hadley interviews Ellis Whitehead, co-founder of Data Brill, about how seven-figure e-commerce sellers can leverage AI and data to scale effectively. Ellis outlines a four-step “data chain” for success: centralizing data, capturing historical records, connecting disparate data sources, and building guardrails for AI. They discuss common pitfalls, the importance of solid data infrastructure, and actionable hiring advice for building in-house data teams. The episode emphasizes that AI is only as powerful as the data foundation supporting it, offering practical strategies for sustainable e-commerce growth.Here are the 3 action items that Josh identified from this episode:Prioritize Data Infrastructure:Invest in building a centralized, historical, and connected data warehouse before layering on AI. This is a full-time job—don’t try to do it all yourself.Make Data-Driven Decisions:Use live, visual dashboards to monitor trends, market share, and leading indicators—not just lagging P&L statements. Let data guide your strategic focus.Leverage AI Only After Laying the Foundation:AI can scale your business—or your mistakes. Only deploy AI agents once your data is clean, structured, and governed by clear guardrails.Timestamp:00:00:00 Podcast IntroductionLeveraging AI and data for scaling e-commerce businesses.00:00:58 Guest IntroductionEllis Whitehead’s background and expertise in data, PPC, and Amazon seller growth are introduced.00:02:00 AI Hype & Seller ChallengesDiscussion about the overwhelming AI chatter among e-commerce sellers and the feeling of being left behind.00:02:37 The Importance of FundamentalsEllis emphasizes sticking to business fundamentals despite rapid technological changes.00:03:11 Common Data Mistakes in E-commerceEllis introduces the “data chain” concept and outlines common mistakes sellers make with data and AI.00:05:07 Overview of the Four Data Chain LinksEllis lists the four essential links: centralized data, capturing history, connecting data sources, and constructing guardrails.00:07:29 Step 1: Centralizing DataDetailed explanation of why a structured database (like Postgres) is crucial versus using spreadsheets or shared drives.00:09:21 Technical Setup for Centralized DataDifferences between databases and shared drives, and why structure, speed, and reliability matter.00:11:38 Non-Technical Founders & Getting HelpAdvice for non-technical founders: learning, hiring, or consulting for proper data setup.00:15:14 Ongoing Maintenance CaveatEllis explains that data systems require ongoing maintenance due to changing APIs and data sources.00:16:45 Ways to Ingest DataDifferent methods for getting data into databases: APIs, manual downloads, and handling multiple currencies.00:19:15 Navigating Amazon API AccessChallenges and solutions for brands seeking Amazon API access, including using third-party services.00:21:45 Step 2: Capturing HistoryWhy historical data is vital for trend analysis, forecasting, and making informed decisions.00:24:27 Use Cases for Historical DataExamples of how historical data helps with leading indicators, seasonality, and strategic decision-making.00:26:30 Pitfalls of Ignoring TrendsDangers of relying on static data blocks and the importance of trend analysis for inventory and forecasting.00:29:10 AI Automation Cautionary TaleRisks of automating decisions without proper context and historical data.00:31:01 Tracking Keyword Popularity Over TimeHow tracking keyword trends can explain sales drops and inform campaign adjustments.00:33:24 Step 3: Connecting the DotsCombining disparate data sources to calculate advanced metrics and gain actionable insights.00:35:53 Practical Tactics for Data IntegrationHow to use database views, scheduled calculations, and file storage for efficient data analysis.00:37:05 Step 4: Constructing GuardrailsBuilding guidance and guardrails so AI can answer business questions reliably and avoid costly mistakes.00:39:06 Guardrails in Action: Use CasesExamples of how proper guardrails enable AI to deliver actionable, accurate reports and campaign strategies.00:43:12 Building In-House Data TeamsAdvice on hiring the right mix of technical talent or using consultants.00:44:30 Three Actionable TakeawaysSummary of key actions: hire for data roles, let data drive strategy, and only use AI after building a solid data foundation.00:47:38 Final Recommendations & ClosingEllis’s final advice: start centralizing data in Postgres and set up guardrails for AI.00:48:07 Book RecommendationsEllis shares influential books: “Warren Buffett Accounting” and “1984.”00:49:30 Favorite AI Tools & WorkflowEllis describes his preferred AI tools and workflow: Claude, VS Code, TypeScript, Deno, Postgres, and git.What is Git? (00:50:19)Explanation of git as foundational versioning software for code and text files.00:51:22 E-commerce Influencer RecommendationEllis recommends following George Meressa for advertising and e-commerce insights.00:51:51 Where to Find Ellis WhiteheadInformation on how to connect with Ellis and Data Brill for further help.00:52:20 Podcast OutroClosing remarks and call to subscribe and review the podcast.Resources mentioned in this episode:Josh Hadley on LinkedIneComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Had...

In this episode of the Ecomm Breakthrough podcast, host Josh Hadley introduces his "TikTok Creator Engine," a structured system for turning product samples into loyal brand evangelists. Josh outlines five creator stages—Inactivated, Activated, Emerging, Performing, and Evangelist—and explains how to move creators through each using personalized outreach, gamification, community building, and targeted ad spend. He also details key team roles, essential KPIs, and onboarding strategies to replace the ineffective "spray and pray" approach with a scalable, relationship-driven affiliate program that generates consistent revenue.Links and Mentions:Tools and Websites"TikTok Creator Engine": "00:01:12""Shopify": "00:01:12""Amazon": "00:01:12""WhatsApp": "00:09:34""CRM (Creator Relationship Management System)": "00:11:42""TikTok Shop": "00:10:40""Fulfilled by TikTok": "00:13:55""Amazon MCF (Multi-Channel Fulfillment)": "00:13:55""Beehive": "21:31""Discord": "22:31""ChatGPT": "23:39"Videos and Playlists"YouTube Onboarding Videos": "00:18:51""YouTube Playlist for New Creators": "24:27"Concepts and Strategies"Creative Briefs": "23:39""Creative Brief": "00:42:53""Bingo Card Game": "28:51""Ad Spend Strategy": "00:39:18""Performance Coach Role": "00:41:54""Affiliate Support Specialist Role": "00:41:54""VIP Program": "00:43:50""Monthly Contests": "00:44:43""Personalized Contests": "00:48:19""Weekly Creator Calls": "26:10"Metrics and KPIs"Contact Information Capture": "00:51:08""Performance Metrics": "00:52:56""Pareto Principle": "00:45:38""Gamification": "00:44:43"Timestamps:00:00:00 Introducing the TikTok Creator EngineA systematic process to turn product samples into loyal brand evangelists, focusing on consistent revenue over viral moments.00:01:12 Host IntroductionJosh Hadley shares his background as an e-commerce entrepreneur, father, and host of the E-com Breakthrough podcast.00:02:17 Core Principles of the SystemThe system focuses on inspiring creators, tracking behavior, doubling down on winners, and ignoring the rest based on performance.00:04:10 Common Problems with Creator ProgramsOutlines issues brands face, such as creators not posting, one-off videos, wasted samples, and overreliance on TikTok DMs.00:06:49 The Five Stages of the Creator EngineAn overview of the five distinct stages creators move through: Inactivated, Activated, Emerging, Performing, and Brand Evangelist.00:10:40 The Required Team StructureDetails the three essential team roles needed to run the engine: Affiliate Support Specialist, Performance Coach, and Store Operations.00:15:03 Stage 1: Inactivated CreatorsFocuses on approving samples and, most importantly, capturing the creator's contact information to move them out of TikTok DMs.00:17:53 The 30-Day Onboarding SequenceA detailed breakdown of the first 30 days of communication, including emails and WhatsApp messages for new creators.00:21:31 Tools for the Activation ProgramDiscusses essential tools for creator activation, including email newsletters, community platforms like WhatsApp, and detailed creative briefs.00:24:27 The YouTube Onboarding PlaylistOutlines a mini-course for creators covering mindset, hook strategy, lighting, audio, and success stories to build relationships.00:28:51 Gamifying Onboarding: The Bingo CardA gamified "bingo card" system that incentivizes new creators to complete key tasks like posting multiple videos.00:30:42 Stage 2: Activated CreatorsCovers the team's actions once a creator posts their first video, including congratulations and providing initial feedback.00:33:29 High ROI Move: Boosting Videos with AdsA strategy to use small, targeted ad spend on new creators' videos to generate initial views and sales.00:35:29 Stage 3: Emerging CreatorsThe goal for this stage is to build consistency with creators who have momentum but aren't posting regularly.00:40:13 Stage 4: Performing CreatorsFocuses on scaling the output of consistent creators by building a personal relationship and offering exclusive VIP program invitations.00:45:38 Stage 5: Brand EvangelistsA high-touch strategy to retain top creators through personalized contests, gifts, and exclusive access to new products.00:50:16 Collecting Creator Contact InfoEmphasizes the critical importance of capturing creator contact information and offers creative methods like auto-DMs and product inserts.00:51:58 Key Metrics to MeasureA breakdown of the essential KPIs to track weekly, including samples sent, post rates, and GMV per stage.00:54:48 Daily Roles of the TeamA summary of the daily action items for the Affiliate Support Specialist and the Performance Coach within the system.00:55:50 Conclusion and Final ThoughtsA summary of the system's benefits, emphasizing that consistent action, refinement, and focus are the keys to success.Transcript:Josh Hadley 00:00:00  That activation stage is honestly the biggest miss that I see most brands like just completely skipping and they just go from inactivated creator to somebody went viral and it's as simple as that. And and that's all they're relying upon. Whereas we're going to methodically walk all of these creators through these five different stages. Welcome to the Ecomm Breakthrough podcast. I'm Josh Hadley. I've scaled my own ecommerce brand from 0 to 8 figures, and I'm actively building towards nine figures in sales. This podcast is where I document that journey and share the systems, the strategies, and the lessons learned in real time so that you can learn what actually matters and scale your own business. Today, I want to share with you all the TikTok Creator Engine. This is how we're turning thousands of samples into thousands of brand evangelists. This isn't just about like sending out as many samples as you possibly can. The spray and pray approach, just hoping that somebody will go viral. Rather, this is a systematic process that we follow to ensure that every sample we send out actually has the chance of helping some of t...

In this episode, Josh interviews Amy Wees, CEO of Amazing at Home E-commerce Consulting. Amy shares her expertise in product development, sourcing, and sales, emphasizing the benefits of diversifying manufacturing—particularly sourcing from Mexico as an alternative to China. She discusses Mexico’s advantages in cost, quality, and logistics, and highlights common mistakes sellers make, such as not knowing their numbers or lacking supplier contracts. Amy stresses the importance of understanding unit economics, building strong supplier relationships, and differentiating products to succeed in today’s competitive e-commerce landscape.Chapters:Introduction to Amy Wees and Amazing at Home (00:00:00)Amy Wees is introduced as CEO of Amazing at Home, specializing in private label product launches and e-commerce consulting.Why Source from Mexico? (00:00:28)Amy discusses the importance of diversifying manufacturing, highlighting Mexico’s advantages over China for sourcing and supply chain.Mexico’s Manufacturing Capabilities (00:02:04)Explains Mexico’s strengths in injection molding, electronics, labor costs, and free trade agreements compared to China.Evolving Supply Chains and Workforce Trends (00:03:25)Describes changes in China’s workforce, supply chain challenges, and the need for businesses to adapt and evolve.Discovering and Building Trade Shows in Mexico (00:05:35)Amy shares her journey in exploring Mexican factories and starting a multi-category trade show for sourcing.Common Seller Mistakes: Not Knowing the Numbers (00:07:34)Amy identifies the main mistake sellers make: not understanding their costs, margins, and unit economics.Protecting Supply Chains and Supplier Relationships (00:10:12)Emphasizes the importance of contracts, vetting suppliers, and protecting products from being copied.Josh’s Key Takeaways for Sellers (00:12:16)Josh summarizes three action items: know your numbers, build strong supplier relationships, and differentiate your products.How to Connect with Amy Wees (00:16:35)Amy offers a free listing review and shares how listeners can contact her for e-commerce advice.Podcast Closing (00:17:05)Josh thanks Amy for joining the podcast.Links and Mentions:Tools and Websites  "Amazing at Home": "00:00:00"  "Alibaba": "00:08:59"  "Free Listing Review": "00:16:35"  Books and Resources  "Seller Accountant": "00:12:16"  Key Takeaways  "Understanding Your Numbers": "00:12:16"  "Supplier Relationships": "00:14:37"  "Market Evaluation": "00:15:57"Transcript:Josh 00:00:00  Today I'm super excited to introduce you to Amy Wees. Amy is the CEO of Amazing at Home E-commerce consulting, a world renowned company that has helped thousands of brands launch private label products on Amazon and beyond. Amy's knowledge in product development, sourcing, marketing and sales have enabled her to help countless entrepreneurs develop their own successful businesses. So welcome to the show, Amy.Amy 00:00:25  Thank you for having me, Josh. I'm so excited to be here.Josh 00:00:28  I love what you talked about in terms of, you know, diversifying your risk with manufacturing and supply chain, and you've been able to find a lot of that in Mexico. So why don't you tell us more about Mexico? Why have you been so invested lately into, you know, sourcing from Mexico?Amy 00:00:49  Well, you know, it's really we used to go to China all the time. You can go twice a year during canton fair times. And and I still sourced from China. I, I love my manufacturers in China. They're wonderful people. They're very efficient.Amy 00:01:04  Really great. So I don't think that there's anything wrong with China. But at the end of the day, one of the biggest things that all of us have to realize is that we have options and, and that, you know, we don't ever whether it comes to only selling on Amazon, putting your eggs all in that one sales channel basket or only using FBA. What happened during the pandemic? Everybody who is only using FBA, their stuff got stranded. Meanwhile, we tripled our sales because we were able to merchant fulfill. so that's that's, you know, a huge learning thing. And so many people are learning that the restock limits, we talked about that, you know, like, hey, maybe we need to start digging more into these other sales channels so that we are able to drive more traffic to Amazon and have even greater restock limits now that things are changing. Right. so I think it's important to never put all your eggs in one basket and to always know what your your options are.Amy 00:02:04  And so Mexico was a natural, solution. Potential solution. If we look at injection molding and manufacturing around the world. Mexico's number two in injection will be right behind China. So, you know, when we look at even electronics, Latin America is just as high in electronics manufacturing as China is. And a lot of people don't realize that. One of our speakers on the Mexico trip, he's he's an engineer and he specializes in helping electronics companies move their supply chain from China to Mexico. big companies like Seagate have completely moved manufacturing to Mexico. Chinese factories, major factories in China are now reopening new facilities in Mexico. Why? It makes sense, right? It makes sense. You've got free trade. As long as your product is 70%, produced in Mexico. You've got the free trade. So that's a wonderful opportunity there. You actually have lower labor costs in Mexico than you do in China. China labor costs have risen. and you have a highly educated and motivated workforce in Mexico, which that is also changing in China quite a bit.Amy 00:03:25  We're all finding with our factories and, you know, talking with my factory owners, every year after Chinese New Year, a lot of their employees do not return. It's very hard for them because e-commerce has really taken off in China. And so a lot of these, you know, it used to be you can walk through a factory in China a few years ago, and they didn't have, you know, they didn't sell it in e-commerce. Nowadays, that's nearly impossible to find a factory that doesn't sell. And so the workforce is evolving in China, and it's causing some, some issues in terms of supply chain, not only for labour. for quality control, you know, so there's even the Chinese are looking for alternatives to different places to open up factories and things like that. So I think that all of us have to evolve. We look at any company that does not evolve with the times what we find. You know, we look at like the toys R us stories and we look at, you know, the top 50 retailers in the United States of America.Amy 00:04:30  Also on the e-commerce websites. So it's very important for us to pay attention and make sure that we're looking at, okay, what's next. And also when we look at, you know, how many. Issues did we have with, with, ports being backed up and with our. With our supply chain just being at a complete stoppage. and we were all talking about men. For Q4 this last year. You better get your stuff in by August, because there's no way the October timeframe is dead. because there was so much, you know, caught back up and everything prior to this Q4. So this year it was a little bit better. We had some catch up, but we really need to be paying attention. And so for me, I'm right here in San Antonio, Texas. I traveled to Mexico a lot. I love Mexico, and I always see all these things,...

Today’s guest is someone our audience already knows and respects — and I’m excited to have him back on the show. Kevin King is not just a veteran Amazon seller… he’s one of the most connected and influential figures in the entire Amazon ecosystem. He’s been selling online for decades, has built and exited multiple brands, and continues to operate in the trenches — not from theory, but from real-world execution. When Kevin speaks, it’s not just his own experience — it’s insights gathered from the top 1% of sellers globally. So if you’re a 7-figure or 8 figure seller looking to break into the next level, you’re about to hear from someone who has a front-row seat to what the best in the world are actually doing right now. Highlight Bullets> Here’s a glimpse of what you would learn…. Current state and future of e-commerce for seven-figure sellersImpact of AI on e-commerce operations and marketingDecline of traditional private label Amazon business modelRise of social commerce platforms, particularly TikTok ShopImportance of building authentic brands and customer relationshipsNetworking opportunities at events like Market MastersChallenges sellers face, including confusion and fear about the futureNecessity of adapting to new technologies and automation toolsStrategies for effective sourcing and increasing profit marginsThe significance of prioritizing efforts and focusing on specific channels for growthIn this episode of the Ecomm Breakthrough Podcast, host Josh Hadley interviews veteran Amazon seller Kevin King about the future of e-commerce for established seven-figure sellers. They discuss the growing impact of AI, the decline of traditional private label models, and the rise of social commerce platforms like TikTok. Kevin emphasizes the importance of building real brands, leveraging automation, and focusing on human relationships with creators. The episode also highlights actionable strategies for scaling, the value of strong systems, and Kevin’s upcoming Market Masters event for networking and learning.Here are the 3 action items that Josh identified from this episode:1. Focus on What Matters MostDon’t chase every new tool, channel, or strategy. Pick the highest-priority opportunity, focus your resources on it, and scale it before moving to the next.2. Build and Document SystemsGrowth requires clear systems and processes. Whether tasks are done by humans or AI, success depends on how well you document and structure the workflow.3. Hire Smart People to Run the SystemsAI alone won’t build a $100M brand. You need talented leaders who can design, manage, and improve systems while using AI as a tool to enhance results.Resources mentioned in this episode:Josh Hadley on LinkedIneComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: [email protected] Dollar Seller SummitASM (Amazing Selling Machine)Helium 10 Freedom TicketShopifyTikTokEcom Mastery AIOpen ClawClaudeChatGPTWooCommerceCopyCoderUpwork/FiverrAndrew EricksonSpecial Mention(s):Adam “Heist” Runquist on LinkedInKevin King on LinkedInMichael E. Gerber on LinkedInAlex Hormozi on LinkedInRyan DeissPerry Belcher on LinkedInDan KennedyRelated 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 SponsorThis 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 AreaKevin King 00:00:00  And there is no it's not like ranking in Google in the old way of backlinks where you rank. And basically you can if you type in podcast microphones and you're in Dallas, you can see pretty much the same results as I see down here in Austin with AI, my past search history and your past search history changes that completely. So no, there is no ranking in AI. It's being the answer for what questions people asking to be in the authority.MC 00:00:22  Welcome to the E-com Breakthrough podcast. Are you ready to unlock the full potential and growth in your business? You've already crossed seven figures in sales, but the challenge is knowing how to take your business to the next level.Josh Hadley 00:00:36  Do you want to know what's wor...

In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley shares hard-won lessons on the power of focus in scaling an ecommerce business. Drawing from personal experience and mastermind insights, Josh reveals five key things he’s saying “no” to—like low-volume product launches, unprofitable SKUs, and distracting sales channels. He emphasizes prioritizing high-impact opportunities, leveraging top-performing creators, and resisting shiny new trends like AI experiments. Josh’s disciplined approach highlights how saying “no” to distractions enables entrepreneurs to concentrate resources on what truly drives sustainable, exponential growth.Links and Mentions:Business Influencers & References"Alex Hormozi": "00:02:01"E-commerce Platforms & Tools"Amazon": "00:04:43""Shopify": "00:06:31""TikTok Shop": "00:06:31""Amazon Marketplace": "00:20:16""OpenClaw": "00:23:05""Vibe Coding": "00:23:05"Frameworks & Systems"Momentum Matrix": "00:08:26""Buckets for Product Management": "00:08:26"Business Concepts & Strategies"Hitting Singles vs. Home Runs": "00:04:43""Total Addressable Market (TAM)": "00:06:31""Lifetime Value Potential": "00:20:16""Operational Complexity": "00:21:14"Timestamps:00:00:00 Introduction to Business FocusJosh emphasizes prioritization, focus, and the importance of saying "no" in business strategy.00:01:03 Lessons from Mastermind EventsInsights from recent mastermind groups; entrepreneurs struggle with shiny object syndrome and diversifying too soon.00:02:58 The Power of Doubling DownAdvice to focus on one business for greater success, rather than splitting attention across multiple ventures.00:04:43 Saying No to Small Product LaunchesJosh now rejects launching products with small markets, focusing only on those with large total addressable markets.00:07:25 Prioritizing High-Impact SKUsNo longer trying to scale all 1600+ SKUs; products are categorized by impact and focus is on top performers.00:08:26 Product Momentum Matrix ExplainedBreakdown of four product buckets: sunset, maintenance, profit engines, and brand-defining SKUs.00:15:09 Focusing on Brand-Defining ProductsTeam spends most time on a few top SKUs that align with brand vision and have high growth potential.00:17:05 Saying No to Low Leverage Sales ChannelsRejecting channels like Temu, Shein, Walmart, and some international expansions due to low scalability and complexity.00:18:12 Sales Channel Momentum MatrixSales channels are categorized; focus is on scalable, high-leverage channels like Amazon, TikTok Shop, and Shopify.00:22:11 Rejecting AI DistractionsJosh avoids spending time on AI trends unless they directly drive business growth; team uses AI only for specific use cases.00:26:56 Focusing on Top-Performing CreatorsNo longer catering to all 5000 creators; focus is on the top 5% who drive 95% of TikTok Shop revenue.00:28:03 Conclusion: Focus Over DistractionReiterates the importance of focus and systems for scaling, and invites listeners to share the episode.TranscriptJosh Hadley 00:00:00  I will promise you like 99 times out of 100. The person who doubles down in one single business is going to have far greater returns and success than the entrepreneur that thinks they're going to split their time and diversify themselves across multiple different business units. Welcome to the Ecomm Breakthrough Podcast. I'm Josh Hadley. I've scaled my own ecommerce brand from 0 to 8 figures, and I'm actively building towards nine figures in sales. This podcast is where I document that journey and share the systems, the strategies, and the lessons learned in real time so that you can learn what actually matters and scale your own business. In today's episode, I'm going to be sharing with you guys exactly what I'm saying no to. In my business right now, that is one of the most important things as it relates to business strategy as a whole. I think that business strategy is less. These are the things that I am doing, and it's much more about these are the things that I am specifically not doing in my business and why business strategy is ultimately, hey, there are 1,000,001 different opportunities, but there are limited resources.Josh Hadley 00:01:03  And so really it's prioritizing which of those million and one opportunities do I actually want to take on with my limited time, resources and ability to be able to go execute? Because in general, if you want to see something really succeed, you've got to put some significant amount of time and energy and thought process behind it. So today I'm going to be sharing the five things that I'm saying no to in my own business. And I'm sharing this after coming off of the heels of three different events that I've attended within the last two weeks. So over the last two weeks I've attended a few different mastermind groups, some with e-commerce specific people involved and others with just kind of general entrepreneurs who are all over seven figure sellers. So here are some of like the takeaways. And I heard this over and over again at multiple events. I continue to hear people that they already have a successful busines...

In this episode, host Josh interviews Tyler Jefcoat, founder of The Seller Roundtable, about financial strategies for Amazon and e-commerce sellers. Tyler explains key metrics like COGS, Amazon fees, and advertising costs, and shares actionable tips on optimizing profit margins, managing inventory, and preparing for business exits. He emphasizes the importance of accurate accounting, SKU-level analysis, and disciplined habits for long-term success. The discussion also covers useful tools and resources, including Merchant Spring and the book "Atomic Habits." Listeners gain practical advice to build more profitable and acquisition-ready e-commerce businesses.Chapters:Introduction to Tyler Jefcoat and Seller Accountant (00:00:00)Tyler’s background, experience, and introduction to his work with e-commerce sellers.Key Financial Metrics for Amazon Sellers (00:00:38)Breakdown of revenue, cost of goods sold (COGS), Amazon fees, and advertising expenses.Profit Margins and Targets for Sellers (00:01:44)Discussion of ideal net profit margins, advertising spend, and benchmarks for healthy Amazon businesses.Net Profit Margin Benchmarks and Market Trends (00:03:59)Analysis of average net profit margins, market headwinds, and acquisition readiness.Preparing for Exit: Case Study and Best Practices (00:05:01)Advice and case study on preparing for business exit, including accounting and inventory management.Return on Capital and Product Portfolio Analysis (00:06:54)Explanation of return on capital, product-level profitability, and portfolio optimization.FBA Fees and SKU-Level Analysis (00:10:18)Importance of monitoring Amazon FBA fees, SKU-level analysis, and correcting fulfillment fee errors.Automating FBA Fee Audits (00:11:45)Discussion on automating FBA fee audits and best practices for large catalogs.Three Actionable Takeaways for Sellers (00:12:59)Summary of three key actions: solid accounting, SKU-level profitability, and price testing.Book Recommendation: Atomic Habits (00:15:40)Tyler recommends "Atomic Habits" by James Clear and discusses its impact.Favorite Software Tool: Merchant Spring (00:16:46)Recommendation and overview of Merchant Spring for multi-channel sales integration.Closing Remarks and Contact Info (00:17:28)Final thoughts, recommendation to contact Tyler, and episode wrap-up.Links and Mentions:Tools and Websites  "Merchant Spring": "00:16:46"Books  "Atomic Habits by James Clear": "00:15:49"Transcript:Josh 00:00:00  Today, I'm excited to introduce you to Tyler Jefcoat. Tyler is the founder and CEO of Stellar Accountant, where he exercises his passion for helping sellers maximize their businesses. Tyler provides financial coaching for sellers totaling more than 100 million per year in e-commerce sales. Tyler also leads the Sellers Roundtable, an exclusive mastermind group for seven and eight figure sellers. Before founding Seller Accountant, Tyler was the co-founder and managing partner for Care to Continue, a home health care company that grew from 0 to 100 employees in four years. So, Tyler, welcome to the show.Tyler 00:00:36  All right, Josh, thanks for having me.Josh 00:00:38  So you have your top line revenue. The next thing we have is you're going to have your cost of goods sold, right? So with your cost of goods sold, you said the average is about 30 to 35% is what you're seeing right now.Tyler 00:00:52  And this kind of landed cost. So if you kind of think about what it costs you to satisfy your Chinese Po and then do the duties freight into the states, I think.Tyler 00:01:01  Across the board, we're seeing literally pretty close to a third 33, 34%.Josh 00:01:05  So if you're below 30% or so, that's a good indication then. Right. Okay. Looking good. All right then next you have your Amazon fees that are going to come up. Right. And I think I'm going to split these up with the advertising separate. So what is your Amazon fees that your 15% commission plus the pick and pack. All that goes into the Amazon ecosystem. You're saying 30 to 35% is what you're seeing there. Is that right?Tyler 00:01:34  To keep the numbers easy is probably another third. So you got about a third in your unit cost to Google. You got about a third and normal Amazon fees.Josh 00:01:44  okay. Cool. And then so all right. So at this point we have 66% right of our revenue going to Cogs in Amazon. And so what you're saying is that the last remaining portion for that POG number that you were talking about is your advertising expense specifically on Amazon. So with your advertising expense, you said ideally you want to be between that 20% to 25%, you know, net gross margin, including the advertising costs in there.Josh 00:02:16  So that means you're going to be needing to sit around somewhere between 15 to 20%. Correct.Tyler 00:02:22  So if we if you think about it, we've got it split into thirds, a third in cogs, a third name is on fee. So we've got 33 points left. I can spend between, you know, roughly 10% on tacos in that model. Let's assume that your cost of goods sold model. Then I'm really going to. So so right. Take another 10% away for ads. That leaves me with a 23% P&G or post advertising gross profit. And I would say that's a really good target. Like, again, I would rather aim for 25 and hit 23 than really flirt with 20 constantly. But yes. So that would be that would be a fairly prototypical private label or kind of brand building seller on Amazon is third, Amazon fees. Third product cogs are about a dime, about ten points going to tacos. And then I've got 22, 23, 24% after ads that I can put towards my overhead.Tyler 00:03:08  And mama wants a boat, you know, whatever it is, that's the money I want.Josh 00:03:12  Makes sense. Makes sense. So with that, and then the other thing you mentioned is, hey, if you have really good cost of goods sold, right, you know, you might be 10 to 20%, right? Well, then you could ramp up your advertising spend. Right. So you can kind of offset those things, but the more profitable you are, the better. Like you said, some people were 30 to 35% that were really getting some premiums, with all the acquisitions that were going on. So this is awesome. This gives us a lot to think about and great targets to shoot towards, especially like net profit margin. You said, you know, ten is kind of the average. You said, right. 15 means that you're really good. You know looking good. You're a good candidate to be acquired. Is that correct?Tyler 00:03:59  Yes. And honestly, coming out of like 2022, I would actually say that, you know, 10% was actually probably pretty good because we did see a lot of headwinds.Tyler 00:04:09  So give your give yourself some grace. Like if you're looking at your piano right now, you know, here in the middle of 2020 and you're like, well, boy, I got 5% last year, I must be dead. That actually might be more normal than you think it is. But don't don't think that that's going to be normal forever. I think we are we're, we're we're continuing to want to see the market get better and we want to we work too hard and we risk too much to take a 2% profit margin for too long. And so getting a 10% is really crucial. And then I think if you're going to exit, getting it closer to that 15% net profit. Yeah.Josh 00:04:38  Awesome, awesome super valuable content. Tyler thanks again. All right. So with that, let's talk about maybe some of the levers that people can be pulling, you know, as they prepar...