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.

What is the advertising to sales ratio investors will look for in a direct to consumer e-commerce startup?

2020-01-09T10:04:26-07:00By |Categories: Marketing|Tags: , , , , , |

This is a Quora question I was asked to answer. Do you mean the return on ad spend ratio (ROAS)? I have never heard of “advertising to sales” ratio, but it probably means the same thing (revenue or sales divided by advertising spend…not to include media development costs or technology costs, just the costs to [...]

Quarterly Updates: The best of the best for Q1 2020

2020-04-06T08:46:35-06:00By |Categories: Quarterly Updates|

Summary What a drastic change we all saw in Q1 with the onset of COVID-19. While my plans and goals for 2020 have had to be scaled back, I am still moving forward in my work. I had seven startups come through my incubator for a total of 33 since inception. Two of those [...]

What are things that can make or break an online retail business (a specific niche retail business)?

2019-12-27T08:05:29-07:00By |Categories: Resellers|Tags: , , , , , , , , |

This is a Quora question I was asked to answer. My answer is below. There are many things that can make or break and online retail business but some key ones in my experience are as follows. Marketing Not understanding what your breakeven return on add spend (ROAS) is for each product by channel. This [...]

Why do some retail brands fail?

2019-11-05T05:21:07-07:00By |Categories: Resellers|Tags: , , , , , , , |

This is a question I was asked to answer on Quora.  My answer is below. By retail I take to mean that the brand is selling in retail. Getting into retail is not easy and it is common now to sell direct before going into retail, so past sales history is usually required. Some measure [...]

Pemmican Food Startup #2: develop alignment between the founder and the startup

2019-09-12T15:26:57-06:00By |Categories: Pemmican Food Startup|Tags: , , , , , , |

This post is part of an ongoing documentary I am publishing on my progress for developing, launching and growing a food startup.  I am using my Growth Stack roadmap and my Lean & Agile Framework, tools I have published online at my startup incubator to help consumer product startups. For the overview of this [...]

Pemmican Food Startup #1: Organizing high level ideas and setting initial list of tasks and goals

2019-09-12T08:03:37-06:00By |Categories: Pemmican Food Startup|Tags: , , , , , , , , |

This post is part of an ongoing documentary I am publishing on my progress for developing, launching and growing a food startup.  I am using my Growth Stack roadmap and my Lean & Agile Framework, tools I have published online at my startup incubator to help consumer product startups. For the overview of this [...]

Pemmican Food Startup – Start here for an overview of this project

2019-09-12T16:48:55-06:00By |Categories: Pemmican Food Startup|Tags: , , |

I've had for some time the idea to create a consumer brand for pemmican products and want to try bring this idea to reality.  I am starting with almost a clean sheet, with only some ideas for the business and some rudimentary product formulations that I have slowly been playing with for a while. The [...]

How has your brand used consumer insights to inspire product innovation?

2019-09-10T15:32:29-06:00By |Categories: Strategy|Tags: , , , , , |

This is a Quora question I was asked and my answer is as follows.  I think to use consumer insights to inspire product innovation you need to setup a process for identifying consumer insights relative to your product(s) and brand. From a high level perspective, I look at three areas to obtain research and insights. [...]

How much of a role does the packaging of a product play in its sales?

2019-08-22T13:02:30-06:00By |Categories: Marketing|Tags: |

This is a Quora question I was asked to answer.  My answer is as follows. From a functional perspective, yes. But that I think everyone knows that. If you are talking about protecting the product such that when the user opens the packaging, it is what they expect, of course your packaging is important. But [...]