Introduction

Today we have a special, Frazer Kinsley. Frazer is the founder of a company that provides investment and advisory services to emerging brands, specifically focusing on their supply chain and operational needs. In today's episode, Frazer shares his insights into the challenges faced by these brands and how his company aims to create an advantage for them. From navigating freight forwarding to sourcing materials, we delve into the world of supply chain best practices. But that's not all! We also take a fascinating deep dive into the world of a cult favorite brand, Swatch, exploring how they successfully stayed relevant and made a comeback after a decline. Plus, we discuss the changing landscape of brand growth and the importance of solid fundamentals versus constant fundraising. Whether you're a budding entrepreneur or just curious about the inner workings of the consumer goods industry, this episode is packed with valuable insights. So sit back, relax, and get ready to learn from the expertise of Frazer Kinsley on this episode of EcomGold. Let's dive in!

[00:02:58] Founder, investor & advisor for CPG brands. Background in supply chain operations.

[00:05:47] Swatch: Cult favorite brand with relevant collaborations.

[00:13:47] Evolution of brands, focused on wellness. Community is expected, good fundamentals are essential.

[00:16:50] Focus on contribution margin, not just gross margin; financial metrics becoming less important; importance of understanding true margin, cash flow, and profitability per channel and SKU.

[00:21:58] Brands struggle to raise, growth story slowed.

[00:27:56] Supply chain control limited, Mobster-like; Max Tuning's entrepreneurial experience with distribution issues for small business founders.

[00:33:10] Small footprint stores, efficient product distribution strategies.

[00:38:22] Shopify pursued Amazon's two-day shipping model.

[00:48:10] Variable cost dynamics shift risk to consumers.

[00:50:22] Marketing in CPG focuses on customer acquisition, including Facebook ads and website conversion. Marketers need to get products in front of people and draw attention in a crowded market.

[00:57:32] The future: shopping becomes a service.

[01:01:21] Investment, food, beverage, wellness, apparel, supply chain, accessibility.