John Player

Jason nailed this one and I wanted to expand on it a bit. (Even though he sucks) @Jason______A Inventory sits on your balance sheet and isn't deductible until sold. You show profit on paper, owe taxes on that profit, but your actual cash is locked in inventory. You can owe more in taxes than you have in the bank. This is how you know most ecom ‘flexers’ are lying. Anyone doing real volume knows this pain. (I used to not know this being pure agency play and man was I an idiot) We lived it this last year. In July we scaled hard, mis-forecasted a subscription offer and payback period, scaled into it while reducing price point to existing subscribers, AND expanded into retail with new SKUs at the same time. All the numbers showed it was working We're scaling It's winning THIS IS ACTUAL VOLUME. And it broke us. Like, it literally broke us. We had to grind all the way to December before we could finally say okay, we turned this around. Six months of digging out of a hole that the "winning" numbers put us in. It started with us not knowing our numbers as tight as we should have. We didn't expect to scale and crack spend when we did. Cash on hand, margin, payback period, retail expansion we'd never done before... all of it collided at once. What you know now is always better than what you knew then. But we should have been closer. We should have had better projections. No question about it. So real volume creates problems that flexers will never understand because they've never actually been there.