poquillo™

I recently lost myself in a 2.5-hour podcast that honestly felt like the business mentor chat I needed. No gimmicks, no “secret formulas”—just solid fundamentals about building a service business that actually works.

Today, I’m sharing the gold nuggets that resonated with me as someone who’s walked this path (with plenty of stumbles along the way). Consider this your permission slip to stop overthinking and start taking action.

The Three F’s: Your Business Idea Compass

Before you dive into business cards and fancy websites, let’s get real about what matters. Every sustainable business idea should score well on what I call the “Three F’s”:

1. Fulfillment – Would you jump out of bed to do this even if you didn’t get paid?
2. Finance – Can this realistically support your financial needs?
3. Freedom – Will this business model give you the lifestyle flexibility you want?

Here’s a simple exercise: Grab a sheet of paper (yes, actually do this!) and list all the things you’re good at and enjoy doing. Then score each one across the Three F’s on a scale of 1-10.

The real talk: If you’re chasing business ideas just because some influencer said they’re “easy money,” you’re setting yourself up for burnout. When things get hard (and they will), you’ll only stick with something that fulfills you beyond just making money.

Your First Client Doesn’t Need to Be Perfect

One of the biggest mindset shifts that helped me was realizing I didn’t need everything figured out to start.

You know what’s better than spending months building the “perfect” business foundation? Getting one client and learning from the experience.

Try this approach instead:

1. Create a simple framework for your service (what steps will take clients from point A to point B?)
2. Decide on a timeframe (is this a 3-month process? 6 sessions?)
3. Set a price that makes you slightly uncomfortable (more on pricing in a minute)
4. Find 10 potential clients and have conversations

That’s it! No need for fancy marketing funnels or complex systems yet. If your first client experience shows you this business isn’t for you, that’s valuable information! You can pivot much faster than if you’d spent months building infrastructure first.

Stop Charging By the Hour (Please!)

If I could wave a magic wand and change one thing about how women price their services, it would be this: Stop charging by the hour!

Hourly pricing:

• Punishes you for becoming more efficient
• Puts a ceiling on your income
• Makes clients focus on time rather than results
• Creates the wrong incentives (slower = more money)

Instead, try “value-based pricing” with a simple formula:

1. Decide how many clients you can realistically handle per month
2. Determine your desired monthly income
3. Divide your income goal by your client capacity

For example: If you want to earn an extra $3,000 monthly and can handle 3 clients simultaneously, you need to charge $1,000 per client monthly.

Does that number make you uncomfortable? Good! That means you’re pushing past your comfort zone.

Marketing Without the Overwhelm

Here’s where so many of us get stuck—trying to be everywhere at once and ending up nowhere special.

The simplest marketing approach for new service businesses:

1. Get super specific about your ideal client
   • What’s their approximate income? (They need to afford you!)
   • Where do they physically spend time?
   • What are their values and pain points?
2. Go where they already are
   • Offer free workshops in places they frequent
   • Create simple lead magnets that solve immediate problems
   • Show up consistently with the same clear message
3. Focus on conversations, not conversions
   • The goal of marketing isn’t immediately getting clients
   • It’s creating opportunities for meaningful conversations

No tiene que ser complicado, amiga! You don’t need to master TikTok, Pinterest, LinkedIn, and Instagram simultaneously. Pick ONE channel where your people are and show up consistently.

The Truth Exercise That Changed My Perspective

When imposter syndrome hits (and it will), this simple exercise has been my lifeline:

Step 1: List 10 things that are true about you right now. Use “I am” statements.

• “I am someone who helps others simplify complex ideas”
• “I am persistent even when facing challenges”

Step 2: List 10 things you want to be true about you in one year. Again, use “I am” statements (not “I will be”).

• “I am serving 5 ideal clients who value my expertise”
• “I am confidently charging premium rates for my services”

Read this list every morning or whenever you’re feeling stuck. These identity statements are powerful anchors when doubt creeps in.

Your Business, Your Rules

Remember these truths as you build:

• Simplicity wins when you’re starting out
• The goal isn’t maximum clients but the right income with the right number of clients
• 90% of business lessons come from actually selling something, not preparing to sell
• Your unique perspective is valuable (stop the comparison game!)

Take One Tiny Action Today

If you’ve read this far, you’re ready for action. Here’s your next step:

Write down the smallest possible action you could take today toward starting your business—then do it before bed.

Maybe it’s texting three friends about your service idea, drafting a simple service framework, or researching places your ideal clients hang out.

What tiny step will you take today? Let me know in the comments!

With belief in your potential, Gaby

P.S. If you want to dive deeper into these ideas, check out the full podcast “How to Build a Business (The Easy Way)” with Robin Waite. It’s long (2.5 hours!) but full of practical wisdom without the fluff.