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role="main"> 188 <section class="content-section page"> 189 <div class="wrap"> 190 <article class="post post-7354"> 191 <header class="entry-header"> 192 <h1 class="entry-title">About eCommerce MasterPlan</h1> 193 </header> 194 195<p class="wp-block-paragraph">eCommerce MasterPlan exists to help eCommerce businesses get more customers – by helping them work out where to focus to grow their business as efficie
195ntly and effectively as possible.</p> 196 197 198 199<p class="wp-block-paragraph">We’ve found that the two most common questions someone running an eCommerce business asks are:</p> 200 201 202 203<ul class="wp-block-list"><li>Is what I’m doing the right thing? The best thing I could be doing?</li><li>What do I do next?</li></ul> 204 205 206 207<p class="wp-block-paragraph">So, we aim to give you the tools you need to answer those questions.</p> 208 209 210 211<h3 class="wp-block-heading">Our Story</h3> 212 213 214 215<p class="wp-block-paragraph">eCommerce MasterPlan was created by Chloë Thomas in May 2012 to achieve 2 aims:</p> 216 217 218 219<ol class="wp-block-list"><li>Provide an escape route from the marketing agency she founded and was managing</li><li>Enable her to do what she’d always been trying to do – help eCommerce business to avoid waste. The waste of missed opportunities, and spending budget on the wrong things.</li></ol> 220 221 222 223<p class="wp-block-paragraph">And in December 2022 we’ve added a third:</p> 224 225 226 227<p class="wp-block-paragraph">3. Help and push eCommerce brands along the path to Net Zero – both to become better businesses AND to re-educate consumers to make better purchasing decisions.</p> 228 229 230 231<p class="wp-block-paragraph"><strong>Who’s Chloe?</strong></p> 232 233 234 235<p class="wp-block-paragraph">Chloe Thomas has been in eCommerce and marketing for nearly 20 years. </p> 236 237 238 239<p class="wp-block-paragraph">After escaping life as a financial marketer (too many colleagues, too slow moving, too little impact) she fell into omnichannel retail running catalogue mailings, and getting excited about eCommerce.</p> 240 241 242 243<p class="wp-block-paragraph">That led to her “kid in the candy shop” role – bringing eCommerce to 6+ successful Mail Order businesses.</p> 244 245 246 247<p class="wp-block-paragraph">That role became a marketing agency that Chloe ran for 10 years, and 5 years in realised she was the last person in the world who should be running a marketing agency – she just couldn’t make it fit with her introvert-ness. Too often it meant she was in a terrible mood at work, spending all her free time sitting on the sofa desperately trying to recharge, or failing to chase up the new business the business really needed. </p> 248 249 250 251<p class="wp-block-paragraph">So how to combine her love for the nuts and bolts of marketing, the excitement of new strategies with earning a living?</p> 252 253 254 255<p class="wp-block-paragraph">It took 5 years to exit the agency (leaving it in awesome hands – who have already made it far more successful!), and then another 3 to really work out the right path forward.</p> 256 257 258 259<p class="wp-block-paragraph">Now it’s onwards and upwards for everything eCommerce Masterplan.</p> 260 261 262 263<p class="wp-block-paragraph"><strong>Our Journey</strong></p> 264 265 266 267<p class="wp-block-paragraph">It all started with Chloe’s first book hitting the shelves in September 2012.</p> 268 269 270 271<p class="wp-block-paragraph">Since then there we’ve grown to include:</p> 272 273 274 275<ul class="wp-block-list"><li>5 books – mostly bestsellers</li><li>2 podcasts – award-winning, high ranking, and frequently appearing in ‘must-listen’ lists</li><li>At least one Virtual Summit a year</li><li>Numerous speaking gigs around the world</li><li>A specialism in chairing panel debates (who wouldn’t have guessed that back in 2012!!)</li></ul> 276 277 278 279<p class="wp-block-paragraph">And now (in 2022) we focus on creating content to inspire and guide eCommerce business owners and marketers to make better marketing and carbon decisions in their businesses.</p> 280 281 282 283<p class="wp-block-paragraph">(in practical terms – that thinking, speaking, and writing!)</p> 284 285 286 287<h4 class="wp-block-heading">How well is the business meeting Chloë’s aims?</h4> 288 289 290 291<p class="wp-block-paragraph">Aim 1:</p> 292 293 294 295<p class="wp-block-paragraph">She successfully exited the agency in 2016 and since then it’s been all eCommerce MasterPlan. </p> 296 297 298 299<p class="wp-block-paragraph">And leaving the agency has 100% been a great move.</p> 300 301 302 303<p class="wp-block-paragraph">Aim 2:</p> 304 305 306 307<p class="wp-block-paragraph">Every month 10,000+ people consume our content –
307 we hope because it’s helping them avoid waste in their lives and business, and setting them up for success. Rather than just a way to kill time!</p> 308 309 310 311<p class="wp-block-paragraph">Aim 3:</p> 312 313 314 315<p class="wp-block-paragraph">it’s early days – but feedback is good! (find out more <a href="https://ecommercemasterplan.com/our-net-zero-journey-updates/" target="_blank" rel="noreferrer noopener">here</a>)</p> 316 317 318 319<h3 class="wp-block-heading">Who is eCommerce MasterPlan?</h3> 320 321 322 323<p class="wp-block-paragraph">There is only one full time person at eCommerce MasterPlan – that’s our founder Chloë Thomas. Her work is supported by a phlanx of specialists!</p> 324 325 326 327<p class="wp-block-paragraph">Fenella is always around – looking after everything financial. The team at Music Radio Creative look after our podcast production, April and Christine do a lot of the work, and there’s a wide range of others as the needs of the business dictate (including social media, ebook designers and much much more).</p> 328 329 330 331<h2 class="wp-block-heading">How can eCommerce MasterPlan help you?</h2> 332 333 334 335<p class="wp-block-paragraph">There are lots of ways you can get our help to grow your business:</p> 336 337 338 339<h4 class="wp-block-heading">Join our Email List</h4> 340 341 342 343 344 345<p class="wp-block-paragraph">We are always shouting about new great resources that will help you grow your business in our weekly newsletter.</p> 346 347 348 349<p class="wp-block-paragraph">So get signed up to make sure you know all about what we’re sharing and what we’re creating.</p> 350 351 352 353<h3 class="wp-block-heading"><a href="http://ecommercemasterplan.com/podcast/"><img fetchpriority="high" decoding="async" width="300" height="300" class="alignright size-full wp-image-7360" src="http://ecommercemasterplan.com/wp-content/uploads/2016/08/ecommerce-masterplan-podcast-300.png" alt="ecommerce masterplan podcast 300" srcset="https://ecommercemasterplan.com/wp-content/uploads/2016/08/ecommerce-masterplan-podcast-300.png 300w, https://ecommercemasterplan.com/wp-content/uploads/2016/08/ecommerce-masterplan-podcast-300-150x150.png 150w" sizes="(max-width: 300px) 100vw, 300px" /></a>The eCommerce MasterPlan Podcast</h3> 354 355 356 357<p class="wp-block-paragraph">Chloë launched the eCommerce MasterPlan Podcast in 2015 to bring you the fasicating conversations she gets to have with other people running eCommerce businesses.</p> 358 359 360 361<p class="wp-block-paragraph">It’s a weekly show with occasional bonus episodes, and it’s evolved to include the occasional monologue, or expert session, and the very popular conference takeaways.</p> 362 363 364 365<p class="wp-block-paragraph">You can find out all about the podcast and start listening right <a href="http://ecommercemasterplan.com/podcast">here</a>.</p> 366 367 368 369<h3 class="wp-block-heading">The Keep Optimising Podcast</h3> 370 371 372 373<div class="wp-block-image"><figure class="alignright size-medium"><a href="http://ecommercemasterplan.com/wp-content/uploads/2020/08/Keep-Optimising-Marketing-Podcast-Cover_400x400.png"><img decoding="async" width="300" height="300" src="http://ecommercemasterplan.com/wp-content/uploads/2020/08/Keep-Optimising-Marketing-Podcast-Cover_400x400-300x300.png" alt="Keep Optimising Marketing Podcast" class="wp-image-20828" srcset="https://ecommercemasterplan.com/wp-content/uploads/2020/08/Keep-Optimising-Marketing-Podcast-Cover_400x400-300x300.png 300w, https://ecommercemasterplan.com/wp-content/uploads/2020/08/Keep-Optimising-Marketing-Podcast-Cover_400x400-150x150.png 150w, https://ecommercemasterplan.com/wp-content/uploads/2020/08/Keep-Optimising-Marketing-Podcast-Cover_400x400-380x380.png 380w, https://ecommercemasterplan.com/wp-content/uploads/2020/08/Keep-Optimising-Marketing-Podcast-Cover_400x400.png 400w" sizes="(max-width: 300px) 100vw, 300px" /></a></figure></div> 374 375 376 377<p class="wp-block-paragraph">Chloë launched Keep Optimising in 2020.</p> 378 379 380 381<p class="wp-block-paragraph">Each month we focus on a different marketing method, talking to a different expert about a different slant on it each week.</p> 382 383 384 385<p class="wp-block-paragraph">It’s a weekly show, released every Wednesday.</p> 386 387 388 389<p class="wp-block-paragraph">
389Find out all about how it can help you improve your marketing <a href="https://keepoptimising.com" target="_blank" rel="noreferrer noopener">here</a>.</p> 390 391 392 393<h4 class="wp-block-heading">Chloë’s Books</h4> 394 395 396 397<p class="wp-block-paragraph">Writing is one of Chloë’s favourite things to do – looking at the world of eCommerce and marketing and developing models to help others to make sense of it all, and build their businesses faster.</p> 398 399 400 401<figure class="wp-block-image size-large"><a href="http://ecommercemasterplan.com/wp-content/uploads/2019/11/all-5-flat-ecommerce-marketing-2019.png"><img decoding="async" width="742" height="215" src="http://ecommercemasterplan.com/wp-content/uploads/2019/11/all-5-flat-ecommerce-marketing-2019.png" alt="ecommerce marketing books by chloe thomas" class="wp-image-12880" srcset="https://ecommercemasterplan.com/wp-content/uploads/2019/11/all-5-flat-ecommerce-marketing-2019.png 742w, https://ecommercemasterplan.com/wp-content/uploads/2019/11/all-5-flat-ecommerce-marketing-2019-300x87.png 300w" sizes="(max-width: 742px) 100vw, 742px" /></a></figure> 402 403 404 405<p class="wp-block-paragraph">So far we’ve published 5 books, and all are available as Paperback, ebook, and audiobook.</p> 406 407 408 409<p class="wp-block-paragraph">Find more information about them <a href="http://ecommercemasterplan.com/books/" target="_blank" rel="noreferrer noopener">here</a></p> 410 411 412 413<h4 class="wp-block-heading">Speaking</h4> 414 415 416 417<p class="wp-block-paragraph">Speaking at and chairing events is one of Chloë’s favourite things to do!</p> 418 419 420 421<p class="wp-block-paragraph">Keep an eye on our newsletter and social media to see where she’s going to be next.</p> 422 423 424 425<p class="wp-block-paragraph"><em>If you’re interested in hiring Chloë to speak at your event <a href="http://chloethomas.com/ecommerce-and-marketing-speaker/" target="_blank" rel="noopener noreferrer">follow this link</a></em></p> 426 427 428 429<h4 class="wp-block-heading">Coaching, Training and Projects</h4> 430 431 432 433<p class="wp-block-paragraph">Chloë’s in the process of removing herself from working directly with individual retailers.</p> 434 435 436 437<p class="wp-block-paragraph">You find out how we can help, and how our partners can help <a href="http://ecommercemasterplan.com/ecommerce-consulting/" target="_blank" rel="noreferrer noopener">here</a>.</p> 438 439 440 441<h2 class="wp-block-heading">About Chloë Thomas</h2> 442 443 444 445<div class="wp-block-image"><figure class="alignright"><img loading="lazy" decoding="async" width="200" height="299" src="http://ecommercemasterplan.com/wp-content/uploads/2014/10/chloe-thomas-portrait-200w.png" alt="chloe thomas" class="wp-image-6222"/></figure></div> 446 447 448 449<p class="wp-block-paragraph">Chloë is the brains behind eCommerce MasterPlan.</p> 450 451 452 453<p class="wp-block-paragraph">She’s the author of the books and blog content, the host of the podcast, and develops all our content and strategies.</p> 454 455 456 457<p class="wp-block-paragraph">Chloë has been working in direct marketing since 2001, originally getting a job in retail banking marketing at Barclays after her history degree at Oxford. Next she worked at UK mail order and high street business Past Times as their Direct
457Communications Manager – looking after the instore loyalty program, the catalogue mailings, and email marketing.</p> 458 459 460 461<p class="wp-block-paragraph">After Past Times went into administration in Christmas 2005 (not her fault she assures us!), she was very lucky to get a job as Head of eCommerce at mail order consultancy Ardington. There she brought several estabilished mail order businesses into the internet age – launching multiple websites, endless first ever email campaigns, as well as Google Adwords and affiliate marketing. That role was highly successful and after less than a year turned into a marketing agency all of its own.</p> 462 463 464 465<p class="wp-block-paragraph">The agency cycled through many different approaches and models over the years, enabling Chloë to cut her teeth in B2B marketing and sales as well as learn a great deal more about retail and eCommerce whilst working with everyone from high street retailers to pure play online startups.</p> 466 467 468 469<p class="wp-block-paragraph">In 2012 Chloë realised her future was in helping eCommerce businesses work out what marketing they should be doing – and that trying to do this whilst also flogging Google Adwords services wasn’t the best way forwards! And so eCommerce MasterPlan was born allowing her to focus on bringing better eCommerce business strategies and marketing to the world.</p> 470 471 472 473<p class="wp-block-paragraph">Having launched the business in Oxford, Chloë moved back to her home town in Cornwall in 2013 and can now frequently be found on First Great Western trains heading in and out of London!</p> 474 475 476 477<p class="wp-block-paragraph">Want to find out more about Chloë and what’s she’s been up to – you’ll find that in her <a href="http://ecommercemasterplan.com/upcoming-speaking-events/">recent interviews</a>.</p> 478 479 480 481<p class="wp-block-paragraph"><a href="https://uk.linkedin.com/in/chloethomasecommerce" target="_blank" rel="noopener noreferrer">Chloë’s CV on LinkedIn</a></p> 482 483 484 485<h3 class="wp-block-heading">Accolades:</h3> 486 487 488 489<ul class="wp-block-list"><li>Power Retail (Australia’s number one eCommerce publisher) named Chloë one of the world’s top 10 eCommerce commentators.</li><li>The eCommerce MasterPlan Podcast is the number one eCommerce podcast in the UK.</li><li>Customer Persuasion is an Amazon.com bestseller</li><li>Chloë is an “eCommerce Rockstar” – Skip Fedura, dotmailer</li><li>Chloë is an “eCommerce visionary” – Kate Russell, BBC</li></ul> 490 491 492 493<p class="wp-block-paragraph"><span style="border-radius: 2px; 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