Obvi

I got a lot of DMs from my post yesterday wanting to see how we track cash flow So let’s bring it back to the basics of cash flow management 101 Building a cash window for your business, so you have perfect visibility over the next 13 - 26 weeks If you’re just starting out, utilize Google Sheets to track EVERYTHING (ours attached) All the inflows (D2C revenue, Amazon revenue, Wholesale & Retail revenue, International revenue, etc.) And all your outflows (both fixed and variable). Why not more specific? Remember, you're building a cash window – don’t project out every tiny expense Just make strong assumptions on your major cash outflows Like labor outflows, credit card payments, rent, inventory, debt repayments, and weekly operating expenses that we pay with cash Use data driven assumptions across the board ✅ Expected revenue from existing retailers (include trade spend product refreshes/expansions) ✅ Variable expense assumptions from historic averages on %’s of revenue ✅ Discount & COGS price assumptions from more recent trends/data Get these locked in and you’ll build out a better cash window. Obviously there’s a lot more that we track that didn’t fit in the screenshot So if you want – I can work on a templated version to send to you guys – let me know!

This one text message completely changed how we run Obvi. Our finance team sends a daily P&L to our execs & board members - it’s changed how we: 1️⃣ View our business daily 2️⃣ Evaluate where to put our efforts 3️⃣ Maintain transparency Keeping the pressure on at all times. It may look like a lot – but let’s dive into how it's given us a magnified look into our business and why you should add this to your daily communication. 1️⃣ First - track ad spend and ecom revenue: ❓Did we launch a different SMS style today? ❓Did we send email on a restocked product? ❓New ad doing well? ❓Meta found pockets to spend more in? This allows us to see what's moving the needle… 2️⃣ But our daily P/L is for AMZN & D2C, so we’re not looking at it and saying we need to work on Walmart We use it to  📈observe trends against changes we’ve made (i.e. ones listed above) 📉see how the numbers get affected ✍️take action where needed 3️⃣ Transparency is the biggest thing, tbh Other than being on the same page, getting your board & execs guidance is key. Founders/operators can get lost in the weeds, or get affected by the volatility in D2C Your board keeps you level headed on expectations/projections/risks. Overall – this has changed everything at Obvi It’s improved communication with our team and allowed us to keep a close pulse on everything so we can improve our efforts ASAP. 🚨 We pull this from our incredible cash flow tracker – lmk if you’d like to see it in a post.

$5000, 2 SKUs and a dream - that’s how we started Obvi 5 years ago Wouldn’t want to do it with anyone else. Happy 5th birthday Obvi⚡️

This collagen king is making it easier to look great and feel great. If you enjoyed this: Show Obvi some love. Check out my other 60 Second Pitch episodes. And follow along for more. Ronak Shah - Obvi #60secondpitch

Summer is right around the corner. These were the top three thirst-quenching flavors from the poll we put out to our Facebook Community last week. Just finished up creating the labels, and we should be ordering these soon. Aiming to launch these sometime next month. We're still working out the launch details. Launching them one at a time or all together. Regardless, I think these will be these will be a good hit. Getting back to our product launch roots and revitalizing the community a little bit. They've also asked for more Burn powder flavors, so working on those as well. Trying to redo the formula to make it a little more cost effective (kind of an expensive product). As always, I'll keep you guys updated and opinions on the designs are always welcome! More and more cool stuff coming out.

Detox label redesign done to be more on brand with the rest of the product line. Loving how all these colors are coming together.

I just spent 48 hours in NYC with one of the most successful DTC brands in history 🤯 Obvi are a supplements brand famous for getting to $60m of revenue in just 4 years 😮 Here's the BIGGEST lessons I learnt: 1. Stay lean at all costs They're a $60m brand, I was expecting a snazzy office, what I got was a basic space and broken chairs. It's tempting as you grow, to think you need bigger and better, you don't. STAY LEAN 2. Do the basics really well Founders are obsessed with paid ads, email, product, brand and operations. They focus on doing the basics exceptionally well 3. Hire a core team, outsource everything else They have 12 FT ppl and everything else is outsourced. Their POV, it's more efficient to outsource than hire and you get a wider range of expertise looking at the problem 4. Community doesn't have to be complicated They created a fbk group, scheduled the first 20 posts and then let the most engaged members become admins and run it. Now 100k members and the bedrock of their innovation and launch strategy 5. Creative diversity is key to scale Running paid ads? You need to be running low-fi statics/video AND hi-fi statics/video. Different target customers resonate with different styles of content and if you're not creating them all you are leaving money on the table 6. Organic content and visibility have to be part of your strategy If you're running paid, organic content (PR, founder posts, podcasts) will boost trust and make your paid perform SO much better 7. You need to spend time with ppl further ahead than you Learning from these guys has been transformative for me and MyoMaster. Spend time with people out of your league doing things you can only dream of Gorgias - THANK YOU for sending me on this trip Ashvin Melwani and Ankit Patel thanks for the incredible insights

Starting off STRONG on Monday We just finished up a case study with Sendlane 🤝 The last 7 months after migrating over have been nothing short of magical Check the full case study in the comments

I can't get enough of these in progress shots Obvi Burn labels by Mavich Branding Group Annmarie Peters these look great!

Everyone is talking about TikTok right now. Is it going to be banned? What the heck is going to happen? That’s a whole debate that probably won’t get settled for years… We’re focusing on the now, and what’s killing it for a lot of brands right now is TikTok Shop. We want the same results for Obvi, so we’ve started working with an agency on our TikTok shop account. We’re going to bring you all through the entire process to get an idea of how you could do the same. The agency we’re working with is using a platform called Insense | TikTok & Meta Partner that sources UGC creators and influencers. What’s the first step into succeeding on TikTok shop?-Finding the right influencers and creators to make content with your product. Our agency's already using Insense to connect with creators who can help us showcase Obvi products on TikTok. Danil Saliukov, the founder of Insense, set us up with some credits to get started (which was amazing of him, thank you!) Within just two days, we have 35 TikTok creators lined up and ready to go. That saved us weeks we didn't have to spend searching for the right fits. We're now in the middle of talking with these creators directly through Insense's chat feature so we can discuss and line up exactly how we want them to showcase Obvi. We’re trying out shoppable videos and live sessions to really get our products out there. Everything syncs up with our Shopify store through Insense | TikTok & Meta Partner's integration, so managing everything is easy. Jordan West and his team are keeping an eye on how all this unfolds, and I'll make sure to keep you in the loop with how things are going, too. We’re right in the middle of figuring all this out, so it’s not like we have any insane revenue results to talk about (yet). Getting that number of influencers with practically no time investment on our part is extremely promising though, so we can’t wait to see where this goes. If you've got any thoughts or questions about using TikTok for your business, Danil Saliukov can help you get started doing the exact same thing and get creators lining up to work with you. #proudpartner