#100: How Brick-and-Mortar Owners Build Worlds Online with Simon Trafford - Part 2

This is Part 2 of our series with Simon Trafford.

You've built something real in your store. Your customers know you. Now the question is: how do you extend that world online without watering it down?

The answer isn't better design or more ads. It's understanding that your story is your unfair advantage.

What You'll Learn in This Episode

[05:40] The Evergreen Engine: How to build a system that doesn't rely on constant effort

[07:17] Q4 Planning: Why you start in July, not October (with real numbers)

[11:26] The biggest fallacy in e-commerce (and why you should ignore those emails)

[13:32] Channel chasing: Why most retailers fail and how to avoid it

Key Takeaways

Email is an owned channel, send 1-2 times per week minimum or you're leaving 40% of revenue on the table.

The Evergreen Engine removes risk. Once your first three pillars work, paid ads become strategic experiments.

Don't chase channels. Lock in what works, then strategically add new channels.