The 7-9 Figure eCommerce Scaling Blueprint

Steal the 7-9 figure blueprint I’ve created to…

Scale hundreds of eCommerce brands:

Domestically and internationally.

Across 3 key phases.

It’s super simple and super effective.

You’ll see exactly how to prioritise your efforts and the sequence you should follow.

Here’s an overview of what’s to come:

Phase Guidelines

To help set some parameters…

Here’s how to use the blueprint.

Generally:

6-7 figure brands: Are in phase 1
7-8 figure brands: Are in phase 2
8-9 figure brands: Are in phase 3

Your course of action:

Identify the phase your brand is in
Complete any items which remain (in that phase)
Look to the next phase and plan accordingly

I developed this over the years whilst scaling $1,000,000 – $100,000,000 eCommerce brands.

In saying so, it contains exactly what’s required to scale your brand.

Important note:

The blueprint can be amended to suit what’s critical for your brand (e.g. you might move an item from P2 to P1 and vice versa).

The Reason For The Phase Sequencing

Each phase builds onto the next.

With phase 1 consisting of the foundational digital marketing requirements, slowly progressing to a more mature digital ecosystem.

The early phases focus on customer acquisition with the later phases moving onto brand building.

Phase 1: Foundation Building

Quick overview:

Timeline: First 1-2 years of your brand
Revenue: $1,000,000/year

This gives you a solid foundation to gain traction and build on.

It’s segmented into 4 key sections.

Sales and Revenue Monitoring

The key to online success is in tracking performance, what you need is:

Conversion tracking
Single source of truth
Attribution modelling

Using platform tracking (Google, Meta etc.) can be inaccurate.

What you want to use is advanced tracking and attribution solutions.

These are your top 3 options:

Google Ads

The key is to initially only build the campaigns that’ll drive you sales.

Here’s what your funnel should include at this stage:

Search/DSA campaigns (25% of budget)
Shopping campaigns (70% of budget)
Remarketing campaigns (5% of budget)

With this strategy:

You can see we’re targeting the middle and bottom of funnel only.

Why?

People in these stages of the funnel have a higher purchase intent.

Meaning they’re more likely to purchase from you store.

eCommerce - Google Ads - Funnel Overview

Meta Ads

The approach is quite similar to Google Ads.

You want to target lower of funnel traffic.

To do this in Meta, these are the campaigns you want to be using:

Catalogue
Conversion
Remarketing

CRM

The engine of your retention and repeat purchase efforts.

After acquiring customers with Google and Meta, this is where you maximise life time value.

Your initial workflows and sequences need to include:

Retention and
Promotion

Getting this right will really maximise your marketing ROI.

Phase 2: Expansion

Quick overview:

Timeline: First 2-7 years of your brand
Revenue: Up to $10,000,000/year

With a healthy client acquisition and retention system now in place:

It’s now time to accelerate your growth.

Here are the 12 key focuses of this phase and in the order we recommend them:

UX/UI: Optimisation of website and customer accounts
CRO and experimentation: Continuous improvement of website and customer accounts

For example, whether it’s optimising your product pages or product images, improving your website conversion rate requires continuous effort.

You’re already spending money acquiring customers on Google and Meta, the better your site converts them, the lower your customer acquisition costs and the more profitable you’ll be.

SEO: On and off-page
YouTube: Video acquisition, remarketing and retention campaigns

Following the funnel in phase one, you’ll notice YouTube is a top of funnel marketing activity aimed at raising awareness of your brand and products to a new market.

This is only reserved for more mature eCommerce brands who are maxing out their middle and bottom of funnel.

It’s quite common for brands in phase 2 to have a more built out Google Ads account.

Here’s what this can look like:

Multiple categories, different segmentation and focuses across the entire account architecture.

Meta Ads: Video creative

If you have more of a social brand (e.g. beauty related), you’d want to move this to phase 1, otherwise, keeping it in phase 2 is perfectly okay.

Influencers: Amplify brand reach and product sales
Social expansion: Into other key platforms (Snapchat, TikTok etc.)
CRM maturity: Building out advanced sequences and workflows (including SMS)
Content development: Evergreen content plan
Marketplaces: Amazon etc.
Affiliate: Join a network
Ad tech: To support business growth

Planning Phase 2 Accordingly

As you can see phase 2 is no joke.

It’s a complete digital marketing ecosystem build for your eCommerce brand.

The key to getting this right?

Segmenting phase 2 into smaller chunks.

Don’t forget this phase can span over a 5 year period.

If you segment out the 12 focus areas across 3-5 years, it becomes a lot easier to build and manage:

Years 1-2: Phase 1
Year 3: Phase 2, 3 focus areas
Year 4: Phase 2, 6 focus areas
Year 5: Phase 2, 9 focus areas
Year 6: Phase 2, 12 focus areas

Keep in mind during this process you’ll be hiring team members and agencies to support your growth as well.

Phase 3: Brand Evolution

Quick overview:

Timeline: Years 8-10+ of your brand
Revenue: $10,000,000-$100,000,000+/year

With all programs of work in place and your entire ecosystem built:

It’s now time to focus on building and expanding your brand.

This is the process of evolving your brand from selling products to becoming an actual recognisable household brand (think Nike, Adidas etc.).

We’re talking a complete strategy to elevate your brand to the next level.

This is usually segmented into 5 key focus areas (which the above example highlights).

Defined as a brand project, which is a holistic review and refresh of your entire brand (across the 5 Ps):

Purpose
Perception
Personality
Position
Promotion

This is for serious eCommerce brands who want to scale to:

$100,000,000 or even
$1,000,000,000+

If there’s one thing for sure, there’s so much potential to grow and maximise your brand.

Bonus: Get Started Today

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