As the year comes to a close, I find myself in a reflective mood, looking back at the highs and lows that shaped my business journey in 2024. It's a tradition I hold dear, taking stock of what went well, what didn't, and how I plan to make improvements in the year ahead. I love planning for a new year and hope that my experiences might offer some valuable insights for you too.

The Best of 2024

1. Three Glorious Months of Maternity Leave

This year, one of the best things that happened for me personally and professionally was taking three full months of completely unplugged maternity leave. Seven years into my business, I reached a milestone where I could step away entirely, knowing my team would keep everything running smoothly and profitably. It was a profoundly emotional experience. The overwhelmingly positive feedback from our clients during this time was the icing on the cake. They praised how well the team, especially Niv, handled everything, ensuring our standards remained high. If you're considering taking a similar break, know that it is possible. With intentionality and robust systems in place, you can enjoy this kind of freedom too.

2. The Success of Our Scalable Freedom Mastermind

The Scalable Freedom Mastermind continued to outperform expectations. We started the year with a phenomenal 93% retention rate, which was truly inspiring. Even after downsizing, we maintained an impressive 60-70% retention rate. Our systems have tightened up, and our clients are achieving incredible results. I'm endlessly grateful for the opportunity to work with such sophisticated and committed women. They constantly remind me why I started this journey.

3. A Record-Breaking Launch

Upon returning from maternity leave, I braced myself for a rebuilding phase, but to my pleasant surprise, our Scalable Freedom Mastermind launch exceeded all expectations. We sold out in just seven days—the fastest we've ever accomplished a launch. This accomplishment reaffirmed my position and boosted my confidence as a business owner and new Mum. It showed me once again the power of credibility and trust built over time in this industry.

The Worst of 2024

1. Lower Revenue Year

While it’s been an incredible year in many ways, 2024 was not a million-dollar year for us, mainly due to my maternity leave. Despite reducing client contracts by half during that period, the decision felt right. Our focus wasn't revenue this year but on profitability and sustainability, ensuring both my family time and business needs were met. It was a conscious choice that I believe was pivotal to our success and peace of mind.

2. Working Late Hours

I underestimated how much time would be needed to plan for maternity leave and subsequently reintegrate into the business. Although setting things up more efficiently could have been possible, I wanted to ensure everything ran smoothly for my team and clients. Balancing work demands with being a present Mum to Sunny took extra hours, but knowing I can rely on newly established systems in the future is a relief.

3. Challenges with Ad Costs

At the beginning of the year, we faced increased ad costs during a launch, which required us to adjust our messaging multiple times. At the end of the day, it led us to bring in Jane Day to manage our ads, laying the foundation for even more strategic growth in 2025.

I truly hope sharing these this with you from my year resonated. Understanding what worked and what didn’t has been instrumental in shaping how I plan to tackle future challenges. Thank you for being a part of this journey with me. Here's to a prosperous and balanced 2025! 

LINKS

Resources mentioned:  FREE Masterclass

DM me the word "Mastermind" on Instagram to find out about the Scalable Freedom Mastermind

The FREE Mastermind Launch Playbook

Connect with Ellie: 

Website:         https://www.ellieswift.com/

Instagram:     @elliehswift

Facebook Group:     www.facebook.com/groups/shineonsocialellieswift/