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.

What is the mechanism behind supermarkets’ special offers?

2019-07-09T06:58:34-06:00By |Categories: Resellers|Tags: , , , , , |

This is a Quora question about the mechanism behind supermarkets’ special offers I was asked and my answer is as follows. Retailer category managers have run discounts, coupons and special offers to help temporarily drive up sales and increase traffic to their store section. They use them to promote new products or to reward existing [...]

What is a good marketing start to sell goods in a luxury segment?

2019-07-08T17:14:32-06:00By |Categories: Marketing|Tags: , , , , , , , , |

This is a Quora question to sell goods in a luxury segment I was asked to answer.  My answer is as follows. Are you selling your own products that you created and own to consumers, or are you reselling other luxury products via a wholesale basis? I think the answer depends on which avenue you [...]

What happens to the connections a distributor has made with retailers for your product if you decide to replace him?

2019-07-07T06:55:55-06:00By |Categories: Resellers|Tags: , , |

This is a Quora question on connections a distributor has made with retailers that I was asked.  My answer is as follows. That will depend. For fragmented retail channels where there are many retailers, you usually use a particular distributor because of their connections and logistical pathways to retailers. In these channels, it is easier [...]

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 [...]

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 [...]

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 [...]

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 [...]

How much (in % of revenues) does a food and drinks wholesaler/distributor spend in logistics, meaning, paying a 3rd party to pick up and deliver the products to the retailer’s warehouse?

2018-05-17T12:01:11-06:00By |Categories: Production & Logistics|Tags: , , , |

This is a Quora questions that I was asked to answer. Here is my answer. That will depend on a lot of factors - your volume, distances, consistency, speed of delivery, does the product require cooling, how is it packaged (case and pallet configurations), carrier, etc. For 8+ figures in annual sales, I have gotten [...]