With most career paths or businesses, you can search online to find out what could be expected in terms of income. But running an online business is pretty new and unknown territory.

I hope to show you with these income reports just what is possible when you build an online business! It’s my hope that if you dream of running an online business too, these reports encourage you to work towards making that dream into your reality!

Personal News

Education leave:

My intention was to take off from my business while I took 2 weeks of intensive language school classes so I could focus on one thing at a time. Turns out, my calendar wasn’t having it. We intended to host a flash sale for my Square Secrets Business course, and in order to do so I had a lot of work on my plate.

If we pushed the flash sale, it would have had to happen sometime in early-mid 2020 and I was determined to get it done this year.

What resulted was me going to language classes for 4.5 hours a day and then working all throughout the afternoons, evenings and on some weekends. So much for an educational leave.

Granted, having been so out of the loop with working over the summer because of vacations here and there and a lot of travel, it was actually really nice to get back to working and being all-in with business.

I accomplished a pretty significant amount of work in September to prepare for the flash sale, so here’s to hoping it does well! (You’ll have to check in on next month’s report to find out!)

Regardless of not dedicating to language school as fully as I wanted to, I made pretty significant progress in those 2 weeks, so it was definitely time well spent. I’m getting prettyyy close to being fluent in German these days.

Wedding Planning:

I booked a photographer, launched a wedding website, and started collecting addresses for invites!


This was a rather festival-heavy month, haha. I quickly hit Oktoberfest in Munich for 1 night and then also took a short trip to Canada to see fam and friends, and go back to the event of the year in my old university town, the Niagara Grape & Wine festival. 5 years after graduating, I still have a huge group of friends who I knew there and it was so so so heartwarming to be reunited with friends who made my undergrad days so much freaking fun!

Business news

As you’re about to see, a lot happened this month. As such, content went out as usual, but I definitely don’t have as much content built up and scheduled as normal. I totally recorded 2 podcast episodes just a couple days before they launched and didn’t have any time to focus on booking new guests. Thankfully, I know October will be a lot better for this!

Square Secrets course launch:

We launched Square Secrets again! There’s not sooo much exciting news on the launch front, we run them pretty seamlessly and the same every time. For my assistant this was her first launch and she did a pretty flawless job managing every aspect (except for the live content which I did!) We got an ever so slightly lower conversion rate than in the past, though I have a few ideas why that may be and have made plans to fix those issues in the future.

Office refurnishing:

My major project for September? Get our office under control. The best way to describe our home office is ‘an explosion of stuff’. It turns into the storage space for everything which doesn’t quite fit in our living room, kitchen or bedroom. And there was basically no storage furniture, other than 1 overly packed bookshelf. Books and binders were overflowing onto piles on the floor.

So I went to town with fully redoing the office. I grabbed 2 bookshelves, a carpet, a desk chair, a desk, a ceiling lamp, and a few organizational bins. We also got a new giant cupboard in the living room, which helped get a lot of stuff out of the office that shouldn’t have been there, (gym bags, tennis racquets, gift wrapping paper, etc.)

We had boxes piling up in our hallway and we were living in a bit of a mess for a week, but ultimately got all the new furniture put together, in place and reorganized all of our stuff into their new furniture homes.

In the process, I spent a lot on all the new stuff and felt a little like an out of control spender, so I decided to take up Nancy Ray’s contentment challenge. No shopping for 3 months for me now! I’m genuinely really stoked to hold off from buying for a few months.

Square Secrets Business flash sale:

I ask each class of students for their feedback and a little wish list of additions to my courses. After picking the most consistent ideas, I then went to town creating 6 amazinggg new content additions to my Square Secrets Business course.

I created:

  • Building a brand that attracts premium clients guide

  • Ultimate photoshoot prep guide

  • Hiring & outsourcing mini course

  • Web designer passive income guide: How to build Squarespace templates

  • The “What do I pay myself?” Calculator

  • Customizable client post-launch package

I then planned for a course price increase, but wanted to host the flash sale in an effort to give anyone who was sitting on the fence about the course a chance to get in, with all the new content, but at the old price.

After creating the content I was busy writing sales emails, planning and coordinating with my assistant and my FB ads team, and revamping the sales page. I also got to send an email to some (very pleased) past students who were stoked by the new free content!

I was finding any moment I could to squeeze work in on this project, so you bet I was writing sales emails while waiting at the gate of a flight at 4 AM.

Mastermind invite:

This month I got off what I’ll describe as one of the most exciting phone calls of my life! I got invited to the mastermind of masterminds for female online business owners. I kinda feel like I snuck into entrepreneurial Harvard tbh.

The women in the group truly run exceptional businesses, many of which you’ve probably heard of. I’m stoked to be able to brainstorm with some of the biggest names in online business, meet up with them around the world and give back in the process.

FB ads:

This month I decided to stop with our Facebook ads campaigns. Straight up, Facebook ads and the management is expensive, and I have other investments I’d like to focus on (that mastermind!).

Thankfully, through content marketing, I’ve been able to do multiple 6 figures in sales before ever using ads, so I have no worries about the business doing well without them. While the ads are indeed working and I couldn’t be happier with my management team, I know there’s a much more budget-friendly marketing options.

Students and industry peers beg us on the regular to be affiliates for our courses and so our next marketing effort will be to launch an affiliate program. We also could do a much better job with strategic SEO content, which will cost us next to nothing to do. My assistant is also playing with Pinterest promoted pins at the moment.

Bookkeeping problems:

I did the bookkeeping for the business myself for years, but seeing that this business will do about a half a million this year and I have 0 bookkeeping experience, it was high time to pass it off to a professional. I hired on a bookkeeper at the beginning of the year, but we’re admittedly having issues consistently every month with something being off or late with our books. I took a trip to visit my bookkeeper in an effort to fix the problems and am hoping we’ll be good to go now in the future.

Currently reading

This is awful, but actually nothing. September was a bit of a gongshow of a month and I didn’t read anything. Very unusual for me and not a trend I want to continue.

Traffic numbers

Income report:



There you go! That pretty much sums up the month!

If you want to see the behind-the-scenes of the business in real-time, def come hang out on Insta, as that’s where I show you what I’m up to and working on every day.



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September 2019 Online Business Income Report: $55,428.02