About Ed Soehnel

I am a startup and growth company expert: sold 1, built 5, and crashed 2. I develop, launch and grow consumer products through uncommon methods that can lead to more sales – faster – and can make a company and its products more appealing to consumers and resellers, with less risk. More about me here. I post content to help you grow your company and developed a Lean & Agile Framework for growing consumer product companies. Go here now to get FREE access.

The Flow of Money in a Consumer Product (infographic)

2017-06-14T13:11:32+00:00 By |Categories: Finance|Tags: , , , , , , , , , , , , , , , , |

The best way to think about this is a profit and loss statement, starting with revenue at the top and net income at the bottom. A customer flows from the top, acquired through marketing spend, and everything in between to deliver that product to them, with profit left over, and all the key metrics [...]

What are Honest Co.’s gross margins (and some rules of thumb for figuring this out)

2017-06-11T19:44:42+00:00 By |Categories: Finance|Tags: , , , , |

This is a Quora questions I was asked.  Here is my answer I did a quick search in my industry source and did not find anything that specific. Here are some quick metrics to make a guess: As of 2016, they are north of $300 mm in sales; Unprofitable; Raised $220 mm to date from [...]

How can a local retail store survive, or prosper, in the age of superstores and the Internet market?

2017-06-04T14:20:58+00:00 By |Categories: Resellers|Tags: , , , , , , |

This is a Quora question I was asked and here is my answer. I don't work in retail, but sell to retailers, so I can only talk from this perspective.   In addition, while I predominantly sell direct-to-consumer with my products, with one of my companies, I have location-based sales that while not pure retail, [...]

Review of Internet Trends 2017 Report in context of consumer products

2017-06-02T12:45:05+00:00 By |Categories: Marketing|Tags: , , , , , , , , |

I reviewed this year's report and extracted pieces of data important to consumer product brands selling to consumers direct or through resellers. Here they are. Global internet users = 3.4 bil at 10% per year growth.  The market to sell online continues to grow, especially in developing and frontier markets, so digital products can [...]

What do I need to know if I want to be an egg distributor (especially) in South Jakarta?

2017-05-30T18:17:00+00:00 By |Categories: Product Development|Tags: , , |

I have a counter in pasar pd labu and currently thinking to have an egg distribution business.what are the things i should know before hand? e.g : where can i get source of egg? (agent/breeder) what kind of egg do i need to get? (i’ve heard padang egg, blitar egg) how’s the price fluctuation work? [...]

Do most mega supermarkets charge $10,000+ one-time fees for newly registered suppliers?

2017-05-30T18:19:56+00:00 By |Categories: Resellers|Tags: , |

This is a Quora question I was asked and here is my answer. Yes, that is normal. Most major retailers charge up front fees, called slotting fees, some which can easily be high in the 5 figures. You cannot look at slotting fees without considering the whole range of retailer tradespend requirements and terms, because [...]

What is an effective way of creating a brand?

2017-05-30T18:20:00+00:00 By |Categories: Marketing|Tags: |

I want to create a premium accessories brand. Our products will be hand made from the highest quality materials. I have already created the designs of the products, but I wanted to hear about the different ways of creating a brand and standing out? This is a Quora question I was asked and here is [...]

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

2017-05-30T18:18:07+00:00 By |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, [...]


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