Acquire & Accelerate: The Best Backyard’s Tom White Shares Tips for 10x Growth in 12 Months (episode 539)
Tom White is the owner of The Best Backyard, an Australian eCommerce store selling outdoor kids play equipment, furniture, and other garden products. Founded in 2020 Tom bought the business in 2024 and in 12 months has rocketed sales to nearly $2million.
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Dive in:
[05:23] Tom’s SEO Strategy: Purchase, Improve, Sell
[09:41] Disorganized Business Takeover Challenges
[15:42] SEO Boost for eCommerce Growth
[18:14] “Embracing Location Independence in Business”
[20:34] Automating Tasks and Staffing Strategy
[25:46] Listen to Tom’s Top Tips!
Smart Acquisitions Lead to Fast Growth
Tom didn’t start The Best Backyard from scratch—he bought it. Acquiring an existing business with potential can be a faster path to success than building one from the ground up. He looked for a business with strong demand and room for improvement. By optimising its operations and marketing, he was able to 10x revenue in just a year. Consider acquisitions as a growth strategy instead of only focusing on new launches.
SEO Remains a Powerful Growth Lever
Many focus on paid ads, but Tom’s success shows organic traffic’s value. He optimized existing site authority through technical SEO and content. Simple changes, like improved collections and keyword research, yielded significant results. Don’t neglect SEO; it can drive consistent, long-term traffic.
Operational Efficiency Matters
Scaling isn’t just about selling more—it’s about delivering efficiently. Tom focused on streamlining logistics, automating processes, and improving customer experience. Cutting unnecessary costs and reducing fulfillment delays helped him improve margins while growing revenue. A well-run backend supports a thriving frontend. Always look for ways to make operations smoother and more profitable.
Embrace Location Independence
Tom built his business to run smoothly from anywhere in the world. He believes eCommerce owners shouldn’t tie themselves to a physical office. Set up automated systems and hire a strong remote team to maintain flexibility while scaling the business. Look for skilled remote workers who take ownership of their roles and provide them with clear processes. Embrace location independence to create a business that grows without being hands-on every day.
Know When to Exit
Selling a business can be just as strategic as growing one. Tom thinks about exit strategies early. He considers market trends, revenue peaks, and buyer demand. He doesn’t hold onto a business just because he built it—he sells when the time is right. Having a clear plan for selling can maximize profit and open doors for new opportunities. eCommerce owners should always have a long-term vision, whether they plan to scale, sell, or pivot.
eCommerce Book Top Tip
- Essentialism: The Disciplined Pursuit of Less by Greg McKeown
eCommerce Traffic Top Tip
- Optimise conversion rates. It maximises revenue from existing traffic, often yielding significant results without needing to acquire new visitors.
Tool Top Tip
- Bespoke Shipping app on Shopify
Carbon Top Tip
- Engage directly with suppliers and delivery partners to understand and influence their carbon footprint reduction efforts.
Interview links
Related Episodes
- Navigating the Reality of Launching—and Closing—an eCommerce Business with Mike Stevens (episode 516)
- How Cooki Haircare Grew from 4 Sales a Day to $3M with Jaimee Vilela (episode 531)
- Acquisition Advantage: How Scandiborn Supercharged The Kid Collective with Laura Davies (episode 538)
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