Flow State Business

Part 2: My Strategy for the Rest of 2025

• Ruby Lee

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Six months in… and the strategy is clear.

In this episode, I’m taking you inside part two of my mid-year media review - the strategy, the systems, and the energy behind scaling with ease.

I’m sharing exactly how I’m building out $1k+ days in passive income, what I’m keeping, what I’m letting go of, and the business model that feels more peaceful than ever.

This one’s for the entrepreneurs craving more space, more simplicity, and a business that supports your actual life – not the other way around.

If you’ve been chasing launch after launch, wondering how to stabilise your income without being online 24/7, come tune in. There’s a new way of doing business here - and it’s working.


 Hello everybody. Welcome back to the Flow State Business Podcast, or welcome for the first time if you're here. I'm so excited to continue on our series. This is part two of the media Review series, so if you haven't yet listened to part one, hit pause, go and listen to part one first because that's where I take you through.

The full audit of what's happened, what's worked, what I've refined, what totally didn't work, and what flopped. As I'm reflecting on the six months in 2025, especially because this is such a flagship year for me, it is the year that I've decided to have a lot more passive income in terms of my income allocation as a business owner.

My journey towards passive income as a business has been fully documented here on the podcast on Instagram, and I just wanna commit to sharing all the things because I know it is such a desirable aspect to being a service provider, or being a coach or a mentor online. And because we give so much of our time and energy out there to our lovely clients.

There comes a point in our career where we really start to question and ask ourselves, is this giving us that beautiful balance of feeling fulfilled in our careers and still having the energy to live our best lives? So that's essentially what, where I came to, you know, six and a half years into coaching, and not just coaching, but live coaching, having thousands and thousands of clients on my books, which I'm so grateful for.

And basically delivering 99% of my courses live up until this point. And now at the seven year mark, I have really decided to increase my earnings through not having to deliver as live so much and being able to really look at what I've already got in my office stack and scaling that out to the rest of the world, which is so exciting.

So like I mentioned, this is part two of the media series and I wanna dive into the strategy today. So this is really about how I'm moving through the next six months. With my promise to myself, simplicity, flow a minimum of a thousand dollars days as my baseline in passive income. So. I'm excited. I wanna break this down.

Let's go and if you have any questions along the way, please write them down. Like if you actually am, like, I'd love to ask Ruby this. And then what I want you to do at the end of this episode is just to shoot them across to me on Instagram. I answer every single one of my dms myself. Like I said before, I only have a small mighty team of three, so it's me, my husband, and my assistant Deb.

That's it. So most of the time, whenever you are replying to things, including my emails or whatever, wherever it is that you receive communications from me, I am the one personally responding. So I am so thrilled to always receive messages and or questions from you guys, especially. My podcast listeners, you've got no idea how much you've supported me through my entire journey, and I just choose to give back in this way.

Okay, so before I get into the really heavy things like diving into the funnels or content rhythms or offers, I just wanna say this, my goal for the rest of the year isn't about more, and it's not about adding more. It's not about doing more or scaling harder. Stacking cash just because I can do it and I can say that I've done it.

My goal is really about having spaciousness and peace of mind and flow and easy simplicity in my business, and zero drama and just lots and lots of time to create my days basically, because to me that is success. I'll expand. Success to me is when I feel like I can wake up and sales have already come in.

Success to me is when I wake up and I don't feel the pressure to show up. Just to feed the algorithm or to stay relevant or to get visible, and there's no attachment to that and those tasks. Instead, success is, I wanna do it. I can't wait to do it. I love to show up. I am excited to. Success to me is when I know I'm living my life and moving really gently through my day with peace and ease and spaciousness and quiet luxury, and just knowing that the business is flowing.

That is what I'm interested in for the rest of 2025 and dare I say, at least for the next like 10 year season of my business. I think I'm just at a point now where, you know, maybe it's my age, maybe it's the lifestyle that I'm calling in. Maybe it's just because I've been doing this for seven years now, that that's what I am defining as pure success.

I am actually not chasing. You know, like even writing a bestselling book, I cannot be bothered doing that right now. I started to write one last year. You might have heard me talk about that on the podcast. It's just uninteresting to me. So I don't know. It'll happen when it happens. If it happens. I am also really uninterested in being like some international speaker.

Traveling the world for work. Like if I'm traveling I, I'm actually really at this season where I just wanna travel and not have to go to work stuff and not have to go to conferences. I just wanna be somewhere offline in South Africa watching the elephants and. Having a really bougie, you know, glamping experience with my family over in Africa somewhere.

I don't know, it's just a different season and I just wanna be quietly doing my thing, but scaling out impact, scaling out, help for other people. Happy with my a thousand dollars days, $10,000 spiky days, which is really fun. And just, you know, making a couple of million dollars a year. With ease and not having to keep chasing opportunities or keep chasing collaborations and needing to do all these things.

Like I am chill with that, you know? So it's kind of the vibe that I'm going for. So if you are listening to this and you feel like your version of success has been shaped by all of these expectations that perhaps like, you know, the industry as a whole coaching and mentoring is. Freaking intense. If you are in certain containers and groups and you are hearing what everybody else is doing to just like get ahead by like 0.001% and you are just like, this doesn't excite me at all.

This is a moment that I just wanna give to you, to pause and to ask yourself, what does success actually look like for you? Similar to how I've just described mine, I want you to just go on a bit of a riff. You know, is it a revenue number that drives you? There's nothing wrong with that. I actually had, you know, a few of my clients in the last month saying.

Does revenue or asking me, does revenue still excite you? And you know, I feel so bad 'cause I'm so driven by money and you know, my clients will say things like that and I'm like, are you kidding? I love money. I invite it into my life every day. It is my best friend. I love being around lots and lots of cash.

I adore being in luxury. So whatever that is for you in terms of success isn't also like, I think this is more how I would sum up mine. It's a lifestyle rhythm I like to be. A certain rhythm with my day-to-day life now where when I wake up and I don't have like a ton of calls, I'm so happy In the last six months, I would say on average, I have an hour a day where I'm in meetings or on a call.

So that feels so good. I'm good. I'm, I'm happy with that. Is it maybe a sense of space? Is everything just really stacking one on top of the other right now and you would just love for one thing to be less demanding of your time? And what is that? Is it permission to stop proving yourself to other people?

To stop proving yourself to your dad to stop proving yourself to your boss? To stop proving yourself to a version of you that is so judgmental, like most of the time, as you know, most of the pressure we put on ourselves is us. So think about it. I want you to anchor into your version because ultimately that's what we are scaling.

That's what I wanna help you scale. It's more than just how to scale out a $7 resource. There's so much more behind it. When I scale out my $9 resource and. It leads to a four $97 course, and I can see that that funnel's gonna lead to a 320 K funnel and. After 12 months, that's gonna compound because I'll put ads behind it.

If, if that was it, that would just not excite me. Guys. I'm grateful for the cash flow, but it sounds so mechanical to me. Even just saying those words out loud, and I know that that's the part of social media that really loves that sort of data and analytics and me talking about the numbers. But on the podcast, I can really share this stuff with you.

I want three 20 k. In one funnel, because what that offers me is buying an investment property that will continue to grow my wealth and to create an income source that will send my kids to, you know, an amazing private school, which is, you know, maybe 18, $20,000 a year. And it'll give my. 18-year-old, soon to be 18-year-old stepson, an opportunity to take a gap year and travel the world and be able to fund that for him.

So there's so much more behind. Just the money, but having a lifestyle and a rhythm and an ability to make choices and to be able to give back and just cool things like that. You know, like the other day my son goes to a really cute little beach side school here where we live and it's like not that many kids.

And I just said to Michael, gosh, we need to like buy these. Guys like a brand new playground. Like we need to go, we need to deck it out. And then he's like, do you reckon they would make the playground and then have a little plaque? And I'm like, yes, let's make them have a little plaque like the Michael and Ruby playground.

Now, beyond that though, like just having those sorts of really cool conversations and having that become a reality is what drives the scaling aspect. Okay, so now we can get into. The offer suite and the breakdown and the numbers and my strategy for the rest of 2025, but I really hope you understand why I needed to start with the, the goodness and the juiciness, the, the stuff that you know, you have to ask yourself, is the juice worth the squeeze To me, when I answer that, I answer it with part one of this episode.

Well, not part one. That's confusing because that was the last episode. I would answer it with the first section of this podcast, if you know what I mean. Okay. Here's what I'm doing with my office suite for the rest of 2025. One is I'm absolutely gonna keep. You know, keep going and scaling out everything that's working so far.

I launched the Flow State Shop, which is so exciting almost two weeks ago now. It's very powerful. It's selling offers for me daily. It's such an easy access point for complete strangers on the internet to go and check out my body of work and literally go on a fun shopping spree and add one digital resource after another.

And it just is a full vibe on its own. So. I will continue to bring a spotlight to the Flow State Shop as much as possible. So if you haven't seen it, it's in the show notes. Basically all of my courses, all of my resources and digital offers are under one umbrella now, and when you go in there, you can add as much or as little as you want to cut and check out, and you can go and, you know, literally type in.

Business energetics, and you'll see offers that will come up under business energetics that will help you, you know, really look at where your energy is at the moment and how to actually shift your state from a low vibrational state to a moneymaking high vibe state, and to, you know, have exercises in there.

So basically it's a full resource shop, which is just so exciting. The second thing I'm gonna do is continue scaling out my $7 to $97 offers. These are kind of the front doors to my business, so. This is working. This has been working really, really well already. It has generated a couple of hundred thousand dollars in 2025 alone, just from having these front doors set up, so to speak.

So these are my PDFs, my low ticket trainings. I. Digital resources that feed my entire ecosystem and how that leads to any live work that I'm doing, which I'll talk about in a second, and or any higher ticket exclusive work that people might wanna do with me one-on-one. So leading to the group. The group for me for the rest of this year that I'm really gonna look at growing out.

The daily sales accelerator. So accelerator, by the way, spelled E-X-C-E-L, like a play on excellent sales accelerator, and this is gonna be my focus for those of you ready to actually build a flow first funnel. A daily sales model that starts from a $7 low ticket offer and how that leads to the rest of your ecosystem.

I wanna teach you how to highly convert in 2025, so definitely go and check that out. We are almost rolling. If you are listening to this episode live, my mini mind for the daily sales Accelerator begins tomorrow. All is welcome and I'm very excited to have you in there. Once you are in, you are in for a lifetime, so I'm gonna help you build this for as long as it takes, and I just don't believe there'd be any other mini minds or masterminds out there that promises that.

And I'm excited that I can, because the way that the business model is flowing now is that it's giving me a ton of extra time and a lot of just. Spaciousness to be able to give back into this space, which is so exciting. And you know, one of the reasons why I wanted to build something like this is because I'm sure you've heard of this notion of individuals who have really mastered their craft, saying that it takes 10,000 hours to be a master of your craft.

What I found is that coaches and mentors and service providers, especially those who are growing online, become so obsessed with the 10,000 hours. And you might spend 10,000 hours trying to make money online. But what I wanna do inside of the daily Sales Accelerator. To help you spend one hour every two weeks learning how to make it daily.

So rather than, oh my God, like I need to learn all the things and get a holistic view, spend an hour with me every two weeks and I'm gonna show you how to make daily sales. And that's just gonna appease a lot of things because cashflow is the lifeblood of our business. And it'll give you freedom to do the things that you wanna learn without feeling like you're falling behind or not making income.

And then you've got this big catch up runway to go, and then often that's where you find yourself in burnout. So that's what I'm gonna be doing group wise. And then I'm keeping two of my high ticket offers open throughout the year in a circle, which is currently running but closed. So that will. Finish up around August, September, and then a new opening will happen there, and I'm only gonna take on maybe one or two other private clients for the rest of this year, and that is it.

So this feels really good. I, that's my entire model, I'd say, up until the end of the next financial year for us, and couple of tweaks here and there, but this is what I'm dedicated to. So what I am actually pausing or letting go of is. Basically anything that doesn't spark excitement to me. Any launch that feels forced or too labor intensive.

I am very willing at this point now to say that if I'm like 30% through a launch and it doesn't excite me and it feels forced and it feels really labor intensive and clearly the market doesn't want it, I'm not afraid to just pull the launch and anyone who's bought in the early days, I would just refund.

I'm kind of just at that point now where I just don't, comes back to that whole ideal of like needing to prove to this invisible person that I can make this work, when really if it doesn't tick those two things, it's just not gonna happen for me. And uh, also that offers that feel like they overextend my energy, including any one-to-one packages that don't feel aligned for me right now.

I'm very willing to have conversations with any ongoing rolling clients to say, Hey, we now need to move our. Container to look a little bit more like this. And I'm excited because this is where my energy really wants to be. And if my energy wants to be there, then be prepared, strapping, because it's gonna mean good things for you as well.

So just changing and reiterating, cleaning up the way that my frequency is showing up as a coach and sweeping anything out that doesn't feel good, even if they air quotes make sense on paper. So everything now has to pass that filter. And I wanna pass that filter onto you. So thinking about your offers and what you're keeping and what you're scaling for the rest of 2025, does it make sense for you to continue doing the thing that you're doing now?

Does it move with flow? Does it honor your peace? Does it support your vision? Listen to that part again, because I think you will come to some very interesting conclusions, and then from there, you can either pause or let go of the things that are holding you back and weighing down your frequency. Let's talk about how I am fueling everything right now.

So I want to discuss my content rhythm and the flow first funnel that I have built since December 20th, 2024, six month mark. Unbelievable. So grateful. Oh, I'm so grateful to the Ruby. That version of me that just was like, let's try this offer. And I'll never forget it. I was in a little town called Port Macquarie in Australia when I flicked everything on.

And Oh, I'm so, I'm just so excited. So Instagram is now my leading evergreen sales platform. I just, I'm laughing. I'm sorry. I can't, I can't help myself because it never was. And then since I switched the model up. I cannot tell you how much Instagram is the platform for passive selling. And you might agree, disagree.

Some of you will have better synergies with other platform platforms, but I cannot even tell you how funny this is to me because Instagram was always the one platform that I liked hanging out on. I love the visuals, but I just couldn't quite crack the code and now I feel like I have, so people are literally buying from posts that I make months ago, and that's intentional.

Because I've spent the last six months building out content that compounds just like a really great, you know, high interest account. You put a little bit in every single day and before you know it, you've got a huge pile of savings. And I feel like I've got this amazing asset now in my Instagram account and.

Every caption I'm writing, every story that I'm posting, every single reel, it all connects to an ability for someone to buy off me, and that's why I've been making a minimum of $300 days up to $2,000 days. Like this morning, I woke up, I already had a $1,400 sale come in. It's due to a funnel somewhere, and as I'm on this podcast now, the phone's out the room, but I'm guessing that there's little sales popping off because of the shop, because of the DM strategy with many chats.

So. It's all working. It's also wonderful. Now I am not, you know, someone who is putting all of my eggs in one basket. 'cause that would be stupid. I just do not want to do that because, you know, we've heard about Instagram pages and all that, getting weirdly mucked around with and shut off. So I do also have my LinkedIn, which is still running.

I'm posting two to three times a week There. And trying out the funnel strategy there, but I think it's just taking a bit of time to warm up. And my energy, by the way, is still there. It's just not as strong as on Instagram right now. Obviously, my beautiful podcasters, hello, you're listening to me right now on here, and it is my most powerful conversion platform for higher ticket.

So you guys don't mess around. I'd say, well, if you listen to the podcast, you're more than likely not going to purchase something very low ticket. You may, you, you've probably bought a $7 thing from me before or something along those lines, but you are actually more interested in my mini minds and my masterminds and where we can.

Go deeper together. So I love, I love the podcast for that very reason you guys come into Mini Minds and masterminds with me, and it just feels like we know each other because we do, and I'm just using it, this platform to. Tell my truth and to share my day and to document everything. But I'm hoping you never feel like I'm just shoving a sail down your throat or down your ears, because that would suck.

I just am purely mentioning, Hey, I've got this open. Come and join the daily sales accelerator. I've got an inner circle, but it's never like a hard sell, so I love the podcast for that Also, oh, I suppose this is now more moving into funnel flow. So emails, I am still getting myself disciplined around writing daily emails, and I will admit something.

Something kind of just really fucked with my flow. The other day, I looked at the daily emails that I've been sending and my open rates are sitting at about 35%, which is great, but my clickthrough rates have really dropped off. So clickthroughs for me haven't ever been hugely significant. They sit at about one.

To, uh, 1.9%. It's really rare that I have more than that. Um, and lately my clickthroughs have been at like 0.7%. I saw one at 0.4%, so it kind of fucked with my flow, to be honest, and I got down about it, but I'm over it now. I think sometimes you just need to reframe it and go like, you know what? Everyday emails is not the enemy.

I am just retraining my audience for something different. And by the way, every email that I send gets about like 20 or 30 unsubscribes and week on week, I'm getting about. Two to 300 new subscribers come in, so it kind of balances out. But then at the same time, it's not growing necessarily. So there's still things that I want to tweak and work on there.

There's a new freebie, which is coming out. I'll tell you more about that on the next episode. And we're also now trialing ads. So ads is gonna be a big part of the flow of our funnel. I'm still running my $5 a day strategy on boosted ads. Then Michael, my husband, who helps me with the strategy and operations, he's full-time in the business.

He's also now testing a $5 ad strategy with the Facebook ads manager. So doing more of a campaign style, and then I'm doing more boosted ads, so. We're just kind of seeing how things are gonna go over the next three to six months. But these really tiny, lean, precise ads, they are driving so much cold traffic into my world.

So I went from about like 75 to a hundred K views on Instagram, on my profile month on month, to now getting to about 500 to 700 k, which is huge. And I'm adding about a hundred to 200 followers per week to my Instagram page. So. It's amazing. Like I said, I'm not spending 10 KA month with agencies anymore.

I'm just spending really smart. My emails are gonna be short, powerful, energetically calibrated, and it's like a newsletter style, but less news, small letter, if you know what I mean. So, um, I've also decided that I'm not gonna track my open rates and click through rates. Aggressively or obsessively right now, because I'm really tender there for some reason, I'm just gonna track my sales and my responses and my dms, and that's just how I like to manage the frequency of stuff.

If it doesn't feel good, so I'll come back to it. I'm not running away or, you know, putting my head in the sand, but right now it's just not serving my highest frequency. So moving that aside. All right, let's move on. Passive and active income goals for the rest of this year and beyond. So I wanna share something really transparent with you.

Right now I'm sitting as a whole, my entire income for 2025. So far, 70% is still active income, meaning that my masterminds and my private coaching clients and mini minds are paying me 70% of my income for live energy. 30% of that is passive income. So they are the daily sales that are coming from my digital products and my funnels, my low ticket offers and resources that don't require me to show up live.

So. That's exciting. Like I, I know I probably didn't set that up very well, but I'm actually really excited because this time, six months ago it was like 99% active, 1% passive. So for a six month run at this with hardly any ads, and it me doing it all organically with a mighty team of three, I am so freaking proud.

And if we're here at six months. I mean, you would think this is the way, I think it's not just gonna be like, by the end of the year I'll be at 60% passive income. I will actually be probably more like 70, 80% passive income because in my world things compound really fast and um, oh my God. Like I'm excited.

I'm excited. So. Realistically, my number is 50% by the end of this year, but in the quantum shift world, 70 to 80 is where I really would love to be. So for example, what that means is if I hit a million dollars in revenue this year, which I should, and I definitely believe I will, I. 500 K will be passive.

500 K will be active. And I'm also calling that in to be completely in profit, not whatever we're paying in terms of taxes. So probably aiming to be about like 1.3 mil as an, you know, gross amount and then net million or so. So that feels really wildly achievable to me. It's not D Lulu, it's not fantasy. I just know that it's a formula now.

That formula is what I'm actually gonna be teaching you guys inside of DEC. So come and join the daily sales accelerator, and like I said, it's a one-off payment and then you'll just be in for life. Why wouldn't you wanna be in that? And it's 2 97 a month at the moment. So if you're listening to this on a much, much later date, it's probably gonna be like 4 97 a month, 2 97.

Just come and join. It's an absolute no brainer. And there's only, you know, a couple of payments. Nothing big. All right, so the last two little bits that I wanna talk about is the energetic codes that I'm anchoring. There's an episode that I also made, maybe like scroll back, three or four episodes where I talk about like what I'm doing energetically right now that's just tuning up my entire focus to get so locked into this goal.

Around like the big vision, the scaling, the funnels, how I'm finding so much ease, so much time in my day. So I wanna share some of the codes that are running in the background of all of this that I say all the time, and that is just really working and it's just become a bit of a mantra for me.

Everything that I create and that I learn and that I touch in my business turns to gold. I serve with a lot of love. I lead with a lot of boundaries. My business works whilst I rest, whilst I play tennis, whilst I sleep, whilst I have long lunches with my husband, money flows daily because I have built a system that supports it, and this system is real.

This system is strong and immovable. My work is so valuable even when I choose not to be visible. I really like that one. 'cause that takes the pressure off me needing to be on every single day. I think that's where I also differentiate myself from that, the whole funnels world, where it's like keep showing up post three times a day.

Ah, I am just like, I'm cool. Like my work will continue being valuable regardless. And then of course with no surprises. The last one is simplicity. Scales and flow leads my life. Simplicity, scales and flow leads my life. These aren't really affirmations, but they're just for me. My operational instructions, like if I were, if you guys watch Westworlds, if I were Deloris, this would be my operational instruction.

That's how I am in this world. So please feel free to borrow any of them. Reword any of them. Write them down. See how they look on paper. Ask chat, GBT to come up with a few for you. Whatever you know, rocks your world. But you must anchor to something. My loves. If you're doing this work, please anchor to something.

If you are just aimlessly building these funnels and you're just floating around and high in the sky and your manifestations and not actually doing anything, 'cause you're not anchored, it's just not gonna work. Okay? Energy always leads the way, and then just roll up your sleeves and get to it. Okay, so if you are hearing all of this and you're like, Ruby, I want this, I want this system.

I want the sales to happen whilst I sleep. I want peace. I want structure. I want freedom. I want flow. I want the ability to work less. Then please join the Daily Sales Accelerator. Um, I'm gonna show you on the inside how I started with a $7 PDF, how that builds to a thousand dollars day, and how this whole system is running whilst I'm living my best life.

Okay, this is your window to join at the founder rate. It's gonna end very soon. Actually only four more places at founder rate. I just looked that up. So. If you're one of the four, please jump in. You'll see that when you click through to the show notes what that is. And I'm so excited if you've been sitting on this or waiting for a sign, there's no more time.

We're starting tomorrow. We're kicking off. First call, jump in. It's gonna be wild. Hot seats. Meet other entrepreneurs. Get going with a life that actually feels so good for you because your business is just doing all the money making for you behind the scenes. Okay? So come build this with me. I wanna build it with you.

This is the strategy for 2025. It's my simple, elegant, flow-based strategy. It's working. I am sealing in the request and the belief and the knowing that the next six months are not about pressure for me, but it is going to be the most exponentially. Huge income generating next six months to the point where my accountant is blown away by the amount of money that's come in and they're like, whoa, okay.

We need to reallocate some of these financials. People around me are literally gonna say, how did you do this? This is absolutely crazy. And at the same time, I have more and more time. I have so much freedom on my calendar. I'm living my most powerful life. I'm choosing powerfully what gets to stay in my world and what I'm easily letting go of.

And deep down, I know those things probably never really fit. Ah, so let's end this with a really grounding and sealed in affirmation. I scale my business with simplicity and ease. I lead with a vision that is so strong and so clear that nothing else gets in its way. I welcome the flow of daily sales and I trust that my business is supporting my expansion and every single desire that I have right now in my heart.

I choose to do good with my work. I choose to do good with my money. I choose to do good with my life. Okay, my loves. I will see you next week. I hope you really enjoyed part one and part two of my media review. Before we know it, I'll be recording, uh, part one and a part two of the year end review. So let's get going.

Okay. Like chop chop time is ours to have. Let's use it. Well, let's use it wisely. For those of you joining me inside A DSC, I'll see you on the live call. Otherwise, I'll catch you in next week's episode. Bye. My loves.