Estimated read time: 5 mins

GASP!  Coming up for air after 2 back to back launches and excited to resurface with tea in hand.

I’ve been in rule breaker mode for the past year. 

Of course, all the rules are unwritten, but that doesn’t make them any less deeply embedded in what we believe about how it “should” be done. 

Life, launching, and everything in between. 

I broke an invisible rule of responsible adulthood by leaving my cozy and rooted life in Canada. 

I broke the “scalable offer” rule by creating Growth Partner. 

I broke the back to back launches rule by promoting Borrow Trust MAKE BANK immediately after 🫣 

There’s a reason for all of it beyond most rules being completely made up anyways… 

What you’ll learn in this article:

🍵💲What happened when I launched 2 brand new offers back to back (and broke a bunch of unwritten business rules) 

🍵💲The numbers, experiments, surprises, and lessons from both launches 

🍵💲Why aligning strategy to capacity matters more than following “best practices”

The tea: double launch debrief ✌️

Lemme catch you up before I divulge all the details of my last 2 launches… 

In April, I launched Growth Partner, a brand new offer for me and one that I had been secretly plotting to create for over a year. 

GP is completely not scalable. It is high-touch 1:1 support where I get my fingers and strategic mind into all the nooks and crannies of your business. There’s a 10% revenue share component and the execution is *very* involved. 

(I’ll share with you why I’m so hyped about this as I’ve been working with clients and how I turned my weakness into a superpower in a minute!) 

Pretty much right after that, I launched Borrow Trust MAKE BANK, a program and core pillar in my KNOWN membership that I’ve been planning since September. 

Today I’m going to spill the tea on both launches even though both feel a little overdue 😅 (HOW IS IT ALMOST JUNE?!) 
Both of these launches were pretty much email only. I did foray back onto Instagram after 5 months of not posting anything business related and lo’ and behold, it felt good to remind people that I have a business, but it wasn’t a needle mover for either launch (surprise, surprise).

Growth Partner debrief:

THE BUILD UP 

There was no real pre-launch for Growth Partner. I sent one email designed to put the feelers out and tease what was coming but that was it. 

EXECUTION 

Part of me wanted to pull together a polished launch with more bells and whistles. But at a certain point when you’ve been thinking about something for so long and stuck in your head about it, you just need to say screw it and test the waters. 

I had some help with design and my dear Dustin helped with logistics and admin, apart from that, the execution was all me. 

EXPERIMENTS 

My main experiment here was to see if my current audience was even into this. With a new offer like this one, there’s really no way to know until you do the thing. 

I chose to keep it lightweight and by that I mean: sick sales page, strong emails, and the option to get on a call with those who were into it. 

THE NUMBERS

→ 8 emails over 3 weeks 
→ 3 social posts 
→ 8 applications 
→ 3 new clients 
→ 2.4% view to application conversion 
-> 75% conversion from calls 
→ 3 ongoing convos with potential new clients 

THINGS OF NOTE 

This was my first time really launching a 1:1 offer in this way and I’m pretty stoked on the results. My goal was to attract the RIGHT people for this very specific offer and I feel like I crushed it and am so blessed to have the coolest clients. 

Because I ran this in such a simple way, I have a zillion ideas for how I can level it up. The thing is though, I have a very real cap for how many GP clients I can even take on. This isn’t the sort of launch I’ll need to do all the time or go balls to the wall with all the extras. 

WHAT’S NEXT? 

Now I get to be in my happy place which is follow through and delivery 😇 It’s early days, but I am SO excited because this model rewards what has in the past been a weakness of mine… 

Overdelivering. My kryptonite. I gladly pour into all of my clients and do my best to exceed expectations. In service provider and agency land that’s called “scope creep” and call me the lead singer of Radiohead, I’m very prone to it. 

But with a revenue share model, my hope is that my extra-ness will be rewarded with not just happy clients but more cheddah.

Borrow Trust MAKE BANK debrief:

THE BUILD UP 

I didn’t do a pre-launch for Borrow Trust MAKE BANK either. Not ideal! Another rule is broken. What I did was talk about it to my members and every time I promoted KNOWN from the very start. 

I felt a bit rushed with pulling the launch together, because initially I thought I’d launch Growth Partner sooner, but there was no back peddling with this one. 

I promised this pillar to my community, and deliver it I shall! 

EXECUTION 

Classic Chanti launch, I wrote emails days before they were going out. We got a lil scrappy with this one! Dustin pulled together the sales page design and we tag teamed all the execution. 

EXPERIMENTS 

My main experiment with this launch was 2-fold: 

1. To see if this is a viable mechanism for getting people to give KNOWN a shot. It was $88 to get Borrow Trust MAKE BANK and everything in KNOWN or $97 to buy it as a one off program. 

2. If I’m going to create the material anyways, what happens if I sell it as an individual offering? I hadn’t explored this yet. 

THE NUMBERS

→ 9 emails over 14 days 
→ 3 social posts 
→ 8 new members 
→ 16 sales of just Borrow Trust MAKE BANK 
→ 1 upsell sale of 1:1 voice coaching support 
→ 7% sales page conversion 

THINGS OF NOTE 

This was one of those annoying launches where most sales happened at the very end and you’re tapping the microphone mid way through and wondering if it’s on. 

I was a bit surprised that more people didn’t just go for KNOWN since it cost less and on monthly you can cancel anytime, but this tells me something about where many people are at with subscription offers. 

I could and should write an entire email on my revelations around membership offers (or at least my own) over the last 6 months. Send me your favorite emoji if you agree 🦖

What I do feel is validated in my approach to packaging up a single pillar and selling it as a stand-alone offer. 

WHAT’S NEXT? 

My next grand plan to grow KNOWN is to create a new front-end low ticket offer, have Borrow Trust MAKE BANK as the upsell, and then invite people into KNOWN on the backend and run ads to that. Results TBD! 

So what does all of this have to do with breaking the rules and living to tell about it? 

Nobody cares. Nobody got mad at me for back to back launching. If they did they just unsubscribed without a word 🙈

I did it scrappy and it still worked and I did it my way based on my current capacity. 

While all of this was going down I’m also about to move countries, dealing with tenant drama back in Canada, raising 3 littles, and having a ton of fun in Vietnam. 

Had I been too attached to following the unwritten rules, none of this would’ve happened. I would’ve been waiting for a season with perfect conditions, and when do those ever come around? 

This is the work I’m most passionate about. Breaking through the illusion that there’s one way to do anything. Aligning what you want with what your capacity is and making it happen. 
What’s the scrappy version of the launch that’s been living rent free in your head for way too long? Hit reply and let me know.

Sip on this…  

🧋Check out my latest YouTube video on why praying to the God of consistency is not the flex. 

🧋There are no rules! 

What’d you think of this issue of Spill the Tea?

• Love me a launch debrief so this gets DOUBLE the love 💚💚
• Wow this was long, break it up bishhhh. 
• I actually am mad at you for back to back launching, take that!