WHY HARD WORK ISN’T WORKING

If effort alone built successful e-commerce brands, you’d already be where you want to be.

The real issue isn’t how much you’re doing, it’s what you’re doing and when.

Most founders don’t fail because they lack discipline.

They stall because they’re building out of order.

They start with content before clarity.

They invest before proving demand.

They scale before understanding what actually drives results.

So even when something works a little, it doesn’t stack. It doesn’t compound.

THE SHIFT

At a certain point, growth stops being about effort

and starts being about how you think.

Most e-commerce founders don’t struggle because they lack ideas.

They struggle because they don’t trust their decisions.

They hesitate.

They second-guess.

They change direction mid-build — not because it’s strategic,

but because nothing feels solid underneath them.

The shift happens when you stop reacting

and start building with intention.

You learn how to think clearly.

You make decisions without hesitation.

You follow a roadmap instead of reacting to random advice.

That’s when confidence shows up —

not as a feeling, but as consistency.

And once your thinking changes,

everything you build starts to move differently.

THE PATH FORWARD

This is where The Ground Up Academy comes in.

It’s not a course you click through and forget.

And it’s not built on shortcuts.

The Ground Up Academy is a structured brand-building experience designed to help e-commerce founders build in the right order, so progress actually compounds.

We focus on the pieces most people skip, rush, or learn the hard way.

You don’t just learn what to do.

You learn why you’re doing it so you can make better decisions at every stage of the build.

Inside the Academy, we guide you through the foundation required to build a brand that’s positioned, protected, and prepared to grow.

This is about building something that can last, not just launching something that looks good.

WHAT’S INCLUDED

THE FRAMEWORK

Inside The Ground Up Academy, you’ll work through four core pillars:

FOUNDATION

➤ Brand identity, voice, mission, and values

➤ Defining your audience and positioning with clarity

➤ Proof of concept before investing time or money

PROTECTION & STRUCTURE

➤ Business structure set up the right way

➤ Trademark protection and intellectual property basics

➤ Understanding funding, credit, and long-term viability

EXECUTION

➤ Vendor sourcing and production decisions

➤ Content and social strategy rooted in storytelling

➤ Using organic content to support paid ads

➤ Funnel thinking so marketing dollars actually work

SUSTAINABILITY & SCALE

➤ Systems for fulfillment, inventory, and customer experience

➤ SOPs that allow you to delegate and lead

➤ Thinking ahead so growth doesn’t lead to burnout

We don’t just give you information.

We help you build clarity, make better decisions, execute with intention so every move compounds.

GUIDANCE & ACCOUNTABILITY

Building a brand comes down to making the right decisions in the right order.

Inside The Ground Up Academy, you’re not left guessing.

You get live bi-weekly coaching calls to work through real decisions as you build — not after mistakes are made.

This is where confusion gets cleared up, decisions get sharpened, and momentum stays steady.

You’re building with structure, accountability, and real-time guidance — so progress doesn’t stall and mistakes don’t get expensive.

Henry C. Murphy

I didn’t build brands by guessing — I built them by learning systems, structure, and discipline the hard way.

Before e-commerce, I came up through restaurant management, where execution, team-building, and operations weren’t optional — they were survival. That foundation shaped how I approach business today.

Since then, I’ve built and led multiple brands, helped founders clarify their vision, and guided entrepreneurs through the decisions that actually move the needle — not just the ones that look good online.

What I teach inside The Ground Up Academy isn’t theory.

It’s what works when you care about longevity, stewardship, and excellence.

I believe in faith-driven leadership, clear thinking, and personal responsibility.

Make moves or make excuses — but don’t confuse the two.

If you’re ready to build the right way, I’ll help you do it — from the ground up.

BUILT TO LAST (WHO THIS IS FOR)

The Ground Up Academy isn’t for everyone.

If you’re looking for a quick win, a side hustle, or shortcuts, this isn’t it.

But if you’re serious about building a brand with purpose, structure, and long-term impact, you’re in the right place.

This is for builders.

For founders who want more than a moment.

For people willing to do the right work now so what they build actually lasts.

We believe in the compound effect! Small, intentional decisions made consistently over time.

No gimmicks. No hype. Just structure, accountability, and progress that stacks.

Because growth without a foundation eventually breaks.

But growth with systems creates freedom.

If you’re ready to build something strong enough to scale, not just start, this is where you commit.

What Takes Most People Years, You’ll Learn in Months

What you build is only as strong as what you understand.

Inside The Ground Up Academy, you don’t just learn tactics —

you learn how to think, plan, and execute like a real brand owner.

You’ll learn how to:

➤ Build a brand that connects through clear voice, mission, and values

➤ Set up your business structure and banking the right way

➤ Protect your brand with trademarks and smart legal foundations

➤ Price, ship, and fulfill in ways that protect your margins

➤ Create content that connects and marketing that converts

➤ Grow visibility without losing your message

➤ Understand funding, credit, and long-term financial positioning

➤ Prepare for scale without chaos or burnout

➤ Implement foundational tax strategies that save you money early

Most founders spend years trying to piece this together — wasting money, energy, and momentum along the way. The Ground Up Academy shortens that learning curve by giving you clarity, structure, and a roadmap that actually works.

You’re not just learning how to start.

You’re learning how to build for the long term.

THE FREE BRAND BUILDER BUNDLE

When you join The Ground Up Academy, you don’t just get training — you get leverage.

Included at no extra cost is the Brand Builder Bundle, designed to help you move faster and avoid the early mistakes that cost most founders time and money.

This isn’t extra content.

These are real assets and real access that support execution from day one.

You’ll get:

➤ Legal agreements to protect your work early

➤ Direct consultations with a trademark lawyer, brand developer, and social media strategist

➤ A personal strategy session to help you lock in your “why” before you build

Instead of starting from scratch, you start from strength —

with clarity, tools, and expert support already in place.

This is what separates builders from dabblers.

Fewer decisions. Less friction. More momentum.

Take Your Brand from Idea To Impact

If you’re ready to stop guessing

and start building with clarity, structure, and confidence, this is your next move.

The Ground Up Academy is a complete brand-building experience for e-commerce founders who are serious about doing this the right way.

When you join, you get:

➤ Full access to The Ground Up Academy curriculum

➤ Live bi-weekly coaching calls for guidance and accountability

➤ Ongoing access to replays, updates, and resources

➤ The Brand Builder Bundle included at no additional cost

This isn’t about starting fast.

It’s about building right, with intention and long-term vision.

The Ground Up Academy is for founders who are ready to:

➤ Stop guessing

➤ Make clear, confident decisions

➤ Build something that can actually last

If that’s you, enrollment is open below.