Treyd Secrets: Supply, Sales and Scaling Treyd.io

The episode features Stuart Worgan, fractional CFO and co-founder of eClarity. Peter and Stuart discuss the intricacies of financial management in e-commerce. Stuart shares some juicy benchmarks for the most important financial KPI:s for e-commerce and explains the importance of deeply understanding unit economics and setting up a robust financial framework. From the significance of product market fit and founder qualities to the complex dynamics of channel mix, inventory management, and customer acquisition costs, Stuart emphasizes the necessity of financial clarity and foresight. The conversation highlights strategies for negotiating with suppliers, optimizing cash flow, and the potential benefits and challenges of going multi-channel. 


00:10 Meet Stuart Worgen: The financial Godfather of e-commerce02:47 Building a world-class finance team for e-commerce04:47 Decoding the financial success formula for e-commerce brands06:13 The art of product market fit and customer experience07:57 Diving deep into e-commerce unit economics12:27 Strategies for optimizing e-commerce margins19:46 The importance of understanding your marketing metrics26:47 Exploring the marketing mix and customer retention27:54 The shift to multi-channel strategies32:01 Navigating the complexities of multi-channel sales38:08 Understanding the financials: Balance sheets and more42:40 Optimizing supply chain and production46:43 Achieving financial clarity in e-commerce50:42 Stuart’s number one trade secret

In this episode of Treyd Secrets, host Peter Beckman interviews Alicia Shaffer, the self-taught e-commerce expert, and founder of Three Bird Nest, a bohemian-style apparel brand. Alicia shares her journey to success from losing everything and almost being a million dollars in debt to becoming one of the top-selling brands on Etsy.


Alicia attributes her achievement to her relentless hard work and the incessant desire to continually learn more about e-commerce, from algorithms and SEO. Adapting to her customers' preferences and tailoring the brand to reflect their desires has been key success factors. Alicia underscores the importance of creating and applying systems to every aspect of a business to track growth effectively and diagnose issues promptly. She emphasized the need for strategic product pricing and understanding the true cost of offering a product or service.


01:13 Alicia Shaffer’s journey to founding Three Bird Nest02:58 The birth of Three Bird Nest and its initial success04:19 The Importance of an exit strategy 08:27 The growth of Three Bird Nest and overcoming challenges16:45 The power of A/B Testing and listening to your customers20:43 The reality of success and the importance of hard work26:18 The transition from Etsy to independent retail28:02 The art of risk management and trust building28:38 The power of relationships in business31:38 The importance of asking for help32:21 Understanding unit economics and pricing33:06 The journey from debt to orofit43:17 Transitioning from Etsy to D2C45:29 The future of Three Bird Nest
Got questions? Please contact secrets@treyd.io or visit www.treyd.io 

In this episode, Peter Beckman sits down with Jacob and Victor Eriksson, brothers and co-founders of the viral TikTok sensation and growth phenomenon, Boxbollen. The innovative duo share their incredible journey from 0 to 30 million USD revenue in 5 years. The episode covers the full journey from the conception of their unique head tethered boxing ball game, to achieving global stardom and venturing into the US market in 2022 and doubling sales in 2023. Dive into the discussion to uncover the secrets behind their skyrocketing sales, the supply chain behind extreme Christmas sales peas and building a successful influencer marketing strategy with top tier profiles. 


Jacob and Victor also share their future vision, underpinned by their overarching mission to bring joy and movement to people's lives. Packed with valuable insights, this episode is a must-listen for anyone keen on entrepreneurship, marketing, and scaling startups.

Timestamps:


01:39 Starting out and developing the core product 03:30 The DTC and influencer strategy 07:00 How Christmas became the Boxbollen specialty09:13 Signing John Terry, their first big influencer name12:33 Going big in the US 14:40 The liquidity issue of for a Christmas centric sales cycle15:39 The 2023 US launch thriller19:08 Securing and launching an influencer collaboration23:00 Supply chain challenges and being local25:40 Growing production from 3,000 to 1,4 million units29:40 Channel strategy, DTC vs retail and local variations33:00 The future, the mission and the community sport40:00 The next product launch 41:40 2024 goal: 2 x selling 3 million balls45:23 Beverly Hills hustle48:34 Hyper growth and hyper focus50:50 Balancing business obsession and personal health 53:53 Jacob and Victor’s number one trade secrets

This Treyd Secrets features an insightful conversation with e-commerce and marketing veteran and thought leader Chloë Thomas. The discussion covers the power of ensuring  well connected marketing and inventory strategies. Chloe also dives into tackling overstock issues, highlighting the significance of strategic discounting to maintain business profitability and sustainability. The second half of the episode is focused around the increasing trend of e-commerce brands venturing into wholesale and the challenges around wholesale as a sales channel. 

Time stamps:



00:50 Chloë Thomas's Journey in e-commerce03:46 Fundamental marketing principles and the evolution of e-commerce and marketing05:53 The importance of stock management in E-commerce07:48 The interplay of marketing and inventory management13:42 The challenge of overstock and its impact on marketing17:45 Strategies for balancing brand promotion and overstock clearance24:47 The importance of seasonal stock management25:39 Understanding the cash flow in business26:16 Shifting from abundance to scarcity mindset27:12 Leveraging marketing strategies for stock management29:42 The shift to wholesale and its implications32:09 The role of wholesale in E-commerce37:27 The future of E-commerce and wholesale40:34 The challenges and strategies in managing wholesale40:58 The evolution of e-commerce businesses43:52 Chloë’s number one Trade Secrets


Got questions? Please contact secrets@treyd.io or visit www.treyd.io 

In this Treyd Secrets episode, host Peter Beckman is joined by André Wendt, Global Sales Director for Swedish-American fashion house and celebrity brand BLK DNM (yes, Kim and Kanye wore BLK DNM leather jackets at their wedding). Discover BLK DNM's commitment to ethical consumer behavior through blockchain technology and the impact on supply chain and supplier relationships. The conversation covers sales, marketing, wholesale strategy, challenges in inventory-based retail, and BLK DNM's approaches to customer retention and international expansion. Wendt explains what the high end department stores demand from brands and emphasizes the importance of personal relationships.

Time Stamps: 


00:40 The story of BLK DNM05:32 The History and relaunch of BLK DNM07:25 BLK DNM’s Blockchain Technology09:12 The impact of sustainability on brand strategy11:59 Challenges in supply chain and fashion wholesale  18:37 The role of personal relations in retail partnerships20:35 Requirements from the largets department stores24:57 The future of BLK DNM: Retail strategy and expansion31:56 The Intersection of fashion and technology in BLK DNM36:48 André's #1 Treyd Secret: Create a positive future vision

In this episode, Peter is joined by Maxim Gellman, the founder, CEO and Chief Stroodler of the London based Eco Tableware company Stroodles. Since gaining global attention in 2019 for its pasta based straws, challenging the notoriously unsustainable drinking straws category, Stroodles product range has grown to include edible cutlery, crockery, and even toys. Stroodles can be found in the UK's most prestigious department stores and sells direct to consumers. The company’s mission is to change sustainability communication and inspire how easy and fun sustainability can be. Maxim also shares the company's financing journey that led to discovering stock finance.


Episode Highlights:

Revolutionizing Eco Tableware: Maxim shares the evolution of Stroodles, from gaining global attention with pasta-based straws to expanding into edible cutlery, crockery, and toys.
Navigating Sustainability: Insights into the challenges and triumphs of sustainability in the retail food industry.
Product Sourcing and Development: A deep dive into the intricacies of sourcing sustainable materials and developing eco-friendly products.
Multi-Channel Marketing Strategies: Maxim shares Stroodles' unique approaches to multi-channel marketing and building a brand with a specific customer base.
Obtaining Finance for Inventory: Understanding the financial aspect of managing inventory-based retail businesses and securing financing for stock and inventory.

Time stamps: 


00:23 Maxim Gellman's sustainability vision05:11 The Stroodles concept and product portfolio07:47 Product sourcing and development at Stroodles11:45 Challenges in running an inventory-based business11:56 Stroodles’ multi-channel sales and marketing strategy15:53 Sustainability as a brand differentiator24:25 Financing Growth and the role of crowdfunding of the Business32:24 Maxim’s #1 Treyd Secret: The Power of Serendipity