Field notes
Built in public.
Problem-first write-ups and videos from running real e-commerce operations. No diary. Each one solves one owner's actual problem, shows the receipts, and gives you a place to start.
Can you actually watch an ecommerce back office run live?
No. The planned live stream was retired. Here is what changed and what we learned from building the operating system in public.
Field note · video · July 18, 2026How many hours a week does ecommerce back-office work really take?
Roughly 38 hours, a hidden second job most owners absorb themselves. Here's why it grows as your store works, and the system that just runs it.
Field note · video · July 18, 2026How much does a full-time ecommerce operations manager cost?
About $150,000 a year, a line item most owner-operators can't justify. Here's the better first move: systematize the back office before adding the hire.
Field note · video · July 18, 2026The 11:30 Test
If you're doing ops at 11:30 on a Friday night, you don't have a revenue problem, you have an operations problem. Day one of a 30-day build in public, with the 20-minute move that finds your biggest leak.
Field note · video · July 17, 2026Every order, reply, and check still runs through you
How to stop being the bottleneck in your e-commerce business: what comes off your plate, what stays with a human, and the 20-minute move that finds your first fix.
Field note · video · July 16, 2026You are the operations department, and that has a ceiling
What an operating system for an e-commerce store actually is, what it runs, and how a small team ships work daily without adding hires.
Field note · July 15, 2026The department you never have to hire
Why the ops layer, not the marketing, is what actually breaks growing e-commerce brands, and the 20-minute move that finds your biggest leak.