In this episode of The Richer Geek Podcast, we are joined by Adam Callinan, founder of Pentane, an innovative e-commerce profitability system. Adam shares his journey from medical devices to creating the wildly successful BottleKeeper and how those experiences led to the development of Pentane. Discover how Pentane transforms raw e-commerce data into actionable insights, helping businesses of all sizes, especially early-stage consumer brands, achieve sustainable profitability. Learn how to move beyond guesswork and emotion and embrace a data-driven approach to your e-commerce strategy. Adam dives into the critical mistakes many businesses make, including arbitrary ad budgets and the hidden impact of fixed expenses, and how Pentane provides the tools to make informed decisions.

In this episode, we're discussing…

• E-commerce Success Formula – Adam Callinan, founder of Pentane, shares how understanding financial and customer acquisition metrics helped scale BottleKeeper into an eight-figure business with just four employees.

• The Power of Real-Time Data – Pentane provides a live dashboard integrating expenses, revenue, and ad spend to help e-commerce businesses make data-driven decisions instead of guessing.

• Optimizing Profitability – Businesses can set financial goals (e.g., a 10% net margin) and use Pentane's system to backtrack the exact ad spend and revenue targets needed to achieve them.

• Beyond Trial & Error – Many e-commerce brands operate blindly, throwing money at ads without knowing their impact. Pentane replaces uncertainty with precise, actionable insights.

• Who It's For – Ideal for early-stage consumer brands (

• No Long History Needed – While lifetime value metrics require 12 months of data, most of Pentane's insights can be leveraged immediately with accurate financials.

Resources from Adam

LinkedIn | Pentane

Resources from Mike and Nichole

Gateway Private Equity Group | Nic's guide