Evaluate opportunities and products
Size a market, choose a niche and validate a product with real customer language before you commit money to it.
The Profit First Academy
Understand the whole business.Build real ecommerce knowledge
Eleven modules and 163 written lessons from operators whose combined ecommerce and Amazon experience spans over €400 million in transaction volume. Learn to assess market, margin, acquisition and operations at your own pace. This is structured learning, not personalised mentorship.
Promotional price: US$1,980US$2,980One-time payment · Lifetime access · Student login
Taught by practitionersOne connected view
Every channel is part of one business.
11modules, market to leadership
163written lessons
Own pacestart whenever you are ready
Lifetimeaccess and updates
01 / What you will learn to do
Make better decisionsacross the whole business.
A weak margin can start with the product. A conversion problem can start with the offer. The Academy teaches each area in the context of the others, so you can see cause and effect across the business.
Explore the curriculumThe ecommerce systemOne connected view
- 01Product & opportunity↓
- 02Margins & economics↓
- 03Acquisition↓
- 04Operations↓
- 05Retention
Understand margins and acquisition economics
Read unit economics, blended CAC and MER, and know how much you can afford to pay for a customer.
Connect conversion and retention
See how the store, the offer, email and the post-purchase experience work together to raise the value of each customer.
Organise operations and growth priorities
Structure sourcing, fulfilment, team and expansion so growth does not outrun the business behind it.
02 / Where you are starting from
Three starting points.One complete picture.
No minimum revenue and no prior experience required. The curriculum is structured so each stage builds on the last.
Starting out
Learn how the pieces of an ecommerce business fit together before you make expensive decisions about market, product and structure.
Already selling
Step back from daily firefighting. Review margins, conversion, acquisition and operations with one connected framework.
Building a career
Marketers, analysts and team members who want to understand the whole business, not only their own channel.
03 / The curriculum
Eleven modules.From market to leadership.
Four stages that follow the life of an ecommerce business. Open any module to see what it covers.
Stage 1
Choose the opportunity
Assess a market, test a product idea and compare business models before committing resources.
01Market & Opportunity
How large the market really is, how to size it with TAM, SAM and SOM, and the questions that tell you whether a market deserves your time.
02Niche & Product
Niche selection, product validation and a voice-of-customer data bank that turns real customer language into angles and offers.
03Business Models
Store architectures, company structure and tax topics such as OSS, IOSS and VAT, and how they affect what you keep from every sale.
Stage 2
Build the business
Connect sourcing, brand positioning and the path from product page to checkout.
04Operations & Sourcing
Sourcing in Asia, fulfilment, supply chain procedures and after-sales operations, with speed and cash flow as advantages.
05Brand
Positioning, packaging and the post-purchase experience, and how these choices shape the value customers perceive.
06Shopify & Conversion
The store, product pages, pre-landers and conversion optimisation. How to read the customer journey and remove friction before checkout.
Stage 3
Grow profitably
Read acquisition, margin and repeat-purchase decisions together instead of optimising one metric in isolation.
07Paid Acquisition
Concepts, angles, scripts and hooks, then Meta account structure: testing, ABO and CBO, scaling and clear rules for stopping ads.
08Economics & Finance
Unit economics, margins, blended CAC and MER. How to read these numbers every week and judge whether growth is profitable.
09Retention & LTV
Email, retention flows, average order value and the post-purchase funnel that turns first orders into repeat revenue.
Stage 4
Scale and lead
Evaluate marketplace expansion and define roles and measures for the team supporting it.
10Scaling & Marketplaces
New markets, new channels and marketplaces. What to standardise, what to delegate and when expansion makes sense.
11Team & Leadership
From operator to owner: structure, hiring with scorecards, KPIs per role and how to keep strong people on the team.
Supporting resources include the Data Bank, the Funnel Economics model, the Strategist brief pack and the Market Evaluation matrix.
Inside the Academy · illustrative preview
From a question to a decision
Each written lesson has its place in a module. Read the explanation, compare it with your own numbers, then continue through the course map at your pace.
MarketProductMarginDecision
This example explains the learning flow. It is not a paid lesson or a quiz.
04 / Who teaches it
Written by peoplewho operate ecommerce.
Cátia brings direct experience building digital brands and shaping the customer journey. Flávio works across business structure and operations. João brings experience from inside Amazon and in marketplace strategy. Their lessons explain the decisions, while mentorship applies guidance to your own business separately.
Cátia Sá
Ecommerce & conversion
Flávio Aquino
Strategy & operations
João Couceiro
Amazon & marketplaces05 / Lifetime access
One payment.Knowledge you keep.
Pay once and keep the full curriculum, its resources and future updates. Mentorship and First AI are not included and remain separately paid options.
Promotional price · One-time payment
Regular priceUS$2,980
Save US$1,000
US$1,980USD
- 11 complete modules
- 163 written lessons
- The Data Bank
- The Funnel Economics model
- The Strategist brief pack
- The Market Evaluation matrix
- Lifetime updates
- One 30-minute founder session, subject to scheduling availability
Secure checkout. Enrolment is open all year.
06 / FAQ
Before youenrol.
Clear answers about access, format and how the Academy relates to our other services.
Who is the Academy for?
People starting an ecommerce business, founders who already sell and professionals who want a complete view of how ecommerce works. No minimum revenue is required.
Can I buy it without mentorship?
Yes. The Academy is a standalone product. Mentorship and First AI are separate products with their own prices and are not included.
How is the content delivered?
Through your Academy account, as written lessons organised into 11 modules, with supporting resources such as the Data Bank and the Market Evaluation matrix.
How long do I have access?
Access is lifetime after a single promotional payment of US$1,980. The regular price is US$2,980, so you save US$1,000. You move through the modules at your own pace, and lifetime updates are included.
How is it different from mentorship?
The Academy teaches you the frameworks to apply yourself. Mentorship is direct, fixed-period strategic guidance on your specific business, starting with a paid diagnosis.
What about the founder session?
Your purchase includes one 30-minute session with a founder, scheduled according to availability. It is separate from course access, which begins immediately.
Start learning
See the whole business.Then decide better.
Start with market and product, build through operations and conversion, then study acquisition, finance, retention and leadership. Eleven modules and 163 written lessons, with lifetime access for one payment.
The Academy
Promotional price · US$1,980 USD
11 MODULESLIFETIMEOWN PACE