I'm Pulling the Curtain Back on Our First $100,000 Cash Month
It's been a hot minute since I wrote out a long form blog post; but after we hit a massive milestone in January 2025...
Our first $100k month; cash collected... To be clear - that is REVENUE and it's cash...
It felt like it was time for the return of the epic blog.
To be exact, our total cash collected was $102,742.97.
In this post, I want to take you behind the scenes of how it happened, what we've learned from it, and what you can take away from our month for your business.
The Revenue Breakdown
***IMPORTANT NOTE*** GOING FORWARD IN THIS POST WHEN I MENTION PERFECTLY ROUND NUMBERS, KNOW THAT I AM ROUNDING - GENERALLY DOWN AND NOT IN A WAY TO "MISINFORM" BUT RATHER TO KEEP THE FLOW AND THE READING STRAIGHTFORWARD.
I think it's always best in a behind the scenes post to first talk about the NUMBERS - where the revenue came from, and how much they were - ya know, the fun stuff!
We had a few miscellaneous affiliate sales and random commissions, but this was the FOUR major sources of revenue for this $100k month.
Here's a visual and written breakdown:
$30,000 - Coaching, Consulting & Agency Work
These are non-scalable service offerings that require me and my team's time to make happen. This included VIP days, consulting, and clients of our Meta ads management agency.
$17,000 Recurring Membership Rebills
This is money that was collected as a result of existing members in our membership - as of this month, our rebilling makes us a multiple-six-figure membership on renewals alone.
$50,000 Membership LAUNCH
We also did a Facebook & IG Ads for Listbuilding Bootcamp, which is a 5-day challenge-style launch that leads to our membership.
This included a $25 Bootcamp, with a $55 VIP add-on option, leading to our $67/month membership.
$4,000 Product Purchase Sales
We had a few additional low-ticket and mid-ticket sales this month that resulted in an additional $4,000 in sales and helped us cross the finish line.
One thing that I'm becoming more and more aware of as our business grows is that having different avenues and levels to work with our team has been KEY in expanding our business.
So, let's look at each "piece of the pie."
The "BIGGEST" Slice
of the Pie - Our Launch
I think it's important to first mention that the reason this month was so successful is that we had a MASSIVE launch right in the middle of the month.
And by most measures, it was very successful!
It accounted for just over $50,000 in cash collected - about 50% of the month's cash.
We run a 5-day live Facebook & Instagram Ads bootcamp 3-4x/year (and sell the recordings year round) and this was one of our best.
The promise of our challenge/bootcamp is that by the end of the week, you'll have FB & IG ads up and running. Ads that grow your email list on a daily basis.
The way the bootcamp is structured: we charge $25 to join the bootcamp for the week with the option to upgrade to a VIP status (with more benefits) for $55 more. Then, at the end of the bootcamp, people are so excited about the results that they're getting that they jump into our membership next!
In this case, 17.66% of people that joined the bootcamp ended up moving into the membership. Here's some high-level stats from the launch:
Key Launch Stats
Total Paying Bootcampers: 606
Total FREE Bootcampers (Existing Members Join Free): 99
Total Upgraded to VIP: 111
New Memberships From Launch: 107
38 Annual
8 Semi-Annual
63 Monthly
New Monthly Recurring Revenue: $4,221
Total Revenue: $52,251.00
Total CASH Profit: $21,021.05
Commission Due to Affiliates: $5,632.20
So you're probably wondering, why was this launch so successful?
Why the Launch Worked...
This is the 10th+ time that we've run this bootcamp. And to be honest, we've REALLY dialed in the messaging and the content.
We knew this one had the potential to crush it, so we doubled down on EVERYTHING that we normally do to get a big launch out in January.
Doubling down on ad spend, giveaway prizes, and even making the entire thing themed after Taylor Swift's The Eras Tour!
Here's a quick snapshot of some of the fun stuff we did:
I think it was the perfect storm of...
Proven Messaging
Intentional Ad Spend
An Outrageously Fun Time
I also think it's important to note that this launch had about $25,500 in EXPENSES to make it happen. Included in those expenses are ad spend, giveaway prizes, promotional assets, team costs, software, and even transcripts of the daily trainings.
This launch was a success because we put the time, resources, and effort into making it happen!
(And yes - we DO teach this entire launch methodology. It's in our signature program called The Challenge Launch Engine.)
Launch Fallout
After the launch was over, we experienced what I call "launch fallout" - it's basically what I call it when you have a REALLY GOOD launch and then after there are "waves of impact" that ripple out afterward.
In our launch fallout, people started reaching out to me for various things like...
"Can I hire you to audit my ads account?"
"How much does it cost to hire you to consult me ongoing?"
"OMG I hear your membership is amazing - I need to join!"
For about 7-10 days after launch, there's a palpable buzz around what we do and people we don't know reach out to hire us!
This comes from people sharing the bootcamp wins in their Facebook groups, on their timelines & stories, and even just good old word-of-mouth.
So, after the launch, we were able to close some additional consulting services. Which brings us to...
The Agency & Consulting Side
I know that everyone online says that the "dream" is to just do courses, chill poolside, and never do any client work or 1:1 with anyone ever.
Automate, Delegate, Disappear...
But that's not my vibe.
I like to maintain an intimate FB & IG ads agency client roster, because then I always have boots on the ground as to WHAT is working well, what is not, and trends and changes happening in real time for advertisers.
I think there is value in being plugged into a handful of clients where you get direct, unfiltered, feedback from them on a regular basis.
Our agency is a stable leg of the table of our business. I like to think that by having multiple streams of revenue (including a service) I'm setting myself up for the ebbs and flows of business too!
And to be 100% clear, I don't do ALL the work of client management. I DO have a small but mighty team that makes things happen (👋 hi, Heather and Jessica) in the agency.
Agency v. Consulting Breakdown
Of the $30,000 that came from agency and consulting...
~$8,000 came from existing consulting contracts, new consultant-for-hire calls, and NEW VIP Day sales
~$22,000 came from new and existing ads management clients
I think it's important to note that I did get some sales from my consulting this month - including 2 new clients. That was above the norm - and we signed on new agency clients that gave us a bump above the norm too.
Getting Organized
I'd also like to mention that as a result of this we exposed some "gaps" in our processes. My team was VERY supportive of gunning for this goal - but they also understood that it was going to require a LOT of organization on our part.
These are some amazing systems we’ve started using…
Google tracking sheets, ClickUp, and other task tracking systems are in place.
It's important that as we sell these services, we're also able to continue to deliver an INCREDIBLE experience to those that buy it.
The Membership Renewals
We started our membership program (Not Your Average Membership) back in September of 2021, so it's just over 3 years old.
As of writing this in February of 2025, we're sitting at about 470 active members.
This means that we collect the regular renewal fees on our monthly subscribers in January, and some annual renewals come due too.
This month, that amounted to $17,000 in renewals which is VERY exciting. Because now, on renewals alone, our membership should generate $200,000 in sales in 2025.
2024 was our first multiple six-figure membership year with just over $220,000 in membership sales; but in 2025 we have a goal to cross $300-350k+ in sales.
Other Product Sales &
The Value of Some "Hustle Energy"
On January 28th, I called a good friend of mine to get some support and feedback.
As of January 28th, the business was sitting at about $91,000 in cash revenue so far and if we did "nothing" over the next 3 days, we'd end the month around $92-93k in cash revenue.
So I asked my friend Aandra if I should hunker down to try and hustle up another $7-8,000 in sales.
Her answer was...
"HELL YES!" -Aandra Bohlen
If we're being REALLY honest...
...on the back of a big launch, and a crazy post-launch week, and with another big week ahead - I didn't know if I had it in me!
And that's when I realized...
The biggest names in the game? They know when to hustle.
Whether it's athletes, pop-stars, or just the eager dreamers - you don't quit when the finish line is in sight because you're tired; you lean in.
So, I threw on Taylor Swift's "I Can Do It With a Broken Heart" (an ANTHEM for making things happen even when life feels heavy), and I got to work.
I focused on two big things - a quick pop-up promo, and my irons in the fire.
Our Quick Pop-Up Promo
I KNEW I had just done a big launch of our membership and I didn't want to turn around and continue to bombard my email list and audience with MORE MORE MORE sales content...
So I got crafty.
I sent out ONE email talking about the success of our challenge - and linking to the waitlist of The Challenge Launch Engine (our signature program is about how to run a profitable challenge/bootcamp launch).
Then I waited for 1 day. And we ended up with about 80 people total to our waitlist for the program.
Then, I did a 36-hour flash open of that course to the waitlist and 9 people ended up buying the program - 11.3% conversion rate to the program.
This ended up bringing in about $2,250 in extra cash sales - which moved us up closer to our goal.
We'd planned for 8-10 sales, but even if we got them we would STILL be a little short, so I also turned to other possibilities...
The Irons in the Fire
The other thing I did was what I refer to as "the irons in the fire" sweep.
I went through my past rolodex of potential "yeses" and I... *gasp* reached out!
I ended up getting about $5,000 in new consulting deals that tipped us over the edge with the goal!
(This included -> A VIP Day, An Ads Audit, and a Couple One-Off Calls)
While it's "simple," the reality is that if you've been in business more than a few months, you’ve had at LEAST a couple people say "we'll see" or "come back to me." So, if you're ever pushing for those goals…
Go back into other irons in the fire - and sweep through 'em!
A Few Things I Learned
From Generating $100k In 31 Days
While it's fun to share some stats and numbers and processes, I also wanted to share what this "achievement" has uncovered for me...
It's Not ALL Chill ALL the Time
I think in 2024 I did a decent job dropping some internal programming that had gotten me here...
One big thing I let go of is the “black and white thinking” that I'd found myself living in after being in the internet bubble for a long time.
Either "it can be easy" OR "hustle and grind" seemed to be the battle calls all around me.
But what about a new battle cry? "Sometimes it's work & sometimes it's joyful - but as long as it's a positive experience, keep going"
There were times this month where I was IN MY FRIGGIN' BLISS - I mean running my launch is a lot of work, but being able to just geek out over T-Swift and giveaway prizes, and hold space for 700+ people was fun...
...AND...
The last 3 days of the month, they were WERK. Writing emails, reaching out, fielding replies, balancing new clients.
To be honest, not sustainable - but also not forever.
I think I'm realizing that for seasons and reasons, it's okay to hustle. And when the flow is in flow and it's all vibes... that's cool too.
Turn Over EVERY Stone
Our goal was to hit $100k in sales - but when we had 72 hours, and a $9k shortage, it was easy to say "what should we do?"
What I realized is that there are ALWAYS things we can do!
So I got nitty gritty for a minute and I just got CLEAR on what I could do:
Open/Pending Contracts I Could Reach Out To
Potential Leads That Could Use a Follow Up or a Check In
Emails I Could Send / Products I Could Promote
Current DMs/Emails I Could Engage With
Luckily, I had friends and a team to talk through logistics too!
It would take time and effort, but there were so many stones to turnover and check for opportunities...
It's clear to me - there's ALWAYS a stone that can be turned over for opportunity.
Plan It Out, Call It In
In December 2024, I set a goal for January (as part of our 2025 planning session in our membership).
Here's an exact screenshot from our planning doc:
Can I let you in a little secret though?
I knew the goal was a six-figure January; but to be honest I didn't come back to this goal multiple times to visualize it, or write it out daily to anchor it in, or check my Q1 planner every morning to make it real...
...BUT I did declare it, publicly, on a call of dozens of our members and it stuck in my brain.
There is power in declaring your goals and just "giving it space to exist in the real world".
If you don't write it down, you don't know you're going for it.
What You Measure, Grows
Back in 2024, I attended a small entrepreneurial event around the book Scaling Up by Verne Harnish and the trainer said something that stuck with me...
"What you measure grows."
So, we took that concept (and what they taught us about it) to heart and created dashboards and tracking systems for our important business metrics.
This is a screenshot of one of our dashboards:
(Note: Our dashboard runs in Monday - Friday weekly cycles, so it doesn't line up Jan 1 - Jan 31 for our revenue numbers).
We didn't start with something this "exciting." We started in a Google Doc and just updated it weekly because...
What you pay attention to and measure - grows.
We noticed (through this tracker) that going into Q4 2024 our ad spend and lead flow was lower than we'd like, and we were able to respond to it!
So, we amped up our ad spend and we did the work to get more leads in.
As a result - January was a MASSIVE success in terms of audience engagement and launch sales.
If you've got a piece of your business you're trying to make bigger, take the time to track and measure it.
It Takes Time, Team & Focus
January is the last month of our 10th full year in business. February 15th, 2025 will be 10 years since our LLC formed.
It took TIME to get to this level.
Without the YEARS of membership growth, we wouldn't have had the recurring revenue that built this month.
Without the YEARS of practice, I wouldn't have had the experience to bust out a mini-promo in 24 hours that capped this month.
Without the YEARS of team training and support, I wouldn't have had the PEOPLE on my side to make the kinds of moves that built this month. (Again shoutout to Jessica & Vanessa - you guys are the REAL MVPs for launch seasons.)
Without the YEARS of mistakes, I wouldn't have known what NOT to do in this launch to make it soar in a way that built this month.
If you're reading this blog, in your first year, and going for a $100k month - remember patience, focus, team, and time are your friends. Give the business (and you) space to expand, grow, and learn.
The Foundational Elements of Our Business Growth...
I can confidently say that "this month" was a result of the foundational efforts we put into our business EVERY MONTH to make sure it's always on a trajectory up.
These are our core activities...
Grow the List with Ads
We run ads every day to grow our list. We're now up to about $2k/week on listbuilding ads - and we don't plan to slow down. (In fact, our goal is to ramp up).
When I knew that I wanted January to be a $100,000 month, instead of slowing down and "holding onto" that ads budget for launch, I leaned in and spent it on that list.
Email With Intention... Often
When I first started my business and started with email marketing I was... scared.
Scared people would unsubscribe. Scared I'd bother people. Scared my emails would bomb.
Now?
I'm scared I didn't email ENOUGH. I firmly believe that emails to the inbox are not "invasive" - they are just content. I'm all about giving content and showing up, so I choose to do it via email.
I sent over 590,000 emails to my list of 19,000 over the last 90 days - it averages out to an email every 2-3 days.
Email marketing is here to stay for us.
Plan, Plan, Plan...
We've been working on our January 2025 launch since November of 2024, and refining the process of it since 2022. Even months before the launch; we were talking about themes, prizes, logistics, ad spend, and more.
Good things (and launches) don't happen when you shoot from the hip!
Going into 2025, we're not doing things on a whim when it deserves intentional focus. We're planning things out months in advance, setting key dates on the calendar, and then getting the team support to make it happen.
Respond & Engage
And (most importantly) I think we're always listening and responding to our audience.
During our launch, we changed sales emails based on what we were hearing!
The key to the above - the list growth, the emailing, and the planning - is that it only works if you're actively listening to what your audience wants to hear from you.
That’s A Wrap: A $100k Month
(Profit Talk)...
I hope you enjoyed this breakdown. One of our core values is Transparency. And so when we have a really good month, launch, or promo - we like to share it!
The BIG question - how much profit? Well, I'll update this post with a more exact number when our January bookkeeping is completed...
BUT.
AFTER all expenses, team pay, and my salary for January, we're estimating about $35-40k in profit out of that $100k. 35-40%.
(NOTE: Because of our type of business structure, my owner's payroll is an expense.)
I'm pretty dang happy with that...
Before You Go: Want Next Steps?
If you got mad value from this post and want to "do something” with it. I get it...
FIRST, take a moment to figure out what your next goal is. Even if it's just jotting it down on a piece of scrap paper, or your notes app, or a Google Doc - do it.
Then... if you wanna take action, here's (3) resources for next steps:
Resource #1 - The FB & IG Ads for Listbuilding Bootcamp
If you want to learn our evergreen FB ads for list growth strategy - this bootcamp (a live recording from January '25) will get you up and running in 48 hours and optimized in a week at just $25 for on-demand access.
Click Here to Check Out the Bootcamp
Resource #2 - Not Your Average Membership
If you want to go beyond listbuilding and learn the holistic strategies we develop in our business to scale with ads, email, and launches, you'll wanna check out our membership. The core is about building automation via advertising, but the entire thing is about supporting you to your next level of business success.
Click Here to Check Out the Membership
Resource #3 - The Challenge Launch Engine
If you want to discover our entire challenge launch process (from content, to marketing, to promotion, to conversions) like how we run our bootcamps, then you'll wanna get on the waitlist for The Challenge Launch Engine.
This is our SIGNATURE program that takes you from A to Z of launching your digital offer with a challenge.
