The best way to pass safely through a storm is often by being prepared before it hits. In the case of ecommerce startups, that means bracing for rising advertising costs, inventory delays and expensive capital. Jamie Dimon, the CEO of JPMorgan & Co, suggests building a “fortress balance sheet,” one capable of withstanding these economic and industry shocks, is an absolute must for surviving the storm.
However, the wiser would argue building a fortress “offer model,” one able to withstand fluctuating ad costs, purchase behavior and cash flow is another one of those necessities ecommerce owners, founders and marketers need to include as part of their strategy.
