How Friends Turned $2,000 Into a $30 Million Financial Education Company

Before Britt Baker and Laurie-Anne King even launched their financial-education business, they had $40,000 in sales.

“That whole idea of sell it before you build it really worked for us,” Baker told Business Insider.

After finishing Harvard Business School and moving back to the Bay Area, Baker joined a women’s circle. At the meetings, she kept hearing the same question: “What should I do with my money?”

It prompted her and King, who had met years earlier while working at the same consulting firm, to host informal money meetups in people’s living rooms — “kind of like book clubs for money,” Baker said.

The meetups gave women a space to talk openly about money. They also revealed demand.

“People were hungry for this information,” Baker said. She and King agreed that if 20 women signed up for a program, they would build it. They doubled that goal: Forty women enrolled at a founder’s price of $1,000 each.

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“And so we had $40,000 in the bank from day one before we had any costs,” said Baker, who named the company Dow Janes after the all-women investment club her mother attended in Idaho in the 1990s.

The pair then each contributed $1,000 of their own savings to incorporate the business and cover initial website costs. Over the next nine months, they built their first product, The Million Dollar Year, a 12-step financial-literacy course developed in real time with their founding cohort.

Nearly seven years later, Dow Janes is on track to generate $30 million in revenue in 2026, according to a profit-and-loss statement provided by the company’s CFO.

Baker and King have never taken outside money. They turned $2,000 into an eight-figure business by following a refreshingly simple playbook: Build a product customers actually want, then focus on the activities most likely to generate revenue.

Build a product people actually want. Then, give people a reason to buy it.

Before creating a sales page for their first product, Baker and King conducted about 20 customer interviews to understand what women actually wanted and needed from a financial-education program.

They spent months designing The Million Dollar Year, which Baker said has changed relatively little in the seven years since — a sign that they got the fundamentals right from the start. But even a really good product or service needs a path to customers.

“A product doesn’t sell itself,” Baker said. “Just because it exists and is for sale on your website doesn’t mean anyone is going to buy it.”

For Dow Janes, that path is paid advertising on Meta and YouTube, which directs people to a free webinar. There, potential customers can learn about the company’s approach before deciding whether to enroll in a program.

The broader lesson for business owners is to give prospective customers a low-friction way to experience your expertise — through a class, consultation, demo, or introductory session — then make the next step to becoming a customer clear.

Many entrepreneurs skip that sales work, Baker said, then wonder why their big idea never took off: “You have to actively be selling if you want to grow your business. It’s not going to just do it for you.”

Focus on ‘green-light activities’

The framework that guided Dow Janes from the beginning was what the cofounders call the red-light, yellow-light, and green-light system.

Green-light activities directly lead to revenue: making sales calls, running webinars, sending promotions, and optimizing the funnel that turns interested people into paying customers.

Yellow-light activities keep the business running, including product updates, tech maintenance, and legal or operational work.

Red-light activities can feel productive and are “the most tempting to work on,” said Baker, but ultimately do not directly drive revenue. Think, endless tinkering with branding and logos, checking email, and managing social media.

Her advice is to audit your calendar and allocate time accordingly: roughly 70% to green-light work, 25% to yellow-light work, and as little as possible, about 5%, to red-light work.

Even early on, Baker said, she and King were “ruthless” about where they spent their time.

“Very little time was spent on branding or a website,” she said. “We didn’t have a website at that time. We didn’t have social media. We just went straight to the green-light activities to see if this was a viable business.”