Frugalpreneur: Building a Business on a Bootstrapped Budget Sarah St John

💬 Show Notes
In this special episode of the Frugalpreneur podcast, host Sarah St. John shares an insightful guest expert talk from her Ampmypod community. This time, we welcome Seth Silvers, founder and lead strategist at Story On Media, who delves into the intricacies of podcast ROI (Return on Investment). Seth’s discussion is a must-listen for podcasters aiming to grow, market, and monetize their shows effectively.
Seth emphasizes the significance of understanding and measuring ROI over a 24-month timeline, urging podcasters to shift their mindset from short-term gains to long-term success. He introduces the Story On framework, a four-step process designed to ensure a podcast’s foundation is solid and geared towards achieving ROI. This framework includes defining your audience, identifying their problems, creating compelling content, and having a clear offer.
Throughout the talk, Seth provides actionable insights and strategies for podcasters to build a sustainable and profitable show. He highlights the importance of dynamic ad insertion for offers, the necessity of having a well-defined audience, and the value of creating content that directly addresses the problems of that audience. Seth also discusses different types of offers and how to ensure they are compelling and valuable to listeners.
(00:00) Frugalpreneur podcast features guest expert talks from Ampmypod
(00:34) Sarah: If you have questions, feel free to reach out to me
(01:06) Today we are going to talk about the Roi of podcasting
(01:50) Seth Silvers is the founder and lead strategist at Ah story on media
(03:28) What makes a podcast worth it 24 months from now
(05:11) In order for your podcast to be worth it, you have to have ROI
(06:38) You have to have a clear path to monetize or bring revenue into the show
(07:27) If you don't have a solid foundation to your show,
(08:22) So the first element of this foundation is to have a defined audience
(08:55) You have to have a defined audience when you're creating content
(13:45) The third piece of this framework, after your audience and their problems, comes content
(15:59) One thing that I've seen a lot of podcasts do poorly is offer
(19:00) Most podcast hosts now do some form of dynamic ad insertion
(23:37) A really good podcast will not fix a broken business
(25:42) Sarah: I think before dynamic ad insertion was really a thing
(27:32) A lot of shows offers are not seeing traction because their audience isn't focused
(32:44) I think private RSS feeds can work really well, assuming you're delivering quality content
(40:28) Do you know of any, um, private RSS feeds that have community features
(47:11) Tim Ferriss just crossed a billion downloads, which is wild
In the ever-evolving world of podcasting, many creators find themselves grappling with the question of ROI—Return on Investment. Why do some podcasts thrive while others falter? In a recent episode of the Frugalpreneur podcast, host Sarah St. John welcomed Seth Silvers, founder and lead strategist at Story On Media, to delve into this very topic.
Seth Silvers brings a wealth of knowledge to the table, particularly when it comes to helping businesses leverage podcasting for growth. He emphasizes that understanding and achieving ROI in podcasting isn't just about looking at short-term gains. Instead, it requires a strategic long-term approach.
The 24-Month Mindset
One of the most striking points Seth makes is the importance of adopting a 24-month mindset. He suggests that podcasters should look at ROI over a two-year period rather than focusing on immediate results. This long-term perspective allows podcasters to build a solid foundation and make meaningful adjustments along the way.
The Story On Framework
Seth introduces his Story On...

Join me, Sarah St John, as I sit down with Kimberly Spencer, CEO of Communication Queens and founder of CrownYourself.com, to explore her remarkable entrepreneurial journey. From her early days running a Pilates studio in LA to her success in screenwriting and her shift to e-commerce consulting, Kimberly shares the highs and lows of her career. Discover how a challenging business buyout led to the birth of Crown Yourself, and how overcoming mindset blocks and the experience of her first pregnancy helped her scale her company to a multi-six-figure business. Hear how being stranded in Australia during the pandemic inspired a strategic pivot to focus on podcast guesting, transforming it into a major revenue stream.
In our discussion, we unpack the significant benefits and strategies of podcast guesting. Kimberly highlights the importance of a diverse personal story and hobbies to captivate podcast audiences, as well as the strategic advantages podcast guesting can offer for business growth. Learn how delivering valuable content can build trust with potential clients, improving conversion rates and creating lasting business relationships. We also share real-life examples illustrating how even a single podcast appearance can open doors to multiple opportunities.
Listen in as we explore the best practices for podcast guesting, focusing on targeting the right audience and understanding the client's lifecycle. Discover essential criteria for selecting the right podcasts, how to avoid free coaching traps, and crafting effective pitches that respect the podcast host's audience. We also discuss the art of building relationships through podcast guesting, including tailored messages for different audiences, practical follow-up tips, and creating impactful calls to action. Finally, Kimberly shares insights on mastering TED Talk presentations through storytelling and how to leverage these skills for powerful podcast guest appearances. Don't miss out on these valuable nuggets of wisdom to elevate your personal and professional life.
Timestamps
(05:47 - 06:45) Podcast Agency Growth and Strategy
(12:39 - 14:32) The Power of Podcast Guesting
(17:27 - 18:21) Brendan Burchard and Tony Robbins
(22:13 - 23:48) Podcast Marketing Strategy Discussion
(28:09 - 28:28) Podcast Interview Etiquette
(30:31 - 31:27) Building Real Relationships in Business
(33:19 - 33:59) Crafting Compelling Podcast Bio Stories
(42:34 - 44:26) Creating a High-Value Podcast Project
Resources
CommunicationQueens.com
CrownYourself.com
TedX Talk
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IntroductionIn this episode of the Frugalpreneur Podcast, host Sarah St John interviews Marty Fahncke, a seasoned entrepreneur who specializes in bootstrapping businesses through strategic acquisitions. With 25 years of experience, Marty has focused the last five years on growing businesses by acquiring others, using equity instead of cash to conserve resources and align with entrepreneurial-minded partners. Despite facing some failures, Marty emphasizes learning from these experiences and continues to advocate for acquisition as a low-risk, high-reward strategy to rapidly scale a business. He also introduces the Acquisitions Alliance, a program offering guidance on business growth through acquisitions, and invites listeners to connect on LinkedIn for further insights.
Key PointsMarty's journey as a bootstrapped entrepreneurUsing acquisitions to grow and scale a businessStrategic approach to bootstrapping using equity instead of cashImportance of having an entrepreneurial team with aligned goalsSuccessful deals and substantial business growth through strategic acquisitionsLearning from both successes and failures in businessAcquiring a similar business to instantly double or triple business sizePrograms like those offered by the Small Business Administration for business acquisitionsOpportunities for growing businesses through strategic acquisitionsAcquisitions Alliance membership program for guidance on growing businesses through acquisitions
TimestampsGetting Started (00:00:35)
Marty's accidental business start and journey into mergers and acquisitions.
Strategic Bootstrapping (00:01:13)
Using equity strategically, forming alliances, and building an entrepreneurial team to bootstrap the business.
Successes and Failures (00:03:26)
Sharing experiences of successful deals and failures in the business journey.
Tactics for Growth (00:04:17)
Acquiring similar businesses to instantly double or triple the business, and accessing programs for no-money-down acquisitions.
Invitation to Learn More (00:06:09)
Inviting listeners to explore the Acquisitions Alliance membership program and connect on LinkedIn for more knowledge-sharing.
OverviewThe Art of Bootstrapping: Leveraging Acquisitions for Business Growth
As the host of the Frugalpreneur Podcast, I've had the privilege of speaking with some of the most innovative and resourceful entrepreneurs out there. In a recent episode, I sat down with Marty Fahncke, a seasoned bootstrapped entrepreneur whose insights into business growth through acquisitions are nothing short of revolutionary. In this blog post, I'll share the key lessons and strategies from our conversation that can help any entrepreneur maximize their business's value.
Starting with Strategic Acquisitions
Marty's journey began in the mergers and acquisitions field over two decades ago, but it was only five years back that he turned his full attention to leveraging this expertise for his own business. He underscored the untapped potential in using acquisitions as a tool for entrepreneurs to enhance their business's worth.
Equity Over Cash: A Strategic Bootstrapping Approach
One of the most striking strategies Marty employed was his use of equity instead of cash to bootstrap his business. By forming strategic alliances and offering equity to key partners and vendors, he was able to conserve cash while also taking equity in other businesses. This approach not only saved money but also attracted a team of like-minded individuals driven by performance and shared goals.
Building an Entrepreneurial Team
Marty advocates for the recruitment of team...

💡 Guest bio
Sarah St. John is the host of the Frugalpreneur podcast, where she features bootstrapped entrepreneurs and shares their tips, tricks, tactics, techniques, and tools for building a successful business. Through her showcase episodes, she hopes to provide valuable takeaways for her listeners to implement in their own bootstrap business journey. Sarah is dedicated to helping entrepreneurs navigate the ups and downs of building a business and is passionate about sharing the stories of both successes and failures along the way. Tune in to the Frugalpreneur podcast to learn from Sarah and her featured guests as they share their wisdom and insights.
ℹ️ Introduction
In this episode of the Frugalpreneur podcast, we feature Sylvain, a bootstrapped entrepreneur who shares his journey of integrating online components into his healthcare business. Sylvain initially faced the challenge of time constraints and limited reach in his therapy sessions, which led him to develop a hybrid in-person and online program. He emphasizes the importance of customer discovery and leveraging grants and university partnerships for business development. Sylvain also discusses creating passive income for clinics through ebooks and the potential for businesses to expand their revenue streams online. Tune in for valuable insights and practical tips to apply in your own entrepreneurial journey.
📚 Timestamped overview
00:00 Transition from trapeze to expanding therapy business.
04:53 Ebook helps clinics create passive income online.
❇️ Key topics and bullets
Primary Topic: Sylvain's Entrepreneurial Journey
- Starting as a Trapeze Therapist
- Transition to Osteopathy
- Limitations of 1-on-1 Therapy Sessions
- The Need to Reach More People and Support Patients After Clinic Visits
- Evolution of Healthcare and the Introduction of Online Components
- Challenges in Introducing In-Person and Online Programs
- Importance of Supporting Patients at Home
- Balancing In-Person and Online Programs for Better Results
Primary Topic: Bootstrapping the Business
- Initially Working Alone and Taking Numerous Courses
- Collaboration with Startup Garages for Grants
- Developing The Chenek Platform for Clinics
- Spending Hours Learning and Doing Tasks Due to Limited Resources
- Time and Effort Invested in Bootstrapping
- Learning Curve in Developing the Platform and Customer Discovery
- Using Clinics as Guinea Pigs for Business Solutions
- Leveraging Customer Discovery as a Big Win
Primary Topic: Leveraging Grants and Governmental Support
- Leveraging Grants in a Small Province
- Connecting with NRC for Grants
- Developing Solutions Without Significant Financial Investment
- Collaborating with University for Serious Business Credibility
- Importance of Spending Time on Grant Applications
Primary Topic: Creating Passive Income and Business Transformations
- Developing Ebooks to Help Clinicians Create Passive Income
- Changing the Business Paradigm to Embrace Online Income
- Encouraging Businesses to Serve Clients After the Sale
- Emphasizing the Value of Repeat Sales and Customer Support
- Highlighting the Importance of Adding Value to Customers with Online Support
Primary Topic: Conclusion
- Sarah St John’s Expresses Hope for the Value Received by Listeners
- Invitation for Potential Guests to Share Their Stories on the Podcast
❓ Questions
1. What inspired Sylvain to transition from working as a trapeze artist to becoming an entrepreneur in the healthcare industry?
2. In what ways did Sylvain's background as a therapist influence his decision to incorporate online components into his business model?
3. What were some of the

💡 Guest bio
Bill is a serial entrepreneur with a diverse background. Starting off as a martial arts instructor, he quickly realized his passion for problem-solving and identifying opportunities. Over the years, he has been a pioneer in various industries, from martial arts to job site and career fair management. Currently, he is focused on a SAS project, developing a communication and management app for networking groups that seamlessly integrates in-person and social media networking. With his innovative mindset and ability to monetize needs, Bill is well-positioned to handle any size growth and community in the future.
ℹ️ Introduction
In this episode of the Frugalpreneur podcast, we hear from bootstrapped entrepreneur Bill, who shares his journey of venturing into different industries such as martial arts, job sites, career fairs, and now software as a service (SaaS). Bill emphasizes the importance of networking as a cost-effective marketing strategy, sharing personal successes and failures along the way. He also provides valuable insights on the benefits of creating your own networking group. If you're looking for practical tactics and tips to bootstrap your business, this episode is filled with actionable advice straight from an experienced entrepreneur.
📚 Timestamped overview
00:00 Effective marketing through networking drives business success.
03:09 Overworking led to financial success with higher prices.
06:29 Enjoyed the episode? Share your business story.
❇️ Key topics and bullets
Primary Topic: Introduction to Showcase Episode
- Explanation of the purpose of the episode
- Brief overview of the guest's entrepreneurial journey and insights
- Hope for valuable takeaways for listeners in their business journey
Primary Topic: Bill's Entrepreneurial Journey
- Starting as a martial arts instructor
- Diversification of interests and spotting opportunities
- Involvement in various industries such as martial arts, job site, career fair, and software as a service (SaaS)
- Creation of a communication and management app for networking groups
Primary Topic: Bootstrapping Techniques
- Emphasis on operating on a shoestring budget
- Significance of networking for marketing
- Importance of building deep relationships in networking
- Success in creating a business networking group
- Failure in undercharging and overworking
- Managing time and outsourcing tasks judiciously
Primary Topic: Bill's Networking Strategy
- Leveraging networking for leads rather than paying for them
- Retaining leads generated through warm relationships
- Outsourcing tasks to labor in locations like the Philippines
- Passion for networking and creation of networking groups
Primary Topic: Tips for starting a Networking Group
- Insights into the benefits of creating a networking group
- Advantages of owning or facilitating a networking group
- Aspects of choosing founders, employees, location, and group culture
- Promotion of a free ebook for starting a networking group
Primary Topic: Conclusion
- Encouragement to listeners to implement takeaways
- Invitation for potential guests to share their stories on the show
Note: The sequence reflects the flow of the conversation and provides a structured overview of the topics covered in the episode.
❓ Questions
1. How has Bill's background in martial arts influenced his approach to entrepreneurship and business ventures?
2. What are some key strategies and tactics Bill has used to bootstrap his various businesses?
3. How has networking played a crucial role in Bill's entrepreneurial journey? What are the benefits he's experienced from networking?
4. Can you share a specific...

💡 Guest bio
Jennie Wright has had a diverse career, starting with a background in finance before transitioning into investor relations and communications in the gold mining industry. She was responsible for organizing large in-person events such as conferences and AGMs. Although her job in the mining industry eventually came to an end due to the nature of startup culture, Jennie's varied experiences have left her well-equipped to navigate the challenges of the professional world.
ℹ️ Introduction
In this episode of the Frugalpreneur podcast, we hear from Jennie Wright, a bootstrapped entrepreneur who shares her journey of accidental business beginnings, growth, and the valuable lessons she learned along the way. Jennie discusses how she transitioned from working in marketing to becoming a fractional CMO, emphasizing the power of networking, building a niche, and creating consistent, quality content. She also reflects on her successes, such as effectively utilizing referrals, and shares her insights on common pitfalls to avoid when starting a business. Join us as Jennie offers actionable takeaways and invites listeners to connect with her for further marketing and strategy discussions.
📚 Timestamped overview
00:00 Entrepreneur networking drove business growth in 2012.
05:12 Online reputation led to easier sales, mistakes hindered.
08:10 Focus on one skill; avoid overcomplicating processes.
❇️ Key topics and bullets
Primary Topic: Introduction to the Frugalpreneur podcast
- Showcase episode featuring a bootstrapped entrepreneur sharing their business journey
- Intention to provide valuable takeaways for the listeners' own business journey
Primary Topic: Jennie Wright's Entrepreneurial Journey
- Accidental start to the business
- Transition from a large retail store to investor relations and communications in gold mining
- Move into online summits and virtual telesummits
- Evolution into a fractional CMO for multiple companies
Primary Topic: Strategies for Bootstrapping the Business
- Networking as a fundamental strategy for growth
- Building up email lists and word-of-mouth referrals
- Focusing on warm traffic for client acquisition
- Effective use of referrals for rapid business growth
- Niche specialization as the key to success
Primary Topic: Successes and Failures in Bootstrapping
- Success: Establishing a strong reputation in the online summits niche
- Failure: Mistakes in platform selection and unnecessary spending
- Failure: Inadequate focus on building social credibility
Primary Topic: Tips, Tricks, and Techniques for Bootstrapping
- Emphasizing networking as a critical growth tool
- Consistent content creation and online presence
- Niche specialization for quick business growth
- Overcoming the fear of visibility and leveraging platforms like podcasts
- Advising against over-complicating processes and advocating a simple tech stack
- Identifying and rectifying business inefficiencies as a priority
Primary Topic: Conclusion and Call to Action
- Invitation for potential guests to share their stories on the podcast
- Encouragement for listeners to implement takeaways in their businesses
- Contact information for connecting with Jennie Wright for marketing and strategy advice
❓ Questions
1. How did Jennie Wright stumble into entrepreneurship, and what skills did she bring with her from her previous roles?
2. How did Jennie bootstrap her business, and what strategies did she use to grow her clientele quickly?
3. What role did networking play in Jennie's business growth, and how did she leverage it to her advantage during the early stages of her business?
4. What were Jennie's top tips...