Podcast Summary: The Product Boss Podcast Episode 679 Title: "Should I Simplify My Products and Go All-In on Wholesale?" | Coaching Session Host: Jacqueline Snyder Guest: Michelle, Founder of Sunshine and Saltwater Release Date: April 3, 2025

Introduction

In Episode 679 of The Product Boss Podcast, host Jacqueline Snyder engages in a transformative coaching session with Michelle, the founder of Sunshine and Saltwater. This episode delves into the challenges of managing a diverse product line and explores the strategic decision to simplify offerings and focus on wholesale avenues. Michelle's journey serves as a compelling case study for product entrepreneurs grappling with similar dilemmas.

Guest Introduction: Michelle and Sunshine and Saltwater

Michelle introduces herself and her brand, Sunshine and Saltwater, a coastal lifestyle company that originated as a T-shirt business before expanding into scent-based products and other gift items. Her background as a graphic designer and experience in the web industry laid the foundation for her entrepreneurial venture.

[00:02] Jacqueline Snyder: "I've helped launch and grow thousands of product-based businesses, even one of my own."

Michelle shares the inspiration behind her brand name, initially choosing "50," representing Delaware and Hawaii's state numbers, but later rebranding to Sunshine and Saltwater for broader appeal and immediate visual association with coastal vibes.

[05:15] Michelle: "The Sunshine and Saltwater really is the birth child of my love for the beach and everything. ...someone that I have tasted, you know, apropos that vibe."

Business Overview and Current Successes

Michelle outlines the evolution of her product lines, emphasizing that car diffusers are her top sellers, particularly within wholesale orders. Despite maintaining a diverse range of products, Michelle notes that certain items like reed diffusers and room sprays have shown significant sales momentum, while others like tote bags and tea towels underperform.

[08:07] Michelle: "The best seller by far is the car diffusers. Those are selling gangbusters... the stationary items... have the biggest profit margin."

Jacqueline underscores the importance of recognizing which products drive revenue, highlighting that Michelle's success in wholesale is a clear indicator of where her strengths lie.

Challenges: Managing a Diverse Product Line

Despite her successes, Michelle expresses concerns about managing an extensive product catalog, which leads to operational inefficiencies and diluted focus. Balancing a full-time job with growing her business further exacerbates these challenges.

[30:36] Michelle: "I've cut some products, but I still think it needs to be pared down."

Jacqueline empathizes, emphasizing the necessity of transitioning from a solopreneur to a strategic business owner to foster sustainable growth.

[13:54] Jacqueline Snyder: "You can't grow if you're stuck in the day to day... transition our mindset from being the Maker... to being a leader."

Strategic Decision: Simplify and Focus on Wholesale

The core of the coaching session revolves around simplifying Michelle's product offerings to concentrate on high-performing items and leveraging wholesale as the primary revenue stream. Jacqueline advises Michelle to conduct a "keep, cut, or tweak" analysis based on sales data to identify which products to retain and which to discontinue.

[20:12] Jacqueline Snyder: "Keep would be like if you look at your scents. You have 20... what of them are your top top sellers that you sell all day, every day?"

Michelle agrees, acknowledging that reducing her product range will streamline operations and enhance focus on the most profitable items.

[23:17] Michelle: "I did spend last year a good majority of it really paring down... but I still think it needs to be pared down."

Jacqueline provides actionable advice, suggesting that Michelle bolster her wholesale efforts by enhancing outreach to repeat customers and implementing structured communication strategies.

[18:07] Michelle: "Okay, that’d be great to even see what it looks like against the one I'm using."

She introduces valuable resources, including personalized scripts for cold outreach, to optimize Michelle's interactions with potential retail partners.

Implementation and Future Steps

Michelle discusses her plans to hire a social media specialist to alleviate her workload and improve her online presence, recognizing that organic efforts alone are insufficient for scalable growth.

[13:12] Michelle: "I do a little bit of email marketing through the Fair platform... but I haven't run any ads or spent any money."

Jacqueline reinforces the importance of focusing on wholesale, advising Michelle to view retailers as strategic partners who can amplify her brand's reach without the necessity of building a vast social media following.

[34:23] Jacqueline Snyder: "You have a very strong revenue driver coming from another people's audiences by selling wholesale... focus on what is actually working and go deeper."

Conclusion and Key Takeaways

The episode concludes with Michelle poised to refine her business strategy by concentrating on her best-selling scents and gift items through wholesale channels. Jacqueline imparts a final piece of wisdom: entrepreneurs should focus on amplifying what works rather than diversifying excessively.

[35:17] Michelle: "The best place to go is sunshineandsaltwater.com and then because I had difficulty getting that on all the socials."

Jacqueline encapsulates the session's essence:

[35:36] Jacqueline Snyder: "If you feel like you're at a similar crossroads, here's what I want you to take away from this episode. You don't need to do more, my friend. You don't. You just need to do more of what's working."

Listeners are encouraged to visit the show notes for additional resources, including free downloadable wholesale scripts to aid in their business growth.

Notable Quotes with Timestamps

• [00:02] Jacqueline Snyder: "I've helped launch and grow thousands of product-based businesses, even one of my own."
• [05:15] Michelle: "The Sunshine and Saltwater really is the birth child of my love for the beach and everything."
• [08:07] Michelle: "The best seller by far is the car diffusers. Those are selling gangbusters."
• [13:54] Jacqueline Snyder: "You can't grow if you're stuck in the day to day."
• [20:12] Jacqueline Snyder: "Keep would be like if you look at your scents... what of them are your top top sellers that you sell all day, every day?"
• [35:36] Jacqueline Snyder: "You don't need to do more, my friend. You don't. You just need to do more of what's working."

Final Thoughts

Episode 679 of The Product Boss Podcast offers invaluable insights into the strategic simplification of product lines and the emphasis on wholesale channels for sustained business growth. Michelle's experience underscores the significance of data-driven decision-making and the courage to streamline operations for greater efficiency and profitability. Entrepreneurs facing similar challenges will find Jacqueline Snyder's coaching both relatable and actionable, providing a clear roadmap to elevate their businesses to new heights.

Resources Mentioned:

• Michelle's Website: sunshineandsaltwater.com
• Free Wholesale Scripts: Available in the show notes at productboss.com/wholesalescripts

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