Trying to get to $25K a month in eCommerce sales? How about $50K? $100K maybe?

Then this newsletter is for you.

This past Tuesday, I partnered with Shopify and Ugly Talk on “From $10K to $100K/month: How to Build a Seven Figure eCommerce Brand”, a founder panel featuring Melanie Masarin (Ghia; non-alcoholic bev), Eva Goicochea (Maude; sexual wellness) and Chaitenya Razdan (Care+Wear; healthwear).

All three founders shared their:

• experiences navigating the challenging growth phase from hobby business to seven-figure brand

• scrappy early tactics

• key milestones that accelerated growth

• and the persistent challenges that founders face at every revenue level.

The TLDR version: build healthy unit economics and focus on one competitive advantage over spreading resources thin.

Below are five key takeaways that will help you go from $10K/month to $100K/month in DTC sales…

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OH, AND HERE ARE OUR WINNERS FROM THIS WEEK’S GIVEAWAY…

• $250 DIGITAL GIFT CARD // GHIA: Cullie Poseria

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• FREE PAID SOCIAL ASSET ($250 VALUE) // NEW EDITION: Tiana Catala

1. Stay connected to your first customers and maintain scrappy customer research habits

Don't abandon the grassroots approach that got you to $10K/month just because you now have more revenue.

Eva told us how she was able to get 1,000 people to take a pre-launch survey, delivering tons of valuable data data for her to base early decisions off of.

Chait still cold calls hospitals daily despite having enterprise clients.

The temptation to rely solely on paid advertising increases with scale, but direct customer feedback and relationship-building are crucial for making better product and marketing decisions.

Why this is important: The instincts and tactics that generated your first customers contain invaluable insights about your core value proposition. Scaling too quickly away from direct customer contact leads to decision-making based on metrics rather than what your customer actually wants and/or needs.

2. Work-life boundaries become more critical as stakes and responsibilities increase

Chait’s rule about no meetings before 10 AM and leaving his laptop at the office Monday-Thursday was something we all needed to hear.

The panelists emphasized finding activities that take your mind completely away from your business. This will maintain the right perspective and prevent burnout.

Why this is important: Founder burnout is real! And it accelerates as your business grows. Establishing boundaries early prevents the decision-making impairment that comes from chronic stress and exhaustion.

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3. Get on TikTok, immediately - regardless of your industry or target demographic

Melanie's team generated 10 million views in three months after switching focus from Instagram to TikTok, calling it transformative for discovery and retail velocity.

Tiktok offers unprecedented organic reach compared to increasingly expensive Meta advertising, with content that can drive significant retail bumps overnight.

Even B2B brands should consider the platform, as multi-generational audiences are actively seeking community and product discovery there.

Why this is important: TikTok represents the most cost-effective customer acquisition channel available today. The low barrier to entry and algorithm-driven discovery can accelerate brand awareness faster than other marketing approaches.

4. Build healthy unit economics and sustainable growth patterns sooner rather than later

Melanie's warning to "don't try to grow to 100K at all costs" reflects the current market reality where profitability matters more than growth-at-any-cost.

The advice to track EBITDA margin and operating income, even when negative, helps maintain much-needed financial discipline during the journey from $10k/month to $100k/month.

Why this is important: The funding environment has fundamentally changed since 2021. Companies that built unsustainable growth patterns are struggling to adapt, while those that maintained financial discipline from early stages are better positioned for long-term success and future fundraising.

5. The same problems that keep you awake at 10K will keep you awake at 100K - just amplified

Cash flow concerns, inventory management, and general business survival anxiety persist regardless of revenue scale.

Eva noted "it's the same things - we're not gonna survive, we're gonna be fine" while Chait emphasized that cash management remains the top priority at every stage.

The stakes simply get higher: running out of inventory at 10K means zero website sales, but at 100K it could mean losing shelf space at major retailers to competitors.

Why this is important: Understanding that anxiety and operational challenges don't disappear with growth helps founders develop better coping mechanisms and realistic expectations about the entrepreneurial journey.

If you were at Shopify NY on Tuesday, thanks for coming.

If you weren’t, I hope to see you at a New Edition Event soon!

Which was your favorite takeaway?

Shoot me an email ([email protected]) and let’s chat about it.

See you next time ✌️