January 2025

I plan for an IPO as a grand opening for a new, highly anticipated restaurant. Before the debut, customers (like investors with an IPO) must be informed and excited about the launch. A well-orchestrated launch requires marketing and PR teams to work hand in hand well before the IPO to get the word out and build the buzz to make the opening day a success. That is only the beginning. Managing investors’ expectations, the public and internal stakeholders require constant vigilance with a solid communications program at the core.

After two years of slow initial public offering (IPO) activity, the start of 2024 had U.S. investors and companies cautiously optimistic that IPO activity would gain momentum. EY reports that IPO proceeds over the first three quarters of 2024 outpaced 2023’s full-year levels. For companies with strong differentiators in hot demand, an IPO could be a very real strategic business option in 2025. To optimize your chances of getting there, PR and marketing leaders must have a seat at the table early on to lay the groundwork effectively.

Related: PR or Marketing? Here’s the Difference

The role of PR and marketing in IPO success

An IPO isn’t just a financial event. It’s a transformation of a company’s public image. PR and marketing teams are crucial in guiding this transformation, ensuring the company’s brand and message resonate with investors, media and other stakeholders. Responsibilities include:

• Shaping the narrative: This should be established long before going public, but it is especially essential during an IPO. PR and marketing teams must work closely with leadership to build a narrative that conveys the company’s value, growth potential and vision for the future.
• Managing media relationships: Before, during and after an IPO, PR and marketing teams are responsible for managing communications to control the company’s narrative, handle media inquiries and avoid potential negative press.
• Investor communication: Clear, transparent communication with investors is vital. PR and marketing leaders must ensure that messaging about the IPO is consistent across all channels and reaches key audiences, from analysts to institutional investors.
• Expanding and improving brand trust: PR and marketing teams are tasked with bolstering the company’s credibility and developing and improving its trustworthiness with key audiences.

Related: How Being Transparent Helps Scale Your Company

IPO comms challenges to overcome

With the unique challenges IPOs present, PR and marketing teams must be prepared to navigate various elements. One of these elements is regulatory and compliance considerations. Public companies are subject to heightened scrutiny and regulations. PR and marketing leaders must ensure that all communications align with regulatory requirements and maintain transparency.

An example of this is Sarbanes-Oxley (SOX). While SOX governs financial reporting, marketing must be aware of its influence on communications and ensure all public statements align with these standards. Additionally, SOC 2 and ASC 606 regulations influence how companies present their operational and financial data to the public, which PR teams must understand to communicate the company’s integrity and compliance effectively.

Market conditions can affect the timing and pricing of an IPO. PR, IR and marketing teams must be prepared to manage the company’s image and investor sentiment, especially during market volatility. Building confidence is a primary goal here. In uncertain markets, it’s critical to communicate stability and vision, framing challenges as opportunities for growth. Depending on the market’s performance, the messaging tone may need to shift, highlighting resilience and long-term value while addressing short-term fluctuations.

Related: PR vs. Marketing — Which One Delivers Better ROI for Your Business?

Developing a PR and marketing strategy

For many companies, an IPO is a once-in-a-lifetime event, and PR and marketing leaders must be proactive in their approach. Begin communications planning well before the IPO to ensure the narrative is solid, clear and impactful across all channels. Align all messaging—from press releases to social media content — with the company’s long-term vision and the IPO’s goals.

Engage with key audiences, including the media and analysts and work alongside the investor relations team to foster positive relationships with investors that build trust in the company. Prepare for increased media attention by training spokespeople, developing a crisis communication plan, and staying on top of news that may impact the company’s public image.

A successful IPO involves more than just meeting financial goals — it’s about managing the expectations of investors, the public and internal stakeholders. Transparency and clarity are indispensable. Open, honest communication is critical to navigating the heightened scrutiny of the IPO process. PR teams must ensure that all communications are clear, accurate and consistent. In the event of negative press or unforeseen challenges, PR teams must be prepared with a crisis management plan allowing quick, strategic responses.

Navigate your IPO successfully

With IPOs expected to become a more viable option for liquidity events in 2025, the role of PR and marketing in ensuring a successful transition to the public market has never been more vital. PR, IR and marketing teams manage an IPO’s communication strategy, brand positioning and market perception. These are the linchpins of a successful IPO. From crafting compelling narratives that resonate with investors to navigating media relations and maintaining stakeholder trust, these are the keys to building investor confidence and setting the stage for long-term success as a publicly traded company.

Sixty-nine percent of American adults set a money-related goal for the new year — and 74% of them are confident they’ll be able to achieve it, according to a survey from Motley Fool Money.

Unfortunately, many of them might find it difficult to sustain that level of optimism into January and beyond.

When it comes to personal finance, U.S. respondents are insecure about how much they know: Only one-third (36%) consider themselves confident in their financial literacy, a recent report from professional survey software provider Checkbox found.

Related: Are You on Track for a Comfortable Retirement? Here’s How Much Money You Should Save Every Month Depending on Your Age and State.

So it’s perhaps not surprising that Americans’ saving habits and retirement planning aren’t necessarily setting them up for success in their golden years.

Checkbox’s research reveals that 40% of Americans save less than 5% of their income.

According to LendingTree data, the average salary in the U.S. in 2023 was $65,470, which means that people could be putting as little as $273 a month toward emergency funds or retirement accounts.

Seventy-seven percent of Checkbox survey respondents said a high cost of living prevented them from saving more, but 10% said they plan to open savings accounts, and 17% felt they’d be able to save more effectively if they had better financial knowledge.

Related: Your Retirement Savings Won’t Last If You Make These 3 Common Mistakes, Financial Advisor Warns

Nearly 60% of Americans feel insecure in their retirement plans, according to Checkbox’s data.

Over a third of Americans have no retirement plan at all, and of those who do have a retirement strategy, just a quarter began preparing before the age of 25. Almost half (42%) of those are saving for retirement with a “basic 401k scheme,” while 24% feel they don’t know enough about their retirement savings options.

“For all ages, it’s important to talk to an advisor who can help create a tailored path specific to your financial goals and set you up for a realistic retirement lifestyle,” Stacey Black, lead financial educator at Boeing Employees Credit Union (BECU), told Entrepreneur in August.

Related: Are You Actually on Track to Retire Well? A Financial Expert Reveals the Critical Milestones to Hit at Every Age — Plus 3 Common Oversights.

According to Black, it’s also important to consider how much you’ll need to save amid rising costs and inflation — because what seems like a “comfortable nest egg” today might not provide enough financial stability in the future.

Social Security Administration figures show that a record 4.2 million Americans will turn 65 in 2025. And with more Americans than ever reaching retirement age this year, where will they choose to live?

Several factors can make a state a good place to retire. That’s why senior living technology company Seniorly looked at nine metrics (cost of living, income taxes, Supplemental Security payments, weather, entertainment options, doctor availability, long-term care spending, the community of older adults, and the overall health status of the state’s senior population) to formulate their recently released a study ranking all 50 states, and Washington D.C.

Related: Are You on Track to Retire Well? A Financial Expert Reveals the Critical Milestones to Hit at Every Age — Plus 3 Common Oversights.

At the top of the list was Washington D.C., which had a high availability of doctors, or 769 doctors per 10,000 retirees. It also had ample recreational opportunities, like golf courses and museums, and gave seniors a substantial Supplemental Security payment of $1,094 per month.

However, the nation’s capital did present some drawbacks, mainly a high cost of living and a maximum personal income tax rate of 10.75%.

Wyoming and South Dakota, which have no personal income tax, made the top ten list for their affordability and high quality of life.

While other lists have labeled Florida the best place to retire, Seniorly ranked the Sunshine State No. 18 because the state’s Medicaid program spends $542 per senior on long-term care compared to D.C.’s $12,993 per senior.

New Jersey stood out as the worst-ranked state overall for retirement because of its lack of affordability, high cost of living, and 10.75% maximum income tax rate. It also had a low Supplemental Security Income payment of $660 and a low number (268) of arts and recreational facilities per 100,000 seniors.

Related: Can You Afford to Retire? Here’s How Much Americans Spend Daily in Retirement

Massachusetts was ranked the seventh worst state to retire. Seniorly called the Bay State the least affordable state in the U.S. for retirees.

Here are the best and worst states to retire in the U.S. in 2025, according to the report.

The Best States

1. Washington D.C.

2. Montana

3. Wyoming

4. Alaska

5. Pennsylvania

6. South Dakota

7. Vermont

8. North Dakota

9. Rhode Island

10. Maine

The Worst States

1. New Jersey

2. Alabama

3. Kansas

4. Georgia

5. Oklahoma

6. Mississippi

7. Massachusetts

8. South Carolina

9. Texas

10. Arizona

For the full list, click here.

Related: These Are the ‘Wealthiest and Safest’ Places to Retire in the U.S. None of Them Are in Florida — and 2 States Swept the List.

New AI products are constantly coming to market with promises to revolutionize some aspects of your business and save you time and, ultimately, money. It’s an exciting time, full of promise, but it’s important to sift through the hype and take a hard look at whether the benefits justify the costs.

Take workforce data analytics. Employee dissatisfaction and disengagement, especially among younger workers, have been a hot topic since the pandemic. It’s a critical issue, but many business owners are unaware of just how costly employee turnover can be. A median-size S&P 500 company can lose between $228 million and $355 million a year in lost productivity from employee disengagement and attrition, according to McKinsey research.

Related: The AI Tool Your Competitors Don’t Want You to Know About

Even when companies acknowledge they have a problem, they often create interventions to address the issue with little more than guesswork. AI gives businesses the opportunity to analyze their workforce issues more affordably than hiring a pricey consulting firm. AI data analytics tools can now predict the precise cost of employee turnover, identify the causes and offer data-driven solutions to prevent it.

Just because the technology exists, however, doesn’t mean your company will automatically benefit. You should vet decisions on whether to deploy AI solutions using the same rigorous cost-benefit analysis you use in every other aspect of your business.

Below are six questions to ask yourself before you commit:

1. How many employees do I have? AI workforce analytics typically only starts to pay off once your company has more than 50 employees. That’s because it takes resources to collect and structure the data, and it’s at the larger numbers that analytics become complex enough to justify the costs.
2. What kind of data am I already collecting? For predictive workforce AI analytics to work, your company needs to be collecting a lot of data already, preferably using employee management software. Useful data include employee schedule adherence and variability, employee utilization, sentiment around feedback reviews, employee skill sets, overtime hours and overtime pay.
3. What’s my free cash flow budget to apply to R&D? Even if you’re collecting a lot of data, you still need a robust pipeline to structure the data, and that can mean high upfront costs. Simple descriptive AI tools won’t require as much investment but also won’t deliver the same predictive insights. Be sure you know precisely what your AI tool is offering and what you will need to spend to make those insights pay off for you in the long run.
4. What outside data does my AI tool crunch? A strong predictive AI tool will combine your internal company data with external data affecting employee satisfaction — right down to traffic patterns on workers’ commutes. Ask questions at the start. What data does my AI tool bring to the table that I can’t access on my own?
5. Are my current workforce retention strategies working? If you’ve already tried to tackle an employee retention problem, do you have data to back up the effectiveness of interventions? Or are you flying blind? A good workforce data analytics firm can use causal analysis to determine whether you’re wasting money on solutions that don’t get to the root of the problem.
6. What’s my ROI? You need to calculate the cost of employee attrition at your company, the cost savings from implementing changes to help you retain top talent, minus the expense of implementing AI data analytics. How does it compare to the expense of a consulting firm? A good workforce data analytics company can help you determine whether it’s worth the investment, and an honest one will tell you when it’s not.

Related: What Is Artificial Intelligence (AI)? Here Are Its Benefits, Uses and More

AI workforce analytics tools have incredible potential. They can identify which employees are planning to leave your company — before they even know. New tools give small and mid-size businesses access to information and insights that were impossible to come by in the past. Still, it’s wise to be cautious and to make sure the investment will pay off for your business in the long run.

The clock is ticking. TikTok could be banned in the U.S., and if you’re relying on the app for your brand’s success, you’re about to face some serious problems.

Social media platforms like TikTok are amazing — when they work. But the truth is, they are unstable. One change in policy, one ban, and you’re at their mercy. TikTok could be gone tomorrow, and if all your growth is tied to it, you’re left with nothing but an empty platform.

As someone who’s built a business from social media and made money on TikTok, I can tell you: I don’t trust these platforms. And if you’re still putting all your eggs in the TikTok basket, it’s time to wake up.

Here’s the kicker: You need to stop building on rented land and start building a business you own.

Related: ‘Sent Ripples Through the Marketing World’: What Businesses Can Do Now to Prepare for a Possible TikTok Ban, According to a CEO

Why “rented land” doesn’t cut it anymore

If you’re building your brand on TikTok, Instagram or Facebook, you’re building it on someone else’s land. They own your audience, not you.

When TikTok’s algorithm changes or the app gets banned (and let’s face it, it could happen), you’ll lose the ability to reach your audience. Your hard work can be wiped out in a heartbeat.

You can’t build a sustainable business by relying on someone else’s platform. That’s a fact. If you’re not already thinking about how to own your audience outside of TikTok, now’s the time to get serious.

5 steps to take right now — before TikTok vanishes

It’s time to pivot. If you’re relying only on social media, the clock’s ticking. If you’re reading this, you’ve probably already missed the boat on fully protecting yourself from TikTok, but this article is your wake-up call.

Here’s your action plan to future-proof your brand. These are five steps to take today to stop putting your business in the hands of social media platforms:

1. Build your own website

Your website is your digital home. It’s the one place where you’re in control. Use it to host your content, sell products and collect audience data. Make sure your website is set up to handle everything — whether it’s a blog, a shop or a resource hub. It should be your primary hub for anything that drives engagement or transactions.

2. Start your email list (now)

It doesn’t matter how big your TikTok following is if you can’t reach them without the app. Email marketing is where the money is. Start collecting emails — today — even if it’s just a handful of followers. Use GetResponse to create opt-in forms, and offer something of value (free guides, exclusive content, etc.) in exchange for their email. Building an email list is how you own your audience.

3. Use SMS marketing to connect instantly

SMS marketing is a game-changer. Encourage your audience to opt in for real-time updates and exclusive offers via text messages. This tool can be your most powerful way to stay connected with your audience and reach them instantly. A strong SMS list can also boost conversion rates for your offers.

4. Create funnels that actually convert

If you’re just using your TikTok or Instagram bio to link to your profile, you’re leaving money on the table. Create landing pages that lead your followers into funnels. Give them a reason to follow you outside of social media — whether it’s a free ebook, a special offer or a chance to join a community. Use GetResponse to automate those funnels and turn followers into loyal customers.

5. Diversify your channels (now)

Stop putting all your eggs in one basket. The platforms you rely on today could be gone tomorrow. Get your content on multiple channels. Use Instagram Reels, YouTube Shorts and Facebook. These platforms give you better control over monetization and audience engagement. Don’t just bet everything on one platform. Use these to expand your reach.

Related: TikTok’s Fate is Uncertain. Use These 3 Trends to Own Your Audiences

What happens to TikTok when the ban kicks in?

If TikTok gets banned in the U.S., here’s what’s going to happen:

• No new downloads: TikTok will be removed from app stores, so no new users can download the app. You’ll still have access to your account for a while, but eventually, it’ll become unusable.

• No updates: The app will stop getting updates, which means it will eventually stop working properly. It may still function for a while but expect a gradual decline in performance as the app becomes more unstable.

• It’s not illegal to have TikTok on your phone: Even if TikTok is banned, it’s not illegal to keep it on your phone. But without updates, don’t expect it to function well for much longer.

Why you should be using YouTube Shorts

YouTube Shorts is the ultimate backup plan. It’s owned by Google, meaning your content can show up in Google search results, making it easier for people to find you through organic search.

Here’s why it works:

• Repurpose your TikTok content: YouTube Shorts supports videos up to 3 minutes, so you can re-upload your TikTok videos there. This increases your content’s visibility across platforms.

  Pro tip: Track your performance on YouTube Shorts and see what content performs the best. Repurpose your best content and adjust accordingly.

• Diversify your platform strategy: Don’t rely only on TikTok. Get on Instagram Reels, YouTube Shorts and Facebook to expand your reach. These platforms give you better control over your brand, with more stable monetization and engagement opportunities.

  Pro tip: Use LinkedIn and Facebook to repurpose your content and target a more professional audience. These platforms are great for building authority.

Related: Stop Chasing Algorithms — Here’s How Creators Can Take Control of Their Content and Monetize on Their Own Terms

Take control of your brand’s future

The TikTok ban should be a wake-up call. Social media platforms can shut down or change their policies at any moment. Stop building your brand on rented land. Build a business you own — starting with your website, email list and SMS marketing.

The tools you need are already available. GetResponse lets you automate email marketing, create landing pages and build funnels to convert followers into customers. It’s time to take control of your brand’s future and stop relying on social media platforms that can disappear at any time.

What to do next

Start building your email list and funnels. Start repurposing your content across multiple platforms. Future-proof your brand today and never be at the mercy of social media again.

The U.S. Federal Trade Commission is reportedly planning to sue Greystar Real Estate Partners, the largest apartment landlord in the U.S., for allegedly charging tenants millions of dollars worth of hidden mandatory fees.

The fees ranged from tens to hundreds of dollars per month per tenant, added on top of rent, according to a Bloomberg report. They were related to services like pest control, trash removal, and tenant background checks.

According to Bloomberg, the FTC is expected to allege that Greystar falsely advertised rental prices without these fees, and only told renters about them after they filled out an inquiry form, paid an application fee, or, in some instances, paid a holding deposit. Greystar could face the lawsuit as soon as this week.

Related: State Attorneys General Sue RealPage, Landlords Over ‘Astronomical’ Rent Hikes: ‘This Was Not A Fair Market At Work’

“Greystar has worked hard to lead the industry toward improved fee disclosures and has taken proactive steps over the last several years to promote greater fee transparency,” the company said in a statement to the Wall Street Journal. “The most effective path to achieving uniform and consistent fee disclosures across the industry is through clear regulatory guidelines which do not yet exist in the rental space.”

If filed, this lawsuit wouldn’t be the first federal action against Greystar. Earlier this month, the U.S. Department of Justice expanded its August lawsuit against real estate software company RealPage to include Greystar and five other major landlords.

The lawsuit alleges that the landlords shared confidential information with RealPage to align and artificially inflate rents for millions of tenants.

Related: The DOJ Expands Its Lawsuit Against AI Software Company RealPage to Include 6 Major Landlords

According to the 115-page complaint, RealPage collected detailed information about rent prices and lease terms from landlords who would otherwise be competitors. The software company then inputted the information into its AI-based algorithm, which churned out recommendations for the landlords about how to price rentals.

“We are disappointed that the DOJ added us and other operators to their lawsuit against RealPage,” Greystar wrote in a statement last week. “Greystar has and will conduct its business with the utmost integrity. At no time did Greystar engage in any anti-competitive practices.”

Greystar’s website states that it has over 700,000 rental units and $23.5 billion in equity under management in the U.S.

Related: Is One Company to Blame for Soaring Rental Prices in the U.S.?

3 benefits of owning a Wag N’ Wash franchise:

1. Multiple revenue streams from self-service bathing, grooming, and retail pet supplies.
2. Strong brand association as part of Pet Supplies Plus, offering extensive experience and support.
3. Participation in a growing industry with high demand for pet-related services.

As special friends and family members, cats and dogs are irreplaceable and deserve the best treatment every day. Wag N’ Wash is a store where pets can be cherished every day by feeding, washing, and spoiling them just how they like it.

Key Facts:

• Minimum Initial Investment: $513,320
• Initial Franchise Fee: $49,900
• Liquid Capital Required: $250,000
• Net Worth Required: $600,000
• Veteran Incentives: 20% off franchise fee

Entrepreneurship is starting a company. Intrapreneurship is transforming a business from within as an employee.

Elizabeth Funk is familiar with both paths. As an early employee at Yahoo! and Microsoft, Funk helped pioneer services like Yahoo! Shopping and Microsoft Word. After thinking online shopping would be a cool feature, she pitched and wrote the first code for Yahoo! Shopping herself. She was also a product manager on the early team for Microsoft Word and part of the original founding team that created Microsoft Office.

^{Elizabeth Funk. Photo Credit: In Her Image Photography.}

Now, as the founder and CEO of the nonprofit DignityMoves, Funk strives to find Silicon Valley-level disruptive solutions to homelessness, a problem that affected more than 771,800 Americans in 2024. DignityMoves addresses unsheltered homelessness by developing interim housing to get people off the streets as quickly as possible.

Related: Challenges Are Opportunities’: Reebok’s 89-Year-Old Founder Is Launching the World’s First Futuristic AI Shoe

Entrepreneur interviewed Funk about how she displayed intrapreneurship at Microsoft and Yahoo!, her approach to problems, and the lessons that she’s bringing with her to DignityMoves.

You were one of the first employees at Yahoo! and on the early team for Microsoft Office. What was it like working on these products?
At Yahoo! we were making it up as we went along. We had no idea how people were going to use the Internet, or what it could do. I was coming from software (Microsoft), where it would take 18 months before a new feature idea would be in users’ hands (back then we printed the software on CDs and shipped it in packages). At Yahoo! I could come up with a feature, put it out on the web, sleep a few hours under my desk (a frequent habit), and wake up to see that a million plus people had used it, as well as how they’d used it. Trial and error was a fundamental design strategy. There was very little downside risk to putting out a feature to see if it appealed.

How did you approach problems on these teams?
At both companies, it was fundamental that we had very collaborative working styles. At Yahoo!, we tried to do as many meetings standing as possible. Once you sit for a meeting you’re presumed there in that seat for 60 minutes. Who decided that all issues require exactly 60 minutes to solve? Instead, the person calling the meeting would pre-socialize the issue with folks individually, narrow it down to a few choices, and ideally the team would stand in the conference room, debate the pros and cons, and decide. We also did not believe in “democracy” in this environment. If you require unanimity you’ll end up with the lowest common denominator.

What was Yahoo! Shopping’s origin story?
In the early days of Yahoo! I was one of the only females. I kept thinking “Wouldn’t it be cool if you could shop online?” The guys were completely not intrigued. So I went to Barnes & Noble and bought “HTML for Dummies” and wrote [the code] myself. I got into a lot of trouble– clearly, web coding is not my forte, it was terrible. It also only had three to four links (about as many online retailers existed, at the time). But we tried it, and in retrospect, I turned out to be right.

Related: Why Embracing Intrapreneurship Will Cultivate Innovation Within Your Company

What advice would you give people looking to make a difference from within a company?
If your business model can support it, use trial-and-error, “minimal viable product” approaches to experiment before investing a lot of energy in new features or projects.

How do you approach managing people?
As a manager, I believed in giving every person their own area of (almost) full authority. Even the most junior person would “own” their small part of the business. I believe that the entrepreneurial spirit is like a precious elixir — if you could bottle it, you could sell it for $1 million per drop. There is nothing more powerful. As a manager, the secret was to find ways to instill that elixir in every employee. Magic happens.

What lessons from Yahoo! and Microsoft are you bringing with you as a founder?
At Yahoo! we thought that the global internet was going to be too massive for people– they were going to want to stay within their local communities. So we created Yahoo! LA, Yahoo! San Francisco, and so forth. It took us a while to realize that people had only defined “community” by their zip code in the past because that was their only option. Now people could define “community” by a shared love of Beanie Babies. The same seems true for how people use the internet today: they gather in community across zip codes and borders, united by what makes them unique, and what connects them to others.

Related: I Shifted From Founder to CEO 20 Years Ago and Never Looked Back — Here’s How to Successfully Make the Leap

Meta didn’t build its advertising empire on guesswork. Every dollar spent on ads is optimized for a return. On average, businesses running Facebook and Instagram ads see an 8-12x ROI on every dollar spent.

One thing Meta excels at is hyper-personalization. Every ad isn’t just shown — it’s shown to the right person at the right time with the right message.

Take the case of a boutique ecommerce store selling handmade jewelry. They invested $10,000 in a weekend ad campaign, targeting previous website visitors and cart abandoners. Instead of spraying their ads broadly, they focused on customers who had already shown interest but hadn’t completed a purchase.

The result? $125,000 in sales over 48 hours.

The lesson here is simple:

• Start small, target smart: Identify your warm leads (past visitors, email subscribers, cart abandoners).

• Use retargeting campaigns: Ads that follow up on previous user behavior are significantly more effective.

• Test multiple ad variations: Meta doesn’t rely on one ad — it runs dozens of versions simultaneously and optimizes in real time.

Related: A Step-by-Step Guide on How to Make Money With Facebook Ads, According to Experts

Turning data into dollars

At the core of Meta’s success is data. The company processes four petabytes of user data daily, turning raw information into actionable insights. But this isn’t exclusive to tech giants — you can replicate it with affordable tools.

For example, a Shopify store owner noticed a 35% cart abandonment rate using Google Analytics. They discovered that customers often dropped off at the shipping details step.

The fix? They removed an unnecessary form field and introduced free weekend shipping.

The store generated $75,000 in additional sales in just one weekend without increasing ad spend.

The power here wasn’t just in having data but in acting on it.

• Set up analytics tools: Google Analytics, Facebook Pixel or heatmap tools like Hotjar can show you exactly where customers drop off.

• Focus on quick wins: Small changes, like simplifying forms or adding one-click checkout options, can yield massive results.

• Refine every weekend: Meta doesn’t stop testing. Every campaign builds on the last one.

The urgency effect

Why do flash sales work? Because urgency is a psychological trigger. Meta understands this deeply, and many of its ad strategies rely on creating urgency and scarcity.

A small SaaS company launched a “Weekend-Only Lifetime Access Campaign” priced at $299. They didn’t just announce the offer — they built excitement.

• Friday morning: They teased the deal via an email campaign.

• Saturday morning: They launched the sale with a bold “48 Hours Only” banner.

• Sunday afternoon: They sent a final reminder email, warning that the sale was ending soon.

The result? $1.2 million in sales over the weekend.

Urgency works because it forces action. To replicate this:

• Make it time-sensitive: Limited-time offers push customers to act now, not later.

• Use clear CTAs: Words like “Buy Now” or “Limited Time Offer” make the action crystal clear.

• Send follow-up reminders: Most purchases during flash sales happen after reminder emails.

Related: How to Manufacture Sales Urgency (Without Sounding Like a Scam Artist)

Automation: The hidden multiplier

Meta doesn’t rely on human teams for every decision — it relies on automation at scale. The beauty of today’s technology is that automation isn’t just for billion-dollar companies anymore.

Take the example of a fitness coach selling online courses priced at $499. Instead of manually handling inquiries, payments and follow-ups, they set up a system:

1. An AI chatbot handled common questions.

2. Automated emails nurtured leads who signed up but didn’t buy.

3. Payment systems ensured seamless checkout without friction.

Over one weekend, they sold 2,000-course spots, generating $998,000 in revenue.

Automation doesn’t replace human connection — it amplifies efficiency so you can focus on high-impact decisions.

• Use AI for customer support: Chatbots like Tidio or Intercom can resolve inquiries instantly.

• Automate payment systems: Stripe and PayPal ensure smooth checkouts.

• Schedule marketing ahead of time: Use tools like Mailchimp or Buffer to pre-plan campaigns.

Your million-dollar weekend playbook

If you want to replicate the success of Meta and the case studies we’ve covered, here’s a weekend roadmap to follow:

1. Thursday: Launch ads targeting your warmest audience (website visitors, subscribers).

2. Friday morning: Tease your offer via email and social media.

3. Saturday morning: Launch the main flash sale with clear, urgent messaging.

4. Sunday morning: Send reminder emails and retarget ad campaigns.

5. Sunday night: Send a final “last chance” offer email before closing.

Businesses that follow this strategy often see 2-10x ROI on weekend campaigns.

Related: The Author of ‘Million Dollar Weekend’ Says This Is the Only Difference Between You and the Many ‘Very, Very Dumb People’ Making a Lot of Money

The takeaway: Meta’s playbook isn’t locked away

Meta’s billions aren’t a result of luck — they result from data-driven precision, automation and customer psychology. The strategies that drive their revenue are repeatable and scalable for entrepreneurs at any level.

Here’s your cheat sheet:

• Know your numbers: Track customer behavior and optimize every touchpoint.

• Act with urgency: Time-limited offers drive immediate action.

• Automate, automate, automate: Remove bottlenecks from your business processes.

• Iterate relentlessly: What worked last weekend might need refinement this weekend.

Meta’s success is a framework, not a fluke. The steps are the same whether your goal is $10,000 or $1 million.

Your million-dollar weekend doesn’t start with hope — it begins with execution.

This weekend, don’t just run a campaign — run a system.

Playing it safe in business? That’s exactly why you’re stuck. The harsh reality is that the biggest wins in entrepreneurship come from bold, audacious bets — the kind of decisions that make most people sweat and question your sanity. It’s not about recklessness; it’s about having the courage to step outside the norm, seize opportunities others overlook and embrace the uncertainty that comes with pursuing greatness.

The difference between merely surviving and truly thriving isn’t in doing what’s expected but in taking calculated risks that redefine the rules and change the game entirely.

Related: You Have to Take Risks to Succeed. Here Are 4 Risk-Taking Benefits in Entrepreneurship

1. Elon Musk: Go all in (even when it’s crazy)

Risk: Elon Musk famously poured his entire PayPal fortune into his next ventures — SpaceX and Tesla — leaving himself nearly broke.

In 2008, both companies were on the brink of collapse. Tesla’s production delays and SpaceX’s failed launches nearly bankrupted Musk. Instead of cutting his losses, he doubled down, betting everything on one more launch for SpaceX. That launch was successful, securing a $1.6 billion NASA contract and saving both companies.

The lesson: Most entrepreneurs hedge their bets to avoid failure. Musk’s story shows that sometimes, the only way to win big is to go all in. The difference between success and failure often comes down to sheer determination and risking it all for the vision you believe in.

2. Sara Blakely: Bet on yourself (when no one else will)

Risk: Sara Blakely, the founder of Spanx, had zero experience in fashion or business. She took her entire life savings — $5,000 — and invested it into her crazy idea for footless pantyhose.

Blakely was rejected by every hosiery manufacturer she approached. Instead of giving up, she hand-sewed her first prototypes and hustled to get her product into Neiman Marcus. That risk paid off. Spanx became a billion-dollar brand, and Blakely became the youngest female self-made billionaire.

The lesson: No one is going to believe in your idea as much as you do. Waiting for someone else to validate your vision is a surefire way to fail. Betting on yourself means pushing forward when the odds are stacked against you.

Related: (Podcast) Barbara Corcoran Reveals How to Not Be Afraid of Taking Risks

3. Jeff Bezos: Keep reinvesting (even when you’re profitable)

Risk: In Amazon’s early days, Jeff Bezos took all of the company’s profits and reinvested them into growth.

At a time when competitors were cashing out, Bezos took massive risks by building infrastructure and expanding Amazon into new markets, often at a loss. That relentless focus on reinvestment is why Amazon went from a bookstore to one of the largest companies in the world, dominating cloud computing, logistics and retail.

The lesson: Short-term wins won’t build a legacy. If you’re playing it safe by pocketing profits and holding back on growth, you’ll fall behind. Entrepreneurs who win big take the long view — and are willing to sacrifice short-term comfort for long-term dominance.

4. Richard Branson: Embrace the risk culture (even when it fails)

Risk: Richard Branson‘s Virgin brand is synonymous with risk. He launched Virgin Records, Virgin Atlantic and even Virgin Galactic — a space tourism company. Not all of his ventures succeeded. Virgin Cola, Virgin Brides and Virgin Cars all failed spectacularly.

But Branson’s “risk culture” is what makes him one of the most successful entrepreneurs in the world. He views failure as a necessary step to innovation. By embracing risk, he’s built a multi-billion-dollar empire spanning industries.

The lesson: Failure isn’t fatal — but playing it safe is. The only way to innovate is to take risks, even when there’s a chance of failure. If you’re not failing occasionally, you’re not taking big enough risks.

Related: Richard Branson on the Importance of Taking Meaningful Risks

5. Howard Schultz: Double down on expansion (even when everyone says stop)

Risk: Howard Schultz took Starbucks from a small Seattle coffee chain to a global powerhouse by betting big on expansion.

During the 2008 financial crisis, while most companies were scaling back, Schultz doubled down on Starbucks’ global growth, investing in new stores, technology and customer experience. His risk paid off. Starbucks came out of the recession stronger, more profitable and more innovative than ever before.

The lesson: When everyone else is retreating, the boldest move is to advance. History shows that some of the most successful entrepreneurs made their mark by leaning into uncertainty when others hesitated. By taking calculated risks during tough times, they positioned themselves to seize opportunities, innovate and build resilience.

If you’re playing it safe, you’re playing to lose. The greatest entrepreneurs in history didn’t get there by avoiding risk — they bet big on their visions, doubled down during tough times and weren’t afraid to fail. The question isn’t whether you’ll face risk in your business. The question is: Will you be bold enough to take the kind of risks that lead to life-changing rewards? After all, the biggest breakthroughs often come from the biggest leaps of faith.