More Isn't Better - Return on Podcast Ep. 7 with Brandon Checketts

In this episode of Return on Podcast, Tyler and Brandon Checketts talk leveraging seller data, ROWC, and the best Star Wars movie in the franchise.

Brandon Checketts calls himself a Parallel Entrepreneur -- He's started over 40 businesses in his career and currently has 10 operating (including Seller Accountant!). He's currently spending most of his effort as the CEO of Seller Labs where his experience as an entrepreneur and a Data Geek intersect to help thousands of E-Commerce sellers make data-driven business decisions to grow and increase profitability.

Check out the Seller Labs website: https://www.sellerlabs.com/

Also mentioned in this episode:
Data Warehouse: https://www.sellerlabs.com/data-warehouse
Feedback Genius: https://www.sellerlabs.com/communication-center/
The Four Disciplines of Execution - Chris McChesney, Sean Covey, Jim Huling

Welcome to Return on Podcast, the show where we help e-commerce sellers improve their ROI in business and in life. Hosted by Tyler Jefcoat and in affiliation with Seller Accountant, Return on Podcast aims to leave listeners with new insights and actionable life and business hacks at the end of each episode.

1:30 Brandon Checketts intro
2:50 What is a parallel entrepreneur?
3:50 The delicate balance of running businesses remotely
4:29 Brandon’s Amazon journey
7:04 Creating value
7:40 The three traits of a great entrepreneur
8:30 Pivoting a business and adaptability
10:30 Feedback Genius
13:20 Seller Labs and driving value for Amazon brands
14:30 FBA Analyzer - how data provides opportunities
16:11 Advertising trends for Amazon sellers
18:30 Reprioritizing margins - “More isn’t better, better is better”
19:18 Unit economics and ROWC - calculating value on a per-SKU basis
21:05 Treating your inventory like investments
22:21 Seller Central historical ad data
22:58 Case study - What a campaign-level ad breakdown can do for sales
23:45 Using your Seller Central data to drive profitability
26:04 Making the most of your ad software
27:15 Brandon’s Disney obsession
29:00 Disney Dining - the Mouse Dining story
30:19 Favorite Star Wars movie and why?
31:36 Return on Podcast - Hacks and Habits
32:04 Hack #1 - Confidence in your numbers
35:02 Hack #2 - Don’t get complacent
36:06 Lead and lag measures
38:10 Hero products and the “stale green”