🚀 This blog is part of a series featuring real-world insights from business owners who’ve been there, done that—aka the Shortcuts Squad. These are the lessons they’ve learned, the strategies that worked, and the pitfalls to avoid.
📌 Want more takeaways from other entrepreneurs? Find the full series at the end of this post!
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When the pandemic hit in 2020, therapists around the world were thrown into the deep end of telehealth. Suddenly, child therapists—who were used to engaging kids in person—had to figure out how to keep them engaged over a screen.
That’s where Kim Lange stepped in.
Kim, a child therapist herself, started a Facebook group to share ideas and strategies with fellow professionals. What she didn’t expect? The group exploded in growth. Today, with more than 10,000 members, that same group is the foundation of her digital product business, EMOTIONanigans, where she creates resources that help therapists better support children in therapy.
Building an Audience with Purpose
Kim’s business didn’t start with the intention to sell. She simply saw a need and filled it. When she launched the Facebook group, she named it strategically: Telehealth Activities for Kids. This made it easy for therapists to find, and Facebook’s algorithm naturally pushed it in front of the right people.
“It was just what people needed at the time. Therapists were looking for solutions, and my group became the hub for sharing resources,” Kim explains.
Within the first year, over 5,000 members joined. And while Kim initially had a business serving parents, she soon realized that supporting therapists would create a bigger impact. In September 2020, she pivoted fully into helping other child therapists.
How She Monetized the Group (Without Upsetting Members)
Many Facebook group owners hesitate to sell to their members, worried it will turn them away. But Kim’s approach made the transition seamless:
- She provided free value first. The group was always a hub for sharing free resources—so when she started selling her own, it felt natural.
- She set a clear focus. Unlike many groups that spiral into unrelated discussions, Kim kept hers tightly centered on activities and resources. That clear purpose made it easy for her products to fit in.
- She framed her products as an extension of the group’s value. Therapists were already asking for resources—Kim simply created what they needed.
“When I launched my store, people were excited. They had already seen the work I put into the group, and they wanted to support it.”
From Digital Products to a Thriving Shop
Kim’s shop is open year-round, meaning therapists can purchase resources whenever they need them. But she doesn’t just rely on passive sales. To drive urgency, she uses smart strategies:
- Launch discounts: Every new product gets a special discount at launch, rewarding engaged followers.
- Highly specific resources: Her products are built to solve very particular problems. If a therapist needs it, they need it now.
- Regular engagement: She constantly reminds her audience what’s available through emails and posts.
Currently, her digital product sales are in the five-figure range—with plenty of room to grow.
How Kim Creates & Markets Her Products
Kim focuses on quality over quantity, releasing just 3–4 new products per year. Each one is thoughtfully designed, often including how-to videos and telehealth adaptations.
She also involves her community in the creation process. Before deciding what to make next, she polls her audience and only creates what excites both her and her members.
Kim’s Simple Tech Stack
Throughout her success, Kim has kept things lean. Here’s what she uses:
- Payhip – for her shop and checkout
- ConvertKit – for email marketing and automation
- Facebook Group – for community engagement
She chose Payhip because it handles tax collection, has no upfront fees, and allows her to scale affordably. ConvertKit helps her track customer journeys and automate personalized experiences.
Biggest Lessons Learned
Kim’s journey hasn’t been without challenges. Here are her biggest takeaways:
1. Keep making offers. Simply listing products in a shop isn’t enough. Actively promoting them—through launches, bonuses, and sales—makes all the difference.
2. Avoid comparison. It’s easy to feel behind when looking at others, but Kim reminds herself daily: “My goals are inevitable.” She trusts her pace and her journey.
3. Start before you’re ready. If you’re thinking about creating digital products, stop overanalyzing and take action.
“I didn’t learn from thinking about it. I learned from doing it.”
Final Advice: Just Start
For anyone considering selling digital products, Kim’s advice is simple: Take the first step.
“Make an offer today. Write up a post. Send an email. See what happens.”
The best business ideas don’t come from perfect planning—they come from action. Whether you’re still brainstorming or already selling, every step forward builds momentum. The sooner you start, the sooner you’ll see what’s possible.
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🔥 Want to see how other entrepreneurs are making it work? Explore their strategies, lessons, and unexpected wins below:
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🔗 How One Entrepreneur Uses Virtual Summits to Supercharge Digital Product Sales
🔗 How Dara turned a simple idea into a $200,000 digital product
🔗 How Anthony Kuo’s Simple Approach Fueled His Digital Success
🔗 Building a Simple, Authentic Digital Product Business: Lessons from the Island
🔗 How Sarah McDugal Empowers Women to Build Digital Businesses
🔗 How Mark Turned an 'Impossible' Niche into a 7-Figure Digital Product Business
🔗 Laura Khalil’s No-Ads Approach to Landing High-Paying Corporate Clients
🔗 Stop Overcomplicating Digital Product Sales—This Simple Strategy Made Six Figures
🔗 The ClickBank Strategy That Helped Bob Grant Sell Millions Online