My business journey in 12 months from @audreycaprianni

The creator tells the story of her career transition and business growth, starting with her decision to leave product management and learn UI/UX design. She details her initial struggles, first clients, and a pivotal shift from hourly to retainer-based pricing. She then recounts quitting her full-time job, the challenges of scaling solo, the necessity of hiring a team, and ultimately achieving significant financial success with her design agency.

Creator: @audreycaprianni on Instagram

Video format

Speaker address

Video outline

  1. State dramatic transformation
  2. Detail initial struggle & pivot
  3. Reveal success-induced crisis
  4. Show scaling solution
  5. Present ultimate outcome

Narrative framework

The Escalating Problem-Solution Arc

Narrative framework logic

A chronological journey narrative that frames a success story as a series of escalating problems, each met with a strategic solution, leading to an exponential outcome. The rapid pace is maintained by using specific data points (time, money, clients) as narrative milestones.

Topics: Entrepreneurship, Career Advice, Business Strategy, Design

Concepts: Origin Story, Journey Documentation

Formats: Speaker address

Elements: Text Overlay, Jump Cut, Follow / Subscribe CTA

Account types: Personal Brand

Transcript excerpt

In twelve months, I went from zero design experience to making 29 k a month. While working full time at Canva, I realized product management wasn't for me, so I started learning UI UX design on nights and weekends. My first designs were terrible, but I kept going. I learned by doing free work with friends, personal projects, and good designs up on mobbin whenever I got stuck. By month six, I had two projects in my portfolio, emailed 20 founders, and finally landed my very first customer paying $50 an hour. After that first project, I realized charging hourly meant I made less money by being best. So I switched to 3 k a month for unlimited design. By month eight, I landed four customers on that retainer while still working at Canva. I was making the same amount of money freelancing as I did in my full time role, so I decided to quit and pursue my design business properly. Six months after I resigned, I was making 29 k a month. Even though it was the most money I had made, I was the most unhappy I'd ever been. I was working on eight customers solo, pulling all nighters, and working every single weekend. It's only when I hired people that things really accelerated. Six months later, w

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