Weekly Call w/ Karly — 2025-11-03

Overview

Weekly sync between Karly Oykhman and Mark Hope. Doodla was the primary focus: a strong October on Amazon ($115k sales, $40k net profit) tempered by a critical inventory tracking error that threatens stockouts on high-velocity products. Secondary topics included the B2B platform launch status, a Crazy Lenny's video quote correction, American Extractions ad performance, and a Cora email signature request.

Attendees: Karly Oykhman, Mark Hope

October Amazon Performance

Metric	Value
Total Sales	$115,000
Net Profit	$40,000
Ad Spend	$20,000

A ~17% ad-to-sales ratio (ROAS ~5.75) is solid, but Mark flagged potential room to reduce spend — particularly on underperforming products that have been receiving ad budget to clear inventory.

Top Performers

Product	Sales	Notes
Yellow Cornmeal	$17,000	67% of orders from ads (393/588)
White Popcorn	$14,000	~50% of orders from ads
Black Beans (5lb)	$14,000	—
Black Beans (25lb)	$8,000	~80 bags sold
Old World Popcorn	$6,000	Recovered from zero velocity

White popcorn is outselling yellow popcorn across both standard and Old World lines.

Underperformers

Canary Beans — enrolled in Amazon Vine program to generate reviews
Small Red Beans
Yellow Cornmeal (25lb) — no commercial traction
25lb Popcorn — commercial SKU, limited consumer demand

Critical Inventory Tracking Issue

Problem: Gilbert's inventory spreadsheet is not pulling in inbound shipment order numbers, causing stock levels to appear lower than they actually are. This makes accurate forecasting impossible and risks stockouts on fast-moving SKUs.

Risk level: High — several top-selling products are showing 1–1.5 months of supply without accounting for inbound stock.

Products Requiring Urgent Attention

Product	Status
Yellow Cornmeal (1.5lb)	13 boxes inbound — not reflected in spreadsheet
Yellow Cornmeal (5lb)	~1 month supply; 578 on-hand + 85 inbound, still tight
3lb Popcorn (Yellow & White)	1.4–1.7 months; last shipment unclear
Black Beans (5lb)	~1 month shown; inbound accuracy unknown
Kidney Beans (5lb)	24 boxes shipped in last order — not yet reflected
Great Northern Beans (5lb)	New velocity (~20 units/month); no recent shipment
Whole Wheat (5lb)	7 on-hand + 18 inbound; low but not emergency

Old World Popcorn: Inventory solid at 3+ months. However, production lead time is 1–2 months plus shipping, so planning for the next run needs to start now. Karly emailed Lucy to begin planning; new bags required to address ongoing customer complaints.

Key Decisions

Inventory tracking fix is urgent. Karly to follow up with Gilbert to confirm inbound order numbers are reflected in the spreadsheet before any reorder decisions are made.
Urgent FBA shipment needed for 5lb Great Northern Beans, 3lb Popcorn (check last shipment first), and 5lb Whole Wheat.
Old World Popcorn production run should be initiated now given lead times. New bag sourcing must be confirmed with Lucy before production.
Canary Beans enrolled in Vine — monitor for review velocity improvement.
Ad spend review deferred; Gilbert's current ad structure is producing results but may have optimization opportunities on underperforming SKUs.

Action Items

[ ] Karly — Follow up with Gilbert: confirm inbound order numbers are pulling into the inventory spreadsheet correctly
[ ] Karly — Follow up with Gilbert: confirm progress on bag sourcing for Old World Popcorn
[ ] Karly — Check last 3lb popcorn shipment details, then place FBA replenishment order for popcorn, 5lb Great Northern, and 5lb Whole Wheat

Other topics from this call are filed separately:
^[1] — eFlow B-roll video quote corrected to $3,500; vendor communication protocol reinforced
^[2] — Ad campaigns generating only 3 leads; new strategy deck to be presented Monday
^[3] — Launch blocked pending payments/shipping review; Karly to schedule 1-hr session with Mark and Eshock
^[4] — HubSpot Email Signature Generator recommended