Our 2025 sales at Lifeboost Coffee were $51,058,380.
Image: 2025 sales. Shopify on top, Amazon on bottom.
Here are the 3 biggest lessons I learned.
01. Power of positioning
In the past, we launched nutritional supplements, a skin scrub, a water filter, and an online course under the Lifeboost Coffee brand.
All were flops.
More importantly, all weakened our brand position.
We are a healthy coffee company. That’s it.
Any product we add that is not a healthy coffee product is a distraction.
Lesson: Know the position you want to own. Don’t deviate.
02. Staying in the game
Last year, we achieved higher profits than in any year in our company’s history.
And sales grew by more than 25%.
We reached a tipping point.
We’ve driven millions of impressions and have served hundreds of thousands of customers since I joined in 2019.
A brand is the total of all the interactions, positive or negative, people have had with your company.
Our team has done a fantastic job at creating excellent products and providing outstanding service.
More people talk about our brand. More people search for it. More people comment positively on our Facebook ads about it.
Business success looks like this:
With enough time, your work pays off.
Lesson: Stay in the game long enough to experience the positive results of momentum.
03. Timing
We tried to sell Lifeboost Coffee for the second time last year.
We still own it.
We could have sold it, but not at its full value.
Wrong timing.
If this were 2021, we could have sold for 2-3X sales.
Not today.
We wasted $150,000 in fees pursuing a sale at the wrong time.
Trying to sell your business is a huge distraction.
You waste time optimizing for short-term results.
2026: Back to building for the long term. Finally.
Lesson: Put aside selling your business unless the market is exceptionally favorable.
Quick message for owners of $1M-$5M ecom businesses
What got you here won’t get you to the next level (8-figures).
I’m going to work with a handful of $1M-$5M ecom brand owners in the first half of 2026. If you’re interested, click here:
Back to the basics
In the next issue of my 100% free newsletter, The Scaling Journal, I’m taking you back to the basics.
You’ll learn how I would build a $1M ecom business in 12 months.
Whether you want to launch a new brand or scale your current one, you’ll get what I would do in the next 12 months in the next issue of this newsletter, on Tuesday, January 6th.
—Matt
P.S. I talked with the owner of a $5M ecom brand the other day. He said, “Matt, there’s this invisible ceiling at 7-figures in ecom. Not many brands break through. It seems like everyone gets stuck and can’t get to 8-figures.” I 100% agree. You build a 7-figure business by owning a niche; you build an 8-figure business by expanding into a larger market. If you’re at $1M-$5M, click here to learn more.