edsoehnel - Latest Comments

Re: Change the distribution structure for competitive advantage in consumer products

Ed Soehnel — Mon, 14 Jul 2014 21:49:33 -0000

Thx for the comment, Joshua. There certainly are greater upfront capital investment for your own company stores or mobile trucks. I don't know about mobile trucks...just threw that out as a different approach, but I've seen manufacturers go direct to consumes through their own stores and realize great benefits in cutting out all other distribution costs.

Think factory stores. One company I know has many stores in factory outlet malls throughout the country selling products and does quite well. I've seen some of their financials and they are able to sell high quality products at lower price because there is no retailer or distributor margin. Customer love their pricing; in fact, I love getting their emails because I can pick up high quality products at great prices.

Long-term, that may be a shaky model because if you position yourself on price, someone else who is bigger with more economies of scale will eventually copy you, but this company has tried to build a loyal customer following through other unique selling propositions that it owns in the space, so it may be OK long-term.

The goal I think is not just lowering your cost structure by going direct to consumer, but really being able to communicate directly with that consumer because you stand a great opportunity to build a relationship with them and that ongoing communications allows you to stay more top of mind with them, thereby giving you repeat business from the same customer for high lifetime value.

In this case, your marketing dollars are much more efficient because you gain new customers and keep them, rather than your marketing dollars replacing customers you are losing.

Re: Change the distribution structure for competitive advantage in consumer products

joshuafinancial — Mon, 14 Jul 2014 03:52:20 -0000

Mobile and company owned stores - wouldn't those add greater initial costs and change that P&L vs traditional models? Mobile has its own issues - such as licensing and ordinances that change on a municipal level, possibly on a county level as well depending on the goods sold, delivered or demonstrated. Experiential marketing for selling D2C - the best example I know of is the suntan lotion brands and I think the sunglasses Maui Jim - originally the entrepreneurs walked the beaches, where the consumers were gathered and experiencing the problem their products could immediately solve, with no substitutes close at hand.

Re: Why it’s good to keep getting punched

carencat2 — Sun, 15 Jun 2014 11:39:14 -0000

Beautifully written, Ed. Thanks for your inspiration!
C

Re: The health diagnostic and treatment protocols that I am using: Part 4

Ed Soehnel — Wed, 29 May 2013 10:23:30 -0000

Dr. Christine Cortini
Clinix
7030 South Yosemite Street
Centennial, CO 80112-2025
(303) 721-9984

Re: The health diagnostic and treatment protocols that I am using: Part 4

jj — Wed, 29 May 2013 10:08:11 -0000

Hi Ed,
Thanks for all your information and sharing. I was wondering if you might pass along the NAET practitioner you see in the Denver area. If you can, that would be great.
Thanks, Joy

Re: What are the biggest mistakes in CPG package design? How do you avoid them?

Packaging design — Fri, 03 May 2013 19:05:57 -0000

Hey thanks for those tips, it will help to me avoid those mistakes what i made.

Re: How I turned the corner on my failing health: Part 3

Ed Soehnel — Wed, 13 Jun 2012 19:56:43 -0000

Thanks, James! Yea, trying to get it all out of my head and into some level of organization to hopefully help others.

Re: How I turned the corner on my failing health: Part 3

James D Reynolds — Wed, 13 Jun 2012 00:58:13 -0000

Hi Eddie !
I've loved reading up on your 3 posts. Phenomenal to read all the background information you've accumulated. I imagine the actual process of writing the blog is somewhat cathartic. I'm so happy that you're so close to 100% health-wise !!! Take care,
James

Re: Skype Christian Prayer Group

Ed Soehnel — Sun, 14 Aug 2011 15:15:50 -0000

I now use Google+, as it is easier for people to join and participate. If you need a Google+ invite, I can send you one.

Time is UTC - 7. I am in Colorado.

Thanks for asking and please feel free to join.

Re: Skype Christian Prayer Group

Token4good — Sat, 13 Aug 2011 12:52:32 -0000

please tell me what time gmt are you talking about when you say - 9:00-9:20 am MST

how do we make contact to join- what do we put in our skype contact

Re: Skype Christian Prayer Group

Ed Soehnel — Wed, 29 Jun 2011 10:44:08 -0000

Please feel free to participate. Thanks for commenting.

Re: Skype Christian Prayer Group

Jotsela — Tue, 28 Jun 2011 04:34:03 -0000

great idea.. i would love to join one