Let’s hear it for the underdogs
We help e-Commerce brands that are challenging their category answer the hardest questions and build a clear path forward.
What sets us apart
Proven success that builds trust
We’ve launched and scaled hundreds of beauty and consumer brands across Amazon, DTC, and Walmart.
Long-term relationships
We’re not just here for the now. We create lasting relationships with our clients and grow with them over time. We connect clients with vetted agency partners.
We diagnose, strategize, and guide
We bring deep experience, speed, and value without the overhead of a full-service agency. You get the comfort knowing you’re not alone. You have a partner who’s been through it and knows the way out.
How we work together
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In just 45 minutes, we'll determine if a strategic partnership will benefit your Amazon or DTC business. For the right fit, we dive deeper through our Discovery Package process, asking targeted questions to understand your goals while sharing how we operate, partner, and connect you with growth opportunities.
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If a partnership is a good fit, we craft a detailed Parallel Summary and 30/60/90-day recommendation roadmap covering your most critical growth areas.
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For brands where the Discovery Package reveals complex challenges requiring dedicated attention, we provide hands-on strategic execution support.
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For brands that need ongoing strategic oversight, we provide light-touch consulting and monthly strategy check-ins.
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If a Discovery Package isn't viable after the introduction call—or if your needs are best served by specialized execution partners—we connect you with our trusted network of agencies and talent.
Pricing
Our pricing is customized based on your business size, complexity, and specific needs. While our Discovery Package has standard pricing ($7,500–$9,900), other engagements are quote-based to ensure you only pay for the services that will drive results for your business.
Who we are
Justin Boettcher
Founding Partner & CEO
Justin has spent his career building and scaling brands across digital commerce and beauty. With more than two decades in ecommerce and over 15 years in the category, his work is shaped by experience across both startups and global brands, where strategy drives execution.
At Amazon, Justin helped build Premium Beauty into a billion-dollar marketplace and played a key role in launching the Indie Beauty program. He also launched Hot Topic’s Amazon business in 2009, well ahead of most brands in its category, and has led ecommerce for brands such as L’Oréal, Urban Decay, and Markwins. Having operated at every level of growth, he helps brands see exactly where they are stuck and how to move forward with clarity and momentum.
Nora Horton
Head of Strategic Growth
Nora brings 22 years of experience across beauty operations and ecommerce, including 14 years leading digital commerce and 8 years in Operations. She has led the build and launch of multiple brand websites from early concept through execution, driven marketplace channel development, and supported new product launches along the way. Her sweet spot is creating shopping experiences that are simple to use and seamless to support, with a sharp eye for how people browse, search, and decide to buy.
With a connection that goes back to high school, Justin and Nora have worked closely together across Hot Topic, Markwins, and Sky Organics, building a partnership defined by trust and long-term collaboration.