Founder-Led Business Advisory

Senior ecommerce guidance for founders who do it all themselves.

A monthly advisory relationship that builds your own skills: what to measure, where to find it and what it’s telling you, using your own trading data.

Join the waitlist Limited places. Reopens soon.
Your monthly reviewSample
TrafficOn track
Average order valueWatch
RetentionPriority
This month’s actions
  1. Add a second email to the welcome flow
  2. Build a post-purchase flow for repeat buyers
  3. Check what drives first-order AOV

Is this you?

You’re the founder, the marketer and customer service, with no marketing team behind you.

Shopify, Klaviyo and GA4 are full of reports, but you’re not sure which numbers matter.

You’ve paid an agency before and came away more dependent, not more capable.

You want someone experienced to sense-check decisions before you spend money on them.

You don’t need more data. You need to know which three things matter this month.

What you get

Each month you get a clear view of how your business is trading, and the skills to read it yourself.

1
A monthly trading review. What’s working, what isn’t and why, measured against your own baseline.
2
Skills on the reports that matter. Where they live, how to read them, and what “good” looks like for a business your size.
3
A short, prioritised action list. Three to five actions you own, each tied to traffic, average order value or retention.
4
Playbooks for what we flag. Step-by-step guides and templates, released as you need them rather than all at once.
5
Email support between sessions. Quick questions answered within two working days.

How it works

  1. 1Join the waitlistI’ll be in touch when places open in Spring 2027.
  2. 2Discovery callFree, 30 minutes: your goals, your setup, the fit.
  3. 3OnboardingRead-only access and a baseline snapshot of your numbers.
  4. 4Monthly sessionWe review, I teach, we agree the priorities.
  5. 5You implementWith the playbooks and a clear action list.
  6. 6Measure, go againNext month we see what changed and reset.
Ellie Rivers

You’ll work directly with me

I’m Ellie Rivers. I’ve spent 25 years in ecommerce, in-house at Lulu Guinness, Caramel London and Harvey Nichols, and running my own consultancy since 2019. Every session is with me, not a junior account manager.

My job is to help you see what your numbers are telling you, decide what matters most, and build the confidence to act on it yourself.

Not done-for-you. You implement, with senior guidance.
Not an agency. No team to manage, no channel to sell you.
Not for in-house teams. See Trading Support instead.
Investment

£450 a month

3-month minimum. An investment in your own capability, not a fee for someone else to hold the knowledge.

Join the spring 2027 waitlist

Questions

Do I need to be technical?

No. I’ll show you where everything lives and what it means. If you can log in to Shopify, you can do this.

Which platforms do you work with?

Mostly Shopify, Klaviyo and Google Analytics 4, plus Search Console, Meta and Google Ads if you use them. Other platforms are fine; just ask.

How much of my time will it take?

An hour for the monthly session, plus the time you choose to give to your action list. The list is kept short on purpose.

What access do you need?

Read-only access to your store and email platform. I never change anything in your accounts, and your data is handled under a short data agreement you sign at onboarding.

Can I cancel?

Yes, with one month’s notice after the first three months.

What if I need more support?

If you need weekly reporting and calls, Trading Support is the next step up. We can move across whenever it makes sense.

Ready to understand your own numbers?

Founder advisory reopens in spring 2027 with a small number of places. Join the waitlist and you’ll hear first.

Join the spring 2027 waitlist
Trading Support →For growing brands with a team or agency: weekly reporting, calls and a measured plan. Growth Audit →A one-off view of where the growth is in your trading, with ranked priorities.