Business Coach for Online Businesses - Case Study - The Elevatory

Jane from Plain Jane Paints

Case Study

Paint Brand Doubles Revenue in 6 Months

You’re ready to grow - and you know what you need to do… Sales strategy, financial plan, funnels, email marketing, marketing plan .. the list goes on BUT, you're just not sure how to implement it all …


Now, imagine being plugged into a team guiding you through it all step by step.
EMPOWERING you with all the knowledge, tools and training you need.
A completely bespoke experience that meets your business needs.

Our coaching and consultancy service will give you just that.



Introducing Plain Jane Paints

Having found furniture painting to be incredibly therapeutic and rewarding, Jane Brereton decided she wanted to share that feeling with other women.

She started her business with an online paint store, importing her hero product - chalk paint, from Europe. But with supply issues and a pull to create her own range - Jane knew it was time to create something even bigger.

Jane explains “I wanted to create a beautiful Australian made and natural paint that was easy to use, and I also wanted to provide women with inspiration and the information they needed to be able to create beautiful paint effects on furniture and in their homes.”

The Problem

Before joining The Elevatory Jane felt like she knew what she wanted Plain Jane Paints to be, but like many of The Elevatory clients, had no idea how to get there.

“I wanted somebody to give me a practical step by step guide on how to build my brand and business and make it actually work. I felt overwhelmed by the number of things that I knew I should be doing but not knowing how or in which order to do them.” 

Joining The Elevatory®

Jane reflects:

“I absolutely love what I do and I was determined to make it work. I knew that I absolutely could not let my business fail this time. I had the passion for my product but I knew that I didn't have the knowledge of marketing or systems that I would need to build a successful brand from the ground up.


"I chose The Elevatory because I could see that it was a business built on sensible, practical and actionable advice with no fluff or beating around the bush! I trusted that these women were the ones who could help me to understand how to build a business properly.


The 4 core objectives at The Elevatory 



Set your business up for growth now and into the future




Increase your traffic, sales and profit




Automate as much of your business as possible




Have you firmly step into the CEO role of your business




When Jane arrived at The Elevatory - her rebrand and new product range were well underway.

So it was our job to help Jane reposition her messaging with a focus on her new range, and ensure all of her marketing assets were optimised for the traffic we would be sending it in the lead up to and beyond launch day.

Alongside this we needed to build a large warm audience of customers ready to buy from Jane to make her launch as successful as possible.




Website Overhaul

Once Anna had worked with Jane on her new messaging, she went to work with Coach Jo to totally upgrade her website, working simultaneously on copy, UX and SEO.

As you can see, not only is the whole look and feel of the website better, but it is also much more user friendly now and guides customers easily along the right path to find the information and products they are looking for.

Jane notes “I get compliments all the time from customers on how good it looks!”



Plain Jane Homepage - Before


Plain Jane Homepage -After



You can also see from Google Analytics the dramatic increase in users per month since the start of her journey. With users now 10x what they were at the start.





Email Marketing

Next we got to work on Jane’s email marketing.

Here we revamped all of her flows to indoctrinate and nurture new customers, and retain current customers.

As a result of our launch plan (see more below) Jane’s list has tripled over the course of the year.



Launch Plan

With a clear & strong message, optimised website and emails running on autopilot it was time to map out Jane’s launch plan as she brought her new product to Australia [woohoo].

Jane went on to work with Caroline to map out and build out a paid Meta ad strategy to build traffic awareness and sales.



Prior to launch, we created a waitlist to get people excited about Jane’s new Australian Chalk paint. We ran ads to the waitlist giving people the chance to win a litre tin of paint and wax. To enter, they had to tell us which their favourite colour was.

This campaign brought in 119 leads at 75c each. A fantastic way to get awareness, and grow her email list of people to sell to!




Alongside this Jane also teased a special 15% OFF discount for the first 50 purchases of her new product range. This message ran across organic socials and to her email list.



Once her paints were live - Jane then ran a special deal on testers - 5 for $75 including free shipping so that people could essentially trial and sample her paint and the range of colours.




Jane hit 12k for her launch month and has hit a consistent 15k per month from there on out, hitting close to 20k towards the end of this last year.

What’s more she took her stockists from zero to 15 over the preceding months!




Google & Meta Ads

With Jane’s launch firmly under her belt, our next focus became on creating an always on ad strategy to continue to drive her brand awareness and consistency in sales.

We added Google Ads to the marketing mix. You can see as Google gets to know the product and optimises the campaign in this first 6 months, the steady increase in impressions and conversions.



And have continued testing a variety of offers on Meta to warm and cold audiences.



The tester offer worked so well in launch as a great way to hook in new customers, who were unsure of what colours to buy. It worked post launch as well to get people to the website along with a really colourful page making choosing the 5 colours a fun experience.


 Plain-Jane-Tester-Pots-FB-1  Plain-Jane-Tester-Pots-FB-2  



Jane also created Project Packs which she knew from research appealed to those who want a little project for the weekend. She created content, video tutorials, and provided products. With this offer she was to sell straight to a new, cold audience at a profit (positive ROAS). Results and winning creative below.





We are now focusing on a series of funnels to launch an online course and a membership for painters!



Financials & Mindset

One of Jane's biggest wins has been from being completely afraid of looking at her numbers, to loving them!

“I had literally never really used a spreadsheet before and now Anna has me understanding and not fearing my numbers. I now see this knowledge has the power to grow my business and understand how the numbers can guide me to make decisions rather than guessing all the time

By being up close and personal with her numbers Jane can quickly see she has:

  • More than doubled her revenue when we compare July-Nov22 with the same period the previous year
  • Tripled her monthly order volume
  • Increased the AOV (average order value) by 46%
  • Increased her revenue by 40% (on average) per month

“I was doing sporadic 4 figure months - now I’m doing consistent 5 figure months”

Jane notes “Committing to the coaching made me become more accountable for my actions and gave me the confidence that I could actually make my business successful if I followed the right path. I have become much more disciplined in my time management and am working to a plan rather than making it up as I go along. This has actually reduced the stress of running the business greatly.”


 The Future

“I'm feeling confident that with The Elevatory I have built strong foundations for my business this year. Next year will be all about growing my brand and scaling the business across multiple platforms, including plans to release new products and expand the wholesale side."

"I’m especially excited to be releasing a course in early 2023.”

Jane had a big vision (legacy style) and she worked damn hard for it last year .. and we are certain this year she’ll DOUBLE her revenue again. Because the work we do compounds.








5.0 Rating from 65 Google Reviews









"Two months in and my audience has grown by thousands, my list has doubled and my income is steadily growing. I have dived into Facebook ads which has been a revelation and I’ve even executed a pre launch launch! It is powerful to be right alongside other owners as they grow their businesses too. The support, the accountability and the candidness of our coaches is making a major difference to how I am working and my goals for the future.”

Erin Duncan | Erin Duncan Creative





In the first 3 months I got more done than what I used to get done in a year. We have made so many incredible changes to improve both my sales and profit margin.

After just 2 months, I had a record month in sales."

Louise Carter | Baby Luno







“In two months, I have tripled my email subscribers, set up automations which have generated great sales (abandoned cart sequence and website pop-up) set up my first Facebook ad which is doing really well AND sold out of my pre-sales for my next book in a couple of hours!"

Jess Spencer | Adored Illustrations





Just 12 months in our sales are doubling year on year... we’ve jettisoned a product, relaunched our flagship product, rebranded our website, and overcome one of us unexpectedly being absent from the biz. This year we will totally be a AU$1,000,000 turnover business. What’s more we LOVE our biz again!

Jo Cumberbatch | Go Trovo Games







"I have been able to efficiently fast track my business to success within the niche Equestrian industry with a complete rebrand, new website, social media and marketing plan and fundamentally a better understanding of my numbers. If you are a business owner who needs to be inspired, educated and connected with like minded individuals to take your business to the next level, I cannot recommend joining the Elevatory journey enough!"

Kate Berry | Just Gorgeous Things





"This program has opened my eyes and helped me take my business to the next level. The assistance and support with FB ads, strategy and financial management has increased my sales month on month. I wouldn’t have been able to achieve what I have in the last six months without their help, they have reignited the passion and motivation I first had for my business, and I am excited for what is to come."

Gemma Bronzoni | The Nappy Society





"The Elevatory have helped me scale up and given me the tools and confidence to make changes that have had a major impact on my revenue. I had invested in coaches before, but never to this extent (financially and emotionally)..but I am more than happy to report that the coaching has paid for itself several times over. I honestly couldn’t be happier with the results, so much so that I will continue to work with Anna and her team for the foreseeable future. I just cannot let them go!

Nikki Capp | The Cover Collective




 Google Reviews Aug23 Julie LGoogle Reviews Aug23 Kristin RGoogle Reviews Aug23 Lou PGoogle Reviews Aug23 Sue Mc

 Google Reviews - Mar23





At the Elevatory we help clients build multi-6 and 7 figure businesses through strategic marketing.


A comprehensive guide of the tasks you need to tackle and the infrastructure you need in place to sustainably grow your business.