Today, my little one-person business crossed $10M in total revenue....
Justin Welsh@thejustinwelsh
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Sep 28, 2025
~7 min read
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Today, my little one-person business crossed $10M in total revenue.
It took 2,119 days, I ran zero ads & I operate at a ~89% margin.
Here are the 23 steps of my wild & strange journey:
Hope they are helpful to someone ↓
It took 2,119 days, I ran zero ads & I operate at a ~89% margin.
Here are the 23 steps of my wild & strange journey:
Hope they are helpful to someone ↓
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1/ Created lots of noise
When I was starting, I looked at attention as my friend.
I wrote content daily before I even had a business, just to find my voice.
I started on LinkedIn, talking about building a SaaS unicorn as the CRO.
When I was starting, I looked at attention as my friend.
I wrote content daily before I even had a business, just to find my voice.
I started on LinkedIn, talking about building a SaaS unicorn as the CRO.
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2/ Honed in on signals
Inside all of that noise? Signal.
Sometimes I bombed, and sometimes I struck a chord.
The more I looked at what resonated, the more I doubled down.
This allowed me to understand what people cared about.
So, I kept writing & talking about it.
Inside all of that noise? Signal.
Sometimes I bombed, and sometimes I struck a chord.
The more I looked at what resonated, the more I doubled down.
This allowed me to understand what people cared about.
So, I kept writing & talking about it.
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3/ Built a service business
My experience building SaaS was resonating. So I began creating more and more content about that.
Founders sent me DMs asking questions.
I responded to every single one.
Once I had prospects in my funnel, I started consulting.
My experience building SaaS was resonating. So I began creating more and more content about that.
Founders sent me DMs asking questions.
I responded to every single one.
Once I had prospects in my funnel, I started consulting.
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4/ Found my ideal customers
Inside your customer base are more signals.
What are the commonalities between the customers you love & those who love you?
Mine were early-stage SMB SaaS in the healthcare space. A space I was experienced in & loved.
My new ideal customer.
Inside your customer base are more signals.
What are the commonalities between the customers you love & those who love you?
Mine were early-stage SMB SaaS in the healthcare space. A space I was experienced in & loved.
My new ideal customer.
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5/ 2x'ed my rates
With a well-defined niche, some happy customers, and testimonials, I 2x'ed my rates.
I started creating more content that was even more targeted. This led to more conversations with ideal-fit prospects.
I said no to any company outside of my niche.
With a well-defined niche, some happy customers, and testimonials, I 2x'ed my rates.
I started creating more content that was even more targeted. This led to more conversations with ideal-fit prospects.
I said no to any company outside of my niche.
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6/ Reduced my time
With new rates, I could have worked the same and made 2x as much.
Instead, I chose to work 50% of the time and make the same.
I used that extra time to figure out how to scale income that was more automated.
My goal had always been to get my time back.
With new rates, I could have worked the same and made 2x as much.
Instead, I chose to work 50% of the time and make the same.
I used that extra time to figure out how to scale income that was more automated.
My goal had always been to get my time back.
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7/ Kept my eyes and ears open
Something really interesting happened.
In an attempt to find common problems to productize, I started rereading my LinkedIn DMs.
I had some repetitive questions about SaaS sales, but I also had an inbox jammed with questions about LinkedIn itself.
Something really interesting happened.
In an attempt to find common problems to productize, I started rereading my LinkedIn DMs.
I had some repetitive questions about SaaS sales, but I also had an inbox jammed with questions about LinkedIn itself.
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8/ Tested a hypothesis
Back then, I had grown to 21k+ followers on LinkedIn & people wanted to know more.
I had a hypothesis that this would be an easy info product I could create & sell.
I put together a short course for $50 (more on price later) & wrote posts about it.
Back then, I had grown to 21k+ followers on LinkedIn & people wanted to know more.
I had a hypothesis that this would be an easy info product I could create & sell.
I put together a short course for $50 (more on price later) & wrote posts about it.
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9/ Made my first product $$
I put the product for sale on Gumroad on April 16th, 2020.
In the first month, I made $10,482.
I was shocked.
I now had my first digital product, but it was in a totally different niche than my service business.
Honestly, this confused me.
I put the product for sale on Gumroad on April 16th, 2020.
In the first month, I made $10,482.
I was shocked.
I now had my first digital product, but it was in a totally different niche than my service business.
Honestly, this confused me.
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10/ Ran with it
Over the next 15 months, I sold about $75k of the course.
I posted about audience building on LinkedIn and found other ways to continue to land consulting clients. (VCs, news sites, blogs, SaaStr, etc)
Even though it felt confusing, I continued to run with it.
Over the next 15 months, I sold about $75k of the course.
I posted about audience building on LinkedIn and found other ways to continue to land consulting clients. (VCs, news sites, blogs, SaaStr, etc)
Even though it felt confusing, I continued to run with it.
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11/ Tripled down
After the course was outdated, people started asking for a new version.
I rebuilt the course, but this time charged $150.
The earlier $50 price was my "trust tripwire".
I charged $50, delivered 100x worth the price, and built trust w/ a loyal customer base.
After the course was outdated, people started asking for a new version.
I rebuilt the course, but this time charged $150.
The earlier $50 price was my "trust tripwire".
I charged $50, delivered 100x worth the price, and built trust w/ a loyal customer base.
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12/ Marketed aggressively
With 100% of my LinkedIn content focused on audience growth, and a product directly related to that content, sales took off.
My previous course grossed $75k in 15 months.
The second version has grossed $186k in 3 months.
Next up...
With 100% of my LinkedIn content focused on audience growth, and a product directly related to that content, sales took off.
My previous course grossed $75k in 15 months.
The second version has grossed $186k in 3 months.
Next up...
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13/ I began creating an army
At the halfway point of my course, people are encouraged to leave a testimonial & sign up for an affiliate program.
I built the same automation at the conclusion of the course.
I now have 3,247 affiliates that have generated $600,000+ in revenue.
At the halfway point of my course, people are encouraged to leave a testimonial & sign up for an affiliate program.
I built the same automation at the conclusion of the course.
I now have 3,247 affiliates that have generated $600,000+ in revenue.
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14/ Built a community
As sales picked up, my interest in consulting faded.
I was doing $2k per day in info products and wanted to run with that.
I opened a private community for creators and charged $199.
Those who completed my course were prompted to join.
As sales picked up, my interest in consulting faded.
I was doing $2k per day in info products and wanted to run with that.
I opened a private community for creators and charged $199.
Those who completed my course were prompted to join.
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15/ Made a difficult decision
I loved my community but realized that it didn't work in my schedule at that time.
It was a $15k MRR business, but I felt like I had to be on Slack 24/7.
That wasn't the life I wanted to build.
Fifteen months after starting it, I made a decision to shut it down.
I loved my community but realized that it didn't work in my schedule at that time.
It was a $15k MRR business, but I felt like I had to be on Slack 24/7.
That wasn't the life I wanted to build.
Fifteen months after starting it, I made a decision to shut it down.
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16/ Reinvested my time
With way more free time now, I decided to start writing on Twitter (now X).
Using what I knew about growing on LinkedIn, I was able to hit 480k followers in less than 2.5 years.
This provided a new channel to build more stuff.
So I did.
With way more free time now, I decided to start writing on Twitter (now X).
Using what I knew about growing on LinkedIn, I was able to hit 480k followers in less than 2.5 years.
This provided a new channel to build more stuff.
So I did.
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17/ Created a 2nd digital course
I was doing a podcast with @dickiebush and @nicolascole77 about how I built a system for writing content.
The 500+ people on the call seemed to be amazed by it.
That led to my 2nd course, The Content Operating System.
I was doing a podcast with @dickiebush and @nicolascole77 about how I built a system for writing content.
The 500+ people on the call seemed to be amazed by it.
That led to my 2nd course, The Content Operating System.
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@dickiebush @Nicolascole77 18/ Added MRR
I noticed that each week I was spending time creating content templates for myself.
What if my audience wanted those too?
I tested it as a $9 upsell on each course.
8 months later, it had 2,584 subscribers.
$23.2K in MRR from something I was already doing.
I noticed that each week I was spending time creating content templates for myself.
What if my audience wanted those too?
I tested it as a $9 upsell on each course.
8 months later, it had 2,584 subscribers.
$23.2K in MRR from something I was already doing.
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19/ Started a newsletter
In January of 2022, I launched my newsletter, The Saturday Solopreneur.
I was determined to deliver one piece of actionable advice each Saturday AM that could be read in 4 minutes or less.
In the last 40 months, I've grown it to 185K+ subs, while cleaning it regularly.
In January of 2022, I launched my newsletter, The Saturday Solopreneur.
I was determined to deliver one piece of actionable advice each Saturday AM that could be read in 4 minutes or less.
In the last 40 months, I've grown it to 185K+ subs, while cleaning it regularly.
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@dickiebush @Nicolascole77 20/ Added sponsorships
With over 185K subs, I can charge for each issue to be sponsored.
I have 2 slots per issue, per week, that sell for $2,500.
Now each weekly newsletter is paying $5,000, and people are getting their brand and business in front of a ton of readers.
With over 185K subs, I can charge for each issue to be sponsored.
I have 2 slots per issue, per week, that sell for $2,500.
Now each weekly newsletter is paying $5,000, and people are getting their brand and business in front of a ton of readers.
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@dickiebush @Nicolascole77 21/ Built a New Product
In 2023, I started working on my new flagship product, The Creator MBA.
111 lessons and 19 hours of instructional video to help creators build their online business using lessons I've learned.
But I wanted to do something different this time...
In 2023, I started working on my new flagship product, The Creator MBA.
111 lessons and 19 hours of instructional video to help creators build their online business using lessons I've learned.
But I wanted to do something different this time...
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@dickiebush @Nicolascole77 22/ Personalized Launch Plan
With a lot of help from @brennandunn I put together an 18-week, personalized launch plan.
And when the course launched on January 16th, 2024?
It sold $1.6M in 6 days.
All of the work and personalization paid off.
With a lot of help from @brennandunn I put together an 18-week, personalized launch plan.
And when the course launched on January 16th, 2024?
It sold $1.6M in 6 days.
All of the work and personalization paid off.
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23/ Rebuilt a membership
As I neared $10M in revenue, I got itchy to begin focusing on creative writing.
So, 2 weeks ago, I started a Substack with a membership attached.
Weekly essays, chat, Q&A, workshops, and in-person networking events.
Since launching, it's become an $18K MRR business, growing slowly and steadily.
As I neared $10M in revenue, I got itchy to begin focusing on creative writing.
So, 2 weeks ago, I started a Substack with a membership attached.
Weekly essays, chat, Q&A, workshops, and in-person networking events.
Since launching, it's become an $18K MRR business, growing slowly and steadily.
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@dickiebush @Nicolascole77 @brennandunn Finally, here's what my business revenue looks like:
- Products: $6.75M
- Consulting: $1.17M
- Sponsorships: $795k
- Subscriptions: $695k
- Community: $630k
- Products: $6.75M
- Consulting: $1.17M
- Sponsorships: $795k
- Subscriptions: $695k
- Community: $630k
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@dickiebush @Nicolascole77 @brennandunn A few notes of potential interest:
1. I no longer do anything SaaS-related.
2. I don't do any paid ads.
3. I don't have any full-time employees.
4. I have a wife who helps, an outsourced VA, and I partner with people like Brennan when needed.
1. I no longer do anything SaaS-related.
2. I don't do any paid ads.
3. I don't have any full-time employees.
4. I have a wife who helps, an outsourced VA, and I partner with people like Brennan when needed.
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@dickiebush @Nicolascole77 @brennandunn One last note:
While this thread might be easy to read, none of this was easy.
- It took ~6 years & 5K+ pieces of content
- There are days when I think it's over
- I'm an outlier: the creator game is tough
Does that mean you shouldn't try?
No. But...
While this thread might be easy to read, none of this was easy.
- It took ~6 years & 5K+ pieces of content
- There are days when I think it's over
- I'm an outlier: the creator game is tough
Does that mean you shouldn't try?
No. But...
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@dickiebush @Nicolascole77 @brennandunn You should have a "long game" mentality.
1. Start a side project.
2. Build it to 60% of your salary
3. Then go all in.
Good luck. I'm rooting for you.
Follow me → @thejustinwelsh if you found this helpful.
1. Start a side project.
2. Build it to 60% of your salary
3. Then go all in.
Good luck. I'm rooting for you.
Follow me → @thejustinwelsh if you found this helpful.
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