The $2M revenue plateau (and why your data is lying to you)

When you can't see what's actually working, you end up making decisions in the dark.

I was catching up with a founder last week and she was filling me in on where she’s stuck—a problem that I’m noticing has become all too common in ecommerce in this climate.

$2M run rate and then... nothing.

She and her team have been stuck at the same revenue threshold for 8 months—despite increasing ad spend! And launching new products!

When we dug deeper, she shared something that she thought was relatively innocuous with me… but I think it’s actually the real issue:

They're spending 3 days every month just trying to figure out which products are actually profitable.

Meanwhile, $50K worth of dead inventory sits in their warehouse—products they bought 6 months ago based on "seasonal trends" that never materialized. (Been there.)

Their customer data? It’s scattered across 7 different platforms.

The same generic newsletter is going to the customer who bought once 2 years ago… AND the customer who places monthly $500+ orders.

This isn't a growth problem.

(Phew!)

It's a visibility problem.

When you can't see what's actually working, you end up making decisions in the dark.

You double down on the wrong products, ignore your best customers, and waste time on manual reporting instead of strategy.

The companies breaking through that plateau aren't necessarily smarter! They just have better visibility into what's actually driving their business. They’re driving a car with a super clean windshield—and your car just needs better wiper blades. 😉

Ok so if you had to estimate it, how much time do you think your team is losing to data chaos each month?

If you’re spending more than 1-2 hours on this a month, I’d love to help you (and I think I can pretty quickly and easily). Reply to this note and we can get some time on the books to get you unstuck!