The E-Com Founders

1-2-1 Coaching Program

Hands-On Help to Scale Your Store

You’ve built your store, got sales moving and started to grow — but somewhere along the way, it stopped feeling like progress. Cashflow is tight, you’re not sure if you’re even making a profit, and you’re chasing your tail keeping up with orders and customers. And the bigger the business gets, the more it demands of you.

This is the stage where most e-com businesses either break through or break down. Too many store owners burn their cash chasing growth without the financial foundations or funding to support it, or scale into chaos because the team and systems aren’t there to handle it. This program is built for founders at exactly this stage.

As a business coach and qualified accountant specialising in e-commerce, I work with you one-on-one to help you get in control of your finances, make sure your store, marketing and operations are set up to scale effectively, and build a strong team around you — ultimately replacing yourself in the day-to-day by putting the right CEO in place to run the business.

Book a Discovery Call to find out if and how this program could help you.

Download The 19-Step E-Com Profit & Cash Checklist

Are you a growing e-commerce store owner struggling with cash flow and not sure if you’re even making a profit? This checklist covers the financial framework every growing e-com store needs to take control of their numbers, fund their growth and scale profitably. Download your free copy today.

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

Take control of your profitability by building a clear picture of your numbers at every level — from business-wide targets to unit-level economics. Set your macro profit targets, calculate your break-even point, analyse your basket, product and ad spend unit economics, review your pricing and margins, and build a 12-month sales and profit forecast — so you know exactly what you need to hit to scale profitably.

2. Cash Conversion Cycle

Understand how cash moves through your business and take control of it. Calculate your cash conversion cycle, develop a plan to fund stock and growth, set up a rolling cash flow forecast and put a weekly cash management process in place — including separate accounts for stock, tax and profit — so you always know your cash position and are never caught short

3. Data Management & Reporting

Set up your E-Com Business Dashboard™ to give you clear visibility over the numbers that drive your store. Identify your key KPIs across traffic, conversion, revenue, profit and customer acquisition, set targets for each, and put a structured daily, weekly and monthly review process in place — so you’re making decisions based on data, not gut feel.

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 Range, Fulfilment & Customer Service

We review your full product range through a profit lens — hero products, margins, pricing, bundles and add-ons — and put a product development, purchasing and stock forecasting plan in place so you’re always buying the right stock at the right time. We then map your end-to-end fulfilment and customer service processes and put the systems and team structure in place to handle increasing order volumes without breaking.

5. Store Performance

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 most stores ignore: upsells, cross-sells, bundles and return customer funnels — designed to increase average order value and lifetime customer value.

6. Traffic & Growth

Most founders hire reactively — filling gaps as they appear rather than building to a plan. Before anyone is hired or a role is changed, we design how the business should operate on paper first — defining vision and values, building the org chart, writing position descriptions, setting KPIs, mapping the management structure, and documenting the key processes and SOPs your team needs to run the business without you being involved in everything.

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. In this step you’ll 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.

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. In this step you’ll design the leadership structure around a CEO, define what the role needs to look like, and find, appoint and onboard the right person — 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.