Glossary

Key terms and concepts referenced throughout The $97 Launch. Bookmark this page as a quick reference while building your business.

Affiliate Marketing

A revenue model in which you earn a commission by promoting another company's products or services. You share a unique tracking link, and when someone purchases through it, you receive a percentage of the sale.

Bootstrapping

Building and growing a business using only personal savings and revenue generated by the business itself — without outside investors, loans, or venture capital. The core philosophy behind The $97 Launch.

Break-Even Point

The moment when total revenue equals total costs, meaning the business is no longer operating at a loss. For a $97 startup, this can be reached with as few as one or two sales.

Burn Rate

The rate at which a business spends money before generating positive cash flow. A $97 launch keeps burn rate near zero by using free and low-cost tools from day one.

CAC (Customer Acquisition Cost)

The total cost of acquiring a new customer, including advertising, marketing, and sales expenses divided by the number of customers gained. Lower CAC means higher profitability per customer.

Conversion Rate

The percentage of visitors who take a desired action, such as making a purchase, signing up for an email list, or downloading a lead magnet. A 2-3% conversion rate is typical for most online businesses.

DBA (Doing Business As)

A registration that allows a sole proprietor or LLC to operate under a business name different from their legal name. Required in most states if your business name differs from your personal name.

Digital Product

A product delivered electronically with no physical inventory — ebooks, templates, printables, online courses, software, and design assets. Digital products have near-zero marginal cost per sale, making them ideal for low-budget startups.

Drip Campaign

An automated email sequence that sends pre-written messages to subscribers on a scheduled cadence. Used for onboarding, nurturing leads, and driving sales without manual effort after initial setup.

EIN (Employer Identification Number)

A unique nine-digit number assigned by the IRS to identify a business entity for tax purposes. Required for LLCs, corporations, and any business with employees. Free to obtain from the IRS website.

Freemium

A pricing model in which a basic version of a product or service is offered for free, while premium features require payment. Commonly used by SaaS companies and membership platforms to build a user base before monetizing.

Lead Magnet

A free resource (ebook, checklist, template, quiz, webinar) offered in exchange for a visitor's email address. The first step in building an email list, which is the most valuable owned marketing asset for any small business.

Lean Startup

A methodology that emphasizes building a minimum viable product, measuring customer response, and iterating quickly rather than spending months on a full product before launch. The $97 Launch applies lean principles to keep costs under $97.

LLC (Limited Liability Company)

A business structure that protects the owner's personal assets from business debts and lawsuits. An LLC can be formed for $50–$500 depending on the state, and is the recommended starting entity for most small businesses.

LTV (Lifetime Value)

The total revenue a business expects to earn from a single customer over the entire duration of their relationship. High LTV relative to CAC is the key indicator of a sustainable business model.

MRR (Monthly Recurring Revenue)

The predictable monthly income generated from subscriptions, memberships, or retainer agreements. MRR is the most valued revenue type because it provides financial predictability and compounds over time.

MVP (Minimum Viable Product)

The simplest version of a product that can be released to test demand and gather feedback from real customers. An MVP prioritizes speed to market over feature completeness — launch first, improve later.

Niche

A specialized segment of a broader market. Successful $97 businesses typically target a narrow niche (e.g., "WCAG compliance checklists for Shopify stores") rather than competing in a broad category.

No-Code

Tools and platforms that allow you to build websites, apps, and automations without writing any programming code. Examples include Carrd, Webflow, Notion, Zapier, and Canva.

Print-on-Demand (POD)

A fulfillment model in which products (t-shirts, mugs, books, posters) are printed only after a customer places an order. No inventory, no upfront cost — the supplier handles production and shipping.

Profit Margin

The percentage of revenue that remains as profit after all expenses are deducted. Digital products typically have 80-95% profit margins because there is no physical inventory or shipping cost.

Recurring Revenue

Income that repeats on a predictable schedule, such as monthly subscriptions, annual memberships, or retainer contracts. Recurring revenue is more valuable than one-time sales because it compounds and provides financial stability.

SaaS (Software as a Service)

A software delivery model in which users pay a recurring subscription fee to access an application hosted in the cloud. Micro-SaaS — small, niche software tools — can be built and launched for under $97 using no-code or AI tools.

SEO (Search Engine Optimization)

The practice of optimizing a website's content, structure, and technical elements to rank higher in search engine results. Organic search traffic is free and compounds over time, making SEO the highest-ROI marketing channel for low-budget businesses.

Solopreneur

An entrepreneur who runs a business entirely on their own, without employees or co-founders. The $97 Launch is specifically designed for solopreneurs who want to build lean, profitable businesses.

WCAG (Web Content Accessibility Guidelines)

The international standard for web accessibility, referenced by courts in ADA lawsuits. WCAG 2.1 Level AA compliance covers color contrast, keyboard navigation, alt text, heading hierarchy, and labeled forms. Building accessible from the start costs nothing extra.