Solo ET Guide: Start Your Profitable Business in 2025

What Is a Solo Entrepreneur?

A Solo ET is a person who independently starts and manages a business without employees. Solo ETs differ from entrepreneurs in that Solo ETs control all facets of the business (ownership and control). One can hire contractors to do specific tasks, but Solo ETs ultimately are responsible for all business decisions.

Put simply, Solo ETs create systems or products to generate revenue and freelancers trade their time, directly, for income.

Examples:

• Justin Welsh founded an educational business providing LinkedIn growth education, generating $2 million
• Tony Dinh launched several micro-SaaS products generating $45,000 revenue monthly
• Dan Go launched a business coaching for fitness, generating over $1 million annually

These examples are all Solo ETs. They all operate without full-time employees and are working as entrepreneurs, alone.

Solo ET vs Entrepreneur vs Freelancer

Aspect	Solo ET	Entrepreneur	Freelancer
Team Structure	No employees (contractors only)	Builds teams and hires staff	Works alone, no team
Business Goal	Sustainable income + freedom	Growth and potential exit	Steady project income
Scalability	Scales via systems & automation	Scales via hiring people	Limited by personal time
Ownership	100% ownership	Often shares equity	100% ownership
Time Model	Creates assets (not trading time)	Delegates to scale	Trades time for money
Risk Level	Low-medium overhead	Higher operational costs	Lowest overhead

2025 Solo ET Statistics & Trends

The numbers tell an exciting story:

• 29.8 million Solo ETs operate in the United States alone
• 77% become profitable within their first year of business
• 54.4% are women, making Solo ET business increasingly diverse
• Solo ETs contribute $1.7 trillion to the U.S. economy annually
• 93% expect to be profitable in 2025
• 78% believe AI will change how they operate their business
• 52% started their business to be their own boss

This data indicates that Solo ET is more than a fad. It is a validated business model that works for millions of people.

Who Should Become a Solo ET?

Solo ET business is best if you:

Have skills that are valuable in writing, design, coding, marketing, consulting, or teaching Value independence more than you value building a large company Are okay wearing different hats and learning new things Value time freedom over maximizing profit Can motivate yourself without a boss or team Like systems more than managing people Have low overhead needs and can work remotely

If you see yourself in these descriptions, keep reading. This guide will tell you exactly how to get started.

Why Is 2025 the Best Year to Become a Solo ET

There are many forces at work that make 2025 the best year to become a Solo ET:

Democratization of AI & Automation

Artificial intelligence tools can do work that used to take an entire team to accomplish. You can take advantage of AI to:

• Write marketing copy in minutes (ChatGPT, Claude)
• Create graphics without hiring designers (Canva, Midjourney)
• Build websites without coding (Framer, Webflow)
• Automate customer service (Intercom, Drift)
• Analyze data like a professional (Tableau, Looker)

A function that used to involve $50,000 worth of salaries now costs $50 in software.

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Mass Layoffs & Desire for Control

Growing corporate layoffs and uncertainty around the economy led to people wanting more control over how they make a living. There is ample evidence that people and businesses can work and live without an office. The pandemic has shown businesses that exist in a digital economy can prosper no matter what type of crisis occurs.

People now value:

• Flexibility over job security
• Multiple income streams over single paychecks
• Lifestyle design over climbing corporate ladders
• Purpose-driven tasks rather than pointless meetings

Low Cost to Start & High Profit Potential

It’s less expensive than ever to start a Solo ET business in 2025:

• Domain & hosting: $50/year
• Business tools: $100-300/month
• Marketing: $0 (organic content)
• Total Cost to Start: Under $500

Digital businesses can accomplish a profit margin of 70-95% because there is no inventory, no lease/rent, and no payroll costs.

The Rise of the Creator Economy

With platforms like YouTube, Substack, and X (Twitter), anyone can build an audience and monetize it. You aren’t limited by gatekeepers anymore. If you have knowledge or skills, you can package them up and sell them directly to customers all over the world.

15 Profitable Business Ideas for Solo ETs in 2025

Each idea below outlines startup cost, profit margin, difficulty level, and time to first dollar.

1. Digital Products & Online Courses

What it is: Create ebooks and guides, templates, online courses, or any digital downloads that solve a specific problem.

Startup Cost: $0-$500
Profit Margin: 90-95%
Difficulty Level: Medium
Time to First Dollar: 1-3 months

Example: Justin Welsh sells courses about LinkedIn growth for $150-$1,000. His business earns $5 million+ annually and he has profit margins of 95%

Best for: People who have expertise in any area and who want to help others learn.

2. AI-Enabled Service

Overview: Utilize AI capabilities for faster, cost-effective services compared to traditional agencies (copywriting, design, data analysis, research).

Startup Capital: $50-$200/month
Profitability Margins: 70-85%
Difficulty Level: Low-Medium
Timeframe: 2-4 weeks until you earn your first dollar

Example: Content writers that leverage AI charging $500-$2,000/project for relying on tools like Claude or ChatGPT to perform hours of manual work in a matter of minutes.

Best Suited For: Individuals in marketing, writing, and design want to increase their output.

3. Content Creation & Personal Branding

Overview: Build a following/congregation on social media, then monetize using sponsorships, affiliates, or your own product selling.

Startup Capital: $0-$300
Profitability Margins: 80-90%
Difficulty Level: Medium-High
Timeframe: 3-6 months until you earn your first dollar

Example: Dan Go built a one-million dollar fitness business, using only content-related ideas, through content he posted on X (Twitter). The only marketing effort was posting daily actionable, value-added content, zero ad spend.

Best Suited For: Individuals who enjoy creating content and have the time and patience to invest in audience growth.

4. Consulting & Coaching

Overview: Sell your knowledge/expertise/experience in a 1-on-1 or group session (business consulting, career coaching, fitness coaching, etc.).

Startup Capital: $0-$200
Profitability Margins: 85-95%
Difficulty Level: Low-Medium
Timeframe: 2-6 weeks until you earn your first dollar

Example: Business Consultants leveraging their expertise charge $200 – $500/hour consulting. If you land 3-4 clients per month that’s over $10K in gross income.

Best for: Experts with 5+ years experience in a specific field.

5. E-commerce & Digital Downloads

What it is: Sell digital assets like fonts, photos, graphics, Notion templates, or print-on-demand products.

Startup Cost: $100-$500
Profit Margin: 60-90%
Difficulty: Medium
Time to First Dollar: 1-2 months

Example: Notion template creators earn $2,000-$10,000 monthly selling productivity systems on Gumroad or Etsy.

Best for: Designers, organizers, creatives with design skills.

6. Newsletter & Subscription Content

What it is: Build an email list and charge subscribers for premium content, insights, or community access.

Startup Cost: $0-$100
Profit Margin: 85-95%
Difficulty: Medium
Time to First Dollar: 3-6 months

Example: Lenny Rachitsky’s newsletter generates $2+ million in revenue a year at $15-20/month per subscriber.

Best for: Writers, analysts, experts who enjoy content development on a regular basis.

7. Micro-SaaS Products

What it is: Build simple software tools that solve specific problems (browser extensions, productivity tools, niche apps).

Startup Cost: $0-$1,000
Profit Margin: 80-95%
Difficulty: High
Time to First Dollar: 2-6 months

Example: Tony Dinh builds small apps like BlackMagic (social analytics) earning $45,000 monthly as a Solo ET.

Best for: Developers or people willing to learn no-code tools.

8. Freelance Services (High-Ticket)

What it is: Offer specialized services like web development, video editing, copywriting at premium prices.

Startup Cost: $0-$300
Profit Margin: 70-90%
Difficulty: Low
Time to First Dollar: 1-4 weeks

Example: Web developers charge $5,000-$15,000 per website. Complete 2-3 projects monthly for steady income.

Best for: People with technical or creative skills.

9. Affiliate Marketing & Review Sites

What it is: Create content reviewing products or services, earn commissions when people buy through your links.

Startup Cost: $50-$500
Profit Margin: 70-90%
Difficulty: Medium
Time to First Dollar: 3-9 months

Example: Niche site owners earn $2,000-$50,000 monthly through Amazon Associates or software affiliate programs.

Best for: Content creators comfortable with SEO and patience.

10. Virtual Assistant Services (Specialized)

What it is: Provide executive-level support to busy entrepreneurs, including managing emails, scheduling, and project coordination.

Startup Cost: $0-$100
Profit Margin: 75-85%
Difficulty: Low
Time to First Dollar: 1-3 weeks

Example: Executive Virtual Assistants bill their clients between $40-$100 per hour. If you work for 20 hours per week, you could make anywhere from $3,200 up to $8,000 dollars per month.

Best for: Those that are organized and possess excellent communication abilities.

11. Print-on-Demand Store

What it is: Sell custom designed t-shirts, mugs, posters, etc… without keeping your own inventory or doing the labor to produce the items yourself (Printful will produce all items for you!).

Startup Cost: $0-$300
Profit Margin: 30-50%
Difficulty: Low-Medium
Time to First Dollar: 1-2 months

Example: Successful POD stores can earn between $2,000 – $10,000 per month based on the designs of their products.

Best for: Designers looking to target a niche or smaller community.

12. Social Media Management

What it is: Manage small business social accounts by creating content, scheduling posts, and engaging followers.

Startup Cost: $0-$200
Profit Margin: 75-85%
Difficulty: Low
Time to First Dollar: 2-4 weeks

Example: A social media management freelance specialist can charge $500-$2,000, per client, per month, and manage 5-10 clients on the side.

Best for: Someone who loves social media and understands social platform algorithms.

13. YouTube Channel (Revenue-generating)

Overview: Develop video content in a specialty, and monetize (revenue) your content with advertisements, sponsorships, and/or products.

Startup Costs: $200 – $1,000
Profit Margin: 60 – 80%
Difficulty: Medium-High
Time to First Dollar: 6 – 12 months

Example: Mid-scale YouTubers with 100k subscribers can earn $2,000 – $10,000 per month from multiple revenue streams.

Best for: People who are comfortable being on camera and have identified a consistent content niche.

14. Copywriting & Content Writing

Overview: You can write sales pages, email sequences, blog posts, or website copy for companies.

Startup Costs: $0 – $200
Profit Margin: 80 – 90%
Difficulty: Low-Moderate
Time to First Dollar: 2 – 6 weeks

Example: Professional copywriters charge between $1,000 – $5,000 for a single sales page. Most complete approximately 4 – 6 sales pages per month.

Best for: Confident writers who are also aware of marketing psychology.

15. Online Community & Memberships

Overview: Create a pay-for membership community built around the same interest (these could exist on Discord, Circle, Slack, etc.).

Startup Costs: $0 – $300
Profit Margin: 85 – 95%
Difficulty: Moderate
Time to First Dollar: 2 – 4 months

Example: Niche communities charge between $20 – $100 a month. Therefore, 100 – 500 members would earn you between $2,000 – $50,000 per month.

Best for: Community builders who have content knowledge and/or access to a unique audience.

How To Become A Solo ET: The 7 Step Roadmap

Adopting this proven pathway will allow you to successfully launch your Solo ET business.

Step 1: Identify Your Profitable Skill Stack

Do not simply identify your passion project; identify where the following 3 areas “cross”:

• What you’re good at (skills developed over years)
• What people will pay for (proven market demand)
• What you enjoy (or can tolerate long-term)

Action: Create a list of 10 skills you have. Research which skills individuals pay for on Upwork or Fiverr. Choose your top three.

Step 2: Validate Your Business Idea

Before creating anything, you need to prove that people actually want it.

Some quick methods of validation include:

• Posting on social media: “Would you pay $X to solve [insert problem]?”
• Creating a simple landing page and running some ads ($50)
• Discount pre-sales: if you get 10 people to say yes, then you have validated
• Have discussions in online communities and people share their pain points

Action: Get 10 people to say yes, I would buy that before you build anything.

Step 3: Choose a Business Model

Decide based on your goals:

• Do you want fast cash? → Then do services, consulting or freelancing
• Do you want passive income? → Then do digital products like courses or templates
• Do you want recurring revenue? → Then do subscriptions like newsletters or membership
• Do you want to be scalable? → Then do software like SaaS, micro-SaaS or apps

Action: Choose one to start, you can do more later.

Step 4: Legal, Setup & Registration

Try to keep it simple up front!

For Solo ETs:

1. Register a DBA or LLC
2. Get an EIN (you can get this for FREE on the IRS website)
3. Open a business bank account
4. Simple bookkeeping (free options like: QuickBooks or Wave)

Cost: $100-$500 depending on your state

Action: Be a sole proprietor or LLC at the beginning, converting to S-Corp once you reach $60K+.

Step 5: Construct Your Minimum Viable Product

Start with the simplest version.

Examples:

• Course: Start with 5 core videos, not 50
• Consulting: Offer one package, not five tiers
• SaaS: Build one key feature really well
• Content: Post consistently for 30 days, refine based on feedback

Action: Set a 30-day time frame to deliver something, even if it doesn’t work perfectly.

Step 6: Build Your Marketing System

You need these technologies/tools:

1. Content platform (X/Twitter, LinkedIn, YouTube, or a blog)
2. Email list (ie. ConvertKit, Beehiiv, or Mailchimp)
3. Simple funnel (free content → paid product)

The 5-3-1 Rule:

• 5 pieces of helpful content per week
• 3 times promoting your product
• 1 clear call-to-action

Action: Make the commitment to daily show up on one platform for 90 days.

Step 7: Launch & Scale (First 90 Days)

Month 1: Get your first paying customer

• Get your offer resorted publicly
• Personally reach out to 50 potential customers
• Seek feedback aggressively

Month 2: Refine and repeat

• Improve based on feedback
• Document what you have done
• Increase the price a bit

Month 3: Build systems

• Build templates for repeatable tasks
• Create automation wherever you can
• Focus on what makes your money

Action: Measure these statistics weekly: traffic, leads, conversions, revenue.

Basic Tools & Tech Stack for Solo ETs

You don’t need expensive tools. Here’s what actually matters:

AI & Automation Tools

Tool	Purpose	Cost	Why You Need It
ChatGPT/Claude	Content creation, research	$20/mo	Replace copywriters, brainstorm ideas
Canva Pro	Graphic design	$13/mo	Create professional visuals in minutes
Zapier	Workflow automation	$20-50/mo	Connect apps, automate repetitive tasks
Notion AI	Documentation, notes	$10/mo	Organize business knowledge

Business Management Software

Tool	Purpose	Cost	Why You Need It
Notion	All-in-one workspace	Free-$10/mo	Replace multiple apps with one
Trello/Asana	Project management	Free-$10/mo	Track tasks and deadlines
Calendly	Appointment scheduling	Free-$10/mo	Stop email back-and-forth
Loom	Video messages	Free-$8/mo	Replace meetings with async video

Marketing & Sales Tools

Tool	Purpose	Cost	Why You Need It
ConvertKit	Email marketing	$29/mo	Build and nurture your audience
Buffer	Social media scheduling	Free-$15/mo	Schedule content in advance
Gumroad	Sell digital products	Free + 10% fee	Easiest way to sell online
ThriveCart	Checkout pages	$495 one-time	Professional sales pages

Financial & Accounting Apps

Tool	Purpose	Cost	Why You Need It
Wave	Free accounting	Free	Track income and expenses
QuickBooks	Advanced accounting	$30/mo	When Wave isn’t enough
Stripe	Payment processing	2.9% + 30¢	Accept credit cards online
PayPal	Alternative payments	2.99%	Some customers prefer it

Comparison of Free and Paid Tools to Get Started

Starting with free tools you may want to consider:

• Google Workspace (Drive, Docs, Sheets)
• Canva Free
• Wave Accounting
• Buffer Free
• Mailchimp Free (up to 500 subscribers)
• Notion Free

Consider upgrading to paid tools when:

• You’re generating a consistent revenue stream ($2,000+/month)
• Free tools are actually limiting your productivity
• Paid tools directly enable you to generate more income
• You can quantify time saved is worth the financial investment

Total essential monthly investment: $50-150 for most Solo ETs.

Real Stories of Solo ET Success

These aren’t exceptions; these are templated to copy.

Example 1: Justin Welsh ($5M+ Annual)

Current Situation/Background: Former executive who quit to be a Solo ET in late 2019.

Business Model:

• It’s a course (personal branding on LinkedIn) ($150)
• Member-based advanced community membership product ($1,000)
• Newsletter where businesses sponsor the newsletter

Way of Working:

• He posted on LinkedIn every day for 3 years
• Built an email list of over 100,000 subscribers
• Created repeatable content systems

Revenue: Annual revenue over $5 million with a profit margin near 95%

Top Lesson: “Systems will always be better than the hustle. I’ve only worked about 3-4 hours a day because I built systems of work that scale.”
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Example 2: Tony Dinh ($45K+ Monthly)

Current Situation/Background: Developer that began building micro-SaaS products in 2021.

Business Model:

• Small specific software tools that solve a specific problem
• Subscription pricing ($10-30/month)
• Portfolio of 5+ profitable apps

Key Strategies:

• Ship fast, iterate based on user feedback
• Build in public on X (Twitter)
• Focus on profitability over funding

Revenue: $45,000+ monthly from app portfolio

Biggest Lesson: “You don’t need a billion-dollar idea. Small, profitable products add up.”

Case Study 3: Sahil Bloom ($2M+ Annual)

Background: Once a private equity investor, now a content entrepreneur

Business Model:

• Free newsletter (over 500K subscribers)
• Top brands sponsorship deals
• Digital products and courses

Key Methods:

• Tweet daily nuggets of wisdom
• Transform the best tweets into content for the newsletter
• Establish genuine relationships with brands

Revenue: $2 million+ each year

Biggest Takeaway: “Give away 99% of your best content for free. That 1% is worth paying for.”

Case Study 4: Pieter Levels ($2M+ Annual)

Background: Digital nomad who built and sold over 40 startups

Business Model:

• Nomad List (subscription site for remote workers)
• Remote OK (job board)
• Photo AI (AI-powered headshot generator)

Key Methods:

• Build quickly, then build even faster (MVP in a few weeks)
• No fancy tools or teams
• Solve problems he has experienced

Revenue: $2M+ per year from multiple products

Biggest Takeaway: “Make something people want. Everything is noise after that.”

8 Techniques to Scale Your Business as a Solo ET

It’s possible to grow a business without hitting burnout— here’s how successful Solo ETs do it.

Strategy 1: Build Income-Generating Systems (Not Jobs)

Stop trading your time for money. Build assets that generate income while you sleep.

How to:

• Transform your service-based offering into a digital product (course, template, tool)
• Create evergreen marketing content to passively attract customers 24/7
• Create email automation to make sales in your sleep
• Record standard processes and outsource them

Example: A consultant who charges $200/hour earns $1,600 for 8 hours of work. That same consultant who creates a $500 course needs just 4 sales to beat that, and those sales can happen while sleeping.

Strategy 2: The Power of Digital Products

Physical products have limits. Digital products scale infinitely.

Why digital products excel:

• 90-95% profit margins
• No inventory or shipping constraints
• Sell the same product hundreds or thousands of times
• Doesn’t matter what time zone you’re in

Fast wins:

• Monetize your expertise into a $50-$200 guide
• Package your processes into spreadsheets, or templates
• Create a mini-course of ~5 videos (90 minutes total)
• Build simple software tools – then get more in-depth with them

Strategy 3: Using Contractors Instead of Hiring Employees

Stop with the employee mindset. Use contractors wisely.

Outsource these things first:

• Video Editing ($15-30/hour)
• Graphic Design ($20-50/hour)
• Admin Tasks ($10-25/hour)
• Customer Support ($15-30/hour)

Keep these yourself:

• Strategy and decision making
• Client Relationships
• Core content creation
• Product Development

Where to find contractors: Upwork, Fiverr, Dribbble, Twitter, your personal network

Strategy 4: Content Marketing & Personal Branding

The best Solo ETs get known for something specific.

The content formula:

• Pick one channel (X, LinkedIn, YouTube)
• Make daily content that’s valuable
• Be consistent for 6-12 months, at minimum
• Document your journey transparently

What content tends to work:

• High-quality, relevant how-to’s / tutorials
• Case studies – with numbers
• Mistakes or lessons learned
• Hot takes about trends
• Vulnerable story & insights

Rule: 99% of what you know for free; charge for the implementation, templates, or done for you services.

Strategy 5: Charge for Profit (Not Just to Survive)

Most Solo ETs charge too little. Fix this NOW!

You should price based on:

• The value you deliver (not the time it takes you)
• The results you achieve (not the effort it took you)
• What the market pays (look at your competitors)
• Your own position (expert vs beginner)

Quick Pricing Test: If 80%+ of your prospects say yes instantly, you are too inexpensive. You want 50% to say yes, and 50% to say no.

Example:

• If you charge $1,000, you need 10 clients to earn $10,000
• If you charge $2,500, you only need 4 clients to earn $10,000

You will have less stress and do less work with no difference in pay if you charge higher.

Strategy 6: Create Multiple Revenue Streams

Don’t rely on one type of income. Diversify smartly.

The 3-stream income model:

1. Service income (most effort, highest price) – Consulting = $200-500/hour
2. Product income (medium effort, medium price) – Online course = $100-500
3. Passive income (least effort, lowest price) – Affiliate income, advertisement income, sponsorships

Start with: Services to earn quick cash, then create Products, and lastly add Passive.

Strategy 7: The 80/20 Rule in Action

Only focus on what is actually moving the needle.

80% of your results come from:

• The 20 percent of your content (keep using winner content)
• The 20 percent of your clients (who are your best fits/most profitable clients)
• The 20 percent of your products (notification: double down on these)
• The 20 percent of your time (to convert into deep work)

Action: Track what brings in cash; or, your income. Then, do more of that. Cut everything else!

Strategy 8: Building in Public

Transparency builds trust and drives customers to you.

Share publicly:

• Monthly Revenue Numbers
• What’s working, what’s not
• Behind the scenes processes
• Lessons from failures
• The entirety of your business journey

Benefits:

• Free marketing content via storytelling
• Attract people with similar values
• Accountable to goals
• Genuine relationships can come from sincerity

Where to share: X (Twitter), LinkedIn, YouTube, personal blog.

5 Common Solo ET Challenges (And How to Overcome Them)

We’re going to get real here, and provide proven solutions to these challenges.

Challenge #1: Wearing All the Hats

The Challenge: You’re the chief executive, accountant, marketer, salesperson, and janitor… It can feel like a lot of work.

The Solution:

• Weeks 1-12: Do all the work yourself, and learn from it
• Months 3+: Start outsourcing work such as editing or administrative work that costs $10-20/hour
• Months 6+: Start automating specific tasks that feel repetitive in the work flow
• Year 1+: Start hiring specialists to grow the business

Tools that can help: Zapier, Calendly, ConvertKit automations, templates, etc.

Mindset Shift: You won’t do that work forever. You’re learning from the work to get to the point where you can delegate.

Challenge 2: Unpredictable Income

The Issue: An amazing month ($8K), a terrible month ($1K). Stress and anxiety result.

The Plan:

Create dependable income:

• Retainer clients (monthly recurring)
• Subscription products (MRR)
• Payment plans (spread revenue)
• Advanced bookings (pre-selling services)

Create a contingency plan:

• Three months to six months worth of savings before quitting your job
• Keep 50 percent of total income as profit or savings
• Do something to keep income available in the future

Measure important metrics:

• Pipeline (who’s about to buy)
• Conversion (leads to customer)
• Lifetime value (somebody buys more than once)

Challenge 3: Isolation & Burnout

The Issue: Working alone is isolating. No boundaries lead to burnout.

The Plan:

Create a community:

• Join a mastermind group (5-10 peers)
• Work from a coffee shop, or co-working space
• Attend events quarterly (specific to industry)
• Spend time in online communities daily

Set boundaries:

• Work hours (9am-5pm and not 6am-11pm)
• Weekly day off (no exceptions)
• Shut down your computer (close your laptop, take a walk)
• Separate work and home

Mental health:

• Exercise daily (30 minutes or more)
• Spend time with friends
• Have hobbies outside of this work
• Psycho-therapy or coaching if it’s helpful

Overview of the Problem: You’ve reached an income cap because there is only one of you. You are the cap.

Overview of the Solution:

Scale through leverage:

1. Product-ize services (turn your custom work into templates)
2. Group offerings (can serve an audience of many instead of only one)
3. Raise your rates (fewer clients, same income)
4. Create passive products (courses, tools, templates)
5. Smart Partnerships (affiliate deals/revenue share)

Example: Let’s say you’re a coach and you have found a way to earn $10K/month by having 20 clients at $500/month.

• You could raise your price to $1000/month, that income would now come from 10 clients instead of 20
• You could add a group coaching session and take 50 people at $200. That is another $10K
• You could create a $200 course and sell it to people. Let’s say you sell 50 more. Another $10K

New total: $30K, while still being solo.

Challenge 5: Self-Doubt & Imposter Syndrome

The Problem: Who am I to charge this much? Am I really an expert in this? What if I fail?

The Solution: Build confidence from evidence, not feeling.

• Keep evidence of your wins – either a testimonial, result, or earnings
• Consider making a special “brag” folder for all the positive feedback you’ve received
• Keep a record of your metrics that imply that you are changing
• Celebrate progress, don’t wait for everything to be in place

Change your thought process and how you frame things:

• “I’m not an expert.” Change to “I’m 3 steps ahead of someone who is new to this.”
• “I’m a fraud.” Change to “I’m learning in public.”
• “What if I fail.” Change to, “What if I succeed.”

Reality check:

• You know more than 95% of people in your niche
• A customer is paying for proof that outcomes will happen and that’s it!
• We have all started where we are and found success on the other side of learning

TASK: Write down 20 things you’re genuinely good at. That’s your expertise.

Solo ET Pros & Cons: The Honest Truth

Advantages (Pros)	Challenges (Cons)
Complete control over all decisions	Responsible for every aspect of business
Keep 100% of profits	Income can be unpredictable initially
Work from anywhere, anytime	May feel isolated or lonely
No office politics or drama	No built-in team for support
Low overhead and startup costs	Harder to take time off
Direct relationship with customers	Wearing many hats can be overwhelming
Scale through automation and systems	Limited by personal time and energy
Tax benefits and write-offs	Must handle own taxes and accounting
Build equity in your own business	No employer benefits (health insurance, 401k)
Pivot quickly without consensus	All risk falls on you

Bottom line: Solo ET offers freedom and profit potential in exchange for responsibility and initial uncertainty. It’s not easier than a job it’s different.

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Frequently Asked Questions

How much money can you make as a Solo ET?

Income varies widely based on business model and effort. Here’s realistic ranges:

• Beginners (Year 1): $3,000-$8,000/month
• Established (Year 2-3): $10,000-$25,000/month
• Advanced (Year 3+): $30,000-$100,000+/month

According to surveys, 77% of Solo ETs become profitable in their first year. Top earners like Justin Welsh ($5M+/year) and Sahil Bloom ($2M+/year) show the ceiling is extremely high.

Your income depends on: pricing strategy, business model (products vs services), marketing skills, and consistency.

What’s the difference between a Solo ET and a small business owner?

Solo ETs:

• Intentionally stay solo (no employees)
• Focus on personal freedom and profit
• Use contractors for temporary help
• Scale through systems and automation

Small business owners:

• Plan to hire employees
• Focus on growth and expansion
• Build teams and infrastructure
• Scale through hiring people

Think of it this way: A Solo ET wants a profitable lifestyle business. A small business owner wants to build something bigger than themselves.

Is being a Solo ET worth it?

It depends on your goals and personality. It’s worth it if you:

Value:

• Independence over stability
• Profit over prestige
• Flexibility over fixed schedules
• Creating over managing

Can handle:

• Temporary income uncertainty
• Self-motivation requirements
• Learning multiple skills
• Working alone productively

Statistics show: 93% of Solo ETs expect to be profitable in 2025, and 52% started their business to be their own boss. For many, the freedom is worth more than a corporate salary.

How do Solo ETs make money?

The five main revenue models:

1. Services (70-95% profit) Sell your expertise: consulting, coaching, freelancing, virtual assistance

2. Digital Products (90-95% profit) Create once, sell repeatedly: courses, ebooks, templates, tools

3. Subscriptions (85-95% profit) Recurring revenue: paid newsletters, memberships, exclusive communities

4. Affiliates (70-90% profit) Recommend products you use, earn commissions: software tools, courses, services

5. Advertising/Sponsorships (60-80% profit) Monetize your audience: YouTube ads, podcast sponsors, newsletter promotions

Most successful Solo ETs combine 2-3 models for diversified income.

Can you be a Solo ET with a full-time job?

Absolutely. Many Solo ETs start as side hustles.

Part-time approach:

• Work 5-10 hours weekly on your business
• Focus on evenings and weekends
• Start with service-based offers (faster money)
• Build systems gradually

Timeline:

• Months 1-3: Validate idea, get first customers
• Months 4-9: Refine offer, build systems
• Months 10-12: Match or exceed your salary
• Month 12+: Consider going full-time

Pro tip: Don’t quit until your side income matches 100% of your salary for 3 consecutive months.

What are the best Solo ET businesses to start with no money?

These require under $100 to start:

1. Freelance writing ($0 startup) Offer content writing on Upwork or LinkedIn

2. Social media management ($0-50) Manage accounts for local businesses

3. Virtual assistant ($0) Provide admin support remotely

4. Consulting ($0-100) Sell your professional expertise

5. Online tutoring ($0) Teach on platforms like Wyzant or independently

6. Affiliate marketing ($0-50) Create content, promote products you love

All of these can generate $1,000-$5,000 in the first month with zero investment.

Do Solo ETs need a business license?

Requirements vary by location and business type.

Generally:

• Sole proprietor: Often no license needed initially (check local laws)
• LLC or corporation: Must register with your state ($50-500)
• Professional services: May need specific licenses (accounting, legal, medical)
• Home-based business: Some cities require home occupation permits

Start simple: Most Solo ETs begin as sole proprietors using their own name. Upgrade to LLC when earning $30,000+ annually for liability protection.

Action: Check your city/state requirements at SBA.gov or consult a local attorney.

How do I find clients as a new Solo ET?

Six proven strategies that work:

1. Warm outreach (fastest results) Message friends, former colleagues, LinkedIn connections. Say: “I’m offering [service]. Know anyone who needs help with [problems]?”

2. Content marketing Post valuable tips daily on LinkedIn or X. Attract clients through helpful content.

3. Cold outreach Research 50 potential clients. Send personalized messages showing you understand their problems.

4. Networking Join industry groups, attend events, participate in online communities.

5. Partnerships Find complementary businesses and exchange referrals.

6. Free work (initially) Offer first 2-3 projects at discount for testimonials and case studies.

Reality: First 10 clients come from direct outreach, not passive marketing.

What percentage of small businesses are Solo ETs?

Approximately 81% of all U.S. businesses have no employees other than the owner, qualifying them as Solo ETs. That’s 29.8 million Solo ETs out of roughly 33 million small businesses.

This makes Solo ET the dominant form of business ownership in America.

Is Solo ET lonely?

It can be, but it doesn’t have to be.

Combat loneliness:

• Join mastermind groups: Meet weekly with 5-8 fellow Solo ETs
• Coworking spaces: Work around others without hiring them
• Online communities: Engage daily on Twitter, Discord, or Slack groups
• Virtual coffee chats: Schedule 2-3 weekly video calls with peers
• Attend conferences: Quarterly in-person events for connection

Mindset shift: You’re not alone, you’re independent. You can choose your community instead of being assigned one.

Many Solo ETs report feeling less lonely than in corporate jobs because they control their social interactions.

Conclusion: Your Solo Journey Starts Now

Solo ET is not a backup plan. It’s a proven business model that works for millions worldwide.

The facts are clear:

• 29.8 million Americans are Solo ETs
• 77% become profitable in year one
• The barrier to entry has never been lower
• AI and automation make it easier than ever

But here’s the truth: Reading this guide won’t change your life. Taking action will.

Your next steps:

This week:

1. Pick one business idea from this guide
2. Write down your first offer (what you’ll sell and to whom)
3. Tell 10 people you’re starting a business

This month:

1. Create your minimum viable product
2. Reach out to 50 potential customers
3. Get your first paying client

This quarter:

1. Refine your offer based on feedback
2. Build a simple content marketing system
3. Hit $3,000-$5,000 monthly revenue

Remember: Every successful Solo ET you admire started exactly where you are now—with an idea, some skills, and the courage to begin.

The only difference between them and you is they started.

So start today. Start small. Start scared if you have to.

Just start.

Additional Resources

Recommended Books:

• “The $100 Startup” by Chris Guillebeau
• “Company of One” by Paul Jarvis
• “The Lean Startup” by Eric Ries

Communities to join:

• Indie Hackers (indiehackers.com)
• MegaMaker Club (megamaker.co)
• Small Bets Community (smallbets.co)

Tools to explore:

• Gumroad (digital product sales)
• ConvertKit (email marketing)
• Notion (business operations)
• Canva (visual content)

People to follow:

• Justin Welsh (@justinwelsh)
• Tony Dinh (@tdinh_me)
• Pieter Levels (@levelsio)
• Sahil Bloom (@sahilbloom)
• Dan Go (@FitFounder)

READ MORE : Super Converters