Turning a Passion Project Into a $1M+ Brand
The $1M HobbyScool Experiment
When I started HobbyScool, it was just an idea — what if makers and creatives had a place to learn, share, and grow together?
Fast forward, and now it’s a thriving community of tens of thousands.
But here’s the truth: most creative businesses stop at busy. They make some sales, the creator is working nonstop, but they never grow into something bigger.
That’s not what I want for HobbyScool — and it’s probably not what you want for your business either.
That’s why I’m documenting the $1M HobbyScool Experiment: the real-time journey of scaling a creative digital product brand into something worth $1M+ — not just profitable, but sellable.
Inside, you’ll learn how to build predictable revenue, scale without burnout, and position your creative business as a sellable asset — all by following my real-time journey.
Start free today. Get your first month inside the $1M HobbyScool Experiment completely free — no risk, cancel anytime.
Why This Matters (For You and Me)
I’m sharing this journey not because I have all the answers, but because I know so many of us are trying to figure this out.
- You’ve got the course, the membership, or the shop.
- You’ve made sales, but it still feels unpredictable.
- You wonder: Could this ever become something bigger than just me?
That’s exactly the question I’m answering with HobbyScool.
For me, the $1M Experiment is about:
- Freedom → building something that doesn’t depend on me showing up daily
- Legacy → creating a brand that lasts beyond me
- Proof → showing other creatives what’s possible when you treat your business like an asset, not a hustle
And for you? I hope this becomes a playbook you can apply to your own creative business.
Why Share It Publicly?
Because most of us only see the polished results.
What we don’t see:
- The flopped launches
- The systems that broke before they worked
- The decisions about when to push forward and when to pivot
I want to share the messy middle — so that as you’re building your own creative business, you can learn from my wins and mistakes.
The Bigger Picture for Creators
If you’re a solo entrepreneur, it’s easy to get stuck chasing one-off sales.
But here’s the shift:
- Revenue = pays your bills today.
- Value = builds an asset you can keep or sell tomorrow.
That’s the bigger picture I’m chasing with HobbyScool and the mindset shift I hope you’ll see too.
Introducing: The $1M HobbyScool Experiment
Turning a Passion Project Into a $1M+ Brand
The Road Ahead
Today → Summits, memberships, and a growing email list of around 40K
2025 → Scaling predictable systems, partnerships, and growth flywheels
2026 → Expansion into corporate wellness, licensing, and new verticals
2027 → Exit-ready: $1M+ valuation with everything in place for a sale
Everything You Get Inside The $1M HobbyScool Experiment:
This isn’t just content. Every report, podcast, and community discussion is designed to give you actionable lessons you can use to grow your own digital product business — from creating consistent sales, to building systems that free up your time, to turning your passion into a sellable asset.
Everything in the $1M HobbyScool Experiment is delivered through Substack — a simple, trusted platform built for readers and creators.
It’s all in one place — easy, accessible, and available on desktop or mobile.
Monthly Experiment Reports (Value: $297)
See the real numbers behind a $1M+ growth journey.
Every month, I’ll publish a detailed Experiment Report that takes you behind the scenes of how HobbyScool is growing. You won’t just get vague updates — You’ll see the actual numbers that matter: revenue snapshots, subscriber growth, event performance, and what’s driving sales.
But numbers alone don’t create growth. That’s why each report also breaks down the lessons learned, the decisions I made (and why), and how you can apply those insights to your own creative business.
Think of it as your front-row seat to a living case study — one that’s designed to save you time, help you avoid mistakes, and give you proven strategies you can test in your own systems.
Monthly Experiment Reports → Delivered right inside Substack, easy to access from email or web.
Private Q&A Podcast (Value: $197)
Your questions, answered in a private feed.
The Experiment isn’t just me talking at you — it’s a conversation. As a member, you can submit your questions anytime, and I’ll answer them inside our private podcast feed.
These aren’t generic tips. They’re tailored responses to real challenges creators face:
I’ll share what’s working for HobbyScool and how those same strategies can fit into your business.
The best part? You can listen on the go — while you’re working on your next project, walking the dog, or commuting.
Private Podcast → Hosted on Substack — add it to your favorite podcast app in one click.
Community Access (Value: $97)
Learn and grow alongside fellow creators.
Building a digital product business can feel lonely. Inside the Experiment, you’ll join a community of other creators who are also turning their passions into sellable businesses.
In the community, you can:
- Share your own wins, struggles, and takeaways from the Experiment
- Connect with people who get it — the ups and downs of selling digital products
- Learn faster by seeing how others apply the reports and lessons to their businesses
This isn’t just another comment section. It’s a space where creators exchange ideas, celebrate milestones, and encourage each other through the messy middle of building an online business. Because while I’ll be your guide, the real magic happens when creators learn together.
Community Access → Happens in the Substack comments — built-in, no extra logins.
Your Expert Guide: Dr. Destini Copp
Hi, I’m Destini. I’ve spent the last 25+ years in marketing — first as a college professor, and now as a full-time online entrepreneur.
Today, I run two digital product brands: HobbyScool and my personal brand at DestiniCopp.com.
But here’s the truth: I’m not just teaching this stuff. I’m living it. The $1M HobbyScool Experiment is my real-time case study in building a creative brand into a $1M+ sellable business.
My mission? To help creators like you turn your expertise and passion into predictable revenue — not just busy work.
Real Results from Real Business Owners
Here’s what creators and coaches are saying about the results they’ve seen with my systems and programs.
GET YOUR FIRST MONTH FREE AND TRY IT RISK FREE
Join the $1M HobbyScool Experiment
This isn’t just about me scaling HobbyScool.
It’s about proving what’s possible for any creator who wants to turn their passion into a sellable asset.
Most creatives build businesses that keep them busy. I’m building one I can eventually sell. Want to see how?
Frequently Asked Questions
What exactly is The $1M HobbyScool Experiment?
It’s my real-time case study in building HobbyScool — my creative wellness brand — into a $1M+ sellable business by 2027. As a member, you’ll get monthly reports with behind-the-scenes numbers, a private Q&A podcast, and access to a community of fellow creators.
Who is this for?
The Experiment is designed for creators and solo entrepreneurs who want to see what it really takes to scale a digital product business. If you’re running a course, membership, or shop — or if you’re just curious about the systems that grow a sellable brand — you’ll learn a ton you can apply directly.
What will I get each month?
Every month you’ll get:
- 📊 A detailed Experiment Report with revenue snapshots, growth lessons, and strategies I’m testing
- 🎧 Access to new private podcast episodes where I answer member questions
- 💬 Community discussions where you can connect with other creators
How does the free trial work?
When you sign up, you’ll get 30 days completely free. You’ll have full access to everything — the Experiment Reports, the private podcast, and the community.
After 30 days, your subscription will renew automatically at the plan you choose (monthly, annual, or founding member). You can cancel anytime before your trial ends and won’t be charged.
What’s the difference between the Monthly, Annual, and Founding Member plans?
All paid plans include the same access: reports, podcast, and community. The difference is pricing and perks:
- Monthly → $29/month (first month free)
- Annual → $297/year (save 15% + first month free)
- Founding Member → $497/year with recognition as a Founding Backer + occasional bonus content
Where does all of this take place?
Everything happens in Substack. You’ll get Experiment Reports delivered straight to your inbox (and accessible on the Substack app or website), a private podcast feed you can add to Apple Podcasts, Spotify, or your favorite player, and community discussions right in the comments. No extra logins, no extra platforms.
What if I decide it’s not for me?
No problem. You can cancel anytime — even during your free trial — with just a couple of clicks in your account. No long-term commitments, no hard feelings.
Will I get personal coaching from Destini?
This is not 1:1 coaching. However, as a member you can submit your questions to the private podcast, and I’ll answer them so the whole community benefits. Think of it as group-style mentorship through reports, podcast, and community conversations.
Why should I pay for this when there are free business blogs and podcasts out there?
Most free content shares generic advice. The Experiment is unique because you’re getting real numbers, real decisions, and the actual systems I’m using right now to scale a brand into a $1M+ sellable business. It’s part education, part inspiration, and part insider pass to a journey most creators never share publicly.
Still have questions?
Feel free to reach out to Destini at support@destinicopp.com.
GET YOUR FIRST MONTH FREE AND TRY IT RISK FREE
Join the $1M HobbyScool Experiment
This isn’t just about me scaling HobbyScool.
It’s about proving what’s possible for any creator who wants to turn their passion into a sellable asset.
Most creatives build businesses that keep them busy. I’m building one I can eventually sell. Want to see how?
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