About Ed Soehnel

I am an ENTREPRENEUR in the early-stage and lower middle-market (0-$50MM) DTC, B2C and B2B2C marketplaces, and an INVESTOR across all sectors, industries and asset classes. More about me here.

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 [...]

Updates from Ed Soehnel: 7/15/2020-7/31/2020 – Format for consumer product feedback surveys and how it can correct for problems with getting accurate and reliable data

2020-11-16T19:25:22-07:00By |Categories: Updates|

Feature image:  Some categories of brick-and-mortar retail have seen healthy growth, via Deloitte .  This visual and additional content about it is contained in the Visual Dataset. Platform Summary I've had on my list to publish my format for consumer product feedback surveys and was recently asked how to do that, so I finally [...]

Updates from Ed Soehnel: 7/1/2020-7/14/2020 – another look at how to achieve uniqueness and competitive advantage

2020-11-16T19:26:05-07:00By |Categories: Updates|

Feature image:  Since 2017, there has been a 40 basis-point average decrease in operating margins across retail, via Deloitte .  This visual and additional content about it is contained in the Visual Dataset. Platform Summary I came across a nice summary on innovation, called “The Art of Discovering Breakthrough”. It is another look at [...]

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 [...]

Updates from Ed Soehnel: 6/15/2020-6/30/2020: a few years of progress and change has happened in a few months – what that means for brands

2020-11-16T19:26:25-07:00By |Categories: Updates|

Feature image:  Ad types seeing greatest increase in net purchase likelihood.  This visual and additional content about it is contained in the Visual Dataset. Platform Summary We've brought forward a few years of progress and change in a few months, especially in retail and e-commerce. Brick and mortar continues to get harder and more [...]

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 [...]

Updates from Ed Soehnel: 6/1/2020-6/14/2020 – ask yourself…what is the least crowded marketing channel

2020-11-16T19:26:45-07:00By |Categories: Updates|

Feature image:   Fiber energy usage.  This visual and additional content about it is contained in the Visual Dataset. Platform Summary Marketing and sales channels can be crowded with many advertisers.  It is always good practice to try and advertise in those channels that are least crowded.  For example, social digital is always popular and [...]

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