Why 18 Months Breaks Most Sole Traders (And How to Beat It)
Running your own beauty business is a bold, brave move, but did you know that many sole traders close their doors within 18 months?
In this Mini Moments podcast episode with Sherri from Timely, we unpack why this happens, how it feels, and what you can do to stay strong beyond the tough early years.
The Reality of Year Two: When the Excitement Fades
In the first year, everything feels new, clients are coming in, your brand is growing, and you’re running on excitement. But by 18 months, reality sets in. Bills are stacking up, the daily grind feels heavy, and without the right support, loneliness creeps in. Sherri and the team at Timely see this often, and it’s not because sole traders aren’t good enough – it’s because no one can do it all alone.
“You can work for yourself, but you don’t have to work by yourself.”
Who’s In Your Cheer Squad?
One powerful way to beat the burnout is to write down your cheer squad. Who are the people who support you? Your accountant, your software provider, your morning gym crew, your business coach, your clients who always leave glowing reviews – they’re all part of your team. Knowing who has your back keeps you grounded when self-doubt hits.
💡 Try this today: Write down your cheer squad list and send them a quick thank you message. It’s a small act of gratitude that will shift your mindset.
Financial Shock and The GST Leap
Another big hurdle at the 18-month mark is financial reality. You might be earning well, but profit and turnover are different stories. Hitting the GST threshold often feels scary, but it’s a sign you’re growing. Setting aside GST early, even before you’re required to, can reduce shock and build healthy habits.
“Profit and turnover are two very different things. Prepare early so you’re not caught off guard.”
Learning Fatigue is Real
There’s never been more free education for business owners, but Sherri shares a caution, too much learning can cause overwhelm and paralysis. Take in what you need, then implement it before seeking more.
✅ Top tip: Focus on one system or improvement at a time. Set it up, tick it off, then move to the next.
Systems Are Your Safety Net
Many sole traders avoid automation or systems because they fear losing their personal touch. In reality, automations give you more time to be personal with clients in the chair. Setting up automated emails, SMS reminders, and clear client journeys saves time and builds trust. Start how you mean to go on – even if it feels slow, it’s worth it.
Remember Your Why
When business feels heavy, return to your why. Why did you start? Who are you helping? What lights you up about your work? Write it down somewhere visible, or turn it into a neon sign in your salon, as Jen jokes. Staying connected to your purpose will keep you moving through fatigue, doubt, and challenges.
Key Takeaways from This Mini Moment
The 18-month mark feels hard because reality sets in
Identify your cheer squad and lean on their support
Set aside GST early to build strong financial habits
Avoid learning overwhelm by implementing one system at a time
Automations create more time for personal client connection
Always come back to your why to keep your passion alive
Running a business alone doesn’t mean you have to feel alone. Surround yourself with people, systems, and reminders that keep you strong, and remember – you’ve got this.
💛 Listen to this Mini Moment episode now for the full conversation with Sherri, and explore more empowering beauty business episodes on Salon Rising: The Podcast.
