Built Online Podcast – Detailed Summary

Episode Title: How She Scaled Her Etsy Shop to $20K/Month Without Burning Out | ft. Valery Danilov
Host: Cody McGuffie
Guest: Valery Danilov
Date: December 30, 2025

Episode Overview

This episode features Valery Danilov, a successful Etsy entrepreneur who built two thriving shops—one focused on genealogy templates and the other on calligraphy commissions—scaling to an impressive $20,000 per month. Valery shares her inspirational journey, the pivotal mindset shifts that propelled her growth, navigating burnout, and how she’s planning her next level in business. The conversation is candid, packed with insights for entrepreneurs, and centers on building a business without losing personal joy or purpose.

Key Discussion Points & Insights

1. Overcoming Imposter Syndrome and Taking the First Step

• Valery’s Journey Start: It took Valery two years to work up the courage to run her first calligraphy workshop due to fear and feeling like an imposter, especially since English is not her first language.

  “I was in this imposter syndrome. I was like, oh no. Like, I'm not good enough. Like, English is not my first language. No, no, no. Like, I cannot teach calligraphy. Like, that's impossible.” (00:00)

• Turning Point: Running the first few workshops gave Valery validation and confidence, opening her up to more opportunities like launching a podcast.

2. The "Business as a Baby" Analogy

• Emotional Attachment: Both Cody and Valery discuss the strong sense of attachment entrepreneurs feel to their businesses, likening them to raising children that require constant nurturing, especially in their early stages.

  “With Etsy, I find like a lot of Etsy sellers in particular, they're like, it's like their babies, their business.” – Valery (02:00)

• Stages of Growth: Cody explains how, in business, the early years are about survival and constant attention, much like parenting a young child.

  “Year one, zero to one, it's like you're just trying to make sure that this thing like learns how to survive and you have to like feed it every single thing...” – Cody (02:24)

3. Shop Stats & Revenue Milestones (04:03–07:00)

• Shop 1 (Genealogy Templates):

  • Generates $1,000–$2,000 per month (mostly passive, digital downloads).
  • At its peak with focus, made up to $10,000/month, but now on autopilot.

• Shop 2 (Custom Calligraphy):

  • Focused on custom calligraphy commissions and some digital products.
  • Recently hit $20,000/month.
  • Bare minimum of $5,000/month even in slower times.

• Profit Margins: Digital products have around 85% margins, making them highly profitable.

4. Serendipity and Discovery in Product Development (06:58–12:22)

• Accidental Start: Valery's Etsy journey began as an immigrant trying to find meaning and connection through a creative project (a family tree).

• Embracing Requests: She started by responding “yes” to custom requests—even when they felt out of reach. This openness led to the discovery of a broader market for calligraphy beyond just family trees.

  “That was only because I was saying yes to all the inquiries that people were sending. And that's, that's how I find out my niche. Honestly.” (12:06)

• Niche Evolution: Over time, her business evolved from templates to wedding vows, handwritten letters, poems, and more, showing the value of being receptive to client feedback.

5. Navigating Competition & Pivoting (13:31–17:52)

• Challenges with Copycats: Valery experienced frustration as more competitors appeared, some underpricing her original products or outright copying designs.

  “I remember I was, like, so frustrated that somebody were, like, selling the design for like, $1, you know, or like, like just ridiculously low price.” (13:47)

• Strategic Pivot: Moved her focus to custom calligraphy where her unique skills and style created a strong “moat” (barrier to entry), making her offerings more defensible and less commoditized.

• Business Analogy: Cody likens this to developing a “moat” around a castle—critical for business survival and differentiation.

  “You need to make sure you have an eye of, like, okay, I got it. I need to pivot slightly, strategize, and kind of go find my next thing where I can actually build a moat.” (16:17)

6. Leveling Up: Breaking Limiting Beliefs (17:52–20:16)

• Mindset Progression: Valery describes her limiting beliefs about needing to work for someone or not being able to do it alone. Overcoming these led to her biggest transitions and successes.

  “I distinctly, distinctly can see those transitions almost like, levels in the game... At some point I had this shift that... what if my Etsy shop can became a full time job?” (17:57)

• Taking the Leap: In 2025, Valery left her job as a UI/UX designer to run her Etsy shop full time—supported by her business’s stable income.

7. Juggling Motherhood and Business (20:33–22:21)

• Work-Life Integration: Valery never put her Etsy shop on hold, even during maternity leave. She emphasizes creating systems so business doesn’t pause and remains a flexible, supportive source of income.

  “I never, ever stopped working in my business... that flexibility is just like it was, it was just amazing and I really appreciate it...” (21:10)

8. Scaling through Delegation and Next Steps (22:44–26:23)

• Pain of Doing It All: With growth, Valery felt overwhelmed and recognized the need to delegate and trust others.

  “Maybe the next thing for me is starting learning how to actually delegate and work with other people. And don't be, you know, me, myself and I.” (23:25)

• First Steps to Delegation: She started outsourcing large genealogy commissions, working with other artists to fulfill demand she couldn't handle herself.

9. Big Picture Goals and “Riding the Winner” (26:00–39:47)

• Defining Success: For Valery, long-term fulfillment means building something with lasting impact rather than just financial freedom.

  “In my lifetime, I want to create something that will outlive me.” (26:41)

• Business Coaching & Analogies: Cody warns against the “habit” of jumping to new projects, urging entrepreneurs to recognize when they’re “riding a winning horse” and to double down on what’s working for greater growth.

  “Most people... find the winner and then... they actually don't realize the horse that they're on is actually a winner... I could have rode that one out.” (30:02)

• Strategic Focus: Analyzes what’s needed for major growth ($100K/month), stressing the need to protect against risks (platform dependency, channel volatility) and to systematize growth.

10. Diversification — Products, Teaching, & Etsy Optimization (39:47–44:52)

• Product Expansion: Valery is considering scaling via online courses (calligraphy, Etsy optimization) and workshops for companies, leveraging her expertise for new streams of income.

• Teaching as Empowerment: Teaching others and sharing her methods (including Etsy listing optimization) is seen as a natural and impactful next step.

  “Before I focused on, like, optimizations of every, like, listing... sales skyrocketed... maybe other people also do not know what I didn't know before.” (41:17)

• Passion Projects: Encourages others to start with a passion project and share it publicly.

  “Just find a passion project and just be passionate. Like, share it with the world. That's another key thing.” (42:43)

11. Breaking “Small Business” Language and Mindset (46:51–49:17)

• Words Shape Reality: Both agree that calling one’s business “little” or “just a hobby” can undermine your own ambition.

  “No, this is my business. Like, I own. I'm a business owner. And this is just, just a shift of my perspective.” – Valery (46:51) “It does matter. Because you're telling the universe that you're little and you're telling you and you're shrinking yourself down.” – Cody (48:22)

• Ownership: Affirming yourself as a “business owner,” regardless of the current size or sales, is a crucial mindset shift.

Notable Quotes & Memorable Moments

• On Trying New Things & Saying Yes:

  “That was only because I was saying yes to all the inquiries that people were sending. And that's, that's how I find out my niche. Honestly.” – Valery (12:06)

• On Outgrowing One-Person Mode:

  “Maybe the next thing for me is starting learning how to actually delegate and work with other people. And don't be, you know, me, myself and I.” – Valery (23:25)

• On the “Habit” of Jumping to New Projects:

  “Most people... keep on playing in one through three, but if they just rode that big winner to level four and level five... I could have rode that one out.” – Cody (30:02)

• On Self-Belief and Language:

  “No, this is my business. Like, I own. I'm a business owner.” – Valery (46:51)
  “Don't let anybody share that with you... You're not little. Stop using those words.” – Cody (48:22)

Timestamps of Key Segments

• 00:00–02:24: Valery’s imposter syndrome, emotional side of business
• 04:03–07:00: Shop stats, revenue figures, profit margins
• 06:58–12:22: How Valery found her niche, importance of following requests
• 13:31–17:52: Competition, frustration, pivot to custom calligraphy
• 17:52–20:16: Mindset shifts, “levels” of the entrepreneurial game
• 20:33–22:21: Maternity leave, integration of business and personal life
• 22:44–26:23: Scaling via delegation and collaboration
• 30:02–39:47: The “winner horse” analogy & strategic scaling
• 41:17–44:52: Teaching, Etsy listing optimization, sharing expertise
• 46:51–49:17: Language and self-definition as a business owner

Conclusion

Valery’s entrepreneurial narrative is a testament to the power of curiosity, persistence, and self-belief. She outlines actionable insights into scaling an Etsy business—overcoming limiting beliefs, pivoting to defensible niches, delegating tasks, and adapting as opportunities and challenges arise. Both she and Cody stress the importance of owning your business identity, focusing strategically on what works, and continually leveling up—treating business and life as an ever-evolving, creative game.

Connect with Valery:
Links and further resources can be found in the episode’s show notes.
[Valery’s Website | Instagram | Etsy Shop]