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.
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
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. 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
We’ll set up AI-powered reporting so you can see your key numbers every day. 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.
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.
Kick-Start Planning Session
We’ll work with you on a one-on-one basis to review your business and put a plan together, creating a three-year vision for where you’d like the business to be, setting goals for the next 12 months and then breaking that down into a 90-day action plan for us to start to implement in your business.
Twice-a-Month Coaching Session
Then, twice a month, we’ll get together on a one-on-one basis for around 90 minutes to work on the steps in the action plan. At the end of the session, we’ll both get some tasks to do. I won’t just tell you what to do; I’ll roll my sleeves up and give you hands-on support to implement the changes needed in your business.
Day-to-Day Business Support
And in between sessions, if you need any help or support in your business, then you can call or email me as much as you need. Business can be a lonely affair, so I’m there to support you. It’s also extremely useful to get an outsider’s perspective from an expert to help work out any challenges or issues.
I’d love to work with you! Just hit the button below and book in for your discovery call to see IF and HOW this program can help you.
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