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Failory's February 2021 Report

Unlike January, in February I worked a lot of hours into Failory.

I had holidays from university, so I was able to work full-time on the project, particularly on re-designing the website (the first project of the list for 2021).

Revenue went up, traffic kept steady and the newsletter performance improved. I couldn't ask for anything else!

Important Stuff

  • Finished re-designing the website. It took me around 3-4 weeks. Lots of changes were also made on the behind scenes of the site, particularly on the Webflow's CMS fields.
  • Changed the weekly's newsletter format (a much-needed change!). Open and click rates started to grow inmediately. Feedback was amazing.
  • Started the migration from Sendinblue to ConvertKit with the same goal of improving the newsletter and building a closer relationship with subscribers.
  • Started to work with Dani on Failory's interviews. He joined the team after Failory acquired his project, Phoenix Down. Hadn't been for him, the website re-design would have taken me probably 10 days longer!
  • Started to work with Carissa, who has been doing a lot of work related to Failory's graveyard.
  • Work along Carissa to finish the Amazon Cemetery (which was recently launched, btw).
  • Carried out some SEO experiments and got Dani's help on setting up lots of things on Webflow's CMS to speed up this process.

Traffic

60,553 users visited Failory in February. 1,663 less than last month, which is normal considering that January has 31 days and February only 28.

Of these users, 51,708 (85,39%) came from Google. This means we grew 120 organic users per day on average since January.

The average session duration was 1 minute and 187,817 pages were viewed in total.

Newsletter

244 people subscribed to the newsletter. 94 unsubscribed.

There were 150 new net subscribers, making the newsletter reach the 8k milestone.

I sent 4 emails with 7 sponsors (I'm limiting this to one sponsor per week from now on).

Open and click rates were 26.55% and 4% respectively.

Money

Amazing month in terms of revenue. A bad one in terms of expenses!

Revenue was $2.272,80. Here's where it came from:

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Update → An affiliate notified me they refunded a customer which had brought us a $868,80 commission in February. Prior to this, February's revenue was $3.141,60.

  • $1,659.93 → Affiliate commissions:
    • $741.27 → Services
    • $42.94 → Courses
    • $6.92 → Tools
  • $1,000 → Big website sponsorship
  • $331.67 → Newsletter sponsors x3
  • $150 → Product Market Fit eBook sales x10

Expenses were $938.46. Here's where it came from:

  • $399 → LLC incorporation through Firstbase (once)
  • $231.12 → Tools:
    • $60 → Lunch Money (annual)
    • $40 → Webflow
    • $39 → Sendinblue
    • $35.12 → Todoist (annual)
    • $19 → Placid
    • $15 → Quuu Promote
    • $13 → Icons8
    • $10 → Gumroad
  • $190 → Freelancers:
    • $120 → SEO Consultant
    • $70 → Content writer
  • $118.34 → Fees:
    • $82.81 → PayPal fees
    • $30.61 → Payoneer fees
    • $4.92 → Gumroad fees

This brings up a profit of $938,46.

Besides those expenses, I personally spent $365.71 on:

  • $225 → Blue Yeticaster microphone
  • $39 → Programmatic SEO course
  • $14.71 → Personal domain (annual)
  • $12 → Super (Notion's hosting)
  • +$50 → Other things

What's next?

The new website and the Amazon Cemetery are launched.

We're launching the Google Cemetery soon. Maybe we'll also build the Shark Tank Cemetery.

I'll be working a lot on SEO experiments (mainly scaling them).

And I'll start working on Failory's second digital product.

Date: March 6