B2B Site Finalization & Fulfillment Workflow Review — 2026-01-30

Overview

Working session to finalize the Doudlah Farms B2B wholesale site UX, configure shipping and payment options, test the end-to-end order workflow (site → ShipStation → QuickBooks), and review January Amazon sales performance. Attendees included Karly Oykhman and Gilbert Barrongo (Asymmetric), plus Sherry/Lucy, Mark, and Jason Doudlah.

Meeting recording: https://fathom.video/share/Exzw9-hUacTjLKAw-ig1Ri5zeq22gGca

Key Decisions

B2B Site UX & Pricing

• Default product images will be changed from 25 lb bulk bags to the smallest retail bag (e.g., 1.5 lb flour). Rationale: the majority of wholesale customers order case-packed retail-ready product, not bulk bags. Customers ordering 25 lb bags can still find them by hovering/selecting the size variant.
• Pricing display will show the total case price prominently, with a per-unit breakdown below (e.g., "$42.96 / $3.58 per unit"). This avoids the common confusion of ambiguous unit-vs-case pricing.
• A "sort by size" filter will be added to the product catalog page.
• Image resolution will be improved across all products; the Amber image was specifically flagged as needing replacement.

Checkout Fields

• A non-required "Transaction Number" field will be added to checkout, below the existing Purchase Order field. This is required by Willie Street Co-op for payment processing — without it, invoices go unpaid.

Shipping Options

Shipping options are profile-controlled — customers only see the options applicable to their account.

Payment Terms

• Net 30 is the default payment term for all wholesale customers.

Documentation

• Jason will use the ShipStation packing slip (not the site order summary) for fulfillment — it includes the Doudlah Farms logo, address, and all necessary order details.
• PO number and Transaction Number fields will be mapped to the ShipStation packing slip.

Integrations & Testing

QuickBooks

• The free QuickBooks plugin was connected to the account (sherry.doudlah@gmail.com). New password set during session: DFOqb2026! — Karly to email screenshot to Sherry.
• Full QuickBooks configuration will be completed after ShipStation workflow is verified. One test transaction will be run before scheduling a walkthrough with Sherry and Mark.

ShipStation

• A test order was placed during the session to verify a new automation that routes B2B orders to the main queue (previously they landed in "On Hold" and were at risk of being missed).
• Jason will monitor ShipStation and email Karly when the test order appears, confirming correct routing.
• Doudlah Farms Transport LLC needs to be confirmed as a carrier in ShipStation.

Epic Systems (Multi-Kitchen)

• Epic has multiple kitchens, each requiring a separate order to ensure payment per kitchen.
• Sherry will contact Epic's buyer, Aria, to align on this ordering process and set up separate accounts if needed.

Amazon Sales Update

• January sales tracking at approximately $127k–$130k, up ~4% month-over-month from December.
• Amazon currently pays out at 34% of revenue — the B2B direct wholesale site is a key strategy to improve margin by capturing more direct sales.

Marketing

Child Care / WECA Donation Campaign

• Social media post (Facebook/Instagram) and blog page are ready to publish. Remove #WisconsinDPI hashtag before posting (low search volume, unrelated results).
• An email campaign will also be sent to the Wisconsin schools list — Mark noted schools are unlikely to see organic social posts.
• Wisconsin DPI should be included in the email recipient list if they are on the schools spreadsheet.

Wholesale Signup Link

• Karly will provide a direct link to the B2B wholesaler signup page for Mark and Sherry to add to their email signatures, targeting new institutional buyers.

Department of Defense Supplier Registration

• Mark flagged the need to register as a DOD supplier to receive payment from schools using federal funds. Mark will initiate this application.

Action Items

Karly Oykhman

• [ ] Email Sherry the QuickBooks password screenshot (DFOqb2026!)
• [ ] Update WECA donation social post: remove #WisconsinDPI; post to Facebook and Instagram
• [ ] Draft WECA donation email campaign; include Wisconsin DPI on recipient list; send after ShipStation/QB tests pass
• [ ] Update B2B product catalog: default all images to smallest retail bag; fix Amber image; add "sort by size" filter; improve image resolution
• [ ] Add non-required "Transaction Number" field to B2B checkout (below PO field)
• [ ] Rename shipping options: "Farm Pickup (FOB)" and "Doudlah Farms Transport free delivery"
• [ ] Set regional flat rate shipping to $50 / 4–5 business days; remove old $25 flat rate option
• [ ] Investigate and configure UPS rate plugin for long-distance B2B customers
• [ ] Add "Back to Account" button on order confirmation page
• [ ] Ensure Doudlah Farms Transport LLC is listed as a carrier in ShipStation
• [ ] Map PO number and Transaction Number fields to ShipStation packing slip
• [ ] Complete QuickBooks integration; run one test transaction; notify Sherry and Mark; schedule walkthrough
• [ ] Email Mark the B2B wholesaler signup link for use in email signatures

Jason Doudlah

• [ ] Monitor ShipStation for the test order placed during this session; email Karly when it appears to confirm correct queue routing

Sherry / Lucy Doudlah

• [ ] Contact Aria at Epic to align on separate-order-per-kitchen process; set up individual kitchen accounts if needed

Mark Doudlah

• [ ] Initiate Department of Defense (DOD) supplier registration application

Attendees

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