Mastering eCommerce Marketing

191. Cash Flow Mistakes Killing Ecom Brands with Rob te Braake

In this episode of Mastering eCommerce Marketing, Eitan Koter welcomes Rob te Braake, founder of Insight Matters, to talk about how eCommerce brands should really think about finance.Rob works with founders as a fractional CFO, helping them set up accounting and reporting in a way that supports real decision-making. He’s also been an operator himself, which shows up throughout the conversation. He understands the pressure of choosing between ads, inventory, payroll, and growth, because he’s lived it.Together, they talk about why revenue alone doesn’t tell the full story, how cash flow problems often start with inventory and financing costs, and why many brands rely on numbers that aren’t built for management decisions. Rob explains what founders should look for in their P&L, how forecasting improves over time, and why trying to automate thinking with AI can miss the mark.They also cover exit planning, what makes a business attractive to buyers, and why trust in the numbers matters more than anything else.This episode is a grounded conversation for founders who want clarity, fewer surprises, and a better handle on how money actually moves through their business.Website: https://www.vimmi.net Email us: info@vimmi.net Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Rob te Braake, Founder at Insight MattersRob te Braake’s LinkedIn | Insight MattersIs your financial setup holding back your eCommerce Growth? Find out here: http://financeinsightmatters.com/masteringecommercemarketingTakeaways:Freedom is a core driver for entrepreneurship.Values are essential for meaningful work.Management accounting is crucial for e-commerce success.Financial data should be used for decision-making, not just compliance.Sales forecasting is key to optimizing cash flow.Clean financial records build trust with potential buyers.Understanding the cost of financing is vital for profitability.E-commerce businesses need to prepare for exits well in advance.Data-driven insights can steer companies toward success.Founders must engage actively in financial management.Chapters:00:00 Introduction to Strategic Financing and Management Accounting01:50 Rob's Journey and Entrepreneurial Spirit03:45 The Importance of Management Accounting05:27 Understanding Management vs. Tax Accounting07:33 The Three Tiers of Financial Management09:02 Prioritizing Data for Business Decisions10:27 The Financial Hierarchy of Needs12:01 Preparing for an Exit: Key Considerations13:39 The Importance of Clean Financial Records16:50 Profitability vs. Cash Flow Management18:41 The Operator's Advantage in Finance19:57 Revenue vs. Profitability: The Ongoing Debate21:08 Case Study: Turning Around a Struggling E-commerce Business22:53 Immediate Financial Recommendations for Founders23:58 Facilitating Financial Management for Founders25:32 Engagement Models and Initial Steps

190. Modern PR Strategies That Actually Work with Victoria Vaughan

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Victoria Vaughan, Founder of B612, an award-winning PR agency based in New York that works closely with tech companies and founders.Their conversation focuses on how PR really works today, especially in a world filled with AI-generated content and nonstop noise. Victoria shares how strong brand stories are built, why founder-led PR matters more than ever, and how human connection still plays a major role in media coverage.They talk about how founders can find real gaps in their market, why research comes before messaging, and how PR has expanded far beyond traditional press to include podcasts, newsletters, and independent journalists. Victoria also explains how AI can support research and monitoring, without replacing real relationships or thoughtful outreach.Eitan and Victoria also cover what goes into a successful product launch, how early founders should think about timelines, and why earned media continues to build trust long after a campaign ends.This episode is a grounded conversation about storytelling, credibility, and how brands can stand out by being real, clear, and intentional.Website: https://www.vimmi.net Email us: info@vimmi.net Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Victoria Vaughan, Founder at B612Victoria Vaughan’s LinkedIn | B612Watch the full Youtube video here:https://youtu.be/Q0aN9Mlj0mYTakeaways:Authenticity resonates more than curated success stories.People relate better to real-life struggles than to perfection.Mistakes are a crucial part of the journey to success.Sharing vulnerabilities can enhance audience connection.Trust is built through honesty and openness.Social media often presents a skewed view of success.Real stories can inspire and motivate others.Embracing failure is essential for growth.Transparency in storytelling fosters community.The narrative of success is often incomplete without failures.Chapters:00:00 Introduction to Victoria Vaughan and B61202:00 Why PR still matters in an AI world05:30 How brands find real market gaps09:30 Choosing the right PR channels13:00 Building relationships with journalists17:00 Founder-led PR and personal branding21:30 Preparing for a product launch25:30 Media coverage vs paid marketing30:30 The story behind B612

189. Why Your Product Costs More with Ricky Ho

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Ricky Ho, CEO and co-founder of SourceReady, a platform that helps brands find real and reliable manufacturers without the usual guesswork.Ricky talks through how the sourcing world actually works, why so many great factories stay hidden, and why smaller brands often struggle to reach them. He breaks down common mistakes founders make when choosing suppliers and explains why chasing the lowest price can create more problems than it solves.They also discuss how customs data shows who really makes products for major brands, why so many Amazon sellers are searching for alternatives outside China, and how automation can handle the late-night supplier conversations that normally drain an entire week.Listeners will hear simple ways to think about product quality, transparency, and the steps that matter most when building a supply chain from scratch. Ricky also shares how SourceReady helps small brands and global retailers cut through noise and find suppliers that actually fit their needs.Website: https://www.vimmi.net Email us: info@vimmi.net Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Ricky Ho, Co-Founder & CEO at SourceReadyRicky Ho’s LinkedIn | SourceReadyWatch the full Youtube video here:https://youtu.be/2dvMtjR6i5ETakeaways:Ricky emphasizes the role of optimism in the face of AI advancements.Transparency in the supply chain is becoming increasingly crucial.The textile industry is lagging in technological innovation.Many top suppliers are not visible on traditional platforms.SourceReady aims to empower smaller brands in sourcing.AI can significantly streamline the supplier discovery process.Emerging markets like Vietnam are becoming key manufacturing hubs.Cost should not be the sole focus when sourcing products.Differentiation through quality and sustainability is vital for brands.Ricky encourages learning from advanced industries to innovate in legacy sectors.Chapters:00:00 Introduction to Ricky Ho and SourceReady02:44 The Importance of Optimism, Productivity, and Transparency05:51 Ricky's Background and the Family Business08:35 Challenges in the Sourcing and Supplier Industry11:18 The Role of AI in Sourcing and Supplier Discovery14:28 Emerging Manufacturing Regions and Trends17:03 Platform Features and User Experience19:41 Advice for Entrepreneurs in Legacy Industries22:36 Current Status and Future Plans for SourceReady

188. From Amazon Seller to Profit Machine with Andrew Maff

In this episode of Mastering eCommerce Marketing, Eitan Koter sits down with Andrew Maff, founder and CEO of BlueTuskr. Andrew has worked inside ecommerce brands and now leads a team that supports them across ads, SEO, Amazon strategy, and more.Eitan and Andrew talk about why relying on one sales channel, especially Amazon, can put a brand at risk. Andrew explains how to diversify in small steps, how to test demand before building a full website, and how to use SEO to bring in traffic that Amazon rewards.They also get into rising ad costs, how real shoppers move across platforms, and why a top down view of performance makes more sense than chasing ROAS in each channel.Andrew closes with advice for Q4 and beyond. He shares how to keep new customers engaged in the new year without pushing constant discounts.A simple and clear conversation about building a more stable ecommerce business.Website: https://www.vimmi.net Email us: info@vimmi.net Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Andrew Maff, Founder at BlueTuskrAndrew Maff’s LinkedIn | BlueTuskrWatch the full Youtube video here:https://youtu.be/j0eAcX4lsi4Takeaways:Diversification is essential for e-commerce brands.Brands should not rely solely on Amazon for sales.Understanding your customer acquisition channels is crucial.SEO can significantly enhance DTC and Amazon performance.Bootstrapping your DTC strategy can save costs.Providing value to customers is key for retention.Video marketing is effective for engaging younger audiences.Evaluate the return on investment for new marketing channels.Measuring overall marketing performance is vital for success.Q4 is a great time to collect data and new customers.Chapters:00:00 Introduction to Omnichannel Strategies02:48 The Importance of Diversification in E-commerce05:32 Understanding BlueTuskr's Unique Agency Model08:32 Connecting Amazon and DTC for Unified Strategy11:17 Generating Traffic Outside of Amazon14:22 Bootstrapping Your DTC Strategy17:20 Measuring Marketing Performance Across Channels20:19 Customer Retention Beyond Q423:08 The Role of Video Marketing in E-commerce25:45 Final Thoughts and Closing Remarks

187. Know Your Cash Flow Secrets with Arthur Glinkin

In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Arthur Glinkin, Co-Founder of SNG Bookkeeping, to talk about something every online brand needs but few truly understand, getting your books right from day one.Arthur shares how he went from selling newspapers as a teen to building a bookkeeping firm focused entirely on eCommerce brands. He explains why messy books can cost you big when it comes to funding, exits, or tax season, and why tools like QuickBooks Online and TaxJar are non-negotiable for keeping things clean and compliant.They discuss common mistakes brands make, how to actually understand your profit and loss, and what to track if you want real clarity on cash flow. Arthur also covers how software can simplify complex sales tax rules across states and how eCommerce owners can use data to make smarter decisions.If you have ever wondered whether your numbers are telling the real story of your business, this episode is worth a listen.Website: https://www.vimmi.net Email us: info@vimmi.net Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Arthur Glinkin, Founder at S & G BookkeepingArthur Glinkin’s LinkedIn | S & G BookkeepingWatch the full Youtube video here:https://youtu.be/m156avVLqQUTakeaways:Discipline is key in accounting and bookkeeping.E-commerce bookkeeping presents unique challenges.Sales tax compliance is crucial for e-commerce businesses.Understanding financial statements is essential for decision-making.Clean books are necessary for attracting investors.Data-driven advisory helps in optimizing expenses.QuickBooks Online is a recommended accounting software.Emerging tools are shaping the future of e-commerce accounting.A good tech stack simplifies financial management.Client engagement is about providing value and support.Chapters:00:00 Introduction to E-commerce Bookkeeping02:06 The Importance of Discipline in Accounting04:02 Common Bookkeeping Mistakes in E-commerce08:39 Understanding Financial Statements12:47 The Role of Bookkeeping in Scaling and Exits15:16 Data-Driven Advisory for Financial Decisions17:15 Recommended Financial Tech Stack21:20 Emerging Trends in Accounting Technology22:54 SNG Bookkeeping's Ideal Client Engagement24:36 Onboarding Process for New Clients26:36 Conclusion and Resources