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18	<title>About eCommerce MasterPlan - eCommerce MasterPlan</title>
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189					<article class="post post-7354">
190												<header class="entry-header">
191							<h1 class="entry-title">About eCommerce MasterPlan</h1>
192						</header>
193												
194<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
194ntly and effectively as possible.</p>
195
196
197
198<p class="wp-block-paragraph">We&#8217;ve found that the two most common questions someone running an eCommerce business asks are:</p>
199
200
201
202<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>
203
204
205
206<p class="wp-block-paragraph">So, we aim to give you the tools you need to answer those questions.</p>
207
208
209
210<h3 class="wp-block-heading">Our Story</h3>
211
212
213
214<p class="wp-block-paragraph">eCommerce MasterPlan was created by Chloë Thomas in May 2012 to achieve 2 aims:</p>
215
216
217
218<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>
219
220
221
222<p class="wp-block-paragraph">And in December 2022 we&#8217;ve added a third:</p>
223
224
225
226<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>
227
228
229
230<p class="wp-block-paragraph"><strong>Who&#8217;s Chloe?</strong></p>
231
232
233
234<p class="wp-block-paragraph">Chloe Thomas has been in eCommerce and marketing for nearly 20 years. </p>
235
236
237
238<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>
239
240
241
242<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>
243
244
245
246<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>
247
248
249
250<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>
251
252
253
254<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>
255
256
257
258<p class="wp-block-paragraph">Now it&#8217;s onwards and upwards for everything eCommerce Masterplan.</p>
259
260
261
262<p class="wp-block-paragraph"><strong>Our Journey</strong></p>
263
264
265
266<p class="wp-block-paragraph">It all started with Chloe&#8217;s first book hitting the shelves in September 2012.</p>
267
268
269
270<p class="wp-block-paragraph">Since then there we&#8217;ve grown to include:</p>
271
272
273
274<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>
275
276
277
278<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>
279
280
281
282<p class="wp-block-paragraph">(in practical terms &#8211; that thinking, speaking, and writing!)</p>
283
284
285
286<h4 class="wp-block-heading">How well is the business meeting Chloë&#8217;s aims?</h4>
287
288
289
290<p class="wp-block-paragraph">Aim 1:</p>
291
292
293
294<p class="wp-block-paragraph">She successfully exited the agency in 2016 and since then it&#8217;s been all eCommerce MasterPlan. </p>
295
296
297
298<p class="wp-block-paragraph">And leaving the agency has 100% been a great move.</p>
299
300
301
302<p class="wp-block-paragraph">Aim 2:</p>
303
304
305
306<p class="wp-block-paragraph">Every month 10,000+ people consume our content &#8211;
306 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>
307
308
309
310<p class="wp-block-paragraph">Aim 3:</p>
311
312
313
314<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>
315
316
317
318<h3 class="wp-block-heading">Who is eCommerce MasterPlan?</h3>
319
320
321
322<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>
323
324
325
326<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>
327
328
329
330<h2 class="wp-block-heading">How can eCommerce MasterPlan help you?</h2>
331
332
333
334<p class="wp-block-paragraph">There are lots of ways you can get our help to grow your business:</p>
335
336
337
338<h4 class="wp-block-heading">Join our Email List</h4>
339
340
341
342
343
344<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>
345
346
347
348<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>
349
350
351
352<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>
353
354
355
356<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>
357
358
359
360<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>
361
362
363
364<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>
365
366
367
368<h3 class="wp-block-heading">The Keep Optimising Podcast</h3>
369
370
371
372<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>
373
374
375
376<p class="wp-block-paragraph">Chloë launched Keep Optimising in 2020.</p>
377
378
379
380<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>
381
382
383
384<p class="wp-block-paragraph">It&#8217;s a weekly show, released every Wednesday.</p>
385
386
387
388<p class="wp-block-paragraph">
388Find out all about how it can help you improve your marketing <a href="https://keepoptimising.com" target="_blank" rel="noreferrer noopener">here</a>.</p>
389
390
391
392<h4 class="wp-block-heading">Chloë&#8217;s Books</h4>
393
394
395
396<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>
397
398
399
400<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>
401
402
403
404<p class="wp-block-paragraph">So far we&#8217;ve published 5 books, and all are available as Paperback, ebook, and audiobook.</p>
405
406
407
408<p class="wp-block-paragraph">Find more information about them <a href="http://ecommercemasterplan.com/books/" target="_blank" rel="noreferrer noopener">here</a></p>
409
410
411
412<h4 class="wp-block-heading">Speaking</h4>
413
414
415
416<p class="wp-block-paragraph">Speaking at and chairing events is one of Chloë&#8217;s favourite things to do!</p>
417
418
419
420<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>
421
422
423
424<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>
425
426
427
428<h4 class="wp-block-heading">Coaching, Training and Projects</h4>
429
430
431
432<p class="wp-block-paragraph">Chloë&#8217;s in the process of removing herself from working directly with individual retailers.</p>
433
434
435
436<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>
437
438
439
440<h2 class="wp-block-heading">About Chloë Thomas</h2>
441
442
443
444<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>
445
446
447
448<p class="wp-block-paragraph">Chloë is the brains behind eCommerce MasterPlan.</p>
449
450
451
452<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>
453
454
455
456<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 
456Communications Manager &#8211; looking after the instore loyalty program, the catalogue mailings, and email marketing.</p>
457
458
459
460<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>
461
462
463
464<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>
465
466
467
468<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>
469
470
471
472<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>
473
474
475
476<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>
477
478
479
480<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>
481
482
483
484<h3 class="wp-block-heading">Accolades:</h3>
485
486
487
488<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>
489
490
491
492<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>
493
494
495
496<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>
497
498
499
500<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>
501
502					</article>
503						</div>
504	</section>
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513<h4 class="wp-block-heading" style="text-transform:uppercase">eCommerce MasterPlan Podcast</h4>
514
515
516
517<ul class="wp-block-list">
518<li><a href="https://ecommercemasterplan.com/b2b-ecommerce-podcast/" data-type="page" data-id="8250">B2B eCommerce Podcasts</a></li>
519
520
521
522<li><a href="https://ecommercemasterplan.com/dtc-brands-on-the-ecommerce-masterplan-podcast/">DTC Brands</a></li>
523
524
525
526<li><a href="https://ecommercemasterplan.com/fashion-on-the-ecommerce-masterplan-podcast/">Fashion &amp; Apparel Podcast Episodes</a></li>
527
528
529
530<li><a href="https://ecommercemasterplan.com/home-garden-ecommerce-podcast-episodes/">Home &amp; Garden Podcast Episodes</a></li>
531
532
533
534<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>
535
536
537
538<li><a rel="noreferrer noopener" href="https://ecommercemasterplan.com/beauty-ecommerce-brands-on-the-ecommerce-masterplan-podcast/" target="_blank">Beauty Episodes</a></li>
539
540
541
542<li><a href="https://ecommercemasterplan.com/one-person-ecommerce-businesses-podcast/">One Person eCommerce Businesses</a></li>
543
544
545
546<li><a href="https://ecommercemasterplan.com/podcast-interviews-shopify-store-owners/">Shopify Businesses</a></li>
547
548
549
550<li><a rel="noreferrer noopener" href="https://ecommercemasterplan.com/magento-podcast/" target="_blank">Magento Businesses</a></li>
551
552
553
554<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>
555
556
557
558<li><a href="https://ecommercemasterplan.com/startup/">Startups</a></li>
559
560
561
562<li><a href="https://ecommercemasterplan.com/subscription-ecommerce-podcasts/">Subscription eCommerce Podcasts</a></li>
563
564
565
566<li><a href="https://ecommercemasterplan.com/top10/">Top 10 Episodes</a></li>
567
568
569
570<li><a href="https://ecommercemasterplan.com/podcast-interviews-ecommerce-businesses-7-figures/">£1m+ Businesses</a></li>
571
572
573
574<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>
575
576
577
578<li><a href="https://ecommercemasterplan.com/what-would-you-do/">
578WWYD Episodes</a></li>
579</ul>
580</div>
581
582
583
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585<h4 class="wp-block-heading" style="text-transform:uppercase">Keep Optimising Podcast</h4>
586
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