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Stop building your store alone.

The EM Academy community. E-commerce operators building real stores, and a mentor who answers your questions with numbers, not motivation.

Start your free month See what's included

First month free, card required. Then €99/month + VAT.

15+ years in finance Runs his own stores Weekly community since 2023
EM Academy Premium
First month free
Today
€0
Community access, The Starter Path in the vault and 30% off Novametrics
Day 1–30
Ask questions in #ask-for-help, work through your numbers, meet the other members
Day 31
€99/month + VAT
Unlocks EM AdLab at €49 (instead of €99) and a 20-min call with Tony
3-month minimum from your first payment, then cancel anytime.
Sound familiar?

You're not short on information. You're short on someone to check it with.

Building a store in the evenings, next to a job, with a phone full of tutorials that disagree with each other? That's not a character flaw. It's just a hard way to learn.

Every video says something different

Test broad, test narrow. Scale fast, scale slow. You end up doing a bit of everything and can't tell what actually worked.

You don't know if a product is losing or just early

Kill it today or give it one more day? Without your own break-even number, every decision is a feeling.

Ad money goes out before you're sure

Ads Manager says one thing, Shopify says another, and your bank account says a third.

There's nobody to ask

Friends don't get it. Forums are full of people selling something. So the questions pile up and you guess.

It's not you. It's that you're guessing, and guessing alone is the expensive way to learn this.

That's why the community exists
A sample of how we work

Every product gets measured against one number.

Your break-even ROAS is the return your ads must beat before you make a single euro. It isn't a feeling and it isn't an industry average. It comes from your own margin.

Which means your price decides how hard your ads have to work. Price at 4x your total cost and you have room for bad days. Price under 3x and you need perfect ads, forever.

Break-even ROAS = 1 ÷ gross margin
Priced atBreak-evenWhat that feels like
5x cost1.25Room to breathe
4x cost Target1.33You survive bad days and can scale harder
3x cost1.50Under pressure every week
Under 3x1.8Critical. You need perfect ads, permanently

This is where The Starter Path begins: your numbers first, then everything else.

Is it for you?

It's not for everyone, and that's fine.

Better to say it now than have you pay for something that doesn't fit. Have a quick read and you'll know.

✓
It's for you if you
  • ✓Have a store running, or are about to start one, and mean it.
  • ✓Want to decide by your own numbers instead of the latest video you watched.
  • ✓Want somewhere to ask a question and get an answer from people who do this themselves.
  • ✓Like the idea of joining early and helping shape it from the start.
  • ✓Prefer a calm, direct tone over hype and empty promises.
✕
It's not for you if you
  • ✕Are looking for get-rich-quick or passive income without work.
  • ✕Expect a ready-made winning product instead of testing your way there.
  • ✕Don't have time to put real energy into your business right now.
  • ✕Want a guarantee of results or a certain income.
  • ✕Need weekly live meetings today. They're planned, not running yet.

If any of this fits, that's completely fine. We'd rather you keep your money than join for the wrong reason.

Recognise yourself in the green list? Then the rest of this page will feel obvious.

What members actually do

Real results from members who started where you are.

Screenshots and words from members of the community (translated from Swedish). No hand-picked celebrities, just store owners who show up and do the work.

Sales over time, 782,253 Swedish kronor, member screenshot
Member + mentorship studentsince 2023

SEK 782,253 in revenue in 9 weeks

"I’ve been here since 2023, and this isn’t the first store Tony has helped me build. With the mentorship I don’t have to guess, I know what the next step is and I dare to take it. Thanks Tony, another store you’ve helped me get on its feet."

Conversion rate 7.96 percent, member screenshot
Community membersince 2025

7.96% conversion rate

"Honestly didn’t think numbers like these were possible for my store. Most of it came down to small adjustments I got tips on in the community, things I’d have missed on my own. Thanks Tony and everyone who shares."

Sales over time, best day 17,414 Swedish kronor, member screenshot
Member + course studentsince 2025

SEK 17,414 on my best day so far

"Around 25% margin on it, and not long ago a day like that would have felt completely unrealistic. Most of it is built on what I’ve learned and dared to test along the way."

Total sales over time, 13,986 euro, member screenshot
Community membersince 2026

From zero to €13,986 by scaling at the right pace

"The biggest lesson has been patience. I read the numbers and adjust calmly instead of pushing too hard. It was in the community that I understood how easy it is to kill a winner by scaling too fast."

Revenue is revenue, not profit. Results vary, and these aren’t typical or promised. They’re what members chose to share.

See what’s included
What's included

Everything you get, and when you get it.

Some things open on day one, some at your first payment, and something new arrives every month.

From day one, free

The community and the vault

  • #ask-for-help: post your question and get an answer from Tony and the team
  • The Starter Path in the vault (our members' library): the numbers and decisions that come before everything else, in order. New modules added step by step
  • Operators who share real numbers, not screenshots of revenue
  • 30% off Novametrics, the profit dashboard, from day one and for as long as you're a member
Every month

Something new to work through

  • A new recorded lesson in #video-lessons, built around real numbers you work through yourself
  • New Starter Path modules as they're released
  • A growing group of members working on the same problems you are
Straight answers

No live meetings yet. A monthly live Q&A is planned once the group is big enough. Ongoing 1-on-1 coaching is not included. That's part of the mentorship. Paying members get one 20-minute call as a welcome gift.

Member perk: Novametrics

See your real profit, every day.

Novametrics is the profit dashboard Tony built for dropshippers. Members get 30% off, from day one, for as long as they're a member.

Connect your Discord inside Novametrics and the discount applies automatically.

See Novametrics
30% off for members
  • Profit per store, per day. Revenue, ad spend, product costs, ROAS and margin in one view.
  • Your own break-even. Break-even ROAS and CPA calculated from your numbers, not an average.
  • 12 profit calculators. Break-even ROAS, test budget, bundles, scale ceiling and more.
  • Import your exports. Shopify, Meta and Google CSV files, on the Growth plan.
First month free

Try it first. Decide later.

No demo, no sample. You get real access to the community for 30 days, then you decide if it's for you.

In your free month you get

The same access as a paying member, from day one.

  • ✓Every channel in the community. Ask questions, get feedback, follow the announcements and resources.
  • ✓The Starter Path in the vault. Start with your break-even, the number everything else gets measured against.
  • ✓The monthly recorded lesson in #video-lessons.
  • ✓30% off Novametrics, already from day one.
  • ✓Nothing to pay until day 31. Cancel before that and you pay nothing.
How it works

From joining to your first payment, step by step.

Day 0

Join, nothing is charged

You add your card on Stripe's secure checkout. Within minutes you get an email with your personal link to the community on Discord.

Day 1–30

Full access, no limits

Use it for real. Work through The Starter Path, ask questions, meet the other members.

Day 31

First payment, €99 + VAT

If you haven't cancelled, your membership starts at €99/month with a 3-month minimum. EM AdLab at €49 and your 20-minute call with Tony unlock now.

No risk to try. Cancel anytime in the free month and nothing is charged. After your first payment: 3-month minimum, then cancel anytime.
Start your free month
Photo of TonyShows in GHL
Tony, founder of EM Academy
15+ yearsin finance
Tony
Founder, EM Academy
Who's behind it?

Not a guru. An operator who still runs stores.

15+ years in finance as a manager, coach and educator. Then I built my own e-commerce business from zero, including the tools I needed to scale it.

My first winner was product number 13, after twelve that failed. I’ve been restricted from Shopify Payments, hit payment-provider limits and scaled too fast. Everything I teach comes from real mistakes, not theory. And I’ve run a weekly community meeting since January 2023.

/ Tony, founder of EM Academy and Novametrics
Built Novametrics Sweden → international Teaches from scars, not theory
Questions

Everything you want to know before you join.

Same mentor and the same price as Premium there for new members. This community has its own channels and its own course, built for you rather than translated.
Yes, a card is needed to start your free month, but nothing is charged for 30 days. The card is added through Stripe, and the first payment is on day 31, unless you've cancelled.
Within a few minutes you get an email with your personal link to the community on Discord. Click it, accept, and you're in with the right access. New Discord accounts may need to verify their email first.
Not in the free month: cancel and you pay nothing. Once you've made your first payment there's a 3-month minimum. After that you can cancel anytime with no notice period.
Not yet. A monthly live Q&A is planned once the group is big enough. Until then you get a recorded lesson every month and answers in #ask-for-help.
Yes, if you're ready to do the work. The Starter Path starts with your numbers, because that's what every other decision gets measured against.
Ten short video lessons with Tony, 2 to 5 minutes each, plus a written lesson for every one. You follow one example product all the way, from the supplier quote and your break-even to launching a test and reading the result. Calculators open on day 30 and playbooks on day 60.
No. Ongoing 1-on-1 time with Tony is part of the mentorship. As a paying member you get one 20-minute call with Tony as a welcome gift, after your first payment.
No. Nobody honest can. You get the knowledge, the tools and the people. The work is yours.
Start your free month

First month free, card required. Then €99/month + VAT, 3-month minimum from your first payment.

First month free then €99/month + VAT

Stop growing alone.

Try it for a month without paying. If it's not for you, cancel and pay nothing. If it is, you continue at €99/month and get everything below.

First month free The Starter Path #ask-for-help A new lesson every month 30% off Novametrics 20-min call with Tony EM AdLab for €49 instead of €99
Start your free month

First month free, card required. Then €99/month + VAT, 3-month minimum from your first payment.

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