A room of twelve.
Run by me.
The E-Commerce Founders Community is a small, curated mastermind for women running brands at $50k–$500k a month. One weekly call with me. A private channel of peers. The same playbooks I run for private clients — shared across a group small enough to know each other's numbers.
Twelve founders in the room. Always twelve. 6-month minimum. By application only.
Most rooms are full of people who haven't actually built one.
You're outgrown the broad-stroke founder programs. The questions you have now don't have YouTube answers — they're about margin at $300k a month, every-person hire, a wholesale channel that's eating your DTC, a brand program that needs rebuilding before peak.
What you need is a small room of women who are running the same kind of business as you, and a coach who's run paid media and operations at the next tier. Not an influencer. Not a 200-person Slack. Not another course.
Twelve founders, one room, one coach. The same operating discipline I sell to my private clients — shared across a peer group small enough to know each other's numbers.
E-commerce growth is four numbers, not a feeling.
Most rooms talk about acquisition in the abstract. We don't. The Community runs on the operator's identity: revenue = traffic × conversion × AOV × repeat rate — and every Monday call moves at least one of those four numbers on at least one member's account.
Blended ROAS
Account architecture rebuild + hook-led creative on a four-week rotation. The bar isn't platform ROAS — it's blended.
+50% · Q3 2025 cohortContribution margin
Shipping recovered, returns desk repaired, free-gift threshold tuned to AOV. Real leakage isn't in your ad account.
+50% · Q3 2025 cohortRepeat customer rate
Klaviyo flows segmented by lifetime spend, SMS for the post-purchase, email for the rest.
+50% · Q3 2025 cohortAverage order value
Bundle ladders, free-gift thresholds, post-purchase upsells. AOV is the cheapest growth lever you have.
+50% · Q3 2025 cohortSix things every member gets.
The Community runs membership with two included parts. You're in or you're not.
Weekly e-commerce coaching call
Every Monday morning, live with me. Ninety minutes of P&L review, hot-seats, and a tactical teach. Same room, same coach, every week.
- ●Mondays 10am AEST
- ●P&L hot-seats
- ●Tactical teach
- ●Recorded + indexed
Private e-commerce founders' community
A private channel of twelve vetted women e-commerce founders. Real-time peer answers from women who've actually built.
- ●Vetted member roster
- ●Anonymous post option
- ●Real-time peer answers
- ●Category search
E-commerce acquisition playbooks
The exact paid + organic plays I run for private e-commerce clients. Meta, Google, TikTok, SEO. Quarterly-updated templates.
- ●Meta · Google · TikTok
- ●Real-account walk-throughs
- ●Quarterly-updated templates
- ●SEO + organic system
E-commerce retention & LTV systems
Email, SMS, post-purchase, win-back. Klaviyo flows and Shopify segments built around lifetime spend, not source.
- ●Klaviyo flows & segments
- ●LTV-led segmentation
- ●Post-purchase & winback
- ●Loyalty & VIP play-books
Personal Shopify + Klaviyo audit
Within month one I personally audit your store and your email programme. Done by me — not a junior on the team.
- ●Personal Shopify audit
- ●Klaviyo programme audit
- ●Action items, ranked
- ●Delivered by month one
Bi-weekly 1:1 with your e-commerce coach
A private 30-minute slot in my calendar every fortnight. For the specific call you don't want to bring to the group.
- ●30 min · fortnightly
- ●Private 1:1 with me
- ●Bank unused slots
- ●For the call you can't take in the room
The rhythm of the year.
The Community runs on a weekly, quarterly and annual cadence. The Monday call is the heartbeat.
What success looks like — across the cohort.
Eight numbers, three years of the room. What compounds when you stop trying to be everywhere.
+50% lift since formal retention build, across active members.
Standout case · apparel member · BFCM.
Trailing 12 months · across the cohort.
Avg lift inside year 1 of joining.
Most members renew for a second + third term.
Members ditching the agency invoice.
Member median · 90-day trailing.
Year 1 of joining · across active members.
From the #wins channel.
Unedited screenshots from the private member channel — 12 of many.
Mid-six-figure BFCM Friday — calmest launch yet. The room kept us all calm.
BFCM · APPARELReturning customer rate above target for the third quarter running.
35.9% RETURNING · ROAS HOLDSOff the agency in month four. DIY ads now run better than the retainer ever did.
DIY ADS VS AGENCIESSame quarter year-on-year up 151%. The Monday cadence kept us on the plan.
+151% SAME QUARTER LY+24% YTD and a viral hit on TikTok we shipped from the Monday call.
+24% YTD · VIRAL ON TIKTOKFirst properly built funnel pushed ROAS past 3.7× and held for the launch window.
3.7× ROAS · FIRST FUNNELThree years in the room. The compounding only really started in year two.
LONG-TERM MEMBERTwo years on Shopify in the room. Re-platformed, restructured, and held the team.
2-YR MEMBER · SHOPIFYDTC store owner who came in solo and is hiring her first marketer this quarter.
DTC STORE OWNERMastermind alumna, still in the alumni channel, still shipping playbooks every quarter.
MASTERMIND ALUMNATwo years in. Renewed for a third because the room is the network.
2-YR MEMBERActive member. Brings the receipts to the Monday call every fortnight.
ACTIVE MEMBERThe path from one founder to a network.
Four milestones, in plain language, from the first hot-seat through to compounding renewals.
You're in the room
Inside the first thirty days you know the other eleven founders by name and category. The first hot-seat is yours.
Mondays replace firefighting
By month two your week starts with the call and a clear three priorities. The first two audit items have shipped.
Compounding wins
By month four, email programme rebuilt, margin signals moving, Meta architecture redone.
A working rhythm + a real network
At month six the firefighting cycle is gone. You leave with a working operating rhythm and eleven women who know your numbers.
One price. No upsells.
The same senior coaching, priced four ways.
| Option | Cost | Notes |
|---|---|---|
| Private fractional growth | $8,500/mo inc. GST | 1:1 retainer · capped client book |
| Big-room mastermind | $1.5–3k/mo | 100+ members · coaches you'll rarely meet |
| A high-end course library | $3–10k once | On-demand video · no live coaching · no room |
| This community | $1,850/mo inc. GST | Twelve in the room · me on every Monday call |
Who this is — and isn't —
About a quarter of applicants are referred to the foundational program or to Fractional Growth instead.
- ✦DTC e-commerce founder, $50k–$500k / month revenue.
- ✦12+ months in business — you've found product-market fit.
- ✦You'd rather be in a peer group of senior founders than a class.
- ✦You can commit to ~3 hours a week (Monday call + 1:1 + implementation).
- ✦You're a woman founder, or comfortable being in a women-led room.
- ✦You can commit to six months minimum.
- ·Under $50k / month — the foundational program is a better fit.
- ·Over $1M / month — the Fractional retainer is the better fit.
- ·You want 1:1 only — this is a peer-group format by design.
- ·You won't show up to the Monday call most weeks.
- ·You're allergic to group work or sharing your numbers in a room.
- ·You're after a course library — this is live coaching, not on-demand.
"It has been a blessing to have someone as committed as Sarah as my coach. Constant growth, year after year — 512% in the first year inside the room."
The questions founders ask first.
If yours isn't here, ask it on the application — every reply comes from me.
How is the Community different from a typical group program? ＋
Most masterminds are run by a team. This one is run by me. Every Monday call, every 1:1, every quarterly intensive — me. The cap on the room (max 12 founders at a time) is what makes that possible.
What revenue band is the Community for? ＋
Active members run brands doing $50k to $500k per month. Below that, you'll get more out of the foundational programme instead. Above $1M / month, we should be talking about private fractional growth.
Why only women founders? ＋
Nine of every ten members are women, by design. The room is built around the realities of running an e-commerce business while also running a life that includes children, carers or other businesses.
How much time will it take a week? ＋
Plan on three hours: one for the Monday call, one for a 1:1 every fortnight, and one for implementation between sessions.
What's the minimum commitment? ＋
Six months. The first ninety days build the rhythm and the second ninety days compound it. About 70% of members extend or renew at the six-month gate.
How many founders are in the room at any time? ＋
Twelve. Always twelve. New members join only when a seat opens — usually two or three per year. There's a real waitlist.
Ready to be one of
twelve in the room?
Five short prompts. Five minutes. I read every application personally and reply within two business days — yes or no, with the why.