The decisions that determine whether everything downstream is easy or a fight.
Most failed ecommerce brands didn't fail on marketing. They failed at the very first decision — a product nobody was actively looking for, sold to nobody in particular. Get this wrong and no amount of content or ad spend fixes it; you're just paying to find out faster.
This is the operating structure behind a product decision that holds up once real money is on the line — built and stress-tested on SWTZ, not theory from a course.
Inside, you'll get working checklists for:
- Choosing a niche that can actually sell
- Product sourcing & manufacturing basics
- Validating demand before you spend real money
- Brand positioning & naming
- Pricing strategy from day one
9 pages. Instant digital download (PDF). Working document, not a one-time read.
Operator-Built · Real Numbers · Not Theory
Book one of six in the E-commerce Playbook.
Instant digital download (PDF). By Anya Johnson.
Work through it at your own pace.
Ready for more than the book can give you?
Follow along on Instagram — @theanyajohnson (personal) and @freedombyanyajohnson (Freedom by Anya Johnson).
And when you want real accountability, not just a plan on paper, book your 1:1 call with Anya and take this to the next stage.
— The two-question filter for choosing what's actually worth building in it.
— Turn your windows into an actual weekly plan, with the scripts to protect them when someone tries to take them back.