eCommerce Masters

In this episode of eCommerce Masters, host Ethan Giffin interviews Ravi Kurani, founder of Sutro, a company that creates robotic water diagnostics devices for swimming pools. Kurani shares his journey from pool boy to entrepreneur, developing a high-tech solution for pool maintenance.
Kurani emphasizes the challenges of hardware development, describing a "hardware hierarchy" from industrial design to software. He advises other founders that "perfection is the enemy of progress," encouraging them to launch products even when they are ready. The conversation highlights Sutro's innovative approach to a common problem and Kurani's strategic thinking in product development and market positioning.
Key insights include:
- Sutro's device floats in pools, measuring pH, chlorine, bromine, and alkalinity, sending data to a smartphone app.
- The product simplifies pool maintenance, eliminating manual testing and guesswork. - Kurani's background in pool maintenance and venture capital in India inspired the product. - The company pivoted from targeting the Indian water market to wealthy pool owners for better margins.
- Sutro uses a direct-to-consumer model via Shopify, with plans to expand into retail and OEM partnerships.
Quotes From The Show:
"We basically set out to figure out how can we build a diagnostic sensor that has the accuracy of those really expensive sensors, but has the kind of idiot factor to be able to get information to the user so they can actually act upon it."
"I put my pool boy shorts back on and flipped the entire model around. And we said, 'Why don't we sell to wealthy pool owners, sell it at a margin, at a higher margin, and use that money to basically redeploy into the product so we can then go into these more altruistic markets later?'"
"A ton of blood, sweat and tears. I mean, it's like it's absolutely, you know, they don't say hardware is hard for kind of no reason."
"Once you get the bottom three correct, I can push up updates, you know, daily if I feel like it. Probably not the smartest thing, but you can change code with a much less risk than anywhere up and down that that kind of has a lot of problems."
"Everything from literally cleaning bathrooms, making sure that the office was vacuumed because we had investors coming all the way to kind of filing the patents, right? And working with our patent attorneys and filing corporate documents."
"I'd say perfection is the enemy of progress. Just hit the, just hit the publish button when you feel like you're embarrassed because if you don't, then you're going to be a little too late."
Chapters:
00:00 Introduction and Welcome00:47 Product Overview and Target Market05:47 Ravi's Background and Inspiration08:55 Pricing and Subscription Model11:10 Sales Channels and Marketing Strategy18:34 Challenges in Hardware Development32:25 Advice for Entrepreneurs
Resources:
Sutro - https://mysutro.com
Shopify - https://www.shopify.com
Klaviyo - https://www.klaviyo.com
ReCharge - https://rechargepayments.com
Amazon (FBA) - https://sell.amazon.com/fulfillment-by-amazon
Walmart Marketplace - https://marketplace.walmart.com
eBay - https://www.ebay.com
Home Depot - https://www.homedepot.com
Lowe's - https://www.lowes.com
Best Buy - https://www.bestbuy.com
Google (for advertising) - https://ads.google.com
Facebook (for advertising) - https://www.facebook.com/business
TikTok (for advertising) - https://www.tiktok.com/business
Home Assistant - https://www.home-assistant.io
Alexa - https://developer.amazon.com/alexa
Google Home - https://developers.home.google.com
iOS - https://www.apple.com/ios
Android - https://www.android.com
FCC (Federal Communications Commission) - https://www.fcc.gov
About Ravi Kurani:
Ravi Kurani has dedicated his career to water safety. From his early days as a pool boy for his father's pool and spa business to the founder of Sutro, Ravi has always wondered why everyone can’t have clean water. This feeling solidified when he was in India with First Light Ventures Fund and Village Capital. He holds a BS in Mechanical Engineering from UC Riverside, MBA in International Finance from Middlebury College, and a Certificate from Stanford University in Renewable Energy Systems. He believes that being an entrepreneur is an honor he must earn daily since it gives him the ability to solve problems that not only makes money but help society.

Meeting Tom McManus of KegWorks.com
In this engaging podcast episode, Tom McManus, CEO of KegWorks, shares the journey of his business from a specialized eCommerce store to a prominent leader in architectural metalwork for the hospitality industry. Celebrating over 26 years in business, McManus discusses the strategic shift from offering a wide range of products to focusing on high-margin, specialized items like bar foot rails, which are now featured prominently in U.S. bar renovations.He candidly explores the decision to significantly reduce their presence on Amazon, describing the move away from what he terms "revenue heroin." McManus emphasizes the importance of concentrating on core products and direct relationships with clients, which has led to improved profit margins and sustainable business growth.The podcast is peppered with personal anecdotes, including the memorable story of McManus and Ethan's first in-person meeting, which humorously highlights their synergy and mutual business philosophies. McManus offers invaluable advice to other business leaders, underscoring the importance of trusting one’s instincts and prioritizing value creation over immediate gains.Ethan Giffin’s dynamic interaction with McManus not only brings out detailed insights into KegWorks’ strategic decisions but also offers listeners practical strategies for entrepreneurship and leadership. This episode is a treasure trove of wisdom for anyone looking to understand the intricacies of navigating business growth and market changes.
Quotes From The Show
"Every dad on our street had that one friend who had turned an old refrigerator into a kegerator; he was definitely the coolest dad around."- Tom McManus, 03:26"We've shifted from being a primarily B2C company to focusing more on B2B transactions, which require a different approach and a longer sales cycle."- Tom McManus, 08:26"I can walk into any bar and spot our products immediately. I once challenged someone by saying, 'Yeah, that's our foot rail. Tell me I'm wrong.'"- Tom McManus, 11:09"Our growth strategy involved expanding through multiple channels, but we found that just led to trading dollars without real profit."- Tom McManus, 13:03"The eCommerce landscape is a race to the bottom when you're just competing on price and presence."- Tom McManus, 13:26"Getting hooked on revenue heroin is dangerous for your business—it's addictive and hard to quit, just like the real thing."- Tom McManus, 13:34
Chapters
00:17 - Chapter 1: Introduction to Tom McManus and KegWorks05:00 - Chapter 2: Doubling Down on Architectural Metal11:37 - Chapter 3: The Downside of Omnichannel Growth17:50 - Chapter 4: Deep product Knowledge Is Your Best Tool23:54 - Chapter 5: Building an eComm Dream Team30:31 - Chapter 6: KegWorks’ eCommerce Tech Stack45:08 - Chapter 7: Tom’s #1 Mistake
Resources
KegWorks.com - https://www.kegworks.com/Rakuten - https://www.rakuten.com/Magento - https://magento.com/BigCommerce - https://www.bigcommerce.com/HubSpot - https://www.hubspot.com/Borderfree - Previously available at https://www.borderfree.com/ but now part of Pitney Bowes.Digital River - https://www.digitalriver.com/Pitney Bowes - https://www.pitneybowes.com/Celigo - https://www.celigo.com/SearchSpring - https://searchspring.com/Feedonomics - https://www.feedonomics.com/
About our Guest, Tom McManus
Tom McManus is the CEO of KegWorks, a leading provider in the architectural metal and draft beer equipment industry. Since 2005, Tom has steered the company through numerous growth phases, earning it recognition as one of the fastest-growing companies in Western New York and one of the best places to work. Under his leadership, KegWorks has faced and overcome significant challenges, including navigating the uncertainties of the pandemic, which only strengthened the company's resilience and innovative capabilities.Tom's approach to leadership is characterized by a commitment to vision-setting, strategic planning, and execution. With a candid acknowledgment of the trials of business leadership, including admitting to past mistakes and learning from them, Tom brings a depth of understanding and empathy to his role. 
About Our Host, Ethan Giffin
Ethan Giffin is the founder and CEO of Baltimore-based Groove Commerce, a premier eCommerce agency that helps mid-market brands design, build and grow their eCommerce sites.
Ethan is an industry expert in eCommerce, e-marketing, and the dynamic technologies behind them. For years, Ethan has lived and breathed conversion rates, search engine visibility, and web analytics.
When Ethan isn’t obsessing over SEO, conversion rates and eCommerce architecture at Groove Commerce, he can be found speaking as an industry authority, both nationally and internationally. In his free time, he enjoys cooking, traveling, DJing, and the pursuit of rare pocket squares.
Connect With Ethan on LinkedIn

Meeting Rob Snell of GunDogSupply.com
In this episode of the eCommerce Masters Podcast, host Ethan Giffin sits down with a pioneering figure in the world of eCommerce, Rob Snell, co-owner of Gun Dog Supply. With nearly three decades of experience, Rob, alongside his brother Steve, has transformed a passion for outdoor sporting into a thriving online business. Their journey has built a community that leverages the power of the internet to connect with like-minded individuals worldwide.
Rob shares insightful strategies that have contributed to the success of Gun Dog Supply, emphasizing the importance of customer service, product knowledge, and creating value beyond transactions. His pivotal moment came from the transition to online sales in 1998, marking a significant turning point for the business. The discussion also dives into Rob's contribution to the eCommerce industry through his book, "Starting a Yahoo Store for Dummies," which has equipped a generation of entrepreneurs with the tools to succeed online.
The conversation between Ethan and Rob is filled with personal anecdotes that highlight the evolution of eCommerce and the lessons learned along the way. This episode is a must-listen for anyone interested in the dynamics of building an online business, the challenges and triumphs encountered, and the evergreen advice from a seasoned expert.
Quotes From The Show
"My parents started, it was a micro-business side hustle, is what we call it today. I mean, it wasn't really anything. And then the writing was on the wall with his job, and he's like, man, I gotta go full time." - Rob Snell, 06:47"I built her a website. And so I went and got like NetObjects Fusion and I took all the photos of dogs and stuff that we had and made like a little five-page brochureware site." - Rob Snell, 11:41It's not my dream working at Gundog Supply. 21-year-old Rob Snell is crying right now. You're going back in time and you're telling him, it's like, hey, not only are you gonna be working at Gundog Supply, you're gonna be running it." - Rob Snell, 21:34"You need to maximize the opportunities that come to you. As a shrew living in the time of the dinosaurs, you don't get a ton of opportunities. And when you do, you need to be all in." - Rob Snell, 31:34"We're at that, at some point, if it shrinks much more, it's not viable, it doesn't have enough resources to support it. We'll have to move, and I'll have to figure out a way to do Steve's picks on BigCommerce or Shopify." - Rob Snell, 40:22"Every single client I went to would have one or two things that they did way better than us, and I would just kind of cherry-pick all those little bitty things and kind of stick it onto my stack of stuff that we do."- Rob Snell, 56:39
Chapters
00:00 - Chapter 1: Origins of Gun Dog Supply3:32 - Chapter 2: Authentic Content Creation05:32 - Chapter 3: The Dynamics of a Family Business11:07 - Chapter 4: Stepping Into the Online World33:38 - Chapter 5: Evolution of E-commerce Strategy51:40 - Chapter 6: Growth and Physical Expansion57:09 - Chapter 7: Looking Toward the Future
Resources
eBook: Klaviyo vs Mailchimp: Best Email Marketing Platform for eCommerce - https://www.groovecommerce.com/klaviyo-vs-mailchimp/Yahoo Store (Now known as Aabaco Small Business from Yahoo!) - https://smallbusiness.yahoo.comVioWeb (pre-Y Combinator) - https://www.ycombinator.comNetObjects Fusion - http://netobjects.comMailChimp - https://mailchimp.comKlaviyo - https://www.klaviyo.comShopify - https://www.shopify.comBigCommerce - https://www.bigcommerce.comStoneEdge - http://www.stoneedge.comSpyFu - https://www.spyfu.comPubCon - https://www.pubcon.com
About our Guest, Rob Snell
Rob Snell is a pioneering entrepreneur and author with a deep-rooted passion for eCommerce and digital marketing. As the co-founder of Gun Dog Supply, a leading online retailer for hunting dog supplies, Rob has transformed a family-run business into an eCommerce success story.
With nearly three decades of experience, he has honed his expertise in online retail, leveraging platforms like Yahoo Stores to drive growth and innovation. Rob's contributions to the industry are encapsulated in his influential book, "Starting a Yahoo Store for Dummies," which has guided countless entrepreneurs through the intricacies of online selling. His insights and experiences continue to inspire and educate those looking to navigate the ever-evolving landscape of online retail.
About Our Host, Ethan Giffin
Ethan Giffin is the founder and CEO of Baltimore-based Groove Commerce, a premier eCommerce agency that helps mid-market brands design, build and grow their eCommerce sites.
Ethan is an industry expert in eCommerce, e-marketing, and the dynamic technologies behind them. For years, Ethan has lived and breathed conversion rates, search engine visibility, and web analytics.
When Ethan isn’t obsessing over SEO, conversion rates and eCommerce architecture at Groove Commerce, he can be found speaking as an industry authority, both nationally and internationally. In his free time, he enjoys cooking, traveling, DJing, and the pursuit of rare pocket squares.
Connect With Ethan on LinkedIn

Meeting Gentry Jensen of Cordova Outdoors
In this episode of the eCommerce Masters Podcast, host Ethan Giffin engages with Gentry Jensen, founder of Cordova Outdoors, delving into Jensen's remarkable journey from a Navy SEAL to an innovative entrepreneur. The discussion unveils the strategic evolution of Cordova Outdoors, highlighting its commitment to producing durable, environmentally friendly coolers, a testament to Jensen's dedication to quality and sustainability.Jensen shares pivotal insights into the brand's transition towards Omni Channel sales, emphasizing the importance of resonating with a broad consumer base, from outdoor enthusiasts to environmentally conscious shoppers. The conversation shines a light on the challenges and successes encountered in scaling the business, particularly through direct-to-consumer (D2C) strategies that leverage unique product customization and American craftsmanship to stand out in a competitive market.A standout moment in the podcast is when Jensen reflects on the significant growth and learning experiences faced by the company, illustrating the strategic shifts necessary for sustainable expansion. The episode not only explores the intricacies of adapting to the evolving e-commerce landscape but also offers listeners invaluable lessons in overcoming challenges, pursuing growth responsibly, and the crucial role of innovation in achieving long-term success in eCommerce.
Quotes From The Show
"We're a manufacturer primarily of protomold ice chests...and we have a facility just outside of Boise, Idaho's Treasure Valley where we make them from start to finish."-Gentry Jensen"The company was started by Scott Campbell, who is a captain of one of the boats that was profiled on Deadliest Catch. And the company takes its name from the small port town of Cordova, Alaska."-Gentry Jensen"We do take pride in the fact that we manufacture the coolers from start to finish right here in Idaho."-Gentry Jensen"We're definitely leaning into [direct to consumer sales]. There were some issues when we came into the business...We rebuilt the website completely."-Gentry Jensen"I really do not want to put junk out into the marketplace...I want people to feel like if they're spending money to buy something that we consume resources to manufacture, it's going to perform well and it's going to last for them."-Gentry Jensen"One tip for somebody looking to scale their consumer brand...figure out what is unique about your brand why you...and ideally no other product on the market should have those same three unique identifiers."-Gentry Jensen
Chapters
00:00 - Chapter 1: Introduction and eCommerce Insights04:53 - Chapter 2: Guest Introduction and Background10:35 - Chapter 3: Strategies for Success in eCommerce16:03 - Chapter 4: Overcoming Challenges in eCommerce21:21 - Chapter 5: Innovations in eCommerce Technology
Resources
Cordova Outdoors Website: https://cordovaoutdoors.com/Cordova Outdoors Instagram: @CordovaOutdoorsBigCommerce: https://www.bigcommerce.com/Klaviyo: https://www.klaviyo.com/
About our Guest, Gentry Jensen
Tested leader proven capable of delivering profitable growth as a business executive and mission accomplishment with risk management as a Navy SEAL officer. Extensive executive-level experience and repeated success managing all aspects of organizations in various industries.
Connect With Gentry on LinkedIn
About Our Host, Ethan Giffin
Ethan Giffin is the founder and CEO of Baltimore-based Groove Commerce, a premier eCommerce agency that helps mid-market brands design, build and grow their eCommerce sites.
Ethan is an industry expert in eCommerce, e-marketing, and the dynamic technologies behind them. For years, Ethan has lived and breathed conversion rates, search engine visibility, and web analytics.
When Ethan isn’t obsessing over SEO, conversion rates and eCommerce architecture at Groove Commerce, he can be found speaking as an industry authority, both nationally and internationally. In his free time, he enjoys cooking, traveling, DJing, and the pursuit of rare pocket squares.
Connect With Ethan on LinkedIn

Meeting Dave Santiago of Cutter & Buck
In this episode of the eCommerce Masters Podcast, host Ethan Giffin engages with Dave Santiago, VP of Omni Channel and Corporate Sales at Cutter & Buck. Santiago, with a rich background in consumer goods and digital sectors, dives into Cutter & Buck's transition from a golf-centric brand to a premium lifestyle label with long-lasting, consumer-favorite products. Their discussion centers around the brand's pivot towards Omni Channel sales, ensuring their offerings resonate across diverse consumer bases, from corporate to retail.Santiago shares insights into the innovative direct-to-consumer (D2C) strategies that propelled Cutter & Buck's growth, particularly through licensed and on-demand decorated products. A standout moment comes as Santiago reflects on the evolution of Cutter & Buck's D2C focus, highlighting the significant shift from an experimental phase to a core component of their sales strategy, aiming for D2C to comprise 15% of total sales within five years. 
The conversation delves into the challenges and triumphs of integrating technology and sustainability, which are just pieces of Cutter & Buck's commitment to environmental responsibility. The episode not only showcases Cutter & Buck's innovative approaches to eCommerce and Omni Channel sales but also offers listeners valuable lessons in resilience, adaptation, and strategic growth in eCommerce.
Quotes From The Show
"We develop products that we believe will appeal and apply to all channel end users and consumers."- Dave Santiago, 00:05:04"Our go-to-market strategy is, everything we do is about creating great products and solutions for the end user and consumer."- Dave Santiago, 00:04:47"We have a very consumer-centric view and end-user view, which is interchangeable to us."- Dave Santiago, 00:04:18"The overall revenue US for Cutter & Buck is about 150 million this year... approaching 200 to 250 million in 2024."- Dave Santiago, 00:03:40"It's a really cool role to play because it's never dull. And it's all about engaging consumers."- Dave Santiago, 00:05:38"We found great efficiency, enhanced profitability, better user experience by making that digital commitment."- Dave Santiago, 00:21:07
Chapters
00:00 - Introduction to eCommerce Mastery04:08 - The Journey Begins: Trailblazers' Stories08:17 - Strategies for Success in eCommerce12:26 - Overcoming Challenges in the Digital Marketplace16:35 - Innovation and Evolution in eCommerce20:44 - Building a Brand: Insights from the Masters24:53 - Future Trends in eCommerce: What's Next?
Resources
Cutter & Buck Website: https://cutterbuck.com/Cutter & Buck Instagram: https://www.instagram.com/cutterandbuck/ Dave on LinkedIn: https://www.linkedin.com/in/alexandravonparis/BigCommerce: https://www.bigcommerce.com/Klaviyo: https://www.klaviyo.com/
About our Guest, Dave Santiago
Dave is a VP of Sales at Cutter & Buck, a premium apparel brand that offers products for golf, sports, and lifestyle consumers. He has over 20 years of experience in the Consumer Packaged Goods, Softlines, and Digital Online sectors, where he has consistently delivered revenue growth, profitability, and customer satisfaction.He leads the Omni Channel Sales Division, which aims to make the brand's products universally available to consumers at every imaginable point of engagement, from retail stores and online marketplaces to corporate and promotional distributors. He is responsible for developing and executing the overarching strategies and OKRs that ensure scalable and sustainable long-term growth, leveraging his expertise in digital marketing, e-commerce operations, product launch, and cross-channel sales team management. He is also a skilled negotiator and communicator who has closed multi-million dollar deals with Fortune companies and built high-performance teams. Dave is driven by creativity, leadership, and challenge, and thrives on expanding the company's reach and impact.
Connect on LinkedIn: https://www.linkedin.com/in/davesantiago/
About Our Host, Ethan Giffin
Ethan Giffin is the founder and CEO of Baltimore-based Groove Commerce, a premier eCommerce agency that helps mid-market brands design, build and grow their eCommerce sites.
Ethan is an industry expert in eCommerce, e-marketing, and the dynamic technologies behind them. For years, Ethan has lived and breathed conversion rates, search engine visibility, and web analytics.
When Ethan isn’t obsessing over SEO, conversion rates and eCommerce architecture at Groove Commerce, he can be found speaking as an industry authority, both nationally and internationally. In his free time, he enjoys cooking, traveling, DJing, and the pursuit of rare pocket squares.
Connect on LinkedIn: https://www.linkedin.com/in/ethangiffin/

Ethan Giffin talks with Ali von Paris of Route 1 Apparel about transforming a viral college project into a thriving Maryland pride brand. Launching with a single t-shirt tribute to a closed bar, Route 1 Apparel has grown into a diverse product line embodying state pride, from university gear to Maryland flag designs and innovative items like the Old Bay Travel Tin.
They touch on the pivotal COVID-19 response, where Ali's quick pivot to producing face masks resulted in a tenfold business growth and significant community support, marking a memorable moment when the governor publicly endorsed their masks. Ali shares insights into the eCommerce tech stack critical to her success, highlighting the synergy between Shopify, Klaviyo, and ShipStation in streamlining operations and enhancing customer engagement.
This conversation sheds light on the challenges of entrepreneurship, the importance of community, and the strategic decisions that drive eCommerce growth. ​
Quotes From The Show
"I started the business when I was 19 by accident... I was paying my way through school and working at the Thirsty Turtle... it was forced to shut down and I was pretty devastated." -Ali von Paris, 00:01:37"I launched [the design] on my Facebook page and it went viral... initially it was just a t-shirt design, but I very quickly realized I was making a business out of it." -Ali von Paris, 00:02:10"A few weeks before it was mandated federally to wear face masks, I started seeing an influx and people buying bandanas, surgical caps. Fanny packs... And I was stuck thinking I didn't want to sell water during a fire." -Ali von Paris, 00:07:03"The governor wore a mask on a national press conference and name-dropped us... It was the first time in history our Shopify website actually crashed." -Ali von Paris, 00:08:13"My first licensing deal... was with my alma mater University of Maryland... I was making off-brand collegiate clothing... and Joe [the licensing director] reached out to me very kindly and said, 'Hey, I love the designs you're doing, let's get you a license legally.'" -Ali von Paris, 00:17:48
Chapters
00:05 - Introductions01:35 - Ali's start as an "accidental entrepreneur" 05:35 - Route One's COVID-19 challenges09:35 - The famed Maryland flag Sequined Jacket17:14 - Getting her first licensing agreement24:47 - What's next for Ali?
Resources
eCommerce Masters: https://www.groovecommerce.com/ecommerce-blog/how-ali-von-paris-of-route-one-apparel-rode-maryland-pride-to-ecommerce-success-ep-001/Groove Commerce: https://www.groovecommerce.com/Route One Website: https://www.routeoneapparel.com/Route One On Instagram: https://www.instagram.com/routeoneapparel/ Ali on Instagram: https://www.instagram.com/alivonparisAli on LinkedIn: https://www.linkedin.com/in/alexandravonparis/Ship Station: https://www.shipstation.com/Klaviyo: https://www.klaviyo.com/Shopify: https://www.shopify.com/
Connect With Ali von Paris:
Ali von Paris is the owner and founder of Route One Apparel, originally created in 2010 from within her dorm room while still an undergraduate student at the University of Maryland. Beyond her business, she serves on many boards, volunteers her time at speaking events, and in her spare time, loves to travel & spend time with her family and fur babies.
Connect on LinkedIn: https://www.linkedin.com/in/alexandravonparis/
Connect With Ethan Giffin
Ethan Giffin is the founder and CEO of Baltimore-based Groove Commerce, a premier eCommerce agency that helps mid-market brands design, build and grow their eCommerce sites.
Ethan is an industry expert in eCommerce, e-marketing, and the dynamic technologies behind them. For years, Ethan has lived and breathed conversion rates, search engine visibility, and web analytics.
When Ethan isn’t obsessing over SEO, conversion rates and eCommerce architecture at Groove Commerce, he can be found speaking as an industry authority, both nationally and internationally. In his free time, he enjoys cooking, traveling, DJing, and the pursuit of rare pocket squares.
Connect on LinkedIn: https://www.linkedin.com/in/ethangiffin/