Ryan Mulvany
Amazon diligence. Go-to-market. Execution. For consumer funds.
rmulvany@gmail.com
calendly.com/mulvany
Encinitas, California

What I do

I tell consumer funds what Amazon will do to a brand. Before you buy it, and after.

Your deal team knows the company. I know the channel. Fixed fee, deal by deal. Not a full-time operating partner. Not an agency.

Three services

Service
The question it answers
You get
Terms
DiligencePre-LOI
"Is this brand's Amazon business real?"
Who sells it, at what price, who keeps the margin, how much demand the brand owns vs rents. The marketplace page for the IC memo.
$35K per target
10 business days
Go-to-marketPost-LOI
"We have the LOI. Do we buy, and if so what do we do on day one?"
Inside the account, LOI to close. Opportunities sized in EBITDA. The day-one plan. Also runs on a brand you already own.
$30K per brand
3 weeks · first one free for a new fund
ExecutionFund level
"Who makes it happen?"
Run the plans with portco teams. Pick and manage the agency or hire. Report to the IC every quarter. Add-ons included.
$20K per month
18 months · growth bonus · fund bills portcos

How I think

DemandDoes the brand own its customers or rent them from Amazon? Branded search, share won on merit vs ads, review moat.
ControlWho controls the shelf, the price, the margin? Seller of record, Buy Box, MAP leakage, 1P vs 3P.
EngineCan the team run it after you buy? People, process, tools, and what to steal from the best competitor.

Every answer: a number, what it means, what it is worth.

How I do it

1 · INPUTS, NO DATA ROOM 2 · THREE QUESTIONS 3 · ONE READ 4 · WHERE IT LANDS Public Amazon signals Branded search volume Seller map, Buy Box history Price and MAP history Reviews, ratings, velocity Ad placements, share of shelf Catalog and content Delivery coverage by zip Category growth, trend, ingredient After LOI, add: Seller or Vendor Central, ads, inventory, chargebacks, fees Demand Owns its customers, or rents them? → what it is worth Control Who owns the shelf, price, margin? → what is leaking Engine Can the team run it after close? → how fast it is fixable READ Number · meaning · dollars one page per brand, same grid every time DILIGENCE · PRE-LOI Marketplace page, IC memo Channel truth before the bid GO TO MARKET · POST-LOI 90-day plan, sized in EBITDA Ranked by effort, ready at close EXECUTION · FUND LEVEL Run it with the portco team Agency or hire, held to it 10 days 3 weeks 18 months same read, refreshed same person, no handoff EVERY ADD-ON GOES BACK THROUGH THE SAME READ
Public signals in, three questions, one read sized in dollars, landing wherever the deal is. Same grid before you buy, after you close, and on every add-on.

You look at many, bid on about 15, win about 5, and have four to five years to make each one work. I show up on the 15, stay on the 5, and run the first year with the team. Good to good enough, inside your hold period. Before any of it, sourcing: category growth and trends, from category down to brand, component and ingredient, to find targets you have not seen yet.

Proof

Drunk Elephant~$200K a month to millions a month on Amazon, pricing stabilized. Sold to Shiseido, $845M.
Quest NutritionRan a 3P lane next to 1P to test SKUs on live data. Sold to Simply Good Foods, $1B.
Dr. Bronner's$1.5M to $8.2M on Amazon in two years. $750K of blocked orders found. $26K in ads returned $625K.
Lime Crime$60K to $4.2M in two years. 50+ counterfeits removed. Top beauty seller on Prime Day.
Moonlight Slumber$0.5M to $5M in two years. 30 rogue sellers blocked. Amazon became the #1 channel, beating Babies R Us, Bed Bath and Sears combined.
QuiverrMy company. Top 100 Platinum seller and agency, 70+ CPG brands, $1B+ in sales. Sold to Advantage Solutions in 2017, then sourced and integrated two agency acquisitions as corp dev. Brands I ran later sold for $2B+ combined.

Funds and agencies

VMG PartnersBertram CapitalNew Castle PartnersFront Row Group (Charlesbank)Power Digital

How it starts

Start with one. A pre-LOI read on a live process, or the first audit on a portco you already own.

Founder, Quiverr · YPO · 20 years on AmazonFixed fees, no hourly. Conflicts checked. Pricing valid through Q1 2027.