How She Built a Thriving Business With a Small Audience in a Small Market
When most people imagine building a successful online business, they picture millions of subscribers, viral videos, and constant buzz on social media. The story of Bernardet Joy challenges that belief. With only about 6,000 YouTube subscribers, she built a business generating over $360,000 a year—and more than a million dollars in revenue since she began.
This is not a story of instant fame or overnight success. Instead, it’s about persistence, creativity, and the realization that you don’t need a massive audience to create a meaningful, profitable business.
From Debt to Financial Freedom
Back in 2016, Bernardet faced a challenge that many can relate to: student loan debt. After graduating, she found herself with a heavy financial burden of $72,000. Like many young professionals, she turned to the internet for answers. But the advice she found didn’t resonate with her.
Most of the financial content she came across was either too generic, too strict, or simply didn’t account for her lifestyle and background. Instead of passively consuming advice, she decided to take action. Within less than a year, she managed to pay off her entire debt.
But that was just the beginning.
As she started sharing her debt-free journey on Instagram—with sticky notes on her refrigerator showing her progress—friends, colleagues, and even high-earning professionals like doctors and lawyers began asking how she did it. Clearly, she had tapped into a real need.
Turning a Personal Journey Into a Mission
By 2018, Bernardet launched a podcast to document and share her insights. At first, it was only supposed to be one season—a way to avoid countless coffee chats where people asked her the same questions. But the podcast sparked more opportunities: speaking engagements, live coaching, and eventually, her brand Crush Your Money Goals in 2020.
Unlike many creators who start with free content and later monetize, Bernardet flipped the script. She launched courses and coaching programs first and only later doubled down on YouTube. This reversal gave her a business foundation before she worried about subscribers and views.
Today, her business includes:
- Online courses
- One-on-one and group coaching
- Speaking engagements
- Book sales (her book Crush Your Money Goals has sold over 5,000 copies)
And she’s done all this with a modest audience size.
The Power of Small Audiences
One of the most striking aspects of Bernardet’s story is that her YouTube channel has fewer subscribers than many creators who struggle to make even $1,000 a month. So how is she pulling in mid-six figures?
The answer lies in her business model and audience focus.
She doesn’t rely on YouTube ads or sponsors for income. Instead, she treats YouTube as a trust-building platform—a place where her ideal clients can see her expertise, personality, and values. From there, she funnels them into email lists, books, coaching, or courses.
Here’s a quick breakdown:
| Element | Bernardet’s Approach | Why It Works |
| Audience Size | 6,000 YouTube subscribers, ~6,000 newsletter readers | Small but highly engaged |
| Client Base | ~50 paying clients at any time | High-ticket offers ($50–$2,500/month) |
| Revenue Streams | Courses, coaching, speaking, book sales | Diversified income |
| Content Strategy | Repurposed speeches, contrarian takes, commentary on finance experts | Relatable and unique |
| Annual Revenue | $365,000+ in the latest year | Proof that focus beats volume |
Her success highlights an important truth: It’s not about how many followers you have, but how well you serve them.
Repurposing Content Instead of Burning Out
One major challenge many creators face is the pressure to constantly produce new content. Bernardet solved this by repurposing material she already had.
She had recordings from speaking events, television appearances, and live sessions. Instead of letting them gather dust, she edited them into YouTube-friendly videos. Within 18 months, this strategy gave her over 100 videos without the stress of creating from scratch.
For those just starting, this is a game-changing lesson:
Content Repurposing Ideas:
- Cut highlights from webinars into short YouTube clips.
- Turn podcasts into blog posts.
- Share Instagram stories as reels or YouTube Shorts.
- Convert coaching sessions (with permission) into case study content.
This approach ensures you’re not stuck on the content treadmill.
Contrarian Takes and Smart Positioning
One of Bernardet’s breakthroughs came when she realized that contrarian content often performed better than generic advice.
For example, while many financial creators talk about buying homes, she created a video titled “Why I Rent Even Though I’m a Millionaire.” That video attracted far more attention than standard finance topics because it challenged expectations.
Similarly, she created content around well-known figures like Oprah, Dave Ramsey, and Suze Orman—not to attack them, but to add context, nuance, and critique. By piggybacking on popular names, she drew in viewers searching for those figures and offered her unique perspective.
This approach positioned her not just as another finance coach, but as a thoughtful voice willing to question conventional wisdom.
Building a Business Model Around Trust
Here’s the most important lesson Bernardet’s story teaches: You don’t need thousands of clients. You just need the right ones.
At any given time, she works with about 50 paying clients. Some pay as little as $50 per month, while others invest up to $2,500. This small but steady client base, combined with course sales and book revenue, fuels her six-figure business.
She also uses her newsletter as a trust-building tool. With about 6,000 subscribers, she doesn’t chase vanity metrics. Instead, she nurtures genuine relationships. She even keeps a “brag box” in her inbox—a folder of positive feedback and success stories from clients—to remind herself of the real impact she’s making.
Lessons From Negative Comments
Like many creators, Bernardet has faced criticism and negative comments. At one point, she considered leaving social media entirely. But she reframed negativity as a signal of reach: if you’re getting criticized, it often means your content is expanding into new audiences.
She also learned to distinguish between critics who were never her target audience and constructive feedback from potential clients. The key insight: repelling the wrong audience is just as important as attracting the right one.
Key Takeaways
Bernardet’s journey offers timeless lessons for anyone looking to build an online business:
Start With a Real Problem
Her business was born from solving her own $72,000 debt problem—and sharing the process authentically.
You Don’t Need a Huge Audience
6,000 subscribers, 6,000 newsletter readers, and 50 clients built her six-figure business.
Repurpose What You Already Have
Old talks, podcasts, or even casual conversations can become valuable content.
Use Contrarian Content
Challenging mainstream ideas (respectfully) sets you apart and attracts curiosity.
Focus on the Funnel
Don’t just chase views—guide people toward books, courses, or coaching that deepen the relationship.
Embrace the Long Game
Her first year barely earned $10,000. But consistent effort doubled revenue year after year.
Why Small Markets Work
It might seem counterintuitive, but small markets often outperform big ones. Here’s why:
- Less Competition: Few people serve a narrow niche well.
- Deeper Relationships: Small audiences allow for personal connection.
- High Conversion Rates: A smaller group of motivated clients can generate more income than a massive group of casual followers.
- Sustainable Growth: You’re not dependent on going viral to survive.
Think of it this way: would you rather have 1,000 random fans who never buy or 50 loyal clients who invest thousands? Bernardet chose the latter.
The Human Side of Success
While numbers and strategies are important, Bernardet’s story also has a human side. She openly shares personal struggles—like losing her hair at 40 or managing the pressures of entrepreneurship. Instead of pretending to be flawless, she shows vulnerability, which strengthens trust with her audience.
When readers respond to her newsletters with stories of paying off cars or reducing financial stress thanks to her advice, it confirms that impact matters more than metrics.
Final Thoughts
Bernardet Joy’s journey proves that big results don’t require big audiences. By starting with her own debt story, repurposing existing content, and building trust with a small but committed community, she created a thriving business that not only changed her life but also the lives of her clients.
If there’s one message her story leaves behind, it’s this:
You don’t need millions of followers to succeed—you just need the right focus, the right people, and the persistence to keep going.