Launching a Digital Writing Business From Scratch (and writing about it for 52 weeks)
Box Cutter Co. Free Weekly Issue #52
A year ago, when I turned this Substack “On”. I was at Zero Subscribers. When Free Issue No. 1 launched…. it went out to one Subscriber (my wife) — and included the image above.
This is Free Weekly Issue No. 52. And, It’s kind of fun to say it: Box Cutter Co. has seen over 400x growth on Substack.
In comparison to many newsletters, social media posts and hustle-porn on social media hitting 400 subscribers in a year…may not be too big a deal (for some).
I will say to you 420 (or so) subscribers—it’s a pretty darn big deal here.
I’m very appreciative of each of you entrusting your inbox to my weekly long-form issues. (And, open rates remain close to 50%, which is pretty darn good.)
It’s one thing to read all the various notes on social media, in digital guru online courses, and in articles and Medium stories — that say:
“Be patient”
“Be persistent”
“Be consistent”
… it’s an entire other thing to put those into action.
In other words: Simply keep writing and keep pressing publish. I’ve highlighted this in several past free issues.
When I started Box Cutter Co. I saw the awesome potential in the ‘newsletter’ space — despite everyone and their dog (almost literally) launching one. But let’s stop and think about this for a moment…
New music is produced every day, every month, every year.
Look at the insanity of what Taylor Swift is pulling in for revenue. The latest tour topped $1 Billion (the first ever to do so).
When she started breaking onto the scene did she look around and think:
“Gee… pop music has been coming out since before I was born… I think that space is saturated… I’m not going to try…”
F**k no! She just kept building, experimenting, evolving and… well… singing.
Week after week, pressing publish
I just kept writing, and sharing:
What I was learning
What I was posting on social media
How I intended to grow on different social media platforms
And, how I am applying the Box Cutter philosophy to creator spaces and digital writing.
For 52 weeks, I’ve published a free weekly issue of Box Cutter Co. Here’s what the weekly views look like over those 52 weeks 👇
The number of subscribers also has a similar steady trajectory, with a steeper upswing in the last 4-6 weeks. (Except when I added subscribers from the free 5-day Educational Email courses: Solopreneur Writer and Solopreneur Thinker)
This is also when I added The Solopreneur Series into the Box Cutter Co. launch sequences. This has also assisted in increasing weekly views. The image below shows steady additions in subscribers (thank you). 👇
In the past few weeks, Box Cutter Co. has added almost 10% of the previous 11 months — welcoming close to 40 new Subscribers. 🙌
Welcome to those of you new to Box Cutter Co.
Themes from 51 Issues of Box Cutter Co.
I spent some time this past week reading over the 51 previous issues. I also engaged ChatGPT to assist. Some key themes emerged consistently.
These themes reflect a diverse range of topics—which fits with my anti-niche approach and philosophy along with a multi-platform, and multi-topic approach. The themes also reflect my approach to digital entrepreneurship and content creation.
Top 10 Themes from 51 Issues
1. Digital Entrepreneurship and the “Creator Economy”
A strong focus on navigating and leveraging an ever-evolving digital landscape, particularly the burgeoning “Creator Economy”. Recent estimates put it at about $250 Billion US annually, with forecasts to nearly double that by 2027. There is no ‘saturation’ in this sector.
2. Content Creation and Strategy
Many free issues highlighted what I’m learning, observing, and insights into content creation— including suggestions on writing, publishing, and content management across various digital platforms. Many with a Box Cutter philosophy in mind.
I have plans to re-vamp the free course The Solopreneur Writer in the coming few weeks based on what I’ve learned and implemented.
3. Personal Growth and Development:
Many issues have emphasized personal journeys, self-improvement, and integration of personal experiences and growth into professional endeavours.
After a year and a half of building and writing online — I subscribe to put your oxygen mask on first before assisting others. This means I write about what I’m learning and realizing as I build.
4. Solopreneurship and Building Businesses
Strategies and reflections on building and sustaining a business as a Solopreneur, including living as balanced a life as possible. In our household, we are on a mission to create businesses that support our lifestyle — not the other way around.
5. Freemium Business Models
Freemium is an important part of my (and our) business strategies, particularly in the context of digital content and services. In the early stages— maybe even early years — building free stuff is key.
For example, I’ve built and published the two 5-day Educational Emails listed above. At Humanity Academy (a little startup and social enterprise my wife and I Co-founded), we have seven Free educational email courses (and more in the works).
6. Creative Process and Innovation
Creativity, innovation, and breaking out of conventional thinking patterns — have been a key part of my life for decades. The last one is what a Box Cutter Philosophy is all about.
7. Social Media and Online Presence
Analysis of social media trends, strategies for growing online presence, and leveraging social media for business growth.
Over the last year, many free weekly issues have included my strategies for building on social media. There are endless amounts of ‘advice’ out there. Sometimes a Box Cutter approach is needed to sift through it.
Here is what my growth on four platforms has looked like over the past 12 months 👇
Could I have grown and increased ‘follower’ counts on all platforms? Absolutely. Would that be a connected group of folks and represent sustainable growth? Probably not.
Last month was my best income earner on Medium. I just got my Strip payout which was $550 🇨🇦. This month is already on track to eclipse that. (For comparison my first month of earning $ on Medium was $4.30 in December 2022)
8. ‘Thinking about Thinking’ and Mindfulness:
In this case, mindfulness isn’t meant in a Zen meditation way—it’s more about remaining mindful of the whys and the hows — of building online. And, ‘thinking about thinking’ means deeper analysis and examination of thoughts, beliefs, and various norms. Also focussed on the whys. (More issues to come on this topic).
9. Adaptability and Continuous Learning
For years, including as a senior leader in healthcare (before starting Box Cutter Co.)— I would regularly say “We must remain fluid and flexible”.
Life and business are always in transition. It’s critical to be adaptable and prepared for change — it’s one of the true constants in life (we are always in transition).
And be open to continuously learning — especially in the digital age. As we say at Humanity Academy, “there is no one right way to live”. Same thing goes for building online: there is no one way to build and participate in the Creator Economy.
10. Authenticity and Ethical Practices
A recurring theme on maintaining authenticity, ethical business & life practices, and aligning work with personal values and ethics.
For the last 18 months or so, I’ve experimented with many approaches, tactics and strategies while building a digital writing business from scratch. Key to this is staying aligned with mine and our household values.
This week, for example, I am in Vancouver, BC (about 800 km south of where we live in BC, 🇨🇦). I am supporting an Indigenous non-profit organization as part of my Solopreneur services work. I find this deeply meaningful and important work. (And an area I’ve worked in for decades).
These themes, collectively, paint a picture of a comprehensive and thought-filled (thoughtful?) approach to digital entrepreneurship (esp. Solopreneurship), emphasizing personal development, personal values, creative exploration, and ethical practices.
Looking Ahead to the Next 52 Issues
Looking ahead, the focus of Box Cutter Co. (and The Solopreneur Series) will continue to be authentic real writing and sustaining growth. As well as, leveraging the foundation built over the past 12 months to begin generating a little more revenue.
On Medium, where I’ve seen the most growth, revenue is starting to get much stronger. However, I keep it top of mind that social media is ‘rented’ space. The keys to long-term sustainability are building in your own spaces - like Substack, one’s own website and building good products that folks want to actually use and benefit from.
Social media, and content posted there is marketing — it’s not the business itself.
Sustainable Growth: The Long Game
Sustainable growth doesn't happen overnight.
Over the past year, growth on platforms like LinkedIn, X (Twitter), Medium, and Substack has been steady and consistent. This was no accident.
It was the result of persistent posting, engaging, and looking to create content that resonates. Often time, some content and posts fall flat. That’s actually a very good thing— critical.
In the next 52 issues, Box Cutter Co. will continue emphasizing the importance of sustainable approaches and posting real shit — not hustle-bro porn and ego-growth numbers. The aim is to meet folks where they’re at in building and providing suggestions based on what I’ve learned by trying, doing and learning.
Real Content and Engagement: The Heart of a Box Cutter approach
“Authenticity” was the word of the year for 2023 (according to Merriam-Webster). Going into this next year, the approach and content for Free issues will continue to be focussed on the :
the learning journey,
challenges and successes
plus behind-the-scenes content about building a digital writing business
I intend to experiment and explore new ideas and sharing these experiences candidly. The goal is to provide value through content focussed on lessons learned and things tried.
Impactful Content: Making a Mark in the Creator Economy
The power of impactful real content cannot be overstated in the Creator Economy. I intend to continue the exploration of this massively growing sector—which interfaces in many ways with online and digital education.
Box Cutter Co. and The Solopreneur Series will continue exploring and unravelling nuances of the Creator Economy, exploring and watching new trends, technologies, and strategies that can ignite and sustain digital entrepreneurs.
Sharing the Learning Journey
As always, Box Cutter Co. is far more about the journey than any sort of destination.
The next 52 issues will be ongoing narratives of discovery, learning, and adaptation — all about “fluidity and flexibility”.
These issues will include sharing our successes and setbacks alike— offering insights into what works and what doesn't in real-time. This transparency isn't just about storytelling, it's also about creating maps that others can learn from and apply in their digital ventures.
Shifting Focus to Revenue Generation
These past 12 months have been all about laying a solid foundation. The coming year will see a strategic shift towards monetizing efforts more effectively.
We'll explore, implement, and share monetization strategies, diversify our income streams, and refine our business model. The aim is to transform sustained growth and engagement into a few more robust revenue streams. This shift will be approached with the same ethos and ethics that have guided this venture so far: authenticity, value, and sustainable steady growth.
In our household the goals are all about designing businesses that support our lifestyles (which are modest) — not vice versa. We are a dual Solopreneur household for very particular reasons, and simply designing businesses that mimic 8-5 careers is not one of them.
The next 52 issues of Box Cutter Co. will be a blend of continued growth, deeper engagement, and a bit more focus on generating revenue. Thankfully, the services contracts I currently have, keep revenues above the 6-figure salary I abandoned in early 2022.
The sustainability of that work is looking good and is an excellent foundation for continuing to build in the “Creator Economy”.
Box Cutter Co. will continue to navigate the ever-changing landscape of the Creator Economy, keeping real stuff and real dialogue at the fore, and continuing to share Free weekly issues as part of the journey with you.
Here's to another year of learning, growing, and thriving in the digital realm — in a way that suits and supports your lifestyles.
That’s it for this week — where I am enjoying some time by the ocean. Or, at least beside the Salish Sea.
If you’ve been a subscriber for awhile, or even if you’re new, please consider becoming a paid subscriber. This opens up past issues from the last year, as well as new features I will be adding in the coming month.
Thank you to those who have become paid subscribers. It’s a key piece of continuing to support our writing, research, and sharing.
Would love to hear your questions - drop a like, a comment, or re-post on channels you navigate.
The next Free issue of The Solopreneur Series will be out later this week.
You are an inspiration, David. Congratulations on this milestone! (I've often walked along that part of Coal Harbour, with a lovely view over Stanley Park. Keep the BC pics coming!)
Thanks for sharing these thoughts.
Your points all resonate, although one that I really agree with is keeping a continuous learning mindset. That approach always served me well in life.