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Tools to grow from B2B to B2C

Automation to expand business operations

Executive Summary

This article outlines a modern, efficient, and minimally disruptive strategy for transforming imaginary "SprocketWorks" from a traditional B2B wholesaler into a dual-channel business with an additional direct-to-consumer (B2C) revenue stream.

The proposed model uses best-in-class digital tools, systems integrations, and automation to enable this transformation while respecting the strengths and stability of the existing business. A new division, "Sprockets Direct", will be created to handle smaller batch sizes and engage directly with end-users (e.g., makers, tinkerers, craft producers, and educators).

The goal: capture new market share, increase margin per unit, and future-proof the business.

Context: Understanding SprocketWorks

Current State:

  • B2B only, minimum order size = 1 full pallet
  • Import and warehouse high-quality sprockets
  • Sales team manages customer acquisition and order fulfillment manually
  • Sage is used for accounting; most other functions are spreadsheet-based

Opportunity:

  • Enable small businesses and individuals to buy sprockets in low volumes (e.g., MOQ of 24 units per box)
  • Extend brand presence, increase visibility, and capture long-tail demand

Proposed Solution: Launch "Sprockets Direct," a sister brand that purchases pallets from SprocketWorks and resells to B2C customers via an online storefront with full digital infrastructure and automation.

Relationships to Preserve

To ensure smooth operations and internal support, the following relationships must be respected:

Department/TeamRole in TransitionIntegration Consideration
Sales TeamFocus remains on pallet sales. B2C leads with large potential can be passed to them.B2C marketing automation will flag high-volume leads for sales follow-up.
Operations/WarehouseContinue to process bulk pallet shipments. No direct involvement in B2C shipping.Sprockets Direct to handle B2C logistics via 3PL.
Finance (Sage)Unified financial reporting for both companies.B2C sales data flows back to Sage via integrations.

Challenges to Consider

ChallengeDetail
Setup CostSystems, website, automation, integration, branding
Operational CostStaff training, packaging, 3PL fees, shipping
Customer VolumeHigher quantity of orders, lower value per order
Brand MessagingMust differentiate but align with SprocketWorks’ quality reputation
Customer SupportRequire scalable, automated solutions for FAQs, tracking, returns

Systems & Tools: The Tech Stack

ToolPurposeIntegration PointsNotes
Fulfillable3PL warehousing + fulfilmentShopify, Amazon, eBay, SageSimplifies shipping and stock management
GoHighLevelCRM, SMS, social outreach, email automationShopify, WhatsApp, ZapierReplaces HubSpot for lower cost, greater flexibility
ShopifyOnline storefront, product & inventory management3PL, GoHighLevel, marketplacesCentralised product data & orders
OutscraperLead generation (e.g., micro-manufacturers)Excel, CRMAutomated niche prospecting
Printful (optional)Custom packaging designShopifyFor branded B2C unboxing experience
Vapi + MakeAI outbound call & appointment settingCRMWarms up larger B2C clients for sales team hand-off

Implementation Roadmap

Phase 1: Research & Validation

  • Review and finalise tech partners (Fulfillable, GoHighLevel, Shopify)
  • Prepare internal documentation for AI chatbot training
  • Define minimum order quantities and pricing structure

Phase 2: Infrastructure Setup

  • Set up Shopify store with full integration to Fulfillable
  • Deploy GoHighLevel CRM and marketing automation workflows
  • Connect all sales and inventory data to Sage

Phase 3: Pilot & Soft Launch

  • Send test pallets to Fulfillable warehouse
  • Launch limited SKUs on Shopify and Amazon
  • Test outbound appointment setting via AI agent

Phase 4: Marketing & Scaling

  • Launch omnichannel campaigns (Instagram, TikTok, LinkedIn)
  • Launch social chatbots for 24/7 support
  • Track KPIs: CAC, LTV, AOV, cart abandonment

Phase 5: Continuous Optimization

  • Funnel qualified leads to SprocketWorks Sales Team
  • Expand SKU range and market reach
  • Introduce loyalty/retargeting campaigns

Visual: Transformation Flowchart

          +----------------------+
          |   SprocketWorks      |
          |  (B2B Wholesale)     |
          +----------+-----------+
                     |
                     | Pallet Transfer
                     v
         +-----------+------------+
         |      Sprockets Direct  |
         |     (New B2C Division) |
         +-----------+------------+
                     |
         +-----------+------------+
         | Shopify Storefront     |
         | + Product Management   |
         | + Order Handling       |
         +-----------+------------+
                     |
                     v
         +-----------+------------+
         |  Fulfillable (3PL)     |
         | + Warehousing          |
         | + Pick, Pack, Ship     |
         +-----------+------------+
                     |
     +---------------+--------------+
     | CRM + Marketing Automation   |
     | (GoHighLevel + Zapier Stack) |
     +------------------------------+

Why This Will Work

  • Low risk: No changes required in SprocketWorks’ current operations
  • High reward: Increased margins, brand exposure, new customers
  • Fully integrated: Data flows back to Sage for full visibility
  • Scalable: Automation and 3PL allow you to scale without hiring dozens of new staff
Tools to grow from B2B to B2C
COOS CREATIONS LTD 8 April 2025
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