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Roman Khan has spent the last decade building, scaling, and acquiring e-commerce brands, taking his portfolio to nine figures in revenue. From nearly going bankrupt to achieving a 3% OpEx and netting eight figures in EBITDA, Roman has mastered the mechanics of highly profitable DTC businesses. Now, he’s shifting his focus from private equity to the highly inefficient public markets.
In Episode 12 of What's Working, Roman breaks down his tactical playbooks for scaling massive e-commerce brands. He explains how to spot a winning product category using Google Trends, why the "Bryan Johnson" strategy is crucial for brand awareness, and how to use his PC1, PC2, and PC3 framework to maximize cash distributions. Plus, discover why he believes TikTok fundamentally changed the influencer game and why he thinks Hong Kong is the ultimate home base for any serious e-commerce entrepreneur.
Key Takeaways:
Spotting the Mega-Trend: A successful brand requires the right category at the right time. Roman explains how to use search volume data and find the "whale" in a market to guarantee your product has massive tailwinds. Public vs. Private M&A: Roman is shifting his focus to public micro-cap companies, explaining that public markets are often mispriced. You can sometimes buy companies for less than their cash on hand or cut excess bloat to massively multiply your returns. The TikTok Shift: TikTok completely removed the "S-curve" of follower dependency, bringing a true merit-based culture to influencer marketing and top-of-funnel brand awareness. The Profit Contribution (PC) Framework: Roman breaks down how he achieves eight figures in EBITDA by meticulously tracking three levels of profit contribution (PC1, PC2, PC3) and driving revenue per employee to over $3 million. Cash Flow & Float: Why negotiating net-90 payment terms and shrinking production lead times is the ultimate secret to taking actual cash distributions off the table every single month.Connect with Roman:
Follow Roman on X: https://x.com/RomanEcomConnect with the hosts:
Follow Isaac on X: https://x.com/theisaacmed Follow Zain on X: https://x.com/NotZainAgainProduction & Scaling Partners:
This video is fully edited and produced by Content Forge. Need DFY YouTube organic for your brand or full-service editing for your YouTube channel? Get a free consultation here: https://getcontentforge.com/ Need help launching or scaling your brand on TikTok Shop? Book a free consultation with Zain at: https://zainith.agency/Chapters:
00:00 - Intro & Roman's 9-Figure E-com Journey
03:32 - First Principles: What Makes a Good E-commerce Brand?
08:12 - The "Whale" Strategy & Scaling Raycon
09:51 - Tracking Google Keyword Trends for Product Validation
15:26 - Why Public E-com Markets Are Undervalued Right Now
24:26 - TikTok Shop vs. Meta Ads: Margins & Conversions
27:48 - Hitting a 3% OpEx & $3M Revenue per Employee
31:30 - Slashing Logistics & Packaging Costs by 20%
35:00 - The PC1, PC2, PC3 Profit Framework Explained
37:46 - Maximizing Cash Flow & Managing Payment Terms
44:25 - Why Hong Kong is Still the Best Base for E-commerce
46:13 - Outro & Where to Find Roman#BusinessStrategy #EcommerceTips #WealthBuilding
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Chris Meade took the ultimate leap of faith, pulling his $7,000 life savings from a 401k to build Crossnet. By age 27, he had grown the invented sport into a massive $10 million business netting $2 million in EBITDA. Today, he has moved away from the brutal grind of physical products to focus on high-cash-flow brick-and-mortar Pilates studios and the ultra-exclusive Founders Club.
In Episode 11 of What's Working, Chris breaks down his incredibly diverse entrepreneurial journey. He reveals the harsh realities of seasonal, heavy-product e-commerce businesses, how he made $60k a month writing a newsletter, and why he eventually walked away from lucrative sponsorships to protect the integrity of his community. Plus, discover how he's scaling his Pilates studios to a 4-month payback period with zero paid marketing, and exactly how Founders Club uses Claude AI to run customer service and match members.
Key Takeaways:
Brick & Mortar vs. E-com: Physical businesses with great margin profiles generate real cash every single day without the inventory tax traps of DTC. Chris's Pilates studios are seeing a 4-month payback period with $0 in paid marketing, smashing the industry standard of 18 months. The Problem with Sponsors: Chris built a newsletter that generated up to $60,000 a month in sponsorships. However, he realized that relying on sponsor money compromises your integrity when making recommendations and eventually "sucks the soul out of everything". AI for Unified Brand Voice: To keep customer interactions consistent across 40 employees, Chris exported five years of newsletters and customer service data into Claude to create a master "brand voice". AI-Curated Community Matching: Founders Club uses proprietary AI tools to analyze 200 minutes of entry interviews alongside Slack data, perfectly matching founders based on shared experiences and interests.Connect with Chris:
Follow Chris on X: https://x.com/thechrismeadeConnect with the hosts:
Follow Isaac on X: https://x.com/theisaacmed Follow Zain on X: https://x.com/NotZainAgainProduction & Scaling Partners:
This video is fully edited and produced by Content Forge. Need DFY YouTube organic for your brand or full-service editing for your YouTube channel? Get a free consultation here: https://getcontentforge.com/ Need help launching or scaling your brand on TikTok Shop? Book a free consultation with Zain at: https://zainith.agency/Chapters:
00:00 - Intro & The Crossnet Origin Story
01:31 - The Brutal Reality of Seasonal E-com Businesses
04:48 - Writing a Newsletter & Making $60k/Month from Sponsors
06:38 - Hosting Dinners for 4,000 Founders Around the World
08:03 - Why Sponsorships Destroy Community Integrity
09:15 - Pivoting to Brick & Mortar: The Pilates Studio Empire
12:29 - Achieving a 4-Month Payback Period with $0 Paid Ads
15:48 - The Launch & Explosive Growth of Founders Club
21:48 - Rejecting E-com Grifters & Fake "Gurus"
23:31 - Taking the Leap: Funding a Startup with a $7k 401k
27:46 - AI-Powered "Curated Connections" for Founders
30:05 - Using Claude to Build a Unified Brand Voice for 40 Employees
32:50 - Why the Average Age of Founders Club is 40
34:59 - Outro & Where to Find Chris -
Saknas det avsnitt?
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Jason Levin went from ghostwriting for tech founders to going undercover in the meme world, ultimately raising a $3 million seed round from industry giants like Balaji Srinivasan to build Meme Lord an AI-powered SaaS platform combining Google Trends and Canva for marketers.
In Episode 10 of What's Working, Jason breaks down why "Memes Make Millions" isn't just a catchy book title, but a billion-dollar reality. He pulls back the curtain on "memetic warfare," explaining how everyone from massive crypto exchanges to the Ukrainian government relies on memes to control the narrative. Jason also rips into the current state of "AI slop," explains why e-commerce founders need to stop hosting lazy networking dinners, and reveals why LinkedIn is currently the greatest humor arbitrage opportunity on the internet.
Key Takeaways:
The LinkedIn Humor Arbitrage: LinkedIn is starved for entertainment because users are terrified of getting fired. Posting unhinged, humorous content on a hyper-professional platform creates a massive opportunity to stand out and go viral. Stop Hosting Lazy Networking Dinners: Founder dinners are overplayed and lazy, especially for bootstrapped DTC brands trying to copy cash-rich SaaS companies. To actually generate ROI, create bizarre, non-eating experiences or public stunts (like renting a movie theater to watch Instagram Reels). The "AI Founder" Fallacy: While automated, faceless AI marketing sounds genius to introverted software engineers, it entirely misses the human element required to build trust, ultimately resulting in massive customer churn. Memes Are the Oldest Marketing Form: Humor isn't a new internet trend; it's the oldest form of marketing. Memes (image + text) are simply the most information-dense, modern evolution of classic advertising.Connect with Jason & Meme Lord:
Follow Jason on X: https://x.com/iamjasonlevin Check out the software: https://memelord.com/Connect with the hosts:
Follow Isaac on X: https://x.com/theisaacmed Follow Zain on X: https://x.com/NotZainAgainProduction & Scaling Partners:
This video is fully edited and produced by Content Forge. Need DFY YouTube organic for your brand or full-service editing for your YouTube channel? Get a free consultation here: https://getcontentforge.com/ Need help launching or scaling your brand on TikTok Shop? Book a free consultation with Zain at: https://zainith.agency/Chapters:
00:00 - Intro & The Power of Memes
00:55 - What is Meme Lord?
02:43 - "Memetic Warfare" & Government Memes
04:00 - Raising $3M from Balaji & Sam Lessin
04:26 - Why Boring Enterprise Companies Need Humor
07:44 - Will Social Platforms Ban Memes?
09:37 - The Problem with Introverted "AI Founders"
11:27 - Renting a Movie Theater for Instagram Reels
13:14 - Why E-com Founders Need to Stop Hosting Dinners
18:34 - Should Luxury Brands Use Memes?
20:41 - The LinkedIn Humor Arbitrage
21:56 - Why Reddit is the Worst Platform on the Internet
23:54 - Becoming Un-Cancelable
25:03 - The NY Governor Race Hit Pieces
26:34 - How Record Labels Use Memes to Break Indie Music
27:22 - Outro & Where to Find Jason#WhatsWorkingPodcast #JasonLevin #MemeLord #MemeMarketing #B2BMarketing #EcommerceGrowth #AI
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Maxwell Maher went from owning a failing moving company to building "Clean Girl" a media juggernaut that racked up 18 billion views and 27 million followers in under two years. Now, his products are sitting on the shelves of 5,000 stores across the country, including Target and Walmart.
In this episode of What's Working, Maxwell breaks down his insane entrepreneurial journey: from knocking on doors at age 13 for landscaping gigs to scaling a massive blue-collar moving company.
He reveals why he eventually pivoted to content creation, how he engineered viral success for the Clean Girl brand, and the exact AI-powered feedback loop his team uses to optimize every single upload. Plus, Maxwell drops contrarian advice on why you should strictly use an iPhone to shoot videos and why high-production value might actually be hurting your brand's reach.
Key Takeaways:
The "Cost Per Million Watch Hours" Metric: Views are a vanity metric. To build a sustainable media empire, you must optimize for watch time efficiency and track exactly what it costs your business to acquire a million hours of human attention. Expensive Cameras Hurt Virality: Data analysis across billions of views shows that craft elements (perfect lighting, 4K cameras, color grading) account for less than 1% of a video's success. An iPhone workflow feels more native to the feed and significantly reduces production bottlenecks. Don't Enter "Broke" Industries: Maxwell built a moving company netting $170k/year in pure profit but struggled to exit because his competitors couldn't afford to buy him out. Ensure your industry has well-capitalized strategic buyers before diving in.Connect with Maxwell & Clean Girl:
Follow Maxwell on X: https://x.com/Maxwell_Maher Check out the Clean Girl YouTube channel: https://www.youtube.com/@_The_Clean_GirlConnect with the hosts:
Follow Isaac on X: https://x.com/theisaacmed Follow Zain on X: https://x.com/NotZainAgainProduction & Scaling Partners:
This video is fully edited and produced by Content Forge. Need DFY YouTube organic for your brand or full-service editing for your YouTube channel? Get a free consultation here: https://getcontentforge.com/ Need help launching or scaling your brand on TikTok Shop? Book a free consultation with Zain at: https://zainith.agency/Chapters:
00:00 - Intro & The 18 Billion View Empire
01:59 - The Secret to 20 Million YouTube Subscribers
04:31 - Quality vs. Quantity in Content Creation
06:02 - Building an AI Feedback Loop for Viral Videos
08:05 - The Ultimate Metric: Cost Per Million Watch Hours
10:40 - Why YouTube Shorts Don't Convert (And What Does)
12:00 - The Red Bull Strategy for Target & Walmart Retail
18:23 - From $15/hr Landscaping to Scaling a Moving Company
23:09 - The Danger of Building Businesses in "Broke" Industries
27:23 - The Future of Crypto & Meme Coins
31:06 - How to Start a Viral Brand from Scratch Today
34:32 - Will AI Content Replace Real Creators?
37:25 - Why iPhone Workflows Destroy Expensive Cameras
42:53 - Outro & Where to Find Maxwell#WhatsWorkingPodcast #MaxwellMaher #CleanGirl #YouTubeShorts #ViralContent #EcommerceGrowth #RetailStrategy #CreatorEconomy
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Colin McGuire acquired a dormant Australian hair care brand and scaled it to $7 million in just 18 months. His DTC growth was so explosive that Target's lead retail buyer actually filled out a customer service form on his website begging to stock the product.
In this episode of What's Working, Colin breaks down his incredible e-commerce journey, starting from running Facebook's earliest "Dark Post" ads in 2010 to building an agency that acquired a brand portfolio doing $84 million in top-line revenue. He reveals the exact playbook he used to revive Glimmr, how to successfully finance a mass retail launch, and the shocking data behind the "Retail Halo" effect.
Key Takeaways:
The Retail Halo Effect: A 37-week tracking study proved that $0.32 of every single dollar spent on Meta ads flowed directly through to Target in-store sales. Mass Retail Cash Flow: Launching into mass retail requires serious financial engineering; Colin utilized a $350,000 line of credit from HighBeam and leveraged JP Morgan's Target program to secure 72-hour payment terms. Go DTC First to Win Retail: Retailers like Target aren't trying to compete with Walmart on value, they want digitally native brands that already have engineered cultural relevance on TikTok and Instagram. Track Your Numbers Manually: Instead of over-automating dashboards early on, manually updating blended retail metrics in a spreadsheet forces you to "feel" your numbers, allowing for highly confident ad scaling decisions. The 3-Pronged Social Affiliate Playbook: Glimmr engineered virality by coordinating massive volumes of micro-affiliates, B-tier creators, and A-list influencers to post in waves, forcing the algorithm to recognize their relevance.Connect with Colin & Glimmr:
Follow Colin on X: https://x.com/colinvmcguireConnect with the hosts:
Follow Isaac on X: https://x.com/theisaacmedProduction & Scaling Partners:
This video is fully edited and produced by Content Forge. Need DFY YouTube organic for your brand or full-service editing for your YouTube channel? Get a free consultation here: https://getcontentforge.com/ Need help launching or scaling your brand on TikTok Shop? Book a free consultation with Zain at: https://zainith.agency/Chapters:
00:00 - Intro & The Glimmr Target Story
00:54 - Accidentally Becoming an Early Facebook Advertiser in 2010
04:00 - From Agency Owner to Acquiring an $84M Brand Portfolio
05:52 - Acquiring a Dormant Australian Brand (Glimmr)
08:18 - Scaling to $7 Million in 18 Months via Meta & TikTok Shop
09:09 - The 3-Pronged Social Affiliate Strategy
13:30 - How Target's Lead Buyer Begged to Stock Glimmr
18:43 - Financing Mass Retail (HighBeam & JP Morgan)
20:04 - The "Retail Halo" Study: $0.32 of Every Meta Dollar Goes to Target
23:44 - Why You Should Track Retail Metrics Manually
24:49 - Expanding Full-Chain & Raising a Seed Round
28:27 - Outro & Where to Find Colin#WhatsWorkingPodcast #ColinMcGuire #EcommerceGrowth #RetailStrategy #MetaAds #TikTokShop #DTCBrands
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Connor MacDonald helped scale Ridge from a couple million in revenue to over $200 million a year. How? By ditching the traditional agency model, going in-house, and ruthlessly optimizing everything from growth-hacking subreddits to coining brand-new e-commerce metrics.
In Episode 7 of What's Working, Connor (CMO of Ridge and host of the Marketing Operators podcast) breaks down his wild origin story of buying Ethereum at $12 just to pay for Reddit upvotes.
He reveals Ridge's exact strategy for unlocking TikTok Shop, explaining why you don't need thousands of winning creators to drive massive GMV. Connor also steps onto a soapbox to deliver a reality check on AI: stop building messy Zapier automations and start fixing your core data infrastructure. Finally, he coins a brilliant new e-commerce metric the "Attention Value of Inventory."
Key Takeaways:
The Attention Value of Inventory (AVI): Drops and flashy new products generate disproportionate top-of-funnel clicks. Even if customers ultimately buy your standard core products, you need that flashy inventory to run ads against. Don't soft-launch and quietly sell out of your most attention-grabbing SKUs. The TikTok Shop Creator Math: You don't need thousands of winning affiliates. Connor reveals that for some of the biggest brands on the platform, just 12 creators are driving up to 60% of their total TikTok Shop GMV. Repurposing TikTok for Meta: Ridge’s main goal for TikTok Shop isn't just native platform revenue it's building a massive creator army to generate high-performing UGC, securing the usage rights, and scaling those winning videos on Meta and YouTube Shorts. Fix Your Data Before Adding AI: The real AI unlock comes from having pristine naming conventions and clean data infrastructure (like local transcripts and MCPs) that LLMs like Claude can easily query, not from chaining together fragile automation tools.Connect with Connor & Ridge:
Follow Connor on X: https://x.com/couuor Listen to the Marketing Operators Podcast wherever you get your podcasts. Check out Ridge: https://ridge.com/Production & Scaling Partners:
This video is fully edited and produced by Content Forge. Need DFY YouTube organic for your brand or full-service editing for your YouTube channel? Get a free consultation here: https://getcontentforge.com/ Need help launching or scaling your brand on TikTok Shop? Book a free consultation with Zain at: https://zainith.agency/Chapters:
00:00 - Intro & The Ridge Growth Story
01:24 - Buying Ethereum at $12 for Reddit Growth Hacks
03:52 - Why Connor & Sean Frank Left the Agency World for Ridge
05:59 - The Value of Hiring Marketers with Agency Experience
09:00 - Ridge's Big Bet on TikTok Shop & Creator Activation
11:31 - Structuring an Affiliate Program (Retainers vs. Commission)
14:40 - Getting Usage Rights to Scale TikTok Ads on Meta
18:38 - Will Instagram Shops Finally Beat TikTok?
27:32 - The Insane Creator Math: 12 Creators, 60% of GMV
33:53 - Connor's Soapbox: Why Clean Data Beats Shiny AI Tools
37:29 - The AI Tech Stack: Local LLMs, MCPs & Querying Transcripts
44:03 - How Ridge Achieved Its Biggest Q1 Ever
47:33 - Coining a New E-com Metric: "Attention Value of Inventory"
50:48 - Outro & Where to Find Connor#WhatsWorkingPodcast #ConnorMacDonald #RidgeWallet #EcommerceGrowth #TikTokShop #MarketingStrategy #ArtificialIntelligence #DTC
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Aaron Orendorff went from an infantry soldier and pastor to burning his life to the ground, only to rebuild it into becoming the Chief Content Officer for The Operators and former Editor in Chief at Shopify Plus.
In Episode 6 of What's Working, dive into his wild journey of faking Wix blogs to land bylines in the NYT, shaping the early days of Shopify Plus enterprise, and building the DTC Index at Common Thread Collective. Aaron drops pure alpha on why agencies fail when trying to launch their own brands, the difference between personalization and segmentation, and why AI will never replace writers with actual "skin in the game."
Key Takeaways:
The Agency Trap: Why an agency launching its own DTC brand is usually a massive mismanagement of resources. It rarely works, though it does give you "skin in the game" to sell to clients. AI is a Multiplier, Not a Creator: AI will not supplant the subject matter expert with real-world expertise and empathy. Use AI as a multiplier to repurpose your best ideas, not to generate them from scratch. The SEO Mention Strategy: Aaron finessed his way into a career at Shopify by aggressively writing high-value content and tagging the exact decision-makers he wanted to work with on social media. Problem-First Marketing: Discover the difference between simply segmenting an audience and finding the true emotional resonance that actually solves a customer's problem.Connect with Aaron & The Operators:
Follow Aaron on X: https://x.com/AaronOrendorff Follow Aaron on LinkedIn: https://www.linkedin.com/in/aaronorendorff Check out the new AI Operators Podcast: https://www.youtube.com/channel/UCuGneytUApsb7SEynqoZ0ugProduction & Scaling Partners:
This video is fully edited and produced by Content Forge. Need DFY YouTube organic for your brand or full-service editing for your YouTube channel? Get a free consultation here: https://getcontentforge.com/ Need help launching or scaling your brand on TikTok Shop? Book a free consultation with Zain at: https://zainith.agency/Chapters:
00:00 - Intro & The Content Forge Shoutout
04:43 - Aaron's Wild Background: Infantry & Pastor
12:33 - Burning His Life Down & Rebuilding in Content
16:12 - Faking Wix Blogs & Pitching the NYT
18:21 - The Cold Pitch That Landed Shopify Plus
23:01 - Marketing First Principles: Personalization vs. Segmentation
29:06 - Joining CTC & Building the DTC Index
36:59 - Why Agencies Should NEVER Start E-com Brands
42:03 - Will AI Supplant Real Writers?
48:56 - Announcing the AI Operators Podcast
55:04 - Outro & Where to Find Aaron#WhatsWorkingPodcast #AaronOrendorff #TheOperators #ShopifyPlus #EcommerceMarketing #ContentStrategy #AIWriters
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What if your best employee wasn't human?
Meet "Liam", the autonomous Open Claude AI agent fully integrated into Asana and Slack, actively running data analysis, generating action items, and doing meeting prep for an elite agency.
In Episode 5 of What's Working, Cherene and Jacob from Growth Capital Co. pull back the curtain on building a truly AI-native growth agency. They share their journey from Common Thread Collective and Ilia Beauty to creating an infrastructure where AI agents act as primary software users. Cherene and Jacob drop massive reality checks on the state of AI in e-commerce, explaining why AI creative completely lacks "taste," why forcing your current employees to learn AI will fail, and why organic social is still the most vital hire for a new brand.
Key Takeaways:
The "Liam" Infrastructure: To make an AI agent actually useful, you need a flawless data warehouse. An agent is only as powerful as the quantitative and qualitative data it can seamlessly access. AI Creative Lacks "Taste": Despite the hype, fully AI-generated UGC is flopping for premium brands because it lacks the psychological triggers and intimate brand knowledge needed to convert. The Top-Down AI Rule: You cannot expect employees with full-time jobs to figure out AI on their own. AI adoption will only work if the CEO leads by example and forces a top-down workflow shift. Hire for Organic Social First: If starting a brand today, skip the "AI Strategist". Hire someone who can create natively entertaining organic social content, as algorithms are starting to penalize AI "slop".Connect with Cherene, Jacob & Growth Capital Co:
Follow Cherene on X: https://x.com/ChereneAubert Follow Jacob on X: https://x.com/jacob_posel Check out the agency: Growth Capital CoProduction & Scaling Partners:
This video is fully edited and produced by Content Forge. Need DFY YouTube organic for your brand or full-service editing for your YouTube channel? Get a free consultation here: https://getcontentforge.com/ Need help launching or scaling your brand on TikTok Shop? Book a free consultation with Zain at: https://zainith.agency/Chapters:
00:00 - Intro & The Highest Leverage Activity
00:24 - Meet "Liam" the Autonomous AI Agent
03:20 - Building "Oasis" & Data Infrastructure for AI
05:25 - Cherene’s Career: From Shark Tank Brands to Ilia Beauty
07:31 - Jacob's Career: Why Logistics AI Failed & Moving to CTC
11:57 - The Launch of Growth Capital Co.
15:49 - Where Should E-com Brands Install AI First?
19:32 - Why Software Adoption is So Hard for Employees
21:17 - Will AI Actually Replace Labor?
28:59 - The Hidden P&L Costs of Managing People
32:36 - Start with Organic Social, Not AI Strategists
35:21 - Is "CEO Coding" a High-Leverage Activity?
41:42 - Why AI Creative Agencies Are Flopping
46:29 - Cherene’s TikTok Shop Hair Secrets
47:27 - Outro & Where to Find Growth Capital Co.#WhatsWorkingPodcast #GrowthCapitalCo #EcomGrowth #AIAgents #EcommerceMarketing #AIAdoption #ClaudeAI
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Jared Orkin went from setting up AOL accounts for seniors at age 15 to building Activate Talent, the offshore staffing empire placing hundreds of employees at massive brands like Hexclad , Fashion Nova , and Comfort.
On Episode 4 of What's Working, Jared breaks down his wild entrepreneurial journey, from launching a hyperlocal Groupon competitor in college to dominating Amazon FBA. He reveals why Amazon sellers absolutely must leverage TikTok Shop today , how to seamlessly integrate offshore talent into your org chart , and why operating at a "value deficit" is the ultimate networking cheat code. Plus, Jeremy Thurswell drops in to deliver a massive contrarian take on why AI is actually creating more jobs.
In This Episode, We Cover:
The "Halo Effect": Why you need a TikTok Shop influencer army to drive high-trust conversions back to your Amazon listings.
Why customer service is the last place you should remove humans, as AI lacks the tone and judgment needed to save high-LTV customers.
The secret to business and life: Operating at a "value deficit" by consistently giving more than you take.
How AI tools are lowering the cost of major projects, allowing companies to launch more initiatives and hire more people to execute them.
How to start outsourcing by asking your current team to list their biggest bottlenecks.
Connect with Jared & Activate Talent:
Check out Activate Talent: activatetalent.com
Follow Jared on X: https://x.com/Jaredorkin
Production & Scaling Partners:
This video is fully edited and produced by Content Forge. Need DFY YouTube organic for your brand or full-service editing for your YouTube channel? Get a free consultation here: https://getcontentforge.com/
Need help launching or scaling your brand on TikTok Shop? Book a free consultation with Zain at: https://zainith.agency/
Chapters:
00:00 - Intro & The TikTok Shop Halo Effect
00:19 - Welcome to the What's Working Pod
01:46 - Selling AOL Accounts at 15
02:30 - Building a Groupon Competitor in College
03:22 - Scaling Amazon FBA & Affiliate Marketing
04:24 - Building the Innovate Conference
05:14 - The Shift in Amazon: Why You Need TikTok Shop
06:05 - Founding Activate Talent
06:50 - What Brands Do We Outsource For?
07:22 - Why You Shouldn't Be Scared of Outsourcing
08:23 - The Contrarian Take: AI Won't Kill Customer Support
10:14 - How to Buy Your Attention Back
11:00 - Are We Hiring More or Less With AI?
12:00 - The "Value Deficit" Philosophy
12:51 - How to Structure Your Org Chart with Offshore Talent
14:14 - Jeremy Thurswell Drops In 15:10 - Outro
#WhatsWorkingPodcast #ActivateTalent #JaredOrkin #OffshoreStaffing #EcommerceGrowth #AmazonFBA #TikTokShop #AI
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Shray Joshi runs Good Peeps, the biggest CPG agency you’ve never heard of, managing up to $25M/month in ad spend and driving over $1.1B in retail sales over the last year. If you want to build a massive physical product brand, this episode is your masterclass.
On this episode of What's Working, Shray breaks down his wild origin story, from reversing his own severe autoimmune issues using real food, to becoming a biochemist, and eventually finessing his way into the hottest CPG brands in New York. We dive deep into the massive, hidden world of Retail Media (Instacart, Walmart, Target) and explain why these platforms are the ultimate cheat code for driving in-store velocity.
Plus, Shray reveals the "CPG 3.0" framework, why Costco is the ultimate discovery platform, and his exact playbook for rolling out a brand from niche stores to big-box retail.
In This Episode, We Cover:
Why running ads on Instacart and DoorDash actually drives physical in-store velocity for your brand.
The definition of "CPG 3.0" and why real, efficacious ingredients are replacing "dropshipped" junk food.
Shray's exact retail playbook: Why you must validate at GNC first before scaling to Whole Foods, Target, and Costco.
Why you should leverage debt facilities backed by retail POs instead of giving up precious equity.
The hidden truth about Costco: Why it's actually an elite customer acquisition and discovery tool.
Connect with Shray & Good Peeps:
Check out Good Peeps: https://www.thepeeps.co/
Follow Shray on Instagram: https://www.instagram.com/shrayvj/
Follow Good Peeps on LinkedIn: https://www.linkedin.com/company/thegoodpeeps
Production & Scaling Partners:
This video is fully edited and produced by Content Forge. Need DFY YouTube organic for your brand or full-service editing for your YouTube channel? Get a free consultation here: https://getcontentforge.com/
Need help launching or scaling your brand on TikTok Shop? Book a free consultation with Zain at: https://zainith.agency/
Chapters:
00:00 Intro & Shray's Insane Health Transformation
06:14 Fired from GNC & Running Meta Ads for Apartments
09:23 The Chacha Matcha Hustle & Entering CPG
15:02 Starting Good Peeps & The Shift from DTC to Retail
18:46 What is Retail Media? (Instacart, Target, Walmart)
24:45 Driving $1.1 Billion in Retail Sales
27:28 CPG 3.0: The End of "Dropshipped" Food Brands
34:30 Why You Shouldn't Enter Retail Until $50M
38:22 The Danger of Small Retailers & Bankruptcy
42:49 How to Finance Retail POs (Stop Giving Up Equity!)
44:53 The Exact Retail Launch Playbook for CPG
47:50 Why Costco is the Ultimate Discovery Platform
53:40 How to Connect with Shray
#WhatsWorkingPodcast #CPGBrands #RetailMedia #GoodPeeps #ShrayJoshi #EcommerceGrowth #Omnichannel -
Is it possible to scale a supplement brand to $50k/month while still working a corporate 9-to-5? TJ Bongiorno did exactly that, balancing a career in tech startups with the growth of what is now The Outgoing Co.
In this episode of What’s Working, Zain Ali sits down with TJ to discuss the gritty details of his recent rebrand—from the logistical nightmare of losing all Amazon and TikTok reviews to using AI to handle 80% of his creative design. TJ pulls back the curtain on his "loss-leader" strategy for TikTok Shop, explaining why he’s willing to burn thousands on free samples to build long-term momentum. We also dive into his unique retail strategy for RTDs and how his background in technical sales became his biggest founder superpower.
Key Takeaways:
The Corporate Leap: How TJ scaled his brand to $50k/month as a side project before securing investment and quitting his tech job.
AI as a Creative Partner: How TJ used AI to design 80% of his packaging and naming, only hiring designers to finalize the technical files for manufacturing.
The TikTok Shop Mini-Guide: Why the platform requires a heavy upfront investment in affiliate seeding and live streaming to trigger exponential growth.
Rebranding Logistics: The reality of "resetting" a brand, including the difficulty of updating headers, emails, and merchant handles while managing existing loans.
Owned Media & Trust: Why TJ is launching a high-production health show to build authority and lower his long-term customer acquisition costs (CAC).
Connect with TJ:
Follow TJ Bongiorno on X here: https://x.com/tj_bongiorno
Find The Outgoing Co here: https://theoutgoing.co
Watch Down to Health here: @DTHshow on all platforms
Production & Scaling Partners:
This video is fully edited and produced by Content Forge. Need DFY YouTube organic for your brand or full-service editing for your YouTube channel? Get a free consultation here: https://getcontentforge.com/
Need help launching or scaling your brand on TikTok Shop? Book a free consultation with Zain at: https://zainith.agency/
Chapters:00:00 - Intro: The "D2C Comedian" meets the Startup Founder
01:30 - Leaving the corporate grind and hitting $50k/month
03:10 - The nightmare of rebranding: Amazon, TikTok, and Shopify logistics
05:44 - How to use AI for 80% of your packaging and design
08:16 - Personal Branding on X: The "Halo Effect" on Meta ads
12:10 - The "Honest" MRR Model: Avoiding the "scammer" supplement stigma
14:13 - TikTok Shop failures and burning $50k in two months
17:30 - The Mini-Guide to TikTok Shop success: Lives and Affiliates
22:12 - The cost of "Free" samples: Why you must invest upfront
28:18 - Founder-led content: Quality vs. Quantity
33:08 - Building "Owned Media" and the Down to Health show
39:16 - Why the RTD launch is a Retail-only strategy
42:42 - Why corporate sales is a founder's secret superpower
53:45 - Outro and where to find TJ
#WhatsWorkingPodcast #DTC #TikTokShop #TheOutgoingCo #EcommerceGrowth #TJBongiorno #MarketingStrategy #AIinBusiness
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What happens when an elite affiliate marketer enters the old-school publishing industry? He accidentally builds the 10th largest book brand in the country , selling up to 12,000 units a day entirely through Meta ads.
On this episode of What's Working, we sit down with legendary affiliate marketer and agency owner Jason Kutasi. Jason shares his wild journey from dominating Yahoo's early ad platform to exiting a massive kids' book business to Scholastic. We dive deep into the brutal reality of the publishing industry, the psychological differences between selling to moms vs. grandmas , and why treating your physical product names like ad thumbnails will save you thousands in inventory.
Plus, Jason breaks down his exact Meta Ads testing framework for this year, why "natural CAC" beats relying on cost caps , and why he is aggressively shifting back to ABO testing to force winning data.
In This Episode, We Cover:
The wild west of Yahoo advertising and getting called out by the CEO.
Why you should target grandmas, not moms, for kids' products.
The "Thumbnail Test": How to test physical product names and packaging before spending a dime on inventory.
Meta Ads Masterclass: Why "natural CAC" works, the problem with scaling cost caps, and ruthlessly cutting ad sets after 3 days.
The difference between the volatile highs of affiliate marketing and the steady protection of an agency.
Connect with Jason:
Follow Jason Kutasi on X here: https://x.com/JasonKutasi
Follow Jason Kutasi on LinkedIn here: linkedin.com/in/jasonkutasi
Production & Scaling Partners:
This video is fully edited and produced by Content Forge. Need DFY YouTube organic for your brand or full-service editing for your YouTube channel? Get a free consultation here: https://getcontentforge.com/
Need help launching or scaling your brand on TikTok Shop? Book a free consultation with Zain at: https://zainith.agency/
Timestamps:
00:00 - Intro & Selling 12,000 Books a Day
01:05 - Meet Jason Kutasi: Affiliate Legend
02:40 - Getting Banned on Meta & The Pivot to Books
05:24 - The Wild West of Yahoo Advertising
10:00 - Getting Called Out by Yahoo's CEO
14:15 - The Truth About Book Publishing Margins
17:38 - Scaling to the 10th Largest Publisher
20:55 - Hitting the Breaking Point & Exiting
27:41 - How to Test Physical Products Like Thumbnails
35:44 - Insane E-com Growth: Comfort & Single-SKU Brands
38:09 - What's Working on Meta Ads Today
47:59 - ABO vs. CBO: The Ultimate Testing Framework
52:08 - The Problem with Cost Caps & Natural CAC
