Introduction
In this insightful podcast, we dive deep into the journey of an entrepreneur who mastered how to start an online store and scale it at an incredible pace. Starting from scratch, Shannon grew her essential oils business to over $50,000 a month in just six months. Her story is a masterclass in rapid growth, strategic pivoting, and building a business that supports a nomadic lifestyle. We’ll unpack the exact strategies she used, from breaking into the wholesale market to effectively outsourcing her operations. If you’re looking for a blueprint on how to achieve fast business growth, this is the Q&A for you.
Founder Success Story QnA
Where is the business at now, and can you give us a little background on your story?
I’ve been really fortunate since we last spoke about two months ago. I haven’t really branched into anything else, I’ve just focused on this. Wholesale is now probably 80% of my business, and I didn’t actually reach out to people at first; people came to me asking to sell my oils. So now I have someone working for me, and their primary role is contacting businesses on my behalf. So yeah, the whole wholesale side of things is going really, really well.
Are you still manufacturing locally?
Yes, in New Zealand. Yeah, that’s a huge selling point for us. It’s a key point of difference; people like to know that it is made in New Zealand, the clean, green New Zealand. So yeah, I will definitely continue that. I don’t think I will get the oils made elsewhere.
When it comes to shipping, how do you make sure that the glass bottles don’t break?
I’ve actually only had a couple of people contact me saying it leaked. I’ve been really lucky, I’ve literally had none break. The bottles are only 10mls, so the glass is pretty thick for their size. I’ve been really lucky, touch wood.
Are you using a fulfillment center now, or are you still self-fulfilling?
I’m still self-fulfilling at the moment, but I’m moving to Vietnam in a month, so I will finally be moving to a fulfillment center. I’m investigating them at the moment.
How did the outsourcing process work for customer support?
I have two staff who work for me in the Philippines. One of them does advertising and produces video content, and then another one focuses just on customer service, emails, inquiries like ‘did any of the oil bottles leak?’, ‘are there any returns?’, or if an order is incorrect. They also respond to the wholesale inquiries.
How did you train them?
Really just on Skype, screen sharing. It was pretty simple. There was nothing really advanced or technical about it.
How did you find them?
Through a website online, OnlineJobs.ph. It’s like a job site in the Philippines.
How many stockists do you have now, and do you think wholesale will be a bigger part of your business?
That is the main goal from here on, without a doubt. Wholesale for sure. In New Zealand, I have probably 30 to 40 stockists at the moment. I will be reaching out to more. I actually had someone contact me from Sydney, no clue how they found me, possibly from listening to the podcast. So I think there is a market worldwide for sure, and I’m going to look at wholesaling there.
When did you start the business?
I started in July. We’re in January now, so that’s about six months. The growth has just kept going up, which is not an easy road, but it’s been done.
What are your revenue numbers like?
I did about one hundred twenty-five thousand in the first six weeks, which was something good. And then in January, my wholesale line was just over $50,000.
Do you need to be in New Zealand to run the oil business?
I do have intentions of traveling back every six to eight weeks, just to make sure I’m across anything that might be happening. I don’t necessarily have to do that, but I’d like to do it.
What’s the typical wholesale margin you offer to stockists?
It’s a flat fifty percent. The Start & Scale course touched on wholesaling, and we were sitting down pricing straightaway, which I think really helped. It just made it easy. People came to me, and most people are sort of used to the 40 to 50 percent mark, and I was able to instantly offer 50 percent.
What’s your advice for people who get stuck on finding the perfect idea or are afraid to fail?
I think you just need to start. If you have a great idea and you think about it too much, you’re going to start thinking of the reasons why it might not work or why you shouldn’t do it. If you talk to friends or family, everyone will support you, but they will also have a whole list of ‘what ifs’. Just start and roll with it. Nothing is ever perfect. Even now, my website, I cringe at some aspects of it, but I’m doing it. People don’t care when they’re looking at your website; they don’t analyze it. So if you have an idea, just start. Don’t overthink it. So many people have genius ideas and they don’t follow through. Just start. I’ve failed at so many things in my lifetime, and it makes you stronger. Your first idea might not work, but what if it does?
What was the hardest part of the process for you?
I just start and I’m pretty busy, so I throw everything at a million miles an hour. I had an issue with my plugs. I hadn’t properly vetted my factory. I had received samples which were awesome, and I guess they send the best product in the samples, but I hadn’t investigated the history of the factory. I received my first shipment with a lot of faulty plugs. So my advice is, it’s important to just start, but definitely do your research to make sure that the factory is a great factory with great products, great feedback, and has been around long enough.
Shannon’s Business Stats
Shannon’s essential oils business, started from scratch in July, demonstrates explosive growth by focusing on a B2B wholesale model. Her ability to scale quickly is highlighted by impressive revenue figures and a rapidly expanding network of stockists, all while manufacturing locally in New Zealand to maintain a strong brand identity. Below are some of the key statistics from her journey.
- Reached over $125,000 in revenue in the first six weeks.
- Grew the wholesale channel to over $50,000/month within six months.
- Secured between 30-40 stockists in New Zealand.
- Offers a standard 50% wholesale margin to all partners.
- All products are manufactured in New Zealand.
- Successfully transitioned to a fully outsourced operational model.
| Metric | Value |
|---|---|
| Time to Scale | 6 Months |
| Monthly Revenue | $50,000+ |
| Wholesale Margin | 50% |
| Key Market | New Zealand |
Shannon’s Method
Shannon’s success wasn’t accidental; it was the result of a clear and actionable method. She prioritized speed and execution over perfection, allowing her to gain market traction quickly. Her strategy pivoted from a traditional B2C approach to a highly scalable B2B wholesale model, which became the primary driver of her growth. Here’s a breakdown of her core method.
- Launched a simple online store quickly without waiting for perfection.
- Pivoted the business focus to B2B wholesale after seeing initial demand.
- Actively reached out to and vetted potential stockists to build a wholesale network.
- Offered a competitive and standard 50% wholesale margin to make partnerships easy.
- Outsourced non-core tasks like customer service and outreach to enable scaling.
Shannon’s Tools
To run her business efficiently from anywhere in the world, Shannon leveraged a set of key tools and platforms. These tools were essential for managing her team, communicating with partners, and handling the logistics of her online store. By using the right technology stack, she was able to automate processes and focus on high-growth activities.
- OnlineJobs.ph: Used to find and hire skilled virtual assistants in the Philippines for customer service and marketing.
- Skype: The primary tool for training and communicating with her remote team via screen sharing and calls.
- E-commerce Platform (e.g., Shopify): The foundation of her online store, used to process both B2C and B2B orders.
- Third-Party Fulfillment Center: A service she planned to use to outsource packing and shipping, enabling her move to Vietnam.
Key Notes
Shannon’s journey offers several critical lessons for aspiring entrepreneurs. Her story emphasizes the importance of action over extensive planning and the power of a well-executed niche strategy. These key takeaways can be applied to any business looking to grow quickly and sustainably.
- Just start; don’t wait for the perfect idea or perfect website.
- Thoroughly vet your suppliers and manufacturers before placing large orders.
- Consider a wholesale model as a powerful lever for rapid growth and revenue stability.
- Outsource operational tasks early to free up your time for strategic growth.
- A strong brand story, like ‘Made in New Zealand’, can be a key differentiator.
Get Started in Just 5 Steps
Inspired by Shannon’s story? You can model her success by following a clear, step-by-step process. This approach focuses on getting to market quickly and validating your business idea through real-world sales. Here are five steps to help you start your own online store and scale it effectively.
- Find a Product & Manufacturer: Identify a product you’re passionate about and find a reliable local manufacturer to ensure quality and a unique selling proposition.
- Launch a Simple Online Store: Use a platform like Shopify to get a basic but functional store live quickly. Don’t worry about it being perfect.
- Focus on Your First Wholesale Stockist: Instead of only chasing individual customers, proactively reach out to local businesses that could be your first stockist.
- Offer a Standard Wholesale Margin: Make it easy for businesses to say yes by offering a standard 40-50% wholesale margin from the beginning.
- Outsource to Scale: Once you have sales, use platforms like OnlineJobs.ph to hire virtual assistants for customer service and marketing so you can focus on growth.
Conclusion
Shannon’s journey from a fresh start to a $50,000/month business in just six months is a powerful testament to what’s possible with the right mindset and strategy. Her story shows that you don’t need a perfect plan to begin; you just need to start. By focusing on a scalable wholesale model, outsourcing smartly, and maintaining a strong brand identity, she built a business that not only generates significant revenue but also provides the freedom to live a life by design. For anyone wondering how to start an online store, let this be your call to action.