Peter Keller
Peter Keller is founder and C.E.O. of Fringe Sport, a strength and conditioning equipment company. Peter has grown Fringe Sport from his garage, in 2010, to millions in annual revenue. Email Peter. Follow him on Twitter, Instagram, and Snapchat.
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Business
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Merchant Voice
My secret weapons — tools, groups, activities
April 6, 2017 • Peter Keller
I’m friends with many entrepreneurs. Oftentimes we talk about what services we use, what products we have, and the routines that allow us to be more successful. For example, there’s a ...
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Business
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Merchant Voice
My ecommerce canon
March 1, 2017 • Peter Keller
I always enjoy discussing ecommerce and entrepreneurship with friends and other people. I love helping them. I’m frequently asked about resources for folks that are interested in learning more about ecommerce.
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Business
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Merchant Voice
Finding your brand’s voice, and its communication channel
February 6, 2017 • Peter Keller
I launched FringeSport in 2010. It’s taken almost all of that time to find a voice for the brand and a primary channel to communicate that voice. I struggled with ...
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Business
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Merchant Voice
3 early mistakes in building my business
January 29, 2017 • Peter Keller
When I talk to entrepreneurs who have a “side hustle” — a side venture to their full-time employment — many times they ask when to leave their “safe” job and ...
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Business
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Merchant Voice
When an ecommerce side hustle becomes real
January 2, 2017 • Peter Keller
I’ve been talking with many budding ecommerce entrepreneurs lately. A big question I’m asked is along the lines of “when is it time to quit your day job and focus ...
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Business
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Merchant Voice
A blueprint for Black Friday planning
November 1, 2016 • Peter Keller
Black Friday is many things. It’s a great day for deals, a garish celebration of consumerism, and a huge opportunity and a huge headache for retailers. It’s been pivotal in ...
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Business
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Merchant Voice
Technology stack for FringeSport
October 2, 2016 • Peter Keller
I’ve read columnist Eric Bandholz’s post on the technology stack for his company, Beardbrand. In this article, I’ll address the same for my company, FringeSport. These are the tools that ...
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Business
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Merchant Voice
A tale of two domain purchases
August 31, 2016 • Peter Keller
We’ve all been there. We have a great idea for a company and we log on to a domain registrar. We type our dream domain name, hit enter, and bam. Someone is sitting ...
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Google Ads
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Merchant Voice
Our experiment in eliminating AdWords
July 29, 2016 • Peter Keller
Back in the day, I managed a $500,000 annual pay-per-click advertising budget for CompactAppliance.com, a retailer of small-space appliances. That business was built on the pillars of PPC ads and ...
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Amazon & Marketplaces
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Merchant Voice
Ecommerce brands vs. Amazon sellers
June 27, 2016 • Peter Keller
I’ve worked in ecommerce for 15 years. When I started, those of us in the industry made the rules as we went along. No one knew for sure what would ...
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Business
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Merchant Voice
Why FringeSport uses Shopify
May 3, 2016 • Peter Keller
FringeSport has used Shopify for six years. I started on the platform after reading an early Tim Ferriss blog post, where he pimped the brand. We’ve never looked back. I get ...
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Business
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Merchant Voice
The evolution of FringeSport’s KPIs
March 16, 2016 • Peter Keller
How do you run your business? What numbers are meaningful, and on what intervals do you review them? When FringeSport was a side project, I mainly looked at revenue and gross ...
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Business
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Merchant Voice
Entrepreneur, founder, C.E.O.?
February 24, 2016 • Peter Keller
What is a C.E.O.? If you founded and are running a start-up, when should you really take C.E.O. as a title? These are questions I’ve struggled with over the last year.
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