Pre launch (2020)
Existing youtube audience
Started a brand new niche YouTube channel 'Thomas Frank Explains' focused exclusively on Notion tutorials, separate from his 3M-subscriber main channel. Leveraged existing audience credibility and cross-promotion to seed initial subscribers.
→ Grew niche channel to 230,000 subscribers over time; built core Notion email list of 60–70,000
Month 1–2 (Creator's Companion launch)
Youtube niche channel
Launched Creator's Companion — a productized version of their internal YouTube/social media management Notion template — within the first couple months of the new channel, priced at $99/$149.
→ ~$3,000/month at launch
MRR $3.0k
Month 1–6 (Creator's Companion scaling)
Youtube niche channel
Continued publishing Notion tutorial content on Thomas Frank Explains, each video funneling viewers to either a free template (to capture email) or a direct paid template purchase.
→ Scaled Creator's Companion to ~$15,000/month within 6 months of launch
MRR $15k
Ultimate Brain waitlist build
Email list
Built a waitlist of 3,200 people for Ultimate Brain (personal productivity template) via the niche YouTube channel and email list before launch. Sent a single email launch to the waitlist on launch day.
→ $90,000 in first 30 days from 3,200-person waitlist email
Ultimate Brain post launch
Youtube long form demo
Published a 45-minute walkthrough video of Ultimate Brain on Thomas Frank Explains — structured as an educational tutorial but functioning as a full product demo/ad. Showed enough detail that viewers could partially replicate it without buying, making it genuinely valuable while still driving conversions.
→ Revenue spiked to $100,000/month
MRR $100k
Ongoing (content funnel)
Youtube seo
Systematically published four content types on the niche channel: (1) build guides teaching viewers to build Notion tools from scratch (with free templates), (2) new Notion feature release videos, (3) fundamentals/beginner course content, and (4) listicle/popcorn content (e.g. '10 ways you're using Notion wrong'). Each video type funnels to either a paid template, a free template for email capture, or a resource page opt-in.
→ Sustained $100,000–$120,000/month for nearly two years; 200,000 total email list
MRR $110k
Ongoing (email monetization)
Email autoresponder
On email signup, immediately sends an autoresponder delivering free templates and linking to all other free resources, then pitches Ultimate Brain with a subscriber-exclusive discount code. Built out full funnel automations in ConvertKit.
→ Converts free template subscribers to paid customers; part of $100K+/month revenue engine
Post launch (retention & product quality)
Direct customer support
Thomas personally handled customer support for 8 hours/day for at least a full month after launch — helping with customization, onboarding, and refund requests. Used this to deeply understand customer pain points and improve the product.
→ Low churn, strong word-of-mouth; product improvements informed by real user behavior
Growth (pricing strategy)
Pricing optimization
Raised prices — current bundle at $229 (Ultimate Brain + Creator's Companion). Despite a dip in volume after the price increase, overall revenue increased. Most buyers purchase the full bundle.
→ Net revenue increase despite volume dip post price raise