The Side Hustle Show – Episode 701

Zero Followers to Full-Time Video Game Income: How I Built an Online Business for Sims Superfans

Host: Nick Loper
Guest: Gloria Riley, founder of Yellow Llama Co
Date: October 9, 2025

Episode Overview

In this episode, Nick Loper sits down with Gloria Riley of Yellow Llama Co, who turned her passion for The Sims video game into a profitable, full-time business. Gloria shares her journey from hobbyist to entrepreneur, detailing how she identified a unique niche—custom planners and digital tools for serious Sims players—and harnessed the power of viral content, community-driven feedback, and digital product sales to grow her business from zero followers and sales to a sustainable income.

Key Discussion Points & Insights

1. Origin Story: From Personal Need to Viral Product

• The Sim Planner Genesis
  Gloria created a physical planner book for tracking Sims characters because she wanted a better way to plan her own gameplay ([01:34]).

  “It's basically a book with some templates... to help simmers plan their gameplay plan ahead so that they're not so overwhelmed when they get into the game.”
  —Gloria ([01:36])

• Slow Start and First Sales
  After initial release via Amazon KDP, sales were almost nonexistent—just two sales in the first month ([02:31]).
  Gloria admits, “That was really my own fault because I wasn't really promoting it... wasn't until my sister really pestered me to actually go on TikTok” ([02:31]).

2. TikTok Breakthrough: Viral Growth With Zero Audience

• The Viral Video
  Consistent short-form TikTok posting and use of trending sounds led to a 10-second meme-style video going viral ([03:16-04:37]).

  “The comment that just kept repeating in. In the comment section was, I want this, I need this, I need this.”
  —Gloria ([04:17])

• Results
  The viral moment drove massive engagement and sales, validating that other players craved her planner.

3. Niche, Competition, and Market Fit

• There were no printed planners specific to Sims players; closest competition was Excel spreadsheets ([06:01]).
• The planner’s price point ($12.99) was inspired by similar low-content books on Amazon, and customer feedback was positive ([04:46]).

4. Transition to Full-Time & Expanding the Product Line

• Going All-In
  Gloria quit her job after seeing sustained four-figure monthly income ([08:22]).
  She diversified quickly into digital planners (GoodNotes, OneNote, Notion)—higher margins, less dependency on Amazon, and able to serve more customer preferences ([06:56–08:26]).

Revenue Breakdown ([08:22–09:54])

• Amazon paperback planner earns less than €5 per unit.
• Digital downloads (sold via Lemon Squeezy) command $20–$100 each with higher profits.

5. Evolving Business Systems: Platforms and Tools

• Digital Sales: Transitioned from Etsy (too competitive, high fees) to her own WordPress shop, leveraging Lemon Squeezy for digital product delivery and VAT compliance ([08:26–09:57]).
• Merchandising & Pricing: Flagship Notion template, Sim Guardian, priced at $100—higher price is justified by depth and value ([14:57–15:53]).
• Parity Pricing: Uses Parity Deals to make premium products accessible internationally ([14:57]).

6. Community-Driven Marketing & Content Creation

• YouTube Channel:

  • Currently 3,000+ subscribers and growing ([17:04]).
  • Content has evolved from podcast snippets to viral video essays ("You're never going to stop playing The Sims after this" at 170,000+ views) ([20:01]).
  • Mixes storytelling with practical gameplay and organizational advice ([17:34–22:05]).

  “I help simmers play with purpose. That's basically what I try to focus everything I make on.”
  —Gloria ([18:46])

• Content Tactics:

  • Hooks and packaging are vital for video performance ([20:32–22:05]).
  • Avatar branding for recognizability ([22:09]).

7. Gentle Sales Funnels & Lead Magnets

• Product Integration: Organic mentions in content or short ad spots inside videos ([23:04]).
• Lead Magnets:
  • Free notion templates and a 'Simmer's Block' personality quiz drive email signups ([25:07], [28:33]).
  • Plot twist prompts in newsletters to keep subscribers engaged and motivated ([28:33–30:02]).
• Email System:
  • Hosted on Mailerlite; surprise: newsletter drives less direct sales than expected, but essential for community ([34:34]).

8. Systems & Tools Behind the Scenes

• Product delivery: Lemon Squeezy ([09:54]).
• Email: Mailerlite ([36:37]).
• Quizzes: Convert Box ([35:28]).
• Knowledge base/community: Heartbeat ([35:59]).
• Automation: Pabbly Connect (Zapier alternative) ([36:27]).
• Miscellaneous tools: Pixelteo (URL shortener), Komodo Dex (video tutorials hosting) ([36:01]).

9. Future Plans & Growth

• Remain focused on expanding the YouTube channel and content formats, including livestreams and more templates ([37:04–37:44]).
• Possibly launch or relaunch an affiliate program via Lemon Squeezy ([37:04]).
• Considering throwback spreadsheet-based planners ([37:43]).

Notable Quotes & Memorable Moments

• On Authenticity and Community:

  “You would be doing your community a disservice if you were to keep your solution a secret.”
  —Gloria ([37:54])

• On Overcoming Fear and Discomfort in Marketing:

  “Don't be afraid to be uncomfortable or cringe. Lean into that discomfort. And also, do not write off any platforms that you think aren't a good fit just because you wouldn't find yourself there.”
  —Gloria ([37:54])

• On Value and Pricing:

  “The Sims community is quite cost sensitive... it became tricky later down the line once I published my SIM Guardian, my notion template, because that one, yeah, it's quite a price hike in comparison to my other templates.”
  —Gloria ([12:41])

• On Business Model:

  “I think it's just important to give them a little peek... not everybody is tech savvy as well. And I want them to feel comfortable and confident with their purchase because again, the SimGuardian is an investment.”
  —Gloria ([25:20])

Timestamps for Important Segments

• [01:34–02:08]: Gloria describes the creation and reason behind the Sim Planner.
• [03:16–04:37]: The viral TikTok moment that launched her business.
• [06:06–06:30]: Discussion of uniqueness and competition in the niche.
• [08:22–08:26]: Transitioning to full-time and discussion of revenue.
• [12:41]: Gloria discusses pricing, profit margins, value and customer sensitivity.
• [14:57–15:53]: Development and positioning of the Sim Guardian Notion template as the flagship product.
• [17:34–18:46]: Details on YouTube content strategy and philosophy.
• [22:09]: Use of Sims avatar branding for videos.
• [23:04–25:20]: How sales occur via YouTube and the free template “lead magnet” funnel.
• [28:33]: The Simmer’s Block Quiz as a personalized lead magnet.
• [34:34]: Observation that her newsletter doesn’t drive as many sales as expected.
• [35:28–36:37]: Tech stack overview.

Lessons & Takeaways

• Start with “scratching your own itch,” then validate demand through community feedback and viral, niche marketing.
• Don’t underestimate the power of platforms you initially dismiss—TikTok turned Gloria’s slow-moving product into a hit.
• Listen to your audience and build more products, but diversify to avoid dependency on any one channel, marketplace, or product.
• Leverage lead magnets and free value to build trust, especially with premium-priced products.
• Email may be better for engagement than direct sales, but it’s necessary for community building.
• Invest in systems and tools that suit your tech level and allow you to focus on creation, not busywork.
• Be your own biggest cheerleader and don’t hesitate to promote your work—your community will thank you.

Final Advice for Side Hustle Nation

“Be your biggest cheerleader. Don't be too shy to talk about what you make, and you would be doing your community a disservice if you were to keep your solution a secret... Do not write off any platforms that you think aren't a good fit just because you wouldn't find yourself there.”
—Gloria ([37:54])

Links and resources:

• Yellow Llama Co
• Gloria’s YouTube channel (linked in show notes)

For more actionable tips:
Take Nick’s free side hustle quiz at hustle.show for a custom curated playlist.

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