What’s working, what’s not, and what’s next
A look back at 2024 and my plans for 2025.
Happy Friday, friends!
I’ve spent the last couple of weeks reflecting on 2024 and planning for the year ahead, so today I’m sharing a look at what I learned and where I’m going.
📆 2024 Recap
Not gonna lie, 2024 felt like a slog at times, but there were also some wins worth celebrating:
🎉 I grew revenue by 11% vs. 2023.
🎉 I created and taught a live course on ad strategy for early-stage startups.
🎉 I launched and grew Fractional Fridays - first this newsletter, then a workshop and mentoring program.
🎉 I got some really great referrals from within my network.
And on a bittersweet note, I wrapped up my course development and teaching gig with the University of Washington over the summer. After four years, the remote learning model no longer made sense for my course, and I wasn’t ready to commit to being in Seattle for a semester at a time of in-person teaching. However, stepping away from this role gave me bandwidth to start Fractional Fridays.
There were also a few lows:
🫠 Chasing an invoice that was seven months overdue (I followed this framework and eventually got paid).
🫠 Spending so much time, energy, and money trying to make posting on LinkedIn work as top-of-funnel…and it just didn’t.
🫠 Losing out on two dream clients - one found the full-time hire they’d been searching for days after I submitted a proposal, and the other went with a full-service agency.