Steps to Building an Online Business (Without Creating Another Beautiful Prison)

Want to know what’s worse than failing at building an online business? Succeeding at the wrong one. Three times.

I’ve done it. Built three different quarter-million-dollar businesses that looked amazing on paper but made me want to stab myself in the eye with a fork every morning. One in productivity apps (ironic, I know), another in online education, and a third in e-commerce.

Each time, I’d follow the “right” steps. You know the ones. Market research. Business plan. MVP. Launch. Scale. Rinse and repeat until you’re successful enough to be miserable.

But here’s what nobody tells you about building an online business. Most of the steps you’re taught? They’re actually blueprints for building beautiful prisons. Nice looking on the outside, soul-crushing on the inside.

So today, we’re going to do something different. I’m going to show you the actual steps to building an online business that doesn’t just make money but brings you joy. One you’ll actually want to wake up and work on.

Not because I’m some guru with all the answers, but because I’ve built enough prisons to know exactly what the bars look like. And more importantly, how to avoid building them in the first place.

Ready to build something different? Let’s dive in.

Step 1: Find Your Weird (The Foundation)

Most business advice tells you to start with market research. Figure out what’s selling. Find a profitable niche. Build what people want.

That’s backward.

Because when you start with what other people want, you end up building what other people want you to build. Another dropshipping store. Another course about courses. Another beautiful prison.

Instead, we’re starting with you. Specifically, your weird.

You know that thing you’re kind of obsessed with? The one you could talk about for hours but worry might be too niche? Too strange? Too… you?

That’s not your weakness. That’s your superpower.

Here’s how to uncover it:

The Obsession Audit

Grab a piece of paper and answer these questions honestly:

1. What do you find yourself doing at 2 AM when you should be sleeping?
2. What topics make you lose track of time when you’re researching them?
3. What do people always come to you for help with?
4. What industry “best practices” make you want to scream because you know there’s a better way?

These aren’t just random questions. They’re treasure maps to your weird. To the thing that could become your business if you let it.

The Passion vs Profit Myth

Now, I know what you’re thinking. “But Scrivs, what if my weird isn’t profitable?”

That’s the wrong question.

The right question is “How can I make my weird profitable?” Because here’s what I’ve learned after building multiple six-figure businesses. Profit follows passion when you know how to translate your weird into value for others.

Think about it. Every major innovation, every successful brand that stands out, started with someone’s weird. Someone’s obsession. Someone saying “There has to be a better way.”

Your job isn’t to fit your weird into an existing market. It’s to build a market around your weird.

In the next section, we’ll talk about how to actually do that with something I call a World Bible. But first, take the time to do that Obsession Audit. Because everything else we’re going to build depends on getting this foundation right.

Step 2: Build Your World Bible (Your Business DNA)

Most people jump straight from idea to business plan. Write out their revenue projections. Map their customer journey. Create their marketing strategy.

And you know what they end up with? A document that could describe any business in their niche. Generic. Soulless. A blueprint for another beautiful prison.

Your World Bible is different.

Instead of planning how to make money (we’ll get to that), we’re going to define the world you want to build. The one that gets you jumping out of bed at 5 AM not because some guru told you to, but because you can’t wait to keep building it.

Core Elements of Your World Bible

Your Core Truths

These aren’t mission statements. They’re the hills you’ll die on. The non-negotiables.

For Makers Mob, one of our core truths is “If it doesn’t make us want to jump out of bed to work on it, we don’t build it. Period.”

Another? “Every paid thing needs a free version that actually helps people.” Not some watered-down teaser BS. Real help.

Write down your core truths. The stuff that makes you different. The things you believe that might make others uncomfortable.

Your World Physics

Every world has laws that govern how it works. Here’s what you need to define:

1. Attraction Force: What naturally pulls people to your world?
2. Repulsion Force: What pushes the wrong people away?
3. Momentum Force: What keeps things moving?
4. Friction Force: What slows things down?

For example, in our world:

• Attraction Force → People love the idea of making money from their joy
• Repulsion Force → Doing things just for the money
• Momentum Force → The world is better when everyone finds joy
• Friction Force → It’s easier to follow the same script

Your Character Ecosystem

Instead of target demographics, we’re going to define:

• Your Heroes: Who are you really building this for?
• The Antagonist: What are you fighting against?
• The Stakes: What happens if you fail?

The World Bible Test

Before moving on, ask yourself these questions:

1. Does this world make you excited to build it?
2. Would you want to live in this world yourself?
3. Can you see yourself building in this world for the next 5-10 years?
4. Does it feel uniquely yours or could anyone copy it?

If you answered “no” to any of these, go back and dig deeper. Because your World Bible isn’t just some fancy document. It’s the DNA of everything you’re about to build.

In the next section, we’ll talk about choosing a business model that actually fits this world. But take your time here. Getting your World Bible right now saves you from building another beautiful prison later.

Step 3: Choose Your Business Model (That Actually Fits Your World)

Most people pick their business model based on what’s hot right now. Course creation. Membership sites. Digital products. Whatever some guru told them would make six figures fast.

That’s how you end up building a course when you should be running a service business. Or selling digital products when you should be teaching workshops.

Here’s what nobody tells you about business models. The “best” one isn’t the most profitable. It’s the one that fits how you naturally work and think.

Common Online Business Models (And When They Actually Work)

• Digital Products Works when → You love creating systems and processes that can be packaged Fails when → You need direct interaction to teach effectively
• Service Business Works when → You thrive on 1-1 interaction and customization Fails when → You hate repeating yourself or managing client relationships
• Membership/Community Works when → You build connections naturally and love ongoing interaction Fails when → You get energy from completing projects rather than maintaining them
• Course Creation Works when → You can break down complex topics into clear steps Fails when → Your expertise relies heavily on personal interaction

The Joy-First Test

Before picking your model, answer these questions:

1. What part of your expertise do you actually enjoy sharing?
2. How do you naturally help people? Quick tips? Deep discussions? Step-by-step guides?
3. What work pattern gives you energy instead of draining it?

Step 4: Create Your Minimum Viable World

Forget minimum viable product. That’s how you end up launching something nobody wants, including you.

Instead, we’re building a minimum viable world. A small but complete version of the universe you want to create.

Essential Elements

1. Core Message Hub

• Your home base (usually a website)
• The raw truth about what you’re building
• Why it matters

2. Value Demonstration

• Free content that actually helps
• Proof that your weird works
• Real transformation examples

3. Community Touchpoint

• Where your people gather
• Could be as simple as an email list
• Must match your natural communication style

The Launch Test

Before going all in, validate with these questions:

1. Are the right people responding?
2. Does helping them energize you?
3. Can you see the path to monetization without compromising your world?

Step 5: Set Up Your Digital Home Base

Your website isn’t just a sales platform. It’s a portal into your world.

The Only Tech You Actually Need

1. Domain & Hosting

• Keep it simple
• WordPress if you want control
• All-in-one platforms if you want ease

2. Email System

• Start with ConvertKit or similar
• Focus on direct connection
• Avoid complex automations early

3. Payment Processing

• Stripe or similar
• Keep the money part simple
• Focus on serving first

Tech Stack Red Flags

Watch out for:

• Over-complicated systems
• Tools you need a degree to understand
• Anything that makes you hate updating your site

Step 6: Build Your Content Ecosystem

Content isn’t about algorithms or SEO (though those matter). It’s about consistently expanding your world.

The Compound Content Method

1. Core Truths → Break these down into multiple pieces
2. Real Stories → Share what actually happened
3. Pattern Interrupts → Challenge industry “wisdom”
4. Transformation Triggers → Document breakthrough moments

Content Types That Build Worlds

• Essays that challenge assumptions
• Behind-the-scenes looks at your process
• Case studies of real transformation
• Q&As that address hidden fears

Step 7: Launch Your First Offer

Your first offer isn’t about making millions. It’s about proving your world has value.

The Soul-Aligned Launch

1. Start Small

• One core transformation
• Limited number of people
• High touch at first

2. Price for Learning

• Charge enough to prove value
• Low enough to reduce pressure
• Focus on feedback over profit

3. Launch with Stories

• Share your journey
• Highlight early wins
• Be honest about what you’re building

Step 8: Scale With Soul

Scaling isn’t about endless growth. It’s about expanding your impact without losing your weird.

Sustainable Growth Markers

1. Morning Smile Metric

• Do you still love what you’re building?
• Are your people getting real results?
• Does growth energize rather than drain you?

2. Expansion Checkpoints

• New offers expand your world
• Growth feels natural not forced
• Your weird attracts rather than repels

The Beautiful Prison Prevention System

Regular check-ins:

• Are you still excited to work on this?
• Do you love your customers?
• Is this still the world you want to build?

The Key Steps to Building an Online Business

Building an online business doesn’t have to mean building another beautiful prison. By starting with your weird, creating a World Bible, and growing in alignment with your joy, you can build something that doesn’t just make money but makes you want to keep building.

Your world needs both your weird and your wisdom. Start building it today.

Want help turning your weird into a profitable world? Check out our AI World Architect program where we’ll help you build a business you never want to escape from.