2022 Year in Review
Ep. 236
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Follow Along:

This week’s podcast is my year in review. 

If you want to know how much money I made and how I made it last year…

If you want to know the good, bad and the ugly (like how I had 2 of my worst launches EVER!)…

If you want to know about some of the other things I was battling outside of work…

Check out the episode today. 

Show Transcript
Hey, welcome to Lessons from a Quitter, where we believe that it is never too late to start over. No matter how much time or energy you've spent getting to where you are. If ultimately you are unfulfilled, then it is time to get out. Join me each week for both inspiration and actionable tips so that we can get you on the road to your dreams. Hello Quitters. Welcome to another episode. I'm so excited to have you here. Welcome to my first sole episode of 2023. I'm gonna kick it off with a bank a year in review. I like to do these episodes every year, sometimes at the end of December, sometimes in January to talk about the realness behind the business. I like to give you as as much information about my business and how I'm growing it and this experience and this podcast because I want you to see what it's really like and I want you to know that it's possible.
And I want you to know that it's not rainbows and butterflies all the time. It's a lot of 50 50 and I think it's easy to say that. But when we look at someone else, we tend to see the highlight reels. You tend to see what's going well. You tend to see the way you wanna see it. And I like to take time at the end of the year or beginning of new year to just talk about what went well, what didn't go well, what I planned to do differently. And to give you a little bit more context of maybe what happened with podcast, the communities that I've built over the last year. Okay? So I don't know how to structure this to be honest. I was like doing an outline and I was thinking like, do I go quarterly and just kind of go, you know, sequentially and tell you what happened as I went along in the year?
Do I just give you highlights and lowlights? It's gonna be a mix of both because I wanna talk about a couple of things that happened and what I learned from them. So I don't know, we're just gonna wing it and see what happens. But I will give you some facts out the gate. So I'm not gonna like try to hold the juicy information till the end, not that I ever really do. And then we can work backwards. So I guess some of the general facts. So when I've done these urine reviews and I really wanna be transparent about how I build this businesses because I don't know, I wanna show you that it doesn't have to happen in one year, that it can happen slowly. It also happen quickly. Some years are gonna be much bigger revenue growth years, other years aren't. Uh, so if you're new and you haven't listened to past years, I'll give you a really quick recap.
I started the podcast in 2018. I didn't launch any type of product. I didn't try to monetize, I didn't sell anything. I didn't have a business until 2019 where I sold my first coaching program before I was certified, before I had anyone's permission stamp up approval that so many people wait for. But I didn't launch that until the end of 2019. So I had done the podcast for a whole year, I mean nothing in that year. At the end of 2019, I launched a program and I made $10,000 in 2019 from this podcast, um, from this business. And that that blew my mind. That was like, what is happening? People are paying me to help them. And so even though it wasn't that much in revenue, it really did unlock something for me and really showed me what was possible. So I made around 10,000 in 2019.
I made 93,000 in 2020. So I went to almost a hundred thousand that first year, full year in business. I got certified in that year. A lot of things happened. You can listen to that recap. 2021, I did 190,000 in that range. I can't remember, it might have been like 192 or something. So I almost doubled. I mean I did double my income but I almost got to 200,000, which was incredible. And again, lots of good and bad, but just as a general understanding. So then now we're at 2022. So 2022 I made 215,000. So it isn't, you know, we're not doubling here every year, but I will say that crossing 200 k while completely changing my program was a huge year for me. My focus this year wasn't on just growing my revenue. Well it the beginning and then I sort of did a detour mid-year and we'll talk about that.
But I decided to put a pause on burn down, I don't know however you wanna look at it. I stopped doing my six month coaching program, which was called Pav Your Path. I had launched that twice in the first half of the year. And then I had made the decision to stop that and start a membership, which was a lower ticket priced item and a different container, different way that I deliver kind of the same coaching, the same concepts. And so I made that switch in September. So I'm really only building out that part of it kind of the last three months of 2022. So I'm extremely happy with the fact that I made over $200,000 changing my whole program, doing things in a more aligned way the way I wanted to run it. Not sort of what you're quote unquote supposed to do because of like it makes more business advice.
I love the credit club, I love that container. I am so excited to grow it. So I just say that to say that my focus wasn't on having a huge revenue year. It wasn't on trying to get to a certain revenue number. Like if you've listened, you know that my impossible goal is to have a million dollar coaching business and I still have that goal and I'm still working towards that. But I wanted to create a program that would scale me to that and I believe that the Quitter Club is the way that I want to do that. And so that was sort of what I was working on. I did four launches this year of my program. I did two of Paver Path and then recently I, I just in the last quarter kind of did two, I guess maybe it's been more than a quarter in the last four months.
I did two launches of the Quitter Club. I got to coach over a hundred people in 2023, which was amazing. So that's like the bare bones of it of what happened with my coaching business. Now if we break it down even further into kind of highlights and low lights and what's sort of happened or maybe if I start back, like I said the first half of the year, it's fascinating cuz my first half was very different from my second half. So the first half of the year I was in two different programs. I was finishing my master coach training, which was the hardest thing I've ever done possibly including law school. It was one of the most intense experiences that I've ever had. I had very huge transformations but I paid for those transformations. I uh, had to do the work and it was very emotional and very intense.
So I was going through that the first half. I was also in a business mastermind that first six months of the year. And so I was doing a lot of coaching. I went to two different events, one in Kentucky and one I went to my the Life Coach School's yearly mastermind event in Austin. Those were amazing. That was both in the first half. But what was funny was I was getting a little burned out, uh, being in programs and learning and I really just wanted some space to hear my own voice and like figure out what I wanted to do. And this was where I was kind of being, becoming a little restless about where I wanted to take my coaching and the type of container I wanted to have. And I think sometimes there's a lot of different voices in our head and it is necessary to maybe take some time to slow down and get a little quiet and figure out what you want.
And so I had sort of made myself that commitment that when those two programs stopped, I would take the next six months and not do anything else and really go inward and figure out what I wanted to do, which is exactly what I did in that first quarter. Well I guess in the first half we'll just go first half and second half of the year. It's fascinating. I look back and I look at the two halves and the same thing happened with both programs. I had one of my worst launches that I've ever had. So I got like the least amount of people in and I had the best launch I've ever had. So I did that with Paper Path and then I did that again with Credit Club. And it's fascinating for me to see when you're in it, it's, I would use a different word than fascinating.
It can really, you know, feel very painful when you're going through it. But I think one of the biggest tools that mindset work has given me and thought work has given me is the ability to be able to look at things as experiments instead of like attaching a story about making it mean like I'm not good enough or I don't know what I'm doing or this is too hard. Which is what I think a lot of entrepreneurs do. It's what I think causes a lot of maybe burnout or people wanting to give up completely. Not to say that I, I definitely have those moments, um, all the time. I just, I'm better at getting myself out of them and it was fascinating to go through those, I shouldn't say failed launches because they were still really good launches and it's also comparative, right? I know there's a lot of people that would love to have had those results but I think comparative to what I had done in my best launches and where I wanted to be, you sort of become, you would get this like entitlement a little bit.
I think when you do launch things well, like in my best launch I made $80,000 in a week. And so you sort of come to expect that all launches should be like that and I think it's a good reminder that it's not gonna be like that and you're not entitled to that and people may need to learn, hear things in different ways and there's always things going on, some things outside of your control, some things within your control. And so I spent a lot of time this year really evaluating my launches cuz I, like I said, I had some really good ones, I had some really bad ones. What was fascinating for me is to see that I can still hit my revenue goals. Like I really wanted to get to 200 K this year and it was interesting to see that you don't have to have like knock it out of the park every time launches.
In order to do that you can not hit your number like hit your goals and still do really well. So I think in hindsight for me looking back it's a good reminder cuz when I'm in it I think like, you know, the sky is falling and the world is ending and I'm never gonna make any more money again. And I like to remind myself and look back at years like this and see, oh I can still make multiple six figures and do really well even if there's times where it doesn't go the way that I want. So the first half of the year was spent launching Paver Path. I had done about I think a hundred, I wanna say like 110, maybe 115, something like that. In that first half. I also was having a lot of health problems in that first half. I ultimately figured out that it was a gallbladder issue.
I was having a gallbladder attacks. I didn't know at the time, but I was very sick for a lot of it. I've just generally felt nauseous. I would get, get sick a lot, I would have these gallbladder attacks which are not fun at all and extremely painful. I ended up in the hospital at one point and I had my gallbladder removed in April. So I wasn't working as much. I was working about four hours a day, which was part of my master code training project. I completely revamped the videos in my program. I launched twice and I was sick, a lot of it and I wasn't working as much and I wasn't as engaged as much in some of it because I wasn't feeling well and I was allowing myself to kind of go through that. In June, I took a month with my family and we went to Wyoming, we rented an Airbnb.
It was glorious. I took almost two weeks off, which was fantastic. I still did my launch from there and I had, like I said, my best launch there and um, I was working the least amount that I had worked in that year, which was just a good reminder to me that like putting in more time does not equal money. A lot of this stuff is really like the prep work. So obviously I put in time beforehand, but it was just good for me to see that I can still take time off and be able to make the income that I wanna make. In July, I was gonna turn 40. I did my throw your own party masterclass. It was like a $25 masterclass. And the reason I'm even bringing this up, cause I did a couple of things like this, but what was fascinating with that for me is that it was definitely my worst launch ever.
Not that I really launched it, I just like decided I wanted to sell this class about learning how to kind of put your own needs first. And it doesn't really have to do with what I normally teach on in the sense that like it's not directly about your job and quitting your career. I just wanted to do it because I wanted to talk about this topic and I'm so glad I did. So when I say it was like it was my worst launch in the sense that like, I don't know, I I, I think I got like, I can't even remember like 30 people, maybe 40 people, like $25. It wasn't that much money and I think I ultimately ended up like paying a designer to make the pdf. So I spent like most of the money on a designer, uh, creating the PDF for that class.
But I say this because again, it was such a good learning experience because it was one of the funnest classes I've ever created. It was one of the funnest launches I've had for me. Like I enjoyed talking about it so much and it really helped me develop a couple concepts that like made things click for me. So as I'm teaching things, as I'm creating programs and classes to help you all, oftentimes I'm constantly asking myself like, how do I teach this better? How do I say this better? How do I get them to understand this concept? What's not clicking? What are people struggling with? And when I did this class, it forced me to really think a lot about the root cause of why so many of us put ourselves last and where it comes from. And so many thoughts that I coach on, um, tie directly back to these, the root cause that I was exploring in this class.
And so when I say this is like, it made a lot of things click for me in the sense of like, oh, this is how I can explain this. This is how I can show this, this is why people think this, this is why people are, they think it's their own thought, but it, you know, is because of capitalism or it's because of the patriarchy or it's because of white supremacy. And so while on the surface that class wasn't like a big money maker for me, I think it really did shift a lot for me. It shifted the way that I look at myself. It shifted the way that I started thinking of myself as like a thought leader. I started really looking at my own ideas and realizing that I teach things in a different way. I teach things, things in a way that people really understand.
I think it helped me build my self-confidence and my self-concept. And so it was one of my highlights honestly, doing that class. I'm so glad I did it. I'm so glad. It was something that I started talking about more. I started seeing how much it shows up for women, especially in the workplace, especially mothers. And so it's something that I tie into a lot in my work now and it's something that I, I'm going to continue doing. And I think it really came from just having this like whimsical idea of like I should, you know, I don't know, throw a class called Throw Your Own Party. And it was born from the idea that I was throwing my own 40th birthday. I, and by that I mean I was planning it like I was deciding what I wanted and I was putting on an event at my house and when I went to go rent the like tables and chairs and some rentals for my party, the woman at the rental place asked me like who the party was for.
And when I told her it was my 40th birthday, she gave me this like little sad head, you know, tilt and she's like, oh there was nobody else that could throw this party for you. And I di didn't blame her. I think that this is just something society kind of instills in us. And I remember being really taken aback by it and it started this idea and I started this rant on social media being like, throw your own party. Stop waiting for people to throw out for you. Why do we have this ridiculous idea that we should all wait around and expect that our loved ones just know what we want and then feel resentful when they don't do it the way we want? Why are we not taking control of what, what it is that we wanna do? So I'm just really glad that I decided to do that class even though it doesn't have anything to do with the Quitter Club and it doesn't have anything to do with changing your career or whatnot.
I think oftentimes in business we're given advice and it's well-meaning advice and it's, you know, solid quote unquote business advice to kind of stick to your niche or don't confuse people or kind of don't waste your energy. And what I've noticed in this year is like the more I allow myself to sort of play and let myself show up the way I want to and talk about the things that I wanna talk about, the more it solidifies my own ideas, the more it gets me into a marketing brain and a selling brain and a teaching brain and it develops all that for me. So I just say that for anybody. I think that like if you have ideas and you just wanna try 'em out, a lot of times we only evaluate the ideas based on like quote unquote success failure. Did it succeed? Did I sell a lot of it?
Is it this huge hit? And what I've noticed a lot when I sit back or when I really observe the things that I do and evaluate them, they might not be a quote unquote hit on the surface. Like it might not be something that I'm making a lot of money from, but it's something that's helping me become the person I wanna be. It's something that's helping me develop into the coach I wanna be, it's something that's, you know, giving me one piece of this, this puzzle that helps me in the next launch and the next launch and the next launch. And I think when you stop looking at, you know, did this winner lose, did this succeed or fail? Is this black and white? It's never that. It's all kind of like, what is this experiment? What am I learning from this? How does this help me?
How might this help me later? And now looking back, I mean I look at things that I did four years ago that are helping me now, right? That might come up now. And so I think you never can evaluate things like based on just on the surface what you get right then it all plays a part. And I think that that masterclass really solidified that for me and it gave me more permission. It gave me more freedom to trust myself to do the things I wanna do, even if it doesn't turn out the way that I wanted. It's like to be clear, when I launched that class I wanted to sell a lot of it. So I'm not saying this like, oh I didn't care. No, I cared very much and I very much wanted to sell hundreds of seats to that webinar and it didn't happen like that.
But I'm still glad I did it right. It, I still don't look at it as like, oh that was a waste of time. I shouldn't have spent so much time and energy talking about that. Like I think it gave me a lot of permission to show up on social media differently the way I wanted to and say the things I wanted to and it really helped me in my teaching and delivering of concepts. So that happened in July. I also did turn 40 and I did throw my own party and then we kind of transitioned into the second half of the year where I made the decision to stop pave your Path and launch the Quitter Club. I've talked about that before in the episode on the Quitter Club. So I'm not gonna go into that here. You can go and check that out about why I decided to do that.
But I felt really excited about that and I'm so glad I did. I love the community that it has created. I've loved the coaching that has come out of it. I feel more able to be creative in there and teach on different things that maybe I wouldn't have in a set coaching program. So I'm really excited about the transition. What is fascinating to me is that it's also obviously a lot more work. One of the reasons people tell you not to kind of change your container is because I had everything set up when I did pave your path, I had all the videos and emails and it's kind of a rinse and repeat, which lets you then focus more on marketing and sales. You don't have to keep creating the program. And I, you know, went back and forth on should I do this? Because if I create the credit club, it's gonna require a lot more contact creation.
It's gonna require a lot more of setting up of an actual membership of learning how to manage a membership. There's a lot more backend stuff, there's a lot more management. Like there's people coming in at different times, there's people canceling at different times. There's different components that need to be dealt with with each like cancellation and sign up and stuff. So it was a lot more work. It still is a lot more work. But again, I think that part of this journey for me is learning to trust myself and knowing that I really wanted to try a membership and knowing that I would make it successful and that I would put in the work. I'm just glad I listened to myself because I love it more than I ever thought I could love it. And it's truly like as soon as I did it, it was sort of like when I started the podcast I had just like this realization of like I knew, I knew it.
Like this is what I need to be doing. And so I launched that. I have been kind of in the messy middle of that, of figuring it out. Like I said, I did kind of my, one of my best launches and then one of my worst launches. And that was a very interesting awakening for me to kind of figure out, you know a lot of people tell you this in business and you have to kind of go through it to really understand, but we would logically expect that it's easier to sell something that's maybe a lower price point, but that's just not true. It's just as difficult to sell a high-end ticket like coaching package as it is a $25 class or a $97 class or a one $97 membership. And I know that and like I said, I mean I did the throw your own party class and I kind of learned a lot of things from that.
It's like it's not so much the cost as it is like people really understanding the value and what they're gonna get and why they should buy it. And that takes time to market properly to learn how to market, to learn how to speak to it. And so it was just a good reminder for me that 2023 is going to be a year of me learning how to market the Quitter Club properly, learning how to speak about the benefits, learning how to translate for people, what they get out of it, learning how to speak to their objections and let some people are still gonna have worries and fears and get them to understand whether it is for them or it isn't so that they can make a decision. All of that's gonna take a lot of work. And so I didn't start the membership thinking it would be easier.
I knew it would be a lot more work and I think that that the launch that I did just solidified. It was like, all right, well buckle up. You signed up for this. Which I did. And so that was a lot of what I learned I feel like in 2022 was a lot of up and down for me. Like it was a lot of really amazing things and a lot of really low lights which you know is the 50 50 of life. I will say this last quarter and the last half of the year while there was like really exciting stuff happening with the membership and I really loved it. Again, my health has not been the best, I'm still trying to figure out what's going on with it. But as someone who was lucky enough to really be healthy most of my life, this is the first year that I've really dealt with these types of issues and it has kind of knocked me off center.
It has taken up a lot of my bandwidth. I'm extremely blessed to be able to have a business of my own that I can navigate my own schedule and give myself the time off I need and to work around how I feel. But I've spent the last couple of months of 2022 also not feeling great and trying to figure that all out. So a lot of my energy has gone to that. I did start exercising again, which if you've listened to me, you know that I have had this like terrible relationship with exercising and my body and I've been working on healing that for a lot of years. So 2022 started that, which was awesome and it's been something that has been a highlight for me. I will say the last couple of months of 2022, if you've followed the news then you've likely seen that there is a revolution in Iran.
I am Iranian American and if you follow me on social media, you know that I've talked and talking a lot about the revolution and posting about it. And so the last couple of months I was very much preoccupied with that and figuring out how I can help and being more involved and learning more and trying to support the people in Iran as best I could. Even though it's very difficult given the sanctions that are on Iran from most western countries. So I feel like the last two months, um, a lot of my personal time and I mean if we're being honest, even in my work time was spent really being focused entirely on what was happening in Iran. So I wasn't really working as much on marketing or sales or growing that I'm still very much focused on it. I've learned to manage it a little bit better.
So this is like a very non-linear way of going through. And I'm just gonna give you a recap of my highlights and the little lights of what has happened in the last year. The highlights is that I made over $200,000, which I will say like a lot of people, I didn't do the numbers to tell you all of my expenses, but I will say that like I have a low expense type of a business. I had a VA for most of the year. She ended up leaving in December, but she was there for basically all of the year, but she only really worked for me about five to 10 hours a week. Oh and I have a podcast editor shout out to Carrie who's amazing. So I paid for somebody to edit the podcast and I paid for a va. Other than that, I don't do paid ads.
I obviously have like expenses, like some software I have to pay for hosting of my podcast and you know, my website, things like that. And I did pay somebody just to help me set up the membership, uh, portal and kind of the community. So I had some like one-off expenses there, but I would say that like I have to do my taxes so I'll know better number. But like my expenses likely weren't more than, I wanna say $30,000 of that 215. So I have a very high profit margin in my business and I like to keep it that way. And I feel like a lot of times people focus a lot on scaling their businesses and I've talked, like I said about wanting a million dollar business. But I think about that like at what expense, like do I want a business where I have to spend tons on ads and tons on team and make it much more complicated and I'm still only taking home like 150 K or 200 k or do I wanna keep it really simple where I'm working 25 to 30 hours a week and I have one VA and I can basically run it myself from an anywhere that I want.
And I say that because I think that a lot of us that get into entrepreneurship, it's really easy to get caught up in what people in traditional markers of success. And so a lot of people look at like the revenue and that is one marker of success. Like how much you make in your business definitely is a way of seeing like whether you're selling enough or whether you have a good product, whether people like it. So I'm not saying that it's a bad thing to look at, but I've noticed that a lot of us get into this idea that like we have to grow at all costs. We have to always do better the next year. We have to always make more. And I see so many people burn themselves out from that and I'm constantly questioning like, why do I have to do that?
Right? Is that something I really want to do? Part of the reason I wanna have a million dollar business is because I wanna impact more people. I want more people in the program, I want more people changing their lives. I want more people doing thought work and not dreading their jobs and finding careers they actually love. But you know, at what expense, I don't want it to become something that is another set of like golden handcuffs for me. I don't want it to be something where I'm not great at leading. I'm not great at delegating. So growing a team is a huge undertaking for me. I don't know. Uh, these are the things I like. Question now, like going into 2023, obviously my focus for this year is to grow the credit club and to grow it organically, which is the way that I've grown everything else up until this point.
I'm not in a place to really want to do paid advertisement, but I have thought about like how big do I wanna grow it? Like is it something that I want to just be manageable by me and a va? Do I wanna start having a team? Do I wanna do that in the next year? Do I wanna wait? And I just think for anybody like asking yourself these questions, it's just a good place to start to really figure out if I do wanna grow it, why do I wanna grow it? Right? What's, is it just so I can prove that I'm good enough or that I'm better than this other coach or I'm just as good at these, these coaches? You know, a lot of times it's, we still have these like chips on our shoulders and we wanna prove that we're successful. When I step back and I think about what I've created, I created a business that I wanted.
I wanted something that I had more flexibility. I wanted something that I can take time off whenever I want and be with my kids or go on vacation. I wanted something that's not constantly requiring me to be on, like on social media or pumping out content or doing all the things. So it's something I think about as I'm going into 2023. I don't have an answer. Like it changes constantly and of course I want to make more and I want to grow more. But I always think about like at what cost. So that's what I'm thinking about in 2023. I definitely will be focusing more on learning how to sell the membership, learning how to get my messaging right, get people to understand what it is, get them to understand whether it's for them. I'm super proud of 2022 and what we've created and how many people we've helped.
But like I said, I like doing these because I want you to see that it's not all rainbows and butterflies. It was a tough year for me both physically. I think my health really weighed on me a lot and it's a really hard thing to constantly feel sick and wanna show up still. I also think, you know, for any of us going through the last couple of years have just been a difficult time cuz there's just constantly either the pandemic or things going on in the world. So those weren't great. There was also a lot of like professional failures, um, and there was a lot of wins and all in all it was pretty amazing. And I'm excited to see what 2023 brings. Not because I just wanna grow or have impact and, and I do, but really when I look back at this stuff, I look at like who I was going into 2022 and I'm so different.
I think about the prison that was in master Coach training and I still had so much self-doubt and I was still so scared of being seen. And I feel like the work that I've done this year has been so transformational in so many aspects of my life, not just with work. And that's the reason to keep doing it, right? Even going into 2023, sometimes I, I sit and think about like, just be so much easier to stop all this and it would, but the reason it would be easier is because then I wouldn't have to deal with all the stuff that I have to deal with. And once I deal with it, it becomes easier on the other side, right? Once I learn to not attach my worth to how much I make or not need to the validation of other people or not need everyone on social media to like me, right?
Um, that translates in all areas of my life. And so I'm excited about this next year and how we're gonna grow this program and what is gonna come of it. And it's not gonna be all high rate highlight reels. I don't want it to be, I don't want it to show you and like make you think like everything is just amazing. It's hard, but it's so worth it. It's worth it because I become the person I wanna be because I learned so much about myself because I gained these skills that I can use in really to do anything in my life because I get incredible cool experiences like teaching you guys how to throw your own party. It's just a really fun ride and I'm excited to see what happens in 2023. I'm super proud of myself for 2022 and we're just gonna keep it going.
So that is my all over the place year in review. I hope you enjoyed it and I hope you come along for the ride in 2023. And if you want more help than I want you to join me in the Quitter Club. Don't worry. I'm gonna work on getting the message across so you understand how amazing it is. And if you are in there, then I, you already know and I can't wait to serve you in this next year. I hope you all have a wonderful year full of ups and downs and you learn to navigate it with grace and give yourself so much compassion and don't attach stories to it and let it all just be an experiment. All right, my friends, I hope you enjoyed this. I'll be back next week with another episode. Hey, if you are looking for more in-depth help with your career, whether that's dealing with all of the stress, worry, and anxiety that's leading to burnout in your current career or figuring out what your dream career is and actually going after it, I want you to join me in the Quitter Club. It is where we quit what is no longer working like perfectionism, people pleasing imposter syndrome, and we start working on what does and we start taking action towards the career and the life that you actually want. We will take the concepts that we talk about on the podcast and apply them to your life and you will get the coaching tools and support that you need to actually make some real change. So go to lessons from a quitter.com/quitter club and get on the wait list. Doors are closed right now, but they will be open soon.