In this episode, Scott and Nathan break down why profitable eCommerce brands still run out of cash. The conversation focuses on the gap between what looks good on a P&L and what actually keeps a business alive.

They unpack why brands can be profitable on paper and still go broke, especially in inventory heavy categories like fashion.

Key topics covered:

• Cash flow vs profit and why they are not the same thing

• How inventory can quietly kill otherwise healthy businesses

• Why cutting ad spend is often the worst move during cash stress

• When it makes sense to intentionally lower efficiency to save the business

• How agencies and CFOs often talk past each other

• The role of inventory visibility in paid media decision making

• Why growth is usually limited by cash conversion cycles, not marketing skill

Nathan walks through real scenarios where brands needed to trade short term efficiency for long term survival, and how media strategy should change when cash is the real constraint.

The episode also covers how conservative brands should think about scaling more aggressively without blowing up their balance sheet, and why transparency between founders, agencies, and finance teams matters more than ever.

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Blue Sense is a global eCommerce consulting firm that partners with founders & operators to tackle their biggest growth challenges.

Our YouTube channel is dedicated to sharing our most effective marketing strategies to help you achieve your business goals.

If you’re an 8 or 9 figure retailer looking for deeper creative insight or performance insight grounded in real finance reach out today.

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