You’re a passionate, service-based business owner invested in delivering great work.
When it comes to the work you do with your clients, you’re rock solid. But the business side…not so much.
Ever wonder what would be possible for you and your work with the business acumen and strategic know-how to back you up?
Join us in Foundations to Fruition
May 6th - July 29th
11-1pm Pacific / 2-4pm Eastern
sliding scale investment: $825 - $2,100
live | online | captioned | recorded
If you’re a service-based business owner, chances are some of this sounds familiar:
You’re used to working hard, doing everything you know how, and still feeling like your income keeps hitting an invisible ceiling.
You’re confident in your skill set and have a gut instinct that you have something super valuable and unique to offer but lack the certainty or clarity around how to package it up and sell it.
You’ve been overwhelmed by all of the different pieces of business advice you’ve learned from your favorite social media accounts or influencers and are uncertain how it all fits together and applies to your business.
Your community has told you “I love the work you do” or “this work is so valuable” but that positive attention hasn’t translated to business growth.
You’re frustrated by some of what you’ve learned because ultimately, much of what is taught isn’t accessible for you given everything else you are balancing.
We know all about it.
We’ve lived it, and seen it (a lot!).
Hi, we’re Brooke Monaghan (she/her) and Tristan Katz (they/he).
We’ve been talking business the entire time we’ve known one another…and with a combined total of more than three decades of experience in business management and marketing, we’ve got a lot to say…
Over the last 5 years we’ve each worked with online service based business owners to create businesses that are sustainable, values-aligned, and impactful.
We’ve seen the online business landscape shift in recent years…
and in response to this shift, we have watched folks:
double down on what they have tried in the past without considering the current circumstances
grasp at any option to get in front of new people or get a quick sale
focus on visibility despite not having a plan to convert those new views into buys or to support the growth they are after
simply focus on what’s already on their plate and never get around to making the foundational business changes that this moment is calling for
The results haven’t been great.
At the end of the day, here is what we tell our clients:
Before you kick into high gear trying to generate income or attention, you have to create an actual business strategy.
In 2020, 2021, and 2022, you could get away with simply taking to the internet with a service and showing your face on social media. But now, you’ve got to be more intentional.
It might feel like you don’t have time for anything that isn’t directly generating income, but stepping back and investing time into the foundations and planning will set you up for more ease and profitability in the future.
And the fact is, what worked once won’t necessarily work now. So learning to revise your strategy and plan as the landscape shifts is an essential skill for your growth.
And the tough part is: nobody can do this work for you.
Introducing
A 12-session experience to get back to basics, gain foundational business knowledge, receive coaching to apply it to your work, and ultimately gain the information you need to create your own business strategy.
All sessions will meet:
Tuesdays, May 6th - July 29th
11-1pm Pacific / 2-4pm Eastern
live | online | captioned | recorded
investment: $825 - $1,450 - $2,100
Foundations to Fruition
May 6th
Positioning + Positionality
Who are you, who are the people you’re here to serve, and how does your business fit into the larger landscape? This is foundational work that will inform everything you do in your business and the rest of our sessions together.
May 13th
Coaching + Co-working
May 20th
Business Models + Pricing
What is your plan for actually making money, and does it make sense for the people you serve, your capacity, and your desired lifestyle? We’ll talk about the foundations of business modeling and how to price your work to make sense for you and your clients.
May 27th
Coaching + Co-working
June 3
Offers Ecosystem + Messaging
How to create your most impactful offers and meet your clients where they are. This is the foundation of honest, effective marketing and a business poised for organic growth. Plus, what is your core message to help potential clients see the value of your offers?
June 10th
Coaching + Co-working
June 17th
Marketing + Content Strategy
You’ve established the foundations of your business strategy - but to make it all work, you need clients. How can you effectively communicate who you are, what you do, your values, and ultimately - help your target clients see you and your full brilliance and identify if you are the one to help them?
June 24th
Coaching + Co-working
July 8th
Mapping your Offers & Messaging
July 15th
Mapping your Marketing Ecosystem & Content
July 22nd
Coaching + Co-working
July 29th
Closing
Between our foundational learning sessions we will host coaching + co-working calls so you can integrate what you’ve learned. Use these sessions to ask questions, get direct feedback on how these concepts apply to your unique circumstances, receive input and advice from Tristan + Brooke, and co-working time to actually execute on the ideas that come from your learning and coaching.
Bre Crawford, Holistic Physical Therapist & Life Coach
This program was a totally different experience from the previous/current coaching I've received. The way the content built from week to week and had common themes that we kept coming back to was really helpful. I know I needed to hear concepts more than one time. I feel like I now have tools to use and go back to over and over again as my business grows, shifts, and changes.
Garrett Jurss, Accessible Yoga Teacher
I'm more confident in my pricing and doing the work to establish my value and position as an expert in the work that I offer—I’m also more confident talking about my offers, and I've created different ways for people to work with me at different levels. I used to sacrifice my own wellbeing in the name of accessibility, and I've realized that isn't sustainable. Now I have different ways that folks can work with me without having to charge less.
Offered on a sliding scale
$825 - $1,450 - $2,100 USD sliding scale
Payment plans available for all tiers without incurring additional fees
Community
$850 USD
supported by your peers
Sustainer
$1,450 USD
covers your enrollment
Supporter
$2,100 USD
covers your enrollment + supports your peers
Choosing your pricing tier:
If you are able to enroll at the Supporter or Sustainer Rate, your contributions support the ability to offer a lower rate to community members experiencing financial difficulties.
If you would like to clarify which pricing tier is most appropriate for you, please refer to this helpful graphic by Alexis J Cunningfolk: The Green Bottle: Where You Fall On The Sliding Scale and take a moment to consider the following:
Keep in mind that this is a business investment, and investing back into your business to see a future return often involves some level of sacrifice and/or risk.
We created this tiered pricing structure because we believe this essential training and information should be accessible to those who hold marginalized identities and those experiencing significant financial hardship.
If neither of those qualifications apply to you, we ask you to please consider other payment options, including payment plans, and enroll at either the Supporter or Sustainer rate to help us make this training more accessible.
Meet your teachers
Tristan Katz (they/he)
Tristan is a writer, educator, digital strategist, and equity-inclusion facilitator specializing in content marketing strategies for justice-focused leaders, cultural competency for marketing professionals, and queer-trans Diversity, Equity, Inclusion, & Belonging (DEIB) training and consulting. Tristan’s intention is to share this work with an anti-oppression and intersectional lens.
He was named one of the game-changers in yoga by Yoga Journal magazine in 2021 and they spent several years serving on the Board of Directors at Accessible Yoga before the non-profit dissolved in early 2024. Tristan’s clients are at the forefront of creating more access and inclusion in the yoga and wellness industry, with social media audiences of 20k and above; many of them have been featured in NPR, the New York Times, NBC, and USA Today, and have worked with companies like Google, the Met, and TikTok.
Tristan is honored to facilitate equity-inclusion work in yoga spaces and beyond, and they’ve worked with organizations like Portland Public Schools, HubSpot, Stanford University’s YogaX program, Northwest Harvest, Breathe for Change, Williston Northampton School, and many more.
As a longtime student of social movements and social justice, Tristan’s work centers on values-focused content development, the exploration of power, privilege, and oppression, and the intersection between solidarity and marketing.
Brooke Monaghan (she/her)
Brooke is a certified leadership coach specializing in supporting alternative lifestyle business owners on a mission to set things straight in their industry. In her business coaching she focuses on business model design, offer development, and messaging to create a strong, solid foundation. She also founded Fruition Growth Network as a platform to make quality business support accessible to the average lifestyle business owner.
Brooke earned her bachelor’s degree in Entrepreneurial Management in 2012 and got her footing in operations and leadership while working in retail management for 9 years. During her time as a General Manager for a major international brand she achieved the second highest year-over-year growth of all of their stores in the US with a 13% increase during a time when nearly all brick and mortar retail was in major decline. She credits the unheard of growth to her focus on taking care of her staff and creating systems that facilitated operational excellence.
After a stop in the non profit sector where she honed her skills in process improvement, she started her consulting business and first podcast which eventually led to her career as a business coach.
Now she brings the same concepts that made her a successful manager to her work with her clients - focusing on the intersection of wellbeing and bottom line, she guides values-led lifestyle business owners to intentionally design profitable businesses around their values and their desired lifestyle.
Erica Litzner, Holistic Food Coach
This program is not only about coming out the other side with a business plan—it's also about brainstorming and ah-ha moments, getting perspective on ideas, listening to other people's business struggles and relating them to my own, and feeling less alone. And it was absolutely what I needed to be able to feel the motivation, support, and confidence in creating a sustainable business plan.
Just to be clear, we don’t claim to have all of the answers or the “secret”. That’s kind of the point.
The online business space has sold us a narrative that making money online should be easy and can be achieved simply by following “tried and true” methods.
We disagree. And in fact, we think that is part of the reason so many people are struggling right now.
To create a sustainable business, you have to be able to make key decisions—you cannot rely on someone else outside of your business to do that for you.
In Foundations to Fruition, our goal is to help you understand concepts that are essential to creating a strong business foundation so that you are better equipped to strategize for your unique circumstances, pivot when needed, and be the leader of your own work.
And don’t worry, our coaching and co-working sessions are specifically there so that you can get access to us to answer questions, help you apply concepts to your own business, and see implications of these concepts that you may not see. You will not be on your own. Far from it.
Questions about Foundations to Fruition?
Take a look to see if we’ve answered it here. If not, feel free to reach out directly to either Brooke or Tristan.
Email:
Brooke [at] Brooke-Monaghan [dot] com
Tristan [at] Katz-creative [dot] com
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All of our sessions will be recorded, so you can always catch up on missed sessions via the recording. If you miss a coaching session and have a question you’d like us to answer, you can submit questions ahead of time and catch our discussion on your question via the recording.
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The content that we cover in Foundations to Fruition will be a great fit for the following types of business owners:
Folks who are well established in the work they do but the business side has been a bit of an afterthought and they’re ready to get more strategic.
Folks who have been in business a few years, had some success before the landscape changed, and are now realizing they need to shore up the foundations of their business and their strategy to keep going.
Folks who are new to business or just starting out and want to be strategic from the beginning.
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Honestly, we have no idea, but we hope to offer this once a year as long as there is interest.
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Yes! We will focus primarily on the service side of your business, but all of the concepts that we teach in Foundations to Fruition can also be applied to the product side of your business. Just understand that we will not dive into the logistics of selling physical products.
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Without knowing exactly what is holding you back in your business or what you have already invested in, it’s hard to say. You probably know better than us! But here are a few things to consider:
-We will focus on educating you so that you are better equipped to make your own strategic decisions. If what you’ve invested in in the past was more focused on teaching a single framework, a step by step process, or having something done for you, you can expect a different approach from Foundations to Fruition.
-If it’s been a while since you have invested in your business, you will likely have breakthroughs and/or new learnings in this space even if you have heard some of the information before.
-If you have a habit of taking courses repeatedly but not implementing, learning more probably isn’t your issue. Take a beat and ask yourself if the information we will cover in this program will help you take action.
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We love repeats!
But in all seriousness, this is a brand new program. So you will likely hear us teach some of what we’ve taught in the past, but a lot of this is going to be brand new.
Also, if you have already worked with one of us and want our eyes on your business now, this is a great way to get our brains on your business.
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You know better than us if you are already well versed in the info included in Foundations to Fruition, but here’s the thing - we are not dedicated to sticking to the script and simply presenting slides. We encourage you to ask hard questions so we can give you direct feedback and help you fill in the gaps!
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You can keep showing up for your business just as you typically do—whatever this means for you!
Our intention is to provide resources and takeaways that you can easily begin to incorporate within your existing work time and capacity.
Our coaching and co-working sessions will also allow for integration opportunities.
