As an online business CEO I know a short scroll on Instagram or your explore feed will inevitably meet you with a high revenue monthly income report or launch report. It’s almost a rite of passage in entrepreneurship. And honestly? I am all for it. Not for the reasons you’d think – but for the transparency.

Sure, I love a high revenue month or launch as much as the next person! But, when you’re a new entrepreneur or testing the waters – you may not be sure yet what is possible. These carousel or reel break downs bring to the foreground a reality of what IS possible – especially in a society where talking money and income is typically “hush hush.”

Now, a carousel post breaking down a creator or entrepreneurs “biggest launch yet,” “six figures in five days”, with screenshots of Stripe notifications stacked on top of each other – *without* the context or math behind it may just be a way to get attention from eyes that find the post. And, it usually does. 

But (in my opinion) seeing what’s possible is only exciting if you’re then handed the reins yourself on how to take action! 

So, I want to save that inner math that you may find yourself in when you scroll and find a “$100k month” revenue report. I’m giving you the 8 must haves and the formula to plug in your launch revenue goal ~ so $100k launches and months are not just possible, but inevitable!

Let’s dive in….

Launch Success is Not Luck

If you’ve ever looked at one of those month or post launch recap carousels, done the math in your head, or spent the next 20-30 minutes after comparing that launch to your last launch – this blog is for you!

Hitting your goal month and launch can be achieved with a formula. 

And once you have it? You can repeat it over and over. Because once you have the exact levers to pull and when – it’s less of a toss up for what you’ll make, and more just setting everything in place to ensure that the goal is met. 

My Starting Point

I want to start by telling you where I actually started (now, some of you know my backstory)…but I was a VP in corporate marketing and I left to start my own business, etc.

But, my first opportunity to work with a coach? I turned it down.

I was working with Jordan Lee Dooley on a collaboration for a program that would build off her book, Own Your Everyday. 

She would handle the life side, I’d teach the business side – basically how to take what you’re passionate about and turn it into something profitable online.

She ended up scheduling a chat with a business mentor – and I remember sitting in on a few calls, adding input, etc. But these calls gave me a glimpse at how he structured everything. And it was like watching someone play chess while I’d been playing checkers. I remember thinking: “This is what I’ve been missing.” The tactics, the bigger game they were playing, the systems behind the scenes.

When we wrapped up, I reached out to him about working together. When he told me the cost, I froze. He was out of my price range… heck, he was out of my “ready” range. 

I told myself all the things we tell ourselves when we’re scared:

 “I can figure this out on my own.”

 “I just need to work harder.”

 “Maybe after the next launch.”

So I didn’t hire him.

I went on to launch my very first online course by myself that Black Friday, and it made just over $16,000. Which, at the time, felt great. It was proof that the concept worked.

But I also remember sitting there over Thanksgiving, while my family was relaxing, and I was glued to my phone, manually DMing leads to help them make a buying decision for a low-ticket course.

And I just remember thinking, this can’t be the way it’s supposed to feel.

SO…I signed with that mentor and got started the last week of November for my next launch I decided to do in January. 

I wrote in my notebook over and over: 

 “I will make $100,000 in this launch. I will make $100,000 in this launch.”

And I poured myself into it. I learned, implemented, tested, tweaked, and put my marketing background together with his frameworks.

And when I launched that second week of January…

I made $105,000 in one week.

That moment changed everything.

Because it wasn’t just about the money – it was about what the mentorship unlocked.

The clarity, the strategy, the confidence to see my business as something that could scale beyond my time-for-dollars effort.

I’ve been in your shoes.

I’ve seen the large launch numbers with no clue on how to get there.

I’ve run with what I knew and just “winged” it – with success too!

My first launches were scrappy and each time I took what I learned data-wise and implemented for my next, best launch!

This blog’s taking you along for your own launch success story! By all means, please update with your launch numbers too once you do!

What You Need for a Successful $100k+ Launch 

Need #1: Two Milestone Events

The first thing to understand is that every launch – at least, every one that hits numbers like this – is built around two core milestone events – not one! This is where a lot of people go wrong because they think the “launch” is just the week they open cart, when really the launch starts weeks before that. 

The way I do this: private podcast and a free workshop or series.

But, essentially this is what you need: one freebie or resource available for instant download that tees up the live conversion event.

The freebie’s entire job is to grow your warm audience quickly and intentionally and prime them for the next step (conversion milestone – or milestone #2).

Now, the milestone #2 or live workshop is a place for your leads to experience your teaching style and your expertise in real time – so that by the time you open the doors to your offer they already trust you enough to say ‘yes.’ 

Need #2: An Offer to Sell 

Now, this may be obvious (but maybe not) – you want an offer to direct leads to purchase at the end of your conversion event. Ideally, this is your signature offer (I can help you with creating this). But, if you don’t have that yet – it could be DFY services of 1:1 services! 

These two milestones are driving highly interested leads your way – now, you tell them what the next step is…your offer.

When you invite them to your offer at end of the live workshop or series (Milestone #2) you want to offer them an “early bird” price.

This is a gift for being in attendance, showing up and putting in the effort, and it serves as an additional reason to join now…before special pricing ends! *This helps get interested leads off the fence.

Need #4: A set launch timeline (4-6 weeks)

You want somewhere in the range of four to six weeks total from the announcement of your freebie/resource to event promotion through the final close of the cart, long enough to build real momentum and short enough to keep urgency alive.

Need #5: Early Bird Bonuses (*Pricing if you wish)

When you open cart to the attendees of the workshop or series you want them to get access into your offer in a way that feels special and makes it a no-brainer ‘yes’

My favorite way to do this is to fold in additional bonuses!

The goal here is to make the ‘yes’ for these attendees sooo easy. They were curious, they learned more, now they know the next step…make that step an easy one!

*In some cases, this is also stacking on a nominal discount (depending on the offer, the suite, how it’s all structured).

Need #6: Public Open Cart

This is where you bring the launch of the offer to the public. When you do this – I suggest a few things:

• Use your full or normal price for the offer (aka early bird pricing is removed)
• Run open cart for 5-7 days to public
• Use an email sequence to make sure you keep your email list aware of what’s in the offer, the value, and when they need to enroll by before the doors close

Need #7: Downsell Built in for Non-Converters

This is a bonus opportunity to convert anyone who didn’t opt into that core offer to something lower ticket! This catches anyone interested, but perhaps not ready for that level of investment.

The goal here is to serve the people who weren’t ready for your main offer while still capturing revenue and building trust for next time or when they are ready for the main offer.

Need #8: Emails for Every Step of the Launch

Before we get to the formula, I want to walk you through the emails, because this is the part people skip and then wonder why their launch felt flat, and the truth is your list needs to hear from you far more than feels comfortable, so here’s roughly how that sequence breaks down across the whole four to six week window.

• Promoting the freebie (1-2 weeks out): 3 to 4 emails to your existing list, plus daily IG content, driving people to opt in
• During the freebie/conversion series itself: 1 reminder email per day of the event (so 3 emails for a 3-day series), each one building anticipation for the pitch
• The early bird window (the 24 to 48 hours right after your pitch): 2 to 3 emails to attendees only, creating urgency around the fast-action price before it disappears
• Public open cart (the following 5 to 7 days): 4 to 6 emails to your full list, mixing value, testimonials, objection handling, and urgency as cart close approaches
• The downsell window (3 to 5 days after cart closes): 2 to 3 emails to everyone who didn’t buy, introducing the lower ticket offer

*Example timeline:

• [Milestone 1] Drop freebie September 1, 2026
• [Milestone 2] Announce 3 day series on September 8, 2026
• [Downsell] October 5-12, 2026
• [Early Bird Open Cart w/special bonuses/pricing] 3 day series runs September 22- 24th, 2026
• [Open Cart] September 24 – October 1, 2026

That’s roughly 15 to 20 emails across the whole launch, and I promise your list can handle it, in fact they expect it, because silence is what actually kills momentum, not frequency.

Your Formula

Let me show you what this actually looks like with numbers – because I know formulas mean nothing until you see them in action!

Here’s where it all comes together, and I want to give you this as an actual plug and play formula. Take your own goal and reverse engineer exactly what you need.

Step 1: Start with your revenue goal. For this example we’re using $100,000.

Step 2: Decide your offer structure. You need two price points – an early bird price for the people who commit live during your pitch and a full price for public cart. Decide on what low ticket offer would be great to pitch if they don’t opt in for main offer.

Step 3: Apply realistic conversion benchmarks to your show-up numbers. With 100 to 200 people staying through your pitch, you can reasonably expect:

• 10% to 20% of that live audience to buy at early bird
• 2% to 3% of your remaining full list to buy once cart opens publicly
• 5% to 10% of your non-buyers to take the downsell

Now let’s run two versions of this so you can see how the price point you choose changes the volume you need.

Scenario A, a premium offer priced around $3,000: 

• Do this: run your freebie event to bring in 400 opt-ins and 150 people through to the pitch. 
• Price your early bird at $3,000 and aim to convert 15% of that room, which is 22 buyers, putting you at $66,000. 
• Price full cart at $3,500 and aim for just 5 more buyers off your public list, adding $17,500 and bringing you to a total of $83,500.
• Downsell an LTO at $497 and aim to convert 33 of your remaining leads, roughly 8% of what’s left, adding another $16,400 and landing you right around $100,000.

Scenario B, a mid-ticket offer priced around $1,500: 

• Do this: same 400 opt-ins, same 150 through the pitch, but because the price is lower you can expect a stronger early bird conversion, say 20%, which is 30 buyers at $1,500, putting you at $45,000.
• Price full cart at $2,000 and aim for 10 more buyers, adding $20,000 and bringing you to $65,000. 
• Downsell at $297 and aim to convert closer to 15% of your remaining list, around 55 people, adding roughly $16,300, 
• Now, with this launch scenario you’d end around $80k – so you could push the downsell of LTO much harder to close that gap. 

To Recap All of This Juiciness

The point of laying it out this way is that once you know your goal, you can work every other number backward from it, so if $100,000 is the target, divide that goal by the price point you’re most confident selling, that tells you roughly how many total buyers you need across all three offers, then divide that number by the benchmark conversion rates above to see exactly how many opt-ins and attendees your freebie event needs to generate. 

Buyers Needed = Revenue Goal ÷ Price

Reach Needed = Buyers Needed ÷ Blended Conversion Rate (1-2%)

If the math says you need a bigger freebie event than what your current following can produce organically, that’s your sign to either grow your list first, run paid traffic into the freebie, or raise your price point so you need fewer buyers to hit the same number, and any one of those adjustments is fair game, the formula flexes, but the sequence itself does not change.

A $100k launch comes down to numbers, it comes down to milestones, it comes down to a sequence that you can build and refine and repeat, launch after launch. 

Once you understand that, the whole thing stops feeling like something that happens to other people and starts feeling like something you can actually plan for. 

If you’re reading this thinking you’d love some support building this exact structure for your own business, that is precisely the kind of work I do inside my container, so if you want to stop guessing your way through launches and start engineering them instead, I’d love to have you!