losing a lot of sleep

April 25, 2025 • Estimated Reading Time: 8 minutes

Hey ,

Let’s get honest about something I rarely see talked about:

I run a freedom-based business…
But it was never built on ease alone.

Yes, I’ve built funnels that make sales every day.
Yes, I have recurring revenue.
Yes, I make money while I sleep.

But I’ve also:
– Lost plenty of sleep, over recurring business issues
– Fired a team I once thought was my dream
– Rebuilt backend systems that couldn’t handle scale

Freedom-based doesn’t mean passive.
It means intentional.
And it only works when your systems, offers, team, and finances are built to support it.

The 5 Decisions That Created My Freedom-Based Business

…and the tradeoffs behind them.

1. I optimized for LTV over visibility.

Early on, I chased viral content, mass lead magnets, and huge email list growth. But none of that converted consistently.

Instead, I pivoted to:

  • One high-retention offer (The Société: $97/Month)

  • A higher ticket one-off offer (Freedom Fast Track: $2,997)

We sell the membership all year round, overdeliver like our lives depend on it, and then ascend members into our accelerator offer once a year if it’s a fit for them.

Result?
Multiple millions in recurring revenue with easeful 7-figure launches.

💡 Freedom doesn’t come from followers. It comes from conversions that compound.

2. I systematized every customer journey touchpoint.

Before I scaled, I asked:
– What happens when someone finds us?
– What happens 5, 30, 90 days after purchase?
– Where do leads drop off?
– What’s our “churn moment” inside the product?

Then I mapped the system:

  • Ideal Client Qualifier → Conversion Event → Webinar → Core Offer

  • Abandoned cart sequences → Win-back flows

  • “Churn deflection” campaigns for high-risk customers

And I set benchmarks:

  • <10% churn at 12 months

  • <24-hour response time from support

Without this? I’d still be stuck doing the work manually.
With it? We earn predictably — without me in the weeds.

3. I didn’t just hire a team. I built an operating system.

Hiring doesn’t = freedom.
Hiring with no systems = expensive delegation that breaks.

What changed:

  • Every role came with metrics + documented processes

  • Weekly scorecards became the norm

  • I built dashboards for KPIs I used to “feel” my way through (revenue per lead, CAC, 60-day payback)

And when someone left?
It wasn’t chaos. It was copy → paste → retrain.

I don’t manage tasks anymore.
I manage outcomes.

💡 Freedom isn’t about removing yourself from the business. It’s about removing yourself as the bottleneck.

4. I stopped glorifying revenue and got obsessed with profit.

$500K months are cool.
>$250K in profit with low stress and zero launch? Even cooler.

Here’s how I made that shift:

  • Stripped out bloated software and agency retainers

  • Built in a rolling budget with 50% gross margin targets

  • Implemented expense audits quarterly (not just at tax time)

I had to get real about the “freedom cost” of scaling too fast.
Now? Every dollar is working harder, so I don’t have to.

5. I designed the business around my season, not someone else’s playbook.

There are seasons for hustle.
For launching.
For rebuilding.
And for rest.

The mistake most founders make?
They build based on what they used to want, not what they need now.

When I became a mom, I didn’t add more “support.”
I redesigned the entire operating model:

  • Pre-recorded > live

  • 20-hour work weeks

  • Asynchronous team culture

  • Offers with compounding revenue vs. one-off income

Now my calendar has more margin than meetings.
And we’re still growing.

💡 If your business doesn’t evolve with you, it will eventually outgrow you — or break you.

Final Truth:

Ease is a result. Not a starting point.
If you want a freedom-based business, you have to build with precision.

✅ You need ONE clear offer that solves a real problem.
✅ A simple, but high-converting funnel.
✅ Backend systems that don’t require constant babysitting.
✅ A cash flow strategy that protects your profit.
✅ And the emotional maturity to say no to what isn’t aligned.

Because “easeful” doesn’t mean effortless.
It means disciplined.
Refined.
Architected for your life.

You can have freedom.
But not by default.
Only by design.

If this is calling your name and you’re ready for 2025 to look different, I’ve got two invitations for you.

💌 INVITE ONE: Join a training call with me and MY coach, on how to build a wildly successful and freedom-based coaching business in 2025. Register Here.

💌 INVITE TWO: Unlock my Freedom-Based Business Method curriculum, along with the entire Bossbabe vault of templates, playbooks and rhythms (yes, the ones we ACTUALLY use to run our business) here in The Société.

I’d love to support you.

XO,
Natalie

📚 Emily Henry JUST released a new book and that’s my entire weekend planned. I love nothing more than a good book, cup of tea and blanket.

🎨 Random but also not… finally a non-toxic stain remover that actually removes your toddler’s bolognaise stains. 

💦 I got introduced to this brand when they were a podcast sponsor a couple of years ago, and ever since I cannot go without these wipes in my travel bag. They’re an absolute long travel day (or busy day) staple… and they work.

🦷 I’ve been fluoride free for years, and nano hydroxyapatite is one thing I’ve added into my dental routine that’s really made a difference. I use this toothpaste twice a week and it really works for us.

The “Profit Pathway” Audit

Objective:
Find and fix the #1 revenue leak in your customer journey without launching anything new.

✅ Do This:

Take 20 minutes this week to walk through your current profit pathway (aka the journey from stranger to sale), and ask:

  1. Where am I losing leads?
    → Look at your funnel conversion rates.
    If <20% of opt-ins attend your webinar or <2% of sales page visitors buy, you've got a leaky bucket.

  2. Where am I under-nurturing?
    → Is there a follow-up email after someone doesn’t buy?
    → Are you retargeting warm traffic on IG or Meta?
    Most people quit after one CTA. You should follow up at least 5x — strategically.

  3. Where am I overcomplicating?
    → Are you giving 6 CTAs in one email?
    → Are your offers too similar?
    → Are there too many steps from “discover” to “buy”?
    Simplify. Clear > clever.

📊 Benchmarks to Guide You:

  • Landing page opt-in rate: Aim for 35–45%

  • Webinar show-up rate (live): 30%

  • Ideal client qualifier to offer conversion: 3–8%

  • Sales page conversion: 1–3% cold traffic, 4–8% warm traffic

  • Email open rate (warm list): 40%+

  • P&L margin on digital offers: Aim for 60–70%

💥 Quick Win:

Take your best-performing piece of content from the last 90 days and:

  1. Add a lead magnet CTA to it (turn IG carousels into email capture opportunities)

  2. Retarget everyone who saw it with a sales offer

  3. Add a PS to your next email that drives to that post (or repurpose it into an ad)

📌 Freedom isn’t found in doing more. It’s found in fixing the one thing that’s costing you the most right now.

🚀 The Société – Your go-to membership for building a Freedom-Based Business™ with 60+ templates, weekly coaching, and a powerful community of women entrepreneurs. Join the membership here.

👩‍👧 CEO Mama Membership – A membership designed for entrepreneurial moms balancing business and motherhood with expert guidance and a supportive community. Apply to be a member.