How to grow a product business without sacrificing profit - Christabel Biella

Of course.

So I'm Christabel.

I run CB Co, which is a fractional consultancy that I've been running for the last couple of years.

And I work as a fractional operator and consultant with product brand founders who are at growth or early stages, helping them to build or fix their commercial model.

that sits underneath their business so that growth can feel lighter for them, not heavier.

My background is that I have over 20 years in the retail industry.

I started my career as a buyer and merchandiser at big name high street retailers, such as the Fraser's Group and TK Maxx.

And about a decade ago, I actually left the high street world behind and decided instead to join sort of growing e-commerce start-ups.

So the areas that I have really spanned across in that last decade or two are homewares, grocery, beauty and lifestyle brands.

Amazing.

Thank you.

So I'd love to talk about growth to kick things off because I know that's what you specialise in, Christabel.

So I guess the first question to ask is, what does healthy growth look like in a product-based business? I know it sounds like a big question, but I mean, of course, there's growth and then there's healthy, sustainable growth.

So I'd love to touch on that before we go a bit more specifically.

Of course.

I mean, growth, everybody wants growth, don't they? And I think a lot of founders really think that more sales equals healthy growth, but that isn't necessarily always the case.

To me, what good sustainable growth looks like is where there's a healthy tension between what you're selling, who you're selling it to and where you're selling it.

what you're saying to your customers and how much you're selling it for.

And those key facets, they sound really simple, but actually it's when a founder's really got a good grasp of them, you've really tested and validated those things and they're working together really well.

A healthy company have these aligned.

So they'll be clear on their brand and their position in the market and who they're targeting and understanding their customers' motivations.

However, on the flip side, an unhealthy brand could be a great product, but a poorly communicated brand.

Or it could be that you're not being clear on your promises and specifically who you're serving.

But in essence, if those things are working well together, then your revenue, your profit and your cash flow should all be moving in the same direction together.

If they're not, then your growth is going to feel complex, burdened and heavy rather than feeling like it's going in the right direction.