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How This 35-Year-Old Earns 6 Figures/Year From Her Baking Blog While Working Part Time
Jessica Holmes was working as a copywriter when she decided to start a blog as a side hustle. As she was teaching herself to bake, she thought she’d start sharing her creations.
Over the years, Jessica built up a solid fan base through a combination of consistent posting, high-quality recipes, and lots of engagement with her followers. During lockdown, her traffic went through the roof, and after the pandemic, her readers stuck around. Eventually, she was able to quit her day job.
Today Jessica is earning 6 figures a year from her baking blog, Sweetest Menu, which allows her to work part-time and stay home with her daughter and newborn baby.
Keep reading to find out:
- Why she created her blog
- How she made her first dollar
- What happened when Covid hit
- How long it took for her to be able to quit her day job
- Her top marketing strategies
- Her views on SEO
- How she approaches keywords
- How she creates content
- Her favorite tools and resources
- Her greatest challenge
- Her biggest accomplishment
- Her main mistake
- The advice she would offer other entrepreneurs
Meet Jessica Holmes
My name is Jess and I’m the self-taught baker and writer behind the food blog, Sweetest Menu. I live in Melbourne, Australia, with my husband, Josh, my two-year-old daughter, Lucy, and my newborn son, Jack.
I graduated from university with a degree in communications and worked for over a decade as a copywriter. In 2014, I created my website, Sweetest Menu as a side hustle.
After six years, my blog started to make more money than my full-time day job. I decided to pursue blogging as a full-time career in March 2020—quite a time in the world to make a big change!
Why She Created Sweetest Menu
Rewind back to 2014.
I was working full-time as a travel copywriter. I was also finishing up a diploma in graphic design and was looking for somewhere to channel my newfound creative skills.
It was also a time when food blogs were taking off. Since I was dabbling in the kitchen and teaching myself how to bake, I decided to make my own food blog, without any intention of creating a business.
I started publishing and sharing my own dessert recipes. They were very basic and so were my photography skills, but I was having the time of my life.
After 18 months, I was completely obsessed with blogging and had cultivated a small readership online. I decided to put some ads on my blog and in the first month I made $50. I was in awe that I could make money doing something so fun.
My growth was slow and steady from that point, growing gradually year after year. Once I began to really understand SEO and the concept of creating good-quality content, my growth began to accelerate.
And when Covid hit and much of the world was in lockdown, my growth hit the roof, with millions of monthly pageviews.
How Much She’s Earning
I currently make over six figures a year almost entirely from ad revenue. It took six years to get to that point, but I have managed to sustain that level of income for over three years now.
The downside of relying on advertising revenue is that it’s very unpredictable. You earn different amounts throughout the year, which can make it hard to plan and budget your income.
Bloggers typically earn more in quarter four with higher RPMs. And if you’re a baking blogger like me, Christmas is a particularly profitable time of year.
I used Google AdSense for a few months but I already had enough of a readership to apply for Mediavine. I heard great things, so switched over as soon as I could.
I’ve been a member of Mediavine since 2016 and they manage all my advertising for me. I can’t speak highly enough of their amazing customer service, I see them as part of my team!
I’m currently on maternity leave so I only spend around 15 hours on the business a week. Prior to that, my work hours would be around 20-25 hours per week.
As for traffic, my blog receives about half a million page views per month.
Jessica’s Top Marketing Strategy
So much of blogging and content creation is focused on SEO and social media. But one thing that I have always tried to do is make time to prioritize my audience.
I love connecting directly with my readers and I plan in time and space to do that regularly. Answering comments and questions in a timely manner is one really easy way to do that. I read and answer every blog comment or question on my website myself, and I chat with my readers every day on Instagram.
Even in the content creation process, so much of our time is directed towards keyword research and SEO. But if I get constant reader requests for a certain recipe, I will definitely add it to my plan.
At the end of the day, if SEO and social media went away, there’s still a strong cohort of readers who come directly to my website when they want to bake. And at the core of it, they’re the people I want to create content for!
The Importance of SEO
SEO is the lifeblood of my business and currently accounts for over 65% of my traffic.
For social, I focus mainly on Pinterest and Instagram as they are the biggest traffic drivers and the best places for me to connect with my readers.
My strategy with both as changed significantly over the past few years, and I’m still learning how to use video to best connect with my audience.
My favorite thing to do is teach readers how to bake, so I love to use step-by-step videos to show my readers how to make my recipes on Instagram Stories.
In 2017, I had my first SEO audit with a professional consultant. It really helped me understand the purpose of SEO and how I could be more intentional when creating my content.
SEO is complicated, but when I finally understood that many of the rules are really just directing us to make the best possible content with the reader in mind, I was able to do a much better job.
When creating recipes, I currently use KeySearch to double-check traffic volumes and do a little competitor analysis. I’m usually looking to ask two questions:
- Are people searching for this recipe? And if so, how are they searching? (For example, what words are they actually using?)
- Could I rank for this keyword?
But as I mentioned above, even if I can’t rank for it, it doesn’t necessarily mean I won’t create and publish that recipe.
Jessica’s Content Creation Process
As a creative person, I love to create recipes and content that I’m genuinely passionate about. I always start with an idea that is sparked either by something I’ve tasted out and about, seen on my travels or has been requested by a reader.
After doing some keyword research and competitor analysis, I then go through the recipe testing process. This is one of the most time-consuming parts of blogging for me.
I try over and over to create a reliable recipe that works for everyone, whether they’re a novice or experienced baker. Amazing results for minimum fuss is my motto!
Once I have the recipe down, I’ll take and edit the photos and then craft the post. After it’s published, I’ll promote it using social media and my newsletter.
I try to publish one new recipe a week but sometimes it can take longer if the recipe is particularly challenging. I’m still consistently reminding myself that it’s not about quantity but rather, quality. So if I have to take a bit more time to publish the best possible recipe so be it!
I use Pinterest, Instagram, and Facebook.
Her Email List
I do have an email list and I encourage readers to sign up for my newsletter in order to receive new recipes, baking tips, and ebooks.
I love to keep in touch with readers that way, and often encourage them to write back and tell me what recipes they want to see or what baking questions they have.
Email marketing is something I really want to prioritize this year.
At the moment there are over 10k people on my list.
Her Favorite Resources
I absolutely love the Food Blogger Pro podcast and Top Hat Rank webinars. They’re full of amazing advice for bloggers, whether you’re a novice or an experienced online publisher.
Her Top Three Tools
If I had to list my top tools, they would be:
Google Analytics and Google Search Console: Two free tools from Google that are so helpful in tracking analytics and keyword rankings.
KeySearch: A basic but affordable keyword research tool, KeySearch is great for beginner bloggers.
Canva: I use Canva to easily create pins for Pinterest and marketing materials like ebooks and media kits.
Jessica’s Biggest Challenge
For sure this would be time and trends!
In this blogging game, you never seem to have enough time to do everything. There is always more content to create, more improvements on your website, and more things to learn.
It’s a wonderful thing because it means it’s never boring, but I constantly have to fight the feeling of always being behind. It’s like having a to-do list that never gets smaller—it only grows.
Keeping up with changing trends is also a big challenge, particularly with the changes in social media we’ve seen in the past few years. How the platforms are responding to content can really impact your traffic and your content creation strategy.
To do this job well, you need to be flexible and agile—two things that don’t come easy to me personally.
As the blog has grown, I’ve had the ability to outsource a few tasks. I work with NerdPress to manage the technical side of my blog (they are incredible at what they do). And I have two amazing virtual assistants that help manage my Pinterest, Facebook, and email marketing.
Her Most Important Accomplishment
When I first started blogging, I was too shy to tell anyone about it. But when my blog overtook my day job in earnings, I was finally able to be really proud of what I had accomplished.
I also had my recipes published in one of Australia’s biggest food magazines. To walk into the supermarket, open a magazine and see my work—that was a highlight!
What She Wishes She Knew When She Started
In many ways, I wish I knew that it’s possible to make a full-time income (and more) online. But at the same time, I’m glad I didn’t have that pressure on myself straight up. Instead, the business was born out of a genuine passion for creating and sharing amazing recipes.
I do wish I started my blog on WordPress. I began on Blogger, then moved to Squarespace, and then finally made the switch to WordPress. I immediately saw an uptick in traffic and had so much more control over the backend of my website. I regret not making the move sooner.
Jessica’s Main Mistake
My biggest mistake was not treating my blog as a legitimate business sooner. It’s very easy to feel like it’s just a hobby or a small side endeavor. But the truth is, it’s a real business and it should be given that respect, by you and those around you.
Her Advice for Other Entrepreneurs
Never stop learning.
We need to keep up with trends and rules and not be afraid of change. So keep learning, keep listening to podcasts, reading blogging resources (like this one), and keep on top of what’s happening in the industry.
And make sure you take yourselves and your business seriously. It could change your life!
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This 20-Year-Old’s Summer Side Hustle Earned $150,000
This Side Hustle Spotlight Q&A features 20-year-old college student Jacob Shaidle, founder of Ontario-based barbecue cleaning business Shaidle Cleaning. Responses have been edited for length and clarity.
Courtesy of Shaidle Cleaning. Jacob Shaidle.
What was your day job or primary occupation when you started your side hustle?
I was a 15-year-old high school student when I started my side hustle, Shaidle Cleaning. I always liked physical labor, so this was a natural fit. Before I started my business, at the age of 14, I worked full-time summers at a tree farm, but when my parents told me I had to pay my way through university, I wanted to make more than minimum wage to ensure I could pay tuition. I was shocked when I found out how expensive school really was! Today, I am a full-time university student during the school year and a full-time business owner during the summer. I plan on pursuing Shaidle Cleaning full-time after I graduate.
When did you start your side hustle, and where did you find the inspiration for it?
I started Shaidle Cleaning in the summer of 2021. My mom asked me to clean our barbecue at home and suggested that I go knocking down the street after I did such a good job. My parents mentioned cleaning neighbors’ grills to make more money than what I made at the tree farm. I never would have thought to start a business cleaning grills if they didn’t suggest it!
What were some of the first steps you took to get your side hustle off the ground?
I needed the proper cleaning supplies to get Shaidle Cleaning off the ground. Luckily, I already had a pressure washer at home from my Dad, and I spent $400 on other equipment (100% of my savings at the time). That first summer in business, I put everything into two grocery bags and walked about a half-mile radius from my house to clean grills — I didn’t have my driver’s license or a car, so walking was my only option. By the second summer, I made enough money to buy my own car, which allowed me to expand my service area and double my revenue.
What were some of the biggest challenges you faced while building your side hustle, and how did you navigate them?
My three biggest challenges with the business have been ensuring amazing quality even after hiring people, maintaining a great online presence and managing such a high volume of clients. To ensure quality of service, I found that good, well-planned training was very important. Even more important, though, was hiring hardworking, passionate people — people who had similar goals and mindsets as me and could work toward a shared goal. Having an amazing team has been the driving factor in our business’s success.
Maintaining a great online presence is really challenging as a small business competing against all these “sharks” with more clients and money to outspend us on ads. With the help of my friend Aran Giffen, we have been able to establish a great online presence, selling people on the story and our youth, passion and drive rather than the actual service we provide. We want to make it clear that we are all students with the goal of helping other students, and that is how we present ourselves.
Lastly, going from managing 100 clients a summer to more than 700 has been a huge jump. As the owner, I want to have personal conversations with each client, get them excited about the service and make sure they have the best experience every time. Unfortunately, there just isn’t enough time in the day for me to do that. Instead, I have utilized the great personalities of my own workers to message, follow up and ensure the happiness of customers. We have also made client management easier with Jobber, which automatically stores all of our clients’ information, sends automated messages and keeps everything organized for me as the owner.
How long did it take you to see consistent monthly revenue? How much did the side hustle earn?
Since this is a seasonal business, I work hard each summer to ensure I increase my revenue from the previous season. In my first two months of operation in 2021, I made $5,000. The following summer, when I had my car, I doubled my revenue to $10,000. These were two-month summers in grades 11 and 12. In my first university summer, I hit my first $10,000 month and finished the summer with around $30,000.
This summer, which was my fourth summer in business, we did $100,000 in revenue in 75 days, ending the summer with roughly $150,000 in top-line revenue. As a one-man operation, it wasn’t too challenging to see consistent revenue in the summers. This is because I would typically knock on doors for one or two days to fill up my schedule for the week. This past year, we had seven technicians and 20 people in total, so it was much more challenging to stay consistent with the revenue. We had to learn quickly how to train employees, manage our sales team and deal with hundreds more customers. My best friend, Aran Giffen, has been a huge help in ensuring revenue stays consistent by managing our website, reach-out and online ads.
What does growth look like now?
I’ve been able to expand my one-man side hustle into a thriving business that has allowed me to hire dozens of high school and university students, helping them pay for their own education. With a growing, passionate and hard-working team, we aim to eventually break seven figures in revenue. Automation is a large part of being able to scale a business. We recently automated our customer communications by partnering with Jobber last summer, which has helped us tremendously. This partnership has allowed us to expand our customer base to hit 1,000 grill cleanings and six figures in revenue this year. Before Jobber, I spent a lot of my time scheduling cleanings and manually sending reminder messages to customers about their appointments — it ate up most of my day. Jobber completely takes that over by allowing customers to book their appointments online, automating reminder messages and sending invoices at the end of our service, which has freed up my time to focus on growing the business. We wouldn’t have been able to hit six figures in revenue or hire employees without this partnership.
What do you enjoy most about this side hustle?
By far, the most rewarding part of owning Shaidle Cleaning has been enabling my employees to afford their tuition and university costs. I am so proud of my team and happy with what we have accomplished so far, and I sincerely only want what is best for them. We are building a company around hardworking, dedicated and passionate students, and I value their work and effort more than anything else. My business is so much more than just cleaning grills — we’re creating a tight-knit community of students and helping them build and grow as people.
What’s your advice for others hoping to start successful side hustles of their own?
Find great people to surround yourself with. I used to think it would be so great to reach my big dreams on my own — more rewarding, efficient and impressive. But I was totally wrong. One of my favorite parts of my job is meeting new people who can help and enable me in different ways. It is much more rewarding to gather a group of people around a singular goal and lead them all to success than it is to do it alone. It is way quicker to build off the amazing knowledge of others to propel yourself forward in business, and it is more impressive to stick with the plan with the people around you than to hike up the mountain alone, leaving people behind.
With this message, there are four very important people I would like to mention who have helped me do amazing things in business. Aran Giffen, Brendan Quinlan and my parents. Aran joined along for the ride in year three and has been one of Shaidle Cleaning’s biggest assets. Brendan has acted as my mentor for just over a year now and has given me more knowledge, skills and advice than anyone else in business. Along with my mom and dad — who have always been by my side encouraging me no matter what and have had the pleasure of watching this grow since the very first BBQ — I am eternally grateful for these people and only wish to continue growing with them.
This article is part of our ongoing Young Entrepreneur® series highlighting the stories, challenges and triumphs of being a young business owner.
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He Overcame Dyslexia and Built a $1 Million Language Learning App
Entrepreneur Ventures is an early-stage venture capital firm partnered with Entrepreneur Media that is dedicated to backing passionate and innovative founders as early as day one. In this series, we are profiling the amazing entrepreneurs that Entrepreneur Ventures is working with to share their insights on building and growing a thriving business.
Michael Peled is the co-founder and CEO of Singit, an immersive English education platform that teaches the language through music. “People pick songs that they like, then select words in the lyrics for instant translation, and expand their vocabulary faster and easier,” Peled explained on a call with Entrepreneur.
SingIt is currently being used by 500,000 students across 12 countries and has recently surpassed $1 million in annual recurring revenue. “With our new consumer channels, especially focusing on the Latino population in the U.S., and over 5,000 paying customers, we’re poised to disrupt the market,” Peled says. Read on to learn more about the innovative teaching tool, and the driving force behind the 23-year-old tech founder’s passion for learning.
Please give us the company elevator pitch.
SingIt is transforming English language education by integrating AI-driven technology with a library of over 5 million songs. We deliver personalized learning experiences, tailored to each learner’s needs, turning the most addictive apps into powerful tools for mastering language.
What gave you the idea?
My father learned English in the ’70s from John Lennon and Bob Dylan songs. This sparked my realization that music could be an incredible tool for language learning, particularly for people like myself with dyslexia. I had to work eight times harder in school to achieve the same results as my peers. This determination, combined with having entrepreneurial parents who always believed in me, propelled me forward. I firmly believe that having just one person who pushes and supports you can make all the difference.
Related: Teacher’s Successful Side Hustle Made Over $22K in One Month
How did you get started?
I developed SingIt as my final project in a gifted kids program at the Weizmann Institute. It grew into an app now used by 500,000 students globally, and it’s been approved by Ministries of Education worldwide.
What kind of training did you have before developing Singit?
By the age of 17, I was mining Ethereum on my school’s lab computers, but that’s not where my business success stems from. My passion for technology and curiosity about how money is made started when I was 9. Though I’m not materialistic and consider myself quite frugal, I was always drawn to entrepreneurship. By 16, I was earning over $100K a year photographing events while others partied. Growing up in a family of investment bankers also opened doors to key relationships, including a mentor who introduced me to underwriting.
Related: How This Entrepreneurial Couple Is Revolutionizing Brand Loyalty
Ultimately, my success came from being relentlessly curious, always seizing opportunities, and having a strong desire to learn from others. Since then, my focus has been on creating lasting impact, not just financial gains. SingIt’s mission is to democratize education and make learning accessible for everyone.
What do you hope to accomplish with SingIt?
I want SingIt to become a cornerstone of education, enabling millions of children to learn English in a fun, engaging, and accessible way. My goal is for English to become a second language globally. In many countries, fluency in English can increase one’s salary by up to four times and open new opportunities, especially in poorer regions, connecting them to the global economy.
What is your best advice for entrepreneurs who are pitching investors?
Persistence is key. Be relentless in pursuing your vision and ensure that your product solves a real problem. For instance, when securing music licenses for SingIt, I didn’t stop until I won over the biggest players in the industry.
Do you have a personal mantra that helps keep you motivated?
Be prepared to outwork everyone in the room, including your toughest competitors. True success demands relentless effort, grit, and unwavering perseverance. Every obstacle is an opportunity to rise above. Remember: “If you will it, it’s not a dream.” Lead with passion, push your limits, and show the world what’s possible when you refuse to give up.
Related: All True Entrepreneurs Share This One Personality Trait, Says the Founder of Spicewell
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CVS Is Laying Off Thousands in Cost Cutting Initiative
CVS Health is laying off around 2,900 people to cut costs, the company announced on Tuesday.
“We’ve embarked on a multi-year initiative to deliver $2 billion in cost savings by reducing expenses and investing in technologies to enhance how we work,” a spokesperson said in a statement, per CNN.
Related: ‘Tough Day For All of Us:’ Intel CEO Announces Layoffs Affecting 15,000 People
Experts say several factors are causing the industry to struggle as a whole, including online shopping. Consumers are buying toiletries and personal items from Amazon, Walmart, and other large online retailers. Meanwhile, big box stores like Costco are cutting into what was once considered staple buys at drugstores, like toilet paper and snacks.
CNN also reports that Dollar General’s growing market is causing slower sales at drug stores in rural areas. Falling reimbursement rates for prescription drugs are also a big factor.
Related: Apple Just Conducted a Rare Round of Layoffs. Here Are the Teams and Roles Affected.
“Our industry faces continued disruption, regulatory pressures, and evolving consumer needs and expectations,” the spokesperson said. “The reductions will not impact front-line jobs in our stores, pharmacies and distribution centers.”
“The vast majority of impacted colleagues will be notified this week,” the CVS spokesperson added.
The cuts will affect around 1% of CVS’s total workforce.
On Monday, the Wall Street Journal reported that CVS has been exploring the possibility of breaking up the company.
Reuters reported that the move would potentially separate its retail and insurance units.
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