josh whitecase studies · noble origins
Noble Origins: tripling monthly revenue, from about $30k to about $90k a month
by Josh White, Fractional COO: I run growth, operations and finance for $1-10M CPG and wellness brands.
When I started working with Noble Origins they were doing about $30k a month in revenue. When I left they were doing about $90k a month. So we tripled it.
I get asked what the trick was (there wasn't one). It came down to three pieces of work, and none of them are a secret.
Getting the team dialed in
The first thing was the people. We got the internal team dialed in and built a team that could win. I put this first on purpose. You can have the best forecast in the world and it won't matter if nobody owns the numbers in it, and a marketing plan is only as good as the folks running it every day.
In my book this is where a lot of brands at that size get stuck. Everyone's busy and everyone's wearing a few hats, so it's easy for nobody to be sure who owns what.
A forecast and a plan for where the money goes
Second was putting a forecast plan and resource allocation in place. At $30k a month every dollar and every hour is a real decision, and most founders at that size are making those calls from memory or gut feel. A forecast lets you see what a decision should turn into before you make it. Resource allocation is the part where you actually make the calls, with the forecast sitting in front of you.
A forecast at that stage doesn't need to be fancy. I care a lot more that it ties back to the books, so the numbers you plan with end up being the numbers you actually see.
A marketing plan that worked
Third was a marketing plan that worked. I'm keeping the specifics out of this one since they're Noble's to share. What I'll say is I don't think the marketing plan works nearly as well without the first two pieces. When the team is dialed in and the forecast tells you what you can afford to spend, it's a lot easier to tell whether the plan is working and what to do about it when it isn't.
What the founders said
“Working with Josh changed the course of our business. … Beyond the results, we tripled our business under his direction.”
Harry GrayCo-Founder, Noble Origins“I had the privilege of working with Josh for over a year at Noble Origins. Working with Josh was like having a head of growth, CFO, and operator all in one. … He set us on a path toward unprecedented growth.”
The $30k and $90k are my own rough numbers for the month I started and the month I left. Quotes are excerpts from the founders' testimonials.
If this sounds like where you are
If your brand is at a point where the team is stretched and you're not sure where the next dollar should go, I'd like to hear about it. Book a free 30-minute call and we'll go through your numbers together.
free 30-minute call
Let's look at your numbers.
Bring the P&L and your ad accounts, or the spreadsheet nobody trusts. We'll look at where your nCAC, payback and cash actually are, and I'll tell you what I'd do next if I were in your seat. Plans start at $2500/mo, and the call is free either way.