Ecommerce Playbook: Numbers, Struggles & Growth
Common Thread Collective
2020 transformed the world of ecommerce forever.
For the modern DTC brand, the rewards have never been greater. But the waters have also never been choppier, and the way forward has never been more uncertain.
So how do you navigate this dangerous new reality?
No matter how you do it, you’d better not do it alone.
That’s where the Ecommerce Playbook Podcast comes in — join Common Thread Collective’s Taylor Holiday & Richard Gaffin as they bring you guiding insights from across CTC’s portfolio of growing DTC businesses.
Whether you need a clear view on the macro issues affecting the world of ecommerce, or want to reorient your business around groundbreaking new big-picture strategies, Taylor & Richard are here to help answer the tough questions about what it takes to scale — and sustain — an ecommerce business.
For the modern DTC brand, the rewards have never been greater. But the waters have also never been choppier, and the way forward has never been more uncertain.
So how do you navigate this dangerous new reality?
No matter how you do it, you’d better not do it alone.
That’s where the Ecommerce Playbook Podcast comes in — join Common Thread Collective’s Taylor Holiday & Richard Gaffin as they bring you guiding insights from across CTC’s portfolio of growing DTC businesses.
Whether you need a clear view on the macro issues affecting the world of ecommerce, or want to reorient your business around groundbreaking new big-picture strategies, Taylor & Richard are here to help answer the tough questions about what it takes to scale — and sustain — an ecommerce business.
Episodes
Mentioned books
Dec 7, 2021 • 14min
Expectations for Black Friday, Cyber Monday
The supply chain, inflation, product volume — a multitude of factors went into ecommerce planning for the holiday season. In this episode, recorded prior to the big weekend, Andrew shares his expectations, offers, and reasoning behind each of his brands’ Black Friday, Cyber Monday strategies. “Like everything related to the time that we live in, it is so hard to forecast.”
Nov 11, 2021 • 1h 3min
Ecommerce Data from ~230 Businesses & $2.3B+ in Revenue
In this bonus (dare we say, “emergency”) episode of the Ecommerce Playbook Podcast, Andrew is joined by CTC’s VP of Marketing, Aaron Orendorff, and CEO, Taylor Holiday. Go behind-the-scenes as they share, benchmark, and examine the DTC metrics that matter most.
“What we’re hopeful to do with this information is to help add another layer of context to your questions and struggles in a way that provides a richer narrative than an individual anecdote or response.”
📊 Full article with all the data
https://bit.ly/3quFFXF
🎥 YouTube video to watch
https://bit.ly/3qz1SUj
📩 Ecommerce data newsletter
https://bit.ly/3qvhGrd
Nov 9, 2021 • 25min
The Anatomy of a Well-Executed Product Launch
How do you create products that generate value over time? In this episode, Andrew shares the what, why, and how of a recent Modern Fuel launch. “When you launch a product, you need to keep the fundamentals in front of you and keep moving forward.”
Link to Legends Collection: https://modernfuel.com/pages/legends
Nov 3, 2021 • 9min
The Simplest Way to Maximize Black Friday (SPOILER: AOV > Everything)
It’s not too late! In this week’s episode, Andrew shares his best strategy for a successful ecommerce holiday. “The way you maximize the moment with past customers, new customers, and everyone in between is strategizing for AOV.”
Oct 27, 2021 • 17min
How to Maximize Your Email and SMS
Customer acquisition deep dive — with all the numbers! Andrew explores how to nudge subscribers into becoming customers. “People on my list who have never purchased before are very unlikely to purchase after a certain point without some kind of offer or discount.”
Oct 19, 2021 • 25min
Your Most Underutilized Marketing Asset
We’re getting tactical. This week, Andrew shares strategies for using email and SMS subscription lists to acquire customers. “How do I turn those lists into dollars?”
Oct 12, 2021 • 51min
Operational Leadership & Building Meaning into Your Business with Orchid Bertelsen
In this special episode, Andrew Faris and Taylor Holiday, CEO of Common Thread Collective, talk with Orchid Bertelsen — CTC’s new Chief Operating Officer. With six years of experience at Nestle USA, Orchid explains why operational leadership is no longer a luxury for DTC ecommerce brands. “The problem isn’t that people aren’t willing to take hills. They’re willing to take hills, but sometimes they take the wrong ones.”
Oct 6, 2021 • 26min
The Failure of Genuine Canine
Nobody has the Midas Touch. In this episode, Andrew shares four things he would have done differently with the Genuine Canine brand before ultimately selling it. “When you’re losing, you don’t want to keep doing that thing over and over again.”
As mentioned in the show ...
Kynship Influencer Marketing: https://kynship.co/
Sep 15, 2021 • 28min
You Need Convictions, Not Just Affirmations
Do you feel like you’re running your business based on what others have told you to do? In this episode, Andrew shares how his team at 4x400 is working to develop real points of view, core beliefs, and values. “What I am experiencing right now as a CEO is the things I believed were true before are just starting to be internalized. I wish I would have done that sooner.”
Now through Sept. 23, visit youradmission.co and get free access to our exclusive online community with trainings, tools, and support for your ecommerce brand.
Sep 9, 2021 • 34min
Product Development Is The Future
The number one way to build your brand is to put products in peoples’ hands. In this episode, Andrew shares how 4x400 thinks about product development. “I’m betting a lot of the future of 4x400 on our ability to develop awesome products for our customers.”
BONUS: Visit youradmission.co and get free access to our exclusive online community with trainings, tools, and support for your ecommerce brand. Limited time only, Sept. 14–23
