This extensive training covered a step-by-step playbook for building and scaling a print-on-demand e-commerce brand, drawing from personal experience and numerous student case studies.
Major topics included business foundations, mindset, niche and design research, account and process setup, designing products, Facebook ads testing, funnel optimization, scaling, internationalization, advanced marketing, and business exit strategies.
Key decisions emphasized prioritizing quality design, methodical testing, systematization, and continuous learning over shiny new tools or shortcuts. The recommended path is to focus on product-market fit, optimize core funnel metrics, and reinvest in process and team as the brand grows.
The presenter advocated for taking responsibility, leveraging community resources, and methodically building strong business fundamentals that enable both sustained growth and eventual exit options.
Action Items
Ongoing – All attendees: Run daily P&L and balance sheet; track key funnel metrics (cost per click, conversion rate, AOV); update design and product catalog with at least 5–7 new designs per day.
Ongoing – All attendees: Systematically test Facebook ads (mockups, designs, offers) with disciplined, low-budget sprints; document all changes and results.
Ongoing – All attendees: Regularly optimize store conversion rate and average order value using the provided funnel checklist and compare against competitor best practices.
Ongoing – All attendees: Ensure customer service is prompt, empathetic, and systematized; consider hiring VAs for support and design as sales scale.
Ongoing – All attendees: Send 2–3 email campaigns per week, balancing sales and value content; monitor open and click rates.
At $10k+ Sales – Owner: Expand internationally by configuring separate Shopify markets, Printify providers, and Facebook ad sets; monitor per-country conversion rates and costs.
At $100k+ Sales – Owner: Automate workflows, document all Sops, and transition toward a more process-managed and team-supported business model.
At $1M+ Sales – Owner: Prepare comprehensive and organized documentation (financials, Sops, assets); review valuation methods; consider exit options and begin discussions with brokers or buyers if desired.
Business Foundations & Mindset
Focus heavily on foundational business and personal development before launching; mindset, consistency, daily habits, and realistic expectations are critical.
Embrace a testing/learning mindset: prioritize volume and rapid iteration over perfectionism.
Set clear, realistic financial and time commitments; avoid the sunk cost fallacy and shiny object syndrome by committing to one proven process.
Structure your business for the long-term, systematizing early and documenting lessons, designs, and processes for future scaling or marketing.
Join communities or accountability groups to maintain motivation, learn from others, and share progress.
Research & Brand Development
Start with broad, passionate niches for predictable demand and brand affinity; test with niche “bumper sticker” logic and validate with marketplace research.
Build an organized, exhaustive library of at least 100 design ideas before launching; draw from proven bestsellers on Etsy, Amazon, Pinterest, and other brands.
Keep all research and product files systematically organized for easy reference and updating.
Use chat GPT and other AI tools to generate, improve, and iterate on brand names, logos, slogans, and product design ideas.
When selecting a brand name/logo, prioritize clarity, memorability, and niche relevance over perfection—don’t get stuck here.
Setup: Accounts, Store, and Fulfillment
Set up all accounts and integrations up front (Shopify, Printify, Facebook Ads, Clavio email, Google Ads, payment processors).
Use checklists and best-practice theme files for streamlined Shopify setup; focus on product/collection pages and mobile-first optimization.
Carefully select Printify fulfillment partners based on quality, speed, reliability, and cost; test samples before scaling.
Systematically document all Sops for customer service, design uploads, finance, and operations.
Design, Mockups, and Product Creation
Quantity and quality are both essential: create at least 100 unique designs and 15–20 completely distinct mockups for testing.
Use varied tools (Canva, AI, designers); prioritize mockup realism, niche relevance, strong visual contrast, and high perceived value.
Perform isolated mockup tests via Facebook ads to find the lowest cost-per-click variants before batch uploading to all products.
Systematize design processes; maintain a master spreadsheet to track product/design status, QA, and deployment.
Paid Traffic: Facebook Ads & Testing
Facebook ads are the primary driver; systematically test mockups and then designs using catalog and static ad formats.
Keep initial testing budgets low (e.g., $50 per test cycle); focus on driving high-volume learning, not immediate profit.
Main KPIs: Cost per link click (target $0.50–0.75), conversion rate (target 2.5–3%), and average order value ($45–$50).
Use the provided optimization calculator/checklist to identify and address core funnel leaks in the right order.
After initial testing, scale only best performers into main CBO campaigns; continually test new variants/ads at 5–10% of budget.
Use the 200+ point optimization checklist to methodically improve store conversion and order value.
Run daily/weekly stats tracking; document dates of all site changes for robust testing.
At $10k+ sales, expand internationally with dedicated markets, print partners, ad sets, and shipping rates; monitor regional performance and costs.
At $100k+ sales, automate routine processes, outsource customer service and design, and focus founder energy on high-leverage activities (ad strategy, optimization, financial management).
Add Google search (retargeting) to recapture lost Facebook traffic and further increase LTV.
For SMS marketing, limit to no more than 1 per week, focusing on high-urgency offers.
Build strong systems: use project management (Monday.com), dashboards (TripleWhale), customer support platforms (e.g., Gorgeous), and track time/payroll (Hubstaff, Wise).
Continuously document and iterate Sops; use Make.com or similar tools to automate order routing, spreadsheet updates, etc.
Business Exit Preparation
Organize and maintain all documentation: daily/monthly P&L, balance sheet, Sops, design files, customer lists, and platform access.
Target at least 12 months of historical performance and $1M+ sales before pursuing an exit for best multiples.
Research brokers, marketplaces, and buyers; prepare a process letter, slide deck, and clear offer summaries.
Prepare for extensive due diligence; ensure accrual accounting and clear support for every financial line-item.
Vet buyers carefully; ensure earnout agreements are fair and only accept them if upfront terms are independently suitable.
Decisions
Prioritize core funnel metrics—All business optimization is rooted in improving cost per click, conversion rate, average order value, and email LTV. This focus outperforms adding new channels, products, or shiny features.
Delay international expansion until US sales are profitable and systematized—Prevents distraction and protects margin.
Outsource non-core support functions at $10k+ sales—Frees founder time for growth activities and prevents burnout.
Document and automate everything for scale—Prevents operational bottlenecks and enables consistent handoff to team or acquirer.
Only pursue business exit (sale) after at least 1 year and $1M in sales—Maximizes buyer interest and valuation.
Open Questions / Follow-Ups
Are there any legal, tax, or compliance requirements specific to your country or state that need specialized advice before scaling or exiting?
Have you finalized selection of international print partners and updated your fulfillment/returns SOPs for each region?
Are there any unresolved issues regarding recurring costs, refunds, or chargebacks that require additional tracking or process changes?
Has the team adopted all project management/communication tools and are Sops up to date for all delegated functions?
What specific experiments or designs will be prioritized in the next round of ad testing for further funnel optimization?