The $1M Experiment I’m Running in Public (on Substack)
I set a big goal for myself: grow HobbyScool into a $1M, sellable brand by the end of 2027.
HobbyScool started as nothing more than a domain name idea. Over the years, I’ve built it into a brand that runs online creative summits, offers digital products, and now has close to 0,000 email subscribers. It’s grown far beyond what I originally imagined and the next chapter is building it into a business that can run and scale without me.
Instead of keeping the process hidden in spreadsheets or buried in a Google Doc, I decided to do something different. I’m documenting it in public, on Substack.
Why? Because Substack is the perfect mix of newsletter, blog, and social space. It’s where the “messy middle” of building a business doesn’t just get archived. It gets shared, discussed, and turned into something valuable for others.
Two Experiments in One
This project is actually two experiments running at the same time:
Testing Substack as a platform.
In my Newsletter Profit Club membership, I teach creators how to monetize newsletters. I get questions all the time about Substack: “Should I move from Kit or ActiveCampaign to Substack?” “Is it worth it?” Instead of guessing, I wanted to dig in myself and see how it really works.Documenting HobbyScool’s $1M journey.
I’ve wanted to create a behind-the-scenes case study of growing HobbyScool into a $1M sellable brand. At first, I thought I’d just keep notes in a Google Doc. But when I started researching Substack, it clicked: this was the perfect home for the experiment.
So Substack became the lab. HobbyScool became the story. And the $1M exit goal became the experiment.
What Substack Actually Is
If you’re new to Substack, here’s a quick primer. At its core, Substack is:
A newsletter platform — every post gets emailed to subscribers.
A blog — posts live on the web, searchable and shareable.
A social network — readers can comment, like, and share, and other writers can recommend you.
An optional paid subscription platform — you can turn on monthly, annual, or founding-member plans if it fits your brand.
This means Substack isn’t just about hitting “send.” It’s about discovery, visibility, and conversations.
Why I Chose Substack Over Other Options
Here’s my rationale:
Google Docs are invisible. You could pay to access my private notes, but it’s clunky and has no discovery element.
LinkedIn is noisy and algorithm-driven. Posts disappear quickly, and it’s hard to build a cohesive story.
Email service providers (like Kit, ActiveCampaign, Flodesk) are built for funnels and sales, not storytelling.
Substack feels different. It’s conversational, searchable, and social. It gives me a way to experiment in public, build community, and keep everything organized in one place.
What I Share Here
When I post on Substack, I don’t just share polished wins. I share:
Revenue snapshots and pivots. Because not everything goes as planned.
Behind-the-scenes decisions. The kinds of choices you usually only hear about after the fact.
The messy middle. The moments when a launch flops, a community gets shut down, or I pivot directions.
This is the part that resonates most — because it’s real, and most creators rarely share it.
Substack Features That Surprised Me
After diving in, I realized Substack is more of a social platform than a traditional newsletter tool. A few features that stood out:
Notes: A mini social feed, like Twitter or LinkedIn. Notes can reach people who don’t even subscribe to you yet — making it a discovery engine.
Free vs. Paid Articles: You can publish posts to everyone, or lock them for paid subscribers. You can even tease paid posts with free previews.
Community Settings: You control who can comment (everyone, only subscribers, or only paid members).
Monetization Tools: You can offer monthly, annual, or “founding member” plans, plus gifts and referrals.
It’s flexible in ways I didn’t expect and honestly, more fun than I thought it would be.
Substack vs. Your ESP (Important!)
Now here’s where I want to be crystal clear. Substack is not a replacement for your email service provider (ESP).
Your ESP (Kit, ActiveCampaign, Flodesk):
The business engine. Funnels, automations, product sales, affiliate campaigns.Substack:
Discovery, visibility, conversations, and (if it makes sense) a paid newsletter.
👉 Don’t ditch your ESP. You’ll need it to actually sell and automate your business.
A Word About Substack’s Terms & Conditions
This part matters. Substack’s Content Guidelines state that they do not permit publications whose primary purpose is to advertise external products, drive traffic to third-party sites, or push SEO content.
That doesn’t mean you can’t link out occasionally, but if your newsletter is mostly about promos or affiliate offers, you risk getting flagged or shut down. That’s why I wouldn’t use Substack as my main list.
Instead, I treat it as a discovery layer. Readers can always find my main newsletter, podcast, or website from my Substack profile.
Key Takeaways for Creators
If you’re curious about Substack, here’s my advice:
Don’t move your core newsletter. Keep using your ESP for funnels, automations, and sales.
Do use Substack as a discovery engine. It’s great for visibility and community.
Experiment with paid newsletters. If it aligns with your brand, Substack makes it simple.
Think of it as building in public. Document the journey, not just the polished outcome.
Final Thoughts
For me, Substack is the perfect lab to share the $1M HobbyScool Experiment.
HobbyScool is the story. The $1M goal is the experiment. And Substack is where it all comes together in real time.
👉 Want to peek inside? Follow the $1M HobbyScool Experiment on Substack.
And now I’d love to hear from you: Are you experimenting with Substack? Or do you see it fitting into your business? Join me on Substack and let’s chat!
