Strategy Audit - The Three Levers to Scale with Karen Bonnici

Ecomm Breakthrough

Karen Bonnici – the visionary behind Moon Sonder™ and its iconic products, the Super Blanky®, Dreamighty®, and Super Towel®. Karen's story is a testament to the transformative power of passion and purpose, as she crafts unique experiences that seamlessly blend comfort, self-care, and imagination for her customers.

But Karen's journey doesn't stop at product creation. With a rich background as a seasoned storyteller, musician, and teaching artist, she's no stranger to captivating audiences both on stage and online. Her foray into ecommerce has been driven by her diverse creative talents, allowing her to weave compelling narratives and melodies that deeply resonate with her audience.

Here’s a glimpse of what you will learn….

• Leveraging TikTok shop to convey your brand story
• Leveraging TikTok Shop as a platform for brand messaging and influencer engagement.
• Exploring the potential of TikTok Shop as a driver of traffic to Amazon and the trust factor associated with Amazon among consumers.
• Importance of leveraging Shopify to collect customer data and strategies for audience ownership outside of Amazon.
• Highlighting the value of conducting product variation tests to optimize conversion rates
• The necessity of continuous testing, leveraging Amazon's AB experiments, and the potential impact of 1% improvements over time.
• Driving growth by launching new products and analyzing competitors' actions.

In this episode of Ecomm Breakthrough podcast host Josh Hadley chats with Karen Bonnici, a successful Amazon brand owner. They explore the challenges of low conversion rates and high ad costs, and the necessity of launching new products. The discussion also covers the effectiveness of storytelling in branding, the potential of TikTok and other platforms for promotion, and the use of influencers to drive traffic. Karen shares her personal story of resilience, aiming to inspire through her brand. The episode concludes with an emphasis on innovation, competitor analysis, and the continuous improvement of product listings for business growth.

Here are the 3 action items that Josh identified from this episode:

Action item #1: Driving growth by launching new products. Constant product innovation is paramount, akin to Apple's strategy, emphasizing that product diversification fuels sustained expansion, preventing sales stagnation over time.

Action item #2: Consider TikTok Shop for brand promotion, leveraging its potential for virality and broad audience reach, irrespective of follower count, thanks to its algorithm favoring resonant content. Unlike platforms such as Instagram and Facebook, where visibility relies heavily on audience size and engagement rates, TikTok offers a cost-effective avenue for expanding product awareness.

Action item #3: Continuous testing through Amazon's AB experiments is essential, facilitating ongoing refinement of product listings. Embracing iterative improvements enables even marginal gains to compound over time, driving significant growth in e-commerce endeavors.

Resources mentioned in this episode:

• Josh Hadley on LinkedIn
• eComm Breakthrough Consulting
• eComm Breakthrough Podcast
• Email Josh Hadley: [e-mail]
• TikTok Shop
• Shopify
• Google Ads
• PickFu
• Amazon's A/B Test

Special Mention(s):

• Adam “Heist” Runquist on LinkedIn
• Kevin King on LinkedIn
• Michael E. Gerber on LinkedIn

Related Episode(s):

• “Cracking the Amazon Code: Learn From Adam Heist’s Brand Scaling Secrets” on the eComm Breakthrough Podcast
• “Kevin King’s Wicked-Smart Tips for Building an Audience of Raving Fans” on the eComm Breakthrough Podcast
• “Unlocking Entrepreneurial Greatness | Insider Secrets With E-myth Author Michael Gerber” on the eComm Breakthrough Podcast

This episode is brought to you by eComm Breakthrough Consulting where I help seven-figure e-commerce owners grow to eight figures. I started my business in 2015 and grew it to an eight-figure brand in seven years. I made mistakes along the way that made the path to eight figures longer. At times I doubted whether our business could even survive and become a real brand. I wish I would have had a guide to help me grow faster and avoid the stumbling blocks. If you’ve hit a plateau and want to know the next steps to take your business to the next level, then email me at [e-mail] and in your subject line say “strategy audit” for the chance to win a $10,000 comprehensive business strategy audit at no cost!

Full Transcript

**Josh (00:00:35)**** ((-)) - - Welcome to the Ecomm Breakthrough Podcast. I'm your host, Josh Hadley, where I interviewed the top business leaders in eCommerce. Past guests include Adam Heist, Kevin King, and Michael E Gerber, the author of The E-myth. Today I'm speaking with Karen Bonnici. She is an Amazon brand owner that crossed the seven figure mark last year, and we just finished an audit on her brand. And we're going to let you all peek under the hood and hear the challenges that she is facing, and also hear the solutions that we discussed while conducting her brand audit.

**Josh (00:01:07)**** ((-)) - - This episode is brought to you by Ecomm Breakthrough Consulting, where I help seven figure companies grow to eight figures and beyond. Listen, Karen, I started my business back in 2015 and grew into an eight figure brand in seven years, but I made a...