How I Launched A $12K/Month Amazon Vendor Central And Google Sheets


Howdy! Who’re you and what enterprise did you begin?

My title is Jae and I’m a spreadsheet nerd. 👊

Gorilla ROI is a Google Sheets add-on that connects Amazon Vendor Central to Google Sheets.

If you happen to promote on Amazon through FBA (Fulfilled By Amazon), our device is for you.

We goal sellers who’re already utilizing Google Sheets, however have to:

  1. Supercharge and automate their present Amazon gross sales and stock spreadsheet fashions.

  2. Remove the hassles and time of manually downloading CSV exports, cleansing it up, and creating pivot tables.


We began engaged on the concept in March 2018 and launched 6 months later in September 2018 as a barebones model, with 30% of the options we envisioned.

Fail shortly was the motto.

Quick ahead 1.5 years and as of April 2020, we’re at $12,000/mo and rising steadily with no advertising spend. We’ve recognized a weak spot in our scalability and rising any faster would trigger points with our present structure.

Thus, we’re at present specializing in stability and scalability earlier than we begin any heavy push in direction of outbound advertising.

Our gross revenue in the meanwhile sits at 45%, which is unhealthy for a software program firm. However not unhealthy contemplating we proceed to reinvest. Plus, I’m not a programmer and proficient programmers usually are not low-cost. I’ve additionally been reinvesting extra into servers and know-how which put us at break even.

What’s your backstory and the way did you provide you with the concept?

I’m positive that one individual within the workplace who’s a spreadsheet geek, proper?

That one that can whip out some loopy complicated spreadsheet with out batting a watch and appears to get pleasure from taking part in round with 1000’s of little containers on the display.

That’s me.


How the enterprise took place was a mixture of two different companies.

The Amazon Enterprise

Since 2013, my spouse and I’ve been promoting merchandise on Amazon and because the enterprise continued to develop at triple-digit speeds, I discovered myself creating stock administration spreadsheets and projection fashions that labored rather well for our wants.

The issue was that it stored getting larger and extra handbook work was required to maintain it updated with all of the gross sales inputs and different items of data that it required. It was beginning to take longer and longer to replace.

It was driving me insane.

There was barely any Amazon software program round at the moment, and even as we speak, none that gives the flexibleness that larger sellers want.

Each eCommerce enterprise has their distinctive approach of calculating and measuring their KPI’s, and each time I attempted an off the shelf answer, I wound up again to the outdated approach of exporting information after which copying and pasting it into my fashions.

The Inventory Evaluation Enterprise

The second half was that I additionally ran Outdated Faculty Worth from 2008 to 2018, which began as a Microsoft Excel-based computerized inventory valuation and monetary evaluation device and transitioned to a SaaS.



On the finance facet, tons of cash is made by aggregating and promoting information. The info suppliers like S&P, Morningstar, Retuers, and Bloomberg charged no less than $25-$30K a yr for his or her fundamental information license.

The consequence?

Combining the perfect bits and items from each companies, I knew there was a chance with the information facet for Amazon and it was a uncared for space. The sudden rush of latest software program for Amazon solely targeted on the device itself, however not the information.

Amazon sellers are additionally not programmers, so the important thing was to make it for superior customers who didn’t program.

I’ve adopted the Warren Buffett method to the enterprise of going after uncared for, boring, and unsexy companies.

Having run Outdated Faculty Worth for 10 years, I made numerous errors, and having these errors nicely documented helped Gorilla ROI acquire traction.

Gorilla ROI is basically the identical concept as the primary one (Outdated Faculty Worth) however in a unique trade.

The purpose from the start was to make it into the pointiest characteristic set with a view to be a hyper-focused answer moderately than an all-in-one / master-of-none answer. I wished to be the wanted “brain surgeon”, as an alternative of the final household physician.


I choose to develop issues slowly and steadily. Not a super-fast development kind of individual as a result of I prefer to sleep nicely at evening 🙂

No funding was required. I’ve at all times had 2 streams of revenue and if one begins to outgrow the opposite, I might give up the gradual one, construct up the quicker one after which discover one other facet hustle with extra potential till it exceeds the present one.

My day job fed and grew Outdated Faculty Worth and the Amazon enterprise the place we’re at present on tempo to do $3-4M in gross sales this yr.

The Amazon enterprise grew shortly so I offered Outdated Faculty Worth and reinvested the funds into Gorilla ROI.

Prospects are at all times telling firms what they need, however the majority of firms don’t pay attention and don’t care as a result of they’re so in love with themselves and their concept.

Take us via the method of designing, prototyping, and manufacturing your first product.

Since Gorilla ROI was going to be a reboot of my first enterprise in Outdated Faculty Worth in a unique trade, I had to ensure to not fall into the identical start-up traps and failures once more.

Fundamental issues to keep away from:

  • B2C
  • Not fixing an present drawback
  • Falling in love together with your concept and getting emotionally hooked up, making you blind to your individual ugly child
  • Not validating first
  • Spending an excessive amount of money and time on designing, prototyping
  • Wanting perfection
  • Changing into one other me-too product (no Distinctive Promoting Proposition USP)

The answer I utilized to every of the above factors was as follows:

  • B2C: Go for B2B which is extra constant, higher LTV, much less churn.

  • Not fixing an present drawback: Do key phrase analysis and scour via boards the place your splendid prospects hang around to find out if the issue you are attempting to unravel is legitimate

  • Falling in love together with your concept: Let the consumer base decide the route and improvement of the product through suggestions and requests.

  • Not validating first: Posted our concept on Amazon boards and Reddit and received fast suggestions. It wasn’t so much, however sufficient to present us confidence that it was a necessity.

  • Spending an excessive amount of money and time on designing, prototyping: Google Sheets was the right platform as no UI is required. This meant I didn’t have to rent a designer and sped up improvement time by 4x. What would have taken 1 yr with a designer and developer took 2-3 months solely to launch.

  • Wanting perfection: Launched with the barest set of options. Sufficient for folks to understand the potential it may present.

  • Changing into one other me-too product (no Distinctive Promoting Proposition USP): Reasonably than turning into a software program, our purpose is to develop into a knowledge supplier. We need to be the supply of anybody wanting to make use of Google Sheets with their Amazon vendor information.

What I knew already labored:

  • An excellent free-forever product with limitations to realize site visitors and hyperlinks
  • Mega useful resource posts with free templates to obtain
  • A method to gather emails as simply and shortly as attainable
  • Leveraging a giant title platform for simpler advertising

And right here’s what we did:

  • An excellent free-forever product with limitations: Anybody can use the addon totally free with all of the options, however it’s restricted to three SKUs. When you have 100 merchandise that you simply promote, you may try it out with any 3 merchandise, however to get the information for the remainder, you would need to join.

  • Mega useful resource posts with free templates to obtain: A number of power was spent on creating Free Amazon spreadsheet templates* for Amazon sellers. This web page nonetheless drives 80% of the site visitors, brings in natural backlinks and social media shares.*

  • A method to gather emails as simply and shortly as attainable: Reasonably than utilizing touchdown pages, we’re capable of get emails instantly from the addon because the consumer connects it to their Google account.

  • Leveraging a giant title platform for simpler advertising: The addon is out there on the Chrome retailer and other people can discover us by simply typing in “Amazon”.

Describe the method of launching the enterprise.

Our launch was very tender.


Let’s name it extremely plush as a result of the purpose for launching was to see whether or not the concept was value pursuing additional.

  • Key phrase analysis confirmed there was zero site visitors for the phrases I wanted.
  • Don’t count on Reddit to usher in many gross sales.
  • I didn’t have a community that will push the product from the get-go.

We adopted the everyday lean method to launching:

  1. Created a easy touchdown web page (which is right here) exhibiting the product and an e mail seize type. The button has since been modified to redirect to the addon web page as an alternative of an e mail seize type.
  2. Drive site visitors to the touchdown web page by posting related content material in boards
  3. Seize emails
  4. Ship pleasantly rare e mail updates to subscribers and get them excited
  5. Obtained beta testers out of the e-mail subscribers
  6. Convert beta testers into paying prospects from day 1

Preliminary prospects had been captured by changing them from beta.

Since launch, what has labored to draw and retain prospects?

Based mostly on suggestions since launch, we stored including extra personalized information for customers and began the search engine optimization course of and inbound advertising has been the principle driver of consumers.

If a consumer prompt an important concept, we shortly up to date or added some options inside every week, pushed it out, after which let folks learn about it thanking the consumer who introduced it up.

This constructed up numerous credibilities as customers realized we really listened and gave folks what they wished. This was solely attainable as a result of we don’t have a UI to design.

We will slice and cube and create new datasets 5x faster than making an attempt to design, code, check the UX, after which launch.

As we began to realize traction, we shifted to search engine optimization. As a result of there may be actually no key phrase quantity for one thing like “Amazon connect Google Sheets” we rank within the high 3 for almost every part we goal.

It’s unhealthy within the sense that quantity is tiny or doesn’t exist. The nice factor is that anybody who searches for such a time period is a really excessive intent customer and such guests convert at an important share.

The key phrase quantity isn’t there, however the LTV greater than makes up for it and it is a area of interest that we’ve developed and dominate. Google understands this. Our hyper-focused and siloed content material ranks shortly on Google.

Recently, there was a rise in phrase of mouth as an enormous variety of individuals are on Fb Amazon teams and so they have been recommending our product. By not making an attempt to be an excessive amount of, our core consumer raves about our service because it fills the void that’s current of their Amazon enterprise.

Cost greater than you assume you’re value. I don’t learn about you, however I are likely to undermine our service and costs beneath what we needs to be charging.

How are you doing as we speak and what does the long run appear like?

We’re worthwhile, however selecting to reinvest every part again into the enterprise.

Funding isn’t a difficulty as we’ve funds from the sale of our first enterprise and likewise the Amazon facet of the enterprise to assist us in a worst-case situation.

Nevertheless, we’re purposely suppressing development at this stage as a result of I do know we will’t deal with it.

Most individuals who join usually are not nice with spreadsheets, so there’s a studying curve for these folks. There are additionally particular Google Sheet nuances that we’ve to clarify and go over.

The onboarding course of isn’t as easy appropriately, so any quicker development will overwhelm our crew.

We’re engaged on enhancing our scalability as we have to get to a degree the place we will simply deal with calculating 100 million information factors a day.

As soon as we get via this and switch to outbound advertising, development shouldn’t be an issue.

By way of beginning the enterprise, have you ever realized something significantly useful or advantageous?

I’ve a couple of enterprise ideas.

Notice the phrase “principles” as a result of it’s broad and targeted on mindset which adjustments the sport.

New entrepreneurs at all times ask for a step-by-step information to doing one thing. On the Amazon dimension, folks always ask for a step-by-step course of to get to the place we’re. Everybody must undergo the failures themselves with a view to determine issues out.

There isn’t a such factor as a step-by-step information. Recover from it – please.

Individuals with abilities work for folks with concepts.

Wish to be like Steve Jobs, Jeff Bezos, Elon Musk? They not sit on their pc, eradicating picture backgrounds. Delegate or rent somebody who can do it quicker and higher than you.

Deal with growing your concept/imaginative and prescient and get folks to execute it.


What’s essential isn’t pressing, and what’s pressing isn’t essential.

Entrepreneurs get too caught up in what appears pressing. However on the finish of the day, it doesn’t result in something impactful and nobody cares. It’s simply being busy for the sake of being busy.

Use the matrix beneath to determine whether or not the work you’re doing goes to make a dent.


Cost greater than you assume you’re value.

I don’t learn about you, however I are likely to undermine our service and costs beneath what we needs to be charging.

With Outdated Faculty Worth, my very first spreadsheet mannequin was priced at $6.95.


I went via a protracted course of over 10 years of regularly elevating costs as I added worth. It took an enormous quantity of braveness to extend costs from 6.95 to fifteen.95. Then as extra gross sales and demand got here, I slowly raised it through the years to 25, then 49 to 100, 200, 399, 499, 699, and even offered some packages within the 1000’s.

Make your worth replicate your worth and don’t be ashamed – however you need to present worth.

Discover methods so as to add specialty-focused worth to cost extra

That is the opposite facet of accelerating costs. Search for methods you may cost greater. Not everybody desires to purchase the Toyota Corolla with no choices.

Individuals need to add extra to their purchases. By not offering it, you’re telling them to search out one other enterprise that may give it to them. Create a mid and upper-tier for individuals who demand the perfect, don’t have the time, or need to stand out. Create particular packages or restricted editions as a result of folks need it.

Give folks what they need, not what you assume they need

That is the other of falling in love together with your concept. Prospects are at all times telling firms what they need, however the majority of firms don’t pay attention and don’t care as a result of they’re so in love with themselves and their concept.

What platform/instruments do you employ for what you are promoting?

We don’t want many instruments to run Gorilla ROI. It’s a really lean and targeted enterprise with out a lot fats.

  • WordPress with Brizy web page builder – Drag and drop web page builder. The code is messy, however I don’t care about that. Our rankings show that the messy code doesn’t matter.
  • Zapier– We zap and automate every part we will.
  • Appsumo – Killer lifetime software program offers from different startups.
  • Freshdesk – Buyer assist.
  • Stackpath – CDN and WAF.
  • Slack – Communication.
  • Trello and Jira – Work boards for tasks and crew members.
  • Google Sheets – after all.

What have been probably the most influential books, podcasts, or different assets?

Tyranny of the Pressing

10 min booklet. It’s a Christian e book and is the idea for a lot of different time administration books that got here after like “The 7 habits of highly successful people”.

Traction: How Any Startup Can Obtain Explosive Buyer Development

A straightforward e book to learn and keep in mind. The bullseye chart of the totally different distribution channels alone will enhance what you are promoting.


The Aim: A Technique of Ongoing Enchancment

A traditional e book on operations and constraints that I want I had learn a decade in the past. Enterprise fiction that’s participating, relatable, and actionable.

The best way to Win Mates & Affect Individuals

There’s nothing I can add about this e book. Timeless recommendation that you could learn time and again.

Recommendation for different entrepreneurs who need to get began or are simply beginning out?

The dangers are by no means as huge because it appears.

You can begin a enterprise with $0. Don’t be fooled by the glamor entrepreneur tales the place you need to drop out of faculty, reside within the storage consuming ramen, and spend one million {dollars} on attorneys, patents, and stock to get began.

A enterprise is as low danger and straightforward as:

  1. Figuring out an issue
  2. Fixing the answer
  3. Discovering individuals who have the identical drawback
  4. Promote the answer

Are you seeking to rent for sure positions proper now?

A content material author who’s an skilled with Amazon and spreadsheets.

The place can we go to be taught extra?

When you have any questions or feedback, drop a remark beneath!

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