In today’s fast-changing online business landscape, pivoting is becoming an essential skill for entrepreneurs. As we approach the end of 2024, many are reflecting on the need to adapt and evolve their businesses to stay relevant and sustainable. In this episode, Kate dives into the topic of business pivots with Jenny Melrose, a seasoned content creator and entrepreneur who has successfully navigated multiple pivots over the years. From starting as a lifestyle blogger to shifting into food content, launching courses, and ultimately selling her blog, Jenny’s journey is a testament to the power of flexibility and foresight in business.
If you’re feeling uncertain about where your business is headed or wondering if it’s time for a change, this episode will inspire you to think about the future of your business in 2025 and beyond.
Related: Business Tips When It’s Hard
Jenny Melrose Talks About her Business pivot
Kate: Today, we’re going to be talking about how to make a successful business pivot when times call for it. More and more, I’ve been having conversations with people about how they’re pivoting their businesses—how the online business world is changing.
We wanted to do some episodes around the holiday season where we’re not giving you a lot of action items or things you need to do for Pinterest, but instead, we want to share stories of people who are doing big things and even small things in their businesses—but they’re making changes. They’re not staying where they are. They’re choosing to lean into something new.
The topic of business pivots has come up in a lot of conversations I’ve been having. And actually, my guest today, Jenny Melrose, is someone I immediately thought of when it comes to making a successful business pivot. We were catching up recently—we’ve known each other in the industry for years—and I think her story of pivots is one that I hope will inspire you to think about where you’re at in your business and what changes you might want to make as we head into 2025.
So, this is just a conversation between two online friends who’ve been in this industry for a long time, talking about pivots. So, Jenny, welcome to the Simple Pin Podcast!
Jenny: Thank you so much for having me, Kate. I’m really excited about this conversation because I know we could probably talk about this for hours!
Kate: Yes, we could. In fact, we actually recorded an episode on your podcast right before this, and we were already diving into this conversation. It’s top of mind for so many people—I’m having Instagram and Voxer conversations with people asking, “Okay, our industry has changed so much. Where are we going?”
And I want to start with your story first. Because when I met you, you were doing something completely different—you had a blog, you were working on sponsorships, media kits, and all of that. So, take us back to when you started and walk us through the multiple pivots you’ve had to make.
Jenny’s Journey: From Teacher to Blogger
Jenny: Absolutely! And I think it’s important to note that the business pivots I’ve made were often things I wanted to do, not just things I had to do.
So, I started blogging in 2010. At the time, I was a full-time inner-city school district teacher, and I had just had a baby. I needed something that was my own, and writing came naturally to me. I have a creative writing background, so it just made sense.
I started my blog and quickly realized that I could monetize it from traffic, especially with ads and sponsorships. Sponsorships became a large part of my income. I was a lifestyle blogger back then, so I wrote about anything that interested me. This was in 2010 when the internet was a very different place! We wrote about what we ate for lunch or how we went to the zoo with our kids. It was really just about sharing our lives.
But quickly, I realized that blogging couldn’t just be about whims anymore. I had to use keywords and create content people were actually searching for. So, I started building an audience through social media. And social media back then was different too—you could post something on Pinterest, and thousands of people would visit your site because it was all about the number of followers you had. Same with Facebook.
Back then, it was all about page views. We were all chasing that metric, and I was listening to a lot of marketing advice because I knew I wanted to make my blog into a business. I didn’t want to stay a teacher forever—I never saw my kids, especially after I had my second. The hours were insane, and I wasn’t seeing them enough. So, I told my husband, “I want to quit teaching and make my blog my full-time job.”
He said, “Okay, go ahead and replace your teaching salary with your blog income.” And I did—largely through sponsorships. Since I was a lifestyle blogger, I could write about a lot of different things, which made it easier to pitch to brands.
The First Pivot: Focusing on Food Blogging
But as time went on, I started to see the writing on the wall. I realized I needed to segment my audience. I couldn’t just write about everything; I needed to pick a niche. At that time, I started feeling more comfortable talking about food—recipes for busy moms who wanted to make simple, healthy meals without spending hours in the kitchen.
So, I pivoted toward food, created my first ebook, and continued working on growing my email list, creating products, and offering services. I was still doing sponsorships, but I started focusing more on pitching food-related content because that was where I was seeing success.
In 2015, I was able to retire from teaching because I had replaced my teaching salary with my blog income. We moved from New York to North Carolina, and I started blogging full-time. But then, I started getting asked by other bloggers, “How did you do it? What were you doing?” So, I created a course that taught bloggers how to pitch to brands—taking them from A to Z.
The Next Pivot: Building a Coaching Business
I was juggling two businesses at that point, plus two kids. It was a lot! But I hired a team to help me run the Melrose Family side of my business. As my Jenny Melrose brand grew, I started understanding more about growing my email list, having a suite of products, and creating sales funnels. I began teaching other bloggers how to do the same. I knew that they couldn’t rely on ads and sponsorships alone if they wanted to keep growing their businesses.
It took about 10 years, but I think most bloggers are finally starting to realize this. I’ve been saying this since 2015, and it’s been great to see more and more people get on board.
By 2019, I sold the Melrose Family brand because it was taking up too much time. The Jenny Melrose side of my business had grown to a point where it needed my full attention. Since then, I’ve focused on my podcast, one-on-one coaching, small group work, and creating self-paced courses and workshops.
Embracing the Shift: Adjusting to Industry Changes
Kate: Wow, that’s a lot! And congrats on selling the Melrose Family brand—that’s a huge milestone.
I think what’s really impressive is how you leaned into each of those pivots. You didn’t hesitate to say, “Okay, I’m going to lean into this next thing.”
I want to touch on something you mentioned earlier—back in 2015, you saw the writing on the wall that ads and affiliates wouldn’t be sustainable forever. And then, before we recorded your podcast, you said that by 2020, you knew it was over and that we all needed to pivot into a new space.
So, when you were having these conversations with people about the potential for this shift, did anyone listen? Or did you feel like you were beating a drum that no one was hearing?
The Challenge of Convincing Others to Pivot
Jenny: There were certain industries that understood the shift faster than others. Some industries weren’t making as much money from ads, so they were quicker to pivot. But honestly, my food blogger friends? They dragged their feet!
I was a food blogger, so I was in those circles, and it was hard for me to see that I knew the industry was shifting, and they weren’t willing to listen. I would keep telling them, “You’ve got to grow your list. You need to offer something to your audience, and you need to have a product or service to sell.”
But they were still focused on chasing page views and keywords. They’d write about an Italian recipe one day, then a Cuban one the next—just chasing whatever would get traffic. There was no focus, no clear audience. It was just about the page views.
And when I asked, “Do you have an email list?” they’d say, “Oh, I have an RSS feed.” I’d say, “No, no, no. That’s not what I mean. You need to have an actual email list—something where you can directly communicate with your audience.”
But many weren’t ready to lean into that shift.
Pivoting to Serve New Audiences
Kate: And now, as you’ve seen this massive pivot in the industry, especially with the introduction of ChatGPT, AI, and other shifts in content creation, what’s been your experience? We recently had a podcast guest who talked about a drastic drop in ad revenue and is now working on a new model. So, as you’ve served content creators over the years, how have you pivoted in your business to meet the needs of those who are willing to embrace these changes? How have you adjusted your approach?
Jenny: Yes, for me, I continued to talk to bloggers and content creators who were willing to listen, but I also turned to service-based businesses. I knew there were therapists, for example, who were still trading time for money in their therapy rooms but also saw the potential to create a course or workshop. They were starting to recognize this shift, and that’s who I began talking to. They still needed content creation and needed to grow an email list to sell their products or services.
The content creators I continued to work with were the ones who understood this shift and had already started to create digital products or services. They knew they needed an email list to make that happen. It was definitely a shift for me, and it took time. I had a lot of feelings about it, because it felt like I was turning my back on some of them. But there were definitely those who stuck with me, listened, and have now put it into practice. They’re set up to win—they have courses, memberships, or products to offer to the people they’ve built on their email lists.
Overcoming Fears in Business Pivot
Kate: You mentioned having a lot of feelings, and I can really relate to that. Our business grew a lot with content creators as well. We still serve them and see them as a big part of Pinterest, but we’re also leaning more into the e-commerce space. What were some of the fears you faced when making this pivot? What was going through your mind as a business owner looking toward the future?
Jenny: For me, I think the biggest fear was feeling like I was turning my back on the people I had worked with for so long. There was also this voice in my head asking, “Who am I to be telling them this?” After selling my site in 2019, I was moving into serving more B2B businesses. I thought, “Who am I to be guiding them when my business model is shifting so drastically?”
And, to be honest, I’m a very loyal person. I’m the type who will stick with you no matter what, unless you really betray me. So, it was hard to feel like I was leaving some people behind. On top of that, I started to see posts from others in the industry saying things like, “AI has killed my business,” or “I have to sell my site and walk away.” And that’s heartbreaking. But honestly, if their business model was solid and built around a personal brand, AI wouldn’t be threatening them. They’d already be known as an expert.
Pivoting Based on Data and Client Needs
Kate: That’s so true. I’ve seen so many businesses say, “AI is killing my business,” but really, it’s their business model that’s at risk. If they had been building a personal brand and solving a specific problem for their audience, they wouldn’t be in the position they’re in now. AI is just a tool. It’s not the problem. It’s more about what you’re offering and how you position yourself.
I know that can be a hard pill to swallow. So, when someone comes to you in that position, saying, “Okay, I get it now,” what’s your first step in helping them pivot?
Jenny: I have a pathway I walk them through. The first thing I always ask is, “What are you offering to get people onto your email list?” If they don’t have anything to offer, that’s where we start. We need to create an opt-in, something of value, so that they can start building their list.
Next, I ask about their positioning statement. A lot of times, they don’t have a clear one. They might say something like, “I’m a food blogger who creates healthy recipes for busy moms.” That’s not a positioning statement; it’s just a description. A positioning statement should show how you’re different from everyone else and highlight what specific problem you solve really well.
Women especially can be uncomfortable with calling themselves an expert, but I believe an expert is simply someone who educates. So, I help them step into their expertise, figure out what problem they solve, and then make that part of their positioning statement. That way, everything they create—content, products, services—can tie back to that core problem they solve.
the Emotional Aspect of Making a Business Pivot
Kate: I love that. Getting clear on your positioning is such a key part of building a sustainable business. But how do you help people navigate the emotional aspect of these shifts? It’s tough when everything you’ve built feels like it’s crumbling, and I think women, in particular, can struggle with the emotional side of these transitions. How do you help them through that?
Jenny: I think the emotional aspect is huge, and you’re right—there’s often a lot more emotion tied to these changes, especially for women. I’ve also seen men go through it too, though. When you’ve built a business based on something that’s suddenly no longer working, it’s hard to accept that it might be time to change. And for a while, everything felt so easy, like a plug-and-play model. Between 2019 and 2022, it was almost as if the business just grew itself. But now, there’s a sense of instability because the landscape is shifting so quickly.
The question becomes, “Am I really a business owner, or have I just been riding the wave?” When you decide to pivot, it’s a commitment to doing things differently. You have to believe in yourself as a small business owner who’s going to take control of your future.
Building a Sustainable Business Model
Kate: Exactly. That’s the big question: are you really committed to being a business owner? Because if you’re just chasing page views, you’re not truly owning your business. You’re depending on borrowed traffic from social media or Google, and that’s a risky place to be. The reality is, if you want to truly own your business, you need to control your income by building a list, creating products, and offering value in a way that doesn’t rely on rented traffic.
The sooner people can realize that, the sooner they can stop worrying about changes in algorithms or platform policies. They can focus on what they can control and start building a solid business model that’s sustainable.
Jenny: Right, it’s about taking control. You can’t just keep waiting for the next algorithm change. You need to have your own foundation—your own email list, your own products, your own way of engaging with your audience. This is the shift that’s needed to build a long-term business.
Looking Toward the Future
Kate: So, how are you looking at your own business over the next few years? Given how much the landscape has shifted, it can feel uncertain, but I’m curious how you’re thinking about your future. Are you planning for 2025, 2026, or taking it year by year?
Jenny: I still set 90-day goals to stay focused, so I know where I’m heading. But honestly, I’m also learning to be flexible with the long-term plans. For example, in 2020, I had a big in-person conference planned for April, and two weeks before, I had to cancel and quickly pivot to a virtual summit. It was probably one of the first virtual summits ever done, and it was all a scramble. But it ended up being successful, and I learned a lot about adapting quickly.
Since then, I’ve kept doing virtual summits because I love to teach and educate, but I miss that in-person connection. So, after a lot of planning and talking about it, I’m finally hosting my first in-person retreat this November! My audience has been asking for it, and it’s time. Moving forward, I see myself doing more in-person events, because there’s something about the connection you get when you’re face-to-face. You can build deeper relationships, and there’s a level of accountability that comes with it.
Kate: That’s amazing! I think in-person events are so powerful for that reason. What’s the focus for your retreat?
Jenny: The retreat will be all about setting 90-day goals and creating a playbook for participants to take home and implement. The goal is for everyone to leave the retreat with actionable steps and a clear plan for the next three months. I want it to be more than just a learning experience; I want it to be about creating real momentum and setting them up for success.
Kate: Yes, I love that. And I think, especially with retreats or in-person events, what I always say is you get so much impact from things that happen in the margins. It’s a side conversation, it’s not necessarily even a session that you go to, or it’s a passing conversation, or it’s somebody telling their story. These are the things we need as business owners. We don’t need this whole cascading list of things to do. We need a plan, encouragement, and we need other people telling their stories because that’s where we have aha moments that help us grow as business owners. So I love that you’re leaning into that.
And I think it is so needed to gather together. And I am less likely, I would say like I definitely teach at conferences still, but I’m less likely to choose to go to one. I’m more likely to choose to go to a retreat or a small group event because I know what I’m going to get is what you’re talking about—this connection and depth, right?
Jenny: Yes, agreed. It’s just… I mean, even going to—I think the first conference I ever went to was BlogHer in New York City in 2011 or 2012. I remember being completely mind-blown by what was actually available, how many bloggers were out there, and what I could be capable of. But also, I think it took me a week to recover because there were so many people and so much information.
Whereas I just do better in smaller, intimate groups. It works better for my personality. And I think I’m able to really help people and get them those step-by-steps. The biggest thing I’ve seen over the years is that we often talk about business as if it’s a one-size-fits-all. Every single business is different. You have business owners with different personalities who can handle different things—some who can go on a podcast or jump on YouTube, while others just want to write. We have to meet them where they are. And because of my teacher background, I think I do that really well. It’s one of the things I excel at—I can differentiate my instruction for pretty much anyone out there.
Kate: I love that. Once a teacher, always a teacher, right? I feel like it never leaves.
Jenny: Exactly!
Kate: Okay, so the last thing I would ask you is—if someone is listening and they’re in that place where they know they have to pivot, or they’re on this precipice of change, but they’re either feeling really nervous or maybe they don’t even fully realize that something isn’t working—what would you say to them in this place of confusion?
Jenny: I would tell them to look at the numbers. I know they’re probably going to hate that because a lot of women are not “numbers people.” But I’m not just talking about page views; I’m talking about looking at your emails—what are people opening? What are they clicking on? Look at your social media—what are people engaging with? What are they saving on Pinterest? Look at other people’s content in the same niche—what are they starting to do? What are you seeing them do?
When you can actually use those numbers to your advantage and understand what people are already starting to associate you with as an expert, that’s where you need to step into. And the next step, which might make them feel more comfortable, is to ask your friends and family, “What am I good at? What do you think of when you think of me?” You’d be surprised by what they tell you. They might mention something they continually ask you about at game night or when you’re out for a drink, something that’s your expertise. That’s your zone of genius. You need to step into that and start honing in on your content around that.
There’s a way to shift. Even if your traffic is focused on something like creating memory boxes, you can still shift into what you’re an expert in. Just because something went viral 10 years ago doesn’t mean you have to stay in that lane. Go with what you’re an expert in and create content around that.
Kate: Hmm. A hundred percent. Such great advice. You’re right, it’s hard to look at the numbers. I’ve faced that a couple of times in my business over the last three years, where sometimes it’s much easier to bury your head in the sand and not look at the numbers. I have a phrase that I now say to myself—“Kate, face the numbers. They’re just numbers.” But it’s so important that you face them. It really grounds you. Sometimes I can think it’s way worse than it is, and then I go in and I see it’s not that bad. Or, sometimes I think it’s totally fine, and then I go in and see that it’s really bad. You have to make decisions from that place of data, which is hard because we’re so used to making decisions based on gut and emotion.
Jenny: Yes, 100%. And I think I was fortunate in that I sold my site before things got really easy, during that whole COVID phase when people were searching for recipes. I didn’t have that. My people were busy—they were freaking out because they were content creators, and all of a sudden, their kids were home, and they had to create all this content. They were just trying to survive, not planning how to grow or strategically shift.
Kate: Yeah, exactly. There’s still a lot to unpack from those years for sure. Jenny, thank you for sharing your story with us today. Thank you for sharing what you’re leaning into in the future and how you’re serving small business owners right now. Where can people go to connect with you?
Jenny: Yes! You can go right into your podcasting app, search for Influencer Entrepreneurs, or just search my name, Jenny Melrose, and my podcast will come up. I’ve got over 400 episodes now. I’ve been podcasting for over eight years—it’s crazy to say that! And also, go to JennyMelrose.com. Right on the front page, you’ll find a strategic growth plan for you to download. It walks you through the foundational steps you need to have in place in order to survive and thrive moving forward.
Kate: I love that! You’re providing such a great service for people. And for those listening, make sure you go check out Jenny’s podcast. It’s amazing, and just follow along with what she’s doing. So Jenny, thank you so much for joining us today.
Jenny: Thank you for having me!
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