The Freedom Ladder: From Coffee Money to a Full-Time Income, One Rung at a Time
Build income at your own pace and create more freedom with every step
Over the last few years, the word side hustle has all but muscled out the word ‘solopreneur’ (probably because it’s so bloody hard to spell), and become another word for ‘small business run by one person from home.’
Even so, most people view side hustles as something that can replace their salary, fund their freedom, and even turn into a full-blown entrepreneurial concern (good news they can!)
But this view can create a significant amount of overwhelm before you’ve even started.
Because if you start thinking too big, which is what the ‘gooroos’ recommend you do…
Think Big!
Reach for the stars!
If you’re not growing you’re dying!’
…our little survival brains kick in & start to sabotage us from the outset.
Do I know enough?
What if I get it wrong?
Am I too late?
Someone’s already doing it better than me.
I’m too old for this s**t!
So you stall. You wait, and you convince yourself the timing isn’t right & carry on with life as it is.
‘Carry on folks, nothing to see here!’
But the truth is creating freedom isn’t all-or-nothing. You don’t have to leap straight from zero to a full-time income.
Instead I recommend climbing one rung at a time.
Introducing; The Freedom Ladder
Why the Freedom Ladder Matters
The freedom ladder gives you permission to start small and move at your own pace.
For example you might only want to cover your coffee habit right now.
Or maybe you’d love to pay a few bills, reduce financial pressure, or fund your travel savings pot.
Eventually, you might climb all the way to full-time portable income.
But there’s no “right” level. Every rung matters, because each one brings more freedom and confidence.
And it’s far easier (and less exhausting) starting at rung one, and climbing step by step, than trying to leap to the roof in one fell swoop.
The Freedom Ladder (with Examples)
To make this real, let’s break down what each rung on the ladder could look like, and how much money it might bring in.
1. Coffee Money ($50–$200/month)
Let’s start with just enough to prove it works and give you a little treat.
Digital downloads: 10 sales/month of a $10 guide = $100.
Etsy: 5 products that each sell 2 units/month at $10 = $100.
Affiliate income: Recommend a product you use and earn $5–$10 commissions a few times a month.
2. Bill Money ($200–$1,000/month)
Starts to take the pressure off household expenses.
Coaching: 4 x 1:1 calls/month at $50 = $200.
Substack/Patreon: 50 paying subscribers at $5 = $250/month.
Digital product: 10 sales a month of a workshop at $47 = $470
Etsy shop: 20 products that average 3 sales/month at $15 = $900.
3. Lifestyle Money ($1,000–$4,000/month)
Now we move towards the freedom to travel part-time or cover most living costs.
Digital product: 50 sales/month of a $30 course or guide = $1,500.
Online course: 50 students at $67 = $3,350.
Ecommerce Store or Etsy: 500 units/month at $10 profit each = $5,000
4. Full-Time Freedom ($4,000/month – 6 figures+)
Portable income that replaces (or surpasses) your salary.
Substack, Skool or Circle Membership: 500 subscribers at $10/month = $5,000.
Portfolio mix: coaching, digital courses, affiliate income, ads = $8–10k/month.
Extreme Example: My 2016 Amazon hustle — we started with $2,000 of cooking thermometers and sold 85,000 units at $12 each. That’s over $1 million in revenue, averaging around $85k/month at its peak.
Choose Your Level
The above are just examples. The point is you choose which level suits your lifestyle & experience right now and start from there.
You don’t need to aim for the top straight away. In fact, most people never do, but you don’t see the success stories until they’ve been through the grind and are now several rungs up.
Instead ask yourself: What would change my life right now?
An extra £200 to cover groceries or bills?
An extra £1,000 to fund a trip you’ve been putting off?
Or a full-time income to give you complete freedom of choice?
Wherever you land, the ladder makes it doable. You only need to reach for the next rung.
How to Climb the Freedom Ladder (Action Steps)
The goal with climbing the ladder is to build proof and resilience at the same time.
Beliefs shape Actions which produce Results which reinforce Beliefs.
Tony Robbins
The sticking point is the initial belief to create the first action. If we can make the action small enough that even our belief muscle says ‘yep, I can do that’. Then that fuels more action, more positive results & more belief.
And layer by layer, rung by rung it grows.
Here’s how to make it practical:
1. Start with Coffee Money
Make a quick list of skills, hobbies, or experiences you could turn into something small.
Choose one simple model: a PDF guide, a print-on-demand design, a mini coaching session.
Aim to make your first $10–$100. You’re not looking to pay the bills yet, you just need to prove you can exchange value for money.
2. Move to Bill Money
Once you’ve had your first sale, ask: how can I repeat or scale this?
Examples:
Add 5 more digital products to Etsy.
Offer 4 x $50 coaching calls a month.
Launch a $5/month Substack and aim for 50 paying readers.
The goal: create something that consistently brings in $200–$1,000/month.
3. Build Lifestyle Money
Use the income and confidence from the first two rungs to expand.
Pick one model to double down on: an online course, an e-commerce product, a membership, or multiple digital products.
Set a target of $1,000–$4,000/month. That’s enough to fund extended travel, cover rent, or ease full-time work pressure.
4. Scale to Full-Time Freedom
If you want to climb higher, focus on what’s already working.
Systemise or outsource parts of your hustle (hire a VA, automate emails, use templates).
Add new streams once the first one is stable (e.g. if a course works, layer on a membership or affiliate offers).
The goal: $4,000+ per month, replacing or exceeding your salary.
Pro Tip: Even once your belief systems start getting stronger (and they will), you don’t need to climb every rung. Some people stop at ‘Bill Money’ and feel completely free. Others want to climb to ‘Lifestyle Money’ or beyond. The ladder gives you permission to choose your level and start where you are.
Do This Today
Don’t just read about the ladder. Take your first step:
Decide Your Rung. Pick the level that would change your life right now: coffee money, bill money, lifestyle money, or full-time freedom.
Choose a Model. Match one simple hustle idea to that rung (Etsy, Substack, Amazon, coaching, digital guides).
Sketch Your First Step. What could you create, list, or offer in the next 7 days?
Set a 30-Day Frame. Commit to testing it for one month and see what happens.
Track Your Wins. Every sale, subscriber, or booking is proof you’re climbing.
Nothing teaches you faster than doing!
I Want It All!
The biggest mistake people make is thinking freedom is all-or-nothing. That unless they can leap straight to a six-figure income, it’s not worth starting.
But the ladder shows another path. You can start small, prove it works, and climb as high as you want.
It’s how you move from “Is this possible for me?” to “I’m already doing it.”
So, which rung would change your life right now? Pick it. Take one step. And let the proof build from there.
Freedom doesn’t have to wait. It starts just one rung up! 😁
If you’re serious about funding your freedom but don’t know where to start, my short course Start the Right Side Hustle will get you moving.
In just a few lessons, you’ll cut through the overwhelm, discover the right business model for you, and map out a real offer you can start testing immediately.
If you're looking for a clear path from feeling stuck to creating your first income stream, then this is for you!
Don’t wait for the perfect moment. Start now and see how quickly your first side hustle can change everything.