How I Grew My ‘Dumb Weblog’ To A Portfolio That Generates $70K

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Howdy! Who’re you and what enterprise did you begin?

Hiya! My identify is Alex Goldberg, and I’m the founding father of Fin vs Fin, a portfolio of well-liked product evaluations that embody, amongst others, and Regardless of not being a lot of a web based shopper nor a wellness guru, my associate and I someway managed to construct a worthwhile media enterprise centered on serving to shoppers examine well being merchandise on-line.

That is the story of turning a “dumb aspect challenge” into my full-time focus, stumbling into monetary freedom by repeatedly doubling down on tiny wins. I hope you discover it inspiring sufficient to launch your entrepreneurial challenge or preserve at no matter hustle you’re at present targeted on. Fact be advised, you might be nearer to predictable seven-figure income than you suppose.


Alex Goldberg, founding father of Fin vs Fin

What’s your backstory and the way did you provide you with the concept?

With an undergrad diploma in economics, I had no concept what profession to pursue after faculty. I had all the time dreamed of operating my very own enterprise – following within the footsteps of my dad and mom – however I didn’t have a transparent imaginative and prescient, a lot much less the boldness, monetary safety, or threat tolerance to go all-in on constructing an empire instantly.

So I figured I’d strive the subsequent neatest thing: studying from entrepreneurs at early-stage tech firms. My aim was to see firsthand find out how to launch a worthwhile enterprise from scratch. Missing technical expertise, I wasn’t certified for engineering roles. And though I really like speaking to folks, I craved one thing extra “analytical” than client-facing gross sales or buyer success, so I made a decision to offer advertising a shot.

My first position was as marketer #1 at a 10-person SaaS startup. Being so unproven, I used to be extremely lucky that they took a threat on me, and even luckier to be put accountable for all kinds of channels – each paid + natural, on-line + offline. Because it seems, advertising was an excellent match for me, and shortly I discovered myself operating a division at a 120+ worker firm just some years out of school.

Pressured to cope with ever extra company forms, I felt myself drifting additional away from my dream of beginning my very own firm. So I jumped ship and joined one other tiny startup. Once more as the primary member of the advertising group, however this time at a fintech firm.

My new boss and I loved working collectively, a lot in order that when he determined to go away roughly a 12 months into my tenure, we determined it’d be enjoyable to start out a aspect challenge collectively. Since fintech was the area we knew, we uncreatively purchased the area to assist shoppers examine fintech startups, one versus the opposite. (Get it? I want I might say there was extra to it however truthfully it was simply that dumb.)

Had we set out from day one to construct a billion-dollar enterprise, I’m satisfied we might have by no means gotten something off the bottom. No concept would have been compelling sufficient. As a substitute, we lowered the stake by committing to creating one other “dumb weblog” after which labored to make it much less dumb on daily basis.


Healy and I earlier than we began Fin vs Fin. It’s a horrifically unattractive picture, however sadly, I don’t have any others from this period

Regardless of the dumbness of our weblog, on daily basis after work and on weekends I tinkered in wordpress and commenced writing content material. After publishing 5 or so articles, my ex-boss-turned-side-hustle-partner talked about there is perhaps an even bigger alternative to evaluate merchandise exterior of finance. We observed tons of of tens of millions in enterprise capital flowing into wellness startups, so why not cowl them, too.

Inside a number of weeks, it grew to become clear that this pivot not solely made it simpler to develop natural site visitors but in addition proved simpler to monetize as effectively. I distinctly bear in mind after we drove our first sale, netting us a whopping $10 fee. My associate and I nonetheless giggle about how giddy and incredulous we have been to see these first few {dollars} hit our account. It was a real “aha!” second, and we realized we had a proof of idea. The one query was how scalable the mannequin could possibly be.

Take us via the method of designing your weblog

Over the subsequent few months, we realized we had three distinct “clients” – all of whom we’d have to please concurrently. There was Google itself, our benevolent overlord with out whom our content material would by no means see the sunshine of day. There have been additionally readers: actual human beings out on the planet looking out on-line who wanted to see worth from and interact deeply with our articles. And eventually, there have been our model companions who paid for a constant stream of high-intent consumers.

My associate and I stored going as a result of we merely didn’t need to let one another down. Our vital others questioned our priorities, however we have been having an excessive amount of enjoyable to cease. So we stored going. Each evening and weekend.

Since our money stream was nonetheless comparatively low, we strived to please these three “clients” with out hiring exterior assist. I labored on the technical aspect of the positioning and constructed relationships with manufacturers.

Each of us wrote content material and stored up this balancing act whereas nonetheless sustaining demanding full-time day jobs. One of many hardest components of aspect hustling is sustaining sufficient motivation to persistently hop again in your laptop after a full day’s work. Most easily can’t deliver themselves to prioritize potential wealth-building forward of on the spot gratification from Netflix, household, train, and many others. And I don’t blame them. It’s exhausting.


However having a enterprise associate helps. It was enjoyable having somebody to share the small wins with and assist preserve one another accountable. We wrote the primary 60 articles ourselves with out the assistance of any exterior contractors. Though we’d labored this manner for six months already with just a few hundred {dollars} in MRR to point out for it, I suppose my associate and I stored going as a result of we merely didn’t need to let one another down. Our vital others questioned our priorities, however we have been having an excessive amount of enjoyable to cease. So we stored going. Each evening and weekend.

Describe the method of launching the enterprise.

Fortunately, as our site visitors grew, we have been capable of dealer offers with extra manufacturers which allowed income to tick up. In lots of circumstances, this was so simple as googling “[brand] associates program” and signing up. Different occasions, it required reaching out to in-house entrepreneurs throughout a number of channels for months. The secret is to not quit till you get a tough “no”.

Within the early days, 90%+ of income got here from only a handful of companions. Most months progress scaled linearly with site visitors. Sometimes we’d launch a brand new partnership and see a step-ladder change in income with out further site visitors.

My associate and I pinched ourselves after we realized our “dumb weblog” now made sufficient to cowl every of our automobile funds. Not luxurious automobiles, however automobiles nonetheless! At this level, we felt comfy hiring assist.

We discovered a number of freelance writers and began to speculate a portion of our income again into the enterprise. We stored issues extraordinarily lean although, sustaining an 80% revenue margin.

Arguably that is means too frugal and we must always have been extra aggressive with reinvesting into progress, however we additionally didn’t know the way lengthy the gravy practice would final. We lived on daily basis – and nonetheless do to an excellent extent – considering the enterprise may come to a screeching halt. After dedicating months to the challenge, we desperately wished to verify we had one thing tangible to point out for it.


Right here’s a Google Analytics screenshot of 2019, our first 12 months in enterprise

In our first full 12 months of operation, we collected $22k in income, nearly solely from affiliate relationships, though occasional sponsorships as effectively. No show adverts or membership charges.

Not too shabby, besides all of it was paid into my account, which meant I used to be individually on the hook for earnings tax regardless of splitting earnings with my associate. Thus formalizing the enterprise legally (i.e. organising an LLC) and opening a joint enterprise checking account grew to become crucial for no different purpose than to evenly distribute our tax burden.

This formalization was an enormous step that I usually encourage founders to attend so long as potential to do. In California the place we each stay, organising and sustaining an organization prices hundreds of {dollars} a 12 months, so it’s prudent to verify what you are promoting is authentic earlier than hiring a lawyer. Since I knew my associate effectively and trusted him deeply, I felt that ready to “legitimize” didn’t pose any severe dangers. That stated, when you’re much less aware of your co-founder, a authorized construction and working settlement is perhaps prudent to ascertain earlier on to make sure neither occasion runs away with all of the money, IP, and many others.

Since launch, what has labored to draw and retain clients?

Maintaining our heads down, we have been capable of develop income to $500k in our second 12 months of enterprise. Naturally, this made it tougher to concentrate to my 9-5. Regardless of making extra from Fin vs Fin than at my day job, I made a decision to maintain it as a aspect hustle for one more 12 months. That will sound loopy, however we nonetheless weren’t certain if the enterprise could be viable long run!

We continued to spend money on high-quality content material for our greatest companions and sought out new alternatives to work with up-and-coming manufacturers. We helped many startups launch their associates program from scratch and begged established manufacturers – generally for over 6 months – to allow us to into their present applications. The choice-maker at every various from CMO to social media coordinator to founder, which made it barely tougher to focus on outreach.

We partnered with companies that represented a number of manufacturers and labored exhausting to diversify our supply of site visitors and income. We additionally began to broaden our group of exterior contractors past simply writers. This included digital assistants, net builders, graphic designers, and interns of all backgrounds.

There’s no single technique that allowed us to develop apart from a continuing ethos of experimentation. I swear we’ve examined each website positioning technique within the ebook, from schema markup to textual content for featured snippets to one-off press releases and strong inside linking.

We additionally tinkered with advert platforms to arbitrage paid site visitors, limiting spending to simply <$3k/month as a take a look at price range. Constructed natural followings on social media platforms like Instagram and Pinterest. Printed AI-generated content material about merchandise in new niches. Acquired present websites and constructed new ones from scratch. Improved website velocity. Packaged (and repackaged) our media. Copied rivals and demanded that rivals stop copying us. General I’ve remained dedicated to creating our websites a bit higher on daily basis.

website positioning is all about constructing topical authority. At first, ranging from zero, you may solely goal low competitors key phrases. You are able to do this successfully with free instruments like Google Key phrase Planner, in addition to with extra highly effective paid instruments like ahrefs. As Google begins to index your website often, sees customers spending a big period of time participating, and acknowledges a rising checklist of high quality backlinks, you may ultimately goal extra aggressive queries.

As an affiliate, nothing speaks louder than efficiency. If the site visitors you ship to a model converts effectively, you change into indispensable. Even when a model’s inside promoting budgets get slashed, high-intent associates are prone to be spared. And given the industrial nature of Fin vs Fin’s content material, retaining companions fortunately hasn’t been troublesome. An even bigger problem has been defending our natural rankings as extra publishers enter our area of interest.

How are you doing in the present day and what does the longer term seem like?

At the moment our portfolio features a handful of websites that, on common, generate $70k in revenue monthly. Sure, I finally determined to give up my day job, formally changing into Fin vs Fin LLC’s first full-time worker a mere 2.5 years after its founding.

To pretty compensate me for the extra time I make investments into the enterprise past what my associate contributes, I take a wage earlier than we distribute income. We’ve additionally employed our first non-founder FTE in early 2022 and plan to onboard a number of extra earlier than the tip of the 12 months.

We’ve obtained a number of acquisition presents, however nonetheless, consider there’s ample room for progress. Plus, as institutional traders take extra curiosity in worthwhile digital companies, multiples for belongings like ours proceed to climb. Regardless of elevated competitors from bigger publishers, we stay optimistic about discovering new merchandise to evaluate, increasing internationally, and probably buying further properties.

What platform/instruments do you utilize for what you are promoting?

We use normal (i.e. free) google merchandise together with Google Analytics, Google Search Console, Gmail, Drive, and Docs. Our extra superior tooling (i.e. paid) consists of SurferSEO, Ahrefs, SErankings, and Zapier. We’ve additionally performed round with plenty of AI writing instruments as effectively, though none have been a game-changer….but. Since our website is constructed on wordpress, we additionally use plenty of plugins. A few of our favorites embody ThirstyAffiliates, Elementor, and WP Rocket.

What have been probably the most influential books, podcasts, or different sources?

My associate and I are each avid podcast listeners. A few of our favorites embody:

Recommendation for different entrepreneurs who need to get began or are simply beginning out?

My finest piece of recommendation for anybody trying to launch a enterprise is to get began by reducing the stakes. The primary route we took Fin vs Fin wasn’t effectively thought out, however in the end that didn’t matter.

Getting began gave us sufficient momentum to pivot into one thing that ultimately labored. Had we set out from day one to construct a billion-dollar enterprise, I’m satisfied we might have by no means gotten something off the bottom. No concept would have been compelling sufficient. As a substitute, we lowered the stake by committing to creating one other “dumb weblog” after which labored to make it much less dumb on daily basis.

Are you trying to rent for sure positions proper now?

At the moment we’re continuously trying to develop our group. Whether or not that’s extra freelance writers, SEOs, designers, editors, or aspiring entrepreneurs, we’re excited to work with entrepreneurial of us, particularly these with a ardour for well being and wellness.

The place can we go to study extra?

In case you have any questions or feedback, drop a remark beneath!


Alex and Healy
Founding father of Fin vs Fin

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