Business Casual Every Phase of My Business in 2025 (And Beyond)
Dec 23, 2025
Get a behind-the-scenes look at a full year of business planning. Hear about the extensive rewrite of the Hot Tub Handbook and the exciting transition to new publishing tools. Discover the challenges of creating engaging social media content and the successful pivot to a longer YouTube strategy. Learn how email marketing became essential for boosting sales and the DIY fulfillment joys that turned into logistical headaches. Finally, dive into the importance of SEO recovery and plans for future content.
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Hot Tub Handbook Rebuild
- Matt rebuilt the Hot Tub Handbook from a 55-page PDF into a fully designed book and printed edition.
- He redesigned all graphics, migrated files to Illustrator, and launched printed copies in April 2025.
Make Email A Nonnegotiable Priority
- Prioritize email over other content channels when promoting products because consistent email sends drove reliable sales.
- Make email a non-negotiable task even if other content (like videos) slips.
From Home Fulfillment To 3PL
- Matt and Steph initially enjoyed fulfilling book orders themselves but were overwhelmed as summer sales scaled to hundreds per day.
- They explored local help, family assistance, renting space, and finally chose a specialized book 3PL to outsource fulfillment.