The Free to Grow CFO Podcast

This episode of the 'Free to Grow CFO' podcast, hosted by Jon Blair, features an in-depth conversation with Adam Siskin, co-founder and partner of The Platform CPG, on the intricacies of expanding a direct-to-consumer (DTC) brand into the retail space. The discussion covers important considerations for DTC brands looking to venture into retail, highlighting the differences in finance, operations, sales, and marketing challenges between DTC and retail. Adam Siskin shares his extensive background in the CPG world, emphasizing the importance of understanding margin profiles, the impact of trade spend and chargebacks, and strategies for contract negotiations with distributors like Kehe and UNFI. Moreover, the episode touches on the crucial elements of debt financing for covering the cash conversion cycle gap in wholesale and offers personal insights into balancing an entrepreneurial career with family life.~~~~~~00:00 Welcome and Introductions00:39 Adam's Entrepreneurial Journey and Transition into CPG08:27 Expanding DTC into Retail: Strategies and Considerations21:28 Understanding Trade Spend in Retail Expansion24:55 Diving Deeper into Chargebacks and Cash Planning25:50 Challenges and Strategies for DTC Brands Entering Wholesale34:27 Navigating Contract Negotiations and Distribution Challenges40:53 Financing Strategies for Wholesale vs. DTC Channels48:50 Balancing Entrepreneurship with Family Life52:51 Final Thoughts

In this episode of the Free to Grow CFO podcast, host Jon Blair, founder of Free to Grow CFO, engages in a deep dive into scaling a DTC brand with a profit-focused mindset alongside Chris Lang, co-founder of Fresh Chile and a client of Free to Grow CFO. Chris shares his entrepreneurial journey, from struggling to find his path through multiple universities to launching a successful creative agency and several businesses, including Fresh Chili. During their discussion, Jon and Chris explore the importance of storytelling, authenticity, and creating a brand that stands for something in today's crowded market. Additionally, they discuss some strategic aspects of running a DTC brand, such as insourcing versus outsourcing production and marketing, addressing seasonality in business, and integrating personal faith into business operations. The episode provides insightful tips for DTC brands on crafting a compelling brand story, connecting with customers authentically, and strategically navigating challenges to scale profitably.Meet Chris LangChris Lang is a creative entrepreneur from Las Cruces, New Mexico. His focus on brand development and business strategy has helped launch multiple Shopify brands across the apparel, food, and wine industries, generating over 8 figures. Fresh Chile is now in the top 10% of all Shopify stores. He is working on donating over 1,000,000 meals to his community (currently 500,000).~~~00:00 Welcome to the Free to Grow CFO Podcast01:30 Introducing Chris Lang: A Serial Entrepreneur's Journey04:46 The Power of Storytelling in Business09:20 Crafting a Compelling Brand Story for E-commerce Success14:24 Creative Strategies and Authenticity in Marketing21:26 Navigating the Creative Process: Insights and Tips27:13 Outsourcing vs. Insourcing Creative Functions in DTC Brands30:02 Unlocking Business Growth: The Importance of Knowing Your Numbers31:40 Outsourcing vs. Insourcing: Finding Your Business's Strengths33:32 Maximizing Agency Relationships: Tips for Brands35:20 Navigating the Challenges of Creative Agency Collaboration38:47 In-House Production and Fulfillment: A Deep Dive44:34 Seasonality and Scaling: Strategies for Year-Round Success51:58 Faith and Business: Integrating Core Beliefs into Your Brand56:31 Closing Thoughts

In this enlightening episode of the Free to Grow CFO podcast, join host Jon Blair, as he dives deep into the world of scaling Direct to Consumer (DTC) brands with profitability at the forefront. Our special guest, Thomas Gleeson, co-founder of StoreHero, shares invaluable insights on achieving marketing efficiency, profitability, and positive cash flow. Discover Thomas' personal journey that led to his co-founding StoreHero, a revolutionary product helping brands pinpoint their successes and pitfalls in ad spending. From discussing the landscape of e-commerce and targeted marketing strategies to exploring the significance of contribution margin, this episode is packed with essential knowledge for anyone looking to scale their DTC brand sustainably. Tune in to gain a comprehensive understanding of how StoreHero is making a significant impact in the e-commerce world and how you can apply these insights to your own brand.Meet Thomas GleesonThomas Gleeson is a co-founder at StoreHero! StoreHero is a cutting-edge tool for ecommerce brands and agencies to combine their ecommerce, marketing and finance data to cut out the noise and focus on what really matters - PROFIT!~~~~00:00 Welcome and Introduction to Thomas Gleeson02:51 The Journey to StoreHero: Thomas's Background05:34 The Evolution of E-commerce and Marketing Efficiency15:11 Understanding Contribution Margin in E-commerce22:17 The Importance of Aligning Marketing and Finance27:11 Exploring Dynamic Marketing Strategies27:35 Case Study: Impact of Pricing and Ad Spend on Profitability33:38 Maximizing Profit: A Deep Dive into MER and ROAS44:52 Leveraging StoreHero for E-commerce Profitability52:15 Final Thoughts and Recommendations

In this episode of The Free to Grow CFO podcast, host Jon Blair, founder of Free to Grow CFO, discusses the intricacies of scaling a Direct-to-Consumer (DTC) brand with a profit-focused mindset alongside guest Bryan Cano, VP of Marketing at Nood. They delve into balancing paid acquisition with maintaining profitability and cash flow. Bryan shares his entrepreneurial journey, the path to joining Nood, and his experiences in driving the brand's growth through focused marketing tactics. He outlines the importance of understanding contribution margin dollars, some challenges with attribution post-iOS 14, and insights on optimizing ad spend, including protecting the conversion signal on Meta and the potential influence of Amazon advertising. This episode is a true masterclass for founders and marketers alike, looking to skillfully navigate the complexities of ad spend as they scale. Bryan Cano, VP of Marketing at Nood, is a seasoned marketing professional with 8+ years of experience. He has led data-driven media strategies for DTC and F500 Retail Brands with a proven track record of generating incremental revenue by finding the right marketing mix to drive brand awareness, qualified traffic, conversions, and customer loyalty. Bryan is a growth advisor and mentors early-stage startups. ~~~00:00 Welcome to the Free to Grow CFO Podcast!02:26 Introducing Bryan Cano, VP of Marketing, Nood09:23 Scaling Ad Spend: The Right Way vs The Wrong Way19:01 The Importance of Margins in Scaling Your Brand28:12 Cross-Functional Planning: The Key to Successful Scaling29:05 Demystifying Contribution Margin in Business31:11 The Practical Nuances of Contribution Margin32:51 The Impact of Rigorous Measurement on Ad Buying Strategies39:27 Exploring Omni-Channel Performance Measurement41:09 The Theory of Conversion Signal and Its Impact on Ad Spend51:58 Final Thoughts and Future Learning Directions

In this episode of the Free to Grow CFO Podcast, host Jon Blair, founder of Free to Grow CFO, engages in a comprehensive discussion with Ryan Rouse, advisor for growing consumer brands and co-founder of Factor and former CEO of Highkey. They dive into strategies for scaling direct-to-consumer (DTC) brands with a focus on balancing marketing efficiency, growth, profitability, and cash flow. Ryan shares insights from his entrepreneurial journey, highlighting the importance of understanding unit economics, contribution margins, and the realities of scaling a business sustainably. With an emphasis on profitability and cash flow, they explore the nuances of business finance, marketing measurement, and the challenges and opportunities of going omnichannel. This episode provides a deep dive into creating value in DTC brands through economic viability, offering a blend of high-level strategy and practical, actionable advice.Ryan Rouse is a growth advisor to consumer businesses with a focus on every line of the P&L. He was previously, Co-Founder at Factor Meals (acquired) and CEO at Highkey. ~~~00:00 Welcome and Introducing Ryan Rouse02:43 The Entrepreneurial Journey: Challenges and Learnings05:44 The Transition from Operator to Consultant13:37 The Importance of Understanding Your Business Model14:13 Deep Dive into Marketing Performance and Profitability25:21 The Nuances of Customer Acquisition and LTV28:43 Decoding LTV and CAC: A Deep Dive30:51 The Importance of Contribution Margin in Business33:34 Navigating the Buzzword: Understanding Contribution Margin34:15 The Significance of Defining Financial Terms in Your Business42:19 The Transition to Omni-Channel: Strategies and Considerations49:21 Final Thoughts

This episode of the Free to Grow CFO podcast features host Jon Blair engaging in an insightful conversation with Ian Madigan, Head of Partnerships at Dataships. The discussion highlights the crucial aspect of improving profitability for DTC brands by leveraging data privacy laws to optimize post-purchase email opt-in rates. Ian shares his journey from being a professional rugby player to joining Dataships and sheds light on how the company helps brands navigate the complexities of data privacy laws to increase their marketable audience through compliant email and SMS marketing practices. The conversation also delves into the importance of compliance and how Dataships helps brands navigate the complex landscape of data privacy, thus aiding in scaling with a profit-first mindset.Ian Madigan, Head of Partnerships at Dataships. Ian was previously a professional rugby player, playing 31 times for Ireland. He was an early investor in Dataships and moved into a full-time role in 2023. Having owned and run an eCommerce store, his passion now lies in ensuring that data privacy laws do not hold businesses back, the Dataships mantra of 'Growth Through Compliance' fits in well with his goals.~~~~~~~00:00 Introduction and Welcome00:32 Understanding the Role of Dataships01:49 The Importance of Maximizing Post-Purchase Email Opt-In Rates02:15 Ian Madigan's Journey and Background03:28 The Evolution and Impact of Data Privacy Laws05:27 The Power of Leveraging Data Privacy Laws for Marketing06:07 The Knowledge Gap in Brands and the Power of Data Privacy Laws07:33 The Misconception about Data Collection on Shopify08:37 The Impact of Data Privacy Laws on Marketing Consent Rate09:07 The Role of DataShips in Maximizing Marketing Consent Rate13:44 The Value of DataShips for Different Brands32:09 The Double Impact of DataShips on Profitability40:06 Final Thoughts

In this episode of the Free to Grow CFO podcast, host Jon Blair chats with guest Dean Brennan, CEO of Heart Soil, about the challenges of scaling a direct-to-consumer (DTC) brand. Touching on everything from leadership to strategic decision-making, Dean shares his insights on the unique challenges and opportunities faced when scaling a brand. He emphasizes the significance of being consistent and proactive and maintaining a strong alignment with the brand's purpose. He also highlights his leadership philosophy which includes principles like trust, relationships, humility, prioritization, and high-value activities. Dean's journey, from his entrepreneurial influences as a child to his rise as a CEO, provides valuable lessons for growing a successful DTC brand. Dean Brennan, CEO of Heart & Soil Supplements, leads a pioneering brand in nutrition and health, with a focus on premium organ supplements. Under his helm, Heart & Soil has served over 200k+ customers and scaled to 50M in revenue in just three years, a testament to his vision and steadfast dedication to servant leadership with purpose. This commitment drives the company's mission to provide unmatched nutrition and lead a movement toward profound health and vitality. ~~~~~ Books or courses mentioned in the episode: Traction: Get a Grip on Your Business by Gino Wickman The Culture Code by Daniel Coyle Coach Wooden's Pyramid of Success by John Wooden and Jay CartyDecision by Design - FS Course by Shane Parrish