Run any product idea through these 10 filters before you spend another dollar. By the end of an hour, you'll know whether to launch, fix the gaps, or walk away with the years you just saved yourself.
Someone saw a TikTok. Someone went to Bali and saw something cool. Someone's mate is making it work. So they go all in.
Two years and a hundred grand later, the maths still doesn't add up. The ads cost more than the margin can carry. Freight kills the unit economics. The supplier disappears for six weeks during peak. The customer doesn't come back. They blame the marketing, the agency, the algorithm. None of those are the real problem.
The real problem is the product was never going to work. Not because the founder isn't talented. Because nobody filtered the product before they committed.
You don't have a marketing problem.
You have a product problem.
By the end of an hour, you'll have run your product idea through 10 filters, scored it honestly out of 150, and know exactly what to do.
Greenlight. Launch. Your product is structurally sound.
Yellow. You've got fixable gaps. Here's what to fix first.
Red. Walk away. You just saved yourself a year and probably six figures.
You don't pick a product on enthusiasm. You pick it based on whether it survives the filter. Here it is, in full.
If your product can't carry the cost of acquisition with healthy margin left over, you don't have a product. You have a hobby that bleeds cash.
If anyone can buy your product on Temu, AliExpress, or Amazon for half the price, you're not building a brand. You're a middleman in a race to the bottom.
Every kilogram and every cubic centimetre is a tax on your margin. Big and bulky quietly kills businesses, especially in Australia where shipping is brutal.
You're not creating demand from nothing. You're capturing demand that already exists. Educating a market is the most expensive thing you can do in marketing.
A product without a story is a commodity. Commodities compete on price. Story is what lets you charge a premium and build a brand around the product.
First sale is expensive. Every sale after is profit. If they don't come back, you're stuck on the acquisition treadmill forever.
You don't own a brand if you don't own the supply. Stockouts kill momentum. Single-source suppliers kill businesses. Long lead times kill cash flow.
If a copycat can replicate you in 90 days, you'll be replicated in 90 days. Being first matters less than being defended.
Regulations, restricted categories, IP infringement, and platform bans can vaporise a business overnight. The risk you don't see is the risk that ends you.
You'll spend 5 to 10 years on this. If you don't care about the customer or the category, you'll burn out before it works. Money alone won't carry you through the boring middle.
Ten filters. One hour.
A real decision.
Instant access · 30-day guarantee · No upsell pressure
This isn't a 30-hour course you'll never finish. It's the smallest amount of work that produces a real decision.
The Masterclass · 60 minutes. A full-length walkthrough of the 10 filters that determine whether a product can carry a real business. Each filter has the principle, the maths, the test, and the live examples.
The Perfect Product Checklist · 15 pages, scored. A printable, scored checklist mirroring the masterclass. Three honest questions per filter. Score yourself out of 150. Read your verdict. Decide. Designed to be filled in once and re-run on every future product idea.
The 10P Framework Reference Card. A one-page reference of the 10 engines that drive every eCommerce business. Pinned next to your monitor for the rest of your career.
I'm Paul Warren. I've spent the last 25 years inside eCommerce, on the operator side and the strategy side.
I started Warcom at 17 from my bedroom and grew it into a $40 million operation that listed on the ASX in 2014. I've since founded Insiteful, a Shopify agency that's built or rebuilt 200+ Shopify stores, and co-founded eCommerce Circle, the coaching community for family-founded brands scaling from $500k a year to $500k a month.
I co-wrote the book More Orders with Chris McLean. I run weekly coaching with operators across Australia, New Zealand, and the UK. I've seen what works and what quietly kills brands that should have made it.
The 10 filters in this course are the exact filters I use to evaluate any product idea, whether it's mine, a coaching client's, or a brand we're considering inside Insiteful. They're not theory. They're the operator's filter, refined over 25 years of getting it right and getting it wrong.
"I was about to drop $80k on inventory for a product that would have killed us on freight. Paul's filter caught it in twenty minutes."
"I'd been told my margin was 'fine' for two years. Filter 1 of this course showed me it wasn't. We repriced and the business turned around in a quarter."
"I almost launched a generic Temu product. The Differentiation Test stopped me cold. Saved me a year of effort and probably six figures."
The masterclass alone is worth more than the price of the course. The checklist alone is worth more than the price of the course. You get all of it for $27.
| The Masterclass · 60 minutes | $297 |
| The Perfect Product Checklist · 15 pages, scored | $97 |
| The 10P Framework Reference Card | $47 |
| Bonus · Founder Audit Mini-Session | $57 |
| Total Value | $497 |
| Today | $27 |
Watch the masterclass. Run your product through the checklist. If after 30 days you don't feel like the $27 just saved you a year of effort and probably six figures, email us. We'll refund you in full. You keep the masterclass and the checklist either way.
You're not risking the price of a Sunday brunch.
This is exactly when you want this. Run every shortlist idea through the filter before you commit. The cheapest decision is always the one you make before you've spent the money.
Yes. Most founders running an existing brand find at least one filter where their product is failing. That's usually the constraint holding back the whole business.
About 60 minutes. The checklist takes another 30. You can have a real decision in 90 minutes total.
The principles work anywhere. The freight maths, regulatory references, and pricing examples are weighted to Australian eCommerce. Founders in NZ, UK, and the US will get full value with minor translation.
No. The course works whether you're on Shopify, Amazon, retail, or pre-launch with no platform decided. The filter is about the product, not the platform.
The 10 filters are category-agnostic. Apparel, supplements, homewares, pet, beauty, food, hardware. The filters work because they're about structural fundamentals, not category tactics.
Free content tells you the principles. This gives you the scored diagnostic. By the end of the hour you've made a decision, not just learned a concept.
30 days. No hoops. Email us, we refund. You keep the materials.
Yes. Inside eCommerce Circle™ we run the full More Orders Operating System™ across the four foundations: Stock, Story, Store, and Strategy. Weekly coaching, the community, the Command Centre™. This course is the front door.
The product decision is the most expensive decision you'll ever make in eCommerce. Spend the next 60 minutes making it the right one. For the price of a Sunday brunch.
Instant access. 30-day money-back guarantee. Built on 25 years of operating eCommerce brands.
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