Flow State Business

My First $100K Month of 2025 (And How I Did It with Ease)

• Ruby Lee

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You guys… we just had our first $100K month of 2025, and what makes this one so special isn’t just the number, but how it happened.


Less live delivery.
More passive funnels.
Low-ticket PDFs.


 And a completely different way of moving through business that feels so good.


In this episode, I’m walking you through how I built a low-ticket ecosystem that led to high-ticket sales, and how this new business model is helping me grow faster with way more spaciousness.


I also go into:


  • The 5 PDFs that started it all (and what’s inside each one)
  • The exact tech stack I’m using
  • My approach to systems and why I’ll never make business harder than it needs to be again
  • How low-ticket offers can attract high-calibre clients
  • My mindset shifts around ease, money, and receiving more in 2025


Let this be your reminder that quantum leaps are possible when you choose to do things differently.


Hello and welcome back to the Flow State Business Podcast you guys. I am Ruby Lee. I'm your host and it is currently 7:00 AM here on the Gold Coast. We are early risers and. I feel like Morning Talk Back radio host right now because I'm sitting here with my headphones on. I've got my coffee, but you know, there's no one to talk back to except myself.

But welcome to the Flow State Show. I have so many fun things to update everyone on today, and the biggest one, and I'm guessing you've seen it, this is the title of the podcast. We've hit our first a hundred K month of 2025 in March. And. Oh my gosh, this one just feels so good and all of them always feel good.

I've had 2200 K months in the seven years in business, but this one feels so juicy because you may know, or you may remember, in November 20, 24, I started to make a really big shift in the business model. A lot of this came from this realization that I've loved what I've built over the last six years. A highly hands-on coaching business, running several masterminds at one time, group courses, free events, and alongside that private coaching.

So most of my days would be filled with calls and group sessions and memberships and preparation of slides, preparation of coaching and training sessions, jumping into my client notes so that I could deliver a really fire one-on-one session with a private. There was just so much that I was giving and pouring back in terms of my live energy in my lifetime.

Now, don't get me wrong, I'm a time expander so I can play and manipulate with timeframes and timelines that. I still ended up having a lot of, you know, my beautiful moments where I could go on Long beach walks and bike rides and all of that. But there's something that just switched for me towards the end of 2024 where I'm like, you know what?

I want this to kind of flip the script a bit for next year. And I want it to feel like I am fully embraced in this lifestyle of receiving passive income. So I made this decision that I would give. eBooks and PDFs a bit of a go and build out a really, really sexy funnel around it so that I might be able to find more ease around delivering live and ease and flow and connection to my work still, and not have it feel just like a robotic business, because that's not what I'm after either.

So this a hundred K month massively signifies to me that it can be done. That it can be done in a really beautiful, connected, and authentic way. And that's what I wanna talk about today because let this be an inspiration point, a bit of an example of how it may also unfold for you. It's gonna unfold very differently for everybody.

But one thing that I am just not tolerating in 2025, not just for me, but for all of you and for my clients, we really do need to stop. Making things so hard, like I now coach a lot of my clients, they come to me at a point in their business. Doesn't matter how much they're making, some of them not very much at all.

Some of them have been doing it for years and steadily earning, but they've come to the realization that they have literally picked the hardest terrain in the game. They're wondering why it feels so damn hard. It's like when I'm playing PlayStation with my son and you can pick all these different types of like terrains to play on.

I'm specifically talking about this car racing game that we love Rocket League if anyone knows it. And he is like, let's pick the hardest one. And I'm like, okay, let's do it. But you guys in business are doing it consistently. You're thinking that you have to do that one consistently in order to gain some sort of brownie points in the business world.

I just wanna let you know there ain't no brownie points. You can pick the easy way and get to your goal a lot faster and enjoy it a lot more. So this is me in terms of my terrain, I'm picking. Easy, easy, easiest, easiest, and challenging myself in one sense to be like, Hmm, how would I go if I chose the easy path and could still get to a significant number, AKA, the a hundred K month?

So since November, I have created five PDFs. I've had a $7 PDFA, $19 PDF, $47 PDF, and I used to have this belief that low ticket meant low quality. Or I had this other weird belief that the lower price, the offer I would attract clients who just weren't really aligned or serious with the work this year has blown my expectations out of the water.

And along with that, it's blown the belief out of the water because these PDFs, and by the way, I wrote PDFs around. Cut, simplify, scale. The workbook had to save $5,000 extra a month on unnecessary costs. If you feel like your profit margins are just not happening. Also how to create your first $5,000 offer as a consultant or a coach if you're still working in a full-time job.

That one was so popular. My 2025 playbook, which is just my declaration to the world of how I would change my business model that was only $7. It's now gone back into my client vault, but that was a huge hit at the start of this year. Also, I did two more PDFs on how I sell high ticket and how I create high ticket.

So both of them kind of went hand in hand, like the creation. One of how is, how I came up with the idea for Inner Circle, for example, and then the how I launch and how I sell is how I take it to market and how I fill the spots inside of my high ticket. So that's just the front facing PDFs. I have some on the inside, which are like outreach scripts on LinkedIn or.

Exactly. You know, my process of how I create my many chats, like things like that, they're all. In this beautiful ecosystem, in this funnel, and you better believe, like I'm here at my desk at eight o'clock at night some nights working something else out around ManyChat and it might just be like a quick 25 minute session.

I've got the music playing, I've got White Lotus on, and I just wanted like to see how something else might work in terms of the funnel. So. It's playful, it's easy. It doesn't feel like I need to strain over learning something new that's hopefully gonna work for my business. It's just fun. Like, oh, this could be fun.

Like let's start selling these PDFs, and it has felt so incredible. So, you know what I think has worked really well with this strategy around eBooks and PDFs at the low ticket, and I will get to how this has led to the a hundred K month, but this is part of the foundations of it. So I would sell something at $7, let's say, and you better believe inside of these PDFs.

If you've ever received one, bought one, downloaded one, you will know that there is so much freaking value on the inside, and it is so easy for people to also apply what I'm talking about. It's not just gibberish, it's okay. I see that you've done this and now I can do this. And I see that this part of your story is where I'm at now, so I'm now going to do a little bit of a U-turn and go here and see what happens.

So whatever goes into these PDFs is literally what a lot of my private clients have asked me. They pay me tens and thousands of dollars to get this advice, and I'm putting it into the form of A PDF, and I love it because what it's doing now. These low ticket offers are building a super warm, deeply trusting audience that are completely primed for high ticket.

And I am not doing this because I'm like, okay, I need to put a $7 TDF out so that my high ticket gets primed. It has just organically flowed that way. So I'll give you an example. In March, I launched my inner circle. This is my mastermind for business owners who wanna learn how to flow basically, and how to do that really well so that we can quantum leap and do things like this example, getting to a hundred K months with so much ease and effortlessness that you just kind of wonder exactly like what just happened.

Like why was that so easy? So anyway, that's what inner circle's all about, and I had ladies who've joined the inner circle. Who have only ever bought a $7 PDF from me in the last few weeks. So there's one client of mine in particular, and she said to me, I really haven't been in your world for that long, but I love your content and I've seen your PDFs and I bought one.

And now here I am in Inner Circle. And not just that, I've decided to buy the top tier inner circle option, which is private coaching, inclusive of the inner circle. Goodness. There's so many examples of this that I can give you over the years that I've ignored, and now I'm like, oh my gosh, okay, easy terrain.

Let's get back to that, the ease and the effortlessness of it. Oh, so it's just, I wanna share that with you because for anyone who doesn't believe that a low ticket could ever convert to not just like something higher, but actually have you attract dream clients. People that. You just vibe with from the very beginning that you feel connected to, that you understand their ethos, you understand their philosophy.

You're excited to help them grow. You're excited to be a partner with them in their business. You're excited to be a part of that vision. They can come from the very early tasting type of options for you. And the way I like to think about it is this, right? You have to look back at the type of energy and the type of strategies and the type of problems that you are solving for your client.

And you know, one of the best ways that I can think about describing this is if you are a McDonald's and you are for, let's say that the accessible crew and it's just easy, it's fast, they can, you know, jump in order themselves. Obviously the low ticket for something like a McDonald's style company is gonna be extremely.

Cheap and quick and maybe you know, a little bit, not thought through and just whatever it is that we can sell the most amount of units. And of course in that it feels a little soulless and you feel like you can't quite connect and you feel like, oh my God, like that crowd is just not me. But if you think about setting yourself up as a beautiful restaurant, I myself really love bistros.

I love bistro style food. I love just the coziness of it. I love a smaller boutique kind of space and high quality foods and just yummy wines. The low ticket in that sort of setup is still high quality. Like I still wanna eat all the entrees and try the mains and come back again next time to try more main.

So if you think about it from that perspective, how are you setting yourself up for your low ticket? What's the restaurant, so to speak, that they're coming to. What are they sampling? So this high value PDF strategy that I put into place since November has really been like this invitation to try out the entree, try things out, sit down, check out the environment, and then if you're filling the vibes and you know you need help and you know that you want help from me and the way that I think through business and the way that I wanna do it through flow and effortlessness and ease, but still make a lot of money and.

Bring in a lot of beautiful, impact driven, purpose-driven people in the same space, then you know you're in the right space. So I really just wanted to give you that perspective. The a hundred K month was made up of the low ticket funnel. So we have the five PDFs that's running at the moment, and they are all kind of happening in the background.

There's the many chats that are going on consistently, which I've been loving by the way. There's emails that are going out daily. I'm now sending daily emails to my list, and they are converting every single day. We have not missed a passive sale since November. Like it is amazing. Once you make that decision, I've been seeing passive sales every single day.

Now for context, some days in terms of passive sales, it might be seven bucks. One, $7 PDF, but you better believe I'm chalking that up as a win because I didn't have that for six years in my business consistently. And then other days, the average order value, 'cause I'm getting smarter with this, has gone from $7 as a one-off to a $400 cart checkout.

So some days I might be seeing consistently 400 bucks, 400 bucks, 400 bucks, 400 bucks, and it's just. PDFs and people are taking up mini courses and audio bundles, meditation bundles, like I've built out this whole beautiful easy funnel behind the scenes. Me and Mike have been working on it so much, and I've loved it.

Like honestly, we have the most beautiful partnership in business and in life, but when we get into this mode where we are like right locked on, we build amazing empires together. It's just, I'm so grateful for him, honestly. Um, so. There's a lot that I could probably go into in terms of funnels. I wanna quickly talk about systems because I know how much you appreciate good tech flow, but I also know how daunting it can be.

And I say this over and over again. I'll say this so consistently. I'm not someone who enjoys being behind the tech, but I get it and I get it because I watch a lot of YouTube and I ask chatt PT, a lot of questions and I test and I try and I'm not afraid to give things a go. I will always contain my tech sessions or new system upgrades to 90 minutes, and then I know that that's my cap and I need to get up and do something else.

I will not let myself fall into. An entire story of how frustrated I am with technology. I have to just ringfence it like that and then it feels really good and I always have something else to look forward to. At the end of the tech session. Might be like going to grab a matcha with my friend and walking her cute dog, or it might be actually getting to a lash appointment or something and just rewarding myself there.

So that's just like a little bit around my mentality and my rituals whenever I'm approaching systems. But. Just to give you an overview, I have a main platform. It's called Kartra, and it's honestly such a solid foundation. I love it so much, but I've recently added another system called SamCart, S-A-M-C-A-R-T, because what this does is that it helps me make these really super smooth upsells.

Kartra hasn't quite caught up with that yet, so it is an add-on to my Kartra system. And it has been unbelievable for the amount of sales that have come in since I have bought SamCart. So it's amazing. Um, I wish I could be an affiliate for SamCart, but their affiliate program is filled, so just you, you'll just go ahead and check it out.

It's amazing. So basically what SamCart does is that, you know when you are at the salon and they're like, do you wanna add a treatment to your color? That's exactly what SamCart does. It's adding these easy extra revenue. Pathways to every transaction. So if someone buys a $7 PDF from me, they'll also immediately see something else of high value for $19.

And then from there, if they add that, it'll be like, by the way, if you love these two PDFs together, I know you're gonna love this mini course, and it's 1 47. Then they'll add that. And the amount of people that have added the one $47 course, which has increased the average order value, has been a huge takeup, like a 70% takeup from what we would would've done before, which was just a one-off sale.

So it's amazing. That's exactly what SamCart does, and it's just been awesome. I then, because I've got Sam cart. And I've got Kartra and I'm keeping Kartra because it's my main system. It's like the main hub, so to speak. Like SamCart is like the shuttle that's attached to the main hub. I still need to connect SamCart to my main hub, Kartra.

So I've got this other little system called Zapier. Yes, slightly annoying that I need to have this like intermediary system. Basically Zap will grab all the details and pop that into my main system so that all of my client notes, files, everything they buy. Everything about their history is conducive and cohesive in the main hub.

So I can literally see if I type in someone's name, if you've ever bought something from me. I can see everything that you bought. I can see every interaction that you've had with my service desk. I can see every interaction that you've had with what you've clicked to, to even check things out. So freaky.

But I love this system so much. And you know, you might've heard of other systems like Kajabi, et cetera. Same, same, but different. I'm a Kartra girl and I find it so fantastic for its capability. It's amazing. Um, also, as you may be wondering how I'm taking payments. So Stripe handles most of my payments. I do everything to avoid PayPal because they have frozen my accounts in the past with no real explanation and they've just said, oh, we're just holding your accounts for three months 'cause you've earned too much and it looks a little suss.

And I'm like, what the Like seriously, three months. And luckily we are not like needing that money, but imagine if you did and there's nothing you can do about it. They just freeze it and they wanna review air quotes, review. I've had a past coach of mine, a good friend now he's talked about this a lot, and he's, he's had millions frozen in PayPal.

So, and I'm sure a lot of other entrepreneurs who have seen a large amount of money come through PayPal have had weird things happen like that as well. So anyway, that's that systems and Oh, oh, of course I started using ManyChat. So if you are not like literally online right now, I don't know how you haven't heard of ManyChat, but it is.

The Niftiest automation tool and it's really let me nurture my Insta audience really quickly and very, very seamlessly. And it's the best. I don't know. I feel like I was quite late to the party. If you haven't been into this party yet, it's, I just wanna say from over this side of the party, it's not too late.

It really isn't, and it works especially well because Instagram audiences can be very fickle. I love my IG space, but super fickle and it's difficult, which I'm sure you've felt to bring them in deeper into your world. People will see something cute like Love your feet. Where are those jeans from? Oh my God, you look so gorgeous.

And then they just disappear. So this is a really nice way ManyChat to take them into your world with a high value offering. I don't use ManyChat for my two other platforms. I don't use ManyChat for the podcast obviously, 'cause it's not automated and I don't use it for LinkedIn. But the reason why I don't do that is because with the podcast, you guys are like my very close ride or die peeps.

Truly you like you do not need even more nurturing. You're just here and I love it. And it's just chats and it just feels like the best community ever. It doesn't necessarily always feel like that with Instagram. I'm sure you can relate and honestly like I can't stress enough when you don't do that on Insta, that's when you just feel like, what is even the point of having an Instagram community because nobody is seeing my stuff.

It's, you're missing the point. It's not about seeing your stuff. I've been stuck on 18,000 followers for like. A year, I think. But my income continues to grow and grow and grow. My impact continues to grow and grow and grow. It's not about the width of how many people you need in, in your audiences to start being a leader and being an authority in what you do.

It's about going deep with them. So like, I honestly don't give a fuck about how much I grow on Instagram in terms of followers, but I do wanna look at how many people I'm impacting and how I measure that right now is who wants to go deeper into the work with me? Who's downloading these PDFs? Who's on the podcast?

Who's DMing me, who's sharing some amazing things about their business, who's sharing some really personal things about their life. That's the measure of success for me. So if a ManyChat system comes along and helps me do that, I'm all over it. Now. Also, don't use ManyChat for LinkedIn because it's not automated.

So that's that. I would love to use it for LinkedIn, actually. I think it would be a prime platform for it. But anyhow, it has been. Incredibly wonderful to have seen how I'm nurturing my low ticket audience and how it's doing that through forms like ManyChat systems like, uh, SamCart, which is creating an ability for my audience to buy extra stuff whilst they're already there and as they're consuming it, I am nurturing them into higher ticket or I'm nurturing them into something else which might unfold in the next three months or six months, or.

Whatever it is. Like my audience are always waiting for my next offer, which I love, and I know that that's what you guys want. You guys are waiting for the next offer that fits you and meets you where you're at. And I love that. Just having that really beautiful download of, hmm, who's the next group that I really wanna coach and mentor?

Where are they at currently? What does that feel like to coach with them? Is it fun? What can I teach them? Is it this exciting? You know, like when you're creating offers in that space, it's absolutely amazing. So at this point. I wanna share, I have my sixth PDF. Woo-hoo. I like, I'm gonna get to 60 PDFs, I swear.

Like once I'm locked in, I'm locked in. But I've got my sixth PDF, and it's very appropriately called. The six figure month, and I go into so much more detail, like if you were wanting me to trail down the tech line a little bit more. You'll see all the flow charts. You'll see exactly how my funnels are set up.

I've even given you a many chat bonus of how my many chat automation set up with some screenshots behind the scenes with my conversion rates. I have also talked about my inner circle and how I converted my inner circle. There are five steps in there. It is just the most comprehensive six figure month document.

I honestly think for you guys who like to nerd out on the behind the scenes of how someone actually creates a six figure month and what the hell actually goes on, and especially with someone like me where I'm talking about, you know, this is the most simple strategy. It's a whole new standard of ease and effortlessness.

There may be a couple of like WTS going on. This is definitely. The book that you want, the six figure Month, it's a mini book. There are seven chapters at the moment and oh my gosh, it's so fun. Like low ticket funnels, the high ticket process, the um, also I go on a little rant in chapter five around monthly recurring revenue.

And it is an important discussion to have because it used to be the holy Grail for a lot of coaches to reach for that. And I just, I believe that's absolute bs. And also just the mindset of six figure months and how you get there. I get asked that question quite a lot around like, what do you reckon shifted for you from earning 5K months to earning six figure months and what did that look like?

So I talk about that in that chapter. It is in the show notes and it is currently, if you are listening to this, like current, current, I always start off with. An incredible price. So go in and get it before we push that up slightly and get to its full price. I'm so excited for you to dive in. Jump in there, please go back.

Re-listen to this episode alongside the PDF. I think you're gonna love that. Um, sometimes I just dunno what to call it. PDF guide ebook mini book. You know, I interchange, but you get what I mean. And yeah, that's not, I have so much beautiful intentions for the a hundred k, which has come in. I've paid off my entire luxury lease for the year, so that is like a non-existent issue for us.

Now it is completely paid off. My real estate agent was like, the fuck? I'm like, yep, transferring it. Bye. Like, I don't want this anymore. It can sit in your trust and you can pay that. Like I'm, I'm good with that. I'm so happy that that's out of my mind and we can just be in this beautiful space for the next.

12 months and it just feels like free, even though I paid for it also, um, I am popping the rest into my managed funds. So a big goal of mine is to continue to grow our managed fund nest egg and get that up to a very, very healthy amount. And the next intention I have, so the next big launch I have, I wanna buy Michael a car.

It is the most hilarious car to me, but he really wants it. So you guys may see that in the coming months. Um, depending, I suppose we might need to order it in and that might take ages, but anyhow, intention behind the money flow is a big deal. I talk about that in the PDF as well. I hope you've loved this episode.

My loves. Come back to me with any questions and your thoughts, and I hope it's raised your vibration around what's possible for you, because it absolutely is. It's actually so possible, especially now with ai, with incredible systems, with your skills knowledge. All of you are so, so smart and you've got so much to give the world.

Get out of your own way and just go, make some magic happen, okay? Follow the flow of what feels good, and I'll catch you in the next episode. Bye. My loves.