The purpose of this un-income report is to give a realistic peek behind the scenes of my business. As of this writing, I’ve taken on $14,665.61 in debt to finance version 2.0 of the Visionary Journal. I’m not going to lie it is scary as hell to share that number publicly. Secretly I’m afraid that you’re going to judge me and think that I’m poor, stupid or both. But here’s the thing, I believe in my idea and I’m willing to invest in it.

There is a lot of money talk online that focuses on 5-figure months and 6-figure launches, but that is the exception, not the rule. It annoys me to no end that there are not open dialogues about the real entrepreneur experience. Instead, we are bombarded with images of beautifully styled desks, golden staplers and people humble-bragging about their huge profitable launches. Real Biz Life is not what you see on Instagram and few people are saying that.

The reality is that it is hard, it can be lonely and isolating. There are long hours, a lot of self-doubts, plenty of “Oh shit, what the heck am I doing” and “Crap, I don’t know how I’m going to do that” moments. I’ve had this conversation too many times to count over the past few months, I’m beyond ready to be honest about the experience. Spoiler alert: I have rounded up several of my favorite business ladies to share real stories about the cost of entrepreneurship. It’s happening sooner than you realize.
I’m offering you a real look behind the curtain of what it takes to build a business from the ground up, especially if you’re starting in debt. I want any brave souls that are thinking of launching a business to start their journey with realistic expectations. I also want to encourage current entrepreneurs who haven’t experienced a 5-figure launch or made their transition to full time to keep hustling. (Sidenote: You are freaking brilliant! Just stay the course.) I want you to feel good with where you are because there’s nothing wrong with a small or ugly start.

I want to keep things real and honest. Here are a few things you should know to put this information into perspective:

  • Keep Chasing the Stars started as a business in May when I re-branded. This domain name previously existed as the blog for Antisparkle. The un-income report starts in September because that’s when the Visionary Journal launched.
  • I don’t account for the number of hours I worked to create the Visionary Journals. I didn’t track them.
  • I’m calculating the un-income as my production costs for the Visionary Journals + Monthly Expenses + Income. As I pay down the debt I’ll show that in the total debt section.
Also Read:   4 Mistakes That Are Stifling Your Brand's Growth

Even though I’m freaked out, I’m excited to be sharing this. I’ve always wanted to give an unfiltered peek into my business. I’ve just been too much of a scary bitch to tell my ego to shut up. So here it goes…

[symple_divider style=”solid” margin_top=”20″ margin_bottom=”20″]September Break Down:[symple_divider style=”solid” margin_top=”20″ margin_bottom=”20″]

One Time Costs For Visionary Journals

Cost of Journals: $11,439.61

Commercial: $2,007.20

Shipping & Promo Supplies: $800.61

Transfer Fees: $418.19

Total Debt: -$14,665.61

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Monthly Expenses:

Calendly: $10.00

Fotolia: $25.00

Shopify: $29.00

Go Daddy: $36.33 (Domain Purchases/ Renewals)

Xero: $30.00

Buffer: $10.00

Focus At Will: $34.99 (yearly subscription fee)

Leadpages: $37.00

MailChimp: $15.00

The Printful: $102.57

Merchant Account Fees: $43.52

Interest: $5.44

Total Expenses: -$378.85

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Monthly Earnings:

Visionary Journal Sales: $1,665.00

Apparel: $305.00

Total Earnings: $1,970

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Un-Income for September: -$13,074.46

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What I learned:

  • It takes a lot of mental and emotional energy to juggle a large project like this alone. I need to plan time to recharge. I also need an assistant.
  • Launching a big idea is wildly exhilarating. I’m so thrilled, excited and proud of myself!
  • People are more than willing to help you. Make the ask and don’t be surprised to hear yes.
  • Do not despise small beginnings. These numbers look ugly now, but this is temporary.


What I want to improve:

  • Nail my post-launch marketing plan. This is an area that I struggle with. I will map out 3- 5 ways to lead interested people to the Visionary Journal.
  • Create more visuals for the Visionary Journal with a strong focus on video tutorials.

That’s it for September. Leave your questions in the comments below and I’ll do my best to answer them.