How Elise Dopson Turned a Passion for Writing into $150k/Year Business
Who is Elise Dopson?π
Elise Dopson, from the UK, started her freelance writing career early and gained significant experience in B2B SaaS content, co-founding Peak Freelance to support freelance writers in scaling their businesses.
What problem does Peak Freelance solve?π
Peak Freelance helps freelance writers avoid isolation by connecting them with a supportive community and resources to scale their businesses smoothly.
How did Elise come up with the idea for Peak Freelance?π
Elise Dopson's journey to founding Peak Freelance started early, at the age of 12, when she developed an interest in writing through blogging about beauty and lifestyle topics. Her passion continued to grow, leading her to work at a marketing agency where she gained broad experience in content creation. This sparked the idea that she could leverage her writing skills in a freelance capacity.
Observing a need for reliable resources and community among freelancers, Elise set out to create a supportive environment for people like her, who were also striving to make a living from freelance writing. She understood the challenges of inconsistent income and lack of professional guidance, which motivated her to address these issues. Through conversations with fellow writers and her own experiences, she recognized the value of sharing tips and building a network for freelancers.
Elise validated her concept by gathering feedback from other freelance writers. These discussions emphasized the need for a community that provides not only resources but also a space to connect and learn from others. The key lesson Elise learned was that freelancers needed a platform that combined practical advice with emotional support, which became the foundation of Peak Freelance.
How did Elise build the initial version of Peak Freelance?π
Elise Dopson and Michael Keenan designed and built Peak Freelance as a community-driven platform specifically tailored to support freelance writers in scaling their businesses. Established in October 2020, the initial build-out concentrated on developing a comprehensive membership model, which included resources like expert interviews, trainings, and templates. They utilized platforms such as Slack for community interaction to foster real-time communication among members. Building Peak Freelance posed challenges like ensuring consistent content quality and managing the nuances of online community moderation, but the project successfully combined Michael and Elise's technical skills and freelancing insights to create a thriving resource for writers. The process of establishing this platform was iterative, relying heavily on feedback from early users to fine-tune offerings and improve the user experience continuously.
How did Elise launch Peak Freelance and get initial traction?π
Twitter Networkingπ
Elise Dopson initially leveraged Twitter as a tool to reach out to other freelancers and potential clients. She actively searched for freelance writers in her niche and scheduled virtual coffee chats through 30-minute Zoom calls. This networking approach helped her build a strong freelance support system.
Why it worked: Twitter served as a "virtual watercooler," making it easier to connect with others facing similar challenges. The direct engagement allowed Elise to form genuine relationships, leading to referrals and subsequent business opportunities.
Guest Posting for Visibilityπ
Elise strategically used guest posting as an initial tactic to increase her visibility. She wrote a free guest post for Content Marketing Institute, which did not pay directly, but the exposure led to potential clients reaching out to her, recognizing her expertise through the high-authority platform.
Why it worked: Guest posting on a well-known industry site positioned Elise as an expert and gave her credibility. This was instrumental in attracting quality clients who were willing to pay for her services.
Freelance Job Boards and Consistent Pitchingπ
Elise dedicated a significant amount of time to scanning freelance job platforms like ProBlogger and Contena. She meticulously crafted pitches, spending at least 30 minutes on each, with the goal to secure new clients. This discipline helped her transition from a Β£200-a-month income to Β£2,000 within a few months.
Why it worked: Consistent pitching through targeted platforms increased her visibility to clients actively looking for freelance writers, facilitating quicker client acquisition and steady income growth.
Metrics:
- Within two months of full-time freelancing, Elise was making Β£2,000 per month consistently.
- The intentional networking and pitching strategies led to significant income growth, eventually reaching six figures by her third year.
What was the growth strategy for Peak Freelance and how did they scale?π
Community Buildingπ
One major acquisition channel for Peak Freelance was building a strong community. Elise Dopson and her co-creator, Michael Keenan, leveraged platforms like Twitter to connect with other freelancers, fostering genuine relationships through virtual coffee chats and conversations. This community-building extended to creating Peak Freelance, a membership community that provides freelance writers with resources, support, and networking opportunities.
Why it worked: Building a community created a supportive network around the business, leading to solid referral pipelines which became the most significant source of new clients. By being part of a community, members could share resources, advice, and potential client leads, which helped in reducing the isolation freelancers often experience and increasing business opportunities.
Referralsπ
Referrals formed the backbone of Peak Freelance's growth strategy, driven by strong networking within their community. The relationships Elise developed, both online and through the Peak Freelance community, often translated into client referrals. Freelancers would refer clients to one another when their schedules were full or when a project better suited someone else's expertise.
Why it worked: Referrals worked well because they came from trusted sources within the community. This ensured that the referred clients were more likely to trust and hire the recommended freelancer, leading to more stable and lucrative job offers. Through genuine interactions and relationship-building within the community, freelancers stayed top of mind for potential work opportunities.
Content Marketingπ
Elise Dopson also utilized content marketing to drive growth, contributing free guest posts to respected publications like the Content Marketing Institute. This helped establish authority and drove potential clients to Peak Freelance.
Why it worked: By strategically placing high-quality content on well-recognized platforms, Peak Freelance appealed directly to potential clients who respected these endorsements. This built credibility and attracted a high caliber of clients who were willing to pay for superior freelance writing services.
What's the pricing strategy for Peak Freelance?π
Peak Freelance offers a membership community for freelance writers with a free tier and paid plans starting at $12/month, featuring resources like masterclasses, Slack group access, and expert interviews.
What were the biggest lessons learned from building Peak Freelance?π
- Value Relationships: Building strong connections with other freelancers led to significant referrals and personal growth. Focusing on genuine relationships rather than competition provides a support system and business opportunities.
- Work Smarter, Not Harder: Elise learned to reduce working hours while increasing income by batching tasks, maintaining a swipe file, and improving time management. She emphasized quality over quantity, leading to higher rates without extra work.
- Donβt Fall for the Hustle Trap: Eliseβs experience showed that the βhustleβ mentality can lead to burnout and subpar work. Taking breaks and prioritizing well-being actually contributed to better productivity and satisfaction.
- Strategic Free Work: Sometimes working for free, like writing guest posts for high-traffic sites, can be a smart move to gain visibility and attract better-paying clients. Establishing expertise and a portfolio can outweigh short-term financial gain.
- Find Your Tribe: Having a community to share experiences and advice mitigates isolation and provides professional growth. Engaging genuinely with peers fosters mutual support and trust, crucial for thriving as a freelancer.
Peak Freelance Acquisition: How much did Peak Freelance sell for and what was the acquisition price?π
Peak Freelance has not announced any exit details or acquisition.
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More about Peak Freelance:π
Who is the owner of Peak Freelance?π
Elise Dopson is the founder of Peak Freelance.
When did Elise Dopson start Peak Freelance?π
2020
What is Elise Dopson's net worth?π
Elise Dopson's business makes an average of $12.5K/month.
How much money has Elise Dopson made from Peak Freelance?π
Elise Dopson started the business in 2020, and currently makes an average of $150K/year.
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