Scaling your business
So, you started your business, things have been moving, there’s been ups and downs but you’re making sales. Amazing!
But now you’re thinking, “How do I grow this thing properly without it all falling apart?” That’s what I’m going to cover in this section - scaling your business, but doing it in a way that actually works and doesn’t burn through all your cash.
Because the truth is…scaling isn’t just about spending more on ads and hoping for the best. What got you to this point won’t always get you to the next level.
So, let’s talk about what you actually need to focus on.
1. Nail the basics first before you go wild with growth plans, you need to be rock solid on your foundation. What does this mean? That means you know your product is good, you understand your brand identity, and you’ve got at least some idea of who your customer is. Without that, scaling is like building a house on sand, it’s absolutely going to crumble. The brands you see growing fast all got this part right first. They launched amazing products, built a strong brand identity, and got their buying journey just right.
And this is the part I think most brands overlook.
2. Cash flow is king, don’t forget that. Growing businesses often get stuck because they run out of money. So what’s the best way to avoid a cash flow problem?
Sell your stock quickly
Get paid quickly if you’re wholesaling
Pay your suppliers slowly if you can
Don’t overpay yourself
Keep your business costs as low as they can sensibly go
The goal is to get to a point where the money comes in before it has to go out. This is where a pre order model wins because the cash flow is super smooth.
Depending how you operate and manufacture I would always do these things with your suppliers:
Ask for better payment terms if you can (I know this sounds crazy but I’ve heard of brands who actually offer to pay a % higher cost if they can have better terms).
Ask for a discount
Always negotiate on price
Also running from a trading calendar with forecasts built in is so helpful for cash flow. Working this alongside a P&L means you can see what your cash flow will look like going forward.
Warning - this only works if you know what stock you’re committing to. If you’re just bringing drops out willy nilly with no plan then you’ll quickly be screwed.
3. Smart marketing
Marketing is a must when you get to a certain point, but it’s not just about spending big on ads. You also need to work smarter:
Make sure your ads are actually profitable and test new concepts all the time for maximum return. It’s easy to get sales in via ads but if you’re losing money on each one then there is going to be a cash flow problem real fast.
Product Seeding - Get your product into the hands of your best customers, small creators, and even editors. It creates that ripple effect of people talking about your brand. This essentially is brand awareness. And great brand awareness lifts your ROAS like nothing else.
4. Your website matters more than you think
You can have the best ads in the world, but if your website is confusing, people won’t buy. Focus on making the buying journey as easy as possible. Test different landing pages, improve your product pages, and think about what questions your customer has when they land on your site:
What are you selling?
Why should I care?
How quickly can I get it?
Will it make my life better?
How does it compare to other options?
Also, make the entire process as smooth as possible. The general rule of thumb here is - if someone can’t navigate after 3 or 4 gin and tonics you’ve got it wrong.
Don’t forget upsells and post purchase offers too. These little tweaks can boost your average order value massively bringing in more cash profit per order - which in turn will help with cash flow.
5. Keep an eye on your numbers
Scaling can get expensive fast, so you need to stay on top of your finances. You should always watch your numbers but the main point here is that small changes can really add up.
Saving 1% on packaging costs, getting your average order value up by 1%, or cutting a few underperforming ads can make a huge difference over time. It’s all about making your money work harder for you and that requires constant attention.
Also, if you ever plan to sell your business, buyers want to see a well run business, not financial chaos.
6. Think long term
It’s easy to get caught up in short term sales pushes, but real growth is about playing the long game. That’s why so many quit because they either don’t realise this or they decide they can’t see it out.
Look after your repeat customers, they’re gold.
Build your brand so people actually care about it (not just buy once because of a discount). Keep things exciting to your audience.
Keep launching great products that people want. More products mean more opportunities to bring customers back and reach new ones.
Summary (in one statement) - Nail the basics, build a strong brand, and know your numbers inside and out. Most businesses will fail on that first point because that’s actually the hardest bit.
Scaling a business is exciting, but it’s not about burning money and hoping it works. Get your cash flow sorted, be smart with your marketing, look after your website, and keep your finances tight.
The brands winning right now aren’t the ones doing fancy stuff. They’re just getting the basics right and doing it consistently. So, focus on what matters, and you’ll set yourself up for sustainable growth.
This is what I cover in my Membership. There’s often the misconception that ‘basics’ are literally that - basic. And that they’re only for ‘beginners’. I can tell you now that it’s absolutely not the case. I’ve spoken to 7 figure businesses who don’t have this right yet.
Scaling isn’t about doing more for the sake of it, it’s about doing the right things consistently. Nail your foundations, protect your cash flow, keep your marketing smart, and make the buying experience seamless. Get those basics right and growth stops feeling risky and starts feeling sustainable. That’s how you build a business that actually lasts.