Today's guest developed a thesis early in his search. He wanted to digitally transform a manufacturing business. And more than just the standard playbook of putting in a CRM or ERP, Lucas Philips wanted to transform the business's very model. He found a great target to do just that, and since 2021 has been at it. The business he bought is a manufacturer of interior upholstery parts for vintage automobiles. Think replacement carpeting for your 1970 Plymouth Cougar. The business historically sold its product through dealers; Lucas stood up an ecommerce business, selling direct to customers. Today's interview is a deep dive into how he's done it. It has been brutal: He suffered fetal position moments, lost a relationship, turned over the entire team he inherited, and has hardly paid himself. Lucas and the Newark Auto teamIt has also been fruitful: He's made incredible tuck-in acquisitions; digitized the intellectual property that was all literally just hanging on a dry cleaning conveyer on the factory floor; widened the moat of the business; refined the manufacturing process; and built the ecommerce business that he envisioned. Lucas shipping home one of his tuck-insToday, over a third of Newark Auto's revenues come from DTC ecommerce, and that number will only grow. Overall, sales at the business are up 60% under Lucas's ownership. Here he is, Lucas Philips, owner, transformer of Newark Auto.

redacted