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Today on the Winning with 
Shopify podcast. 

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I know for sure if I didn't do 
emails for our launches they 

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would do like 75% less than what
they do. 

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He said your most unhappy 
customers are your greatest 

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source of learning. 
Button down shirt on the top of 

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a mountain like and it's a 
staged photo that does not work 

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for us. 
And so I just, I love hearing 

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those stories, and those are the
stories I hear quite often. 

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When your your phone starts 
stinging from Shopify with the 

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the sales going. 
Through that lovely sound. 

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It's fantastic, but I actually 
had to turn it off that day 

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because it was it was too much. 
It was an amazing problem to 

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have. 
But let's talk about e-mail as 

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well. 
Say eventually using Saguna as 

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an e-mail platform. 
Your customers clearly are 

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engaged. 
I mean, you've got the TikTok as

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one example, YouTube's another. 
Tell us about how you engage 

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with customers on e-mail and how
you use Saguna to make that 

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happen. 
Well, before I was just relying 

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on social media and I was just, 
it was hard to get out a message

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to everyone at once without 
posting so many different posts.

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When in an e-mail, you can just 
have them scroll and it's like 

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loyal customers will subscribe 
because they want to be kept in 

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the know. 
I really underestimated e-mail 

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marketing in the beginning, but 
now I use it for a success of a 

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launch. 
So when we're launching a new 

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collection, for example, two 
weeks out or maybe 3 weeks, I'll

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send like a sneak peek e-mail. 
I'll do a countdown. 

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Sometimes I'll post a giveaway 
in the e-mail, but I always make

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sure e-mail customers find out 
everything 1st. 

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And then even launch day, I'll 
send out an e-mail to remind 

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people, 'cause like not 
everyone's going to set an alarm

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for launch, they're going to 
rely on the e-mail. 

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So we rely heavily on those. 
And I've even seen, I know for 

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sure if I didn't do emails for 
our launches, they would do like

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75% less than what they do. 
OK, amazing. 

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And what I love, I'm just, I'm 
just writing down some notes as 

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as anyone watching a video can 
probably see. 

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And what I love is that so many 
brands we work with are like, Oh

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yeah, we, nobody engages us an 
e-mail, not enough people sign 

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up to our e-mail list. 
And these are obviously the two 

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big things. 
And the more people you get sign

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up, the more money you're going 
to make sending emails. 

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And the more you improve your 
emails, the more money you're 

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going to make sending those 
emails and to a bigger audience.

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What I love is 2/2 of the USPS 
that scream out immediately. 

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One is you'll be the first to 
know. 

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So we do launches all the time. 
You'll be the first to know if 

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you subscribe to emails. 
There's a reason to actually 

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subscribe there rather than 
just, it drives me mad 

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sometimes. 
So my clients do it as well and 

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we don't talk about it enough 
with them, I don't think join 

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our newsletter. 
And it's like why? 

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And yeah, and having spoken to 
some of our clients, they're 

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like, oh, because we send this, 
this and this, I'm like, well, 

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it doesn't say that. 
And I could never assume, you 

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know, always, always prescribe. 
And the second thing as well is 

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those launches, I mean, the 
launches must be massive for you

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guys, like saying like, hey, 
there's been a big drop and is 

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in a new product drop. 
Not a drop in anything, but a 

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new product drop. 
Do you find that things like can

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sell out really, really quickly?
Do you, when you're creating 

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products, making products, do 
you, do you have to, I guess the

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first question really is do you 
have to make them in advance so 

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that you've got them on the 
shelf or do you make them on 

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demand fund? 
And that probably leads into my 

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second question of when you're 
doing a big drop or a big launch

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or a big announcement, how do 
you plan ahead for your 

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inventory and stock levels? 
How do you go, we're going to 

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need 1000 of these, but actually
this other one we're doing up 

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here, we're already going to 
need 50. 

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Like how do you how do you plan 
that and not end up with loads 

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of excess stock? 
Well to answer the first 

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question, we usually sell out 
and when we were in my parents 

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basement we were just limited to
the fabrics we could pick up at 

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the fabric store because I 
didn't order yet from our 

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current bigger fabric stockist 
And we would just buy 1 bolt and

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that was all. 
Almost like maybe 50 scrunchies 

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per size and we would just make 
the most that we can in my 

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parents basement. 
Sometimes we would be making 

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them the day we launch, but I 
would pre count the numbers and 

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they would almost always sell 
out because they were limited 

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edition and there was just such 
lower quantities that we could 

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make back then. 
But they would sell out almost 

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the day of and we would be 
getting emails back to the 

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launch e-mail being like we just
tried to buy. 

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They're sold. 
Out, yeah, yeah, I guess you 

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could almost say to customers 
like, OK, we estimate you've got

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14 minutes or something, you 
know, to go and get your 

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product. 
So how different is it now that 

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you've got in essence like an 
unlimited supply of of sorry, 

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it's not product, is it, but 
unlimited supply of of silk and 

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other stuff that you need to 
make the scrunchies? 

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We still actually do limited 
drops and the Valentine's drop 

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we did, which I was surprised at
because it was right after the 

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holidays. 
We sent emails. 

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We had to e-mail basically right
after New Year's Eve, which I 

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felt for me, I was like, this is
too soon. 

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Like people just bought, they're
not going to buy again. 

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I just emails that following 
week and then the sneak peek 

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e-mail and then the launch day 
e-mail and all those crunchies 

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sold out that same day. 
Wow. 

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Wow, and so you're still getting
that same effect, even though 

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within reason, you can make a 
much higher demand of products, 

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which is incredible. 
I'm sure anybody listening is 

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like, I wish my products would 
sell out when I put those on 

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e-mail. 
So I think I mean, certainly 

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guys go and have a look at XSL 
scrunchie and see what see what 

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Tina's doing and see if there's 
any good inspiration on that as 

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well. 
How much do you and, and forgive

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me, Saguno, for saying this 
because I know you guys were 

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listening. 
Your Canva Connect is something 

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that everyone raves about and 
I've not used myself and but 

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Tina, you, it's in my notes that
you use the Canva Connected 

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Saguno quite a lot. 
Talk me through that process. 

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How do you use it? 
What benefit is it? 

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How much time does it save? 
Well, before I was just using 

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the templates, which I found 
weren't as customizable and it 

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wasn't as quick as using Canva 
Connect because I can just drag 

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and drop what I create in Canva 
into the e-mail. 

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And it's just a little faster to
e-mail or to edit emails in like

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an editor instead of in like 
locked templates. 

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Cuz I like to really customize 
and just drag and drop. 

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I'm really used to using Adobe 
Photoshop. 

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So canvas kind of like the next 
closest thing and it connects. 

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So it just saves me time and 
gets me looking to our aesthetic

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a little better. 
Yeah, absolutely. 

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And I think it's so hard 
sometimes when you get a 

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template. 
The mindset I find when I'm 

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using templates in e-mail is I 
need to now change the template 

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to fit my brand and get my 
message across. 

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Whereas using Canva, you can 
sort of design like, or you can 

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even use the templates on 
Canvaing, which is obviously a 

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huge archive of things, but 
being able to customize graphics

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and stuff and just drop them 
straight in obviously brings 

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things massively to life. 
I mean, it's, it sounds, it 

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sounds amazing. 
And the, the journey you guys 

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have been on. 
And I've got a note here that 

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when that journey began, you 
guys had a 50K launch weekend. 

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It's in 50,000 lbs of sales. 
Talk us through like everything 

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from what happened, but also 
like, and I love asking this 

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part of the question. 
Tell us about the emotional side

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of what was going through your 
mind over that weekend that 

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launch. 
So, you know, I'm sure like 

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anyone who's started the 
business is a, you know, it's a 

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scary thought. 
You have this idea and you're so

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passionate about it and you want
it to succeed. 

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And I was fortunate in the fact 
that I had quite a large online 

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community already. 
So I had, I had an idea that it 

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would sell, you know, not to 
that extent by any means, but I 

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thought, you know, we're not 
going to lose money on the on 

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the first, you know, first month
or so. 

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I thought we'd, you know, we'd 
be OK. 

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And so yeah, we did all the 
build up the photos, sort of 

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teased it for a week online and 
released it at, I remember it 

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wasn't so 9:00 AM December 1st 
on a Friday and it just went 

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insane. 
And you know that feeling of 

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when your your phone starts 
dinging from Shopify with the 

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the sales going? 
Through that lovely sound, Yeah,

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yeah, yeah. 
It's fantastic, but I actually 

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had to turn it off that day 
because it was it was too much. 

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It was an amazing problem to 
have. 

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On the flip side, we really 
weren't prepared for that level 

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of first weekend and with it 
being a couple of weeks before 

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Christmas, obviously people were
buying Christmas presents really

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wanted, you know, them to, to 
get there. 

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And the model we had back then 
was, it was about, we managed 

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with our suppliers to get 7 day 
turn around from the orders that

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weekend to being delivered to 
us, not really appreciating how 

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long it would take to fulfil 
that. 

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So when it did start arriving, 
you know, and we was doing it 

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from home, we didn't have a, a 
base or anything then it was, 

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this was supposed to be a home 
online business and. 

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So you had 50 grands worth of 
clothing suddenly suddenly 

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arrived. 
We had, I think at one stage we 

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had like 70 boxes of, you know, 
like like huge boxes of clothes 

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just spread out. 
And then obviously trying to 

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like, where's the black free XLT
shirt to? 

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We put in someone's order and it
just took so long and it was so 

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like I could. 
Just imagine the conversation 

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like eating pizza on the lounge 
floor one night, going What the 

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hell have we done? 
It was. 

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From the day the boxes arrived 
until the 23rd of December, it 

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was like 16 hour days, you know,
and around that also trying to 

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navigate having 22 boys. 
And another thing that was and 

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that, that stress of because 
everyone's so connected, you 

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know, everyone who bought really
was a, a follower owner. 

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And so, so I wanted it to be 
there before Christmas. 

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I was be there before Christmas.
And yeah, that, that soon made 

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us realise that, OK, this isn't 
an online home business. 

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We need a. 
We need a base. 

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Yeah, Yeah. 
And I mean, when you said 18 

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months, like some businesses at 
18 months are like they're still

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trying to get that first order, 
you guys. 

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I mean, because of the weight, 
that 10 year kind of weight 

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behind the Shopify store, it's 
obviously got going really, 

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really quickly, which is 
amazing. 

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This episode of Winning Shopify 
is brought to you by Tax Cloud. 

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00:09:55,680 --> 00:09:58,000
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taxcloud.com/winning. 
That's taxcloud.com/winning. 

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00:10:38,200 --> 00:10:39,640
What have been some of the 
challenges then? 

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Was it like kind of a big launch
and then a massive lull? 

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00:10:41,840 --> 00:10:45,480
Like as you say, like some of it
was, some of it's, it's really 

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00:10:45,480 --> 00:10:47,280
nice running the brand and 
having people buy products and 

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there's the kind of emotive, 
passionate side. 

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But you are a business at the 
same time. 

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Like how hard is it to balance 
those two things at times where 

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it's like we just need some more
revenue through the door or our 

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sales are just too low, We're 
not sustainable like this 

224
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versus, oh, let's go off and do 
another event that's probably 

225
00:11:02,640 --> 00:11:04,600
not going to make us necessarily
any money, but it's going to be 

226
00:11:04,600 --> 00:11:05,600
really, really good for the 
cause. 

227
00:11:05,600 --> 00:11:07,680
Like how do you balance those 
two things and keep them, keep 

228
00:11:07,680 --> 00:11:11,920
them in good kilter? 
Yeah, it's it's tricky I and 

229
00:11:13,400 --> 00:11:15,680
because we are new business, 
it's also understanding like 

230
00:11:15,680 --> 00:11:19,680
what is a seasonal low, what is 
a, how much should we be doing a

231
00:11:19,680 --> 00:11:24,600
month compared to you know to 
the marketing that we're doing 

232
00:11:24,600 --> 00:11:27,120
or you know what's a good month,
what's a bad month. 

233
00:11:27,600 --> 00:11:34,440
So we've kind of been learning 
that and for that first nine 

234
00:11:34,440 --> 00:11:37,480
months it was only me and sort 
of one other part time. 

235
00:11:37,920 --> 00:11:41,600
So since then we've, you know, 
taken on the shop, taken on the 

236
00:11:41,600 --> 00:11:45,040
staff and then, yeah, suddenly 
there's a, you know, there's 

237
00:11:45,040 --> 00:11:48,480
overheads every month and 
there's a responsibility and all

238
00:11:48,480 --> 00:11:53,240
people that, you know, you're 
trying to help, you want to be 

239
00:11:53,240 --> 00:11:56,920
part of this company, you want 
to be employed, which means even

240
00:11:56,920 --> 00:11:59,120
more because of the reason why 
they're part of the company. 

241
00:11:59,680 --> 00:12:04,080
And so, yeah, there is a, an 
added pressure and, and yeah, 

242
00:12:04,080 --> 00:12:09,640
it's a did you know, did that 
product not work because of the 

243
00:12:09,640 --> 00:12:12,080
design or did it not work 
because of the, the month for 

244
00:12:12,080 --> 00:12:15,040
the, you know, the, the socials 
around it? 

245
00:12:15,800 --> 00:12:18,280
There's so many things and, and 
things that I don't really 

246
00:12:18,280 --> 00:12:20,120
probably know the answers to 
still yet. 

247
00:12:20,440 --> 00:12:23,840
I'm still running as I go. 
But but yeah, it's been, you 

248
00:12:23,840 --> 00:12:27,880
know, that launch month was, was
definitely our best month in the

249
00:12:27,880 --> 00:12:31,560
18 months so far, but we've had 
some, some good months around it

250
00:12:31,560 --> 00:12:33,760
too. 
And, and I feel like we're, 

251
00:12:34,400 --> 00:12:36,720
we're in a good place to grow 
now and that I think that's the 

252
00:12:36,720 --> 00:12:40,720
next step is, is how to, you 
know, what's the, where best do 

253
00:12:40,720 --> 00:12:42,960
we focus our efforts to do that?
Yeah, yeah. 

254
00:12:42,960 --> 00:12:44,920
And I've worked plenty of brands
over the years where they're 

255
00:12:44,920 --> 00:12:46,880
like they're making a little bit
of profit or they're making a 

256
00:12:46,880 --> 00:12:48,800
slight loss or something. 
And they're like, we just need 

257
00:12:48,800 --> 00:12:50,600
to grow. 
And it's you kind of have that 

258
00:12:50,600 --> 00:12:51,960
stop and have that quick 
conversation with them. 

259
00:12:51,960 --> 00:12:55,280
Say, you do know if we don't fix
some of the like operational, 

260
00:12:55,280 --> 00:12:59,360
financial, sustainable kind of 
parts to this or work out what 

261
00:12:59,360 --> 00:13:02,160
your team looks like internally,
we're just going to scale up a 

262
00:13:02,160 --> 00:13:04,320
problem. 
And that like if you're making a

263
00:13:04,400 --> 00:13:08,560
1% loss or 5% loss, that's a lot
bigger in terms of numerical 

264
00:13:08,560 --> 00:13:11,360
numbers when you reach 
£1,000,000 turnover a month 

265
00:13:11,360 --> 00:13:13,840
versus when you're at £10,000 a 
month turnover. 

266
00:13:13,840 --> 00:13:15,640
And so I think it's, I think 
you're doing the right thing 

267
00:13:15,640 --> 00:13:17,600
obviously of just looking at 
like, do we have all the right 

268
00:13:17,600 --> 00:13:18,920
blocks? 
Then we kind of go up another. 

269
00:13:18,920 --> 00:13:20,360
I always look at it like a 
staircase. 

270
00:13:20,360 --> 00:13:22,360
You kind of get everything ready
and then you jump up to the next

271
00:13:22,360 --> 00:13:24,240
step and you kind of sustain 
yourself there a little bit. 

272
00:13:24,240 --> 00:13:25,840
Then we get the next set of 
blocks ready. 

273
00:13:25,840 --> 00:13:28,800
We jump up as if they're the 
next step on the on the 

274
00:13:28,800 --> 00:13:31,200
staircase. 
Talking about those merchants, 

275
00:13:32,440 --> 00:13:34,680
Chris or Jonathan, I don't know 
if which one of you guys wants 

276
00:13:34,680 --> 00:13:36,800
to go first or either of you 
guys, but are there any 

277
00:13:36,800 --> 00:13:39,280
particular merchants that really
stick with you? 

278
00:13:39,280 --> 00:13:42,040
Using built for Shopify apps 
made a meaningful difference to 

279
00:13:42,040 --> 00:13:43,520
how they were trying to run 
their business. 

280
00:13:43,840 --> 00:13:45,720
And, and most importantly, I 
always like to bring it back to 

281
00:13:45,720 --> 00:13:48,080
revenue, something that actually
helped the the store and the 

282
00:13:48,080 --> 00:13:50,120
merchants revenue increase. 
I don't know who which one of 

283
00:13:50,120 --> 00:13:51,440
you guys wants to go first on 
this. 

284
00:13:53,840 --> 00:13:54,840
You having something else? 
I. 

285
00:13:54,920 --> 00:13:57,880
Don't know if I was being very. 
Public merchant, yeah, I don't 

286
00:13:57,880 --> 00:14:00,400
know if I have any specific 
merchant story, but like I 

287
00:14:00,600 --> 00:14:04,320
talked about app developers 
often and I love it when they 

288
00:14:04,520 --> 00:14:08,000
come to me and say wow. 
Like, you know, even though it 

289
00:14:08,000 --> 00:14:10,880
was hard, maybe there's a bunch 
of effort to get into built for 

290
00:14:10,880 --> 00:14:13,520
Shopify. 
What they've discovered is that 

291
00:14:13,960 --> 00:14:16,440
they've, they've seen that 
merchants are now consistently 

292
00:14:16,440 --> 00:14:20,960
praising their apps now. 
And both both like qualitatively

293
00:14:20,960 --> 00:14:23,560
and quantitatively, they're, 
they're ratings have gone up. 

294
00:14:24,560 --> 00:14:27,880
They've, they're now getting 
more and more growth for 

295
00:14:27,880 --> 00:14:30,840
themselves. 
And, and it seems like we're 

296
00:14:30,840 --> 00:14:33,560
making the right match, right? 
We're making the right 

297
00:14:33,560 --> 00:14:37,000
matchmaking experience happen. 
And so I just, I love hearing 

298
00:14:37,000 --> 00:14:39,600
those stories, and those are the
stories I hear quite often. 

299
00:14:41,080 --> 00:14:42,800
Yeah. 
I mean, aside from like our 

300
00:14:43,120 --> 00:14:46,320
incredible customer support, the
number one thing that people 

301
00:14:46,320 --> 00:14:49,360
mention in our app reviews is 
the integration with Shopify. 

302
00:14:49,840 --> 00:14:52,560
And so it is meaningful to 
folks. 

303
00:14:52,840 --> 00:14:56,960
It greatly reduces your learning
curve when you're trying a new 

304
00:14:56,960 --> 00:15:02,080
tool because it works and looks 
like Shopify and they just love 

305
00:15:02,080 --> 00:15:05,520
that experience getting to stay 
inside of their Shopify admin, 

306
00:15:06,360 --> 00:15:09,080
not having to worry about, you 
know, duplicating data in 

307
00:15:09,080 --> 00:15:11,120
different systems and all that 
sort of stuff. 

308
00:15:11,400 --> 00:15:16,000
So yeah, we've definitely heard 
it from merchants through 

309
00:15:16,000 --> 00:15:18,760
reviews, through anecdotally, 
you know, and, and support 

310
00:15:18,760 --> 00:15:22,720
conversations. 
We've also seen, you know, apps 

311
00:15:22,920 --> 00:15:26,960
come, you know, potentially 
leave go for. 

312
00:15:27,440 --> 00:15:30,440
They hired an agency. 
The agency pulled them off to 

313
00:15:30,440 --> 00:15:32,320
another platform that they 
worked with. 

314
00:15:33,320 --> 00:15:38,200
They ended up firing the agency 
and then came back to shop or 

315
00:15:38,200 --> 00:15:41,920
came back to Seguno. 
And, and so that, that ease of 

316
00:15:41,920 --> 00:15:47,040
use that being built for Shopify
provides, it enables merchants 

317
00:15:47,040 --> 00:15:50,960
to do more with less. 
And, and so they're actually 

318
00:15:50,960 --> 00:15:54,720
able to take advantage of the 
functionality that apps provide 

319
00:15:54,960 --> 00:15:57,520
and, and do more with it. 
And, and so we've, we've seen 

320
00:15:57,520 --> 00:16:01,920
that a number of times that 
people are, are choosing that 

321
00:16:02,520 --> 00:16:05,240
because it, it gives them more 
control and they feel like they 

322
00:16:05,240 --> 00:16:08,520
can do more with it. 
And one thing I love about 

323
00:16:08,520 --> 00:16:11,440
Saguino as well, just to kind of
carry on from what you've said, 

324
00:16:11,440 --> 00:16:13,560
Jonathan, about people praising 
the apps. 

325
00:16:14,120 --> 00:16:16,080
And also I think I love your 
response as well, Chris, with 

326
00:16:16,080 --> 00:16:18,080
like the integration is so 
important. 

327
00:16:18,440 --> 00:16:20,360
Some of the feedback we've had 
with our clients where we've 

328
00:16:20,400 --> 00:16:22,960
jumped on a call with Saguno and
said, right, these guys, they're

329
00:16:22,960 --> 00:16:25,240
using this platform or they're 
on somewhere on Saguno already. 

330
00:16:25,440 --> 00:16:27,640
We need to be using it more like
we need to work out 

331
00:16:27,880 --> 00:16:31,160
segmentations, audiences using 
customer data. 

332
00:16:31,160 --> 00:16:34,920
The way the pop ups work. 
The thing I love is it's so fast

333
00:16:34,920 --> 00:16:37,640
on page speeds because the pop 
ups are already built within 

334
00:16:37,640 --> 00:16:40,320
Shopify rather than you've 
dumped some JavaScript into your

335
00:16:40,320 --> 00:16:44,480
theme to get something to fire 
to offer a discount on a initial

336
00:16:44,480 --> 00:16:46,960
purchase or sign up to our 
newsletter for XYZ. 

337
00:16:47,520 --> 00:16:50,040
Because it's so integrated. 
When somebody signs up, they're 

338
00:16:50,040 --> 00:16:52,040
now in your Shopify customers 
area. 

339
00:16:52,040 --> 00:16:54,440
They're not in some CRM or ERP 
system elsewhere. 

340
00:16:54,680 --> 00:16:56,840
They might go there later, but 
they're they're in Shopify, 

341
00:16:57,200 --> 00:16:58,760
which means they're also in 
Saguno. 

342
00:16:58,880 --> 00:17:01,160
And then you can automatically 
have the automations and stuff 

343
00:17:01,160 --> 00:17:03,120
flowing through. 
We've had clients where 

344
00:17:03,120 --> 00:17:07,599
automations through a third 
party non Shopify native app is 

345
00:17:07,599 --> 00:17:10,040
working completely independently
and it stops working for a week 

346
00:17:10,040 --> 00:17:11,880
or two. 
And it's only when somebody 

347
00:17:11,880 --> 00:17:14,839
looked at a dashboard that had 
e-mail revenue coming in from GA

348
00:17:14,839 --> 00:17:16,960
four that really noticed 
something was actually wrong 

349
00:17:16,960 --> 00:17:17,800
here. 
Like why are the numbers 

350
00:17:17,800 --> 00:17:20,240
dropping whereas Saguno's built 
into it? 

351
00:17:20,240 --> 00:17:22,560
So you just don't see that 
happen because of that 

352
00:17:22,560 --> 00:17:25,920
integration. 
So I think that I know it's not 

353
00:17:25,920 --> 00:17:28,600
completely native to Shopify. 
It's still an app on its own 

354
00:17:28,600 --> 00:17:31,320
server that plugs in, but I call
it native because it looks like 

355
00:17:31,320 --> 00:17:33,080
that when you're actually in the
interface, you don't have to 

356
00:17:33,080 --> 00:17:36,320
leave Shopify to do anything. 
Are there any specific features 

357
00:17:36,320 --> 00:17:38,360
I've missed there, Chris, that 
you also think are important? 

358
00:17:38,360 --> 00:17:40,200
But certainly that's what our 
clients are saying is so 

359
00:17:40,200 --> 00:17:42,520
important. 
I mean, just speaking more 

360
00:17:42,520 --> 00:17:46,880
broadly about the BFS program, 
right, Like I think like 

361
00:17:46,880 --> 00:17:51,400
Jonathan mentioned, there's 
performance, there's design and 

362
00:17:51,400 --> 00:17:54,800
then integration. 
And so the integration is an 

363
00:17:54,800 --> 00:17:58,000
area that I think is often 
overlooked and it's something 

364
00:17:58,000 --> 00:18:02,080
that Shopify is pushing even 
more and putting more 

365
00:18:02,080 --> 00:18:04,760
requirements there, especially 
for different categories of 

366
00:18:04,760 --> 00:18:07,640
apps. 
And that's what leads to the 

367
00:18:07,640 --> 00:18:11,960
great experience when you have 
data in the right places that 

368
00:18:11,960 --> 00:18:17,200
enables merchants to leverage in
segments or discounting or, you 

369
00:18:17,200 --> 00:18:20,520
know, storefront things, all 
that, all that type of stuff, it

370
00:18:20,520 --> 00:18:23,040
matters. 
And, and so even data 

371
00:18:23,040 --> 00:18:24,480
portability you could think 
about. 

372
00:18:24,480 --> 00:18:28,480
So as you're using one app and 
then you decide to switch it out

373
00:18:28,480 --> 00:18:32,080
for another, if you have the 
data stored properly in Shopify,

374
00:18:32,480 --> 00:18:34,800
you don't have to go through a 
whole migration process. 

375
00:18:34,800 --> 00:18:36,600
It's easier to kind of plug and 
play these things. 

376
00:18:37,440 --> 00:18:42,200
And so I, I just love how 
Shopify is, is just putting 

377
00:18:42,200 --> 00:18:47,680
forth the right way to do things
and starting to incentivize apps

378
00:18:47,680 --> 00:18:51,240
to, to go after that because it 
makes a better experience for, 

379
00:18:51,280 --> 00:18:52,640
for everyone. 
Absolutely. 

380
00:18:52,640 --> 00:18:55,480
And as someone who's in Shopify 
a lot working with clients, 

381
00:18:55,480 --> 00:18:58,080
making changes in my team are 
it's when you've got something 

382
00:18:58,080 --> 00:19:00,840
in there, it's so much easier 
across the board just to go, 

383
00:19:01,120 --> 00:19:03,360
let's just open the app within 
the Shopify interface. 

384
00:19:03,360 --> 00:19:05,120
It's already plugged into my 
theme. 

385
00:19:05,120 --> 00:19:08,080
I can customize things quickly 
and one of our clients they they

386
00:19:08,080 --> 00:19:11,040
moved from Hybris and the site 
had cost them like 2 and a half,

387
00:19:11,040 --> 00:19:13,360
$1,000,000 and they moved from 
Hybris to Shopify. 

388
00:19:13,360 --> 00:19:17,400
It was $110,000 build on Shopify
and that included all the 

389
00:19:17,400 --> 00:19:20,400
integrations. 
And when we stripped back the 

390
00:19:20,400 --> 00:19:22,840
brief under all the different 
layers of the onion, right in 

391
00:19:22,840 --> 00:19:26,600
the middle was the marketing 
team wants to click new page and

392
00:19:26,600 --> 00:19:29,400
add some content. 
Hybris, it was so complicated. 

393
00:19:29,880 --> 00:19:33,840
You want to look for the 
opportunities to break to, to 

394
00:19:33,880 --> 00:19:36,960
penetrate the market, to be 
different, to be unique. 

395
00:19:37,520 --> 00:19:40,320
So you want to on one way. 
You want to validate demand, of 

396
00:19:40,320 --> 00:19:43,400
course, because you want to buy 
inventory or produce a product 

397
00:19:43,400 --> 00:19:47,280
or produce a new product that 
people are looking for. 

398
00:19:47,280 --> 00:19:49,440
There is demand. 
But on the other hand, you want 

399
00:19:49,440 --> 00:19:52,480
to see what other competitors 
are doing, what features the 

400
00:19:52,480 --> 00:19:58,360
product have, Colors, sizes, 
packaging, services like 

401
00:19:58,360 --> 00:20:01,720
shipping. 
The money back guarantee, you 

402
00:20:01,720 --> 00:20:04,600
want to know all the details and
then you want to put all 

403
00:20:04,600 --> 00:20:08,600
together and then make the 
decision this is a great 

404
00:20:08,600 --> 00:20:10,840
opportunity or not. 
Let me give you an example, OK? 

405
00:20:10,840 --> 00:20:16,040
For example, if I came across a 
seller that launched a product 

406
00:20:16,040 --> 00:20:20,400
just three weeks ago and this 
product already sold 10,000 

407
00:20:20,400 --> 00:20:25,720
time, OK? 
And this product only sell in 

408
00:20:26,320 --> 00:20:30,240
one unit, OK. 
But there is a need for this 

409
00:20:30,240 --> 00:20:33,480
product to be sell also in 
multiple units together, let's 

410
00:20:33,480 --> 00:20:35,240
say like a pack of five or stuff
like this. 

411
00:20:36,400 --> 00:20:39,320
I have an opportunity, why I 
have a new seller, which means 

412
00:20:40,360 --> 00:20:43,800
it's a new seller who generate a
lot of sales and already managed

413
00:20:43,800 --> 00:20:47,000
to generate success. 
It's not an established branded 

414
00:20:47,000 --> 00:20:51,760
long time in the market, right? 
So as a, as a new seller myself 

415
00:20:51,760 --> 00:20:54,000
or as in or as a person who's 
going to sell new products for 

416
00:20:54,000 --> 00:20:57,000
the for the first time, I 
already know this guy succeed 

417
00:20:57,000 --> 00:20:59,240
very early. 
It means he's doing something 

418
00:20:59,240 --> 00:21:01,520
very good. 
The demand is there, the product

419
00:21:01,520 --> 00:21:03,920
is there, right? 
So I already know the success 

420
00:21:03,920 --> 00:21:06,120
rate is higher. 
Now I, I second things. 

421
00:21:06,120 --> 00:21:08,960
I recognize an opportunity where
I can offer this product in 

422
00:21:08,960 --> 00:21:12,400
bundles or I can add something 
else to the product. 

423
00:21:12,400 --> 00:21:16,440
Maybe I can improve the feature.
Maybe I just recognize that the 

424
00:21:16,440 --> 00:21:20,120
SEO can be done much better. 
Yeah, yeah, I, I love that. 

425
00:21:20,120 --> 00:21:22,760
And it's when we look at 
competitors, the, the thing that

426
00:21:22,760 --> 00:21:26,240
I I find mildly frustrating, 
I'll say. 

427
00:21:26,240 --> 00:21:28,960
So any existing clients 
listening, like, please don't 

428
00:21:28,960 --> 00:21:32,000
think I'm moaning here, but we 
make a lot of decisions and I'm 

429
00:21:32,000 --> 00:21:34,360
on a war against making 
decisions this way. 

430
00:21:34,600 --> 00:21:37,160
We do them based on what we 
think and we do them based on 

431
00:21:37,160 --> 00:21:40,280
gut feel, not based on data. 
And that I think is one of the 

432
00:21:40,280 --> 00:21:42,720
biggest crimes people commit. 
Come back to your murder scene. 

433
00:21:43,480 --> 00:21:46,280
The biggest crimes people commit
on their own brand is to say, 

434
00:21:46,920 --> 00:21:49,280
we're going to launch a red one.
This product's so popular, this 

435
00:21:49,280 --> 00:21:50,960
blue product, we're going to 
launch a red one. 

436
00:21:50,960 --> 00:21:52,840
Let's do it. 
And then it flops. 

437
00:21:53,000 --> 00:21:54,960
And because you've not looked 
properly at the data, as you 

438
00:21:54,960 --> 00:21:57,960
say, to understand what is the 
best color to be offering. 

439
00:21:58,240 --> 00:22:00,320
Well, why don't you actually do 
a sample run or use data that 

440
00:22:00,320 --> 00:22:02,560
you've got to say, well, 
actually on eBay at the moment 

441
00:22:02,560 --> 00:22:06,360
and, and, and in the Shopify 
marketplaces, there are 10,000 

442
00:22:06,520 --> 00:22:09,840
blue ones being sold, 40,000 
yellow ones and no red ones. 

443
00:22:10,080 --> 00:22:11,480
And we're thinking of selling a 
red one. 

444
00:22:11,720 --> 00:22:13,720
Well, like you're trying to sell
one that nobody wants to buy at 

445
00:22:13,720 --> 00:22:14,560
the moment. 
So why don't you? 

446
00:22:14,840 --> 00:22:16,280
I guess it's two sides to this, 
isn't it? 

447
00:22:16,280 --> 00:22:18,320
One is jump on the on the 
bandwagon and say popular 

448
00:22:18,320 --> 00:22:20,480
product, let's offer the same 
thing, sell the same thing, 

449
00:22:20,720 --> 00:22:24,400
offer our own variation on this.
The other one that sprung to 

450
00:22:24,400 --> 00:22:27,800
mind when you were explaining 
that new seller that sold 10,000

451
00:22:27,800 --> 00:22:31,480
units, I was thinking that 
actually if you kept an eye on 

452
00:22:31,480 --> 00:22:36,320
how much your competitors sold 
out on certain products and I 

453
00:22:36,320 --> 00:22:38,800
know a way to do this off the 
back of Shopify and it'll be to 

454
00:22:38,800 --> 00:22:41,080
use their shopping fee. 
Hey guys, I just want to take a 

455
00:22:41,080 --> 00:22:43,320
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456
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458
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459
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460
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461
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462
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464
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465
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466
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467
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470
00:23:24,520 --> 00:23:26,640
Every Shopify store has a 
shopping fee that comes out to 

471
00:23:26,640 --> 00:23:28,480
Google. 
So if you check those every 

472
00:23:28,480 --> 00:23:31,560
morning and set up some sort of 
alert to go my competitors 

473
00:23:31,560 --> 00:23:34,680
product here is has gone out of 
stock since yesterday. 

474
00:23:35,160 --> 00:23:37,800
You could use your data to go, 
it's gone out of stock and tons 

475
00:23:37,800 --> 00:23:40,760
of them are selling on the 
marketplaces and eBay right now.

476
00:23:41,080 --> 00:23:44,040
Therefore, we've got some of 
those we need to e-mail our 

477
00:23:44,040 --> 00:23:46,280
customers about them, put it on 
our homepage, push it in our 

478
00:23:46,280 --> 00:23:48,480
marketing because we're not 
pushing it right now, but we 

479
00:23:48,480 --> 00:23:50,120
know someone else is selling out
of it. 

480
00:23:50,400 --> 00:23:52,680
As much as, as you say, the 
devil's in the detail of looking

481
00:23:52,720 --> 00:23:55,080
at these products are doing well
and we're pushing all this stuff

482
00:23:55,080 --> 00:23:57,480
over here. 
I, I so often see it with brands

483
00:23:57,480 --> 00:23:59,720
as well where you've got like 10
kind of flagship products and 

484
00:23:59,720 --> 00:24:02,000
two of them sell really well. 
The other rate you're trying to 

485
00:24:02,000 --> 00:24:04,280
push because you accidentally 
ordered too many. 

486
00:24:05,120 --> 00:24:07,040
And I think again, using the 
data to avoid things like that 

487
00:24:07,040 --> 00:24:08,840
happening is is so important, 
isn't? 

488
00:24:08,960 --> 00:24:12,320
It of course and this and what 
you just say like this is like 

489
00:24:12,360 --> 00:24:15,640
the way you explain it. 
This is how every brand owner 

490
00:24:16,080 --> 00:24:19,280
should play your because imagine
people are going investing 

491
00:24:19,680 --> 00:24:22,400
thousands of dollars on stock 
building a website, building a 

492
00:24:22,400 --> 00:24:27,240
brand, social channels, ads. 
You should use all set of 

493
00:24:27,240 --> 00:24:29,640
different analytic tools and 
combine the data together. 

494
00:24:29,760 --> 00:24:33,680
And we have few unique use cases
of sellers are doing it and are 

495
00:24:33,680 --> 00:24:35,920
extremely well. 
They use, you know, like you 

496
00:24:35,920 --> 00:24:41,080
say, they come from you world, 
Google Shopping, Google Adwords 

497
00:24:41,080 --> 00:24:44,520
and all these kind of things 
bringing traffic data, but then 

498
00:24:44,520 --> 00:24:46,840
combining it with real demand 
and real sales. 

499
00:24:47,320 --> 00:24:51,880
And then it works both for ads 
and for SEO. 

500
00:24:52,280 --> 00:24:53,800
Why? 
Because suddenly it's not just 

501
00:24:53,960 --> 00:24:57,040
this this search term have 
50,000 surges every month. 

502
00:24:57,280 --> 00:25:00,080
Is this search that maybe have 
just 5000 surges every month. 

503
00:25:00,360 --> 00:25:03,000
But the conversion rate and the 
sales that this search term 

504
00:25:03,000 --> 00:25:06,720
actually bring on Shopify and on
eBay, which by the way, eBay in 

505
00:25:06,720 --> 00:25:09,720
this terms of SEO much more 
powerful because it's a surge 

506
00:25:09,720 --> 00:25:12,680
engine. 
Yep, it's it's amazing 

507
00:25:12,680 --> 00:25:15,000
conversion rate. 
So now I actually should go and 

508
00:25:15,000 --> 00:25:19,200
spend on this keyword much more 
money because the conversion 

509
00:25:19,200 --> 00:25:20,720
rate on this keyword is much 
powerful. 

510
00:25:21,440 --> 00:25:23,520
Yeah, yeah. 
We actually do a lot with our 

511
00:25:23,560 --> 00:25:25,080
STO team. 
We actually do quite a lot on 

512
00:25:25,080 --> 00:25:28,240
Amazon and eBay to optimize 
their listings to get them found

513
00:25:28,240 --> 00:25:31,000
more and certainly on the Amazon
side as well. 

514
00:25:31,000 --> 00:25:33,120
We started then doing paid 
listings and we get the most 

515
00:25:33,120 --> 00:25:36,320
incredible ROI on them because 
we've optimized them using 

516
00:25:36,320 --> 00:25:38,960
Google and Amazon data to do 
that, and the same with eBay. 

517
00:25:39,120 --> 00:25:42,880
This week's quote, absolutely 
legend Bill Gates, he said 

518
00:25:42,880 --> 00:25:46,040
something, and I'm taking this 
slightly out of the context, he 

519
00:25:46,040 --> 00:25:47,960
said it and putting it into our 
context in the e-commerce world,

520
00:25:48,360 --> 00:25:51,240
he said your most unhappy 
customers are your greatest 

521
00:25:51,240 --> 00:25:54,200
source of learning. 
And he's absolutely right. 

522
00:25:54,640 --> 00:25:58,120
When I heard this quote, it was 
probably about six months ago, 

523
00:25:58,240 --> 00:26:01,760
maybe nine months ago now. 
My memory is evading me as I get

524
00:26:01,760 --> 00:26:03,720
older. 
But the reviews, customer 

525
00:26:03,720 --> 00:26:06,280
service, etcetera, and other 
things that we look at in 

526
00:26:06,280 --> 00:26:08,240
e-commerce and the way we talk 
to our customers and hear from 

527
00:26:08,240 --> 00:26:10,640
our customers, I think this is 
so important. 

528
00:26:11,080 --> 00:26:13,720
There was something that 
happened with a brand recently 

529
00:26:13,800 --> 00:26:16,160
and we're helping them kind of 
get out of this rut at the 

530
00:26:16,160 --> 00:26:18,440
moment. 
What happened is their revenue 

531
00:26:18,440 --> 00:26:20,640
started dropping and they didn't
know why. 

532
00:26:20,640 --> 00:26:22,680
And we've had a look and it's 
been a bit of a head scratch. 

533
00:26:22,680 --> 00:26:26,120
We actually don't know why. 
So what I love about this quote 

534
00:26:26,120 --> 00:26:28,320
is it's saying you're unhappy. 
Customers are the greatest 

535
00:26:28,320 --> 00:26:30,880
source of learning. 
So if you talk to customers that

536
00:26:30,880 --> 00:26:33,840
don't buy, it's the devil you 
know rather than the devil that 

537
00:26:33,840 --> 00:26:35,880
you don't. 
So highly recommend you're not 

538
00:26:35,880 --> 00:26:37,520
talking to your customers, you 
start talking to them. 

539
00:26:37,880 --> 00:26:40,880
We always say when we're talking
to various review platforms on 

540
00:26:40,880 --> 00:26:43,240
here as well and various store 
owners that actually are 

541
00:26:43,240 --> 00:26:45,280
negative review user just 
important as the positive ones. 

542
00:26:45,560 --> 00:26:47,640
Obviously it does level your 
star rating and that kind of 

543
00:26:47,640 --> 00:26:49,920
thing and everyone to chat about
being a five star rated 

544
00:26:49,920 --> 00:26:51,720
business. 
But the learnings from the 

545
00:26:51,720 --> 00:26:54,680
really important and it doesn't 
just tend to reviews. 

546
00:26:54,680 --> 00:26:57,320
I'd also think about, as I said 
earlier, customer service, talk 

547
00:26:57,320 --> 00:26:59,760
to customer service teams and 
say what are some of the biggest

548
00:26:59,760 --> 00:27:01,960
issues you get? 
And, and it's interesting with 

549
00:27:01,960 --> 00:27:04,680
customer service, especially to 
split them by pre sale and post 

550
00:27:04,680 --> 00:27:07,120
sale as well. 
So if somebody pre sale is 

551
00:27:07,120 --> 00:27:09,800
always asking about the 
dimensions of this product, even

552
00:27:09,800 --> 00:27:11,880
if they're on the page that 
they're looking out on the 

553
00:27:11,880 --> 00:27:13,600
website, they're clearly not 
clear. 

554
00:27:13,600 --> 00:27:15,640
You need to make them as obvious
as possible. 

555
00:27:16,120 --> 00:27:18,760
Given the, the movement into 
influencer marketing and 

556
00:27:18,760 --> 00:27:21,640
influencers using stuff, how, 
how much do you think that's 

557
00:27:21,640 --> 00:27:24,520
changed for both big brands and 
small brands like you guys? 

558
00:27:24,640 --> 00:27:27,080
I say, I don't want to say 
small, sorry, but very nimble. 

559
00:27:27,080 --> 00:27:28,320
Like you said earlier, Jackie, 
very nimble. 

560
00:27:28,320 --> 00:27:29,840
We make decisions. 
We can pivot quickly when 

561
00:27:29,840 --> 00:27:31,920
something changes. 
How is the influence the world 

562
00:27:31,920 --> 00:27:35,280
and the rise of YouTube and and 
Instagram and TikTok changed? 

563
00:27:35,280 --> 00:27:38,840
Actually watching people using 
products outdoors to go, there's

564
00:27:38,840 --> 00:27:42,200
clearly a problem here and we 
can solve that very quickly. 

565
00:27:42,400 --> 00:27:44,200
And it's, it wasn't, it's not 
something someone would write on

566
00:27:44,200 --> 00:27:46,800
a customer feedback survey, But 
having watched them try and open

567
00:27:46,800 --> 00:27:49,000
the bag or put it on their back 
or as you say, my, it's really 

568
00:27:49,000 --> 00:27:50,600
bulky. 
Like how much, how much do you 

569
00:27:50,600 --> 00:27:52,480
guys use? 
Kind of just watching what 

570
00:27:52,480 --> 00:27:55,000
people are doing in the outdoors
online to then drive how we're 

571
00:27:55,000 --> 00:27:56,720
going to build a product to 
solve something they might not 

572
00:27:56,720 --> 00:27:59,280
even know is a problem. 
Yeah. 

573
00:27:59,280 --> 00:28:02,840
I think the first part of that 
is kind of the influencer side 

574
00:28:02,840 --> 00:28:06,280
of this is more, you know, the 
brand really started kind of 

575
00:28:06,280 --> 00:28:08,960
organically with that 
influential movement on 

576
00:28:08,960 --> 00:28:12,320
professionals and users who were
really looking for the products 

577
00:28:12,320 --> 00:28:14,800
that Mike was creating to solve 
what they were trying to do. 

578
00:28:14,840 --> 00:28:17,120
So you had like really 
professional people, very 

579
00:28:17,120 --> 00:28:19,680
technical people who kind of 
really led the charge of 

580
00:28:19,680 --> 00:28:22,200
building and starting kind of at
the beginning of it. 

581
00:28:22,200 --> 00:28:25,880
So they were influential in that
way, but not like the 

582
00:28:26,000 --> 00:28:28,360
influential marketing that we 
kind of have now. 

583
00:28:28,360 --> 00:28:30,520
So I think it's definitely been 
a balance of keeping it 

584
00:28:30,520 --> 00:28:34,480
authentic with those core users 
who really started and helped 

585
00:28:34,480 --> 00:28:38,680
organically grow the brand, but 
then also balancing it with the 

586
00:28:38,680 --> 00:28:43,600
social aspect of this across 
YouTube reviewers and Instagram 

587
00:28:43,640 --> 00:28:45,480
people who want to kind of use 
the products. 

588
00:28:45,480 --> 00:28:50,000
But sometimes it's more the, 
it's still the intent of the 

589
00:28:50,000 --> 00:28:51,960
product cuz you can use it 
however you want, but it's just 

590
00:28:51,960 --> 00:28:55,240
kind of finding that right 
balance of the new shiny white 

591
00:28:55,240 --> 00:28:58,760
packs on top of a mountain 
compared to the really dirty 

592
00:28:58,760 --> 00:29:00,240
packs that have kind of been 
used. 

593
00:29:00,240 --> 00:29:03,000
And you know that they're using 
it for a while and have gone on 

594
00:29:03,000 --> 00:29:05,720
all these adventures with it. 
So again, I kind of think it's 

595
00:29:05,720 --> 00:29:09,080
more of a balance. 
And yeah, we get a lot of great 

596
00:29:09,080 --> 00:29:12,520
feedback from online, from 
YouTube and from Instagram, and 

597
00:29:12,520 --> 00:29:14,560
we get a lot of feedback from 
people who aren't on those 

598
00:29:14,560 --> 00:29:16,920
platforms. 
So I think that's kind of the 

599
00:29:16,920 --> 00:29:20,320
balance for us is really trying 
to stay authentic with that core

600
00:29:20,320 --> 00:29:23,040
group of people that really kind
of helped grow the business at 

601
00:29:23,040 --> 00:29:24,880
the beginning. 
I'd add to that, you know, that 

602
00:29:24,880 --> 00:29:27,400
authenticity piece is really 
important for, you know, 

603
00:29:27,720 --> 00:29:30,040
especially for our users or 
people that are going to these 

604
00:29:30,040 --> 00:29:33,160
places and have big goals in 
their life and big objectives. 

605
00:29:33,160 --> 00:29:37,880
And you know, so, you know, 
working with, with athletes and 

606
00:29:37,880 --> 00:29:42,440
guides and, and people who would
just have ambitious goals. 

607
00:29:42,440 --> 00:29:44,760
I mean, and we're helping them 
achieve those goals. 

608
00:29:45,080 --> 00:29:47,880
You know, we'll get more orders 
and and more influence in the 

609
00:29:47,880 --> 00:29:52,440
market through that versus some 
of the actual influencer 

610
00:29:52,440 --> 00:29:55,960
programs where you'll see 
someone wearing a pair of jeans,

611
00:29:56,160 --> 00:29:59,160
you know, and a button down 
shirt on the top of a mountain 

612
00:29:59,160 --> 00:30:02,320
like, and it's a staged photo 
that that does not work for us. 

613
00:30:02,720 --> 00:30:05,760
I mean, I've kind of, I've got 
it in my notes about an amazing 

614
00:30:05,760 --> 00:30:07,320
question about your growth. 
And I feel like we've spoken 

615
00:30:07,320 --> 00:30:09,400
quite a lot about this, but 
there's a second part that I 

616
00:30:09,760 --> 00:30:11,480
really want to ask. 
It's one of my favorite 

617
00:30:11,480 --> 00:30:14,000
questions to ask. 
With all your growth, are there 

618
00:30:14,000 --> 00:30:17,120
any pivotal moments that 
completely stand out to you guys

619
00:30:17,120 --> 00:30:20,400
as being like that was a game 
changer or that was a day when 

620
00:30:20,400 --> 00:30:22,720
just things things changed 
better or worse, but that's a 

621
00:30:22,720 --> 00:30:26,240
day things changed. 
Yeah, One for me was the actual 

622
00:30:26,240 --> 00:30:31,400
transition to the new logo. 
We saw, you know, significant 

623
00:30:31,400 --> 00:30:34,280
growth through those years and 
and several years beyond. 

624
00:30:35,600 --> 00:30:39,360
You know, I'd say COVID was 
another, you know, big pivotal 

625
00:30:39,360 --> 00:30:42,360
moment when, you know, the 
lockdowns were happening and the

626
00:30:42,360 --> 00:30:44,200
only thing people could do was 
get outside. 

627
00:30:45,440 --> 00:30:47,720
So I mean, that was a great time
for the industry. 

628
00:30:48,800 --> 00:30:51,120
But yeah, there, I mean, 
there's, there's, there's some 

629
00:30:51,120 --> 00:30:52,840
big ones and there's so many 
little ones. 

630
00:30:53,080 --> 00:30:56,720
Every day I wake up, I hear some
new story of something really 

631
00:30:56,720 --> 00:30:59,280
cool that happened. 
And it makes me proud to know 

632
00:30:59,280 --> 00:31:02,000
that we were part of making 
those experiences happen for our

633
00:31:02,000 --> 00:31:02,960
users. 
It's amazing. 

634
00:31:03,760 --> 00:31:06,400
Yeah, yeah, amazing, amazing. 
And, and over to your side as 

635
00:31:06,400 --> 00:31:08,000
well. 
Jackie, from a marketing 

636
00:31:08,000 --> 00:31:10,800
perspective, what have been some
of the biggest strengths in the 

637
00:31:10,800 --> 00:31:13,760
growth of the brand? 
Because this is one reason I 

638
00:31:13,760 --> 00:31:15,160
love having you both on as well 
as Mike. 

639
00:31:15,160 --> 00:31:17,680
You're looking at stuff from the
cockpit and going what a 

640
00:31:17,680 --> 00:31:19,720
beautiful set of scenery. 
Like we've made some tough 

641
00:31:19,720 --> 00:31:20,920
decisions. 
We've made some really good 

642
00:31:20,920 --> 00:31:23,600
decisions like over the time and
all this has kind of changed. 

643
00:31:23,600 --> 00:31:26,280
But you're Jackie, you're much 
more on the ground of like, what

644
00:31:26,280 --> 00:31:28,320
are we spending on Google Ads? 
What's Meta doing? 

645
00:31:28,320 --> 00:31:30,440
What's SEO doing right now? 
Who are we acquiring? 

646
00:31:30,880 --> 00:31:32,760
What does that look like on the 
ground? 

647
00:31:32,760 --> 00:31:35,880
Then having the weight of these 
kind of big ideas, very, very 

648
00:31:35,880 --> 00:31:38,840
customer kind of centric brands,
what are some of things have 

649
00:31:38,840 --> 00:31:40,960
been pivotal to the growth kind 
of on the ground with marketing 

650
00:31:40,960 --> 00:31:41,520
them? 
Yeah. 

651
00:31:41,520 --> 00:31:43,920
I think we're in a moment right 
now for sure on kind of like 

652
00:31:43,920 --> 00:31:46,920
pivotal growth for us. 
I think a lot of the strategies 

653
00:31:46,920 --> 00:31:50,040
we had last year coming into 
this year was how do we really 

654
00:31:50,040 --> 00:31:54,520
identify a lot of the internal 
kind of value propositions that 

655
00:31:54,520 --> 00:31:56,680
we know people are choosing 
hyperlate, why they're coming 

656
00:31:56,680 --> 00:31:58,520
back to the brand. 
And then how do we think about 

657
00:31:58,520 --> 00:32:01,120
packaging that up and 
communicating it externally to 

658
00:32:01,120 --> 00:32:05,320
consumers in a way that can 
really be like digested and 

659
00:32:05,320 --> 00:32:07,400
understood? 
Because we would talk about in 

660
00:32:07,400 --> 00:32:09,760
the office and just like rattle 
things off like, oh, like the 

661
00:32:09,760 --> 00:32:12,200
products are just so durable and
it's so lightweight and we'd go 

662
00:32:12,200 --> 00:32:15,040
to like these values kind of it,
but we never really packaged it 

663
00:32:15,040 --> 00:32:17,200
together as like this whole 
proposition. 

664
00:32:17,200 --> 00:32:21,080
That could be a real big benefit
for the consumers in a way that 

665
00:32:21,080 --> 00:32:23,880
they can understand it. 
So we're doing a lot of campaign

666
00:32:23,880 --> 00:32:27,280
pushes right now specifically 
around this better backpacking 

667
00:32:27,280 --> 00:32:29,840
idea where it's all about 
education. 

668
00:32:29,840 --> 00:32:32,600
And it's about kind of sharing 
our value proposition and what 

669
00:32:32,600 --> 00:32:34,320
we built and how we're standing 
on it. 

670
00:32:34,320 --> 00:32:37,400
And just why at the end of the 
day, going with lighter gear is 

671
00:32:37,400 --> 00:32:40,560
just better for anyone trying to
do any kind of adventure. 

672
00:32:40,560 --> 00:32:43,520
So we're leveraging different 
platforms, we're trying new 

673
00:32:43,520 --> 00:32:47,520
strategies and we're really kind
of pushing how we're serving up 

674
00:32:47,520 --> 00:32:50,440
some of these ideas to our 
existing consumers and to some 

675
00:32:50,440 --> 00:32:54,360
new consumers, so. 
Yeah, and as a fellow marketeer,

676
00:32:54,360 --> 00:32:58,240
I know I I can almost sort of 
hear some of the pain in in that

677
00:32:58,240 --> 00:33:00,640
of going. 
We've got 50 reasons why this is

678
00:33:00,640 --> 00:33:03,480
amazing product. 
Which two or three of those 50 

679
00:33:03,480 --> 00:33:05,520
is the best one to say to a 
customer to get the best 

680
00:33:05,520 --> 00:33:07,760
conversion rate. 
And the reality is like every 

681
00:33:07,760 --> 00:33:09,720
customer's like I want those 
three and someone else like 

682
00:33:09,720 --> 00:33:11,360
those three were the reason 
these three, the reason is 

683
00:33:11,760 --> 00:33:13,720
getting that across some pixels 
on a screen. 

684
00:33:13,720 --> 00:33:17,120
And then some genius decided to 
develop the phone that you could

685
00:33:17,120 --> 00:33:19,600
go on the Internet on. 
And it was like, now we've got 

686
00:33:19,600 --> 00:33:21,760
less pixels on the screens, 
like, OK, we're going to scroll,

687
00:33:21,760 --> 00:33:22,800
we're going to scroll up and 
down. 

688
00:33:23,320 --> 00:33:25,320
But it is a real challenge, 
isn't it, to work out what 

689
00:33:25,320 --> 00:33:28,520
really makes the brand tick. 
And I guess what's the sub 

690
00:33:28,520 --> 00:33:31,080
question on this? 
Have there been any really 

691
00:33:31,080 --> 00:33:33,400
important moments for you guys 
where you've had to make a 

692
00:33:33,400 --> 00:33:36,320
decision and almost go? 
We love the hyper light, the 

693
00:33:36,320 --> 00:33:39,440
durability, but actually there's
something really, we think very 

694
00:33:39,440 --> 00:33:42,800
plain, boring and quite vanilla 
that people buy the product or 

695
00:33:42,800 --> 00:33:44,280
based on. 
Like it's actually, it's got 

696
00:33:44,280 --> 00:33:46,240
amazing packaging and it's a 
gift and I just want to watch 

697
00:33:46,240 --> 00:33:48,680
someone open the packaging. 
Or have there been any learnings

698
00:33:48,680 --> 00:33:51,200
like that that have come out of 
the woodwork at the same time or

699
00:33:51,360 --> 00:33:53,240
or do you feel actually we 
managed to get quite close to 

700
00:33:53,240 --> 00:33:55,920
the core from the get go? 
I mean, I'd say there's a couple

701
00:33:55,920 --> 00:33:58,000
and we've obviously tried lots 
of things over the years. 

702
00:33:58,000 --> 00:34:02,840
And you know, another like real 
kind of value to us is trying to

703
00:34:02,840 --> 00:34:06,120
keep it as simple as possible, 
whether that's the messaging or 

704
00:34:06,120 --> 00:34:07,720
the processes that we put in 
place. 

705
00:34:07,760 --> 00:34:11,960
And as some of us may know, like
getting to that simplicity is 

706
00:34:11,960 --> 00:34:15,199
actually very difficult. 
And to me, it's a process of 

707
00:34:15,199 --> 00:34:17,239
elimination. 
Like tell me everything that we 

708
00:34:17,239 --> 00:34:21,320
could possibly do, OK, how are 
we going to whittle that down to

709
00:34:21,320 --> 00:34:23,639
the two or three things that are
the most impactful? 

710
00:34:24,040 --> 00:34:26,040
And we do that on campaign 
ideas. 

711
00:34:26,040 --> 00:34:28,639
We do that on our products. 
We do that on everything. 

712
00:34:28,639 --> 00:34:31,920
I mean, you look at even the 
color scheme that we have, it's 

713
00:34:32,159 --> 00:34:34,080
black or white. 
That's your only choice for 

714
00:34:34,080 --> 00:34:36,280
colors of products. 
We joke. 

715
00:34:36,400 --> 00:34:39,280
Apparently color's too heavy, so
we don't offer. 

716
00:34:40,199 --> 00:34:45,040
I love that. 
But striving for that simplicity

717
00:34:45,560 --> 00:34:47,880
is something that we're 
constantly doing. 

718
00:34:48,239 --> 00:34:50,199
And I think that's what 
resonates with people when they 

719
00:34:50,199 --> 00:34:54,679
see our marketing messaging or 
our value propositions or the 

720
00:34:54,679 --> 00:34:57,720
features on the product. 
If you put something hidden in 

721
00:34:57,720 --> 00:34:59,640
the depths of your website and 
someone puts the right search 

722
00:34:59,640 --> 00:35:02,760
in, you know, Gemini's going to 
know that and Google's going to 

723
00:35:02,760 --> 00:35:04,480
go right. 
Here's an AI result with that 

724
00:35:04,480 --> 00:35:06,920
on. 
How much, how much tighter do 

725
00:35:06,920 --> 00:35:11,000
you think brands need to be now 
with controlling that story, 

726
00:35:11,000 --> 00:35:14,600
that positioning? 
I think it's absolutely vital 

727
00:35:14,640 --> 00:35:17,760
and I think it's wider than your
website as well because 

728
00:35:17,920 --> 00:35:22,160
increasingly those LLMS are 
using your social post copy to 

729
00:35:22,160 --> 00:35:25,440
learn about your brand. 
So everything you've ever said 

730
00:35:25,440 --> 00:35:28,240
about your brand is being 
recorded. 

731
00:35:28,480 --> 00:35:33,080
And I think particularly from an
organic social perspective, how 

732
00:35:33,080 --> 00:35:37,600
you talk about your products and
your USPS and all of those 

733
00:35:37,600 --> 00:35:40,080
things and the sort of content 
that you're sharing. 

734
00:35:40,320 --> 00:35:43,920
If you're just sharing the 
latest, you know, viral meme 

735
00:35:43,920 --> 00:35:47,120
about the guy at the Coldplay 
concert, what is that teaching 

736
00:35:47,120 --> 00:35:49,040
about? 
That a minute ago, yeah. 

737
00:35:50,400 --> 00:35:54,320
About your brand. 
So I think being like 

738
00:35:54,480 --> 00:35:58,240
increasingly clear about what 
you are and what you stand for 

739
00:35:58,240 --> 00:36:00,920
and what you talk about and what
you don't talk about, rather 

740
00:36:00,920 --> 00:36:04,560
than just jumping on, oh, this 
is a viral trend. 

741
00:36:04,560 --> 00:36:07,880
Oh, we think that we should have
a, you know, blog post about, 

742
00:36:07,920 --> 00:36:13,520
you know, whatever's, you know, 
hot right now match a coffee or 

743
00:36:13,600 --> 00:36:17,320
something like that. 
It's then teaching them the 

744
00:36:17,320 --> 00:36:18,880
wrong things. 
And I think brands that are 

745
00:36:18,880 --> 00:36:23,320
really focused on what they are 
and what they stand for are 

746
00:36:23,320 --> 00:36:26,440
going to win. 
Because I think it's not just, 

747
00:36:26,520 --> 00:36:29,680
oh, you're talking about like 
search snippets. 

748
00:36:30,360 --> 00:36:34,680
It's like being the right search
snippet is increasingly 

749
00:36:35,280 --> 00:36:39,920
important because like, if you 
know, like previously, I'll 

750
00:36:39,920 --> 00:36:43,440
like, I'll, you know, I want to 
rank for, you know, number one 

751
00:36:43,440 --> 00:36:46,000
for digital marketing agency. 
Oh, I can do that by spending 

752
00:36:46,000 --> 00:36:50,320
enough money on PPC, but being, 
you know, saying, oh, actually 

753
00:36:50,520 --> 00:36:53,760
we're the best, you know, 
digital marketing agency for 

754
00:36:53,760 --> 00:36:57,880
brands on Shopify between 5 and 
10,000,000 LB revenue being the 

755
00:36:57,880 --> 00:37:02,280
number one result for those that
kind of multifaceted search, 

756
00:37:02,600 --> 00:37:06,320
particularly in LLMS, you know, 
that is where they, they really 

757
00:37:06,320 --> 00:37:10,240
excel is in that multifaceted 
environment that Google isn't, 

758
00:37:10,560 --> 00:37:13,120
is getting better at, but isn't 
brilliant at. 

759
00:37:13,480 --> 00:37:17,960
So really being clear about who 
you are and who your customer is

760
00:37:17,960 --> 00:37:21,720
and what you do and what you 
don't do and being single minded

761
00:37:21,720 --> 00:37:25,760
about going after that. 
That's where you win across the 

762
00:37:26,120 --> 00:37:30,560
board, both in terms of search 
and LLMS. Absolutely. 

763
00:37:30,560 --> 00:37:33,080
And I mean, just just to give an
example of how to work that out 

764
00:37:33,080 --> 00:37:36,200
in e-commerce, so many brands 
that we're working with, we 

765
00:37:36,200 --> 00:37:39,360
started looking at things like 
loyalty programs and a massive 1

766
00:37:39,360 --> 00:37:42,680
is then rewarding people that 
and Block your Ears, Trustpilot,

767
00:37:42,680 --> 00:37:44,520
Judge Me and all the other 
review, plus rewarding people 

768
00:37:44,520 --> 00:37:46,480
when they leave a review, which 
is against some of the terms and

769
00:37:46,520 --> 00:37:48,440
conditions, but it's a third 
party rewarding. 

770
00:37:48,440 --> 00:37:50,600
And I'll let the lawyers discuss
that one. 

771
00:37:50,600 --> 00:37:53,200
But companies are doing it. 
I'm not, they are. 

772
00:37:53,200 --> 00:37:55,840
So you can have an argument with
them, but the rewarding people 

773
00:37:55,840 --> 00:37:57,760
for leaving a review, especially
one with an image and giving 

774
00:37:57,760 --> 00:38:00,160
them more loyalty points or 
bigger reward if they leave an 

775
00:38:00,160 --> 00:38:01,760
image. 
The same with posting on social 

776
00:38:01,760 --> 00:38:04,160
with their product. 
Suddenly you've got access to 

777
00:38:04,200 --> 00:38:07,040
actually look at your customers 
like you would in a physical 

778
00:38:07,040 --> 00:38:09,880
shop, but without having a 
physical shop and then 

779
00:38:09,880 --> 00:38:13,000
understanding who they are. 
I mean, immediately you said 

780
00:38:13,360 --> 00:38:16,440
actually for older women, but 
we're talking 25 plus. 

781
00:38:16,800 --> 00:38:18,760
It's one reason I love talking 
to Janice is you've you've 

782
00:38:18,760 --> 00:38:21,560
drilled down so tightly to who 
the customer is, which act, 

783
00:38:21,600 --> 00:38:24,400
which I'm going to say it's 
easy, but it gives you more of a

784
00:38:24,400 --> 00:38:27,160
laser focus, doesn't it, when it
comes to creating content and 

785
00:38:27,160 --> 00:38:30,480
what audiences to use. 
And actually TikTok probably is 

786
00:38:30,480 --> 00:38:33,360
a big platform for you now where
when you first said it's, you 

787
00:38:33,360 --> 00:38:35,960
know, make up for older women 
you wouldn't necessarily 

788
00:38:35,960 --> 00:38:38,000
associate with TikTok. 
You go, well it's Facebook and 

789
00:38:38,000 --> 00:38:40,160
some forums isn't it? 
But actually TikTok is relevant 

790
00:38:40,320 --> 00:38:44,600
to a 27 year old, isn't it? 
It is, which is why we're we're 

791
00:38:44,600 --> 00:38:47,040
still on there. 
And one of the things that we do

792
00:38:47,040 --> 00:38:49,760
is we regularly talk to our 
customers and we ask them things

793
00:38:49,760 --> 00:38:52,080
like, are you on TikTok? 
And one of the things that I 

794
00:38:52,080 --> 00:38:54,680
find fascinating about that 
platform in particular because 

795
00:38:54,680 --> 00:38:57,920
we have been monitoring that 
over probably about two years. 

796
00:38:58,280 --> 00:39:01,960
And I can't remember the exact 
stats, but with ballpark, the 

797
00:39:01,960 --> 00:39:05,360
first time we asked, it was 
about 2% and it went up over 

798
00:39:05,360 --> 00:39:08,800
time to about 5% and then it's 
dropped back down to about 3%. 

799
00:39:08,800 --> 00:39:12,600
So within our demographic, which
is very, you know, very much in 

800
00:39:12,600 --> 00:39:16,040
that kind of, you know, 60s, 
seventies, 80s, there was a kind

801
00:39:16,040 --> 00:39:19,280
of level of interest, a bit of 
experimentation. 

802
00:39:19,280 --> 00:39:23,480
And it's dropped off, I think 
for mainstream brands, you know,

803
00:39:24,280 --> 00:39:28,640
in a mainstream demographic, I 
think TikTok has been such a 

804
00:39:28,640 --> 00:39:33,320
game changer because of the fact
that it's all about discovery. 

805
00:39:33,440 --> 00:39:36,440
It's less about, oh, these are 
the specific people I'm 

806
00:39:36,600 --> 00:39:38,520
following. 
It's like these are the people 

807
00:39:38,520 --> 00:39:41,120
I'm, this is the stuff that I'm 
interested in. 

808
00:39:41,440 --> 00:39:44,760
And then I'm naturally being 
served stuff that I am 

809
00:39:44,760 --> 00:39:48,320
interested in. 
And I think that whole kind of 

810
00:39:51,480 --> 00:39:54,960
AI algorithm stuff around social
is really interesting, being 

811
00:39:54,960 --> 00:39:59,360
really clear about, again, what 
you are and who you know, who 

812
00:39:59,360 --> 00:40:01,440
you target, what you stand for, 
all of those things. 

813
00:40:01,600 --> 00:40:05,840
And using that to reach more of 
the right person is just a 

814
00:40:05,840 --> 00:40:08,480
really interesting proposition. 
What's the first thing Shopify 

815
00:40:08,480 --> 00:40:11,320
store owners should really be 
thinking about cleaning up in 

816
00:40:11,320 --> 00:40:13,600
their Shopify stores when it 
comes to sales tax, especially 

817
00:40:13,600 --> 00:40:16,560
across certainly across the US? 
Yeah, Yeah. 

818
00:40:16,800 --> 00:40:19,800
I think the the biggest thing I 
always tell people to start out 

819
00:40:19,800 --> 00:40:23,800
is just first understanding 
where you actually have what's 

820
00:40:23,800 --> 00:40:28,720
called in the US Nexus. 
So, so tax Cloud, we primarily 

821
00:40:28,720 --> 00:40:31,000
service businesses that are 
based in the US, So I'll give 

822
00:40:31,000 --> 00:40:33,960
that perspective. 
But I think this is applicable 

823
00:40:33,960 --> 00:40:35,720
to wherever you're selling 
today. 

824
00:40:36,520 --> 00:40:39,600
And in the US in particular, we 
actually have the challenge 

825
00:40:39,600 --> 00:40:43,760
where every state across the 
country has their own tax laws, 

826
00:40:43,760 --> 00:40:47,160
their own tax rules, and 
different requirements that tell

827
00:40:47,160 --> 00:40:50,240
you whether or not you actually 
have tax obligation in that 

828
00:40:50,240 --> 00:40:52,720
state. 
And so this whole idea of 

829
00:40:52,720 --> 00:40:56,080
understanding where you actually
have met the threshold in that 

830
00:40:56,080 --> 00:40:58,400
state is your first starting 
point. 

831
00:40:58,880 --> 00:41:00,800
There's an important 
consideration when it comes to 

832
00:41:00,800 --> 00:41:02,920
Nexus. 
There's this idea of physical 

833
00:41:02,920 --> 00:41:06,680
Nexus, and there's an idea of 
economic Nexus. 

834
00:41:07,000 --> 00:41:10,560
When you're talking about 
physical, as you may expect, 

835
00:41:10,560 --> 00:41:14,720
it's based on where you're 
actually physically located, but

836
00:41:14,720 --> 00:41:17,920
it's not always that simple. 
If you happen to have employees 

837
00:41:17,920 --> 00:41:21,560
in different states or different
areas, that can also trigger 

838
00:41:21,560 --> 00:41:25,600
physical Nexus in that state. 
Or if you have a warehouse where

839
00:41:25,600 --> 00:41:27,920
you're storing product, 
depending on the state, that 

840
00:41:27,920 --> 00:41:30,600
could also trigger physical 
Nexus as well. 

841
00:41:30,600 --> 00:41:32,560
So that's, there's a lot to 
think about there. 

842
00:41:32,560 --> 00:41:34,800
And so you start with physical 
understanding that. 

843
00:41:34,800 --> 00:41:38,240
And typically if you're a small 
and you're just starting out, 

844
00:41:38,320 --> 00:41:40,560
you'll know that taxes in your 
state, that's where you have 

845
00:41:40,560 --> 00:41:42,680
physical Nexus. 
So get registered and start 

846
00:41:42,680 --> 00:41:46,080
collecting there. 
The other is the economic. 

847
00:41:46,200 --> 00:41:50,400
Typically, it's based on number 
of transactions or total 

848
00:41:50,400 --> 00:41:53,840
revenue, and that will give you 
a sense of where you're at 

849
00:41:53,840 --> 00:41:57,280
today, not to pitch Tax Cloud 
too early in the conversation 

850
00:41:57,280 --> 00:41:59,120
here. 
So whether you use Tax Cloud or 

851
00:41:59,120 --> 00:42:02,440
any other tool, generally any 
sales tax solution is going to 

852
00:42:02,440 --> 00:42:05,960
offer a free plan where you can 
connect your Shopify store and 

853
00:42:05,960 --> 00:42:09,480
get a very quick view of your 
economic Nexus. 

854
00:42:10,040 --> 00:42:11,800
So we always recommend starting 
there. 

855
00:42:11,800 --> 00:42:14,760
Again, Tax Cloud's great for it,
but there's other tools you can 

856
00:42:14,760 --> 00:42:16,800
use as well. 
Connect your store, get your 

857
00:42:16,800 --> 00:42:20,320
orders in there and we'll tell 
you where you have Nexus today. 

858
00:42:21,320 --> 00:42:24,680
I can also speak to the the one 
other thing I could talk to is 

859
00:42:24,760 --> 00:42:28,720
the fact that some orders you 
deal with some exemptions. 

860
00:42:29,680 --> 00:42:32,920
The if, if you're selling 
different products, a lot of 

861
00:42:32,920 --> 00:42:35,120
people don't know that certain 
products are taxable and certain

862
00:42:35,120 --> 00:42:37,440
aren't. 
This is where it starts to get 

863
00:42:37,600 --> 00:42:41,360
really tricky as well. 
So that's another thing to think

864
00:42:41,360 --> 00:42:43,320
about as well. 
Birth where you have Nexus. 

865
00:42:43,560 --> 00:42:46,520
Also, depending on the sort of 
products you sell, do you 

866
00:42:46,520 --> 00:42:48,840
actually have to collect taxes 
on its products? 

867
00:42:48,840 --> 00:42:52,280
And there's a lot of interesting
rules that you'll have to think 

868
00:42:52,280 --> 00:42:54,040
about when it comes to certain 
product lines. 

869
00:42:54,720 --> 00:42:56,240
Yeah, yeah. 
Now you've just bought back a 

870
00:42:56,240 --> 00:43:00,000
tiny bit of PTSD in my head of 
when I was in San Francisco and 

871
00:43:00,000 --> 00:43:03,440
I went into a cafe and compared 
to the coffee price in the US, 

872
00:43:03,560 --> 00:43:06,680
compared to the UKI went in and 
thought that's quite an 

873
00:43:06,680 --> 00:43:09,160
expensive coffee price. 
And they had a coffee called the

874
00:43:09,240 --> 00:43:12,040
Gibraltar Coffee. 
I thought, oh great, this little

875
00:43:12,040 --> 00:43:17,280
English town in Spain, which is 
English British, sorry, in the 

876
00:43:17,640 --> 00:43:20,000
from the UK. 
So I went in and ordered that 

877
00:43:20,120 --> 00:43:23,040
and I had a minor heart attack 
going, oh, it's only like half a

878
00:43:23,040 --> 00:43:25,360
dollar or a dollar more 
expensive than the UK. 

879
00:43:25,520 --> 00:43:27,080
It's a bit pricey. 
And then they added the state 

880
00:43:27,080 --> 00:43:29,960
tax, the federal tax. 
And then this little lady at the

881
00:43:29,960 --> 00:43:31,640
till was looking at me with a 
big smile. 

882
00:43:31,640 --> 00:43:33,640
And I looked down at the screen 
on the till and it said like 

883
00:43:33,840 --> 00:43:35,440
what tip would you like to give 
and look? 

884
00:43:36,120 --> 00:43:38,760
And it just a minor heart attack
of thinking I've paid nearly 

885
00:43:38,760 --> 00:43:42,040
$10.00 for a coffee. 
And when I told an American 

886
00:43:42,520 --> 00:43:44,840
friend of mine out there, they 
said $10. 

887
00:43:45,240 --> 00:43:47,160
Where'd you get that from? 
That sounds really, really 

888
00:43:47,160 --> 00:43:48,720
cheap. 
I was like, are you crazy? 

889
00:43:48,720 --> 00:43:51,080
Like, right. 
Like even with the pound to 

890
00:43:51,080 --> 00:43:52,560
dollar ratio as it was back 
then. 

891
00:43:52,560 --> 00:43:55,640
So I think my, my point being, 
which I think is a really good 

892
00:43:55,640 --> 00:43:58,360
reason that you should, you guys
should definitely investigate 

893
00:43:58,360 --> 00:44:01,440
something like tax cloud rather 
than which is the next note on 

894
00:44:01,440 --> 00:44:03,520
my list. 
Doing it manually is I think 

895
00:44:03,520 --> 00:44:05,720
you've just described really 
well, Ryan and done it in a 

896
00:44:05,720 --> 00:44:07,840
really very actually quite 
simple kind of broken down way 

897
00:44:07,840 --> 00:44:10,720
of like it's really flipping 
complicated. 

898
00:44:10,920 --> 00:44:13,600
Do you ever find that in your 
warehouse you have dead stock, 

899
00:44:13,720 --> 00:44:15,600
You can't sell it, no one wants 
to buy it and you can't get a 

900
00:44:15,600 --> 00:44:18,400
refund on it. 
Or alternatively, you're missing

901
00:44:18,400 --> 00:44:19,800
inventory in your warehouse that
you need. 

902
00:44:19,800 --> 00:44:22,240
You've got sales coming in and 
you're low on stock and you 

903
00:44:22,240 --> 00:44:24,360
haven't ordered more stock in 
time. 

904
00:44:24,560 --> 00:44:26,440
All these things hit profit. 
And I've been there. 

905
00:44:26,440 --> 00:44:29,080
I've run my own Shopify store 
and had exactly that problem. 

906
00:44:29,200 --> 00:44:31,200
But we've partnered up with 
Inventory Planner who have the 

907
00:44:31,200 --> 00:44:34,800
most incredible app to help you 
manage that and forecast exactly

908
00:44:34,800 --> 00:44:38,120
what products, what skews even 
down to what colour of product 

909
00:44:38,120 --> 00:44:41,200
you need to order in advance to 
make sure stock levels remain 

910
00:44:41,200 --> 00:44:43,960
consistent throughout. 
They're also running a seven day

911
00:44:43,960 --> 00:44:46,040
boot camp and if you want to go 
and sign up to that, it's 7 

912
00:44:46,040 --> 00:44:48,800
emails every seven days and it 
takes the same amount of time as

913
00:44:48,800 --> 00:44:51,360
your morning coffee. 
And in seven days, like me, you 

914
00:44:51,360 --> 00:44:53,160
can become an inventory 
management pro. 

915
00:44:53,720 --> 00:44:55,200
Both links are in the 
description. 

916
00:44:55,440 --> 00:44:55,840
Enjoy.