About


I’m Richard, founder of Mean Decisions. I help businesses turn scattered activity into focused growth.

I’ve built and scaled ecommerce businesses myself, then moved into consulting and mentoring founders across Shopify, marketplaces, paid media, CRM, CRO, analytics and operating systems. The work is practical, diagnostic and commercially focused.

Book a growth review

Operator thinking, not agency theatre.

Mean Decisions exists for founders who have traction but feel stuck. Sales may be inconsistent, paid media may be unclear, conversion may be leaking, or the founder may be carrying too many decisions without a reliable operating rhythm.

I work across the full growth engine: product, site, acquisition, retention, measurement and execution. The starting point is always the same: understand what is actually blocking growth, then prioritise the actions most likely to improve profit, cash and momentum.

Ecommerce strategy: growth plans, priorities, commercial guardrails and clearer decision-making.
Acquisition: Meta, Google, TikTok and channel performance against practical KPIs.
CRO and site performance: product pages, landing pages, checkout journeys and customer experience.
CRM and retention: campaigns, automations, loyalty, lifecycle marketing and customer value.
Dashboards and operations: KPI reporting, operating cadence, agency accountability and workflow design.
Selected experience

Brands I’ve worked with

My experience spans founder-led SaaS, Marketplace, DTC brands from start-ups to scale ups.

This section is intentionally framed as selected prior experience and client context. I have not added unapproved product photography or third-party brand imagery into the page yet.

TH

Tonic Health

High-growth wellness ecommerce, acquisition, CRM and performance systems.

CF

Case Furniture

Premium home and furniture ecommerce, Shopify, analytics and trading support.

S3

Social Sports Society

Sports venue growth, CRM, memberships, website systems and local demand generation.

ML

MoxieLash

Beauty and DTC ecommerce context, growth, customer journey and performance thinking.

CP

Complement

Health and supplement ecommerce, retention, customer experience and growth planning.

B2C

Large brand environments

Experience involving recognised brands and larger ecommerce, data and optimisation teams.

Brand names are included as selected experience and work context only. They do not imply current endorsement, partnership or sponsorship.

How I work

Find the constraint. Build the rhythm. Hold the work to account.

The value is not just in producing ideas. It is in helping founders decide what to do first, what to stop doing, what to measure and how to make sure teams or agencies are accountable for outcomes rather than activity.

Root cause mappingKPI dashboardsGrowth roadmapsCRO reviewsPaid media guardrailsCRM systemsFounder coachingAgency accountability

Want a clearer view of what is blocking growth?

Start with a practical review of your store, channels, numbers and operating rhythm.

Book a growth review