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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 &#8211; 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&#8217;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&#8217;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&#8217;d always been trying to do &#8211; 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&#8217;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 &#8211; 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&#8217;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 &#8220;kid in the candy shop&#8221; role &#8211; 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 &#8211; she just couldn&#8217;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 &#8211; 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&#8217;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&#8217;s first book hitting the shelves in September 2012.</p>
268
269
270
271<p class="wp-block-paragraph">Since then there we&#8217;ve grown to include:</p>
272
273
274
275<ul class="wp-block-list"><li>5 books &#8211; mostly bestsellers</li><li>2 podcasts &#8211; award-winning, high ranking, and frequently appearing in &#8216;must-listen&#8217; 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&#8217;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 &#8211; that thinking, speaking, and writing!)</p>
284
285
286
287<h4 class="wp-block-heading">How well is the business meeting Chloë&#8217;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&#8217;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 &#8211;
307 we hope because it&#8217;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&#8217;s early days &#8211; 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 &#8211; that&#8217;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 &#8211; 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&#8217;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&#8217;re sharing and what we&#8217;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&#8217;s a weekly show with occasional bonus episodes, and it&#8217;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&#8217;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&#8217;s Books</h4>
394
395
396
397<p class="wp-block-paragraph">Writing is one of Chloë&#8217;s favourite things to do &#8211; 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&#8217;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&#8217;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&#8217;s going to be next.</p>
422
423
424
425<p class="wp-block-paragraph"><em>If you&#8217;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&#8217;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&#8217;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 &#8211; 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 &#8211; 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 &#8211; and that trying to do this whilst also flogging Google Adwords services wasn&#8217;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&#8217;s she&#8217;s been up to &#8211; you&#8217;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&#8217;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&#8217;s number one eCommerce publisher) named Chloë one of the world&#8217;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 &#8220;eCommerce Rockstar&#8221; &#8211; Skip Fedura, dotmailer</li><li>Chloë is an &#8220;eCommerce visionary&#8221; &#8211; Kate Russell, BBC</li></ul>
490
491
492
493<p class="wp-block-paragraph"><span style="border-radius: 2px; text-indent: 20px; width: auto; padding: 0px 4px 0px 0px; text-align: center; font: bold 11px/20px 'Helvetica Neue',Helvetica,sans-serif; color: #ffffff; background: #bd081c no-repeat scroll 3px 50% / 14px 14px; position: absolute; opacity: 0.85; z-index: 8675309; display: none; cursor: pointer; top: 707px; left: 1099px;">Save</span></p>
494
495
496
497<p class="wp-block-paragraph"><span style="border-radius: 2px; text-indent: 20px; width: auto; padding: 0px 4px 0px 0px; text-align: center; font: bold 11px/20px 'Helvetica Neue',Helvetica,sans-serif; color: #ffffff; background: #bd081c no-repeat scroll 3px 50% / 14px 14px; position: absolute; opacity: 0.85; z-index: 8675309; display: none; cursor: pointer; top: 707px; left: 1099px;">Save</span></p>
498
499
500
501<p class="wp-block-paragraph"><span style="border-radius: 2px; text-indent: 20px; width: auto; padding: 0px 4px 0px 0px; text-align: center; font: bold 11px/20px 'Helvetica Neue',Helvetica,sans-serif; color: #ffffff; background: #bd081c no-repeat scroll 3px 50% / 14px 14px; position: absolute; opacity: 0.85; z-index: 8675309; display: none; cursor: pointer; top: 707px; left: 1099px;">Save</span></p>
502
503					</article>
504						</div>
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514<h4 class="wp-block-heading" style="text-transform:uppercase">eCommerce MasterPlan Podcast</h4>
515
516
517
518<ul class="wp-block-list">
519<li><a href="https://ecommercemasterplan.com/b2b-ecommerce-podcast/" data-type="page" data-id="8250">B2B eCommerce Podcasts</a></li>
520
521
522
523<li><a href="https://ecommercemasterplan.com/dtc-brands-on-the-ecommerce-masterplan-podcast/">DTC Brands</a></li>
524
525
526
527<li><a href="https://ecommercemasterplan.com/fashion-on-the-ecommerce-masterplan-podcast/">Fashion &amp; Apparel Podcast Episodes</a></li>
528
529
530
531<li><a href="https://ecommercemasterplan.com/home-garden-ecommerce-podcast-episodes/">Home &amp; Garden Podcast Episodes</a></li>
532
533
534
535<li><a href="https://ecommercemasterplan.com/b-corp-ecommerce-case-studies/" data-type="page" data-id="29523" target="_blank" rel="noreferrer noopener">B Corp Interviews</a></li>
536
537
538
539<li><a rel="noreferrer noopener" href="https://ecommercemasterplan.com/beauty-ecommerce-brands-on-the-ecommerce-masterplan-podcast/" target="_blank">Beauty Episodes</a></li>
540
541
542
543<li><a href="https://ecommercemasterplan.com/one-person-ecommerce-businesses-podcast/">One Person eCommerce Businesses</a></li>
544
545
546
547<li><a href="https://ecommercemasterplan.com/podcast-interviews-shopify-store-owners/">Shopify Businesses</a></li>
548
549
550
551<li><a rel="noreferrer noopener" href="https://ecommercemasterplan.com/magento-podcast/" target="_blank">Magento Businesses</a></li>
552
553
554
555<li><a href="https://ecommercemasterplan.com/woocommerce-case-studies-on-the-ecommerce-masterplan-podcast/" data-type="page" data-id="29525" target="_blank" rel="noreferrer noopener">WooCommerce Businesses</a></li>
556
557
558
559<li><a href="https://ecommercemasterplan.com/startup/">Startups</a></li>
560
561
562
563<li><a href="https://ecommercemasterplan.com/subscription-ecommerce-podcasts/">Subscription eCommerce Podcasts</a></li>
564
565
566
567<li><a href="https://ecommercemasterplan.com/top10/">Top 10 Episodes</a></li>
568
569
570
571<li><a href="https://ecommercemasterplan.com/podcast-interviews-ecommerce-businesses-7-figures/">£1m+ Businesses</a></li>
572
573
574
575<li><a href="https://ecommercemasterplan.com/ecommerce-book-authors-podcast-episodes/" data-type="link" data-id="https://ecommercemasterplan.com/ecommerce-book-authors-podcast-episodes/">Authors</a></li>
576
577
578
579<li><a href="https://ecommercemasterplan.com/what-would-you-do/">
579WWYD Episodes</a></li>
580</ul>
581</div>
582
583
584
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