The E-Com Founders

One-On-One Coaching Program

Hands-On Help to Scale Your E-Com Business Profitably

You’ve built your store, got sales coming through, and started to grow — but things still feel harder than they should. Cashflow is tight. Margins are under pressure. Growth is inconsistent. And as the business gets bigger, it demands more of you, not less.

Most e-commerce advice focuses on marketing. This program focuses on the business behind it. As a business coach and qualified accountant specialising in e-commerce, I work with established store owners across the three areas that actually drive scale — finances, growth, and team — so you can make better decisions, improve profitability, and build a business that doesn’t rely on you for everything.

Inside the program you’ll get:

A Kick-Start Strategy Day to create clarity and a focused plan
Fortnightly one-on-one coaching for accountability and momentum
Hands-on support to implement changes inside your business

Book a Discovery Call to see if and how coaching could help you.

Free Workshop for Established Stores

The 9 Step Roadmap to Scale Your Store, Beyond Just Ads

If you’re running an e-com store and things feel harder than they should, then this workshop will give you the steps to take the business to the next level. In this workshop, I walk you through the 9-step roadmap I use when working one-on-one with e-com business owners to help them scale sales, improve profit and cashflow, and build a team. Click below to access the workshop

Book Your Discovery Call

The best way to find out if our business coaching programs could help your e-com business is to start with a quick discovery call.

During the call, we’ll see IF and HOW I could help you and answer your questions about coaching.

If we both agree there’s a fit, we’ll then book a free introductory business coaching session where you can take coaching for a test drive to see if it could help your e-com business.

Please follow the instructions to book your 10-minute chat to get started – it’s fast and easy!

The 9 Steps to Scale Your E-Com Store Profitably

Growing an e-com store profitably comes down to three things — getting control of your finances, building a consistent revenue engine, and developing a team that can support your growth. These nine steps cover all three. I work through them with you one-on-one, giving you the hands-on support to implement each step directly into your business — not just tell you what to do.

Finance Control

First, we’ll focus on getting control of your finances. The key to running a successful e-commerce business is understanding your numbers.

You need to know your product margins, ad costs, and contribution profit. It’s vital that you understand your profit model and are maximising profitability across your store.

A growing e-commerce business also requires cash — and plenty of it. It’s essential to manage your cash efficiently and put the right funding in place to support your growth. We do this in three steps:

1. Profit Model

Improve your profitability by analysing your product range and pricing, and calculating your fixed costs, margins, return on ad spend, contribution profit, and break-even point. You’ll also build a clear budget and sales forecast to ensure your business is set up to generate sustainable profit.

2. Cash Management

Improve your cash flow by understanding your cash cycle — including when you achieve positive cash flow from paid ads, how much capital is tied up in stock, and how your money moves through the business. Set up a cash flow forecast and assess your funding needs to support sustainable growth.

3. Business Dashboard

Set up your Business Dashboard™ using AI to give you the key insights needed to review performance daily and drive your business forward. You’ll gain clear visibility over your numbers, along with the support you need to manage your finances and monthly reporting effectively.

Revenue Growth

With your numbers under control, the next step is growth — but growth done properly.

Most e-com founders know they need to invest more in ads to scale. The problem is they’re not confident enough in their margins to commit. We’ve already fixed that in stage one.

Now we focus on making sure your store, your products, and your traffic strategy are set up to maximise the return on every dollar you spend. No jumping between tactics. A clear, structured approach to scaling revenue — profitably.

4. Product & Fulfilment

e review your full product range through a profit lens — hero products, margins, bundles, add-ons, and pricing — and put a product development plan in place to support strategic growth. On the fulfilment side, we map your end-to-end process, put stock forecasting in place, and assess whether third-party logistics (3PL) or third-party manufacturing (3PM) could help you scale.

5. Store Performance

We audit and optimise your store to maximise the return on every visitor — product pages, store layout, copy, value proposition, and abandoned cart processes. We then build out the revenue layers that most stores ignore: upsells, cross-sells, bundles, order bumps, and return customer funnels designed to increase average order value and lifetime customer value.

6. Traffic & Growth

We review your core paid traffic strategy across Google Ads and Meta, making sure you know whether it’s actually profitable — ROAS, acquisition costs, margins, and campaign performance, so you can scale ad spend with confidence. We then layer in the organic strategies that support and strengthen your paid efforts: SEO, email marketing, social content, and where relevant, marketplace channels like Amazon, and wholesale.

Building Your Team

Revenue growth creates a new problem — the business starts to outgrow you.

Most e-com founders become the bottleneck as they scale: making every decision, solving every problem, involved in everything. This stage is about fixing that.

We build the team, the structure, and the management processes that allow the business to run and grow without relying on you for everything — including, ultimately, replacing yourself with a CEO who can lead the business while you focus on the bigger picture.

7. Team Structure

Most founders hire reactively — filling gaps as they appear rather than building to a plan. We take a different approach. We define your vision and values first, then design the organisation structure the business needs to scale — org chart, roles, and position descriptions that give every team member clarity on what they do, how they operate, and what results they’re accountable for.

8. Team Management

Most e-com founders are good at finding people but have no real process for managing them — which leads to inconsistent performance, high turnover, and the founder stepping back in to fix things. We build the full management infrastructure: a recruitment and induction process that sets new hires up to succeed, and the training, meeting cadence, performance management, and disciplinary processes that hold the team accountable and free you from the day-to-day.

9. Founder Exit

Most e-com founders are entrepreneurs — not CEOs — and the business will only reach its full potential when it has the right person in that role. We design the leadership structure around a CEO, define what that role needs to look like, and support you through finding, appointing, and managing the right person. For most founders, this is the moment the business becomes a real asset rather than a job.

This Is How It Works

During the program I’ll work with you to implement these steps into your business by first putting a three-year plan together and then working with you to implement the plan with twice-a-month coaching and day-to-day support in your business.