How a barista boosted his newspaper business to $ 500,000 in sales


  • Taylor Ruotsala, 28, founded the self-help journal company Never Stay Stagnant in 2018.
  • She primarily uses Facebook and Instagram ads for marketing and business development.
  • On track to achieve $ 500,000 in sales for 2021, Ruotsala aims to make $ 1 million next year.

By the time she quit her full-time job at a coffee shop in January 2021, Taylor Ruotsala, 28, was already making nearly $ 9,000 a month from her self-help newspaper company, Never stagnate, that she started in 2018.

After several months of selling over 300 magazines (90% female), she decided to fully invest her time and energy in her business.

Ruotsala told Insider that she initially created the journals for herself, as she couldn’t find any on the market with the specific stuff she wanted.

“I just wanted something that wasn’t that repetitive, something that followed my sleep, my water, my morning routine,” Ruotsala said. “Something that could take me to the next level and push me, like my own personal mentor.”

This year, she is on track to achieve $ 500,000 in sales. that of his company Instagram pages has over 6,000 subscribers.

Here’s how she took her business to the next level.

Find an audience through friends

Never stay stagnant logs.

Never stay stagnant logs.

Taylor Ruotsala

Ruotsala first realized she had a potential business when several of her friends asked her to print them as well. So she created a website and refined her designs.

But nothing happened.

“I would get a sales or two every now and then, but I didn’t do anything” with the website, Ruotsala said. “I thought that was the way businesses worked. You just created a site and people were coming to you on their own.”

“For women in particular, a lot of us are held back from starting something because of a lack of confidence,” Ruotsala added. “There aren’t as many female CEOs and leaders, so fewer women push themselves to this level.”

Get started in social networks marketing

A post shared by Never Stay Stagnant (@neverstaystagnant)

In early 2020, Ruotsala started pushing to get his business off the ground. “I was working so hard at my job, making money for others, that I realized I could work so hard for my own business instead and see what was going on,” Ruotsala said.

She started posting regularly on her company’s social media accounts and began researching how to leverage social media advertising.

“I literally searched Google to find out about Facebook ads,” Ruotsala said. “I started with a budget of a few dollars a day on Facebook, and in April [2020] I sold a newspaper every two days or so. “

As she started selling more magazines, Ruotsala increased her daily budget for Facebook ads. As of May 2020, she spent around $ 12 a day on ads and sold 36 journals. By July, she had increased her spending to about $ 18 a day – she sold 108 journals that month.

When it rose to $ 115 per day in December, it had racked up several months of 300 magazines sold.

“So in December [2020], I was still working full time and doing my business on the side, but I was working a lot less than 10 hours a week on newspapers than I was doing 40 hours at my job, ”Ruotsala said.

Respond to the request

As Never Stay Stagnant gained more followers the website got more traffic and she had to print more newspapers to keep them in stock. Ruotsala uses Amazon’s publishing services for orders it receives on Amazon and a local print shop in Thousand Oaks, California, for orders placed through the company’s website.

Fully stocked, she keeps 1,600 newspapers in a storage unit near her home which she packs and ships herself, sometimes with the help of friends and family.

She increased her ad spend to $ 120 in January 2021 and then to $ 200 in February, which brought in about $ 17,000 per month. She was increasing her ad spend every five days, and as of April 2020, she was spending around $ 500 a day on Facebook ads.

She earned over $ 50,000 that month, selling over 40 journals a day.

While the product itself has proven to be popular, Ruotsala believes the positive message his company conveys is just as essential.

“You can’t think of that as selling a product because you should really be selling a story,” Ruotsala said. “People want to support people, not a product. So when you match your story to your product, customers can really support that. It’s the story behind something that makes it so impactful.”

In search of seven figures

A post shared by Never Stay Stagnant (@neverstaystagnant)

Ruotsala said she aims to reach $ 1 million in sales by 2022. And she wants her diary to help other women achieve their ambitions as well.

“Whatever it is, just start,” Ruotsala said. “Create a website. Invest in yourself and your brand. Write things down and share your story with people. “

Today Ruotsala is working on a children’s journal to help young audiences set goals and gain confidence in school. This will be his third diary on his website.

“I think my journals help women become happy with themselves and make them proud of the life they lead,” Ruotsala said. “I hope my journals highlight the amazing things people do every day, even if it’s not about building a huge business or being famous.”


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