The Silicon Review
In 2007, when Jeff Peterson and his business partner Mark Becker started doing business with Amazon, they saw a gap in logistics capabilities with most manufacturers. Shipping products to Amazon was a completely different set of compliance issues, and most manufacturers did not want to figure it out themselves, or invest the money into automating their systems. Jeff and Mark quickly saw the void, and with a mission to help manufacturers setup and sell their products on Amazon, the duo founded Geneva Supply Inc. in 2009.
By creating a triangular partnership between Geneva Supply, manufacturers and Amazon, the company serves as the logistics and packaging solution, as well as aneCommerce marketing expert. Amazon buyers are only in a buying category for 1-2 years, so as the buyers bounce around to different categories they’ve brought Geneva Supply with them creating a sales funnel that generated 50% year over year revenue increases for 8 years in a row.
The company started its journey with a project selling GE MWF water filters to Amazon, and as Amazon did not have a direct relationship with GE appliance parts, Geneva Supply saw the opportunity and took the responsibility of the project. And to their surprise, it was a huge success as Geneva Supply made over 6 million dollars in that one filter within the first 12 months of setting up the item.
“We put the word out to the largest GE appliance wholesalers that we were in the market to buy large volumes as long as the price was right. We found a few wholesalers we could partner with, and the rest was history,” says Jeff Peterson, CEO.
Over the years, Geneva Supply has gained tremendous popularity and confidence in the industry. As Amazon is constantly improving their systems, Geneva Supply is adapting to new sets of compliance rules, algorithm updates, and buyer goals. To achieve this, Geneva Supply is routinely modifying its software, improving Amazon page content, and doing anything it takes to stay on the front edge with Amazon which has resulted in an earned trust and respect between the two companies. In addition, Markplayed a key role in automating the company warehouse from storing products on the ground of an airplane hangar to creating a system that uses random sorting, RF Guns, high tech labeling, and on-time reporting.
“We have completed over 200 projects for Amazon all with the same main goal, increase sales and selection,” says Jeff. “Our purpose is to deliver an unparalleled client experience adding a promise to always exceed client expectations and ensure they are reaching their full potential through Geneva Supply.”
Interview Snippet with CEO, Jeff Peterson:
Q. There is nothing more important for a successful small business than well-defined mission and vision statements. Can you explain your M&V statements in brief?
Our mission has always been about growing our manufacturers’ business to Amazon and other online channels. By increasing online product selection, consolidating orders to leverage shipping costs, creating eCommerce packaging solutions, and eCommerce marketing strategies, we add value to the result that we drive.
Talking about the vision, it is to operate warehouses spread strategically across the country to offer 2-day ground shipping for any online order, positioning us as the premier online B2B wholesaler.
Q. Any company, big or small, must have the sense of authenticity and originality to succeed. Is your company a ‘leader’ or a ‘follower’?
We were conceptually founded before Amazon was the go-to online retailer. With our one-of-a-kind triangular partnership, myself and Mark created Geneva Supply to help Amazon come out of its books-only business. And I believe, that definitely makes Geneva Supply a leader in the industry.
Q. Customer service varies, but companies can still be successful. How do you maintain your customers’ trust and loyalty?
The world is now metric/data-driven, and every key performance indicator is measured and analyzed by our customers, manufacturers, and ourselves. So, the most important thing we do is to make sure we exceed the metrics, meaning we are doing our job.
However, metrics do not tell the complete story, it is pivotal that good communication, follow up and follow through happens between us, Amazon and the Manufacturer.
Q. What Makes Geneva Supply one of the ‘Best’ companies?
We at Geneva Supply make sure that our customers are 100% satisfied. Each of our manufacturers is assigned a product manager to understand their goals, key performance indicators and how the company can adjust to exceed expectations and goals. We work as an extension of the manufacturer, so we provide as much feedback to them as they do to us.
We are the only 360-degree solution for a manufacturer to work with Amazon. No other company can offer eCommerce logistics, software solutions to control content, a sales team to represent their product, and a marketing team to create an online brand strategy better than us. We truly are a one stop shop.
The Future Vision
By selling products online, Geneva Supply plays a significant role in improving the eCommerce logistics supply chain, creating software to better control online content, and creating tools to better analyze data for strategy.
To help manufacturers with strategy and controls, at present, Geneva Supply is working on a software tool that will increase visibility into online performance. Witnessing the current scenario, it is believed that eCommerce will grow tremendously in the next 5 years. So, to stay on top of the game, the company believes that it will continue to grow and improve its position as the premier wholesaler and digital strategist to the eCommerce space.
Meet the Chief
Jeff Peterson, Co-Founder/CEO: Jeff has forged relationships with eCommerce/Amazon, manufacturers, and its employees that encompass what and who Geneva Supply is. He has industry leading eCommerce/Amazon expertise and has created worthwhile strategies with manufacturers that resulted in revenue’s increasing by over $30 million dollars over the past 12 months.
Jeff has been instrumental in creating a new age company, focused on combining a caring and award-winning culture while expecting high levels of output from his employees, and he has a great way of managing people toward this goal. Jeff is also extremely involved in the local community and created a non-profit organization, BizTank, for high school juniors and seniors, with the hope take the BizTank Speaker Series national
BizTank is both a career exploration program and scholarship opportunity. BizTank exposes kids to various levels of professionals, job opportunities, and career paths, while teaching them an abundance of soft skills through the program’s podcast, Kids in the Tank. To learn more visit www.genevasupply.com/biztank