Anything worth investing into is usually worth taking big risks with, especially if you are beyond self sustaining from other revenue streams and investing in a project is taking time away from your other business ventures. So a friend and I were working on a project that started off slow. He was a bit of a mule off the start, but now he is doing great. Since I was funding it, off the start he was worried about spending too much, because he worried that it would take longer to break even and that earnings would have to climb much higher to break even.
After losing about $20,000 so far this year, last month was the first month the site more than broke even, but rather than allowing it to keep moving slowly toward profitability I decided to dump about another $20,000 into it so that the site would either sink or swim quickly. As more and more people invest into slowly growing their business market saturation will make it harder and harder to be profitable going slow and steady. But when you take big risks you are remarkable and have the potential to see big returns.
Slow and steady growth is nice, but if you are investing you can't be risk adverse. The site I just invested into recently doubled it's daily income, and I have to think that all of the latent effects of marketing still have not yet kicked in. If you are sitting on shaky ground it is ok to hide what you are doing or invest slowly, but if you believe in what you are doing, it is worth more than twice as much to fail or succeed quickly. If you are quick even if you fail at least you saved time in the process. If you succeed you should have more to reinvest sooner.
For the first year or two of owning a site you should be able to double its income every 3 months until you reach market saturation as long as you are an aggressive marketer and the category is in good health (and of course there is little to no reason to invest lots of effort into a dying category).
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