Forecasting the Future: Thinking Ahead of the Competition at Geologie
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In this month's special forward forecasting issue, we are asking some of our partners how Liquidity Group will help them achieve their financial goals in 2023. CEO and Founder of Geologie Skincare, Nick Allen, gave us insight into the company's 2023 growth.
2023 has just started. How do you forecast 2023 from your company's perspective?
Annual planning is all about assessing the opportunity ahead. What is happening at a macro level that could impact our business? Where are the opportunities for us to grow and gain market share? How much risk appetite do we have relative to the potential? What do we need to invest in for the long-term health of our business? Etc Etc. Once we have a good handle on these items, it's all about modeling several different scenarios and settling on a base case plan we feel strongly we can execute on.
What is the "secret sauce" of your company's success, and how do you define your competitive advantage vs other market participants?
There is no one "secret sauce". We simply do a lot of things better than our competitors - higher product quality, more efficient marketing spend, better customer experience. All of these incremental items add up to a competitive advantage.
After partnering with LIQUiDITY group, what is the main goal and usage of the acquired facility?
We primarily use the facility for inventory purposes, which allows us to invest in growing the business without tying up capital that can be used for customer acquisition.
What was the process that led you to choose a debt facility over other funding alternatives? In what situations will you consult companies to follow that path?
It was all about the cost of capital for us. We looked closely at taking additional equity investment vs. debt and found the terms to be more favorable for our business and where we were in our company's lifecycle. There isn't one size fits all funding, so each company should weight the pros and cons of each and what's right for them.
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Geologie is a skincare brand that offers a range of products designed to meet different skin needs. Their products include cleansers, moisturizers, masks, serums, and other skincare essentials formulated with high-quality ingredients. The brand focuses on providing effective, easy-to-use, and accessible skincare products that are cruelty-free and made without harmful ingredients. Geologie aims to help customers achieve healthy, radiant skin by offering a range of products for different skin types and concerns, such as hydration, aging, and acne.
