E-commerce Uncomplicated

By Lisa K Jones

As a woman, you know all too well the challenges of juggling business and motherhood. E-commerce Uncomplicated is your ultimate roadmap for gaining entrepreneurial and financial independence, all while taking care of your wonderful family.

This book will show you that achieving success for your online brand shouldn't be complicated at all.

• Language: English
• Publisher: The Biz Collective Pty Ltd
• Release date: Oct 13, 2022
• ISBN: 9780645499919

Lisa K Jones

Lisa Jones is a mum of three, passionate E-commerce expert and builder of 3 x multi-million dollar e-commerce brands. Most famous for co-founding Ecoriginals, the worlds greenest nappy and wipes brand, which she sold to a private equity investor in 2020, Lisa is currently building up her new e-com brand Aussie Man Hands (hand cream for tradies!!). Lisa also shares her uncomplicated approach to starting, growing and scaling up online brands through her high touch mentoring programs and retreats, as well as sharing her expertise on stages, inside her podcast and book, and all her social channels. SHE-com is Lisa's creation based on her dream to connect amazing she-compreneurs to each other to share stories, successes and strategies.

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Copyright © Lisa Jones

The moral rights of the author have been asserted.

All rights reserved. No part of this book may be reproduced, stored in a retrieval system, communicated or transmitted in any form or by any means without prior written permission.

All enquiries should be made to the author.

E-commerce Uncomplicated - How to build a zero to hero online brand!

ISBN: 978-0-645-49990-2

Disclaimer

The material in this publication is of the nature of general comment only, and does not represent professional advice. It is not intended to provide specific guidance for particular circumstances and it should not be relied on as the basis for any decision to take action or not take action on any matter which it covers. 

Readers should obtain professional advice where appropriate, before making any such decision.

To the maximum extent permitted by law, the author and publisher disclaim all responsibility and liability to any person, arising directly or indirectly from any person taking or not taking action based on the information in this publication.

E-commerce Uncomplicated

How to build a zero to hero online brand!

Lisa Jones

Table of Contents

Dedication

From Struggling Mum to Successful  E-commerce Entrepreneur

Picking Up the Pieces

5 Tips to Help You Avoid the Mummy Juggle Struggle

Tip #1: Work Around Your Strengths

Tip #2: Don’t Lose Track of Why You’re Building a Business

Tip #3: Be Crystal Clear About Your  Criteria for Success

Tip #4: Build Your Business with the End in Mind

Tip #5: Manage Your Adrenals

Proof of Concept

My Proof of Concept Checklist

Consider a Subscription Business Model

Know Everything About Your Product and Your Business Model

Your Money

Pay Yourself First

Know Your Numbers

Tracking Your Website and E-commerce Numbers

Consistent Cash Flow, Not Just Cash, Is Paramount

Sales Psychology of Pricing

Your Financial Support Team

Your Customer

Your Customer Avatar

Your Customer's Pain Points

The Importance of Niching

What Makes the Customer Journey a Beloved Experience

Selling Your Story

The Transformational Sell

Your Hero Journey

Make Customers Know, Like, and Trust You

Website

Software

Crush Brands

The Importance of Design

Create Customer Journeys

Optimisation and UX Experience

Homepage and Product Page

Revisiting Your Website’s Numbers

Traffic

Leveraging User Generated Content and Proof-Based Marketing

Capture Those Reviews

Collaborators, Influencers, and Affiliates

Brand Reps

Paid Ads Strategy

Awards, Media, and Expos

Branding

Brand Tone and Style

Socials

Photography

Creating a Cult Following

Stand Out from the Crowd

Tools

Plugins

Email Marketing

SEO

Team

Start Conquering the Mummy Juggle Struggle Today

Additional Support

Dedication

To my darling daughter,

For all those nights and weekends you lose mama onto her phone, I want you to know it's never to escape you, but for you. I am driven to provide you and I with financial security and to achieve great success to show you there is no glass ceiling. Take life by the horns my darling, and never, ever give up.

My whole heart,

Mama xx

CHAPTER 1

From Struggling Mum to Successful E-commerce Entrepreneur

My dog’s bark changed my life!

Such a silly little thing, right?

But we all experience our life-changing ‘aha!’ moment in different ways. You never really know what will trigger that moment of reckoning – or when it’s going to hit you.

So perhaps my story isn’t that unusual after all...

The life-changing bark in question came from Bruno, a lovely dog I used to have. He barked every now and then – nothing out of the ordinary there.

But one day, his bark punctured the silence and interrupted my train of thought. And I instantly burst into tears!

It suddenly hit me – I just couldn't continue doing things the same way. I couldn’t keep trying to be everything to everyone.

I was so exhausted and overwhelmed, and I couldn’t pretend that I was coping well anymore.

If I didn’t make a drastic change, they would be carrying me out in a body bag.

I’ve told the story of Bruno's bark many times. It was an unexpected trigger that sparked my transformation from struggling mum to successful e-commerce entrepreneur.

The story of how I ended up in that semi-desperate and prolonged state of disappointment, however, is trickier to tell…

When I had my ‘aha!’ moment, I was married with three kids – all under 10. And while I was trying my best to be a great wife and mum, I was also trying to grow two companies.

The mummy juggle struggle was so, so real. I was probably doing 50-hour weeks, trying so hard to make it all work.

Meanwhile, I was also trying my best to make a difficult marriage work.

My marriage was toxic, but because I’m a glass half full kind of gal, I just soldiered on. I was convinced that my sheer determination and perseverance would eventually pay off.

In all, it was relentless. It was unbelievably stressful!

I remember starting my days early to get the kids ready for school. After dropping them off, a full day in the office would be waiting for me...

Before I knew it, it was already 3:30 in the afternoon – time to rush out to pick them up from school! Once we got home, I had to organise their schedules, feed them, take care of the dogs, and prepare dinner. You know the drill.

By 7 pm, the kids were usually almost ready for bed. It was time for my second work shift. I’d open up my laptop again and continue working on my two businesses. While I desperately needed to relax and unwind by this time, I kept myself busy. I needed to put in that extra couple of hours each night to keep my business ambitions alive.

I always knew that I wasn’t alone in my mummy juggle struggle.

Part of it has to do with the drive that many women feel. We want to be great wives and mums – and do our share of bringing home the bacon.

And sometimes, we even think we can fix a bad marriage. That somehow, if we just kept trying, things would eventually get better.

This drive often comes from a good place, but it can lead to bad outcomes.

All that stress was unsustainable. I wasn’t fully aware of it back then, but it was taking a heavy toll on my health.

I've since discovered that I was experiencing adrenal fatigue. That happens when a long-term adrenal overload is combined with a nervous breakdown.

My fight and flight indicators simply broke at some point in that phase. They couldn't handle the pressure.

As a result, my body didn’t know how to secrete a healthy level of hormones anymore. And the resulting hormonal dysfunction affected my life in many ways…

My hair started falling out…

I started needing a sugar hit to make it through the afternoon…

I put on a lot of weight and felt tired all the time…

Even when I went to bed, stress and anxiety kept me wide awake for hours. And no matter how exhausted I was, I'd still wake up randomly at 2 in the morning.

It was a very dark and difficult time in my life!

When I look back, I regret how my undiagnosed medical condition affected my relationship with my kids the most.

I was often hysterically angry at them. I’d be screaming my head off, telling them to hurry up.

And when they were out of sight, I’d be eating myself inside – haunted by the fact that I’d become a horrible parent.

Bruno’s bark somehow triggered a heart-wrenching epiphany:

I couldn’t keep living my life like that. Not even for another minute.

That was the day I left my marriage.

I accepted that my husband and I weren’t going to be good spouses for each other. There was only one solution to the devastating toxicity of our relationship.

And I realised that I had to put my health first if I was to become a good mum again.

After reaching a shared custody agreement for the kids, I checked myself into an Airbnb.

On some days, I would sleep for 18 hours because I literally couldn't function. I probably slept for the better part of a year.

That's how broken and exhausted I was. 

My life had fallen apart. When I was awake, all I could think about was this:

How do I put it back together again?

Picking Up the Pieces

As my mind and body recovered, I started thinking of a different approach to my e-commerce businesses.

The mummy juggle struggle – the entrepreneurial Groundhog Day – simply wasn't sustainable!

I started thinking about more efficient ways to run a company. How could I grow my businesses without sacrificing my soul and sanity?

How could I achieve my financial goals through an e-commerce business while also being a good mum to my kids?

I knew that I could excel at project management. If I could just put together a good, reliable team – I’d have a business that could operate smoothly without my everyday input.

Over that fateful year, I started researching mentors and coaches from all over