Facebook is not the only game for advertisers

2018-06-14T20:26:59+00:00By |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 [...]

How relevant is TV as an advertising medium for FMCG/CPG marketers (brand managers)?

2017-12-08T12:23:26+00:00By |Categories: Marketing|Tags: , , , , , , , , , |

This is a Quora question I was asked to answer. Absolutely yes, but I need to qualify my answer with more details to back that up. First, my focus is building consumer product startups, not managing large brands. So, I really have no clue if brand advertising is relevant or not because I have almost [...]

Marketing campaign goal metrics model: a simplified version of the most important financial model for any consumer product company

2018-12-08T14:21:41+00:00By |Categories: Downloads, Finance|Tags: , , , , , , , , , , , |

The ultimate goal in any company... ...is to acquire AND retain customers where costs to acquire and retain are less than expenses, which leads to profits. Boiled down to this single statement, then the most important variable in the finances is the marketing spend. Even if your other expenses are high or way out of [...]

The Flow of Money in a Consumer Product Company (infographic)

2018-12-08T14:11:46+00:00By |Categories: Downloads, Finance, Visuals|Tags: , , , , , , , , , , , , , , , , , |

The best way to think about this is a profit and loss statement, starting with revenue at the top and net income at the bottom. A customer flows from the top, acquired through marketing spend, and everything in between to deliver that product to them, with profit left over, and all the key metrics [...]

One way for testing a business idea even if you do not have a product to sell

2016-11-09T12:19:21+00:00By |Categories: Marketing|Tags: , , , , |

I had a pre-launch startup in the pet category contact me with a product idea and a website created around the idea.  They were trying to raise money from investors for a seed round to produce a small number of units to sell. I personally did not think much of the idea, but what I [...]

When is the right time to Kickstarter or crowdfund your consumer product company

2018-12-08T14:08:19+00:00By |Categories: Downloads, Strategy|Tags: , , , , , |

I have not done any hard core research into the success or growth track of companies following a successful Kickstarter, Indigogo or other crowdfund campaign. But anecdotally, this is what I have observed.  And this is definitely what I see in many startups, even ones that do not go the Kickstarter/crowdfund route. Take a look [...]

How could you use agile principles in consumer product development

2016-11-24T12:40:54+00:00By |Categories: Strategy|Tags: , , , , |

Here is how I use agile principles in consumer product development, marketing and sales: Conduct deep competitive analysis on what is already offered in the marketplace, including features, benefits, and outcomes. Find out which products are selling well through sites like Similarweb.com - Digital World Market Intelligence Platform and through exiting online and offline distribution [...]

I am currently working on the development of an e-commerce that sells healthy dry food. What are the typical margins?

2016-11-04T09:55:48+00:00By |Categories: Finance|Tags: , , , , , , , |

Question:  I am currently working on the development of an e-commerce that sells healthy dry food. What are the typical margins? I'm launching a webshop with healthy products, nutritional supplements and natural cosmetics from different distributors. What is the typical gross margin for this kind of products? What percentage of my budget should I allocate to marketing? [...]