Business Plan

Success in life comes down to having the confidence to believe in ourselves and our abilities. A lot of people grow up not having people in their life telling them how great they are, how capable they are, and how they REALLY CAN achieve all of their dreams and desires, if they just have the confidence to dare to believe that they can! A lot of people grow up not having someone to simply say, 'I believe in you.'

Mission

The mission of ToTheMoonOnTuesday is to empower people to believe in themselves; to give people the tools and resources they need to build their confidence and approach life with positivity. We want to help people to re-write their life stories; to re-wire negative beliefs they hold about themselves, their abilities and their self-worth. We want to help people become the strongest version of themselves and to achieve their full potential in life.

Solution

We are currently doing this through providing a growing library of downloadable tools and resources for personal growth: www.tothemoonontuesday.com/library/

More value

We want to eventually offer a lot more than this. We have big plans! Here are some other ways we are adding value for our users, and fulfilling our mission to empower people with positivity, kindness and confidence.

Current solutions

Monthly Act of Kindness Gift Box
Positivity themed gift shop
Blog with relevant articles on mental health, kindness, positivity etc.

Future ideas

More ideas to add value for users...

Community element for paid subscribers? Facebook group? (Just an idea...not sure what the focus/purpose of a Facebook group would be... 🤔 )
Short mental health courses for users (powered by teachable.com, or a similar platform)
Online interactive elements for paid subscribers...(such as fun mental health games/quizzes/or 'swipe to randomly select your daily affirmation card type thing...'

Target Market

The current website membership base includes both professionals working with clients, as well as individuals looking to work on their own personal development. We have members who work in schools and with children's charities; We have members who work with people with mental health issues and with people from disadvantaged backgrounds; We have members who are parents, teachers, councillors, therapists and life coaches.

Current membership base:

To get an idea of the people downloading and using our resources, here are some of the organisations our current subscribers work within (taken from the work email addresses they have signed up with);

Kids Inspired - www.kidsinspired.com.au
A health and creative therapy centre for children and young people. Services provided include speech therapy, art therapy and occupational therapy.
Younity - www.younity.org.au
Working with children, young people, individuals and families to provide the connections, support, access, skills, knowledge and opportunities they need to have a fair go at life.
Oaks Integrated Care - www.oaksintcare.org
An organisation providing mental health and addiction support to children, teens and adults.
Zion Restoration Counseling Services - www.zrcounselingservices.com
Counseling service helping people to overcome depression, anxiety, and trauma.
TaCreacia - www.tacreaciablunt.com
A certified life coach and business coach, helping people to release their self-limiting beliefs and get closer to reaching their full potential in life.
Willow Creek Behavioural Health - www.willowcreekbh.com
A psychiatric and mental health hospital, working with people with conditions such as anxiety, schizophrenia, bipolar disorder and suicidal thoughts.
Kingston Home Base - www.kingstonhomebase.ca
Provides support services to meet the needs of youth, adults, and families at risk of homelessness.
Prince Albert Group Homes Society - www.paghs.ca
Their mission is to provide adults with intellectual disabilities person-centered support, care and services that improve their quality of life and promote full citizenship within the community.
Strides Toronto - www.stridestoronto.ca
Offering community, autism, developmental and mental health support, services and referrals in Toronto’s east end.
Southeast Addiction - www.southeastaddiction.com
Well Played Family Therapy - www.wellplayedfamilytherapy.com
Central Minnesota Mental Health - www.cmmhc.org
Conroe Independent Schools District - www.conroeisd.net
Renew Schools - www.renewschools.org
American Leadership Academy - www.alaschools.org
Odyssey House - www.odysseychch.org.nz
Rehabilitation services for drugs & alcohol in Christchurch, New Zealand.
Learnla - www.learnla.org
Their mission is, "to encourage a culture of learning by securing and providing resources to students and families in areas of need."
Papatoetoe High School - www.papatoetoehigh.school.nz

Summary of target market:

Individuals looking to work on their personal development
Councillors
Therapists
Teachers
Parents
Life coaches

Market Analysis

Similar existing project 1 - The Savvy Mama Club

[Example of a digital downloads monthly membership site]

There is currently only one large-scale monthly membership based, digital downloads website that I'm aware of - The Savvy Mama Club.
According to this news article, the Savvy Mama website has over 2000 monthly members, each paying $9 per month, so generating a monthly revenue of at least $18,000 (£14,000), which equates $168,000 (£216,000) per year.
It is similar, but not directly competing...(ToTheMoonOnTuesday = tools & resources for mental health/positivity/personal development/growth, SavvyMamas = resources for helping busy mums to organise their lives).

Similar existing project 2 - Councellor Cronan Etsy Shop.

[Example of a digital downloads Etsy shop within mental health niche]

With over 216,000 sales on Etsy since 2021, plus an Instagram following of 91,000, Kristy is a great example of the business potential for selling digital resources within the mental health and self help niche.
CouncellorCronan's Etsy page states that she has 216,512 sales since 2021. So I'm guessing around 42 months of sales. So 216,512 sales / 42 = 5155 sales per month - averaged out! Assuming just £1 per sale, as a minimum base, that's at least £5155 per month in sales (probably a huge amount more than that, as most of her items are a lot more than £1).
The demand for mental health resources - both for professionals and individuals - exists, and it is huge.
The challenging part is just 'breaking through,' 'getting seen' and getting onto the 1st page of Etsy search results (apparently 80% of Etsy buyers don't scroll past the 1st page of results!)
www.etsy.com/uk/shop/CounsellorCronan

Similar existing project 3- Sugar & Sloth - www.sugarandsloth.co.uk

[Example of a physical products shop within mental health/positivity niche]

An example of an inspiring & successful shop selling physical products relating to mental health & anxiety.
Anita's mission is similar to ToTheMoonOnTuesday's - to 'make the world a little brighter' and 'promote positivity and empowerment through artwork' - www.sugarandsloth.co.uk/pages/about-sugar-sloth
She also has a monthly membership box - similar to my idea to create a monthly gift box - except that my idea is to send out a box to just a small number of randomly selected monthly subscribers each month - whereas the SugarandSloth box is for ALL people who sign up for it... www.sugarandsloth.co.uk/pages/tiny-hug-club-join-the-waitlist
A new future idea has literally just popped into my head: we could offer a higher priced monthly tier (say £30 p/m) to get a guaranteed monthly gift box...(would perhaps be best to limit it to max number of subscribers to make it more manageable...and perhaps not something to add straight away...but once the website is more established...?)
She also has a Facebook community group (would be interesting research to sign up to - to see what common interests bring people together in that group...what topics they talk about etc.)

Revenue Potential

1. Digital membership website

a 2000 digital membership base could bring in £14,000 p/m (£216,000 yearly) (based on SavvyMamas reported figures...from a similar model with slightly different target market (savvymamas = organisational resources for busy mums, ToTheMoonOnTuesday = mental health, kindness, confidence & positivity building tools for personal development) )
I think the scope of the website - "Tools for inspiring kindness, confidence and creativity" - is broad enough that a lot of different types of printables can come under that 'umbrella'...for example, I added an 'allergies' category, just in case you wanted to add any allergy resources?
www.tothemoonontuesday.com/library/
I was also thinking, we could add the printables from your Etsy shop to the ToTheMoonOnTuesday library if you wanted?
(but keep our Etsy shops separate still - we can just add a line to the website page saying "this printable was provided by EmmasAlchemy" and include a link back to your shop?
With this in mind, there could even be some scope to collaborate with other printable sellers in the future? (getting other printable sellers to list their resources on our site, saying "this printable has been provided by..." (I'm not entirely sure how that would work/what would be the benefits for the other Etsy sellers...but might be worth thinking about in the future...🤔 )

💰 💰 💰Potential Revenue: £14,000 p/m 💰 💰 💰

2. Etsy

Etsy has huge revenue potential. There is already a big market for positive affirmation and mental health digital downloads on Etsy.
The previously mentioned CouncellorCronan business (selling digital resources for councellors) shows just how much demand there is & how profitable the mental health niche can be.
So the potential for big profits is there - the problem is simply 'breaking through' and 'getting seen' in a saturated marketplace, with other already established printable download sellers, currently appearing higher in Etsy search results. (80% of Etsy buyers only scroll as far as page 1 of the search results, so getting onto page 1 is the big challenge).

💰 💰 💰Potential Revenue: £5,000 p/m 💰 💰 💰
(Sounds a lot...but if CouncellorCronan can do it, I'm sure we can too, with time, the right strategy & marketing...and most importantly, believing that we can!)

3. Physical Gift Shop

https://shop.tothemoonontuesday.com/
I have no ideas on how much this might make at the moment...but I'm sure the potential to have a few thousand or more a month coming in (eventually!) from physical product sales is there...with time, of course...and perhaps promoting the digital products should be the first priority...🤔
Currently only 3 products in the shop - It should be quite easy to expand the number of products rapidly though - because I have a lot of designs already created on the digital products (on the affirmation cards etc.)
So it's a case of re-using / repurposing existing designs onto physical products, rather than designing new things from scratch.

💰 💰 💰Potential Revenue: unknown. But let's say £2000 p/m 💰 💰 💰
(with time of course...not straight away...)

3. Blog section

Currently there are only 'dummy' articles in this section (so I will hide/remove the section for now, until there are articles written to put in it...)
This section will serve to drive more traffic to our own website, to promote and sell our own products and services.
We can also monetise the articles we write through affiliate advertising schemes.

💰 💰 💰Potential Revenue: unknown. But let's say £1000 p/m 💰 💰 💰
(again, I have NO IDEA how much affiliate marketing might bring in with time...but let's just say £1000 p/m for now...😆 )

3. Advertisers/Sponsors Page

I have been browsing other membership sites built using Ghost (the Wordpress alternative software that I have built ToTheMoonOnTuesday with...)
You can browse the sites here:
https://ghost.org/explore/
https://ghost.org/explore/featured/
It often shows how many subscribers a website has and what their MRR (monthly recurring revenue is), which is interesting too!
Anyway, I spotted one site which is selling advertising spaces: www.makerstations.io/advertise/
So that could be another possible income stream to look into...
As well as 'advertisers' banners/spaces, could have an entire 'sponsors' page or section to the website. We could try approaching 'big' people within the mental health / wellness / self help industry to ask if they would consider 'sponsoring' ToTheMoonOnTuesday in return for an advertising space on our website. Or perhaps they would give our website a 'shout out' on their social media in return for us advertising their business. I'm thinking, people like Gabby Bernstein, Deepak Chopra, YogaWithKassandra, KimberlySnyder ...I know it's a massive long shot with 'big' people like that... 😆 ...but I think, if you don't ask, you never know what possible opportunities or collaborations could arise...
Could also approach slightly 'smaller' people...to propose similar collaborations...a page on our website advertising their business, in return for 'shout outs' for our business on their social media...
This time I'm thinking people with less followers, who might actually need/want the collaboration more than 'big' people like Gabby! 😆 For example: Noharanda, vibinwithciicii, KirstyGallagher, SugarAndSloth, foxunderthemoon_art ...

💰 💰 💰Potential Revenue: totally unknown! 😆 💰 💰 💰

Other potential sales channels for both digital & physical products: Amazon (physical), TeacherPayTeachers (digital), Patreon (digital - Patreon has recently added the functionality for selling digital downloads directly on their site...), HayHousePublishing - big publishing house for wellness/mental health/spiritual growth publications. They also publish and accept submissions for affirmation card decks...(not an immediate priority...but might be worth submitting some card designs for publication further down the line!))

💰 💰 💰Potential Revenue: again totally unknown! 😆 💰 💰 💰

Fundraising

(crowdfunding & grants)

I've also been looking into the possibility of raising some funding through grants and crowdfunding.
I'm thinking the money could be particularly useful as a marketing budget - for things like paid advertising on Facebook, Instagram, Google etc...
...but also for other uses, such as paying ourselves, contracting out other smaller tasks etc.
It does seem like there could be some potential/possibility there for getting business grants, or raising funds through crowdfunding sites...so could be worth looking into at some point in the future..
Here's some of what I found:

CROWDFUNDING:

Kickstarter may be best platform for small, creative projects. (Indiegogo could be another possibility...)
Rewards we could offer on Kickstarter: a) discounted membership to the digital library for 3 months/6months/12months/lifetime membership etc. (for increasing 'pledge amounts' b) advertising/supporter space on the website for a fixed duration c) new physical products from the gift shop...

Some relevant/related/similar projects for ideas:

https://www.kickstarter.com/projects/scribalist/soul-creatures-oracle-and-affirmation-deck

https://www.kickstarter.com/projects/plymagazine/weft-magazine-the-magazine-for-handweavers

https://www.kickstarter.com/projects/microcosmpublishing/anxiety-coping-skills-deck-by-dr-faith-g-harper

https://www.kickstarter.com/discover/advanced?ref=nav_search&term=affirmation

https://www.kickstarter.com/discover/advanced?state=successful&term=affirmation&sort=magic&seed=2866861&next_page_cursor=&page=1

https://www.kickstarter.com/women-in-tech-and-beauty-fund?ref=section-forward-funds-shorttext-the-women-in-tech-beauty-fund

GRANTS

Business Boost - £25,000 Grant

Opens soon (15th August). Entry closing date isn't until 11th October though - so a bit of time to potentially prepare an entry...

Women in Innovation Award - up to £75,000

Not relevant for now because you have to have had a Ltd. company for at least 1 year to apply. But something like this could be worth applying for in the future. Also, generally, I think searching for 'funding/grants for women in business' has some potential - as 'women in business' are seen as an 'under-represented/minority' sector of the business world! ...so I think there are a few grants/support schemes about, specifically aimed at women...

Up to £8000 for new businesses with a 'positive social impact' - I've not read the page in depth...but we could possibly be eligible to apply for this...? 🤔