"The one thing we all need more of right now is the time to make smarter decisions. Most people can't make good choices under stress – including brand founders. Parker buys you the time to make those smart decisions." - Nick Shackelford

About Nick Shackelford

Nick Shackelford is a prolific eCommerce multi-hyphenate who has made a significant impact in the digital marketing and eCommerce space.

As the co-founder of Structured, a performance marketing agency, Nick has grown the company to over 100 employees and recently closed its fourth external agency acquisition. His portfolio also includes GeekOut Events and Konstant Kreative, further cementing his influence in the industry.

At Structured, Nick's focus is on acquiring talent and deal flow.

He dedicates his time to partnerships, driving revenue, and networking to grow the revenue pipeline. His extensive experience and network make him a valuable voice in the eCommerce community, particularly when it comes to understanding the financial challenges facing brands today.

The Challenge

In the current economic climate, eCommerce brands face a multitude of challenges that can hinder their growth and sustainability:

• Limited cash flow to invest in inventory and marketing

• Pressure to make quick decisions under financial stress

• Difficulty in finding flexible financing options without sacrificing equity

• Managing cash conversion cycles, especially during high-demand seasons

Nick has observed these challenges firsthand through his work with numerous eCommerce brands.

He's seen companies make suboptimal decisions due to these constraints, such as refusing to invest in inventory preemptively, leading to stockouts and lost sales. Others rely solely on email marketing instead of running paid ads, limiting their reach and growth potential.

"Many bad business practices are okayed without a 60-day runway," Nick notes. "I've heard of brands not wanting to pay for inventory preemptively, so they sell the existing stock until it runs out and then stop selling altogether. While the fear is real, I think not investing in your ability to sell product is crazy."

The Solution

Nick discovered Parker through industry connections and was immediately intrigued by its unique offering. After hearing about Parker's flexible repayment terms during a presentation at GeekOut, Nick invited the Parker team to speak at their next event.

What stood out to Nick about Parker's solution were several key features:

1. True 60-day payback period on all transactions

2. Flexible repayment terms up to 90 days

3. Higher credit limits based on business performance

4. Integrated banking services and real-time P&L insights

"Parker enables breathing room and runway – you're quite literally buying time," Nick explains.

"From my lens in the eCommerce space, extended runway is the gold standard."

Strategy

Nick advocates for using Parker strategically to optimize cash flow and decision-making:

1. Extend cash conversion cycles: By utilizing the true 60-day policy, brands can better align their expenses with their revenue cycles. This is particularly valuable for eCommerce businesses that often have longer periods between spending on inventory or ads and receiving revenue from sales.

2. Invest in growth: The extended runway provided by Parker allows brands to spend more confidently on inventory, paid ads, and other assets that grow the business. As Nick puts it, "Getting points back is cool, but it's nothing compared to having more time to make smart decisions."

3. Navigate seasonal demands: Parker's 60-day terms are especially valuable during critical periods like Q4. Nick explains, "If your brand has cash, inventory, and ads set up and ready to go, you don't have to think about paying any of it back until 2023. Knowing you can generate as much profit as possible without factoring in short-term outgoing cash is a massive benefit."

4. Avoid short-term thinking: The additional time provided by Parker's terms allows brands to make more strategic decisions rather than reactive ones driven by financial stress. "Not many people make good decisions under constant, heavy stress," Nick observes, "and there's arguably an unprecedented amount of stress in the world right now."

By providing access to capital without requiring equity or personal guarantees, Parker helps brands avoid the pitfalls of traditional financing. As Nick notes, "Especially with the ever-increasing Fed rates, all viable options include giving away ownership of your project and potentially losing genuine relationships. Those are profound sacrifices I wouldn't want to make."

Results

While specific metrics for individual brands aren't provided, Nick highlights several key benefits he's observed from companies using Parker:

• Improved cash flow management

• Increased investment in growth

• Better decision-making under less financial pressure

• Preserved equity and relationships

• Competitive advantage during peak seasons

"I believe you don't need to give up your important business relationships if you just buy yourself a little bit more time. Parker gives brands that extended time," Nick emphasizes.

Looking Ahead

As the eCommerce landscape continues to evolve, Nick sees Parker as an essential tool for brands looking to navigate economic uncertainties and fuel sustainable growth. By providing extended payment terms and higher credit limits, Parker enables brands to make smarter, more strategic decisions that can lead to long-term success.

Nick also notes some trends he's observing in the industry that make Parker's offering even more valuable:

1. Debates over manufacturing locations (overseas vs. US) due to supply chain concerns

2. Struggles of smaller brands (under $1 million in annual revenue) to find sustainable growth paths

3. Hesitation to invest in creativity and content creation, despite its importance for brand differentiation

In this context, the financial flexibility provided by Parker can be transformative, allowing brands to navigate these challenges with more confidence and strategic foresight.

As Nick continues to work with and advise eCommerce brands through his various ventures, he sees Parker as a key partner in helping these companies achieve their growth potential. By providing the invaluable resource of time - time to make decisions, time to align cash flows, and time to invest in growth—Parker is positioning itself as an indispensable tool in the modern eCommerce financial stack.