The E-Commerce MINDSET

Lisa Paul Heydet, owner of ZizzyBee Bags, has always preferred the path of slow and steady growth. She likes to create “grassroots” campaigns, taking advantage of free tactics and tools wherever possible.
After relaunching her brand in 2017, she was looking to take the next steps.
In July, she hired a marketing firm to help grow her brand, get some press coverage, and most importantly, get her products into retail stores. The firm’s $2,000/month retainer was a hefty sum, but Lisa’s margins were good. She hoped their connections and the results would cover the expense.
Without gathering input from her consultant or lawyer, Lisa agreed to hire the
firm....