Chris Koerner

They charge fees for tracking their expiration dates.

They charge extra fees if there's five items in a box versus four.

There's so much friction there.

That's so messy.

We're going to make this simple.

We're going to just one flat fee, no storage fee, and that's going to be our differentiator, right?

And then over time, over the course of months and years, we learned, oh, storage fees.

It's because sometimes your customers go out of business and then you're left holding the bill.

And like your storage costs are actually very high.

There's nothing to pass on.

Oh, pick back and ship fees because you learn all these things.

And you're like, OK, I wasn't like this genius that had an MBA.

I was just like trying to put my own spin on it because I thought I was smarter than that business owner.

Turns out someone that's been doing this for 15 years versus 15 days knows a lot more about the industry than me.

And I'm much better off just copying his pricing, copying the layout of his website, copying the size of the warehouse he has, copying the same niche that he's going after because that's clearly working for him.

So I don't make that mistake anymore.

I don't assume that other competitors are idiots, right?

I've been proven wrong too many times.

I assume that they're doing that because they've learned the hard way.

Yeah.