Episode Summary In this mini episode of the Free to Grow CFO podcast, Jon Blair discusses the concept of LTV (Lifetime Value) in the context of DTC brands, emphasizing its importance in measuring customer value over time. He highlights common misconceptions about LTV, particularly the confusion between LTV and LTR (Lifetime Revenue), and stresses the need to measure LTV in margin dollars rather than revenue. Jon also explains the significance of time-bound LTV and its role in assessing profitability against customer acquisition costs (CAC). Key Takeaways: -LTV is the cumulative value that a customer represents to your brand over time. -LTV should be measured in margin dollars, not total revenue. -LTV must be time-bound, expressed in specific time frames. Episode Links Jon Blair - https://www.linkedin.com/in/jonathon-albert-blair/ Free to Grow CFO - https://freetogrowcfo.com/ Transcript 00:00 Understanding LTV: Definition and Importance 03:14 Measuring LTV: Common Mistakes and Correct Approaches 04:59 Using LTV for Business Decisions: Profitability Assessment

Episode Summary In this episode of the Free to Grow CFO podcast, Jon Blair and Quentin Purtzer discuss the challenges DTC brands face in securing financing for inventory, particularly in the context of traditional banks' reluctance to finance DTC inventory. They explore how Flexport Capital offers unique solutions through real-time visibility of inventory and logistics, enabling brands to finance in-transit inventory and navigate personal liability issues more effectively. The conversation emphasizes the importance of clean accounting and the role of a CFO in helping brands scale successfully, supported by a case study illustrating the benefits of strategic financial planning and collaboration with lenders. Key Takeaways -Collaboration between CFOs and lenders can lead to better financing solutions. -Real-time visibility into inventory allows for more aggressive lending terms. -Personal liability requirements can be reduced with effective inventory management. -Flexport Capital provides a unique inventory financing solution that integrates with logistics. Episode Links Jon Blair - https://www.linkedin.com/in/jonathon-albert-blair/ Quentin Purtzer- https://www.linkedin.com/in/quentin-purtzer-b4a763a9/ Free to Grow CFO - https://freetogrowcfo.com/ Flexport Capital - https://www.flexport.com/products/capital/ Transcript ~~~ 00:00 Introduction to DTC Financing Challenges 02:11 Understanding Flexport Capital's Unique Offerings 05:15 The Role of Technology in Inventory Financing 10:15 Financing In-Transit Inventory Explained 19:14 Navigating Personal Liability in Lending 23:57 The Importance of Clean Accounting for Financing 29:41 The Need for CFOs in Scaling Brands 33:13 Case Study: Successful Financing and Growth 37:00 Key Takeaways for DTC Founders

Episode Summary In this mini episode of the Free to Grow CFO podcast, Jon Blair discusses how DTC brands can build wealth without relying on a big exit. He outlines a simple three-step formula that includes optimizing cash flow with a CFO, investing in long-term rental properties, and working with a tax advisor to maximize tax benefits. This approach allows brand owners to create a stable income stream and build wealth over time, independent of the sale of their business. Key Takeaways: -Many brand founders mistakenly believe wealth comes from selling. -Building wealth takes time but is achievable without selling. -A good tax advisor is essential for maximizing benefits. Episode Links Jon Blair - https://www.linkedin.com/in/jonathon-albert-blair/ Free to Grow CFO - https://freetogrowcfo.com/

Welcome to the Ecom Scaling Show, brought to you by Free To Grow CFO and Aplo Group! Join hosts Jon Blair (Founder, Free to Grow CFO) and Dylan Byers (Co-founder, Aplo Group) as we dive into the crucial—yet often missing—link between marketing and finance in DTC e-commerce. In this conversation, Jon Blair and Dylan Byers discuss the essential components of building a financially resilient e-commerce business. They explore the importance of understanding key financial metrics such as gross margin, average order value (AOV), and customer lifetime value (LTV). The discussion emphasizes the need for brands to assess their financial health, manage operating expenses, and develop strategies for customer acquisition while maintaining profitability. The conversation provides insights into how e-commerce businesses can navigate challenges and ensure long-term success. Key Takeaways -Financial resilience isn't about high revenue—it's about having the flexibility to weather volatility. -If your return customer margin can't cover your fixed OpEx, you're building on shaky ground. -The most resilient brands keep fixed costs lean, manage inventory tightly, and avoid overleveraging. 00:00 Building Financial Resilience in E-Commerce 02:49 Understanding Key Financial Metrics 06:05 The Importance of Gross Margin 09:05 Strategies for Increasing Average Order Value (AOV) 11:57 Leveraging Customer Lifetime Value (LTV) 14:57 Managing Risks in Customer Acquisition 18:13 The Role of Operating Expenses (OPEX) 22:23 Understanding Financial Resilience in E-commerce 32:18 Navigating Inventory Management Challenges 43:11 Key Takeaways for Building Financial Resilience Free To Grow CFO: https://freetogrowcfo.com/ Aplo Group: https://www.aplogroup.com/ Jon Blair on Linkedin: / jonathon-albert-blair Dylan Byers on Linkedin: / dylan-byers-046010149

Episode Summary In this mini episode of the Free To Grow CFO podcast, Jon Blair discusses how to effectively organize your Profit and Loss (P&L) statement to maximize insights for Direct-to-Consumer (DTC) brands. He emphasizes the importance of understanding the difference between fixed and variable expenses and how to calculate profit using contribution margin. By reorienting the P&L to focus on contribution margin before and after advertising, businesses can better assess the impact of their advertising spend on profitability. This approach allows for clearer insights into financial performance and helps identify areas for improvement. Key Takeaways: -Not all expenses are made equal; understand fixed vs. variable expenses. -DTC brands need to isolate fixed overhead in their P&L. -Reorient your P&L to focus on contribution margin. Episode Links Jon Blair - https://www.linkedin.com/in/jonathon-albert-blair/ Free to Grow CFO - https://freetogrowcfo.com/

Episode Summary In this episode of the Free to Grow CFO podcast, Jon Blair and Kyle Rector discuss the intricacies of debt financing for direct-to-consumer (DTC) brands. They explore how to choose the right debt at the right time, emphasizing the importance of understanding risk boxes, cash flow management, and the evolution of debt products as brands grow. The conversation also highlights the significance of selecting the right lender and the potential economic impacts on lending criteria. Overall, the episode provides valuable insights for founders looking to navigate the complex world of debt financing. Key Takeaways -Understanding risk boxes is crucial for securing appropriate financing. -Maintaining a healthy balance sheet is essential for long-term success. -Lenders bucket your brand based on risk. Knowing which box you're in can help set realistic expectations about terms and availability. Episode Links Jon Blair - https://www.linkedin.com/in/jonathon-albert-blair/ Kyle Rector- https://www.linkedin.com/in/krector/ Free to Grow CFO - https://freetogrowcfo.com/ BoundlessAI - https://www.getboundless.ai/ Transcript ~~~ 00:00 Introduction to Debt Financing for DTC Brands 01:15 Understanding Boundless AI and Its Role 02:26 Common Misconceptions About Debt 06:09 The Evolution of Debt Products for Growing Brands 10:39 Navigating the Transition from MCAs to ABLs 13:56 The Importance of Choosing the Right Lender 16:54 Planning for Future Debt Needs 22:19 The Risks of Over-Leveraging 27:07 Understanding Debt Ratios and Financial Health 32:19 The Impact of Tariffs on Lending 39:06 Conclusion and Resources for Founders

Welcome to the Ecom Scaling Show, brought to you by Free To Grow CFO and Aplo Group! Join hosts Jon Blair (Founder, Free to Grow CFO) and Dylan Byers (Co-founder, Aplo Group) as we dive into the crucial—yet often missing—link between marketing and finance in DTC e-commerce. Key Takeaways -Marketing and finance must collaborate for success. -Understanding financial inputs is crucial for growth marketing. -Data validation helps reduce risks in decision-making. In today's episode: 00:00 Introduction to the Podcast and Hosts 03:20 The Importance of Marketing and Finance Collaboration 06:12 Understanding Contribution Margin and Financial Metrics 08:51 Aligning Marketing KPIs with Financial Goals 11:26 The Debate on Contribution Margin as a KPI 14:11 Exploring ROAS as a North Star Metric 17:03 Cash Flow Management in DTC Brands 19:43 Strategies for Managing Overstocked Inventory 22:27 Final Thoughts and Future Topics Free To Grow CFO: https://freetogrowcfo.com/ Aplo Group: https://www.aplogroup.com/ Jon Blair on Linkedin: / jonathon-albert-blair Dylan Byers on Linkedin: / dylan-byers-046010149

Episode Summary In this episode of the Free to Grow CFO podcast, Jon Blair interviews Sean Busch, founder of DadMode and former founder of Puracy. They discuss Sean's entrepreneurial journey, the challenges and successes of scaling bootstrapped brands, and the importance of customer engagement and financial reporting. Sean shares insights on driving repeat purchases, building strong relationships with customers, and the operational challenges faced when scaling a brand. The conversation also touches on the birth of DadMode, a brand focused on household cleaning products for dads, and the value of creating relatable content for their audience. Key Takeaways -Creating uncomfortably close relationships with customers can turn buyers into loyal brand evangelists. -Valuable customer insights often come from doing the unscalable. -Scaling a business without outside capital requires strategic supplier partnerships. Episode Links Jon Blair - https://www.linkedin.com/in/jonathon-albert-blair/ Sean Busch- https://www.linkedin.com/in/seantbusch/ Free to Grow CFO - https://freetogrowcfo.com/ DadMode - https://godadmode.com/ Transcript ~~~ 00:00 Introduction 01:16 Sean's Early Entrepreneurial Influences 04:40 Scaling PureCity: Key Factors for Success 10:08 Customer-Centric Strategies for Repeat Purchases 13:31 Leveraging Amazon for Brand Growth 17:41 Building Uncomfortably Close Customer Relationships 23:18 The Soul of Business and Its Impact 25:04 Optimizing Product Packaging and Manufacturing Costs 29:19 The Birth of Dad Mode: A New Brand for Dads 33:57 Creating Engaging Content for Dads 37:14 The Importance of Financial Discipline in Scaling 41:04 Personal Insights and Future Directions

Episode Summary In this episode of the Free to Grow CFO podcast, Jon Blair and Arjun Aggarwal discuss the challenges faced by DTC brands in managing inventory and landed costs amidst current market fluctuations. Arjun shares his journey from finance to founding Mandrel, an AI-powered inventory automation platform. The conversation delves into the importance of accurate inventory valuation, the interdependence of finance and operations, and the differences between ERP and IMS systems. They highlight how Mandrel aims to automate inventory workflows, providing real-time tracking and reporting capabilities to help brands save time and improve their financial health. Key Takeaways -The connection between finance and operations is crucial for accurate inventory management. -Many brands struggle with tracking inventory valuation due to fragmented data sources. -Real-time tracking of inventory helps brands respond to market changes quickly. Episode Links Jon Blair - https://www.linkedin.com/in/jonathon-albert-blair/ Arjun Aggarwal- https://www.linkedin.com/in/arjun-aggarwal-18049436/ Free to Grow CFO - https://freetogrowcfo.com/ Mandrel - https://www.mandrel.tech/ Transcript ~~~ 00:00 Introduction 02:52 Arjun's Journey and the Birth of Mandrel 06:12 Understanding Landed Costs and Their Importance 08:54 The Interdependence of Finance and Operations 12:12 Challenges in Inventory Valuation 14:55 ERP vs. IMS: Understanding the Differences 17:55 The Role of Mandrel in Inventory Automation 23:50 The Importance of User Compliance in Inventory Management 26:01 Automating Inventory Tracking and Cost Management 29:11 Integrating Email and Document Management for Inventory 32:38 Building a Comprehensive Inventory Ledger 35:59 Understanding Costs and Inventory Movement 38:00 Maximizing Efficiency with Mandrel

Episode Summary ROAS and MER might dominate DTC marketing conversations, but they’re not the metrics that actually tell you if your new customers are profitable. In this short, high-impact episode of The Free to Grow CFO Podcast, Jon Blair breaks down the two numbers that matter most for evaluating your acquisition strategy: gross margin dollars per order and CAC (customer acquisition cost)—both expressed in dollars. Learn how to calculate them, why they matter more than ROAS or MER, and how reframing your analysis around these two metrics can drive better decision-making and long-term profitability. Key Takeaways: -ROAS and MER don’t tell you if your new customers are actually profitable. -Reframing acquisition in dollars forces better decisions than just tracking percentage-based metrics. -Profitability comes from improving margin per order or lowering CAC—not just increasing revenue. Episode Links Jon Blair - https://www.linkedin.com/in/jonathon-albert-blair/ Free to Grow CFO - https://freetogrowcfo.com/

Episode Summary In this episode of the Free to Grow CFO podcast, Jon Blair and Melissa Cafagna discuss the critical aspects of scaling a DTC brand with a focus on bookkeeping, accounts payable, and inventory management. They explore the challenges brands face in financial management, the importance of accurate financials for capital acquisition, and the common pitfalls in bookkeeping practices. The conversation also delves into the significance of understanding landed costs, the integration of AP with inventory management systems, and the impact of tariffs on DTC brands. A case study highlights how effective profitability analysis can lead to smarter business decisions. Key Takeaways -Integrating AP with inventory management systems improves accuracy. -Accurate financials are crucial for capital acquisition. -Effective financial management can alleviate stress for brand founders. -Landed costs must be tracked accurately to understand true profitability. Episode Links Jon Blair - https://www.linkedin.com/in/jonathon-albert-blair/ Melissa Cafagna- https://www.linkedin.com/in/melissacafagna/ Free to Grow CFO - https://freetogrowcfo.com/ Settle - https://www.settle.com/ Meet Melissa Cafagna Melissa Cafagna is a passionate advocate for mission-driven brands, known for her customer-focused approach and her role as a 'financing fairy godmother.' With extensive experience in the financial industry, she is dedicated to helping small businesses grow through innovative and personalized financing solutions. While living in Europe for three years, Melissa transitioned from finance and accounting to sales, gaining cultural insights and developing a dynamic empathy that shapes her approach to building relationships. In her free time, she enjoys spending time with her family, exploring Chicago’s beautiful parks and city centers, and immersing herself in hip-hop and R&B music.  About Settle Settle is the best way to power up your brand’s cash flow and operations—designed specifically for consumer brands ready to grow. With a unified platform tailored for 'finventory' management, you can seamlessly plan, purchase, manage, and pay for inventory, all in one place. Automate payments, 3-way match purchase orders, and real time accurate landed costs. For businesses that qualify, Settle Working Capital offers founder-friendly financing, so you can Settle now, pay later, and scale confidently. Join brands like Thread Wallets, Truvani, and Olipop to confidently scale for what's next. Learn more about Settle today. Transcript ~~~ 00:00 Introduction to the Free to Grow CFO Podcast 02:03 The Importance of Bookkeeping in Scaling Brands 07:58 Challenges in Financial Management for Emerging Brands 13:59 Common Bookkeeping Issues Found in Brands 19:56 Integrating Inventory Management with Financial Processes 26:00 Streamlining Accounts Payable for Better Control 27:20 Segregation of Duties in Accounting 28:31 Understanding Landed Costs and Inventory Management Systems 33:30 The Importance of Accurate Profitability Analysis 39:29 Integrating AP with Inventory Management for Better Insights 44:00 Navigating Tariffs and Their Impact on DTC Brands 48:01 Case Study: Improving Profitability Through Data Analysis

Episode Summary In this mini-episode of The Free to Grow CFO Podcast, Jon Blair challenges a common misconception among DTC brand founders: that a profitable, cash-rich brand doesn’t need a CFO. Jon breaks down why these types of brands often need even more strategic financial support—especially if the goal is to build long-term wealth. It’s not just about managing ad spend and inventory. It’s about turning profits into smart capital allocation and sustainable wealth creation—both inside and outside the business. Key Takeaways: -Just because your brand is profitable and sitting on cash doesn’t mean you’re set. It may actually mean you’re flying blind without strategic guidance. -Wealth doesn’t just come from exits. It’s about using your brand’s cash to buy assets—stocks, real estate, maybe even other brands. -Profit is only powerful when it’s used well. A CFO helps you determine how much to reinvest in the business vs. how much to pull out to diversify your wealth. Episode Links Jon Blair - https://www.linkedin.com/in/jonathon-albert-blair/ Free to Grow CFO - https://freetogrowcfo.com/

Episode Summary In this episode of the Free to Grow CFO podcast, Jon Blair speaks with Izzy Rosenzweig, founder and CEO of Portless, about the evolving landscape of cross-border fulfillment and the implications of recent tariff changes. They discuss the benefits of the de minimis exemption under Section 321, the impact of new import tax regulations, and strategies for managing cash flow and inventory in a rapidly changing economic environment. Izzy shares insights on how American brands can leverage Portless's model to enhance their operational agility and financial performance. In this conversation, Izzy Rosenzweig and Jon Blair delve into the complexities of the postal system, import duties, and trade laws affecting brands today. They discuss high-level recommendations for brands, including tax deferment strategies and the importance of consulting trade lawyers. The conversation also covers the significance of customer experience in supply chain decisions and the potential for global business opportunities. Izzy emphasizes the need for brands to optimize their operations and explore every advantage in a competitive Key Takeaways -The future of de minimis and global trade is uncertain but evolving. The postal system has complex import duties that can be misleading. -Exploring global markets can provide new opportunities for growth. -Transaction value is key in determining import duties, not retail value. -Brands need to adapt to changing regulations to remain competitive. Episode Links Jon Blair - https://www.linkedin.com/in/jonathon-albert-blair/ Izzy Rosenzweig - https://www.linkedin.com/in/izzy-rosenzweig-13653846/ Free to Grow CFO - https://freetogrowcfo.com/ Portless - https://www.portless.com/ Meet Izzy Rosenzweig Izzy Rosenzweig, a 10-year veteran of the DTC industry, launched his first company, Browze, in 2012, successfully shipping over 2.5 million home and kitchen products worldwide. After opening a China-based fulfillment center to improve customer experience, he identified an opportunity to help other e-commerce brands with direct shipping, leading to the creation of Portless. With Portless, Izzy is revolutionizing e-commerce by optimizing direct fulfillment to significantly boost cash flow and profit margins for businesses. Transcript ~~~ 00:00 Introduction to Portless and Current Economic Climate 03:00 Understanding the Cross-Border Fulfillment Model 05:53 The Impact of Section 321 and De Minimis Exemption 09:05 Navigating Changes in Import Tax Regulations 11:48 Cash Flow Management and Inventory Strategies 14:58 Comparing Shipping Costs and P&L Implications 18:06 Future of De Minimis and Global Trade Dynamics 20:44 Understanding Postal System Complexities 22:55 High-Level Recommendations for Brands 25:20 Navigating Trade Laws and First Sale Law 26:11 Assessing Import Duties and Transaction Value 30:41 Evaluating Supply Chain Decisions 32:08 Crawling Before Running: Testing Supply Chains 34:14 Balancing Cost and Customer Experience 35:42 Creating a Localized Consumer Experience 38:40 Exploring Global Business Opportunities

Episode Summary In this mini-episode of The Free to Grow CFO Podcast, Jon Blair breaks down a common mistake he sees in DTC brand financial strategy: relying on a blended ROAS target to guide monthly ad spend. While a blended ROAS might appear to show healthy contribution margins, it can actually mask losses on new customer acquisition—especially when repeat customer revenue is propping up the numbers. Jon walks through how to break down contribution margin by customer type and why attributing ad spend correctly is essential for truly understanding performance. This episode is a must-listen for founders who want to scale profitably and avoid misleading metrics. Key Takeaways: -Using a blended ROAS target can be misleading. -It's essential to separate new and repeat customer contribution margins. -Communicate specific targets for new customer acquisition to ad buyers. Episode Links Jon Blair - https://www.linkedin.com/in/jonathon-albert-blair/ Free to Grow CFO - https://freetogrowcfo.com/

Episode Summary In this episode of the Free to Grow CFO podcast, Jon Blair and Keith Kohler discuss the intricacies of financing for DTC brands, focusing on the importance of understanding good versus bad debt, the journey of K2 Financing, and the common reasons consumer goods brands require debt. They explore risk assessment between inventory and accounts receivable, the nuances of revenue-based financing, and the critical factors beyond just cost of capital that founders should consider. The conversation also delves into maturity matching in debt financing, multi-layered debt strategies, and the essential diligence items needed for successful lender conversations. Key Takeaways -Capital is essential for scaling DTC brands. -Availability of capital can be more important than the cost of capital. -Multi-layered debt strategies can provide flexibility and growth opportunities. -Maturity matching is key to ensuring debt aligns with asset consumption. Episode Links Jon Blair - https://www.linkedin.com/in/jonathon-albert-blair/ Keith Kohler - https://www.linkedin.com/in/keithkohler1/ Free to Grow CFO - https://freetogrowcfo.com/ K2 Financing - https://www.k2financing.com/ Meet Keith Kohler Keith Kohler is the Founder of The K2 Group LLC, a finance consultancy specializing in helping CPG founders secure the right financing at the right time™. He has originated and closed over $100 million in financing and authored the CPG Financing Guide, covering debt financing options for CPG companies at every stage. Keith also offers a 30-minute strategy call to help founders develop a 2-3 year financing plan. A sought-after speaker, Keith has led financing webinars for the Specialty Food Association, Hirshberg Entrepreneurship Institute, and Emerging Brands Summit. He created both CPG Financing Month, a series of conversations exploring the financing and mindset journeys of CPG companies, and the Making the Numbers Work® for You retreat (www.makingthenumbersworkforyou.com) where he helps founders overcome anything holding them back from the successful management of their business finances. Keith supports CPG founders in several other roles, including as a member of the selection committee of Nutrition Capital Network and a Wharton Venture Lab Expert in Residence and Mentor. Transcript ~~~ 00:00 Introduction to DTC Financing Challenges 03:10 Understanding Good Debt vs Bad Debt 05:57 The Journey of Keith Kohler and K2 Financing 08:49 Common Reasons for Debt in Consumer Goods Brands 11:44 Risk Assessment: Inventory vs Accounts Receivable 14:58 Revenue-Based Financing and Its Implications 18:06 Factors Beyond Cost of Capital 21:11 Maturity Matching in Financing Strategies 23:41 Navigating Multi-Layered Debt Strategies 26:02 Understanding Debt Financing Options 28:27 Capital Efficiency and Profitability 29:20 The Role of Lenders in Growth 32:51 Crafting the Perfect Pitch to Lenders 38:54 Preparing for Debt Conversations 42:48 Fun Facts and Closing Thoughts

Episode Summary In this episode of the Free to Grow CFO podcast, Jon Blair and Chris Pearson discuss the principles of profitable growth marketing for DTC brands. They explore the philosophy of Chris’s company, Three Beacon Marketing, emphasizing the importance of questioning traditional marketing practices and focusing on alignment through the North Star Strategy. The conversation delves into key metrics for growth, the interconnection of acquisition and retention, and the challenges brands face when scaling without repeat purchases. Chris shares insights on common mistakes in paid media strategies and the necessity of continuous testing in marketing efforts, ultimately highlighting the significance of retention marketing best practices. Key Takeaways -Acquisition and retention must work together for sustainable growth. -A strong testing process should never stop—it’s the key to long-term success. -The difference between growing and scaling? Profitable repeatable systems. -Don’t just listen to what customers say—watch what they actually do. Episode Links Jon Blair - https://www.linkedin.com/in/jonathon-albert-blair/ Chris Pearson - https://www.linkedin.com/in/pearson-chris/ Free to Grow CFO - https://freetogrowcfo.com/ Three Beacon Marketing - https://threebeaconmarketing.com/ Meet Chris Pearson Chris Pearson is an email marketing strategist, retention nerd, and co-founder of Three Beacon Marketing. For years, he watched brands treat email like an awkward first date–too pushy, too desperate, or just completely ghosting their list. The result? Wasted potential, burned-out subscribers, and millions in lost revenue. Then, he discovered a way to turn email and SMS into a predictable, scalable sales machine–without sounding like a sleazy used-car salesman or blasting discounts until customers develop banner blindness. He calls it the Waypoint Email & SMS Strategy®, a system designed to make email & SMS feel less like spam and more like money in the bank. Now, Chris helps 8- and 9-figure brands stop treating their email list like an ex they only text when they need something and start turning it into their most valuable asset. His system has generated millions in additional revenue for businesses that finally want email & SMS to pull its weight. Chris lives in Windsor, CO, with his wife and their dog, Sylvie, who has no idea what email is but still gets more engagement than most brands. When he’s not optimizing retention strategies, he’s probably outside, lifting something heavy, or overanalyzing why people do the things they do. Transcript ~~~ 00:00 Introduction to Profit-Focused Growth Marketing 02:02 The Rebel Agency Philosophy 05:50 Understanding the North Star Strategy 09:36 Key Metrics for Profitable Scaling 15:10 The Importance of Repeat Purchases 20:29 Building Sustainable Brands and Relationships 24:31 Common Misconceptions in Paid Media 27:07 The Importance of Testing in Scaling 30:40 Understanding Customer Value and Retention 35:20 The Role of Product in Retention Marketing 38:42 Bridging Brand and Data in Retention Marketing 40:22 Final Thoughts

Episode Summary In this episode of the Free to Grow CFO podcast, Jon Blair and Clay Banks discuss the essential strategies for successfully launching a new product in the e-commerce space. They emphasize the importance of customer discovery, the process of moving from concept to prototype, and the critical steps involved in sourcing and setting up a supply chain. The conversation also covers best practices for launching a product effectively, overcoming financial constraints, and the significance of maintaining strong relationships with customers and suppliers. Clay shares valuable insights from his extensive experience in product development and entrepreneurship, providing listeners with actionable advice to minimize risk and maximize success in their product launches. Key Takeaways -Customer discovery is crucial and should never stop. -Always aim to reduce risk before making capital investments. -Ensure every new product is designed for profitability upfront (not just market fit). -Continue learning by answering support emails and gathering real user feedback. Episode Links Jon Blair - https://www.linkedin.com/in/jonathon-albert-blair/ Clay Bank- https://www.linkedin.com/in/claybanks/ Free to Grow CFO - https://freetogrowcfo.com/ InPaceLine - https://www.inpaceline.com/ GloriLight - https://glorilight.com/ Meet Clay Banks Clay Banks is a seasoned entrepreneur and growth strategist with a proven track record of bringing ideas to market and scaling them to success. Over 23 years, he has co-founded or led eight companies, raising more than $7 million in seed and venture capital. Specializing in go-to-market strategy, Clay has successfully launched over 23 hardware and software products, driving their adoption across direct-to-consumer and B2B channels. In 2022, Clay achieved a successful exit, selling his equity position in HavenLock—best known for its appearance on ABC’s Shark Tank and features in Forbes, TechCrunch, and Entrepreneur—to a venture capital firm. Today, Clay focuses on advising and investing in early-stage startups and short-term rental properties, leveraging his expertise to help founders navigate growth and achieve market fit. Passionate about enabling visionary entrepreneurs, Clay offers mentorship and consulting in growth strategies, eCommerce scaling, and operational excellence. Outside of business, he’s a five-time Ironman, published author, and dedicated advocate for turning big visions into impactful results. Transcript ~~~ 00:00 Introduction to Product Launch Strategies 06:48 The Importance of Customer Discovery 17:05 From Concept to Prototype 23:47 Transitioning to Sourcing and Supply Chain Management 28:50 Building Relationships with Manufacturers 37:24 Launching Like a Pro 45:49 Overcoming Financial Constraints 52:22 Key Takeaways and Final Thoughts

Episode Summary This week on the Free to Grow CFO podcast, we welcome back Tana Cofer, co-founder of Glitter Faced and RosieRai, alongside her husband and business partner, David Cofer. Together, they dive into the realities of launching a brand on Amazon, navigating Walmart, and leveraging emerging marketplaces to drive profitable growth. With DTC brands facing rising CAC on Meta and Google, alternative channels like Amazon, Walmart, and TikTok Shop offer a compelling way to reach new customers—if done right. Tana and David share their firsthand experience in scaling their own brand and guiding clients through marketplace strategy. Key Takeaways -Defining a strategy is crucial for measuring success in marketing efforts. -Best practices for launching on Walmart include simplifying the process and leveraging reviews. -The competitive landscape of e-commerce requires intentionality in spending. Episode Links Jon Blair - https://www.linkedin.com/in/jonathon-albert-blair/ Tana Cofer- https://www.linkedin.com/in/tanacofer/ David Cofer - https://www.linkedin.com/in/david-cofer/ Free to Grow CFO - https://freetogrowcfo.com/ RosieRai - https://rosierai.com/ Glitter Faced - https://www.glitter-faced.com/ Meet Tana Cofer Tana Cofer is the founder and CEO of RosieRai, an e-commerce growth agency focused on helping small to medium size businesses launch and scale profitably on any online Marketplace. With a passion for driving online business success, Tana leads her team in creating innovative strategies that deliver remarkable results for their clients. She is also a wife and mother of 3 children and enjoys spending her weekends in her jeep out in the Utah mountains.  Learn more about RosieRai and request a free Amazon Account audit here: https://rosierai.com/contact Meet David Cofer David Cofer is the CRO and Co-Founder of RosieRai, a marketplace growth agency focused on helping small to medium size businesses launch and scale profitably on Amazon, Walmart, Target and many more. David focuses on building great teams. He has built out the RoseRai team and many of their partnerships, working to create powerhouse relationships that work to propel RosieRai and their partners forward. He also loves reading and playing games with his family. Transcript ~~~ 00:00 Introduction to DTC Finance Myths 02:33 The Journey of Glitterface and RosieRai 07:08 The Value of Operator Experience in Consulting 11:00 Strategies Tested on Glitterfaced 15:05 Walmart's Growing Marketplace Opportunity 18:34 Best Practices for Launching on Walmart 24:00 Exploring Other Marketplaces Beyond Amazon and Walmart 26:51 Challenges in Brand Growth on Marketplaces 27:42 Target vs. Walmart: Market Positioning and Strategy 30:47 Understanding Acquisition Costs Across Channels 36:32 The Importance of Strategy in Marketplace Decisions 39:52 Navigating Business as a Husband and Wife Duo 43:00 Closing Thoughts

Episode Summary In this episode of the Free to Grow CFO podcast, Jon Blair and Jeff Lowenstein discuss common finance myths in the DTC (Direct-to-Consumer) world. They focus on three main myths: the necessity of a 13-week cash forecast, the need for overly granular financial projections, and the advantages of working with e-commerce specific firms over horizontal firms. The conversation emphasizes the importance of understanding the purpose behind financial models and forecasts, advocating for a more strategic and less rigid approach to financial planning in the e-commerce space. Key Takeaways -You Don’t Always Need a 13-Week Cash Forecast -Granularity in Financial Models Should Serve Decision-Making, Not Complexity -Ecom-Specific Finance Firms Deliver More Value Than Generalist Firms Episode Links Jon Blair - https://www.linkedin.com/in/jonathon-albert-blair/ Jeff Lowenstein- https://www.linkedin.com/in/freetogrow-jeff/ Free to Grow CFO - https://freetogrowcfo.com/ Meet Jeff Lowenstein Jeff was previously leading M&A efforts at ecommerce aggregator Boosted Commerce where he was the 5th employee. He built processes across M&A, finance and operations to support rapid growth from 0 to 30 brands under management in 2.5 years. He previously co-founded and exited an app for Shopify merchants and spent time in the Strategic Finance departments of Etsy and Caesars Entertainment. Jeff holds a BA from the University of Pennsylvania and an MBA from Harvard Business School. He’s worked with hundreds of brands over his career and founded Free To Grow because of his passion for supporting entrepreneurs and helping them succeed. The analytical and financial tools he has developed over the years are specifically crafted for the modern consumer brand. Transcript ~~~ 00:00 Introduction to DTC Finance Myths 01:29 Myth 1: The 13-Week Cash Forecast 12:38 Myth 2: Need for Granular Financial Projections 26:49 The Importance of Financial Modeling 30:06 Myths in Financial Forecasting 31:05 E-commerce vs. Horizontal Firms 39:15 The Value of E-commerce Expertise 44:57 Leveraging Network and Experience 48:00 Closing Thoughts

Episode Summary In this episode of the Free to Grow CFO podcast, Jon Blair and Michael True discuss the intricacies of scaling DTC brands with a focus on marketing measurement. They explore the transition from traditional click-based attribution to marketing mix modeling, emphasizing the importance of understanding the relationships between various marketing channels. Michael shares his journey from the music industry to founding Prescient AI, a platform designed to provide insights into marketing performance across multiple channels. The conversation also touches on the challenges of measuring retail performance, the impact of iOS 14 on digital advertising, and the role of AI in enhancing marketing strategies. Key Takeaways -MMM is essential for brands expanding into omnichannel marketing with significant top-of-funnel spend. -Tools like Prescient AI can help scale profitably by uncovering relationships between channels that traditional attribution methods miss. -The future of marketing measurement lies in combining MMM with other tools to create a full picture of brand performance. Episode Links Jon Blair - https://www.linkedin.com/in/jonathon-albert-blair/ Mike True - https://www.linkedin.com/in/michaeljtrue/ Free to Grow CFO - https://freetogrowcfo.com/ Prescient AI - https://prescientai.com/ Meet Mike True Mike True is the co-founder and CEO of Prescient AI, which provides AI-driven marketing mix modeling solutions for omnichannel brands. Prior to starting Prescient, Mike was responsible for helping clients of App Annie, IBM, and Oracle generate millions of dollars in revenue through the implementation of various artificial intelligence and analytics solutions. Transcript ~~~ 00:00 Introduction 05:48 Understanding Marketing Mix Modeling 11:58 Navigating Post-iOS 14 Challenges 18:11 Insights on Retail and Delayed Sales Data 25:49 Understanding Diminishing Returns in Ad Spend 32:02 Integrating Prescient AI into the Marketing Tech Stack 38:07 Closing Thoughts