I find what's actually broken.
I'm Ashli McCoy. I work with women-led service and e-commerce businesses who know something isn't clicking but can't name exactly what. Sales are slower. The offer isn't landing. The right people aren't buying, or the wrong people are.
They can feel something is off. They just can't name it. I name it. Then we rebuild that part.
Built from the inside.
I didn't study business from the outside. I built it from the inside.
My first business was an online boutique called AVM FASHION. First year: roughly $300 in sales. Shopify cost more than the business made. I was a middleman reselling clothing with no brand, no community, and no reason to exist that wasn't already being filled by someone cheaper.
Year two, I stopped trying to be a store for everyone and built something specific: a 2000s nostalgic punk-rock emo brand for people who felt like outcasts growing up and never stopped being themselves. Repriced to reflect brand, not cost. Built community on social through the culture itself. Sales went from $300 to roughly $14K.
That's when I learned the real work of business isn't hustle. It's diagnosis. Knowing what's actually wrong and having the clarity to rebuild that part — not all of it, not the surface, the part that's broken.
Other women started asking me how I did it. How are you getting traffic? How do I brand this? How do I actually sell? I started helping them. She Rich Digital became the vehicle for that work.
Today I advise female founders and e-commerce businesses across various industries from event planning, financial consulting, coaching, e-commerce and more in between. I come across the same thing every time: what's actually broken, and what to rebuild.
I started this company because I saw what was possible when a woman builds something that's actually hers and I wanted every woman I knew to have access to that.
Ashli McCoy, FounderStrategic advisory for women founders.
She Rich Digital helps you find what's actually standing between where your business is now and where it should be... whether that's the offer, the messaging, the sales process, or the decision making pattern keeping you stuck in the day-to-day. We diagnose, restructure, and guide execution so the work actually lands.
A deep-dive diagnostic of your entire business — revenue model, offer structure, audience alignment, pricing, conversions, and operational gaps. You receive a written Strategic Audit Report that names every structural problem, ranks them by impact, and gives a clear sequence for what to fix first.
Learn More →The flagship. A full diagnostic and strategic plan build, followed by 90 days of structured advisory as you execute. Bi-weekly calls, real-time strategy adjustments, and a strategic partner who sees what you can't from inside. You're not doing this alone, but you're the one building it.
Learn More →Ongoing coaching and strategic guidance for founders who want a trusted advisor to help them make the call on the hard decisions like hiring, offers, pricing, pivots, launches. The work that benefits from having someone in your corner who's already seen it.
Learn More →Something off?
Let's find out what.
If you've been running a while and something feels broken that you can't quite name, book a call. We'll figure out what's actually going on and whether I'm the right person to help you fix it.