Be True Brand U

Kimra Luna was a health and wellness food blogger with plenty of knowledge but minimal revenue. In May 2014, she made a bold decision: delete her blog and start fresh with a new business teaching others about online marketing and business building. Rather than continue struggling with blogging, she decided to package her expertise into a signature $2,000 program called Be True Brand U and launch it through webinars.

Kimra's approach was unconventional but efficient. She didn't build complex infrastructure—instead, she focused on audience building and engagement. Starting in November and December 2014, she invested about $6,000 in Facebook ads promoting a free "Making Money with Webinars" mini course, acquiring roughly 5,000 email subscribers at approximately $1.03 per lead. Her landing pages were built on Lead Pages, and she used the Entrepreneur platform to manage webinar registrations and track attendee behavior.

Kimra's first sales came from people who had attended multiple webinars over time. Most early buyers had signed up for at least four of her webinars before purchasing. Her webinars attracted 1,500-2,000 registrants, with about half (750-1,000) attending live 90-minute sessions. Rather than pitching hard on every webinar, she strategically used January webinars to provide free value to her existing audience, building trust and "warming up" her list before the actual February launch.

The February 2014 launch was her breakthrough: $750,000 in sales with just $28,000 total spend ($14,000 in Facebook ads, $14,000 in design, copywriting, video production, and VA support). She discovered that aggressive email campaigns on the final closing day were incredibly effective—on the last day alone, she emailed her list four times and added 200 new customers. Pricing scarcity also drove conversions: when she moved from early-bird pricing to higher tiers, sales spiked dramatically. What didn't work initially was trying to do heavy list-building during launch; instead, she focused on retargeting and nurturing existing warm leads.

By the end of her first year, Kimra had grown her email list and Facebook group to 20,000 members each (they later merged into the same 20,000). Her Freedom Hackers mastermind group became her primary community hub. She continued generating over $1 million in total revenue through course sales and JV partnerships. She built the course as a membership site with videos, worksheets, and community support via hashtag-based office hours in her Facebook group, which she managed creatively (even while pregnant and on bed rest).