Episode Eleven: Sonny McCracken • Après

Welcome to The Month End, a CPG (Consumer Packaged Goods) community chat.  The Month End will provide emerging CPG brands real life knowledge into the accounting, finance, and operational world.  Our guests will be key stakeholders from those same brands, as well as other key contributors to the industry, which all have vast experiences and insight that will be shared with the audience.

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In episode eleven, Accountfully's Managing Partner, Brad Ebenhoeh sits down with Co-Founder and CEO of Après, Sonny McCracken. He opens up about the mission to develop a healthy, simple, plant based protein drink to satiate between workout and next meal.  Inspired by his wife and blindly leaping from corporate employee to entrepreneur, Sonny shares the complexities of achieving their goal.  In the process, the Après team has inspired a new community, all focused on the goal of making the world a happier and healthier place, one junk free drink at a time.

SHOW NOTES and AUDIO RECORDING:  http://www.accountfully.com/podcast​​

The Après  Website:  http://www.drinkapres.com​​

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Chapters

• 0:59 Apres Overview
• 1:39 The concept behind the product
• 1:51 The main Apres product that was launched
• 2:07 The products current uses by the consumer
• 2:26 The strategy behind why and how Apres launched
• 5:07 The multiple subsets of one protein drink market
• 5:30 Sonny's current role at Apres, and his take on its evolution
• 7:45 Why Sonny is a huge fan of bootstrapping
• 8:17 How investor conversations early on were very helpful, and how they stand currently
• 9:28 Sales Channel Overview and the evolution of Apres sales projections
• 11:10 Sonny's approach on how he built the business, and advice for those starting
• 12:02 What Sonny has learned from customers through digital sales analytics that help assess trying additional channels
• 13:14 Sonny's take business modeling and how he uses it for Apres
• 15:03 Brad's advice on business/financial modeling
• 16:08 Sonny's modeling advice, their current layout, and advice for the less financially inclined business owner
• 16:57 Current sales channels, Sonny's view and assessment of each
• 20:29 How Sonny uses his modeling to manage inventory
• 24:40 Brad's breakdown of how each sales channel is its own model within the overall business model
• 25:57 How Sonny factors in/manages cash flow to the inventory management and overall business model
• 28:50 How to leverage a partner for "debt financing"/ funding inventory versus giving away equity for investments
• 30:06 The biggest deterrent for sales/ customers when it comes to inventory management
• 31:06 Sonny's CPG Do and Don't
• 33:56 Where to find Apres