Need a new search?

If you didn't find what you were looking for, try a new search!

Simple model to determine success of product sampling in e-commerce

2020-06-10T07:34:04-06:00By |Categories: Marketing|Tags: , , , , , |

Here is a simple model to determine success of product sampling in e-commerce. I was presented with some quick  performance metrics on an e-commerce product sampling campaign for a supplement startup, which included the cost of the sample plus shipping ($.70), the average order value ($39) and the response rate at 20%. That got my [...]

Comments Off on Simple model to determine success of product sampling in e-commerce

Updates from Ed Soehnel: 3/1/2020-3/14/2020 – COVID-19 learnings; data-driven retail growth strategy

2020-11-16T19:28:53-07:00By |Categories: Updates|

Feature image: By 2026, $700 billion in annual spend, or 41%, is expected to shift away from traditional grocery.  And much of that spend may go into online, supercenters, club and discount channels. Pick your retail partners carefully, as there will be a tremendous amount of disruption, especially in grocery.  This visual and additional [...]

Comments Off on Updates from Ed Soehnel: 3/1/2020-3/14/2020 – COVID-19 learnings; data-driven retail growth strategy

What is the advertising to sales ratio investors will look for in a direct to consumer e-commerce startup?

2020-01-09T10:04:26-07:00By |Categories: Marketing|Tags: , , , , , |

This is a Quora question I was asked to answer. Do you mean the return on ad spend ratio (ROAS)? I have never heard of “advertising to sales” ratio, but it probably means the same thing (revenue or sales divided by advertising spend…not to include media development costs or technology costs, just the costs to [...]

Comments Off on What is the advertising to sales ratio investors will look for in a direct to consumer e-commerce startup?

What are things that can make or break an online retail business (a specific niche retail business)?

2019-12-27T08:05:29-07:00By |Categories: Resellers|Tags: , , , , , , , , |

This is a Quora question I was asked to answer. My answer is below. There are many things that can make or break and online retail business but some key ones in my experience are as follows. Marketing Not understanding what your breakeven return on add spend (ROAS) is for each product by channel. This [...]

Comments Off on What are things that can make or break an online retail business (a specific niche retail business)?

How relevant is TV as an advertising medium for FMCG/CPG marketers (brand managers)?

2017-12-08T12:23:26-07:00By |Categories: Marketing|Tags: , , , , , , , , , |

This is a Quora question I was asked to answer. Absolutely yes, but I need to qualify my answer with more details to back that up. First, my focus is building consumer product startups, not managing large brands. So, I really have no clue if brand advertising is relevant or not because I have almost [...]

Comments Off on How relevant is TV as an advertising medium for FMCG/CPG marketers (brand managers)?

Marketing campaign goal metrics model: a simplified version of the most important financial model for any consumer product company

2018-12-08T14:21:41-07:00By |Categories: Downloads, Finance|Tags: , , , , , , , , , , , |

The ultimate goal in any company... ...is to acquire AND retain customers where costs to acquire and retain are less than expenses, which leads to profits. Boiled down to this single statement, then the most important variable in the finances is the marketing spend. Even if your other expenses are high or way out of [...]

Comments Off on Marketing campaign goal metrics model: a simplified version of the most important financial model for any consumer product company

What are key success factors of new brand launch in fashion categories of cosmetic and jewelry?

2017-05-30T18:18:07-06:00By |Categories: Strategy|Tags: , , , , , |

This is a Quora question I was asked and here is my answer. Based on your question, it appears you have a brand with products geared toward the fashion categories of cosmetics and jewelry. You want to know what you need to do to ensure a successful launch. In comparison to consumer products in general, [...]

Comments Off on What are key success factors of new brand launch in fashion categories of cosmetic and jewelry?

One way for testing a business idea even if you do not have a product to sell

2016-11-09T12:19:21-07:00By |Categories: Marketing|Tags: , , , , |

I had a pre-launch startup in the pet category contact me with a product idea and a website created around the idea.  They were trying to raise money from investors for a seed round to produce a small number of units to sell. I personally did not think much of the idea, but what I [...]

Comments Off on One way for testing a business idea even if you do not have a product to sell

When is the right time to Kickstarter or crowdfund your consumer product company

2018-12-08T14:08:19-07:00By |Categories: Downloads, Strategy|Tags: , , , , , |

I have not done any hard core research into the success or growth track of companies following a successful Kickstarter, Indigogo or other crowdfund campaign. But anecdotally, this is what I have observed.  And this is definitely what I see in many startups, even ones that do not go the Kickstarter/crowdfund route. Take a look [...]

Comments Off on When is the right time to Kickstarter or crowdfund your consumer product company

How could you use agile principles in consumer product development

2019-12-27T20:18:50-07:00By |Categories: Strategy|Tags: , , , , |

Here is how I use agile principles in consumer product development, marketing and sales: Conduct deep competitive analysis on what is already offered in the marketplace, including features, benefits, and outcomes. Find out which products are selling well through sites like Similarweb.com - Digital World Market Intelligence Platform and through exiting online and offline distribution [...]

Comments Off on How could you use agile principles in consumer product development

Go to Top