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October 29, 2024 25 mins
Say hello to my next guest on the Inventress Podcast, Nish George!

Nish is the CEO of Fetch Fulfillment, a fabulous company making order fulfillment easy as can be! 

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Episode Transcript

Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Everybody. I'm Lisa Askle is the Inventress CEO and founder
of Inventing ag Z and the Inventor's podcast. And you know,
every week we have an amazing entrepreneur and uh it
gets better and better. And today super excited to invite
invite you to meet my guest, Niche George CeON, founder
of Fetch Fulfillment Company, been waiting for you, fetched Hello.

Speaker 2 (00:24):
Hello, Hello, helly so doing really well. Thank you so
much for having me here. I've been, you know, very
excited for this podcast and it's the first one that
I've ever done. So if I come across as a
little bit nervous, you know, please forgive me.

Speaker 1 (00:39):
Oh you know what, Niche, this is a conversation, no need,
This is not an interview. It's just a conversation between
you and I like how we talked a couple of
weeks ago, and just just so interested in sharing your
information with everybody out there, all of the inventors, all
of the entrepreneurs, anybody out there who has fulfillment needs. Okay,

(01:01):
fulfillment needs shipping that folks, that's right. So yeah, so
let's talk about you. Let's talk about your fulfillment house.
What exactly it is and what you do for the consumer.

Speaker 2 (01:14):
Absolutely, So let's start with our customer. Our customer. We
have forty three customers here. They're all different brand owners
at different stages in their own launching journey. And what
they come to us for is, you know, they'll send
us their inventory, they'll send us their customer's orders, and
then we'll pick, pack and ship like a little mini Amazon,
but a lot higher touch than Amazon. And what we

(01:37):
have here is an eighteen thousand square of the facility
and I'm here personally every day. Anytime that you want
to come down and see me, we can have a
discussion together. And you know, you're able to actually touch
and see and feel your products and your customer's orders,
and you know, talk to about your outcoming product launches
anytime that you want. And you know, people really thrive
them that you know, level of close interaction they have

(01:59):
with their sh So it's a lot more than you
could get out of like an Amazon.

Speaker 1 (02:03):
Oh yeah, I was so pleasantly surprised to come and
visit your space. It was clean, it was sufficiently run.
I'd never seen anything like that. I'd been in different
fulfillment houses, but nothing ever, like I saw with yours
so well put together, and I kept saying to you,
this is a well oiled machine. I don't even know

(02:26):
how you make this happen. I mean you had products
lined up from floor to ceiling, and everything was labeled
and organized, and what was coming in and what was
going out. It was magnificent. And for those of you
who are just tuning in, this is a this is
a company that's right here in New Jersey. It's in Lakewood,
New Jersey. Giant fulfillment house. And so it means everybody

(02:50):
out there, when you're shipping merchandise, that's fulfillment niche your
your shipping product like you did. Well you worked at
Amazon too, not shipping, but over seeing, and you tell
them what you did.

Speaker 2 (03:02):
Yeah, yeah, sure. And I find it really hard to
brag about myself, but I'll give it a shot.

Speaker 1 (03:06):
And I'm going to keep on bragging about you. The
more you I'm gonna top you.

Speaker 2 (03:12):
Let's see. Let's see. Uh. So I've spent you know,
about a half a decade at Amazon, and I explained
to the outside world like I was a bounty hunter.
Well within Amazon, my title was senior analytics manager and
what I find, you know, it's this is a uniquely
Amazon story. My first day on the job, literally, I

(03:32):
kid you not, My boss said Niche, Welcome to Amazon.
Your job is to save US ten million dollars a
year in operating cost I don't pressure yet, no pressure,
he said. He then said, I don't know how you're
gonna do it, but I do know that if you
don't do it, you're fired. So good luck. Yeah, And
that was that was my you know, my first couple
of sentences from my boss at Amazon. And you know,

(03:53):
over those ensuing half a decade, I saved them a
quarter billion a year in operating costs. And people think
Amazon is a very well oiled machine, so put together,
but it turns out when you open up the hood,
you'll find just, you know, so much chaos and inefficiency,
and you find a company that's really just too big
to feel its legs. And that's what I just felt

(04:14):
over and over and over again during my years there.
And so you know, all that in time, like you know,
just one example, if you see the new Kindle box
and the old Kindle box used to be, you know,
a big, chunky, little little guy, and he slimmed it
down to be super thin. Why they do that because
I told him to do that. Why they tell them
to do that is because in Europe, which is where

(04:35):
I spent my time with Amazon, turns out, yeah, these
little mail slots and if you can put something into
that mail slot, then you can deliver it without having
to have somebody there open up the door and receive it.
In Europe, there's no unintended delivery. There's no leave it
on the porch and go. Everything is either that's right.
So either you have a mailbox delivery which is super cheap,
or if you knock on the door wait for them
to open up. If they don't, they live you the

(04:56):
I missed your notes and they come back the next
day and the next day. And so it turned out
that it's you know, actually you know, several dollars cheaper
and delivered into a mailbox than waiting for the person.
And so just by shrinking the packaging of that kindle,
we were able to save millions per year just from
that one packaging change, you know. And that's just one
of many, many many things that there's you know, opportunity
like you wouldn't even believe. So, you know, well, all

(05:18):
that to say, like, I just love the boxes. You know,
I've developed a passion for this. Amazon I would say
made fulfillment cool and you know, brought in folks like myself,
you know, with non traditional backgrounds. You know, I'm a
physicist with an engineering degree from Cornell and you know
nothing about my background, said supply chain, and then when
I got to Amazon, I fell in love with it.
You know, there's there's just it's such a rich world,
so much opportunity, and there's so much you know, that

(05:38):
you can do to help people. That's that's why I
love it.

Speaker 1 (05:42):
So now what sets your business apart from Amazon? I
mean you touched on it a little bit, but tell
those listeners out there and viewers what the difference is. Yeah, absolutely,
running and what Amazon.

Speaker 2 (05:56):
So this really all centers around that entrepreneur who's trying
to launch their new product. Right. So you're you know,
you have this great new product yea, and you've done
the hard work of lining up your suppliers, You've got
your early feedback from your early customers. You know, you're
really excited to launch. Now you know you're preparing. Okay, well,
I got my marketing plan ready, I got my inventory ready,

(06:18):
I just need someone to actually put it in the
boxes and ship it to all my customers all over
the globe. And now you say, okay, well there's a
few ways to do this. There's Amazon and where you
can do FBA, and then there's you know, FBA fulfilled
by Amazon, right, so you send it to an Amazon
warehouse and then they would do the fulfillment on your
behalf if you list on Amazon, okay, and the other

(06:42):
options to go with other what's called threepls, which is
what we are, right, so a third probably logistics provider
where you might have your own Shopify site. Those orders
then get sent to a place like us to fill right, okay.
So actually as a as a new brand owner, you'll
find this gigantic hole in the market. So on the
top end you have places like Amazon, like these name

(07:03):
brand big three pls like Writer and so on. And
you know, first of all, they have high minimums and
they have kind of one one hundred customer service. So
if you have any problem, you'll never talk to somebody
onsite with the inventory. You know, they'll have a script,
they'll try pop selling you in the next service. And
then even if you you know, even if you're able
to stomach those high minimums, and you're you know, they're

(07:26):
just not gonna care about you in the same way
that you're gonna need. Like if you you know, if
your customer calls in says, hey, I don't want black
for this, I want white, can you help me change,
They're not gonna be able to help you at all,
you know. So so then so that's at the big
end one one hundred customer service, low accountability, high minimums.
And on the other end, like a mom and pop

(07:48):
fulfillment center, well you'll find as you know, yeah, their
response that you can get them on the phone, but
they just don't have the right people or tack to
serve you well. And so you send them a thousand
units and then you don't know how much you have
any one point any time after you send it in.
They don't have any dashboards, they don't have any reporting,
they don't have any slas they might say during a
cell cycle. Yeah, you send us an order before now
more ship the same day, but you can't you can't

(08:09):
actually prove it, and they can't prove it. And then
you might get an invoice once a month saying we're
housing and fulfillment ten thousand dollars, no itemization, no breakdown.
You know, you're just totally in this fog of war
and you have no idea what's actually happening, and so
you know, so then you know, and no one's in
the middle. That's that's what's crazy. And so that's what
Fetch is designed to do. And you know, I coming

(08:31):
from Amazon, I've seen all the ways that the big
players can mess things up. I bought them mom on
pop three pl a year and a half ago. Is
called fusion fulfillment when we acquired in May of twenty
twenty three, and over the last year and a half
it's been radical transformation, getting in proper modern technology, moving
from seven buildings around a parking lot, people running across
the parking lot to fill orders, and the rain, the snow,

(08:51):
everything being done on paper. You know, strong breeze blows by,
blows your order where you don't know which order blue way.
He only have the orders that are left, not the
ones the blue way. Now we're a proper scan based
operation in one building.

Speaker 1 (09:02):
I'm sorry to cut you off. I was so impressed
you showed me an order from concept to delivery in
minutes I was so excited, and just I was mesmerized
by what you showed me this big screen in your
office and literally an order coming in from a customer

(09:25):
like myself, right, order coming in to you said even
that the shipping labels, the shipping labels were done within
I don't know, thirty seconds shipped out. I mean, it
was magical. It was magical what I saw, clean responsive.
We even talked about a woman changing her mind, right

(09:46):
was fulfilled and shipped out. She had changed her mind
on something and even able to make an adjustment within
minutes exactly.

Speaker 2 (09:56):
So the thing is this world, the bar is very high.
Amazon set expectations really really high. It used to be
that people would send in you know, your series and
Macy's catalog. You send it in an order and you
have like a few weeks to ship it out. Now
consumers will not let you get away with that. Now
you need to be shipping same day as much as
you possibly can. And so we're actually totally capable of

(10:16):
shipping order out within five minutes end to end in
the best case, then in the in the average case,
within a couple hours. And so you know you're gonna
need this whole level of automation to get the orders
in from your Shopify store into our you know warehouse
management system, wave the order at least to the floor,
do the picking, to the packing. So the average order
is very very fast. But also those changes that your

(10:37):
customers will put you through. So let me just give
you a little side story about one of my customer's Cadence.
And they're this amazing, amazing company that didn't exist until
March of this year. And before they existed, what was true, Well,
you would have to go to physical therapists to you
know this, this is for patients of you know, stro

(11:00):
al Zeimers dementi. You'd have to go to a physical
therapist to help with their foot drop. They had little,
you know, one foot treadmills that you how to walk again.
And then the constant feedback from that experience from these
patients was, oh my god, this treadmill is great, but
I wish I could just put it in a shoe
and take it home with me. And we had a professor,
Tyler Susco, who researched this, I think for five or
ten years, and you know he you know, works so

(11:22):
hard this and finally he patented this put into a shoe,
and that shoe is what is now in our warehouse.
That company didn't exist until March of this year, and
now we're selling.

Speaker 1 (11:32):
That's crazy. Yeah, I was there. You showed me the
shoe and it was literally turning.

Speaker 2 (11:37):
Around while that being flies because turning.

Speaker 1 (11:40):
Around while I was there or whatever, I was standing
there exactly.

Speaker 2 (11:46):
And you know, it's so nice being in the space
where I'm the one just helping you get to market
with your world changing idea. Right, We're all just asking
the reflected glory of our amazing entrepreneur customers like they
they are out there changing the world, and I'm just
helping you get to your customers in a way that
you know, how do you move something across the border
into a sanctioned territory and you know, how do you

(12:06):
you know, declare customs properly going to Canada? You know,
these are actually not easy things. And if you're trying to,
you know, battle these problems yourself as a you know,
as an independent person that you maybe you have one
hundred SKUs of different colors and sizes of shoes, a
customer collogy and trust to change one order, then you
get ten more calls right after that, you know, ups
is at your door. What do you do right if
you need actually someone to help you with that, it's

(12:26):
actually not easy at all, And so you can rely
on us to do that hard stuff for you, and
then you can just focus on selling, selling, selling, And
that is such a beautiful thing because these guys, you know,
they went from nothing to just absolute massive scale within
months because there's nothing else like it on the market.
And that is what's so exciting. There's so much new
here all the time. Love.

Speaker 1 (12:47):
And what's what's cool is they have somebody like you,
your personal well you speak with your vendors also, Oh yeah,
and you talk with them on the phone. I saw you,
you know, texting and speaking and having personal conversations. Yeah,
don't get you know, I say, there's my next book
is there's no such there's no customer service anymore except
for you. You know, nobody picked up the phone. You're really

(13:09):
not getting that interaction anymore.

Speaker 2 (13:11):
Yeah. Well, it's just it's it's a responsibility that a
lot of people take for granted. I mean, you know,
in this world of logistics, things go wrong, things happen.
You know, there are delays, there are mistakes, you know,
your customers will put you through hell. They'll you know,
they might have autopill put in the last address that
they lived at three months ago, they might have moved,
and they call you, Hey, I'm sorry I did this

(13:33):
to Apple, right. I ordered the new iPhone and I
had the wrong address from the place I lived before.
And I call them and try to change your order.
They can't do it. They kept trying tolivert the old address.
They couldn't have went right back to Apple and I
just can't stay the order. And I said, okay, well
it's just not worth it's too much heading for me.
And but we can do that kind of thing. And
the response word that I take seriously is we are
the heart and lungs of our customers. If we reading
for a week, all of our customers dropped dead, like

(13:54):
they go bankrupt. So we we cannot we cannot not
do what we said we're going to do. We have to.
It is such an important thing. And that's why I
make myself accessible in that way where you know I
will give out my personal selfhone number. You know, we
have a customer success team here. You know their job
is to help you, you know, work through those order
changes on a daily basis. I'm not necessarily working with

(14:15):
you on order by order level unless you need to
launch phase where you just need you know, real like
instant support because you know, you have a thousand things
that you're shipping today and you just you know, we've
had customers in here programming their devices on my desk
and I'm just you know, helping them with it, right,
trying to get things out, you know, like evaluating like
we're we're we're there with you, and you know, we're
structuring in a way that we can support you at
each level like okay, order changes, you know structured. But

(14:38):
you're like, oh, well, I'm thinking about this new channel.
Do you know anybody who can help me? And now
someone says, hey, I need to go on QBC. I
can say, oh, Lisa, she's your ladies. This lady's got
you right, And you know, I just love being in
that middle of all these you know, awesome people and
I'm able to connect, you know, to who's going to
get you into that new sales channel, who's going to
help you with that paid social you know, who's a

(14:59):
great and you all to talk to, Like I love
being that hub. So that branders really get they need
to grow from here. It's not just like a you know,
it's not a button click, not not by long shot,
not at all.

Speaker 1 (15:10):
I saw all of the nuances in this place and
it was just incredible. I mean even your space, your
shelving and how you customized and organized. Uh. I think
I've told everybody I've seen over the last several weeks
about your business and if they need if they need fulfillment,
you got to you got to reach out to to
you to fetch to Niche because it is you are.

(15:31):
Literally you're a lifesaver. Like you said, if you stop
shipping for these customers or out of business for the
that's right, that's right. And this is I told you
you were my missing link as part of my business.
You really happen. I'm saying it out loud. I'm telling everybody,
fetch Niche. This is it. This is going to be
a part of every for all of my clients. And

(15:51):
they already know when they're shipping.

Speaker 2 (15:54):
That's exactly what we're saying. There's there's such pent up
demand here because there are so I feel so bad
for the brand owner who calls me whenever someone's with
an existing three pl and I take a call from them.
It's never hey, you know, I'm thinking about, you know,
maybe seeing what the prices are. It's always, oh my god,
you know, my business has been nearly destroyed, you know,
all my stuff is lost, and getting all these chargebacks

(16:16):
from all these different you know, retail partners. You know,
I don't I don't even know how much stuff I have, Like,
please save me. Like I'm just hearing desperation and I
feel I feel so bad because it is hard people
you know, you need. It's like it's very close to
you know, long term relationship where you know you need
to very thoroughly inspect and that you know the person

(16:38):
that you're with and make sure there's no secrets here.
Like yesterday, I was, you know, on a on a
call with the customers looking to join, and they asked
me for ten references and I thought, first I thought,
oh my gosh, that's a lot of references, and then
I thought, you know what, I get it, like, you
actually need to know are we going to be there
for you when things get hard? And this guy has
been with another place before and he knows that it's

(16:59):
that important to like really do the dilidence and bet
your provider. It's it's so much risk, you know, you
have to make the right choice.

Speaker 1 (17:05):
No, you know what I love about our conversation. Also,
you motivate the customer. You drive them to sell their product.
You really do. You know when we talked about you know,
of course you have storage. You could store product, but
you're not about storing product, and your customers shouldn't be
about storing product. It should be about shipping, right, That's right.

Speaker 2 (17:23):
Actually, well, right, well, one of the most painful things
is you have a customer who's really excited to launch,
and they launch and then nothing moves, and then if
they're not making money, we're not making money. That's right.

Speaker 1 (17:34):
That's how.

Speaker 2 (17:35):
Actually we're very aligned. Like your customers need to be
ordering from you. Your product needs to be moving. If
it's sitting there, you're you're getting hosed. Like you need
yourself to moving exactly. And so you know, by us
taking away that stress of oh my god, my ups
pick up this time and oh my god, I don't
know how to move this staneto Candon, oh do that
box get tape correctly, and not you know, staying awake
at night of like dealing with your current customers. You

(17:55):
should be just getting new customers. That should be the
brand owner's only job and the lead that you know,
messy logistic stuff to someone who'll take care of you.
I mean that that's the best advice I can give.
And yeah, I mean again, like you said, not about
storing product, you know, just to give you like a
little I'm a very open, commanent person. I'll tell you
about how the economics of a three pl work. You know,

(18:16):
I present the business's variable costs to the brand owner,
but in reality, I'm signing a five year warehouse lease
with the fixed amount of warehouse space. If someone comes
to me with ten thousand palates, I have to say no, right,
because it's just so much inventory. And whereas if there's
just a lot of turn on you know, a single
pallet inventory, I can hire more people and get all
the extra work done without a problem. And so our

(18:37):
ideal is one customer with a single case or single
palette that's turning thousands of orders a month on that
single case or palette. Which we have customers like that, right,
even customers doing drop fulfillment where the stuff lands and
then it's all sold, you know, thousands of things fly
out the door in a couple in a couple of days,
even a couple hours. We've seen that before and we're
excellent at that. Like that's really hard to Oh, I

(19:00):
can imagine those things, you know, that fast. And you
know there's when you have hundreds of SKUs like this,
like the shoes customer cadence. And you know, if you
send customers will tear you to pieces. You send them
the wrong size of the wrong color. They will They
are not forgiving. They will not cut you some slack. No,
they don't care.

Speaker 1 (19:17):
So they don't realize that behind the scenes. They don't
realize what goes on behind the scenes, like nobody, no
one gets it. Right, I from Amazon today and I'm
sending it back it doesn't fit.

Speaker 2 (19:30):
That's the other one, right, right. We have seen customers
and you know, on returns that's a whole other topic andself,
but we've seen customers order three, you know, sizes and eight,
eight and a half and a nine, and then they'll
send back two like they'll keep right and then you know,
and you know, some of our brands are very you know,
at the high dollar price points that they're at. You know,

(19:52):
they want to be very accommodate with the customers, and
you know, then there's this whole returns process of Okay,
well something comes here, at what point exactly do you
refund your customer? Well, you want to make sure that
it arrives here that is actually shoot in the box
and not a rock, right, and then you have to
do the condition attack and make sure it's actually sellable,
hasn't been you know, stomped through the mud, that it
can be reconditioned for sale. So you know, actually we're

(20:12):
the ones touching your inventory every day. You need us
to be super communicated. And so what we have is
we have a Slack channel with our customers. We send
them pictures of things coming into the door so you
really can touch and feel your stuff. We have twenty
four seven recording, thirty two cameras, recording eight K all
day and all night. So if you ever like, hey,
what actually wasn't to this customer, we can just roll
the take. We've done that. We actually do that every day.

Speaker 1 (20:32):
We can follow who path was exactly.

Speaker 2 (20:36):
You can want to walk through the entire building each
order because of every single thing is so we're doing
the whole thing scan based and we have a timestam
with every single scan, so we picke it. You can
watch the person picket from the shelf. You can watch
them put into the box. You can want to go
out the door and you can watch it come right
back when the customer sends it back. You can see
the condition it is when it comes back. And we
will send you that video if you ever need to.
And I can't tell you how many times it saved

(20:57):
our brand owners, Like customers will really put you through hell.
You know, they'll be chargebacks and they'll be like, you know,
didn't get this, but you're like, no, the tracking is here. Wait.

Speaker 1 (21:09):
I have a quick question for you. So how do
you vet that company that says they're doing so they're
turning over so much merchandise and inventory and then they
get to your space and their products not moving. Yeah,
how do you vet those people? Because I mean, I'm
sure you don't say no to people coming in with palate,

(21:29):
but what do you do in that in that case?

Speaker 2 (21:32):
Well, I'll contraire we do say now that people actually want,
okay want, Well, I mean the whole thing is if
you have a trepl that says yes to everybody under
the sun, that doesn't really know what they're good at
and what they're not good at. If you if you
have a three pl that lacks that self knowledge, you're
going to be in for a rough time. Like you
actually want someone who knows themselves and knows Yes, if

(21:54):
this is what you need from us, we're gonna be
awesome for that. But if this is if there's other
things that you need, We're not gonna be great for that.
And I'll be upfront, and we are organized as a
direct consumer shipping warehouse, right and so if you have
you know, a thousand orders a month, you know, you know,
let's say ten or one hundred pounce inventory were your shop.
But if you have more B to B stuff where
you're doing more Paladin palid out, that requires a lot

(22:15):
more space and a lot less tech, And so you
don't need someone as fancy as us. You can go
to really more of a cave storage provider. It will
be way cheaper, you know, And I will tell you that,
like we will look at the numbers up front. I
will do a rate card with you, or we'll type
in you know, your a number of Palaicy, you got
your number of orders, and it'll tell you right, there
are be a fit or not, like it's you know,
it's I really believe that radical transparency. And then you

(22:37):
know I turned the customer away yesterday. You know, he
was recommended to us, super excited to start, and I said, look,
you know you're looking for B to B distribution. We
can do that, but that you can get a lot
cheaper than us from that. You know, like I love that.

Speaker 1 (22:50):
I love your honesty and transparency. And you know what,
that's as I said before, that's what that's what my
I know certainly my clients. That's the world needs you,
the world needs and.

Speaker 2 (23:02):
There's so little transparency in this market. Addrivesment crazy, like
you know, there really is, and you know, I I
believe that that you know, there are so many land
mines in this road from you know to your first
order ship that you know, the last thing you need
is just bogus numbers and you know, lies from someone
who's supposed to be one of your closest partners, like

(23:24):
you need you need to be able to trust that person.
You need to know that you know, if a customer
calls in the middle of the night, we're gonna be
here for you. Like we've had our GM out there
at eleven o'clock and I don't like to, you know,
set this as an expectation out there, but in the night,
in the pouring rain, you know, re loading palettes, like he's
the only guy there in the parking lot except for
the truck driver. That truck driver doesn't care about you stuff.
He's just sitting there waiting for this. You know, he's

(23:45):
not gonna gout in the rain. But our general managers
out there getting yourself off to that truck to get
it to that door that needs to have it for
that QBC promotion that's going on, Like if it has
to be done, well, we're gonna we're gonna really pull
all the stops for each brand, as we know that
your success is our success. Like you have to make money.
You have to make money. You can have money.

Speaker 1 (24:07):
We don't exactly and we're a little bit and we
don't want that. Well, you have been amazing, fantastic. I
want everybody out here listening knowing that they can go
to you, they can trust fetch. The job is going
to get done. It's going to get shipped, fulfilled properly.
So so let Niche please give a shout out to

(24:29):
your social media. Where can they find you? Web address,
phone number?

Speaker 2 (24:34):
Absolutely so you can find us at go fetch fulfilment
dot com. We're located in link within New Jersey and
we do have a LinkedIn page and I haven't you know,
I'm actually not good at social media, so I don't
have any other things going yet, but you can find
us go fetch fulfilment dot com.

Speaker 1 (24:49):
Awesome, awesome. Well you have been amazing and we're going
to get you back on real soon, but for now,
thank you so much for being here and sharing your information.
Uh everybody needs it. Pleasure and thank you. Until next
time you have an amazing, amazing day.

Speaker 2 (25:06):
Thank you, thank you, by bye
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