I’ve been gainfully self-employed for nearly a decade—four of those years teaching online. In that time, I’ve earned over $70,000 just from live online courses alone. That doesn't include the recurring revenue from evergreen programs (like E4RP), Patreon, or course sales through my online shop.

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I firmly believe that success isn’t random. It’s built—through intention, data analysis, experimentation, and the discernment to keep what works and let go of what doesn’t.

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That’s not the perspective you’ll hear from most “spiritual” business coaches. A lot of people will tell you to make a vision board, micro-manage your mindset, and recklessly spend money (you don't even have) in order to "feel" wealthy.

 

And sure—some of that can be helpful. But there are way too many spiritual business grifters who present those techniques as if they’re the entire map—conveniently leaving out the rest of the territory: the often unsexy, practical, hard work of building a strategy-driven, flexible, and sustainable business (not to mention any capital $$$ or high level business/marketing consulting they themselves have used to get to where they are.) 

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I’m not here to help you build a flashy online coaching empire. I’m here to help you earn a livable, comfortable wage doing work that actually fulfills you.

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The online coaching industry has warped a lot of people’s thinking—making it seem like you’re only successful if you’re pulling in $300K+ a year. But most people don’t actually want that. What they do want is to quit their job, pay their bills, and still have enough left over for emergencies, vacations, and retirement.

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If that’s you, let’s talk.​ Because when you zoom out, you might find that your financial goals are more within reach than you’ve been led to believe.​

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On this page, I’m sharing how I organize and reflect on my launch cycles.

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It’s not sexy.

 

But it is essential if you want to build better systems and strategies—and actually live the life you’re working toward.

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One of my core business goals since 2023 has been to feel better in my nervous system, not just hit financial milestones. I met that goal with flying colors this launch and am so proud of myself.

 

But I wouldn’t have been able to pull that off if I hadn’t consistently taken the time to reflect on what’s worked, what hasn’t, and how I can keep improving.

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If your current strategy is throwing spaghetti at the wall and hoping "manifestation" brings in clients or students… you’re not alone. But that path leads straight to burnout. You might already be feeling it.

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There’s a better way.

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Let me show you how I track and reflect on my launches: ⬇️

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Did I meet, exceed, or fall short of my goals?

Revenue: below goal 
Number of students: below goal

The way it felt to launch: exceeded goal

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What was the goal of this launch?

Revenue goal:

$10,000 
Student goal:

100 

 

Final revenue total: 

$8,958

Final student total:

87

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Regardless of the goal, it is the highest revenue for a course I've ever taught!

(with the exception of The Steiner Reading Room which was 3 months long with two meetings per week.)

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Reflection: I set this goal in early January before Trump entered office and destroyed the economy. So, in an alternate reality, I may have been able to actually EXCEED this goal. However, the final numbers are still pretty impressive given the early stages of the recession in the USA. Also, when I first planned this course, I was planning to teach it solo and Monica was the one who came up with the idea to make a workbook/zine. So that upsell added more revenue than my original concept. 

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During the launch

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What energized me: 

having a co-teacher, delegating tasks well, an easeful 5 week launch, whiteboard videos. committing to making marketing feel FUN. 

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What drained me: 

email marketing, which I attribute to an overall feeling of writing burnout (that i'm actively working through.)  

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What NEW things did I try:

whiteboard reels, posting consistently on tiktok (which actually converted!), more car videos, more longform stuff than I've posted in the past, marketing it on my podcast, seed launching back in January and then a 5 week official launch. 

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What could I have done better: 

Definitely more emails—I only sent 3 or 4 official launch emails over the five-week cycle. But it wasn’t just about quantity; I also could’ve delivered higher-quality content and more thoughtful marketing concepts. Honestly, I could have given that entire space more attention and intention. Next time, I will also consider hiring an email marketer to do this work for me since I don't find it particularly compelling. And then I couold compile data on whether or not hiring someone would move the needle on total revenue. 

 

I also think I could’ve spoken more clearly about the downsides of avoiding conflict, and created a stronger, more vivid vision of what life can feel like when you do conflict well. I wasn’t painting a compelling enough picture.

 

Finally, I could have done more with youtube; but perhaps I can try that out next time if we teach it again next year. Maybe a series of personal story telling and some more extensive teaching around topics we don't directly cover in the course. 

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What surprised me:

How easy the launch cycle was. I had done a solid amount of content planning and pre-filmed a good chunk of material, so when it came time for the final marketing push, I barely had to do anything extra. Normally, I feel borderline insane the week before a course begins—but this time, I felt serene, clear, and calm. This isn’t my first launch by any means, but it’s the first time I’ve felt this grounded during the process.

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I also developed a new theory about the Instagram algorithm: it seems like you only get a certain allowance of reach within a set time frame. Because I was posting so much during the final week, I think I hit some kind of cap. I used to think the algorithm limited reach daily, but now I suspect the limits might be weekly—or even monthly. My stories usually get 1,000–2,000 views in a 24-hour window, but that dropped to around 500 during the heaviest posting days. Same for reels: despite the consistency and quality of the content, views noticeably dipped. It's not that big of a deal because I still nearly reached my goal; but for whoever is reading: THIS is why you need to diversify your presence across multiple platforms ie. social media, email list, podcast, youtube, etc. 

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Unexpected wins:

actually enjoying marketing, delegating tasks I don't enjoy to Monica, highest revenue ever, teaching without a script, and getting TWO people from tiktok! I've never sold anything through tiktok before!

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Unexpected flops:

not confident if the whiteboard videos are actually converting, got put in instagram engagement jail in the last few days before class started.​​​