It's Been a Year
Michele and Colleen reflect on 2021 and look ahead to 2022.
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AUTOMATED TRANSCRIPT
Colleen Schnettler 0:02
Hey, Colleen, hey, Michelle. Good morning.
Michele Hansen 0:43
It's been a year. Oh,
Colleen Schnettler 0:45
it has been a year. Yes.
Michele Hansen 0:48
2020. Part Two. Okay. 2021. Part two is coming to a close
Colleen Schnettler 0:56
eye. That is hard to believe, isn't it?
Michele Hansen 0:59
Yeah. And so I thought maybe this would be a good time to reflect on the year that has been and think about the year to come.
Colleen Schnettler 1:13
I love this idea. Wow, that's so cool that we've been doing the podcast long enough that we can have a yearly reflection. We've been doing it more than a year. I know as to how a year and a half. I love it.
Michele Hansen 1:26
No. So okay, so let's start out with simple file upload. And I feel like it's been a while since we've like actually talked about simple file upload. So you know, as, again, if this was a professionally edited, produced podcast, this is where the heart noises would be. Coleen, can you take us back to where you were in January of 2021. With your business,
Colleen Schnettler 1:55
so in January of 2021.
So in January of 2021, simple file upload was in alpha, I believe in the Heroku add on store. And so that means it was not yet available for sale. You have to get 100 users, maybe it's beta, you have to get 100 users of your product in the app store before you're allowed to list it for sale. I've my years Right, right. Yeah, yeah, no, that was okay. It was that was 2020 2020. I launched it. Yep. It was January
Michele Hansen 2:35
of 2020. That it was in beta.
Colleen Schnettler 2:38
Right. It December, January, it was in beta. Right? Yeah, because I have the date as of February 4 2021, I was able to make it available for sale. So the product has been available for sale since February of 2021. Wow. And this is December. And since that time, it has grown to I'm not 1200 MRR, which is very exciting. And it has been a I mean, this year has been a wild ride professionally if I look back on it, because launch simple file upload. Learned a lot while doing that. And almost even bigger than that in August of 2021. I quit my job to join the Hammerstone team. And you took
Michele Hansen 3:25
a job and then you quite registered like because you were clear Soltan starting out the year. Okay, the next couple years like,
Colleen Schnettler 3:33
yeah, I basically went on this roller coaster up, I'd been consulting for years, then one of the companies I consulted for for years, convinced me to come on full time with them. And I had every intention of that being like a long term gig. It's a wonderful company. And then I think I announced on Twitter or on the podcast that I took a job and I got inundated with offers, which was pretty cool. And good to know if you're job hunting, you should probably hunt before you just take one. But then a couple months later, I had this really unique opportunity to join Hammerstone Hammerstone stone is the company co founded with my buddies, Aaron and Shawn that's building the Query Builder component and get paid to build that out and keep the IP so I had to quit the full time job in order to do Hammerstone full time and right now I'm doing Hammerstone full time paid. Yeah, so that's what that's what's going on.
Michele Hansen 4:40
I mean, that's a such a journey for you to go from consulting. And then like this sort of like how much consulting do I need to do like and there's kind of period of time where you're trying to go kind of full time or, like more time on simple file upload. Then kind of Just life necessitated taking a job.
Colleen Schnettler 5:05
Yeah, I think that's accurate. And I think a lot of people who are trying to build their own businesses can appreciate this. Like, I am super, super excited for those people that can go all in on their business. But I have a lot of bills. And I moved. Oh, I also moved from Virginia to California this year, gradually, Geez, what a year, man. Yeah, so I think the decision thing for me was I launched simple file upload, and the consulting the thing about what I was doing with consulting as I had more than one client, so it was just this incredible overhead of context switching. And the full time job offered me the opportunity, I had negotiated a four day workweek. So it had offered me offered me the opportunity to only have the two things I was working on. And that would have worked out great. I think, if I had stayed there, that would have been, that would have been a great choice, too. But the Hammerstone opportunity just felt too exciting and too big. It's literally exactly what I want to do to turn down. And so I want to say join them in August, and I've been working full time for the client that is funding the development of the product, it actually gives me less time on simple file upload, which is a constant, again, everyone with a job and a side project can appreciate this. It's like a constant balance, trying to find the time for all the things I want to do. But if you think about Michelle, if we go back to 2020, I don't have any products, and I have so many products, like I don't even have time for the ball. Like it's amazing, right? multiple things, right? So it's been, it's been really, really, really exciting and spectacular. And one of our friends, Pete, he's written a couple books. And he uses this phrase, expanding your luck surface area. And the concept is, like, really successful guys will always say, Oh, I just got lucky. How many times have you met someone who's running a, you know, half 1,000,002 million ARR business? It's like, Oh, we got really lucky. It's like, Yeah, but luck played a part. But this concept, I really love this concept of luck, surface area. Luck played apart, but you did all the things to position yourself to take advantage of the opportunity when it presented itself. Yeah. And so all these things we do honestly, like the podcast and launching products, and speaking at conferences, all of those things, I think, really increase the luck surface area. And so I feel incredibly lucky. But also, I also took a lot of steps to put myself in the position Hammerstone, I think is going to be the thing, Michelle, like, it's we feel the poll. I mean, it is exciting. So, you know, we feel the poll,
Michele Hansen 7:53
that's interesting, like so, I mean, being on something that's like moving and people are like customers are really excited about it. I guess how do you like contrast that with the response that you get from simple file upload? Like, does that feel like a contrast?
Colleen Schnettler 8:11
Oh, yeah. And I think simple file upload meets a very pressing need people have on Heroku. But outside of that, it feels like pushing, right? Like it feels like and this is this is part of growing a business like I'm not, you know, it is what it is. But it feels like, there's a lot of competitors out there. And I have to convince people to go with me, small solo business vers go with, you know, Cloudflare images, or, you know, file stack or some huge company that has servers or they're just at their disposal. And so it feels like a lot of hustle. And I don't I mean, it's a great all of it is a great learning experience. But Hammerstone I mean, people are basically asking us, they are asking to pay us for this thing that is not even done. Like, yeah,
Michele Hansen 9:01
like banging down the door. I mean, there have product market fit there. But it's like, it's like very clear that like it's going to happen.
Colleen Schnettler 9:11
I mean, our Early Access, based on a couple tweets my co founder sent out, we have like 200 people on an early access list. Based on we don't even have a landing page for this thing. Like it's amazing. It's really exciting. So it's been really I think Justin Jackson has this great article, I think it was this week, he sent it out, although I don't know if everyone got it this week, but it was basically about like, your market is going to determine your success. Like you can have one person who's hustling. It's not necessarily it's not just how hard you work, like you can work really hard. But it's also your market is going to determine your success. And so I don't know it just feels like so many exciting things have happened to me this year is what I'm trying to say So and I think like the Hammerstone thing wouldn't have happened if simple file upload hadn't happened. Right? So these things compound when you think about like, getting you're putting yourself out there and and, you know, the luck going back to the whole luck surface area thing.
Michele Hansen 10:17
Yeah, I mean, I think that makes a lot of sense. And like the whole thing about market like, I feel like that's that's something that that Justin hits on a lot and and valuably, so because, you know, there's a quote from a famous investor that I forget who it is. But it's, you know, if maybe it's Paul Graham, when a you know, a good product meets a bad market market wins when a good team meets a bad market market wins when a bad product meets a good market market wins. And I mean, you guys have like, you know, wind is in your sails, and you are just flying along.
Colleen Schnettler 10:59
Yeah, it's, it's pretty exciting. And just to clarify, I am still, I still love working on simple file upload, simple file upload is so much fun for me, because there's such a tight feedback loop. Hammerstone is still in this phase, at least the stuff I'm working on where it's big, and it's it's kind of, it's not, it's not done, right. So it kind of feels like a slog, because it's just kind of brute force and getting the work done. Simple file upload is a joy, because every time a customer emails me a question, like I can iterate and improve it. And so I still I didn't mean to I'm not sunsetting it or anything, like I'm still way into it. And I still feel like there's a way to do both right now. Yeah, I just, it's fun, like people are engaging more, I think, if you go back to founders comp, which was in October, my I was I came out of that really excited. And my goal for simple file upload was to really push to see if I could grow it a little bit. And I had hoped to get to 1500 by the end of the year, and I'm at 1200. So that's fine, right? Like it is what it is. But I think a lot more people are engaging with me than in the beginning. Remember the beginning, I couldn't get anyone to talk to me. Mm hmm. I feel like a lot more people are talking to me now. And so I have all kinds of ideas with what I want to do with it. And so yeah, I'm just over overflowing with ideas right now. So it's cool. I think it's
Michele Hansen 12:29
valuable as entrepreneurs to also have like a, like a safe little sandbox to play in to experiment where, you know, if, if you want to try something, you can, there's nobody telling you, you can't there's nobody's job relying on you, no, you're not doing it, of course, you have customers and you're responsible to them. So you can't, you know, just decide to take down your infrastructure for no reason. But like, if you want to cut the prices, 50% like, you can do that, if you want to raise him 50% You can also do that, like and you can just kind of, like learn as an entrepreneur. I mean, that's how I, I kind of loved having a full time job and a side project for a period of time because it was it was just like my safe little playground. And I think it was really, really valuable to have it as just a side project and not intending to go full time on it, because it just took that pressure off it and it made it a joy to just learn how to run a business without that fear of, you know, this has to pay for our mortgage, and like all of that kind of stuff going into that which just adds a lot of pressure when you're already when you're learning a new skill and outside your comfort zone. Like having financial pressure on top of that is really for a lot of people not very helpful mentally, like it can drive you but it's it's it's a lot of pressure.
Colleen Schnettler 14:00
Yeah, I think that's a good way to describe it for me like it's a nice side income right now. And I am learning I mean that is what's so cool is tight feedback loop and I'm learning so much how to talk to customers, I made this change to my onboarding email which seems to have made a huge difference. So stop me if I told you this but my onboarding email used to be asking questions and now it's so it used to be can you tell me why you're using simple file upload and I changed it to be quick tips to help you get started fast or something like that. And that seems to really have made a difference so all these little things I'm learning that I can apply elsewhere have been really fun like I'm really enjoying it.
Michele Hansen 14:44
So we talked a little bit about at founder summit of like whether you sell the business or not. We didn't I feel like that conversation was that that was a pretty strong no that you that you really enjoy it as at you know, as this little playground So I'm curious, like, as you think about this coming year, and you know, bearing in mind that humans are famously bad at predictions, and this year had so many twists and turns that you did not expect going into the year.
Colleen Schnettler 15:18
Oh my gosh, right here. I
Michele Hansen 15:19
mean, not not like you set a goal or almost like, like, do you have like an intention that you would want to set for the year of like? Like, what do you mean, it's a big question, but like, what do you want out of?
Colleen Schnettler 15:34
out of it? Yeah, that's a fair.
Michele Hansen 15:37
Sorry, is, you know, your is your founder journey? Like, is that taking you more towards Hammerstone? Is that in like, less simple file upload? And I don't I I'm starting to answer my own question. So like, just,
Colleen Schnettler 15:58
yeah, I understand. So yeah, right. The end of the year, let's look forward, oh, this will be fun, because then we can look at the end of next year and be like, Oh, how well did we align? Okay, so we're going into what? 2022? That's crazy. Okay. So my vision for 2022 would be, I am getting paid by the client to develop this, this Hammerstone product, and we agreed that I'd go until August, I'm sure that can go plus or minus either side, they're pretty flexible. So my vision for 2022 would be early 2022. We're going to start launching hammers stone in Laravel. We're gonna see what the responses there and kind of see what the support burden is. And I will finish out the rails component. While I do that, I still want to put time and effort into simple file upload. I want to get it to I just want to see what does it take to grow it to 2k? Like, can I get to 2k? What does that even look like? What I do? I'm not I mean, I think I want to see you know, what it's capable of? And yeah, if someone wants to give me $200,000 for it, I'll sell it today. But I think just FYI, I'm open to that. But I think realistic or open first. I think realistically, I have a product now I did the first thing is so many people at founder Summit. Okay, I don't know if you remember this at founder Summit, we were on the bus to go to the balloon. And one of the gentlemen on the bus named Matt was talking about how he's in the market to buy a SAS and someone was trying to sell him their SAS and they kept telling him it had really low MRR, like maybe 500 bucks. And they kept telling him, oh, there's all these opportunities to grow it like, you know, you can grow it this way. And he was like, Look, if that but but it had been like this way for like four or five years. And it just been sitting at two to 500 MRR and he said something that has stuck with me. And he said, Okay, if they can really, if there's really opportunity to grow it, why haven't they done it in the five years they've had this thing? And he said it in a way that made me think, Oh, you can just you can do things to grow your SAS like, it won't. I don't know it, it was this point that like, I have control to some degree over whether this thing grows or not. And so I want to put in the work to see I mean, maybe I'll I'll timebox that maybe I'll put in the work until I think in February, it will be a good review point because it'll be a year old. If I put in the work, what happens? Can I grow this? Can I learn how to use Google Analytics and which I don't still don't know how to use? Um, can I learn how to write better copy? Can I learn how to make landing pages that appeal to my users, like, there's so much marketing, I mean, simple file upload is a it's kind of like a playground where I can learn all this marketing stuff. And that'll help me in all products. But I think my goal would be, you know, Hammerstone is going to launch in the in the spring. And then I should be done in the summer. And then we'll be doing the rails launch and rails onboarding. So I think the preponderance of my time will be on Hammerstone. But I don't know about simple file upload. I don't know if I'll sell it. I don't know if I'll continue to grow it. But I'm not going to grow. I'm not going to sell it before February, so reevaluate in February. So I have no idea what it looks like. Yeah, but I think I think the idea would be to focus more on Hammerstone and grow Hammerstone to support me, so I don't have to consult anymore. That would be pretty sweet.
Michele Hansen 19:32
I think it's also worth like reminding that when you launch simple file upload, you wanted to have a product. Oh, yeah. You also like you also did not want to be a solo founder like you have always wanted to be part of a team and I think that's something that drove you to take that job was being part of a team and why you had considered previous job offers.
Colleen Schnettler 19:56
Yes, I was lonely. Absolutely. Yeah, very social person. And so I was absolutely lonely.
Michele Hansen 20:03
Yeah. And so I think it would make sense if like, you know, Hammerstone becomes, you know, the the focus and the thing that you really want to go for but and simple file upload is just this, you know, cool thing you have on the side. And when you have time you learn, you know, new marketing skills to make it grow a little bit, but like, it doesn't like, it doesn't have to be the thing.
Colleen Schnettler 20:28
Oh, yeah, I don't I don't know, with my current time and energies. I don't think it will be. I mean, I don't see this thing getting to 10 km RR in the next year, right. Like, I just don't I don't think that's the thing I think camera showed is going to be the thing. And this will be the side project that, you know, I can continue to dabble in, or I can sell or whatever. But you're right. I just wanted to have a product. I mean, if you look back at this year, it's amazing how far I've come. Absolutely. Yeah. So that's a my self. Oh, totally. I totally am. I'm really happy with with the growth. And the stuff that I did this year for sure. So let's talk about your year in review.
Michele Hansen 21:15
Gosh, okay. January 2021. Um, I mean, I guess the point to start, there is really in February, when I started writing the newsletter book, whatever I called
Colleen Schnettler 21:29
February, so good month for us.
Michele Hansen 21:33
Yeah, right, we have a lot like, we should go back and listen to those episodes. They're probably
Colleen Schnettler 21:37
I know, we totally should.
Michele Hansen 21:41
So, so yeah, so I started writing the book, as a newsletter, I didn't really know what was gonna go. totally consumed my spring launched it in July. It's crazy. And like, I'd say, there was like, you know, in the beginning, it was like, you know, 9010, like, mostly geocode do and then just a little bit of book and then towards, like, May in June, it was like 7525. And then I feel like August to October was like, almost 5050. But I think as we kind of close out on the year, and all that I'm really realizing that, you know, so like, I wrote a book, but I don't want to be a writer. I am a software entrepreneur who happened to write a book, and not a software entrepreneur who became a writer. And I think that's an important difference. And I feel like I've been struggling with this a lot of like, should I do more books stuff? Like, should I do like paid workshops and courses? And, like, should I go, you know, like, give workshops at companies? And like, Should I do a mini book that's like the how to talk to people talk things should I do podcast should I do like, or like, you know, have a podcast for the book, like showed you all this other stuff. And I could, but I just, I don't want to, and I really miss, like, my company. Like, I really miss I like, you know, working on JUCO do stuff and just find myself really missing like SEO Marketing, rather than like Info Product Marketing. I miss working synchronously with Mateus. Because I feel like so often we're kind of working in the same office, but not actually working together, because my head is elsewhere on books, stuff and whatnot. And, you know, even if there's no pressure to, like, sell more like, like, I feel like, and maybe this is a voice in my head or from other people, or I don't really know where it comes from, but it's like people like, you know, it's like, you wrote a good book that accomplish the goals, I had to teach entrepreneurs how to understand their customers, and, you know, you know, teach them that everyone has a capacity for empathy, and that they should, you know, they could have more empathy for other people and for themselves and teach them how to do that. And like get accomplished that and yet I find myself, you know, refreshing sales reports and being like, am I going to feel like I accomplished what I set out to do when I sell 500 copies or 1000 copies or 10,000 copies and and no, because the book already accomplished what I set out for it to do. It's a all in one place. I can send other founders to learn how to understand their customers and hopefully to learn more about you know, having empathy for others in themselves. I think I'll still do podcasts about the book, but I think going into To 2022 I would like to do more geocoded stuff and less book stuff.
Colleen Schnettler 25:08
Okay, that sounds like a very, it sounds like something you've thought about quite a lot.
Michele Hansen 25:17
Yeah, it's it's been on my mind. I've been intending to journal about it. I didn't actually journal about it.
Colleen Schnettler 25:23
Oh, God.
Michele Hansen 25:25
Like, I should know this. And I, I did open my journal like once. Last week, no, twice. No, I opened it twice. Okay. And then I just have I've had a lot of things I've intended to journal about. And then
Colleen Schnettler 25:42
I thought about Yeah, like, in my head
Michele Hansen 25:43
kind of like drafting that in my head. That's like, I don't know is, you know, I feel like I'm sort of at a crossroads of like, do I want to lean more into this, like writers stuff? And like, right? I just sat answers, just no. Adults, could
Colleen Schnettler 26:02
you figure that out. I mean,
Michele Hansen 26:03
like, I liked writing the book, I had so much fun. writing it as a newsletter, especially and getting feedback as I went, and then like, interviewing all the people who are reading it, like, that was awesome. Like, I love the writing process, even the really hard parts where I felt like I was doing major surgery on it every weekend, like completely rewriting it, like, but all of the, the work of being an independent writer, like, you know, and I feel like I sound like you're, you know, sort of a very typical indie hacker when I'm like, Oh, I liked you know, creating the thing, but I don't like, like, Yes, I know, I hear that, thank you. But I don't know, I don't have to sell it, like I don't, you know, it's gonna, if it's a good book, people are gonna recommend it. Like, I'll still go on podcasts, like, I'm still gonna talk about it. But that's basically the only thing I found that doesn't really drain me. Like, I feel like I died a little bit inside when I was sending those emails Black Friday week about Lady sale. Like, it's just me, like, it's not that it's not like, that's a valid marketing approach. And it works for a lot of people, but it's just, you know, we like we kind of talked a little bit about, like, founder business fit. Yes, and I've sort of been mulling over this idea about founder marketing fit, which is that, you know, we design our businesses, right, you know, sometimes intentionally and sometimes not, but fundamentally, every decision you make is a design decision in the business. And, you know, it has to be a type of business that that suits you and how you want to work and what you're good at, and, but also how you market it, that has to fit with you too. And like, for some people, you know, sending out like, sales emails, and having a cohort come in, like, whether it's for software or for a course or whatnot. Like, that's how they want to do things. And that really fits with how they like to work. For other people like me, that's like, I really like talking to people and then looking at analytics, and then writing stuff related to what people need. And then like selling that way, and actually, you know, doing active sales, negotiating with people, I enjoy all of that. And I feel like with God, I have a really, really good founder, marketing fit, like, the way we market the product works. And I feel good about it, and it plays to my skill set. And I'm always improving that skill set, but like, it's, it's very much in my wheelhouse. And I just feel like the way of promoting a book and it's just not a fit for me. Like it's just not. And, you know, I could promote it in other ways. Like, um I don't, I'm just I'm just so drained. Like, by so much of it. Like, the only thing that feels drained me is like, you know, talking to people on podcasts.
Colleen Schnettler 29:16
Okay, so I felt this way about the book for a while, it feels like you're asking permission to not market it.
Michele Hansen 29:22
Yeah. Because I feel like to me, like you know, there was there was this point when I was still in the drafting phase when somebody who had who had bought the preorder of it you know, made a comment I think on like LinkedIn or something that like, the book was not only helping them understand their customers better, but also helping them understand how to be a better coworker and spouse. And like, that was the moment when I knew I was like, Okay, this book has achieved what I hoped it would achieve. And then some like my like, wildest dream goal here. And now I just need to ship it. But to me like the book is a success, if I have one person have that response to it, like, I don't need to have a million people read this book, I don't even need to have 10,000 Read it, right? Like it's and it's also like this is, this is a long term asset, right? Like it's not going to expire. You know, it's sold almost 1000 copies in its first year, which is apparently a lot better than, than most books both published and self published. Like this is a long term thing, I can't exhaust myself on it now doing all sorts of things that I don't need to do that don't feel natural or like a fit to me. But just success is just not the number of copies sold. And it's not like anybody is asking for how many I've sold. But I'm like, oh, like spilled in public thing. I should be posting like a numbers update every so often. And I do that. And then I find myself like checking the sales reports every day, and I feel so drained. And it's just like, it's just, that's just not success to me. Like I just don't. I just don't, I just don't care about like, that was just not I didn't write it to make money or to sell a certain number of copies. I feel like I've kind of been stuffing down my own feelings about what success for the book looks like.
Colleen Schnettler 31:38
Right? So my thought here is, why are we even talking about it anymore? don't market it. Just let it be? Oh, no, no, that that's the right thing. Right. Like I said, Okay, well do what you feel comfortable with. I'm you know, podcast. So
Michele Hansen 31:53
booked on a bunch of podcasts like, Yeah, I kind of kind of like take like a month off from doing that. Okay, but like, I like doing that. Um, but even like writing the newsletter, like, has felt like a burden. And I think it's because I've been doing all this. I've been doing all this talking about talking to customers, but I haven't had time to actually talk to customers. Yeah, I feel like I have anything to say at this point. I mean, and the point of the book was to get everything in my head out. Right, I did that. And so now I don't really? I don't know I, at least for right now. I feel like I don't have anything else.
Colleen Schnettler 32:34
Yeah, well, I think that okay, so you know me very well. I am a pretty logical person. Don't read horoscopes don't go to psychics, not really into that touchy feely stuff. And I am a firm believer, despite all of that, this is totally out of line with my personality. I'm a, I'm an I'm a firm believer of like going with your energy. So if you are dreading it every time you send out a Black Friday email, I mean, you you've learned this about yourself, you know that that's not the right thing to do. So I for you, and your, you know, because you have income from another source, you can totally do that you are in no way dependent on this book income. I think it's great that you've kind of discovered this about yourself and made this decision. And you're just going to do the things that, you know, bring you energy and you love which it sounds like is the podcast promoting and just let the other stuff go turn off the notifications? Who cares?
Michele Hansen 33:25
Yeah. You know, I think for like, for me, like, my theme of 2021 was the phrase soul nourishing, and I love that doing things that I felt really, really nourished my soul whether that's conversations with people who have similar values, or ideas or dreams, or writing the book, and kind of fulfilling that lifelong dream of writing a book was one of them. I don't know what 2022 is going to be, but I feel like it needs to be not just my soul getting nourished because as we've talked about, I've neglected a lot of other areas of I don't I don't know the word I'm looking for here but like, there needs to be a sort of overall wellness. Focus, I think a little bit more of a holistic, nourishing. Okay, going on. And that includes kind of like, yeah, you're such a California girl, respecting my energy, you know,
Colleen Schnettler 34:43
I know right? Come over, I'll give you an SAE Bowl trophy for breakfast now. I didn't even know what else it was before I moved here. Now I'm like, Oh, I buy that shit at Costco.
Michele Hansen 34:53
Yes, I'm gonna show up and you're gonna give me like crystals and essential oils. Yeah, no, no, no, no, no, no, no Yeah, I know, I, you know, it took me like a couple of months for that phrase like Soul nourishing to kind of crystallize in my head and be driving me. So it's gonna take me time for whatever this new phrase is going to be. But like, I'm very much in my head, like, like I like I went to get a massage a couple weeks ago because like, I need to work on my stress, I need to lower my stress levels, I need to go get a massage. And the massage therapist was like, I need to get you out of your head and into your body because you are so much in your head. Yeah. And and so, I don't know. I don't know. I'll let you know when I figure
Colleen Schnettler 35:38
out what Yeah, report back. But so for you 2020 To tell us more about
Michele Hansen 35:43
to like I was so outside my comfort zone this year between being in a country and writing a book and promoting a book and like, all these other things, like I'm so far outside my comfort zone that I really just want like, comfort and coziness in my life. Like I want yeah, I want it to be calm and peaceful and quiet. Like I find myself missing quietness.
Colleen Schnettler 36:15
And so you think for you that you don't know what that looks like, but you think that probably means more time on geocodes to working with your husband. And just chill out? Like you're kind of acclimating you've been there a year now. How long have you lived there? Gosh, when did you go here a year and a half?
Michele Hansen 36:32
Like, yeah,
Colleen Schnettler 36:33
the podcast. I can always no, that's because we're not
Michele Hansen 36:36
talking to each other. It's like, we need a weekly appointment to make sure we talk to each other. Let's make it a public appointment. Like,
Colleen Schnettler 36:44
uh, but I Yeah, okay. I know, you're talking about calm over there. And I have, for whatever reason, something you said just started all these ideas going off into my head that I'm really excited about all of a sudden. So. Yes. 2020 To be a calm year for Michelle 2023 I mean, refer to comfortingly. arity Yeah. push really hard for a yearly arity. No, I totally get that. I think, right, you worked. I mean, you hustled like, whoa, this year. So maybe this 2022 is a year where you relax into what you have built and grown for yourself. I mean,
Michele Hansen 37:27
and I also, you know, did expand my luck surface area to quote peeking again. And, you know, so that means, you know, maybe there will be conference talk opportunities or other podcasts or something like, I'm open to that. It's just, I'm just Yeah, I'm just so tired. And, you know, I like, I like giving talks, but I'm not gonna, like hustle and create this, like workshop package that I can sell to companies.
Colleen Schnettler 38:00
Yeah, you know what? I'm not gonna do. Okay, can I say something? Because I want to get it on record. Okay. So, earlier, you said that you were looking, you know, how drainie I'm sorry, how the marketing for the book is really draining, and you want to do things that really, you know, bring you energy. Okay, this is only 2021. So I'm thinking like, 2025 and I know, I brought this up a few times. However, now that I have a business that looks like it's gonna be really successful. Dude, we are so starting an incubator. Like we're gonna have our own venture fund, and then we're going to help people build businesses. 2025 You heard it here first.
Michele Hansen 38:39
I don't know if it's a venture fund or like, it's like our own on profit income. I don't know what it looks like or something. There's gonna be a software social something.
Colleen Schnettler 38:51
I feel like this is gonna happen. Like you talking about your energy levels. That's
Michele Hansen 38:55
taken but software social something is Yeah. Gonna have coming at some points
Colleen Schnettler 39:03
in the next 10 years. The future in the future. Yeah. Okay. I know, I brought it up before I just when you were talking about excitement. I was like, Oh, dude, this is this is something we're gonna maybe do someday. That'll be a good retirement job for me. Yeah, totally. Right. I mean, maybe it'll be years 20 years. I don't know. Someday. So that sounds good, though. I mean, that sounds like for you.
Michele Hansen 39:29
In my backyard those are my retirement you drink gin. Yeah, like dreamed about making a little like, gin distillery My oh my gosh, are so funny on our farms smell like they smell like apricots when you bolt them. And then I'm like, Oh, Nick, amazing. Like pine. Apricot. Gin. So I don't make it now. But that's again, retirement dream
Colleen Schnettler 39:48
retirement dream. Yeah, so it sounds like to sum up your money 52 Oh my gosh, to submit for 2022 It sounds like you are looking for a year of finding balance. Yeah, and all the things balance. I think I am looking for another hustle year. So 2022 is going to be another I know 2021 was a hustle year for me with Hammerstone launching and simplify, upload kind of not sure what I'm going to do with that. But 2022 for me is another hustle year I think
Michele Hansen 40:26
2020 was like a hustle year for you as much as like a ping pong year because I feel like all over the place kind of all over the place like both like physically and yeah, work wise. And like, I would love to see you really, really grow into this role of being a founder of Hammerstone. And like, and, and bringing that to life and helping that blossom and really leaning into that because I think you have so much more to discover about yourself as a founder.
Colleen Schnettler 41:04
Yeah, totally agree. I love it.
Michele Hansen 41:06
Cheers to 2022 Cheers to
Colleen Schnettler 41:09
2022 Oh, my goodness. All right, well, I guess that will wrap up this week's episode of the software, social podcast, Happy New Year to all of you. We'd love to hear what your goals are for 2022. Or if you want to hit us with the 2021 recap. That's always fun. We love to hear everyone's stories. You can reach us on Twitter at software slash pod. Talk to you next year. It's no my favorite joke. Remember when you were a kid and used to make that joke? Like like talk to you next year? It's still a great joke. Okay,
AUTOMATED TRANSCRIPT
Colleen Schnettler 0:02
Hey, Colleen, hey, Michelle. Good morning.
Michele Hansen 0:43
It's been a year. Oh,
Colleen Schnettler 0:45
it has been a year. Yes.
Michele Hansen 0:48
2020. Part Two. Okay. 2021. Part two is coming to a close
Colleen Schnettler 0:56
eye. That is hard to believe, isn't it?
Michele Hansen 0:59
Yeah. And so I thought maybe this would be a good time to reflect on the year that has been and think about the year to come.
Colleen Schnettler 1:13
I love this idea. Wow, that's so cool that we've been doing the podcast long enough that we can have a yearly reflection. We've been doing it more than a year. I know as to how a year and a half. I love it.
Michele Hansen 1:26
No. So okay, so let's start out with simple file upload. And I feel like it's been a while since we've like actually talked about simple file upload. So you know, as, again, if this was a professionally edited, produced podcast, this is where the heart noises would be. Coleen, can you take us back to where you were in January of 2021. With your business,
Colleen Schnettler 1:55
so in January of 2021.
So in January of 2021, simple file upload was in alpha, I believe in the Heroku add on store. And so that means it was not yet available for sale. You have to get 100 users, maybe it's beta, you have to get 100 users of your product in the app store before you're allowed to list it for sale. I've my years Right, right. Yeah, yeah, no, that was okay. It was that was 2020 2020. I launched it. Yep. It was January
Michele Hansen 2:35
of 2020. That it was in beta.
Colleen Schnettler 2:38
Right. It December, January, it was in beta. Right? Yeah, because I have the date as of February 4 2021, I was able to make it available for sale. So the product has been available for sale since February of 2021. Wow. And this is December. And since that time, it has grown to I'm not 1200 MRR, which is very exciting. And it has been a I mean, this year has been a wild ride professionally if I look back on it, because launch simple file upload. Learned a lot while doing that. And almost even bigger than that in August of 2021. I quit my job to join the Hammerstone team. And you took
Michele Hansen 3:25
a job and then you quite registered like because you were clear Soltan starting out the year. Okay, the next couple years like,
Colleen Schnettler 3:33
yeah, I basically went on this roller coaster up, I'd been consulting for years, then one of the companies I consulted for for years, convinced me to come on full time with them. And I had every intention of that being like a long term gig. It's a wonderful company. And then I think I announced on Twitter or on the podcast that I took a job and I got inundated with offers, which was pretty cool. And good to know if you're job hunting, you should probably hunt before you just take one. But then a couple months later, I had this really unique opportunity to join Hammerstone Hammerstone stone is the company co founded with my buddies, Aaron and Shawn that's building the Query Builder component and get paid to build that out and keep the IP so I had to quit the full time job in order to do Hammerstone full time and right now I'm doing Hammerstone full time paid. Yeah, so that's what that's what's going on.
Michele Hansen 4:40
I mean, that's a such a journey for you to go from consulting. And then like this sort of like how much consulting do I need to do like and there's kind of period of time where you're trying to go kind of full time or, like more time on simple file upload. Then kind of Just life necessitated taking a job.
Colleen Schnettler 5:05
Yeah, I think that's accurate. And I think a lot of people who are trying to build their own businesses can appreciate this. Like, I am super, super excited for those people that can go all in on their business. But I have a lot of bills. And I moved. Oh, I also moved from Virginia to California this year, gradually, Geez, what a year, man. Yeah, so I think the decision thing for me was I launched simple file upload, and the consulting the thing about what I was doing with consulting as I had more than one client, so it was just this incredible overhead of context switching. And the full time job offered me the opportunity, I had negotiated a four day workweek. So it had offered me offered me the opportunity to only have the two things I was working on. And that would have worked out great. I think, if I had stayed there, that would have been, that would have been a great choice, too. But the Hammerstone opportunity just felt too exciting and too big. It's literally exactly what I want to do to turn down. And so I want to say join them in August, and I've been working full time for the client that is funding the development of the product, it actually gives me less time on simple file upload, which is a constant, again, everyone with a job and a side project can appreciate this. It's like a constant balance, trying to find the time for all the things I want to do. But if you think about Michelle, if we go back to 2020, I don't have any products, and I have so many products, like I don't even have time for the ball. Like it's amazing, right? multiple things, right? So it's been, it's been really, really, really exciting and spectacular. And one of our friends, Pete, he's written a couple books. And he uses this phrase, expanding your luck surface area. And the concept is, like, really successful guys will always say, Oh, I just got lucky. How many times have you met someone who's running a, you know, half 1,000,002 million ARR business? It's like, Oh, we got really lucky. It's like, Yeah, but luck played a part. But this concept, I really love this concept of luck, surface area. Luck played apart, but you did all the things to position yourself to take advantage of the opportunity when it presented itself. Yeah. And so all these things we do honestly, like the podcast and launching products, and speaking at conferences, all of those things, I think, really increase the luck surface area. And so I feel incredibly lucky. But also, I also took a lot of steps to put myself in the position Hammerstone, I think is going to be the thing, Michelle, like, it's we feel the poll. I mean, it is exciting. So, you know, we feel the poll,
Michele Hansen 7:53
that's interesting, like so, I mean, being on something that's like moving and people are like customers are really excited about it. I guess how do you like contrast that with the response that you get from simple file upload? Like, does that feel like a contrast?
Colleen Schnettler 8:11
Oh, yeah. And I think simple file upload meets a very pressing need people have on Heroku. But outside of that, it feels like pushing, right? Like it feels like and this is this is part of growing a business like I'm not, you know, it is what it is. But it feels like, there's a lot of competitors out there. And I have to convince people to go with me, small solo business vers go with, you know, Cloudflare images, or, you know, file stack or some huge company that has servers or they're just at their disposal. And so it feels like a lot of hustle. And I don't I mean, it's a great all of it is a great learning experience. But Hammerstone I mean, people are basically asking us, they are asking to pay us for this thing that is not even done. Like, yeah,
Michele Hansen 9:01
like banging down the door. I mean, there have product market fit there. But it's like, it's like very clear that like it's going to happen.
Colleen Schnettler 9:11
I mean, our Early Access, based on a couple tweets my co founder sent out, we have like 200 people on an early access list. Based on we don't even have a landing page for this thing. Like it's amazing. It's really exciting. So it's been really I think Justin Jackson has this great article, I think it was this week, he sent it out, although I don't know if everyone got it this week, but it was basically about like, your market is going to determine your success. Like you can have one person who's hustling. It's not necessarily it's not just how hard you work, like you can work really hard. But it's also your market is going to determine your success. And so I don't know it just feels like so many exciting things have happened to me this year is what I'm trying to say So and I think like the Hammerstone thing wouldn't have happened if simple file upload hadn't happened. Right? So these things compound when you think about like, getting you're putting yourself out there and and, you know, the luck going back to the whole luck surface area thing.
Michele Hansen 10:17
Yeah, I mean, I think that makes a lot of sense. And like the whole thing about market like, I feel like that's that's something that that Justin hits on a lot and and valuably, so because, you know, there's a quote from a famous investor that I forget who it is. But it's, you know, if maybe it's Paul Graham, when a you know, a good product meets a bad market market wins when a good team meets a bad market market wins when a bad product meets a good market market wins. And I mean, you guys have like, you know, wind is in your sails, and you are just flying along.
Colleen Schnettler 10:59
Yeah, it's, it's pretty exciting. And just to clarify, I am still, I still love working on simple file upload, simple file upload is so much fun for me, because there's such a tight feedback loop. Hammerstone is still in this phase, at least the stuff I'm working on where it's big, and it's it's kind of, it's not, it's not done, right. So it kind of feels like a slog, because it's just kind of brute force and getting the work done. Simple file upload is a joy, because every time a customer emails me a question, like I can iterate and improve it. And so I still I didn't mean to I'm not sunsetting it or anything, like I'm still way into it. And I still feel like there's a way to do both right now. Yeah, I just, it's fun, like people are engaging more, I think, if you go back to founders comp, which was in October, my I was I came out of that really excited. And my goal for simple file upload was to really push to see if I could grow it a little bit. And I had hoped to get to 1500 by the end of the year, and I'm at 1200. So that's fine, right? Like it is what it is. But I think a lot more people are engaging with me than in the beginning. Remember the beginning, I couldn't get anyone to talk to me. Mm hmm. I feel like a lot more people are talking to me now. And so I have all kinds of ideas with what I want to do with it. And so yeah, I'm just over overflowing with ideas right now. So it's cool. I think it's
Michele Hansen 12:29
valuable as entrepreneurs to also have like a, like a safe little sandbox to play in to experiment where, you know, if, if you want to try something, you can, there's nobody telling you, you can't there's nobody's job relying on you, no, you're not doing it, of course, you have customers and you're responsible to them. So you can't, you know, just decide to take down your infrastructure for no reason. But like, if you want to cut the prices, 50% like, you can do that, if you want to raise him 50% You can also do that, like and you can just kind of, like learn as an entrepreneur. I mean, that's how I, I kind of loved having a full time job and a side project for a period of time because it was it was just like my safe little playground. And I think it was really, really valuable to have it as just a side project and not intending to go full time on it, because it just took that pressure off it and it made it a joy to just learn how to run a business without that fear of, you know, this has to pay for our mortgage, and like all of that kind of stuff going into that which just adds a lot of pressure when you're already when you're learning a new skill and outside your comfort zone. Like having financial pressure on top of that is really for a lot of people not very helpful mentally, like it can drive you but it's it's it's a lot of pressure.
Colleen Schnettler 14:00
Yeah, I think that's a good way to describe it for me like it's a nice side income right now. And I am learning I mean that is what's so cool is tight feedback loop and I'm learning so much how to talk to customers, I made this change to my onboarding email which seems to have made a huge difference. So stop me if I told you this but my onboarding email used to be asking questions and now it's so it used to be can you tell me why you're using simple file upload and I changed it to be quick tips to help you get started fast or something like that. And that seems to really have made a difference so all these little things I'm learning that I can apply elsewhere have been really fun like I'm really enjoying it.
Michele Hansen 14:44
So we talked a little bit about at founder summit of like whether you sell the business or not. We didn't I feel like that conversation was that that was a pretty strong no that you that you really enjoy it as at you know, as this little playground So I'm curious, like, as you think about this coming year, and you know, bearing in mind that humans are famously bad at predictions, and this year had so many twists and turns that you did not expect going into the year.
Colleen Schnettler 15:18
Oh my gosh, right here. I
Michele Hansen 15:19
mean, not not like you set a goal or almost like, like, do you have like an intention that you would want to set for the year of like? Like, what do you mean, it's a big question, but like, what do you want out of?
Colleen Schnettler 15:34
out of it? Yeah, that's a fair.
Michele Hansen 15:37
Sorry, is, you know, your is your founder journey? Like, is that taking you more towards Hammerstone? Is that in like, less simple file upload? And I don't I I'm starting to answer my own question. So like, just,
Colleen Schnettler 15:58
yeah, I understand. So yeah, right. The end of the year, let's look forward, oh, this will be fun, because then we can look at the end of next year and be like, Oh, how well did we align? Okay, so we're going into what? 2022? That's crazy. Okay. So my vision for 2022 would be, I am getting paid by the client to develop this, this Hammerstone product, and we agreed that I'd go until August, I'm sure that can go plus or minus either side, they're pretty flexible. So my vision for 2022 would be early 2022. We're going to start launching hammers stone in Laravel. We're gonna see what the responses there and kind of see what the support burden is. And I will finish out the rails component. While I do that, I still want to put time and effort into simple file upload. I want to get it to I just want to see what does it take to grow it to 2k? Like, can I get to 2k? What does that even look like? What I do? I'm not I mean, I think I want to see you know, what it's capable of? And yeah, if someone wants to give me $200,000 for it, I'll sell it today. But I think just FYI, I'm open to that. But I think realistic or open first. I think realistically, I have a product now I did the first thing is so many people at founder Summit. Okay, I don't know if you remember this at founder Summit, we were on the bus to go to the balloon. And one of the gentlemen on the bus named Matt was talking about how he's in the market to buy a SAS and someone was trying to sell him their SAS and they kept telling him it had really low MRR, like maybe 500 bucks. And they kept telling him, oh, there's all these opportunities to grow it like, you know, you can grow it this way. And he was like, Look, if that but but it had been like this way for like four or five years. And it just been sitting at two to 500 MRR and he said something that has stuck with me. And he said, Okay, if they can really, if there's really opportunity to grow it, why haven't they done it in the five years they've had this thing? And he said it in a way that made me think, Oh, you can just you can do things to grow your SAS like, it won't. I don't know it, it was this point that like, I have control to some degree over whether this thing grows or not. And so I want to put in the work to see I mean, maybe I'll I'll timebox that maybe I'll put in the work until I think in February, it will be a good review point because it'll be a year old. If I put in the work, what happens? Can I grow this? Can I learn how to use Google Analytics and which I don't still don't know how to use? Um, can I learn how to write better copy? Can I learn how to make landing pages that appeal to my users, like, there's so much marketing, I mean, simple file upload is a it's kind of like a playground where I can learn all this marketing stuff. And that'll help me in all products. But I think my goal would be, you know, Hammerstone is going to launch in the in the spring. And then I should be done in the summer. And then we'll be doing the rails launch and rails onboarding. So I think the preponderance of my time will be on Hammerstone. But I don't know about simple file upload. I don't know if I'll sell it. I don't know if I'll continue to grow it. But I'm not going to grow. I'm not going to sell it before February, so reevaluate in February. So I have no idea what it looks like. Yeah, but I think I think the idea would be to focus more on Hammerstone and grow Hammerstone to support me, so I don't have to consult anymore. That would be pretty sweet.
Michele Hansen 19:32
I think it's also worth like reminding that when you launch simple file upload, you wanted to have a product. Oh, yeah. You also like you also did not want to be a solo founder like you have always wanted to be part of a team and I think that's something that drove you to take that job was being part of a team and why you had considered previous job offers.
Colleen Schnettler 19:56
Yes, I was lonely. Absolutely. Yeah, very social person. And so I was absolutely lonely.
Michele Hansen 20:03
Yeah. And so I think it would make sense if like, you know, Hammerstone becomes, you know, the the focus and the thing that you really want to go for but and simple file upload is just this, you know, cool thing you have on the side. And when you have time you learn, you know, new marketing skills to make it grow a little bit, but like, it doesn't like, it doesn't have to be the thing.
Colleen Schnettler 20:28
Oh, yeah, I don't I don't know, with my current time and energies. I don't think it will be. I mean, I don't see this thing getting to 10 km RR in the next year, right. Like, I just don't I don't think that's the thing I think camera showed is going to be the thing. And this will be the side project that, you know, I can continue to dabble in, or I can sell or whatever. But you're right. I just wanted to have a product. I mean, if you look back at this year, it's amazing how far I've come. Absolutely. Yeah. So that's a my self. Oh, totally. I totally am. I'm really happy with with the growth. And the stuff that I did this year for sure. So let's talk about your year in review.
Michele Hansen 21:15
Gosh, okay. January 2021. Um, I mean, I guess the point to start, there is really in February, when I started writing the newsletter book, whatever I called
Colleen Schnettler 21:29
February, so good month for us.
Michele Hansen 21:33
Yeah, right, we have a lot like, we should go back and listen to those episodes. They're probably
Colleen Schnettler 21:37
I know, we totally should.
Michele Hansen 21:41
So, so yeah, so I started writing the book, as a newsletter, I didn't really know what was gonna go. totally consumed my spring launched it in July. It's crazy. And like, I'd say, there was like, you know, in the beginning, it was like, you know, 9010, like, mostly geocode do and then just a little bit of book and then towards, like, May in June, it was like 7525. And then I feel like August to October was like, almost 5050. But I think as we kind of close out on the year, and all that I'm really realizing that, you know, so like, I wrote a book, but I don't want to be a writer. I am a software entrepreneur who happened to write a book, and not a software entrepreneur who became a writer. And I think that's an important difference. And I feel like I've been struggling with this a lot of like, should I do more books stuff? Like, should I do like paid workshops and courses? And, like, should I go, you know, like, give workshops at companies? And like, Should I do a mini book that's like the how to talk to people talk things should I do podcast should I do like, or like, you know, have a podcast for the book, like showed you all this other stuff. And I could, but I just, I don't want to, and I really miss, like, my company. Like, I really miss I like, you know, working on JUCO do stuff and just find myself really missing like SEO Marketing, rather than like Info Product Marketing. I miss working synchronously with Mateus. Because I feel like so often we're kind of working in the same office, but not actually working together, because my head is elsewhere on books, stuff and whatnot. And, you know, even if there's no pressure to, like, sell more like, like, I feel like, and maybe this is a voice in my head or from other people, or I don't really know where it comes from, but it's like people like, you know, it's like, you wrote a good book that accomplish the goals, I had to teach entrepreneurs how to understand their customers, and, you know, you know, teach them that everyone has a capacity for empathy, and that they should, you know, they could have more empathy for other people and for themselves and teach them how to do that. And like get accomplished that and yet I find myself, you know, refreshing sales reports and being like, am I going to feel like I accomplished what I set out to do when I sell 500 copies or 1000 copies or 10,000 copies and and no, because the book already accomplished what I set out for it to do. It's a all in one place. I can send other founders to learn how to understand their customers and hopefully to learn more about you know, having empathy for others in themselves. I think I'll still do podcasts about the book, but I think going into To 2022 I would like to do more geocoded stuff and less book stuff.
Colleen Schnettler 25:08
Okay, that sounds like a very, it sounds like something you've thought about quite a lot.
Michele Hansen 25:17
Yeah, it's it's been on my mind. I've been intending to journal about it. I didn't actually journal about it.
Colleen Schnettler 25:23
Oh, God.
Michele Hansen 25:25
Like, I should know this. And I, I did open my journal like once. Last week, no, twice. No, I opened it twice. Okay. And then I just have I've had a lot of things I've intended to journal about. And then
Colleen Schnettler 25:42
I thought about Yeah, like, in my head
Michele Hansen 25:43
kind of like drafting that in my head. That's like, I don't know is, you know, I feel like I'm sort of at a crossroads of like, do I want to lean more into this, like writers stuff? And like, right? I just sat answers, just no. Adults, could
Colleen Schnettler 26:02
you figure that out. I mean,
Michele Hansen 26:03
like, I liked writing the book, I had so much fun. writing it as a newsletter, especially and getting feedback as I went, and then like, interviewing all the people who are reading it, like, that was awesome. Like, I love the writing process, even the really hard parts where I felt like I was doing major surgery on it every weekend, like completely rewriting it, like, but all of the, the work of being an independent writer, like, you know, and I feel like I sound like you're, you know, sort of a very typical indie hacker when I'm like, Oh, I liked you know, creating the thing, but I don't like, like, Yes, I know, I hear that, thank you. But I don't know, I don't have to sell it, like I don't, you know, it's gonna, if it's a good book, people are gonna recommend it. Like, I'll still go on podcasts, like, I'm still gonna talk about it. But that's basically the only thing I found that doesn't really drain me. Like, I feel like I died a little bit inside when I was sending those emails Black Friday week about Lady sale. Like, it's just me, like, it's not that it's not like, that's a valid marketing approach. And it works for a lot of people, but it's just, you know, we like we kind of talked a little bit about, like, founder business fit. Yes, and I've sort of been mulling over this idea about founder marketing fit, which is that, you know, we design our businesses, right, you know, sometimes intentionally and sometimes not, but fundamentally, every decision you make is a design decision in the business. And, you know, it has to be a type of business that that suits you and how you want to work and what you're good at, and, but also how you market it, that has to fit with you too. And like, for some people, you know, sending out like, sales emails, and having a cohort come in, like, whether it's for software or for a course or whatnot. Like, that's how they want to do things. And that really fits with how they like to work. For other people like me, that's like, I really like talking to people and then looking at analytics, and then writing stuff related to what people need. And then like selling that way, and actually, you know, doing active sales, negotiating with people, I enjoy all of that. And I feel like with God, I have a really, really good founder, marketing fit, like, the way we market the product works. And I feel good about it, and it plays to my skill set. And I'm always improving that skill set, but like, it's, it's very much in my wheelhouse. And I just feel like the way of promoting a book and it's just not a fit for me. Like it's just not. And, you know, I could promote it in other ways. Like, um I don't, I'm just I'm just so drained. Like, by so much of it. Like, the only thing that feels drained me is like, you know, talking to people on podcasts.
Colleen Schnettler 29:16
Okay, so I felt this way about the book for a while, it feels like you're asking permission to not market it.
Michele Hansen 29:22
Yeah. Because I feel like to me, like you know, there was there was this point when I was still in the drafting phase when somebody who had who had bought the preorder of it you know, made a comment I think on like LinkedIn or something that like, the book was not only helping them understand their customers better, but also helping them understand how to be a better coworker and spouse. And like, that was the moment when I knew I was like, Okay, this book has achieved what I hoped it would achieve. And then some like my like, wildest dream goal here. And now I just need to ship it. But to me like the book is a success, if I have one person have that response to it, like, I don't need to have a million people read this book, I don't even need to have 10,000 Read it, right? Like it's and it's also like this is, this is a long term asset, right? Like it's not going to expire. You know, it's sold almost 1000 copies in its first year, which is apparently a lot better than, than most books both published and self published. Like this is a long term thing, I can't exhaust myself on it now doing all sorts of things that I don't need to do that don't feel natural or like a fit to me. But just success is just not the number of copies sold. And it's not like anybody is asking for how many I've sold. But I'm like, oh, like spilled in public thing. I should be posting like a numbers update every so often. And I do that. And then I find myself like checking the sales reports every day, and I feel so drained. And it's just like, it's just, that's just not success to me. Like I just don't. I just don't, I just don't care about like, that was just not I didn't write it to make money or to sell a certain number of copies. I feel like I've kind of been stuffing down my own feelings about what success for the book looks like.
Colleen Schnettler 31:38
Right? So my thought here is, why are we even talking about it anymore? don't market it. Just let it be? Oh, no, no, that that's the right thing. Right. Like I said, Okay, well do what you feel comfortable with. I'm you know, podcast. So
Michele Hansen 31:53
booked on a bunch of podcasts like, Yeah, I kind of kind of like take like a month off from doing that. Okay, but like, I like doing that. Um, but even like writing the newsletter, like, has felt like a burden. And I think it's because I've been doing all this. I've been doing all this talking about talking to customers, but I haven't had time to actually talk to customers. Yeah, I feel like I have anything to say at this point. I mean, and the point of the book was to get everything in my head out. Right, I did that. And so now I don't really? I don't know I, at least for right now. I feel like I don't have anything else.
Colleen Schnettler 32:34
Yeah, well, I think that okay, so you know me very well. I am a pretty logical person. Don't read horoscopes don't go to psychics, not really into that touchy feely stuff. And I am a firm believer, despite all of that, this is totally out of line with my personality. I'm a, I'm an I'm a firm believer of like going with your energy. So if you are dreading it every time you send out a Black Friday email, I mean, you you've learned this about yourself, you know that that's not the right thing to do. So I for you, and your, you know, because you have income from another source, you can totally do that you are in no way dependent on this book income. I think it's great that you've kind of discovered this about yourself and made this decision. And you're just going to do the things that, you know, bring you energy and you love which it sounds like is the podcast promoting and just let the other stuff go turn off the notifications? Who cares?
Michele Hansen 33:25
Yeah. You know, I think for like, for me, like, my theme of 2021 was the phrase soul nourishing, and I love that doing things that I felt really, really nourished my soul whether that's conversations with people who have similar values, or ideas or dreams, or writing the book, and kind of fulfilling that lifelong dream of writing a book was one of them. I don't know what 2022 is going to be, but I feel like it needs to be not just my soul getting nourished because as we've talked about, I've neglected a lot of other areas of I don't I don't know the word I'm looking for here but like, there needs to be a sort of overall wellness. Focus, I think a little bit more of a holistic, nourishing. Okay, going on. And that includes kind of like, yeah, you're such a California girl, respecting my energy, you know,
Colleen Schnettler 34:43
I know right? Come over, I'll give you an SAE Bowl trophy for breakfast now. I didn't even know what else it was before I moved here. Now I'm like, Oh, I buy that shit at Costco.
Michele Hansen 34:53
Yes, I'm gonna show up and you're gonna give me like crystals and essential oils. Yeah, no, no, no, no, no, no, no Yeah, I know, I, you know, it took me like a couple of months for that phrase like Soul nourishing to kind of crystallize in my head and be driving me. So it's gonna take me time for whatever this new phrase is going to be. But like, I'm very much in my head, like, like I like I went to get a massage a couple weeks ago because like, I need to work on my stress, I need to lower my stress levels, I need to go get a massage. And the massage therapist was like, I need to get you out of your head and into your body because you are so much in your head. Yeah. And and so, I don't know. I don't know. I'll let you know when I figure
Colleen Schnettler 35:38
out what Yeah, report back. But so for you 2020 To tell us more about
Michele Hansen 35:43
to like I was so outside my comfort zone this year between being in a country and writing a book and promoting a book and like, all these other things, like I'm so far outside my comfort zone that I really just want like, comfort and coziness in my life. Like I want yeah, I want it to be calm and peaceful and quiet. Like I find myself missing quietness.
Colleen Schnettler 36:15
And so you think for you that you don't know what that looks like, but you think that probably means more time on geocodes to working with your husband. And just chill out? Like you're kind of acclimating you've been there a year now. How long have you lived there? Gosh, when did you go here a year and a half?
Michele Hansen 36:32
Like, yeah,
Colleen Schnettler 36:33
the podcast. I can always no, that's because we're not
Michele Hansen 36:36
talking to each other. It's like, we need a weekly appointment to make sure we talk to each other. Let's make it a public appointment. Like,
Colleen Schnettler 36:44
uh, but I Yeah, okay. I know, you're talking about calm over there. And I have, for whatever reason, something you said just started all these ideas going off into my head that I'm really excited about all of a sudden. So. Yes. 2020 To be a calm year for Michelle 2023 I mean, refer to comfortingly. arity Yeah. push really hard for a yearly arity. No, I totally get that. I think, right, you worked. I mean, you hustled like, whoa, this year. So maybe this 2022 is a year where you relax into what you have built and grown for yourself. I mean,
Michele Hansen 37:27
and I also, you know, did expand my luck surface area to quote peeking again. And, you know, so that means, you know, maybe there will be conference talk opportunities or other podcasts or something like, I'm open to that. It's just, I'm just Yeah, I'm just so tired. And, you know, I like, I like giving talks, but I'm not gonna, like hustle and create this, like workshop package that I can sell to companies.
Colleen Schnettler 38:00
Yeah, you know what? I'm not gonna do. Okay, can I say something? Because I want to get it on record. Okay. So, earlier, you said that you were looking, you know, how drainie I'm sorry, how the marketing for the book is really draining, and you want to do things that really, you know, bring you energy. Okay, this is only 2021. So I'm thinking like, 2025 and I know, I brought this up a few times. However, now that I have a business that looks like it's gonna be really successful. Dude, we are so starting an incubator. Like we're gonna have our own venture fund, and then we're going to help people build businesses. 2025 You heard it here first.
Michele Hansen 38:39
I don't know if it's a venture fund or like, it's like our own on profit income. I don't know what it looks like or something. There's gonna be a software social something.
Colleen Schnettler 38:51
I feel like this is gonna happen. Like you talking about your energy levels. That's
Michele Hansen 38:55
taken but software social something is Yeah. Gonna have coming at some points
Colleen Schnettler 39:03
in the next 10 years. The future in the future. Yeah. Okay. I know, I brought it up before I just when you were talking about excitement. I was like, Oh, dude, this is this is something we're gonna maybe do someday. That'll be a good retirement job for me. Yeah, totally. Right. I mean, maybe it'll be years 20 years. I don't know. Someday. So that sounds good, though. I mean, that sounds like for you.
Michele Hansen 39:29
In my backyard those are my retirement you drink gin. Yeah, like dreamed about making a little like, gin distillery My oh my gosh, are so funny on our farms smell like they smell like apricots when you bolt them. And then I'm like, Oh, Nick, amazing. Like pine. Apricot. Gin. So I don't make it now. But that's again, retirement dream
Colleen Schnettler 39:48
retirement dream. Yeah, so it sounds like to sum up your money 52 Oh my gosh, to submit for 2022 It sounds like you are looking for a year of finding balance. Yeah, and all the things balance. I think I am looking for another hustle year. So 2022 is going to be another I know 2021 was a hustle year for me with Hammerstone launching and simplify, upload kind of not sure what I'm going to do with that. But 2022 for me is another hustle year I think
Michele Hansen 40:26
2020 was like a hustle year for you as much as like a ping pong year because I feel like all over the place kind of all over the place like both like physically and yeah, work wise. And like, I would love to see you really, really grow into this role of being a founder of Hammerstone. And like, and, and bringing that to life and helping that blossom and really leaning into that because I think you have so much more to discover about yourself as a founder.
Colleen Schnettler 41:04
Yeah, totally agree. I love it.
Michele Hansen 41:06
Cheers to 2022 Cheers to
Colleen Schnettler 41:09
2022 Oh, my goodness. All right, well, I guess that will wrap up this week's episode of the software, social podcast, Happy New Year to all of you. We'd love to hear what your goals are for 2022. Or if you want to hit us with the 2021 recap. That's always fun. We love to hear everyone's stories. You can reach us on Twitter at software slash pod. Talk to you next year. It's no my favorite joke. Remember when you were a kid and used to make that joke? Like like talk to you next year? It's still a great joke. Okay,
