E-Commerce Business Success Checklist

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.

You've Making Sales

So Where is the Money?

Revenue is coming in, but the money isn’t where it should be. Cashflow is tighter than it should be for the sales you’re doing, profit is hard to pin down, and every time you try to grow, it seems to cost more than it makes. Most growing e-com store owners are in exactly this position. The problem isn’t your sales — it’s that the financial foundations underneath them aren’t in place. This checklist gives you the framework to fix that across three key areas.

Profit Model

Get a clear picture of your profitability at every level — from your overall business targets down to the unit economics of every product, basket and ad dollar spent. You'll set your macro profit targets, calculate your break-even point, 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.

Cash Conversion Cycle

Understand how cash moves through your business and take control of it. You'll calculate your cash conversion cycle, identify where cash is being tied up in stock, suppliers and ad spend, put a plan in place to fund growth, and set up a weekly cash flow forecast and cash management process — so you're never caught short as the business scales.

Data Management

Set up the reporting and dashboard infrastructure to run the business on numbers, not gut feel. You'll build your E-Com Business Dashboard™, set KPI targets across traffic, conversion, revenue, profit and customer acquisition, and put the right bookkeeping, accounting and reporting processes in place to keep your financial data accurate and current.

Your Consultant

Meet Toby Hollington

Toby Hollington is the e-commerce consultant and business coach. He is a highly experienced business coach and accountant who specialises in working with e-commerce brands.

Hi, if we haven’t met already, my name is Toby. I am the e-commerce business coach.

I’m known as the blind accountant with the English accent! All of that is true. Although, I don’t like to admit I’m an accountant in public!

I got out of working in an accounting firm many years ago, though, and decided to use my skills to coach, mentor and consult one-on-one with business owners.

I started coaching before most business owners even knew what it was (yes, I’m getting old). That might be why I’m going blind!

The blindness comes from my genes. I am legally blind, although I can still see what I need too (or as some people say – selective seeing!). But who doesn’t want a blind accountant!

I am English too, hence the English accent, and I don’t mind telling people that, unless the Ashes are on.

All these things have shaped who I am and what I’ve learnt.

I’m now laser focused on working with e-commerce businesses and using my knowledge and years of coaching to help e-commerce stores to grow to 6- or 7- figure months.

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