Good morning, Shane.
Wednesday, April 15, 2026
“The best way out is always through.”
Robert Frost
Today’s Pulse
The Rundown
Tuesday was a heavy day — three back-to-back meetings including a real conversation with Lee about the marketing load, a deep financial framework session with Farhan, and a creative partnership exploration with Jacob Jonas. Revenue hit $128K on 2,474 orders. You’re pacing at $62.2M annualized, and now the TD Cowen banking team wants to meet — they’ve done a deep dive on the coffee alternative space and they’re coming to you. Watering Hole at noon, Megan at 1:30, Lyon at jiu jitsu, then run club tonight.
What You Missed
Inbox & Signals
Email
Alex Malamatinas · Melitas Ventures
Alex intro’d you and Emma to TD Cowen’s banking team (Grant Rice, Michael Campbell, Trevor Beers). They’ve done a deep dive on coffee & coffee alternatives and want to share findings. Emma agreed to mid-May. Alex also asking about PearlRock follow-up.
Alex Malamatinas · Melitas Ventures
June 2–3 at Lotte New York Palace. Covers CPG, wellness, beverages, consumer brands. Packaged Foods & Beverages analysts attending include Robert Moskow and team. Worth putting on the radar for visibility in the space.
Eva Sanders · Digital Room
Packaging purchase order received and confirmed. Eva’s estimating team is verifying pricing. Proof coming soon. CC’d Stephen, Clayton, Ops, Emma, Kaydie, and AP.
Apple Developer
Apple Developer Program License Agreement signed for MUD WTR LLC (Team: 6D92GMUU9L). Renewal confirmation — you’re good for another year.
Sticker Mule
Transfer sticker proof for order R255311835 needs your approval or changes. Won’t go into production until you sign off. Sticker Mule also requesting feedback on recent order R860438337.
Fathom Recaps — Tuesday
Addressed marketing team performance and defined a path forward. Shane expressed feeling overwhelmed by the marketing workload. Discussed what’s unsustainable and identified concrete next steps to lighten the load and clarify roles.
Farhan presented his MUD/WTR financial decision-making framework, developed through experience scaling multiple organizations. Two-axis framework for evaluating financial decisions — brought real structure to FP&A thinking.
Jacob outlined his three-tier operational model: (1) 12-year-old nonprofit with 12 core dancers touring nationally and internationally, (2) for-profit production company, (3) brand partnerships. Creative partnership exploration.
Slack — Last 24 Hours
#ai-ideas · Kevin Pierce
Northbeam added an AI bot — already speeding up creative analysis. Automated what used to be a manual process.
#recharm-mudwtr · Saurabh Gupta
Recharm is ready to ingest images. Requesting the image folder from you, Dani, and Aidan to organize by themes and make searchable.
#2024leadership · Shane Heath
You floated functional instant iced teas — mushroom-based, possibly with hydration or creatine. “I can see it more clearly now. I’m excited about it.”
#random · Kevin Pierce
“Is everyone’s Claude down or just mine? Has anyone checked on Shane, is he ok?” — The team noticed the outage.
#replo-lp · Travis Weir
Requesting copy text be added to the fresh coffee landing page.
Notion — Active Items
Doing
Plan AI Sessions
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Static Brief
Doing
Growth Thoughts
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Ollie Hudson Playbook
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Review Yotpo Doc
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Ecommerce Deep Dive
“Come unto me, all ye that labour and are heavy laden, and I will give you rest. Take my yoke upon you, and learn of me; for I am meek and lowly in heart: and ye shall find rest unto your souls. For my yoke is easy, and my burden is light.”
Matthew 11:28–30