Yes or no?

🌲 Choose wisely...

🌲 Welcome to Passive Profits! The mission here is to help current & aspiring founders win back time & freedom by productizing your expertise into offers you build once and sell forever.

Reading time: 4 mins (or listen to this issue)

Hey founder 👋🏼

If this is your first Sunday issue, welcome. All previous issues are here for you.

In the last two issues, I shared my monetization plans for Passive Profits. The sales channels I’ll build and projected revenue for each, with the goal of earning $100,000 in year one.

Those two issues gelled my high-altitude business plan. Over the next several issues, we’re going levels deeper. From business plan to project plan, and all of the work involved.

I’ll be an open book with what I’m building, how I’m doing it, and how it’s going.

I’ll share everything I’d want to know about:

  • Growing and monetizing a newsletter

  • Hosting challenges to grow your audience

  • Using social and webinars to build your funnel

  • Expanding your reach with brand partnerships

  • Building and selling an email-based course

  • Building and selling a high-ticket program

  • Connecting it all into a viral flywheel

Continue following along with the newsletter issues to learn + build with me.

You can also go further, faster, by joining my (free) upcoming webinars.

I’ll expand on everything I write about here. And promise to make plenty of time for Q&A. (also stoked to bring in some special guests)

Free Training: Grow & Monetize a Newsletter

Should I keep you posted about the webinars?

Login or Subscribe to participate in polls.

To launch the webinars and everything else bulleted above, I’ve got a shitload of work to do. That’s a technical unit of measurement where I’m from.

It’s time to wrangle my priorities.

If you don’t get this movie reference, we can’t be friends

Yes or no?

Since launching Passive Profits in October, I’ve been saying ‘yes’ to lots of ideas, experiments, and rabbit holes. All well and good at the start of any venture.

But now it’s time to execute. And so I need to start being more strategic with what I say ‘yes’ to.

I remember one powerful question a business coach used to ask me: If you’re saying ‘yes’ to this, what will you need to say ‘no’ to?”

Activities like this provide helpful constraints. They help you focus on the urgent and important by turning the volume down on everything else.


If everything’s a priority, then nothing’s a priority.

Frank Sonnenburg

So to prioritize Passive Profits’ 2024 needle-movers, I spent this week building my project plan: V1 Launch.

Mapping out my V1 Launch

The pre-work to building my project plan happened the past two weeks, while laying out my business plans — all shared publicly in the last two newsletter issues.

In particular, I showed you how I plan to earn ~$60,000 from courses and bootcamps.

Remember this?

Now it’s time to map out the how behind the what.

Using lo-fi pen and paper to map out my project plan could have been dandy. In this scenario, I decided to use a digital tool called, Asana.

Not only do I have a ton planned, but I anticipate ample iteration. Speaking of which, I rewrote most of today’s issue to account for a major iteration I made while mapping out my launch.

Here’s how I bucketed the work within Asana:

  • Sub-projects: Major projects included within the end-to-end launch

  • Project tasks: Grouped activities like building, promoting, and selling

  • Sub-tasks: Nitty gritty work to be prioritized, scheduled, & completed

Who is Jay Melone and why is he the only one doing all the work?

Next week

In next week’s issue, we’ll dig a level deeper.

I’ll introduce the plan so you see how it all builds toward my bootcamp. That is, how everything I do between now and June-ish is a series of strategic moves to build, promote, and sell the bootcamp. While giving away shitloads (squared) of value along the way.

We’re gonna keep digging, week over week, until we’re at bedrock. That is, till you’ve seen my complete, year-one playbook.

And if you find this or future issues helpful, the only thing I ask is that you bend the knee.

Wait, no. Wrong daydream.

If an issue helps you, share a link to it on LinkedIn or Twitter.

If you’re reading the email version, scroll to the top and get the shareable web version by clicking Read Online.

Tag me in your post so I can send you a virtual high-five.

Founder-Creator Corner

📈 Get your name, business, or product in front of 230,000 entrepreneurs by joining the Newsletter Shoutout Challenge.

📧 I’m taking an email-based course on… building email-based courses. Naturally. It’s legit. And the creator, gave me a discount to pass along to you. Use “PASSIVE” to save 50%.

✏️ Google Forms are not great. And Typeform gets pricey. So I was excited to discover Tally Forms.

🪴 Passive Profits Community

Welcome Rahul, Nicole, Jonas, Andrea and 18 more Founder-Creators who joined this week. Our little community has grown to 352. 🎉

Jay Melone
Passive Profits

Join the conversation

or to participate.