Listeners and readers of “Ecommerce Conversations” know I occasionally depart from interviews to share my experiences owning and operating Beardbrand, the direct-to-consumer brand I launched a decade ago. To date, I’ve addressed hiring, branding, profit-building, priority-setting, exiting, overcoming setbacks, and top business models.
This too is a solo episode, addressing entrepreneurial doldrums, when a business is seemingly stuck in no growth or worse. Certainly that’s the story of Beardbrand over the past couple of years.
So here are 36 ideas to jolt a company forward. Think of this as a checklist for tackling new projects, cutting costs, or simply resetting your focus.
My entire audio dialog is embedded below. The transcript is condensed and edited for clarity.
Operations
Build framework. Implement a clear operating framework, such as EOS — Entrepreneurial Operating System — to guide meetings, goal-setting, and accountability. It keeps everyone aligned and focused.
Define culture. Clarify why your company exists, who you serve, and how. If you haven’t done these things, you can feel lost, really quickly. Boundaries create focus, and focus strengthens customer relationships.
Define mission and core values. Create a memorable mission and concise core values for your team to live by. At Beardbrand, our values are freedom, hunger, and trust — balanced and reinforced through interviews, reviews, and everyday recognition.
Outsource when necessary. Regularly assess what to keep in-house and what to outsource. A smaller, focused team provides flexibility and freedom, while trusted external partners handle the rest.
Improve manufacturing. Continuously evaluate suppliers and get multiple quotes. Choose partners that meet quality, timing, and minimum order quantities, and stay ready for changes in pricing or management.
Implement better shipping. Re-quote carriers such as FedEx, UPS, USPS, and DHL to maintain competitive rates. Review box sizes, packaging, and 3PL processes to optimize costs, minimize errors, and enhance the customer experience.
Mitigating Risk
ADA compliance. Keep your site accessible and up to date with the requirements of the Americans with Disabilities Act to protect customers with disabilities and avoid lawsuits. Maintain a clear process for regular audits to defend your business when necessary.
Terms and privacy. Have a lawyer review your terms and privacy policy instead of relying on boilerplate text. Ensure compliance with privacy laws, including the E.U.’s General Data Protection Regulation and state-specific regulations in jurisdictions such as California and Virginia. Use pop-ups to obtain consent and avoid tracking visitors who decline.
Insurance. Verify that your coverage aligns with revenue and risk. Shop multiple providers each year to confirm you’re getting the best rate and protection.
Pay off debt. Run lean. Keep debt as low as possible so you can scale down if times get tough and borrow only when necessary.
Trademarks. Register your brand name and unique product names. Regularly search for copycats and address violations promptly, ideally with a polite initial approach before escalating to legal action.
Copyrighted photography. Use only images and text you own or license. AI art isn’t always immune to claims, and some creators are aggressive about enforcing their rights. Remind your team that use carries real legal risk.
Product claims. Avoid guaranteed-result language. You can say a product “helps” or “improves appearance,” but words like “cures” or “heals” trigger regulatory oversight.
Two-factor authentication. Enable 2FA for every employee and account to guard against phishing and unauthorized logins.
Secure email. Set up DMARC, SPF, and DKIM to prevent spoofing or impersonation of your domain.
Unused apps. Remove apps you no longer use. Old, unsupported apps can become back doors for hackers or leak your data.
Unused subscriptions. Audit credit cards and recurring charges. Cancel forgotten subscriptions and consider issuing new cards yearly to keep hidden costs and risks low.
Marketing
New customer strategy. Explore new channels. Are you on Amazon, Walmart, Etsy, and eBay? Know where your prospects are shopping, especially if you’re product-focused versus brand-focused.
In-person channels. Consider B2B and niche retailers, from independent pharmacies to mass-market stores. Smaller markets or events, such as marathons or trade shows, can offer stable, untapped opportunities.
Expand your reach. Google and Meta are common, but don’t forget TikTok, Snapchat, Pinterest, X, and YouTube. Other platforms and plugins can amplify reach.
Direct mail. Use direct mail for customers who have unsubscribed from emails. It’s another owned channel to reach potential buyers.
SMS. Similar to email, SMS is a direct and effective means of communication.
Advertising on other platforms. Market on email newsletters, websites, or programmatic TV if your budget allows. Even magazines can offer last-minute ad opportunities.
SEO/GEO. Search engine optimization may feel outdated, but it still matters to drive generative engine optimization. Ensure your site adheres to solid SEO fundamentals, establish a strong public relations presence, and remain active on Reddit, which feeds AI crawlers. Keep your brand visible as user search behavior shifts.
Influencer marketing. Work with micro or mega influencers. Utilize TikTok Shops or user-generated content to expand reach and create authentic content.
Organic social. Build your brand with organic social content. Use it to increase awareness, create authenticity, and enhance your ads.
Global markets. Expand internationally only after significant sales. Start with English-speaking countries, then Europe or China. Consider regulatory and operational costs.
AOV. Increase average order value with bundling, price testing, and shipping thresholds. Promotions and quiet price adjustments can drive higher orders.
Post-purchase upsells. Offer complementary products immediately after purchase to increase revenue per customer.
Category expansion. Launch related products that pair with existing items to encourage multiple purchases.
A/B testing. Optimize and test website layout, marketing copy, promotions, pricing, and more to increase conversion rates.
Repeat orders. Encourage repeat purchases, especially for consumables. For slower-turnover items, target niche buyers, such as developers or bulk purchasers.
Loyalty programs. Be cautious with formal programs — they can backfire. Consider offering informal rewards for milestones, such as gifts after multiple orders.
Post-purchase flow. Ensure emails and communications reach customers, and use small surprises to delight them and create loyalty.
Surprise and delight. Over-deliver on promises. Include small gifts, such as planners or notes, to enhance the customer experience, especially for higher-end products.
Subscriptions. Optimize subscription offerings to keep customers engaged and revenue flowing.
