The E-Commerce Startup Guide

You have had the thought before. Maybe it was late at night scrolling through someone else's life on Instagram. Maybe it was sitting in a meeting you didn't want to be in, doing work that doesn't matter to you, for someone whose opinion of your ceiling is lower than your actual floor. Maybe it was the quiet moment when you realised that nobody is coming to hand you the life you actually want.

That thought was telling you something true.

This guide exists for the version of you that is done waiting for permission.

I've spent the last 6 years in E-comm, buried deep in real work, dealing with real issues from structure to legal to sourcing to financing to currency to marketing to staff to logistics and everything in between. I've generated over $15m online. Consulted for over 80 businesses. Spoken on stages in front of thousands of people. Posted thousands of pieces of social media content. And if you're this far already, you know that I've always been genuine, transparent and truthful to you. I share the shit days. I share the wins. I share my inside thoughts and frustrations. And I share my learnings and stories. I've spent hundreds of hours putting this together pouring into it everything I wish I had if I were to go back to the beginning again. I actually do all of these exact steps everytime I launch a new brand.

What this actually is

This is not a course. It is not a 47-module video series filmed in front of a bookshelf. It is not ChatGPT'd content dressed up with a logo. It is a 100-page interactive field-tested playbook written by someone who built $15M in ecommerce revenue from nothing. All experience I gained from dealing with real sourcing relationships, real supplier negotiations, real ad campaigns, and the real mistakes that come with all of it.

It covers everything you need to go from zero to your first $10K month: how to find a product that sells before you spend a dollar on it, how to source it from China without getting burned, how to build a Shopify store that converts, how to run paid ads that actually work, and how to diagnose the problems that every new ecommerce business eventually faces. All in one place. All practical. All written for someone starting out, not someone already running a team. This interactive guide combines theory and practical so that by the time you're done with it. Your store is up and running.

What is inside

• 11 chapters covering the complete journey from idea to operating business, business psychology, legal setup, cash flow, product selection, pricing, branding, sourcing, store build, advertising, marketing, and a full diagnostic chapter for when things go wrong.
• Four interactive calculators built directly into the guide: a Go/No-Go product scorecard, a true gross margin calculator, a pricing calculator, and an advertising budget calculator. You use them as you read, not after.
• Five Claude AI prompts that I use, that you can copy and run immediately to help with your build.
• Seven diagnostic tables covering every common failure mode in ecommerce: what the symptom looks like, why it is happening, and what to actually do about it.
• A 43-item interactive store launch checklist with direct links to every platform you need to set up.
• A 25-item content idea checklist with a brief on what each piece of content should feature.
• And the sourcing section alone, the China supplier framework, the Flexi-MOQ Strategy, the negotiation tactics is worth more than most $500 courses selling the same information from some 16 year old LARPer in Florida.

Make no mistake. This is not fluff. I genuinely wish I had this when I first started out. It would've saved me literally months and thousands of dollars of experimenting and making mistakes.

Who this is for

You have a product idea you cannot stop thinking about. Or you have been selling for a while and something is not working and you cannot figure out what. Or you are just done with the nine-to-five and you want to understand, concretely, what building your own thing actually looks like before you commit.

This is for all three of you.

Who this is not for

If you are looking for a shortcut that skips the work, this is not it. Building something real takes effort. This guide gives you the framework, the tools, and the honest picture of what that effort looks like but the doing is yours. If you're looking to get rich quick then this comprehensive guide might not be for you, the fact is you'll simply need to take immense risk and tread lines of ethics if you want to become 19 year old Instagram LARPer risk in the next 3 months.

My honest thoughts

Most people who want to start an ecommerce business never do. Not because they are not smart enough or don't have enough money. Because they don't have a clear enough picture of the path. They don't know what to do first, what to do next, or how to tell if it is working. So they stay stuck in the research loop, buying courses, watching videos, and never shipping anything.

This guide closes that loop. It gives you a clear sequence to follow, the numbers to track, and the decisions to make at each stage. You will know what to do on day one, on day thirty, and on the day your first campaign stops working.

One $10K month changes how you see yourself. It changes what you believe is possible. And it changes what you are willing to do next.

That first month is what this guide is built to get you to.

Your download includes both AUS and USA versions, for best reading experience, read on desktop for full functionality of all calculators and algorithms.