Successful businesses are built on providing real value to a specific
audience. If you’re just chasing money, your brand won’t have longevity.
Lisa Jones is a serial entrepreneur with a knack for spotting gaps and filling them with gold. Over 14 years, she’s built three multi-million-dollar e-commerce brands, including Ecoriginals, dubbed the world’s most eco-friendly nappy and wipes empire.
Her latest venture, SHE-com, is a game-changer—a bold platform empowering female e-commerce founders with battle-tested tools, mentorship, and a thriving community. With 36 staff under her wing, Lisa’s cooked up a dynamic mix of programs, retreats, and events—from gritty masterminds to luxe Bali escapes—that deliver tangible growth.
The Spark
Lisa’s journey kicked off in her late 20s with Sustainable Man, a solar energy venture that hit $3 million fast. “My journey began in my late 20s when I co-founded Sustainable Man, a company selling solar hot water and power systems. This venture grew to $3 million in revenue, setting the stage for my next business, Ecoriginals – the world’s most eco-friendly nappy and wipes brand,” she recalls. Ecoriginals soared to $3 million under her watch, blending online subscriptions with retail savvy, before SurfStitch’s Justin Cameron snapped it up. “Through strategic expansion into both online subscriptions and physical retail, Ecoriginals hit $3 million in turnover before being acquired,” she adds.
Spotting a void. “After years of building and scaling multiple successful businesses, I saw a gap in the e-commerce industry – there was no dedicated space where female founders of product-based brands could access high-level mentorship, resources, and a sense of community,” Lisa explains. Scaling Ecoriginals revealed a pattern: “While growing Ecoriginals, I recognised that many women in e-commerce struggled with scaling their brands – not due to a lack of passion but due to isolation and a lack of tailored business support”. That epiphany birthed SHE-com in 2022. “That realisation led to the launch of SHE-com in 2022. My goal? To provide female product brand founders with the tools, education, and network they need to thrive,” she says. It’s personal—and it’s fierce.
The playbook
We cultivated an engaged community of over 40,000 female
brand owners, offering free masterclasses, networking events, and industry insights to help
them scale.
Lisa highlights the key strategies that contributed to the rapid growth of SHE-com, a business she built with a strong focus on education, connection, and mentorship. “SHE-com was designed with these core pillars in mind,” she explains. “We wanted to provide the tools, knowledge, and support that female founders need to thrive.” One of the major strategies behind the company’s success was the introduction of multi-tiered business support. Lisa emphasizes, “Our programs, The Academy and Scale Mastermind, cater to brands at different revenue levels, ensuring every founder receives relevant and actionable support.” This approach helped SHE-com meet the diverse needs of its members at various stages of their business journeys.
Another crucial factor in their growth was a community-centric approach. Lisa shares that SHE-com has cultivated a thriving community of over 40,000 female brand owners. “We’ve built a space where women can learn, network, and support one another. We offer free masterclasses, networking events, and industry insights to help them scale their businesses,” she says. Industry-leading events also played a significant role in SHE-com’s expansion. “From SHE-com LIVE, a two-day e-commerce conference, to Bali retreats and intimate SHE-talks dinners, we’ve created multiple touchpoints for learning and connection,” Lisa explains. These events provided valuable opportunities for female founders to engage, learn, and grow their businesses.
Strategic partnerships have been another cornerstone of their strategy. “We carefully select corporate partners who align with our values and ensure that our members have access to the best service providers in the industry,” she adds. Finally, Lisa credits their content and education leadership as a major factor in their success. “Our SHE-talks podcast, which often ranks in the top 10 business podcasts, along with our free masterclasses and expert-led mentoring, have positioned SHE-com as the go-to resource for product brand founders,” she says.
Grit, Soul, and Street Cred
Lisa believes that what sets her business apart from others in the industry is its focus on real-world experience and practical support. “Unlike generic business coaching programs, SHE-com is built by e-commerce experts, for e-commerce founders,” she explains. What makes the company truly unique, she adds, is the team’s deep understanding of the challenges entrepreneurs face.
One key differentiator for SHE-com is its experienced coaching team, which includes 16 women who have successfully built and scaled their own 7- and 8-figure brands. “Our coaches have been in the trenches, and their advice isn’t theoretical—it’s battle-tested,” Lisa shares. Many of SHE-com’s operational staff also run their own e-commerce businesses, further reinforcing the practical, hands-on approach the company offers. Lisa also emphasizes that SHE-com goes beyond just teaching marketing tactics. “We provide financial literacy, logistics strategies, and operational frameworks that help businesses scale sustainably,” she says. This holistic approach to business growth sets SHE-com apart from other coaching programs that may focus solely on one aspect of growth.
Beyond focusing on business growth, Lisa is passionate about prioritizing mental health and work-life balance. “Entrepreneurship can be incredibly lonely, and we actively foster a sense of community, connection, and accountability through our programs,” she adds. This supportive environment is a critical aspect of what makes SHE-com stand out in the crowded e-commerce coaching space. Lisa’s work has been recognized with numerous accolades, further validating the company’s success. SHE-com won Best Industry Event at the NORA Awards in 2023, earned a spot on the Smart 50 Community Hero list, and ranked #56 on the AFR Fast Starters List in 2023. “These awards reflect the impact we’ve had, not just on the businesses we work with, but on the broader e-commerce community,” she concludes.
Challenges faced
Growing SHE-com has come with its fair share of challenges, particularly during its rapid expansion. Lisa Jones reflects on the journey, acknowledging the difficulties that come with scaling a business quickly. “We went from having 3 employees to 46 in just three years, which required a lot of careful financial planning, leadership evolution, and strategic delegation,” she says.
One of the most significant challenges Lisa faced was managing cash flow. “Scaling quickly means you need to ensure consistent revenue while also balancing operating expenses,” she explains. To navigate this, SHE-com implemented profit-first strategies, which Lisa credits as being critical in maintaining financial stability. As the business grew, Lisa also encountered difficulties in transitioning from a flexible team model to a more structured workforce. “Initially, we operated with a very flexible staffing model. But as we’ve expanded, we needed to create a more structured team to support that growth. This shift meant making some tough decisions around hiring and, unfortunately, firing,” she shares. These changes were necessary for the business to sustain its expansion and future goals.
Like many founders, Lisa also faced personal challenges, including burnout, self-doubt, and stress. “It’s a reality of entrepreneurship that many founders don’t talk about,” she admits. However, she’s learned valuable lessons along the way. “I’ve learned to prioritize self-care, delegate strategically, and build a strong support network to sustain long-term success,” she says. Through these experiences, Lisa has gained a deeper understanding of what it takes to build and scale a business while managing the personal toll it can take. “Every challenge has been a lesson in resilience and finding balance,” she concludes.
Lisa’s advice
As a successful entrepreneur, Lisa Jones shares some invaluable advice for anyone looking to start or scale their own business. Reflecting on her own journey, she emphasizes the importance of solving real problems. “Successful businesses are built on providing real value to a specific audience. If you’re just chasing money, your brand won’t have longevity. You need to find a gap in the market where your product or service can make a real difference,” she explains.
Networking is another key lesson Lisa highlights. “Surround yourself with mentors, peers, and partners who push you to grow. Attend industry events, join coaching programs, and connect with entrepreneurs who have walked the path before you,” she advises. Building strong relationships has been essential to her own success. Flexibility is also crucial in a constantly evolving market. “The market changes fast – what works today may not work in six months. Stay adaptable and innovative,” Lisa cautions. She stresses the importance of analyzing trends, customer behavior, and your own business data to make informed decisions about when to adjust your strategy.
Investing in learning is something Lisa also advocates. “Whether it’s attending conferences, hiring a coach, or reading industry reports, staying ahead of the curve is crucial,” she says. She believes that the most successful entrepreneurs are those who are always evolving and improving their knowledge base. For aspiring entrepreneurs caught in the trap of perfectionism, Lisa offers this advice: “Done is better than perfect.” She explains, “Many aspiring entrepreneurs get stuck in overthinking. Launch imperfectly, learn quickly, and improve as you go. Your first version won’t be your last, and progress is better than perfection.”
Mental health is another priority for Lisa. “Entrepreneurship can be overwhelming, and burnout is real. Set boundaries, schedule breaks, and lean on your community for support. A successful business starts with a healthy entrepreneur,” she notes. Finally, she advises creating systems and processes as your business grows. “As you scale, efficiency becomes crucial. Document workflows, automate repetitive tasks, and build a solid operational foundation to support growth,” Lisa says.
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