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.

Making micro-production work profitably: an example of printing labels in house rather than outsourcing

2019-03-24T12:28:30-06:00By |Categories: Downloads, Production & Logistics|Tags: , , , , |

I want to talk about micro production. For background, consumer products over the last 6 decades have largely been built on mass scale, producing as much of it as possible on a mass scale, which drives economies of scale down and drives costs down to serve mass markets. That has worked up until the [...]

“Newsletter” versus “Magazine” and marketing power words

2019-03-22T09:45:35-06:00By |Categories: Downloads, Marketing|Tags: , , , , , |

I want to do a quick post here on marketing in words and the power of words. For my pet business we've had a newsletter a monthly newsletter for a long time. It's both in digital version and in print version. We've always named it newsletter and it goes out once a month. But [...]

I’m considering on starting a drop ship ecommerce online site. What are the best products to offer?

2018-08-28T12:34:23-06:00By |Categories: Product Development|Tags: , , , , , , , |

This is a Quora question I was asked to answer.  My response is below. There are a ton of free resources online about drop ship ecommerce. One is Drop Ship Lifestyle. Finding the best products is the million dollar question. But you find these products using many tools and processes to help, one of [...]

Facebook is not the only game for advertisers

2018-06-14T20:26:59-06:00By |Categories: Micro Content|Tags: , |

It does not matter where you advertise, as long as your spend is achieving your return on ad spend (ROAS) goals. Facebook was the best game for a number of years because it was so cheap that it made the ROAS hurdle much lower.  It is really simple arbitrage - buy low (the ads), sell [...]

What are some barriers of entry to running a successful eCommerce business?

2018-06-13T21:17:08-06:00By |Categories: Finance|Tags: , , , |

This is a Quora question I was asked and my answer is as follows. My sense is that a minimum qualification for “successful” is profitable on an EBITDA basis (net profit or earnings before interest and taxes, depreciation and amortization) such that your profits will pay back your original investment in a defined time [...]

Tracking your customer journey across the sales funnel

2018-06-23T20:04:44-06:00By |Categories: Micro Content|Tags: |

This is a nice how to guide to setup the systems to track your customer's journey through your sales funnel.  It is more geared towards SAAS, but still is a good framework for consumer product sales.  I have added it as an external resource to Section 2: Systems of my Lean & Agile Framework.

What is the cost to revenue ratio of an e-commerce infrastructure in the retail industry?

2018-06-06T11:55:08-06:00By |Categories: Finance|Tags: , , , |

This is a Quora question I was asked and my answer is as follows. For my P&L’s, I break cost up into 3-main buckets: COGS (cost of goods sold) Marketing Operations I compute COGS based on landed costs, which includes the complete costs to produce a product so that it is sitting in your warehouse [...]

How OPI is hacking Amazon and data algorithms to improve its online site

2018-06-04T20:16:47-06:00By |Categories: Micro Content|Tags: , |

In general, I am opposed to having Amazon transact and fulfill because you don't know who your end customer is. Essentially, you do all the work to market your product and Amazon gets your customer's contact data and you do not. This company appears to be making Amazon work for them and still capture sufficient [...]

The top 3 marketing SaaS tools for consumer product startups I would recommend

2018-06-03T11:54:07-06:00By |Categories: Systems|Tags: , , , , , , , , , |

This is a Quora question I was asked to answer.  My answer is as follows. I have outlined my complete technology infrastructure for consumer product companies here. Pulling from this visual, my top three are as follows. Content marketing, organic SEO and ecommerce. I use a Wordpress website. This platform is very conducive to creating and publishing content [...]