His Go to market strategy - Critical mass with online business first, then with brick and mortar AFTER.

Then makes easy to go to brick and mortar locations

Pick fewer channels that scale very well. 

Don’t try to bootstrap a consumer goods company

Started with angels, better terms.

Operational excellence & cost controls

What you can invest back is radically different with 55% GM vs 30% GM

Negotiate with all your suppliers to get the best price.  Claw Back.

Customer Life Time Value to Customer Acquisition Cost is the key value you look at

Create a great product

Confirm what they truly want. Where are we falling short and brute iterate to find a solution to what they want.