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Allied to Win

How I Launched and Led a Leading Ecommerce Company

Ed Stevens was born and bred to be an entrepreneur. From sales training on the floor of his family’s Ohio-based retail furniture store to bootstrapping a disruptive eCommerce company, Ed‘s experiences provide lessons in business, leadership, and even in love. His amazing story is packed with drama, courage, horrors, and heroics, plus moments of antic comedy.

Ed has, in Allied to Win, written a gripping story about the power of big ideas, and one man’s enthusiastic voyage through investor boardrooms and staggered growth towards true innovation in retail technology.

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Praise for Allied to Win


Allied to Win is filled with great insight any business leader would be wise to learn from Ed's experience.
Jeremy Levine, Vice-President of eCommerce, Intermix

Ed Stevens is an amazing entrepreneur with a fresh, funny and brutally honest perspective. For anyone launching, working in, or thinking of working in a B2B technology business, this is essential reading.
Sucharita Mulpuru-Kodali, Vice-President and Principal Analyst, Forrester Research

Ed grew up working at his family's retail furniture store, an experience that was fundamental to the invention and development of Shopatron. Allied to Win is an inspirational story for those of us who believe technology should connect businesses, both large and small, and help them all grow.
Chris Lombardi, CEO of DW Drums

This is an inspiring story of entrepreneurial inspiration, indomitable spirit, and sheer guts. Ed Stevens takes you on a journey of 18-hour workdays, doubtful investors, ambivalent prospective clients, and hundreds upon hundreds of rejections. He fearlessly describes a business launched with little more than the equity of his house, a loving wife, and dozens of maxed-out credit cards. In short, Ed paints a vivid picture of the incredibly difficult life of an entrepreneur, and then helps the reader see how guys like Ed wouldn't have it any other way. If you've ever dreamed of striking out on your own, READ THIS BOOK!
Rick Stollmeyer, Founder and CEO of Mindbody

Edward Stevens

is a serial entrepreneur with a passion for disruptive retail technology. Ed's business experience began at age 14 when he started working at his family's retail furniture store in Akron, Ohio. After college, Ed held several roles in the manufacturing industry and he began to recognize a fundamental disconnect in the eCommerce marketplace. In 2000, he leveraged his experience to start FirePoppy and developed the model for its flagship product: Shopatron. In 2006, the company was rebranded as Shopatron; Ed has served as Chairman and CEO since the company's inception.

Ed is an avid triathlete, competing in both Sprint and Olympic distance races. He is married to his college sweetheart, Robin. They have two children and reside in Carpinteria, California.

Ed's book recommendations

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