Last updated: January 2026
1.Core positioning
One-line positioning:
“AIXE turns messy e-commerce revenue and cost data into clear profit decisions – without spreadsheets.”
Category:
- Profit intelligence / contribution margin analytics for e-commerce & D2C brands.
Primary enemy:
- Spreadsheet chaos + generic dashboards (Excel, BI tools that stop at revenue/ROAS).
2.Ideal Customer Profile (ICP)
- E-commerce / D2C brand
- Roughly €500k–€10M+ annual revenue
- Uses Shopify / custom stores + paid ads (Meta/Google/TikTok)
- Feels at least one of these pains:
- Margins are unclear per SKU / channel / campaign.
- Finance & marketing fight over “whose numbers are right”.
- Monthly reporting is slow and manual.
- Founder suspects some products / regions are loss-making but can’t prove it quickly.
Primary buyers / users:
- Founder / CEO
- Head of Finance / RevOps
- Head of Growth / Marketing
- Ops / Fulfillment lead
3.Core message pillars
Pillar 1 – True profit visibility
- See real contribution margin by SKU, order, campaign, and channel.
- Combine revenue, fees, shipping, returns, and discounts into one profit model.
- Move from ROAS / revenue thinking to net profit thinking.
Pillar 2 – From data to decisions
- Not just dashboards; AIXE highlights what to scale, fix, or cut.
- Situation → Insight → Action → $$ impact.
- Scenario planning: test changes before you commit spend.
Pillar 3 – No more spreadsheet chaos
- Replace fragile Excel models with a trusted, repeatable system.
- One source of truth shared by finance, ops, and marketing.
- Reduce manual work before every reporting cycle.
Pillar 4 – Built for operators, not analysts
- Designed around real e-commerce workflows.
- Uses simple, direct language, not BI jargon.
- Fast to onboard, easy to use in weekly ops and growth meetings.
4.Tone of voice guidelines
Do:
- Be direct, clear, and grounded in operations.
- Use numbers and concrete outcomes where possible.
- Emphasise profit, contribution margin, and decisions.
- Call out Excel/BI limitations in a respectful but honest way.
Avoid:
- Over-hyping AI or buzzwords.
- Vague terms like “insights” or “360 view” without concrete results.
- Long, fluffy paragraphs.
- Talking down to customers – we help them, we don’t mock them.
Example phrases to keep:
- “Stop guessing your margins.”
- “Know your true profit by SKU, order, and campaign.”
- “From spreadsheets and static dashboards to real profit decisions.”
- “See exactly what to scale, fix, or cut.”
5.Copy patterns
Hero sections:
- Problem + promise + CTA.
- Always link to profit, not just “analytics”.
- Use two CTAs:
- Book a Demo (primary)
- Analyze Sample Data (secondary)
Example hero copy:
“Stop the spreadsheet chaos.
Know your true profit by SKU, order, and campaign.”
[Book a Demo] [Analyze Sample Data]
Problem sections:
- Focus on recognisable pains:
- “On dashboards everything looks fine – but profit tells a different story.”
- “ROAS looks good, but contribution margin is leaking.”
- “Manual Excel models delay decisions by weeks.”
How it works / steps:
- 1) Connect your e-commerce, marketing, and logistics data.
- 2) AIXE cleans and standardises profit drivers into one model.
- 3) You get live profit views, alerts, and recommendations.
Outcome / metric blocks:
- Use simple outcome metrics:
- +22% contribution margin
- –15% wasted ad spend
- 2× faster decision speed
- Always tie metrics to a scenario (after killing unprofitable SKUs, reallocating budget, etc.).
Bottom CTA sections:
- Always end core pages with:
“Ready to trust your profit data?”
[Book a Demo] [Analyze Sample Data]
For questions or concerns, please contact us at – legal@aixesystem.com