Our Team
Shelley Simone
Educator in Chief
Having enjoyed an International Corporate career in Training and People Development, I came into this with the added bonus of understanding Retail, Manufacturing and Internet businesses. I represent living proof that you can have more than 1 career, if you have the energy to succeed, creativity and zest for learning. Understanding big companies has been invaluable with Amazon. When necessary, we have been able to use Amazon as a business partner, rather than a frenemy.
In 2 years we have spent thousands of dollars on our education so that we could learn fast and hard. We made mistakes, learned that Amazon is a captivating platform with enormous volume, but to succeed - building a BRAND around products that consumers LOVE - is everything! In 18 short months, we have 3 brands that feature on page one. At every goalpost, we break our previous record! We hit our financial targets and have a clear path for growth. Now, we want to teach others to grow brands that people love because ultimately that cannot be easily copied or traded away and that’s how to build long term prosperity.
Richard
Chief Numbers Guy
When I am not making the tea or doing the filing, I am the numbers guy.
Data drives decisions is my favourite motto. Whilst we both do most things within the business, I look after day to day, week to week sales and product management, as well as advertising, dealing with suppliers and inventory management. I leave the fluffy stuff to Shelley, but we both love consumer branding and I particularly enjoy creative funky copy that really speaks to customers.
Before embarking on this journey, I spent the past 5 years building a property portfolio which turned into developing new build and conversion projects, which I still do in my not so spare time. I have also worked with and invested in some tech start ups, mostly in the mobile space, where I spent much of my corporate career in sales and marketing after a longish spell as a buyer/marketer for a high street retail chain.
Whilst that was mostly fun, I am having a blast now. Its hard work and you’ve got to be on your game to succeed, but it’s so rewarding when you do. We have founded and exited businesses in the past so in some ways we knew what to expect. It’s a serious business; you don’t need tons of cash or previous experience, but you do need hunger and smarts and above all determination. We learned an early lesson; the difference between those that succeed and those that don’t is that they invest in their personal network and education.
Jason Heap
Optimising Alchemist
I have been on Amazon for nearly 5 years. The first 3 of those years were spent on Dropshipping. So lots and lots of flat files! I had over 6000 products at one point. It seemed great but it turned out to be a lot of maintenance and hard to scale. So two years ago I started looking for other methods. I found private labelling and within 2 months I outgrew my Dropshipping business. Four months later I completely closed down the Dropshipping side of the business and focused on Private Labelling. I have 33 SKU’s in total and looking to grow. I sell mainly in the European marketplaces but in November 2017 I expanded to the USA and already seeing some decent numbers. I have lived in the USA, Canada, New Zealand, China and Spain. My partner is Italian, so I have a good feel for other cultures! I would consider my strength on Amazon to be copy writing and optimising. I am passionate about finding the right keywords and structuring them in the copy so they are readable to both human and machine!
Ash Mistry
Brand Building Ninja
Ash has spent over 15 years building systems and processes as a "Tech Head" in the Finance industry. Since 2015 this multi-talented entrepreneur and his team have now turned their hand at building a 7-figure eCommerce brand. Ash spends his 18 hour days splitting his time between scaling his eCommerce businesses, helping his wife and raising his two young sons. He’s always willing to help people starting out, other startup businesses gain momentum and established businesses scale. Reach out to him anytime to see how he can help you.
Christian Morgan
Retail and Systems Warrior
After more than a decade working on business and web systems Christian turned his attention to Amazon in 2013 and is now an established 7-figure seller, well experienced with the ins and outs of Amazon’s systems.
Anthony Webster
Digital Marketing Sorcerer
ScaleForEtail
Scaleforetail is a UK based eCommerce Training and Consultancy Business designed to support online businesses in the USA and Europe