Dianna is the founder of Terra, an artisan candle shop. The business has become a huge success. She previously founded Budget Meal Planner.
TERRA is an artisan candle shop based in St. Louis, MO
In December, 2019, Dianna sent out a tweet challenging herself to create a profitable business for less than $100 and within 30 days. The tweet went viral and she set up a shop to test the idea.
She created two business breakdowns:
Terra had it’s 6 month birthday in June, 2020. That month, she experienced her first four figure day and made five figures in total revenue. This was partially due to Terra’s semi-annual sale. She created a video sharing how she prepared for the sale.
By October 28, she had sold $7k worth of product. This was partially due to wholesale orders. The next day, she calculated that she had made 5088 candles.
She wrote a summary of her experiences during her first year at From $100 to $52,000 in One Year.
On May 26, she observed that TERRA’s monthly revenue increased by 130% – despite the month not being over.
On Black Friday, she experienced more sales in 6 hours than she had ever made in one day. She ended up making $3.22k.
In late Janaury, 2021, she was averaging $360/day. She attributed this to her ulitizing all the content options on IG.
Founders Prayers are unscented prayer candles of your favorite tech icons.
View the Product Hunt launch
Budget Meal Planner
Dianna started Budget Meal Planner in March, 2019. She created a post on Reddit about how she was able to eat on a $5/day budget. She included a link to a mailing list to see if anyone was interested in the idea. Within a day, she had hit 100 subscribers. She created the newsletter the next day.
She launched the website on June 7. She reached 10 total patrons on the same day. On June 10, she created a subreddit. Months later, she wrote a follow-up post about her Reddit experience.
On June 28, she released her first ebook. The book was designed to help readers eat seasonally, thus helping them save money.
She launched the product on Product Hunt in early July. She created a Twitter thread about how to save money on food to help promote it. She did a progress update 8 hours into the launch. Within 24 hours, she had 1,703 unique visitors, 5,629 page views and 5 new Patrons. She created an Indie Hacker post shared her launch experience. The main result? The engagement from the Twitter thread far exceeded that of the PH launch. Check out the Product Hunt page.
2 days after the Product Hunt launch, Budget Meal Planner was featured on Life Hacker. It led to 5.8k unique visitors and nearly 400 people signing up for the mailing list. She was quickly featured on Indie Hackers, MakeUseOf and No Code Founders. She wrote more about the experience at Endless Exposure. Within four days of the Product Hunt launch, she had 100,333 pageviews and 1,171 subscribers. She didn’t have a chance to celebrate the 1k milestone as she hit 2k on the same day.
One week later, she had hit 3’000 total subscribers. By July 24, the website traffic was steady at around 500 visitors per day.
By August 5, the project had reached $500 in revenue. The income streams were ebook sales, Patreon, and donations through Buy Me a Coffee. She reached other milestones in August. The project got its first sponsor and she moved the website from Wix to WordPress.
At the end of November, she moved the newsletter from Mailerlite to Substack. Within a week, she’d hit #17 on the home page of Substack. She also got rid of the blog to focus on the newsletter. By January 29, she had crossed 20 paying subscribers.
At the end of January, 2020, she was feeling stressed about the project. It had a lot of potential but it wasn’t being reflected in the project. She created a Twitter thread about the positives it had brought since its launch. She formally announced the end of the project on March 6. By March 10, it had been sold.
She sold the domain in June, 2019.
Remetea is a pocket app that helps you find the perfect tea to drink based on how you’re feeling.
Santafy was a service that created Christmas themed makeovers for profile photos. Dianna worked on the project with Joel Benjamin and Tomas Woksepp.
She used to stream on Twitch.
- How she had been drinking decaf coffee for a week without knowing it
- Travel photos she’s collected
- Advice to get the most burn out of candles.
- Q&A about TERRA
- How Terra is making the switch to sustainable packaging
- Turning $100 into $52,000 selling handmade candles
- Quick Chat with Dianna Allen of Budget Meal Planner
- How I Started A Candle Brand With $100 In 30 Days
- How Dianna Allen turned her passion into a profitable e-commerce company
- I’m a Maker Because…with Dianna Allen
- Pouring Herself to Success: Dianna Allen from Terra Dianna Allen shares all about building Terra and bootstrapping to $25k.
- How Dianna Allen Started Candle Business TERRA with $100 Here’s how she’s pursuing her mission to make TERRA a household name.
- How Dianna Allen built Budget Meal Planner with No Code using Wix