Build Your Online Business: Simple Tools & Strategic Growth

Start Small with Substack, a Simple Website, and Essential Tools for Sustainable Success

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Last month, I spent a lot of time reflecting on how to build my second business while keeping my current German business thriving—and of course, growing.

As my mentor

Veronica Llorca-Smith

said during the Mindset Session of

Kristina God

’s Substack bootcamp, “Sometimes you have to zoom out.”

So that’s exactly what I did.

I zoomed out of my own business. Instead of constantly creating more and more, I took a step back to observe and thoughtfully consider its future.

• Where do I want to see my business next year?

• In five years?

In the hustle to make money and run our businesses, we often forget to check if we’re actually headed in the right direction. We focus so much on the "now" that we lose sight of the bigger picture.

Before we know it, we’re back on the hamster wheel we built ourselves, even though we swore we’d avoid it.

So, how do we regain control and ensure we're pursuing what we truly want—despite the noise in our heads or the overwhelming advice from "experts"?

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The Who, The What, and The How: A Simple Approach to Building an Online Business Without the Overwhelm

Recently, I shared my simple approach to starting an online business from scratch: The Who, The What, and The How. For me, it’s the easiest way to break down the core parts of my business.

• I’m clear on the "Who." I know who my businesses serve and who I want to help.

• I’m also clear on the "What." In my German business, I focus on three key products. In my new business, I’m still in the early stages, creating an MVP to help me figure out how to best serve my audience.

And then there’s the "How"—a trickier question.

We often fall into the trap of spreading ourselves thin, trying to be everywhere, chasing every opportunity. As beginners, we compare ourselves to seasoned veterans with established teams and years of experience, which can lead us into that same trap.

Trust me, I’ve been there, and I failed miserably.

In my German business, I’ve made several resets, the biggest one being last month when I deleted my German Substack publication. Each time I made these changes, I regained focus and was able to pivot my income.

Why?

I think you know the answer: it’s because I focused on tasks that actually lead to results—namely, revenue—rather than getting caught up in busy work.

How can you start your online business by creating a simple ecosystem that allows you to serve your audience on the right platforms and earn your first income online—without getting burned out or overwhelmed by all the options?

Let’s dive into your "How."

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Mastering the 'How': Streamlining, Sustaining, and Adapting Your Business for Success

When it comes to the "How" of starting or growing a business, it's all about execution. You’ve got the "Who" (your audience) and the "What" (your product or service), but the "How" is where many of us get stuck.

Let’s break it down:

• Streamlining Efforts: Instead of trying to be on every platform or following every marketing trend, the focus should be on where your audience actually spends their time and how you can best serve them. What platforms or strategies will give you the best return on effort?

• Sustainable Routines: It’s easy to burn out if you don’t have a structure. What processes can you put in place to automate or simplify repetitive tasks? This could be batching content creation, automating email sequences, or outsourcing certain parts of your work.

• Testing and Iterating: Your "How" should be adaptable. Try different approaches and assess what’s working and what’s not. Whether it’s A/B testing your email campaigns or tweaking your sales funnel, refining your approach over time is key.

How do you envision your "How" when it comes to running your businesses?

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Starting an Online Business: Affordable Tools to Build Your Presence with Substack and a Simple Website

Here’s my simple approach to starting an online business using great tools without spending much money:

#1 Substack

Since you're already here on Substack, you've chosen a fantastic platform. It’s not just for publishing content and showcasing your expertise; it’s also a place to build a community, send newsletters, and engage with your audience, much like a social media platform.

The best part about Substack?

It's completely free until you start offering paid subscriptions.

#2 Blog/Website

Don't be intimidated by the idea of creating a self-hosted website. It doesn’t need to be elaborate with tons of subpages or fancy features. Think of it as your business card or main storefront, where your audience can always find you. You can refer back to it across every platform you’re active on.

Starting a blog or your own website is straightforward, especially with a content management system like WordPress. It’s also quite affordable.

• For example, Bluehost offers hosting starting at just $1.99 per month and includes a free domain.

• WordPress themes are also available at low costs, such as the Astra Theme, which is only $59 per year. It’s a simple, lightweight theme that’s easy to use and customize—just like the ones you can see on my websites.

You might be wondering, "Why do I need a blog?" It’s an important question. You can find my answers here.

Even successful Substack creators often have their own self-hosted websites to showcase their entire business ecosystem.

• Kristina God from

  Kristina God

• Michael Lim from

  Michael Lim

• Andi Bitay from

  Andi Bitay

#3 Email Service Provider

You might roll your eyes at the mention of an Email Service Provider (ESP), but it’s definitely worth considering. Many great options are available for free, offering a range of valuable features.

You might wonder why you should consider another Email Service Provider (ESP) when Substack already handles newsletters.

The truth is, while Substack is great for sending out newsletters, it doesn’t offer the capability to create complex funnels and email automations needed to effectively sell products like books or courses. 

This is where a dedicated ESP shines.

• With a real ESP, you can set up automated sequences that work in the background whenever someone signs up for your newsletter or lead magnet.

• Some ESPs even allow you to sell digital products directly and manage automated post-purchase sequences. This approach helps you better nurture your audience and earn money online.

• You can create evergreen funnels or newsletters from existing content with minimal additional work, which can drive sales of your products.

Most of my income in my German business comes from my email list, primarily through automated evergreen sequences or occasional one-time offers. I use ConvertKit for this because it’s easy to set up and allows you to create sequences, landing pages, automations, and even sell digital products. Plus, you can start for free with up to 10,000 subscribers.

These three platforms are great starting points for building your online business. They’re the ones I use for my second business, which I launched just two months ago.

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Embrace a Minimalist Approach: Start Small and Scale Gradually for Business Success

Of course, there are many more platforms and possibilities out there, each with its own advantages and disadvantages. The key is to determine what you want your business to be and start with a minimalist approach.

Begin small and scale as your business grows. You’ll recognize what additional tools or platforms you need as your business develops. 

Think of it like your baby: give it what it needs when it needs it, but at the right time. 

This way, you can stop just hustling and stay focused on the essential tasks.

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Launch Your Online Business Now

Did you know I created a 9-day course to help you launch your online business?

In just 9 days, you'll learn everything from idea generation to launching your business, specifically tailored for women in their 40s.

And these are the lessons:

• Lesson 01: Why Start an Online Business After 40?

• Lesson 02: Evaluate Your Readiness

• Lesson 03: Choosing the Right Business Idea

• Lesson 04: Setting Up Your Online Business

• Lesson 05: Building Your Online Presence

• Lesson 06: Managing Finances and Funding

• Lesson 07: Launching and Scaling Your Business

• Lesson 08: Overcoming Challenges and Staying Motivated

• Lesson 09: Future Trends and Opportunities

Embrace the power of starting an online business in your 40s—it’s a path to self-fulfillment, independence, and making a meaningful impact.

Your journey begins with a vision and the determination to turn possibilities into realities in today’s digital world.

P.S. Don´t forget to join my free 5-day course to learn everything you need to start your blog besides your Substack and turn your passion into profit! Sign up now and get started!