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Frequently asked questions
Who is this for?

This is for ecommerce brands generating at least $2M in annual revenue with established operations that need strategic optimisation rather than foundational building.

You've built a functioning business with a team, systems, and processes. The challenge is that what worked to get you here isn't scaling effectively. Your conversion rates could be stronger, your operations have friction points, or your forecasting doesn't give you confidence to make strategic investment decisions.

If you're in early-stage startup mode and still validating product-market fit, establishing your first customer base or working through initial funding then we're probably not aligned yet. Those challenges require different support. Once you've established market traction and are ready to optimise for scale, that's when our partnership makes sense.
How much does it cost?

Investment varies based on scope and complexity.

Coaching engagements typically start at $3-5k monthly. Strategic project work ranges from $10-15k for focused initiatives to $50k+ for comprehensive operational restructuring or platform migrations.

Here's some context: For a brand doing $2M+ in revenue, meaningful improvements in conversion rates or operational efficiency typically generate returns that significantly exceed the investment. Avoiding one poorly timed platform decision can save you six figures or more.

The investment should deliver measurable returns within the first 90 days through improved conversion, reduced costs, or better strategic decision-making.
How long does it take?

Timelines align with outcomes.

Coaching partnerships typically run 6-12 months, though some clients continue longer when they find ongoing strategic value.

Project-based work varies:

  • Conversion rate optimisation audits and implementation: 4-6 weeks
  • Financial forecasting model development: 6-8 weeks
  • Operational efficiency restructuring: 8-12 weeks
  • Platform migrations or major system integrations: 3-6 months

Each engagement has clear milestones and deliverables. I focus on achieving specific outcomes within defined timeframes rather than open-ended retainers.
Do you only work with Shopify brands?

Not exclusively, though many clients ultimately migrate to Shopify because it offers the right balance of functionality and efficiency for brands in the $2M-$100M+ revenue range.

I work with brands across various platforms - Magento, BigCommerce, WooCommerce, and custom solutions. Forecasting, conversion optimisation, coaching, and operational strategy work applies regardless of your current platform.

If platform selection or migration is part of our work together, I'll provide honest strategic guidance based on what serves your business objectives, not platform preferences.
What's the process for working together?

We start with an initial conversation to understand your situation, challenges, and objectives. This is a strategic discussion, not a sales presentation. I’ll need to understand whether I can genuinely help you achieve your goals.

If we're aligned, we'll develop a clear scope: specific outcomes, timeline, investment, and success metrics.

Then we begin the work. Depending on the engagement, this might include:

  • Regular coaching sessions for ongoing strategic guidance
  • Focused project work with defined deliverables
  • A combination approach for complex initiatives

You'll work directly with me, not team members or intermediaries.
What results can I expect?

Results depend on your starting position, the specific challenges we're addressing, and your implementation capacity.

Recent clients have achieved:

  • Substantial conversion rate improvements through systematic optimisation
  • Meaningful operating cost reductions via tech stack consolidation and process improvement
  • More accurate revenue forecasting, enabling confident investment decisions
  • Reduced customer acquisition costs through better conversion efficiency

However, these outcomes require active implementation. Strategy without execution delivers nothing. The brands achieving the strongest results are those that implement quickly, measure systematically, and iterate based on data.

If you're looking for advice but aren't positioned to implement changes, the results will be limited regardless of the quality of the strategic guidance.
Do you provide strategy only, or help with implementation?

Both, depending on what you need and how your team is structured.

For coaching engagements, I provide strategic guidance and help you think through complex decisions. Your team handles implementation, with my support in navigating challenges that arise.

For project-based work, I can facilitate implementation either through direct involvement or by engaging specialised partners, designers, developers, or technical specialists I've worked with extensively and trust to deliver quality outcomes.

My focus is on achieving results, not just delivering strategy documents.
How involved do I need to be?

Your involvement should be strategic, not operational.

This works best when you're engaged in key decisions, asking questions when something needs clarification, and providing context about your business that informs our strategy.

I'm not looking to run your business, that's your role. I'm here to help you make better strategic decisions, avoid costly mistakes, and optimise the areas that drive profitability.

If you're looking for someone to take over functions while you focus elsewhere, that's not how this works. This is a collaborative partnership where your business knowledge combined with my strategic experience creates the best outcomes.
What if I'm not sure which service I need?

That's exactly what our initial conversation addresses.

Often, what appears to be the problem on the surface isn't the core issue. You might think you need conversion optimisation when the real constraint is forecasting capability limiting your investment confidence. Or you might assume you need operational restructuring when your primary issue is conversion rates too low to support profitable growth.

I'll provide an honest assessment of what I believe the priorities should be and in what sequence. If that differs from your initial thinking, we'll discuss why and align on the right approach before beginning any work.
What if we're not a good fit?

I'll tell you directly, typically in our first conversation.

I'm selective about client partnerships because I want to work where I can create meaningful impact and where both parties will find the collaboration valuable.

If I don't believe I can help you achieve your objectives, or if your situation would be better served by different expertise, I'll say so.

Good fit indicators:

  • You're ready to implement, not just gather information
  • You make decisions based on data and strategic reasoning
  • You're open to changing what isn't working
  • You can invest at a level that makes sense for expected returns
How do I get started?

Reach out to schedule an initial conversation.

There's no obligation, just a strategic discussion about your business, your objectives, and whether I can help you achieve them more efficiently.

If we're aligned, we'll define what working together looks like and begin. If we're not, I'll be direct about that as well.

Brands that scale profitably aren't the ones with all the answers - they're the ones that recognise what they don't know and bring in strategic expertise to accelerate their growth while avoiding expensive mistakes.