Creator Science Podcast

Episode #259: My Numbers from May 2025 [From The Lab]
Release Date: June 17, 2025
Host: Jay Clouse

Introduction to the May Retro

In Episode #259 of Creator Science, host Jay Clouse delves into his May 2025 retrospective, a monthly practice where he reviews his key performance indicators (KPIs), assesses what worked, identifies concerns, and outlines actionable changes for the future. Jay emphasizes the importance of transparency and community engagement, sharing his dashboard and insights openly with all members of "the Lab," his exclusive creator community.

"These retros are available to anybody, regardless of membership tier. If you want to start in the basic tier, I think that's a great place for you to start."
— Jay Clouse [02:30]

Review of May Goals

Jay reflects on his May goals, acknowledging both successes and areas needing improvement. While he achieved his revenue goal of $72,000, surpassing the previous month's $56,000, he notes missed targets in newsletter formats and strength workouts.

"I averaged more than 8,000 steps per day. Did not get 8 strength workouts. I have been prioritizing just steps above all."
— Jay Clouse [05:45]

Key Performance Indicators (KPIs)

Revenue and Expenses

• Revenue: $72,000 (Third highest month of the five-year span)
• Expenses: $44,000 (Slight decrease from $45,000)
• Net Income: Increased from $11,000 to $28,000

Subscriber Metrics

• Total Subscribers: 64,000 (Planning to clean 8-10,000 inactive subscribers)
• Growth Source: Significant increase attributed to YouTube content

"What I need to do is a better system for keeping these goals in front of me throughout the month."
— Jay Clouse [03:15]

Platform Performance

• YouTube: Published a single video featuring Caleb Raulston, which performed exceptionally well, contributing to a 32% increase in new subscribers.
• Podcast Consumption: Up, particularly driven by Spotify's integration of video content.
• Digital Products: Creator HQ steady at ~$1,000/month, with courses seeing the best sales thanks to email automation improvements.

Achievements and Highlights

• Highest Speaking Gig: Earned $10,000 from a speaking engagement, with potential for a $25,000 opportunity.
• Book Proposal: Progressing at 60%, focusing on trust-building strategies grounded in psychology and actionable behaviors.
• Community Growth: 15 new community members, with a 97% retention rate.
• Event Planning: Preparing for the first in-person Lab event in Boise, including engaging activities like escape rooms and axe throwing to foster genuine connections.

"Trust is like the currency... attention is nothing without trust."
— Jay Clouse [35:20]

Concerns and Challenges

• Confidence Issues: Jay shares personal feelings of decreased confidence, linked to uncertainty around new projects like the book and in-person events.

  "When you collect evidence that you are capable and good at something, then it's easier to be confident."
  — Jay Clouse [27:10]

• Event Budget Overruns: Unexpected costs from hiring a videographer led to higher expenses, prompting concerns about maintaining budgetary discipline.

• Content Pipeline Delays: Publishing rates lagging due to challenges in securing a reliable video editor, affecting sponsor deliverables.

• Subscriber Engagement: The need to clean inactive subscribers to improve engagement metrics and overall list health.

Decisions and Strategic Changes

• Enhancing Community Resources: Introducing more swipe files and plug-and-play resources to add value for members and attract third-party sponsors.

• Marketing Campaigns: Planning dedicated campaigns for the Lab to boost membership, especially focusing on the Basic tier which is experiencing rapid growth.

• Corporate Structure Exploration: Considering new corporate structures to better accommodate future projects like the book and potential expansions in healthcare benefits.

• Content Strategy Adjustments: Increasing focus on YouTube content, leveraging successful formats, and exploring more video content on Spotify to capitalize on recent growth trends.

"I want to create a space where it's much more clearly about these people joining and sharing and connecting with each other."
— Jay Clouse [50:40]

Life Updates

• Travel Plans: A busy month filled with travel for the Lab event in Boise and a family vacation with his parents and siblings.
• Home Improvements: Completion of the basement remodel, including a wet bar and built-in library, enhancing personal and professional spaces.
• Family Support: Bringing his mother along to assist with childcare during the Boise trip, ensuring full participation in planned activities.

"We've been cutting down on our DoorDash consumption because... we are spending way too much money on delivery food."
— Jay Clouse [55:30]

Future Goals for June

• Revenue Targets: Aim to maintain or exceed the $70,000/month revenue benchmark.
• Community Engagement: Proactively invite new members and optimize membership tiers to foster a vibrant, diverse community.
• Content Production: Publish pending videos, including upcoming features with Colin and Samir, and a studio rebuild tour.
• Book Development: Finalize and submit the first draft of the book proposal to his agent by July 1st.
• Personal Well-being: Continue achieving daily step goals, reduce weight below 190 pounds, and enjoy upcoming travels to Traverse City with family.

"It's time to run a dedicated marketing campaign for the lab and identify a lawyer to talk about corporate structure."
— Jay Clouse [1:05:00]

Conclusion

Jay Clouse's May retrospective offers a transparent and insightful look into the multifaceted life of a content creator navigating growth, personal challenges, and strategic expansion. By openly sharing his metrics, successes, and struggles, Jay not only fosters a sense of community but also provides valuable lessons for fellow creators striving to master the science of content creation.

"If you enjoy it, you should consider joining us in the lab... give you a look behind the scenes."
— Jay Clouse [1:10:00]

Join the Lab:
For those interested in accessing detailed retrospectives, exclusive workshops, and a supportive community of creators, visit creatorscience.com/lab to learn more and join the Basic tier or apply for Standard and VIP memberships.