In December, 2018, I decided I wanted to start my own side-project in order to begin establishing a personal brand.
This was the plan back then: Create a pool of content and free products in order to build a critical mass of potential clients. Then, after trust was built, I would launch and sell those clients paid info products.
In this case study I’ll summarize how did that go.
Being a solo entrepreneur, I wore all the possible hats the business required:
– Social media content creator.
– Sales copywriter.
– KPI analyst.
– Web designer.
– Community manager.
– Personal coach (I’ll explain this later).
– And any other needed role in order to push the business forward.
This project is sub-divided into two branches:
1. No Te Enrrolles (December 2018 – August 2020): A platform dedicated to skinny people who want to gain weight in order to boost their self esteem.
2. alejandroluis (August 2020 – December 2022): A less specific sub-project that ended up being mostly focused on anxiety relief and the understanding of one’s own mind.
Back when I was 19, I enrolled the gym and gained 15kg of body weight in 2+ years, learning a lot about fitness in the process.
Whenever friends asked for advice, I gave them very detail information and step-by-step instructions, so many of them started telling me I should start a business out of what I had learned.
The whole adventure started by blogging and building an Instagram account for NTE.
After some months of this and the reading of several marketing-related articles and books, I decided to start an email list to get my readers out of Instagram.
Then started the creation of free products in order to build fidelity and expand the reader base.
All of this was made possible thanks to Facebook and Instagram ads.
And then, near June 2020 (mid-pandemic), I launched my first for-profit project: La Comunidad NTE, which was a group of around 10 people under my coaching who were determined to gain weight using the methods that I used myself.
The problem was that this wasn’t a scalable idea: it required a lot of my time yo find new members, not to mention the coach the clients that were already enrolled.
So, after 3 months, I terminated the coaching business and moved to something that I could create once and sell without needing my presence.
I repurposed everything I was teaching in the coaching sessions and transformed it into an ebook: De flaco a fitness con el menor esfuerzo posible.
The sales went well for my expectations (+50 purchases in the first 2 months), but near this time (July 2020) I was losing all motivation to talk about fitness.
It was time for a change.
Starting with much of the same people that were already readers, I decided to start something not related to fitness and discuss other topics I enjoyed writing about.
I repeated the tactic of creating an email list (it worked very well) and started making surveys to readers to know what they wanted to read about.
From all topics, there were two that readers were specially excited about: reflexive fiction (a fictional story that teaches you something interesting) and how to tame the Thoughts that Torment You (in Spanish, “Pensamientos que Atormentan”, or “PQAs”.)
I loved to write reflexive fiction, so for the first alejandroluis’ paid product, I decided to write a book based on the readers’ favorite article:
I wrote the book from February to June 2021, hired a private publisher to get it market-ready, and officially launched it on November 2021.
It sold well, raising to more than 300 copies: 6 times more than De flaco a fitness. It felt great creating something that people enjoyed so much.
Even when La revolución sold well, the revenue from books is too small: you need a lot of investment if you want to live out of your writing if you’re not already a recognized author.
For that reason, I took the other topic that readers loved and decided to create an audio course: Detox Mental.
This is a way more profitable project and it’s still on the works before being launched.
You can listen to the first session of the course here:
The course is based on 15 sessions and 15 exercises to be completed in 30 days. I sub-contracted a video editor to polish the final product, but the writing and narrating of it all is mine.
There’s still work to do to get this new product going, but fortunately, it doesn’t take much of my time and it’s way more scale able than book writing.
I could write a complete book of everything I learned in this process, but for practicality, I’ll write some bullets:
From all of my portfolio projects, this is by far my favorite. If you have any questions or would just like to reach out, here you have some options to go about that: