The Ecommerce Blueprint

Work with me to develop a holistic ecommerce strategy that is rooted in your business needs and plays to your strengths. This is a collaborative project where we’ll develop a high-level strategy and translate it to a granular tailored action plan.

You wrote a growth strategy and forgot to include ecommerce?
I’ve got you

Is this you?

You run an FMCG brand and you never really know how ecommerce fits in

  • Brand building is your bread and butter but ecommerce feels mysterious and risky

  • LinkedIn is full of growth bros telling you how easy it is to scale ecommerce overnight but you don’t buy it

  • Your ecommerce channels boomed during Covid and since then it’s been a bit of a damp squib, an expensive one

  • Increasing your distribution in retail feels like an uphill (and expensive) battle

  • Ecommerce seems profitable on paper but always ends up costing more

  • Your next retail listing is months away and you need a turnaround fast

Imagine this…

  • Your ecommerce channel is driving profitable growth for your brand

  • You have confidence in your ecommerce strategy (you actually have an ecommerce strategy to be confident in)

  • You feel in control of your ecommerce business and empowered to set the strategy yourself

  • You finally get how to think about Amazon

  • Your thinking is joined up across all your sales channels

  • Everyone in your business is part of the ecommerce team

  • You have the tools at your fingertips to set budgets and KPIs that keep within your profitability goals

THE BLUEPRINT

I’ll give you the plans, you build the dream house

It is time for you to be the architect of your own plans. I want to empower you to embed ecommerce into all your plans, to properly integrate it into the foundations of your business. I want you to be able to think strategically about ecommerce without me. Because let’s be honest, an ecommerce strategy is not a one-and-done job.

How it Works

Discovery

I’ll spend a day with you, in person if possible, to get a proper induction into your business. I want to know your strengths and frustrations, your goals and obstacles, your ways of working, and your systems and processes.

Diagnosis

I’ll dig into your sales data, audit your website and/or Amazon presence, review your P&L and take a birds-eye view of your category. Drawing on this data I will put together a 360 degree view of your ecommerce business and highlight the key areas for optimisation

Co-Creation

This is where you and your team come in. With the analysis and diagnosis as our starting point we’ll work collaboratively to define and design the right ecommerce growth strategy for your business. We’ll identify 3 key questions, challenges or opportunities for your ecommerce business and hold a workshop on each one to co-create a response that is tailored to your brand.

Action Planning

I will collate everything we have discussed together and all my findings from the discovery and diagnosis phase and pull it all together in a focused strategy. I’ll also create a prioritised action plan with resourcing recommendations to help structure your implementation. We’ll regroup to go through the full plan, with plenty of time for Q&A.

Ongoing Support

1 month after we wrap the project we’ll have a 1 hour follow up call to discuss how things are going and for you to ask any questions. I can also help to implement the strategy for an additional fee, to be discussed on completion of the initial strategy.

Duration: 3-6 weeks from kick off

Cost: £7,000

What do we cover in The Ecommerce Blueprint?

This is about creating a profitability-first, holistic ecommerce strategy. In the initial discovery phase we’ll cover everything from channel selection to discount strategies, before zooming in on a handful of areas that need the most attention in the co-creation phase.

Areas we’ll look at as part of the project include:

  • Simplified P&L

  • Channel selection (Amazon, DTC, Marketplaces etc)

  • Product range

  • Pricing & discounting

  • Website UX and CRO

  • Marketing channel mix

  • Reporting

  • Budgeting & forecasting

  • Logistics & operations

  • Customer services

FAQs

  • It is a collaborative strategy project. We’ll work together to create an ecommerce strategy that is aligned with your business goals and values.

  • I’ll start with a discovery day where I fully immerse myself in your business. Then I’ll dig into the data and ensure you’ve got an easy to use reporting framework in place. I’ll share my findings and together we’ll identify the key areas for attention. I’ll set up 3-4 collaborative sessions where I will share my approach, we discuss opportunities and risk management and agree on ways forward. I will pull together everything we have done together and share it along with my templates and tools for you to use as you put your strategy into practice.

  • This is a collaborative project that will take between 3-6 weeks to complete depending on both our availability and the pace we move at. You’ll need to be available for a 1/2 day of discovery, 3-4 collaborative working sessions (up to 2 hrs at a time) and a handful of other check-ins. In between sessions there will be some tasks for you to complete too. You won’t need to clear your diary completely but be prepared to dedicate some time to this work so you can get the best out of the process.

  • I know what you’re thinking, you don’t have time and you just want to outsource this piece of work to get it done. The thing is, I don’t just want to help you create an ecommerce strategy, I want to make sure that ecommerce is embedded into all the strategic thinking you do for your business. I want you to feel confident in the potential of this channel and empowered to manage it yourself. I will run the data analysis, share my insights and experience, but you’ll be the one in the driving seat.

  • It really depends on the size of your business and your structure but at some point every function will need to input to the strategy. Ecommerce is not just about marketing, or sales, or supply chain, everyone in the company is on the ecommerce team (just like they’re all on the B&M retail team too). It’ll work best if there’s a project lead who’ll be my number 1 contact and they can help to bring the right people in at the right time.

  • I’m going to guess that if you’ve got this far down the page you probably know you need an ecommerce strategy but maybe you’re worried about the investment, or the time. But let’s be honest, it’s 2024, you know you need a strategy for this rapidly growing channel. Even if it is not your biggest channel, ecommerce can be the channel where you have the highest profit margin, the greatest agility and the most control over your business. With a clear and confident strategy you can ensure you are maximising this opportunity.

Testimonials

  • Imogen shot past our expectations at lightning speed. The whole process was engaging and with much needed clarity. She really got to know the business with very tailored and relevant solutions.

    Founder, Black Bee Honey

  • Imogen's depth of knowledge in navigating the complexities of selling on Amazon was clear from our very first meeting. Imogen was very flexible in how she worked, finding the right solution for my stage of business and she was always very helpful.

    Founder, Counter Coffee

  • Imogen has been great to work with - she really understood our brief, our business challenges, and provided some very insightful perspectives on the potential routes forward

    Brand Director, Norseland

  • Imogen is able to create value by multiplying her ecommerce expertise with exceptional EQ and stakeholder management.

    CEO, Pukka Herbs

  • Imogen combines expertise in abundance with pragmatism and is a joy to work with.

    Founder, PAIRS Scotland