WORK WITH ME
Distribution Strategy Advisory
Channel decisions are easy to defer, until the cost of deferring them shows up in your margins. Resources go towards the loudest channels instead of the highest-leverage ones, conflict quietly kills brand equity and pricing power, and the picture of what to protect, fix, or walk away from stays blurry until the damage is already done.
I help ecommerce brands get clarity on their distribution: which channels deserve more resources, which are quietly damaging the business, and how to sequence the next moves. My work comes from running multichannel ecommerce operations, not from advising on them from the outside.
How I Can Help
DISCOVERY CALL
One hour, one question. You have a specific channel decision in front of you and need a sharp outside perspective before you commit. No extensive report, no lengthy process, just a focused conversation on your specific problem.
$300
What is Included?
- One 60-minute video call
- A short follow-up email summarizing key points within 24 hours
This is right for you if:
- You have one specific decision to make (a channel launch, a pricing conflict, a marketplace exit)
- You don’t need a written report, just a sharp outside perspective
- You want to test the fit before committing to a larger engagement
Not the right fit if:
- Your problem involves multiple stakeholders or requires data review — the Express Audit is a better starting point
EXPRESS AUDIT
A structured outside read of your channel mix. One stakeholder interview, a written diagnostic report identifying where you stand, and a debrief call walking through your priority moves. Built for brand-side operators who need clarity fast.
$1600
What is Included?
- One 60 minute discovery interview with your key stakeholder
- Review of your current channel mix and available performance data
- A written diagnostic report (3-5 pages): where you stand, what’s working, what isn’t, and why
- 3-5 prioritized recommendations grounded in your actual situation
- One 30-45 minute debrief call to walk through findings together
What you walk away with:
A clear outside read of your channel mix and a prioritized action list. Not a generic framework, but a specific diagnosis of your situation.
Timeline: 1-2 weeks from discovery call to delivered report
This is right for you if:
- You want a written deliverable you can share internally
- You’re a brand-side operator or founder making a channel decision alone or with a small team
- You need clarity fast, without a multi-week engagement
DEEP AUDIT
For businesses where the channel strategy touches more than one team and the stakes are high enough to get it right. Multiple stakeholder interviews, comprehensive written findings, and a 12-18 month channel roadmap presented directly to your leadership.
$8000
What is Included?
- Kickoff call to align on scope and stakeholders
- 3-5 stakeholder interviews
- Review of channel P&Ls and performance data where available
- Full written findings: current-state diagnostic + root cause analysis
- A 12-18 month channel roadmap: what to enter, exit, fix, and in what order
What you walk away with:
A complete picture of where your channel strategy stands today and a concrete, sequenced plan for the next 12-18 months.
Timeline: 3-4 weeks from kickoff to delivered roadmap
This is right for you if:
- Channel decisions touch more than one team
- You’ve outgrown your current channel mix but aren’t sure what to change first
- You need something you can present to leadership, not just a quick read
RETAINER
Ongoing strategic support without the overhead of a per-project engagement. One strategic call per month, and async availability for questions and document reviews. Built for operators who want a thinking partner in their corner, not just a one-time report.
Reach out for pricing
What is Included?
- One 60-minute strategy call per month
- Async availability for questions, document reviews, and gut-checks between calls
- Access to my full thinking on channel strategy, including frameworks from my book and ongoing research
What you walk away with:
A thinking partner who knows your business and your channel situation, available when decisions come up, not just when you’ve budgeted a project.
This is right for you if:
- You’ve completed an audit (yours or someone else’s) and need ongoing support executing it
- Channel decisions come up regularly and you want consistent outside perspective
- You want strategic support without the overhead of a per-project engagement each time
The Quiet Ways Bad Distribution Decisions Compound
Most ecommerce brands don’t make one loud catastrophic channel decision, but a series of reasonable-looking ones that slowly compounds until it shows in the P&L.
They launch on Amazon because the volume looks attractive, then discover the pricing conflict is harder to fix than expected. They take a retail account because one buyer is interested, only to find the unit economics are not working. They delay exiting an underperforming marketplace because the sunk costs feel real, and the exit becomes more expensive every quarter they wait.
The damage is rarely dramatic in the moment, but by the time it becomes critical, it is a very expensive fix, not to mention the opportunity costs.
The brands that avoid this treat distribution as a strategic decision, not an operational one. They decide in advance which channels serve the current stage, which to enter next, and which to walk away from, and adjust when needed. Which is where outside perspective pays for itself.
Why Work With Me?
I’ve spent over a decade running ecommerce operations, not just advising from the outside, but making the actual channel decisions, managing the P&Ls, and dealing with the consequences when they go wrong.
I’m the author of Online Channel Fit, a practical guide to building and optimizing ecommerce distribution strategies, as well as Ecommerce 101, a guide to building and scaling an ecommerce business from scratch. My work draws on real case studies, not only theoretical frameworks.
What I bring that many consultants don’t: I’ve sat on the operator side of these decisions. I know what channel conflict actually costs at the margin level, what a bad marketplace sequencing decision looks like eighteen months later, and what “we’ll figure out the channel strategy later” actually means for your business.
Four Decisions Every Channel Comes Down To
Most brands only ask the first question: where else can we sell? In reality, a lot more comes into play.
ADD
Enter a new channel, making sure timing, sequencing and financials help the channels you already have.
“Should we be on this marketplace yet?”
EXPAND
Put more resources behind a channel that is working well, but not at its full potential yet.
“Can we double down here without breaking something else?”
REPAIR
Fix a channel that is leaking. It’s worth keeping, but margins are thin, or it is hurting other channels.
“Why does our loudest channel earn the least?”
LEAVE
Exit a channel that has been destroying value, quarter after quarter. The hard part is deciding, but also leaving without damaging the rest.
“We gave it one more quarter, what should we do now?”
How an Audit Works
STEP 1
Kickoff
We agree on the questions to answer which channels are in scope.
STEP 2
Interviews and data
I talk with the people who run your channels and review relevant data.
STEP 3
Analysis
I assess the strategy on unit economics, brand control, channel conflict, sequencing, or any aspect we identified.
STEP 4
Written report
You get a clear report on what is working, what is not, and what to do about it.
STEP 5
Debrief and roadmap
We go through the report live, and you leave with a prioritized plan your team can act on.
Express Audit and Deep Audit follow the same path. The Deep Audit goes wider and deeper.
| Discovery call | Express audit | Deep audit | Retainer | |
|---|---|---|---|---|
| Timeline | 60 min call | 1–2 weeks | 3–4 weeks | Ongoing |
| Stakeholders | 1 | 1 | 3 to 5 | 1 point of contact |
| Written report | — | ✓ 3–5 pages | ✓ Comprehensive | ✓ As needed |
| Channel roadmap | — | — | ✓ 12–18 months | ✓ As needed |
| Debrief call | — | ✓ | ✓ | ✓ Monthly |
| Async support | — | — | — | ✓ |
| Best for | One specific decision | Fast outside read | Complex, multi-stakeholder | Ongoing support |
| Price | $300 | $1,600 | $8,000 | Reach out |