Interested in starting your own entrepreneurial journey but unsure what to expect? Then read up on our interview with Damon Wilson, Owner of Lax Goalie Rat, located in Santa Rosa, CA, USA.

What's your business, and who are your customers?

I coach lacrosse goalies. My customers are the goalies themselves but also the Goalie Moms and Dads who know nothing about the sport. Also, the lacrosse coaches may know a lot about the sport but very little about the goalie position.

Tell us about yourself

I've always loved sports, and when I was a kid, my dad coached all my teams. He instilled a love of sports and coaching in me. Lacrosse is my passion, and discussing the goalie position in general leaves me super energized.

What motivates me are the young goalies. I have a folder on my desktop with videos of young goalies, and each day I ask myself, "How can I help these kids get better?"

What's your biggest accomplishment as a business owner?

Lots to count on here. Writing a book was a big accomplishment, as was achieving a longtime goal when I became a full-time lacrosse goalie coach in late 2020. It was a side hustle up until that point.

What's one of the hardest things that come with being a business owner?

For me, it's imposter syndrome. No matter how kids and parents I've helped and no matter how many raving testimonials I've gotten, there are still days when I think: who would listen to me? Who am I teaching this material to? Am I making a difference? I talk a lot with young goalies about the mental game of being a great goalie. That same mental game applies to online business owners.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Train the mental game. So many challenges faced in online business are mental. Having the right mental attitude is way more important than mastering any specific online business tactic or strategy.
  2. Customers pay for a guide, not the information. The information is out there. They can Google or YouTube and find the info. People want a trusted guide (who has gotten results from themselves or others) that help lead them on the transformation they're looking for.
  3. Build your email list. By every metric out there, the email list is the best - conversions, open rate/view rates, etc. Don't build your business on rented land. Build an email list and create a relationship with your tribe.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

Turn your craft into recurring revenue with Subkit. Start your subscription offering in minutes and supercharge it with growth levers. Get early access here.