Welcome to The Thought Process, where we explore how successful experts build profitable online learning businesses.

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Amanda launched her online coaching membership, Baking for Business, to empower bakers with the business acumen she wished she had when starting out. With Amanda’s commitment to community and consistent value to her audience, her membership has generated half a million dollars in sales since its inception in 2021.

Ahead, Amanda shares why you should "start before you’re ready" when building an online learning business, and how success comes from cultivating authenticity rather than perfection.

What inspired you to combine your passion for baking with your business expertise to create Baking for Business? How did it all begin?

As I grew my own baking business, I started receiving questions – not about my recipes, but how I was getting consistent orders, how I priced my desserts, or how I balanced marketing with motherhood. That’s when I realized so many home bakers were struggling, not because they lacked talent, but because they lacked strategy. 

I created Baking for Business to fill that gap, and to be the resource I wish I had when I started. My goal was simple: to empower bakers with the tools, mindset, and confidence to build a business they’re proud of. 

I validated the need for my online coaching program by talking to other bakers, listening deeply, and showing up consistently on social media to share free value. From there, I created a few small digital products and hosted free training sessions to build trust. I used feedback from those early learners to refine my offers. I also invested in platforms like Thinkific to help deliver my content professionally and automate parts of the process.

After growing her cottage bakery to six figures in 15 months, Amanda now teaches home bakers how to find success with her online coaching program.

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What were some strategies that helped you get your first sales for Baking for Business? 

My first sales came from building relationships. I didn’t just promote my offers. I connected with my community. I showed up on Instagram Stories, answered DMs, and created content that truly spoke to the real-life struggles bakers were facing. 

One of the most effective strategies for getting my first sales was teaching free, live classes that provided value to my audience first. They could get a taste of my heart and knowledge before making a purchase, and that built trust. These naturally led to paid offers.

How do you use social media and other ways to connect with your audience and attract new customers? 

I see social media as an extension of my classroom and a window into my heart. I deliver value, but I also show up with vulnerability. I share lessons from my journey, highlight student wins, and offer business tips in bite-sized, actionable ways. 

I also use email marketing and lead magnets to go deeper with my audience, and create funnels that work behind the scenes even when I’m offline. 

What role has building a community played in the success of Baking for Business? How do you foster engagement and support among your learners? 

Community is the heartbeat of everything I do. Bakers often feel isolated, especially when they are working from home. Creating a safe space where they can ask questions, get support, and celebrate wins has been transformational. 

I host live coaching calls and mindset check-ins, ensuring every member feels seen. I don’t just teach – I walk alongside them. 

As your membership community grew, how have you adapted your operational processes to ensure a smooth customer experience? 

Scaling has been a blend of systems and support. I’ve leaned heavily on automation – using tools like email sequences, scheduling platforms, and course delivery software – to create more freedom in my day. Over time, I’ve also begun building a small, trusted team to support with design, tech, and customer service. This process has taught me to release control and trust others with the vision – something every founder has to learn at some point!

I’ve created a content calendar to keep things organized, and documented SOPs (standard operating procedures) for things like onboarding and resolving tech issues. I’ve also assigned helpers, who are star learners themselves, to help direct new learners to the right areas in my Thinkific portal or with general questions. 

What are some of the biggest milestones you’ve celebrated in your business journey?

Being hired by Meta to speak at their meetings for National Small Business Week has been one of my favorite accomplishments. Generating half a million in sales has been a blessing, too. 

On a personal level, being invited to speak on platforms like Thinkific and watching my community grow globally has been surreal. But my biggest win? Watching my students believe in themselves and change the financial futures for their families. 

What advice would you give other subject matter experts who are looking to build their own online learning businesses? 

Start before you’re ready, and start with service. You don’t need a perfect course or a fancy website to begin. What you need is clarity on who you’re helping, how you can solve their problems, and the courage to show up consistently. 

Don’t be afraid to teach messy, launch imperfectly, and tweak along the way. Impact comes from authenticity, not perfection.

This interview has been edited for clarity and length.