In this episode I sit down with serial entrepreneur and internationally recognized wealth & business coach Jessica Crane to uncover the secrets behind building a thriving evergreen online business. 

Jessica walks us through how she launched her successful venture from day one—capitalizing on ads and a strategic funnel design. They dive deep into why investing in yourself matters, how to measure and iterate based on market feedback, and how personal adversity and work–family balance shaped Jessica’s approach. Plus, we explore a critical long-term vision: building generational wealth.

If you're creating a course, membership, or online coaching business—or simply want to make your offering more sustainable and resilient—this episode is packed with actionable frameworks and uplifting wisdom.

 

By designing a funnel that consistently attracts and converts, Jessica built a business that doesn’t rely on periodic launches—helping her scale predictably and focus on long-term results.

Strategically placed Facebook ads played a pivotal role in generating awareness and early wins—underlining how paid efforts, when aligned with a funnel, can drive sustainable growth.

Jessica emphasizes that the market’s response is your best teacher. By monitoring performance and adjusting based on real-world data, you optimize your funnel and campaigns for continuous improvement.

Drawing on personal adversity and work–life complexity, Jessica champions resilience—and how a grounded mindset becomes a strategic asset when building a business that lasts.

This episode goes beyond tactics: Jessica underscores the importance of creating systems and outcomes that empower not just yourself, but future generations. 

Even amid business momentum, Jessica stresses the importance of family and personal well‑being—reminding us that balance isn't optional; it's scalable.

 

If you enjoyed this episode then please feel free to go and share it on your social media or head over to Apple podcasts or Spotify and give me a review, I would be so very grateful.

 

Connect with Jessice on she_eo_collective Instagram, jessicacranesiss Instagram, Linkedin, Website

Connect with Teresa on Website, (Grow, Launch, Sell), Sign up to Teresa's email list,  Instagram, LinkedIn, or Facebook

 

Transcript

Teresa: Can you create an online business and take it evergreen from day one and make money? Well, this wasn't something that I thought was possible until I met today's guest, Jessica Crane. In today's episode, Jessica is talking me through how she took her online business Evergreen from day one and started making money.

I dig into all of the various bits of the funnel and how it works for her and how it's still working to this day.

Hello and welcome back to another episode of the Your Dream Business Podcast. This week we are talking evergreen.

Now, this isn't something you hear me talking about a lot because obviously a lot of what I talk about is using launching, and most of those launches are live, and I am actually a massive fan of someone learning to live launch first, understanding what's working for their customers, understanding how they show up, what is great, what isn't great, and then once you've learned, then we can take it into evergreen.

However, today's guest literally took a business online and immediately went evergreen and made it a success. Today I'm talking to the [00:02:00] very lovely Jessica Crane. Jessica is a serial entrepreneur, internationally recognized wealth and business coach, and is the founder of the SheEO Collective, a community built to empower SheEO's to build, lead, and conquer.

She has a seven figure business and she helps SheEOs create generational wealth by embracing the power of choice and voice. After overcoming personal adversity, she built her empire by combining the grit to overcome challenges and the glam to celebrate success. We have such a lovely conversation.

Basically, Jessica's life turned a bit of a corner and through personal circumstance meant her business had to change, and she basically started evergreen from day one,. And you know me, you know, I like to ask all the questions and I like to get really deep and in on, okay, what is it that we're doing here?

How do we do it? And we talk about how she uses ads and, and basically. [00:03:00] Through ad spend is then converting people into her funnel, which is then converting them to customers. So we talk through what that is. Then we have a general conversation about investing in yourself and investing in your business and what that looks like and why people might be a little bit intimidated to do that.

But it's a really good conversation. There's lots for you to take away from it. And like I said, evergreen isn't something that I always talk about, so this was as interesting for me as I think it will be for you guys. Without further ado, here is the lovely Jessica. Jessica, welcome to the podcast.

Jessica: Amazing. Thanks', Teresa. Thank you for having me. Really excited for this conversation today.

Teresa: Me too. We met for the first time. In fact, I need to share how we met. 'cause it kind of was funny. So I was talking about the fact and I had to talk generally about the fact that I'm terrible at networking. I really don't like it.

And I had gone to an event to the big fest, Doon, and I had got this dress that I'd asked to be fixed 'cause the zip had broke on it. And they said [00:04:00] they'd fixed it. It was my lovely mother-in-law and she said she'd fixed it. And I thought she was gonna sew the zip up so I could just like pull it on over my head.

Anyway, this is meaning something people, in case you're like, what are you talking about? Anyway, I put the dress on in the morning and the flipping zip broke, so I managed to get it fixed, except I couldn't zip the dress up. So I then had to leave my room with my dress unzip 'cause it was a zip at the back. And I just found this very lovely woman who happened to be sat down and I just said, is there any chance, weirdly you could sit my dress up?

And that's how we met. So

Jessica: I was helping girls, right? Like.

Teresa: Exactly.

Jessica: And I'd been there. So I went to an event where I was getting this award had this tight Balmain dress on and I had to do exactly the same. I had to go find somebody to zip my dress up.

Teresa: Brilliant. Brilliant, brilliant. Like, you know, you're gonna get on from that point.

And when someone goes, of course as if you dress, dress up, don't look at you like you are actually insane. But it was awesome. So we got to meet and we got to chat and hang out and we [00:05:00] knew some people, which is brilliant, but. The reason I wanted, or there's lots of reasons I want you on the podcast, but one of the ones is because we're gonna talk about Evergreen and I want people to understand, I don't normally do the whole tell us how you got started and things, but you started with Evergreen, which most people can't do.

So just take me back to the beginning as to how you came into the online space and then why you decided that option, which might have seemed like an easy option, but it kind of isn't.

Jessica: Yeah, absolutely. So I had a face-to-face consulting business for about three years. So I was consulting with businesses mainly in hair, salon, spa, beauty, that kind of industry, even like hotel spas, like all of those kind of different variations and.

So I had a face-to-face business model and I lived in Leicester. I was based in the Midlands. So as you can imagine, a lot of my clients were all very close [00:06:00] proximity to me in where they lived. I had a big network of those people, 'cause I've been in that industry for a very long time. I went on maternity leave with my daughter and that's when I started building this business.

So I'd done a consulting degree. And I had a, this huge network and they were like, come and help me, Jess, with my business. So it was very much face-to-face business consulting method for about three years. And it was working great around, you know, young children and all of this stuff. But there was two things that I noticed.

One, I started to hit capacity. 'cause if you're doing something face-to-face and it's time for money, you're gonna hit a capacity. Yeah. So that's already in the back of my mind. And the second thing that happened was my husband played sport and he literally came home one day, and this was just after I'd had my second child, Hunter.

So I had a newborn and a toddler, and he came home and he was like, we are moving. He was like, I'm being sold. And we're moving. And I [00:07:00] was like, what? I was like, when, where, what, how, why? And he was like, yeah, like literally, like right now we are moving to Bristol. And I was like, great. Like I'd never been to Bristol, so I was now selling my house, lost my face-to-face business, moved to a city that I'd never been to, and.

Literally lost everything overnight. And I was like, this is shit. I was like, so I didn't have one family member, I didn't have one friend, I didn't have anybody. And you know, under the circumstances that he went to that team was quite pressured as well because they were like, we've brought you in to take us from a championship to a Premiership team.

So he had a lot going on. Yeah. That like high pressure environment and I'd lost my business. I was doing everything with the kids, not one friend, not one family member. So I had nobody to help me childcare or anything, and I was like, this is shit. But I was like, when you are in a shit situation, you have to [00:08:00] decide.

Am I gonna stay in this shit situation or am I gonna do something about it? And a lot of my clients were still messaging me. They're like, I know you've gone, but I need you to help me. Yeah. Like, can you still help me? They were like, can you come back every now and again? Like, what? What can you do? And I was like, right.

Okay. I was like, we need to find a way to make this work and. I was like, so what I'm gonna do is I'm going to find a mentor. I'm going to take my business online so that if this ever happens again, yeah. It doesn't matter where we move, where we live. Like in sports, some of our friends can move every season.

Mm-hmm. So I was like, this potentially could happen again and I need to future proof my business. So I was like, I'm gonna take it online. But then as I started looking in this crazy on online space.

Teresa: So what year was this? Sorry.

Jessica: This was 2016.

Teresa: Okay, so fairly early [00:09:00] doors.

Jessica: Yeah. So I was like, this is a crazy world.

Yeah. A lot of people were launching, so I was looking around and a lot of people were launching and I was like, this is just not gonna work for me. Like one my husband does not have a nine to five job. Like he can be gone at 6:00 AM back at seven. He could be gone all weekend if they've got a game away like, and sometimes they're like, they don't have a schedule.

Sometimes they're just like, oh, we're gonna train till X. Yeah, X time today we're gonna have a meeting. Like it's very light spur of the moment. Like sometimes they'll have a week off and they're like, you've got a week off from today, and you're like. Great. Okay, great. Yeah, there's no planning. There's no notice.

So I have to do all of that as though I'm doing it almost as a single parent. Yeah. So I was like, I, I was terrified of launching as well. Because you remember on the TV where the politician was talking on Zoom and then the child on the stroller comes in in the back?

Teresa: Yeah, yeah. Literally. [00:10:00] That's your life.

Jessica: I was like, that's gonna be me. I was like, I have to learn new, but like I was like, there's things in my environment that a live launch will be in life, I just don't think.

Teresa: Would be a nightmare.

Jessica: Take that risk. So I was like, I need to find somebody who does this in an automated way in an evergreen way. And that's exactly what I did.

So I took the business online and all of our sales and marketing processes were evergreen from day one. And I think that the reason it worked is because I also think, one, I didn't have any time, and that can be a gift because when you don't have time, you have to be so strategic of how you use that time.

Like, I literally, the, the little time that I did have, like my mentor was in America, my coaching calls were in the middle of the night. Mm-hmm. Like, and my son loves, loved to wake up about four times a [00:11:00] night. Brilliant. So, yeah, it was awesome. So I was like, I'm with them all day because mm-hmm. I'm the only person who can take care of them here.

With nobody, and I was on these coaching calls all night. He was waking up all night. Like honestly, it was hell on Earth for about six months, but I was like, it has to work or it has to work, because there was just no other option. I was like, there is no other option. Yeah, I was like this shit, and it has to work because I also, I'm not one of them moms.

I love my kids, but I'm not, I'm not a stay at home mom. I'm not a, yeah. Do you know what I mean? Like I love my kids.

Teresa: Yeah, a hundred percent. And I'm the same.

Jessica: Your kids.

Teresa: Yeah. Yeah. I, yeah. When someone says to me, my dream is to do the school run, I'm like, wow.

Well, like, 'cause that is not my dream. Like, good on you if that's what you want.

But for me, hell on earth. No.

Jessica: I'm the mom. That wheel spins up. Get out. See you late.

Teresa: Yeah, [00:12:00] you and I would've been friends if we had kids at the same age.

Jessica: Much so. So for me, and I think sometimes as a business owner, I think you do need to put yourself under that pressure of target.

Teresa: Totally.

Yeah. I think that is the point that I wanted to kind of bring back up was the fact of, you said.

It had to work. Or it had to work. Right. And I love that because, and it's funny, when I started my business, I was a single mom. I had a house to run. I had no choice. Right? And when people go, well, how did you do it? I kind of can't tell them because I just did it. Like I didn't have a choice. It was either lose my house or move back in with my parents, which had been hell on earth like.

Or take my child outta nursery, which again was not a thing, like I had to make it work. So I think sometimes when you are pressed for time, you suddenly become the most efficient you've ever been in your life. Yeah. And when you have no choice, you make it work. So talk to me then, because this for [00:13:00] me, right.

As a person who. All day, every day talks about launching and talks about online business and talks about selling things online like you did what other people want to do. And the I tell them is very difficult to do, which is to go straight into evergreen. 'cause one of the things that I would teach is let's launch live launch first.

Let's work out. What everything is, how people like what they want, how this works. And then when we know what we're doing, we evergreen it or we can evergreen it. Yeah. How did you know what to do or what did you do in those first days in terms of putting this on evergreen?

Jessica: Yeah, so I had a mentor who had a proven funnel and a proven system and a proven process.

So I think number one. You've gotta go find a mentor who's doing the thing that you want to do. And I know that we've spoke about this before, Teresa, like I truly believe every strategy works. You just have to work the strategy. Yeah. So does launching work? Yes. Does evergreen work? Yes. Does Facebook [00:14:00] group work?

Work groups work? Yes. Does email work? Yes. All of these things work, but you, you've gotta go and find the person with that strategy and then you've gotta work hard to dial it in. So he had a strategy. And he taught me this strategy. So we have like a VSL funnel. That's one of our main evergreen funnels. Right?

Teresa: What do you mean VSL?

Jessica: So we run an ad through an opt-in page where they watch a prerecorded video. Mm-hmm. Which can be anywhere like seven to 30 minutes. So it's almost like a mini webinar, which then takes to a phone call and then our sales team onboards them into the program that's suitable for them. So that's

okay.

That is our evergreen. And then obviously we have our emails, our automation and everything else running under that as well. So all we really have to do, and that funnel has been running every day from 2016 to today.

Teresa: Wow. That is crazy.

Jessica: We have periods where [00:15:00] we put more traffic through it, periods where we put less traffic through it, but ultimately that same one funnel and it's done over...