For businesses, being “investment-ready” can unlock the next stage of growth. In this episode of Treyd Secrets, we talk to Aida Jammal, a top product brand investor at eEquity, known for backing successful brands like iDeal of Sweden, NA-KD, and CHIMI. Aida shares key insights on what it takes to build and grow a business that attracts investors in today’s evolving retail landscape.

Listen in on the essential metrics investors look for—like gross margins, inventory turnover, and marketing efficiency—and get actionable advice for preparing your business for fundraising. Whether you’re thinking about raising capital or fine-tuning your strategy, this episode offers practical takeaways to help you succeed.

Produced by More Than Words

Effective inventory management can make or break a business”, says Axel Bukowski, CEO of co-founder of Madden Analytics. So let’s explore the intricate world of inventory planning in this episode of Treyd Secrets, packed with actionable insights. Discover how Madden Analytics is helping brands like Djerf Avenue, Chimi, and Asket make smarter, data-driven inventory decisions that drive growth and profitability. Axel shares learnings from his journey through the fashion and consumer goods industries, discusses the critical KPIs every business should track, and explains how proper inventory management can be the difference between success and failure.
Timestamps

• 00:27 - Why inventory planning matters
• 04:08 - Axel’s journey: BCG to Madden Analytics
• 07:08 - Eyewear lead time challenges
• 12:11 - The impact on cash flow
• 18:47 - In case of poor inventory turnover
• 27:52 - Must-know inventory KPIs
• 34:04 - DTC & wholesale, two different playbooks
• 41:15 - Man vs machine in forecasting
• 44:12 - Axel’s top Treyd secret

In this episode, Peter is joined by Maxim Gellman, the founder, CEO and Chief Stroodler of the London based Eco Tableware company Stroodles. Since gaining global attention in 2019 for its pasta based straws, challenging the notoriously unsustainable drinking straws category, Stroodles product range has grown to include edible cutlery, crockery, and even toys. Stroodles can be found in the UK's most prestigious department stores and sells direct to consumers. The company’s mission is to change sustainability communication and inspire how easy and fun sustainability can be. Maxim also shares the company's financing journey that led to discovering stock finance.


Episode Highlights:

Revolutionizing Eco Tableware: Maxim shares the evolution of Stroodles, from gaining global attention with pasta-based straws to expanding into edible cutlery, crockery, and toys.
Navigating Sustainability: Insights into the challenges and triumphs of sustainability in the retail food industry.
Product Sourcing and Development: A deep dive into the intricacies of sourcing sustainable materials and developing eco-friendly products.
Multi-Channel Marketing Strategies: Maxim shares Stroodles' unique approaches to multi-channel marketing and building a brand with a specific customer base.
Obtaining Finance for Inventory: Understanding the financial aspect of managing inventory-based retail businesses and securing financing for stock and inventory.

Time stamps: 

• 00:23 Maxim Gellman's sustainability vision
• 05:11 The Stroodles concept and product portfolio
• 07:47 Product sourcing and development at Stroodles
• 11:45 Challenges in running an inventory-based business
• 11:56 Stroodles’ multi-channel sales and marketing strategy
• 15:53 Sustainability as a brand differentiator
• 24:25 Financing Growth and the role of crowdfunding of the Business
• 32:24 Maxim’s #1 Treyd Secret: The Power of Serendipity

In this episode, Peter Beckman, CEO and Co-founder of Treyd sat down with business coach, profit strategist and ‘Inventory Genius’ Ciara Stockeland. They discuss the challenges and complexities that inventory-based SMEs face, particularly in managing their finances. 

• The importance of focusing on profitability rather than chasing sales
• Understanding your financials
• How to develop an inventory plan
• Managing growth and debt effectively
• Turn and burn: Why you need to let go of Dead stock
• The considerations for hiring in a growing business. 

• 01:17 Ciara's Journey to Becoming an Inventory Genius
• 03:47 The connection between inventory and profit
• 05:08 Understanding financials and profitability
• 06:57 The impact of improving the gross margin
• 12:04 Understanding conversion rates in brick and mortar stores
• 17:17 The procurement budget and process and the relation to your sales goal
• 20:06 Understanding the role of debt in business
• 23:00 The Importance of focusing on profitable business segments
• 27:20 Ciara’s top tool recommendations
• 28:34 Dealing with dead stock in business
• 31:51 Ciara’s top learning: Chase profit, not sales 
• 35:33 Ciara’s #1 Treyd Secret: The Role of Empathy in Business Success

Got questions? Please contact support@treyd.io or visit www.treyd.io 

Join us on this episode of Teyd Secrets as we delve into the art of modern fashion brand building with Sebastian Brännen, Brand Creative Director at Chimi. Discover how Sebastian transformed Chimi from a sunglasses startup to a multifaceted fashion brand. Learn about the principles of "dopamine culture," the importance of unexpectedness in brand strategy, and the secrets behind their successful collaborations. Whether you're a branding enthusiast or a retail professional, this episode is packed with invaluable insights you won't want to miss.
Timestamps:

• 00:26 Defining a brand: Easy to understand but hard to ignore
• 04:37 The appeal of Chimi and its unique brand energy
• 10:04 Founding principles: Influence of Chimi's core collection today
• 12:00 The impact of the pop culture-fashion connection on Chimi
• 17:29 Timelessness vs. trends
• 19:00 Feeding off local cultural movers
• 27:14 The evolving purpose of retail spaces in fashion branding
• 31:50 Dopamine culture and its impact on Chimi's strategy
• 45:49 Future of Chimi: Innovations and goals for the brand
• 50:01 Sebastian's number one trade secret for successful branding

The plant-based food industry is booming, and we caught up with Sara Berger, CEO of Sproud, “the alternative to the alternative” in dairy alternatives. Discover Sproud's relentless commitment to taste, health, and sustainability while navigating the challenges of scaling a new brand in a fiercely competitive market. Sara explains the ins and outs of the food industry, from distribution to branding, and how young consumers are driving innovation in the space.
Timestamps:

• 00:55 Sara’s background and the Sproud story
• 03:30 2022 wins and Sproud’s European playbook
• 04:25 +30 country expansion and operation 
• 07:30 Scaling a food brand in a world of giants
• 15:00 Young consumers and next gen plant-based 
• 19:30 Planetary boundaries and food innovation
• 22:40 From Big Corp to mission-driven scaleup
• 25:25 The customer feedback-loop challenge for wholesale
• 29:45 Why the Pea protein is the hero of the product 
• 31:00 Sparking brand emotion 
• 33:50 Achieving profitability in the food space 
• 38:08 Sara’s number one trade secret: Keep it simple 

Mantle has achieved cult status in the skincare industry, but like every success story, the journey to getting there was filled with challenges, grit, and a keen ear for customer feedback. We sat down with Josefin Landgård, CEO and co-founder of Mantle, to hear about her entrepreneurial journey, which also includes co-founding the healthcare unicorn Kry. The episode dives into the success of Mantle, from tech-inspired product development, to building a love brand to securing VC funding in trying times. 
Timestamps:

• 01:15 Josefin’s entrepreneurial journey
• 04:45 Disrupting healthcare at unicorn Kry
• 06:40 The Mantle story and mission
• 09:20 The pandemic inception of Mantle
• 16:05 Sprint to skin: tech-inspired skincare development
• 21:00 Building loyalty and a love brand
• 23:40 Sourcing the right ingredients 
• 26:40 Finding the right suppliers
• 27:39 The diverse Mantle channel mix
• 30:00 Nailing VC funding against all odds
• 34:30 The future of Mantle
• 35:20 Josefin’s number one trade secret 

The episode features Stuart Worgan, fractional CFO and co-founder of eClarity. Peter and Stuart discuss the intricacies of financial management in e-commerce. Stuart shares some juicy benchmarks for the most important financial KPI:s for e-commerce and explains the importance of deeply understanding unit economics and setting up a robust financial framework. From the significance of product market fit and founder qualities to the complex dynamics of channel mix, inventory management, and customer acquisition costs, Stuart emphasizes the necessity of financial clarity and foresight. The conversation highlights strategies for negotiating with suppliers, optimizing cash flow, and the potential benefits and challenges of going multi-channel. 

• 00:10 Meet Stuart Worgen: The financial Godfather of e-commerce
• 02:47 Building a world-class finance team for e-commerce
• 04:47 Decoding the financial success formula for e-commerce brands
• 06:13 The art of product market fit and customer experience
• 07:57 Diving deep into e-commerce unit economics
• 12:27 Strategies for optimizing e-commerce margins
• 19:46 The importance of understanding your marketing metrics
• 26:47 Exploring the marketing mix and customer retention
• 27:54 The shift to multi-channel strategies
• 32:01 Navigating the complexities of multi-channel sales
• 38:08 Understanding the financials: Balance sheets and more
• 42:40 Optimizing supply chain and production
• 46:43 Achieving financial clarity in e-commerce
• 50:42 Stuart’s number one trade secret

In this episode of Treyd Secrets, host Peter Beckman interviews Alicia Shaffer, the self-taught e-commerce expert, and founder of Three Bird Nest, a bohemian-style apparel brand. Alicia shares her journey to success from losing everything and almost being a million dollars in debt to becoming one of the top-selling brands on Etsy.
Alicia attributes her achievement to her relentless hard work and the incessant desire to continually learn more about e-commerce, from algorithms and SEO. Adapting to her customers' preferences and tailoring the brand to reflect their desires has been key success factors. Alicia underscores the importance of creating and applying systems to every aspect of a business to track growth effectively and diagnose issues promptly. She emphasized the need for strategic product pricing and understanding the true cost of offering a product or service.

• 01:13 Alicia Shaffer’s journey to founding Three Bird Nest
• 02:58 The birth of Three Bird Nest and its initial success
• 04:19 The Importance of an exit strategy 
• 08:27 The growth of Three Bird Nest and overcoming challenges
• 16:45 The power of A/B Testing and listening to your customers
• 20:43 The reality of success and the importance of hard work
• 26:18 The transition from Etsy to independent retail
• 28:02 The art of risk management and trust building
• 28:38 The power of relationships in business
• 31:38 The importance of asking for help
• 32:21 Understanding unit economics and pricing
• 33:06 The journey from debt to orofit
• 43:17 Transitioning from Etsy to D2C
• 45:29 The future of Three Bird Nest

Got questions? Please contact secrets@treyd.io or visit www.treyd.io 

In this episode, Peter Beckman sits down with Jacob and Victor Eriksson, brothers and co-founders of the viral TikTok sensation and growth phenomenon, Boxbollen. The innovative duo share their incredible journey from 0 to 30 million USD revenue in 5 years. The episode covers the full journey from the conception of their unique head tethered boxing ball game, to achieving global stardom and venturing into the US market in 2022 and doubling sales in 2023. Dive into the discussion to uncover the secrets behind their skyrocketing sales, the supply chain behind extreme Christmas sales peas and building a successful influencer marketing strategy with top tier profiles. 
Jacob and Victor also share their future vision, underpinned by their overarching mission to bring joy and movement to people's lives. Packed with valuable insights, this episode is a must-listen for anyone keen on entrepreneurship, marketing, and scaling startups.
Timestamps:

• 01:39 Starting out and developing the core product 
• 03:30 The DTC and influencer strategy 
• 07:00 How Christmas became the Boxbollen specialty
• 09:13 Signing John Terry, their first big influencer name
• 12:33 Going big in the US 
• 14:40 The liquidity issue of for a Christmas centric sales cycle
• 15:39 The 2023 US launch thriller
• 19:08 Securing and launching an influencer collaboration
• 23:00 Supply chain challenges and being local
• 25:40 Growing production from 3,000 to 1,4 million units
• 29:40 Channel strategy, DTC vs retail and local variations
• 33:00 The future, the mission and the community sport
• 40:00 The next product launch 
• 41:40 2024 goal: 2 x selling 3 million balls
• 45:23 Beverly Hills hustle
• 48:34 Hyper growth and hyper focus
• 50:50 Balancing business obsession and personal health 
• 53:53 Jacob and Victor’s number one trade secrets

This Treyd Secrets features an insightful conversation with e-commerce and marketing veteran and thought leader Chloë Thomas. The discussion covers the power of ensuring  well connected marketing and inventory strategies. Chloe also dives into tackling overstock issues, highlighting the significance of strategic discounting to maintain business profitability and sustainability. The second half of the episode is focused around the increasing trend of e-commerce brands venturing into wholesale and the challenges around wholesale as a sales channel. 

Time stamps:

• 00:50 Chloë Thomas's Journey in e-commerce
• 03:46 Fundamental marketing principles and the evolution of e-commerce and marketing
• 05:53 The importance of stock management in E-commerce
• 07:48 The interplay of marketing and inventory management
• 13:42 The challenge of overstock and its impact on marketing
• 17:45 Strategies for balancing brand promotion and overstock clearance
• 24:47 The importance of seasonal stock management
• 25:39 Understanding the cash flow in business
• 26:16 Shifting from abundance to scarcity mindset
• 27:12 Leveraging marketing strategies for stock management
• 29:42 The shift to wholesale and its implications
• 32:09 The role of wholesale in E-commerce
• 37:27 The future of E-commerce and wholesale
• 40:34 The challenges and strategies in managing wholesale
• 40:58 The evolution of e-commerce businesses
• 43:52 Chloë’s number one Trade Secrets
  
  
  Got questions? Please contact secrets@treyd.io or visit www.treyd.io 
  
  

In this Treyd Secrets episode, host Peter Beckman is joined by André Wendt, Global Sales Director for Swedish-American fashion house and celebrity brand BLK DNM (yes, Kim and Kanye wore BLK DNM leather jackets at their wedding). Discover BLK DNM's commitment to ethical consumer behavior through blockchain technology and the impact on supply chain and supplier relationships. The conversation covers sales, marketing, wholesale strategy, challenges in inventory-based retail, and BLK DNM's approaches to customer retention and international expansion. Wendt explains what the high end department stores demand from brands and emphasizes the importance of personal relationships.
Time Stamps: 

• 00:40 The story of BLK DNM
• 05:32 The History and relaunch of BLK DNM
• 07:25 BLK DNM’s Blockchain Technology
• 09:12 The impact of sustainability on brand strategy
• 11:59 Challenges in supply chain and fashion wholesale  
• 18:37 The role of personal relations in retail partnerships
• 20:35 Requirements from the largets department stores
• 24:57 The future of BLK DNM: Retail strategy and expansion
• 31:56 The Intersection of fashion and technology in BLK DNM
• 36:48 André's #1 Treyd Secret: Create a positive future vision

Scaling a food brand in FMCG is notoriously tough—breaking into major grocery chains from day one? Nearly impossible. But that’s exactly what Daniel Warence, CEO of Mino Market, did.
In this episode of Treyd Secrets, Daniel shares how Mino bypassed the traditional slow-burn retail journey and went straight to national distribution. He breaks down the high-stakes strategy behind securing retail partnerships, the supply chain chaos of scaling fast, and why getting listed is just the beginning.

• How Mino landed on Sweden’s biggest grocery shelves in under a year
• Why do store managers, not retailers, control your shelf space
• The hidden psychology of in-store sales and how social media influences shopping behavior

This episode is a must-listen for anyone in retail, FMCG, or brand-building, packed with raw insights on what it really takes to scale a high-growth consumer brand.

Expanding globally is one of the biggest challenges—and opportunities—for ambitious founders. In this episode of Treyd Secrets, CEO & Co-founder of Treyd, Peter Beckman sits down with Magnus Grimeland, CEO and Founder of Antler, a global early-stage VC that has backed 1,300+ startups worldwide. Magnus, who previously co-founded Zalora, Southeast Asia’s leading fashion eCommerce platform, shares his journey from Norwegian Navy special forces to Harvard, McKinsey, and building companies that scale across continents.

Listen in as Magnus breaks down the mindset, resilience, and strategic moves needed to take a business beyond borders. From navigating payment infrastructure in emerging markets to hiring the right teams and outpacing competition, he shares real lessons from building companies in Europe, Asia, and beyond.

Whether you’re thinking about scaling internationally or just want to hear firsthand insights from a global VC leader, this episode is packed with actionable takeaways to help you grow.

Tune in now to hear Magnus’ #1 trade secret for building businesses that last.

Most founders think supply chain is a cost center.

Anthony Meller thinks it's one of the biggest untapped growth levers in the business.

As founder of OnFlair and a fractional COO, Anthony has spent years working inside growing product brands, helping businesses approaching £30 million in revenue simplify operations, improve cash flow, and uncover hidden profit in their supply chains.

In this episode, host Peter Beckman sits down with Anthony to unpack why so many brands become trapped in reactive supply chains, why payment terms often matter more than product costs, and why "complexity kills margin" might be the most important lesson every founder needs to hear.

From supplier relationships and inventory planning to delegation and operational leadership, this is a masterclass in scaling product businesses without creating chaos.

Highlights

02:15 – The biggest mistake Anthony sees in growing brands: reactive supply chains

04:10 – The hidden margin sitting inside operations and supply chain

07:15 – How Anthony audits a business and uncovers profit leaks

10:45 – Can you run a £40M business from Excel?

13:05 – Why supplier relationships beat supplier negotiations

17:20 – Payment terms vs lower product costs: where the real value is

20:05 – "Complexity kills margin" and what founders get wrong about scaling

24:40 – Why adding more suppliers often creates more problems

28:15 – The first operations hire every growing brand should make

31:20 – How the best brands find and evaluate suppliers

35:10 – Why factory visits deliver the highest ROI in supply chain

38:00 – Far East vs nearshoring: Anthony's surprisingly honest take

41:30 – Why price isn't the most important factor when choosing suppliers

44:10 – Why founders struggle to fix operations even when they know it's broken

47:05 – What changes in the first 3, 6, and 12 months of operational optimization

50:40 – The case study: cutting suppliers in half while increasing profitability

55:15 – The most expensive mistake founders make when scaling

59:30 – One action every founder should take this week

01:01:10 – Anthony's number one Treyd Secret

Produceras av More Than Words

Maxine Laceby started making collagen in her kitchen before collagen was even a category. No business plan, no external capital, no blueprint. Just a product that worked — and a conviction that the customer deserved better.
Nine years later, Absolute Collagen is a £30M subscription business with 80% of revenue coming from repeat customers, a globally peer-reviewed clinical trial, and one of the most loyal communities in UK consumer health.
In this episode, host Peter Beckman sits down with founder Maxine and her daughter Darcy — the science to Maxine's emotion — to unpack what actually built this business. From the post-purchase journey that drives retention, to the counterintuitive decision to stop acquiring new customers, to building trust in a category full of shortcuts.
Highlights:
00:52– From kitchen table to £30M: the origin story
05:15 – Launching into a market that didn't exist
06:08 – Why they went direct-to-consumer in 2017, before anyone else was doing it
11:45 – The subscription model: 80% of revenue and how they built it
16:23 – What happens in the first 30 days as an Absolute Collagen customer
21:31 – The scary decision to stop chasing new customers — and why it worked
30:55 – From value to premium: evolving the brand as the category commoditized
37:45 – Science as a brand moat: clinical trials, B Corp, and supplier audits
47:37 – Navigating retail (Boots, Amazon) without losing the community
53:15 – Maxine and Darcy's number one Treyd Secret

Produceras av More Than Words

Most D2C founders who run out of cash think they have a capital problem. Fractional CFO Dan Major has opened enough books to know that's rarely true. After close to 20 years in clothing and retail finance, he sees the same financial autopsy over and over: a brand growing fast, looking healthy on the top line — quietly bleeding cash in ways the founders can't see. The cash is usually there. It's just stuck.

In this episode, host Peter Beckman sits down with Dan Major to get into the mechanics of why that happens, what the actual math looks like, and what to do about it. From cash conversion cycles and ABC analysis to Black Friday margin traps and supplier negotiations — this is a masterclass in finding the money that's already in your business.

Produceras av More Than Words

What does it actually take to build a €40M+ beauty business from scratch — with no investors, no co-founder, and no outside capital?

In this episode, host Peter Beckman sits down with Aimee Connolly, founder and CEO of Sculpted by Aimee — the Irish beauty brand she launched in 2016 at 23, straight out of college, with her life savings. 10 years later, Sculpted has 160+ products, 100 people, and north of €40M in revenue.

But behind the brand is an operation most people never see: decade-long supplier relationships built in Seoul, supply chain decisions that make or break a launch, and the cash discipline that comes from never having anyone else's money to fall back on.

This episode is for anyone building a physical product brand who wants to understand what the shelf doesn't show you.

Tune in for the real story behind one of Ireland's most recognized beauty brands — and Aimee's number one trade secret.

Highlights:

• 00:57 – Introducing Aimee: from life savings to north of €40M in revenue, solo
• 01:49 – The unglamorous reality of running a glamorous brand
• 11:40 – Why product and supply chain are the engine, not the afterthought
• 12:04 – What running a business at this scale actually feels like
• 16:16 – The Korea supplier relationship she's been building for a decade
• 24:10 – When a component gets delayed — everything gets delayed
• 25:03 – How self-funding changes the way you think about stock and cash
• 42:03 – Aimee's number one trade secret
  
  

Produceras av More Than Words

Growing a sticky multi-channel brand has a lot to do with the product, and with knowing when to say no.
In this episode, host Peter Beckman sits down with Helen Snook and Chris Read – co-founders, married couple, and 2/5s of the team behind INDI Supplements – to unpack how they've scaled the brand across DTC, Amazon and retail without losing focus or margin.

Get their take on why a tight product range beats a wide one, and why treating retail as a marketing channel has been one of their smartest moves. Plus, hear their number one trade secret.

Highlights:

• 00:03 – Intro: building a multi-channel brand with a team of five
• 01:04 – How INDI got started and the rogue pitch that made it happen
• 06:17 – Product development philosophy: fewer SKUs, better formulations
• 09:54 – How the snack bar came to life and why they piloted before they scaled
• 16:34 – The multi-channel setup: DTC, Amazon and retail explained
• 19:14 – Why retail is a marketing expense, not just a revenue stream
• 26:39 – Channel economics and how to think about the margin mix
• 31:01 – Pricing for access: why they lowered their RRP after finding scale savings
• 32:42 – Forecasting and cash flow when retail is about to take off
• 38:18 – Team setup: how five people run a multi-channel brand
• 42:32 – Quick-fire round: best acquisition channel, worst ops pain, one hire that changed everything
• 46:35 – Helen and Chris's number #1 trade secret

Produced by More Than Words

In this episode of Treyd Secrets, we meet Rima Suppan and Morgan Mixon, who turned a “sad beige” essential into a fast-scaling subscription brand.
Peachies is the new-generation premium nappy brand redefining what’s possible in one of the most commoditised, unglamorous categories out there.
But behind the 10× hyper-growth is something deeper: discipline, design, data, and supply-chain sophistication.
This episode is packed with practical insights for anyone building a physical product brand.
We go from six-figure MOQs and manufacturing complexity to forecasting models, LTV/CAC mastery, human-centric service, “big pant energy,” and the art of staying focused while everything around you accelerates.
Tune in – and learn how Peachies built hyper-growth from the bottom up.
Highlights:

01:10 – What Peachies is and why they’re reinventing nappies
03:00 – The founder origin story and early insight from parents
05:40 – Why performance is the most important product feature
07:20 – 18 months of R&D: tearing apart every nappy on the market
09:20 – Making their first six-figure inventory bet as new founders
13:15 – Combining gut feeling and data to make decisions
17:30 – How recurring revenue transforms forecasting and cash flow
19:30 – Cracking sizing & forecasting: the “oracle” of operations
22:45 – Supply chain chaos: stockouts, missed ports, and staying calm
26:20 – Scaling the team: supply vs demand and bringing in a CFO
31:40 – The metric that rules everything: LTV/CAC mastery
36:20 – Connection at scale with AI
38:50 – Bold brand moments and making parents feel seen
49:30 – Their #1 Treyd Secrets

Produceras av More Than Words

Growing like a tech company has some to do with the tech, and a lot to do with the culture. In this episode, host Peter Beckman and guest Dave Morrissey (ex TikTok, ex Meta – now author of Grow Like Tech), discuss mindset, culture and the why of brands.


Drawing from +15 years experience in tech and e-commerce/retail – ranging from startups to big tech – Dave found himself with a lot of knowledge on growth strategies from the tech world. Specifically, he saw what any scaling business could do to grow ”the tech way”. He ended up compiling it all together into the founders playbook ”Grow Like Tech”. Besides a published author, Dave’s also a keynote speaker and growth consultant for scaling brands.


Get Dave’s three most important personality pillars for success, and hear why serving the human to scale the business is the way to go. A hot topic in Treyd Secrets is how marketing and finance people can get on the same page, and this episode is not an exception. The discussion Dave’s referring to can be found here: https://open.spotify.com/episode/7jY8QmnaJJcYsEk8WtqR9y?si=3fiL9GfIQ72m6j2989PHQw

Highlights:
01:10 – Principles and mindsets from the tech world
03:40 – The three most important pillars of a growth mindset
13:10 – Being human-centric (Serve the human to scale the business)
13:40 – Having that why as a business and the three bricklayers story
17:00 – How to hire for success (and how Google does it)
21:00 – All companies start somewhere
24:00 – Differences between Facebook and the tech Swiss Army knife TikTok 
29:00 – Why every brand should be an entertainment or content machine
32:20 – How marketers should talk to finance people
41:00 – The speed of media consumption today
43:10 – Dave Morrissey’s number one trade secret

What is really a good contribution margin? And how should e-com businesses improve their forecasting this quarter? What are the four most important metrics to track for e-com businesses? All of this and more in this episode, where Peter Beckman sits down with Thomas Gleeson, co-founder of Storehero.
Thomas shares his unique journey from running Facebook ads for his mom’s webshop in rural Ireland, to building profit dashboard StoreHero. Before even having a word for it, he was tracking contribution margin. And when he later founded Storehero, he wanted to help brands cut through vanity metrics like ROAS and focus on true profitability.
Together, they deep dive into the importance of contribution margin (and why to move on from ROAS land), why media buyers are really your biggest investors, and how marketers can win by thinking more like finance people.


Tune in to this episode of Treyd Secrets to get practical benchmarks, and the founders’ framework that sets your e-com business up for success. 
Highlights:
01:30 – From family webshop to StoreHero: Thomas’s origin story
03:40 – Why contribution margin beats ROAS as your North Star
07:08 – The “hidden investor” in your P&L: ad buyers and agencies
10:40 – Benchmark for a healthy contribution margin
13:50 – Why the best marketers today think like finance people
15:20 – Why contribution margin impacts every part of operations, from supply to cash flow
22:10 – Using forecasting backwards: setting profit goals before ad budgets
43:10 – How to plan for the make it or break it quarter
47:40 – The four key metrics to include in the founders dashboard
48:50 – The most common decision that e-com brands should rethink in September
49:20 – How to improve your forecasting this quarter
50:05 – Thomas Gleeson’s number one trade secret

Produced by More Than Words