In August 2024 I shut down a successful business. I deleted over 7,000 email subscribers, closed my programs, restarted my Instagram, and began again in a saturated niche with a tiny audience and the same fixed expenses I had been carrying for years.
Twelve months later I hit a $100,000 revenue month. Here is how.
Why I Walked Away From a Business That Was Working
My life coaching business was generating around 20,000 podcast downloads a month, pulling in 50-plus people per launch, and growing on Instagram with minimal effort. By any measure, it was working.
I shut it down anyway. I did not want my children’s stories becoming part of my public content, and I did not want to be recognised in the school playground for fertility content I had created years earlier. I am private about my kids, and that matters more to me than a business that was easy to run.
In August 2023 I came back from a retreat with a batch of podcast episodes that turned out to be completely unusable due to an SD card incompatibility. I told my podcast manager I could not record another episode. It took a full year of sitting with that feeling before I acted on it. In August 2024, I did.
The Problem With Starting Over When Your Expenses Stay the Same
When you shut down a business, your costs do not reset with you. I was carrying $5,000 to $10,000 a month in fixed expenses: a CRM platform, two virtual assistants, Meta ads. Going slow was not an option, and neither was waiting for four quarterly launches to carry me through a year where my messaging was still being dialled in.
This is a situation more business owners face than they talk about. You are rebuilding, or in a growth phase, or your main offer has not hit full traction yet. What do you do in the meantime?
The Strategy: It Was Never Just One Offer
The Peace and Profit Mastermind was my hero offer, a mid to high ticket group program with recurring revenue built in. That is the foundation. But the Mastermind alone, launched four times a year, was not what got me to $100,000 in a month.
What got me there was a layer of diversified, low-lift offers running alongside it. Not a complicated funnel structure or a suite of twenty products. Simple, easy-to-execute promotions that did not require significant time to deliver and did not pull my focus away from the main launch strategy. Some were public. Some were quieter. All of them kept revenue moving between launches.
This is the part most people in the online business space never talk about. Everyone sees the hero launch. Nobody sees what is running in the background making it possible to keep investing in ads, paying the team, and growing through the gaps.
Why Four Launches a Year Alone Is Risky
If launch one underperforms, and it can, you still need to pay your team, fund your ads, and rebuild your list before the next one. Without anything else generating revenue in the background, that is a genuinely stressful position to launch from. You can read more about what makes launches convert in 6 Figure Launch Secrets, but the point is that even a strong launch strategy needs a support structure around it.
Low-ticket offers are not the answer here either. They are far more work than they appear and are best saved for when your core revenue is already stable. What works is simpler: a workshop, a short intensive, a targeted promotion to a warm segment of your list. Something useful, fast to deliver, and already in your toolkit.
What One Year of This Produced
One year after restarting, with a new niche, a small team, fixed expenses, and a hero offer still building momentum, I hit $100,000 in a single month. Not from one perfect launch, but from a Mastermind with recurring revenue baked in, and diversified promotions running consistently alongside it. Month on month, revenue grew because no single launch was the only thing keeping the business alive.
This is exactly what I teach inside the Peace and Profit Mastermind, and it is what the clients who scale consistently are actually doing.
If you want to map this out for your own business, join me at my free workshop at launcheasylife.com/workshop. We will build your next 12 months together, live.
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