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I used to hate lifestyle businesses.
I looked down my nose at them, believing that they weren’t real businesses. Now, I’m a lifestyle business owner.
I’ve written a bestselling book about how to build a lifestyle business. I also host the Ambitious Lifestyle Business podcast, where I interview other lifestyle business owners, discovering how they’ve designed their business around their lifestyle, rather than the other way around.
A lifestyle business is where the business owner’s needs come first, ahead of the needs of the business. In other words, work to live, not live to work. You see, if you are the majority shareholder in your business, then I believe you have a lifestyle business. After all, the way you run your business ultimately dictates the lifestyle that you will enjoy. If the lifestyle you want involves supercars, fifty-grand Rolexes, and million-pound mansions, then you can design your business to deliver that lifestyle. Thankfully, most people’s desires are more modest than that, yet deliver a much greater “smiles-per-gallon”.
Of course, the lifestyle you want will differ greatly from the lifestyle I would like. After all, desire is not one size fits all. So why should we all build our businesses the same way, with the same goal (more money) in mind?. It’s custom to YOU. Don’t like working Fridays? Fancy taking the whole month of December off each year to truly enjoy Christmas? Like the idea of spending every winter in the Caribbean, or your summers touring Europe?.
Would you rather be on the golf course than in the boardroom? Do you wish you could retire early (or even semi-retire right now)?
Would working around the school runs and school holidays make family life a hundred times better? Remember, the lifestyle you truly desire (and the business that will fund and deliver that lifestyle) is completely individual.
You see, my business exists purely to fund my dream lifestyle. Not to generate huge piles of money, contribute millions to the country’s GDP or massage my ego by employing more people or having a larger turnover than my competitors.
Of course, It wasn’t always like that, though.
How did I discover lifestyle businesses?
When I first quit my day job, I worked from home, earned enough to pay my bills, and spent my spare time with my family, walking my dogs, watching football matches, and generally having fun.
But then I started earning “real” money. £1,000 a month soon became £10,000 a month. £10k a month became £25k a month. On paper, I should have been living the dream. But I knew others were earning £50k a month, or £100k a month. I got into a willy-waving competition with them. As a result, my lifestyle business grew from me in my spare bedroom to a team of 15 over two offices.
Suddenly, what I (thought I) wanted changed. Suddenly, I didn’t want to work from home, have plenty of spare time walking the dogs, and have fun anymore. Oh no, now I wanted a yacht in the harbour and a supercar in the driveway of my multi-million-pound mansion.
What an arsehole.
For the next few years, 100-hour working weeks, regular all-nighters, and overwhelming stress became the norm. I got fat, stressed, and ill.
.
And then we had kids. I remember reading Alan Sugar’s biography, about four months after my eldest was born. At the time, I hero-worshipped guys like Lord Sugar and Richard Branson. After all, they had built HUGE corporations, with hundreds of staff. I truly believed that I was building the next Amstrad or Virgin. Naively, I thought I wanted a BIG business until I read one line in Lord Sugar’s book: “I never really saw my kids much when they were growing up.”
That hit me like a bloody sledgehammer. There I was, a new dad, hero-worshipping someone who didn’t see his kids. At that moment, I knew I’d started living someone else’s dream. What I truly wanted was to be there for my kids throughout their lives. I wanted to be the dad who’s there at every sports day, assembly, and school run. That’s what was important to me.
The minute I got home from the MOT centre, I took out a blank piece of paper, and wrote down my ideal job description:
“To do what I want, where I want, how I want, when I want…
If I want…”
That very clearly defines the lifestyle that I truly want from my business – total freedom. My business now had one purpose: to provide me with the lifestyle I want. To me, that meant total freedom to choose whether to work or not. To be in total control of WHAT I work on. I wanted to be able to work from ANYWHERE in the world and to do things MY way.
That’s the lifestyle I wanted – so I designed my business to provide that lifestyle.
Introducing the AMBITIOUS lifestyle business
Now, I’ll be honest. My biggest problem with pivoting to a lifestyle business was my ego.
I was worried: what will people think? Will they believe I’ve failed as a “proper” businessman, and that I’m giving up, “settling” for a lifestyle business instead?
I blame Dragon’s Den. Each week, small business owners would be paraded in front of the Dragons. The uber-wealthy investors would sneer at them, ridicule them for not wearing a pinstripe suit, and accuse the poor person of wasting their valuable time. They would then dismiss them: “This will only ever be a lifestyle business. It’s not a real business. I’m out.”
Time and time again, I heard that line: “lifestyle businesses are not real businesses.” I read it time after time in lifestyle business articles. And it’s bollocks. Utter bollocks.
You see, the success of a business can only be measured by the bottom line (net profit). It cannot be measured by the top line (turnover). Crucially, the flow of cash is not the same as the capture of profits.
Watching millions flowing through your company and capturing 1% of it isn’t that impressive. After all, a lifestyle business with one-tenth of the turnover, but a 10% profit margin is exactly as successful:
£5,000,000 turnover x 1% profit margin = £50,000 profit
£500,000 turnover x 10% profit margin = £50,000 profit
You see, if you’re making 1% or 2% on the cash flowing through your business, you HAVE to be a BIG business to stand a chance. By contrast, when you’re making 30% or 40% net margins, you can be as big or small as you want to be. Lifestyle businesses benefit from lower overheads, higher margins, and increased customer loyalty.
They also don’t have to work as hard (which as a self-described “lazy entrepreneur”, is my favourite part!). Ultimately, the success of a business is ultimately determined by the quality of life it delivers to the owner. Not by the number of people it employs, how fancy its offices are, or whether you wear a pinstripe suit.
I wanted a lifestyle business but wasn’t content to make cupcakes in my kitchen for less than minimum wage. Of course, I was still ambitious. The lifestyle I wanted involved a nice house, a nice car, and nice holidays (maximising my smiles-per-gallon on all three!). So I simply added the word “ambitious” to the phrase “lifestyle business”. Crucially, that kept my ego happy. An ambitious, lifestyle business enables you to have the best of both world.
The ambitious, lifestyle business was born.
“I hate being busy. I’m the laziest ambitious person I know.”
Tim Kreider
How do you start a lifestyle business?
All businesses exist to solve problems for people. So, how do you start solving problems? You find one person with that problem, and see if:
a) you can solve it for them.
b) they’re willing to pay to have that problem resolved.
If the answer to both a) and b) is yes, then you’re in business! Solve for one. Then, solve for two. After that, simply keep solving and scaling. Most of what you need to know, you’ll figure out along the way. After all, running a small business is like jumping out of a plane, and assembling the parachute on the way down. It’s exciting, exhilarating, and downright shit-scary at times!
So, how do you start a lifestyle business? You just start. After all, you’ve got the advantage over those “real” businesses of low (or maybe zero!) overheads. Plus, if you’ve baked in a nice healthy profit margin, you’ve got wriggle room to make mistakes. That means you can get a LOT of things wrong, and still be successful!
You can get a FREE sample chapter here.
How do lifestyle businesses make money?
The same way any business makes money – they solve problems for people who are willing to pay to have their problems solved. Some lifestyle business owners seem to forget this.
Instead, they focus on doing what they love and have no grasp of basic business principles. Margins, marketing, distribution, overheads, etc are a foreign language to them. As we know, the lifestyle business advantage should be low overheads and high margins. If your lifestyle business isn’t making money, it’s likely to be for one of two reasons:
- No one’s buying. You haven’t identified your target market correctly (or you’ve created a product/service that no one wants. Solve problems that people want to be solved.
- People are buying, but you’re not profitable. Normally, this means your business model is broken. Your profit margin may be too low, your overheads too high.. or both!
To help design a profitable ambitious lifestyle business, you can download a FREE sample chapter of my bestselling book Big Ideas.. for Small Businesses.
Lifestyle business examples and ideas
An ambitious lifestyle business doesn’t have to mean making cupcakes in your kitchen. It could be an Amazon FBA business. It could be an expert-led service business, a physical product, an e-commerce website, or an information marketing business. I’ve helped coach hundreds of small business owners, helping them design their own ambitious lifestyle businesses. More importantly, they also design the lifestyle they each want. They all have different goals for travel, income, location and how hard they work – and their businesses reflect that.
Every month on the Ambitious Lifestyle Business podcast, I chat with a different ambitious lifestyle business owner. This helps you see how anybody, in any sector can create their own version of an ambitious lifestyle business.
You’ll hear amazing stories, including:
- Why Chris Harris walked away from a £5m business.
- How James Marks became an overnight success (after nine years).
- Why Dan Harrison doesn’t want to be a millionaire anymore.
- How Tracy Irwin runs a UK business from sunny Spain.
- Why Paul and Emily Hughes chose sanity over salary.
- How Sarah Lamerton went from £0 to FULL in 18 months
Of course, I’m running my own ambitious lifestyle businesses too. That includes a sports betting business, an investment portfolio, writing books, and coaching ambitious lifestyle business owners – all from the comfort of my home office. The overheads are low, but the commute is a dream!
Lifestyle business disadvantages
Yes, despite the ambitious lifestyle business propaganda I’ve been spouting thus far, there are some disadvantages to having a lifestyle business.
Normally, the most common is the lifestyle business owner not making any money. Again, this usually comes because they forget to add that crucial word: ambitious. They sell a few products or services to their friends and family and don’t scale up. Or, they do scale up, but don’t know their numbers or don’t have the margin to make their business work. In other words, their business model is broken. Want to make sure YOUR lifestyle business is both ambitious AND profitable? Download a FREE sample chapter of my bestselling book Big Ideas.. for Small Businesses.
A lifestyle business is often not a business you can easily sell or exit, because a lifestyle business is so personal to you. After all, if you’ve modelled your business around my ideal job description, then it’ll be designed to deliver what you want, when you want, how you want, where you want… if you want. As a buyer, that won’t necessarily be what I want, when I want etc. But the more ambitious your lifestyle business is, the less this is likely to be an issue – and at the end of the day, if you’re truly doing what you want when you want, how you want, where you want… if you want – why the hell would you want to sell anyway?
It’s like the famous story of the Brazilian fisherman, who catches enough fish in the morning to feed his family and friends. He spends the rest of the day relaxing in the sun, laughing with his buddies, playing with his kids. The fisherman meets a powerful businessman, who encourages him to build a “real” business. One with a fleet of boats, hundreds of workers, a floatation on the stock market, eventually selling the conglomerate for millions.
“What would I do then?” the fisherman asked. “Well then you could REALLY enjoy life,” replied the businessman. “You could go fishing in the morning. Then, you could spend the rest of the day relaxing in the sun, laughing with your buddies, playing with your kids…”
Lifestyle business books
Lifestyle business for sale? – be careful you’re not buying a job.
I used to invest in small businesses (I don’t anymore – it’s far too much hard work for the lifestyle I want!). One day, a Mexican restaurant came onto my radar.
I visited a few times and met with the owner, who on the face of it was living a great lifestyle. He drove a brand new Mercedes, and had a villa in Greece – all paid for by the profits from the restaurant.
However, because he’d optimised the entire business around the lifestyle HE wanted, his business was unsellable. His accounts showed a profit of just £26,500 a year. Of course, he assured me it was a lot more than that, with plenty of “cash deals” (also known as tax evasion, and quite illegal!). The owner took a small tax-efficient salary of £12k a year.
This chap wanted £180,000 for his business. His price was based on the cash deals, and valuing his time (80 hours a week managing the entire restaurant and bar) at zero. Sadly, I explained that I could only pay £75,000. After all, that was a multiple of the official profits that were actually declared to HMRC. And even then, I would only buy the restaurant if he could tell me where I could find a manager with decades of experience such as himself, willing to work 80 hours a week for £12,000 a year?
As the company’s sole shareholder, he’d created a fantastic ambitious lifestyle business for himself. But as a saleable asset? Sorry, but he wasn’t selling a business – he was selling a job.
Needless to say, I didn’t buy the business – and nor did anyone else. 3 years later, it’s still up for sale.
You don’t need to be a millionaire to live like a millionaire
When I added the word “ambitious” to my lifestyle business, I suddenly realised something I’d been getting wrong for years. I didn’t need to be a millionaire. Instead, I could simply live like a millionaire.
It turns out, I didn’t need to own the hundred-acre country estate. Ironically, what I needed was the free time to enjoy someone else’s estate, such as the National Trust, or English Heritage.
Similarly, I didn’t need to own a yacht or a supercar. I could hire either for a day or lease them for longer if I wanted. A villa in Spain or an apartment in the South of France? Well, if my ambitious lifestyle business generates enough profit, I could rent villas and travel to apartments all over the world anytime I like. I can rent amazing places for a week, a fortnight, or a long weekend – without having to worry about their maintenance and upkeep.
Surprisingly, I didn’t need to own anything. All I needed was time and cash flow.
When I was in full-on hustle mode, there was a picture of a £2m mansion as my desktop background. I dreamed about that house day and night.
Fast forward 15 years, and whilst walking the dog out in the gorgeous Devon countryside one Tuesday afternoon, I saw it. THE house. Naturally, Seeing it for the first time in the flesh instantly took me back to my old desire – to live in this stunning multi-million pound property, with a Ferrari and a Lamborghini on the half-mile-long driveway. But that desire vanished as quickly as it popped into my head, as I remembered my ideal job description:
“To do what I want, where I want, how I want, when I want…
If I want…”
You see, if I owned this house, I’d have to earn an extra £100k a year just to pay the mortgage. I’d lose half that money in tax and have to work far harder than I want to. My home insurance would probably cost ten times as much – as would my energy bills. I’d have to employ a full-time gardener to look after the grounds. And there are about 28 windows to clean! Not only that, a property like this must be a huge target for burglars, thieves, and vandals.
But most pressing of all for me was this – if I owned that house today, I wouldn’t have been enjoying a leisurely walk in the countryside with my dog on that sunny Tuesday afternoon. Oh no – I’d have been inside working, to pay for the bloody thing!
And that is most definitely NOT what I want…
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“I DON’T WANT TO BE A MILLIONAIRE ANYMORE…”
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“Two normal blokes from Plymouth” John and Jason have been working together, building businesses for over two decades!
They’re the anti-gurus with a strong dislike of pseudo business psycho-babble. Their no-nonsense, straightforward approach with relatable and valuable advice has won them followers from all over the world. They’ve helped hundreds of business owners improve their businesses and lives.
The King of Can-do and the ‘Lazy’ Entrepreneur have a mountain of knowledge they’re happy to share.
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DON’T YOU WISH GROWING YOUR BUSINESS COULD BE LESS STRESSFUL?
Could you improve your business by just 1% this week? Note: I said “improve”, NOT “grow” your business – growth might not be what you need.
More customers, more leads, more staff, more stress might be the last thing you need.
You might actually need more profit. more margin. more leverage.
You might need more time, less stress, and a business that relies less on you as the “font of all knowledge and the god-like genius through which everything must flow”.
You might need a smaller team, fewer customers, and less products.
The One Percent Club won’t help you grow your business. It’ll help you IMPROVE it – 1% at a time. Baby steps. Steady, predictable improvement – towards the kind of business you wanted when you first started – one that delivers a fantastic lifestyle, and serves you rather than you serving it.
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John released his first book “Big Ideas… for Small Businesses” in 2017, and it shot straight to the #1 bestseller list for Small Business and Entrepreneurship on Amazon, outselling books by Richard Branson, Alan Sugar and Duncan Bannatyne combined.
Since then, it’s sold thousands and thousands of copies all over the world, and attracted more than 100 five-star reviews. But more importantly, it’s changed the lives of small business owners all over the world, who now understand that running a lifestyle business isn’t a bad thing.
I think you’ll like it…
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