a $10M product

Hey ,

I’m turning 33 in 4 days! And in the spirit of a new year, I’m in full reflection mode.

This year has been a HUGE year for many different reasons…

We didn’t just have our biggest revenue and profit year ever — we hit a huge milestone with one of our products too.

Our membership hit 8 figures in cash collected this year.

Here’s the Quickbooks screenshot to prove it.

For me, wasn’t just a financial milestone — it was a moment of clarity, pride, and proof that intentional, focused effort pays off…

and you CAN make a living while making an impact.

But here’s the thing… this journey wasn’t linear. It was messy, challenging, and required me to learn and unlearn so many things about business and success.

Today, I want to pull back the curtain and share the 8 biggest lessons I learned in scaling my membership to 8 figures.

I hope that these insights can be game-changers for you, whether you’re growing a membership, launching a product, or scaling a service-based business.

1. One Offer, Mastered

In the early days, I felt pressure to do everything. More offers, more launches, more complexity. But it wasn’t until I committed to one signature offer that things started to click.

Here’s why:

• When you focus on one offer, you can perfect it. You can deeply understand your audience’s needs and refine the delivery to overdeliver on value.

• Marketing becomes simpler — no more juggling different messages or funnels.

• Your audience sees you as the go-to for a specific solution.

Ask yourself: What’s the one offer that could transform your business if you gave it 100%?

2. Build an Evergreen Revenue Machine

Launching is exciting, but it’s exhausting. The turning point for me came when I built an evergreen funnel that consistently generated sales. This allowed me to step back from constant launches and focus on strategy and scaling.

Here’s the framework I used:

• Ideal Client Qualifier: A free resource that attracted my ideal customer and delivered immediate value.

• Conversion Event: A high-converting webinar that did the selling for me.

• Sales Sequence: Automated emails that built trust and educated my audience about the problem my membership solves.

With this system, revenue became consistent and predictable.

3. Data is Your Best Friend

If you don’t know your numbers, you’re flying blind. Conversion rates, retention metrics, cost-per-acquisition — these were my compass as I scaled.

One example:
When I noticed that retention dipped around Month 3, I introduced a new engagement sequence that reactivated members and reminded them of the value they were getting. Retention improved, which then made a significant impact on recurring revenue.

Pro tip: Regularly audit your funnel and membership metrics. Small tweaks can lead to massive improvements.

4. Prioritize Retention Over Acquisition

Most people focus solely on getting new members, but the real magic happens when you keep the ones you have.

Here’s what worked for me:

• Onboarding: The first 30 days are critical. I created a detailed onboarding sequence to make sure members felt supported and got results quickly.

• Community: People come for the content — they stay for the connection. We nurtured our community with regular touchpoints, challenges, and surprise bonuses.

• Feedback Loops: I actively sought feedback from members to improve the experience and show them their voices mattered.

Retention = Profitability. It’s easier to keep a member than to acquire a new one.

5. Overdeliver on Value

Your product has to feel like a no-brainer. Members should feel like they’re getting 10x the value of what they paid.

Here’s how I approached this:

• Core Content: I ensured every module and resource was actionable and results-driven.

• Surprise Bonuses: Unexpected perks, like guest expert sessions or resource drops, kept members engaged and excited.

• Results Focus: I continually asked, “What results are members getting, and how can we make them even better?”

When people feel like they’re winning because of your product, they stay — and they tell their friends.

6. Simplicity Scales

It’s tempting to think you need more features, more content, or more bells and whistles to scale. But often, simplicity is the answer.

Here’s what I simplified:

• The Membership Model: We focused on fewer but higher-quality resources.

• Overwhelming Content: Instead of new masterclasses every month, we switched to releasing new done-for-you templates. It saved time instead of taking it, and reduced member overwhelm.

• Marketing: Instead of being everywhere, we leaned into 1-2 platforms that drove the most traffic.

• Operations: I delegated and automated everything that didn’t require my personal touch.

Scaling isn’t about doing more — it’s about doing the right things well.

7. Community is Everything

One of the biggest surprises in this journey was how powerful the community aspect of the membership became.

Here’s why it worked:

• Safe Space: Members felt heard, supported, and understood.

• Peer Learning: They didn’t just learn from me — they learned from each other.

• Loyalty: A strong community creates raving fans who stick around and advocate for your brand.

If you’re building a membership, don’t underestimate the power of connection. It’s what keeps people coming back.

8. Leadership is the Ultimate Multiplier

As your product grows, so does your need to step into leadership. For me, this meant:

• Building a Team: I hired people who were better than me in key areas (like operations and tech).

• Letting Go: I had to trust my team to handle the day-to-day so I could focus on strategy.

• Vision-Setting: Scaling isn’t just about execution — it’s about knowing where you’re going and rallying your team around that vision.

Your product will only grow as much as you do as a leader.

What’s Next?

This milestone isn’t the end — it’s the beginning of a new chapter. My focus now is on refining and optimizing so the membership continues to thrive and serving our clients at the deepest level possible.

If I could leave you with one takeaway, it’s this:

Choose simplicity. Master one offer. Commit to delivering extraordinary value.

You don’t need to do everything — you just need to do the right things, consistently.

What’s the one step you can take today to move closer to your next milestone?

XO
Natalie

🎙 This week on the podcast, we interviewed Susan Ramirez, the founder of the non-profit National Angels. She takes us behind the scenes on building a non-profit to over 100 employees, and we also committed to match $10,000 of donations from our audience. Listen here.

📣 Khloe Kardashian is launching a podcast, and what’s interesting is that it’s an X-Exclusive. It’ll be released on X for 24 hours before anywhere else, which is making me wonder about the future of the platform for podcasting.

🍋 If there’s one thing I’ll be staying consistent with over the holidays, it’s my Gloci habit. In my opinion, it’s the best way to support your gut health: think bloating, skin and digestion. Have it on an empty stomach every morning before the festivities begin, and sip alongside your cocktails (or in it!) to top up your minerals and Vitamin C. Use code BOSSBABE for a huge discount.

📚 The Small Business Planner is something I think every single business owner should have on their desk for the start of 2025. Grab one here and start fresh, organized and dialed in next year.

Know Your Retention Metrics

Retention is one of the most powerful drivers of long-term profitability. This week, take a deep dive into your membership or recurring product’s retention data. Here’s how:

1. Start with the Basics:

   • What is your current retention rate (monthly or annually)?

   • What percentage of members drop off in the first 3 months?

2. Identify the Drop-Off Points:

   • Look for patterns in when members are most likely to cancel. For example, is there a spike in cancellations after Month 2 or Month 6?

3. Audit Your Experience:

   • Evaluate your onboarding process. Are members getting value quickly enough to justify staying?

   • Survey current and past members to identify why they stay or leave.

4. Take Action:

   • If cancellations are high early on, consider adding an email sequence or touchpoint to re-engage members before that point.

   • If long-term members are leaving, explore ways to add fresh value, such as exclusive bonuses or live Q&A sessions.

Retention doesn’t just protect your revenue — it multiplies your profitability over time. A small improvement here can lead to exponential growth down the line.

📣 Calling all CEO Mamas: 📣

Early next year, we’ll be launching the CEO Mama Membership, a community designed to help you thrive in both business and life.

This isn’t about doing more. It’s about doing what matters.

Here’s what’s included:

• ✅ Monthly Masterclasses: Actionable, tactical masterclasses from top-tier experts to help you move through the biggest challenges you’re facing.

• ✅ Monthly Coaching + Connection Calls: Connect directly with me and other coaches to tackle your biggest challenges, while connecting with your founding member community.

• ✅ Your Own CEO Mama Cohort: Every 3 months, you’ll be matched with a small group of moms based on your children’s age(s), business stage, and goals, to build a tight-knit and supportive village around you.

• ✅ A Highly Engaged Community: Collaborate with like-minded moms who “get it” and are on the same journey.

• ✅ Templates, Systems + Saved Time: We’re sharing with you every resource that helps us to work towards harmony as entrepreneurial mamas. 

Our founding membership is currently application only, so if you’re interested, fill in this quick form!