Lara GuevaraSupply Chain expert (Product and Service)

What Good Looks Like At $20M

15 Jun 2026 · 1 min

Watch on YouTube

1:02

In this concise monologue, Lara Guevara outlines the ideal supply‑chain and operations model for consumer brands generating around $20 million in revenue. She argues that brands need a dedicated, full‑time operations lead who knows vendors intimately and can anticipate issues before they arise. The new product development (NPD) process should eliminate long‑lead‑time sample shipping by using photorealistic digital renders that can be reviewed within 24 hours. Consumer validation must occur before committing to production, ensuring that products hitting shelves are already proven. Finally, the supply chain should be proactive—building new infrastructure, forging fresh vendor relationships, and adding capabilities rather than merely maintaining the status quo. Implementing this framework creates a strategic advantage, enabling $20 M brands to scale smoothly to $30‑$50 M without operational breakdowns.

Chapters

Here's what supply chain should look like at 20 million. Someone in your operations every single day, not on call, not available when needed, every day, knowing your vendors by name, anticipating problems before you even explain it. An NPD process where samples don't spend 3 weeks crossing the Pacific just to get reviewed, where your team can look at photorealistic digital render in 24 hours and give feedback the same day. Consumer validation before you commit to production, not after, so the product that hits shelves is one you already know works. And a supply chain that's genuinely building something— new infrastructure, new vendor relationships, new capability— not just maintaining what already exists. That's not a $50 million brand problem, that's a $20 million brand opportunity. And the brands who build this now are the ones who reach $30, $40, $50 million without operations falling apart on the way up. This is what we're building toward, kual every brand we work with.