Jan 24, 2016 · 20m · top-founders
Art of Your First Six Figure Launch with Kimra Luna
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gold bands on the timeline = statements, start to end. Hover to read, click to jump. CC turns on captions
In this episode of The Top, host Nathan Latka interviews entrepreneur Kimra Luna, who breaks down the exact advertising, community-building, and webinar strategies behind generating over $880,000 in course sales during her first year in business on a $28,000 launch budget.
How this conversation actually went
Every chapter scored 0–10 on four independent dynamics. Hover any point for the reasoning behind the score. Nathan holds 42.5% of the talking time here. How this is scored →
Nathan as informed peer 5.1 Guest teaching 4.4 Guest disagreement 1.6 Nathan pushing back 2.4
speaking balance: gold is Nathan, purple is the guest (3 minute bins)
Sharpest disagreement ▶ 18:19 Blunt rejection of standard business habits
Kimra completely rejects standard entrepreneurial archetypes by flatly stating 'I don't read' and confirming she follows zero CEOs.
Hardest push from Nathan ▶ 19:44 Nathan presses past Kimra's deflectionWhen Kimra dismisses the retrospective wisdom question with 'Honestly, nothing', Nathan refuses the dodge, reframing the question around her current maturity to elicit a substantive answer.
Biggest teaching moment ▶ 7:25 Educating on warm retargeting over cold lead generationKimra corrects Nathan's assumption about webinar funnel mechanics, explaining that pre-launch webinars should offer pure value to retargeted warm leads without pitching.
Nathan holds their own ▶ 6:05 Instant live calculation of launch economicsNathan synthesizes Kimra's complex itemized list of contractor fees, design, video, and ad spend to accurately calculate her net launch overhead and profit margins.
the scores for every segment, with the reasoning behind each
| Chapter | Topic | Nathan as informed peer | Guest teaching | Guest disagreement | Nathan pushing back | Why |
|---|---|---|---|---|---|---|
| Introducing Kimra Luna and Her Signature Seven-Figure Course | 5 | 4 | 1 | 1 | Nathan introduces Kimra and immediately probes into her product structure, revenues, and transition from food blogging. Kimra explains her $2,000 course model and unconventional custom-drawn Adobe Muse website. | |
| Expense Breakdown for a $750,000 Course Launch | 6 | 3 | 0 | 1 | Kimra shares her launch expense ledger item by item, and Nathan rapidly tallies the ad spend, design, and production costs on the fly to verify her overall margins. | |
| Retargeting Warm Traffic with Value-Driven Webinars | 6 | 6 | 2 | 3 | Nathan cites Tanner Larson's webinar playbook to ask about attendee volume from cold ads. Kimra reframes the premise, educating Nathan that her launch ads were strictly retargeting warm audiences with non-pitch content rather than chasing cold leads. | |
| List Building Tactics and Free Mini-Course Lead Magnets | 6 | 5 | 2 | 4 | Nathan computes her cost per acquisition at $1.03 per lead and presses her on exact webinar conversion metrics and pitch structure, challenging the assumption that sales only happen during the live call. | |
| Enforcing Hard Cart Deadlines and Maintaining Community Trust | 5 | 4 | 1 | 2 | Nathan connects Kimra's hard cart-close deadline strategy to Amy Porterfield's tactics. Kimra describes managing support via group hashtags while on bed rest during late pregnancy. | |
| Slide-Free Webinars and Automated Facebook Group Growth | 4 | 5 | 2 | 2 | When Nathan asks for her webinar slide deck, Kimra reveals she presents entirely without slides. She explains her funnel loop of driving all lead opt-ins straight to a Facebook group via thank-you pages. | |
| The Famous Five: Software Tools, Welfare Past, and Wisdom | 4 | 4 | 3 | 4 | In the Famous Five segment, Kimra bluntly rejects traditional questions by noting she does not read books or follow CEOs. Nathan pushes back when she gives a non-answer about her past self, prompting her to offer actionable advice. |
Statements from this episode (16)
Luna generated over $880K from her signature course in year one
“In my first year in business, I was able to sell over 880,000 dollars in sales with that program alone.”
Luna generated $1M in six months following her first year in business
“Six months after that, I've been able to generate about a million dollars total revenue from either sales for my program and some JV ventures that I've done.”
Luna deleted her unprofitable health blog to pivot to online marketing
“Before that, I was actually a health and wellness food blogger, and I didn't really make very much money doing that and, but I had tons of knowledge in my head, and I decided I wanted to scratch my blog, and I literally deleted it off of the internet. Started …”
Luna grew her Facebook group from zero to 20,000 members in months
“My Facebook group now has over 20,000 members and I literally had zero in May of last year.”
Luna generated $750,000 in sales during a single February course launch
“In my launch, my most recent launch in February, I made, that was, I made 750,000 dollars in sales during that launch.”
Luna spent just $28,000 on ads and team for her $750,000 launch
“When I calculated it was about 28, 28,000 total with like my ads and my designers and all that stuff total.”
Luna added 5,000 email subscribers in two months using a mini-course
“And I was able to grow my list by about 5000 during November and December, just promoting my mini course.”
Luna strictly shuts down any Facebook ad exceeding a $2 conversion cost
“If any ad would go over two dollars a conversion, I actually, I would turn the ad off and then put a new one up. I would adjust like change the graphic or change the copy.”
Luna found most buyers registered for four webinars before finally purchasing
“Most people had signed up for at least four of my webinars throughout the past year before they made a purchase of my Be True Brand New program.”
Luna emailed her list four times on launch day, generating 200 sign-ups
“I emailed my list actually four times that day. And ended up getting 200 people signed up on the last day.”
Luna strictly enforced cart closing even when late buyers offered double price
“And I did not let anybody in after, after that time. And there was people like begging me and begging me. There was like four people who were like, I will pay you double.”
Luna sold her digital marketing course for $2,000 via a membership platform
“The price was 2000... It's a digital program. They actually get access to everything right away. The program goes kind of like from beginners and online marketing all the way to more advanced strategies, like actually launching and putting together courses and…”
Luna replaced live Q&A calls with weekly hashtag-based asynchronous office hours
“What I did is I asked my group to use a particular hashtag on a certain day. I was like, Hey, you know, every Thursday use this hashtag and I will come in the group and answer everybody's questions that use that hashtag on it.”