Insights from a Consumer Goods Expert: Building Brands, Inventory Management, and the Power of Outsourcing
In a recent conversation with Shannon O’Neill, an experienced leader in the consumer goods industry, we explored his career highlights, thoughts on the future of startups, and the unique challenges in his vertical. From running high-profile networks like Travel Channel and Golf Channel to his current role at Escalon Services, Shannon brings a wealth of experience and insight on how startups can thrive.
Career Highlights: From Television Networks to Consumer Goods
When asked about his favorite roles, Shannon shared two standout experiences. One was serving as the President of Travel Channel, where he oversaw everything from programming decisions to brand strategy and marketing. Working with talent like Anthony Bourdain and Andrew Zimmer, Shannon played a crucial role in shaping the network’s identity and reaching new audiences.
The other was at Golf Channel, where Shannon helped build and lead the GolfNow tee time business—the “OpenTable for golf tee times.” This innovative solution transformed how golfers booked tee times, moving from phone-based reservations to a streamlined digital experience.
“I love golf,” Shannon said with a smile, reflecting on his time at Golf Channel. “Before GolfNow, 95% of tee times were booked by phone. We made it so much easier for people to book online and choose what works best for them.”
Consumer Goods and the Art of Building a Brand
In his current role at Escalon Services, Shannon is relatively new to the consumer goods vertical, but his passion for building brands is evident. He emphasized the importance of brand affinity and strategic growth for startups in the space.
“Consumer goods startups often have exciting products, but it’s not just about the product—it’s about building a brand that resonates with consumers,” Shannon said. “Helping these companies find the right distribution channels and grow is a lot of fun.”
With a strong marketing background, Shannon appreciates the data-driven approach of modern digital marketing. “Unlike traditional marketing, digital marketing allows you to see what’s working and what’s not. It’s all about ROI and optimizing for success.”
Why Outsourcing Matters for Startups
When it comes to advice for startups, Shannon is clear: outsourcing key functions like finance, accounting, HR, IT, and data security is essential for early-stage companies.
“These functions are critical but aren’t core to what startups do,” he explained. “Most startups can’t afford to hire top talent for all these roles internally. That’s where companies like Escalon come in—we fill that gap with great people and reliable services.”
Shannon also highlighted Escalon’s hidden gem: recruiting services. “Many of our clients don’t realize we offer recruiting, but it’s an incredible resource. We charge about half the standard rate of external recruiters, making it a very cost-effective option for our clients.”
Tackling Inventory and Distribution Challenges
For consumer goods companies, inventory management is often a significant pain point.
“Most of the companies we see have pretty basic inventory systems that don’t meet their needs,” Shannon said. “We often come in, clean up their processes, and help them recover lost money from misplaced or damaged inventory.”
He also pointed out the complexities of third-party distribution channels, where startups often lack experience. Escalon helps them navigate these challenges, from understanding economic models to marketing requirements, ensuring their success in both direct and third-party sales.
Outside of Work: Golf and Pickleball Enthusiast
When Shannon isn’t helping startups grow, you can find him on the golf course or pickleball courts. A former tennis player, he made the switch to pickleball about a year and a half ago and hasn’t looked back.
“It’s like a mix between ping pong and tennis,” he laughed. “It’s easy to pick up and so much fun.”
