The E-Com Founders

Kick-Start Program

Helping early-stage stores build consistent monthly sales

You’ve built your store and invested in products and marketing — but sales still aren’t coming in consistently. Momentum hasn’t kicked in yet, and it’s hard to know what to fix first.

You’re not alone. This is the stage where most new e-commerce store owners get stuck.

The E-Com Founders Kick-Start Program gives you the structure, training, and support to move past this phase. We focus on the fundamentals that actually drive results — helping you simplify your approach, gain clarity, and start building consistent sales.

What you get when you join:

Access to the 6-Step E-Com Kick-Start Course covering products, pricing, store optimisation, key metrics, and AI-powered Meta & Google campaigns
Fortnighrly live coaching calls to go deeper, ask questions, and apply the training
A private community of store owners for support, accountability, and momentum

Click below to join the academy or to acces the Free Workshop: The 6 Steps to Kick-Start Your E-Com Sales

Free Workshop For Early-Stage Stores

The 6 Steps to Kick-Start Your E-Com Sales

Access this free workshop to learn the 6 steps to kick-start sales in your store. This training gives you a clear roadmap for the actions you need to take to start building consistent sales. You can then choose to implement the steps yourself, or join the program for hands-on support to help you apply them directly to your store. Click below to access the training now …

Kick-Start Your Stores Sales Today

Hi, I’m Toby — I’m a traditional business coach who specialises in e-commerce, with over 20 years of experience helping business owners grow.

I see the same issue time and time again. Store owners source products, build their site, spend money on marketing — but sales never become consistent. Momentum stalls, and it’s hard to know what to fix next. They wonder if e-commerce is for them.

That’s why I created The E-Com Founders KickStart Program — to help store owners move past this stage and build consistent sales by focusing on the fundamentals, that actually work.

The 6 Steps to Kick-Start Your E-Com Sales

There are six key steps you need to learn and implement in your e-commerce store to kick-start your sales.

Inside this program, we cut through the noise and focus only on what matters. The six steps cover your product range, pricing, store setup, key performance data, and launching AI-powered campaigns on Meta and Google.

Product Optimisation

Before you start doing anything in your e-commerce store, you need to make sure you’ve optimised your product range. If you don’t have the right products selling at the right price, then it doesn’t matter what you do – you still won’t kick-start your sales. To make sure we optimise your product range we will complete the following two steps:

1. Niche, Positioning & Initial Product Range

Pick the niche you are going to target, define how you will position yourself within it, and design your starting product range — including your hero products, add-ons and bundles — to create a minimal viable product range ready to take to market.

2. Pricing, Margins & Profitability

Research the market to set your sales prices based on your competitive position, then calculate your true gross profit margin including landed costs and shipping, and estimate your contribution margin after the cost of ads — so you know each product is financially viable before you go to market.

Website Optimisation

Once you’ve optimised your product range, then the next step is to optimise your website. There’s no point sending traffic to your store if we haven’t optimised your site to maximise your sales from website visitors. We do this by focusing on the following steps:

3. Website & Checkout Optimisation

Optimise your key pages (homepage, category and product pages) to convert visitors into customers, then simplify your checkout process — including payment options, shipping and mobile experience — and set up a welcome flow and abandoned cart and abandoned checkout sequences.

4. Store Metrics & Dashboard Review

Identify the key metrics that matter in your store, learn how to read and interpret them correctly, and set up your E-Commerce Business Dashboard™ to review performance at least weekly — using that data to make smarter, data-driven decisions and drive better results.

Paid Ads Optimisation

Now that we have optimised your products and your website, it’s time to optimise your paid ads. The most important strategy in any successful e-commerce store is paid ads using Meta and Google. We’ll do this by completing the following:

5. Ads Metrics, Targets, Setup & Launch

Identify the key metrics that matter in Meta Ads and Google Ads, learn how to read and interpret them correctly, and calculate your targets so you know what you need to achieve to be profitable — then set up and launch an AI-driven campaign on both platforms.

6. Ad Performance & Optimisation

Set a clear daily, weekly and fortnightly review cadence to monitor the performance of your Meta and Google ad campaigns, and take the right actions at each interval to continuously optimise results and maximise return on your ad spend.

This Is How It Works

For a small one-off investment, you can join our Skool community, where I’ll work with you to implement these steps into your business. You’ll get access to the 6-Step E-Com Kick-Start Course, weekly live coaching calls, and a supportive community of fellow e-commerce store owners to help you stay accountable and make real progress.