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15 Foundations for a
TRULY Scalable
eCommerce Brand
Presented By Alex Brown
(the guy in the photo trying to look cool)
A bit about me...
Been in eCommerce for just over 5 years
Huge Goofball
Music junkie
Known to party here and there
I’m not a guru
I don’t pretend to have all the answers
Continual learning is key
Communities & eventss like this are key
Failures and Flops
Started with crowdfunding
I slept in a freaking garage
But I learned a lot
•$10M in our first year
•300M video views
•2+ million packages
shipped
•NO email marketing
•NO Affiliates
•Worst Website Ever
Kevin Harrington Dan Bilzerian
Taylor Swift Jack Black
They got me featured in…
My instagram life was DOPE.
My real life was a different story
We scaled ALL of our problems with our
business - it was a disaster….truly!
The Acquisition Fetish
We were acquiring a ton of customers, but they weren’t sticking
around long
Our organic reach was shrinking
If we turned off our ads, we stopped making money (sound
familiar?)
The Video View Fetish
Guess who cared most about how many views our
videos were getting?
We were obsessed with vanity metrics
We fully lost connection with what our brand was as
we started to learn how to scale our marketing
We Plateau’d
We were working ourselves into the ground
The novelty wore off
We couldn’t grow any more
The reality: we weren’t really building a brand
A REAL Brand in
eCommerce
Means getting good at
business, and enjoying the
process
You HAVE to see the big
picture
If you don’t know how to put the
right hats on the right people,
you end up wearing them all
Important Notes
Do NOT get overwhelmed – because if you don’t
see the big picture you WILL get overwhelmed
Progress over Perfection – If any of these will break,
and then you will be able to strengthen them
Don’t Take Notes on
the Slides
Write down ideas that come up as they relate to
YOUR business
Email me and I’ll send you this presentation deck
and whatever else you need
alex@eCommerceRockstars.co
I have an offer…
But I am here to help you FIRST and FOREMOST.
If you want to join my accelerator program, you can
do so at 50% off the regular price for those who
attend this talk - $1,000 for lifetime access
Allow me to give you as much gold as I can first
The Road To an 8 Figure eCommerce Brand:
• Foundation #1: Introduction, Vision & Mindset
• Foundation #2: Organization, Systems & Structures
• Foundation #3: Data, Metrics & Analytics
• Foundation #4: Acquisition & Growth
• Foundation #5: Website & Tech
• Foundation #6: Branding
• Foundation #7: Content
• Foundation #8: Product Development
• Foundation #9: Manufacturing
• Foundation #10: Packaging
• Foundation #11: Fulfillment & Logistics
• Foundation #12: Building a Team
• Foundation #13: Amazon Basics & Scaling
• Foundation #14: Finance
• Foundation #15: Retention
Foundation #1: Introduction, Vision & Mindset
• Purpose-driven eCommerce
• Vivid Vision (cameron herald)- Your Compass
• Goal Setting & Mindset
• Sexy Nerd Matrix - Big Picture Thinking
• Evolved Enterprise - Yanik Silver
alex@eCommerceRockstars.co
Foundation #2: Organization, Systems & Structures
• Organization 101 - Project Management Software, GDrive Organization, etc
• Process Development – everything in your business is a process
• Tracking your daily activities - group into what could be a role
alex@ecommercerockstars.co
Foundation #3: Data, Metrics & Analytics
• Get proper tracking in place - GA + UTM’s
• Acquisition Metrics vs. Retention Metrics
• Business optimization metrics
• babakazad.com - download his free scaling guide - absolutely incredible
• PraxisMetrics.com
alex@eCommerceRockstars.co
Foundation #4: Acquisition & Growth
• Integrated Acquisition Funnels
• PR & Press
• Email Marketing Foundations
• Ninja Email Copywriting
• Influencer Marketing
• Performance & Affiliate Marketing
• Facebook Ads & Strategy
• Instagram Ads & Strategy
• Youtube Ads & Strategy
alex@eCommerceRockstars.co
Foundation #5: Website & Tech
• Website Platforms
• Roadmapping – many ways up the mountain
• Working with an Agency
• Working with a technical advisor
• "Cancellation Funnel" - For Subscriptions
alex@eCommerceRockstars.co
The Road To an 8 Figure eCommerce Brand:
• Foundation #1: Introduction, Vision & Mindset
• Foundation #2: Organization, Systems & Structures
• Foundation #3: Data, Metrics & Analytics
• Foundation #4: Acquisition & Growth
• Foundation #5: Website & Tech
• Foundation #6: Branding
• Foundation #7: Content
• Foundation #8: Product Development
• Foundation #9: Manufacturing
• Foundation #10: Packaging
• Foundation #11: Fulfillment & Logistics
• Foundation #12: Building a Team
• Foundation #13: Amazon Basics & Scaling
• Foundation #14: Finance
• Foundation #15: Retention
alex@eCommerceRockstars.co
Ecommercerockstars.co/accelerator
Code: ASW2020 - 50% off
Foundation #6: Branding
• The branding cycle:
• Creating the story
alex@eCommerceRockstars.co
Foundation #7: Content
• Types of content: photos, videos & copy
• Working with creative teams
• Defining brand guidelines
• Defining content objectives
• Engage & Filter
alex@eCommerceRockstars.co
Foundation #8: Product Development
• Working with sourcing agents
• Finding what you can do better or what is missing
• Understanding your audience
• Working with manufacturers
• Advanced/Technical Product Development
alex@eCommerceRockstars.co
Foundation #9: Manufacturing
• Decreasing risk + increasing leverage
• The manufacturer search database – will email you an example
• Pitching the vision & humble posturing
• Renegotiating with manufacturers
• Manufacturing agreements
alex@eCommerceRockstars.co
Foundation #10: Packaging
• Packaging and customer experience
• Functional packaging
• Protective & instructional
• Custom Packaging Examples - Lumi
alex@eCommerceRockstars.co
Foundation #11: Fulfillment & Logistics
• Working with a 3PL - agreements, terms, rates
• Fulfilling in-house
• International fulfillment
alex@eCommerceRockstars.co
The Road To an 8 Figure eCommerce Brand:
• Foundation #1: Introduction, Vision & Mindset
• Foundation #2: Organization, Systems & Structures
• Foundation #3: Data, Metrics & Analytics
• Foundation #4: Acquisition & Growth
• Foundation #5: Website & Tech
• Foundation #6: Branding
• Foundation #7: Content
• Foundation #8: Product Development
• Foundation #9: Manufacturing
• Foundation #10: Packaging
• Foundation #11: Fulfillment & Logistics
• Foundation #12: Building a Team
• Foundation #13: Amazon Basics & Scaling
• Foundation #14: Finance
• Foundation #15: Retention
alex@eCommerceRockstars.co
Ecommercerockstars.co/accelerator
Code: ASW2020 - 50% off
Foundation #12: Building a Team
• Outsourcing & Hiring VA’s - freeeup.com
• Brining on full-time members - have a process, always be hiring, outside the box applications
• Retaining good people
alex@eCommerceRockstars.co
Foundation #13: Amazon Basics & Scaling
• Amazon Fundamentals - listing, positioning, copy, images
• Amazon PPC and Scaling - AMZPathfinder.com
alex@eCommerceRockstars.co
Foundation #14: Finance
• Are you a finance person?
• Finance Foundations - Who and What
• Sources of Capital - fundraising, loans, etc
• Cashflow forecasting & inventory planning
alex@eCommerceRockstars.co
Foundation #15: Retention
• All scalable businesses thrive on repeat business
• Retention starts before the sale
• Never lose a customer again - Joey Coleman
• +30% sales from email/repeat customers
• "Residual Influence"
alex@eCommerceRockstars.co
The Road To an 8 Figure eCommerce Brand:
• Foundation #1: Introduction, Vision & Mindset
• Foundation #2: Organization, Systems & Structures
• Foundation #3: Data, Metrics & Analytics
• Foundation #4: Acquisition & Growth
• Foundation #5: Website & Tech
• Foundation #6: Branding
• Foundation #7: Content
• Foundation #8: Product Development
• Foundation #9: Manufacturing
• Foundation #10: Packaging
• Foundation #11: Fulfillment & Logistics
• Foundation #12: Building a Team
• Foundation #13: Amazon Basics & Scaling
• Foundation #14: Finance
• Foundation #15: Retention
alex@eCommerceRockstars.co
Ecommercerockstars.co/accelerator
Code: ASW2020 - 50% off
Remember - you HAVE to
see the big picture
If you don’t know how to put the
right hats on the right people,
you end up wearing them all
alex@eCommerceRockstars.co
Ecommercerockstars.co/accelerator
Code: ASW2020 for 50% off
alex@ecommercerockstars.co
THANKS!!!

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A Proven Blueprint for Scaling past 8 Figures in eCommerce

  • 1. 15 Foundations for a TRULY Scalable eCommerce Brand Presented By Alex Brown (the guy in the photo trying to look cool)
  • 2. A bit about me... Been in eCommerce for just over 5 years Huge Goofball Music junkie Known to party here and there
  • 3. I’m not a guru I don’t pretend to have all the answers Continual learning is key Communities & eventss like this are key
  • 4. Failures and Flops Started with crowdfunding I slept in a freaking garage But I learned a lot
  • 5. •$10M in our first year •300M video views •2+ million packages shipped •NO email marketing •NO Affiliates •Worst Website Ever
  • 8. They got me featured in…
  • 9. My instagram life was DOPE. My real life was a different story
  • 10. We scaled ALL of our problems with our business - it was a disaster….truly!
  • 11. The Acquisition Fetish We were acquiring a ton of customers, but they weren’t sticking around long Our organic reach was shrinking If we turned off our ads, we stopped making money (sound familiar?)
  • 12. The Video View Fetish Guess who cared most about how many views our videos were getting? We were obsessed with vanity metrics We fully lost connection with what our brand was as we started to learn how to scale our marketing
  • 13. We Plateau’d We were working ourselves into the ground The novelty wore off We couldn’t grow any more The reality: we weren’t really building a brand
  • 14. A REAL Brand in eCommerce Means getting good at business, and enjoying the process
  • 15. You HAVE to see the big picture If you don’t know how to put the right hats on the right people, you end up wearing them all
  • 16.
  • 17. Important Notes Do NOT get overwhelmed – because if you don’t see the big picture you WILL get overwhelmed Progress over Perfection – If any of these will break, and then you will be able to strengthen them
  • 18. Don’t Take Notes on the Slides Write down ideas that come up as they relate to YOUR business Email me and I’ll send you this presentation deck and whatever else you need alex@eCommerceRockstars.co
  • 19. I have an offer… But I am here to help you FIRST and FOREMOST. If you want to join my accelerator program, you can do so at 50% off the regular price for those who attend this talk - $1,000 for lifetime access Allow me to give you as much gold as I can first
  • 20. The Road To an 8 Figure eCommerce Brand: • Foundation #1: Introduction, Vision & Mindset • Foundation #2: Organization, Systems & Structures • Foundation #3: Data, Metrics & Analytics • Foundation #4: Acquisition & Growth • Foundation #5: Website & Tech • Foundation #6: Branding • Foundation #7: Content • Foundation #8: Product Development • Foundation #9: Manufacturing • Foundation #10: Packaging • Foundation #11: Fulfillment & Logistics • Foundation #12: Building a Team • Foundation #13: Amazon Basics & Scaling • Foundation #14: Finance • Foundation #15: Retention
  • 21. Foundation #1: Introduction, Vision & Mindset • Purpose-driven eCommerce • Vivid Vision (cameron herald)- Your Compass • Goal Setting & Mindset • Sexy Nerd Matrix - Big Picture Thinking • Evolved Enterprise - Yanik Silver alex@eCommerceRockstars.co
  • 22. Foundation #2: Organization, Systems & Structures • Organization 101 - Project Management Software, GDrive Organization, etc • Process Development – everything in your business is a process • Tracking your daily activities - group into what could be a role alex@ecommercerockstars.co
  • 23. Foundation #3: Data, Metrics & Analytics • Get proper tracking in place - GA + UTM’s • Acquisition Metrics vs. Retention Metrics • Business optimization metrics • babakazad.com - download his free scaling guide - absolutely incredible • PraxisMetrics.com alex@eCommerceRockstars.co
  • 24. Foundation #4: Acquisition & Growth • Integrated Acquisition Funnels • PR & Press • Email Marketing Foundations • Ninja Email Copywriting • Influencer Marketing • Performance & Affiliate Marketing • Facebook Ads & Strategy • Instagram Ads & Strategy • Youtube Ads & Strategy alex@eCommerceRockstars.co
  • 25. Foundation #5: Website & Tech • Website Platforms • Roadmapping – many ways up the mountain • Working with an Agency • Working with a technical advisor • "Cancellation Funnel" - For Subscriptions alex@eCommerceRockstars.co
  • 26. The Road To an 8 Figure eCommerce Brand: • Foundation #1: Introduction, Vision & Mindset • Foundation #2: Organization, Systems & Structures • Foundation #3: Data, Metrics & Analytics • Foundation #4: Acquisition & Growth • Foundation #5: Website & Tech • Foundation #6: Branding • Foundation #7: Content • Foundation #8: Product Development • Foundation #9: Manufacturing • Foundation #10: Packaging • Foundation #11: Fulfillment & Logistics • Foundation #12: Building a Team • Foundation #13: Amazon Basics & Scaling • Foundation #14: Finance • Foundation #15: Retention alex@eCommerceRockstars.co Ecommercerockstars.co/accelerator Code: ASW2020 - 50% off
  • 27. Foundation #6: Branding • The branding cycle: • Creating the story alex@eCommerceRockstars.co
  • 28. Foundation #7: Content • Types of content: photos, videos & copy • Working with creative teams • Defining brand guidelines • Defining content objectives • Engage & Filter alex@eCommerceRockstars.co
  • 29. Foundation #8: Product Development • Working with sourcing agents • Finding what you can do better or what is missing • Understanding your audience • Working with manufacturers • Advanced/Technical Product Development alex@eCommerceRockstars.co
  • 30. Foundation #9: Manufacturing • Decreasing risk + increasing leverage • The manufacturer search database – will email you an example • Pitching the vision & humble posturing • Renegotiating with manufacturers • Manufacturing agreements alex@eCommerceRockstars.co
  • 31. Foundation #10: Packaging • Packaging and customer experience • Functional packaging • Protective & instructional • Custom Packaging Examples - Lumi alex@eCommerceRockstars.co
  • 32. Foundation #11: Fulfillment & Logistics • Working with a 3PL - agreements, terms, rates • Fulfilling in-house • International fulfillment alex@eCommerceRockstars.co
  • 33. The Road To an 8 Figure eCommerce Brand: • Foundation #1: Introduction, Vision & Mindset • Foundation #2: Organization, Systems & Structures • Foundation #3: Data, Metrics & Analytics • Foundation #4: Acquisition & Growth • Foundation #5: Website & Tech • Foundation #6: Branding • Foundation #7: Content • Foundation #8: Product Development • Foundation #9: Manufacturing • Foundation #10: Packaging • Foundation #11: Fulfillment & Logistics • Foundation #12: Building a Team • Foundation #13: Amazon Basics & Scaling • Foundation #14: Finance • Foundation #15: Retention alex@eCommerceRockstars.co Ecommercerockstars.co/accelerator Code: ASW2020 - 50% off
  • 34. Foundation #12: Building a Team • Outsourcing & Hiring VA’s - freeeup.com • Brining on full-time members - have a process, always be hiring, outside the box applications • Retaining good people alex@eCommerceRockstars.co
  • 35. Foundation #13: Amazon Basics & Scaling • Amazon Fundamentals - listing, positioning, copy, images • Amazon PPC and Scaling - AMZPathfinder.com alex@eCommerceRockstars.co
  • 36. Foundation #14: Finance • Are you a finance person? • Finance Foundations - Who and What • Sources of Capital - fundraising, loans, etc • Cashflow forecasting & inventory planning alex@eCommerceRockstars.co
  • 37. Foundation #15: Retention • All scalable businesses thrive on repeat business • Retention starts before the sale • Never lose a customer again - Joey Coleman • +30% sales from email/repeat customers • "Residual Influence" alex@eCommerceRockstars.co
  • 38. The Road To an 8 Figure eCommerce Brand: • Foundation #1: Introduction, Vision & Mindset • Foundation #2: Organization, Systems & Structures • Foundation #3: Data, Metrics & Analytics • Foundation #4: Acquisition & Growth • Foundation #5: Website & Tech • Foundation #6: Branding • Foundation #7: Content • Foundation #8: Product Development • Foundation #9: Manufacturing • Foundation #10: Packaging • Foundation #11: Fulfillment & Logistics • Foundation #12: Building a Team • Foundation #13: Amazon Basics & Scaling • Foundation #14: Finance • Foundation #15: Retention alex@eCommerceRockstars.co Ecommercerockstars.co/accelerator Code: ASW2020 - 50% off
  • 39. Remember - you HAVE to see the big picture If you don’t know how to put the right hats on the right people, you end up wearing them all alex@eCommerceRockstars.co
  • 40. Ecommercerockstars.co/accelerator Code: ASW2020 for 50% off alex@ecommercerockstars.co THANKS!!!

Editor's Notes

  1. Boom, it worked!
  2. And these strategies got us on shark tank, and got to see many celebrities, etc..
  3. But here’s the thing…when you don’t know how to really run a business, you can only get so far. Also just because you are doing a ton of top-line revenue doesn't mean you are banking all of that…not only that but you end up living a pretty miserable existence.
  4. But here’s the thing…when you don’t know how to really run a business, you can only get so far. Also just because you are doing a ton of top-line revenue doesn't mean you are banking all of that…not only that but you end up living a pretty miserable existence.
  5. We were in the same position as many of you watching this…you are good at selling something, but as soon as you turn off your (Engage with the audience for this question “How are sales going once you turn off the ads?”)
  6. We were in the same position as many of you watching this…you are good at selling something, but as soon as you turn off your (Engage with the audience for this question “How are sales going once you turn off the ads?”)
  7. Do NOT get overwhelmed. Your job as an entrepreneur and business owner is to understand the big picture in order to get the right people in the right place. And this is the ultimate 4 steps to grow and scale your eCommerce business to 8 figures and beyond… More importantly, you’ll be able to do that without hustling or grinding or burning yourself out.
  8. We were in the same position as many of you watching this…you are good at selling something, but as soon as you turn off your (Engage with the audience for this question “How are sales going once you turn off the ads?”)