Ecommerce growth for founder-run brands

A number for every month. One expert accountable for hitting it.

You will know by the fifth of each month whether the plan is on track. If it is not, you hear why, and what changes next. Straight answers, including not yet.

Get your breakeven read See the results

Every figure on this page is from clients' own Shopify, not an ad platform. Verifiable on the first call.

Plan versus landingmonth by month

ActualMonthly targetExpected landingIllustrative

The problem

The dashboard says green. The bank account disagrees.

What the ad platform reports

4.2xreturn on ad spend, all customers

Attributed revenueEverything it touched

Returning customersCounted as wins

VerdictScale it

What actually happened

1.6xreturn on new customers only

Breakeven for this brand2.3x

Each new customerBought at a loss

VerdictFix before you scale

Illustrative figures. The pattern is not.

Ad platforms count every sale they touched, including the customers who would have bought anyway. Returning buyers make the blended number look healthy while each new customer is being bought at a loss. Nobody notices until the cash does.

It is the first thing I check on any account, and it is the most common reason a brand feels busy and stays flat. Fixing it needs your margins and your costs, not a new ad.

Results you can check

Two of these brands doubled in their first year. All four are current clients.

Grey bars are the months before Kova, blue bars after. Names withheld because each brand's revenue is its own business. The trailing twelve month line is the one to read.

Natural fibre socks+173%

last twelve months against the year before Kova

Working together since January 2024

Home decor+92%

first twelve months together

Working together since February 2025

Candles+96%

first twelve months together

Working together since mid 2025

Kids’ bikes+108%

January to August, year over year

Working together since March 2024

Still a client todayEvery brand above is a current client as of September 2026.

Each store's own ShopifyStore-wide revenue, not platform-attributed. Any of them will confirm it.

Data through August 2026Charts rebuilt September 2026 from the same monthly pull each time.

Client quote 1A line from a current client on what changed in how they make decisions since the numbers had an owner.

Client quote 2A line on what the monthly call is actually like, in their words, including the times the answer was not yet.

Client quote 3A line they would say to another founder who is deciding whether to do this.

These three are real quotes to be collected, never written for anyone. Name, brand and photo appear only if the client agrees.

What you actually get

A plan you can hold the month to, and the person who set it at the other end of the line.

Monday briefWeek 3 of the month

Month to date62% of target

Where you should be58% ahead

New customer return2.6x against 2.2x breakeven

Spendon plan

The one thing changing this week: the cold campaign opener has run for nine weeks and the cost per new customer has climbed three weeks running. The two replacements built last week go live Tuesday.

Illustrative

A brief every Monday

Where you are against the number, why, and the single change being made this week. Five lines you can read on your phone, not a twelve tab report.

Monthly reforecastOctober

VerdictWe are behind the plan. Not yet is the honest read.

CauseNot a creative problem, a seasonal one. Last year had the same September trough and the same cost inflation. The comparison is in your dashboard.

DecisionHolding spend rather than chasing. Gifting audiences and the first Christmas ads go live on the 8th, two weeks earlier than last year.

If the 15th looks the sameWe reforecast December down and I tell you by how much before you commit stock.

Illustrative, drawn from a real month

A reforecast every month

The target holds still so you can plan against it. The expected landing moves with reality. When they drift apart you hear it from me first, with the cause and the change.

Direct lineThursday 16:40

FounderIs September broken or is this normal? Feels like it fell off a cliff.

Kova, 17:12Normal, and I can show you. Last September dipped the same amount. What is different this year is the cost per thousand, up a fifth. Two ads are carrying half the spend and both are tired. Swapping them Monday. Nothing on your side.

Illustrative, drawn from a real thread

No account manager

You message the person who did the analysis and built the plan. One fixed call a month, a thread in between, a reply within a working day.

The questions under the question

What founders worry about but rarely ask on the first call.

Will my brand end up sounding like a discount shop?

No. Your voice is the constraint, not the variable. Every line of ad copy goes to you before it runs, and your edits become the standard for the next round. Premium brands here never argue their price. The material, the making and the years of use do that.

How much content am I going to have to make?

You approve, you do not produce. Briefs arrive shot by shot with the argument each one has to make, and each round tests a few things properly rather than filling a calendar. The winners get more variations, the losers stop.

What if it is not working?

You hear it first, in numbers, with the cause and the change. The plan gets reforecast rather than defended. Sometimes the answer is that the ads are fine and the season is not, and I will show you last year to prove it.

Am I locked in?

Month to month. The ad accounts, the pixel, the email flows and the data all live in your own accounts, in your name. If you leave, you keep every bit of it and a written handover of what was working and why.

Fit and pricing

Right for some brands. Deliberately wrong for others.

A good fit

Founder-run product brands on Shopify, roughly £500k to £20M a year
Bootstrapped or close to it, so profit is a constraint rather than a preference
Willing to share cost of goods and margins, because the plan is built from them
A real seasonal peak, and a brand voice you care about protecting

Not a fit

Marketplaces, dropshipping, or anything without its own store data
Brands that want the ads run cheaper without ever looking at profit
Anyone who will not share costs. Without them there is no breakeven, and without breakeven there is no plan
Teams that need someone in the room every day. This is a monthly cadence with a direct line, not an embedded hire

Forecast and tracking

£495per month, no setup fee, cancel monthly

The plan, the Monday brief, the monthly reforecast and one call a month. You or your team run the ads. For brands that want the number and the accountability without handing over the accounts.

Annual plan built from your margins
Live tracking against the target
Monthly reforecast and call

What is included

Full service

By conversationcapped at a small number of brands

Everything in forecast and tracking, plus Meta and Google run end to end, the ad copy, the creative briefs and the email flows. One person, accountable for the number.

Meta and Google managed in your accounts
Copy and creative briefs in your voice
Klaviyo flows and campaign calendar

Start with a breakeven read

Q4 revenue plan

£2,750fixed fee, one quarter

A committed September to December plan with a spend curve, offer calendar and stock signals, plus tracking through the end of the year and a November reforecast.

One data pull, one planning call
Week by week spend and revenue plan
Tracking access to 31 December

How it works

Founder photoA real photograph, at a desk with the dashboard open or with a client's product in hand. Not a headshot against a wall.

Who you would be working with

Kova is one person, by design.

The analysis, the plan, the calls and the ad accounts are handled by the same pair of hands. That is why the answers are straight and why the roster stays small.

I only work with ecommerce. Order data, margin, retention curves and seasonality are the whole craft, and the tools I have built around them do the heavy lifting overnight so the time I spend with you goes on decisions.

Name, background and a line on how I got here go in this space. Held back until a separate question is settled.

The first step

Start with your real number.

Before any call about working together, find out what a new customer costs you today, what you can afford to pay, and the gap between the two. One page, no pitch attached. If the numbers say you do not need help, the page says that too.

STEP ONE

Share read-only access

Shopify, Meta and Google as a read-only collaborator, plus your cost of goods. Ten minutes, nothing changes in your accounts.

STEP TWO

I run the numbers

Five working days. Blended return against new customer return, breakeven from your margins, and where the two have been drifting apart.

STEP THREE

One page back

A single page you can act on with or without me, and a call if you want to talk it through.

Request a breakeven read Read how I work first

The email opens with four short questions. You will get a reply within a working day, including a straight no if the fit is wrong.

Questions

Asked on most first calls.

Do you run the ads as well as the plan?

On full service, yes: Meta and Google end to end, in your accounts, plus copy, creative briefs and email flows. On forecast and tracking, you or your team run the ads and I own the number and the monthly read.

Which channels?

Meta, Google Shopping and Search, and Klaviyo. Ecommerce only, because every model and instinct here is built around order data and margin, and that depth does not transfer to lead generation or software.

What do the first ninety days look like?

Business metrics and breakeven first, before any ad is touched. Then the annual plan, then the accounts rebuilt around it, then the monthly cadence. The detail is on the how I work page.

How much of it is automated?

The syncing, the analysis and the monitoring run every night. The decisions do not. Every plan, spend change and line of ad copy is approved by a person, and the copy is approved by you.

Why are the prices on the page?

So you can rule this in or out before you write to me. The price is part of the fit. Below about £500k there is not enough history to forecast from and the fee is too big a share of the budget. Above £20M you usually need an in-house team, and I will say so.