Every year I write a recap style blog post and I have to admit, I’ve been procrastinating on this one. Maybe it’s because we’re on day 6 of fever with my middle daughter and I’m distracted. Maybe it’s because I have no idea how to wrap up such a crazy year. Maybe it’s because this year has brought so many gifts and so much stress – all in one – I’m at a loss for how to write about it.
Most of you follow me for business reasons, and while that’s still been my primary content all year, you might have noticed that this year I also branched out into some topics that I never thought I would:
- Politics + the election
- Black Lives Matter
- Plant based living
- Gardening + birds
Because of this, I’ve lost thousands of followers, and yet my business has continued to grow. There’s a lesson in there somewhere. Stay true to yourself and continue to deliver value and your business will be fine, no matter how dorky or unpopular your opinions are.
I wanted to share some insights into my personal business, and how it’s doing – since one of the key credibility markers in the online space is, “Is this person blowing smoke up my butt or are they legit?”
Without giving you too much backstory, here’s how things have gone in my business since 2014.
- 2014 I did $25,000
- 2015 I did $75,000
- 2016 I did $325,000
- 2017 I did $1.3M
- 2018 I did $2M
- 2019 I did $2M
What do those numbers mean? I joined ClickFunnels in late 2017 and so all of 2018 and half of 2019 were me juggling both my business and ClickFunnels. AKA – burnout city.
So now we arrive at 2020. This is the first FULL year post ClickFunnels. In my personal business, I’ve stopped a LOT of things that were bringing me revenue.
- I stopped promoting CF as an affiliate
- I stopped selling CYLL
- I stopped selling TDG
The only current offer that exists in my personal business now is Digital Insiders. However, Funnel Gorgeous has continued to grow and grow, and that’s been where I’ve put any and all new content.
One of the things I encourage people to do when reflecting on their numbers is to see two or three layers below the first interpretation of your P&L and margin. Our business finances often tell a story of growth, change, failure, and success. It’s worth looking at, and most importantly – all wins, big or small – are worth celebrating!
So here are the numbers as of December 30th.
Total Revenue In My Business for 2020: $2,242,278.93
Net Profit In My Business for 2020? $1,431,744.97
So here’s the big point I’m trying to make….
My growth hasn’t been exponential. In fact, as I focus exclusively on ONE product – being an amazing coach and host of the Digital Insiders. And in Funnel Gorgeous, we’re growing quickly but there’s a lot more man power needed over there.
Despite all that, 2020 will be my most PROFITABLE year to date.
What I know (for a fact) is that for many businesses, it takes more than $3-$4M dollars in annual revenue businesses simply to net $1.4M and that’s all considered normal. So I’m super proud of the stories my numbers tell and I refuse to buy into the gimmick of exponential growth and hustle.
And true to form, I’ve always been more about quality than quantity.
My point is you don’t need to be a A-level influencer with millions of followers to live an incredible rich life with an amazing business.
And for all the flashy numbers you see out there, I’d be curious to see how many people are willing to share how that money works for them in their personal life, because even netting 7-figures is awesome but what happens once it gets into the hands of the owner?
When I first started making serious money, my goal was to get a house. I was able to do that in 2017. I bought EVERY PENNY Alex + I had saved and put down an $80,000 deposit on a $350,000 house. At the time, it felt like a stretch. I hadn’t even made my first million yet. But we did it.
At the end of 2017, Alex + I decided to do some cash value life insurance. Again, it felt like a HUGE endeavor. We had to essentially put in a hefty deposit and then be willing to put away $100,000 a year for the next ten years. But we knew that many successful + wealthy people hold these types of “vault” policies, so we took a deep breath and did it.
Now sitting here in 2020, I’m glad we made the investment, and continue to save each year since we don’t have your average employee pension/matching type programs in a 401k.
As time has gone on, we’ve continued to find experts to help us manage our money. We now have invested in several real estate deals (through my client and friend Aryeh Sheinbein), and our next big goal is to have $4,000,000 tucked away in money making investments for retirement, to get our kids through school, help them get married, and to keep building family wealth.
As of today, we’re halfway there with $2,000,000 in (post tax) savings and assets that we’re putting to work.
I will never be the most aggressive ambitious entrepreneur you follow. But I also think there’s value in peeking behind the curtain of someone who runs their business and life to keep TWO things in balance….
- Delivering high quality content to those who need it + knowing the money will easily follow
- Living a life that allows me to be in the present and enjoy my family and my hobbies without losing my soul
To me, that’s what these numbers show. At this point, I could stop working and we’re making enough passively to live on with just the savings we’ve built. Not the high life, but enough. The interest is compounding. And that financial freedom is the best feeling in the world.
So what else happened this year?
In 2020, here are a few of the things we launched (over on the Funnel Gorgeous side)
- Marketer’s Heart Event
- Launch Gorgeous (we did FOUR rounds!)
- FG Society
- Ads The Click Summit
- One Funnel Gorgeous Retreat
- Our new software FG Funnels!
In Digital Insiders, we grew! 2020 started off with about 40-50 members, and now we’re at 98!
We hosted two week-long Zoom masterminds, went on a 10 day cross country trip to Moab Utah for camping, and had many big celebrations (six figure launches, six figure launches, and yes, reaching that epic $1M mark).
I counted up how many Voxers and hotseats and audits I did this year. It’s a lot.
- 90,000 + minutes of Voxer
- 7,000+ minutes of Hotseats
- 17,000 + minutes of Audits
- 3,000 + minutes of group calls
It wouldn’t be a 2020 recap if I didn’t mention that Coronavirus hit everyone hard. What happened in March was truly a black swan event that sent businesses and families reeling.
During the first wave of the pandemic, I set up a $50,000 scholarship fund to float any Insider who was hit hard by the pandemic. We’ve used it all up but I’m very proud to say that everyone who wanted to stay in DI was able to! Another blessing afforded to me by my conservative tendencies to save and keep cash flow going.
Another thing that happened was for the first time ever, I used my email list to talk about something other than business. I sent out TWO emails that cost me many followers:
- The first was in March and was about Coronavirus
- The second was in May and was about the murder of George Floyd
Both of these moments were pivotal for me. I knew that one of the main reasons I built a business was to take control of my destiny. But what destiny would it be if I couldn’t be myself? There was backlash of course, but it didn’t matter. The issues were too important to me to hide behind.
Throughout the spring and summer months, with travel ground to a halt, I took up two new hobbies: Gardening + birdwatching. Yes, I realize this makes me next level dork but there is something so calming about watching plants grow and birds flit about outside my window.
You know what’s funny? I now know all the types of birds in our yard. I know who belongs to who. We’ve named some. All these little details that I never stopped to pay attention to that were always happening.
It’s a business lesson too. There are SO MANY details you’re missing. Relationships you haven’t found yet. Ideas to be unlocked. There is always more going on than meet the eye but the only way to see it is to slow down enough to notice.
A few other fun tidbits about 2020….
- I was EXTREMELY inconsistent on my podcast, but managed to push out 23 podcasts.
- I wrote 40 blog posts.
- Got to speak during Pete Vargas’s Rise Up Challenge.
- Spoke on the main stage at Traffic + Conversion.
- Wrote around 90 emails.
- Produced at least 10 new presentations (outside of course content in FG) for the following:
- The Art of Delegation
- Is Certification In Your Future?
- My Top Takeaways From Running Digital Insiders For Three Years
- Google Productivity!
- Creating Irresistibility
- Building Courses People Finish
- Increasing Profit Margin Through The Way People Think
- Evaluating Launches That Flop
- Systems To Fix The Common Derailments of Business
- Working In The Midst of Trauma
- Strategic Planning
- Calculating Lifetime Value
- The Anatomy of A High Converting Sales Page
When it comes to charitable giving, I’ve been able to give to several organizations that I love to support!
- Black Girls Code – STEM Education
- International Justice Mission – Abolishing Slavery
- Village Impact – Schools in Kenya
- Sightsavers – Helping Children See
- St. Jude’s Hospital – Pediatric Cancer
- Farmer’s Footprint – Farming Without Pesticides
- Lifewater International – Clean Water
- Make a Wish – Experiences for Terminally Ill Children
- Paws With A Cause – Custom Trained Assistance Dogs
- Black Womxn Thriving – Research Fund
I’ve also been able to give raises to all my team members, as well as year end bonuses and most importantly – job security for 2021.
So what’s coming in 2021?
Right now there are a TON of cool things happening in Funnel Gorgeous in 2021. We wrote about them here in a State of the Union address. It’s definitely worth a read because there’s a lot to unpack.
For Digital Insiders, I’m looking forward to the return of in person events! We have an epic fall mastermind planned at the Grand Floridian in Disney World, and we’re hopefully going to do another week long get together in mid May in Connecticut.
I anticipate Digital Insiders will continue to be at max capacity with a rolling enrollment and waitlist, and just like years prior, we’ll be doing all sorts of group calls, sharing, collabs, and more.
We have plans to do the following:
- Run roundtables on various funnels, what’s working and what’s not
- Run group strategy sessions on copy, design, traffic, social, publishing, etc.
- Travel and hang out together
- Blow up group Voxer channels filled all kinds of topics
- Collab on places like podcasts, summits, Clubhouse, etc.
Very proud of all that 2020 has done in my life and business, even though a lot of things did not go as planned.
I hope this post inspires you to look at your numbers and celebrate all the wins, big and small!