hey newsletter!

long time no see

i've been busy writing prompts (more on that later) and most importantly: been on family vacation

this time, without working

yep - my mom couldn't believe her own eyes

well, it translates nicely into the title and subject of today email, because this is the exact plan i wrote while overlooking the beautiful lake in Porsgrunn, Norway

i've had a waitlist for over 4 months now, and im soon ready to kickstart chapter 2 of the digital coffee shop

i want to share the plan with you, so i can keep you updated along the way

most importantly: i want to climb the mountain in real time

The $2m/year plan

-> in 5 hours/day with 2 team members, 80% profit and following The Digital Coffee Shop philosophy.

The coffee shop has made $750k in profit since launching it 18 months ago.

It’s only served 45 clients on very high proximity, a 1on1 mentorship acting as an external business consultant.

Now, I want to increase my impact, and as a direct correlation, my own income.

My 45 clients added $5m in ARR when calculating the difference between their starting MRR and current MRR.

I don’t take credit for it, they would have done it without me, I just made sure they were in the right vehicle following the right map with the necessary tools.

The $750k averages out to $500k/year in profit, which is awesome, but it isn’t my end destination since I am living in Denmark again, which means im paying 50% in tax.

$2m/year, that’s my ultimate freedom number.

It will allow me to purchase my dream farm in Denmark and to take care of my family.

I have 2 options to go from $500k/year to $2m/year.

1. 4x the current payments I get from existing clients.
2. 4x the amount of clients I serve.

I believe more in option 2.

When considering a 400% increase in clients, I can’t keep offering the same access to me.

My Zoom account would crash.

Therefore, my proximity will drop and so will my impact.

Because of this, im 8-10x’ing the amount of people i’d like to serve and guide over the next 12 months starting from May 1st 2026.

The goal is to pace $2m/year from May 1st 2027.

Here is how im gonna do it:

1: Lowering the barrier of entry

I will make it easier for people to access my world.

All of my tools, trainings and frameworks will be available at my lowest price ever on my own Digital Coffee platform.

It’s my biggest investment so far.

I believe it’s the future of how information is consumed.

Information only holds value in the context it’s provided. The platform allows me to give personalized guidance without being present myself.

No commitment, I want people to stick around because of the value and their own free will, not because of a contract.

2: Less time on calls

I’ve averaged 18 hours of calls every week over the last 18 months, I want to lower that with 80% ish.

It was a simple decision, those hours could be turned into trainings and tools that would benefit more people and/or the individual client.

Also, I can only care about so much.

1on1 clients and relationships takes a lot of my energy. I need to put myself first in this next chapter.

I want to work 1on1 with handful of people and then spend more time on assets, group-calls and content.

3: Monetize access

My coffee and core product is getting people to $500k/year in profit.

No matter if people decide to join the platform, get the community, work with me 1on1 or just purchase a ticket to a workshop, the goal is always the same:

Provide the right guidance and actionsteps that gets the person to $500k/year in profit while following the philosophy of a Digital Coffee Shop.

I feel very confident in the roadmap, since im actively doing it for myself and clients.

4: Show Don’t Tell

Telling stories that happened is the best form of marketing.

I get clients who are similar to me and I don’t feel anxiety from large promises or being someone online im not in real life.

It’s sustainable for me and I don’t feel pressured to follow certain frameworks or guidelines.

Im gonna write more, since it’s what I enjoy the most.

Show Don’t Tell allows me to focus on clients first, then marketing second, since the content I produce is insights from the things I do for clients. I like that process a lot.

I will publish a daily post, a daily email and a YouTube video every 5 days. This cadence is sustainable and enjoyable.

5: Daily Menu Card

The more offers I make, the more im allowed to make.

I sold 101 spots for a YouTube workshop where I made more offers in 7 days than the previous 365 days prior.

People thanked me for reminding them. It seems like people wanna buy more than I wanna sell.

So, im making a daily offer through rotating my menu card.

Either to read my emails, watch my YouTube videos, to join my waitlist, to get on the platform, join the community or work with me 1on1.

I’ll be bundling and unbundling my core product to serve and help a larger audience with the goal of getting 300 coaches and consultants to $500k/year.

6: Fred’s Inner Circle

For the last 18 months, my community has been a side-thing for people who worked with me 1on1.

Now, I want that to be the main thing.

Im a huge believer in community and in-person events, so I want to to 3 events every year for members of the community.

For now, it will be in AirBnBs, but in the future, they will all take place at my farm.

I don’t want my group calls to feel like people are standing in line to talk to me.

Therefore, im capping the available spots, and only opening enrollment whenever theres capacity.

7: Raising my prices

The more valuable something is, the more scarce it gets.

Over time, I will be raising prices to protect the quality of the product and myself.

I won’t turn it into a marketing stunt, I will simply just let my waitlist and audience know when it’s time and there will always be a reason for the raise.

8: Opening hours

To avoid being in a constant state of availability, im capping the spots and intake every month.

It gives me more peace of mind to know when im onboarding, and when im not.

It’s hard to create a line at the door when it’s always open.

9: Back to paid ads

I love paid acquisition and i've spent over $500k of my own money on paid ads over the years..

BUT, for the last 18 months, I haven’t ran a single one due to being full capacity and not having the right menu card in place.

I do now, so im committing to turning paid ads back on.

Due to my tax situation makes the decision a no-brainer since the alternative is to pay more in tax.

I’d rather lower the overall bottomline by investing into my brand and company.

I’ll commit 7-10% of monthly profits to the ad-spend of the following month.

The 9 steps will take place while I follow my rules:

1: I don’t want to spend any time on “maybe’s”:

I've never experienced a barista trying to convince me to get a cup of coffee.

It’s completely fair if a person isn’t ready to make a commitment, that's 100% up to them, but it’s not my job to push them over the line or convince them.

2: Maximum 5 hours of daily work:

Anything after that, I can’t think straight. When I work more than that, I don’t have energy for my girlfriend, friends and family. They are the only reason for me moving back home, so this is my most important rule.

3: Be true to self

Fortunately, im good at this already, but I wanted to add it for extra accountability. I do my best work when I follow my intuition and do things my way. It felt good to write that out.

so yeah, this is my plan.

i’ve done the math, and it will require 300 active monthly clients across the entire menu card.

now, it’s time for me to show, don’t tell

my waitlist will be the first to receive the new menu card, it goes out a week before May 1st.

if you want to be added to the waitlist, just reply to this email and i'll make sure to add you

thanks for following along, it means tons

-fred