336 Five Tips for Surviving the First Year of Your Online Business
Highs and lows of your first one to two years of running an online business
These reflections will help you stay the course, even when it feels hard!
In today's solo episode, Kelsey dives deep into the highs and lows of your first one to two years of running an online business - and how to stay the course, even when it feels hard!
We talk :
Income instability and financial management
Not taking rejection personally
Embracing both highs and lows in the entrepreneurial journey
Building relationships in early stages
Monitoring and adapting marketing strategies
Distinction between "fast lane" and "slow lane" clients
Hobbies and personal fulfillment outside work
She emphasizes the importance of treating these early years as an experiment and encourages you to enjoy the journey for sustainable success.
Whether you're just starting out or looking for ways to stay motivated, this episode is packed with practical wisdom to fuel your visionary aspirations.
Episode Time Stamps:
[00:00] Early years in business are unpredictable and unstable.
[05:14] Personal growth through entrepreneurship brings challenges and rewards.
[07:23] Working multiple jobs
[12:14] In-person connection accelerates customer journey impact.
[13:38] Connect locally, be a community event creator.
[22:49] Building customer relationships takes time and patience.
[24:43] Long-term business success requires patience and persistence.
[32:29] Personalized coaching for marketing strategies, delivers results.
To connect with Kelsey:
Access the transcript for this episode:
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You are listening to the Visionary Life podcast. I'm your host, Kelsey Reidl.
Each week, I'll bring you
conversations with the most visionary humans on this earth in hopes that you'll be able to absorb their wisdom, avoid their failures, and feel less alone on the roller coaster ride that is entrepreneurship. This season, I'll be chatting with creative thinkers, masterful marketers, brick and mortar shop owners, brand builders, and people just like you who have a story to share or a vision that inspires. If I can share one quick secret with you before we get into the episode, it's that we all have a little bit of visionary inside of us. You know, that spark that nudges us to pursue our full potential in this lifetime. But perhaps somewhere along the line, it got covered up. I'm here to tell you that it's never too late to explore that inner voice and access the brilliance deep down inside of you.It's in you. It's in, in all of us. Let's dive in. Hey, visionaries. Welcome back to the show. And whenever you are listening to this, whether you are day zero of starting your business or you haven't even started yet, or perhaps you are 600 days in, you're almost two years in, and you're still feeling like things are a little rocky, you still feel like you're in that messy middle, we will call it. I want this episode to serve you. This is going to be all about tips for surviving your first one to two years of running your online business.
So the truth is, the first couple of years, the first three or four years, can feel like a total gong show. And anyone who tells you otherwise, they are probably delusional, or they are part of the 1% who maybe got a lucky streak and they launched something during COVID and it was in high demand. And they are just riding the high of something that was right time, right place, right product, market fit. But for most of us, we have to do a lot of foundational work, both personally and on our businesses in order to find steady footing. And it's so funny because so many of my clients come to me with the goal of having consistent income, and I totally get what they're saying, but that's not always the reality, let alone in the first one to two years, but also just ever. In business, the nature of being an entrepreneur means that you are never going to have consistent as in the exact same income every single month. Right? We kind of have to throw up our arms and realize that we could have months where we have a $300,000 lunch. And then we could have months where, you know, something's going on in the world and we make $300 in our bank account.
So I don't know that consistency is what we are looking for. But I think we want to know that it's a all going to work out in the end. That we are going to surpass our previous corporate salary, that we are going to figure out the most effective ways to market and grow our business. That we are going to feel confident in the future, even if right now we have this massive imposter syndrome. And so first I want to say, yes, you will get there. I mean, every single level in business, you do encounter a new devil. That's just the reality. More money, more problems, more team members, more challenges, larger launches, more hiccups are going to happen.
You don't just grow to a certain point in business and then all your problems disappear. But I think that for so many of you, when you're first starting out, you just have this number goal in mind. It's like, if I could just make $50,000, I would prove to myself that this is worthwhile. I would prove to myself that I can quit my corporate job and go all in. So I wanna reassure you that, yes, that is coming. On what time horizon, nobody can guarantee. But if you stick with this, you're gonna continue to grow up and up and up. And the only way to fail is to quit.So in this episode, I just wanna share a few tips for surviving your first one to two years of running your business. Because it is treacherous, it is hard, it is exhausting, it's scary, it's unknown which so many people are uncomfortable with. It's uncomfortable, right? Like, you're going to be doing things that you don't want to do. But now that you are the leader of your business and not being managed by a manager or by your higher ups, you call the shots, which is horrifying for some people. So let's just pause there and just close our eyes for a sec and visualize. Why did you start this business in the first place? If you want to survive the first one to two years, your vision has to be there. Your desire to keep going, even on the hard days, has to be there. Your keenness to rise above when you have down days to be a taller tree.
There's a chinese proverb that says the tallest tree always catches the most wind. So if you picture yourself in a forest of all your friends and you decide to make this leap and start growing and developing yourself and taking courses and learning all these new online marketing tools. Your tree is going to get taller and taller and taller. And entrepreneurship is like this rocket ship of personal development and professional growth. And so your tree gets taller and what happens to the one tree who sticks out of the forest? It's going to take the brunt of the wind. That's like the harsh comments you get and the things that people say to you very slyly, like, oh yeah, good luck with your little passion project here, but it's all going to be worth it if you stay true to your vision. Remembering why you started I've been in business for almost eight years now. I will totally be honest about the experience and say that I had to work three additional jobs through my first few years.
I was a fitness instructor. I had a network marketing company. I was teaching at the Canadian School of Natural Nutrition. I was making money on workshops. I didn't just quit my corporate job working as a marketing manager for some of Canada's top health food companies and go all in on my business. I hustled. I didn't want to put pressure on myself. And so I knew that in order to grow this thing sustainably, to scale at a rate that would allow me to learn to really not put this intense energy around.
I need clients like that, desperate energy. I decided to make sure that ends were being met, that I could pay my rent, my food, my travel desires, my expenses, and to never lean on debt. And that was a personal choice. Or to never lean on my partner for income. That's a personal choice as well. I know some people have different circumstances. Maybe somebody is fueling their life while they incur a lot of startup costs. I mean, we all start different types of businesses with different costs.
I decided to dip into my own savings, but to also be working three additional jobs for those first few years. So that's just a little bit about me. I mean, you'll come to get me to know me. If you've listened to all 350 episodes of this podcast, if you're friends with me on Instagram, you know that I usually spit the truth. I usually share how it really is behind the scenes, and there's tons of solo episodes you can go back to. But let's get into today's content. So I'm going to be sharing a few tips for surviving your first one to two years of your online business. So tip number one, do not take it personally if people say no to you or to your product, you are not your business, even though you are the service provider even though you're the founder, even though you are the creator, even though you are the face of your business on Instagram, we cannot take business personally.
You have to separate who you are as an individual and the product that you've created. If somebody does not decide to enroll in your group coaching program, if somebody does not say yes, even after they were like, oh, my God, I want to work with you, and da da da. And then they're like, actually, this is not what I need. I decided to go with somebody else. You can't take that personally. It has nothing to do with you and everything to do with the product. Maybe the product wasn't the right fit. Maybe you celebrate the fact that you got a no.
Because most people, they just have all these potential clients in limits, bow. But they never actually ask them, like, hey, do you want to work with me? Do you not? So regardless of the comments, the feedback, the opinions, the criticism, the positive reinforcement, don't take it too personally. So the high highs, great. Celebrate them. But don't ride that high and assume that the rest of your trajectory is going to be easy. The low lows, yes. Allow yourself to sulk. Allow yourself to watch some netflix and chill, but you have to keep going, right? There's going to be so many lows.
The amount of times my husband comes home from work and I'm just like a puddle and I'm like, oh, my God. Like, this happened today, or this broke down, or one time, my entire laptop, all of the files that I had created were gone. This was like, you know, 50,000 words of blog posts, all these email scripts, and they were saved on my desktop, and the laptop died. These are the low lows. You have to get yourself out of those pretty quickly, though, because you got to get up tomorrow and continue to serve your audience. So I choose to have more of this stoic energy. And if I could give you a tip for surviving your first couple of years of business, just be stoic. Yes.
Celebrate your wins. Yes. Cry over the shitty moments, but for the most part, just coast. Have that unbothered energy. Somebody says, nah, I don't like what you're creating. I'm not into it. Be like, cool. I don't even want to work with you as a client.
If somebody's like, oh, my God, you are the best. You've helped me so much. Be like, that's really rad. But you don't let that blow up your ego and then assume that everybody's going to be singing your praises. So number one again, just a very simple tip for surviving the first one to two years of your online business. Try not to take things personally. Try to have more of a stoic attitude and to approach everything you do with an unbothered energy. Because that's going to be more magnetic than somebody who is up, down, around and constantly this walking disaster.
That's not good. Founder energy founders need to be really steady, steady, consistent, and they know that there are going to be highs, lows and everything in between. Okay, tip number two for surviving your first couple of years of running your online business would be to prioritize, if I could say that word, in person connections. Prioritize building a peer group of those who are also at a similar stage of business, and prioritize getting out and about and meeting the other entrepreneurs in your area. Now, notice how I'm saying, in person and real life connections, you can do this virtually. Of course. You can network, you can build new relationships in the online world. But I want to encourage you to start in those first two years with the people in your geographical radius.
It is so much easier to make an impact, to accelerate that customer journey. When you meet somebody in person, when you show up to an event, you talk to them, you get to know them, you feel their energy, you know they're a real person versus online. So many people come to me and they say, okay, like, I really don't want anyone to know what I'm up to. Like, not my family, not my friends, not the people I went to high school with. But I just want to start selling my course globally. And I'm like, you have like an audience of 300 people. How do you expect people around the world to trust you if your friends and family can't even really trust you? Because you're not letting them in on your little business secret. And even just on a more micro note, we know that there are so many more touch points required to make a sale in the online world.
Like, I need to listen to someone's podcast for 5 hours. I need to be on their email list, I need to see that they're on Instagram. I need to really understand their brand from afar. And they're probably reaching thousands, tens of thousands or hundreds of thousands of people. They have a big audience and a small portion will convert globally. But in the early days, you've got to get out. You've got to meet the other business owners around you. And that can be as simple as showing up to somebody's shop who runs a business and introducing yourself.
That can be as simple as going to a local networking group or joining your BIA or the local business meetup in your town. It can be around connecting with the economic development coordinator in your area and just starting to talk to people and letting them know what you're up to. This can also be something that you decide to create. So if you're not finding events that you would feel comfortable going to, but you know you need to prioritize in person connections. You know your next few clients are of likely already in your circle or they're friends of friends or friends of friends of friends. In that case, if you can't find an event to go to or you tell me, Kelse, there's nobody I want to be friends with or nobody that is hosting events. Be the creator of that event. There is no faster way to position yourself as a subject matter expert, as a community connector, as the go to person in your industry, as the person who has the most awesome content, than if you're the one actually creating an event.
This be as simple as grabbing five other entrepreneurs and going out for coffee and just facilitating a group conversation. Or you could do what my colleague Emily Elliott and I do every couple of months. We host an in person gathering at a cute little market in Puss Lynch Lake and we bring 15 female entrepreneurs up just 2 hours. We keep it so simple and the whole goal is just connection. But the side effect of that is deepening relationships with people who are all within your area, people who are going to refer you, clients, people who truly start to form connections. Like after these meetups, we hear that people are going out for walks together, they're grabbing coffee together, they are launching group programs together. They are meeting for a summer picnic in High park. This is the type of marketing strategy that is less discussed, but most beneficial.
So tip number two for surviving your first couple of years of online business would be to prioritize in person connections, network and build a circle of peers who, who get you and who you can support all the way to the top. Okay, let's get on to tip number three for surviving your first couple of years. And that is to treat the first couple of years, yes, the first 24 months as an experiment. I know you're like, what? I'm experimenting for 24 months? Yes, that is the reality. We need to put on our scientist hat and realize that there is no guarantee. I don't know who on the Internet, who on TikTok is telling you you can wake up tomorrow, run your business from a laptop or phone, make millions of dollars, and that it's easy. That doesn't happen. Even if you follow somebody else's step by step by step by step blueprint, you're going to do exactly what they did.
It's probably not going to work the same for you, and then you're going to blame it on yourself. You're going to wonder why. You're going to wonder how come it worked for them and it's not working for me. And that's because you're not looking at data. You could implement Oprah's success blueprint and it wouldn't work the same for you. And that's because you need to realize your business and your life is nuanced. You have more kids than they do. You have less free time.
You're not good at talking on a podcast or a webinar, yet your business coach forced you to do a podcast and a webinar and said it would work. You guys, don't we see how crazy this is, how absolutely insane it is to not even look at where you're feeling excited, where your skill sets lie, and what's actually happening with the numbers. Like, if you are pushing this webinar, even though you don't want to do it, and you're experimenting, which is good, that's the point of this tip. But you're not actually looking at the fact that you've had zero sign up, zero conversions, and zero people showing up. That means it was a failed experiment, which is totally okay, but that means we need to change it up. We need to test something new. We need to experiment some more. So what I want you to do is really treat those first couple of years as okay.I'm going to try a bunch of things in my marketing funnel. So if you've worked with me before, you probably have a funnel where we're doing a few things at the top. Maybe it's in your case, podcast, email, Instagram, and you do a little bit of pr or public relations, and then you bring everyone onto your email list, and then you convert them by making them an offer twice a year. Okay? So if we are tracking all the metrics associated with your email list growth, your open rates, your Instagram growth, your impressions and view rate on Instagram, we should see that things are growing, or at least going in the right direction. We're getting the data we want. If the data says this isn't working, you've had zero conversions in 24 months. Your Instagram has shrunk over 24 months. You have more unsubscribes than subscribes we know that these experiments are failing, and that doesn't mean we need to burn it all down.
That just means we need to modify the funnel. That's the coolest thing about marketing, is that we can continue to follow with experiment after experiment until something works, until something is so obviously working that we're like, oh, my God, let's double down on that. Let's do more of that. For so many of my clients, they come to me with something that's going well, but they don't have any data to really showcase. They're like, yeah, I think I'm getting most of my clients from Google, but I'm not 100% sure. And we start to look at the data. We say, okay, you've been experimenting with your blogging strategy for two years. Let's go back in your squarespace website and let's actually capture the data.
And we see, oh, my gosh. Your blog has been growing 3% month over month, and that's with minimal effort. That's really cool. Okay, let's check. Are these blogs converting? Are they leaning to leading to applications? What if we increased your blogging schedule and we started blogging with more effective keywords, answering long tail search keywords, and we started producing two or three blogs a month and optimizing them for conversion to your program application? All of a sudden, we have more data that we can measure, and then over the next three to six months, we see, holy crap, this actually worked. We brought more people to the site with more content. So we know the more content we post, the more visits we get. The more visits we get, the more click throughs we get, the more click throughs we get, the more paid $5,000 clients we get.
You have to treat everything like an experiment. If something doesn't work, it's all good. It was just an experiment. You move on to the next thing. So metrics are so important, and if you are not tracking them, consider hiring a one on one marketing coach. Let's move on to tip number four for surviving your first one to two years of your online business. And that is to understand that there will be fast lane sales and fast lane clients, and there will be slow lane clients. So literally, just picture a two lane high highway.
When you want to pass someone, you move to the left and you go super, super fast. It's like you have a destination. You're driving from small town Ontario, where I live, all the way into Toronto, to go to a meeting. Sometimes you just have pep in your step and you're just like, I want to get to my destination. I'm ready to hand my credit card over to whoever and whatever is going to make this journey faster. That's great. That's the fast lane. But then there's, like, old Gretchen who is in the slow lane.
She's driving, she's just cruising. She's looking at the sights and sounds, and she doesn't want to make any quick decisions. She doesn't want to step on it. She's not motivated to make a big decision in this moment. She's literally just cruising. She's got, like, Cheryl crow playing on her radio, windows down, enjoying the journey, not in any rush to hand you her credit. Cardinal. So this is the difference between fast lane clients and slowly and clients.
What this means for you is that there will be people who you talk to for one year, two years, three years, four years, and then only then do they buy. That's who I would consider a slow lane client. And there will be people who find you by searching something into Google. They land on your website, and the next day they have paid you in full your rate to work with you. Everybody is different. And I get it. We want fast lane clients. We want to think that everyone who finds us or hears about us at the top of our funnel is just going to, like, drop down and plop into a conversion.
I hate to be the bearer of bad news, but that is not always our reality. As people who are selling services and people who have online businesses, it is actually more rare to have somebody in the fast lane. The most people who you will end up working with will follow you on Instagram, hear about you from a friend. Then they might listen to a podcast. Then they might come to a small event or workshop that you have, and then a year later, they get an email from you and they're like, oh, hey, Kelsey, I've been meaning to reach out, and you're like, what? I literally forgot you existed. I had no idea that you were in a point in your life now that you wanted to make a decision like this. So I'm sharing this because now that I've been in business seven years, I can literally see the patterns. Like, there are probably about 60% of people who have been following me for years, and some of them have only just recently joined a program or said yes to our mastermind or hired me as a one on one coach.
And that is just normal. Like, all the seeds that I planted in year one, year two year three year four year five year six, a lot of them are just starting to sprout, or I'm harvesting them now, which is so crazy, but so cool. Just goes to show that all this work you're doing now is not gonna go unseen. There will be so many future results coming your way, and it can be hard to. What's the expression? See the forest through the trees? And I think what that expression is saying is, like, when you're just in it, right, you are running around, there's so much to do. You look left trees, look right trees, and you're just like, which tree is a client? But you don't actually have this perspective of, hey, this is all working holistically. This whole forest is meant to be here. Everybody serves a spot on my journey.
Everybody has roots that are going to hold me grounded through the next 1020 or 30 years of business. And I don't know if this is the right analogy, but I see too many people who expect fast lane clients, and that is not the business that we're in. If you are in this for the long haul, if you want to build a sustainable business on a longer time horizon, you have to stay the course and know that some of the seeds you're planting will not be harvested for two, three, or four years or longer or shorter. And so this also is a change in perspective when you talk to someone who's like, oh, I don't need your services right now. Stay in touch with them. You just never know people's life circumstances. They get let go from a job tomorrow, and all of a sudden they do need a life coach. Or they wake up tomorrow and their husband proposes to them, and they're like, oh, my God, maybe I do want to build muscle before my wedding.
So they hire a health coach. You never know. And so don't discount people who don't make an immediate purchasing decision or who don't give you a hell. Yes, from the moment you meet them, because those clients might be in the slow lane, but that doesn't mean they're never going to spend a lot of money with you. I've seen it time and time again, and like I said, I've had people who I met back in 2018, 2017 who just hired me. All right, let's get into our final tip. Tip number five for surviving the first couple of years of your business is this one's underwhelming, but it's kind of my favorite to have fun. Have fun.
Oh, my gosh. Play. Enjoy the journey, or you will burn out. If you can't enjoy, at least, I don't know, 50% of what you're doing, especially as it relates to marketing. You're missing the point. You are trying to get to a destination that's not guaranteed without even looking at where you're at today and saying, what can I do? That is not only going to be a value for my community and my clients, but that's also going to bring me joy. Because we are not guaranteed that this business will be successful. We are not guaranteed that we will even wake up tomorrow.
And you guys know I'm a firm believer in living in the present and maximizing each day. So just ask yourself, like, what's it all for if I can't have fun? What's it all for if I'm burnt out? Yes, it's for money. I know you need money. But I do believe that the abundance will come rolling in when you really figure out a marketing plan, a visibility plan, a growth plan that feels good in your soul, that aligns with who you are and the bandwidth that you have. And I'm not saying to just like kick back and lay in the river and be like, clients will just, just float on over. To me. It's not generally how it works, but again, when you are showing up, try to have fun. Surround yourself with colleagues, go to the market and organize a co working date.
Don't take yourself too seriously on Instagram. Don't re record things 5 billion times. Don't just pump out content on AI because that's what you're hearing on the Internet, especially if it doesn't feel fun. Don't make a complicated funnel if that doesn't feel good in your soul. Don't choose brand colors that seem professional if they are not at all who you are at the end of your life. Are you going to wish you had less fun building your business? Are you going to wish you grinded more to grow at 100 x speed? Are you going to wish you, I don't know, stayed up till 03:00 a.m. every night just spinning your wheels, wondering what to do? Or are you gonna wish that you built something meaningful and had fun and enjoyed the journey and made an impact and were rewarded in spades for what you showed up to do and what you contributed to this world? So obviously we all have a financial set point. We have bills we need to pay.
Like I mentioned earlier, like, I am no stranger to hustling, but the reason why I felt also compelled to work three jobs as I started my business is because I didn't want there to be this desperate energy I wanted to have fun when I sat down for an hour and worked each day. And so I do believe it's important to keep your work enjoyable, especially if you're in those first one to two years where, yes, you are doing a lot of extra work to get the business set up. But try to, you know, look for opportunities that are going to put you in fun environments, whatever that means. Okay. All right. So that's it. I mean, I hope some of these tips resonated. I'm always happy to share more of my personal journey in how I started my business and was able to take it to where it is today, which is beyond my wildest dreams.
But it took years, years and years and years. It took me in the early days, showing up and working my ass off. I rented a co working space. I was at every single networking event. I bought all these courses and took them. I literally would say no to midday coffee dates with friends because I knew that I would have more fun building my business and that I had such a vision and I needed to use my time wisely. And I also have always had hobbies outside of work. So even if I'm not winning at work, I can win at life.
I can have a really fun bike ride with my friends on a Thursday night. I can meet my neighbors at a brewery on Sunday. I can have some sort of, like, goal to learn how to bake sourdough focaccia. I can take a day or a couple of days to do something that's really soul fueling, knowing that even if things are stirring in the business or I'm ruminating on something or I have a crazy client or whatever, like, you have to be winning outside of work, too, especially in those first one to two years. All right, guys, so those are the five tips for getting through your first couple of years. So, number one, don't take it personally. You are not your business. Number two, prioritize in person connection and building your local community.
Number three, treat the first year or even two years like an experiment and just take the data that these experiments give you. Number four, understand that there are fast lean and slow lean clients. And number five, have fun or you will burn out. These are so important. Of course, there's many more lessons that I would share. I'll kind of cap it here for today. And I would love for you guys to reach out on Instagram. I'm Elsie Rydell, and let me know which one of these tips resonates the most.
I'm so grateful that you always tune in and I know the episodes have been irregular since I've been on maternity leave or a modified maternity experience as I'll call it. But I'm just so grateful for all of you for tuning in and for being here each week. I love you all to death. I think my podcast is my favorite thing that I get to do in a week and I cannot wait to share a couple upcoming interviews that I've recorded for you. One is on branding, another one is on. Now I'm blanking on building a wellness clinic and I think I have a couple more in the archives too. Regardless, love you all. Have the best day and until next time, have a visionary day.
Hey visionary, I want to interrupt this episode to share a little bit more about one on one coaching. I work with clients who want to stay on top of the latest marketing trends, who want to bring more ease into their marketing funnel or just build a marketing funnel in the first place because maybe you don't have one yet and ultimately take the effort and overwhelm out of your marketing plan. I know your energy is limited and you just want someone to tell you what to do. Should you be on threads? Should you be creating on TikTok? How do you grow an email list? What does SEO mean? Anyways, this is why I offer private one on one business and marketing coaching for business owners like you who need help with their marketing strategy. You can head to kelseyridel.com privatecoaching to learn exactly what it's going to look like if we decide to work together. And I'm excited because I can give you the precise strategies that will take your business to the next level this year. So if you want to learn more kelseyridel.com privatecoaching of course, it is a bit more of an investment than any of my other courses or offerings, but my private clients are seeing crazy results. Christina landed a six figure consulting contract.
Emily signed six clients in one day. Barb had a Black Friday sale that generated a lot of money, and these are all based on the strategies that we've implemented. So Kelsey Rydell.com privatecoaching you can learn all about it. You can see all of the amazing visionary businesses that I've worked with and supported over the last decade and I can't wait to see your application come through. kelseyreidl.com/privatecoaching now back to the episode. Thanks for tuning in to this episode of Visionary Life. I love bringing you these conversations on a weekly basis, so it would mean so much to me if you could help me out by rating and reviewing the show on either itunes or Spotify. It just takes a second, and if you don't want to rate the show, you could also just take a screenshot of the episode and share it on your social media platform of choice.
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