Transparency & Visibility Drive Success in Nuts.com’s OKRs & PMS Journey with Profit.co

In this case study, we explore the partnership between Nuts.com, a brand synonymous with quality and customer satisfaction, and Profit.co, a platform dedicated to enhancing organizational efficiency and goal achievement.

Founded in 1929 by the ambitious Sol, Nuts.com (originally the Newark Nut Company) is a family-run business. Sol’s dedication to excellence established a lasting legacy. Nearly a century later, the company is a leading e-commerce platform specializing in nuts and online groceries. Equipped with a warehouse for roasting and producing premium chocolates in-house, creating an experience reminiscent of a Willy Wonka Chocolate Factory and renowned for freshness and superior quality, Nuts.com offers over 2,000 items directly to consumers. Despite evolving, their core philosophy remains unchanged, ensuring every product delivered is unparalleled, backed by a 100% satisfaction guarantee.

We had the opportunity to interview Joey D Siddens, a seasoned HRIS and Payroll Manager at Nuts.com. His experience spans various industries, from healthcare to maritime, with a strong focus on process improvement, automation, and workflow optimization. With a rich background in leveraging technology to streamline human resources and payroll systems, Siddens provides valuable insights into how Profit.co’s solutions have been instrumental in advancing Nuts.com’s operational capabilities.

This collaboration exemplifies how strategic technological investments can propel a company’s commitment to quality and customer satisfaction to new heights. Let’s explore the transformative impact Profit.co has had on Nuts.com, marking another milestone in their pursuit of excellence.

How did OKRs come about in Nuts.com? What’s the history?

Joey D Siddens, “The great thing is that the OKR methodology was already in place before I joined the company. They had embarked on this path, inspired partly by how Google had adopted and found success with OKRs. The core belief was in utilizing this framework to capture essential metrics. This approach was aimed at helping us monitor our performance, identify areas where we were falling short, and pinpoint opportunities for enhancement.”

What challenges were you trying to solve, specifically in the context of Nuts.com?

Joey D Siddens replied, “The biggest challenge we were trying to address with OKRs was transparency. Initially, we tracked our OKRs in a Google Sheet, which, while functional, made it somewhat challenging for everyone to access and see the entire picture—like who owned what, when things were updated, or the history of updates because it was all contained within a Google Sheet. This setup felt inadequate for our leaders, as keeping a close hand on everything seemed impossible. That’s the primary reason we were looking towards an OKR-type system.”

How big is Nuts.com as an organization in terms of the number of people?

Joey D Siddens, “We have around 525 people on any given day. Approximately 120 of those actively use the OKR and the Performance Management systems provided by Profit.co.”

How long have you been using Profit.co for the Performance Management System?

Joey D Siddens, “We went with Profit.co in May 2023. So, we aggressively approached the mid-year review for the Performance Management system in July.”

Did the adoption of OKRs and the subsequent comfort with the framework lead to the decision to integrate the Performance Management System? How did that process unfold?

Joey D Siddens, “We kind of combined it all. Since we were fortunate to have started with OKRs, documented in Google Sheets, and had a somewhat aggressive timeline, we decided to integrate everything. We signed with Profit.co in May and aimed for the mid-year reviews, intending to bring individual goals, OKRs, and everything into the system for a comprehensive mid-year review in Profit.co. This strategy worked out great. It got everyone exposed to the system, invested in it, and more familiar with it through the mid-year review process.”

So, considering the traditional theory about not closely tying Performance Management and OKRs, what was the internal perspective at Nuts.com? Did you weigh the pros and cons of integrating OKRs and PMS? How does it practically function now?

Joey D Siddens replied, ‘Actually, we had a lengthy discussion early in 2023 about whether integrating OKRs with our Performance Management was truly what we wanted. We carefully considered how to define OKRs and to what extent they should influence the performance review process. After strategic deliberation, we decided to proceed with this integration, aiming to encompass everything and facilitate an effective dialogue between managers and their teams. This decision led us to seek a system that could support our needs, allowing for regular check-ins and transparent reviews throughout the year, thus eliminating any end-of-year surprises. This approach ensures that everyone understands what they’re being evaluated on.”

How did you manage performance reviews before adopting Profit.co for your Performance Management System?

Joey D Siddens said, “We were using Paycom, primarily for HR and payroll, but it had its limitations, especially regarding transparency. As a manager, you could only view your direct reports, lacking visibility across the team or the ability to establish both company-level OKRs and individual objectives. This limitation meant you either had to choose one or the other or duplicate efforts, which did not integrate neatly into our Performance Management approach.”

When you initially rolled out OKRs, how was their adoption among your team, and what challenges did you encounter?

Joey D Siddens replied, “Initially when we rolled out OKRs using Google Sheets, we had set a high bar with probably around 40-50 company-level OKRs. This was ambitious and, frankly, a bit stressful, as it’s a lot for a company to aim for. With the guidance of your team, we streamlined this down to about 10-15 company-level OKRs and introduced more individual-level OKRs to better track achievements at a more granular level. The first round had its challenges, notably with late check-ins and not enough regular updates leading up to reviews. However, the concept of company-level OKRs was well-received after we reduced their number, enhancing transparency and allowing us to report on progress on a weekly basis. Gathering and seeing real-time updates, visualizing data through colors, and getting a comprehensive view of our progress during meetings made a significant difference. The first quarter was somewhat tricky, but by the second, as we became more accustomed to the system, adoption improved significantly.

The philosophy of ‘less is more’ really resonated with us. Prioritizing a smaller number of high-level company OKRs helped everyone focus on what mattered, avoiding diluting attention and effort. It became a revelation, helping to clarify our priorities and concentrate our efforts on achieving key objectives.”

Did you implement any specific measures to ensure that regular check-ins became a part of your organizational habits, and how did you manage to improve compliance with this practice?

Joey D Siddens replied, “Initially, we began with a gentle approach, reminding those who had overlooked updating their OKRs. However, the real transformation happened when we incorporated OKR discussions into our WBRR (Weekly Business Review Meetings). This move allowed senior leadership to play a crucial role in emphasizing the importance of these check-ins. They highlighted the critical need for timely data entry to make informed decisions during these meetings. Such consistent reinforcement of the check-in’s importance and the practical use of the data gathered significantly aided in enhancing compliance across the board. While we still face occasional challenges with a few individuals, the overall process has seen substantial improvement. “

Can you share your experience with the onboarding and adoption of the new tool for OKRs, transitioning from Google Sheets?

Joey D Siddens replied, “ Transitioning from Google Sheets to a dedicated OKR tool was, I believe, a positive shift for everyone involved. One of the key advantages was the enhanced transparency. The tool allowed everyone to view each other’s goals and OKRs, opening up a world of opportunities for collaboration and insight into what others are working on. This visibility not only sparked curiosity but also provided a means for team members to draw inspiration from each other’s objectives, possibly rethinking their own strategies for structuring goals.”

He added, “ I think the excitement was palpable, partly because the system offered a more user-friendly interface compared to the static nature of Google Sheets. With Sheets, you’re constantly filtering and searching, which can be cumbersome. Profit.co, on the other hand, allowed for smoother navigation and interaction, making it easier for everyone to stay engaged and informed about collective and individual progress.”

Regarding the OKR cycle at Nuts.com, do you operate quarterly or annually?

Joey D Siddens explained, “ At Nuts.com, our approach to managing OKRs varies between company-level and individual objectives. For company-level OKRs, we operate on a quarterly basis. This cycle has proven to be very effective, featuring weekly check-ins every Monday and comprehensive meetings every Tuesday to discuss progress and adjustments. This rhythm ensures that we’re continuously aligned and can respond swiftly to changes or challenges as they arise. On the other hand, individual OKRs are structured around a semi-annual cycle, breaking the year into two halves.”

At the end of each quarter, does Nuts.com have a specific process for reflection and planning for the upcoming quarter?

Joey D Siddens replied, “ Yes, we certainly have a process in place for reflection at the end of each quarter, which is crucial for our planning and goal setting for the next quarter. This process is a mix of utilizing our system for some aspects and conducting activities outside the system for others. An essential part of this is holding a meeting dedicated to reflecting on the past quarter’s achievements and challenges.” He added, “During these sessions, we review our progress, such as sales goals, merchandise objectives, and how we managed out-of-stock situations, to understand where we succeeded and fell short.”

How frequently are Performance Management Reviews conducted at Nuts.com?

Joey D Siddens replied, “At Nuts.com, we conduct Performance Management reviews twice yearly. We have a midyear review and then an end-of-year review.”

Is the process the same for midyear and year-end reviews, or do they differ?

Joey D Siddens, “The process for our midyear and year-end reviews was different this past year. For the midyear review, we conducted just a manager review. This decision was part of our efforts to quickly get everything aligned online and maintain an aggressive timeline for our goals. By the year-end, we expanded the review process to include self-assessments and manager reviews. This approach was better received, giving employees more opportunity to contribute to the evaluation process, allowing them to conduct self-reviews and then share those insights with their managers.”

Based on your experience at Nuts.com, what key actions would you recommend to ensure the success of an OKR program within an organization? Could you share the top three strategies?

Joey D Siddens replied, “From our journey, I’d recommend a few pivotal strategies.” He went on to list the three main aspects

1. Transparency: Joey D Siddens: “The most critical factor has been maintaining transparency across the board. Despite initial hesitations around everyone having visibility into each other’s OKRs, this openness has been a major success driver. It fosters a culture where everyone is informed about what others are working on, eliminating surprises and promoting a collaborative environment. We encourage this practice in our All Hands meetings and training sessions, urging team members to explore and learn from each other’s objectives and achievements.”
2. Leadership Involvement: Joey D Siddens:” The active involvement of the leadership team in the goal-setting process is vital. With a more transparent system, leadership now has greater visibility into everyone’s OKRs, bridging gaps in understanding and expectations. This direct oversight by leadership ensures that there are no end-of-year surprises and that everyone’s efforts are aligned with the company’s strategic direction.”
3. Integration with Performance Reviews: Joey D Siddens: “Linking OKRs directly to the performance review and bonus structure has proven very effective. This connection clarifies the purpose and importance of OKRs, highlighting their role in personal accountability and overall contribution to the company’s success. It creates a tangible link between setting goals and their outcomes, enhancing motivation and commitment to achieving them.”

Now that you’re approximately two years into your OKR program at Nuts.com, what feedback can you share about its value?

Joey D Siddens, “The adoption of the OKR program has undoubtedly brought significant value and positive changes to our operations at Nuts.com. One of the key evolutions over time has been selecting the right KPIs for our objectives. As we integrate OKRs into our system, we change how we measure success. This process has allowed us to refine our metrics to more accurately reflect our goals and the progress toward achieving them.”

He added, “Management, including senior leadership, has observed a more in-depth view of our business’s performance across various departments, such as sales and marketing. This deeper insight was something we lacked before the implementation of OKRs. By identifying and refining the right measurements, we have enhanced our ability to track and understand our performance more effectively.”

Can you share any specific challenges that have been overcome with OKRs so far?

Joey D Siddens, “Absolutely, what comes to mind is the learning curve we experienced when measuring our objectives. Initially, we had a standard approach to measuring one aspect of our performance. However, we encountered new perspectives as we dived deeper and experimented with different measurement strategies in subsequent quarters. For instance, adjusting the metrics provided a better understanding of our progress and areas needing improvement.”

What are your thoughts on your experience with Profit.co, including their product, service, and company culture?

Joey D Siddens was happy to express, “My experience with Profit.co has been exceptionally positive, surpassing our initial expectations. From the outset, their level of service, from implementation through to daily operations, impressed us significantly. Initially, we had some reservations regarding the kind of support and service we might receive. This led us to seek references to gauge what we could anticipate. The feedback we received was encouraging, and the actual experience was even more remarkable.”

He added, “Transitioning from Google Sheets and Paycom was seamless. Your team provided step-by-step guidance throughout the process, including data import assistance and valuable suggestions for improvement. We felt like we weren’t just buying a system but gaining expertise and ongoing service. The entire team has been consistently available and supportive throughout our journey. We’re truly impressed!”

What advice would you give to companies starting their OKR program?

Joey D Siddens said, “For those beginning with OKRs, my key advice is to openly share your initial ideas and documents with your team and service provider early in the process. This approach was pivotal for Nuts.com, especially in our collaboration with Profit.co. They were not just a system provider but a partner who helped us refine and sometimes rethink our strategies. Engaging with your OKR system provider early can provide valuable insights and adjustments, ensuring a more effective implementation. Prepare well, ask questions, and utilize the expertise of the service provider for a successful OKR journey.”