A practical, effort-driven roadmap to hit $200K+ in sales, generate an additional $100K+ to bring on full-time, build personal brand into a national presence, and create a repeatable engine for live events and course enrolments.
said it best: people need hope. Not scarcity, not scammy messaging. Hope. This strategy is built on that principle. Every tactic here is effort-based, wholesome, and designed to create genuine human connection at scale.
$200K+ from enrolments (500+ students) plus $100K+ in additional revenue to fund bringing on full-time. Achieved through live events, organic content, strategic partnerships, and an evergreen digital funnel.
Position as Australia's most authentic happiness expert. Not through short-form chasing. Through podcasts, YouTube, LinkedIn thought leadership, and real conversations that move people.
Build a proven playbook for booking out 30+ seat workshops in any Australian city, using guerrilla-style promo, local podcast appearances, strategic letterbox drops, and community collaborations.
Create automated pathways that turn warm audiences into course enrolments. From the Happiness Scorecard quiz to email nurture sequences through Kit. A system that works while sleeps.
Get Declan's book on national outlets: Today Show, Sunrise, ABC. Leverage his Harvard Business Review features and UN recognition to build an irresistible media pitch for Australian morning TV.
Expand the ideal student profile to include business owners seeking workplace happiness solutions. A higher-value segment that leads to consulting, corporate workshops, and long-term retention.
A phased approach that builds momentum. Each quarter compounds on the last. Starting with foundations and events, scaling into content and PR, and finishing with systemised growth.
Built on the insight that once someone signs up, they keep upgrading. The live events are the entry point. The lifetime value is where the real revenue lives.
Five cities. Thirty seats each. Every event is a lead generation machine wrapped in a transformative experience. The goal: fill the room, change lives, convert to course enrolments.
No throwing money at the problem. These are hands-on, hands-dirty strategies built on genuine connection, creative content, and relentless consistency.
The Happiness Wheel concept is gold. Take it to every tour city. Ask real people on the street what makes them happy, circle their answer on the wheel, capture the moment on camera. These become the most shareable, most human content pieces BU has ever made. Think "wholesome as anything." People crying, laughing, having real moments. This content feeds YouTube, LinkedIn, Kit newsletters, and tour promo.
strength is conversation, not 15-second clips. Target 2 to 3 podcast guest appearances per month. Focus on business, wellbeing, and leadership shows. Always mention the upcoming event in that city or the Happiness Blueprint. Over 12 months, this builds a compounding library of trust-building, searchable content that works forever.
Organic, conversational-style posts. Honest thoughts. The down-to-earth, human version of . Share real insights from positive psychology, real stories from coaching clients (with permission), and behind-the-scenes moments. Target: 3 to 4 posts per week. Business owners are on LinkedIn. This is where the ideal student lives.
A repeatable system for every city: commercial letterbox drops with face + QR code + affiliate logos + discount code 3 weeks before. Local podcast appearance 2 weeks before. Street content 2 days before. Backup plan: collab event with a local practitioner who already has an audience. Post-event: retarget everyone who hit the events page but didn't book.
Not influencer marketing in the traditional sense. Find local wellness practitioners, coaches, yoga instructors, and community leaders in each tour city. Co-host events, cross-promote to each other's audiences, and build real relationships. This is where BU's "hope, not scarcity" messaging shines. Genuine partnerships over transactional deals.
The Happiness Scorecard quiz on the website becomes the primary lead magnet. Every quiz taker enters a Kit email sequence: value-first emails introducing the Happiness Blueprint, social proof from past students, and a clear enrolment pathway. This system runs 24/7. Even when Declan's not actively promoting. Combine with retargeting from event pages for maximum conversion.
Click through each quarter to see the specific actions, content themes, and priorities for each phase.
These are the numbers that matter. We review them monthly to know what's working and what needs to shift.