About Ed Soehnel

I am a startup and growth company expert: sold 1, built 6, 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.

Quarterly Updates: The best of the best for Q3 2020

2020-10-15T10:59:42-06:00By |Categories: Quarterly Updates|

Quarterly updates include a curated list of the best content, tools, resources, and potential investments that I have published or come across. Content Posts New posts I published. Format for consumer product feedback surveys and how it can correct for problems with getting accurate and reliable data What factors should I consider in deciding [...]

What factors should I consider in deciding which product size to first launch?

2020-08-09T15:25:49-06:00By |Categories: Product Development|Tags: , , , , , , , , , |

This is a Quora question I was asked to answer. You are going to generally size based on the competing products already available to consumers. The reason is because that is what consumers expect and in many cases, supply chain, warehousing, e-commerce operations and store shelves are already optimized for the sizing sold. If you [...]

Format for consumer product feedback surveys and how it can correct for problems with getting accurate and reliable data

2020-07-30T10:07:57-06:00By |Categories: Marketing|Tags: , , , |

Here is a format for consumer product feedback surveys that I use.  I take consumer product feedback surveys with a big grain of salt, for reasons listed here. But they have been useful for me when I follow the format below. Interview Format Could be a voice call, in-person/video or over email. Interview Process Describe [...]

How is e-commerce viable for low value products?

2020-07-25T10:04:03-06:00By |Categories: Finance|Tags: , , , , , |

This is a Quora question I was asked.  My answer as follows. That depends. You really need to maximize your average order value (AOV), ideally above $75 in order to make the e-commerce operation pay for itself and earn a profit. If you can do that, then yes. Subscription orders and repeat customers will help [...]

If you want better results, then forget about setting goals. Focus on your system instead

2020-06-19T10:48:05-06:00By |Categories: Inspiration|Tags: , , |

If you want better results, then forget about setting goals. Focus on your system instead. You do not rise to the level of your goals. You fall to the level of your systems. Via James Clear and Atomic Habits.

How can I get better margins for my products in my e-commerce business?

2020-06-17T12:25:26-06:00By |Categories: Finance|Tags: , , , , , , , , , , |

This is a Quora question I was asked to answer. By margins I am going to assume net margin, which is net income. Think of the flow of money in a consumer goods business as a way to help you improve margins. I have a spreadsheet model accompanying this graphic here. In the [...]

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 [...]

What is the ROI average for e-commerce sites?

2020-06-09T08:49:51-06:00By |Categories: Finance|Tags: , , , , |

This is a Quora question I was asked to answer. I don’t look at ROI in terms of consumer products or ecommerce because that number is not as meaningful due to its wide range across categories, channels and geography. EBITDA, net profit margin, payback period, and revenue-to-funding are metrics I prefer. Based on that, [...]

Why do businesses redesign their product packaging?

2020-06-05T07:00:33-06:00By |Categories: Marketing|Tags: , , , |

This is a Quora question I was asked to answer. There are a few reasons: Help differentiate the brand better against competitors. You want to capture attention so you use packaging to do that, and if you look like everyone else, then it is hard to do that. Take a walk down a retail aisle [...]

How do you find customers who will pay the highest price for your products?

2020-05-03T09:47:51-06:00By |Categories: Marketing, Resellers|Tags: , , , , , , , , |

This is a Quora question I was asked to answer. Here’s how I would go about finding customers who will pay the highest price for my products. Direct-to-consumer (DTC) The first thing I would do is create high quality products that customers will rave about. I would create a highly polished brand that looks good [...]

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