Mission-Driven Ecommerce
What Building a Store Taught Me About Systems, Community, and Becoming an Operator
By Kenny Kane
About This Book
Before I ever sold a t-shirt online, I learned about customer service behind a pharmacy counter. That experience shaped everything I built afterward: understanding that every transaction is part of a larger ecosystem, and that serving one person well means serving an entire network of relationships around them.
This book tells the story of how I built a six-figure ecommerce operation for Stupid Cancer—a nonprofit supporting young adults affected by cancer. Starting with a single $20 t-shirt in 2012, I grew the store into a sustainable revenue engine that funded programs, built community, and turned customers into advocates.
More importantly, it's about the systems, tools, and operational mindset that made it possible for one person to run a complex ecommerce operation while working full-time in another role.
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Introduction & Overview
Part I: Foundation
- Chapter 1: Looking Bigger Than We Were
- Chapter 2: Every Conversation Is an Opportunity
- Chapter 3: Staying Connected to What You Built
Part II: Systems & Operations
- Chapter 4: Automation That Buys Back Your Time
- Chapter 5: Building a Team Out of Software
- Chapter 6: Creating Products Worth Wearing
Part III: Growth & Impact
Conclusion
Appendix: Tools & Resources
Get the Book
Available in multiple formats:
About the Author
Kenny Kane is a systems-oriented operator with experience building and scaling organizations across nonprofit, technology, and real estate sectors. He currently serves as CEO of Firmspace and the Testicular Cancer Foundation, and has built multiple revenue-generating operations from the ground up.
This is the canonical web edition of Mission-Driven Ecommerce. Each chapter is available as a separate page for easy reading and sharing.