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Jenny Kelemen Profile picture
Jenny Kelemen
@jkelemen
founder + ceo @ doodledazzles. sparkly marker mogul. former @google and @harvardhbs.
Jan 13, 2023 • 14 tweets • 3 min read
In 2021, my e-commerce business, DoodleDazzles, did $3.5M in revenue and I paid a whopping $0 in taxes.

Not because I'm evading the IRS, but because we failed to make a profit (yikes!)

In 2022, we hit $4M with healthy profit margins

Here are 6 lessons from the bounce back: Lesson 1 - Bad unit economics at scale will kill you

Know your unit economics cold and know when they’re shifting

Rising freight and facebook ad costs turned my nicely profitable business unprofitable fast and I didn't realize how bad it was until almost too late.