For ten years I operated ecommerce businesses. I co-founded KASTLITE and scaled it to eight figures, and I carried P&Ls for Squatty Potty, LEVOLOR, Goalrilla, and STIGA across Amazon, Walmart, and DTC.
Most of those years were the unglamorous work. Catalog issues. Retail math. Stitching disjointed data into something you could actually decide from. Coordinating projects that crossed every department. The work that quietly eats an operator's week and never shows up in the highlight reel.
It taught me what it costs when operations can't keep pace with growth, and what it's worth when they do. On one brand, that meant taking contribution margin from 1% to 21% in five months.
Then the ground shifted. For the first time, an operator can build the tools they used to wait years and beg a roadmap for. That's what I spend my time on now: putting AI where it moves a number you actually track, not where it photographs well in a deck.
SMB Advantage is how I do that. Most of what I make is free: the readiness tool, the Manual Meter, ninety-nine tested prompts, and field notes from inside the work. When you want a hand, we work together directly.