According to data from Buzzsprout, the podcast industry has grown significantly—from roughly 60,000 shows in 2014 to more than two million today.
But this massive growth doesn’t mean prospective podcasters have missed the boat. Far from it. The podcast industry is still growing.
Plus, a lot of the people who started podcasts in early COVID have dropped off. That means a lot of listeners are out there right now, looking for their next show.
Which means an opportunity for you, aspiring podcaster—or existing podcaster who wants to up your game and grow your show.
Podcasting is still very much alive, with listenership projected to grow steadily for the next few years. Image courtesy Buzzsprout.
For Podcasters, Consistency Is (Still) Key
The key to taking advantage of this podcasting opportunity is consistency.
You don’t have to do the same thing with your podcast (and we wouldn’t recommend it!).
But in general, the more you show up for your audience, the more you’ll become a part of their life and tuning in to your show will become a habit for them.
Not to mention, all that practice is going to make you a lot better at creating your podcast content.
So how consistent should you be, at least at the start of your podcasting journey?
The podcasts that Buzzsprout sees sticking with it are the ones that make it past the ten-week mark.
“Once they hit that ten-week point,” says Alban Brooke, “it’s a game-changer for whether or not they stick with it long term.”
That’s why he tells people to start by committing to releasing an episode every week for ten weeks. Succeeding with that will put you in a group of roughly 600,000 active podcasts that have produced at least ten episodes.
Growing Your Podcast Audience Takes Active Marketing
What if you’ve pushed through your first ten episodes, seen some early growth, and… that growth has slowed, or even stagnated? A lot of podcasters find that an early growth spurt leads to a frustrating plateau.
Unfortunately, a lot of podcasters—and content creators in general—also take an “If you build it, they will come” approach.
But that won’t work today. You have to actively market your show.
Here are some strategies that can help you push your listenership back on the incline slope.
Strategy #1: Getting Exposure on High-Growth Video Channels (Instagram, TikTok, YouTube)
A number of successful podcast creators have grown their shows by sharing content on high-growth channels like TikTok, Instagram Reels, and even YouTube. They’re leveraging the algorithms on these channels to get exposure they can redirect to their podcast.
The basic strategy is to create a short piece of video content that borrows from your podcast episode, then invite viewers to the podcast to hear the full story.
Once in a while, one of these videos may even go viral. You can find case studies about podcasters who have gained thousands of new listeners based on just one viral TikTok video or Instagram Reel.
And a number of famous podcasters have used YouTube clips to attract listeners and then direct them to their podcast feeds.
Want your podcast to take off? Might be time to get in front of the camera.
The key is that the video content has to be related to the podcast episode you’re driving people to. You need to tell a story that’ll hook people in to want to hear the rest of the episode.
It sounds simple, but you’d be surprised how many creators get tripped up by not following this crucial point.
How do you pick a high-growth platform to pull off this strategy? Alban always encourages creators to find the platform they understand and feel comfortable creating content that will perform well on it.
Strategy #2: Guesting on Other Podcasts
It helps to remember the big principle behind successfully growing your show, which is finding audiences that don’t know you already.
Repurposing your podcast episodes and putting them on your Twitter or Facebook feed is fine, but by and large they’re going to be seen by people who already know you exist.
So how do you get your podcast in front of new ears?
Guesting on other podcasts is a tried-and-true and still very effective option. (If you’re looking for a way to scale your podcast-guesting outreach, we like what Podcast Hawk has to offer.)
Being a guest on other podcasts is a tried-and-true strategy for growing your listenership.
Another is including your podcast episodes in blog posts on your site, which helps people find your show via Google’s search algorithm.
If you write a blog post about a topic you’ve already covered on the podcast, link to that episode in the post itself.
Like this!
Strategy #3: Paid Advertising and Sponsorships
What about paid acquisition? Is it something podcasters should be thinking about?
The short answer is yes, and there are two main strategies here: paid ads and sponsorships.
Paid ads are definitely a viable strategy for growing your show. Just know that there’s a right way, and a wrong way to do it.
The wrong way is to put ads directly on Facebook or Google and hope that a cold audience will start clicking and listening.
The experts at Buzzsprout have never seen anybody successfully grow a podcast that way. There’s just too much friction in the way of getting someone from the ad to your show.
As Alban says, they’ve “only seen people lose a lot of money” this way.
So how do you reduce the friction and do podcast ads the right way? The key is to advertise on apps that already have a captive audience of listeners—apps like Overcast, Pocket Casts, and Podcast Addict.
You could also look into sponsoring another podcast—paying a fellow podcaster to give you a shoutout.
Trying this on some of the bigger shows could get expensive, but there are a lot of small, fast-growing podcasts looking to monetize that might be a better fit.
How to Reduce Podcasting Overwhelm and Avoid Burnout
As content creators, consistency is key. But burnout is also real.
That’s why you need to set a game plan for creating and marketing your show that’s sustainable.
A lot of people hear stories of the most successful content creators—like John Lee Dumas, who started Entrepreneurs on Fire by doing a daily show—and they think I’ll do the same thing. But that just doesn’t work for most people, especially if you’ve got a full-time gig or have kids at home.
Don’t let burnout get the better of your podcasting dream.
So find a content creation cadence that fits your life, and that you’ll be excited to do. For a lot of people, allocating one day a week to creating your episode is a good choice.
Since “If you build it, they will come” doesn’t work, you also need to carve out time for marketing. There’s almost always more you can do to market your show, but start with putting just an hour aside each week for marketing.
If you’re on TikTok, maybe that means spending an hour making a video to promote your latest episode and engaging with people on TikTok. If you’re on LinkedIn, it’s writing a post that ties into the content in your episode.
Start small, and stay consistent.
Engage with Your Listeners and Build Podcast Superfans
Podcasting is a long game. The podcasters who stick with it for years are most likely to find the success (and download numbers) they’re looking for.
The average new podcaster, though, is getting roughly thirty-seven plays per episode. That may sound small, and it is.
But small can be mighty.
That’s because each of those thirty-seven people is a real human being. And one of the superpowers you have when you’re small is that you actually can engage with every one of them.
Ask people to reach out, and then honor it when they do. If someone sends you an email, mention it on the podcast. If you get a positive review, read it on the air and thank the listener. If a fan posts something about your podcast on social, like it and thank them for sharing it.
Elevate your superfans. Connect with them and learn more about them, so you can better serve them and attract more just like them.
Learn More about What Makes a Podcast Successful in 2022
By the way, a lot of the insights in this post were taken from Pat Flynn’s conversation with Alban Brooke, head of marketing at Buzzsprout, during SPI’s first Audience Driven Summit in October 2021, our two-day deep-dive into the most effective, relevant ways to build an audience today.
Planning is the key to making your dreams a success
Your business plan is the document to help you go from idea to execution. You’ll likely depend on your business plan to organize your thoughts, strategize for success and stay focused. You might also write a business plan to secure funding.
If you want to write a winning business plan, read this comprehensive guide. We’re sharing step-by-step tips on how to write a business plan.
What is a business plan?
A business plan is a document that you use to strategize for your business’ future. The business plan includes an overview of your business, its goals and your marketing strategy. The document will also include financial forecasting.
Need help deciding on a business to start? Check out this list of small business ideas that are easy to launch on a low budget. You might also consider other online business ideas that require minimal upfront investments.
In this article:business plan
Why do you need a business plan
You need a business plan to outline your business goals and the strategy to achieve them. Your business plan is also your first opportunity to create something tangible from your ideas. By putting ideas on paper, you’re giving yourself the opportunity to properly think through your plan and vet its likely effectiveness for business success.
Outside of your personal reasons for writing a business plan, you will need this document if you need to convince funders or investors that your business is legitimate and likely to return a profit. You would be expected to provide investors with a well-thought-out business plan demonstrating market awareness and financial planning.
How to write a business plan
If you’re ready to get stuck in and write your business plan, the next steps will greatly help. You want to be thorough at every step, especially if you’re sharing the plan with potential stakeholders. But remember, this is your business; your plan will be unique to you.
1. Create an executive summary
Your executive summary is essentially your first impression to investors. In a few sentences, it needs to grab attention and explain what you/your business does. It wants to grab the reader’s attention, so they’re compelled to read on.
2. Describe your company
Your business plan will include a description of your company. Think about your elevator pitch and write your company description into your plan. Be very clear here, think about what you do, who you do it for, and exactly what problem you are solving.
You’re likely not the first person to create a company solving a particular problem for your audience, so try and detail what it is that makes your company stand out.
3. Introduce team members
If you have any particularly credible or expert team members, be sure to introduce them within your business plan. Write a short bio with key credentials and how they contribute to your new business.
4. State your company goals
Every business needs goals, and deciding exactly what yours are might not be so obvious. Yes, your company needs to make a profit, but the goals need to be broken down into more measurable and actionable steps.
Start with desired business goals. Then decide what you need to achieve to make each goal a success. For example, for your company to meet your projected revenue goal, then what do you need to achieve? What marketing goals does the business need to meet to satisfy business goals?
5. Detail values and a mission statement
Of course, your business is here to make money and provide the lifestyle that you want. When writing a business plan, it’s easy to get wrapped up in the data and the money, but your why is the lifeblood of your business.
Take some time to create a page that digs into the meaningful element of your business. What larger problem are you trying to solve? What values will you hold the business to? How will you create a truly meaningful layer within your business?
This section should be very useful for you as a business owner since this is what will keep you going. But, it can also be used to help onboard a team later and better understand your connection with your audience.
6. List products or services
When you write your business plan, you must include your products or services.
Within this section, write:
What the product or service is
How it helps your audience
How it stands out in the marketplace
For product-based businesses, include:
A brief introduction to costs (you’ll expand on this later)
Where products are sourced
Quantity of products owned
7. Do market research
Every business must conduct market research. You need to think about the local market and if you’re starting an online business, you must consider the digital market. You may have different competitors in each marketplace.
It’s crucial that you can develop comprehensive market research that shows a deep understanding of competitors and your place amongst them.
Your market research will help you determine if your business venture is justified and also act as support to your proposition which is especially useful when pitching to investors.
The market research section will help you see where the gaps are between your business and competitors, and it will form the beginning of your sales and marketing plan as you strategize to close the gap on leading competitors.
8. Create a marketing and sales plan
Your marketing and sales plan will generally be built from your competitor research. You can use competitive data to get a feel for what’s working. However, it’s important to remember that your brand and its audience are unique.
Also, when it comes to marketing, you are better off doing less better than trying to do more poorly, so you must factor in your budgets.
Your marketing plan should be in support of the business goals outlined previously. Your marketing plan should have a clear goal and a strategy to help achieve it. As a business owner, you are not necessarily expected to know the ins and outs of marketing, so if you need support here, you can get it. You may need to reach out to your marketing team or other professionals who can help you decipher what the business needs to succeed.
9. Create a financial projection
When it comes down to it, finances determine a successful business from an unsuccessful one.
If you’re seeking investment, your financial forecast is everything. If there’s one thing that investors need to know very clearly is the financial estimations and performance of your business over time.
In your projection, plan for:
Sales
Expenses including wages
Pricing of products and/or services
Contingency for unexpected finances
10. Add an appendix
It’s not enough to simply write a business plan; every claim you make needs to be well-documented and supported. So, include an appendix.
Your appendix is a compilation of supporting documentation and/or evidence. Items that might be included in the appendix include:
Resumes of key team members
Documentation supporting your market research and analysis. If your plan summarizes findings, include the marketing research and data here.
Legal documents, such as incorporation papers, patents, or trademarks
Marketing materials, such as brochures or flyers
Customer testimonials or case studies. New businesses might not have this, but if you have conducted research or focus groups, you can include findings here.
Product prototypes or lab tests if you have them
Any other relevant supporting documentation that was referenced in the main body of the plan.
Business plan format
There are three types of business plans, traditional, lean, and nonprofit. Whilst this article focuses primarily on the most common business plan format, the traditional plan, it helps to know what might be involved in other formats.
Traditional
The traditional format provides a detailed business overview and is useful for presenting to investors or lenders. In a traditional plan, you will likely write more than you would in a lean plan. Some businesses might opt for a traditional plan and then create a lean version for specific functions.
Lean
The lean business plan format is, as you would expect, a leaner (simplified) version of a traditional business plan. The lean business plan format includes the most critical aspects of the business. If you’re writing a lean business plan and you want to pitch to investors, then you must include key sections like market analysis, revenue forecasts, etc.
Nonprofit
The nonprofit business plan is similar to the traditional business plan, but naturally, it differs as it includes items that are required to run a nonprofit organization. For example, if you were writing a nonprofit business plan, you would likely include all elements of the traditional plan, plus fundraising and development, governance, and financials.
You may also have research from the local area you’re serving to help with that market analysis section. Your aim will be to prove that there’s a public need for your nonprofit.
Tips for writing a small business plan
Before you start writing your small business plan, read through these tips that might not be so obvious.
Use a business plan template.
Business plans are not new, so why not start with a tried and tested template? There’s plenty of space to turn the template into something unique that feels like yours. Using a template avoids overwhelm and provides structure. Check out this free business plan template you can download and customize in a cinch.
Write for yourself, not just investors.
Your business plan is yours. Writing your business plan is your chance to organize your thoughts and get your ideas on paper. Upon completion, you should feel satisfied with your robust roadmap to success. Of course, consider your audience and investors and give them everything they need, but don’t forget to satisfy your own intent. Remember the business plan formats; you can always start with a traditional plan for you, then provide the investors with the lean version.
Demonstrate what makes you unique.
You’re likely joining a busy marketplace, and you want to go in ready to disrupt and stand out. Clearly articulate what sets your business apart from the competition, and explain why customers should choose your products or services.
Use concrete data and examples.
Your business plan is no longer your place to dream. Writing your plan takes dreams and helps you turn them into something tangible and achievable. Within the business plan, you should be able to support your ideas with concrete data and real-world examples. You need to prove to yourself – and investors – that this business is viable.
Be realistic in your projections.
As above, writing your business plan is about creating something achievable, You must be realistic with your projections. Whilst being optimistic is exciting — and you can still be optimistic — you must be realistic in your plan.
Realistic projects are better for you mentally, too. If you’re more likely to achieve your goals, you’re less likely to get overwhelmed. Plus, goals that are not realistic will heap pressure on you and your team, and that’s the last thing a new business needs.
Business plan FAQ
Here are your most asked questions, answered.
How do I write a simple business plan?
You will write a simple business plan if you keep focused and aim to be thorough but concise. Aim to cover all important aspects and don’t over-plan. Focus on shorter time frames and be realistic about what can be done. Rely on research and data to help shape the plan.
Can I write a business plan myself?
Yes, you can write a business plan yourself. That said, if your plan covers areas of business where you’re not so strong, you might need support.
How long should a business plan be?
Your business plan will be as long as it needs to be, but the aim here is to create something thorough but concise. As a guide, aim for around 15 to 20 pages.
How long should it take to write a business plan?
Writing your business plan will probably take a few days, but you’ll need to do a lot of research behind the scenes. You also need to step away from the plan, return and edit it to ensure it is accurate and void of errors. A business plan should take three months from beginning to end.
Part-time travel agent Chelsea Guffy grew up in Florida about two hours away from Disney World and has always loved to travel.
Chelsea Guffy
Chelsea Guffy recently began a side hustle as a travel agent who specializes in Disney vacations.
“I thought to myself, ‘Okay, this could be something really cool,’ Guffy said when a friend she helped advise on a Disney vacation suggested she do it as a job.
This is Chelsea Guffy’s story, as told to writer Jamie Killin.
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This is an as-told-to essay is based on a conversation with Chelsea Guffy, who recently began a side hustle as a travel agent who specializes in Disney vacations. It has been edited for length and clarity.
Last year, I noticed on social media that one of my sorority sisters had started working as a travel agent on a lot of Disney vacations and working for a travel agency called ET Family Travel.
I had a Disney vacation coming up that November, and I had already booked the whole thing but I had asked her if she could get me dining reservations, because those are the hardest thing to get at Disney World, and she agreed. She helped me get all the dining reservations that I wanted.
Then she said to me, “Chelsea, you know Disney in and out. You should come on as an agent.” So, I thought about it, and come the new year I thought to myself, “Okay, this could be something really cool.” I joined the team and I fell in love with it.
Travel is just in my blood, and I love booking vacations for my family, so it was a no-brainer.
I grew up in Florida about two hours away from Disney World and grew up going.
Chelsea Guffy recently began a side hustle as a travel agent, is seen here at Epcot Center with the iconic “golf ball” after starting a side hustle as a travel agent..isney vacations
Chelsea Guffy
The first time I went, I was probably three weeks old. I’ve always had a love for travel – I studied abroad in college, and when I was growing up my family would take trips at least once a year to different places all over the country.
Travel is just in my blood, and I love booking vacations for my family, so it was a no-brainer that I’d like doing it for other people.
The agency I work for focuses on Disney and family-friendly trips, so most agents focus on theme park vacations. However, we do all kinds of travel. I mainly focused on Disney at first, but then I got requests from my friends, so I decided to branch out.
I did a United Kingdom trip for a friend of mine in June, and now I’m doing another UK trip as well as a New York trip. I’ve also helped with California trips and even staycations.
My clientele is primarily my friends and people in my network, but now I’ve had two clients who I did not know previously – one reached out to me through my social media, and another was a referral through the agency.
Chelsea Guffy who has started a side hustle as a travel agent says that “travel is just in my blood, and I love booking vacations for my family, so it was a no-brainer that I’d like doing it for other people.”
Chelsea Guffy
I’m able to help my clients save a lot of time. I have a lot of knowledge; while they might need months to plan a trip, I can do it for them in three weeks. Sometimes I also find lower prices for them.
I also make sure to tell my clients that this is my second job and that I have a full-time job. I try to give as much time to my clients as I can – but I make sure to set expectations.
I do also get benefits like free Disney tickets and discounts at hotels.
As a side hustle, it’s nice to have the extra cash. I am an independent contractor who makes money based on commissions from the theme parks and hotels. There can also be perks from vendors we work with, which is a benefit for a travel enthusiast like myself.
The amount of time I spend on the job varies, but I average 12 to 15 hours a week in addition to my full-time job. I start as soon as my son goes to bed, so 7:30 p.m. and 10 p.m. are my prime. It works because I’m a person that likes to be busy – we’re always go, go, go.
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Startup business grants can help small businesses grow without debt. But if you want free money to start a company, your time may be better spent elsewhere. Competition for small-business grants is fierce, and many awards require time in business — often at least six months.
Some grants are open to newer businesses or true startups. And even if you don’t qualify now, it can pay to know where to look for future funding. Here are the best grants for small-business startups, plus alternative sources of startup funding to consider.
How Much Do You Need?
with Fundera by NerdWallet
Government startup business grants and resources
Some government programs offer direct funding to startups looking for business grants, but those that don’t may point you in the right direction or help with applications:
Grants.gov. Government agencies routinely post new grant opportunities on this centralized database. If you see an opportunity relevant to your business idea, you can check if startups are eligible. Many of these grants deal with scientific or pharmaceutical research, though, so they may not be relevant to Main Street businesses.
Local governments. Lots of federal grants award funding to other governments, like states or cities, or to nonprofit economic development organizations. Those entities then offer grants to local businesses. Plugging into your local startup ecosystem can help you stay on top of these opportunities.
Small Business Development Centers. These resource centers funded by the Small Business Administration offer business coaching, education, technical support and networking opportunities. They may also be able to help you apply for small-business grants, develop a business plan and level up your business in other ways.
Minority Business Development Agency Centers. The MBDA, which is part of the U.S. Department of Commerce, operates small-business support centers similar to SBDCs. The MBDA doesn’t give grants to businesses directly, but these centers can connect you with grant organizations, help you prepare applications and secure other types of business financing.
Local startup business grants
Some local business incubators or accelerators offer business grants or pitch competitions with cash prizes. To find these institutions near you, do an online search for “Your City business incubator.”
Even if you don’t see a grant program, sign up for their email newsletter or follow them on social media. Like SBDCs and MBDAs, business incubators often provide business coaching, courses and lectures that can help you develop your business idea.
Startup business grants from companies and nonprofits
Lots of corporations and large nonprofits, like the U.S. Chamber of Commerce, organize grant competitions. Some national opportunities include:
iFundWomen. iFundWomen partners with other corporations to administer business grants. You can fill out a universal application to receive automatic notifications when you’re eligible to apply for a grant.
Amber Grant for Women. WomensNet gives two $10,000 Amber Grants each month and two $25,000 grants annually. Filling out one application makes you eligible for all Amber Grants. To qualify, businesses must be at lesat 50% women-owned and based in the U.S. or Canada.
National Association for the Self-Employed. Join NASE, and you can apply for quarterly Growth Grant opportunities. There are no time-in-business requirements for these grants of up to $4,000, but you’ll need to provide details about how you plan to use the grant and how it will help your business grow.
FedEx Small Business Grant Contest. This annual competition awards grants to small-business owners in a variety of industries. You can sign up to receive an email when each application period opens. To be eligible, you’ll need to have been selling your product or service for at least six months. Be mindful, though, that each grant cycle receives thousands of applications.
Fast Break for Small Business. This grant program is funded by LegalZoom, the NBA, WNBA and NBA G League and administered by Accion Opportunity Fund. You can win a $10,000 business grant plus free LegalZoom services. Applications open during the NBA season, which runs from fall to early summer each year.
Alternative funding sources for startups
New businesses likely won’t be able to rely on startup business grants for working capital. The following financing sources may help accelerate your growth or get your startup off the ground:
SBA microloans
SBA microloans offer up to $50,000 to help your business launch or expand. The average microloan is around $13,000, according to the SBA.
The SBA issues microloans through intermediary lenders, usually nonprofit financial institutions and economic development organizations, all of which have different requirements. You can use the SBA’s website to find a lender in your state.
Friends and family
Asking friends and family to invest in your business may seem daunting, but it’s very common. Make sure you define whether each person’s money is a loan and, if so, when and how you’ll pay it back. Put an agreement in writing if possible.
Business credit cards
Business credit cards can help you manage startup expenses while your cash flow is still unsteady. You can qualify for a business credit card with your personal credit score and some general information about your business, like your business name and industry.
You’ll probably need to sign a personal guarantee, though, which is a promise that you’ll pay back the debt if your business can’t.
Crowdfunding
If your business has a dedicated customer base, they can help fund you via crowdfunding. Usually businesses offer something in exchange, like debt notes, equity shares or access to an exclusive event.
There are lots of different crowdfunding platforms that offer different terms, so look around to find the model that works best for you.
