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A Simply Blessed Life With April Beach

by | Jan 11, 2019 | Podcasts | 0 comments

Welcome to A Simply Blessed Life, for creative women in business, keeping faith and family first. Today, I’m chatting with April Beach and I can’t wait for you to get to know her!  April is a business development strategist for lifestyle entrepreneurs with kids, and she’s got quite a story. April’s specialty is helping her clients design their entrepreneur lifestyle and today she’s going to share the stages of that lifestyle with us and I can’t wait for you to hear from her.

The Simply Blessed Life with Lori Nordstrom Podcast is now available on iTunes! Listen to the episode by clicking the link below and be sure to subscribe!

A Simply Blessed Life with April Beach

The Sweet life system

Lori: Welcome, April. I’m so excited to have you here!

April:   Thank you so much for having me. I’ve been looking forward to it.

Lori:     I have loved following you. I found you and your podcast when I was searching for something on business, that brought in the faith portion, too and so I was just blessed to find you, and to have you on the show!

April:    Thanks! I’m so glad you found me.

Lori:     Yeah! So tell everybody the name of your podcast and kind of what led you there and about your business path.

April:   Of course. Thanks again for the opportunity. It’s always so much fun to to be a guest on other shows and be on the other side of it, so it’s really special, I totally appreciate that. My podcast is called The Sweet Life Entrepreneur, and it is geared towards women who are designing their business around family and travel and time freedom. We are primarily service based online businesses. We launched the podcast in January of 2017. We’re now in over a year and a half. It’s been such a crazy, but such a fun adventure. And the reason why we actually decided to launch that podcast is kind of going back in history a little bit. I’ve been a business development strategist and coach for women for over 21 years. Um, don’t do the math. I swear I’m not that old. I grew up fast and I really felt like there wasn’t a good place online that offered at the time (this was 2016) that offered totally free, trusted, proven experience, tangible business trainings for women that wanted to become entrepreneurs. Because the journey, it really is beautiful, but it’s hard enough as it is. And I just really felt like this is something that we wanted to provide to that space and so that’s the purpose of The Sweet Life podcast and they’re all just workshops and trainings for women. Prior to that, though, just being in business so long, I have always had a heart for philanthropy. I’m also a nonprofit founder and so I wanted to do something that was giving first initiative and that’s how the podcast born.

Lori:    I love that. And so what is your nonprofit?

April:   So my nonprofit is actually absorbed now by another organization called Food and Water Watch, but I launched an environmental nonprofit back in 2011 that brought awareness to the dangers and the toxic exposures to children and families living near high, high impact oil and gas fracking sites here in Colorado.

Lori:     Oh my goodness. Wow.

April:      Yeah, totally left turn from business development strategy. It was just kind of one of those things that you don’t look for, but it just lands in your lap. So I did have a interesting three years in the environmental activism space for awhile.

Lori:        Oh my goodness . So is that something that you personally dealt with?

April:       It is, it is. Both my son and I, my youngest son and I got really, really sick and it was so interesting because I come from a very conservative, very republican family that has oil and gas royalties and receives a lot of money. And so for a long time it took me awhile before I even started investigating and it was a journey, both a personal journey and a physical journey we had to walk through, yeah. But we’re great now.

Lori:      Well that’s good. Well, I didn’t know that part about you, so thanks for sharing that.

April:     Hey, you’re welcome.

Lori:       So, 19 years, or 21 years you said that you’ve been doing this. So, how old were you started? That’s asking your age, kind of…

April:      No, no, no, that is a great question. So my first business consulting job, the first time somebody paid me and said, we need you to help us in our business, I was 21 years old and I think the reason why I was qualified to do that is because I grew up in a lifestyle entrepreneur family, so my parents always were launching businesses that revolved around our life. So by the time I was 21 I had had my hand in so many different startups. And I learned really early what that was like, what that took, from retail stores to service based stores to website development, even back in the nineties. It was a huge journey, so by the time I was 21, I was just apparently in the right place asking the right questions and was approached by a CeO of an organization who asked me to develop a business model for an international collective health space, so they wanted to integrate chiropractic and acupuncture and massage and PT and all these different modalities. I had zero experience in the healthcare industry and I really didn’t know what I was doing, but I had been coaching businesses and not getting paid for it for so long that I took the job and it just kind of opened the door for me that wow, people really want to know my opinion. And I think the reason why I was also qualified to do that, is because I actually have been on my own since I was 13.

I come from a great family, we’re all very close now, but we had some bumpy times there, so from the age of 13 on, I was creating ways to make money. I graduated from high school early and traveled Central America surfing for a year and then traveled to Barbados surfing for a year and was just really trying to find myself and always just figured out ways to develop businesses and make money. So, by the time I was married at 22, I was kind of an old soul. I grew up very, very, you know, very early. So it was just the way that my life evolved.

Lori:    So did you literally move out at 13?

April:    Uh, yes, actually I did.

Lori:     Oh my goodness. That’s insane.

April:    It was insane. Yup, it was insane. That’s uh, oh my gosh. Well, we could do a whole podcast just on that, but it was. And um, gosh, it was, it was tough. Uh, I know a lot is, my mom actually chose to leave and I have such a great relationship with her now. She’s an amazing woman. I actually recorded a podcast about her and all these lessons I learned from her because my mom was just a beautifully creative entrepreneur, but I think one of the reasons well I know now one of the reasons why she left is because she was always pouring into her businesses and she was always pouring into my sister and myself and she just had nothing left for herself. She was a martyr to everything. And so now that I have three kids on my own and I see it now and I understand it, and like I said, we’re, we’re really close now and, but I did, it was this beautifully painful journey, but it was also the journey that God called me to walk through. That’s exactly what was supposed to happen. I, you know, I was protected, I was safe. I have no idea how I didn’t end up, you know, hurt or in some sort of tragedy. It was an amazing experience. Um, so obviously I don’t recommend it and now that I have a 13 and a 12 and a 16 year old myself, I can never imagine that. But, it was my journey and I, and I don’t regret one second of it.

Lori:     Well, that’s what I was going to ask, you know, I mean now having kids that are that age, I mean, can you even imagine them, you know, stepping out at 13 years old. I mean, that’s just crazy to think about.

April:     Yeah, no way. No, no. End of story. No way.

Lori:       No Way. So growing up in this entrepreneur family, have you ever had an actual job?

April:      So I did have a job for a bit. Yes. Uh, after traveling I came back and I moved to Florida and worked as a waitress and a bartender for a period of time and I think that, you know, almost everybody has been in the service industry of some kind. I think every person should like wait tables or work at a drive through or a starbucks once, you know, just to, just to learn how to be kind or, you know, in received some hard, gosh, criticism. It’s such a hard job. But, um, I did, I, I worked for a few years in that space and was trying to figure out what I wanted to do and was accepted into college and then changed my major three times and realize that that was not the space that I wanted to be in. And actually the company, I’ve kind of just been a bossy boss. I think that the company that I was waiting tables for, I ended up pulling myself from a waiting table position and developing their whole training model and moving around the country with them, helping to open new restaurants. So I was every, every place I went, I always just had an opinion about something was creating, creating a program for somebody. So I didn’t do that. Yeah, I didn’t, I didn’t wait tables for very long.

Lori:     Well that’s so interesting to hear other people’s stories and I have a lot of similarities. Um, I did start working quote unquote when I was 14 and I’ve, I’ve never had a job except for waiting tables, which I did for a very short time during a transition after a divorce. And I waited tables for a little while, but other than that I’ve had my own business since I was 14. So this is very interesting. So the first business that you started, if, I mean, correct me if I’m wrong, but it was in the, um, in the baby industry, correct?

April:    Yes. So the first company that I launched, I actually didn’t launch a company. I launched an entire new industry. So I am one of the creators of Maternity Concierge and parent coaching industry. And

Lori:      What does that mean?

April:     Yeah, great question, right? So it’s the baby planning industry. So just think of wedding planning but for people having babies and I originally created that space, that niche, that industry after I was actually pregnant with my third. So I was pregnant with Samuel, my youngest and I had by that point in time wanted to, of course you’re probably not surprised listening to this podcast. I’m, you know, I wanted to make my own decisions on how I was going to give birth. Right? And so like my first son was a planned home birth and my second son was like this super easy hospital, like he fell out in the hospital. Um, and I was very glad I was there and my third son ended up having complications. So I had the idea when I was pregnant with him, but we really launched six weeks after he was born and he was a c-section. So I had had a baby every single way that you can possibly have the baby. Right? And I was really tired of having people judge me. I was tired of, you know, having the home birth community kind of shun me because I had decided to have a hospital birth with my second and the doctors when I, when I got there for my prenatal to my second thought, I was some nutcase because I tried to have a home birth with my first and I was really, I didn’t want anybody else’s opinion. I knew that that I might not know what I was doing, but I knew that I inherently was going to make the best decision for my child and so I realized the need for a consultant and completely unbiased consultant to simply present facts to new parents and help new parents make the best decisions for themselves. And so I created a consulting agency of around that. At the time it was called sweet pea baby planners and I grew that business. We had offices in seven different states within 18 months and it just exploded and it was a challenge because you’re not only creating a service, you had to educate a whole world on the need for a new industry. And even still to this day, we’re just starting to kind of chip away at the understanding of what is a maternity concierge. But it, it’s, it’s a great, great industry now. I very quickly, within a year and a half, I’m an, I’m a business development strategist. I’m a business coach. And so I very quickly learned that I am not the one to be meeting with these moms one on one. And so I quickly sold off all the licenses to those offices in went and then formed a second company which is called Baby Planner Inc, which still to this day is the, uh, industry headquarters, if you will, consulting headquarters for businesses marketing to new and expecting moms in the service space. And we develop programs for corporations. We have HR programs and benefits programs. We have maternity coaching programs in hospitals. And then I work very closely with doulas and baby planners and lactation consultants. And then I also do consulting for a television stations, for example, that are trying to launch shows that include baby planners, maternity concierge, and have worked with and consulted businesses like rosie pope, pregnant and heels and platinum babies and just so many different avenues of explaining what this industry is. So that’s one of my companies that I have in that one has really been on autopilot now for about five years. I have very little daily involvement in that company and I’m very thankful for the team that I have that, that operates that business. But that was the first business that I launched. And then I, once I got that in autopilot, I went off and started to work in that nonprofit space that we talked about in the very beginning. And then when it was time to come back from that, which was about 2013, I thought, you know, I really need to walk into what I feel like my purpose was. My purpose was definitely not creating baby planning. Right? My purpose was certainly not staying in that nonprofit space. That was not my ultimate core purpose, if you will. That was the purpose that I believe I was supposed to walk into for, you know, a time and, and so in 2013 I, I really thought like what, what is it, what, what am I here for, what am I supposed to be doing? And I looked back at all of my business development experience and the clients that I’d had in. So then I moved into Business Development Coaching for women who have kids who are interested in developing profitable service based businesses. And then we launched the sweetlife company in 2013 and that’s where I primarily spend my time now. And that’s what the podcast is with.

Lori:     Yeah. And so you say we, is your husband a part of that as well?

April:     Great question. No, not at all. It’s me and my team. I’ve had a team of women that have been by my side for a very long time and in our team is growing and so it’s, it’s the women that I consult with and that believe in what it is that I’m doing and that have similar visions who’ve been with me through the development of these companies.

Lori:     That’s great. So okay, tell us about Sweet Life, where the name came from and what that means?

April:    Yeah. I feel like I’ve shared so much. I mean my life is like so crazy. I don’t want to dump truck. Your listeners are like, wait a minute, wait a minute. Weren’t we just talking about, like, baby planning? You know, the Sweet Life company it was developed out of the need for understanding that we can be awesome moms and that doesn’t mean that our whole entire world revolves around our kids like I had seen with my mom. So you can see now understanding a lot of my history why I, why I’m walking, where I’m walking today that you know what I want and what I’m called to do is important as well. And that there is, there are ways where we can develop and model, businesses that are profitable, businesses that do still allow us to be awesome moms and play our sports and you know, run our triathlons and surf and all the things that I really am passionate about as well. And so the sweetlife company was born out of helping women model and launch their company to have their version of what a sweet life looks like.

Lori:     That’s great. That was a perfect lead in, by the way, because we’re going to talk about your five steps to the Life First Entrepreneur System.

April:    Yeah. So I do have a business development system as you’re alluding to. It’s called The Sweetlife Entrepreneur System. And it’s really funny because I didn’t realize I even had this system until around that time, 2013, but I had looked back at my own progression through, through business development and then other women that I had been consulting. So even when I was doing my nonprofit work, I was still taking private business strategy clients on the side. And so I looked back and I realized, okay, what, what are we seeing here? You know, what, what’s the pattern, what does this look like? Because I was having so many people ask me, April, how do you do this? How do you have, uh, three babies, you know, three baby boys now at that point in time two companies, a nonprofit organization. At the time my husband was a restaurant manager and so anybody he was in corporate restaurants, so anybody who’s married to a restaurant manager, you guys know he’s gone like 80 hours a week, right? So I was pretty much like a single mom and I was trying to figure out, I have no idea. Well, and then top on top of that, two of my kids, um, at the time had special medical needs as well. And so it’s like how on earth do you do this? And so I noticed a pattern and I sat on this pattern and literally like one day I was praying and worshiping and I feel like this like screen dropped down and it was, I’m very visual and it was just totally laid out there in front of me that, that, you know, I, I hesitate to say God said, “This is this.” I’m not going to be that. I don’t, I can’t say that, you know, but I felt like I saw this plan. He’s like, “See? This is where I walked you through and this is what you need to help other people see and understand.” And that was the sweet life system. So the sweet life system is divided into five different phases and these are not quick phases, you guys. These spaces take years to get through and that’s the first thing. Anybody who listens to my trainings and my podcast, I’m not going to be like, “Oh yeah! Launch your business and make 100 grand right away!” That kind of doesn’t happen unless you have a lot of money to put into advertising, which you know, most people don’t. So this is, this is a life cycle of a life style entrepreneur and so phase one is your purpose. It’s really going through the process of maybe you’re thinking about quitting your job. Maybe you’re thinking about starting a company and really trying to hone in on what is the space, the market space that you want to affect, where are you supposed to be, where you’re supposed to, um, affect other people’s lives and help other people that niche and it’s giving women an opportunity to just go through that time and to spend time there doing researching. Phase one, the purpose phase is also time to prep your family. Um, I’m really into prepping your family for business launch and I don’t think enough people talk about it. Those of us with kids, you can’t just go launch your business one day, like there is some serious conversations that need to be had and systems that need to be put in place. And whether it’s something as simple as, you know, bedtime or, you know, putting up a better chore chart instead of things just running wild in your house. There are some, like you got to get your ducks in a row. And so that’s what phase one is about. And women may stay in phase one for, you know, two weeks or two months or two years. I do caution people that you can’t wait to launch your company because if you’re waiting for it to be perfect, you’ll never launch it, but there is a time of preparation and that’s phase one and then phase two of the sweetlife system is launch.

April:   It is only launch. It’s not, you know, writing your next book and planning and all these crazy other things. It is only launch. I’m pretty strict when I work with entrepreneurs and I coach them through those phases of launch. I break launch itself up into three different phases that last about 90 days in phase two, you should only be focusing on, on what is your voice, you know, developing that first offer, that signature offer, the thing that you want to become known for in this didn’t use to be the case even three years ago. We used to coach businesses to launch these really comprehensive, you know, bells and whistles, service businesses, and now it’s too noisy online. So it’s really important that you niche down hard and it’s scary because you think you’re pigeonholing yourself but you’re not. And, and it’s really important in phase two just to figure out what is this thing or this voice or this message that I want to, I want to become known for and women, they go through the phases of launch, like I said, it takes usually around 90 days if they go through our launch program, but then beyond that they kind of need to work that for at least another nine to 12 months. So what happens is we launched and then we started doing all these other things instead of revising what we’ve worked so hard to do already. And so I really recommend, although that, like I said, the launch phase usually is around 90 days, but staying in that space for another year to year and a half to tweak things and to listen to your market and to make it better. And then phase three is scale. Phase three is where you’re starting to bring in more forms of revenue into your company. People want to launch online courses. They might want to watch a podcast. They might want to, you know, host events if those aren’t their primary service, if you will, that they are initially developed. And phase three is all about growing your team, getting better systems in place, building more funnels into your company, creating more automation and just really making sure that you are hitting your profit math.

April:    I have clients that are staying in phase three for years, you know? Three, sometimes four years you’re in phase three. And everybody’s profit math is different. You know what one woman may need for her, you know, quote unquote sweet life might be a third of what another wants for hers and so you stay in phase three long enough until your systems and your team and your and your profit is flowing. And then beyond phase three that this is when it gets really good. And this is when you get to scale back to phase four and this is really what I call freedom. This is scaling back to a 20 hour work week. I’m a big advocate of that 20-25 hour a work, uh, work week so we can spend time with our kids while they’re here for like a blink of an eye. You guys, I swear my oldest is 16 and he was just six months old yesterday, it feels like. And so it’s doing more things that you’re passionate about. Now your business is still running. Your team is still helping. You know you’re still having the processes that are going on in phase three but you yourself have moved on to phase four. This is when you write a book or launch a podcast like I did with the sweet life podcast just because I feel like it, you know? These are the things that you can do. And then phase five is, of course, because I’m a philanthropist and I’m an activist, phase five is where I help entrepreneurs build more purpose and more time. So phase five is starting your own nonprofit or giving more of your time. So for me, my phase five now it’s like I do free business development, brand strategy and program development for grassroots nonprofit organizations. So I set aside 10 hours a month for that. That’s kind of my phase five work. And so it looks different for everybody. And the one thing I want to say with this though is what’s so interesting about these five phases of the sweetlife system, is that for, most of us were creatives, right? So once we start creating, we keep creating and we get it more and more ideas. So I have a lot of clients that get through this point where they get through phase three with one business model or one business idea and then they have a new idea they go back and launch. And so they might have one company that’s operating in the place of where that company is at is phase three and they might have another company that they’re back where, back in the beginning in phase one. So they could be at two different places within that that map, that life cycle map, if you will.

Lori:   Yeah, I think that’s one of the blessings and curses of being a creative entrepreneur is that you do always have something new brewing, you know, there’s these new ideas and then, and then we beat ourselves up because, you know, maybe the first thing, we didn’t spend enough time in that phase three to really, you know, to really get the juices going where they needed to go. And then we, you know, we’ve got these other ideas and we’re off, but, and then we, you know, we say, oh, well that didn’t work quite like I wanted it to. Well, it’s not that it didn’t work or that it wasn’t going to work. It’s that you didn’t put the time in, right?

April:   Right! Right! And I mean that’s hard because a lot of women launching companies, they’re like, okay, I have got to make money right now. Time is not on my side. And when I, and, and that is, that’s so true. And I hear that so often and so. But when I do hear that, I just encourage people to go back and say, okay, great. Focus. Like focus really, really hard. Don’t do a thousand things. Do these things, you know, really well. And, and again, you’re, you’re totally right on, like that’s what the extended time after launch is for. And that’s what phase three is for. And it’s so hard when we see so many, so many other people that are a bit further down the road than we are and we want to be there and we don’t know how they got there. We don’t see the path, we see where they are now, but we don’t see kind of under that iceberg. And that’s why I created the sweetlife system. So, so people can see what that looks like, how to get there.

Lori:    Well, and especially these days when everybody looks so perfect all the time, you know? You look at all these, all these businesses online and it’s really easy for women to beat themselves up over, you know, the, the thought that, well this person did it and they did it fast and they did it so beautifully.

April:    Oh yes. I’m terrible at that. Okay. My instagram account is like the ugliest instagram account on instagram. I’ll just say that.

Lori:      Oh, it’s not uglier than mine. I’m horrible at social media.

April:     I’m like. You know, there are a few things that I don’t do. I don’t cook. I’m not an interior designer. I mean my husband and I have like such a flopped life. Like he would be the best stay at home dad ever. It would drive him crazy, though, so he doesn’t, you know, um, but yeah, those, those aren’t my strengths. And so I just want, you know, women didn’t know like do it your way and transparency is super important. I really feel like over the next 24 months, the companies that are transparent and the companies that are raw in the, the influencers and the thought leaders or the people that want to be influencers and thought leaders in a certain space, the ones that are not presenting this front, that everything is perfect, you know, they’re the ones that are really going to be the leaders in that. And we’re already starting to see it and it’s super cool. I’m like, oh thank you so much. You threw up the, you know, your child threw up on you, but you’re still here recording this podcast with me. You didn’t cancel. Right? You know, those are, those are the things I’m like, yes, by the way, me too my dog, pooped in the living room today. How joyful, you know, and it’s terrible. But it’s life.

Lori:    That’s life and life is not perfect.

April:     No!

Lori:       No, sometimes it gets ugly. So what is one of the things that you have struggled with or that you’ve overcome? Because you know, even talking to you, it’s, you know, we hear lots of the. I mean, you’ve just always been an entrepreneur. You’ve always had ideas and opinions and been able to steer people in the right direction. And so, you know, give us some of that vulnerability.

April:      Yeah. Yeah. Uh, honestly, I could be here all day. I’m totally transparent. Um, it’s like, which should I pick to share with you? First of all, I’ll tell you that I am a terrible delegator. My team, and that’s why I talk about we, I, I love them so much. Um, they’re very special women to have walked by my side for so long. I am the worst. So I’m the type of boss that is, you know, big picture thinking. So I’ll have an idea and then I’ll implement that idea and not tell anybody that I did that, you know, I’ll just launch this or start doing this or whatever. Terrible communication. And uh, and, and then they have to pick up the pieces. So that’s been a really hard thing for me. I think that’s one of the downfalls I’ve never really worked in the corporate structure. Well, not “never really”. I’ve NEVER worked in a corporate structure. Like I don’t know how it’s supposed to go and um, I, I’m kind of a rebel in and don’t do well with that. So being a terrible delegator I think is one of the things that has, has slowed me down because I don’t take enough time to stop and figure out what I really want the end results to be before I communicate it or before I do anything. I am a very like, “oh yeah, this is an awesome idea! Let’s do it, like, in the next 10 minutes” person. That is something that I’m really, really trying hard to work on and I talk about it a lot in the podcast and it’s one of those things where I coach my clients not to do that. And I and I, I literally have to coach myself not to do that as well.

April:      So that’s one thing I’m terrible at. Um, another struggle that I think that I have found with me is that I’ve had so much different type of business experience in so many different spaces that it’s been really hard for me. It was, I’m very confident now, but up until a few years ago is really hard for me during the transition and the launch of the sweetlife company going, “who needs me”, you know? What, why am I here? What am I supposed to effect? I don’t want to just help people launch their businesses. I’m not into money, you know, that’s not a driver for me. And so it needs to be deeper than that. And so it was a struggle to try to figure out where I, where I was supposed to affect the space I was supposed to affect. And if you have been following the sweetlife company now for five years, I think one of the reasons why also it’s taken awhile for the company to get noticed is because I was internally conflicted with exactly who I was supposed to serve for so long that, and I wasn’t okay committing with, yes, I’m only serving moms. Yes. I’m only serving, you know, online business, service based businesses. I wasn’t okay with that. Not because that wasn’t where it wasn’t a great place to be. That is where I am and that’s me. I’m like serving me pretty much. But because the fact that I did, I was like, had fear of missing out on something else. I was like, oh, but this is fun and I can do this too. And so that was a real struggle for me. But finally when I said, you know what, I’m going to commit to this, uh, I feel like I’m definitely called to do this. That was kind of a divine moment for me. Um, and just, if I can share a little bit here, like if I shared this on other podcasts that aren’t Christian podcasts, people think I’m totally crazy, which I don’t even care anyway. But that really was kind of a divine moment for me where I was in my husband’s new company. So he has two have his own. He’s a lifestyle entrepreneur now, too. And um, I was in, I was in his business space and it was new year’s Day, 2015 and it was snowing outside here in Boulder, Colorado and he has this huge warehouse space that has a training facility inside. So it’s like a big crossfit gym, turf field. It’s just this amazing facility. So the boys and Aaron, my husband, and I had gone to like throw the football inside it and work out on new years day and I remember looking around this space and he’d only been launched for like a year and he had this huge space and I remember looking around this space and I was sitting there on the treadmill and I got really jealous and I was like, you know whatt, God, I have been an entrepreneur my whole life and I don’t have a space like this. And Aaron just quits his job and gets these, you know, great investors and they’re, you know, has these partners. And I was really mad. I was really, really mad. And I mean it’s so awful to say. But I was like, I have been like bloody knuckles figuring out how to develop companies and develop my own companies for, at that point in time, I don’t even know it was 2013 really long time right since 98 I think when I started. And so, I got really angry and I got off the treadmill and I walked towards the turf field and I’m getting ready to throw the ball with the kids and I was just like, stopped in my tracks. And God’s like, “You wanted this. Like, are you crazy? You’ve been praying for your husband to be out of there and for your family to have full lifestyle freedom for so long. And this is why I laid it out.” And he’s like, “You know what?” And I say this to my kids, too. He’s like, “April, you know, it’s not all about you. It’s not all about what you, you know, what you want.” And you know, he, I am seriously so stubborn. I’m so glad that he is so graceful because he knows like, yes, it’s like picking me up like a little kid and putting me back in my spot and be like, no, this is where I told you to be. And he said to me, clear as day, he said, “You are called” and I, he goes, “If you look back on your life, every single thing I, I walked you through is, is the fact that you are called to teach women how to build 20, 20 hour work week business models with purpose and philanthropy in the center that, that is designed around their family.”

April:      And I was like, “Oh”. You know what I mean? And it was super, super clear to me, but even still then, because I’m stubborn, oh Lord, I’m so sorry. You know, that was January 1st, 2015. It wasn’t until, I mean I didn’t launch the podcast, you know, we didn’t plan to launch it until late 2016. And it took me a really long time to evolve into that. So, you know, if I’m being fully transparent, I’m stubborn, I want to listen to the Lord, but it’s. And I’m thankful that he, that I believe that he speaks to me and I’m thankful that he knows that I have a really, really thick skull sometimes and he just has to like sit me down and be like, look girl, listen, this is, you know, this is it. I had a lot of trouble with jealousy at first when my husband’s company started really taking off. Um, and that’s so weird, you know, because it’s my own family. Um, and so I had to struggle with that. And then also I am historically a terrible delegator. So, you know, the last two I certainly worked, you know, work through. I mean, we, I’m so blessed and I love the space I’m working in now. And it’s so funny, like when you like stop trying to control, I should say, not you, me, when I stopped trying to control things and I’m walking into the purpose that God has set out for me, it’s still hard. Entrepreneurship’s super hard. But there is so, so much less resistance because I’m not battling with myself. And the whole delegating side of it, I’m still terrible at that. But I’m working at that.

Lori:     So I think delegation is one of those things too, that it is hard when you, you know, it’s, it’s hard to not want to do it yourself. You know? When you’ve got the ideas and you know, instead of delegating it away, it’s just, you know, sometimes I, it’s just easier if I just do it myself. Um, you know, I’ve been through that as well with my team. So, you know, those things that we have to get good at, we have to get better at all the time. Just keep working on it.

April:     Yep. Yep. At least I know. And at least I have people on my team that, that call me out. They’re like, no, no, no, no, no, no, no, you, you told me to do this. I’m going to do this, April. You just go run along, go do something else. Yup.

Lori:      Yes. Well, I want to circle back around to um, you know, you talked about that moment when you kind of, you know, God was telling you, you know, this is who you need to be working with and you know, it was, it felt scary to niche down. I think. Um, and you talked about that when you were talking about a phase, phase one, looking at your purpose and who you’re supposed to be reaching and who you’re supposed to be serving. And uh, you know, that’s another thing that when I, as I’m coaching, uh, with, with clients, that is one of the hardest things, to really dig into your niche. And I think it’s more important than ever, you know, having been in business now for my, my entire life. Forever and ever. I think it’s more important today than it ever has been to get so clear on the person that you’re supposed to be serving. And it is hard. But I, you know, and I know you’re somebody who really is, um, intentional about planning and putting that profit plan in place like you talked about. But, you know, for me that’s first, it doesn’t matter what your number is, but if you’re planning that out and you know what you’ve got to make to hit your goals, then you can back up from there and say I need to be serving this many people with this, you know, this average. And you can map it out in that way. And I always tell people, you know, that is the only person that you have to be concerned with. You don’t have to be concerned with all the other people you know, know your number and don’t worry about the rest. So yeah. So I think that, um, you know, what do you see as far as niching down right now?

April:     Yeah. Well I’ll just, I mean, I’ll just share this too. You know, when people, when you guys feel scared about niching, I mean, think about my past. I came from the baby planning industry, right? And, and the difference between these companies. So I think I’m a perfect example of owning a space because I niche down really hard. I mean, still my other company, baby planner, inc is still the only company that operates in that space because it’s so specific. And so the thing was niching down and finding your purpose, like you were saying, first of all, finding your purpose is, is something that evolves. You, very few people know what their purpose is until they take action. Actually, I did an interview with Jeff Goins. I don’t know if you guys are familiar with Jeff Goins. He’s an author. He wrote his most recent book, Real Artists Don’t Starve. Really cool guy out of Nashville, Tennessee and does a lot of um, you know, models his business around his kids and stuff. And I did an interview with him and he was saying, you know, because I was sharing with him my phases and he goes, “You know, April, I really, really think that, you know, although we all dive in to that purpose”, he goes, “I would say that none of us actually figure it out until we’ve started walking through other steps of the system.” And so I just want to encourage people in that, that it’s very rare that, you know, “Yes, I am called to do this” and then when you do know it, we, we second guess ourselves and in sometimes it, it takes, um, you know, something pretty drastic happening or you know, being scolded if you will, or spoken to by the Lord or a friend having somebody else come to you and confirm something to you to really understand what that is, but don’t be afraid to niche down because when you niche down really hard in a certain space, you’re just going to get noticed faster.

April:     And that’s all about building relationships with people. List building is no longer list building. It’s relationship building. Yes, we need them on our list, but that’s only to build a relationship with them. And that we feel really scared that we’re only saying one thing to a certain person, but try to like think about a different way. That person needs you. If you’re not there to deliver that solution to whatever it is they’re looking for, who is going to? You know, you might be designed to be called, and this is when I’m a huge advocate of, of what we’re called to do with purpose in our business. You may be designed to work in that person’s life in a certain way, even if they’re paying you and your company because nobody else is going to be able to solve their problem the way that they need it. And that might be why you’re there. And so you can’t do that unless you niche really, really hard. If you’re trying to be everything to everybody. You’re, you can’t be anything to anybody. And then as soon as you own that space, as soon as you own that niche, then you can start kind of climbing and building your way out of it and offering other services and other, in other niches similar to the way I did with, instead of just coaching maternity businesses and you know, moving on from coaching OBGYNs to fitness coaches. And if you look at other stories to, Rachel Cook, who is the author of the fire it up and focus challenge. I really love Rachel Cook. And um, she, she started by creating, by consulting yoga studios only. Like, that was her space. She was, she has her MBA, she was a business development strategist and she started by teaching yoga studios how to get on the map and make money. And now she’s expanded and she coaches women and moms as well and all other spaces.

April:     So if you, if you look at the history of those people who have, have been able to move their companies forward, reach their financial benchmarks, which I’m totally like you, I’m just really not into the money aspect of it, but we do have to have that in order to function and walk into that purpose. So if you look back at the history and the people that are, that are making their mark in the space, every single person had a start someplace really, really niche that got them the experience to be able to expand. Marie Forleo, she, I think she was like a hip hop dancer or something like that. You know, Amy Porterfield just started with, you know, writing facebook ads or facebook ads books. So you know, there’s so many different small niches and so I just want to encourage you guys that you’re not going to be stuck there forever. I promise that that’s where you need to start.

Lori:     Beautiful. Well thank you so much for all you’ve shared and I know I just want to end with just a tip or something that you can give for just keeping faith and family first.

April:    Yes, thanks. Um, I would say for me it’s one time a week for me it’s usually Monday morning just shutting everything off and starting, that’s what I do, is I start my week with worship. Just here with my dogs in the living room. Nothing really fancy and making sure that I’m trying to be present, and silent, and listen to where God’s calling me and what he wants me to say and teach and what areas he wants me to spend time in that week. I mean I can write out my whole entire calendar the way I think it is supposed to be, but it’s really the weeks. And let me be really honest. I do not do this every week, you guys. I totally should, I get in really good routines and I’m awesome for like four months and then I’m terrible at it, especially in the summertime when things are crazy. But, you know, having that time where you can just be quiet and listen about your business, not about your kids or your finances or anything else. Like who am I supposed to serve? Lord, what am I supposed to teach them? What am I supposed to do for them? I think an important thing that not enough of us do and um, and I certainly know, like I said, that I, I need to do it more often, but when I do that, it is night and day between the week that I would have planned between the weeks or versus the week that, that I listened to the Lord.

Lori:        Yes. Love that. Well, thank you again. Thank you so much for sharing with us and I just, I feel so aligned with your philosophies and the things that you talked about. I just feel like you’re, you’re a sister.

April:      Aw, thank you! It makes me so happy. Thank you.

Lori:       Thank you for being here! I appreciate it.

April:       Yeah, thanks for having me.

Lori:    Bye bye.

Lori:    Thank you for joining me today for this conversation with April Beach. If you’ve enjoyed this episode, we would absolutely love it if you would go over and subscribe on iTunes. And we would triple love it if you would leave a review. It just means so much. So appreciate it. You can find out more about April on her podcast, The Sweet Life Entrepreneur, and by heading over to sweetlifeco.com. I’d really love to get to know you. Thanks again. I appreciate you and hope to see you here next week.

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