One year ago we listed a business that created a massive amount of activity, garnering ten offers, many above asking price. As part of our incredible exit series, today we welcome a seller who has had some time to reflect on all the things he did right in his sale and share what he has been up to since.
Paul Anderson started his career as an accountant, taking the safe path and spending ten years in corporate America. An increasing lack of passion led him to start to build his own lifeboat. He avidly studied Amazon FBA and learned by following experts in the e-commerce space. Although his first launch failed he carried on, honing his awareness of product opportunities out there and eventually he hit it big. Today Paul delves into the building of the business, the pillars of his success, and the components of his path to becoming an exitpreneur.
Episode Highlights:
Mark: So almost one year ago to the date of the recording of this episode of the podcast I was on a car ride with Joe; you Joe from where was it? It was from Dallas down to Houston and then Houston back up to Dallas. We were meeting with a good friend of ours that lived in Houston and while we were in that car ride you had launched a new listing that went absolutely berserk. And I’ve referenced this; I think we've actually talked about this on the podcast a few times, I've referenced this deal because it was one of these outlier deals that seem to check every single box and the result was just a massive amount of requests for phone calls and I believe 10 offers within a very short amount of time. And it’s been a year since that launched and obviously, the deal closed which we’re super happy about but now you finally get to have the seller on the podcast talking about all the things that he did right.
Joe: Yeah it's a great time because it's a year out so he gets to look back. And over the years of doing this podcast the people listening have heard us talk about the four pillars; risk, growth, transferability, and documentation and someone might go yeah ok whatever, the reality is that they matter. Paul Anderson sold his business; 10 offers, he checked off every one of these pillars and the six little subtitles under each pillar and then the fifth one which I know Mark there's no fifth pillar, but the fifth one is the man or person or entrepreneur behind the business. Paul being a former CPA turned entrepreneur who outsourced his bookkeeping to a bookkeeper is just a super likable guy, stay at home dad, buttoned up in so many different ways. The end result is I had to clear his schedule; he basically had three conference calls with highly qualified buyers for five days in a row. He was exhausted from it because each one was…
Joe: So you had 15 conference calls then.
Paul: 15 conference calls.
Joe: And I remember again we were in the car going back up to Dallas and you were on the phone pretty much constantly telling people okay let me see if I can arrange a time for you. So there was a lot more requests for conference calls on this deal.
Paul: A lot more requests and we say we had 10 offers but finally a few people dropped out because they just didn't want to compete because they knew what it is going to be. And the funny thing is people get concerned about that and we always say right up front look don't get caught up in the hype of multiple offers, don't go beyond your comfort level, offer-wise. We want you to make an offer that works for you and hopefully will work for the seller as well because we want it to go all the way from letter of intent through to due diligence and that's exactly what we wound up with. And oddly enough Paul did not choose as we always say they don't necessarily choose the highest price. He didn't do that. He picked the offer that was best for him and I think it was somewhere $150,000 lower than the highest price. So we talked about a little bit of that process, what makes a good seller, a good buyer, and then we talked about what he's doing today which is really interesting as well so hopefully, everybody will enjoy this podcast.
Joe: Absolutely.
Paul: Let’s go to it.
Joe: Hey folks. Joe Valley here from the Quiet Light Podcast and today I have an Incredible Exits client on the phone with me. It's Paul Anderson. We sold Paul's business I think; when was it, Paul?
Paul: March of last year, so a little under a year ago.
Joe: Spring of 2019; so a little under a year ago. So we're going to talk about Paul's exit. We're going to talk about what Paul went through when he built the business, sold the business after he sold the business, and what he's doing now so we’re going to get the full picture. Paul welcome to the Quiet Light Podcast.
Paul: Thanks Joe, good to be here. Good to talk to you.
Joe: So for the folks listening why don’t you give a little bit of background on your professional pedigree and your entrepreneurial journey?
Paul: Yeah, sure. So I actually studied accounting and followed that path. I was kind of one of those people that never really knew what I wanted to do. Like some people I think they’re just like hey I want to be a TV news reporter or a journalist, I never really had that strong thing tapped me on the shoulder that said this is what you should do so I took a pretty safe practical path. I went into accounting and got my CPA. I spent about 10 years working in corporate America doing accounting and finance jobs and didn't really ever feel like that passion and eventually it started to kind of wear me down. I got to the point where I had to think of something else to do and try to build my own little lifeboat to escape from that because something inside me just didn't feel right anymore doing that. So that's kind of what led into starting a business. So that's in 2016. Somewhere; I don't even remember where I started to hear about Amazon FBA and I kind of consumed everything I could about it like podcasts, there's this guy Manny Coats inaudible[00:06:09.6] Helium10, he had a great podcast back then, Amazing Seller; there's all sorts of good stuff online about the model and that's kind of how it started and I started really small. We can get into it from there but that was kind of the first step, learning about it and seeing like oh I think I could do this.
Joe: So you learned about it from podcasts; you didn't pay for a course or anything like that, you were absorbing free information from experts in the space.
Paul: I never bought a single course it was all podcasts, Facebook groups, Reddit forums, and I was just…
Joe: I love it.
Paul: Yeah I can tell you about the first launch which was a total fail but that was like my training course like the very first launch because I learned.
Joe: Failure is a great lesson. How much money did you pull together to launch the business and were you working at that point in the CPA business?
Paul: Yeah I was still working. It was 2016, I put $5,000 in to do; most of it was an inventory buy so I was on Alibaba like at night trying to find my suppliers talking with China and I put in probably about 5,000 bucks to start on my first product.
Joe: Okay. And you just mentioned Helium10; did you use Helium10 to help you find that first product?
Paul: Yes. So it's funny like almost all the products I launched I’ve kind of like encountered in the real world somewhere and the product that turned out to be my big business was I kind of got onto it from a discussion with my parents. We're just having a casual discussion like you would have many times a day and they mentioned this particular thing and I would always in my iPhone put down; anything that seemed interesting I would just like log it in there and then I come back to it. So I had a list of 20 to 30 things going and I went back and started doing some research. I actually was using Jungle Scout back then and I switched over to Helium10 for everything now.
Joe: Oh they're both great products; both of them. Manny and Greg have both been on the podcast; great guys.
Paul: Yeah, for sure. So I kind of punched it in there and said like oh this looks like; the numbers look good and that's kind of how it started but it really was that conversation being like; I think if there's a lesson there it's being aware, we have so many kinds of filters and blinders on like if you really put yourself in the headspace of looking for opportunities you'd be surprised how many little things you read online or you hear about through friends like this is really popular; there's just all sorts of those little things that pop up that could turn out to be big businesses.
Joe: So pay attention to your surroundings; the stuff that you use every day, emerging products in categories and niches and try to pay attention to and think is there an opportunity? Did you use any tools to see if a lot of people were selling in that particular category and that particular product?
Paul: I mean Jungle Scout helps with that but mainly you can just go on and kind of assess like if page one everyone's got a thousand reviews and they're really well-known brands or something that's probably going to be a tough place to break into.
Joe: Tough barrier; okay. So tell us about your first test, it was an epic fail?
Paul: Yeah, so I was really pumped and thought like here it is, this is going to be like my ticket out of full-time work and it's going to be amazing and it was actually an accessory. Have you ever heard of pour-over coffee?
Joe: Yeah.
Paul: So that was kind of just bubbling up, seeming like oh this is really a trending product…
Joe: Too much work; I never bought it because…
Paul: Too much work, yeah, but there’s a lot of people that are really into the craft obviously a coffee one and having some artisan experience. So I sourced these little wooden coffee stands that’s basically used to make pour-over coffee. And it was kind of a cool thing but it turns out products made out of wood can crack and can break and have issues and I was not an expert at sourcing at that point in time so the long story short a lot of the products ended up cracking and breaking. And then once you start getting all these one-star reviews and returns; like my garage was full all around with carts of returned inventory and there wasn't that much demand I think. At the start, I was thinking oh you really got a niche down into this little tiny space and own that and there just wasn't quite enough demand in that space either. So I kind of learned to be a little smarter on sourcing and just to look for ways that things can go wrong inaudible[00:10:31.6] thing that's just so niche that like even if you execute and everything is great like you're going to be selling a couple of units a day.
Joe: So how much money did you test and lose on that first product launch?
Paul: So that was about 5,000 bucks in and I didn't take to bad a bee but I think I lost about a thousand dollars on it which isn’t bad.
Joe: Oh that’s not bad.
Paul: Yeah.
Joe: Not enough to make you go away and say okay this didn't work I'm done; I'm going to go back to the corporate world. You got a taste for it and you said okay I just picked the wrong product.
Paul: Exactly. And I mean I was still in the corporate world and like 5,000 bucks it's not like a lot of money at the time so it wasn't like I was; I’m like yeah whatever it doesn't matter. At that point, the stakes felt real and high.
Joe: Yeah.
Paul: Because it definitely was like I can see the power here on Amazon it's just like finding the right thing to really get this thing spinning.
Joe: Okay. So you learned a lesson; you only lost 20% of your money but you get an excellent education from it better than any course you could have ever purchased. You went out there tried it, failed, learned, and didn't lose so much that you couldn't do it again. So you came up with another product niche and decided to go at it again?
Paul: Exactly yes. So then I was actually going over to; are you familiar with the Canton Fair which is the big supplier…?
Joe: Yeah.
Paul: So I had a trip booked to go over there and kind of in-between going there…
Joe: Just out of curiosity did you book it with a group or was it just you?
Paul: Just me and my wife went over.
Joe: Oh okay, because I was just talking to Athena from China Magic and they have a group of folks that go on a regular basis for those that are terrified to go alone. So you and your wife chose to book a flight to China and go to the Canton Fair alone.
Paul: I loved it. It was really, really full out and I’m eager to go over there.
Joe: Okay.
Paul: I actually ended up finding my supplier on Alibaba before I went so I can't really say that the trip necessarily paid off in terms of like…
Joe: Did you connect with him in person when you got to the Canton Fair?
Paul: No because it was still too early and he was pretty far away from the Canton Fair. I think it helped me really see kind of like the culture of China and doing business with China and I think just a little savvier about how things work. So it was a great education for that and just like a lot of fun to check it out; I mean the place is just massive, like multiple football fields. Anything you want to ever source it would be out there so it was a super interesting spot. But anyway back to your second question so yes I stumbled upon this other product and started kind of the wheels turning in 2016 to source it. I got it on I think in the fall of 2016 and I remember that Q4 for Amazon or e-commerce is like the prime time and I remember just refreshing that seller app that Black Friday, Cyber Monday, like all through up until Christmas and it was just mind-blowing the sales that were coming in off this new product.
Joe: What was it like your first day that you got a sale, how many sales did you have all together; do you remember?
Paul: Oh I mean it started slow. The first thing was probably just two or three units. I mean it’s really; it was in such a momentum game like when you have no momentum it's hard to keep momentum and then once you get this momentum going and the wheels start spinning it can blow your mind like the amount of sales that…
Joe: And that actually blew our mind within the first month or in that first quarter like what did you wind up with on the biggest day within a couple of months of launching it in the Q4 of ‘16?
Paul: I don’t want to say maybe like $8,000 of sales there.
Joe: Oh, wow.
Paul: Something big like and then when you look at the profits from that it's like wow I made more money like on this one day than; and I had a pretty decent corporate job, I'm like this is crazy like the potential. So the hooks kind of got in me right there and then ’16 was kind of just getting off the ground and then the next year is when the ball really started to roll.
Joe: When you started to get revenue in the fourth quarter of 2016 and sales started to come in you had euphoria with the fact that you were getting that kind of revenue and making more money in one day than you made perhaps in a month in the corporate world but did you also have the fear of oh my God I'm going to run out of inventory?
Paul: I did.
Joe: Okay.
Paul: Yeah, inventory is like not something glamorous to talk about and you don't really hear about it that much in podcasts or anything else but it's like running a physical products company doing an Amazon business like the inventory planning is so difficult because your sales can change on a dime. inaudible[00:15:20.7] your supplier 30 days early to make something and another 30 days to put them on a ship to get it over here. So you've got these difficult variables to manage that can leave you stocked out or even a little bit too much stuck so that's always a tough thing to manage.
Joe: Awesome. I don't think I've ever met an Amazon seller or an e-commerce business person that's been growing rapidly that's not run out of inventory at one point or another. All right, so you started with $5,000, did a test, failed, how long between the first failed test and the second product that took off; how many months was it?
Paul: That was about three months I think.
Joe: Okay, and all the time you kept your day job which is fantastic. So you've got some revenue, you've got some money in the account that's transferred to your business account, at what point did you order more inventory with and did you just use that money or did you sit down and talk as a family and say okay this is a winner we need to take a home equity line of credit; how did you fund the rest of the inventory purchases?
Paul: It was all really funded with profits.
Joe: It was? Okay.
Paul: Yeah, it was.
Joe: And you didn't have to take any money out for living expenses because you had your day job so that's perfect.
Paul: Yeah. If I wouldn't have my day job it would have made it much more difficult but luckily I had some steady income coming in on the day job and then I was able to just take the profits and reinvest them back in and just go from there.
Joe: Fast forwarding you had an amazing 2017, an amazing 2018; strong year over year growth, like huge year over year growth. For those listening, Paul's business was listed again spring of 2019 and it's those perfect situation folks where we talk about the four pillars of a sellable business and that invisible fifth one which is the person behind the business and that's Paul. We have a 30-month-old Amazon business with an incredible brand that's growing rapidly year over year. The financials we're set up impeccably. Paul is a CPA but he did something incredible which was what? You outsourced the books to an e-commerce bookkeeper; brilliant by the way. So those of you that are out there saying oh I can do this I'm not going to pay a few hundred bucks to a bookkeeper we've got a CPA here that chose to outsource to an e-commerce bookkeeper because he can do better things than bookkeeping with his time like grow a multi-million dollar Amazon brand which is exactly what you did. Your business checks so many boxes. It was SBA eligible. You were the owner behind the business. You built trust. People believed in you. During the recorded video interview, you're the first person; and I keep asking people to do it now, you're the first person that ever sat in front of the camera, reached down picked up the product and demonstrated the product. You showed the new packaging that you had just done. It was beautiful and the end result was an overwhelming request to buy the business, conference calls where you had to clear your schedule for a week. I said Paul cancel everything, right? We had to clear it and we ended up with I think three calls with qualified buyers every day for five days. We wound up with 10 total offers. I think we were at; the top one was something like $150,000 over asking price.
Paul: Yeah, I think that's right. Yeah.
Joe: Yeah, and we say this all the time that it's not always the offer that comes in with the highest number, it's the right fit more than anything else. We had; of the 10 offers, I think we had maybe six that were SBA and four that were cash. You ended up choosing a cash buyer and not just because it was a cash buyer but also the person behind the business. We did video interviews between the buyer and seller. How much did that matter and how much of a difference did that make for you?
Paul: The interviews mattered a ton. I mean that was the deciding factor because when I went into the process I just thought like well it's pretty simple, right? You take the highest number and the highest bidder wins but as you get into it and talk to different people it's like a huge diverse set of backgrounds that people are coming through Quiet Light looking to buy, right?
Joe: Right.
Paul: And some people I felt like wow I could just hand this to them and they could run with it immediately and do like as good or better a job with this than I ever could. And others are like hey I really like this person and their heart is in the right place but I feel like the transition might take a little bit longer and then what if somewhere they dropped the ball and things get sideways like I don't want that somehow to come back to me. I don’t know if that's a rational way to think about it but if there was a lot of comfort like feeling this guy or these guys I feel like really got it, they get it, they know what to do, they will hit the ground running from day one so to me that mattered a whole lot.
Joe: Yeah. And I think given the fact that we're in this remote world where your buyers and sellers are all over the world literally sometimes doing a video conference call for that initial call breaks the ice. You're not reading the client interview anymore, you're not just talking to somebody on the phone; you can see the whites of their eyes and anybody that wants to see Paul we're recording this both on Zoom with video and audio and it will be up on the YouTube page as well. He does not look like a buttoned-up CPA today and I was making fun of him when we first got on the call. You've always looked like that but today you know what you're a successful exitpreneur. You got the sweatshirt on, a little stubble, working from home; I love it. All right so I want to you ask a couple of things just for the audience purposes. Number one back to running the business what was the toughest challenge in running the business? Let's start with that. Go ahead.
Paul: Yeah. I'd say even at the start this isn’t even a tactical thing but the hardest thing was just getting the momentum going. Starting an Amazon business is not like hey I'm trying to create an electric car and beat Elon Musk but even me like I had a lot of doubts at the start like is this is going to work, am I going to lose all my money? All of these doubts kind of creep into your head so I remember really kind of struggling to pull the trigger in a way thinking like I just don't know is this supposed to be my pathway? So I think that was really hard to overcome and you just kind of keep going one foot in front of the other and once you get a little momentum it just like brings all this energy and life into you that you just feel so energized to just keep improving and add products and make your products better and make the packaging better. Getting that first momentum can feel elusive and challenging so I think that was like a big thing at the start.
Joe: And you failed and then you stuck with it and then you succeeded.
Paul: Yeah. And I was kind of at an inflection point like should I keep going or is this just not meant to be and then you know.
Joe: This may be a dumb question but are you glad you kept going?
Paul: I'm very glad. It changed my life that I kept going. I mean I'd still be sitting at a desk in corporate America right now I hadn't kept going and like we've got a three-year-old son at home like the physical time we will spend with him and then mentally my head is so much like the stress is away from me. So I was always stressed working in corporate America so it's been the biggest blessing ever to go out and do this. It's changed my whole family's life.
Joe: Okay. So let me ask the question that all buyers ask, why did you sell the business?
Paul: Yeah, it was a tough decision to sell because I was having so much fun running it. And I think the honest answer is the value of the business became such that it really could provide a lot of security for our family. And it felt like if I was 23 and single and didn't have kids I’ll like alright instead of going for this I might have just keep on going and try to sell it for three times this or five times this or just keep going. But knowing Amazon can be volatile and like I had all my eggs in that basket so it just felt like the responsible thing is to take some chips off the table and let go of the business but it was really hard.
Joe: The responsible thing; I like that, the responsible thing. Your CPA background is coming out now. That's good.
Paul: Yeah.
Joe: All right so what was the toughest part about going through the sales process and selling the business; what was the hardest part there?
Paul: Picking a buyer was really tough.
Joe: It's a good problem. That's a good problem to have.
Paul: I mean just even knowing how to approach it and you really helped a ton Joe in that process. When it's your first time through and you already have kind of these emotions like you built this thing and now it's worth something that people want it, it's a weird feeling and like how to value it and how to find the right fit and thinking about SBA versus cash; there’s just a lot of things that are spinning through your head at that time so I think just getting a clear head and trying to identify what the right fit was the toughest part.
Joe: Okay. I think you again exception rather than really had 10 offers, I think maybe one or two might have come in slightly under asking price but the vast majority was above. I think 2019 the average offers that we had on any single listening was two and a half so you are five times that amount which is pretty exceptional. That goes to the brand that you built. It goes to the way that you set the business up with its own entity. You didn't come and go books. You’re a CPA but you hired a professional bookkeeper. You instilled so much confidence in buyers. They clearly came out of the woodworks to buy your business. All right, the toughest part was choosing the buyer; that's amazing. It's not what I would've guessed you would have said. Sometimes it's due diligence but with you, it was choosing a buyer. All right so now there's life after the sale, you were in the corporate world working 40, 50 hours a week or sometimes more in tax season and then you're an entrepreneur working from home spending time with your son now what are you doing? You've sold the business nine months ago, what are you doing with your time?
Paul: Yeah so it's been nice to have a little; in life usually you're just like chasing after the next thing and I've had just the time to step back and think really what I want to do and what I want my life to look like so it's been like a real luxury. So I’m going into; I’m building a website, it's called WealthFam.com.
Joe: Fam like family? Okay.
Paul: Yup like family. It’s brand new but basically it sort of like combines my background and what I like to do. So it's all about building wealth; becoming financially independent, starting and running online businesses. Basically, it’s how to be smarter with your money and use the money to help kind of enable the life that you want to live whether it’s being with your kids or going on trips or whatever else. So it's a content site which is a super interesting thing. I thought a lot about going back and doing another Amazon business but I just didn't feel the same spark for like starting it and it takes a lot of energy and mental fortitude to take something from A to Z and you’ve got to really want it kind of every step of the way. So this just kind of really energized me and there's been some great stories like Ramon’s story; you featured Ramon. It like blew my mind the…
Joe: His content site, yeah.
Paul: And that happened in the content space so that was really exciting to me. And on top of that I just like doing this stuff so it feels like the right sort of fit.
Joe: So what kind of subjects are you going to cover on Wealth Fam?
Paul: So it's broken down a couple of categories like making money, saving money, investing money, financial independence, and then some stuff like how money intersects with having a kid and being married or buying a house. So I'm trying to make it like a modern personal finance site that people in their teens, 20s, 30s, can find well like at least from my experience like education society; like our schools and in general, there's not a lot of like real training about…
Joe: There's none of it. There's none of it, yeah.
Paul: And there's even a lesson mode like starting an online business and like the potential kind of betting on yourself.
Joe: It seems like a great idea because you're taking your educational experience along with your entrepreneurial experience and marrying them together with a content site which is great. I love content sites. We work with SaaS, content, and FBA and content is just fantastic. Scott Voelker is really, really focused on helping people go beyond FBA and build content sites and some of them have great success and its driving more traffic back to FBA and getting their business products sold. For those that aren’t familiar with content site monetization, how do you plan to monetize the site?
Paul: So there's a couple of traditional ways that people will do it. So, first of all, you have to have traffic. I mean if I have traffic inaudible[00:28:43.3] selling eyeballs like it's tough to; getting traffic is really hard and you're playing like this SEO game and it takes a long time to rank in Google. Then there's a couple of primary ways, the first is affiliate links like you could be selling a course or selling something on Amazon or selling; the Amazon FBA thing is a really interesting thing for Amazon sellers to marry their inaudible[00:29:04.9] business with content. I love that idea. I think that's really smart. There's brand sponsorships, other partnerships; but it’s like advertising and affiliate income are kind of the two main plays for monetizing.
Joe: I got you, okay. All right how's life at home; what do you do with your time? I mean you've you don't have a job. You're starting a content site which might take a little bit of your time. You've got a baby.
Paul: It takes a lot of time.
Joe: It takes a lot; the startup phase is always the hardest, isn't it?
Paul: Inaudible[00:29:38.4] the thing I underestimated about content is that like writing is really hard.
Joe: Yeah.
Paul: I think oh I can write something about Amazon, that's easy, I know this. It takes a lot of time to really do a good job at clarifying your thoughts but overall I'm just trying to optimize my life for happiness and contentment and I get that right now being with my son and my wife. So I spend a lot of time with my family. We do a lot of cool stuff together. And I'm really liking; I do some Amazon consulting because I’m still at the Amazon blog and I like to be involved in it so I'm doing some of that for some local companies which I love doing.
Joe: Good.
Paul: And then this content thing really is exciting and fun and I'm going to see where it can go and…
Joe: So you didn't make enough on the sale of your business to never work again but enough to give you a pretty long runway and you're enjoying your expertise in the Amazon space and doing some consulting while you’re building up another content or a content business?
Paul: Yeah that's a fair way to…
Joe: Does that sum it up?
Paul: Yeah and I'd like to go up those kind of shift too, right? I'm not sure how in-tune you are with the financial independence world, all the people that want to retire early and be financially…
Joe: Oh yeah, fire.
Paul: So like if your burn rate or you can live on 40 grand a year once you stacked up a million bucks, in theory, you can quote-unquote retire.
Joe: Sure.
Paul: But as you think about education and college and healthcare and all these other things that number maybe gets a little bit…
Joe: It gets blown out of the water. I have an 18-year-old and we're 14 days away from knowing what he's getting into which is schools and I'm rooting for the in-state schools; I’m not going to lie to you, I’m rooting for the in-state.
Paul: Hey, I went to an in-state school and…
Joe: Look at how it turned out; pretty damn good.
Paul: Yeah.
Joe: All right cool. Well, listen Paul I always tell the story about you and your brand and the fact that that fifth pillar makes a huge difference. It's the person behind the business that builds a great business with the next owner in mind. You kind of did that, I don’t know if you did it intentionally or not but you said I'm going to build a great business. I want to put it all in a package that's going to help the new owner of the business do amazing things with it. And Matt the new owner of the business as you know is doing amazing things with it. And it pays off when you think about others exactly what you did that paid off for you, it paid off for your family, and now hopefully through Wealth Fam, it's going to pay off for a lot of other visitors to your website as well so people can start young and start smart and get on the right path financially. So listen man thanks for your time. I appreciate the business that you've built because it allows me to tell a story of how the person behind the business makes a tremendous difference so thank you and I appreciate you coming on the podcast today.
Paul: You got it. Anytime. Thanks a lot, Joe.
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