Hello, dear income report reader!
If you’ve been following my income reports since day 1, you’ll know that this report here is the TWELFTH report I’ve published on my business’ revenue, expenses – and most importantly – profits.
To be honest, there were times in the year when I wasn’t entirely sure I’d be able to keep this up! 🤣
But my commitment to showing up and sharing the goings-on of my business with you is what kept me going.
I’ve always had a long-standing belief that since I’m in the business of helping people get started with their own businesses, I have a responsibility to be transparent about what life is REALLY like on this side.
Sure, there ARE glamorous perks.
But there’s real sh*t happening too. I hope you’ve seen that over the last 12 months.
With that said, stay tuned until the end of this post… where I have a special announcement to share with you. 🙂
Now, what happened in my business in December of 2018?
If I could sum up December, it would be this: pleasant surprise.
You see, back in November, I ran a big promotional blitz to encourage my community to join me in my courses and at my Bali retreat.
I also spent a good chunk of revenue on ads ($7,000+). Mostly retargeting ads, but there were some lead gen ads in there too.
At the end of the month, I landed with a 31% profit margin.
In December, I knew I’d be turning off the bulk of my ads while I updated my course and evergreen funnel.
So I did.
But then a wild thing happened…
Sales were still coming in!
My mouth was like this: 😱😱😱
Last time I had ads off, about a year ago, NO sales were coming in.
I was pleasantly surprised… but then I was scratching my head thinking, how is this happening?
I figured the only major thing different between now and then is my organic traffic to my website.
In the last year, my monthly website views went from 4,000 to 60,000.
So… that was very cool to experience in a month where I figured sales would be down.
Other than that, December was pretty chill, business-wise.
I was feeling somewhat tired from the hustle of the year and it was a challenge to keep the energy up – even with it being a shorter month. From about December 20th onwards, I moved into holiday mode. 😎
Some cool things that DID happen in December:
- I hosted a workshop at 1AM my time to connect live with the participants who’ll be joining me for the Bali retreat
- I went live for 2 hours inside my InstaGrowth Boss VIP group, reviewing 10 Instagram accounts
- I went live again in the same group for 2 hours, showing an over-the-shoulder look at how I’m building out the Instagram account strategy for a new client
- I welcomed said client to my agency Canupy… welcome Jammy Time!
- (If you’re a mom with a baby, go ahead and follow @JammyTimeTips)
- I reconnected with a ton of online business friends, like Josh & Jill Stanton of Screw The Nine To Five, Sara Christensen of Kickass Masterminds, Stephanie Clairmont, Becky Keen and a few new friends too
And the rest of the month was spent tying things up from the year, ensuring all major components of the business were set to run or pause over the holidays, as well as updating my course InstaGrowth Boss.
Then from December 20th onwards, I was pretty much in vacay mode. And it was lovely. 😎
Here’s how the month went down, numbers-wise.
December 2018 Revenue
- Services (marketing services for e-commerce brands and one-on-one coaching): $7,508.66
- Product sales (courses + Bali retreat): $23,146.01
- Affiliate revenue: $325.01
TOTAL REVENUE BEFORE TAX: $30,979.68
December 2018 Expenses
- Advertising and promotion: $3,719.35
- Only about half of this was FB ads – I know!
- Bank fees: $318.91
- ClickFunnels*: $403.90
- ConvertKit*: $238.50
- Teachable*: $0 (annual fee paid already)
- Dropbox*: $13.38
- Acuity*: $33.51
- Deadline Funnel: $89.76
- Canva: $17.36
- Buffer: $13.85
- Google Apps: $10.00
- Grum: $16.31
- Mailtrack: $41.82
- Amazon web services: $20.52
- iTunes: $38.82
- ManyChat: $23.60
- Zoom: $20.80
- Funnelish: $41.82
- Contractors: $5,560.90
- Accounting services: $325.00
- Meals and entertainment: $218.71
- Phone and Internet: $146.27
- Training, education and events: $4,013.06
- Flights, accommodations and Uber: $250.37
- Retreat: $2,791.35
TOTAL EXPENSES: $18,367.87
Net profit: $12,611.81
Salary to Elise: $3,500
* = affiliate link
Wow – talk about ending the year on a high note!
Now I know this is the perfect time to lament over the fact that I didn’t end the year with $100K months or that my profit margins are still not sittin’ pretty at 50% (I’m talking to you, Elise’s brain), but NO.
I’m putting my foot down here.
Instead of focusing on the negative, I’m choosing to see things for what they are:
- a 41% profit margin
- a month where I took 10 days off
- a month where I spent very little on ads (comparatively)
- a month where I was able to invest in my education that has some serious return potential
So in this income report, I’m just celebrating. 😎
For all the “lessons learned over December,” I recommend reading my 2018 review (and what’s changing for 2019).
Speaking of changes, I’ve got some news to share with you that I’ve thought quite a bit about.
Let’s talk about these income reports.
While I’ve absolutely loved the accountability of sharing these intimate updates with you, I’ve decided that I’ll no longer be publishing them on a monthly basis as I’ve done throughout 2018.
The main reason? TIME. 😁
These income reports take several hours to write and sometimes, I’m the bottleneck of other projects or blog posts because I’m still writing the income report. (I hate being this for my team… and am determined to change this in 2019.)
In an effort to do “fewer things, better” (the background of this is in my 2018 review), publishing monthly income reports is one of the activities that’s getting trimmed back.
HOWEVER, this doesn’t mean I’ll stop being transparent with you on what’s going on in my biz.
In fact, I’ll still be sharing revenue, profit and project updates – they’ll just be a little more sporadic in nature.
Where and when they get published? I’m gonna keep it interesting. 😬
You might see updates in my Instagram posts.
You might see quarterly reviews published on my blog.
You might get the latest via an email from me to you.
Either way, I want to thank you.
THANK YOU for all your DMs, replies, comments and likes.
I know it’s *much* easier to be passive as a reader, not taking the time to thank the content creator (guilty of this myself), but your feedback actually makes a HUGE difference.
It can be the reason between giving up and slugging through until that glorious “publish” button is hit.
It can also determine the type of free content that’s made by the creator in the future.
So if you’re feeling generous, please take a minute to share your own business goals with me over on Instagram (send me a DM!).
Or, if you’d prefer, feel free to share in a comment below: what’s one takeaway you’ve gotten from reading my income reports? I’d absolutely love to know.
Ready to Grow Your Business Using Instagram?
If you want even more practical tips so you can use Instagram as a revenue stream in your business, I have a 🎁 FREE 🎁 Instagram Masterclass that you’ll love.
In the FREE Instagram Masterclass, you’ll learn:
- My Instagram posting system that *actually* works (even if you’ve tried a bunch of other strategies)
- Double your leads, clients and sales organically — no ads or press required
- Tips for running an amazing, engaged Instagram account when you don’t have a personal photographer or tons of free time
Get started with the FREE Masterclass now ⬇️