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Copyright 2001-2019 • Lightning Source • All Rights Reserved FILE CREATION G

10/01/19
PR
Business Goals, Achieved.
BIG RICH
BIG RICH MONEY

Design your own Success Roadmap.
This transformative entrepreneur’s guidebook leads you on a discovery of
how to elevate your business and life. Get goal-achieving secrets and
MONEY
practical business tools by world-renowned consultants. Big Rich Money:
How To Turn Your Business Intentions Into A Profitable Company
demystifies money blocks, entrepreneurial mindset, branding, strategy,
marketing, production management, and building sustainable business
models. The empowering stories from entrepreneurs show how building a
profitable company
company is anyone.
is possible for possible for anyone.
You will learn how to:
OO
• Find out exactly what your customers want. How to Tur n Your
• Avoid the seven deadliest mistakes business owners make.
• Pivot to success even when everything goes wrong.
Business Intentions Into
• Use storyselling to enchant your ideal customer.
• Mimic the marketing of the world’s biggest brands - with a
a Profitable Company
fraction of the
fraction budget.
of the budget.
Big Rich Money is a standing

ovation for those who take
charge of their own success.
Katja Presnal and Candice Kilpatrick Brathwaite are digital marketing pioneers who leveraged their blogging
and social media skills to build their careers as digital nomads living around the world. They have over 20
CANDICE KILPATRICK BRATHWAITE

years of collective experience in business and marketing strategy. This book shares techniques they have
successfully used to help Fortune 100 companies, startups, and solopreneurs to launch, grow faster, and make
sales records. Their high-ticket guidance is now accessible to all business owners for the first time. Candice
Kilpatrick Brathwaite is a NYC-based marketing strategist with a mission to empower womxn to be in charge
K ATJA PRESNAL
of their earning and wealth. A recipient of multiple American Advertising Awards, Katja Presnal, owns a
marketing agency in Helsinki, Finland, and promotes Nordic values around work/life balance.
Learn more at www.insidersociety.com.
ISBN 978-1-7365061-0-3
,!7IB7D6-fagbad!:t;K;k;K;k
F
K ATJA PRESN A L
insidersociety.com | Cover photography: Shutterstock
CANDICE KILPATRICK BR ATHWAITE
Content Type: Black & White

Paper Type: White
Page Count: 188
File type: Internal
BIG RICH
PRO
MONEY
How to Tur n Your
OF
K ATJA PRESN A L
PRO
BIG RICH MONEY
HOW TO TURN YOUR BUSINESS INTENTIONS

INTO A PROFITABLE COMPANY
KATJA PRESNAL
OF
PRO
OF
Copyright © 2021 by Katja Presnal & Candice Kilpatrick Brathwaite
All rights reserved.
No part of this book may be reproduced in any form or by any electronic or

mechanical means, including information storage and retrieval systems,
without written permission from the authors, except for the use of brief
quotations in a book review. While you will receive consultant-level advice in
this book, purchasing this book does not start a client-consultant relationship
with either of us.
PRO CONTENTS
Foreword vii
Preface xi
1. INCEPTION 1
It’s Time for Big Rich Money Flow 10
Learn To Avoid The Most Common Mistakes 11
Entrepreneurs Make
2. SUSTAINABLE BUSINESS GROWTH STARTS 14

WITH YOU
Money Mindset - Get Rid of Your Money Blocks 15
Insider Entrepreneur Story 17
Our Big Rich Money Journey 18
Katja’s Big Rich Money Tip 20
Rich Life Mindset 22
Candice’s Big Rich Money Self-Love Moment 24
3. THE DEADLY BUSINESS MISTAKES (DON’T 29

MAKE THEM YOURSELF)
Mistake: Not Understanding the Difference 30
OF
Between Idea and the Execution
Mistake: Dooming Your Business by Not Doing 32
Any Marketing
Mistake: Undervaluing Branding (It's More 34
Than Just A Logo)
Mistake: Doing It All By Yourself 35
Candice’s Big Rich Money Tip: Plan For Your 35
Weaknesses
Mistake: Not Keeping Your Self-Perception 38
Rooted in Reality
Mistake: Not Planning Your Big Rich Money 39
Success
Katja’s Big Rich Money Tip: Plan Your Success 39
Bernie’s Magic Mittens 41
PRO
The Deadliest Business Mistake of All: Not
Having A Good Business Plan
4. VALIDATING YOUR BUSINESS INTENTIONS

42
43
Make Money With Your passion. Or With 44
Something Else
A Passion Business Can Be Amazing, But Not 47
Always
Candice’s Big Rich Money Tip: Create Your Own 48
Dream Gig
Solve a Problem, Build a Company 49
Test Your Big Rich Money Business Idea 50
Big Rich Money Tip: Your Family Is Not Your 53
Target Market
You Can Invent Your Own Niche 54
Candice’s Big Rich Money Tip 54
5. A BIG RICH MONEY FUTUREPROOF BUSINESS 57

WHY, HOW, WHAT and WHO 58
Competitor Research 60
Capable of Success 61
A Big Rich Money Success Roadmap 63
6. SHOW ME THE MONEY FLOW - CREATING A 68

BUSINESS MODEL
OF
Big Rich Money Business Model 68
Plan Your Big Rich Money Level Up 70
7. BIG RICH MONEY MATH: LOVE NUMBERS 75

Production, Pricing, and Profit 75
Basics of Production Management 77
Invest in Tools, But Calculate If They Are Worth 79
The Investment
Don’t Undervalue Your Time 81
Concept of Opportunity Cost 81
Profit = Product Price - Production and 82
PROMarketing Costs
Insider Entrepreneur Story
8. ONCE UPON A BUSINESS

Tell Stories That Sell
83
85
85
Candice’s Big Rich Money Story 86
Katja’s Big Rich Money Story 86
Personal Branding 87
Katja’s Big Rich Money Personal Branding Story 88
Cinderella Story 91
Writing and Storytelling: The Difference 93
9. WHAT IS BRANDING? EVERYTHING. 95

Your Brand Values 96
Your Story Turns Into Your Brand 97
Name It And Claim It: Your Brand Name 98
Insider Entrepreneur story 99
Visual Branding 100
Customer Experience 101
Tone of Voice 103
Audio Branding 103
10. THE BIG RICH MONEY SECRET WAY TO FIND 105

OUT WHAT YOUR CUSTOMERS WANT
Secret: You Can Know Exactly What Your 105
OF
Customers Want
Use The Available Information 108
Defining Your Client Avatar, Ideal Customer, 109
Buyer Persona
Keep It Going 110
11. EFFECTIVE MARKETING, BIG RICH MONEY 112

STYLE
Effective Marketing Is Short Term And Long 112
Term Marketing
Effective Short Term Marketing: Learn Social 114
Media
Candice’s Big Rich Money Story 115
PROLong Term Marketing
Tracking What Works
Drawing Inspiration From Others
117
119
121
Candice’s Big Rich Money Influencer Marketing 122
Tip
Katja’s Big Rich Money Marketing Success Story 123
12. ENABLING SUSTAINABLE BUSINESS GROWTH 127

Creating Your Growth Path 127
Insider Success Story 128
Insider Success Story 130
Hire the Right People to Help You 131
Be Productive In The Right Things 131
Budgeting Your Hires 133
Insider Tip 135
Katja’s Big Rich Money Consultant Perspective 135
Growing by Learning 136
13. THE POWER OF COMMUNITY 139

You Are Not Alone 140
Building Community is Good for Business 141
Invest in Networking 142
Candice’ Big Rich Money Story 143
Katja’s Big Rich Money Story
OF
144
Create Your Own Community 145
14. PIVOT! 148

Lifetime of Pivots 152
Magical Pivot 152
Pivot with Extra Benefits 154
Pivot With Sisu 155
Queen of Pivots 156
This Is Your Call To Action 157
Introduction: Big Rich Money E-Course 159
PRO
Notes 165
OF
OF
PRO
PRO
FOREWORD
Reset and rethink priorities - that’s what the global pandemic

pushed us all to do - as womxn, family members, money-
makers… every tenet of our lives changed. When my lifestyle
of traveling went on pause, I took it as a sign to make some
major changes in my life and career.
If you’re like me, the pandemic raised flags that something

needed to change. This book offers you a chance to learn and
ground yourself as you launch into an entrepreneurial
venture or grow an existing business. You do not have to do
this alone!
OF
For more than 15-years, my career evolved from a journalist
and professor into a national digital marketing expert. During
that time, I grew a blog and parenting community that
became the successful non-profit Born Just Right, and
supported my 15-year-old daughter’s work to change the
conversation around disabilities. We even co-authored a
middle-grade book together. All of this came together while
working full-time running digital communications strategy
for nationally-known brands.
vii
Foreword
2020 pushed me to finally launch my own consulting busi-

PRO
ness. No I fully control how I sell and earn based on my skills,
and I have time to support my family.
I am still learning as I go and I am very lucky to have a

community of support. This book offers you concrete strate-
gies for defining, marketing, and managing your ventures
with Candice and Katja’s years of experience and a commu-
nity they’ve built to help us all along the way.
This book reminded me to take time to look at what I’ve built

so far and think big. What can I do to grow, expand, and use
my community to make the biggest impact and profit? It
takes planning, learning from your mistakes, growth as a
person and as a business owner.
We have a chance to look at our careers differently. Most of

my clients are nowhere near where I live and for the first
time, that isn’t an issue. All of our virtual work is an opportu-
nity to show our skills in new and innovative ways.
Big Rich Money has guides and encouragement for you to

take the leap. We can earn more and launch our ideas into the
world to help fund our families in whole new ways.
Let’s get to work!

OF
Jen Lee Reeves
Co-founder and Executive Director, Born Just
Right
President, Just Right Strategy
Author, Born Just Right
viii
PRO PRAISE FOR BIG RICH MONEY
I'm a busy startup founder and rarely have time nor

patience to read any business books. Until now. This
book, or more like a story, captured and kept my
attention. My background is in international corporate
business and I don’t take anything for granted.
I loved the approach of starting and ending from the

entrepreneur her/himself and binding logically all
kinds of areas together - things that you usually have
to read from individual books. I found myself from
several parts of this book and it hit me like a
hammer. And that was really what I needed right now.
— ULLA-MAIJA SOININEN, FOUNDER & CEO OF

ONNEXI LTD, FORMER GLOBAL EXECUTIVE AT KONE
OF
OF
PRO
PRO
PREFACE
Congratulations on deciding to turn your business intentions

into a profitable company! We couldn’t be more excited
for you.
Big Rich Money: How to Turn Your Business Intentions into a

Profitable Company is an inspiring look at how you can
succeed by finding the best business idea for you and
building the life that is your personal definition of success.
You will get an honest look at some of the mistakes that even
experienced entrepreneurs can make, delivered to you by two
OF
business and marketing experts with over 20 years of
combined consulting experience. More importantly, you will
get concrete advice on how to prevent those mistakes, so you
can focus on making sure your business grows and thrives.
By the end of this book you will be ready to level up your
business.
The companion Big Rich Money Workbook: How to Turn

Your Business Intentions into a Profitable Company is
designed to help you to utilize the advice in this book to the
fullest extent. We have turned the book content into questions
about your business intentions which will guide you in the
xi
Preface
planning and the implementation of each action required for

PRO
your success path.
We want to gift you the digital version of the Big Rich Money
Workbook for those who purchased our book. Download
your free digital fillable workbook (with proof of purchase) at
www.bigrichmoney.com and you can fill your workbook as
you read this book.
We will show you how to pragmatically evaluate your busi-

ness idea, guide you through some of the basics of creating a
profitable business model, and teach you some strategies for
how your company will grow. We will spill some of our
consulting secrets and show you how to do marketing in a
way that feels natural to you and your brand. Our tips are
based on what we have experienced directly with clients,
what we have done with our companies, and what we have
observed from afar. In addition, we feature insights and
stories from several entrepreneurs.
Big Rich Money: How to Turn Your Business Intentions into a

Profitable Company is written by us; Katja Presnal and
Candice Kilpatrick Brathwaite, the founders of Insider Society
business accelerator. We are business and marketing strate-
gists and entrepreneurs. You can read a little bit more about
us in chapter 1.
OF
We hope our insider tips and stories will guide you in setting
intentions for the next phase of growth in your business, just
like the members of our free Facebook group, Insider Society.
If you haven’t already, we invite you to join Insider Society,
where you can enjoy the company of other goal-getters, and
find your new biz BFFs. You can find more information on
our website www.insidersociety.com
xii
Preface
Why Now?
PRO
You might ask: “Why did you write this book now? And why
Big Rich Money?”
All around the world, most lives were changed in one way or
another in 2020, and women are carrying most of the weight
of the burden. Are you feeling it?
The United States has entered its first female recession as the
pandemic is disproportionately affecting women, especially
mothers 1. Many have lost their jobs, and many more have
LEFT their jobs 2, because they could not balance the demands
of caring for children or aging parents during lockdown.
Many women work triple duty.
During the worst of part of the crisis, more than 12.1 million
jobs held by women vanished 3. About 44.6% of the jobs
women lost between February and April had come back as of
December according to data by the US Bureau of Labor
Statistics in early January 2021 4.
But that’s not the whole story. About 156,000 women lost
their jobs in December 2020 5, while men gained 16,000 jobs,
according to data that surveyed employers. The crisis is far
from over.
OF
Small business owners are the other group suffering the most
financial losses. Women entrepreneurs need more help than
ever before.
At the same time, we see so much hope and excitement.

People are going after their dreams, spending more quality
time with their families, and turning obstacles into opportuni-
ties. Many of our Insider Society members have started their
new digital businesses, pivoted their existing ones, and
turned their attempts at survival into thriving.
xiii
Preface
According to the Small Business Administration, small

PRO
companies create 1.5 million jobs annually and account for
64% of new jobs created in the U.S 6. The number was not
accurate for 2020, but small businesses bring some serious
economic growth. We need to support and encourage that
growth!
The good news is that those who embraced digital tools,

digital marketing, and pivoted their businesses fully online
had a better chance of not just surviving, but even growing.
There are new digital business opportunities that did not exist
before 2020, and many industries are expanding.
In just the first quarter of 2020, e-commerce experienced

growth equivalent to growth in the previous ten years,
according to the research of McKinsey 7, as many companies
were forced to jump online when the pandemic was starting.
Overall, e-commerce sales grew over 27.6% for the year
according to eMarketer 8. They estimate that US retail e-
commerce sales will grow to $843.15 billion in 2021 (up from
$794.5B in 2020). According to a global survey by Shopify,
84% of consumers have shopped online during the
pandemic 9. Many pandemic habits and life hacks will remain
even after the pandemic is over.
Online learning, both individual learning and corporate

OF
learning, has skyrocketed. According to BusinessWire, the
U.S. e-learning market could grow by $21.64 billion by 2024 10.
The worldwide e-learning market is projected to be worth
$325 billion in 2025. Let’s take a bite out of that - maybe you
too have something you can teach others!
According to the World Economic Forum 11 there is a large

potential for democratizing entrepreneurship and creating
new entrepreneurial role models that people can more easily
identify with, and this could ultimately lower the threshold of
xiv
Preface
starting your own company for many. The world needs more
PRO
business owners just like us.
MasterCard conducted a survey 12 of 590 women business lead-

ers. 42% of women business leaders surveyed said they shifted
to a digital business model in response to the pandemic. 34%
said they also identified new business opportunities.
There is a lot of potential and business opportunities for those

who are eager to do the work.
But one thing is for sure, none of us can do it alone. Women

need business networks and help setting up their businesses
for sustainable growth now more than ever before.
We felt our calling.
Why “Big Rich Money”?
We have had our share of struggles in recent years, but

regarding our business in 2020, our year was actually pretty
good. Though in the past, being a remote worker was seem-
ingly looked down upon, we have been collaborating with
global teams while working from home for over fifteen years!
When life changed to the new pandemic rules, we were
already ahead of the curve, being fully practiced at working
from home, wherever in the world that home might be.
OF
We saw that now, more than ever, companies were in need of
a competitive strategy, new business models, and were ready
to try new things and digitize their businesses even if they
had been slacking in that area previously.
Our skills were more in demand than ever before, but we

didn’t have a scalable business model and we were unable to
serve multiple clients at the same time. Our services were also
out of reach for smaller companies with small budgets who
wanted our expertise.
xv
Preface
At the same time, we do want to help everyone who needs

PRO
(and wants) our input. We still weren’t making the kind of
money that could make a world-changing impact, or even a
neighborhood-changing impact. We decided that starting
Insider Society would be the first step to allow us to scale our
consulting business. And writing the Big Rich Money book to
make our expertise accessible to anyone who needed it,
anywhere in the world. And we hope to be able to invest in
other women’s growing businesses one day.
That’s the journey we are on now with the Big Rich Money
book, workbook, e-course, and podcast.
We realized we had mental money blocks and our mindsets

had not been focused on making money for ourselves. We
have been more focused on helping our clients make money
than building the smartest scalable business models for
ourselves.
When we first started cataloging all of our ideas for business,

we named the files “Big Rich Money”, as a joke, but also as an
anchor to manifest our money path. It brought us so much joy
working in our Big Rich Money files, we realized we could
help break the stigmas many people have about making
money. We especially have a heart for women to become
more money positive and think of money as a vehicle for
OF
good and a tool for fulfilling our purpose in the world.
When one of our children (between the two of us, we have a

total of 6!) was very young, they observed, “I need to get the
money. Then I will be in charge.”
At the age of four, they somehow understood that financial

abundance allows you to take charge: of your life, your busi-
ness, your future, and the future of your loved ones.
Big Rich Money means you are in charge.
xvi
Preface
During the past couple of years we’ve seen amazing success

PRO
stories from women starting new companies to solve prob-
lems. Some of the problems they have figured out how to
solve didn't even exist before now. We want to help other
women with entrepreneurial dreams to launch their first busi-
ness or level up existing ones, growing and expanding and
hiring!
You Have Skills
If you are reading this book, you might have marketable skills
that are more in demand now than ever before! Or perhaps
you are looking for a way to pivot your business.
Are you waiting for a sign?
This Is Your Big Rich Money Sign
This book is for you if:
You are thinking about starting your first business.
OR
You are ready to take your existing business to the next level.
(There are always more levels).
Let’s get started. Now is your time.

OF
PS. Subscribe to our Insider Brief at https://www.insidersoci-
ety.com/become-an-insider to receive a free bonus, only
available for our newsletter subscribers.
xvii
OF
PRO
PRO
1
INCEPTION
inception
noun
1. beginning; start; commencement.
2. the act of instilling an idea into someone's mind
by entering his or her dreams.
B
ig Rich Money and Insider Society are fresh takes on
old concepts that have been brewing for a very long
OF
time; the initial seeds were planted already sometime
in the 1980’s.
We’ve been figuring out creative ways to make money since

we knew how much a bag of candy cost.
As children, we often came up with incomplete business

ideas. The childhood idea of a profitable business was a
simple formula: make something, sell it door to door to
people that we knew, and make a ton of money.
Candice’s Big Rich Money Start
1
KATJA PRESNAL & CANDICE KILPATRICK BRATHWAITE
One idea I had was to make a large amount of

PRO balloon animals at home, put them in a wagon
and wheel the wagon door to door to sell pre-
made balloon animals.
My balloon dogs and giraffes were of the quality

a birthday clown could make, but as you can
imagine the idea of pre-made balloon animals
was not one that garnered any kind of
excitement to people minding their own business
at home in the middle of the day, even though
my prices were also childishly low.
Little did I know that not long after that, an artist

named Jeff Koons would become a multi-
millionaire by making giant balloon animals. I
actually had a great idea, it was just my
execution that was lacking.
Katja’s experience was similar, but more lucrative.
Katja’s Big Rich Money Start
One of my favorite ideas was picking flowers

with my best friend and making pretty bouquets
OF
to sell to older ladies in our neighborhood. Once
me and my best friend Karoliina realized how
easy it was to sell, we always thought of
something new to sell them. Apples from our
garden, blueberries from the forest.
That worked until my mother told us to stop

taking advantage of the old ladies.
Now, before you judge me as a horrible money-

hungry ten-year-old, I actually think my mother
was wrong. Sure, we were thrilled to make some
2
Big Rich Money
money that we spent on candy, but I truly believe

PRO we actually provided a worthy service that
brought joy.
I don’t think many of the elderly women got

visitors often. I think that, ultimately, they
weren’t buying just apples from us - they were
buying the interaction, thrilled that someone was
always ringing their doorbell. Sometimes they
even had cookies or candy waiting for us!
It was my first lesson of caring for your

customers - but also how to make money.
We each grew up in small towns on the opposite sides of the

world. Candice in Alabama and Katja in Finland. There is a
common trait among small towns across the world: there are
not that many exciting opportunities available. Growing up in
small towns was a vivid way to learn from a very early age
that if we wanted amazing things to happen, we need to
make them happen by creating our own opportunities.
Opportunities don't always come to you; you have to go get

them.
And so we grew up, ever on the lookout for ways to create

OF
opportunities for ourselves. With that lesson deeply
ingrained, we set out on our adult lives and started college.
We had our first job experiences and kick-started our careers.
We had adventures around the world. We found boys to

marry. We became moms.
We figured out ways to see the world years before there was
social media and we could document all of our travels. By the
early-2000s we had each made our ways to places very
different from where we grew up.
3
Candice was living in Laos in Southeast Asia, and Katja was

PRO
living in the USA. Each of us were far away from family and
the familiar, and we were rather isolated from business
opportunities.
The Internet had been our way to keep up with family and
friends for years, and we wanted to find out: could the
internet also be a source of money making opportunities? The
initial goal was simple: use the internet, and later on our own
websites, to make money.
Katja’s First Big Rich Money Internet Business
I was a stay-at-home-mom of three children

under four, living in Lakewood, Ohio, in 2004. I
had lived in multiple countries and states in the
USA as an army wife to a U.S. Army helicopter
pilot. I loved being a mom, and I loved our life,
but I wanted to figure out how one day I could
go back to work, and have a career for myself.
Around that time I became an aunt, and liked

sending my baby niece clothes from the US. My
sister Laura kindly suggested that maybe other
people would enjoy my shopping skills and our
OF
girls’ old clothes, and proposed that I start
selling them on an auction site in Finland.
I gathered my kids old clothes and put them on

sale on the auction site. In the first month, I
made 500 dollars! That felt like a huge amount
of money at the time, all from selling used
clothes. I took the entire sum and bought more
clothes from discount stores like T.J. Maxx and
from the sales racks at Ralph Lauren. The
following month my sales were over a
thousand dollars. I kept growing my sales
4
Big Rich Money
every month until I was hitting five figure

PRO months.
I started my first blog in 2005 to promote this

auction site business. It was just called “Katja’s
Webpage” because I didn’t even know the
concept of blogging back then.
I posted news about what was trending in the

USA for my Finnish customers, and then sold the
trending items on my auction site shop. My
customers sent photos of their kids wearing the
outfits they had bought from me, so I started
posting them on the site. It was not called
consumer generated content back then, I just knew
it would help me to sell more and make my
customers happy.
I had my auction site business for three years,

until I started dreaming bigger: what if I had my
own online store. And in 2007, I launched
Skimbaco store.
Candice’s First Big Rich Money Business
I first started my “online journal” in 2000. I just

OF
wrote about my very unexciting life, posting
infrequently. In 2002 I started working in China,
and I even had an internet connection in my
home, so I used my online journal to share my
adventures with friends and family back in
the U.S.
I moved to Laos and had a couple of kids, and

my “online journal” took on a whole new
purpose. I started reading content made by other
moms whose kids were similar ages to mine. It
5
was such a life line; it was like having English

PRO speaking BFF’s that lived inside of the Internet.
One day I encountered a product review on a

parenting blog. I thought it was the coolest thing
ever! Every time they showcased a product, they
would also host a giveaway for the readers to
enter. I faithfully entered every single giveaway.
Eventually that site posted that they wanted

some other parents to review products on the site
too. I could not believe how incredible this
sounded! I applied and was given a free
children’s music CD to write a review about. Yes!
I was very excited to be paid in free merchandise.
It dawned on me after I wrote a couple of

reviews that if I had a real blog of my own (not
just an online journal) I could review the
products myself on my own blog. I dreamed of
one day being given a free pair of children’s
shoes to review. That was total goals.
Long story short, I purchased a URL, branded

myself as Mom Most Traveled, the world traveling
mom (because we lived in Asia and went on
OF
exotic vacations), and worked my buns off.
I posted new content every day. I pitched

companies out of the blue to work with me by
giving me review items and sponsoring
giveaways. I found other “mom blogs” and
interacted with them. I built my page rank (that
was a big deal at the time). I graduated from
being compensated in free CD’s to being given
thousands of dollars in sponsored travel.
6
Big Rich Money
And the skills I learned while trying to increase

PRO the visibility of Mom Most Traveled made me
capable of being hired by an NYC marketing
agency as a digital strategist.
A few years later both of us had a similar entry into the world
of marketing, starting with restless ambition and a desire to
make money online while still meeting the demands of
raising young children.
The serendipitous intersection of being early adopters in

social media and digital marketing, creating opportunities,
not waiting for permission, and making our own luck
propelled us into an amazing business and career trajectory.
We did impressive things with our websites, and became

experts in social media marketing, digital strategy, influencer
marketing, and content strategy. We have worked with start
ups and with Fortune 100 companies. We have lived, traveled
and worked all over the world.
We have dozens of fascinating stories that we are always

ready to share, and hope to compile in our memoirs soon.
So for now, enjoy a few very impressive highlights of our

achievements since creating our first websites in the mid-
OF
2000s as at-home moms.
In the past fifteen years we have had these Big Rich Money
experiences:
Been headhunted for some of the largest marketing

agencies in the world.
Won American Advertising Awards.
Held corporate marketing jobs.
Experienced fully sponsored and paid travel all over
the world, staying in luxury hotels and dining in the
best restaurants.
7
Been paid to do a wine tasting and a champagne

PRO tasting.
Been at the table as multi-million dollar contracts for
partnerships were signed.
Had the passwords for some of the most recognizable
brand social media accounts in the world.
Met, interviewed, and oftentimes shared a meal with
dozens of celebrities and high-profile business
leaders, even with a NASA astronaut.
Been hired to consult for a range of impressive clients,
from fine artists to disruptive tech companies.
Spoken at conferences around the world as marketing
and lifestyle experts.
Been featured in magazines like Forbes, New York
Times, and Advertising Age.
The two of us met at a social media conference called BlogHer

in Chicago in 2009, and since then we have worked together
multiple times. Our work together has taken us from New
York City, to London, UK, to Helsinki, Finland.
As marketing strategists we’ve created large viral campaigns,

managed social media for large brands, and seen our clients
receive millions of dollars in funding or sales.
OF
But we’ve also learned a lot about what causes companies to
fail.
We have seen what makes an established company lose a

huge multi-million dollar contract. We have witnessed the
dangers and pitfalls of overpricing or underpricing a service.
We’ve also seen how a possible worst case scenario or a PR
nightmare can be turned into positive growth for a company.
We have seen founders fired from their own companies. We

have seen companies fail even with millions of dollars of
8
Big Rich Money
initial funding. We have seen companies make millions

PRO
without any initial funding.
We have even seen someone be hired as a consultant, use the

exact same process that we use, but shockingly charge 10
times more.
All of these experiences made us realize that we are really good

at creating and executing strategy to make a business success-
ful. We have done it countless times for all types of clients. So
now, we are doing it for ourselves - by helping you.
We are building Insider Society as a profitable business, while

we teach you how to build your profitable business. We are
ready to share our consulting secrets with you, and share our
process as we build.
We have developed some of our own systems, and we’ve

successfully used certain formulas, theories, and concepts. In
fact, we love testing new theories and business tools.
This book focuses on creating your own Big Rich Money

success roadmap. We encourage you to open your eyes to
multiple different paths and options, and create your business
in a way that works the best for you. We focus on building
your entrepreneurial mindset and critical decision making
skills.
OF
The Big Rich Money method is more like the Goldilocks of
business building. Looking at things from multiple different
angles, finding a smörgåsbord of options, creating a charcu-
terie board of opportunities for you, and then testing what
brings you the most satisfaction and money. There is always a
case of too little or too much, and your “just right” is different
from someone else’s just right.
We hope to help you learn to evaluate and find your idea,

your business model and your way to make it a profitable
9
business. You are unique, and you don’t have to follow

PRO
someone else’s path, you can create your own.
Katja’s Big Rich Money Tip
I recently grew my client’s social media presence

by 600% in six months, and it was exactly what
they needed - it grew their sales significantly too!
I recommended they hire a social media manager
who spends 3 hours a day just on Instagram,
which is one of the best sales channels for the
brand.
I also recently had a client to whom I recommend

not to worry about Instagram at all, and not
wasting even 15 minutes a week posting there.
There isn’t one success formula for everyone, it

really depends on your goals and what your
company does.
We know, it would be great if there was a fool-proof formula

for you to follow. When it comes to details, there are many
tactics and best practices to follow that work sort of like a
formula, but when we are looking at creating a business from
OF
an idea or growing your business to the next level, most likely
it is in your best interest to think of multiple different ways to
get to your goals.
You will get a much deeper understanding of what we mean

by this by the end of our book.
It’s Time for Big Rich Money Flow
In recent years there has been growing talk of having a side

hustle by turning your hobby into a source of revenue when
you aren't working your real job. But who has energy for any
10
Big Rich Money
kind of hustle when you have to do all of the things for all of
PRO
the people? At some point sleep is required.
There is no time for a side hustle anymore. So it is time to take

steps to make your “side” business into a profitable company
and your main source of income, and turn your hustle into a
flow.
A Big Rich Money flow.
The hustle culture also makes us feel that we have to work

longer hours, whereas we could be just working smarter to
make more money.
We have been there. We have turned side hustles into full

time hustles, even while we were full time, at-home moms
with young kids, Katja as a foreigner in the USA and Candice
as a foreigner in Laos. We craved connection and the opportu-
nity to take care of our children and earn an income from
home.
None of us has lived a global pandemic before, but all of our

world travels and life lessons running businesses in different
countries has taught us resilience that translated into real
skills that have allowed us to thrive even in the global
pandemic.
OF
If this time in our history isn’t the time to start a scalable
digital business that you can run from anywhere, we don’t
know when it could be better.
Learn To Avoid The Most Common Mistakes

Entrepreneurs Make
Everything we do is for budding entrepreneurs and for those

who have been in the game for a while and want to grow. We
help those who want to grow their business regardless of the
current stage.
11
But how can the same advice apply to all phases of business?
PRO
Let us explain why our tips in this book are universal: No
matter the size of the company, businesses repeatedly make
the same basic mistakes.
1. Existing companies might struggle with growth if

the foundation has never been built right. Many just
start “doing” without a long-term strategy or growth
plan. Or they start with one strategy and never
expand upon it as the business reaches new levels of
growth. At some point problems arise because of the
lack of strategy. We will help you to look at your
business strategy in a new way.
2. Funding, investment, or new resources are needed
for growth, regardless of how established your
company is. We have seen companies blow through
$10M of bad choices just as quickly as a small
company can blow a small budget. Sometimes
preparing for growth means investing in your skills,
hiring help, or buying new tools. We help you to
think of ways to calculate which investments will give
you a good return.
3. Mindset is everything. It helps you to push through
difficulties and be adaptable. Sometimes experience
OF
strengthens our growth mindset, but often, newer
entrepreneurs can have fresher optimism and a
winning mindset just because they have not hit any
setbacks yet. After reading this book, you will realize
that setbacks can become stepping stones to your
success.
In our Insider Society Facebook group we welcome entrepre-

neurs in every stage of their business, because we believe that
when a bunch of diverse, smart, resilient people come
together, magic happens. When you are building your
12
Big Rich Money
company or your business networks, you will benefit from

PRO
many varying points of view.
We don’t necessarily believe that opposites attract in matters

of the heart, but in matters of business, it is invaluable to have
the input and influence of someone who’s skills, experience,
and perspective challenge and complement yours, even if
their business is in a completely different industry.
If you surround yourself with people who have exactly the

same type of skills, problems, and solutions as you, how will
you ever stand out and learn more? Also how did you even
find those people? It sounds exceedingly creepy. We want you
to find your new biz BFF from our networking group, but we
also want to challenge and expand your thinking. Informa-
tion about how to join our group can be found on our
website, www.insidersociety.com.
Think of our Insider Society group, our programs, e-courses,

and this book as an insider access to award-winning global
business and marketing consultants. Your consultants have
worked with known brands like BMW, Moët & Chandon,
CoverGirl, and Hershey’s, and spoken in conferences around
the world.
Congratulate yourself on a smart business decision, on

OF
getting a fantastic deal on this book, and for getting serious
about your business. Depending on who you ask, the infor-
mation in this book might be a $50,000 value. The value of the
advice, and the results that you can achieve fully depend on
how you take action after reading this book.
Get ready to turn your business intentions into actionable

steps and make your dream business idea into a profitable
company.
13
PRO
2
SUSTAINABLE BUSINESS GROWTH

STARTS WITH YOU
T his chapter is one of the most important ones,

because it sets the foundation.
To make Big Rich Money, you need to be money

positive, and have to want to make money.
Sounds self-evident, but we know from our own experience

that it’s not always easy to prioritize money, attract money, or
even to talk about money. Often, all of these things are linked
to our feelings of self-worth.
OF
Don’t ever feel ashamed of a woman making
money. There are women all over this world who
don’t have an opportunity or an education or the
ability to make money.
And the more women who make more money,

will give more money away, will take care of
their societies, will take care of their
communities, will do more with that money.
So don’t ever feel bad about your mom making

money, and don’t ever feel bad if you make
14
Big Rich Money
money, and don’t be embarrassed or ashamed if

PRO its more than your partner.” 1
– Reese Witherspoon, actress, producer, and entrepreneur.
Money Mindset - Get Rid of Your Money Blocks
The same way our business tips can only be beneficial if they
are put into action, the only way to create a successful money
plan is to be willing to focus on money and to desire to make
money.
While writing this book, we had discussions about money

with many women, and we encountered many mental money
blocks and negative beliefs preventing them from even
wanting to make more money. There is a lot of stigma around
making (or not making) money.
In some circles, a person’s value is only measured by the

amount of money they earn or possess, and those who don’t
reach that income threshold are perceived as not
“belonging.”
At the other end of the spectrum, in some groups, caring

about money and prioritizing making money is shameful.
Someone who wants to make money is seen as selfish or shal-
OF
low. It is also common for people to only initiate friendships
with people who have a similar income level.
Having money is rarely anyone’s life purpose, and money

alone can be a bad motivator. “Making money” is not the
driving force for many people to get up in the morning. Even
people who say their main purpose is to make money, usually
want the money to obtain more freedom to do what they
want or work towards a specific outcome in their lives. Many
people who have created tremendous wealth in their lives say
that they still have many of the same problems in life that
15
they did before becoming wealthy, like problems related to

PRO
relationships.
However, this discussion is not about whether money makes

people happy or not - this is a discussion about how we can
dismantle the blocks we have about making money.
Imagine yourself looking at a table lamp. A lamp is not good

or evil. You can use it to bring light to a dark room so that you
can read a book, and learn something new. Or you can hit
someone over the head with it. There is no morality in the
lamp. You decide how the lamp is used once it is in your
possession.
Money on its own is not good or evil. Money is a vehicle that

you can take in many directions. You can use money to do
good things for yourself, your family, and your community.
There is no morality in the money itself.
Many women we spoke with said they were working to

obtain a certain level of comfort for themselves and their
loved ones, though many were not making specific money
making plans as the way to reach that lifestyle.
Interestingly, when people are asked how much money they

would need to be content with their income level, the answers
are surprisingly similar: they all estimated they needed to
OF
make 15-20% more than their current income levels, regard-
less of what their current income levels were! Many feel that
they are always chasing the next income level.
These are the common reasons people gave as to why they

“can’t” or “shouldn’t” make money:
I can't focus on money because my family is more

important.
I don’t care about money, I care about helping people.
I don’t NEED a lot of money. I have what I need.
16
Big Rich Money
I can only make more money if I work more hours.

PRO I don’t want to make more money because I love my
vacation time.
I don’t want to make a lot of money, people will think
I only care about money.
I feel guilty for making money when so many people
are struggling. I don’t deserve money.
What if you instead said:
I focus on money because my family is important

to me.
I care about money, because I care about helping
people.
If I have more money than I NEED, I can help those
who are in need.
I can make more money even if I work less hours.
I want to make more money because I love my
vacation time.
I want to make a lot of money, so people see what
good I can do with my money.
I deserve money. Others deserve money. My money
success does not take away from others. I don’t
have to feel guilty for making money.
OF
I once ran an abundance workshop and a young

woman who is quite rightly righteous about a lot
of issues, decided to call me out about "the
language I was using".
When I delved deeper, the issue was because I

was using example numbers of £50k or £100k
salaries. She felt that it was unacceptable to even
17
think she could achieve that sort of salary in her

PRO lifetime, not because of her own blocks but
because SHE'D FEEL BAD BECAUSE HER
FRIENDS were on low salaries.
I helped her reframe her thinking by asking if

she would feel bad if she had a friend who
earned a lot more than her? Isn't her friend the
same person however much they earn? Could it
be good to have rich friends?
- Rifa Thorpe-Tracey, Founder of Refigure, www.refig-

ure.co.uk
Our Big Rich Money Journey
We often discussed concepts of life satisfaction, minimalism,

sustainable business models, life purpose, and even our
dreams many times before, but 2020 was a wake up call for
both of us. Probably for you too.
There were so many things in our lives we felt we didn’t have

control over, but we realized that how much money we make
is fully in our control. We just need to figure it out.
As the year went by, we saw many women struggling. We

OF
saw personal friends drop out of the workforce. We read
statistics of rising unemployment and small business closures.
At the same time, we also saw many amazing new business

ideas be born, and some friends kickstarting new companies
or pivoting their existing businesses. We were so impressed at
how people were not merely surviving in the pandemic, but
thriving.
Some friends got onto a healthy living path, lost weight, and
are now helping others to do the same. A fashion store owner
grew her e-commerce sales and started offering concierge
18
Big Rich Money
fashion services by bringing clothes to the homes of her

PRO
customers to try on and buy.
Several crafty friends started making and selling facemasks.

An online educator started teaching others how to be on
camera and create better videos.
Katja’s daughter Isabella Presnal, a college student and a

videographer, learned how to produce large virtual events
using Zoom, and was hired by her university to produce
multiple virtual events in 2020.
Many more of our friends started writing their books,

launched online courses, hosted webinars and started their
first digital businesses.
With so much happening around us in our online community,

we raised our hands and said “We want to be part of this!”
We wanted to create a network for motivated women. We

want to share this inspiration and spread this hope of busi-
ness success. We want to connect those who have already
accomplished amazing things with those who are on their
way to success.
The first step was starting Insider Society, a free (for now)
Facebook group for entrepreneurs who are at the beginning of
OF
their paths, or ready to level up their existing business. The
next step was thinking about what kind of digital products
we could make to level up our own business.
Privately, we jokingly named our money journey Big Rich

Money, choosing to use positive language as an “anchor” to
manifest the outcome we desired, but soon realized we
wanted to break money-making stigmas and the name
stayed.
We do not feel shame for talking about money and wanting

you to make money too!
19
We want to empower you to become more money positive

PRO
and think of money as a vehicle for good to fulfill your
purpose in the world.
Now, Big Rich Money is a part of our book name, and we

even launched merchandise using those same words to mani-
fest our money-making and women-empowering mission.
I think many people feel that money isn’t what

motivates them to work, including me. Honestly,
money itself is one of the least motivating things
for me. But it’s a means to many things I want to
provide for my family.
I was at a large sales conference where the CEO

of a big company was speaking. She said that we
should not be ashamed of making money
because that opens up more opportunities to do
good.
That was years ago, and at the time, I understood

and agreed, but it wasn’t until last year when I
really wished I had more money to help people I
OF
knew. I felt bad that I didn’t have more.
So I decided to make it a habit to talk about

money. I’ve also realized that I’ve had many
money making blocks, including never wanting
people to think I was “only in it for the money”. I
would sometimes set business deadlines or goals
for myself, and then do stupid things to sabotage
my progress, like deciding, “Actually I don’t have
to do that, I want to color my hair today.” Now I am
very focused on money and I want it in the
hands of good people who do good.
20
Big Rich Money

PRO
Anna is a former Big Four consultant who, in her past life,
designed and delivered multi-million-pound transformation
programs in the fashion and luxury sectors in and out of
London. In 2018 she awakened to a new calling and started
her own business, serving a growing community of women
ready to be activated into their potential and purpose.
When I started my own coaching business a few

years ago, I didn’t realize how many things
would be asked to be dismantled and re-defined
on this entrepreneurial journey.
One of my biggest blocks was around money. I

had heard of the money mindset, but it was my
own business that made me quickly see the
amount of healing needed when it came to
money and my behaviour with money. At that
time, my money mindset had a scarcity
mentality – there’s never enough – and I could
feel this tight grip all the way to my root chakra,
causing anxiety around money.
Something fascinating happened as I kept doing

OF
my inner work: as I started to really understand
money as energy, and a way of appreciation, I
could almost see this ‘relationship’ forming with
“Mr. Green”. I asked myself: how do I desire this
relationship to feel? I really tuned into the
vibration of money and what this energy
represents to me.
One of the biggest personal breakthroughs was

removing my stigma around declaring what
amount of money I need to feel secure. I need
that security so I can show up for my clients and
21
serve them from my true potential. I need that

PRO security to do the most important work – the
work on myself – and so be away from my
business without it falling down. This liberation
removed the negative charge I had placed on
money and in parallel, had an uplifting impact
on my vibration.
One of the most transformational takeaways in

my money mindset work has been the daily
ritual of appreciating the abundance that is all
around me - and within me! I make it a point to
cultivate appreciation and gratitude every day,
from saying ‘Thank You’ to a client whose
payment has reached my account, to paying my
monthly bills. I am committed to creating a high
vibrational presence and environment, where
Mr. Green is happy to come out and play.
My money mindset work has allowed me to

explore new, unseen dimensions within me I
never knew were there. Heal your relationship
with money, as it really is one of the most
important relationships in your life, and you’ll be
surprised how much of your life will be
OF
transformed.
- Anna Kuusela, embodiment coach, www.annakuusela.com
Rich Life Mindset
We understand that having a rich life means much more than

having money in the bank account, and everyone defines
what a rich life means to them differently. You can’t have a
rich life if you are not happy. You are not going to be happy if
you are not satisfied with yourself.
22
Big Rich Money
Self-love is not just taking bubble baths and saying affirma-

PRO
tions in the mirror. A big part of self-love is not putting your-
self last. This took us way too long to learn.
Self-love is a mindset. In business, self-love looks like pricing

your products and services to be able to pay yourself a fair
wage. Self-love means not focusing on work to the exclusion
of everything else. Self-love means celebrating small wins,
even if you celebrate alone.
Self-love is being proud of your accomplishments, without

belittling it with negative self-talk, like, “I could have sold
more. I could have done better.”
Self-love is being kind to yourself, and training that voice in

your head to be an internal hype man. Self-love is knowing
that you are worthy of success, and your time is now!
We have seen businesses succeed and we have seen busi-

nesses fail. All of our experiences have affirmed one truth:
success cannot truly exist without self-love.
We are not trained therapists or psychologists, but we have

each had the experience of struggling to pour our attention
into our business at times when we were handed lemons in
other areas of life. When difficult circumstances in love,
health, family, and finances arise, they can deeply impact
OF
your confidence in yourself as a person and as a business
owner.
Unresolved pain in your life can show up in your business in

these ways:
Under pricing products and services (struggle with

finding worth).
Giving away time and work for free (struggle with
finding purpose).
Procrastinating launches because you feel the work,
23
or the world is “not ready” (struggle with feeling

PRO relevant).
Being distracted by tasks that won’t directly result in
increased revenue (reading one more book or taking
one more course).
Abandoning your business duties all together (feeling
you are not worthy of success).
There is a well-known saying in the “motivational speaker”

crowd: Energy flows where attention goes.
We are focusing more on self-love and being money positive

in our Big Rich Money journey, and recommend it for you too.
Candice’s Big Rich Money Self-Love Moment
The first time I ever met with a life coach, I

wasn’t meeting with a life coach on purpose.
This coach was the spouse of my good friend
and coworker. I was working as a teacher and I
was incredibly burnt out due to administrative
woes. I went to breakfast with my friend and her
husband and I began to vent about my uncertain
future.
OF
I said, ‘I don’t want to stay stuck in this job. I
don’t want to have to work under this same
stressful boss. I don’t want to just do the same
job because it is easy and pays decently, but not
be able to add skills to my resume.’
When I finally ended my rant, Mr. Life Coach

said, ‘You have told me what you don’t want.
What about what you DO want?’
I realized he was right! I wasn’t only focusing on

what I didn’t want in my job; I was doing that in
24
Big Rich Money
every area of my life! I didn’t want my kids to

PRO misbehave. I didn’t want my body to be out of
shape. I didn’t want to have to struggle with
money. And on and on.
This was the first time I was keenly aware that I

was standing in my own way.
Though previously a doubter, I became more

open to the world of self improvement. Since
that time, I have learned to stay focused on what
I DO want. I have read countless self-
improvement books. I have meditated, set
intentions, manifested, vision-boarded,
gratitude-journaled, and positive step by
positive step, my life has completely changed for
the better since that conversation a decade ago.
I deeply and faithfully invested in myself and

my life improved tremendously. The same will
be true for your business and life.
We are not the only ones who have realized that our mindset
and how we treat ourselves is one of the keys for business
success.
OF
The biggest impact being an entrepreneur has

had on my life is in the area of self-growth. If I’m
stressed, I can’t blame my demanding boss - I’m
by far the toughest “boss” I’ve ever had.
It’s eye-opening and humbling when you realize

that you’re the cause of most of your suffering.
But it’s also very empowering as you realize you
also hold the power to de-stress.
25
My self-growth journey made me aware of all

PRO the limiting beliefs I have that are holding me
and my business back. I began working on
turning those into new powerful beliefs that
serve me.
For example, I believed “I have to work hard for my

money.” It’s been years, and I still struggle with
that thought occasionally, but the difference is
now I’m aware of it and know it’s not true.
So I replace it with an empowering belief like

“I’ve created revenue streams so that money flows
easily to me.” or “I make money while I sleep.”
As an entrepreneur, you realize that you’ll never

reach the final destination in self-growth. There’s
always more to learn, but as you progress it’s
empowering to see that you’re capable of so
much more than you ever thought possible.
- Laurel Robbins of Monkeys and Mountains Adventure

Travel, www.monkeysandmountains.com

OF
Six years ago, I left my job because my special
needs son needed me to be more hands on and
working at a job 90 minutes away by train was
no longer feasible. My side hustle, which the
blog I had for 5 years prior made a decent
amount of “play” money that I often used to take
vacations--this would now become my main
source of income.
Right after I quit, I founded BAM Digital Media,

LLC. A consulting firm to help other bloggers
26
Big Rich Money
and small businesses in my neighborhood

PRO
strategically broaden their digital presence. I
attended numerous free entrepreneur workshops
offered by NYC Small Business, often being the
odd person out without a storefront or physical
product to sell--but I still learned SO much.
About a year after I had been in business full

time, I was accepted to an advertising network
for my website. This changed things
dramatically because the more eyes I had on my
site, the more money I made.
Though I missed the traditional office

atmosphere at times and had thoughts about
returning to a “normal” job, the pandemic
stopped that idea in its tracks. We were ALL
home. Three kids, two adults and a whole lot of
mommy management.
I found myself getting up earlier to workout,

laying out the distance learning schedules of the
two older kids and making sure the toddler was
getting some well rounded meals too. My
husband has been fantastic during this time,
helping the kids and allowing me to lock up in
OF
our bedroom for hours while I push out new
content.
My work doesn’t have a schedule, I could be

working on a Sunday night, or a Tuesday
morning. Sometimes my special needs son may
have an episode that lasts all day, so there is no
work at all.
I am insanely grateful that I created this platform

almost 10 years ago. It’s extremely satisfying to
have a successful business that you never ever
27
saw coming in the life plan. It’s insanely hard

PRO work and at the end of the night my eyes are
crossed but I am so thankful to have it.
- Schnelle Acevedo, Digital content creator and business

owner, Brooklyn Active Mama, www.brooklynactive-
mama.com
You can too.
You deserve success.
You have gifts, skills, and ideas people want to hear.
You have the power to do amazing things in your life and in

your business.
OF
28
PRO
3
THE DEADLY BUSINESS MISTAKES

(DON’T MAKE THEM YOURSELF)
O ne day it happens. You have a vision for a

business. This could be THE BIG IDEA. You feel
the rush of excitement. You visualize your service
changing lives. You dream of your app topping charts! You
make a vision board of your product on store shelves, and
imagine it being used by celebrities. You can hire hundreds of
people and change their lives too.
But before you get very far, your entrepreneurial high turns
into a low, and you start seeing only problems. You fear you
will lose all of your money. Will anyone buy your product? Is
OF
running a business too difficult? Who is going to do all of this
laundry? Will you ever have the energy to exercise again?
Welcome to the first five years - or five minutes - of your

entrepreneurial journey. It is a rollercoaster of highs and
lows.
Remain calm. Most likely you didn’t or won’t make any big
mistakes that can't be fixed, and some of the biggest obstacles
can turn into the biggest opportunities. Willingness to try new
things despite the fear of failure is one of the greatest traits an
entrepreneur can have. At the same time, there are multiple
29
things you can do to assure that your next launch is

PRO
successful.
But let’s go through some of the common mistakes we have

seen entrepreneurs make, just to get those out of the way.
Mistake: Not Understanding the Difference Between

Idea and the Execution
The first deadly mistake for entrepreneurs is not separating

their business idea from how to make their idea a reality.
It's easy to come up with business ideas (“start a cooking

YouTube channel”), but it's a skill to know how to turn them
into profitable businesses (sponsored brand partnerships for
the YouTube channel with cookware companies).
There are always multiple ways to sell, package, or market

exactly the same kind of a product or idea. Your business
success does not just depend on your excellent idea, but on
the excellent execution of the idea.
Let’s look at a simple example. Business idea: to bottle water

and sell it.
Think about how many different bottled water brands there

are! Some are viewed as “high end” due to the artistic design
OF
of the bottles. They are sold to high profile consumers. Some
brands are inexpensive, and some can be delivered right to
your home. Some bottled water companies only bring water
to businesses, and their large containers are not available for
consumers.
These companies are all selling an almost identical product,

but they are each doing it in very different ways. They are
executing the idea of “selling water” in different unique busi-
ness models, branding, and most people can see how they are
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Big Rich Money
different from each other, even though ultimately they all sell
PRO
water.
Ideas are cheap, execution is everything.
- Chris Sacca, former Shark Tank shark, investor.
Many amazing ideas have not turned into profitable busi-

nesses because of poor execution, and plenty of mediocre
ideas have turned into extremely successful businesses
because they are done well.
“Collect smooth rocks,” became “sell smooth rocks in a card-

board pet crate as My Pet Rock.”
Now that is some genius level execution! Is collecting rocks

an amazing idea? No. Everyone has collected a rock or two in
their lives. Is selling Pet Rocks for $3.95 each in 1975 an
amazing idea? Yes! Creator Gary Dahl made $15 million
dollars selling My Pet Rock in just 6 months 1.
Any idea with a glorious execution is guaranteed to be

profitable.
Execution is always more important than the idea.
Even if your idea isn’t perfect yet, you can bring your product
OF
or service to market in a way that captures attention and
makes sales. When your product captures the attention of a
small core of people, they can become a valuable source of
feedback, giving you insights, information, and the opportu-
nity to perfect both your idea and your execution.
Sometimes the opposite happens. Your initial idea can be

excellent, but for some reason it just doesn’t come to life as
you hoped, and you need help in executing your excellent
idea.
31
There are many things that can go wrong in the execution

PRO
process of the idea, for example:
The product/service is not manufactured/made well.

The price point is not right.
The product is sold in the wrong place.
The right customers never even hear about it.
The last point is an entire topic on its own: the second deadly
business mistake is not prioritizing marketing and sales.
Mistake: Dooming Your Business by Not Doing Any

Marketing
Lack of understanding about marketing and branding is a key

reason we have seen promising companies fail and their
amazing, world-changing ideas never get to see the fame they
deserve.
People can not buy your product or service if they don’t

know it exists.
Call us biased (because we absolutely are), but as marketing

strategists, we have had the frustrating experience of seeing
amazing business ideas die a painful, unprofitable death. We
OF
have seen visionary projects created by inspiring, brilliant
minds on the brink of success when, tragically, the owner
decides they don’t need marketing at all!
In a fit of blind optimism, it isn’t uncommon to have the (very

incorrect) thought that a product is so incredible, customers
will just intuitively discover it and buy it. It seems silly when
you read it out plainly, because it is!
Marketing is not just advertising or trying to create buzz.

Think back to every amazing product or book or film you
have ever loved.
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Big Rich Money
You either learned about it because you saw an ad (which is

PRO
marketing), you casually stumbled across it while browsing
or internet searching (which required marketing to get shelf
placement or Ad Words or SEO or page rank), or because
someone else had it/told you about it/gave it to you (and
they learned about it because of marketing, or maybe they are
an influencer and they were paid to tell you about it, which is
marketing).
You probably saw ads for the product multiple times. The
Rule of 7 is an old marketing concept that theorizes most
consumers need to see or hear an ad 7 times before they will
take action.
We have also seen the opposite extreme. Rather than not

investing in marketing at all, some companies prematurely
spend a ridiculous amount of money on marketing before the
product even exists in the world. They spend money on
promotional campaigns and advertising, but when the target
audience wants to take action, there is nothing yet to “add to
cart”.
People get excited, they are ready to buy, but by the time the
product is on the market weeks later, they’ve already moved
on to the next thing that sparkles. With a big portion of the
business cash spent on lost momentum, there sometimes isn't
OF
even enough left in the budget to finish the product at all.
We worked with a tech company that had an in-house

clothing designer to create promotional t-shirts and hoodies,
even before their product was launched, and the company
was not yet making any profit of any kind. Awkward!
If a tree falls in the forest and no one is there to hear it, does it
have a sound? (Spoiler: scientifically, no.) If a business
launches and no one ever hears about it because there wasn’t
any marketing, does it have a profit? No!
33
The business can’t succeed simply because not enough of the

PRO
right people had the chance to hear about it. But does it mean
that the product sucks or the business idea is terrible? Most
likely not.
Marketing is fun for us. We are outliers. But even though we

do enjoy marketing, we don’t offer our services to companies
just for fun. We offer them to help companies to sell more.
You won’t see us on social media 10 hours a day just because

we love marketing so much. The opposite! We have opti-
mized our marketing efforts, so we get the results we want
with a minimal effort.
We want to show companies how to be more successful, more

profitable, and to reach more customers with a smart, realistic
marketing plan. A realistic marketing plan means actually
having time and budget to do it, and controlling as many of
the factors as possible.
“Launch a product. Make a viral video.” is not an example of

a realistic and successful strategy.
Pay special attention to marketing, with the philosophy that

investing in marketing means building brand equity, laying a
foundation for your business that will keep bringing
customers to your door for years to come.
OF
Mistake: Undervaluing Branding (It's More Than Just A
Logo)
Another deadly business mistake is the mistaken idea that

branding means simply having a logo and slogan for your
company. Part of marketing is branding.
Everything you do as an entrepreneur contributes to your

brand and how potential customers see your company and
interpret what it stands for.
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Big Rich Money
In the digital world, news travels fast. Images, quotes, and

PRO
videos can be shared to thousands in the blink of an eye. The
branding of your business is everything you want your busi-
ness to invoke from all of the senses, and how you want the
experience of your brand to stick in a potential customer’s
brain.
Branding is important and is essential to handle in the early

stages of your business. Branding gives you a strong identity
about what your company is and what your company is not,
and that is the magic combination that will attract your ideal
customers.
Mistake: Doing It All By Yourself
The next deadly business mistake business owners make is

not hiring help, and trying to do everything themselves, even
if they don’t have the skills. Yikes!
And we are not even talking only about hiring employees. We

mean hiring consultants, coaches, graphic designers, accoun-
tants, web designers, and developers who can help you to get
started on your brand-building tasks.
Candice’s Big Rich Money Tip: Plan For Your

OF
Weaknesses
Besides my “pre-made balloon animals”

enterprise that I mentioned before, as an
unsupervised child, I also had a terribly ill-
conceived idea to make toy boats out of scrap
wood and scrap nails that my mom kept in the
shed and sell them door to door. I did not have
any carpentry skills. The boat was literally a
small piece of unsanded wood with some rusty
nails and hooks pounded into it. I made two
35
boats, a large one that I priced at $3 and a smaller

PRO one that was probably $1 or less. I sold neither.
Though the “people buy things I make and I get

money” formula was not incorrect, I failed to
consider many factors, such as my inexperience
with manufacturing the product, the complete
disregard for the safety of the potential customer,
and the fact that very few of my neighbors were
in my target demographic, being that a lot of the
ones who answered the door in the middle of the
day were retired and did not have young
children in the home.
Now that I have a lot of experience behind me, I

feel that I could definitely now make a plan for a
successful manufacturing and sales of wooden
toy boats if I wanted to. I could probably even
make them dangerous on purpose, and have that
be the fun quirky angle for the collectors. This
time I would hire a woodworker, seek an expert
on safety standards (or maybe not), and have
targeted advertising featuring striking,
professional product photos on the internet.
OF
Remember: Execution is everything. Candice’s example may
seem irrelevant in a business book, but it is actually not far-
fetched to see some smart adults treating their businesses the
same way. We just didn’t want to hurt anyone’s feelings by
telling their story.
One hiring mistake young companies make is hiring the

wrong people, (or hiring the right people at the wrong time).
When to hire and who to hire can be another challenging
balance to find.
36
Big Rich Money
A good consultant can come into any business like Gordon

PRO
Ramsay, evaluate what you are “cooking” in your “kitchen”
and how you are “serving” it to your clients. The consultant
will explain what you are already doing right, what you
could do better, and what you need to stop doing all together.
But after the consultant has made their recommendations,
you still have to follow the plan.
In the Gordon Ramsay analogy, that means you will still have
to buy the better quality produce, cook the meat with the
right techniques, and consistently take action on all of the
recommendations in order to reap the benefits of the advice.
If you cannot execute the advice, you might have wasted your
money on the advice.
We have seen a company pay for very expensive consulting,

and then spend their investor money on hiring employees
who really wouldn’t be needed at all for another 12 to 24
months. In that case, the money ran out before the 12 month
mark.
Knowing when to hire help, exactly how you want them to

provide value to you and your business, and how to pick the
ideal person are important skills for an entrepreneur. We
recommend doing exhaustive research, so that you make the
right choices, no matter how large your budget may be! (You
OF
could always spend any leftover budget on marketing.)
There are many resources online that can help you learn skills
on your own. While we don’t recommend you even try to be
a “one person show” and do the work of 5 people, some basic
level understanding of how to market your business, set up a
website, order business cards, be active on social media etc. is
needed.
Learn a little more before you go on a buying spree hiring

people to do everything for you. You will have to know
37
enough to be able to hire the right people, and tell them what
PRO
you want them to do for you.
Mistake: Not Keeping Your Self-Perception Rooted in

Reality
Unrealistic expectations, not just of your business idea, but

also of yourself, can run any business down.
Just as you have to be strategic about when to hire people and

when to do things yourself, you have to be as intentional with
your time and energy as you are with your money.
Make sure you are focusing your time and energy on the
things that only you, and nobody else can do for your busi-
ness. You must be conscious of when you are overextending
yourself. In order to prevent a major crash-and-burn on your
energy and motivation, make sure to prioritize the tasks that
only you can do.
Always think of the big picture, and prioritize what is most

essential in order to get your business to a profitable stage. As
the founder of your business, you are the one with the big
vision.
You know what needs to be done, and you might even have
OF
the skills to do every part of your business on your own. But
just because you can do everything on your own doesn’t
mean that you should.
We definitely understand that it can be hard to delegate, espe-

cially when the Big Rich Money might not be flowing in for a
few more months, but we promise that working on your best
selling business book is more important than the dishes. Yes,
we said dishes. Because sometimes the help you need might
not even be related to your business tasks, but it is related to
your life in general.
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Big Rich Money
If only you can do your business, get help for the other things
PRO
on your plate to make your life easier and free up those
chunks of your time.
Automating your bills or invoices can save brain power that

can be allocated to solving bigger challenges. Hiring an online
tutor for your kid to help with homework can free up your
time, and your brain, and possibly result in less tears and
yelling.
We hereby give you permission to organize your day in a way

that gives you the largest percentage of mental and physical
and emotional energy to use on the things you value the
most.
Planning to be a success means planning to protect your

energy.
Mistake: Not Planning Your Big Rich Money Success
Yes, you have to specifically plan for actual literal success.
Have you ever put into words, on paper, what the most “suc-
cessful” version of your business would be? And we mean in
very concrete terms, what, specifically would success look like
in the daily operation of your company?
OF
One major mistake many entrepreneurs make is not planning
for success, but just hoping it will happen - and when it
happens, realizing that they were not ready at all.
Katja’s Big Rich Money Tip: Plan Your Success
When I launched my Skimbaco online store my

goal was to sell as much as possible. I just
wanted to get going, sell, sell, sell. Makes sense,
right? But I didn’t define how much the as much
39
as possible was, or how much I could actually sell

PRO if things went well. That was the biggest mistake
to even think IF things went well - you have to
plan and be prepared that things will go well.
I had incredible social media marketing success.

It all unfolded after I sent a gift basket to Tom
Cruise and Katie Holmes.
When Oprah went to interview Tom Cruise in

his Colorado mountain cabin, Tom Cruise said,
on camera, to Oprah (!) a product from the gift
basket was “Suri’s favorite.” I seized that moment
to create my first viral social media campaign
and my business exploded with orders.
Business was so good that my most popular

items sold out too fast, and then I didn’t have the
star products in the inventory anymore. Things
got overwhelmingly busy, and it was just too
many hours for just one person to fill orders,
pack boxes, prepare items for shipment, do the
marketing and answer all of the customer service
emails in a timely manner.
Packages started leaving a day or two late, and I

OF
just could not deliver a proper customer
experience. My swift and sudden success and the
resulting high sales numbers became my biggest
problem.
When my store started gaining visibility, I should

have invested more money to buy more
inventory and expand my team. Anyone could
have helped me to pack boxes or answer basic
customer service questions, but only I could
create viral marketing campaigns.
40
Big Rich Money
I was not prepared to delegate work and grow

PRO my team. I was not prepared to make a financial
investment in my shop, so instead of trying to
grow and sell more physical products, I slowly
pivoted my business into online publishing and
marketing consulting. By the time I closed down
the store only six months after my big viral hit, I
was so relieved to be off of that exhausting
treadmill.”
You might think you will figure things out once you become
successful, but believe us: success and business growth
require proper planning.
Viral marketing campaigns, items selling like crazy, the phone

ringing from excited customers calling can all seem like posi-
tive problems to have, but overwhelming success can ruin a
business the same way as anything else.
You need to be prepared for success, and oftentimes the busi-

ness growth needs investment of some sort, be it time or
(wo)manpower.
Your biggest problem can be a huge, unexpected, unplanned-

for success. Probably not what you expected us to say.
OF
Bernie’s Magic Mittens
At the inauguration of President Joe Biden, Senator Bernie

Sanders was a comical spectator, dressed in a dull puffer coat
and fabulous wool mittens amid celebrities and the First
Family in full red carpet-level glamour. The internet became
very excited about the multicolored mittens and in a short
time sourced them to a maker named Jen Ellis. A Vermont
resident, she had sent Bernie Sanders the mittens as a gift 5
years earlier, not even meeting him in person, and he had
worn them ever since.
41
Within a matter of hours, Jen Ellis was flooded with more

PRO
than 6,000 orders for her “swittens” (mittens made of recycled
sweaters). The only problem? Jen Ellis, a 2nd grade teacher
and a mom, never wanted to be in the mitten business and is
no longer taking orders.
Sadly, I have no more mittens for sale. I hate to

disappoint people, but the mittens, they’re one-
of-a-kind and they’re unique. And sometimes in
this world, you just can’t get everything you
want. 2
Jen Ellis’s Magical Switten Emporium was never meant to be.
The Deadliest Business Mistake of All: Not Having A

Good Business Plan
Of course, one of the responsibilities of an entrepreneur is to

follow the law. We are not qualified to give you any legal
advice, so we chose not to even mention different legal enti-
ties on how you could form your company in this book.
We, and the readers of this book, represent different countries

around the world, so we recommend getting legal advice
regarding your business locally. Same goes with accounting
OF
and taxes.
A Big Rich Money business needs a Big Rich Money strategy.

Lucky for you, we will dive deeper into all of the aspects of
what a good business plan requires, and what makes a good
business strategy in this book.
Get ready, you are in this now!
42
PRO
4
VALIDATING YOUR BUSINESS

INTENTIONS
I t is extremely inspiring to see someone able to make a

living through their passion. At the same time, it might
make us feel intimidated or inferior. Don’t get
distracted, or even a little envious, when seeing someone
fulfilling their life’s calling with ease, grace, and success. The
truth is that we all have talents and we all have weaknesses.
We also hear stories of entrepreneurs who had a problem in

their own lives, and since they couldn’t find a perfect solution
for it, they invented the solution themselves, becoming
millionaires, because other people had the same problem to
OF
solve.
We might think, “Wow, maybe I should try (life coaching/

inventing a beauty product/selling essential oils/forcing my kids to
make a YouTube channel)”, but we know in our hearts that this
might not truly be the best business idea for us.
43
Make Money With Your passion. Or With Something

PRO
Else
There is a lot of discussion about creating a business out of

your passion. We have made a living by being amazing
marketers.
Sometimes we think: are we really passionate about

marketing and business strategy? Here is the Big Rich Money
Secret: No! We are not “passionate” about marketing and
business strategy.
Neither of us used to dream of writing 30 instagram posts

about lotion when we were younger. We didn’t line up our
dolls and deliver wrap reports to them about their latest
campaigns.
We do both happen to love fancy food and authentic cuisines.

We are passionate about cooking big family dinners and
spending money on fine foods like European chocolates and
cheeses, and we are extremely passionate about traveling. We
often even travel to another country just to eat and shop for
spices, so that we can later recreate dishes we have experi-
enced in the far corners of the world. We have taken cooking
classes in places like Thailand, Indonesia, and Italy, and
brought cooking inspiration back home.
OF
We have tried multiple times to tie our passion for food into
our business, but found it very difficult.
For example, one experiment was creating food content. But

after cooking a complicated dish, it had to be staged and
photographed, instead of eaten while fresh and hot. And we
are not food stylists. That is a skill in itself. Curry, chili, and
soup don’t look as good in photos as they taste - and we’d
rather be eating anyways!
44
Big Rich Money
Cooking (and eating) makes us happy, and we love gathering

PRO
around the table with our families to talk about the events of
the day. We both made a conscious decision to keep our
passions for home cooking separate from our business. This
keeps our passion pressure-free. It is something to enjoy
without deadlines.
What we have done instead is create strategies that have

allowed us to travel for business to locations like Italy, France,
and Indonesia where we can enjoy the culinary experiences.
You can combine your life passions with your business, but
they don’t have to become your business.
The reason that we built a business based on marketing

strategy and entrepreneurship is that we realized we have a
real talent for marketing strategy, and let’s be honest, we are
probably much more talented as strategists than cooks! We
love our work, and perhaps one of the reasons why we like it
so much is that we are good at it.
Think about all those passions that you

considered making a career out of or building a
company around. How many were/are there? …
Why were you not able to make a career or
business out of any of those passions? Or, if you
OF
have been able to have some success, what was
the key to the success? Was it the passion or the
effort you put into your job or company?
- Mark Cuban, Billionaire, Shark Tank investor.
Passion alone is not enough. You also have to be talented in

something to turn it into a profitable business. And even with
passion and talent, you will still need to put in a lot of effort.
There are many passion-led entrepreneurs, and we will

feature some of the amazing entrepreneurs that have turned
45
their passion into business in this book. Living your true call-
PRO
ing, and creating the lifestyle you want are also admirable
goals. If you create a business that allows you to follow your
calling and create your ideal lifestyle, that in itself is a win,
even if it is not financially super profitable.
The rich life is the real goal here for most of us, but it is ok to
also want to be fabulously wealthy.
We have lived the rich life as bloggers and influencers.
We’ve enjoyed all-paid trips for ourselves and our families,

attended world class events, and been gifted products like
designer clothes, cosmetics, computers, home appliances,
cameras, and toys. Being an online influencer has multiple
perks and benefits, and it can be lucrative as well.
However, this book does not focus on how to become an

online influencer or how to get free stuff and sponsors. It
takes time, effort, and skills to become an influencer and to
keep up with it, and most likely your business idea will be
profitable much much faster than that.
Being an entrepreneur has been life changing.

OF
However, in the beginning, I would do tons of
work for a box of cereal. No joke! After the first
few years I realized that my time was valuable
and I could charge a lot more money for the hard
work I was doing. When I started to charge more
money, brands and companies took me more
seriously.
I never worked outside the home or left my kids

for the first 15 years of their lives. When I started
my blog and my business, I began to attend
46
Big Rich Money
conferences and events. I felt like I finally started

PRO living my professional life.
Being my own boss allowed me to work when I

wanted to and to travel when it was convenient
for me. It also allowed me to be a mom and
volunteer at my kids’ school. I am so happy
running my own business and each year brings
more excitement and opportunities.
- Sara LaFountain, Cook with 5 Kids, www.cookwith-

5kids.com
A Passion Business Can Be Amazing, But Not Always
While creating a business that feels like you are fulfilling your
passion everyday in most cases is great, it can have its disad-
vantages as well.
The emotion you feel for your passion might be hard to sepa-
rate from hard business decisions you need to make. Your
feelings might guide your business instead of logic. If your
business feels like your “baby”, your heart might break if
your baby isn’t successful. Also, how could you ever sell your
baby? Getting investors can feel yucky too.
OF
We love to admire entrepreneurs who have created their
passion businesses and are living their dreams, but do not feel
bad if you don’t have a big passion that could turn into a
business!
Focus your attention on your talents, skills, how you can add
value to your world, and what you enjoy doing on a daily
basis. What comes easily to you that can be difficult for other
people?
What do you truly believe you can do well?
47
Believing is a recurring theme in everything from personal

PRO
coaching methods to Disney’s movies, and for a good reason.
You will have to believe in yourself in order for anyone else to
believe in you.
We know you are skilled in something, and have great ideas,

but if a business idea or a product innovation isn’t just magi-
cally appearing in your head? That’s perfectly fine.
Your business idea could piggy-back on another business, like

affiliate sales or a dropship store. You could take someone
else’s idea and just make it better and uniquely your own.
You just need to figure out how you can do it differently than
anyone else, and believe you can.
Candice’s Big Rich Money Tip: Create Your Own

Dream Gig
When I first began working in digital strategy, I

loved working with clients to create a “big
picture plan” to reach their goals for their brand.
I didn’t love long admin meetings, or monitoring
Twitter channels for customer service 24 hours a
day. I often wished there was a job where I could
just help clients make a road map to their goals,
OF
and not have to do the tasks that weren’t
rewarding to me. I later learned that what I
wanted to do was called “consulting”! So now I
am doing exactly that for all types of clients! It is
like planning a party without having to clean up
afterward! I get to share my creative ideas in one-
on-one meetings with clients, write business
books, and dialogue with other entrepreneurs in
Insider Society.
48
Big Rich Money
You have a skill and a sweet spot where work is all flow and
PRO
doesn’t feel like a grind. You can create a profitable business
with something you are good at and you love working on,
even if it is not the biggest passion in your life.
Solve a Problem, Build a Company
Good ideas are sellable ideas. Good business ideas usually are
solutions to problems or needs. To be a business, you have to
be making money from somewhere.
Bottom line: someone has to buy it.
I profit by solving problems for moms.
I just solve my problems that also impacts others.

I get annoyed at industries so I rank and evaluate
them. I would totally do this on my own. But
when I share my findings, that’s how I make
money.
Problem solvers make money. They are the first

ones on the scene.
In the Wild West, I wouldn’t have gone for gold.

OF
I would have solved all the problems that the
gold diggers had and would have started a
whore house or saloon.”
- Leah Segedie, founder of Mamavation, www.mamavation.-

com, and ShiftCon eco-wellness influencer conference,
www.shiftconmedia.com
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Test Your Big Rich Money Business Idea

PRO
How do you know if a business idea is the one?
You have a pretty good feeling that your idea is going to

make Big Rich Money. You can already picture what bottle
you want to buy for your Big Rich Money celebration toast
when you launch. You can (and should!) visualize your
success, but then get to work!
The first step is validating your business idea. Your business

idea can be simple, but the unique way you execute it has to
be protected in a way that it can not be copied easily.
Validating your business idea can be as simple as asking

around and doing some basic market testing to see if anyone
would potentially buy your product/service. Get many
perspectives, and ask for input about how to improve your
idea and the execution of the idea.
When I launched my marketing agency Presnal5

in Finland, with a focus on helping Nordic
companies to market globally, I was happy to tell
OF
anyone who wanted to hear what my business
idea was, because I know nobody can exactly
copy what I can offer. Not many have my career
background, my years of global marketing
experience, and my global network of personal
connections I’ve built over 15 years.
I also spoke with multiple CEOs, business

owners, and different company board members
to confirm my kind of service was needed in
Finland. Talking about my business idea with as
many potential buyers as possible helped me to
50
Big Rich Money
validate my service - and it also started

PRO promoting what I was about to launch. One of
the CEOs I spoke to about my idea was one of
my first clients.
Here are some great questions to ask when you are validating
your business idea:
What is the customer's need?

What is the customer’s problem that I offer a solution
for?
What value do I deliver to the customer?
Are potential customers willing to pay for the
solution I offer? How much?
If money wasn’t a concern, how would my customer
solve their problem in an ideal world?
These questions will help you to judge whether you need to

go back and redefine the initial business idea and business
plan, or perhaps you need to pay more attention to how you
are executing your plan.
Even if your idea isn’t perfect yet you can bring your product
or service to market in a way that captures the attention of a
small core of consumers. When the way you bring it to the
OF
market makes people excited, they are happy to give you
feedback on how it would better serve them as an end-user,
giving you the opportunity to perfect your idea and your
execution.
When we were writing this book, we created several possible

book cover images. We asked our target audience which
cover image they liked the best, and none of the covers got a
super excited response. A few even said, “Honestly, I don’t
like any of these.”
51
Even though it seems harsh, we really appreciated the feed-

PRO
back. It is good that we asked before we printed hundreds of
copies of our book. Thanks to the advice we received, we
created a completely new cover image.
What do you think? Do you like our book cover? Tweet us,
and let us know. You can find us as @amazingcancan and
@katjapresnal. Even better: post a photo of the book on Insta-
gram and use #bigrichmoney and tag us at @bigrichmoney-
business. We repost the best images.
Honestly, most likely there will always be someone who can

do the same job better, cheaper, faster. However, you can still
make your idea stand out.
The best way to make your business stand out? To be

uniquely you.
Even if your product or service is similar to what someone

else is offering, you can create your own speciality through
your personality and unique branding and offer it to a
different target audience. There is no one out there with your
exact gifts and talents, but there probably are people who
would rather buy from you than someone else.
We know there is nobody else like you that can offer your
business idea exactly the same way as you, so don’t let fear
OF
keep you from launching your business.
Assess the strengths, weaknesses, opportunities and threats of

yourself and your business idea. Use this assessment to
compare you and your business to others. We go deeper into
positioning, branding, and SWOT analysis in later chapters.
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Big Rich Money
Big Rich Money Tip: Your Family Is Not Your Target

PRO
Market
Would you believe that some of our family members did not
approve of our Big Rich Money brand name?
Take all opinions in the consideration, but don’t just blindly

trust your inner circle as the main source of research when
validating your business choices.
Trusting the wrong people for advice outside of their realm of

influence or expertise will lead you astray. Though your
friends and family are lovely people, PLEASE take their
professional advice with a healthy dose of skepticism. The
same goes for their opinions and their offers to help. If Uncle
Wilson offers to make graphics for you on Microsoft Paint, it
is ok to say no (unless you are going for a cool 1991 retro
vibe).
Likewise, it is not recommended to use your friends, family,

and acquaintances as a test market. Family and friends can be
well meaning, but they might not always be the best judges
when it comes to business. At the same time, some friends
support you no matter what and they think all of your ideas
are amazing, so they won’t give you the levity and construc-
tive criticism that you need.
OF
Imagine you are a hair stylist and make an e-course about 60
ways to do braids for all hair types. This content took you
hours to create, and you know there are enough lessons in the
course to give it a great value. You price it at $197 for one year
of access to 10 training videos and an online community. For
the right person, this is a great deal. When the bald guy at
your day job hears about it, he scoffs and says, “No one
would ever pay that for videos about hair styles!”. He is
wrong. And he is not your target market anyway.
53
When you talk with people about your business, make sure
PRO
you know their level of understanding of your business or if
they are possible clients for your business. Are you asking a
teacher friend about a baking business? Or a doctor friend
about a marketing business?
You Can Invent Your Own Niche
There are industries that you don’t even have to be an expert

in to be successful. All that it takes is to see a need for a
product in the marketplace and hire the right people to
execute it (if you have money or know how to raise it).
Perhaps you are inventing something new that doesn’t even

exist yet.
One of the trends in the food industry in the last few years
has been vegetarian meat that appeals to meat-eaters. Vege-
tarians or vegans really don’t want to eat food that tastes like
meat, and well, meat eaters would rather eat real meat! And
yet, meat-tasting non-meat has been the biggest food hit.
Candice’s Big Rich Money Tip
I was shocked to learn that the person behind

OF
Impossible Foods vegetarian meat products had
no background in food science. His goal was to
slow climate change. He knew that meat farms
were responsible for a high level of emissions,
and the fishing industry was destroying the
ocean. He resolved to create meat alternatives
that taste like meat, so that meat eaters could
blissfully and happily make the change, saving
our oceans and air. Impossible Foods has made
lucrative deals 1 with many top-tier fast food
chains in the US and abroad.
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Big Rich Money
Meatless meat is a great example of creating a completely

PRO
new product category that didn’t even exist before. Vege-
tarian food for meat eaters might not sound like a product
that is in demand, but it is wanted for environmental reasons.
So if you have an idea that seems impossible at first, just

change the way you think about it, build a different kind of a
business model around it, or offer it to a different target
audience.
One of the funnest business ideas I have seen

was created by a guy named Matt who owns a
few ice cream trucks. I met him at SXSW as he
was standing by his ice cream truck and he
called for us as we walked by, ‘Hey, you guys
want some free ice cream from Nokia?’
I was not going to say no to free ice cream, so we

stopped to have ice cream and have a chat with
Matt, who looks a lot like Jim Carrey.
His story was even better than the Ben & Jerry’s
ice cream he was serving. He told us that one
OF
day he just had a wild thought ‘Everyone loves
ice cream, ice cream makes people happy - I
want to give people free ice cream!’
He bought his first ice cream truck and he

explained that he traveled around the US to
different events like SXSW, Lollapalooza and
Coachella giving people free ice cream from his
ice cream truck.
But how was he able to create a business out of

giving ice cream for free? By creating a genius
55
business model. He partnered with Ben & Jerry’s

PRO and sold sponsorships to large corporations.
When we met, Nokia had sponsored the ice
cream he was serving us.
Besides successfully making a business out of

giving away free ice cream, he had also created a
dream lifestyle for himself that allowed him to
attend cool events across the country with his
friends, and have fun.
Matt’s ice cream truck business is an amazing example of

how you can make an impossible sounding idea work as a
profitable company through innovative thinking and a
unique business model. You can design your legendary life
first and then build a business that supports it.
This is what Milena Regos does with her company Unhustle.

After personally experiencing burnout while managing an
award-winning marketing agency, she redesigned her life to
divide her time between Lake Tahoe and the beach in Baja
California Sur. She now helps overwhelmed entrepreneurs
grow their businesses without soul-sucking sacrifices so they
can hustle less, create a high-flow life and work, and tap into
their full human potential. She is even more financially
OF
successful now, while working less and living the life she
loves.
Don’t give up your passions, your dreams, and life goals - but
don’t also think you have to make money with your biggest
passion in order to be happy. You can create your own
formula for your legendary life.
Don’t miss our special chapter 14, where we feature other

unique business ideas that were born in 2020.
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PRO
5
A BIG RICH MONEY FUTUREPROOF

BUSINESS
B efore you get too immersed in thinking about daily

actions and how you will execute your business, let’s
think about the Big Picture and your long term goals.
It is understandable to be excited and want to get started fast

when you get the first green light.
Maybe potential future customers are already asking when

your product will be available for purchase. But while it is
important to get your business going fast - time is money - do
not skip the key steps of building your business foundation.
OF
A strong foundation is the key for the future success of your
company.
The more planning and research you do now, the higher the
possibility that your company will be profitable for years to
come. Your business success does not just depend on your
excellent idea but in the excellent execution of the idea. There
are always multiple ways to sell, and plenty of different busi-
ness models to choose from.
57
You can package or price the same product many different

PRO
ways - that’s why it’s important to learn to calculate your
production and profitability well.
Even if your business model and pricing is similar to others,

you can market exactly the same kind of product or idea
differently by branding and positioning it differently.
We will go into more detail about all of these possibilities to

help you to best set up your business, while also learning
tactics like market research and tracking results to keep you
on the path to success. But before you step onboard the
success-train (chooo! chooo!), let’s go through some important
business foundation building blocks.
WHY, HOW, WHAT and WHO
It really is as simple as answering your WHY, HOW, WHAT

and WHO.
Why does the business exist?

How does the company fulfill that purpose?
What does the company do to fulfill that purpose?
Who does the company serve?
OF
Let’s start with the “why”.
Why does your company exist?
Why do you wake up in the morning excited about your

business?
To futureproof your business, you need to define a long term

vision for where you want your company to go. This vision
will be your North Star, a guiding beacon of light reminding
you of the direction you want to go. It can take a long time to
get to the big goal, and you will need to plan a lot of steps to
get there.
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Big Rich Money
Define what kind of a change you want to see in the world, or

PRO
in people’s lives, and how the world will become a better
place because your company exists.
This could be anything from wanting to help moms to eat

healthier, to improve women’s self-esteem, to make fashion
more sustainable, or to eliminate the need of vacuuming (we
hope this is yours).
Honestly, many entrepreneurs we speak with say their

purpose is to make money and “why they exist” is to make
money. It is great to have Big Rich Money goals, and having a
profitable business is a great goal, but we encourage you to
think a little deeper. A meaningful purpose typically moti-
vates people better in the long run.
Your “why” reminds you daily of the direction you are going,
and why you are doing all this hard work.
Your “how” defines how you are doing it in a concrete way.
How are you serving your customers and how are you
fulfilling your purpose?
How are you different from others?
Writing down what your values are is important, because it

can concretely guide you in conducting your business. If you
OF
are a solo entrepreneur, it might feel silly to write some of
these down because they are so self-evident for you. Most
likely, you have it all figured out in your head. However, once
you start writing, you might realize that you have 12 values
and ideas about how you would like to do things, and 7
different “visions” of what you want or you could do. The
purpose of this is really to get you to narrow things down a
little bit.
Your “how” aligns with your values, helps you focus on what
is important and choose the best actions to take. All of your
59
actions, however small, should be steps toward your long

PRO
term goals and fulfilling your purpose.
Focusing is good.
“What” defines what you offer.
What are your products or services?
What makes you money?
This is the easiest one, and you probably don’t have to think
about it too much, because for most people this is the big
business idea - what to sell.
“Who” defines who you sell to.
Without customers, most companies don’t exist. Defining

who your customers are is one of the cornerstones of building
your business foundation right. Defining a target audience to
whom you want to sell will help to plan exactly what kind of
products to offer, through which channels, and at what price.
Answering all of these questions will help you to stay focused

as new opportunities arise and new ideas come along, and
they will help you to create a roadmap for success.
Competitor Research
OF
In the book Big Magic: Creative Living Beyond Fear 1, Elizabeth
Gilbert tells a story about how she had an idea for a book, but
she never finished it. Years later she met someone who had a
very similar type of an idea for a book, but had actually
finished and published it, making it pointless for Gilbert to
ever publish hers, because it would look like Gilbert copied
the idea. Gilbert describes how some creative ideas in the
world might come to you, but then leave and land on
someone else if you don’t act quickly enough. She calls this
the Big Magic.
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Big Rich Money
It’s a beautiful thought that amazing ideas are circling in the

PRO
world like butterflies, and we fully agree with it. At the same
time, we just used this beautiful image to break a harsh fact:
you might not be the only one with the same great business
idea.
Competitor research is an important part of building your

business foundation.
Some of the questions you need answers for:
Who could be seen as your competitors that sell

similar products or services?
What kind of products do your competitors have?
Why are your competitors not successful? Why are
they?
You will need to know the players in the game before you
enter the game. The only way to make sure you will be
different and stand out is to know what others are doing. The
depth of the competition research does vary a little depending
what your niche is and even where you plan on selling your
product/service.
Capable of Success
OF
Hopefully, defining your purpose, doing your competitor
research, and thinking deeply about how you can accomplish
your goals will only get you more excited about your busi-
ness intentions, as you realize that you can offer something
that stands out.
Even if you discovered several companies already offering

similar products that you had in mind, don’t quit your dream
just yet. Knowing what others do will help you to fine tune
your business model, branding, and probably pricing too.
After you complete the work in this book, you will have
61
learned multiple different ways to stand out from the

PRO
competition.
Start by identifying what makes you different from others,

and what you can do better than anyone else. One of the best
ways to estimate your realistic capabilities is to do a SWOT
analysis. You have probably heard of it before.
To do a SWOT analysis you list your:
Strengths
Weaknesses
Opportunities
Threats
A SWOT analysis will help you to see how you can stand out,
and identify some of the things you could still learn.
Strengths and weaknesses are your internal pros and cons,
whereas opportunities and threats are external factors that
can affect your company.
A SWOT analysis is an easy tool to use for decision making

regularly, and essential when you are starting out or planning
on pivoting or leveling up. If you are a solo entrepreneur, you
can do just one SWOT analysis for your company, but if you
are building a larger company, you might want to do another
OF
one just for you as a founder, or add your personal strengths
in the company analysis as well.
Take time to write down your answers, and don’t be shy

about listing all of your strengths, skills, and competencies.
You most likely have many strengths as a person, like being
flexible or organized, that will transfer as excellent business
skills.
Don’t be afraid to admit your weaknesses, what you still need

to learn, or even that you might not even know what all you
don’t know.
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Big Rich Money
Don’t be discouraged that your initial list of weaknesses or

PRO
threats seems long, or that after seeing what others do you
feel like a beginner. All of these feelings are normal when you
are starting out. Just BEGIN now, and who knows, you might
pass those who now seem so far ahead sooner than you
think.
Once you write down your weaknesses and threats, you can
also start figuring out if they, in fact, can be used to your
benefit.
You have probably heard the term beginner’s luck, but a more
important one is beginner’s mindset. A beginner mindset of
curiously learning new things, and being excited about
creating something fresh can sometimes serve better than
years of experience. Beginners can solve old problems in a
new way because they tend to look at things from a new
perspective that experts in the industry don’t have because
their minds are limited to what they already “know” won’t
work.
A Big Rich Money Success Roadmap
You need a good roadmap to take you to your goals, but

before your can start planning it, you need to define your
OF
goals in detail. Vague goals like "make money” are not
enough, they need to be described in specific details. It is
important to define both what you want to accomplish, and
what you don’t want to do. For example, your company
makes clothing for women, and you want to start making
clothing for men in the future, but making children’s clothing
is not part of your goals.
Not having a good roadmap is one of the biggest reasons why

companies fail, in our experience. With a “roadmap” we
really mean business strategy. We are not going too deeply in
strategic planning in this book, but all of our lessons and our
63
Big Rich Money Success Roadmap are deeply rooted in

PRO
strategic thinking.
When you start your business, you should have a business

plan. It has your Why, How, What, Who: A detailed plan of
what you sell, who you serve, and how you will make money.
It can be several pages long with lots of research about your
target audience and industry.
A Business Plan is like a roadmap that shows where you are

now, the direction you are going, and an overall idea of how
you are going to get there.
A Business Strategy is a more detailed itinerary, the exact

destination picked, the best routes chosen, the most opti-
mized travel time calculated.
Many of the same things that are needed for a Business

Strategy are in the Business Plan. Business Strategy goes
much deeper into your goals and objectives, and is a more
defined action plan for how the goals are achieved.
Strategy is typically done once the business has been running

for a while already, and you have tested some of the assump-
tions you had in your business plan. You have already
learned something about what works and what doesn't. It's
never too early to think of strategy, but you will be able to
OF
create a much better strategy once you have been in business
for a while.
Knowledge of current trends, deeper analysis of your

customers, and competitive landscape is essential for your
success, and you should research those before creating your
Business Strategy. With this research and positioning your
business differently from anyone else, you will have a much
higher probability of success.
Your strategy should be based on goals, but also on experi-

ence and research.
64
Big Rich Money

PRO Your company needs an overall business
strategy, and then multiple other strategies based
on the business strategy. I have helped multiple
companies to create their marketing strategy.
Often people think I create a marketing strategy
based on what I personally think or like, but it is
always based on the overall goals and objectives
of the company, and the products and retailers
are often already decided. Also, a great
marketing strategy does not save the company if
the product strategy sucks.
I worked as a Chief Marketing Officer in an

exciting startup that had secured millions of
dollars in funding, but ended up going bankrupt.
I was hired as a CMO after the shit had already
hit the fan; I was the fourth CMO of the company
that year.
I gave my everything to try to save the company,

but the company failed even though we
launched two products and gained visibility of
tens of millions globally. I was asked later if I
OF
regretted the marketing strategy I had made, and
believe me: it was something I thought about a
lot. But no. I have no regrets on the marketing
strategy I created.
I would still today do exactly the same

marketing strategy as I did then knowing what
their business strategy was. I would change
many things for sure, but not the marketing
strategy. All of the marketing and PR can not
help if there isn’t a good monetization strategy
65
for how the company will make money - real,

PRO consistent profit - in a way that’s scalable.
One of the problems with this particular

company was that the entire team was not
unified. Many employees didn’t believe in the
company strategy the leadership had put in
place, and various teams tried doing things
outside of the established strategy. Many had
personal opinions about what it should be, and
there were small groups of people who were
internally trying to drive the company in another
direction.
They could have been right - perhaps their

strategy idea would have been the way to go.
But now we will never know if either of the
business strategies would have worked out
because the company did not work towards one
unified goal. Many actions in the company were
actually fighting against each other.
It is ESSENTIAL to have one unified strategy and

a team that works towards the same goals for
any company to be a long term success.
OF
You might have a small company; maybe you are
a company of one. You might think you have a
pretty good picture of what success would look
like for your business and how to get there.
I highly recommend spending time thinking

about strategy and writing it down concretely. I
almost guarantee you will accelerate your
growth if you do.
Our Big Rich Money e-course will take you through the
specific questions you need to answer to create the founda-
66
Big Rich Money
tion for your business. The Big Rich Money e-course goes
PRO
deep in detail how you can build a business and marketing
plan that helps you grow to the next level. The e-course will
help you to solidify your long-term and short-term goals and
break them into actionable steps helping you to transform the
way you lead and market your company. When you are ready
to sign up, visit www.insidersociety.com/big-rich-money.
OF
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PRO
6
SHOW ME THE MONEY FLOW -

CREATING A BUSINESS MODEL
B ig Rich Money business is not as simple as having a

great idea (or even a decent idea), asking some
people if they want to purchase it, and selling it to
them. That might happen once in a while, but that kind of
success is the exception and not the rule.
If you don’t want to rely on luck, we recommend you think

about your business model.
Big Rich Money Business Model

OF
What is a business model? Simply said, a business model is
your company’s way of making money.
More specifically:
What products or services you sell

How much does it cost to make them
To whom you sell them
How your business makes money
68
Big Rich Money
The concept is simple, but there are actually multiple ways

PRO
you could plan your business - even if your product or
service is pretty much identical to someone else's. Remember
the bottled water example?
Let’s do another example and say you are a jewelry designer.
Your business model could be making jewelry and selling it

directly to your customers via Etsy, and you make every piece
yourself. Your limitations for growth is the number of pieces
of jewelry you physically can create every month. Of course,
as the demand for your pieces goes up, you can start raising
your prices to grow your business even if you can not make
more.
At some point, you might notice that marketing, customer

service and everything else related to selling your jewelry
takes time away from creating the jewelry. Maybe you even
want to hire other people to make the pieces from your
design, or help you with things like marketing or shipping.
You might also consider starting to sell directly to stores.
Maybe you sold your jewelry for $30/piece directly, making a

nice $20 profit for each piece. A retailer will want to make at
least a 50% profit as well, so you will need to change your
pricing so that you are still making a good profit when you
OF
sell your jewelry to the retailer. You could sell your jewelry
for $25/piece to the retailer and raise your consumer prices to
$50/piece to match the same price your retailers will have.
That’s a pretty big bump up in pricing, and you might even
lose some customers. (Side note: typically customers won’t
even notice a 1-5% price increase, so it’s better to do many
small price increases over time than one big one.)
Or maybe you have been selling to retailers for a while, and

it’s going really well. You realize it costs you $10 to produce
jewelry that sells for $50, maybe it is worthwhile to hire
someone to help you to create your own ecommerce site.
69
Or you may decide to teach someone else to create some of

PRO
your styles, or even completely stop making them yourself, so
that you remain a designer, but someone else makes the
jewelry.
Plan Your Big Rich Money Level Up
As you can see, the idea of designing and selling jewelry can
become a profitable business in multiple different business
models. Selling exactly the same product can be less lucrative
or more stressful if you have a business model that doesn’t fit
you.
There are multiple different ways for you to create your busi-
ness model, and it is something we recommend spending
time evaluating, especially if you plan to scale and level up
your business.
Scaling your business might require extra funding, or creative

ways to make the next growth jump. Sometimes scaling up
also means raising your prices, and it can take a while to find
new customers who are willing to pay more. If you are just
starting out, it is good to think about it from the beginning.
You could just start with high prices now, instead of having to
increase later.
OF
I actually launched a diffuser jewelry collection

years ago. Having my own jewelry collection
was just something I had wanted to do for a
while, and I partnered up with a Texan jewelry
designer DeAnna Cochran. I saw how essential
oils had become popular and thought diffuser
jewelry would be great for wearing the essential
oils.
70
Big Rich Money
Before I officially launched the jewelry collection,

PRO I offered a pre-sale opportunity for people to
order jewelry before the collection was out or
even produced. We had a few sample pieces, and
I did an online pre-sale with the photos of the
samples, selling so many pieces that I got the
entire collection paid for even before the shop
was open and the pieces were even made.
This ensured my business was profitable from

day one. One of the benefits of doing it this way
was also that we were able to get feedback from
customers and real data which styles were
selling, and we even added one style of earrings
to the collection thanks to the pre-sale customer
feedback.”
Sometimes you have a great product idea, but it is not

possible to offer it to your desired customer base, because the
price is too high, or you will not make enough profit. You
might have to rethink your product, or rethink your target
customer. There is a saying “the riches are in the niches.” We
guarantee you will be more successful in trying to offer some-
thing specifically to a narrow, specific target audience and
really adding value for them, instead of being “sort of OK”
OF
for a lot of people.
As wild as it sounds, there is no such thing as too expensive,

as long as you know how to sell it and who to sell it for. An
example is Marizio Cattelan’s art piece called Comedian,
which was sold for $120,000 in the 2019 Art Basel Miami
Beach art fair 1. The famous art piece is a banana duct-taped to
a wall, and it cost about a dollar to create.
Another example is Acqua di Cristallo Tributo a Modigliani

water, it is the most expensive water in the world. Mixed
from fresh waters of France and Fiji, and sold in a 750ml 24-
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carat solid gold bottle. One bottle costs around $72,000 2 - a

PRO
bargain compared to the banana on a wall!
These examples are ridiculously outrageous of course, but we

hope they challenge your thinking to see multiple different
ways to sell your idea or to whom to sell it. If you thought
your product idea is too expensive, maybe you were just
selling it to the wrong people.
Sometimes you just need to be a trailblazer, being the first one

to do something differently, and others will follow. Over the
past ten years, a wave of new sustainable brands have come
to market. Their ways of doing business are different from
many mass consumer brands. Sustainability is one of the
prominent consumer trends, and we’ve seen an increasing
amount of great business ideas that range from rental services
to using upcycled materials that are better for the environ-
ment. There is just one problem; these sustainable products
are not available for all.
You can buy a sweater for twenty bucks from a fast fashion
brand, but a similar type of a sweater by a brand with a
sustainable chain of production (from sourcing the materials,
to making the sweater locally, and paying employees a fair
wage) costs close to three hundred dollars. Many argue that
these “sustainable” ideas are not really sustainable until they
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are affordable for more people. But, there is still a market for
them, and that market is growing as we speak.
The same is happening with online learning and e-courses.

People used to scoff at the idea of paying for online content
courses, but the pandemic accelerated the acceptance of these
options. You can find e-courses on almost any topic at a range
of prices, from just a couple of dollars to thousands of dollars,
like the Stanford Business School fully virtual LEAD program
with a price tag of $16,000.
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Scaling up does not always mean working more or making

PRO
more products. It can mean just restructuring your offering.
Questions to ask:
If you have a skill or service that is already making

you money, how can you reach more clients without
overextending yourself?
Can you package your offering with
something/someone else?
Can you offer it for a higher price to a new customer
base?
Can you change your branding to attract customers
that pay more?
Can you offer a membership program?
Let’s look at an example. Do you teach yoga? It is reasonable

to say that you can’t teach yoga 8 hours a day, 7 days a week.
You are constrained by physical limitations and space limita-
tions. But you could package one of your most in-demand
classes as an 8-week bundle of video or virtual lessons. If you
want to package your virtual yoga classes and make even
more money with them, sell them to corporations for their
wellness initiatives. Most companies will continue to offer
distance working as an option in 2021 and beyond, and
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corporate virtual yoga instructors are an in-demand service.
Are you a crafter? You can’t physically craft without ceasing,

but you could sell your patterns or how-to ebooks and e-
courses.
Are you a therapist or coach, charging a high hourly rate for

1-on-1 sessions with individual clients? Make an e-course for
group coaching to be able to help more clients, and still have
time to sleep.
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If you have an idea to try something new, survey your

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existing clients and ask them if they would be interested in
your potential new product or service, or survey people who
have not been buying from you before to see what would
make your offer more appealing to them. Or if you don’t
know the direction you might want to expand your business,
ask them what other kinds of products or services they have
been looking for.
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7
BIG RICH MONEY MATH: LOVE

NUMBERS
T his chapter is all about Big Rich Money math. Big

Rich Money math is different from accounting; we
are not going to talk about accounting (but we do
highly recommend that you hire an accountant).
Production, Pricing, and Profit
Big Rich Money math is very closely related to deciding on

the right business model and price point for your products or
services, but now we will factor in the costs associated with
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making your product or creating your service. We also
consider different possibilities for how you might price and
package a similar type of service.
Don’t skip this part in your business planning, even if you

have a service-based business with no physical products. The
same principles apply!
In the Big Rich Money Workbook we detail two different

pricing and packaging plans on how to “package” your
service-based product. The workbook also has a few scenarios
detailing how you could price your hourly-based offer-
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ing. Details how to get the workbook can be found at

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www.bigrichmoney.com.
The workbook also has a blueprint detailing how to make

$3000/month with a skill you already have, and a blueprint
on how to make $10,000/month as a consultant, coach or
other service provider. The $3000-plan is easily scalable, and
you could even combine the $10,000/month blueprint with
the $3,000/month blueprint to bring in consistent $13,000
months!
Determining how profitable your company is means consid-

ering the specifics:
How much does it cost to create your products?

How much is your profit per product sold?
How do you determine if new tools or processes will
make your business more profitable?
Not many people know this, but I actually

studied engineering, majoring in production
management.
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As an engineering trainee I worked in my dad’s
factory that manufactured loudspeakers and
audio equipment, and my dad taught me more
about marketing, sales, and running a business
than I ever learned in school. I haven’t actually
worked in an engineering position since I
worked in my dad’s company, but it was one of
the best places for me to learn how a profitable
company works.
While my studies focused on managing and

optimizing a manufacturing factory, I still use
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Big Rich Money
many of the same principles I learned back then

PRO when managing any kind of business output,
even when my “factory” is “manufacturing” text
or consulting hours.
True story: When I was a lifestyle blogger and

received invitations to press events in downtown
Manhattan, I calculated the time it would take
me to take the train downtown, attend the event,
meet a celebrity like Jennifer Garner or Bobby
Flay, probably eat lunch, and come back home.
It cost money and it took me a full day, so the

event had to be worthwhile. Either it had to have
a potential for paid work, have unique
networking opportunities, or from a production
point of view, I had to be able to create more than
one blog post from my day in order it to be
worthwhile for me to take a day off from writing
other content.
The day in NYC meant costs in terms of a train

ticket and lunch, but also an opportunity cost of
losing an entire day’s time of working on other
stuff.
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Basics of Production Management
Let’s dive in.
Once you have your product - or service - idea, you need to

figure out what it takes for you to produce it. Production
management is really just thinking about what you need in
order to make your product. This can involve anything from
buying supplies and tools to having a space or office to
work in.
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Production management is making sure you have the right

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amount of supplies to make the right amount of products at
the right time when customers want to buy them, and you
can sell them for the right price they want to pay for it.
Your profit is what is left after your production and

marketing costs, so it is important to understand how much
money it takes you to create and sell something.
The same principle applies if you sell consulting services.

Your sales and marketing process are your production costs.
This concept is not that complicated really, but it is easy to

forget some elements of your costs when translating them into
numbers. There is your supplies cost, your time cost, and
your equipment cost; you need to optimize it all. By opti-
mizing, we mean figuring out how to spend the least amount
of money and time in making your product.
List all of the production and product parts in an Excel

spreadsheet, and how much they cost. Including the produc-
tion time that it takes to do something. You can call it woman-
hours, or production hours and you can think of an hourly cost
for your labor. If it takes you three hours to create your prod-
uct, and you want to make $50/hr, your woman-hour labor
cost for 3 hours of work is $150.
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In addition to the material cost and your woman-hour cost,
you need to factor in all of the other costs in your business.
Even if you are a yoga teacher who runs her own business,
you can not price your yoga classes only considering the hour
you spend teaching. You need to take in consideration the
cost of the yoga studio space rent, the time spent on your
marketing, accounting, running the business, and cleaning.
All of these need to be covered by the fees you charge your
students.
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Big Rich Money
The running costs of space rent, accounting tools, banking

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costs, insurance, and everything else you need to run the
business, including your salary, are called the overhead.
Let’s say your overhead is $6000/month, and your average

customer brings you $60. You can calculate that your break
even point for your business would be 100 customers in one
month. It means that you will need 100 customers just to be
able to pay all of your running costs, and you won’t start
making profit until after that.
You need to think about production management for creative,

coaching or consultant work. If you are a graphic designer,
you need to calculate the entire production process from start to
finish. How much time does it take to do your marketing,
pitching, contracts, back-and-forth emailing or meeting with
the customer? Your hourly design work that you actually do
is not the only hours of work you put into each client. So
remember to include all of the other hours, and also your
tools like your computer and software, and the cost of your
own website into the calculations when pricing your work.
Invest in Tools, But Calculate If They Are Worth The

Investment
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When you are creating your production management list, pay
attention to cost and how much time each process takes, and
then calculate a price for that time. Which process costs the
most?
Is there a tool you need to purchase? To decide if the tool is

worth the investment, think of how many products you will
be making.
You can do a simple calculation of the price of a tool divided

by the amount of products you will make. It can be difficult to
determine how much using a specific tool costs per product.
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If you need a $1000 sewing machine to make your products,

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and you think you can make 1000 products with it, the cost is
only a dollar per product. You need to add that amount into
production costs of your product.
Another way to calculate the machine cost is to think you will be

able to use the sewing machine 1,000 hours total until it breaks.
So each hour of usage costs one dollar. So if your product takes
three hours to sew, your machine cost is three dollars per product.
You can also think that you can always sell the sewing machine
after using it a while, so even if you end up only making 200
products, perhaps you can still sell your sewing machine for
$800 to make the machine cost per product not as high.
Note that this example is fully imaginary, but opens up

different ways you can evaluate if purchasing a specific tool is
worth it.
You need to think about all expenses of your company this

same way.
For example, for social media marketing we use several

different social media automation tools like CoSchedule and
Planoly to plan out our social media content. They help us to
do a lot of batch work at once, instead taking time everyday
to think “What should I post?”.
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We also host the insidersociety.com website at Kajabi, which
is more expensive than other website hosts, but they offer us
so many options and shortcuts in creating courses and
landing pages that it is worth it.
We spend a few hundred dollars on different tools each

month, but since we save tens of hours of work, it is more
profitable to spend money on tools, and spend our time doing
consulting, which pays the most. Or we can operate a digital
business on automation as a side hustle.
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Big Rich Money
We highly recommend you to save your creative energy by

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purchasing digital tools that help automate certain tasks. You
can also buy or create templates for repetitive tasks, to make
tedious things simple.
Don’t Undervalue Your Time
One of the biggest mistakes we see women entrepreneurs

making (ourselves included) is undervaluing our own time,
thinking it will save money when we do it ourselves. It can be
a monetary savings, and we will go deeper into upskilling
your entrepreneurial-self in this book too, but in many cases,
we put our own hourly price way too low.
We’ve seen this again and again, when we have done pitches
against other agencies and realized our price was much lower
than the competitors who offered less quality work. We have
also been the ones agencies have outsourced the work, and
they have charged the high prices to their clients. The crazy
part is that at the time we did the “cheap labor” jobs, we
thought we were making good money!
You can offer introductory pricing when you are starting out,
but don’t sell yourself short. Remember to always calculate a
good salary for yourself.
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Concept of Opportunity Cost
We briefly mentioned the phrase opportunity cost; it’s a good

concept to keep in mind. Opportunity cost is what you lose or
give up when you make a decision to do something else.
You use your sewing machine for three hours. You choose to
make 20 facemasks for sale. Your opportunity cost is that in
the same time you could have also made 6 decorative pillows
for sale, but you chose the facemasks. You can compare these
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by comparing which brings you more profit, 20 facemasks or

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6 pillows.
If you choose to offer three hours of consulting, your opportu-

nity cost is doing a webinar video.
If you choose to run your own business, your opportunity

cost is working for someone else.
Profit = Product Price - Production and Marketing Costs
One misconception is that marketing and sales are the most

important functions to make a company profitable. In fact, a
buyer and a production manager can have even more impor-
tant roles.
The demand and market often decide how many products

you can sell and at what price, but you can make the profit
margin larger by purchasing less expensive materials or
making the production process more effective.
You can also calculate which one is better: Selling fewer

higher quality products for a higher price, or selling lower
quality products for cheaper? This doesn’t always necessarily
mean lower quality, but could also be just less time invested
in production.
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We already briefly discussed that there are different types of
business models and price points for products, and that you
need to be intentional about how you position your company.
In the next three chapters we will go deeper into marketing
and branding that can help you to raise your prices.
However, usually it’s the marketplace that includes your

customers and your competitors that determines your pric-
ing, and you want to be competitive with everyone else out
there. It is important to keep that in mind when thinking
about your production costs.
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Big Rich Money
When you dive deeper into your production process, most

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likely you will find a way to make more money even if you
don’t change the price of your product/service.
When I first started selling hiking tours in

Europe to international clients, there was an
average of 100 emails per client. They all had a
lot of questions, as many of them hadn’t been to
Europe before. I had an assistant who answered
many of these emails and it was costing an
average of $100 of her time per client.
I started looking at the recurring questions and

then added FAQs in several spots on my website
so that clients were easily able to find the
information on their own. By doing this, the
number of emails reduced from 100 to 20 emails
per client, a reduction of 80 emails per client.
This resulted in a savings of hundreds of work

hours and several thousand dollars each year
and delivered a more seamless experience for
our clients.
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I encourage all entrepreneurs to enlist a friend or
fellow entrepreneur to take the customer journey
in their business (we’re too close to our business
to see our own blind spots) to identify where
there are inefficiencies that can easily be fixed.
It’s a quick way (it took me about 10 hours) to
deliver a better experience for clients while
saving thousands of dollars.
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-Laurel Robbins of Monkeys and Mountains Adventure

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Travel, www.monkeysandmountains.com
Laurel solved one of her production/sales pain points with a

simple solution that significantly increased her profit. What
we specifically like about this example is that Laurel tested
the process, and she recorded exactly how many emails per
customer she got before the change versus afterwards. She
also knew how much it cost her company to get the questions
answered and how much she was able to save and increase
her profit margin. Without doing the initial math, she
wouldn’t have known what a financial difference the FAQ
made for her business.
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8
ONCE UPON A BUSINESS
I t doesn’t matter how amazing your product is if you

cannot create desire and need around it. In order to
connect with your product and your company, people
need to feel an emotion around it.
Tell Stories That Sell
That’s why how you communicate your values, deliver your

brand message, and tell your story are almost more important
than your product.
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The key to success is not having the best product, the key to
success is being able to sell your product.
When you are creating your product, you need to understand

the pain points your customers have and how your product
or service solves them. But when you are marketing your
product, you need to become a storyteller making your
customer feel that you understand them and can solve their
problems the best.
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Candice’s Big Rich Money Story

PRO When I was a child, I loved to read biographies
of notable people. I read every biography in my
elementary school library, and I remember being
so excited by the story of Walt Disney that I
emulated some of the things the book said he did
as a child. The story of his humble beginnings,
the relatable details of him once being a child
with big ideas (this particular biography was
written for elementary readers), and the
knowledge that a small idea by one person grew
into an entire experiential brand made me
appreciate the magic of Disney.
When I was a child, I used to sit by the fireplace

with my dad before bedtime. He would tell me
stories about work, and teach me business
lessons before bedtime. Maybe it started as me
wanting to stay up for a little longer before going
to bed, but it created a tradition that lasted for
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years.
One of the lessons my father taught me was

“people do business with people - there is
always a person in a company doing business
with another person in another company.”
To this day, it is the best business lesson I have

ever gotten in my life.
This simple lesson inspired me to become one of

the first e-commerce retailers using social media
as my main marketing tool in 2007, and helped
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Big Rich Money
me to launch a career in social media marketing.

PRO I even started many of my social media
conference speeches with the story. One of my
favorite times I shared this story was as a
keynote speaker at an event where my dad was
in the audience, and I got to point him out.
I still carry my father’s lessons with me when I

train people and corporate teams about the
importance of personal branding. Personal
branding was not really a coined term, and
human to human marketing came much later
too, but my father used the exact same
principles of human centricity, being a good
person, and seeing people as individuals already
in the 70s and 80s, and I am sure he was not the
only one.
Personal Branding
Social media changed the game, allowing anyone to have the

opportunity to gain world-wide visibility. Then it evolved
into a world of influencers and systematically building personal
brands, but even before the digital age, Candice’s school
librarian who helped her to find good biographies to read had
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a personal brand.
Her personal brand was her reputation. She was known as a

rude older woman who was short on patience with the kids,
but could recommend just the right books that opened the
doors to the topics that interested you most. Even thirty years
later, she is remembered and written about in this book. Why?
She didn’t win the popularity contest, but she provided real
value.
In recent years, the term personal branding has experienced

some kind of inflation and has negative connotations for
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some. We understand why personal branding can have a bad

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reputation. Branding sounds fake to many.
Personal branding training available these days is often more

focused on “how to use social media” and practical tips for
gaining likes and followers, without touching on the reasons
WHY you should be thinking about personal branding in the
first place. Some confuse having a social media presence or
showcasing your expert status with personal branding. And
while it is sort of all in the same ballpark, good personal
branding really is much more than knowing how to tell your
CV in tweets, or showing up in Instagram Stories to tell about
your day.
The truth is that you have a brand, whether you want it or

not. It is simply your reputation and what people think of
you. We think personal branding is one of the most important
aspects of marketing for solo entrepreneurs.
Personal branding:
Is about the story of your life, not just the highlight

reel of your professional achievements.
Is about how your skills and interests can help you to
achieve your goals by providing value for others.
Is not all about you. It is about how you are going to
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serve other people.
Is about attracting the right followers who can
accelerate your success, not just inflate your
numbers.
Katja’s Big Rich Money Personal Branding Story
Paying attention to my personal brand changed

my life, and has allowed me to to accomplish
many of my personal and professional goals. I
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Big Rich Money
think saying that you don’t care about your

PRO
personal brand is like saying you don’t care
about making your goals come true.
One day I will share more of the unbelievable

experiences like getting invited to attend the
Academy Awards red carpet event and meeting
George Clooney or sailing in the Volvo Ocean
Race for a day.
But honestly, the first time I thought about using

personal branding to get my goals, I was still in
high school. Among other things, I really wanted
to go to the dance clubs even though I wasn’t old
enough to get in. I loved to dance! I created a
path that allowed me to be invited to clubs,
instead of me trying to sneak in.
I reverse-engineered my goal by thinking about

what the dance clubs wanted that I could offer.
This was the early 90’s, and then they wanted to
attract popular people, like models whose names
everyone knew, and they wanted their dance
floors full.
I had to figure out a way to become a person

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who everyone knew of, and be known for my
dancing. With my 16-year-old self-confidence I
created my masterplan: become a model, dance
in fashion shows, get to know a lot of people, get
my face in local papers, and BOOM, get invited
to the best dance parties!
I started modeling, joined a hip hop dance studio

with a celebrity model owner and soon danced
in fashion shows. My face was in magazines.
Within a year it resulted in me getting VIP cards
to dance clubs, and the hottest new hip
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hop/techno club in town gave me a job as a

PRO dancer on stage on Saturdays. And this was not
in my small hometown. This was the
neighboring big city.
What is the party you want to get in? Is it the Big Rich Money
party? Is the party celebrating the success of the company you
founded?
Think of your goal, and think of your skills and what you
have to offer. Reverse-engineer what you still need to learn,
what you need to do better and what you need to accomplish
in order to get to your goal. If you want to take your business
to the next level, paying attention to your personal brand,
your skills, talents, and how to best use those to accomplish
your goals really pays off.
When you show clearly who you are, what you have to offer,
and why people should do business with you, customers will
start showing up. And before you know it, opportunities liter-
ally start knocking on your door.
I remember sitting on my couch at home in

OF
upstate New York thinking, “nobody is going to
knock on my door and pull me off of this couch and
offer me my dream job, I need to do something
about it!”
That was almost twenty years ago. The crazy

thing is, last year in 2020, I was sitting at home
on the coach in suburban Finland and someone I
know called to see if she could knock on my
door so we could go out for a walk with our
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Big Rich Money
dogs, and talk about business. An hour later, she

PRO became my client.
Cinderella Story
With the sharing culture of social media, there are endless

opportunities to share your daily trials and victories with the
world. Taking people along with you on the journey of
growing your business is a natural way to establish fans of
your brand.
Your story does not have to be perfection to be…perfect.
Many people love to root for the underdog (us included) and
are inspired to see someone making it despite obstacles.
However, there is a big line between sharing your tough jour-
ney, obstacles and all, and trying to win empathy and cry for
a pity party. Pity is not an emotion you want to evoke, but we
hear so many inspiring stories about underdogs, it's easy to
get confused that those things are connected. You want
people rooting for you, not feeling bad for you!
Remember, Cinderella never complained about her fate, she

did her chores with grace. She never went to the ball telling
Prince Charming how horrible her stepmother was. She went
to be the most beautiful of them all and she enchanted the
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Prince. Your products will entice your customers, but your
story will sell them, because it makes people feel they want to
buy from you.
There are thousands of examples of brands that do this well.
One that resonates with us is the story of House of Wise, a

company founded by Amanda Goetz. Goetz is a single mom
who was confronted with parenting her three young children
and juggling a career during the pandemic limitations of virtual
learning. Though she has a conservative midwestern upbring-
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ing, Goetz, after much research, began to use CBD products to

PRO
manage the stress of her life. She was grateful to see wonderful
results, and was determined to make CBD accessible to stressed
out moms like her. She founded House of Wise, a line of high-
end CBD gummies and tinctures. House of Wise has a lucrative,
free-to-join affiliate program called Wise Women, that allows
members to earn affiliate commission with no upfront costs.
The story of House of Wise has been unfolding in an exciting

way, with every step of the journey being shared on social
media. It definitely got our attention.
Maybe Amanda (or you!) will be the next millionaire whose

story we have been able to follow from day one, and feel like
we are a small part of the story as we retweet, like, comment,
and share. Maybe your name will be as well-known as Walt
Disney’s one day.
Thanks to mastering storytelling, branding, and merchandis-

ing, Disney corporation is now worth over 201 billion dollars
today, in early 2021 1.
“It's kind of fun to do the impossible,” said Walt Disney, and

he certainly did, so why not have fun and copy Disney’s tips?
You can learn more actionable things you can do for your
business from Disney than you’d think, even if you are a solo-
OF
entrepreneur or building your personal brand. Disney is a
master of storytelling.
You just need to learn to tell your story in a way that keeps
everyone wanting to hear more.
In most Disney movies the storyline is not smooth sailing for

the main character. “A princess meets a prince, falls in love
and lives happily ever after” does not sound like a Disney
script.
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Big Rich Money
The storyline is more typically along the lines of “a princess

PRO
meets a prince, they fall in love, the prince loses the princess
to a villain, has to fight for her, and finally wins her back
again, and then they live happily ever after.” Or something
like that.
Can you guess why? Because the first version, with no

struggle or conflict, makes for a boring movie.
So when you start thinking about your business journey as a

story “she started a company and became an instant success”
isn’t actually something people are drawn to.
Why did the Kardashian family become so popular? Not

because they didn’t have any setbacks, but because they were
like a trainwreck! People were obsessed with watching to find
out what crazy scenario would happen next. They had many
setbacks, but they never gave up. Persistence, fighting for
what you want, sharing your steps as you go, peeling back
the curtain of mystery and bringing other people along as you
do the work? That is what we all want to see.
Tell your business story in a way that evokes feelings, keeps

people in suspense about what will happen next, and draws
them in to be part of your world (not a Disney reference, but I
bet you sang it in your head).
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Writing and Storytelling: The Difference
Anyone can learn to use different tools, platforms and apps to

publish their marketing message. But standing out from the
crowd depends on your unique story. Don’t try to be like
anyone else! The only way to gain genuine credibility is to be
passionate, authentic, and real.
Learn to master the difference between writing and story-

telling. What is your story? How do you want people to feel
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after hearing your story? Every small business and personal

PRO
brand has a story.
If you think you don’t have a story, ask your customers or

friends, and they will be happy to tell what they think your
story is all about. If you want to try to control what people
say about your business or you, learn to be a better storyteller
and tell stories that make people feel how you want them to
feel about you.
Focus on building personal connections with people, and be

honest about your challenges, imperfections, and setbacks. Be
empathetic, and choose kindness rather than stark facts and
bland information when communicating about yourself, your
business, and your products. You will realize how amazing
your business story actually is.
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9
WHAT IS BRANDING? EVERYTHING.
W hat makes you buy a certain brand of milk or

coffee? Can you taste the difference? Are your
leggings from prAna or Lululemon?
What kind of an image do you have of a person who drinks

Starbucks Frappuccinos and wears Lululemon leggings? Is
that image different from a person who chooses fair trade
coffee with Oatly oat milk and wears prAna leggings?
Could a person’s coffee, milk, and leggings preference tell

you something about their values or what kind of a person
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they are? Most likely, yes! Especially when you talk about
Starbucks, Oatly, Lululemon, and prAna, because the prod-
ucts those companies sell are marketed in line with their
values and beliefs.
Companies like those mentioned above have done years of

branding work so that their brand evokes specific feelings and
ideas about the brand when you see the logo, hear the name,
or walk into one of their stores. Everything that they do is
aligned with their values and is on brand.
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Brand is what people think about a company, and what they

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associate with the company, and that includes how they see
the customers or employees of that company.
There can be additional brand associations when the same

target audience uses multiple brands with the same values.
For example, can you suggest a shoe brand that the woman
who drinks Starbucks Frappuccinos and wears Lululemon
leggings on the cold autumn day might be wearing? Does she
prefer shopping at Walmart, Target, or Whole Foods?
Your Brand Values
When you build your company, your values and your

mission are what guides your execution of how you conduct
your business. Marketing, branding and communications
make everything about what you are, what you do, and how
you do it visible to your customers.
Your brand consists of your brand name, logo, visual identity

such as the way your product packaging or website looks, but
also much more. Your brand is an overall expression of your
company mission, values, and vision. It should be seen in
every process and every customer interaction.
Your branding should guide your actions and decisions. For

OF
example, if one of your brand values is sustainability, that
should be visible in all aspects of your company. You
shouldn’t choose balloons nor single use plastic cups to toast
at your 1st business anniversary celebration. If you are a well-
ness expert and your brand promotes preventative healthcare,
you should not post Instagram photos of you smoking.
It is easy to write fancy words about what you would like

your brand to be, but at the end of the day, words and slogans
don’t carry as much weight as your actions.
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Your Story Turns Into Your Brand

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Branding is the reason why thinking about your story is so
important. But remember that your customers are part of
your story.
Your first instinct might be that branding your company is

just about you. But in fact, the main purpose of branding is to
get the attention of potential customers. If you want specific
types of customers, your branding has to be attractive to that
type of customer.
Your branding is fully linked to your customers, your

competitors (how you differentiate your brand from them)
and other companies (like media outlets). If you want your
product to be seen in a certain magazine or blog, your
branding has to also fit into their branding.
You cannot build a successful brand without considering

other people and companies in the space. We will go deeper
into finding more about your ideal customers and their pref-
erences in the next chapter.
Brilliantly crafted brands are really just great stories that are
delivered in small bits and pieces and can be experienced in
many different forms.
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The same story is told multiple times in various touch points.
Your brand should be felt in every aspect of your customer’s
journey - whether she is on your website or uses your product
or tells a friend about your product.
In concrete terms, this could mean that your story is how you
turned your idea into a finished product. For example, you
could tell the story of how you found a problem that you
couldn’t find a solution for, inspiring you to develop a solu-
tion on your own. The story can extend to include the
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customers by showcasing customer stories of how your

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product helped them to solve their problems.
Name It And Claim It: Your Brand Name
You probably already have a great name idea for your busi-
ness. But if you haven’t yet found a perfect fit, or you are
creating a brand name for a product line that is not your
company name, here are some basic tips.
Your brand name should communicate what your brand

stands for in a meaningful way, evoking an emotion. It should
stand out from competitors and be uniquely yours. It should
be easy to remember and not too difficult to spell. It should
not require complex explanations for others to understand
what it means.
Even if you invent a word, (like Google, Pantone, Sony, or

Kodak), it should be easy for people to learn (it doesn’t need
to be so “out there” that it is intimidating to read or
pronounce, like Kukkaruukkukauppa, the actual Finnish word
for flower pot store).
Your brand name should be relatively futureproof and flexi-

ble. Most likely your business is going to grow and expand,
so make sure the name you choose can stand the test of time.
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There are a few things to consider before you fully commit to
a name for your brand.
Is The Name Available?
Visit the United States Patent and Trademark Office trade-

mark database search on their website https://www.
uspto.gov to check if your name idea is already trademarked
by someone else.
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Check to see if the URL for your chosen name is available for
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you to purchase. You might find that some of the more clever
URL names are thousands of dollars.
Once you have decided on a name that is available and

affordable as a URL, reserve relevant Twitter, Instagram, and
other social media handles. Even if you are not planning on
using social media as your marketing channel, we still recom-
mend getting the profiles with your brand name. That way,
someone else can’t start their own handle without your input,
using your brand name on social media.
Fun fact: Katja got the @Insider_Society Twitter handle way

back in 2010, though we didn't launch Insider Society until
2020. That’s ten years of sitting on a great Twitter handle, and
now we run Twitter chats, so the handle is very important
to us.
Vibe Check
Do a hashtag search and a Google search with your brand

name and see what comes up. If the scene is too out of
control, you might want to consider changing direction.
This is our professional advice for naming your company, but

ultimately, it is your project, and you can also just choose a
name just because you really like it. We have simply done
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that, too.
Insider Entrepreneur story
I chose to name my company to Dragonfly

Images because as I was thinking about business
names and taking photographs on my patio a
dragonfly stayed with me for nearly 20 minutes
and allowed me to take close up images of it. I
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knew it was my angels and family in spirit

PRO letting me know I was on the right path.
- Lisa Overman, Dragonfly Images
Visual Branding
Often when people talk about branding, the first thing that
comes to mind is the company logo, tagline, colors and other
visual symbols. The word brand actually comes from raising
livestock. Branding is a technique for marking livestock in a
unique way so that their owners can be identified when they
wander away from the herd.
In that regard, your logo is something that differentiates your

product from others, even if you are selling bananas or water.
Typically when a logo is designed, fonts and colors for the

brand are chosen to match with the logo, making it easy to
use the distinctive look in all visual materials. But before you
start designing your logo, think of your overall visual
branding.
Your brand should have a distinctive visual look, and visual

branding is so much more than a logo, fonts and colors. Your
visual branding extends to your website, presentations, or
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product packaging. This is why deciding on a logo for your
business can be intimidating, and you should proceed with
intention. We highly recommend working with a graphic
designer if possible.
Most experienced graphic designers will ask you to fill out a

questionnaire with specific questions about the visual look
you want to achieve. This can include asking you to create a
mood board of different photos, illustrations, websites, other
companies logos - anything visual that represents the visual
vibe you are going after.
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Our budget-friendly, you-be-the-designer advice is that you

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can create a mood board on Pinterest for your brand (you can
keep it as a secret board if you wish) and collect images that
represent your brand values and look.
When you know the look you are going after, you can
purchase a logo template and then modify it for your use.
There are thousands of logo templates that you can use to
create your own logo, and some of the tools are even free, like
Canva. Canva is a great tool that you can use for designing
almost anything from logos to presentations to social media
images - and you don't need any previous graphic design
experience.
Customer Experience
I worked in a coffee shop as a teen, before

Starbucks arrived in my city. After two years as a
barista in the independent shop, customers
started asking for Frappuccinos.
We had no idea what they were talking about,

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since Frappuccino is a drink that Starbucks
invented and trademarked. It is not a traditional
Italian espresso drink like everything else at an
independent coffee shop.
A couple of years later, I was walking around

downtown and a stranger asked me to point her
in the direction of a Starbucks. I helpfully gave
her a couple of options for independent coffee
shops that were closer, thinking she needed a
caffeine fix. She stared at me and said, “No. I need
Starbucks.”
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Starbucks is successful for a multitude of

PRO reasons, but their stellar customer experience is
one of the biggest. A customer going to
Starbucks can expect friendly, personalized
service (with their name on their cup, even if it
is spelled creatively), delicious smells,
comfortable seating with space to set up a
mobile office, relaxing inspiring music, and
clean bathrooms.
Starbucks also represents their values as a

company in their daily operations, providing a
living wage for their workers, health insurance,
and scholarship opportunities for student
employees. This part of Starbucks branding is
just as central to their success as the addictive
taste of their Frappuccino.
Compare the Starbucks experience to Dunkin’ Donuts.

Candice happens to LOVE Dunkin’ Donuts coffee, but admits
that she wouldn’t choose it as a venue for booking a meeting.
Dunkin’ Donuts customer experience is intentionally different
from Starbucks. The design of the customer experience at a
Dunkin’ Donuts store is for the person who wants to grab a
coffee and a snack without interrupting the flow of their busy
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day.
Even if you don’t have a brick-and-mortar store, you must

brand your customer experience. If you are shipping physical
products to your customers, the customer experience will be
in the unboxing of their order. They will notice small details,
like branding printed on the shipping box, a hand written
thank you note, or a small sample of another product
included for free.
Customer experience is also a consideration with digital prod-

ucts. Customer experience is a factor for your landing page,
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your sales page, the “vibe” of your eCourse videos, and the
PRO
email sequence sent out after a purchase is made.
Tone of Voice
A big part of what kind of a vibe you are sending out is

deciding how you sound. Your story is the heart of your
communications, but your tone of voice is how you tell the
story and brand it specifically for you.
People don’t always remember what you say or

even what you do, but they always remember
how you made them feel.
- Maya Angelou
The way you deliver your message and speak to your

customers defines how they will feel about you.
Is your brand serious and smart? Then your word choices

should reflect that.
Is your brand happy and easily approachable? Then you

should speak in an uplifting tone and not use overly compli-
cated words.
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When you have a unique brand and unique tone of voice,
your brand has an opportunity to stand out in everything that
you do even if your product or service is similar to others in
the market.
Audio Branding
Audio branding is important for recorded media. Your

custom audio intro sets the tone for the information you are
about to share, even if there are no words! You don’t have to
watch Law and Order to feel the impending seriousness of
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those two DAK DAK sounds (apparently mimicking a jail cell

PRO
door closing and locking).
A music intro can evoke any emotion in the listener, and you
should use that to your advantage! You can purchase custom
music or sounds to use at the beginning and end of podcasts
or video recordings. You could even get a little custom jingle
made.
Make audio branding a priority when you are trying to attract

subscribers to a podcast or YouTube channel. Your audio intro
will be your sonic log that your customers will use to identify
you.
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10
THE BIG RICH MONEY SECRET WAY TO

FIND OUT WHAT YOUR CUSTOMERS
WANT
D o not try guessing what your customers want.

Guessing what customers want is a huge gamble of
money and time. Instead of guessing what
customers want, find out.
I saw a joke that said, ‘Let a man talk about

himself, uninterrupted, for 20 minutes, and he
will say, ‘Wow, there is really something special
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about you!’’
It made me laugh, but then it made me consider;

it might be true about me, too, and it is also a key
“secret” in marketing.
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Secret: You Can Know Exactly What Your Customers

PRO
Want
One of the best secrets for selling more to your existing

customers is simple: ask them what they need, and offer them
exactly that.
The challenging part is, sometimes what the customer thinks

they want or need is not what will actually solve the problem
they are grappling with at the moment. Sometimes customers
get ahead of themselves, or they get distracted by something
new but not necessarily relevant to their problem, and they
end up looking at the wrong product.
For this reason, it won’t be helpful to only ask “what do you

want?” or “what is your greatest need in (the area of your
business expertise)?”
You will have to go deeper to truly understand your customer

and pinpoint the problems they want to solve. The better
insight you have into the specific customer pain points, the
better you will be able to serve them, meeting their needs,
and resulting in more Big Rich Money flow for your
business.
Marketing is more than just telling about a product.

OF
Marketers do craft marketing messages, advertising copy, and
think of fresh ways to tell better stories, like we mentioned in
previous chapters. But, before marketers can craft a
marketing message, they have to do a whole lot of listening.
Good marketers have empathy, deeply understanding their
customers’ problems and needs.
Listening is one of the most important skills for a marketer,

and an entrepreneur.
When we worked for a large marketing agency, we literally

did listening campaigns where in a short period of time, we
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would try to get specific brand questions answered by using

PRO
multiple ways of digital eavesdropping to gather the
information.
This is usually called market research, but we like to call it

listening, because it demonstrates that your customer’s voice
is more important when you listen to what they have to say,
and they are not merely subjects of research.
It is not enough just to gather the information. You have to

care, truly listen, and then take action. The more you listen,
the better you know your customer and their challenges, and
the better you will be able to solve their problems with the
perfect product or service.
Proper listening means finding out exactly what is happening

in the world that relates to your business and your customer
at any given moment. You want to know this so that you can
be prepared for how to react.
It is not enough to validate your business idea once, and it is

not enough to practice listening only when you start your
business. Your customer’s life, the world in general and all of
the different things that affect your customers’ interest in
your product will continually change, so your business will
also have to evolve and be refined to remain profitable and
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relevant.
Most likely, your current customers spending habits and

shopping habits have changed since early 2020. You do not
need to wait for things to get back to “normal” for your busi-
ness to be profitable again. React and adapt to the changing
world situation today.
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PRO When I plan marketing campaigns, content or
even products, I have a trick and one question
that helps to guide me to do better.
I always imagine myself on the receiving end of

the message (as the customer) and ask “what’s in
it for me?”
I know already what we as a company want to

say or accomplish, because we have our goals
and objectives, but I know that the company will
not be successful in the long run if we only think
about what we want and need, and not the needs
and wants of the customers.
The only way for the company to be successful in

the long run is to keep answering the question
“what’s in it” for our customers. Essentially
every marketing communication should be
answering that question, and driving the
purpose of serving the customer, not just trying
to get to our internal goals.
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Use The Available Information
A goldmine of opportunity to answer many questions about

your customers is through social media. It might seem like an
overwhelming task, but the good news is, we think it’s fun,
even for introverts! A low-budget way to get insights is to
follow conversations that are happening on social media
anyways.
Are there any Twitter chats?
Are there virtual events your customers are attending?
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Are they hanging out in specific Facebook groups?

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Which hashtags are they using?
You don’t always have to participate in the conversation to

get the benefit of the conversation.
Naturally, one of the things that everyone wants on social

media is to engage more with their customers. However, we
notice that few companies actually ask questions that are rele-
vant to their business. Social media is a great way to connect
with your customers in a way they feel comfortable and
valued, and with the right questions, you can also gain infor-
mation on how to serve them better.
You might have read a blog post where a social media expert
recommends to ask questions like “What do you enjoy the
most at Thanksgiving?” or “What are your weekend dinner
plans?” from your customers to gain more engagement on
social media - great questions if you sell canned green beans
and are looking for insight about what your customers serve
with their green beans, helping you to create recipe content
that appeals to them.
But if you own a gym, though these questions might still get
engagement with your customers on social media, the
answers won’t reveal any insights that will help you to
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market to them better. “Hey potato lovers!” isn't going to get
an increase in gym memberships. A better question might be,
“What fitness goals do you have this weekend?” Don’t chase
engagement for no reason; be intentional.
Another great way to get more insights is to work with influ-

encers who can create authentic content around some of the
questions you might have, and also encourage their audience
to answer the same questions. With proper research, most
likely you will be able to find influencers who are already
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creating this kind of content, answering the questions you

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want to ask, and getting insights from their audience.
Defining Your Client Avatar, Ideal Customer, Buyer

Persona
You have heard it said the riches are in the niches. It is beneficial
to narrow down the attributes of the customers who will get
their exact needs met by what you have to offer. Once you
have identified your ideal customers, you can create your
advertising campaigns to appeal specifically to them.
You probably have a lot of ideas in your head about who your
ideal customer is, even if you have never written it all out.
But in the act of considering each detail that makes up your
ideal customer, and writing it down, you can see what you
might have overlooked.
For example, you might already state that your product is for
“single womxn”, but that could mean any age or phase in life!
If you were to break it down further, say “single womxn
divorcees aged 45-55, dog owners, interested in personal develop-
ment,” that gives you wonderfully precise information that
will inform your visual branding, the words you choose when
writing copy, and the platforms where you will focus your ad
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dollars.
Defining your ideal customer is a bit of a creative exercise,

almost like crafting a character to be the star of your movie.
You can ask questions that will help you define the exact type
of customer that will benefit the most from your product.
The answers will help you to understand your customers

better, and help you find how to reach them. With this infor-
mation, you can make sure they will hear your product being
talked about in their favorite podcast, see it worn by their
favorite influencers, and be able to easily purchase the
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product from the store where they shop. These questions

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consider the demographic traits and also the behavioral and
psychological traits of your ideal customer.
Keep It Going
After you have created your ideal customer profile, don’t stop
there. You still need to talk to real life customers. These can be
existing customers, or potential customers that fit your avatar.
You can create consumer surveys, set up a focus group, track
customers’ online behavior, set up brand monitoring with
social media tracking tools, or create Google alerts for online
content about specific keywords. There are automated tools
that can help you to gather some of this information.
You don’t have to utilize all of these tactics, but you should at
least do some of them. If the whole idea is entirely over-
whelming, there are also companies and consultants that can
do this work for you. Get it done, you got this!
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EFFECTIVE MARKETING, BIG RICH

MONEY STYLE
M arketing is a dense topic, but we have

summarized some of our best secrets in this
chapter.
We are a bit biased in recommending online content market-

ing, which we believe is the best for a vast variety of
companies.
You have focused on crafting your story and your brand in a

way that you can create content that provokes emotions and
makes people want to take action. Now, focus on what chan-
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nels to use for publishing your compelling content.
Effective Marketing Is Short Term And Long Term

Marketing
Katja’s Big Rich Money Tip:
When I create a marketing strategy, I look at

marketing efforts through four dimensions:
1. Short term results
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2. Long term results

PRO
3. Owned content
4. Earned content/media
This means that marketing efforts should be

planned in a way that reaches your customers
fast, but will also bring results for years to come.
Owned and earned content means that some of
your marketing content/media is created by
your company, and some is created by someone
else (when you earn it, you don’t pay for it).
Short term marketing is timely messages on

channels like social media, or even daily
newspapers. You can see results of these
marketing efforts fast.
Long term marketing is things like branding, email

marketing after a purchase, and loyalty
programs that can bring marketing results for a
long time. It can take a long time to start seeing
the results of these marketing efforts.
Owned content is when you create your social

media posts, website content, and ads.
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Earned content is when someone else writes a
blog post about your business, interviews you on
their podcast, or a local newspaper writes
about you.
In traditional marketing communications the

practice of trying to get earned media is called PR
(public relations). Today, it can also mean that you
will try to get your customers to post about you
on social media, and that form of earned media
is also called user generated content.
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I typically plan a balanced amount of marketing

PRO efforts in each of the four dimensions.
Effective Short Term Marketing: Learn Social Media
No matter what kind of business you have, chances are your

target customer spends some portion of their day on social
media. Most of social media marketing is short term market-
ing. This means that you can get results fast, but the content
has a short life.
Social media platforms like Twitter, Instagram, Facebook,

TikTok, Twitch, and others have the potential to reach a large
number of people quickly, but it will be seen in social media
feeds only a day or two. Oftentimes the post can become
buried in just a few hours as your customers scroll down and
new content is being constantly created. The challenge is that
you need to keep on publishing again and again, like a
machine, to stay on top of the algorithm.
Managing social media accounts for a business and managing

personal accounts to keep in touch with friends and family
are two completely different worlds. While it might be
thrilling to get over 230 “Happy Birthday” messages on Face-
book, that is mostly an exercise in vanity and not an example
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of a successful campaign.
The main difference between social media for business and

social media for friendship is that your goal is to grow your
business account to increase visibility to convert to sales.
You probably didn’t question the need for your business to

have some social media accounts, but choosing which plat-
forms to use can be intimidating. It is quite simple: Where are
your customers? That’s where you have to be.
It might seem that many influencers “live” only on social

media, and you may want to partner with influencers with an
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active and engaging audience on platforms like Instagram or

PRO
TikTok. These platforms are perfect for a message that has an
immediate call to action, like seasonal Mother’s Day gift
ideas, a new product launch, or a sale lasting a few days.
New social media platforms emerge or become obsolete all

the time. TikTok has been growing the past year, and we are
currently very excited about Clubhouse. It might make sense
for your business to become one of the first users on some of
the new platforms, but at the same time, not all companies
need to be on every platform.
Candice’s Big Rich Money Story
In the same way that your company is not for

everyone, it is safe to say that every social media
platform is not beneficial for every type of
business.
One of my more challenging experiences in

social media management was a personal care
client. Their product was an at-home body
waxing kit. They had one kit that was branded
for men, and one kit that was branded for
women. They also had a sunless tanning lotion
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product.
They said that they wanted one Twitter account

for each product. It seemed like an impossible
task coming up with a week worth of Twitter
content for three accounts featuring different, yet
similar products. The client had a lot of witty
ideas that would have been more suited to a
visual platform (like having a chest waxing
event featuring male models), but it turned out
that no one on Twitter wanted to have chats
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around topics like “At Home Body Waxing

PRO Wednesday.”
Ironically, my marketing agency is not very

active on social media, and I barely do any
marketing at all for my agency. True story.
I own a marketing agency called Presnal5 in

Finland, and I offer a rental-CMO service and
consulting services for companies that want to
market internationally. When I started my
agency three years ago, my goal was to help ten
Finnish companies to market their products
outside Finland in ten years. Launching products
in a new country is usually a large project that
can take months or even a year or two. Our
agency offers some content marketing as well,
but I am not constantly trying to sell to multiple
new customers.
Most of my clients are busy CEOs, board

members, or business owners, and they do not
spend their days chatting on Twitter or even on
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LinkedIn. Even if I did more marketing, I could
not accommodate many more clients than what I
have now, and my efforts would be pointless.
Most of my clients come from referrals, or I
target my marketing efforts one client at the
time.
This is the reason why we started Insider Society

and Big Rich Money to accommodate more
clients in different phases of their business, while
scaling my own business. We offer digital
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products and even merchandise like coffee mugs.

PRO We are very active on social media and would
love to connect with you too.
I really put the most focus on my personal brand

so that people can connect with me on my
personal accounts instead of my company
accounts.
Long Term Marketing
Focusing on branding and communicating your company's

big vision are a perfect use for long term marketing. Well
written blog posts or landing pages on your company website
can get traffic for years, if they are done well and are search
engine optimized. Telling memorable stories instead of
promoting your latest sale is long term marketing. Happy
customer testimonials, posting different ways to use your
products and benefits that your service offers - this is all long
term marketing.
This is where there is great value in working with online

media and bloggers. Social media content lives on the feeds
only a few days, but if you want content to promote a corner-
stone product, that can be achieved with well-written web
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content that is search engine optimized in a website that has
high authority.
If you want to market a dog training e-course for training

new puppies, you will want long term content with those
keywords so that when someone Googles “how to train my
puppy,” your webpage will always be at the top of the search
results, even three years from now. You can also work
together with online media and bloggers who already talk
about dog training, and have them post content about your e-
course.
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Pinterest is a long format tool that functions like a visual

PRO
search engine. Carefully curated Pinterest content can ensure
that your recipe for Halloween cookies gets a rush of traffic
every October.
YouTube also functions as a content bank, because people

search videos about different topics (example: how to French
Braid) instead of only following certain influential people and
their content. A YouTube video with proper SEO can live
forever.
In the past, it was beneficial for our clients to publish different

content on each social media channel, but that is no longer the
best practice. Now we recommend that you use the same
content and just make different versions of it on all platforms,
representing your content on both short term publishing
channels and long term publishing channels.
To summarize: content that reflects your long term brand

identity and values should be published on ALL digital chan-
nels. Content that reflects a short term goal, like a sales
promotion that is only a few days long, should only go on
short term channels.
Books can actually be a long term marketing channel. You

might have noticed that we fearlessly (and persistently)
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mention Insider Society in this book multiple times. Our busi-
ness success accelerator, Insider Society, will continue to have
a valuable networking group on Facebook for years to come.
But it would not be a smart use of our promotion efforts for
us to mention in this book that we are doing an #InsiderSo-
ciety Twitter Chat next Tuesday or about our Big Rich Money
Clubhouse room on Thursday. We don’t know when you are
reading this book, so this might not be timely information
anymore.
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Tracking What Works

PRO
Have specific reasons and goals for all of your marketing
efforts. The best marketing goals are quantified goals that can
be measured in some way, so you can track your progress and
success. They are also called key performance indicators, or
KPIs.
Chatting for long periods of time with your customers on

social media is great if it increases your sales, but don’t get
caught up in doing a lot of time consuming work that isn’t
actually building your brand. You will know what works and
what doesn’t when you have goals and you track your
progress.
Many marketers and CEOs love Big Rich Money math and
numbers. There is so much satisfaction in tracking everything
to show your business is growing in the right direction.
Here are some examples of what numbers you can track for
your social media marketing:
Daily followers for each channel. Is the increase in

followers correlating with an increase in sales?
How much money you are spending on Facebook
Pinterest and Instagram ads, and other boosted social
OF
media. This will help you see if a marketing campaign
or specific ad spend is converting to sales.
How much time you spend on social media and
creating ads (or how much money you are spending
to have someone else create your ads).
How many sales dollars you get from each ad.
How many sales dollars you get from other social
media leads.
Gaining new social media followers and growing your audi-

ence is a great marketing goal, but follower numbers alone
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don’t mean much - unless the followers are converting to

PRO
paying customers, or if increasing your follower numbers
moves some other business goals forward.
Your business might not need thousands of followers. Just 200

engaged followers who are eager to buy every new product
might be enough to reach your sales goals.
There are multiple different things you could track in your

long term marketing efforts. Sales numbers are the most
important, but you can also track sales in more detail like:
How much money does the average customer spend

at once?
How long do customers remain your customers?
What is the proportion of one-time shoppers vs
returning customers?
How often do they come back?
How much does the average customer bring in sales
over a period of several years?
All of these questions are important in determining which

types of customers will bring you the most money.
You might have several different types of client avatars or

ideal customers, and you will need to determine which ones
OF
bring your business the most money over time.
You might have an impulsive shopper as one type of client

avatar who drops $500 at once in your Etsy shop, but never
comes back, or you could have a super fan who only buys one
$20 product at a time, but shops with you almost every month
for years.
You need different types of marketing to reach different types

of customers. And some customers might not even be worth
pursuing.
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Drawing Inspiration From Others

PRO
Often our clients are very curious about what their competi-
tors are doing and ask us if they should try to do the same
marketing tactics. Mimicking what successful companies are
doing in their marketing is not a bad idea, but you should
never use a marketing technique just because of some kind of
marketing FOMO.
Copying exactly what your competitors are doing can be a bit

tacky, and reflect poorly on you. We highly recommend being
the original, authentic, fabulous you, and work on trying to
find your own marketing voice.
With that being said, there is nothing wrong with drawing

inspiration from others.
Once you have defined your own marketing goals, it is a

good idea to see what large brands are doing, and decide if
your small business can imitate some of their tactics. Use your
favorite brands as your inspiration. Don’t be too intimidated
to research marketing tactics used by household brand
names! You will be surprised how many ideas you can “steal”
and use for your small business.
Remember: Ideas are easily copied. You just have to figure out
OF
the low budget way to execute the same thing.
We have worked for million dollar marketing agencies and

even they rotate the same ideas over and over again. The
ideas are adapted and updated so that they look very
different when used for different brands, so an “outsider”
usually won’t even recognize it. The process of crafting the
campaign is exactly the same back in the office no matter the
size of the company. The only difference is the number of
people involved and the price tag.
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We do not recommend that you copy marketing text or steal

PRO
other people’s images, but do study how marketing is done
by big brands with large marketing budgets and observe how
the world’s best agencies craft their marketing.
How To Turn Inspiration Into Action
Look at a big brand’s product photos and try to take

similar photos yourself.
Examine what kind of social media content big
brands get the most engagement on, and experiment
with creating similar types of content for your own
brand.
Investigate how your favorite brands communicate
about social issues or politics, and use that to build
your own guidelines for voicing your opinion (if that
is something you want to do).
Analyze the user experience on large brands’ websites
compared to your own.
Candice’s Big Rich Money Influencer Marketing Tip
As a marketing professional, the most successful

model for influencer marketing that I ever
OF
executed was a ‘VIP program’. This was a group
of influencers who were contracted to provide
content for the brand on a monthly basis. We
basically held a “casting” for the influencers to
apply to be in the VIP program.
Those selected received a small stipend and free

product each month for 12 months. The
influencers represented different niches that
were all relevant to the client.
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Each influencer brought their established

PRO audience to the content, and both the brand and
the influencers amplified all of the content on
social media, supporting it through retweets and
reposts. It was a beautiful content ecosystem that
resulted in fantastic growth for all parties
involved.
Although this program was initially created for a

large national brand, it has been successfully
replicated for companies and partnerships of all
sizes.
Just remember, you can’t always judge the success of

someone else’s marketing tactics or business model without
knowing the big picture.
Success means obtaining the desired results set forth in the

campaign goals. A social media campaign that gains thou-
sands of likes might not be a success if it didn’t reach the goal
of increased sales.
Katja’s Big Rich Money Marketing Success Story
I attended a popular women’s fashion and

OF
beauty event with over sixty thousand attendees.
I saw two fashion brands with similarly sized
booths next to each other. A fast fashion brand
and a slow fashion brand. Unfortunately both of
them had a very similar tactic to try to get people
to stop in their booth. It felt like they were
competing as they both had a wheel of fortune in
their booths. Spin the wheel - and you could win!
The fast fashion brand had a well-known

influencer in their booth. She was a great emcee,
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and they had a fancy audio system so she could

PRO tell everyone walking by how much she loved
the brand. They had music and the booth was
popping! People could hear the announcements
about the wheel of fortune from far away. It was
easy and fast, no emails to give, no forms to fill.
People were excited that they could win as the
influencer would spin the wheel for them on a
small stage several times a day! People were
lining up around the corner of the booth for each
time slot when their wheel of fortune game was
going on. Winners could pick from a selection of
inexpensive accessories or clothing items as a
prize from a large plastic bin that the brand filled
multiple times a day.
The slow fashion brand had their new young

CEO in their booth. She was graceful and took
time to discuss with people one on one. She
didn’t have a mic and the booth wasn’t blasting
pop music, but she stood by her wheel of fortune
the entire three days of the event. In order to spin
this wheel, people had to point their phones at a
QR code that took them to the brand’s website.
They had to answer three questions about the
OF
brand, and then, if they got the answers right,
they got to spin the wheel. The questions were
not that difficult, and the answers were written
on the booth walls. But this extra step limited the
number of people who wanted to play, so there
were not super long lines of people waiting to
spin the wheel. The prizes on the wheel ranged
from small prizes like candy to $20, $40 or even
$100 gift cards.
Which one you think was more successful?
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What do you think each brand’s goals were?

PRO
Which one you think was my client?
The fast fashion brand really wanted to be seen

at the event! They wanted to get their product in
the hands of as many people as possible, and
also get rid of old unwanted inventory. The
influencer emcee would even say things like ‘You
can’t even get these in the store anymore,’
pointing out that the prize items were leftover
rejects from past seasons. The items retailed for
under $10 as regular price, but in sales bins they
had been sold for a dollar or two.
It was clever to use old inventory, but at the

same time, they represented their brand with
their least desirable, unwanted products that
they had not been able to sell on clearance, not
even for a dollar. They hoped they would not
have to carry that stuff back to their stores again.
They probably had plans to throw the remaining
items in the garbage by the end of the day. Why
give potential new customers your worst items?
Would those who did not win on the wheel even
remember the brand later on, or would they
OF
remember the negative brand experience of
waiting in a long line and then not winning
anything?
The slow fashion brand’s goal was to emphasize

their responsible mission of sustainability, show
caring for their customers, and to initiate a brand
renewal by introducing the new CEO, the third-
generation to lead the family-owned brand. The
booth had a nice steady amount of people
throughout the day, but it was never swarming
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like the neighboring booth. They displayed only

PRO the best-selling products from the newest
collection, and people were able to purchase
them from the booth.
One of the slow fashion brand’s most important

marketing goals was to increase their online sales
in the newly refreshed online store. The purpose
of the QR code was just to get people to click into
their website once - triggering advertising pixels.
By requiring that people take the extra effort to
scan the code before spinning the wheel, the
brand made sure that only targeted customers
who were interested in the brand participated.
Even though their email addresses were not
collected, it was easy to retarget Facebook,
Instagram, and Google ads for those who had
visited the site. It is true; the slow fashion brand
didn’t get as many people to spin the wheel in
their booth, but years later they are still digitally
connected to the targeted customers who did.
I know this, because it worked exactly as I

planned it.
This is another example of fast marketing and

OF
slow marketing. Both are great examples of two
very different kinds of goals, even if the wheel of
fortune made them look a lot like. This is also an
example of how you can combine in-person
events with digital advertising goals.
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12
ENABLING SUSTAINABLE BUSINESS

GROWTH
G reat things never come from staying within comfort

zones. By pushing your boundaries one small step
at a time you will expand your abilities as a busi-
ness owner to heights you never even imagined.
Nobody runs a marathon on their first jog. One step at a time,

you can stretch beyond your boundaries, and one day you
will realize how far you have come.
Creating Your Growth Path

OF
In a Facebook group for entrepreneurs, we recently saw a
person ask the question, “What did you do to grow your
business from $100K per year to $1M+ per year in revenue?”
Every person answered some combination of the following:

investing in systems and tools, learning more by investing in
business coaches or expert-lead courses in the exact area of
need, scaling, growing their team, delegating, money mindset
work, and inner healing. Not everyone said ALL of these
factors, but these were the only factors that were cited as
contributing to major revenue growth.
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We have covered many of these “million-dollar-factors”. By

PRO
now you know how to remove your money blocks and how
to avoid some of the deadly business mistakes. You know you
need a good business plan, a business model that allows you
to grow and scale business, and communications skills on the
level of a Hollywood-movie script writer. You got this.
Now we will focus on optimizing everyday life as an

entrepreneur so that your daily action steps result in long
term success. What success looks like is different for everyone.
This could mean selling your company for a nice sum, or
establishing turnkey workflows and “passive” income. But no
income is fully passive. You have to have done some active
groundwork to lay the foundation, and create systems to
allow for the passive flow. You have to actively build a busi-
ness even if its purpose is to bring passive income, or help
you to work less in the future.
Your business is best equipped for sustainable growth when

you invest time or money in streamlining your workflow,
creating processes, hiring the right people, and finding your
ideal customers.
Insider Success Story

OF
Nicole Feliciano started Mom Trends as a blog in 2008,
managing all of the operations herself. Since then, Nicole
grew Mom Trends into an influencer network. Nicole
invested in systems and tools, grew her team, and focused on
time management, which allowed her to scale and expand
into her passion project, Ski Moms. Mom Trends has
produced live sponsored events and influencer campaigns
that netted six-figure payments.
Nicole has a trusted team now who manages the day-to-day

of Mom Trends. She put procedures in place for ease and
financial protection, making Mom Trends a source of passive
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income while Nicole focuses on Ski Moms. An avid skier,

PRO
Nicole was able to use her existing network to quickly build a
community of Ski Moms, holding ski events for influencers
without outside sponsorship. Once the community was estab-
lished, she built connections in the ski world through
networking and attending trade shows.
She has built a Constant Contact "Rolodex" of over 2,500

industry contacts. This allows her to broker partnerships
between ski influencers and brands that are a veritable
custom fit for both parties. The ski resorts that Ski Moms part-
ners with often have very small administrative operations, so
the Ski Moms campaigns serve as a form of turn-key
marketing for the clients. Meanwhile, Ski Moms influencers
get to enjoy VIP ski experiences!
Nicole prioritizes family and self-care, a must for anyone

wearing multiple hats. Working on her business is the third
most important thing on her list.
Nicole is a champion at time management.
The delete key can be the most powerful tool on

your computer. I delete about 50% of the pitches
and requests that come into my inbox. My time is
precious. I've become a pro at prioritizing the
OF
things that matter most to me and provide the
most impact to my business.
-Nicole Feliciano, CEO of Mom Trends, www.momtrends.-

com, and Ski Moms, author of Mom Boss: Balancing Entrepre-
neurship, Kids & Success
To maximize her time spent on business pursuits, Nicole has

learned to repurpose articles that already exist on Mom
Trends and update them for new sponsorship opportunities.
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Nicole is an inspiring example of combining a great idea with

PRO
a concrete business plan and an intentional and methodical
business strategy. She also smartly used the skills and lessons
she learned along the journey of building MomTrends to
build a second, similar business, but this time even faster.
Insider Success Story
Estelle Roux-Stevens of Mentorjam, an in-house mentoring

software company, also has an experience of fast building and
scaling.
My biggest pivot was a career change after 23

years in International HR consultancy to learning
and knowledge sharing using a unique Saas
solution. My husband, a very talented product
developer, and I built Mentorjam in three years.
We believe sharing knowledge is essential to
progress. Our software helps companies,
communities, and incubators bring mentoring to
live within their ecosystems.
It was scary to let go of our professional careers,

but once we focused and laid out clear goals of
scaling and growth, Mentorjam started growing.
OF
We sell our software product and also offer
additional training, workshops, and 1:1 sessions
with mentors and mentees around goal setting
and personal development plans. This is very
scalable as we have a monthly subscription and
then an “extra services” option we can turn on
and off when needed.
We hired a CEO to be a part of our co-founders

team and we set some very clear strategic goals. I
am still very much in control of operations. Our
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Big Rich Money
small team of 3 balances the roles of sales (CEO),

PRO tech (CTO), onboarding, training and operations
(COO).
- Estelle Roux-Stevens, co-founder of Mentorjam, www.men-

torjam.com
Hire the Right People to Help You
We feel that keeping our team small and doing much of the
work ourselves is the easiest way to get things done simply
and quickly, and to be able to change directions when needed.
But it took us many years of trial and error to find our balance
between learning skills and knowing when to hire others.
Though we will probably never employ hundreds of people,

as our company grows, we definitely have come to under-
stand the value of strategic outsourcing. There are different
levels of outsourcing. At its most basic, you can hire someone
else to do mundane things not related to your expertise. You
could hire a freelancer for a specific project, and decide based
on that experience if you want to utilize them again in the
future.
The company you created is yours, and you have the big
OF
picture vision for it. The coach of a sports team may not be
able to out score the best player, but it is essential that the
coach has a deep understanding of the function and optimiza-
tion of every position on the team, and is able to communi-
cate to that team exactly how to execute the “big play” that
they need to win. You are the coach.
Be Productive In The Right Things
You most definitely should outsource, automate, and simplify

tasks that are not related to building or growing your
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business.
PRO
Think about the productivity hours you lose each week doing
laundry, cleaning the house, shopping for household essen-
tials, and making meals. You could budget to have dinner
delivered a couple of nights per week, or dedicate one day a
week to prepping meals so that you don’t have to think about
it on other days. You should hire a cleaner to come once a
week, and look for other areas in your domestic life where
you can give yourself a break.
Does that feel ridiculously luxurious? We used to think so too.

But we realized that we can get the best results in our busi-
ness and drive the most profit if we aren’t being pulled in so
many directions.
We aren’t talking about freeing up time and energy to do a

Netflix binge. We are talking about focusing most of your
energy on your business when you are in a phase of building.
There are only so many hours in the day that we can work
intelligently on things that will produce income. If we spend
2 of those hours on doing dishes, that is not a wise investment
of time.
Your business will not grow if you feel overwhelmed and

stressed. If you want to be your own boss, be the best boss
OF
you’ve ever had.
I first hired a house cleaner to come once a week

for 3 hours when I got an amazing one year
contract with a Fortune 100 company. I was also
a single mom. I wanted to use all of my energy at
work to do a great job, and then come home and
still have energy to be a delightful human
around my family. I also didn’t have a
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Big Rich Money
dishwasher, so something really had to give. I

PRO have dabbled in other effort-saving services, and
I decided that my second most essential luxury is
having groceries delivered. I don’t have a car
because I live in New York City, and having
groceries delivered saves me time and the sheer
physical exhaustion of walking a half a mile with
only two bags of food (since I am limited by the
amount I can physically carry). Audit your life
and business to see what tasks you can feasibly
assign to others. Free your time, and the rest will
follow!
Budgeting Your Hires
In the beginning, you need to be able to do some business

development tasks on your own. For things that require a
higher level of expertise, set a budget for how much you can
spend on that expertise. You need to know what you are
looking for, and what the price range is for those services. A
$300 website won’t look like a $50K website, but can you
make an initial profit with it? We think so.
If you don’t know how much money you should expect to

spend on certain services, it’s good to ask around. Insider
OF
Society Facebook group is a safe place to ask.
When I launched my first company, I really

didn’t know what I had to do in order to get the
business running. I mean, I thought I did, but
ultimately I just had an idea, and a long list of
things that I didn’t know how to do.
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I needed a logo, a website, promotional material,

PRO product photos taken – I needed lots of things! I
didn’t even know how to use Photoshop, and
search engine optimization was all Greek to me.
So I just hired a lot of people to do those things

for me. But my understanding of many things
was so poor that I didn’t even know how to hire
the right person to help, and I didn’t always
make the right choice.
When I hired a graphic designer to do my logo, I

didn’t like her design, but I didn’t have the heart
to tell her. I also felt that I didn’t know enough
about graphic design to have the authority to
criticize her work. I couldn’t afford a new logo
for a few years, so I just used the one I didn’t
like.
Later on I understood that it wasn’t her fault she

delivered something I was unhappy with - it was
mine.
Be very cautious when hiring people to help contribute to all

of the pieces of your business operations. It is worth it to
spend the time to shop around and compare services. Look
OF
for people who have experience doing exactly what you are
hiring them to do.
Are you a yoga studio? Hire someone who has done

marketing for a yoga studio. Do you need virtual assistant
help? Look for someone who has the specific skills you need,
like Pinterest growth management, or administrative data
entry. Analyze their previous client results, and compare
visual style, tone, and cost.
Don’t be afraid that you are “being mean” when you have
specific demands or standards. It is your business, and every-
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Big Rich Money
thing you do reflects on your brand. Also, the more specific

PRO
you can be, the easier it will be for someone to successfully
deliver exactly what you want.
Insider Tip
Here's a tip to make it a little easier to hire a

virtual assistant. Think about your key criteria to
hire a VA. Use a Google form to ask specific
questions that are related to the criteria. Ask
about the rate they charge per hour, minimum
hours, and for client testimonials.
Ask for interested VAs to fill in the form. This

way you have a super easy way to distinguish
between the different VAs.
Once you have a short list of three best

candidates, pay them all to do a small task
related to what you want to outsource and then
hire your favourite performer.
When I hired three people to do a task it became

very obvious who would be the best choice - I’ve
now been working with my VA for three years
OF
and love that I no longer have to even think
about Pinterest.
- Karen Sargent, business psychologist and video confidence

educator, http://karensargent.co.uk.
Katja’s Big Rich Money Consultant Perspective
As a business and marketing consultant I’ve

witnessed startups spending anywhere from ten
thousand to hundreds of thousands of dollars on
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things that could be done at a much lower cost if

PRO they had enough understanding to know exactly
what they were looking for.
I have also experienced this from the other

perspective, when my clients can not always
communicate to me exactly what they need.
Sometimes, they don’t know that they don’t

know what they need! They might say they want
better marketing, thinking that marketing alone
might solve the problem of not being profitable
enough, but that won’t help if money is being
needlessly wasted in daily operations, or if their
product is outdated or not even launched yet.
Sometimes the client's expectations can be very

unrealistic. In the past, when small businesses
hired me as a consultant, many expected big
results even if they hired me only for a few hours
a month. Sure, there are some things that can be
solved or implemented quickly, but if you really
want to grow your business, you need to invest
in marketing, and that means that your
marketing person needs to have a separate
marketing/advertising budget in addition to the
OF
fee they charge for their services.
Remember: It’s all in the execution. No matter

how great the ideas from a business coach or
consultant (or this book) might be, you still need
to have resources to execute them.
Growing by Learning
Investing in your business by outsourcing at any phase is

very important, and your time is valuable. We can always
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Big Rich Money
make more money, but time is a finite resource. However, at

PRO
the dawn of our entrepreneurial journey, we tried to figure
things out ourselves for as cheaply as possible, and hiring
help was not always an option.
It’s OK to grow this way! Investing your time in learning will

give you a good return. It is also great to have some basic
knowledge of the things you can’t master (such as coding), so
that you can make an educated hire when you need help.
No matter what your starting point might be, at each level of

your business, you will need to learn some new skills to get to
the next level.
In fact, all of the most successful people we know are

constantly learning new things through reading books (some
even read over 100 books every year about professional
development and investing!), attending conferences, listening
to podcasts, participating in relevant Facebook groups, taking
e-courses, and always looking for ways to use the newest
platforms and tools to keep their minds, businesses, bank
accounts, and opportunities growing.

OF
I don’t always choose the top shelf option when
it comes to investing in myself and my work
(remember the Minimum Viable Product?), but I
do consider all of the relevant factors and choose
the best option available at that moment in time.
In 2019, I had a newborn baby, and I wasn’t

working full time. I immersed myself in e-
learning that year, spending a few thousand
dollars on e-courses. I learned from experts
about money mindset, creating multiple income
streams, writing, and creating e-courses. All of
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those ingredients mingled inside of my brain,

PRO even though I didn’t have time to put my
knowledge into action yet. Katja was in a similar
growth phase in her journey. Two years later,
when we talked together about what we were
learning, we inspired each other to put our
learning to use. This was the recipe for Insider
Society and Big Rich Money!
Setting up the ecommerce website cost me close

to $10,000 when I started my first business,
whereas my latest ecommerce business cost only
a few hundred dollars to set up. Over the years I
have gone from not knowing anything about
building websites to designing simple websites
for my clients. I never aspired to become a
website designer, but I picked up the skill as an
entrepreneur after I realized I could operate on a
leaner budget if I cultivated knowledge in a few
key areas.
Pick and choose the skills you can reasonably add to your
OF
personal tool box, like designing visual content on Canva or
taking your own product photos and learning how to use
presets to edit them.
You know the best way you learn - by reading, listening,

watching videos or webinars, or by someone guiding you.
We live in an era that you can learn almost anything online.

With this in mind, we created Big Rich Money e-course, to
help you to turn this book’s advice into actionable business
plan that takes your business to the next level.
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13
THE POWER OF COMMUNITY
I f we have accomplished the mission we set out to do by

writing this book, we have opened the door to many
entrepreneurial topics for you, but also made you
curious and planted seeds for additional questions.
We invite you to visit www.insidersociety.com and join us.
Insider Society could be the right community for you. Or not.
We have consulted for companies in a vast variety of indus-

tries, from the space industry to cosmetics to fashion to
luxury cars to artificial intelligence to textile technologies to
OF
dog training! But it is possible that we might not have any
experience in your particular industry.
We’ve given you examples in this book from a consultant,

jewelry designer, a travel industry expert, ice cream truck
operator, a yoga teacher and many other niches, but maybe
we missed your exact niche, and you might need more
tailored advice.
One of the ways to get your exact questions answered is to

find other entrepreneurs in your own niche. There is no need
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to reinvent the wheel; someone has solved your business

PRO
challenges before, and you can learn from what they know.
This is the power of community!
You Are Not Alone
We both remember how it felt when we were at-home-moms

with young children. We had so little time for our own needs,
it was almost impossible to even dream of having a well-
paying job again one day, or being a business owner. It felt
similar to the days of being a teenager when everyone else
was at the party, and we were stuck at home.
Being an entrepreneur alone can feel the same.
We have also had the experience of being outsiders while

living in different countries, apart from our home cultures.
Being miles away from our cultural comfort zones, we
learned the survival skills of being brave, being flexible, and
trying new things even before we felt “ready”. This is how
some of the most life-changing experiences happen, and how
some of the most exciting memories are made.
Fortunately, now we have the blessing of a vast digital world.

You can find Facebook groups, Twitter chats, Instagram lives,
and Clubhouse rooms about all kinds of topics. The beauty of
OF
these digital communities is you get as much out of them as
you put in!
As womxn, we love to help people we care about. Yet we

shame ourselves for needing help, mentorship, a sounding
board, or advice. Receiving help and advice teaches you how
to better GIVE help and advice when that time comes. And,
besides that, you deserve good things.
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Big Rich Money
Building Community is Good for Business

PRO
Learning from others is only one of the benefits of being a
member of business networks and communities.
Sharing your knowledge is an equally powerful way to grow

your personal brand, attract the right customers, and gain
opportunities for partnerships, media mentions, podcast
interviews, and more.
Remember, people do business with people. They want to

feel they know you and can trust that you have the right solu-
tion for them. Helping other entrepreneurs can be a powerful
way to build that trust.
As your business network grows, you will experience that

karma is a real thing. The more you make your expertise visi-
ble, network, connect, and help others, the more opportuni-
ties start “magically” coming to your way.
Nah, it’s not really some mystical magic.
It’s you doing marketing right by telling your story, building

trust, helping people with their pain points, and supporting
your fellow entrepreneurs by sharing about their products or
services to your own networks. It really can be as simple as
recommending a person you know and trust when someone
OF
in your network is looking for a graphic designer.
Soon, others will start recommending you as well.
When you only focus on self-promotion and marketing your-

self without building a community, it is like pumping air into
an air mattress that has a small hole in it. You have to keep
pumping air constantly. But when you focus on building
communities, among your customers and among your peers,
the community starts pushing you up and helping you to
level up faster.
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It’s a smart business decision to become actively involved in

PRO
different business communities.
Look for people with the same focus as you, and who have a
talent different than yours. Make friends in your industry,
and even with your competitors. You never know who will be
working for whom next year. To keep your ideas fresh, and
your mind sharp, you also need friends who are not in your
industry, and who can give you unbiased opinions outside of
your normal circles.
Make business friends, and be a good friend. Help others

before asking for anything back.
And have fun! Even if it’s business, joy is contagious. People

want to join in when it’s fun. Don’t take life – or your busi-
ness – so seriously. When you are having a good time, you
will start attracting people, without even trying too hard.
Invest in Networking
Just as social media marketing is not free even though using

the platforms is, building communities and networking is not
free. Your time has value.
There are plenty of networking possibilities online that are

OF
available without monetary cost, but there are also confer-
ences, events and communities that are behind a paywall.
Some can be very expensive.
Getting to know the right people is a worthy investment of

your time and money, and quite frankly, can be life changing.
There is a lot you can do in free groups, but at some point you
should invest in more exclusive and paid networking oppor-
tunities.
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Candice’ Big Rich Money Story

PRO The first big investment I ever made in my
business was to attend BlogHer conference in
2009 in Chicago, I was working and living in
Asia at the time. My salary was very low. I had
two young children and just to fly to the US was
about $1600 USD. The price of the conference
was also very expensive. I don’t remember how
much it was but the expenses were going to be
about $1200 after the conference ticket, flights
within the US, and a shared hotel room.
I decided that I had to go to BlogHer. I started

pitching companies to give me a few hundred
dollars in exchange for small promotional tasks. I
purchased my conference ticket, not fully having
a plan for how I would pay for all of the
associated costs, but knowing that I would. A
few weeks before the conference, I was notified
that I had won a full sponsorship from a huge
national brand.
When I went to the conference, I had so much

fun! I met amazing people who cared about
OF
internet marketing! I met Katja. I also met a
brand rep named Betsy who lived in NYC. She
became my very close friend and gave me my
first job in NYC. If I hadn’t met her, I wouldn’t
have gotten that job and I wouldn’t have moved
away from Asia to New York. I would not have
the corporate experience that would lead me to
work with Katja. I wouldn’t have been living in
Brooklyn to meet my husband and have our
beautiful daughter Lucille. Betsy is Lucille’s
godmother.
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How different would my life be now if I hadn’t

PRO decided to go to Chicago in 2009, despite how
impossible it looked on paper, or if I had waited
to be invited?
I chose to invest in myself. Attending my first

business conference changed the course of my
life.
My first business conference was BlogWorld

Expo in Las Vegas in 2008. I had already had
success with my own company Skimbaco, but I
knew I could offer my marketing ideas to other
companies, I just needed to get to sit at the same
table and do my pitch in a way that tweets could
not deliver. I lucked out and won a ticket to
BlogWorldExpo from Darren Rowse’s blog,
ProBlogger, and scraped up the money for flights
and a hotel.
At the conference I met John Andrews, who was

leading digital marketing at Walmart at the time.
I started working with Walmart soon after, and a
OF
year later John started his own influencer and
social media marketing agency called Collective
Bias. I became the Director of Marketing and
helped to build the company up by recruiting
over 600 bloggers. I won seven American
Advertising Awards during my time at
Collective Bias.
Oh, and I also returned to BlogWorld Expo in

2009 and multiple years after that - as a speaker.
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It would be easy to say those experiences were

PRO just luck, but hell no - needing to carve your own
path is something we both learned very early on,
and we have done it many times.
More recently, in 2019, I flew to Italy to attend

Salone del Mobile, the Milan Furniture Fair held
during with Milan Design Week. Through a
business friend, I got to know luxury rug
designer Kristiina Lassus, who later on became a
client.
Buy the ticket. Show up. People take you much

more seriously after you’ve bought the flight
ticket and flown across the country or the world
to meet them. Until large in-person events are
back in full swing, now is a prime opportunity to
connect online with anyone - everyone is using
Zoom! Or Clubhouse!
Create Your Own Community
What if you can’t find a community around the topic you are
looking for? What if none of the groups feel like a fit for you?
You can start one on the spot! If you have something to share
OF
that you can’t find an outlet for, create the outlet! Most likely
you are not the only one who has your interests. Someone out
there shares your frustrations and or has similar problems -
and is looking for similar solutions.
Don’t talk yourself out of it by thinking you aren’t expert

enough or whatever other baloney reason you try to give to
let yourself off the hook of growing and being and shining
bright like the crazy diamond you are.
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PRO You don’t also always need to wait for someone
else to organize a networking event or a
conference. You can build your own.
When I moved to New York, I had gotten to

know a few people online, but I only had met
one person “in real life” before moving. My
dream of working and living close to New York
City was coming true, which would be a big deal
for anyone, but since I am from a small town
from Finland, and had just spent a few years in
another small town in Colorado - it was an
extremely big deal. I decided that I would not sit
at home and wait for something to happen, I was
ready for the big city!
Instead of waiting for others to invite me - I

started hosting monthly Tweetups. I wrote a blog
post inviting people to join, and tweeted about it.
Typically we’d meet in a coffee shop. At first

only 5-6 people showed up, but a year later in
one of my Tweetups over 200 people showed up,
OF
including the Today Show producers (!) and we
filled an entire bar. My Tweetups were not about
me, they were about providing cool people with
a chance to meet each other.
It does not matter if you think you will not be

successful, if your first event has a small turn out
of only 6 people, or if only a handful of people
buy your first product.
Keep going, keep improving what you are doing,

and keep providing value to people. Sometimes
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the best way to provide value to your peers is

PRO
simply just introducing them to each others.
That’s why I also wanted to found Insider
Society.
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PRO
14
PIVOT!
P ivoting is a form of being resilient. Resilience is the

skill of recovering quickly from difficulties, disap-
pointments, and setbacks.
Pivoting is also being able to take opportunities as they arise.
I grew up in a small town, and one of the ways I

was able to get out of our town was dancing. I
OF
started ballroom dancing when I was ten years
old, and it allowed me to travel across the
country to dance competitions and dance
camps. One of my biggest disappointments was
having to quit ballroom dancing, but as I
mentioned earlier in this book, I pivoted fast
into being a hip hop dancing model in fashion
shows.
Pivot was a word and a skill that I learned early

on. Runners have a track or street to keep
moving in one direction, but when you dance,
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the size of the dance floor limits how far you can
PRO
go. You have to create your magic in a confined
space.
Pivots are essential and dancers must practice

them over and over again.
I remember practicing this one heel pivot where

you elegantly turn your entire body in unison
with your partner. It looks like you turn on both
feet, but in fact your weight is fully on one
standing foot.
Actually the better standing you have on one

foot, the better chance you have for perfecting
your pivot. You also have to be fully connected
to your dance partner knowing they are doing
the pivot at the exact moment you are, and you
both need to keep your balance. At some point
during the pivot you just sort of need to let go
and relax, let your bodies take the turn and trust
that you can make it.
Pivoting in business is very similar. You need to

understand the limitations of the dance floor -
your marketplace.
OF
You have to have a solid standing on one foot,
whether it’s your skills, resources, company
values, financials, or customer base, and use that
strength to turn into something new.
You have to be able to trust your partner,

whether it’s your suppliers or even your
customers that have indicated that they are
interested in the new offering.
And at some point you just need to let go of the

old and move forward and trust that the
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movement will work and you can elegantly

PRO pivot and continue dancing.
We have found that the ability to be resilient is the key ingre-

dient to success and life satisfaction. It might sound dramatic,
but the fact is that life will not always go as planned (and life
definitely doesn't go as ‘wished’). Being resilient in daily life
could mean quickly adjusting plans when a hiccup occurs, or
just expecting the unexpected, and it’s great practice for
bigger pivots. It makes change less scary.
Pivots require both a positive, optimistic attitude and a

methodical plan. The first pivot or big change will need a lot
of careful planning and setting up safety nets. Subsequent
changes, be they bigger or smaller than the first experience,
will start to feel easier. You’ve already gone through one
change before and survived. At some point you move from
survival to thriving and teaching others how to do the same!
You will learn and share so many valuable lessons from it!
Pivoting needs practice.
Take the advice of some of the most successful companies in

the world. According to McKinsey 1, more than 50 percent of
companies whose revenue growth is in the top 10 percent are
more effective than their industry peers at:
OF
testing ideas
measuring results
executing changes to products, services, and ways of
working
By having guts to test new ideas, take opportunities that arise

in the marketplace, or avoid some mistakes others are making
in the industry, companies are able to grow by creating
change. When they have processes in place to measure results
as they change things, the easier it becomes to pivot.
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Big Rich Money
One of the keys to continuous success is curiosity. Remain

PRO
curious, and it will help you to think of new ways to solve old
problems.
You will never run out of ideas of what to offer for your
customers when you stay curious, keep asking questions, and
keep stretching your imagination. This curiosity can be part
of your marketing research (or listening as we like to call it) or
it can relate to world and local news, and upcoming trends.
Focus on your skills, strengths, and current resources and

identify how you could utilize them for new opportunities.
Find new opportunities from “listening” to your existing
customers, and staying on top of industry trends, news, and
forecasts. It can be as easy as rethinking your price point or
changing your target customer, and you can plan your pivot
very similarly to the way you planned your first business
idea.
The difference is that you have existing resources or strengths

that you didn’t have before, and you are already “on the
dance floor”.
The key is in reducing risk as you seize opportunities. This

means creating a backup plan, or leaving the door open to
return where you were before.
OF
You might think a successful pivot teaches you the most.
Success gives you self-confidence and guts to try new things

again, but a non-success can teach you valuable lessons that
are essential in your next transformation.
We hope that by reading about some of the mistakes other

entrepreneurs make, you are better prepared for your next
growth step.
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Lifetime of Pivots
PRO Back in 1993 I had four kids under the age of
four. I was craving information, connection, and
community, but I was stuck at home while my
husband was working long hours starting a new
business in another state.
I found a radio station and pitched them an idea

for a Saturday morning parenting talk show.
They agreed on the condition that I find and sell
advertising. I earned 1 hour of airtime every
Saturday and launched my show. It was a
success! Next, I launched a kids Sunday Radio
Show, to have more product and on air time to
sell. I created community, connection, and
delivered to moms the information we all
craved.
28 years later the landscape has changed, but I

have continued to morph with the times. I’m still
here!
- Beth Rosen, www.curated-chicago.com, 4 Keys Media LLC

OF
Magical Pivot
Harris Fellman had just finished building a website, funny-

baldguy.me, to promote his new business as a magician-for-
hire when the COVID-19 lockdowns began. This meant that it
would be a long time before the “Funny Bald Guy'' could do
his first in-person performance. Undaunted, Harris created a
business plan that would result in methodical growth, soon
leading to profit.
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Big Rich Money
His business plan was efficient and strategic. Relatively new

PRO
to the world of performing magic shows, Harris joined a
Magician Mastermind in August, 2020, where he could learn
about the business of magic shows from seasoned magicians
from around the world.
In the Mastermind course, he set what he believed to be a

lofty goal: to make $50K in 12 months from magic show
performances.
He needed to create an engaging landing page to show poten-

tial clients his abilities as a performer. In September he
performed his first show, a free virtual magic show on Zoom
for a friend’s child, and then two more ticketed Zoom shows
where the audience had the option to “pay what you wish,”
with a suggested price whimsically based on the date of the
show. The suggested price for the September 9th show was
$9.99. The show on October 10th, or 10/10, was $10.10. The
result was that each viewer paid between $7-$20, with many
of them accepting the suggested price.
Harris recorded the free show and the two ticketed shows
and used this content to create a video to use on his sales
page, with a clear call to action, and brought traffic to the
sales page with Google Smart Ads.
OF
Having laid the foundation, Harris was awed when he
booked 20 shows in the month of December, performing for
high profile corporate clients, including Google, Hershey, and
Novartis. Harris made $10K in total in the month of
December from magic, and though that is an incredible
number, he estimates that he was probably the lowest earner
in his Magician Mastermind, as the least experienced
member.
Harris approached his magic business with a Big Rich Money

mindset. He invested in expert advice by purchasing access to
153
the mastermind course. He did not waste time and effort

PRO
producing content for free just to build his skills or fan base.
He did exactly one free show and used it as an opportunity to

create a video which was utilized for his sales page. His sales
page included a call to action and was smartly promoted with
Google Smart Ads. His sales page easily allows customers to
book and pay for exactly the show they want. It is tempting to
add a pun about the “magic recipe” for success, but we give
Harris all of the credit for his stellar business strategy!
Pivot with Extra Benefits
Sometimes when you are faced having to pivot, you find

extra benefits like positive changes in your lifestyle, like
Tineke Rensen did.
2020 was supposed to be the best year ever for

my business. I had lots of speaking engagements
lined up. The year started very well. Then Covid-
19 hit the world, and all of my speaking events
were cancelled. Gone was my biggest lead
generator!
After I realized the pandemic wasn’t going to

OF
end any time soon, I started to pivot my lead
generation online. I started focusing on helping
other businesswomen to get through this
turbulent period.
I built a Facebook group with nearly 1000

businesswomen from all over the world. I built a
couple of online programs and created a referral
program.
I hired an online marketing coach. In the last

quarter of 2020, my monthly targets were back
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Big Rich Money
on track. It did not become my best year ever

PRO financially, but in many other ways, it was an
excellent year.
I am working in my office every day instead of

traveling worldwide, and it saves me so much
time. I do not want to go back to the way I was
conducting my business before.
-Tineke Rensen, Powerful Business Academy, www.powerful-

businessacademy.com
Pivot With Sisu
Sisu is a Finnish word that means grit, and Lily Lapchuk

showed some real grit in how she built a new company in
2020.
I had been working as a freelance graphic

designer in Toronto for 12 years. When my
father's illness got really serious, I decided to
move to Finland to be with him until the end.
After he passed away, I returned to Canada and
met my husband. I moved to his small
hometown and restarted my business. Shortly
OF
after we got married, my husband got injured,
and he has been on disability since.
Then the pandemic began, and my business took

a hit.
While shopping online for facemasks, I wanted

to find one that had a Finnish flag and a
Canadian flag to show my heritage. When I
couldn't find one, I realized that I should just
design my own!
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I discovered the world of Print on Demand and I

PRO started designing all types of Finnish/Nordic
inspired masks, t-shirts, other apparel,
accessories, wall art, and Sisu By Picalily, an Etsy
store, was born. I advertised my products in
Facebook groups that are specifically for North
American Finns and they were popular!
Eventually I launched Shop Nordic by Picalily

where I sell the my own collection, and also
curate other Nordic-themed products.
A customer’s parents were in the process of

building a Nordic Spa in my area, and now I'm
also doing custom designs to sell at their Nordic
Spa gift shop.
I’m on my way to building my ecommerce

business to the point that it will replace both
mine and my husband's previous income!
- Lily Lapchuk, Picalily Design, www.shopnordic.ca
Queen of Pivots
The abridged version of Lisann Valentin’s memoir Playing the

OF
Part is featured in the New York Times Best Seller Eat Pray
Love Made Me Do It. It tells the story of why she became a
lawyer and how writing through that journey helped her
discover her true passion.
Lisann skillfully pivots as new opportunities arise. An author,

elementary school teacher, lawyer, and actor, her favorite
“role” has been a storyteller within the realm of film and tele-
vision for over a decade, and it resulted in her latest pivot. In
her book The Everyday Actor, which Lisann wrote during the
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Big Rich Money
pandemic, she shares on-camera acting tips. The book

PRO
resulted in a new coaching business for her.
I actually started writing The Everyday Actor just

before NYC went on lockdown, because I’d
sprained my ankle and couldn’t walk all over the
city for acting auditions. I wanted to give back to
my fellow thespians during the pandemic, so I
made the ebook version free for the first week,
resulting me 200 downloads on Kindle! The book
led to teaching classes in marketing for actors via
Zoom, and 1:1 on-camera coaching. I am forever
grateful for my latest pivot.
- Lisann Valentin, author of The Everyday Actor
This Is Your Call To Action
Big goals are made a reality by planning the right roadmap,

and taking one action step at the time.
In marketing, a call to action is a statement, often at the end of

your marketing message. The purpose is to get your target
audience to do something like “order now”, “click here” or
“subscribe”.
OF
This book is your call to action to take the next small step (or
big pivot) and turn your business intentions into a profitable
company.
We hope you are excited to make your next money move. But
before you get started , please take a few minutes of your time
and write a review of Big Rich Money book on Amazon or
GoodReads, and let others know what you learned. This
small act of kindness helps us to reach more entrepreneurs
like you.
157
Our mission is to help women and non-binary entrepreneurs

PRO
accelerate their success. Thank you for supporting us in our
mission by being a huge success!
OF
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PRO
INTRODUCTION: BIG RICH MONEY E-
COURSE
N ow it’s your time to use all of the advice in this

book and create your own Big Rich Money success
roadmap. This chapter is designed to be a short
summary of all of the elements that make up the Big Rich
Money method, and as an introduction to the Big Rich Money
E-course.
If you liked our book Big Rich Money: How to Turn Your
Business Intentions Into A Profitable Company, you will love
our e-course! The Big Rich Money E-Course is now available
at www.insidersociety.com/big-rich-money.
OF
The Big Rich Money E-course is the next step to level up your
business and make it the best, most profitable, version of it.
The Big Rich Money E-Course was created to go deeper into

all of the topics in this book, equipping you to start taking
strategic action. We guide you through all of the steps and
help you to build your business foundation. The e-course
helps you to plan your business strategy, teaches how to
make your company more profitable, and shows you how to
create an action plan that leads to profits and sustainable
business growth.
159
You will learn to perfect your business pitch, and become a story-
PRO
selling master. As a result, you will create a marketing plan that
grows your sales, and you will have an idea bank of marketing
messages to use that talk directly to your ideal customers.
The e-course has five modules, and each module has 1-3
videos and activity sheets. This is not one of those e-courses
where you just watch videos. You will experience the biggest
leaps in growth if you dedicate time to completing each
action-oriented exercise and executing the practical steps to
build your business deck.
As a result of the e-course, you will have created a business

and marketing plan presentation that can be used as a busi-
ness tool. The e-course includes business deck templates that
can be easily customized to match your branding. We recom-
mend this foundational business tool for internal use, but it
can also be modified for other uses, such as applying for
financing or funding, onboarding team members, selling your
services to your clients, and much more.
If you read this book thinking “I should do this”, our e-course

helps you to get it done.
Big Rich Money E-Course Curriculum

OF
Module 1
Learn how to use Hollywood tricks to create touching stories

around your business and products that tug on the heart-
strings and the purse strings of your ideal customer.
Module 2
Answer the questions that will aid in creating a solid business

foundation upon which you can build.
Module 3
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Big Rich Money
Learn how to activate your Big Rich Money Flow by opti-

PRO
mizing the products and services you already sell. Consid-
er different business models and learn a system how to turn
weaknesses into opportunities.
Module 4
Defeat marketing stress forever using our Big Rich Money

Content Marketing Matrix tool. With our easy Content
Marketing Matrix you will learn to do marketing that gets
results fast and produces enduring customer loyalty.
Module 5
Learn how to futureproof your business and ensure your

ongoing (and increasing) success for years to come.
Extra Squeeze
Tips and resources that allow you to squeeze every last drop
of value out of your Big Rich Money e-course experience.
We welcome you to join us in the e-course!
Big Rich Money Success Roadmap
We also understand that you want to get started NOW! To

make it easier, we created this checklist.
OF
Business Idea
Validate that your idea turns into a sellable product

that people want.
Do proper research on your industry, competitors,
and your potential customers.
Look at your idea from multiple angles to decide who
you serve, and how you package and price your
products.
161
Think of multiple different ways to execute your idea

PRO before you settle on one way.
Define how you are different from anyone else.
Your Company
Why does the company exist? Define your purpose

and long term vision.
How does the company fulfill that purpose to exist?
Define how you serve your customers and offer your
products in a different way than anyone else.
What does the company do to fulfill that purpose?
Define your products and services.
Who does the company serve? Define your
customers.
Define your SWOT, strengths and weaknesses,
opportunities and threats.
Money Math
Create a profitable business model and define how

your business makes money.
Calculate production costs and overhead.
Calculate your monthly cash flow.
OF
Think of scaling and growth even when you are
starting out.
Remember that growth needs investments, and you
need to financially plan the growth.
Pay yourself.
Invest in improving your product, in marketing &
branding, and in yourself.
Magic of Marketing
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Big Rich Money
Listen to what your customers want, need and ask for

PRO to learn to solve their problems better.
Use the feedback to improve your products and
services if necessary.
Define your ideal customer personas.
Learn to tell your business story in a way that sells.
Focus on creating an entrepreneur personal brand for
yourself by being authentically you.
Everything is branding, so define your brand well
and be on brand.
Plan your marketing in a way that it brings results in
a short run and long run.
You as an Entrepreneur
Discover and remove money blocks.

Be the dream boss for yourself you’ve always wanted
to have.
Define what your time is worth.
Stay curious and keep learning new things.
Be realistic about your capabilities and learn how to
hire and ask for help.
Find your own business communities and surround
yourself with people who lift you up.
OF
Rich Life
Focus on self-love and self-growth.

You can create a business from your passion, but you
don’t have to.
Don’t forget what you are passionate about in life
outside your business.
Define your success also in terms of your life as
whole, not just as your company success.
163
Define your boundaries. You don’t have to do

PRO everything for everyone.
Turn your vision boards into reality through daily
action.
Futureproof
Think of ways to adapt and learn to turn obstacles

into opportunities.
Create a good roadmap to your success.
Test new ways of doing things.
Define your goals and objectives in numbers and
track your progress.
Plan how you can level up by hiring people or
outsourcing.
Focus on execution, and keep trying to improve every
step in your execution.
Subscribe to our newsletter at www.bigrichmoney.com to

learn more about the e-course and our other product
launches. And don’t forget to get your free digital Big Rich
Money Workbook from our site.
Share your wins with us! We can’t wait to see how Big Rich
Money transforms your business.
OF
164
PRO NOTES
Preface
1. “The United States has entered its first female recession as the pandemic
is disproportionately affecting women, especially mothers” by Olivia
Rockeman, Reade Pickert and Catarina Saraiva, Bloomberg, September
30, 2020
2. “Why COVID-19 could force millions of women to quit work - and how
to support them” by Victoria Masterson, World Economic Forum, 20
Oct 2020
3. “In 2020, women gained back less than half the jobs they lost at the worst
of the pandemic” by Chabeli Carrazana, the 19th News
4. Employment Situation Summary, U.S. Bureau of Labor Statistics, January
8, 2021
5. “The US economy lost 140,000 jobs in December. All of them were held by
women” by Annalyn Kurtz, CNN Business, January 9, 2021
6. “How Many Jobs Do Small Businesses Really Create?” by Alfonso
Serrano, Fundera, July 24, 2020
7. McKinsey Quarterly Q1 2020
8. “Global Ecommerce Update 2021 - Worldwide Ecommerce Will Approach
$5 Trillion This Year” by Ethan Cramer-Flood , eMarketer, Jan 13, 2021
9. The future of commerce is here, annual report by Shopify, December
8, 2020
10. “E-Learning Market in US Highlights the Impact of COVID-19 2020-
2024”, by Technavio, September 08, 2020
11. “Discovering the real impact of COVID-19 on entrepreneurship” by Lien
OF
De Cuyper, Burcu Kucukkeles and Raphael Reuben, World Economic
Forum, 19 Jun 2020
12. “MasterCard Index of Women Entrepreneurs - Innovative, gender-specific
support for women is critical to pandemic recovery”, MasterCard,
November 23, 2020
2. Sustainable Business Growth Starts with You

1. HFPA in Conversation" podcast, Reese Whiterspoon interviewed by
HFPA journalist Margaret Gardiner
165
Notes
3. The Deadly Business Mistakes (Don’t Make

PRO Them Yourself)
1. https://en.wikipedia.org/wiki/Pet_Rock
2. https://twitter.com/vtawesomeness/status/1352050649412886529
4. Validating Your Business Intentions

1. “Meet the Founder of Impossible Foods, Whose Meat-Free Burgers Could
Transform the Way We Eat” by Joseph Hincks, TIME, April 23, 2018
5. A Big Rich Money Futureproof Business

1. Big Magic: Creative Living Beyond Fear by Elizabeth Gilbert, September
27, 2016, Riverhead Books
6. Show Me The Money Flow - Creating A

Business Model
1. The $120,000 Art Basel Banana, Explained, by Elise Taylor, December 10,
2019, Vogue
2. The World’s Most Expensive Bottle of Water Costs €60,000, by Garden
Collage, January 16, 2018
8. Once Upon a Business

1. The Walt Disney Company Reports Fourth Quarter and Full Year Earn-
OF
ings for Fiscal 2020, November 12, 2020, The Walt Disney Company
14. Pivot!
1. Think fast: How to accelerate e-commerce growth, McKinsey, November
19, 2020
166
OF
PRO
PRO
OF
,!7IB7D6-fagbad!
BIG RICH
Business Goals, Achieved.
BIG RICH MONEY
PRO
Design your own Success Roadmap.

This transformative entrepreneur’s guidebook leads you on a discovery of
how to elevate your business and life. Get goal-achieving secrets and
MONEY
practical business tools by world-renowned consultants. Big Rich Money:
How To Turn Your Business Intentions Into A Profitable Company
demystifies money blocks, entrepreneurial mindset, branding, strategy,
marketing, production management, and building sustainable business
models. The empowering stories from entrepreneurs show how building a
profitable company
company is anyone.
is possible for possible for anyone.
You will learn how to:

• Find out exactly what your customers want. How to Tur n Your
• Avoid the seven deadliest mistakes business owners make.
• Pivot to success even when everything goes wrong.
• Use storyselling to enchant your ideal customer.
• Mimic the marketing of the world’s biggest brands - with a
fraction of the
fraction budget.
of the budget.
Big Rich Money is a standing

ovation for those who take
charge of their own success.
OF
Katja Presnal and Candice Kilpatrick Brathwaite are digital marketing pioneers who leveraged their blogging
and social media skills to build their careers as digital nomads living around the world. They have over 20
years of collective experience in business and marketing strategy. This book shares techniques they have
successfully used to help Fortune 100 companies, startups, and solopreneurs to launch, grow faster, and make
sales records. Their high-ticket guidance is now accessible to all business owners for the first time. Candice
Kilpatrick Brathwaite is a NYC-based marketing strategist with a mission to empower womxn to be in charge
K ATJA PRESNAL
of their earning and wealth. A recipient of multiple American Advertising Awards, Katja Presnal, owns a
marketing agency in Helsinki, Finland, and promotes Nordic values around work/life balance.
Learn more at www.insidersociety.com.
ISBN 978-1-7365061-0-3
,!7IB7D6-fagbad!:t;K;k;K;k K ATJA PRESN A L

insidersociety.com | Cover photography: Shutterstock

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BIG RICH MONEY

You will learn how to:

Big Rich Money is a standing

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Content Type: Black & White

HOW TO TURN YOUR BUSINESS INTENTIONS

All rights reserved.

No part of this book may be reproduced in any form or by any electronic or

2. SUSTAINABLE BUSINESS GROWTH STARTS 14

3. THE DEADLY BUSINESS MISTAKES (DON’T 29

4. VALIDATING YOUR BUSINESS INTENTIONS

5. A BIG RICH MONEY FUTUREPROOF BUSINESS 57

6. SHOW ME THE MONEY FLOW - CREATING A 68

7. BIG RICH MONEY MATH: LOVE NUMBERS 75

8. ONCE UPON A BUSINESS

9. WHAT IS BRANDING? EVERYTHING. 95

10. THE BIG RICH MONEY SECRET WAY TO FIND 105

11. EFFECTIVE MARKETING, BIG RICH MONEY 112

12. ENABLING SUSTAINABLE BUSINESS GROWTH 127

13. THE POWER OF COMMUNITY 139

14. PIVOT! 148

Reset and rethink priorities - that’s what the global pandemic

If you’re like me, the pandemic raised ﬂags that something

2020 pushed me to ﬁnally launch my own consulting busi-

I am still learning as I go and I am very lucky to have a

This book reminded me to take time to look at what I’ve built

We have a chance to look at our careers differently. Most of

Big Rich Money has guides and encouragement for you to

Let’s get to work!

I'm a busy startup founder and rarely have time nor

I loved the approach of starting and ending from the

— ULLA-MAIJA SOININEN, FOUNDER & CEO OF

Congratulations on deciding to turn your business intentions

Big Rich Money: How to Turn Your Business Intentions into a

The companion Big Rich Money Workbook: How to Turn

planning and the implementation of each action required for

We will show you how to pragmatically evaluate your busi-

Big Rich Money: How to Turn Your Business Intentions into a

At the same time, we see so much hope and excitement.

According to the Small Business Administration, small

The good news is that those who embraced digital tools,

In just the ﬁrst quarter of 2020, e-commerce experienced

Online learning, both individual learning and corporate

According to the World Economic Forum 11 there is a large

MasterCard conducted a survey 12 of 590 women business lead-

There is a lot of potential and business opportunities for those

But one thing is for sure, none of us can do it alone. Women

We felt our calling.

Why “Big Rich Money”?

We have had our share of struggles in recent years, but

Our skills were more in demand than ever before, but we