Meet Sarah—a new mom, IT support professional, and someone who, like many women, found herself standing at a crossroads.
On maternity leave from her public sector job, Sarah loved being home with her baby. But the thought of returning to work, dealing with the daily grind, and paying for childcare didn’t sit right. She explored remote IT jobs, but none excited her. Then she remembered something from her past—her love for nutrition, which she studied in school but never pursued.
Could she really turn that passion into a business that paid her well, allowed her to stay home, and helped ease the burden on her husband?
Yes. She could. And she did—using the AWESOME™ ™ Framework to build a freedom-first business on her terms.
Here’s how.
🅰️ A = Attract
(Mini-framework: A.I.M. – Audience, Intention, Message)
Sarah’s first step was clarity. Rather than jumping straight into content, she focused on who she could help and how.
- Audience: She chose to serve new moms like herself who were struggling with postpartum fatigue, meal planning, and energy.
- Intention: She set a goal to build a 500-person email list and grow her Instagram to 1,000 followers in 90 days.
- Message: She started sharing her journey with postpartum nutrition, easy meal hacks for moms, and how eating well helped her mental and physical recovery.
Her A.I.M. was spot on—within a month, moms were messaging her saying, “I needed this!”
🆆 W = Win
(Mini-framework: G.A.I.N. – Goals, Assets, Investment, Nurture)
To supplement her salary, Sarah knew she needed more than likes—she needed income. The G.A.I.N. framework gave her a path:
- Goals: Replace at least £1,200/month within 6 months.
- Assets: She created a digital product: “The 21-Day Postpartum Energy Reset” with meal plans, recipes, and daily mindset tips.
- Investment: She priced it at £47, with a bundle option including a bonus mini-course for £97.
- Nurture: She built a nurturing funnel using a lead magnet titled “5 Nutrition Mistakes New Moms Make (and How to Fix Them).”
In her first launch, she made £1,880—more than her IT support side hustle would’ve brought in.
🅴 E = Engineer
(Mini-framework: C.A.S.T.L.E. – Create, Assemble, Structure, Test, Leverage, Evolve)
Sarah kept things simple and strategic.
- Create: She turned her nutrition plan into a PDF guide with Canva, added Loom-recorded video walk-throughs, and created a simple 3-part video course.
- Assemble: She used affiliate network, website and other avenues available about 15 years ago for sales, Google Drive & Dropbox for delivery, and MailerLite for emails.
- Structure: Her system included auto-delivery of the digital product and a 5-email welcome series.
- Test: She launched to a beta group of 15 moms in a Facebook group and collected testimonials.
- Leverage: She used her cousin as a Virtual assistant to help her write product descriptions, FAQS, and onboarding emails.
- Evolve: Based on feedback, she added a vegan meal swap section and weekly planner templates.
Her first product didn’t just sell—it changed lives.
🆂 S = Systemize
(Mini-framework: S.A.V.E. – Standardize, Automate, Virtualize, Efficiency)
Sarah leaned into systems to keep her business sustainable while caring for her baby.
- Standardize: She created checklists for product updates, weekly content, and email scheduling.
- Automate: Her sales funnel, product delivery, and onboarding were all automated.
- Virtualize: Then, she hired her cousin as a part-time virtual assistant to help manage comments and messages.
- Efficiency: She time-blocked two nap-time windows per week to handle business strategy.
Now, her systems give her space instead of scrambling to work during spare moments.
🅾️ O = Optimize
(Mini-framework: T.U.N.E. – Track, Upgrade, Nurture, Experiment)
Once the basics were running, Sarah turned her attention to growth.
- Track: She monitored KPIs like email signups, product sales, and landing page conversion rates.
- Upgrade: She refined her product page copy and created a new sales video using testimonials.
- Nurture: She started a weekly newsletter sharing nutrition tips, real mom stories, and exclusive discounts.
- Experiment: She tested a new $19 mini-course and tried Pinterest for traffic—which led to a 20% spike in sign-ups.
Small experiments helped Sarah increase her revenue while staying true to her mission.
🅼 M = Multiply
(Mini-framework: G.R.O.W. – Group or Evergreen, Reach, Ops, Widen)
As Sarah’s confidence grew, so did her ambitions.
- Group or Evergreen: She launched a live 4-week “Postpartum Power” group program and later made it evergreen.
- Reach: She started doing Instagram Lives, collaborated with a breastfeeding consultant, and appeared on two mom-focused podcasts.
- Ops: She systemized her group program with Trello and hired someone to manage customer support.
- Widen: She introduced a new “Return to Work Energy Plan” for moms transitioning back to jobs.
Sarah’s business blossomed from one PDF to a full suite of offers.
🅴 E = Exit or Expand
(Mini-framework: S.T.A.R. – Simplify, Think Legacy, Align, Reflect)
Sarah didn’t just want to earn—she wanted to elevate.
- Simplify: She cut offerings that didn’t bring joy or results, and focused on her flagship course and email list.
- Think Legacy: She began mapping out a licensing model to allow other wellness coaches to use her content.
- Align: Her business reflected her values: nourishment, family, and ease.
- Reflect: She scheduled monthly solo CEO dates at her favourite café to journal, assess, and plan.
Sarah’s work now gives her purpose and presence—with her child, home, and dreams.