From $12.5K to $140K per month

Arthur & Bryan, founders of an e-commerce community, grew from $12.5K to $140K per month, from about 50 to more than 400 members at $249 a month, almost entirely organic. More than 90% of new members came through YouTube. The engine was a content system that ran every week: long-form on YouTube to build trust, short-form on Instagram to bring new people in, and monthly adjustments based on the numbers. This is the whole case, including what it asked of them.

Want to know what this means for your business? Book a 30-minute call → Or start with the free channel check.

Update, October 2026: We still work with them, and they sit consistently around $140K a month (Menno Kater, October 31, 2026). The community has passed 400 members at $249 a month, with 41 five-star reviews anyone can read. The YouTube channel went from 212 subscribers on September 18, 2025 to 4,210 on October 26, 2026 and had its best 30 days yet, about 55,700 views from September 26 to October 26, 2026 (public channel data). YouTube and Instagram keep growing.

The situation: good product, too few people who knew

Arthur & Bryan run a community for e-commerce founders. Members pay $249 a month for guidance, systems and each other. The product worked, the members were happy, and still the counter sat at roughly 50 members, around $12.5K in monthly revenue. The classic founder problem: excellent at the craft, invisible online.

They were already making content. The odd reel, something on YouTube now and then. But with no system behind it, it stayed what it is for most founders: a guess per post, and silence the moment the calendar filled up.

What we deliberately did not do

• Almost entirely organic. The growth ran on organic reach. More than 90% of new members came through YouTube.
• No chasing virality. No trends, no clickbait, no content aimed at people who would never become members anyway.
• No daily posting obligation. A rhythm you can hold for a year beats any sprint.

The system we ran

The same system we run for every founder, applied to their situation:

1. YouTube as the engine. Long-form videos where they actually give something away: their numbers, their approach, their lessons. This is where a future member decides whether these two know what they are talking about. This is where the trust gets built that justifies $249 a month.
2. Instagram as the feed. Reels and talking-heads, recut from the shoots, each with its own hook. The job: new eyes, pointed toward the depth.
3. One shoot, weeks of content. Recording days batched. Out of each day came long-forms, shorts and talking-heads at the same time.
4. Monthly adjustments based on the numbers. Which topics produced member inquiries? Those got more. What flopped came out, without sentiment.

How it played out: every video built on the last

There was no magic video. The first months were simply: publish, measure, adjust. What happened: every video built on the one before it. Viewers became returning viewers, returning viewers became inquiries, inquiries became members. The counter kept climbing, to more than 400 members.

And the engine keeps running. Even now, new formats get tested every month, shorts channels get set up, and thumbnails get optimized. We still work with them, so read this case as a status update.

The clearest example of that compounding effect is the cornerstone video we built for the channel: a video of over an hour that tells the whole story, with every other video pointing towards it. Four months after publishing it stands at 17,893 views, still adds more than 100 a day, and 371 people subscribed straight from it (YouTube Studio, 27 October 2026).

Where it stands now, October 2026

And it has not stopped. We still work with Arthur & Bryan, and the same engine keeps running:

On top of that: 41 five-star reviews that anyone can read, and a YouTube channel that went from 212 subscribers on September 18, 2025 to 4,210 on October 26, 2026. Sources: Menno Kater (October 19, 26 and 31, 2026) and public channel data, read October 26, 2026.

What it asked of them

Arthur & Bryan committed to the full trajectory: investing in a team every month, keeping the recordings coming every month, and pushing on through the months where the graph was still flat. That commitment did as much for the result as the content itself.

Is this normal or an outlier?

It is one case: what happened with two founders who went all in on the full trajectory. The direction, more of the right inquiries through systematic content, is repeatable. The pace and the scale depend on your offer, your market and your commitment. Take the result as proof of what is possible. We make no promises on numbers.

What this means for you

If your offer is solid and your clients are happy, the odds are your ceiling is the same one Arthur & Bryan hit back then: too few of the right people know you exist. That is a solvable problem. How soon it moves depends on what is already there: with an existing audience we often see a first result within three months, from zero within five to six months (Menno Kater, October 26, 2026). Arthur & Bryan kept building from there, to around $140K a month now. If you want to hand off the engine the way they did, that is exactly how we work.