Have you ever delayed (or are you delaying) launching your side hustle to ensure its quality and alignment with your vision?

Tune in as Kristin Tand from "In the Kitchen with Kristin" shares her journey, struggles, and triumphs in this Side Hustle Support Group spotlight episode.

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Full Show Notes (Transcript)…

Marissa: Hey, Risers. Welcome back to another episode of Empathy Rising. We are doing our annual student spotlight episodes because it is the time of year where applications are open. So, if you know that 2024 is the year that you want to bring your side hustle to life, go after more time, financial location, creative freedom, and have something that is truly yours outside of the therapy room, go ahead and head on over to MarissaLawton.com/side-hustle, where you can apply for our next live round—round number eight. I can't believe that it's round number eight of the program. Today, I am here with a student—well, I guess current student, but about to be al—Kristen Tand, who has really brought forth and brought to life a cool offer that has nothing to do with therapy, which is kind of refreshing and nice.

So, Kristen, if you wouldn't mind introducing yourself, let us know where you live, what you do clinically, and a little bit about your side hustle.

Kristin: Well, thanks so much for having me, Marissa. This is just such a thrill to be here. I'm Kristen Tand. I'm in Portland, Oregon. I am a Licensed Professional Counselor, an LPC. I have a small private practice here in Portland. Actually, I have an online private practice. So, I see clients in Oregon and Washington state. The clients I work with in my private practice are high-achieving women who are doing well in their professional lives, but in their personal lives, they tend to struggle. This often shows up with a lot of anxiety, difficulty in relationships and friendships. I use IFS, Internal Family Systems therapy, to try to help people feel more connected to themselves and to the people they love. That's the therapy side of things. I do love my therapy job, but I also wanted something more, which led me to Side Hustle. This nine months has flown by, and I landed on doing a side hustle that, like you said, really has nothing to do with therapy. It's a hobby of mine. I have always loved to cook and bake and have been a cook for 20 years. I just really wanted to do something that was for me and more nourishing. So, I ended up developing an online course for busy adults who want to learn how to cook and nourish themselves in the kitchen. That's what I landed on, and it's just been really fun and creative to create this whole thing in the last nine months.

Marissa: And I love that. The thought process of dialing in this offer took a while to figure out: in which way do I want to present this? I'd love to explore that in this episode because I think some students kind of have it easier when they think, This is what I do clinically. I want to pull the psycho ed aspects out of that and just deliver that. Not to discredit that, because it's super valuable and easily monetizable. But sometimes, when you're making even more of a shift, like when you're pursuing more of a hobby that you want to monetize, it can be a bit trickier. So, I'd love to dive into that. But before we do, can you think back to a year ago, Kristen, who was probably listening to a similar episode on the podcast or reading similar emails to what our audience is today, thinking, Is Side Hustle right for me? Should I go ahead and apply for this? What was going through your mind at that time?

Kristin: Yeah, I can. It seems like yesterday. I can totally think back on that. I was listening to your podcast. I had been on your email list for a little bit and had done Space Holder. I knew I wanted to do a side hustle. I was starting to think about it, starting to do some stuff on my own, and I realized, This is just big and daunting. I knew I wanted support; I needed more support. When Side Hustle opened and I learned that it's going to be with a cohort and we'll be doing it all together, walking through everything piece by piece, I thought, Okay, that feels doable. I really needed someone to help with the clarity around my idea. So, I remember talking with my husband about the investment. He was really supportive. He said, You're going to love this. It's going to be really helpful for you to grow and do something new. So, I went ahead, signed up, and was excited to get in. We dove right in at the end of January.

Marissa: Yeah, okay. So having this calling towards something more, knowing that there's a bigger passion for you to pursue or a bigger purpose for you to step into, but then hearing that there was kind of a step-by-step nature, that there was going to be guidance and there was going to be like information on what to do, when to do it, how to do it. That's kind of what made it feel realistic for you.

Kristin: Yeah, exactly. I mean, the idea of starting an online business without guidance sounded terrifying. It sounded impossible, really, which is really funny because I've built my own practice. It feels like that's in its own category of being a therapist and it's kind of built over the years, you know, from school and the licensure and all that stuff. But this is a completely other thing. Different skill sets. So someone who is like, I will walk you through this in a linear fashion was really appealing to who I am and the way I learn and the way I do things. With the support around it, I mean, I'm sure that's something we'll talk about, but the cohort and the support and sometimes the in-the-moment support has been completely invaluable to the process.

Marissa: Oh, okay. So, like you said, we hit the ground running at the end of January and we're like, Okay, what are you going to make? What's your offer? And in that first three months, we're really focusing on phase one, which is the offer phase. We're coming up with the thing, we're outlining it, we're coming up with what promise it provides and what problem it solves for people. And by the end of it, ideally, all of the tech for the business. So really, the infrastructure is done by the third month. That's incredible, which is kind of an undertaking, especially when we get to the building part. So can you kind of shine light on your personal experience with phase one?

Kristin: Yeah. It really was hitting the ground running, and in the first meeting talking about, Alright, you're going to generate this idea and who is your customer? And I would say that was one of the more challenging phases. We did a lot of research around it too. So it wasn't just a willy-nilly thought, you know, like we did these interviews with people to make sure it was resonating. And that really helped me to feel more settled. Because I was like, Oh, okay, this could be legit. This could be a thing. This is something that people are asking for or wanting. And then I was adjusting what I was speaking to. So, it was hard work, but it felt really important. And I got pretty clear by the end of phase one. And then the tech stuff, I mean, that's a really big part of Side Hustle. It's getting into the nitty-gritty about how to do this. That was some work. But gosh, by the end of phase one, there's just so much that you've built. I just felt so proud. I would show my friends and everyone like, Look at this webpage I just created. And they were like, How did you do that?

Marissa: Yeah, it's a bit unfair, but it's on purpose. One of the questions I always get before people enroll is like, Are you going to help me build my course? And I'm like, Trust me. By the time you have built everything else that you need to build, building the course or program is going to feel easy. And I do that on purpose because if you can build, like for instance, a sales page, everything else kind of stems from that. Even some down to copying and pasting. It does feel like, Oh my God, we're really doing this thing. This is legitimate. But it's by design, so that through the rest of the program, it's like, Oh yeah, I know how to do that.

Kristin: And I appreciate that. In the moment, yes, it felt like a lot. But even yesterday, I was pulling information from my sales page for some Instagram posts. And I was like, I'm so glad I wrote this. You learn how to create an asset, like a sales page, and then you can come back to it and use it again and again. The mantra that we can do hard things just runs through my mind. Have us do the hardest thing first, and then it's like, If I've done that, I can do these other things. It's not so bad.

Marissa: What do you think your biggest win was in phase one?

Kristin: Oh, that's a good question. , biggest win? I think the sales page is the biggest one. And oh, and I really learned that I like doing design. I was like, I like this so much. Maybe web design is something I want to do at some point. But we do a lot of creative things when you're creating the sales page and, you know, some of the tools like Canva and things like that, learning how to match up colors and brands. That felt so rewarding. I don't know if that's what you mean by a win, but it was rewarding to be that creative, to have that much fun. Like, I would look forward to doing this. Whereas, you know, I've felt so burnt out sometimes. So to do something that's different was just so refreshing. It was exactly what I was hoping for, something else, something to tap into my creative side. I love that.

Marissa: That helps. I probably should have asked this one first, but what was the most challenging for you about phase one?

Kristin: Yeah. I think it really was getting clear about my offer and my promise of my offer and the roadblocks for my customers. So really the first initial stage. It's something that I continue to tweak and look at. But that was kind of marrying a bit of my skill set of being a counselor with this brand new thing of cooking and like, where is the overlap there? It just took a little bit of time. And that was probably the biggest challenge, maybe getting through all of the tech building and meeting the deadlines.

Marissa: I guess. Yeah, I appreciate you sharing that because I feel like this is a binary place in the program where some people either come in and they know exactly what it is they want to do, and phase one is easier for them, but then maybe phase two or phase three throws them for a loop. And then there are others where phase one is the challenge. It's like, Okay, I have an inkling of what I want to do, but it's not clear yet. And phase one is really designed to help you refine that. So, for listeners, some of you might be saying, I already have the idea, just help me build it. And some might be saying kind of like Kristen, I know I'm called for something, but I'm not exactly sure what that is. Side hustle can meet you in both of those places.

Kristin: Yeah, I agree. I mean, in our cohort, we had both. Some people came in, and they didn't really know at all and flushed it out. Others hit the ground running and were clear about it. Yet for the most part, I think a lot of us are ending up in similar places. It doesn't mean that you can't build it if you don't know it before you get into it.

Marissa: Yeah, yeah. I say, as long as you have either the person or the problem, like the person you want to help or the problem you want to help solve, from there, we can fill in the blanks on everything else. , okay. So then after everything's built, right, we have this business, and it becomes about putting all of the people through the funnel and getting all the building the audience. That's what everybody talks about, building the audience. And phase two is the marketing phase. This is again another place where some people are like, Oh, I love this part, and others are like, Oh, I hate this part. So, what was your experience with phase two in marketing?

Kristin: So, I decided on a two-pronged approach. And this is something you definitely go over in detail in the program. I did some visibility marketing, meaning I was pitching to podcasts and YouTube channels. And then I also started doing some content marketing, which was putting videos up on YouTube, Pinterest, and email marketing. So, I was doing a lot. The growth curve was steep on some of those things. I couldn't have been told a year ago that I'd know how to create a YouTube channel with detailed cooking demos and multiple camera angles. But I learned that, and I've been putting it up there. For me, something that's been a challenge most of my life is putting myself out there, being visible. But it's been really empowering too. I've had a couple of guest interviews on podcasts and YouTube channels. And again, I talk with friends and family, and they're like, What? You're guesting on podcasts? And I'm like, Well, I guess I do.

Kristin: Three is, , starting to prepare for the launch, which involves, like, , preparing your email list, like, like with email sequences, leading into that, and then a hype event, , which is like, like a mini, , I'm doing a mini workshop webinar, , and then getting everybody kind of geared towards, We're going to open the doors to this program.

So, , originally I was going to just, , do a launch, , whether I had people sign up for it or not, and just go forth. , but a couple things shifted where I decided to delay for a bit. So one was the energy level coming out of the summer, coming out of the marketing phase. My energy level is just lower.

And I wanted to make sure that I didn't burn myself out. Cause that's, you know, I'm susceptible to doing that. So I was like, Okay, I think I want to take a little bit longer to build more of my list and build out the things for the hype event, take a little bit longer for that. And then I was set to maybe launch at the very beginning of the year and that my hype event would be in December.

, and I sat with myself and realized that November and December are my lowest energy months. You know, I'm in the Pacific Northwest. It rains a lot. It's very dark. So like to do something with a lot of energy in those months is hard. So I decided to do my hype event in January. So after the holidays, when my energy starts to come back, and then to try to launch at the end of January.

It's actually full circle. That's when SideHustle launches. So this is giving me just a little bit more time to build up more of my email list and just to feel like I have my energy coming back to do it. And I feel pretty settled about it. It feels…

Marissa: Good. And I just think that's so wise. Right? Like here I am in this guide and I'm like, Do it this way, this way, this way, this way.

And for you to be able to be like, No, actually I understand the rules enough to bend them for myself. Right? If you notice, I was like, Tell me about phase three, almost like a pop quiz. And you were like, Well, this is what we do. Right. Beforehand, before going through Side Hustle, and I was like, Tell me what a launch is.

You probably would've been like, , no clue. Right? Now, your learning is so evident, but also, I really respect that your awareness, your self-awareness is so high that you're like, Is this actually going to serve me? That's one of the things that we talk about inside Hustle so much is lifestyle first, right?

This is not, you know, build your first business and you're a millionaire, and money's no object. You can take all the time you want or go as fast as you want or anything like that. This is literally on the side. And yeah, everybody has different goals with that. Some of the students want to completely replace their therapy income.

Some of the students just want to bring in extra cash. And some of the students just want something creative, but if they're going to do it, they might as well monetize it. Right? So there's lots of different goals, but I feel like the revenue and the size of the business that people are wanting to build is kind of on a spectrum, but the steps are the same.

And I think it's really admirable that you were like, What's going to serve me here? And what's going to serve me here is actually just continuing to build an audience for a few more months and go into that launch. Like you said, you have to be on during that period, and it's like two to three weeks, depending on what type of hype event you choose where you have to be high energy.

, and so understanding like, This is discordant for me right here. If I do this, this is going to be forcing myself to do something that doesn't feel good. Versus if I just push it three, four weeks further, then I'm going to show up so much more fully.

Kristin: Yeah, exactly. And I think too, I was keeping my customers in mind too, if they're busy and the holidays are really busy. So they might not have the energy either to be learning something new and to be able to put that kind of effort into it. But a lot of people get rejuvenated at the beginning of the year. So it's like, Okay, this is about me and it's about you and we'll see how it goes.

Marissa: It's something that might be fun that just came through for me while you're talking, is to do more of like a workshop pre-Thanksgiving, where it's like how to cook your Thanksgiving meal or whatever, and then do just what you did this year, save your big launch for your enrollment until after the holidays, right?

So that's a thought. I know. I'm like, I just thought of that right now. Okay. So phase three, I think, even though you didn't exactly launch according to the program, I think that, like I said, listening to your wisdom and what was best for you, I think that's a win. But what would you say is your win from phase three?

And then what was challenging for phase three?

Kristin: Yes, I think you're right. That was a win to have that clarity and make that decision. And then I was able to kind of settle into it. I will say that in the meantime, I've been preparing all these things. So like deciding what the hype event is, building that hype event, building all of the tech behind it.

I'll count those as wins too. Because that was significant. And then the biggest challenge of phase three, I think it was maybe a little bit like a mindset challenge, you know, like, Oh, I actually have to kind of do this now. Like it's not just about an idea, it's actually putting it out there. And I think a little bit of me has some avoidant parts that are like, Oh, well, maybe this will be a next spring thing, or maybe this will be a next year thing.

And I got together with some of my other Side Hustlers and it's like, No, we need to just go forth and do this and put this out into the world. And, you know, it's the first launch. So it may not have any sales, but that process is important. So I think just getting over that mindset was a challenge, but I feel like I'm getting to the other side and I'm kind of locked in on that. Yeah.

Marissa: And I love that. I love that. It's like you have the tools to go forward. And I like how you mentioned that even though your launch is going to be after the new year, you still utilized the program to create all of the launch assets. We have a copywriter on staff and we have a designer on staff who provides reviews for all of these things that you're building in terms of the webpages, the emails that you're writing, and so forth. And , have you taken advantage of their due dates? And how have you used their asset review process?

Kristin: I would say that's one of the highlights of this program: the designer and copywriter. Oh my gosh. Like, , yeah, I've definitely, you know, seen the deadline, and I'm deadline-driven. So, seeing those deadlines, I'm like, I'm going to push to get these things done because I really want them to review them. , but it's been so helpful just to get their opinions. You can make these little changes on how you're wording something or, you know, the way you're designing colors and pictures and stuff like that. And, , so, yeah, I've definitely turned in all my assets. It's done. And the way they give feedback, if your listeners are curious, is through these videos where they actually show your page, your email that you're writing, or your webpage that you're building. Step by step, they give you feedback. So, I just watch it step by step, pause it, make changes, push play, listen to more feedback, pause it. It's been so helpful to have that detailed support. And I mean, when do you get to work with a web designer on your own webpage? A couple of times a month? I don't know; that's just really...

Marissa: Cool. Yeah. And I think what's also neat about that is the lifetime access. Because even after you graduate, let's say you're writing another set of sales emails, you won't necessarily be able to get those ones reviewed, but you will be able to go back to your reviews from before and double-check. Oh, is there anything they said about these sales emails that I might be doing over here in this set of emails? You can re-watch their critique and double-check your next asset. So, you can go back to these things time and time again, which I think is really cool.

Kristin: It is really cool. I really appreciate that. That's just the cherry on top. I can go back.

Marissa: Awesome. So, let's start talking about what it is that you built. We alluded to it a little bit, but tell us about this program you've come up with. Who's it for? What problem does it solve? How does it work? All the fun stuff.

Kristin: Yeah. So, I've built the overarching brand In the Kitchen with Kristen. And that's intentionally kind of broad because I'm hoping to have a variety of things inside of that. But right now, I'm working towards a six-week basic cooking course online for busy adults. And these are, , you know, the problems I identified were that many adults are busy, and they don't have anything to truly nourish themselves. Meals are on the go, takeout, a partner cooking for them, or going out to dinner a lot. That kind of gets the job done, putting food in your body, but there's not much soul in it. What I've found is that cooking can be a method of coming back to yourself and doing something just for you, and that process can be very fulfilling – self-care, essentially. One of the barriers I've found to people doing that is they don't know how. They don't have the basics of cooking, so they avoid it or feel they're bad at it, or there's a lot of perfectionism that it has to be just perfect. So, what I'm trying to do is twofold. One, teach some basic skills and two, work through some of that perfectionism and the things that keep you busy, so you can get to the kitchen and take care of yourself.

Marissa: And I love that because, in my language, this would be about embodiment. We're saying that cooking is a way to get back into your body, to get back into the present moment, and to care for yourself. And I think for me, it's a bit of a mindset shift. There've been times in my life where food has just been this thing that has to happen. I'd often skip meals because I'd be working through them, and then I'd wonder why I don't feel good. I realized I can't skip a meal, but what can I eat right now that will give me energy, caloric energy, so I don't faint? But there was not a connection until I started going through fertility treatment and started realizing how out of whack my body really was. That's when I began to have this shift of, The body is the temple. This is only going to be as good as I take care of it. And so, I love that you're offering this as a way to slow down, to reconnect. When I hear nourishment, that's where I go, pouring into myself through the food I'm eating in addition to nutrients. So, I think this is such a cool offer for those of us who recognize that this is more important than how we're treating it.

Kristin: Right, yeah, and I, you know, cooking has become kind of... a lost art or, you know, it's been hard to pass down, like how to take care of our bodies in that way. You know, the rush culture that we're in really conflicts with that for sure. But I love how you were talking about embodiment because I feel like this is kind of radical to say, Oh, what if we actually got back to the basics and tended to ourselves? What are those things that keep us busy and why do they keep us busy? And why is it that tending to our bodies becomes last? That feels important to address and notice. So, some of the things I'm building into this course are how to work with some of those barriers. Like you were saying, there's just not a lot of time. I talk with a lot of moms and dads who especially feel that way. You're taking care of all these kiddos. There's no time to make a fancy meal. So, you need systems to make things easier—systems around grocery shopping, meal planning, and making things simple because it doesn't have to be complex to be nourishing. But then also, if you want to do something nice for yourself or something a bit more complicated, you can learn how to do that and take care of yourself in that way.

Marissa: You know what else it makes me think of? The people who always read paper books. It's like, Yes, I can get a Kindle, but I want that paper book. I'm thinking of Hello Fresh and Blue Apron that try to solve a similar problem, giving busy people good food, but everything's prepped and you're just pouring it in a pot. It takes that presence piece, that embodiment piece that you're really wanting to bring, out of there. It's still speaking to the same person and problem, but you're coming at it from such a different angle—a full-bodied angle.

Kristin: Yeah, I've thought about that too. Hello Fresh, Blue Apron, they solve that issue by providing a home-cooked meal, but removing a lot of the prep and decision-making, which can be fatiguing. So, you can just make it for yourself, and that has a place. But is there something in the act of stirring a sauce that can be nourishing? Taking a moment to stir a pot?

Marissa: I love that. It becomes almost sacred in a way. It's a place for reverence. If you don't want to put the spiritual aspect into it, it's about the slowness, the presence.

Kristin: Even yesterday, I was feeling stressed after work. I had sick dogs and everyone was just stressed. I was chopping vegetables for a stir fry and caught myself feeling rushed and overwhelmed. But then I thought, Practice what you preach. I focused on chopping a mushroom and it helped calm everything down. It was a moment of mindfulness.

Marissa: It's beautiful. It's really special. Okay, so you mentioned it's a course. In what way do people participate in this program? Is it self-study? Is there a community component?

Kristin: There are a couple of pieces. Part of the course will have videos that are self-study. Every Sunday of the six-week course, you'll get a video on a skill, such as knife skills or using spices. Then, every Wednesday, we'll gather online for live cook-alongs. We'll cook a meal together using the skills learned on Sunday. At the end, you'll have a meal ready to eat with your family. I'll provide a recipe and grocery list each week. This offers accountability, community, and support. I think it will be really fun to cook together and lighten up the whole process.

Here's the corrected transcription:

Marissa: I love that. It's like a book club, but better. Yeah, book club, book club. Oh my God, that's so cute. I love that. What does sign up look like, guys?

Kristin: Yeah, totally.

Marissa: Oh, I love it. Okay. So, for people who are drawn to In the Kitchen with Kristen, where can they go to learn more about you, about this idea of nourishing through cooking, and cook-alongs with you? Oh my God, I love it.

Kristin: I know. There's a couple of different places. So, I do have a... Oh, actually, can we pause, Marissa? When is this dropping? Like in two weeks? Pretty soon? So, I'll keep the same opt-in because I probably won't have that opt-in ready. Well, and your thoughts—should I talk about opt-in or Hypevent? Hypevent's not until...

Marissa: January. I would do opt-ins because then you can get them to sign up for the Hype event through the emails.

Kristin: Okay, cool. So, I do have a freebie if you want to get going right now. If you go to www.inthekitchenwithkristin.com—by the way, it's Kristen spelled with an I and N.

Marissa: We'll have all the links in the show notes, so you'll have the right one.

Kristin: I have a quick little 10-minute private podcast that you can listen to. It's called Cooking with Clarity, and you can hear about some of the main barriers that people face getting into the kitchen and how to overcome them. It comes with a little reflection workbook. It's a pretty cool little freebie. I also have a YouTube channel, In the Kitchen with Kristen, over at YouTube, and I've got some videos over there and some little shorts and cooking tips. Also, on Instagram, In the Kitchen with Kristen, where I've got some cool little stories and reels. And then, if you're curious about the actual six-week course, that's In the www.inthekitchenwithkristin.com waitlist. We're going to be starting in January, so I'd love to chat with anybody who's interested in this stuff. I'm super excited about it.

Marissa: Yeah, Kristen, thank you so much for sharing not only your insights into side hustle but also what you've built—what you have made through the process—and this legitimate business that's on its way to just skyrocketing. I'm so excited. For anybody who's listening and thinking about joining Side Hustle, what would you share with them?

Kristin: Oh, I almost feel emotional talking about it. This is by far the most comprehensive, supportive, and integrative program that I've taken. I've taken several programs. If you're wanting to do something other than therapy and explore these other talents that you have inside of a supportive community, I would 100% recommend Side Hustle. It's one of the best investments I've made. I can't recommend it enough. And I'm just thrilled to be on this end of it, talking with you on Empathy Rising about it. It's super crazy. So, thank you, Marissa, so much for everything that you give to this program. Your passion really shows in what you offer and what you do. You're going to make me cry. I know. This is the thing when we become als, right? We get all emotional. So thank you for having this program. It's been great.

Marissa: I love it. This has been a full-circle moment, from somebody who listened to the show, went through the program, and now you're on the show. That's pretty cool.

Kristin: It is pretty cool.

Marissa: Kristen, thank you so much for being here and for sharing. I'll see you on Friday.

Kristin: I'll see you then. Talk to you soon. Bye.

Marissa: One of the things that I really love about Kristen's story is that she didn't launch on time. This concept of on time is one that I guide students through, reminding them that their timeline is their own. Yes, this program is nine months long, and we have certain benchmarks and goals. You can launch and make money in the nine months, as previous students have, but you also have a life. Thank you, and I'm also here to support you in making this a reality, however that looks for you. I appreciate that Kristen shared that part of the journey, that she's choosing to launch later for her reasons. It serves her best while still utilizing this program and being satisfied with it. So, I hope you enjoyed hearing from Kristen. If Side Hustle is resonating with you, please apply over at marisalawton.com/side-hustle. This program is like my third kid, my baby, and I pour into it and every one of the students. If this speaks to you, I hope you'll be part of our 2024 cohort. Alright, I'll talk to you soon. And until then, keep on rising.