On Monday, I received this message from a new friend, “Happy first cohort day, Kim!”
LinkedIn DM wishing me a happy first cohort day!
I was so happy someone wished me well on one of the biggest days of my life.
But what they didn't know was that my big launch was also a big failure.
You see, 6 weeks ago I decided it would be a good idea to launch a group coaching program.
I'd been toying with the idea for probably 7 months but never actually pulled the trigger.
I was already getting 1:1 career coaching clients, so it only felt natural to offer a group program too… because that's what all great career coaches do, right?
So my EXTREMELY DELULU self said "FXCK IT" and just WENT FOR IT.
I'd also been part of a group coaching program myself last year - or at least, now that I think about it, I'd actually just signed up to work with a business coach who happened to run extra group activities on the side.
But I kept seeing other coaches launching their own programs and got excited and inspired. (If they’re launching something, SUUURELY I can too!)
What I didn't realise was how hard it would be to actually get warm leads and sign-ups.
A bit of context…
Around the same time I saw Kels from Coming Up Roses launch Launch Your Own Way (VIP), and Angela Lau launch her Mango Career Labs.
I thought this was a sign from the universe to do what I had always wanted to do and also ride the launchhhh waaaave!
But wowowow, I’m a pleb compared to them. Check out this table I created to compare lol
I thought posting consistently on LinkedIn and IG would be enough to get some sign-ups.
But NOOOPE.
Zilch.
Nada!!
I did get a few downloads on my lead magnet, but it didn't seem like anyone was actually interested in the Moonshot Women Accelerator itself.
So, what went wrong?
I ignored the business coaches who gently suggested maybe this wasn't the right move yet.
Stubborn, delulu me thought, “meh, they don't KNOW me!”
I also skipped a preeetty important step which was actually asking my current 1:1 clients and prospective clients if they even wanted this. (The product designer in me was sorely disappointed she didn’t do user research BEFORE launching this product, woops!)
Turns out most of them preferred personalised 1:1 coaching over group coaching because they could go at their own pace in their own time.
One client literally told me, "I don’t want to go through a program… JUST TELL ME WHAT TO DO!"
Another said the program felt more suited to junior professionals instead of seniors. They said it probably wouldn’t have benefitted them because they already had a few years of job hunting experience and they just wanted my help with the last bit of the strategy to really help them stand out.
And then, of courseeee… I got sick T_____T
I didn’t prep any marketing materials ahead of time, so I was scrambling to create content while dealing with a nasal infection. (I swear my body always shuts down when I try to do something important lol)
On top of all of that, I didn't have a “warm” or large enough audience.
"Numbers don't matter," said some internet guru.
But GIRLLLL….they absolutely do!!
My 1,600+ LinkedIn connections and 260+ IG followers probably don’t contain my ideal clients and even if they are there… the algorithm gods are probably doing their job and making it a great challenge for my potential clients to see my content (grr!).
I also have an email list that’s fairly neglected… so I’m definitely planning to grow that old dusty thang and use that in my next launch!
Okay, but what did I actually learn from this?
Allll the pinks and purples in my @skipandsoar IG feed <3
I actually had SO MUCH FUN creating content! (Cute carousels celebrating client wins and stories about my chaotic pivots!)
I got to show off raw and honest Skip & Soar energy (fun brand + vibeees!). Be prepared for MORE - this is only the beginning!
I learned exactly what was involved in running early bird pricing - updating banners, content, landing pages and emails across every platform in sync (reminded me of my marketing intern days launching events! haha)
I stayed completely myself throughout - unhinged, chaotic, toddler-mum-trying-to-build-a-business energy, sharing the wins and the failures as they come
I have people cheering me on 🥹. A friend said, “OMG LET’S GO CELEBRATE YOUR LAUNCH!” and I told her that we’d probably have to wait a bit more before celebrating because it wasn’t looking thaaat great (at that time) - don’t worry, I’ll still probably grab dinner with her soon (and we can laugh about this experience lol)
I started a newsletter called Serial Pivoter on LinkedIn because what else do you do after a failed launch?! I've always loved embracing failure and sharing my most embarrassing, cringe moments, so if that's your vibe, WELCOME TO MY WORLD!
So what happens to the Moonshot Women Accelerator now?
Well, the group cohort isn't happening and that's a-okay.
Funnily enough, MWA actually started as a self-paced course. I attempted to turn it into a fun, interactive, supportive group program but now it's going back to its roots - self-paced, at your own pace… without the live cohort pressure.
I'm also planning to add a few new modules on how to actually use AI in your job hunt, because the job market right now is oh-so-very-different from when it was just a couple of years ago (!!).
Then… I'm going to focus on building something else :)
This time with a bit more research and intention.
I'm also planning to start sharing stories of Serial Pivoters - people living non-traditional, non-9-to-5 lives.
If you know anyone doing something interesting and offbeat with their career, send them my waaaay! I'd love to chat (and maybe interview them!). 🥰
All rightyyy - over and out!
Seems like I have a lot of reflections happening on Wednesday so this might be my weekly drop day. ;)
Have a wonderful day, y’all!
xo, Kim
P.S. If you'd love to roast me and tell me everything else I did wrong, reply to this email to let me know (appreciate your honesty, hehehe!)