Lessons

The whole masterclass, written up module by module. Free to read, no email required — the operating maths behind pricing, ad budgets, discounts, contribution profit and attribution.

  1. 1How BottleKeeper scaled to $60M with no outside capitalWhy the outcome was a repeatable system, not luck or Shark Tank.0:52
  2. 2Why finance and marketing don't speak the same languageThe disconnect between how the business earns and how it acquires — and the expensive decisions it produces.3:23
  3. 3The Profit Pyramid: where eCommerce money actually comes fromWhere the money lives, and why most teams spend their time at the wrong layer.3:26
  4. 4The four expense types every eCommerce P&L needsWhy the four buckets behave differently — and why advertising gets its own.3:48
  5. 5Contribution profit: the metric that answers the questionThe one number that tells you whether a decision helped or hurt.1:38
  6. 6How a 10% price increase changes your break-even revenueWhy a small move in price produces a disproportionate move in profit.5:00
  7. 7LTV and AOV: why contribution-profit LTV beats raw LTVBundles, order value, and the LTV number that actually carries meaning.1:44
  8. 8Why a 10% conversion rate lift is not a 10% profit liftTesting one variable at a time, and the margin maths people skip.3:23
  9. 9How to set an ad budget from a profit target, not a gut feelWhy the budget and the ROAS it needs are not independent numbers.3:00
  10. 10Why platform ROAS lies, and what to use insteadWhat iOS 14.5 did to platform reporting, and the metric that survived it.6:20
  11. 11Three mistakes that quietly kill eCommerce profitabilityBudgets built on feel, blind discounts, and overhead that compounds.10:09
  12. 12The ad budget curve: why budget and required ROAS are linkedThe upside-down hockey stick, and what to watch once you understand it.3:41
  13. 13What eight-figure eCommerce brands do differentlyThe margin profile behind lean scaling — and how to work out your own numbers.7:51