Monday, August 27, 2012

6 factors that have the biggest impact on profit

As we've blogged about before, our overarching goal is to continually increase Stroll's profitability and contribute every possible cent to the company's bottom line. To that end, we've identified six factors that are most important to converting our advertising expenditure into maximum profit. These six factors form what we call our "Growth Acceleration Model." The factors are:
  1. New customer acquisition
  2. Conversion rate
  3. Average order value
  4. Repurchase rate
  5. Fixed costs
  6. Variable costs
Every member of our team understands this model, the factors that define it, and how it all impacts our profits. Armed with this knowledge, our team's collective brain power is focused on the most critical and influential leverage points in driving profits in our business.

Wednesday, August 22, 2012

Some insights on Stroll's founding and growth

If you've been following Stroll in the news lately, you might have seen some articles covering our founding and growth. The stories take me back to some of the most poignant days of my professional life -- the tough decisions, the new discoveries, the exhilaration and fear of carving a fresh path. I wanted to highlight a few of those news articles on our blog, because I thought they included many insights that are relevant to the hypergrowth story we've been cataloging here.

First, syndicated columnist Mildred L. Culp wrote about how I started Stroll from my college dorm room. She included some of the factors that bolstered the company through those challenging start-up years, and how we overcame some major financial challenges.

In addition, the editors of Technically Philly covered some of our more recent growth. They wrote about Stroll team's reaching 170 employees, and recapped some of our other growth metrics.