Flow State Business

Mid-Year Reality Check: What’s Worked, What’s Shifted, and What’s Next (Part 1)

• Ruby Lee

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Six months into the remodel… and things look different.

In this episode, I’m taking you inside part one of my mid-year reflection - what’s shifted in my business model, how daily sales have become my new normal, and the moment that made me feel truly seen.

This one’s part business, part energy, all real-time reflection.


 Hello everybody. Welcome back to the Flow State Business Show. My name is Ruby Lee, and if you are brand new here, huge welcome in 2025. So far I have documented every single step of my business remodel, and in particular growing out my passive income streams, creating more freedom, like real true income freedom inside of my life and business.

Because before this, for seven years, I was a high ticket gal. All of my income came from private coaching. Two Masterminds and any other pop-up live groups that I would be running. So I was live energy high ticket and that was basically how I earned my multiple millions of dollars in coaching revenue over seven years.

I. Up until the end of last year when I decided that I really chose this, like I wanted to choose a business model that would give me a lot more time back on the calendar. A lot more freedom to just wake up and do whatever I wanted. And we're at the six month mark, my loves. I am so excited. Well all, almost six months.

My first passive sale was technically December 20th, 2024, and I began working on the passive sales funnel and model. On the 1st of December, so it is now the 1st of June. I wanna sit down and just do a really big recap, and this will be part one of part two. So part one, today we're gonna be talking about like what has worked.

We wanna talk about what shifted, and then in part two I'm gonna talk about what are my plans for the rest of 2025. So if you have not subscribed to the podcast, I would love for you to hit that subscribe button just because you'll get a notification of when part two comes out. And it just makes a massive difference to the channel.

It makes a huge difference to having more people find this information and for it to be more readily seen. And I have to open with this because it's relative, and I'm sure I've told this before to a lot of my clients. I can't remember if I said it on the podcast, but we're gonna go with it because I definitely feel very seen at the moment.

I feel seen in terms of yes, you know, visibility, everything's going up with social media. I'm getting a lot of. Eyeballs on my staff, and that's really awesome. Um, a lot of listens on my podcast, but I'm also feeling really seen by my spiritual team, by my guides, by my future self, by my high self god angels, universe.

I just really feel like whatever I am manifesting right now, whatever I'm writing down, I'm an avid journaler, I call it in. So whatever I'm calling in, I feel really seen. And this is actually really cool. I wanna open this story because it's giving universal confirmation. It's giving, the veil is thin, it's giving, what is even happening right now?

Okay, so my mom and my dad, they came to visit me in Queensland. They're from Victoria. It's roughly like a two to three hour flight. So they jumped on the flight and um, you know, you turn your phone on airplane mode the whole time, so you know, no messages are being sent or received. At least, you know, their flight didn't have that facility.

And my mom was just doing her thing. She's probably reading a book. She reads like four books a week. It's absolutely crazy. Anyway. In the middle of the fly, she looks down at her screen because it's lit up with a text message from me. Specifically, it was a WhatsApp message which popped up and the message said on the front screen, I feel seen.

Oh my gosh, goosebumps. Now, this is not something I would randomly text my mom, at least not like without a, Hey, mom, blah, blah, blah, blah. You know, the, the message is every girl sends their mother. It's long-winded for whatever reason. But I would never just send one sentence, be like, I feel seen, and it's not a languaging that I would use with mum.

It de it definitely isn't. Maybe with like my spiritual community, with my friends, with my hubby, maybe. No, maybe I don't even know. He, if I said that to him, he'd be like, what do you mean you feel seen? I dunno. Anyway, so it's not even language that I would even think about texting. So anyway, she turns to my dad and goes, Ruby's just texted me and he's like, that's weird.

Are you not on airplane mode? Why are you getting messages? Just read it. When we land, just put it away. Read it when we land and mom's like, yeah, it's really weird 'cause it says Ruby Lee as in who sent it to her. But I'm not even saved as that on my phone. Like why would she have me saved as Ruby Lee? She just got me saved as Ruby.

Anyway, they land and she goes looking for the message and there's nothing. There's no message, there's no trace. There's absolutely nothing in WhatsApp. And if you know WhatsApp, even if you deleted a chat, there is a whole other section that you can go to deleted chat. And I know that I definitely didn't send it chills.

Right? I don't know how you interpret that. Please let me know on Instagram what this means exactly. But I know for me. It felt like a total energetic wink. When mom told me we were kind of just like, what? What? You know? It was just so weird, and it was like the universe literally said, you are seen. You are held, you are recognized.

Something really big is already in motion, and that honestly just sets the tone for today's episode because this isn't just a mid-year business review. To me, this is a reflection on the energetic confirmations and the strategic pivots that I've made and the intuitive moves that I've completely shifted how I run my business.

I just thought that story was just a really fun way to open up the episode because I know that here we just, we are really a lovely, you know, combination of spiritual and energetic entrepreneurs who gets that. There's more beyond us just, you know, pushing the damn thing up the hill. There's. So much more behind the guidance of the way that we, we are in business and how we embody who we are.

And then we like to couple that with, Hey, what are the strategies that are working and what are the things that are actually, you know, making a difference to the bottom line? And then we talk financials and ex accountant over here, you know, saying all the things. So let's get into it. I'm so excited. Now, as I mentioned earlier, today is part one of a two part series.

So I'm gonna take you inside my business for a mid-year reality check. I've been documenting the whole thing, like I said, since December 20th, and I wanna audit the behind the scenes of what has worked, what shifted a few things that didn't quite go to plan, because halfway through the year, I think this is a really nice time to check back on your own truth and where you've kept yourself accountable or where you've let stuff go.

And I still am so in shock that we're already landed here in June, 2025. This is one of the first years in the last like three years I'd say. That was a weird year. Can't even speak. That was a weird way of saying it, but this is the first year of three years that I've actually felt like, no, it is going too fast.

I'm having too much fun this year. I just remember the last couple of years I was like, oh my God. Make it just fast forward like, and I was so looking forward to the year refresh, whereas this one, I'm just loving it. So, yeah. Okay. Uh, let's go. I had this goal by the middle of this year, this goal of earning a thousand dollars per day passively, and, um, I can't believe I'm saying this, it's actually happened.

So again, six months in, here we are, and guys, as I'm on this episode and like. Three sales have come in. I've just got a shout out. Uh, Rachel, who's bought like $160 worth of courses in master classes. Janna, who's bought $221 worth of courses in masterclasses, uh, TIVA, who's just bought $32 worth of masterclasses.

This is what I mean. Like, it's just become such a reality. A thousand dollars days. It's, you know, not just. Like happening during a launch. Now it's happening every day as a new normal, and I'm just really proud to say that we're here. I can be pretty tough on myself because I want things to happen overnight.

I'm a Sagittarius Sun Fire sign manifesting generator. I. Fast mover, just, I want shit to happen straight away. So when I think about being in it, I'm like, why hasn't it happened yet? Sometimes I'm literally only like three weeks into the process and I'm just like, girl, give yourself a break. But to me, in my terms, I still don't feel like it happened overnight.

Maybe that's still a little tough on my own timeline, but six months I'm like, Ooh, I really, I am proud, but I'm, you can hear me wrestling with it like. I, I really thought it would happen a lot quicker because I will say I'm not fresh into business. I've been in it for seven years. I have. A shit ton of products, offers, services, workshops, masterclasses, and also have a pretty decent audience now.

So with that being said, I was like, surely all of this will happen for me much sooner, but I'll take it. So let me take you back in January. Uh, and remembering the first passive sale that we'd made, which was the six figure mini book, PDF, happened on the 20th of December, 2024, and then all through Christmas, all through New Year's.

It was bubbling away. It was just fantastic to see these like $9 sales pop off everywhere, and I was earning between $50 to a hundred bucks a day by the end of January from two PDFs. So the occasional mini-course sale would come off the back of that because I had like email nurture funnels coming off the back of anyone who had purchased the small PDF.

So that was cool. It was light, but it was sporadic. By the time February rolled around, I was sitting at 200 to $300 days and I'd started layering in automations and experimenting with low ticket offers. By March, we switched our tech checkout provider from cartridge to SamCart. That brought in more immediate stability.

So the checkout cart did cost more because we bought like everything up front for the whole year, but it boosted us to $500 days. Now when I'm saying these numbers, I'm talking average like not every day was a $500 day. So there were some days that was still $50, but by the end of March, the average dollar amount that we had per day, and by the way, I'm counting business days like it was $500.

Which was fantastic. And even though, you know, as I said, business days, I am getting sales every day. I'm recording this now on a Sunday. So like, interestingly enough, I find a lot of people actually purchase passive income offers on a Sunday. I. So I've now started emailing my list on a Sunday with offers and it's really doing so well.

So anyway, take what you will from that. That was really cool. So by May and June, we're now comfortably sitting in an average. Some days are a thousand dollars, like I mentioned. Some days are under a thousand, but, and some days are $10,000 days, which is why the average comes to the thousand. But it's really cool because on the days when I post on Instagram, which is five days a week.

An email goes out almost every day, a low ticket buyer upgrades to a high ticket space, and it's been incredible. So I just think that that's just so exciting to see it, how all unfold, like this confirmation of it's happening, whether or not I'm on, like it's so freeing you guys. I cannot even begin to share.

How much freedom I feel each day, and I, I didn't actually think it could get better because I have already experienced so much freedom in my business because I love what I do. And that whole, you know, adage of if you love what you do, you never work at a day in your life, which is a hundred percent true energetically, but not so much true with the calendars.

Now I have the best of both worlds where I have what I love, what I do, I love that I get to spend every day with my clients. I also have such incredible freedom to just map out my day on the day, and that's just been beautiful. And so much of, you know, this first half of 2025 has been about me really taking a good, hard look at my content, my funnels, my relationship with my email systems, and my relationship with believing that I'm making an impact even with, and I wanna air quote this, even with a low ticket offer and.

I am continuously working on that energy bit because I want. To continue to strengthen my belief in that. So I know that all of this is working in the background. I'm not needing to launch constantly, and if I do launch like in May, so even like end of April, early May, I was launching very lightly, which in my world now is like just basically informing people.

I have a group coaching day, and that group coaching day was unbelievable. Moving into the end of May, into early June, I'm talking about the daily sales mini mind, where I wanna work with you guys on creating daily sales and helping you see this become your reality and helping you break down old models, whether that be old mental models or literally business models so that you can allow more passive income to show up.

And the best part about this mini mind is that. It's not like time bound. You can be in it for as long as you want. It's lifetime access. I'm gonna be on calls every two weeks with you all. I'm gonna share what's really working behind the veil. Um, you know, all the tactical operational moves, but I know eventually just because of the.

Amazing clients. I always attract. We talk about energy, we talk about mindset, we talk about belief systems. So if that is calling to you and you wanna be in a mini mind talking about daily sales, how to create low ticket offers, how to change up your business model so that there's more time freedom, go and check out the show notes below.

We start officially on June the 12th, and there it is right now, a founder's rate. So it will not be at this rate for ages, so please do check that out. I'm really excited. We've just got an incredible group of entrepreneurs already gathered. And might I say it's a real mix of. I was surprised 'cause there's old clients of mine who are in inner Circle doing seven figures and have passed, you know, coming close to multiple seven figures in their business who are like Rus, I'm as tired and I'm exhausted and I just wanna do what you've done, which is so cool.

And then I've also got, I. Those that are working in corporate who are like, I need to just learn how to do this. And I've got others who are starting out with their funnel journey. And so it's a beautiful, awesome mix of entrepreneurs coming in. But I love that I'm not needing to launch constantly no matter what it is that I'm putting out there live.

And also, I am not attached or glued to my dms anymore. I used to be, I think looking back now a little bit. Close to them and just because I, I do get a lot of messages, like I've screenshot messages so many times on stories where the, it's two or three scrolls. People will send me like three or four voice messages even, you know, that expressing their, where they're at and asking questions and it's just like a really beautiful space.

My dms, but I'm just not attached to them anymore. I don't really. Respond. No, that doesn't come out right. I do respond to every single one, but I'm not attached to the response. You know what I mean? So that's it. And this is the model that I've visualized. It's now my absolute reality. So I wanna pause a bit of a reflection for you as you are hearing me speak this out.

What would it look like if you had achieved the amount that you would like to achieve daily? So for me, it was a thousand dollars a day. Whatever your baseline is. How would it look like if you achieve that baseline and what kind of freedom would that give you day on day, and how would it feel to be available to receive all of that money and great clients even whilst you are resting?

Working on something else that could be pulling your attention right now, living, traveling, parenting. Just reflect on that because that gave me a big key. That gave me a massive permission key to walk through that door and go. I get to change things up. I really do. So I wanna talk content and Instagram has now officially become my evergreen ecosystem.

I have switched my Instagram account to go from this like daily rat race, needing to get on the hamster wheel and post something just so that the algorithm wouldn't kick me out completely. And honestly, it felt like this real fear-mongering that happened around like 2020. One up until last year when reels came in ish where it's like, if you're not doing reels, you're gonna fall behind.

I feel like that was the starting point, and then all these new things and features came out on Instagram. It's like if you're not keeping up, then you're just gonna be lost in the algorithm. You know what? No, that is absolute bs. What you can do is start thinking about your Instagram page, every single post leading to some sort of evergreen content or ecosystem, meaning it can go to a podcast episode, it can go to a long form evergreen piece of content like your YouTube videos.

It can go to your sub stack. So this, you know, will literally mean, I can scroll back through your posts like any one of you can scroll past. And go through my last six months of my feed, and you'll find in every single post for the last six months, I have a link to something through the ManyChat DM strategy, the comment back strategy, and let's say you comment back a keyword, it's gonna take you to a free resource, or it might take you to a paid resource, or it might take you to, like I said, like one of these podcast episodes.

Maybe that's how you landed here. So best of all, for me anyway, those posts still convert. Gone are the days where I'm posting on Instagram and not getting paid. Every time I post something, whether it be on stories or reels or a carousel, carousels pay the best for me. I get the comments underneath it, and then people are checking out.

I had an example the other day, which I'm gonna show to the Daily Sales Mini Mind, the accelerator program that I have this case study of a woman finding me from my $5 ad. And you know, you can see so and so followed you from your ad on Instagram. And then literally 14 minutes later, the same person checked out and bought the A $34, um, offer.

It was like. Two PDF bundle for 34 USD. That's a $5 ad that's already paid for my next seven days, so to speak on, you know, Instagram ads. So this long form evergreen ecosystem is have happening across all of my posts. And imagine the compounding effect of that. So when you are asking me how do I make a thousand dollars days if I've posted every day for the last six months, except Saturdays I've made approximately 157 posts.

157 posts. Okay, so if I've got 157 posts that are literally doing its little ecosystem thing and leading people to free stuff that's got a low ticket offer attached to it, or leading people to a straight up course, which is 2 97, like how beautiful is that? It's doing it's work for me. I am no longer needing to work for it.

So again, we'll talk about this in much more detail inside of DSE, the Daily Sales Accelerator, the Mini Mind for daily sales. I'm really excited and I can just see how it's changed. I mean, it definitely took time and there was an intentional build out with a many chat system, which then leads to a checkout system.

But Instagram, for me, it was worth it because it's no longer a place where I post and hope. Or post and pray. It's so well-oiled and to think that this is just the first six months of initiation, I can't imagine where it's gonna be this time next year, and how it's gonna lead buyers into the business on autopilot and how much more freedom that's gonna give.

That just feels amazing. Like for me, the mission was very clear. I wanted to build out content that compounds not content that disappears. Now I have a mission to scale that out, like first part of the mission complete. Oh, so exciting. So yeah, please, um, if you wanna have a look at exactly what it is I've done, like what the plan was six months ago, I have a mini book called the Six Figure Mini Book, which I'll leave in the show notes below.

It's super, super low ticket. So go and grab it. Have a read. It's like 20 odd pages long of my entire strategy for this year. And so you can follow along with me as I'm speaking to this, if you wanna listen to this episode again, but. So, so cool. And whilst we're on the topic of systems that keep working, I have to share, this is a bit of a segue, but my husband, AKA, my entire strategy team, whilst I've been on the front end building out like all the funnels and doing the selling and, and the teaching and the filming.

He's been in the back end redoing all our checkout systems, upgrading our bumps, upgrading our side, you know, offers and all the cool things, our languaging, our images, our mockups. He's also been creating an entire. Like literal library of my courses that I've ever done in seven years, including my six new PDFs.

So that's also, I'll chuck that in the show notes where you'll actually find the six figure mini book, six figure month mini book. Sorry. But I am so excited for this, like I, seven years of my business, of my teachings of. Mindset and energy strategies of complete flow state work. I had a massive teary when I saw it actually.

Like just obviously for so much gratefulness for what Mike had built out, but also just like. Oh my God. This is my body of work. Like this is my legacy. This is a time capsule of every single part of the business journey I've been on, and I'm so proud of it. Like I'm, I'm just in awe. So please do go and check it out and I hope you love it.

Choose the ones that are calling to you. Come back to it anytime you need. Okay. Let's talk about what didn't go to plan and. This episode's getting really long. I, I know that you're here for it because some of you have literally messaged me saying, your episodes are too short. We need more. Like, can you just podcast for the whole day, Jen, my client Jen messaged me in box and she's like, why can't you just talk?

Like, why can't I just tune into you and you just be talking? I love you. Okay. Um, let's get to the real talk. There were a few things that I thought I'd have to nail down by now, and it just didn't unfold that way, so I really wanted to have my YouTube channel back up and running by midyear. Guys, I've taken 12 months off my YouTube channel.

I didn't mean to, if you go to my YouTube channel, search Ruby Lee. You will see that my last vlog was a, a vlog that I did going to actually, one of my amazing clients and Inner Circle alumni wrote a book, shout out to Jess Williamson, and I went to her book launch and we've v logged the whole thing and Jess is on that vlog.

And then I stopped YouTube after that like. Nothing happened with YouTube. I was just like, oh yeah, I'll, I'll get to the next one next week, and I just hadn't done it for 12 months. Anyway, there's now a new video on there, like a talking head, one of me just sharing an update, and then I feel like now will be the beginning of it.

But I really wanted it to back up and running because YouTube is such a powerful platform. Where you can have actual long form evergreen, just like this podcast. And I had all the intentions to be consistent on there, to build it out as another evergreen channel. But the funnel side of things, and truthfully, the Instagram content repositioning into it, becoming this ecosystem took up more time than I thought it would.

Just because I'm not a natural, uh, copywriter. I'm a natural writer, but I'm not a natural copywriter. So it was off the table for a bit. I get that. But between the funnels and some of the mini launches that I did and also client delivery, 'cause my inner circle and I are like speaking every single day, it just didn't get the love.

And that's okay. It's not off the table. In fact, you know, I've already posted a video on there, but it just didn't feel like a priority. Um, the other thing that's actually slipped in one sense, and I'm happy to let it slip in this way, I won't recommend my clients to do this unless we have a proper chat.

So if you're a client listening, we need Fox me, but I've pulled back on LinkedIn and I am only posting on LinkedIn twice a week Now. Of every day because my whole entire energy went towards channeling it towards Instagram and creating like kick ass podcast episodes that something kind of had to give in one sense.

So LinkedIn, I'm happy one to two posts a week, and then I'm gonna use the rest of the leftover time, space, and energy to pop into YouTube. But when I was starting out, I only had one channel. Okay. That was LinkedIn. Nothing else. I had one product. Which was my hour power and LinkedIn, and that's how I made a hundred thousand.

Okay. So please where, whichever part of the journey you are in, you are not where I'm at. So obviously give yourself grace and ease. If you are just starting out, pick one that you know is really going to, you know, go big. So that was interesting, you know, like just sort of seeing where things went. I also, one of the funnels that I built out in quarter one.

I was sure that it would convert immediately. The offer, the front facing offer for that was the $5,000 consulting offer, which is like how I created $5,000 offers and sold them whilst I was still working full time. I really thought my LinkedIn audience would just. Love that, but they didn't. And I realized that it wasn't the offer and it wasn't the copy, it was just timing.

And honestly me trying to force it on LinkedIn, I just don't know if LinkedIn is quite there yet with the buy low ticket. So, and that's a good thing if you're a high ticket person. LinkedIn is a awesome field that you can frolic in for hours and hours. So, you know, I think, to me that was an interesting one where.

LinkedIn's not set up for automation. You can't link many chat to LinkedIn. They're kind of weird about low ticket. It's sort of strange. Even though they want a lot of stuff for free, they'd rather have the free stuff and then wait to pay than take anything like low ticket is what my audience is telling me.

Anyway. So yeah, that's been kind of the main things that I've been learning and what didn't go to plan. Nothing too dramatic, but. Learnings nonetheless, and I just wanna finish because this episode is still going. I wanna finish with where I'm at now and set my intentions for the next six months. I want to acknowledge that the first six months of this year has been refining what works.

And being the gentle observer around what hasn't gone to plan and approaching that with a lot of, just not even grace and ease. Sometimes that can sound really dramatic, but just like nonchalantness, like, I'm just so easygoing with that. I'm so glad I doubled down on Instagram. I'm so happy that I got over my fear of funnels and especially ads.

I'm gonna put ads into part two of this conversation because I'm only really three weeks into playing with boosted ads that I feel it falls into the what's coming next category, rather than what I've learned when I've only done it for three weeks. And I'm also extremely proud of myself for simplifying so much, like simplifying my days, simplifying the way I launch.

Really like macro example is if you've bought any one of my PDFs, it literally just my Google Docs that I've written, you know, over a couple of days. And I don't design them. I mean I format them so they look nice and they're easy to read, but you will not see a single bit of design in those PDFs. And that's the part of simplification.

Not that I don't care about that stuff, but I just don't think it moves the needle financially. And you know, my energy can go somewhere else 'cause I'm not a designer. Um, I also love that I'm not launching a million things and I'm not trying to be everything to everyone all the time. I've really come to this place where I'm just very at peace with my energy and I'm not like chasing that approval.

I'm not chasing the need to be the good girl. I'm not chasing the need to do stuff for others. That's obviously like. Not being irresponsible as a coach, I'm still in Voxer every day with my clients. I honor that so deeply, but I'm in there once a day instead of five times a day, and I'm building a lot of depth in my business.

I'm anchoring such a. Enormous beliefs around where my life gets to go from here. And it feels like the seven years that I've been in business has been a wonderful introduction. It's been an amazing initiation, and now I'm ready to build the company. You know, I'm letting go of a lot of things that I thought I had to do in order to be a sort after coach.

Now I'm choosing to become the beacon that I was always meant to be. And, you know, I, I'm in love with where my life is at. I'm in love with where the business is at. Um, so yes, anyhow, this episode isn't just about me. It's an invitation for you to just pause and also ask yourself, what are you proud of from the last six months, even if no one else sat there clapping for you.

Because no one's clapping for me in one sense. It's not like I get oh, praise every single day. In fact, I probably get more, uh, annoying messages day on day from random Instagram strangers than I do. Like, wow, your work is profound. Like no one's saying that unless it's a testimonial, and I should, I shouldn't say no one because I do get beautiful.

Messages every single day, but I'm not doing it for that anyhow. I don't know if that makes sense, but I'm going in circles. I also want you to think about what didn't work and what did it teach you instead? And thirdly, what could you let go of now that would actually give you a lot more space to yourself and to expand?

Because without that, you are always gonna be checkmated, you know? It's like there's just nowhere else to go. You're just. There, you're just feeling like it's the same, same. And if you're still here at June, 2025 and your business hasn't given you more freedom, you've not earned more money, you've not felt more free, you've don't have more time on your calendar, and you feel more stress than ever.

So want you to just take a minute to just breathe in for me and breathe out, and just give yourself a minute to just reflect on these things. I want you to say it with me. I am building a business that supports me.

I'm building a business that pays me daily.

I am building a business that aligns with who I really am, taking a deep breath in. And hand on heart saying, I trust what's working, and I'm open to what's next. So that's your frequency. Now, I will see you in part two when I talk about. What's coming up next, and I'm gonna take you inside of my strategy for the rest of the year, the products that I'm keeping, the products that I'm archiving, the content that I'm prioritizing, the ads strategy, my marketing rhythm.

So I'll go deeper into LinkedIn and YouTube and where all of that sits and how I'm gonna continue scaling to seven figures in passive revenue for the rest of this year. So make sure you're subscribed. That one's gonna be fire and. Please do yourself a favor and enroll into the Daily Sales Mini Mind at the founder rate.

Okay, so links are all below. I'm so excited to hear what's come up for you after this episode, and I shall catch you in the next one. Bye, my loves.