Ecomm Breakthrough

Ben Arneberg began his career as a US Air Force satellite engineer and member of the Air Force Parachute Team where he learned to take calculated risks that end in success. He’s a serial entrepreneur with three exits. Founder of PetHonesty, a consumer brand improving pet health. He’s an investor, passionate about disruptive technologies, education, and helping others find and live out their dreams.Highlight Bullets> Here’s a glimpse of what you would learn…. Transition from military service to entrepreneurship in e-commerce.Key business principles for successful brand building and exits.Growth strategies for scaling a brand, specifically Pet Honesty.Importance of cash flow management and financial strategies.Hiring top talent and the significance of a strong team.Building and leveraging an advisory board for guidance.Networking strategies to attract skilled professionals.The role of personal development in overcoming business challenges.Emphasis on having a clear vision and aligning goals with values.Iteration and continuous learning as essential components of success.In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley interviews Ben Arneberg, a seasoned entrepreneur and founder of Pet Honesty. Ben shares his journey from a U.S. Air Force satellite engineer to a successful e-commerce entrepreneur with three business exits. He discusses scaling Pet Honesty from zero to $70 million in revenue in three years, emphasizing the importance of strategic hiring, cash flow management, and leveraging a strong network. Ben also highlights the value of having an advisory board and the significance of personal development and clear vision in achieving entrepreneurial success.Here are the 3 action items that Josh identified from this episode:Focus on One Venture for Scalable GrowthInstead of spreading resources across multiple ventures, commit to one business with strong market potential. Prioritize product-market fit and allocate energy toward scaling efficiently.Hire Strategically and Build a Strong NetworkInvest in top talent early to delegate operational tasks and focus on high-level strategy. Leverage industry connections and referrals to attract skilled professionals who align with the company’s vision.Manage Cash Flow Proactively for Sustainable Scaling Use creative financial strategies such as leveraging credit lines and optimizing manufacturing processes to maintain liquidity. Consider local production to secure better terms and reduce working capital requirements.  Resources mentioned in this episode:Here are the mentions with timestamps arranged by topic:Ecomm BreakthroughJosh Hadley on LinkedIneComm Breakthrough YouTubeeComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: Josh@eCommBreakthrough.comAmazonKickstarterLinkedInEssentialism by Greg McKeown on AmazonWho Not How on AmazonHigh Growth Handbook on AmazonThe One Thing on AmazonPet Honesty on AmazonKeith CunninghamSpecial Mention(s):Adam “Heist” Runquist on LinkedInKevin King on LinkedInMichael E. Gerber on LinkedInRelated Episode(s):“Cracking the Amazon Code: Learn From Adam Heist’s Brand Scaling Secrets” on the eComm Breakthrough Podcast“Kevin King’s Wicked-Smart Tips for Building an Audience of Raving Fans” on the eComm Breakthrough Podcast“Unlocking Entrepreneurial Greatness | Insider Secrets With E-myth Author Michael Gerber” on the eComm Breakthrough PodcastEpisode SponsorSponsor for this episode...This episode is brought to you by eComm Breakthrough Consulting where I help seven-figure e-commerce owners grow to eight figures. I started Hadley Designs in 2015 and grew it to an eight-figure brand in seven years.I made mistakes along the way that made the path to eight figures longer. At times I doubted whether our business could even survive and become a real brand. I wish I would have had a guide to help me grow faster and avoid the stumbling blocks.If you’ve hit a plateau and want to know the next steps to take your business to the next level, then go to www.EcommBreakthrough.com (that’s Ecomm with two M’s) to learn more.Transcript AreaJosh 00:00:00  Welcome to the Ecomm Breakthrough podcast. I'm your host, Josh Hadley, where I interview the top business leaders in e-commerce. Past guests include Kevin King, Aaron Cordovez and Michael Gerber, author of the E-myth. Today I am speaking with Ben Arneberg, and we're going to be talking about timeless business principles that allowed him to exit three different brands, and how he's on a journey now where he doesn't even care about money because he is focused on the intrinsic value of what he's giving back to society. I think that's everything that we all want to strive to be as entrepreneurs, and he's going to show us how he's been able to achieve that in his life. This episode is brought to you by Ecomm Breakthrough, where I specialize in investing in and scaling seven figure ecommerce brands t...

In this Throwback episode, Chad Franzen interviews Josh, who shares his proven seven-step hiring process designed for business owners scaling to 8 figures and beyond. Josh details how to define roles, set KPIs, attract top talent, and rigorously assess candidates through assessments, test projects, and in-depth interviews. Listeners will learn actionable strategies to efficiently filter large applicant pools and secure high-performing team members. Chad and Josh’s discussion is packed with practical tips and real-world examples, offering a blueprint for building world-class teams and accelerating business growth.Chapters:Overview of the Seven Steps (00:00:00)Josh outlines the seven-step process for hiring effective team players, giving a broad overview.Introduction of Chad Frandsen and Episode Context (00:01:18)Chad is introduced as the interviewer, and the episode’s focus on hiring is set.Step 1: Define the Role and Success Criteria (00:01:52)Discussion on clearly defining the role, identifying business bottlenecks, and conducting a time study.Step 2: Set KPIs and Responsibilities (00:03:21)Explains how to set measurable KPIs and clarify day-to-day responsibilities for the role.Step 3: List the Job on Multiple Sites (00:04:37)Covers creating a compelling job description and posting it on various job sites, especially for international hires.Step 4: Applicant Assessments (00:06:06)Describes using assessments (like Criteria Corp) to quickly filter a large pool of applicants.Step 5: Test Projects for Applicants (00:07:44)Explains giving test projects to shortlisted candidates and provides examples of effective test assignments.Step 6: Conduct Interviews (00:12:09)Details the interview process, focusing on identifying patterns of success and using reference-based questions.Step 7: Extend Offer and Role Profile (00:14:23)Discusses making the final offer, sometimes to multiple candidates, and ensuring clarity with a role profile document.Reflections and Closing Remarks (00:15:27)Josh reflects on the process’s effectiveness, and both speakers conclude the episode.Links and Mentions:Tools and Websites  Upwork now Fiverr Online Jobs  Indeed Criteria Corp  Books and Case Studies  Harvard Business Review Case StudiesTranscript:Chad 00:00:00  Why don't you go through the seven steps? Just kind of a broad view of the seven steps, and then we'll dive into each one individually. Awesome. All right.Josh 00:00:07  So there's seven main steps to hiring a effective a team player for your business. Number one is you've got to define the role and what success looks like. Number two you've got to set KPIs and identify what the day to day responsibilities and tasks are going to be. Number three, you've got to list the job and on multiple websites and promote it on multiple websites. Step number four is once you start receiving applicants, you need to have those applicants take assessments. Step number five you need to give those applicants that pass your assessments test projects to complete. And step number six, those people that pass your test projects that you give them. You need to actually do interviews with them. Okay. And during these interviews you'll be looking for a pattern of success in their career. We'll dive into all of these in more detail, but step number seven is to extend the offer in correlation with having them sign a role profile document so that everybody is on the same page in terms of what the expectations are, so that when they start, they understand that this is a probationary time.Josh 00:01:18  They've got to earn the job. Today I'm excited to introduce to you Chad Franzen. He is here with rise 25, who has done hundreds of interviews with successful entrepreneurs and CEOs. We have flipped the script and he will be interviewing me today.Chad 00:01:34  the last time we spoke, we spoke about kind of the some of the difficulties you had getting going with various things. And one of those things was hiring people and kind of hiring them into ambiguous roles. Now, I know the thing. The time period you talked about was a few years ago. You've certainly drilled that down. And we'd like to talk about maybe your hiring process this time.Josh 00:01:52  You've got to be able to clearly articulate what success looks like from the onset and also understand how. Why is that one of the most pressing issues in your business right now? Why are you hiring them? So that's the first step is is actually defining the role. So what does this mean? It means you need to go through and assess in your business where is your biggest bottleneck.Josh 00:02:15  And rather than just saying, hey, I look at all these other companies and everybody has, let's say an operations manager. Just because everybody else has an operations manager doesn't mean that that needs to be your first hire. So you do a two week time study where you're literally analyzing where you spend your time every 15 minutes of the day. This is even personal time and your working time. And then at the end of those two weeks, take a step back and then look at the results, right. Where are you spending most of your time? And if you can identify wow, I'm doing a lot of operational tasks. Well, maybe you need to hire a project manager or wow, I'm doing a lot of marketing tasks or I'm doing a lot of influence or partnerships or whatever that might be. If you can identify that that is where you begin to say, okay, it looks like this is where a lot of my time is going. If I can then replicate somebody else to be doing what I'm doing, at least 80% or better, look at how much time this is going to free up for myself.Chad 00:03:21  That kind of leads us into step two. Then set KPIs and day to day activities and responsibilities.Josh 00:03:27  The next step in step number two is actually defining how you're going to measure that success, right? Don't just say, well, you're you're running the business. Okay. What is that? What does that mean? Right. You're making sure all the projects get completed. The setting KPIs forces you to create measurable activities or events in your business. So for me, I listed one of our KPIs that I listed for our new VP of operations is that 90% of all of our team member KPIs, because every single one of our team members have their own KPIs. 90% of all of those team member KPIs that are reporting to him need to be green. Like we're meeting those targets and above, right? So that's very clear. Like it's not this hey, I need to make sure your team is performing well. It's it needs to be 90% of or above. And we get to measure this specifically every single week I can get a report and say, this week we're at 80%.Josh 00:04:27  All right. We got some room for improvement. This week we're at 95%. Okay, good. We're headed in the right direction. So KPIs are are super important. They've got to be measurable events.Chad 00:04:37  So step three then is listing the job on multiple sites. Are all these things that you have determined in that job posting or is that just handy to know when you've hired t...

Aaron Young is a renowned entrepreneur with more than 40 years experience and several dozen multi-million dollar companies under his belt.  Aaron has made it his life’s work to arm business owners with success formulas that immediately provide exponential growth and protection. Fully embodying his concept of the Unshackled Owner, he inspires others to do the same by empowering them to build strong companies while proactively protecting their dreams. Highlight Bullets> Here’s a glimpse of what you would learn…. Building and scaling businesses, particularly in the e-commerce sector.The importance of defining personal success and setting clear goals.Recognizing and leveraging personal strengths while delegating weaknesses.Hiring practices focused on cultural fit and complementary skills.Creating effective organizational structures and forward-looking charts.Implementing accountability measures through key performance indicators (KPIs) and scoreboards.Cultivating an intentional corporate culture that encourages innovation.Learning from real-world experiences and continuous education.The significance of creating systems for business independence and scalability.Strategies for maintaining personal fulfillment and legacy in entrepreneurship.In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley welcomes Aaron Young, a seasoned entrepreneur and author of "The Unshackled." Aaron shares invaluable insights on scaling e-commerce businesses from seven to eight figures. Key topics include the importance of building autonomous business systems, defining personal success, and leveraging team strengths. Aaron emphasizes hiring for cultural fit, creating forward-looking organizational charts, and implementing KPIs for accountability. He also discusses the significance of a strong corporate culture and legacy building. This episode offers practical strategies for business owners aiming to achieve sustainable growth and long-term success.Here are the 3 action items that Josh identified from this episode:1. Systematize and Automate for Scalability – Develop detailed operating procedures and leverage automation to reduce manual effort. This ensures the business can run efficiently without requiring constant oversight, freeing up time for strategic growth.  2. Build a Team That Complements Your Skills – Identify your strengths and weaknesses, then hire team members who fill the gaps. Prioritize cultural fit and empower your team to make decisions, fostering a self-sustaining and innovative work environment.  3. Set Clear, Incremental Goals with a Defined 'Why' – Clearly define what success means to you and break down large objectives into manageable milestones. Understanding your motivation behind these goals helps maintain long-term focus and drive.Resources mentioned in this episode:Josh Hadley on LinkedIneComm Breakthrough YouTubeeComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: Josh@eCommBreakthrough.comThe E-Myth by Michael E. GerberChatGPTMagnify Your WealthThe Unshackled Owner"Who Not How" on AmazonThe Science of Getting Rich on AmazonLinkedInIndeedSpecial Mention(s):Adam “Heist” Runquist on LinkedInKevin King on LinkedInMichael E. Gerber on LinkedInRelated Episode(s):“Cracking the Amazon Code: Learn From Adam Heist’s Brand Scaling Secrets” on the eComm Breakthrough Podcast“Kevin King’s Wicked-Smart Tips for Building an Audience of Raving Fans” on the eComm Breakthrough Podcast“Unlocking Entrepreneurial Greatness | Insider Secrets With E-myth Author Michael Gerber” on the eComm Breakthrough PodcastEpisode SponsorSponsor for this episode...This episode is brought to you by eComm Breakthrough Consulting where I help seven-figure e-commerce owners grow to eight figures. I started my business in 2015 and grew it to an eight-figure brand in seven years.I made mistakes along the way that made the path to eight figures longer. At times I doubted whether our business could even survive and become a real brand. I wish I would have had a guide to help me grow faster and avoid the stumbling blocks.If you’ve hit a plateau and want to know the next steps to take your business to the next level, then email me at josh@ecommbreakthrough.com and in your subject line say “strategy audit” for the chance to win a $10,000 comprehensive business strategy audit at no cost!Transcript AreaJosh Hadley 00:00:00  Welcome to the Ecomm Breakthrough podcast. I'm your host, Josh Hadley, where I interview the top business leaders in e-commerce. Past guests include Kevin King, Aaron Cordovez and Michael E Gerber, author of the E-myth. Today I'm speaking with Aaron Young, the author of the book The Unshackled. This episode is brought to you by Ecomm Breakthrough, where I specialize in investing in and scaling seven figure ecommerce brands to eight figures and beyond. If you're an ambitious e-commerce entrepreneur looking for a partner or a coach who can help you take your business to the next level, I bring hands on experience, strategic insights, and the resources needed to fuel your growth. So if you or someone you know is ready to scale or looking for an investment partner or coach, reach out to me directly a...

In this Throwback episode, Josh interviews Tyler Greg, founder of Ampd, about the game-changing strategy of driving Google Ads traffic directly to Amazon listings. Tyler explains how leveraging Google Ads—rather than sending traffic to standalone e-commerce sites—enables sellers to capitalize on Amazon’s superior conversion rates and boost keyword rankings. They discuss Amazon’s own traffic arbitrage, the benefits of Amazon-compliant (white hat) tactics, and how sellers can maximize ROI, reduce fees, and build defensible brands by combining external traffic with Amazon’s brand-building tools. Actionable tips for scaling to 8 figures and beyond are shared throughout.Chapters:Amazon’s Google Ads Arbitrage Explained (00:00:00)How Amazon buys Google Ads cheaply, drives traffic to search result pages, and resells clicks at a higher price.Introduction to Tyler and Ampd (00:00:40)Josh introduces Tyler Greg and Ampd’s expertise in Google Ads to Amazon traffic.Ampd’s Origin Story (00:01:12)Tyler shares how Ampd started as a data science platform for Google Ads to DTC stores in 2015.Transition to Automated Bidding (00:02:04)Google’s shift to automated bidding forced Ampd to rethink their approach and product offering.Early Focus on Shopify and BigCommerce (00:03:08)Ampd built tools for Shopify/BigCommerce, but struggled with low conversion rates on DTC stores.Switching Traffic to Amazon (00:04:23)Ampd decided to send Google Ads traffic to Amazon for higher conversion rates and better results.Amazon Affiliate Program Insights (00:05:18)Using Amazon’s affiliate program, Ampd discovered 30% of Google Ads clicks resulted in Amazon purchases.Conversion Rate Analysis (00:05:50)Discussion on how often external traffic buys advertised vs. other products, and the impact on conversion rates.Why Amazon Incentivizes External Traffic (00:07:18)Explains Amazon’s motivation for encouraging sellers to drive external traffic due to high overall conversion.Amazon’s Massive Google Ads Spend (00:08:18)Tyler discusses Amazon’s huge annual spend on Google Ads and the two main ad types: Shopping and Search.Difference Between Shopping and Search Ads (00:08:34)Breakdown of how Amazon uses Shopping ads for direct listings and Search ads for broader traffic.How Brands Can Compete with Amazon Ads (00:10:06)Case studies on replacing Amazon’s ads with your own to get cheaper, more direct traffic to listings.Building a Competitive Moat with External Traffic (00:10:39)Josh explains how external Google Ads traffic can help brands dominate and protect their Amazon position.Actionable Takeaways for Sellers (00:11:19)Summary of strategies: boosting keyword rankings, using white hat tactics, and testing Google Ads to Amazon.Three Key Focus Areas for Google Ads to Amazon (00:12:19)Emphasizes keyword selection, ad copy, and optimizing landing/store pages for best results.Shopify vs. Amazon for Google Ads Traffic (00:13:35)Tyler compares benefits of sending Google Ads to Amazon vs. Shopify, including conversion rates and branding.Brand Referral Bonus and Seller Fees (00:14:32)Explains Amazon’s 10% brand referral bonus, making fees competitive with Shopify for Google Ads traffic.Conclusion and Final Thoughts (00:15:09)Wrap-up and final remarks on the value of sending Google Ads traffic to Amazon.Links and Mentions:Tools and Websites  Ampd  Shopify  BigCommerce  Amazon Affiliate Program Amazon Attribution Transcript:Tyler 00:00:00  But what Amazon does with search ads is they buy it on Google often, you know, 30, 40, $0.50 per click. The average CPC on Google is about $0.60. They buy it first, call it $0.60, and they send it to a search result page. They do search, find, buy and you're not allowed to do it. Amazon. Yeah, of course they sent it to a search result page where they then have that page covered in sponsored ads. Yeah, that all cost $1.30 per click. Yeah. And so Amazon buys it for 60. They resell that traffic for $1.30. And they take that difference there. Arbitrage again. It's fascinating. Yeah it's it's genius. Genius.Josh 00:00:40  I never thought of it that way. But now I'm like my mind is now open. And I'm like, okay, that that makes ten times more sense now. Today I'm excited to introduce you all to Tyler. Greg Tyler and his team at Ampd are big data analysts who have spent seven plus years building Google ad tech and now bring that technology and knowledge to the Amazon industry, allowing Amazon sellers to unlock Google ads.Josh 00:01:03  Welcome to the podcast, Tyler.Tyler 00:01:05  Hey Josh, thanks so much for having me today and excited to be here and talk a little bit about Google ads. But, you know, talk about e-commerce in general.Josh 00:01:12  How did Ampd get started? What brought you to where you guys are today? And what I would argue to say is the kind of the name brand of bringing external Google ad traffic to Amazon.Tyler 00:01:24  Yeah, definitely. And so kind of quick background on Ampd is we are Google ads to Amazon experts. That is all we do. I kind of joke about like that is all we know. I don't know anything else other than Google ads, to Amazon. but we know a little bit more. And, the background on our company is we started right around 2015, just like you guys. And we started as really a data science platform for Google Ads to DTC stores. And it was a great journey. We built out a really incredible data science engine that was able to analyze Google Ads data, and then we worked with a lot of agencies to help them drive efficiency.Tyler 00:02:04  Find unproductive spin. Find areas to double down using data using our data science engine. And about two years ago, our engine was all focused on manual keyword adjustments. So hey, your bids at $0.15, if you up it to $0.32, you're going to unlock $10,000 of revenue. You should do that, right? But two years ago, Google started going to all of our agency partners saying, no more manual bidding. You need to do automated bidding. And Google is pushing all their automation, right? And we're saying they're going, If Google's not letting us do manual bids and they're incentivizing agencies to not do manual bids but do automated bids, where does that leave us? Right. Right. And so we're kind of looking around going, okay, what do we do now? Like we have all this Google Ads data. We have all this Google Ads expertise. What do we do? And so we started saying, okay, what if we started pointing that engine and helping, you know, SMS this was originally we were more focused on large enterprise companies.Tyler 00:03:08  Okay, what if we started focusing on SMEs and we actually built a Shopify and BigCommerce app that allowed sellers to quickly and efficiently create Google Ads campaigns from scratch and send them into their Shopify store. And that basically tabled all of our data science, keyword modeling, probabilistic engine and all that stuff, and started earlier in a campaign, which was the campaign creation side. And we started sending all this traffic to a lot, mostly Shopify. And the conversion rates just weren't really there. So we would help thousands of brands, but it would bring in traffic to their website. But then we had to start getting into this world of, okay, well, you're getting good traffic. And we had to sta...

Kris Dehnert, he is the owner of Dugout Mugs, Bigg Golf, and Dehnert Media, and has been a digital entrepreneur since 2006 where he leveraged the power of a "new site" called Facebook to revolutionize the gym industry. Since then, he boasts over $70M in online sales, is a 3 time Inc. 5000 finalist, made the cover of Tampa Bay Business and Wealth Magazine, been featured in Forbes, Entrepreneur Fast 50. Seen on CBS Morning, FOX & Friends, World News Tonight & Good Morning America!Highlight Bullets> Here’s a glimpse of what you would learn…. Kris Dehnert's entrepreneurial journey and background in digital marketing.The significance of understanding and defining the target customer base.Strategies for building a loyal customer base and community engagement.The importance of creativity in product development and innovation.Effective marketing strategies, including the use of tripwires and upsells.Leveraging technology and tools for customer relationship management and marketing.The role of data segmentation in understanding customer behavior and preferences.Insights on collaboration and partnerships within the e-commerce space.The impact of perspective on business decisions and personal fulfillment.Emphasizing long-term vision and happiness in entrepreneurship.In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley engages with Kris Dehnert, CEO of Dugout Mugs. Kris shares his journey from digital marketing to achieving over $70 million in online sales. He emphasizes the importance of understanding your core customer, nurturing relationships, and leveraging innovative marketing strategies. Kris discusses building a loyal customer base, effective use of technology, and creative product development. He also highlights the significance of long-term vision and personal fulfillment in entrepreneurship. This episode offers valuable insights for 6-7 figure business owners aiming to scale to 8 figures and beyond.Here are the 3 action items that Josh identified from this episode:Deeply Understand Your Customers to Drive SalesConduct regular surveys and analyze customer data to identify purchase patterns and unmet needs.Segment your audience based on demographics and behavior to personalize marketing efforts.Implement tripwire offers and upsells to maximize customer lifetime value.Leverage Innovation and Collaboration for GrowthContinuously seek customer feedback to improve and expand product offerings.Partner with complementary brands and explore affiliate marketing to lower customer acquisition costs.Test new product ideas on a small scale, iterate based on feedback, and scale successful innovations.Prioritize Long-Term Vision and Work-Life BalanceSet long-term business goals that align with your values and contribute to personal fulfillment.Balance daily tasks between immediate revenue generation and future growth initiatives.Focus on creating meaningful relationships with customers and partners to sustain long-term success.Resources mentioned in this episode:Here are the mentions with timestamps arranged by topic:Ecomm BreakthroughJosh Hadley on LinkedIneComm Breakthrough YouTubeeComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: Josh@eCommBreakthrough.comAmazonTeespringShopifySurveyMonkeyFacebookKlaviyoGo High LevelYotpoEmotiveShopify CollectiveClaudeChatGPTDugout MugsLinkedInThe SandlotThe Four Hour Workweek by Tim FerrissStart With Why by Simon SinekThe One Thing by Gary KellerHold On to Your Kids by Gordon NeufeldStrong Father, Strong Daughter by Meg MeekerGary Vaynerchuk (Gary Vee)Special Mention(s):Adam “Heist” Runquist on LinkedInKevin King on LinkedInMichael E. Gerber on LinkedInRelated Episode(s):“Cracking the Amazon Code: Learn From Adam Heist’s Brand Scaling Secrets” on the eComm Breakthrough Podcast“Kevin King’s Wicked-Smart Tips for Building an Audience of Raving Fans” on the eComm Breakthrough Podcast“Unlocking Entrepreneurial Greatness | Insider Secrets With E-myth Author Michael Gerber” on ...

In this Throwback episode, Josh, a seasoned entrepreneur, is interviewed by Chad Franzen of Rise 25. Josh shares five costly mistakes he made scaling his Amazon-based business, including over-diversifying sales channels, hiring without clear roles, delaying process documentation, underinvesting in talent, and launching unoriginal products. Their candid discussion offers actionable lessons for 6-7 figure business owners aiming for 8 figures: focus on your best channels, hire strategically, document processes early, invest in quality talent, and prioritize innovation. Listeners gain practical insights to avoid common pitfalls and accelerate their path to greater scale and profitability.Chapters:Introduction & Overview of 5 Mistakes (00:00:00)Josh introduces the five major mistakes he made in his entrepreneurial journey.Mistake 1: Over-Diversifying Sales Channels (00:01:09)Josh discusses spreading efforts too thin by moving from Amazon to Shopify and Etsy, and the resulting lack of success.Mistake 2: Hiring Without Clearly Defined Roles (00:04:01)Josh explains hiring people without clear roles, leading to ineffective hires and wasted resources.Mistake 3: Waiting Too Long to Document Processes (00:06:13)Josh talks about delaying documentation of business processes, which hindered scalability and efficiency.Mistake 4: Hiring at the Cheapest Rate Possible (00:08:05)Josh describes the pitfalls of trying to hire the cheapest talent, and the benefits of investing in quality hires.Mistake 5: Launching "Me-Too" Products (00:10:46)Josh shares lessons from launching unoriginal products and the importance of unique, differentiated offerings.Key Takeaways & Ideal Process (00:12:48)Josh summarizes the main lessons learned and outlines the ideal process he wishes he had followed.Closing Remarks (00:15:37)Chad and Josh wrap up the episode and thank each other.Links and Mentions:Tools and WebsitesAmazonShopifyEtsyTranscript:Josh 00:00:00  For everybody listening. You're able to avoid these mistakes that I made and help you move faster in your own journey as an entrepreneur. So let's talk about mistake number one is thinking that I have to be diversified in every sales channel, possibly or possible out there. Okay. Number two is going to be hiring people without having like clearly defined roles and probably hiring people to just solve a problem without me actually understanding the problem and very clearly defining that role. Number three is going to be waiting too long to document the processes in my business. And then number four is hiring trying to hire people at the cheapest rate possible. And then number five is launching or creating me two products that aren't 100% original or unique. So those are going to be like the five big mistakes that I'd love to share with the audience today. Today I am excited. I have Chad Franzen in here of rise 25, who has done hundreds of interviews with successful entrepreneurs and CEOs. We have flipped the script and he will be interviewing me today.Chad 00:01:09  Yeah. You know, when I hear you list those mistakes, I think, like, I think most people would probably think along the same lines, that you were thinking maybe when you first started making those mistakes. So I think it'll be very, interesting and informative to hear some kind of your journey regarding these mistakes. Why don't we start with the first one? Having you felt like you had to diversify the business and communicate through all channels. Tell me, maybe what your thought process was going in and why. That seemed like a good idea at the time.Josh 00:01:36  With Amazon, we were selling physical products, right? And we had this great idea that's like, hey, let's diversify ourselves. Let's go create a Shopify site. And then, hey, there's also this good opportunity on on Etsy where people are selling these digital files. And so we had this genius idea at the time that was like, okay, so many people talk about how, you know, physical products, brands, you know, so much crap gets tied up in inventory that cash flow becomes a problem.Josh 00:02:08  So, yeah, I think it would be great if we did just digital products. Let's go dominate that on Etsy. And then let's open up our own Shopify site. We can maybe sell some of our physical products there, but let's really sell these digital products. And again, we did this all out of fear and running away from Amazon, which was which was working great for us. So we end up going in and we spend literally we spent the last those next three years from 2017 until 2020, we spent building out our our Shopify site, which honestly like I think the best day we had was like maybe like 1 or $200, which is just like laughable. as we looked at Amazon, we're making, you know, thousands of dollars a day there. so we spent three years working on Shopify. Then we're like, oh, we just need to figure out this external traffic thing and drive more traffic to our own Shopify site. So then we build a blog, and I have no experience building a blog.Josh 00:03:07  So we spend an entire year working on a blog, hiring people for this blog that's making no money. And for this website, our Shopify site that's making absolutely no money for us. And we just continue to double down in the wrong place. All of our time and energy is focused on Shopify building a blog, growing our Instagram account so that we can feed traffic. We believed our problem was just that we weren't getting enough traffic and man, we just spent thousands of dollars, thousands of hours, with not only Becca and I, but our entire team trying to build this thing that really never took got off the ground. And but Amazon continued to churn out more and more revenue for us because we would we would continue to dip our toe in there. It's like, all right, it's maybe time to launch a new product. We would do it, but we could have been much more aggressive.Chad 00:04:01  Another mistake that you mentioned that you made was you felt like you you hired people, but you didn't give them clearly defined roles.Chad 00:04:08  Kind of take me back and tell me what that looked like at the time.Josh 00:04:11  Yeah. So again, it's it's the whole mistake that we made with trying to diversify our income. Right. So this was 2019 okay. And in 2019 we had we were working with a business coach. and she was like, yeah, if you guys want to run faster, like you should probably if you want to grow more, you should go hire people. Well, here's the mistake. Just saying you should go hire people is not necessarily the right answer. You need to clearly know who should I hire? Why should I hire them? And how is this going to free up my time so that I can go do more revenue generating activities? But we didn't have like, clearly defined roles? That said, this is what needs to happen. These this is your day to day responsibilities, and this is what success looks like for you and your role. So instead, what we did is we obviously needed help finding external traffic to grow our Shopify site.Josh 00:05:06  Right? So what I did is I tried to hire away this problem that we had. And so we paid close to six figure salary for somebody to come in. That was our marketing manager, and ideas were just bouncing all over the place and nothing was ever, like really sticking. It's like, hey, we want to grow our revenue here on Shopify. And anything that we really tested out, like nothing really got the ball rolling there. And so we ended up letting that marketing manager go. You know, less than a y...

Matt is a seasoned entrepreneur and powerhouse in the ecommerce world. Over the last 30 years, he’s launched and scaled businesses across industries, from concrete and brick-and-mortar ventures to thriving ecommerce brands. As the Managing partner at Build Grow Scale, Matt has personally helped hundreds of store owners reach and surpass the million-dollar mark, with many hitting $10M+. A sought-after speaker, Matt has graced stages across North America, sharing his expertise on ecommerce optimization and growth strategies with audiences from around the globe.Book a Discovery Call with Build Grow Scale and get a breakdown of where your site is leaking conversions.No fluff. No guesswork. Just proven strategies that work.Book your CRO strategy call here https://buildgrowscale.com/book-a-callHighlight Bullets> Here’s a glimpse of what you would learn…. Transition from retail arbitrage to private label brands in e-commerce.Importance of delegation and hiring the right people for business growth.Learning from failures and embracing setbacks as opportunities for growth.Strategy of acquiring existing Facebook groups to access established audiences.Challenges faced in scaling e-commerce businesses, including inventory management.The role of TikTok and other marketing channels in driving sales.Prioritizing resources effectively for sustainable growth.Emphasis on focusing on high-return products and optimizing cash flow.Importance of building a cohesive brand identity in a competitive market.Strategies for expanding into direct-to-consumer (DTC) sales and retail channels.In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley chats with Matthew Stafford, managing partner at Build Grow Scale, about achieving e-commerce success through effective systems and strategies. Matthew shares insights on conversion rate optimization, emphasizing the importance of understanding customer feedback and optimizing checkout processes. Key takeaways include adopting a long-term business mindset, prioritizing exceptional customer service, and eliminating ambiguity in customer communications. Matthew also highlights the value of showcasing responsiveness to customer feedback and leveraging AI for data analysis. This episode offers actionable tips for scaling e-commerce businesses to eight figures and beyond.Here are the 3 action items that Josh identified from this episode:Regular Reviews: Schedule regular reviews of customer feedback and website performance.Data-Driven Decisions: Use data to inform decisions and prioritize improvements.Stay Agile: Be willing to adapt and make changes based on new insights and feedback.Resources mentioned in this episode:Here are the mentions with timestamps arranged by topic:Ecomm BreakthroughJosh Hadley on LinkedIneComm Breakthrough YouTubeeComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: Josh@eCommBreakthrough.comAmazonLucky OrangeBuild Grow Scale  "Persuasion" by Robert Cialdini  Letting Go by David Hawkins  Special Mention(s):Adam “Heist” Runquist on LinkedInKevin King on LinkedInMichael E. Gerber on LinkedInRelated Episode(s):“Cracking the Amazon Code: Learn From Adam Heist’s Brand Scaling Secrets” on the eComm Breakthrough Podcast“Kevin King’s Wicked-Smart Tips for Building an Audience of Raving Fans” on the eComm Breakthrough Podcast“Unlocking Entrepreneurial Greatness | Insider Secrets With E-myth Author Michael Gerber” on the eComm Breakthrough PodcastEpisode SponsorThis episode is brought to you by eComm Breakthrough Consulting where I help seven-figure e-commerce owners grow to eight figures. I started Hadley Designs in 2015 and grew it to an eight-figure brand in seven years.I made mistakes along the way that made the path to eight figures longer. At times I doubted whether our business could even survive and become a real brand. I wish I would have had a guide to help me grow faster and avoid the stumbling blocks.If you’ve hit a plateau and want to know the next steps to take your business to the next level, then go to www.EcommBreakthrough.com (that’s Ecomm with two M’s) to learn more.Transcript AreaJosh Hadley 00:00:00  Welcome to the Ecomm Breakthrough podcast. I'm your host, Josh Hadley, where I interview the top business leaders in e-commerce. Past guests include Kevin King, Aaron Cordovez and Michael Gerber, author of the E-myth. Today I am speaking with Matthew Stafford, and he is going to be talking about how e-commerce success isn't just about luck, it's about systems. It's learning what customers actually want and implementing proven strategies to boost conversions, setting up your business for long term success and scalable growth. This episode is brought to you by Ecomm Breakthrough, where I specialize in investing in and scaling seven figure ecommerce brands to eight ...

In this Throwback episode of the Ecomm Breakthrough Podcast, host Josh Hadley interviews serial entrepreneur Roland Frasier on scaling ecommerce businesses from seven to eight figures and beyond. Roland shares actionable strategies around business acquisitions, including seven key categories: competitors, media, teams, products, affiliates, supply chain, and intellectual property. He explains how acquiring proven assets—rather than building from scratch—can accelerate growth, reduce costs, and expand market reach. The conversation also covers practical tips on systematizing operations and quick profit wins, providing high-level insights for ambitious business owners ready to break through growth plateaus.Chapters:Introduction to the Episode (00:00:00)Host introduces Roland Frazier and outlines the focus on acquisitions, strategic relationships, and marketing for scaling ecommerce.Why Acquisitions Matter (00:00:54)Roland explains why acquisitions are a key strategy for successful business growth, especially for scaling quickly.Seven Categories of Acquisitions: Horizontal Integration (00:01:05)Discussion of acquiring competitors (horizontal integration) as a way to double business size instantly.Acquiring Media Assets (00:02:09)Explains the value of acquiring media channels (blogs, newsletters, podcasts, social groups) to own customer attention.Owning vs. Renting Media (00:03:16)Benefits of owning media versus renting, including control over messaging and customer access.Types of Media Acquisitions (00:04:17)Covers various media types to acquire, including blogs, Amazon listings, and social media groups.Micro-Influencers and Small Media Deals (00:06:26)How small media assets, often run by micro-influencers, can be acquired affordably for business growth.Acquiring Teams and Infrastructure (00:07:15)Introduction to "aqua hiring"—acquiring companies for their teams and operational infrastructure.Acquiring Products, Services, and Affiliates (00:07:32)Strategies for acquiring complementary products, services, and even affiliates to boost sales and margins.Supply Chain and Distribution Acquisitions (00:08:28)Explains acquiring suppliers, distributors, and other value chain participants to capture more profit.Acquiring Intellectual Property (00:10:15)Discusses licensing or acquiring intellectual property to innovate and expand product offerings.Summary of Seven Acquisition Categories (00:10:27)Roland summarizes the seven main acquisition categories and the vast opportunities within each.Actionable Takeaways for Listeners (00:12:01)Host recaps three actionable steps: identify acquisition targets, raise prices/negotiate terms, and create SOPs.Book Recommendation: Black Box Thinking (00:13:34)Roland recommends "Black Box Thinking" and shares its impact on his business mindset.Where to Find Roland Frazier (00:14:51)Roland shares where listeners can connect with him, his challenge, podcast, and social media.Episode Wrap-Up (00:15:25)Host thanks Roland and closes the episode.Links and Mentions:Tools and Websites  Get Epic Challenge Epic Network Business Lunch Podcast Books  Black Box Thinking Social Media Links  Roland Fraiser on LinkedInTranscript:Josh Hadley 00:00:00  Welcome to the Ecomm Breakthrough podcast where I interview the top business leaders in eCommerce. I'm your host, Josh Hadley. Today I'm speaking with Roland Frasier, a serial entrepreneur. And we will be talking about business acquisitions, strategic relationships and marketing as different levers that you can pull to help take your business to the next level for our audience. So ecommerce entrepreneurs here. Ideally, in that seven figure range, they've probably just crossed that seven figure mark. Right. And they may or may not have hit a plateau. Right. But they know that they want to make a lasting impact in the world. They know that their business has a lot of potential, but maybe they don't know exactly what the next steps are, or they're looking for different levers that they can pull to maybe get to that eight figure mark or grow and expand. tell me how acquisitions fit with inside of, you know, being able to scale and grow a business.Roland Frasier 00:00:54  Yeah. So I think acquisitions are if you look at what do the wealthiest, most successful players on the planet do? They acquire companies.Roland Frasier 00:01:05  They generally are not inventing things. They are finding people who have done something that they feel could enhance their business, and then they're acquiring from those people. Whatever it is they built. And what one of the tools that that kind of came out of teaching this is that I found there's really seven primary categories that can dramatically impact your ability to grow your business through acquisitions. The first one is what they call horizontal, integration, which is just acquiring your competitors. And that one seems like that one makes a lot of sense. But it's not just buying your competitors because like, if you want to double your e-com business overnight, you and you're doing $5 million a year, go buy a $5 million e-commerce business, and you've instantly gone from 7 to 8 figures. Right now you're at ten. Yep. literally overnight, the day that you close the deal that's done. And being able to do that with little or no money out of pocket opens that avenue up, I think, to a lot more people.Roland Frasier 00:02:09  But it's not just acquire your competitors. It's well, who are the indirect competitors? Like who are the people that have substitute products or services for mine? And then you think you can go out and say, well, now what is it that I want to solve for problem wise? And so if you want to, if you want instant growth by your competitors, right. But if you want, let's say that you're just like, man, if I had more leads, I'd be able to really take off with this. Well then media is your play. Go acquire media. If you acquire media, particularly as the costs on Facebook and Instagram and a lot of places Google have gone up and are continuing to go up, like customer acquisition cost is a real challenge for a lot of people these days. But if you go out and acquire your own media and that can be, it doesn't have to be like you go buy a television network. It can be. You go and buy a newsletter or a group or a podcast or some other thin...

Garland and his business partners have been building the next generation of CPG brands with the company that he co-founded Atlas Brands. They have sold over $100 million in revenue with over 5 million units sold. It’s truly an amazing journey from reselling products to building 8 figure Brands. Highlight Bullets> Here’s a glimpse of what you would learn…. Transition from retail arbitrage to private label brands in e-commerce.Importance of delegation and hiring the right people for business growth.Learning from failures and embracing setbacks as opportunities for growth.Strategy of acquiring existing Facebook groups to access established audiences.Challenges faced in scaling e-commerce businesses, including inventory management.The role of TikTok and other marketing channels in driving sales.Prioritizing resources effectively for sustainable growth.Emphasis on focusing on high-return products and optimizing cash flow.Importance of building a cohesive brand identity in a competitive market.Strategies for expanding into direct-to-consumer (DTC) sales and retail channels.In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley welcomes Garland Sullivan, co-founder of Atlas Brands, who shares his journey of scaling his e-commerce brand to over $100 million in revenue. Garland discusses transitioning from retail arbitrage to private label, emphasizing the importance of delegation, learning from failures, and strategic hiring. He reveals a unique strategy of acquiring existing Facebook groups to tap into established audiences. The conversation covers challenges in scaling, optimizing direct-to-consumer strategies, and prioritizing resources effectively. Garland’s insights provide a roadmap for e-commerce entrepreneurs aiming to scale their businesses to eight figures and beyond.Here are the 3 action items that Josh identified from this episode:Focus on ROI: Concentrate on your proven business models and ensure they are generating sufficient profit before diversifying.Emphasize the "Who" over the "How": Hiring the right talent is crucial for success. Delegating responsibilities allows entrepreneurs to focus on high-impact areas.Prioritize High-Leverage Activities: As a CEO or co-founder, it’s essential to focus on activities that will drive future growth, such as exploring new product opportunities or sales channels.Resources mentioned in this episode:Here are the mentions with timestamps arranged by topic:Ecomm BreakthroughJosh Hadley on LinkedIneComm Breakthrough YouTubeeComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: Josh@eCommBreakthrough.comAmazonShopify  TikTok ShopMeta AdsAG1ChatGPTBuy Back Your Time by Dan MartellHow to Win Friends and Influence PeopleGood to Great by Jim CollinsAlex HormoziSimon SinekRussell BrunsonLogan from Physician's ChoiceSpecial Mention(s):Adam “Heist” Runquist on LinkedInKevin King on LinkedInMichael E. Gerber on LinkedInRelated Episode(s):“Cracking the Amazon Code: Learn From Adam Heist’s Brand Scaling Secrets” on the eComm Breakthrough Podcast“Kevin King’s Wicked-Smart Tips for Building an Audience of Raving Fans” on the eComm Breakthrough Podcast“Unlocking Entrepreneurial Greatness | Insider Secrets With E-myth Author Michael Gerber” on the eComm Breakthrough PodcastEpisode SponsorThis episode is brought to you by eComm Breakthrough Consulting where I help seven-figure e-commerce owners grow to eight figures. I started Hadley Designs in 2015 and grew it to an eight-figure brand in seven years.I made mistakes along the way that made the path to eight figures longer. At times I doubted whether our business could even survive and become a real brand. I wish I would have had a guide to help me grow faster and avoid the stumbling blocks.If you’ve hit a plateau and want to know the next steps to take your business to the next level, then go to www.EcommBreakthrough.com (that’s Ecomm with two M’s) to learn more.Transcript Area00:00:00  Welcome to the Ecomm Breakthrough podcast. I'm your host, Josh Hadley, where I interview the top business leaders in e-commerce. Past guest include Kevin King, Aaron Cordova's, and Michael E Gerber, author of the E-myth. Today I'm speaking with Garland Sullivan. He's the cofounder of Atlas Brands, and he is going to be sharing the lessons that he has learned as they have scaled up their brand and have sold over a total of $100 million in ...

In this Throwback episode, Chad Franzen interviews Josh, co-founder of Hadley Designs, about his journey from door-to-door sales and custom wedding invitations to building an eight-figure Amazon brand with over 1,300 SKUs. Josh shares how resilience, leveraging Facebook ads, and continuous learning fueled his growth. He discusses the transition from bespoke products to scalable e-commerce, the impact of mentorship, and the importance of reinvesting profits. Josh also introduces his new podcast, aimed at helping seven-figure business owners scale to eight figures by sharing real-world lessons and strategies from successful entrepreneurs.Chapters:Introduction and Early Entrepreneurial Drive (00:00:00)Josh discusses resilience, shaking off criticism, and introduces Chad Frandsen as the interviewer.Lifelong Entrepreneurial Spirit (00:00:44)Josh describes his restless drive for business ideas and entrepreneurial mindset.Starting Hadley Designs (00:01:03)Josh recounts working at American Airlines, Becca’s passion for art, and launching Hadley Designs.First Wedding Invitation Sales & Facebook Groups (00:01:51)Becca’s first wedding invitation project, joining Facebook groups, and early sales tactics.Early Revenue and Facebook Group Marketing (00:03:43)Josh explains how Facebook groups drove initial revenue and his extensive involvement in them.Sales Approach and Door-to-Door Experience (00:04:13)Josh credits his sales process and door-to-door pest control sales for refining his approach.Applying Sales Tactics to Wedding Invitations (00:05:00)Josh details his copy-paste sales messages and qualifying questions for potential clients.Lessons from Door-to-Door Sales (00:05:33)Josh shares how door-to-door sales taught him perseverance, handling rejection, and maintaining momentum.Resilience and Bouncing Back (00:07:47)Josh discusses shaking off criticism, confidence, and how resilience helps in business and relationships.Evolution of Marketing Strategy (00:08:35)Josh describes shifting from Facebook groups to Facebook ads, and the impact on Hadley Designs’ growth.Transition to Amazon and Product Expansion (00:09:39)Josh explains moving from custom invitations to mass-produced products, launching on Amazon, and scaling SKUs.Mentorship and Continuous Learning (00:11:35)Josh talks about his college mentor, Troy D’Ambrosio, and the importance of ongoing education and learning from others.Key to Success: Willingness to Learn (00:13:33)Josh affirms that continuous learning and seeking knowledge have been crucial to his success.Launching a New Podcast (00:13:36)Josh introduces his new podcast aimed at helping entrepreneurs scale from seven to eight figures on Amazon.Podcast Focus and Value (00:13:56)Josh outlines the podcast’s mission: sharing lessons, overcoming plateaus, and interviewing successful entrepreneurs.Conclusion and Farewell (00:15:21)Chad thanks Josh, expresses interest in the podcast, and the episode wraps up.Links and Mentions:Tools and Websites  Adobe Illustrator  Facebook Groups Facebook Advertising Amazon  Courses  Facebook Ads Course Amazon Course Mentors  Troy D'Ambrosio on LinkedIn  Transcript:Josh 00:00:00  But you got to just shake things off and some people would be like, You seem like super scammy. Like, I don't, you know, you're you're a creepy dude. Like, why are you in these Facebook groups? It's mostly women in here. It's like, you know, you just got to shake it off and go the next person because, you know, you're doing people a service, right? And it's not like I was trying to do anything maliciously. So to me, it's I had full confidence going forward and being like, hey, all right, let's just go to the next person. Let's let whatever people say just literally slide off my back. And today I have Chad Franzen here of rise 25, who has done thousands of interviews with successful entrepreneurs and CEOs. We have flipped the script and he's going to be interviewing me today. Welcome, Chad.Chad 00:00:44  Hey Josh, thanks so much. It's great to be here. Hey, question for you. Would you consider yourself a lifelong entrepreneur?Josh 00:00:51  Yeah, I would definitely say I'm a lifelong entrepreneur.Josh 00:00:54  For whatever reason, there's there's just something inside of me that, doesn't allow me to rest at night. I've always got a lot of business ideas going.Chad 00:01:03  You kind of. You graduated with your MBA and with your, bachelor's degree. And you went to American Airlines. You were working there for five years, and then you were you were working nights with your wife, and that was that Hadley designed?Josh 00:01:15  Yes, yes. So that's where Hadley Designs was born. So I started at American Airlines in August of 2014, and then Hadley Designs officially became an entity in March of 2015. So I had a good job with American Airlines, and we kind of asked ourselves, like, what is it that, you know, you should do? Becca. what? And she she didn't necessarily want to go work for somebody. right off the bat, which I thought was interesting. I was like, I fully support that. Like, let's go explore. Like, we've got time on our hands, right? No kids at this point.Josh 00:01:51  Like, we just graduated college. And so she actually She's always had a passion for art and creativity, and so she kind of explored that. And so she ended up, I think a friend was getting married and she's like, hey, you know, ...