My 2025 Game Plan (Real Numbers)

Breaking down how I'm playing the first half of 2025.

I made $500k last year without trying too much. Imagine what is possible with intention!

2025, for me, is all about doubling down. After spending a year building out my new business model, it's time to take everything I've created and grow it. To "stay the course", as my friend Odette said to me at brunch last week.

So today, I want to share with you my 2025 game plan, using the same process I documented here.

Here's the truth: Having a documented game plan is the difference between setting new years resolutions that go out the window by Jan 15 and actually following through.

1. Setting the Vision →

Most founders start with a revenue goal— but, it's not the best approach, especially if you want a lifestyle business with a happy mix of profit, time and lifestyle.

Optimising for revenue usually means chasing it at all costs.

A better approach? Starting with the revenue enough number that will fuel your lifestyle and allow you to make work optional within 10 years (more on how to do that here).

From there, you will determine how much time you have to work, and therefore what your hourly rate will need to be to support that number.

My goal:

Roughly, my plan is to double last years revenue.

A big note here? I’m not picking that number arbitrarily; it aligns with my “enough” which is a big part of the work I do.

I have 25 hours available to work each week (6ish hours a day during school hours Monday, Tuesday, Thursday and Friday).

From a lifestyle perspective, I am prioritising time with my kiddies, including Wednesdays fully off with my daughter, a hard 2.30pm finish time each day, and time to prioritise my fitness each week.

2. Making the Plan →

Once you have a clear vision in place, it's time to build out your game plan!

In the first newsletter of the year, I worked through what this is.

The process includes deciding on the offer suite that will facilitate your revenue enough number and time goal, setting goals for the volume you need to sell and finally creating a campaign plan to make it happen.

My goals: I will share my goals for the first quarter of the month to illustrate how this all works.

Offer Suite:

This is a list of the offers I intend to sell, and my sales goal for each to achieve my revenue goal.

My offer suite for Q1 of 2025 will include the following:

• Lifestyle Business School: This is the core offer in my offer suite, and will continue to comprise the majority of the revenue in the business.
  Goal Sales: 55.

• Single Courses: In addition to Lifestyle Business, I will also be selling the individual courses separately.
  Goal Sales: 60.

• Other: In addition to the above, I have goals to build up affiliate revenue, sell small "audience offers" that will offset my Meta ad spend and I have upsells and downsells that complement the core offers above.

Campaign Plan:

This refers to the marketing campaigns (promotions, launches and evergreen funnels) I intend to run to achieve my revenue goal for each offer.

• Campaign One: Evergreen Funnel.
  Lifestyle Business School currently runs on an automated evergreen funnel. My Q1 goal is 2 sales a month; mostly because I am in the optimisation phase. Happily, I have already double this goal for January!
  Goal: 2/month (I’m at 7 so far this month, so this may get readjusted!)
  How: 133 Clicks each month at a 1.5% conversion rate.

• Campaign Two: Monthly Promotions
  For the single courses within Lifestyle Business School, I will be running a monthly promotion in both January and February. These will be smaller email promotions.
  Goal: 29 sales per promotion.
  How: 1,430 clicks for each promotion at a 2% conversion rate.

• Campaign Type Three: Launch
  I will be doing a bigger quarterly launch for Lifestyle Business School in March.
  Goal: 50 sales.
  How: 2,500 registrations for launch at a 2% conversion rate.

Here's how I plot it all out.

Firstly, in a table:

And then, in a calendar:

Marketing Plan:

You'll notice in the section above under each campaign type, I listed out how I intend to achieve my sales goals for each campaign.

A HUGE part of this is making sure that I am able to drive the required volume of traffic (eyeballs!) to achieve my goal. So, how do I do that? With a marketing plan of course!

Every marketing plan includes:

Top of Funnel: How to attract new eyeballs.

I will be very focused on building personal brand and growing my top of funnel and grow my email list in 2025.

This will involve a lot of experimentation with different channels. At the moment, the primary channels I use are Instagram and Meta ads, but this will change this year.

Given that I have a volume based model, I will also be incorporating Substack and LinkedIn into my strategy. I’ll talk about this more next month, where I will be focusing my content around personal branding and traffic.

Follow along on LinkedIn here.

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Middle of Funnel: How to build trust with those eyeballs.

The primary channels here are my email list, Substack (two different strategies, but will talk about this soon) and the podcast.

Bottom of Funnel: How to drive the required number of clicks to my campaigns.

Other than my evergreen funnel, I don't have a "direct response" approach to marketing, which means that I don't drive cold traffic into my campaigns.

Instead, I like to build my email list with my top of funnel strategies year round, develop trust with my middle of funnel strategies year round and then finally invite those subscribers to my marketing campaigns when the time comes.

So, my bottom of funnel strategy is primarily email invitations.

This is a top level overview, I have gotten much more granular in my own plan with content frequency, setting goals for each channel etc.

Who I Need to Be:

The final step is to then determine what values (and corresponding habits) I need to instil to bring all of this to life. It's one thing to set a goal; it's another entirely to be the person you NEED to be to bring it to life.

I walk through how I have practically done this in this lesson here.

3. Bringing It to Life →

Once you have the plan, you execute and track your results.

There are five things that I track every week and that I recommend you do too.

a) Key metrics: I use the Lifestyle Business School operating system tracker (I walk through this in this class here) to track lag metrics, meaning the revenue I made, expenses and how much I worked.

These are all things that have already happened though, and I want to know how to influence those numbers in the future so I also track LEAD metrics.

The key here is not to track too many things, so I track just three sets of numbers - a top of funnel metric for how I am getting new eyeballs on the business, a middle of funnel metric for how I am building trust with them and a bottom of funnel metric which is how many sales I am making.

I have ONE strategy for each, and track an action metric and an outcome metric. I know that if I am not taking the action, that's on me.

And if I am taking the action but the outcome isn't what i want, I need to change the strategy.

b) Scorecard: Next up, I have a scorecard where I track ALLLL of they key metrics in my business.

The difference here is that i don't have goals for each as I don't want to spread myself too thin, but I track them so I have visibility of it.

c) Sales funnels: Next up I track the performance of each of my sales funnel campaigns (using the same spreadsheets I provide to my students in Lifestyle Business School!)

d) Time: Next I record and track my time.

This is so I can optimise what I am working on, and track whether I am achieving my goal hourly rate, which is the metric I use to make sure I can work 25 hours a week and still achieve my revenue goal.

e) Wealth tracker: And finally, I track my progress toward my net worth goals, and how much I am investing each month so I can make work optional.

These reports are filled out each week, and month.

I LOVE looking at them, and then assessing next steps based on the result.

And.. that's it! My personal game plan for 2025.

As you can see, it's relatively simple.

I will be going through all of the steps, spreadsheets and system I used to this in the 2025 planning workshop I will be hosting at the end of the month for those that purchase Operational Elegance or Lifestyle Business School in January.

Is this helpful? I’d love to know.

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