A coach for your business
Work with a dedicated coach on your strategy, priorities and progress. Get support that reflects the complexity of your business and the next stage you are building.
eCommerce Circle · Inner Circle
Build the next stage.
With experts beside you.
one-to-one.
A dedicated coach, your own private Slack channel and specialist support across the business. A custom 12-month strategy, done-for-you audits and a brand playbook. Everything in Connect included, with five live coaching calls each week.
Inside Inner Circle· A walkthrough with Chris McLean
49 minutes · Inner Circle first, followed by the included Connect walkthrough.
01 · Where you are now
The store is moving.
But everything still
runs through you.
You have customers, products and a business worth building. The question is what deserves your attention next.
The ads need attention. The website could convert better. The brand needs a clearer story. And the next decision is already waiting.
It is easy to treat each issue as a separate job. Change an ad. Add an app. Rewrite a product page. Brief another supplier. You stay busy, but the pieces still need to work together.
Inner Circle brings the conversation back to the business as a whole: what your customers need to hear, how your store turns interest into orders, and which marketing moves make sense for your numbers.
A clear priority is useful. A clear priority with the right support behind it is something you can act on.
02 · What makes it Inner Circle
A dedicated coach.
A specialist team.
A clearer path forward.
Inner Circle gives established Shopify founders deeper strategic support across the business, with the entire Connect foundation included.
Your own team channel
Your own private Slack channel with Paul Warren, Chris McLean and the coaching team. Bring your questions, decisions and roadblocks directly to the people helping you work through them.
The right thinking across every channel
Full access to specialists across Meta, Google, email, SEO and conversion rate optimisation. Get expert input on your brand, store and strategy, including the work you are managing with a team or agency.
Five calls each week
Join five live group coaching calls each week through the included Connect programme. Inner Circle members receive priority for their questions on coaching calls, alongside their dedicated coaching and private support.
03 · The done-for-you foundations
Story. Store. Strategy.
In the right order.
These are the foundations we work through together. Get the message right, give customers a better shopping experience, then connect the marketing to a clear plan.
Brand Communication Playbook
Start with around five to six hours of one-to-one sessions to clarify who your brand is, what it stands for and why it matters to your customer.
Leave with a usable brand document: customer profiles, positioning, website headlines, trust statements, messaging and content pillars. Bring a consistent story to your website, social content and advertising.
Conversion Blueprint
A done-for-you, 600+ point CRO audit of your Shopify store, covering funnel leaks, homepage and product pages, mobile experience, checkout friction and trust signals.
Get clear conversion priorities you or your development team can implement. If the store needs a rebuild or further hands-on execution, we can discuss a handoff to Insiteful.
More Orders Audit
A done-for-you diagnostic audit across the business. Our specialists review your business assets, platforms and campaigns to identify what is blocking growth and what needs to be fixed first.
Connect the findings to the More Orders Scorecard and your strategic priorities. Get recommendations you, your team or your agency can put into action.
More Orders Digital Strategy
Your custom 12-month More Orders Digital Strategy, built around your growth goals and the findings from the audits.
Bring Meta, Google, email, SEO and CRO into one plan, with growth sequencing, offer direction, channel focus and clear implementation priorities.
Inner Circle includes coaching, strategic audits, playbooks and implementation planning. Insiteful is the agency execution arm; work such as a Shopify build is discussed and scoped with Insiteful, alongside your ongoing Inner Circle guidance.
Give the next stage of your business
the attention it deserves.
04 · Your first 90 days
A clear sequence.
A foundation to build on.
The four foundation pieces typically make up roughly the first 90 days. We work through the sequence with you, with timing shaped by your business and the pace of your sessions.
Start here
Clarify the brand
Begin the Brand Communication Playbook in one-to-one sessions. The process typically runs over two to four weeks, depending on call frequency.
Then the store
Find the friction
Work through the Conversion Blueprint so the shopping experience supports the story and helps customers move towards a purchase.
Then the channels
Audit the marketing
Give the specialists a clear view of what is happening across your platforms and campaigns. Get the recommendations in front of you.
Then the runway
Set the strategy
Bring the findings together into your custom 12-month plan, with clear growth sequencing, channel focus and implementation priorities.
05 · Beyond the foundations
Keep the plan current.
Keep the work moving.
The first 90 days give you the foundations. The support continues as you put the plan into practice and the business changes.
30-Day Scorecard Check-Ins
Review progress against the Scorecard every 30 days. Work through what has improved, what is still blocking growth, what to focus on next and where more support is needed. Refresh the plan around the priorities that matter now.
Your private team channel and priority coaching support stay part of the working rhythm.
Tools to help you execute
Access a library of specialist AI assistants built around eCommerce work: product and audience research, margins, retention, campaigns, creative, conversion, leadership and operations.
Use the tools alongside the strategy, practical training and coaching support.
Built on the More Orders OS
Stock. Story. Store. Strategy.
Look across the whole business through the 10P Engine. Use the Scorecard to diagnose constraints, sequence the work and focus the support where it is needed.
- Product
- Prospects
- Profit
- Platform
- Promotion
- Patrons
- Performance
- People
- Protection
- Practice
06 · Everything in Connect, included
Private support.
Plus the whole Circle.
Everything in Connect is included: five live group coaching calls per week, specialist channels, training and community, alongside your dedicated coaching and private support.
A place to work through the week
Join five practical group coaching calls each week, covering scorecards and priorities, conversion, marketing and founder challenges. Bring a question and learn from the work happening in other stores.
Get the right eyes on it
Use dedicated Slack channels for Meta and Google Ads, SEO, Shopify, packaging, shipping and logistics, resources and more.
Build skills you can use
Access practical training on brand foundations, brand identity, conversion and Meta Ads, along with checklists, resources and the outputs from coaching calls.
07 · The right fit matters
Ready to work
on the whole business?
Inner Circle is a closer working relationship. It works best when there is a real business to improve and a founder ready to act.
A good fit if
- You run an established Shopify business and want a clearer direction for growth.
- Your business has enough complexity to benefit from dedicated support across brand, store, channels and strategy.
- You are willing to share the numbers and work through the real constraints.
- You are ready to make decisions, implement and review progress with the team.
Consider your next step if
- You are still deciding what business or product to launch.
- You are looking for a single tactic without examining the rest of the business.
- You want to consume advice without putting it into practice.
- You first need a place for day-to-day questions and foundational support. Explore Connect.
08 · Fit, scope and investment
Start with
your business.
Talk through where you are, what you want to change and whether Inner Circle is the right fit.
Bring the ambition. Bring the questions. Let’s talk about the work.
Contact the eCommerce Circle team and tell us you are interested in Inner Circle. Share your store, where the business is today and the main thing you want to improve.
We can discuss the priorities, the support you need, the investment and the details of working together.
09 · Your path through the Circle
The right support
for the stage you’re at.
Each programme serves a different need. Explore the one that fits the work in front of you.
Build the foundations
Daily coaching, practical answers and a community of Aussie Shopify operators.
Sharpen the decisions
A smaller room for established operators to pressure-test the bigger calls with experienced peers.
Work closer with the team
Dedicated coaching, strategic audits, playbooks and a custom 12-month plan, with Connect included.
10 · Common questions
Straight answers.
What makes Inner Circle different?
Inner Circle adds a dedicated coach, private Slack support, strategic audits, playbooks, a custom 12-month strategy and 30-Day Scorecard Check-Ins to everything already included in Connect. It is the deeper advisory and strategy layer for established Shopify businesses.
Is Connect included?
Yes. Everything in Connect is included: five live group coaching calls each week, community access, specialist Slack channels, practical training and resources. Those group calls sit alongside your dedicated coaching and private team channel.
Who do I get access to?
You have a dedicated coach and a private Slack channel with Paul Warren, Chris McLean and the coaching team. Specialist access covers Meta, Google, email, SEO and CRO, with broader community and channel access through Connect.
What work is done for me?
The strategic assets are your done-for-you Brand Communication Playbook, 600+ point Conversion Blueprint, More Orders Audit and custom 12-month More Orders Digital Strategy. They give you the diagnosis, messaging and plan to guide implementation.
Does it include a new website?
The included store asset is a 600+ point Conversion Blueprint audit, with priorities for you or your development team to implement. If you need a Shopify build or other agency execution, that work is discussed and scoped with Insiteful. Inner Circle continues to provide coaching and strategic guidance.
What happens in the first 90 days?
Roughly the first 90 days are focused on the four foundation pieces: brand communication, store conversion, the marketing audit and the strategy. The brand communication sessions usually run over two to four weeks, depending on call frequency. This is an indicative sequence, shaped around the business and the work required.
What happens after the initial foundation work?
Your 30-Day Scorecard Check-Ins review progress, remaining constraints and the next priorities. Your dedicated coach, private channel, specialist team, Connect access and More Orders Command Centre tools support the ongoing work.
How do I get help between calls?
Use your private Slack channel to bring questions and issues to the team. You can also use the specialist Connect channels. On coaching calls, Inner Circle members get priority for their questions.
What is the investment?
Contact the team to discuss the current Inner Circle investment and the work your business needs. Talk through the inclusions and terms before deciding whether it is the right fit.
How do I take the next step?
Contact the team and say you are interested in Inner Circle. Share your store and what you are working towards so we can discuss fit, scope, investment and the details of working together.
eCommerce Circle · Inner Circle
You’ve built something
worth growing.
let’s work on what’s next.
Dedicated coaching. Strategic audits and playbooks. A custom 12-month plan and a team behind you. Start a conversation about your business.