Your Ecommerce Operating System

Discover your founder archetype and unlock your real growth bottleneck.

31 questions · Takes about 5 minutes

Question 1 of 31

What best describes your brand right now?

1 People love the product and tell others about it 2 We're growing because we're good at ads and content 3 We win because our margins and ops are dialled 4 We're growing through constant testing and iteration 5 Growth depends mostly on me pushing things forward

Question 2 of 31

If all marketing stopped tomorrow, what happens?

1 Sales dip but loyal customers keep us alive 2 Revenue collapses quickly 3 We're fine short-term due to cash and inventory planning 4 We'd test new channels immediately 5 I'd scramble and manually sell

Question 3 of 31

What feels like your biggest advantage?

1 Product quality and uniqueness 2 Traffic generation and reach 3 Cost structure and margins 4 Data and experimentation 5 Speed and hustle

Question 4 of 31

Your revenue is mostly driven by:

1 Word of mouth and referrals 2 Paid traffic (Meta, Google, etc.) 3 Repeat customers and subscriptions 4 Conversion improvements and optimisation 5 Founder relationships and direct outreach

Question 5 of 31

Your biggest frustration right now:

1 Hard to scale audience beyond our core fans 2 Ads getting more expensive, less predictable 3 Cashflow and inventory planning 4 Tests take too long to show results 5 Everything relies on me

Question 6 of 31

Where do most new customers come from?

1 Organic search, referrals, or word of mouth 2 Meta, Google, or TikTok ads 3 Wholesale, partnerships, or marketplaces 4 On-site improvements driving better conversion 5 Me personally reaching out or networking

Question 7 of 31

How predictable is your growth?

1 Hard to predict but we have loyal repeat buyers 2 Predictable if I spend - revenue tracks ad budget 3 Predictable via supply planning and inventory 4 Predictable via experiments and iteration 5 Not predictable at all - lots of ups and downs

Question 8 of 31

What happens when you increase ad spend?

1 We don't really run ads - product sells itself 2 Revenue scales fairly linearly with spend 3 Ops get stressed - fulfilment becomes the bottleneck 4 We test incrementally before scaling 5 Honestly, I panic a bit and change things constantly

Question 9 of 31

Which sentence feels most true?

1 We under-monetise a great product 2 We drive traffic to a leaky bucket 3 We're profitable but growing slowly 4 We know our metrics better than our customers 5 We need systems, not more ideas

Question 10 of 31

Your brand is strongest at:

1 Brand love and customer loyalty 2 Reach and awareness 3 Fulfilment and operations 4 User experience and conversion 5 Vision and mission

Question 11 of 31

Your growth ceiling is currently limited by:

1 Audience size - we've saturated our niche 2 CAC - customer acquisition costs keep rising 3 Cashflow - need working capital to scale 4 Experiment velocity - can't test fast enough 5 Founder bandwidth - I'm the bottleneck

Question 12 of 31

Do you know your true contribution margin?

1 Roughly - we focus more on product 2 Only at channel level (ROAS, MER) 3 To the cent - we track everything 4 In dashboards with LTV, CAC, CM2 5 Not really - I should probably know this

Question 13 of 31

Inventory management feels:

1 Intuitive - we know what will sell 2 Reactive - we order when campaigns hit 3 Optimised - lead times and MOQs are dialled 4 Simulated - we forecast based on data 5 Stressful - stockouts and overstock happen often

Question 14 of 31

Your cash conversion cycle is:

1 Unknown - we focus on product not finance 2 Painful - ads need cash upfront 3 Optimised - we've shortened it deliberately 4 Modelled - we forecast scenarios 5 Chaotic - cash flow is always a surprise

Question 15 of 31

Your biggest operational risk:

1 Scaling quality - maintaining standards at volume 2 Rising CPMs - platform costs eating margin 3 Stockouts or supply chain disruption 4 False positives - acting on bad data 5 Burnout - I can't keep this pace

Question 16 of 31

If revenue doubled tomorrow:

1 Product quality would struggle to keep up 2 We'd need more creative and ad budget 3 Ops would handle it - we're built for scale 4 Site would handle it - infrastructure is solid 5 I would collapse - too much on my plate

Question 17 of 31

You spend more time on:

1 Product development and quality 2 Acquisition and marketing 3 Finance and operations 4 Analytics and experimentation 5 Everything - I wear all the hats

Question 18 of 31

How often do you run structured experiments?

1 Rarely - we trust our product instincts 2 Only on ads - creative and audience tests 3 Ops tests - pricing, shipping thresholds 4 Weekly - we have a testing roadmap 5 Never formally - just try things and see

Question 19 of 31

Your dashboards are:

1 Minimal - we focus on product feedback 2 Channel focused - ROAS, CTR, CPM 3 Finance heavy - P&L, cashflow, inventory 4 Extensive - multiple tools, automated reports 5 Non-existent - I check Shopify sometimes

Question 20 of 31

Your site UX is:

1 Brand-led - beautiful and editorial 2 Funnel-led - optimised for conversion 3 Functional - gets the job done 4 Continuously tested - always iterating 5 Neglected - haven't touched it in months

Question 21 of 31

Your offers (bundles, pricing, discounts) are:

1 Simple - great product at fair price 2 Aggressive - discounts drive volume 3 Margin-based - priced for profitability 4 Engineered - tested and optimised 5 Random - we change them based on gut feel

Question 22 of 31

Your retention strategy is:

1 Community - customers connect with each other 2 Email/SMS - aggressive campaigns 3 Subscriptions - predictable recurring revenue 4 Lifecycle flows - automated and segmented 5 None really - we focus on new customers

Question 23 of 31

Your tech stack is:

1 Shopify basics - simple and clean 2 Growth tools - Klaviyo, Triple Whale, etc. 3 Ops tools - inventory, ERP, 3PL integrations 4 Analytics tools - GA4, Amplitude, Mixpanel 5 A mess - too many tools, nothing connected

Question 24 of 31

Decision making is driven by:

1 Brand intuition and customer feel 2 Channel metrics and ROAS 3 Financial models and unit economics 4 Experiment results and data 5 Gut feel and whatever feels urgent

Question 25 of 31

Most things wait for:

1 Product feedback and customer input 2 Campaign results and performance data 3 Ops sign-off and resource availability 4 Test results and statistical significance 5 Me - I'm the bottleneck for everything

Question 26 of 31

Your team is mostly:

1 Creatives - designers, product people 2 Marketers - ads, content, growth 3 Operators - ops, finance, logistics 4 Analysts - data, CRO, tech 5 Me + contractors - no real team

Question 27 of 31

Your role today is mostly:

1 Product visionary - shaping the brand 2 Growth lead - driving acquisition 3 CEO - strategy and operations 4 Head of optimisation - experiments and data 5 Firefighter - just keeping things alive

Question 28 of 31

Your biggest fear:

1 Losing our product edge and becoming generic 2 Rising CAC making growth unprofitable 3 Running out of cash or working capital 4 Making the wrong decision based on bad data 5 Burning out and losing passion for this

Question 29 of 31

When CAC rises, you typically:

1 Improve creative and angles fast 2 Push more into email/SMS and bundles 3 Pull spend until margins recover 4 Run landing page and offer tests 5 Panic and change everything

Question 30 of 31

Your most common inventory failure mode is:

1 Stockouts on bestsellers 2 Overstock on slow movers 3 Supplier delays and lead time issues 4 Forecasting blind spots 5 I don't know - it's chaos

Question 31 of 31

When you try to delegate:

1 It comes back wrong, so I redo it myself 2 No one owns outcomes - it falls through 3 I don't have time to train people properly 4 I haven't hired the right people yet 5 We don't have SOPs or documentation

Almost there!

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Identifying your founder archetype