[Bootstrapped] $4M/Year With A Lifestyle Blog

Table of Contents

• Introduction: Who is Scott and What Business Did H …

• Backstory: How Man of Many Came to Life

• Launching the Business: The Journey from Concept t …

• Lessons Learned: How is the business doing today, …

Introduction: Who is Scott and What Business Did He Start?

Scott Purcell is the Co-Founder of Man of Many, one of the world’s largest men’s lifestyle sites. The proudly self-funded and independent publication covers the latest in Products, Culture & Style, and has grown into a trusted voice for its readers globally. Every month, Man of Many reaches over 2 million readers, primarily between the ages of 25-44, and has built a social media following of more than 700,000.

A decade into its journey, Man of Many has evolved from a part-time hobby into one of Australia’s leading media brands, now generating over $4 million in annual revenue. The site’s quality content has earned industry recognition, solidifying its reputation as a respected player in the men’s lifestyle space.

Backstory: How Man of Many Came to Life

The idea for Man of Many originated in 2012 when Scott and his friend, Frank, shared a flat. Scott, who had just started his career at Westpac Institutional Bank, and Frank, an industrial designer, bonded over their diverse interests and the cool discoveries they stumbled upon online. They saw an opportunity to create a site that catered to their eclectic tastes, filling a gap in the market for men’s lifestyle content.

With Frank coining the name Man of Many, the pair found the perfect brand identity to reflect their wide-ranging interests. By luck, the domain name was still available. What started as a side project quickly gained momentum, as the two friends balanced their day jobs with the growing demands of the site, curating unique products and content for their audience.

In June 2016, Scott decided to quit his job and focus full-time on the site, with Frank soon following suit. Their shared passion and previous experiences in tech and design played a pivotal role in shaping Man of Many into the successful venture it is today.

Launching the Business: The Journey from Concept to Market

Building the first version of Man of Many was a modest endeavor. Scott used his basic WordPress skills to design a simple, user-friendly website that showcased one unique product per day. Initially, the content featured brief, 50-100 word product descriptions, but the pair’s careful curation kept readers coming back.

With no background in SEO, Scott and Frank focused on creating fresh, exciting content that appealed to a savvy, trend-conscious male audience. Over the next four years, the team expanded their product offerings, refined their content strategy, and began to see significant growth.

Operating part-time until 2016, Man of Many steadily increased its traffic, reaching 250,000 monthly visitors by the time Scott and Frank went full-time. Their decision to invest in video content, high-quality visuals, and brand partnerships helped drive the site’s growth even further.

The early days were challenging, with both founders juggling multiple responsibilities, but their commitment to consistently delivering high-quality content helped them build a loyal audience.

Lessons Learned: How is the business doing today, and what does the future look like?

Today, Man of Many is thriving. The site has achieved significant profitability, with revenue growing by 16.4% in the past year. Their audience has expanded, with 150,000 email subscribers, a 72% increase in social media followers, and substantial engagement across platforms like TikTok and Pinterest.

The founders have diversified their revenue streams, including affiliate partnerships that have generated over $1.7 million in sales. Man of Many has also secured exclusive publishing deals with major companies like Microsoft and Apple, expanding their reach even further.

Looking ahead, Man of Many is focused on expanding its content offerings, growing its global audience, and continuing to innovate through its production studio, Man of Many Media. With a growing team and increasing operational efficiency, the future looks bright for this independent media powerhouse.

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Cheers,

Matt