By Reco Jefferson of Roughnecks Ecom
Where It All Started
Growing up in Mississippi, I didn’t have a roadmap for what I’d become. I didn’t know any CEOs. I didn’t have a business mentor. What I did have was curiosity and a whole lot of drive. I was always taking things apart—cars, electronics, you name it—and trying to figure out how they worked. It wasn’t about money back then; it was about understanding how systems connect and why things function the way they do.
In high school, my family moved to the Philadelphia area, and that became my permanent base. Philly shaped me in a lot of ways—its hustle, its realness, and its people. It also made me realize that the world wasn’t going to hand me anything. If I wanted to build something, I’d have to do it myself, from scratch.
The Military Changed My Mindset
After high school, I ended up joining the U.S. Air Force. That decision wasn’t just about serving—I needed discipline. I needed structure. The military gave me both, along with leadership skills I carry with me to this day. It also showed me what I was capable of when I locked in and focused.
When I left the service, I went to Penn State and earned my degree. During that time, I was still teaching myself code on the side. I’d spend hours learning how systems ran—websites, software platforms, backend logistics. I didn’t realize it then, but I was laying the groundwork for what would become my business.
Becoming a Software Engineer
After college, I started working as a software engineer. I liked it because it was hands-on, problem-solving work. But even while I was working full-time, I had a side hustle. I was building little online stores, experimenting with dropshipping, figuring out Facebook Ads and automation tools. It was all trial and error. No guidebook. Just long nights, YouTube videos, and figuring it out as I went.
That’s how Roughnecks Ecom was born. It didn’t start with a grand business plan. It started because I saw a way to automate online businesses and make them more efficient. I didn’t have a ton of startup capital. What I did have was the ability to code, test ideas quickly, and iterate faster than most.
Automation Changed Everything
The key turning point was automation. Once I realized I could use software to automate inventory updates, customer emails, order tracking, and even parts of ad management—I knew I was onto something scalable. Suddenly, I wasn’t just building websites. I was building systems. That mindset shift—from individual effort to repeatable, automated processes—is what took me from being a freelancer to running a full-blown business.
I focused on building systems that didn’t rely on constant hands-on attention. That allowed me to grow, hire, and delegate without losing efficiency. It also let me test new ideas at scale, using data to guide every decision.
Building the Business
The early days weren’t glamorous. I was working out of my apartment, sometimes going days without leaving because I was so deep into testing ad sets or rewriting automation scripts. But I kept at it. Every small win gave me more confidence. Every failure taught me something new.
Eventually, I hired help—people to manage customer support, handle fulfillment logistics, and manage client stores. I still kept the core of the tech in-house, because that’s what set us apart. I didn’t just want to sell products—I wanted to sell efficiency.
Now, Roughnecks Ecom runs a portfolio of automated stores and helps other entrepreneurs do the same. We don’t just teach people how to build a Shopify store—we help them build a business that works even when they’re asleep.
Why This Work Matters to Me
I’m not the kind of guy who brags about numbers or shows off my lifestyle online. That’s never been the goal. What matters most to me is showing people—especially kids from under-resourced communities—that this kind of path is possible.
I mentor in Philly schools whenever I can. I try to talk to students and show them that you don’t have to follow a traditional route to find success. You just have to stay curious, keep learning, and be willing to fail until something works.
I didn’t grow up around tech entrepreneurs. I didn’t see people building automated online businesses. But I became one because I didn’t let the lack of exposure stop me. That’s the message I want to spread.
What I’ve Learned Along the Way
If there’s one thing I’ve learned, it’s that execution matters more than ideas. Everyone’s got good ideas. What sets people apart is the ability to act. Start messy, fail fast, and keep going. Most people never take the first step because they want everything to be perfect. But nothing you build will be perfect the first time. What matters is that you build, then improve.
Also—simplify. Business isn’t about making things complicated. It’s about making things work. The more you can streamline, the more you can scale. That’s true in tech, in e-commerce, and in life.
Looking Ahead
I’m always working on what’s next. Whether it’s new automations, new platforms, or new mentorship opportunities, I stay moving. The goal isn’t just to grow the business. The goal is to make it matter—to help others do the same, and to keep learning while I’m at it.
One day, I want to open a school. A place where kids can learn real-world skills like coding, digital marketing, and business development—things that actually open doors. Until then, I’ll keep building, keep racing, and keep showing up.
Because from code to commerce, the journey never really stops.