Today I’m bringing you my monthly income report for July 2024 where I break down what happened behind the scenes of the Web Designer Academy, how much money we made, how much we spent, and the lessons learned along the way.
If you’re new here, you might be wondering why I still do these income reports even though I “retired” from one-on-one web design services back in 2019. It’s a valid question, and there are a few reasons why these reports are so important to me—and, I hope, to you as well.
Why I Share Monthly Income Reports
1. Real-Time Lessons for Your Web Design Business
Every month, I find that the lessons I’m learning from running our coaching programs for women web designers—whether it’s about marketing strategies, sales processes, setting boundaries, or adjusting my mindset—are incredibly relevant to your web design business. The challenges I face, the decisions I make, and the outcomes I experience often have direct parallels to what you might be going through in your own business. My goal is to share these insights with you so that you can apply them to your own journey and see real results.
2. Reflection and Analysis: My Gut-Check and Head-Check
For me, these income reports aren’t just about tracking dollars and cents. They’re a vital part of my monthly reflection process. At the end of each month, I take the time to really dig into what we did, why we did it, what we expected, what actually happened, and most importantly, what we learned from it all. It’s a way for me to make sure I’m still aligned with my long-term goals, to integrate the lessons I’ve learned, and to identify where I might need some coaching or support from my network. This reflection keeps me grounded and helps me make clear-headed, future-focused decisions.
3. Money as a Mirror: Examining Our Relationship with Success
While money isn’t everything, the way we think about and handle money often reflects our deeper beliefs about ourselves—our worth, our potential, and what we believe is possible for us. These income reports give me the opportunity to examine my thoughts around money, success, and failure. By sharing these reflections, I hope to encourage you to explore your own relationship with money and how it might be influencing your business decisions.
With that context in mind, let’s dive into the numbers for July 2024.
The Numbers: Breaking Down July 2024
- Total Inflow: $26,554
- Total Outflow: $21,389.05
- Cash Reserves: +$5,164.95
This month, a significant portion of our inflow—$11,625—came from registration fees for our Next Level Mastermind Retreat. On the expense side, $4,918.52 of our outflow was also related to the retreat. The reason I’m separating this out is that the retreat is designed to be budget-neutral. We plan for this event not to generate a profit; instead, it’s about delivering immense value to our participants while covering our costs.
When we exclude the retreat-related transactions, our actual inflow for July was $14,929, and our outflow was $16,470.53. This resulted in a net decrease of $1,541.53, which came out of our cash reserves.
A Closer Look at the Outflow
Let’s break down where that $16,470.53 went:
1. Salaries and Taxes: $10,000
This figure includes my salary, my Client Success Coordinator Erica’s part-time salary, and all the associated state, federal, and local taxes that come out of our paychecks since we’re both W-2 employees of the company. I haven’t taken any owner draws beyond my paycheck in over a year. While I’d love to pay myself more, I’m currently focused on reinvesting any surplus back into the business to hit some key benchmarks and goals that will ultimately allow us to scale. For now, I’m comfortable with what I’m paying myself because I know it’s part of a bigger plan.
2. Tech Stack, Training, and Non-Employee Team: $6,400
This part of our budget is crucial for keeping the business running smoothly. It covers everything from the tech tools we use to the ongoing training and support from our non-employee team members. Right now, my tech stack includes around 44 different paid tools. Yes, 44! I’ve gone through this list multiple times, asking myself if I could cut anything, consolidate tools, or switch to something new. But honestly, I love the suite of tools we use. Each one serves a specific purpose, and they collectively act like an additional team member. I also appreciate that we’re not reliant on a single all-in-one platform. Back in April 2023, when my payment processor was hacked and I had to deal with a legal dispute, this diversity in my tech stack saved us from a complete operational meltdown. It was as simple as switching out the plumbing instead of rebuilding the entire house.
3. Other Business Expenses: $4,400
This category includes a variety of essential expenses. We’re saving up to pay our CPA at tax time, covering bookkeeping fees, business insurance, podcast production, and the work I’m doing on conversion rate optimization—which has been invaluable. We also allocate funds for marketing efforts like Instagram Ads, welcome boxes for new Web Designer Academy and Next Level members, and affiliate payouts. These expenses might seem varied, but each one plays a vital role in keeping the business running and growing.
What Happened in July?
Now that we’ve covered the numbers, let’s talk about what actually happened in July.
Welcoming New Web Designer Academy Students
July was a month of growth for the Web Designer Academy. We welcomed three new students into the program, which is always exciting. We received eight applications in total. I approved four, and three of those applicants enrolled. The fourth was interested but decided the timing wasn’t right, and that’s perfectly okay. As for the other four, I had some follow-up questions because I wasn’t entirely clear on where they were in their web design business journeys. When I didn’t hear back after my second attempt to reach them, I went ahead and declined their applications.
Here’s something important I want to share with you: I don’t make it mean anything when someone doesn’t respond or doesn’t enroll. It’s easy to fall into the trap of thinking, “Oh, they ghosted me. Maybe they didn’t like something about the program. I need to change something.” But the truth is, not everyone is a good fit, and that’s okay. I’ve learned to give people the benefit of the doubt and not take their actions personally.
A Fresh Start: July Feels Like the Beginning of a New Chapter
July also felt like a significant turning point for me. In my June 2024 income report, I did a comprehensive recap of the past 12 months, reflecting on what happened, what I learned, and how it all shaped the direction of my business. But July felt different—it felt like a fresh start, almost like the beginning of a new book, not just a new chapter.
We took the first week of July off, which is something we do twice a year. During this time, our team goes offline—no meetings, no live strategy calls, no emails, no activity in our student community. We’re closed. This is in addition to any vacations or time off we take throughout the year, but it’s pre-scheduled, and our students know about it in advance. It’s not just about taking a break; it’s about modeling the importance of setting boundaries and taking time to recharge. We encourage our students to let their clients know they’ll be offline too and to practice being truly unavailable. It’s a practice that’s hard for many, but it’s so necessary for your well-being and sustainability in business.
Shaking Up My Routine
July also brought a much-needed shakeup to my routine. I tagged along with my husband on a work trip to Phoenix, Arizona, and while it was face-meltingly hot, it was also an opportunity for me to step out of my day-to-day environment and gain some fresh perspective. I got up at sunrise every morning to hike in the Phoenix Mountain Preserve before it got too hot, which was both invigorating and inspiring. There’s something about being in nature that clears my mind and opens up space for new ideas.
During that trip, I did three podcast interviews from our hotel room and also hosted a workshop for Moxie—a proposal, invoicing, and client management tool that our Web Designer Academy students are loving right now. July became “Moxie Month” for us, and if you’re curious about why our students are flocking to this tool, you can check it out using my affiliate link: webdesigneracademy.com/moxie.
The Big Breakthrough: Clarity on the Next Level Mastermind
One of the most significant things that happened in July was a major clarity breakthrough regarding our Next Level Mastermind. For a while now, I’ve been struggling to clearly articulate what we do in this program and why it’s so transformative for the women who join. I knew it worked—I’ve seen the results—but I couldn’t quite put into words why it worked, and that was holding me back from fully promoting it.
This all started to shift after I revisited a book called *The Millionaire Mind* by T. Harv Eker. I’ve read it before, but this time it hit differently. Eker talks
about the difference between playing to win versus playing not to lose, about playing small versus going all in, and about the risks we’re willing to take to achieve the returns we want. He also discusses how fully committing in your mind to something can set off a chain of events that brings unexpected support and opportunities your way.
So, I got out my notebook and asked myself, “Where am I playing small?” Seven things immediately poured out of me—three personal and four business-related. The business items included:
- Promoting the Next Level Mastermind: I realized I hadn’t fully committed to promoting it because I didn’t fully believe in my ability to clearly communicate its value.
- Showing Up on Social Media: I knew I was holding back from showing up fully on stories and reels, even though I knew it would help grow my audience and connect with more web designers.
- Victim Mentality in My Business: I often caught myself thinking things weren’t working when they actually were, leading to unnecessary changes and self-sabotage.
- Hoarding Money: I noticed I was holding onto money out of fear rather than investing it back into the business in ways that could drive growth.
Once I acknowledged these things, especially the first one about the Next Level Mastermind, I had to confront the fear that was holding me back. What if someone joined the Mastermind and didn’t reach their goals? What if I failed them? This fear of not being good enough, of not delivering enough value, was the same kind of mindtrash I coach web designers on all the time.
But then I had a moment of clarity. I realized that this fear was rooted in a deep-seated worthiness issue. I’d been telling myself that I didn’t have this problem—that I liked myself, that I believed I was good at what I do—but the truth was, I was still holding onto some doubts about my worthiness. And this was affecting how I showed up for the Next Level Mastermind.
The Shift: Deciding I Am Worthy
In *The Millionaire Mind*, Eker talks about worthiness as a decision we make. No one else decides whether we’re worthy or not—it’s a story we tell ourselves. So, I decided, right then and there, that I was worthy. I chose to believe in my worthiness, not just in theory but in practice. And when I made that decision, everything started to click into place.
Suddenly, I could see clearly why the Next Level Mastermind works. I outlined all the exercises we’ve done at our in-person retreats and workshops that help participants get clear on their next-level goals and create realistic plans to achieve them. I formalized these exercises into a framework and started planning to record modules for it, so that web designers can apply for and join Next Level anytime, with an application process that ensures they’re a good fit.
Investing in the Process: Hiring a Sales Page Copywriter
Another area where I’d been playing small was in hoarding money. I realized that I was trying to DIY everything instead of investing in support that could help us grow. So, I hired Sarah Guilliot, a member of our Next Level Mastermind and an incredible sales page copywriter, to write the sales page for the program. Sarah is the perfect person for this job, not only because she’s an expert copywriter but also because she’s experienced firsthand the impact of the Next Level Mastermind on her business.
Sarah attended our in-person retreat in November 2023 when she was at a crossroads in her business. She needed to hit her monthly baseline revenue for Q1 by the end of January or start looking for a job. Not only did she meet her goal, but by the end of July, she had made enough money to pay herself through the end of 2024, even after accounting for her business retreats. Her story is a testament to the power of the Next Level Mastermind, and I’m thrilled to have her helping us articulate that value to others.
The Power of Clarity: Why the Next Level Mastermind Works
After making the decision that I was worthy and investing in the right support, everything started to fall into place. I began to understand the science behind why what we do in the Next Level Mastermind works so well. A series of books and conversations started to connect the dots for me.
One of the first books that came my way was *Psycho-Cybernetics* by Maxwell Maltz. It’s a classic from the 1960s that argues our unconscious mind operates like an automatic, goal-striving machine. Maltz uses the analogy of a self-guided missile to describe this, but a more modern comparison might be a self-driving car. According to Maltz, once we set a goal, our unconscious mind goes to work on achieving it, often without the need for conscious intervention. In fact, too much conscious interference can cause overcorrection and throw us off course.
This concept of programming our unconscious mind with either success goals or negative goals resonated deeply with me. It helped me see why it’s so important to set clear goals and then trust the process, rather than obsessing over the “how” and trying to control every step of the way. This understanding validated the exercises and strategies we use in the Next Level Mastermind and gave me the confidence to lean into them even more.
My biz bestie and mindset coach, Alecia St. Germain, who is certified in the Immunity to Change methodology also supports us inside Next Level. Immunity to Change was developed by Harvard faculty members Robert Kegan and Lisa Lahey and is based on 30 years of research in adult development. It helps people take a mental X-ray of their mindset to identify the errors or distortions that are holding them back from achieving their goals.
Alecia uses this process in the Next Level Mastermind to help our members identify the deep, subconscious beliefs that are keeping them stuck and then work on shifting those beliefs to align with their goals.
This work is crucial because, as we know, when you set big goals that are outside your comfort zone, your brain’s job is to protect you and keep you safe. This often results in self-sabotage, where you unintentionally pull yourself back down from the ladder you’re climbing toward your goals. The Immunity to Change process helps us identify and dismantle these limiting beliefs, allowing us to fully engage our success mechanisms and deactivate our failure mechanisms – which is what we actively work on together in the mastermind.
Connecting the Dots: The Science Behind Success
After my conversations with Alecia, I continued my exploration by reading *The Upward Spiral* by neuroscientist Alex Korb, PhD. This book explains how different areas of the brain work together to create either an upward spiral of positive change or a downward spiral of negative emotions. Korb’s insights into how we can activate certain areas of the brain with our thoughts and behaviors to create positive momentum lined up perfectly with what I had learned from *Psycho-Cybernetics* and the Immunity to Change methodology.
Another book that added to my understanding was *Chatter* by Ethan Kross, which delves into the brain science behind our inner voice. This book helped me see how our self-talk influences our mindset and behavior, and how we can use it to either support our goals or sabotage them. It’s fascinating to see how all these concepts are interconnected and how they align with what we’ve been doing in the Next Level Mastermind.
Moving Forward with Confidence
So, after three years of seeing web designers experience powerful transformations in the Next Level Mastermind, I finally understand why the process works so well. I’ve formalized the framework, hired the right support to articulate its value, and now feel confident in promoting it to the web designers who need it most.
If you’re at a place in your web design business where you’ve got your systems and processes down, getting clients isn’t an issue, but you feel stuck—like what you’re doing isn’t working anymore or isn’t fulfilling—you might be ready for Next Level. Whether you want to make more money, work less, or simply connect with other women who are at the same stage in their journey, the Next Level Mastermind could be exactly what you need.
You can learn more and apply at webdesigneracademy.com/next. Our in-person retreat is every November, and as of now, we have two spots left for our November 2024 retreat in Destin, Florida. All the details are on the website.
Wrapping Up: Lessons from July and Looking Ahead
July 2024 was a month of clarity, breakthrough, and setting the stage for what’s next. It was a time of shaking up routines, reflecting on what’s working, and making intentional decisions to move forward with confidence. It also reinforced a key lesson: when I decide what I want and believe in my worthiness—when I’m willing to risk my time, energy, and resources with no guarantee of return—things start happening. Opportunities arise, relationships deepen, and the right people and resources come into my life.
One example of this was setting a goal in my local mastermind group to get more revenue from sponsorships. Shortly after, I was approached by Wix Studio to sponsor the podcast. This was no coincidence; it was a direct result of saying out loud what I wanted and being open to how it might come to fruition.
I also pitched a workshop swap with Moxie, and through a series of introductions and conversations, ended up connecting with their CMO, Austin L. Church, who is also a business coach for freelancers. At the end of our conversation, Austin asked how he could support me, and I didn’t hold back. I told him exactly what I was looking for in terms of partnerships and sponsorships, and he immediately offered to introduce me to some key contacts. This is a prime example of how putting your intentions out there can lead to unexpected opportunities.
As I continue to explore these concepts and see them play out in real time, I’m more excited than ever to set bigger goals from a completely different mindset. I’m sure I’ll have even more to share in August’s income report as I continue on this journey of growth and discovery.
Thank you so much for joining me for this deep dive into July 2024. I hope you found something in this report that resonates with you and helps you on your own journey. If you did, I’d love it if you could take a moment to leave a rating and review. It really helps us get in front of other web designers who need this kind of support.
If you’re listening on Spotify, just go to the show page and tap “Rate Show.” If you’re listening on Apple Podcasts, scroll up on this episode and you’ll see a link to [webdesigneracademy.com/review], which will take you to the right place in the app to leave a review.
Thanks in advance for taking the time to do that, and I’ll see you back here next week. Bye for now!
Learn more about the Next Level Mastermind:
Ready to break through to your next level? Visit webdesigneracademy.com/next to learn more and start your application today.
