Ecommerce Business Coach

I didn't study ecommerce — I lived it. I designed a product, launched it into the worst market in a generation, and scaled it to 2,000+ retail stores, 26 countries and a million customers. I coach ecommerce founders through the exact machine you're building: product, cash, team, and the life you're building it for.

Book a Call With Katie

2,000+ retail stores26 countries1M+ customers

Who this is for

Revenue grew. Sanity didn't.

The store does real numbers, and behind it is you — fulfillment fires, ad accounts, supplier emails at midnight.

Cash is always somewhere else

Profit on paper, but it's all sitting in inventory and the next PO. One slow season from real trouble.

You are the operating system

Every decision routes through you. The business can't grow past your capacity — and neither can your life.

What most ecommerce coaching gets wrong

Most of it is tactics sold as transformation: another ads framework, another listing-optimization course, another guru whose store you can't verify. Tactics matter — but if your business runs entirely on you, better tactics just make the machine that's consuming you more efficient at it.

My credentials are different. I designed a physical product line, manufactured it, launched it in 2008 into a collapsing consumer market, and built it into 2,000+ US retail stores across 26 countries with over a million customers — through cash-flow crises, inventory bets that had to work, and investor conflict. I know the specific loneliness of a product business: your money is in the warehouse, your brand is on the line with every unit, and everything depends on you.

So this is ecommerce coaching with an operating core. We work on the machine — team, decision rights, cash rhythm, the operating cadence your business runs on — and on you: the founder the whole thing depends on, and the life you started this business to build. Both at once, because in your company they are the same system.

What's different in 90 days

01A three-year picture of the brand — and your life — specific enough to build against.

02Eight to twelve hours a week back — tracked, not estimated — pulled out of work your team should own.

03A team and operating rhythm that runs the store without every decision routing through you.

04A cash and inventory rhythm you actually understand — so growth stops being a liquidity crisis.

05A twelve-month plan with quarterly targets, and real accountability to hit them.

Ecommerce coaching, run on the Vital Framework

Five parts, run in order. It's the same system I used to build my own brand — pointed at your store, your team and the life behind both.

Vision

A specific picture of the brand in three years — chosen, not inherited from last quarter's ad account.

Inspiration

Why this brand exists — said plainly enough that your team and your customers both repeat it.

Team

The right people owning fulfillment, marketing and ops — and the honest conversation about who isn't.

Alignment

Your calendar, your cash and your priorities pointed at the same quarter.

Leadership Systems

The meetings, metrics and decision rights that run the store while you build the brand — and live.

Founders, real results

“I can't even believe the results. She 10X'd my revenue! So anything this woman says, I'm going to listen to because I've seen the difference in my bank account.”

Kathryn Jones Lish

“Every entrepreneur needs to work with Katie.”
Alison Prince

“I paid off my husband's medical school debt. Katie helped do this while only working 12 hours a week. I'm now able to be there for my kids. Katie is a miracle worker.”
Sarah Allred

“I wanted to grow my business in a way that positively impacted our six kids. Do I write a book? Start a podcast? Launch another program? And in what sequence? I knew Katie could help me navigate these big decisions. Katie delivered!”
Shannon Trip

2,000+

US retail stores

Countries

1M+

Customers served

About Katie

I trained as an industrial designer on a General Motors scholarship, then founded Puj, a baby products brand, in 2008. We sold online and into 2,000+ US retail stores, reached 26 countries, and served more than a million customers.

I lived every stage you're in: the first product bet, the inventory that ate our cash, the channel conflicts, the season everything depended on. And I lived what it cost — a version of me who was only worth what the company produced that quarter. Rebuilding my life around what actually matters is the reason I coach the way I do.

Now I coach founders and executives through the Vital Framework, and I host the podcast What's Working Now.

Read the longer story

How it works

STEP 01

Book a call

Pick a time on my calendar. Five minutes, no payment, no funnel.

STEP 02

The diagnostic call

We map the real constraint — in the store, the cash and underneath it. You leave with something useful either way.

STEP 03

Begin

We start on the first structural change that week. If it's a fit, we build from there.

Questions before you book

What does an ecommerce business coach actually do?+

We work on two things at once: the machine — team, operating rhythm, cash and inventory cadence, the decisions behind the dashboard — and the founder running it: your calendar, your judgment, and the life the business is supposed to serve. Most ecommerce founders don't need another tactic. They need a company that isn't consuming them.

How is this different from an ecommerce consultant or agency?+

Agencies and consultants optimize channels — ads, listings, CRO — and hand you deliverables. Useful, once the foundation exists. I work with you, week over week, on the foundation itself: the structure, the team and the founder. Tactics compound only when the machine underneath them holds.

Do you work with Amazon and Shopify sellers?+

Yes — and DTC brands, retail-plus-online hybrids, and product companies at every mix. I built a brand that sold across all of it: our own site, marketplaces and 2,000+ physical stores. The platform changes the tactics; it doesn't change the machine.

My store isn't huge yet. Is this for me?+

The fit is less about revenue and more about the constraint. If the business has real traction and the bottleneck has become you — your hours, your decisions, your cash judgment — this works. If you're still hunting for a product that sells, get that first.

How much does it cost?+

Pricing depends on format and length of engagement, and I quote it on the diagnostic call once I know what you actually need. I'll tell you on that call if I don't think the work will pay for itself.

How long before I see results?+

The first structural change usually lands in the first two to three weeks, because it's almost always something you already knew and hadn't decided. Ninety days is the honest window for the changes to show up in your calendar, your cash and your home.