Lisa Breitenfeldt launched a business selling geocaching equipment in 2005. Ten years later, she had a line of products and some success, but lots of competition. Instead of continuing to chase sales and new products, she asked her mailing list what they might want out of a box subscription – and got the feedback that transformed her business.

Now, at Cache Advance, Lisa sends her members a fun box of geocaching and awesome outdoor gear each month. She’s scaled her business to nurture her very best customers while massively reducing her workload and de-stressing her life.

Today, Lisa joins the podcast to tell the story of how she coped with her niche becoming rife with competition, built a new business to the exact specifications of her best customers, and stopped chasing sales for good.

Key Takeaways

  • How Lisa built a unique business in the early 2000s – and what happened as her category became less unique and competitors began to take her market share.
  • What Lisa did to design a perfect membership for her already-established audience. 
  • How Lisa is expanding on her current membership business to upsell and serve her best customers in new and exciting ways. 
  • What Lisa is doing to offer multiple memberships without exhausting herself or her audience.

Free Give

TRIBE membership guide

FREE Guide – Launch & Grow a Profitable Membership Site

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Memorable Quote

  • “I just needed to be one step ahead of what they wanted and each time that we would get together, just draw them along. That was really it. So, keep it simple.”– Lisa Breitenfeldt

Episode Resources


Read The Transcript

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Shelli Varela

When you reframe your inner story, you reframe what’s possible. This is the mantra of our host, Shelli Varela who achieved incredible success, blazing a trail to become a fire captain, author, TED speaker, and host of The Yes Effect on Entrepreneur's list of 48 Best Podcasts for Entrepreneurs. Today, she uses the same approach to show people how to magnetize their message to achieve their dreams, and discover how they can make a BIGGER impact.

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