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7 Lessons Learned Building A $1 Million Business 

Making dreams a reality is no small feat! Luckily, we learned our lessons the hard way so you can skip ahead to the good part.

Finding (and Keeping) Dreamy Customers


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Marketing Struggles

Select any one of the following and you are in the right place to read this post about customer discovery:

  • You don’t have a clear roadmap to developing your product or service this year.
  • You feel marketing is an overwhelming money and energy pit.
  • You feel like you are on a content hamster wheel.
  • You don’t adore your customers.

Customer Discovery No-No’s

Customer discovery is a methodical process for learning what painful problems your customer has that you can solve. There are two common traps you might fall into:

  1. You did customer discovery at the beginning of your business and haven’t touched it since because you “know your customer.”
  2. You think sending out a survey is adequate customer discovery. 

I can write about this with a bit of sass because I, too, thought I understood customer discovery. I had customers, so therefore I knew them! 

From Nearly Giving Up to $1M in Annual Revenue

Then I found myself with a bunch of lousy, draining and needy customers. I didn’t love what I was doing. I felt I failed before ever achieving the scale I imagined. I was burning through cash like it was a wild night in Vegas. I had exhausted every marketing gimmick to gain traction – a free Facebook group, a 30-day challenge, sales, a weekly newsletter, social media posts. You name it – I tried it. 

I had even published a book with rave reviews on Amazon. I had hundreds of customers. I had a consulting business that was doing a stout six-figures. Yet, I was working my tush off to bring through every dollar in course revenue – the business I actually wanted to scale.

Something had to give, and I was out of ideas. 

This is when my new co-founder, Alex, and I did some serious soul searching. (Talk about another stressor. She left her well paying job to come work with me, and we had 6-weeks of financial runway left in the piggy bank.)

We reflected on who we actually loved to serve. I encourage you to do the same. You likely have multiple different customer segments, but only one of those segments actually lights your heart on fire (and brings you profitable business). 

In the dark depths of November in remote Alaska, we went nuclear on the process I am about to share with you. We systematically uncovered what our ideal customer really wanted out of life. She shared her hopes and fears, which allowed us to stop guessing what to build. 

This customer discovery process kicked off a three-week sprint to save our business. We did the following:

  • Got uncomfortably narrow in our niche
  • Completely overhauled our product and offer
  • Tripled our price (and felt terrified about it)
  • Rewrote all messaging on our website 
  • Developed an entirely new evergreen sales webinar and funnel

Then, we took a week off over the Christmas holiday and sales started coming through. One after another and by the start of the new year, we already had $7K in monthly recurring revenue. ($7K on a 12 month payment plan meant $84,000 in booked revenue, compared to our loss of $20,000 in the month of December 2020!) 

Two years later, we hit $1 million in annual revenue and have grown to a team of nine (including part-time). 

Most importantly, we have the dreamiest customers that often become friends. Their lives are transforming, often at a rate that even leaves us in awe. 

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No matter your industry, learn how to build your own SOP playbook using our template as a starting point. Developing standard operating procedures for your business does NOT need to be complicated. We’ll show you how to excite your team (even if it is a small team!) in the process, so you have a full playbook in no time. 

We are soul-sister, business besties that met in a tiny town in Alaska. Literally born from a tent, we built an online course and membership business that does a healthy 7-figures annually in revenue (with our sights set on 8-figures). 

It wasn’t always rainbows and butterflies. At the end of 2020, we nearly closed up shop and got “real jobs.” 

Truthfully, we still marvel at how we turned things around. Some combination of luck, hard work and fabulous mentorship did the trick!

That’s selling ourselves short though. We committed to building business systems from the beginning and built a simple sales machine (ya’ll 7-figures on a single offer). In an industry wrought with burnout, we counter the norm with a culture of self-care and celebration. 

Even team members that move on continue to stay in touch and praise us for the unique work environment we created. 

What you’ll find here are a few of our most valuable playbooks behind our successful business. We are confident that our systems will breathe simplicity into your business and more spaciousness for you as a leader. 

Who Are These Two Randos?

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Raquel Rojo, Founder Innata Style

Meredith and Alex are the kind of people who understand concepts fully and are able to articulate the key ideas and processes (of anything as far as I can tell, lol) extremely efficiently. When you don't have the bandwidth to get deep on each and every part of your business (who does!), her playbooks are a dream come true! The playbooks are exactly what you are hoping them to be, simple yet deep, and comprehensive yet streamlined. Thank you Universe, Meredith and Alex!

My favorite thus far has been the Dreamy Customer Journey Mapping Playbook as I have reinvented my business from 1-1 coaching to a community/course model. 

- Rebecca Lowe

This reproof effectually silenced us both for the rest of the evening. Nay, indeed, for some minutes it seemed to silence every body else; till Mr. Lovel, not willing to lose an opportunity of returning the Captain's sarcasm, said, "Why, really Sir, it is but natural

"Brynn made it easy to finally adapt a self care program so that I can become more productive in my life and business."


Not a village but has its barns and comedians; and as for the stage business, why it may be pretty equally done any where; and even in regard to us, and the canaille, confined as we all are within the semi-circle of a theatre, there is no place where the distinction.

"I am finally pushing myself to new levels with my practice that I didn't think were possible before I met Coach Brynn."