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Success Advice

To Take Your Startup From $0 to $1 Million, You Have to Get This Right

your business needs to work at the smallest unit level possible before you even think about scaling

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how to build a successful business

According to the Bureau of Labor Statistics, small businesses make up 99.9 percent of the businesses in America. That’s impressive. What isn’t impressive, though, is that only 7 percent of them reach $1 million in revenue.

As disheartening as that statistic might be, there’s really only one reason why 93 percent of small businesses never reach the million-dollar mark. In almost every instance, the reason a small business struggles is that the entrepreneur or small business owner fails to get their unit-level economics right. (This term refers to your specific business’s revenues and costs as they relate to an individual unit.) 

What does that mean for you as an entrepreneur and would-be empire builder? If you want to build a billion-dollar business—and ultimately, an empire—first you have to build the perfect million-dollar business. No, scratch that: first you have to build the perfect hundred-thousand-dollar business. In other words, your business needs to work at the smallest unit level possible before you even think about scaling.

Get It Right Small

I can’t tell you how many times I’ve heard entrepreneurs say, “I’ll figure out how to be profitable once I’m bigger.” That’s the mindset that gets small business owners into trouble. Get it right small—or walk away early, before you waste valuable time, money, and effort on a losing proposition.

If you aren’t sure how to do that, don’t worry. We’re going to walk through how to check your unit-level economics right now. For the purposes of example, we’ll use a landscape maintenance company, but the concept holds true for every kind of business in every kind of industry and every geographic market.

The first step to getting your unit-level economics right is to identify what they are. In our mythical landscape maintenance business, the unit-level economics—based on some lightly researched numbers—are the monthly payment, fuel costs, insurance costs, and maintenance reserves for one truck ($1,400), one fully burdened (includes wages and benefits) two-person crew ($8,736), and the operating costs of the equipment necessary to maintain your customers’ lawns: a commercial lawn mower, a blower, a weed whacker, some rakes, shovels, and so on ($400).

Build Your Mathematical Formula for Success

Now that we’ve identified those, we can build a mathematical formula for success. This formula is specifically focused on revenue and direct operating costs; it does not include capital expenditures or Sales and General Administration (SG&A) costs—you’ll factor those in later.

Add these numbers up, and you get your unit-level direct operating expenses: $10,536/month, or $126,432/year. Now, you need to ask yourself a question: Can I bring in enough revenue to cover my direct operating expenses while leaving enough gross profit to cover overhead and generate the minimum acceptable net profit?

Again, let’s use some lightly researched numbers to explore how you can find the answer to that question. For illustrative purposes and simplicity, this example assumes a warm climate where lawns are cut throughout the year. A typical crew can cut 15 lawns per day, at $50 per cut. Assuming an average of about 22 cutting days per month, the average monthly revenue per crew is approximately $16,500, and the average annual revenue per crew is approximately $198,000.

Subtract the annual unit-level direct operating cost ($126,432) from the annual average gross revenue ($198,000) to get the annual gross operating profit per crew. The answer: $71,568, or 36 percent. Now, deduct the SG&A (which includes your costs to manage the business, get customers, pay yourself, and so on). It should never be more than 20 percent, so let’s assume 20 percent, which will leave you with 16 percent in pretax net profit. The minimum pretax net profit percentage a business must achieve to be viable is 10 percent, so in this example, the unit-level economics seem to work.

To build a successful business, you must start small and dream big.” — Aliko Dangote

Factor in the Variables

Of course, there are a lot of variable costs built into this formula. The cost of gasoline, insurance, and labor costs can go up, for example. So can the cost to service and operate your equipment. The revenue you can get per lawn can fluctuate, too, as can the number of lawns your crew can cut each day. You also need to account for bad weather days or times when a worker calls in sick. 

All of these scenarios mean you need to be very diligent about monitoring your variable costs to ensure your unit-level economics remain sound. But ultimately, by getting the variables right and tracking the basic economics of your business at the very smallest level—in this case, the economics of running a business with one crew—you create the foundation from which you can build an empire.

Once you’ve perfected your operating formula, you can determine exactly how to scale to $1 million. Let me show you how to do this using the same numbers we came up with initially. Take your revenue goal ($1 million), and divide it by your annual revenue per crew ($198,000). That calculation returns an answer of 5.05, but since you can’t buy 0.5 of a truck or hire 0.5 of a crew, let’s round up to 6. So, you need 6 trucks and 12 employees to hit your revenue target.

Six trucks and 12 employees will bring in about $1,188,000 in revenue; $427,680 in gross profit; and $190,080 in pretax net profit. To hit your revenue targets, you will need 450 regular weekly customers.

Take Your Business to $1 Million

Again, these numbers are just to illustrate the fundamental concept. The bottom line is that success is tied to your unit-level economics. 

Get your formula right at the smallest level, and you will be well on your way to ensuring your small business is one of the 7 percent that reach the million-dollar milestone. Get it wrong, though—or fail to consider it at all because you assume profitability is tied to how big your business is—and chances are high that your business will fail to reach the million-dollar mark…and may even fail altogether.

For more advice on how to take your business from $0 to $1 million and beyond, you can find Empire Builder on Amazon.

Empire builder, CEO coach, in-demand speaker, and three-time #1 bestselling author Adam Coffey builds high-performance cultures that drive transformative exponential growth. A CEO for more than two decades, he led three national private equity-backed service companies for nine PE sponsors, completing 58 acquisitions and realizing billions of dollars in successful exits. Coffey is a founding partner of CEO Advisory Guru, serving as management consultant and independent director to PE portfolio companies, family offices, and elite executives. His specialties include growth strategy, mergers and acquisitions, new business development, and exits. A proud US Army veteran, Coffey lives in Texas with his family.

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Success Advice

11 Mark Manson Lessons That’ll Redefine Success in the Digital Age

Success in the digital age isn’t about hacks, it’s about the raw, real lessons Mark Manson actually lives by.

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Mark Manson life lessons on success
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In 2016, Mark Manson released The Subtle Art of Not Giving a F*ck, a brutally honest, thought-provoking book that redefined self-help for a new generation. (more…)

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Change Your Mindset

The Secret Daily Routines Behind History’s Most Brilliant Thinkers

Uncover the daily rituals and hidden habits that powered history’s most brilliant minds to success.

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Why Daily Rituals Matter

Every great achiever has one thing in common: discipline. Behind the novels, inventions, discoveries, and masterpieces are small, consistent habits repeated daily. (more…)

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Did You Know

How to Turn a Simple Link-in-Bio Into a Powerful Brand Hub

Transform your forgotten bio link into a high-impact gateway that fuels engagement, clicks, and conversions across every social platform.

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Social media is one of the greatest marketing tools in 2025. According to a recent study, some 86% of marketers globally use platforms like Facebook and Instagram for advertisements, while 94% use it for content distribution.  (more…)

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Personal Development

These 11 Habits Will Make You More Productive, Successful, and Confident

Boost your focus, confidence, and results with 11 powerful habits successful people use every day.

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how to build self-confidence through action
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Successful people love to help beginners. They have an incredible work ethic and rarely complain. As a result, others naturally look up to them and want to follow in their footsteps.

But here’s the truth: there’s no success without sacrifice. You’ll need to give up comfort, excuses, and sometimes even social approval to accomplish your goals.

Value comes from solving problems, and these 11 powerful tips will help you become more productive, successful, and confident, starting today.

1. Take Short Breaks After Finishing a Task

Psychology shows it’s important to reward positive behaviour.

After completing a big task or finishing a book, take five minutes to walk, stretch, or simply breathe. This quick reset helps your brain recharge and strengthens focus.

Many great writers swear by morning walks, solitude, and reflection can unlock creativity.

But if you refuse to take breaks, don’t be surprised when burnout hits. Your brain needs recovery time just as much as your body does.

2. Schedule Your Most Important Tasks First

Multitasking kills productivity. If you want to get more done, try time blocking, a method where you dedicate set periods for specific tasks.

Productivity expert Caitlin Hughes explains, “Time blocking involves scheduling blocks of time for your tasks throughout the day.”

For example, if you’re a writer:

  • Research your topic at night.

  • Write your first draft in the morning (don’t worry if it’s rough).

  • Edit in the afternoon, great writing comes from rewriting.

You can’t buy more time. Use it intentionally and without regret.

3. Eliminate Distractions from Your Workspace

Focus is the foundation of success.

According to Inc. Magazine, it takes an average of 23 minutes to recover from a distraction. That’s nearly half an hour of lost productivity every time you check your phone.

Put your phone away. Close unnecessary tabs. And yes, limit your Netflix binges.

Meeting deadlines consistently is one of the fastest ways to stand out and earn respect.

4. Take Full Responsibility for Your Life

Entrepreneur Derek Sivers once said, “Everything is my fault.”

This mindset doesn’t mean self-blame; it means self-ownership. Stop pointing fingers, making excuses, or waiting for others to change.

If your habits (like smoking or drinking too much) hold you back, it’s time to make better choices. Your friends can’t live your dreams for you; only you can.

5. Invest an Hour a Day in Learning New Skills

Knowledge compounds over time.

Whether you read books, take online courses, or practise a craft, consistent learning gives you a competitive edge.

I used to struggle with academic writing, but I improved by studying the work of great authors and applying what I learned.

Your past doesn’t define you; your actions do. Every new skill adds another tool to your arsenal and makes you more unstoppable.

6. Develop a Growth Mindset

Psychologist Dr. Carol Dweck introduced the concept of fixed vs. growth mindset.

  • A fixed mindset believes success is based on natural talent.

  • A growth mindset believes success comes from effort and learning.

Choose the growth mindset. Embrace challenges. See failures as feedback. In today’s fast-moving digital world, adaptability is your biggest advantage.

7. Learn Marketing to Reach People Who Need You

I once believed marketing was manipulative, until I realised it’s about helping people solve problems.

If your work provides genuine value, marketing is how you let others know it exists. Even Apple spends billions on it.

Don’t be ashamed to promote your skills or business. Without visibility, your ideas will never reach the people who need them most.

Creative professionals who understand marketing and sales have an unfair advantage.

8. Ask Your Mentor the Right Questions

Good mentors can fast-track your growth.

While mentorship often costs money, it’s one of the best investments you can make. Great mentors don’t care about titles; they care about your progress.

If you don’t have access to a mentor yet, books are your silent mentors. Read the best in your field, take notes, and apply what resonates.

9. Build Confidence Through Action, Not Affirmations

Author Ryan Holiday once said, “I don’t believe in myself. I have evidence.”

Confidence doesn’t come from shouting affirmations into the mirror; it comes from proof. Doing hard things, keeping promises to yourself, and following through.

When you consistently take action, your brain gathers evidence that you can handle whatever comes next. That’s real confidence, grounded, earned, and unshakable.

10. Focus on Your Strengths

Your strengths reveal where your greatest impact lies.

If people compliment you on something often, it’s a clue. Lean into it.

A former professor once told me I was creative, and that simple comment gave me the confidence to go all in. I studied creativity, applied it daily, and turned it into my career advantage.

Double down on your strengths. That’s how you build momentum and mastery.

11. Identify and Challenge Your Limiting Beliefs

Your beliefs shape your reality.

For years, I believed I couldn’t be a great writer because of my chronic tinnitus and astigmatism, sensory challenges that made concentration difficult. But over time, I realised those struggles made me more disciplined, observant, and empathetic.

Your limitations can become your greatest motivators if you let them.

Avoid shortcuts. Growth takes time, but it’s always worth it.

Final Thoughts

Becoming productive, successful, and confident isn’t about working harder than everyone else. It’s about working smarter, consistently, and intentionally.

You don’t need to overhaul your life overnight. Start small: take a break after your next task, schedule your priorities, or spend one hour learning something new.

Every habit you change compounds into long-term success. Remember, true change comes from practising new behaviours.

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