From Zero to Sustainable: The Truth About Building a Thriving Business
Have you ever heard a success story and thought, “Okay, but what actually happened?” The polished posts, the glowing results—they’re inspiring, sure. But often, they skip the messy middle. The part where nothing’s working, the revenue isn’t showing up, and you’re wondering if any of this will actually work out.
That’s the part I want to talk about.
As Q1 of 2025 wraps up, I’ve been reflecting on the last year—on the lessons, the failures, the breakthroughs—and how I got from “absolutely no revenue” to running a six-figure business with predictable income and a clear growth path.
Here’s what actually happened.
The Wake-Up Call
Last year at this time, I was barely keeping my head above water. I’d launched On-Call COO after a startup I was working for went belly-up, and the safety net I’d negotiated disappeared with it. Suddenly, I was jobless, supporting three kids, and facing a brutal market for C-suite roles that move at a glacial pace.
So I did what I knew how to do: I monetized my expertise.
Only… it wasn’t working. I had burned through my warm network. There were no leads. No revenue in March of 2024. And although I did land a client around that time—one I’m incredibly grateful for—it wasn’t a sustainable model.
Referrals and luck weren’t going to build the kind of business I needed. I had to rethink everything.
Lesson #1: Referrals Are Not a Strategy
Let me be super clear: relying on referrals, word-of-mouth, and your local network isn’t a business growth strategy. It’s a lucky break. And it dries up fast.
You need scalable, predictable lead generation. That means putting systems in place that extend beyond the people who already know and love you.
I had to shift from “waiting to be discovered” to actively positioning myself where the right people were already looking for help.
Lesson #2: Buyer Psychology is Everything
I’d built my offer around the types of businesses I wanted to work with—but I hadn’t deeply considered the person behind those businesses. What do they search for? Where do they go for help? How do they make decisions?
Once I understood that, everything changed.
I realized that my dream clients weren’t going to stumble into my masterclasses or free downloads. They weren’t scrolling Instagram looking for inspiration. They were already aware of their problem—they just needed to find the right solution. And that solution had to be visible when they were actively searching for it.
Lesson #3: Social Media ≠ Search
I tested everything. Free masterclasses. Email sequences. Ads on Meta. Nothing was converting.
Why? Because social media isn’t search. People aren’t hopping on Instagram thinking, “Let me find a fractional COO today.” That’s just not how buying decisions happen at my level of service.
I had to go where people do search. And that’s when I met my new best friend: Google.
Lesson #4: Test, Fail, Learn, Repeat
From March to September 2024, I was in full testing mode. I updated my website. I learned SEO (after swearing I never would). I built lead magnets. I ran Google Ads—poorly, at first.
Eventually, with help from my ads coach (hi, Ashley Brock 👋), I refined the strategy. And that’s when everything started clicking.
But let me be real: it wasn’t magic. It was six months of trial and error, learning how to pair:
Technical marketing skills
Deep knowledge of my buyer
A system for consistently showing up where they were searching
The magic moment didn’t come out of nowhere. It came from not giving up.
The Aftermath: Predictable, Peaceful Growth
By October 2024, things had shifted. Consultations were coming in. New clients were signing. Old ones were transitioning out to make space. And for the first time in over a year, I could breathe.
Fast forward to today:
I have a healthy pipeline of consultation calls every month.
I’ve expanded my team of fractional COOs.
My income is predictable, my expenses are managed, and I even have days off.
We’re planning family vacations again.
Oh—and I just got invited to film a live TV segment in New York. (What?!)
What This Means for You
If you're in a season of failure or stuckness, hear me when I say this:
You just haven’t found the right combination yet.
Keep testing.
Keep going.
Do the work to understand your buyer.
Go where they’re already looking.
And when it finally clicks, it’s going to feel like magic—even though it’s not. It’s the result of every failed attempt before it.
This is just the beginning of my next chapter, and I can’t wait to write it. If you’re in the middle of yours, keep going. You’re not alone.
Want Help Getting Unstuck?
If you’re a small business owner who's tired of guessing and ready to scale with strategy, I’d love to talk. Schedule a free consultation or DM me on Instagram @melissa_franks. Let’s make your next chapter one of real, sustainable growth.
