How To Make $500k/Year With Just 4 Products
This is how Lenny Rachitsky Makes Money
Hello, creator,
Welcome to Creator Mastermind - a monthly newsletter for creators on how to make money and scale. If you want to get monthly deep dives on business and marketing from a hands-on growth marketer managing $800K+ in revenue — subscribe for free now:
In today’s issue we explore the Lenny Rachitsky newsletter business. Lenny is one of the biggest newsletter creators in the business niche:
Inside Lenny's Portfolio: From a Free Newsletter to a Job Board
First, I want to review all of Lenny’s products and offerings across three factors:
Product stack: what’s inside the product/offering
Price: the price of the product and/or how much Lenny makes out of it
Audience: who the product is designed for.
Let’s get started.
Lenny’s Newsletter: Free plan
Product Stack: 1 newsletter issue/mo.
Price: $0 / free.
Audience: product managers, growth leaders, and founders.
Size: 463,000+ subscribers (as of July 2023)
Lenny’s Newsletter: Premium plan
Product Stack: two weekly newsletter issues + private Slack community + access to a curated collection of Lenny’s favorite reads and listens.
Price: $15/mo or $150/year.
Audience: product managers, growth leaders, and founders.
Lenny’s Newsletter: ‘I can expense it’ tier
Product Stack: two weekly newsletter issues + private Slack community + access to a curated collection of Lenny’s favorite reads and listens + ‘good vibes’😃
Price: $300/year.
Audience: product managers, growth leaders, and founders.
Lenny's Podcast & Youtube Channel
Product Stack: 1-2 podcast episodes per week.
Price: $0.
Audience: product managers, growth leaders, and founders.
Monetised by sponsorships (3 sponsors per episode).
Size: 27.9K subscribers on Youtube (as of July 2023)
Lenny's Job Board
Product Stack: job board
Price: plans for companies vary between $750/mo to $2500/mo, free talent collective for product builders interested in career opportunities.
Audience: hiring managers and product builders looking for career opportunities or new talent in their teams/companies.
Lenny is also an angel investor in marketplaces, B2B SaaS, platforms, web3, and consumer products but that’s beyond our scope of interest.
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How Lenny Creates Value
Lenny has a very streamlined model targeting one core audience of product managers. I will use the wide term ‘product managers’ but that would include everyone interested in product growth: product managers, product leads, product growth leads, and even founders interested in growing their product.
Let’s look at his Value Ladder of products.
If you’re not familiar with this concept, read my post about Value Ladders here — this is a framework that allows you to increase revenue per customer over time and eventually grow the revenue of your creator business.
Lenny’s value ladder is straightforward:
With each step of the Value Ladder Lenny offers more value to his core audience.
That’s it for today.
If you have any questions or want to see a deep dive on another creator — feel free to share in the comments:
See you soon.
Best,
Ekaterina Gorokhova
Your growth marketer
Interested in working one-on-one with me and Impact3 team? We do paid advertising, sales funnels, email marketing, copywriting, web development, social media management, web3 services and sponsorships. We help (or helped) creators such as Bankless, The Generalist, Fintech Blueprint, MilkRoad, Rekt Capital, Wealth Mastery and others grow their audience and revenue. Book a free call here.