The Black Friday Strategy That Scales Easily

How do you build a business that not only hits 7-figure success but also gives you the flexibility to move your family to the south of France for a year?

For Gemma Bonham-Carter, the answer lies in streamlined systems, smart strategies, and bold ideas. From blogger to course creator to trusted leader in online business strategy, Gemma has built a thriving education company that serves over 14,000 students—and she’s done it all by putting lifestyle first.

In this episode of As Good As You Are, we dive into:

• Gemma’s journey from humble blog beginnings to multi-six-figure launches.
• The game-changing Black Friday in a Box strategy that helps entrepreneurs make five- and six-figure cash infusions.
• Her advice on personal branding, AI tools, and creating profitable businesses that don’t sacrifice freedom.

Ready to turn your next Black Friday into a record-breaking success? Let’s dive in.

1. From Blogger to Online Business Strategist

Gemma’s journey began in 2010 as a home and DIY blogger. Like many bloggers at the time, she didn’t start with grand business plans—she was simply sharing her home projects and creative ideas for fun.

But Gemma quickly recognized the business potential:

• She built an audience through consistent content.
• She monetized her blog through brand deals, affiliate marketing, and an e-commerce shop.
• She fell in love with teaching other bloggers the strategies behind her success.

By 2016, Gemma launched her first course. It didn’t change her life overnight, but her second course—focused on creating e-commerce shops for bloggers—became a six-figure hit.

The Turning Point:
Gemma left her 9-to-5 public health job to focus full-time on courses. Since then, she’s become a trusted expert in digital product creation, email marketing, and scalable strategies that empower entrepreneurs.

2. The Black Friday Strategy That Changes Everything

Gemma’s Black Friday in a Box strategy isn’t just a sales event—it’s a proven, repeatable system that has generated hundreds of thousands of dollars for her and her students.

Here’s how it works:

• Five days of deals: Instead of running one Black Friday offer, Gemma creates excitement with five unique offers, one for each day of the week.
• Urgency and FOMO: Each deal lasts only 24 hours, creating a natural sense of urgency.
• Offer mix: Gemma includes a mix of offers, from discounted courses to brand-new products that haven’t been created yet.

Why It Works:

1. Builds excitement: Gemma “previews” the deals in a catalog format, so her audience can plan what they want to buy.
2. Validates new products: Selling an idea before creating it ensures demand (and cash) before investing time.
3. Makes selling fun: Instead of the dreaded pushy sales feeling, Gemma’s strategy feels like an event her audience looks forward to.

3. What You Can Sell in Your Black Friday Campaign

Worried you don’t have five offers? Think again. Here’s what Gemma suggests:

• Bundle existing products: Combine two related products at a special price.
• Create VIP offers: Offer a limited number of high-ticket spots, like VIP days, audits, or coaching calls.
• Pre-sell a new product: Put an idea out there and give yourself time to deliver it in January.
• Add bonuses to signature offers: Sweeten the deal with bonuses, templates, or exclusive access.
• Collaborate with partners: Team up with another expert and bundle your services or products together.

Pro Tip: If you’re stuck, use Gemma’s custom GPT AI tool to brainstorm five irresistible offers tailored to your audience.

4. Why Personal Branding Matters More Than Ever

According to Gemma, one of the biggest shifts in the online business world is the importance of personal brands.

Here’s why:

• Buyers are more sophisticated than ever. They’re not just purchasing products—they’re choosing people they trust.
• Faceless businesses get ignored. Your audience needs to know, like, and trust you.

Gemma’s Advice:

• Share your personal story. Gemma’s audience loves hearing about her lifestyle-first approach and her year living in France.
• Stay aligned. Build a brand that reflects your values and lifestyle goals.
• Set boundaries. You can share personal moments without oversharing—Gemma’s business thrives without her kids’ faces on Instagram.

5. Streamlined Business = Freedom

One of the most inspiring parts of Gemma’s story is her ability to build a business that supports her life—not the other way around.

When Gemma moved to France for a year, her business didn’t skip a beat:

• She focused on systems and automations that allowed her to step back.
• She streamlined her calls and cut non-essential meetings.
• She leaned on her husband, who joined her business to handle the backend and tech.

Key Takeaway: Success doesn’t have to mean hustle. By focusing on systems, offers that scale, and boundaries that protect her energy, Gemma built a business that allows her to work fewer hours while still serving thousands of students.

6. Gemma’s Favorite Tools and Strategies for Success

When asked about her most impactful tools, Gemma was quick to highlight AI and automations.

Her top tips include:

• Building custom GPTs that automate content creation, like podcast show notes, email sequences, and course components.
• Partnering with relevant software companies to add bonuses or credits to her courses.
• Creating tools that reduce student overwhelm, like AI assistants trained on her frameworks.

Gemma’s philosophy is simple: If there’s a way to automate, streamline, or simplify, take it.

7. Want to Make Black Friday Your Best Week Yet?

If you’re ready to turn Black Friday into a strategic cash infusion for your business, Gemma’s Black Friday in a Box is your roadmap.

Inside, you’ll get:

• Step-by-step guidance to plan and execute your campaign.
• Tools to validate new product ideas.
• Strategies to turn your Black Friday event into a repeatable system you can use year after year.

Want a head start? Try Gemma’s free AI Assistant to brainstorm your five days of deals: Black Friday Deal Builder.

Conclusion

Gemma Bonham-Carter’s story proves that you can build a wildly successful business and prioritize your lifestyle. By focusing on scalable offers, personal branding, and innovative strategies like Black Friday in a Box, Gemma has created a business that’s as fulfilling as it is profitable.

If you’re an entrepreneur looking for inspiration, tools, and actionable strategies to grow your business and gain freedom, take a page from Gemma’s playbook:

• Think big.
• Keep it simple.
• Build a brand that works for you.

Ready to make this your biggest Black Friday yet? Dive into Gemma’s resources here:

• Black Friday in a Box
• Gemma’s 6-Figure Launch Emails