The E-Com Founders One-On-One

AI-Powered Virtual CFO Coaching

Hands-On Help to Get On Top of Your Numbers, Then Run Your Operations & Build Your Team

Your store is selling and growing. The next stage is turning that growth into profit and cash, and building a business that can run without you doing everything.

That’s where One-On-One AI-Powered Virtual CFO Coaching comes in. I work with a small number of e-commerce founders as their virtual CFO and business coach, and I help them put AI to work in their business.

We start with your numbers. We set up AI-powered reporting so you know exactly what drives your profit and cash, every day. Then we use those numbers, and AI, to make better decisions and run the rest of the business more efficiently: your operations, your team and, ultimately, getting you out of the day-to-day.

Access The Free AI-Powered Break-Even Calculator

One of the most important numbers in your e-com store is your break-even: the sales you need each day, week and month to cover your costs and hit your profit target. Most store owners have never worked it out. Click below to use our free AI-powered break-even calculator.

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 operations that can handle growth, and developing a team that runs the business without you. These nine steps cover all three, starting with your numbers. I work through each one with you, using AI to do the heavy lifting, so every step is put in place in your business, not just talked about.

Finance Control

We get you on top of your numbers first, because every other decision depends on them.

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. Control Your Profit

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 Flow Management

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

We’ll set up AI-powered reporting so you can see your key numbers every day and week. Each month we’ll build your management reporting together. I’ll keep your cash flow forecast up to date, manage your finances with you, and work with your bookkeeper and accountant as your virtual CFO to manage the finances of your business and help you make better decisions to scale your store profitably.

Improve Operations

With your numbers under control, the next step is making sure the business can deliver on them.

Most e-com founders try to grow by spending more on ads. But growth puts pressure on everything behind the scenes: your stock, your fulfilment, your customer service and your marketing team. If those aren’t set up properly, more sales just means more problems and less profit.

So now we build the operations to handle growth: the right products in stock, orders delivered well, customers looked after and marketing that works to a plan.

4. Product Range & Stock Management

We review your product range through a profit lens and make sure it’s built to lift average order value. Then we build a product development roadmap with costed releases. Most importantly, we get control of your stock. It doesn’t matter how good your ads are if you don’t have the stock to sell. We forecast what to order and when, and plan how to fund it, so you never run out of your best sellers.

5. Fulfilment & Customer Service

We map how your orders get from your stock to your customer. If you use a 3PL (third-party logistics) or 3PM (third-party manufacturer), we set up the process to manage them, including service levels, stock checks and regular reviews. If you fulfil in-house, we build the SOPs, quality checks and team to do it right every time. Then we bring AI into your customer service team so they answer faster, handle more and keep customers coming back.

6. Marketing & Store Performance

We make sure your marketing runs to a clear plan, with your in-house team and outside agencies working together towards the same targets. Everyone knows their role, what they’re accountable for and how results are measured. Then we focus on your website. We review your data and heat maps regularly, find where visitors drop off and fix it. That way every dollar you spend on traffic turns into more sales and profit.

Building Your Team

Growth creates a new problem: the business starts to outgrow you.

Most e-com founders become the bottleneck as they scale. They make every decision, solve every problem and get involved in everything. This stage fixes that.

We build the team, structure and management processes that let the business run and grow without relying on you. Every role has clear KPIs tied back to your numbers. Ultimately, we replace you 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 instead of building to a plan. We take a different approach. We define your vision and values first, then design the structure the business needs to scale. That means an org chart, roles and position descriptions, so every team member knows what they do and what results they’re accountable for. And we tie your hiring plan to your forecast, so you only hire when the numbers support it.

8. Team Management

Most e-com founders are good at finding people but have no real process for managing them. That leads to inconsistent performance, high turnover and the founder stepping back in to fix things. In this step we build the full management system: a recruitment and induction process that sets new hires up to succeed, plus training, a regular meeting rhythm, KPI scorecards and performance processes that hold the team accountable to the numbers.

9. Founder Exit

Most e-com founders are entrepreneurs, not CEOs, and the business only reaches its full potential with the right person in that role. In this step we design the leadership structure around a CEO, define the role and its targets, and find, appoint and onboard the right person. Your reporting keeps you in control of the numbers without running the day-to-day. That’s when the business becomes a real asset, not a job.

This Is How It Works

During the programme, I work with you to put these 9 steps in place in your business. We start with a full review of your numbers and set up your reporting. Then we work through the steps together with fortnightly coaching, quarterly planning and hands-on support in between sessions.