Honest Ecommerce

Kevin Lavelle is the CEO and Co-Founder of Harbor. He brings a wealth of experience from his role as the Founder and Chairman of Mizzen+Main, having invented the world’s first performance fabric dress shirt. 

With a successful growth round raised from L Catterton, partnerships with world-renowned athletes like Phil Mickelson and JJ Watt, and a background in omnichannel retail, Kevin is not only a dedicated entrepreneur but also a loving husband and father of two.

In This Conversation We Discuss:

• [00:44] Intro
• [00:55] Building a secure and reliable baby monitor
• [02:24] Creating a performance-fabric dress shirt
• [03:23] Debunking "if you build it, they will come"
• [04:11] Seeking technology to enhance family life
• [05:01] The unreliability of phone apps for monitoring
• [05:54] Striving to improve early parenting years
• [06:39] Improving novel ideas into successful products
• [07:16] Validating demand through actual sales efforts
• [08:48] Generating awareness with creative marketing
• [09:41] Building customer bonds with thoughtful gestures
• [10:33] Navigating incorrect assumptions confidently
• [11:04] Electric Eye: Your true Shopify expert
• [12:01] Finding customers where they are
• [12:38] Acknowledging the flaws of initial products
• [13:14] Valuing friends' early support in business
• [14:15] Benefits of membership-based relationships
• [15:57] The cost of building quality products
• [17:56] Prioritizing innovation and customer experience
• [18:42] Marketing challenges of one vs. multiple products
• [19:36] The constant influx of new customers
• [20:59] The power of parent-to-parent endorsements
• [22:16] The evolution of influencer marketing
• [24:53] Engaging with celebrity moms and influencers
• [25:36] Acknowledging the value of wholesale partners
• [26:29] Maintaining organic audience engagement
• [27:37] Cutting through the noise with authentic content
• [28:45] Connecting with Kevin and Harbor

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Reliable baby monitoring system harbor.co/
• Follow Harbor on socials instagram.com/harborsleep/
• Follow Kevin Lavelle on LinkedIn linkedin.com/in/kevinlavelle/
• Follow Kevin Lavelle on X x.com/kevinslavelle
• Schedule an intro call with one of our experts electriceye.io/connect

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Dale Bertrand is an SEO and ecommerce expert who leads training and consulting engagements with brands like Citizen Watch, Nestle, XXX. 

Nowadays, Dale spends his time researching the risks and opportunities posed by Google’s shift to generative AI search. 

You can follow Dale on LinkedIn and check out his work @fireandspark.com.

In This Conversation We Discuss: 

• [00:46] Intro
• [01:28] Focused on SEO Strategy: Fire&Spark's Expertise
• [03:05] Aligning Objectives with SEO Strategies
• [03:42] Understanding Search Intent
• [05:19] Filtering Traffic: Ensuring Quality Over Quantity
• [07:33] High vs. Low Intent: The Impact on Traffic Quality
• [08:50] Moving Beyond Standard Blog Posts
• [10:44] Matching Customer Search Behavior
• [11:33] Traffic Mismatches: Matching Intent with Content
• [12:43] Optimizing for Purchase Intent
• [13:44] Leveraging Google's Topic-Based Authority
• [14:40] Addressing Low Conversion Pages
• [15:56] Integrating Add-to-Cart Buttons in Content
• [17:44] Tailoring CTAs for Different Funnel Levels
• [19:37] Innovation in Automation & Data Analysis
• [21:07] Automating Analysis: AI Insights in SEO
• [22:46] Leveraging Generative AI in SEO Tasks
• [24:06] Diversifying Platforms: Impact on Product Searches
• [24:58] Exploring AI-Driven Ideation
• [25:58] Adapting to Generative Engine Optimization
• [26:21] Addressing Potential Changes in Search Engines
• [27:56] Google's Focus on High-Quality Content
• [29:20] Connect with Dale: LinkedIn and Email

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Boston SEO & content marketing agency fireandspark.com/
• Follow Dale Bertrand linkedin.com/in/dalebertrand

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Nicole Goldberg is an experienced marketing professional with over fifteen years in the ecommerce industry. 

Based in Los Angeles, she holds the role of Director of Growth Marketing at Faherty Brand, where she spearheads the development and implementation of the company's growth marketing strategy. 

Prior to her tenure at Faherty, Nicole played instrumental roles in overseeing digital marketing initiatives for prominent brands including BCBG, 7 For All Mankind, Splendid, and AG Jeans. 

Nicole is recognized for her strategic focus on achieving incremental growth and profitability while remaining aligned with company objectives. She excels in striking a harmonious balance between brand storytelling and conversion tactics, effectively driving impactful results across the marketing funnel. 

For listeners of Honest Ecommerce, Faherty is extending 20% off with code HONEST20 at fahertybrand.com.

In This Conversation We Discuss:

• [00:45] Intro
• [01:56] A career around digital marketing & Ecommerce
• [03:24] Leading new marketing initiatives 
• [05:02] Faherty's approach to channel attribution
• [05:56] Dissecting channel performance using incrementality
• [07:03] Navigating tool options budget-wise
• [07:58] Evolving towards omni-channel marketing
• [08:45] Electric Eye: your true Shopify expert
• [09:40] Managing small-scale growth & budget constraints
• [10:45] Integrating last click and in-channel performance
• [12:50] Recognizing prospecting windows in Meta
• [13:44] Socials ads converting interest into leads
• [15:11] Adapting to digital noise: understanding touchpoints
• [16:31] Embracing love-hate dynamic on Meta's efficiency
• [17:19] Connected TV for diversified marketing efforts
• [19:44] Harnessing podcast advertising
• [20:50] Crafting conversational ads with balanced keypoints
• [22:03] Utilizing Performance Max to reach new customers
• [24:23] Balancing visibility with AI-based tools
• [24:57] Optimizing landing pages & on-site experience
• [26:14] Prioritizing page effectiveness for smaller teams
• [27:01] Use HONEST20 for 20% off on Faherty’s website

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Family-led brand of undeniably soft, incredibly comfortable clothes fahertybrand.com/
• Follow Nicole Goldberg linkedin.com/in/hendersonnicole/
• Use the code HONEST20 for 20% off full purchase at fahertybrand.com/
• Follow Nicole Goldberg linkedin.com/in/hendersonnicole/
• Schedule an intro call with one of our experts electriceye.io/connect

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Emma McIlroy is the founder and CEO of Wildfang, a multi million dollar fashion brand on a mission to rewrite the future of gender. 

Wildfang embraces your masc, your femme and everything-in-between. Wildfang has raised over $1k for charities that focus on racial justice, as well as queer, immigrant, and women’s rights. 

Pre-Wildfang, Emma spent over a decade honing her marketing skills at brands like Barclays and Nike. 

More recently, Emma has been named one of Inc.’s Female Founders 100, Oregon Entrepreneur of the Year, a Henry Crown Fellow and her "Yeah Maybe" TED talk has racked up over 100k views.

In This Conversation We Discuss:

• [00:43] Intro
• [01:23] Challenging norms & gendered clothing options
• [03:02] Expanding from brick-and-mortar to Ecommerce
• [04:12] Launching physical & online store side by side
• [05:05] Strategizing & focusing efforts before going live
• [06:51] Gaining momentum & navigating press attention
• [07:39] Doing personalized outreach strategies
• [08:55] Reaching varied audience segments
• [10:06] Putting in the effort to sell the vision
• [11:09] Building a website with no experience
• [12:37] Dealing with early days mishaps
• [13:43] Electric Eye: Your true Shopify expert
• [14:40] Challenges of selling others' products
• [15:53] Deciding to build own products
• [16:47] Endorsements and retail limitations
• [17:29] Moving from third-party to vertical business
• [18:04] Ensuring ethical production practices
• [18:39] Rediscovering the power of public relations
• [19:31] Intimidating expectations in the industry
• [21:05] Rejecting 'Advice Tornado' 
• [21:58] Reflecting on industry shifts over a decade
• [23:09] Focusing on longevity & resonance in business
• [23:47] Staying true to your brand's strengths
• [25:06] Block out the noise & focus on what matters
• [26:41] Connecting on social: join WILDFANG's community
• [27:17] WILDFANG ventures into wholesale

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Masculine, feminine, and everything-in-between workwear wildfang.com/  
• Follow Emma McIlroy linkedin.com/in/emma-mcilroy-she-her-97811422/
• Schedule an intro call with one of our experts electriceye.io/connect

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

With over 25 years of experience in the e-commerce industry, Brent is the President and Founder of ContentBasis LLC, a cutting-edge startup that helps businesses optimize their content discovery through predictive analytics and human expertise. ContentBasis is a unique solution that combines advanced technology and human talent to enhance clients' digital footprint and customer experience. 

Throughout his career, Brent has been a serial entrepreneur, a keynote speaker, and a fervent advocate for outstanding e-commerce solutions. He started his first eCommerce website in 1995 and later co-founded and led Wagento, a top Adobe Commerce Agency in the Americas. He has also been recognized as a Magento Master for five consecutive years for mentoring the Magento community and delivering exceptional projects. 

As a podcast host and a global speaker, He shares insights and best practices on various topics related to e-commerce development, project management, and customer experience.

He is also an active Entrepreneurs Organization (EO) member and a passionate endurance athlete. 27 Marathon, 1 Ultra Marathon, 6 Majors, and one Ironman.

In This Conversation We Discuss: 

• [00:41] Intro
• [01:08] Exploring Ecommerce platforms
• [02:31] Talk Commerce's immersive podcast world
• [03:07] Crafting human-centered content solutions
• [04:58] Customizing solutions: AI for specific needs
• [05:57] Data-driven strategies: leveraging sales insights
• [08:06] Refining AI output for accuracy in content
• [10:12] Experimental success via testing SEO strategies
• [13:14] Evolving SEO: Beyond keyword stuffing
• [14:58] Establishing authority through content expertise
• [16:19] Addressing key concerns across platforms
• [17:57] Finding your USP and thinking outside the box
• [18:49] Tracking new and lost keywords
• [20:21] Staying ahead & doubling down on niches
• [21:10] Diversifying content: exploring audio & video
• [22:25] Exploring AI in podcasts
• [24:03] Exploring creativity beyond content creation
• [25:15] Get in touch with Talk Commerce & Content Basis

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Empowering entrepreneurs and marketers for success talk-commerce.com/
• Unique solution that combines advanced technology and human talent contentbasis.io/
• Follow Brent Peterson linkedin.com/in/brentwpeterson/

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Kentaro is a multimedia artist, creative director, martial artist, and entrepreneur from Los Angeles, CA. After studying Neuroscience at UCSD then entering into the film program at UCLA, Kentaro started his career creating content for global brands such as McDonald’s, Lego, Benjamin Moore, and many others before eventually transitioning to be a children’s book illustrator and brand director. 

He created the visual direction for the Coffee Bean & Tea Leaf’s children’s line with The Magic Tea House, and his children’s illustrations have traveled across museums throughout the United States. 

He has been featured on NBC for his large-scale guerilla pieces, the New York Times for his mural work, and in TIME magazine, Slash Film, Forbes, Huffington Post, Men's Health, GameRant, Vice, and NPR for his films. 

As a martial artist, Kentaro competed internationally, fighting Muay Thai at Pattaya Stadium in Thailand and training with Judo Olympians at the Kodokan and the Japanese royal guards within the Imperial Palace. He currently remains one of the cultural ambassadors for the upcoming Los Angeles Olympics. 

In 2015, he co-founded Neuro - a functional confectionary brand revolutionizing the consumable supplement space. With over 50 million pieces sold since Neuro’s successful Indiegogo campaign, the company has been featured in TIME magazine, Dr. Oz, Forbes 30 Under 30, The New Yorker, Buzzfeed, Shark Tank, The Joe Rogan Podcast, Fast Company, and Entrepreneur magazine. It can now be found in over 12,000 retail locations nationwide including Walmart, Whole Foods, Erewhon, Bristol Farms, Wynn hotels and Jet Blue. 

Alongside his ventures, Kentaro currently paints large scale murals as both a freelance artist and a qualified muralist through the Department of Cultural Affairs. As an experiential artist, he co-designed the immersive retail experience CAMP in New York, The Sixth Collection for Jerry Lorenzo's streetwear brand Fear of God, Britney Spears’ The Zone, and Diddy’s 50th Birthday through okidoki, an experiential design agency he co-founded in 2018. 

In the digital space, he has worked alongside Clubhouse and Crypto.com to do their first NFT drop and most recently finished two 2500SQFT murals in Downtown Los Angeles celebrating Ellison Onizuka, the first Asian American astronaut in space.

In This Conversation We Discuss:

• [00:43] Intro
• [01:04] Redefining gum and mints with supplements
• [02:33] From athletes to innovators: crafting a vision
• [03:48] Finding a co-manufacturer in the confectionery space
• [04:40] From concept to creation: the R&D journey
• [05:51] Challenges of defining a new product category
• [07:43] Adding value to existing products
• [09:34] Seizing momentum & harnessing community support
• [11:36] Bootstrapping triumph: the crowdfunding journey
• [12:13] Building genuine community connection on Reddit
• [14:16] Electric Eye: Your true Shopify experts
• [15:13] Strategic outreach: The PR hustle
• [16:19] Catalyzing success: from GearDiary to Time Magazine
• [16:52] Authenticity in action: Sustaining the original vision
• [18:18] Accelerating growth by investing in talent
• [19:33] Prioritizing progress over perfection in hiring
• [20:42] Adapting to demand & managing hiring complexities
• [21:44] Branching out & transitioning to omnichannel
• [23:04] Get Neuro functional gum and mints

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Neuro functional gum and mints neurogum.com/
• Follow Kent Yoshimura linkedin.com/in/kentyoshimura/
• Schedule an intro call with one of our experts electriceye.io/connect

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Gustavo is an advertising & marketing executive turned entrepreneur. 

In the past, he’s held management positions in fortune 500 companies in the US & abroad. 

He currently runs jijamas®, a high-end sleepwear brand that he founded several years ago to help women unwind & relax from their busy lifestyles. 

He loves all things related to e-commerce and working with international markets.

In This Conversation We Discuss:

• [00:42] Intro
• [01:20] Finding the right business idea
• [03:23] Identifying a gap in sleepwear market for adults
• [04:38] Creating pajamas you want to be seen in
• [05:39] Tweaking existing ideas for success
• [07:29] The importance of consultative partnerships
• [09:49] Proving concept and establishing supply chain
• [11:11] Committing to full-time entrepreneurship
• [12:24] Customer acquisition beyond friends & family
• [14:07] Gaining confidence from continuous improvement
• [15:26] Electric Eye: your true Shopify experts
• [16:23] Prioritizing profitability over rapid scaling
• [18:28] Leveraging platforms to reach wider audiences
• [20:18] Achieving growth through strategic scaling
• [21:09] Thriving amidst the pandemic surge
• [21:48] The power of product quality and reviews
• [23:01 Luxury sleepwear from jijamas

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Luxury sleepwear and comfy pajamas for men & women jijamas.com/
• Follow Gustavo Sanchez linkedin.com/in/gustavo-sanchez-8083a86/
• Schedule an intro call with one of our experts electriceye.io/connect

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Noah Tucker is the founder of Social Snowball, the word-of-mouth marketing platform for ecommerce. 

His experience in building Shopify sites, running ads, and working with influencers led him to build Social Snowball, which now supports affiliate and influencer marketing for brands like Fanjoy, Goorin Bros, and Outway Socks.

Social Snowball’s modern and automated affiliate & referral programs drive millions in revenue for over 1,000 leading brands such as True Classic, Outway Socks, and Fanjoy.

In This Conversation We Discuss: 

• [00:41] Intro
• [01:41] Recognizing a gap in affiliate marketing tools
• [02:45] Traditional to modern affiliate marketing
• [03:31] Redefining functionality for affiliate programs
• [04:38] Harnessing the power of customer affiliates
• [05:33] Automating affiliate programs for customers
• [06:39] Seeding and retracting sales with Social Snowball
• [07:47] Tabs Chocolate's creator-branded pages strategy
• [08:52] Customer affiliate integration: Set it and forget it
• [09:20] Seamless influencer outreach & product redemptions
• [10:23] Start your affiliate program with Social Snowball

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Affiliate and referral platform for DTC socialsnowball.io/
• Follow Noah Tucker on LinkedIn linkedin.com/in/noah-tucker-%E2%98%83%EF%B8%8F-71a294154/
• Follow Noah Tucker on Twitter/X twitter.com/noatuck

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Karina Kogan is an award winning marketing and technology executive with a track record of feuling transformational growth and digital innovation for disruptor brands. 

Karina currently serves as Chief Commercial and Marketing Officer at Pvolve, an omnichannel fitness company that in 2023 announced a strategic partnership with Jennifer Aniston. 

Karina has spent two decades working at the intersections of innovation and marketing with prior roles as CMO of Oura, SVP & Global Head of Product Marketing at Peloton, and SVP of Digital Media and Products at WarnerMedia. 

Karina also holds board and advisory posts at Jackpot.com, FightCamp, among others. 

In This Conversation We Discuss:

• [00:46] Intro
• [02:19] Growing an omnichannel fitness brand
• [03:02] Reflecting on career journey to Pvolve
• [04:25] Jennifer Aniston's organic connection to Pvolve
• [06:28] Authenticity in brand-talent partnerships
• [07:21] Trend: celebrity collaborations in consumer brands
• [10:22] Electric Eye: your true Shopify experts
• [11:20] How functional fitness became the solution
• [12:59] Building strength and flexibility using Pvolve
• [13:49] Bringing on key team members to drive growth
• [14:54] Collaborating with agencies and vendors
• [15:42] Combining home workouts and in-person studios
• [16:43] The diverse responsibilities of a CMO
• [18:15] Stay relevant: the value of continuous learning
• [19:36] Strategic resource allocation for maximum ROI
• [20:41] Leveraging networking & relationships as startups
• [22:02] Tap into functional fitness with Pvolve

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Functional and omnichannel fitness with resistance equipment pvolve.com/
• Follow Karina Kogan linkedin.com/in/kogankarina/
• Schedule an intro call with one of our experts electriceye.io/connect

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

A few years ago, Shaina, CEO of Bask and Lather Co’s younger sister lost ALL of her hair to a ringworm that spread across her scalp and was misdiagnosed as dandruff. Dermatologist told her mother that her hair may never grow back after months of having a smooth, shiny scalp. 

Out of desperation, her mother took things into her own hands and created a scalp oil to stimulate growth, which is now the company's #1 best selling product and a viral sensation. 

Shaina, who is also a licensed Nurse Practitioner, helped her mother perfect the formulations and ensure that the ingredients were all natural and safe. 

In addition to running the now 8-figure company, Shaina is a mother, fiancee and real estate investor.

In This Conversation We Discuss:

• [00:40] Intro
• [01:53] The origin story of a hair care breakthrough
• [02:55] Harnessing homemade remedy to restore hair health
• [03:45] Using Instagram to validate potential market
• [04:34] Building a brand story and launching with impact
• [06:01] Scaling followers using strategic collaborations
• [06:33] Finding relevant pages to reach a wider audience 
• [07:46] Prioritizing organic reach across platforms
• [08:06] Workplace struggles as driving force to full-time CEO
• [10:20] Doubling revenue through full-time entrepreneurship
• [11:10] Episode Sponsor: Electric Eye
• [12:07] Ensuring business stability before going full-time
• [13:26] Harnessing Facebook Pixel for ad success
• [14:49] Finding an agency dedicated to the business
• [15:26] Reflecting on team dynamics in decision-making
• [16:50] Outsourcing warehouse operations for efficiency
• [18:44] Valuing passion and grit before skills when hiring
• [20:53] How to get products from Bask & Lather Co.

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Prevent hair loss with hair growth products baskandlatherco.com/
• Follow Shaina Rainford linkedin.com/in/shaina-rainford-ms-rn-fnp-c-27b241113/
• Schedule an intro call with one of our experts electriceye.io/connect

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!