Three questions I always ask Shopify founders - no matter their GMV...

Three questions I always ask Shopify founders - no matter their GMV:
1. What was your net margin over the last 12 months?
(Not a feeling. A real number.)

2. What are your top 5 SKUs by profit, not by revenue?

3. If you turned off all discounts for 30 days, would the business still be healthy?

If you can’t answer these three clearly…
then every new creative and every new channel is just increasing your risk, not your reward.
Most founders are optimizing for growth.
Very few are optimizing for profitability that survives reality.
Which one are you?

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