Supply & Demand in Online Businesses

Let’s get straight into it—there’s one foundational business principle that’s been around forever, and yet somehow gets sidelined in the online space. We’re so focused on personal branding, conversion rates, launch strategies, passive income, and evergreen funnels that we forget one of the most basic truths about building a profitable business: Supply and Demand.

Read on to learn more about how to apply supply and demand in the online business world.

Why Supply & Demand Matters

Let’s break it down:

• Supply = Your ability to produce the service or product (that’s you).

• Demand = Your audience’s desire to purchase said service or product.

Are you actually aligning what you supply with what your market demands? Are you being intentional and strategic about that balance? Because here’s the truth: whether you’re scaling from £10K to £60K, or from £100K to half a million, this principle stays the same.

Start With Supply

Let’s say you want to go from £100K to £250K. That’s an increase in income—so what needs to increase on your end? The number of clients you serve? The number of offers you run? The price point of your services?

Whatever it is—you’re increasing your supply. And supply takes effort. Whether it's a passive product, a mastermind, a membership, or a one-to-one offer, you’re still required to build, promote, run, refine, and deliver.

So, before we even talk numbers, ask yourself:

• Do I have the capacity?

• Do I have the time?

• Do I have the boundaries in place to support the next level of growth?

How to Create and Sustain Demand

You don’t just hope for demand. You build it. You nurture it. You feed it. Here's how:

• Showcase your offers—even when you're not actively selling

• Share client results—transformations, testimonials, wins

• Pull back the curtain—show behind-the-scenes of your offers and delivery

Your audience should know exactly what they’re getting before they even think about buying.

Why? Because it builds trust, confidence, and clarity—and that reduces buyer hesitation without needing a sales call.

Real-Life Example

Let’s talk about what this looks like in real life. I’ve run multiple low-cost memberships since 2016—great retention, strong recurring revenue. But I wanted to scale differently. So I created The Shift—a closed membership that only opens once a year, runs for 12 months, and offers a premium group experience. It’s structured, supportive, and strategic.

The result?

• High demand

• Limited availability

• Clear marketing calendar

But I’m not scaling that. So what did I do?

I built the Profitable Business Hub, a 12-month membership laser-focused on profit-first business strategy.

This offer is based entirely on what my market needed:

• Profit planning

• Sales mastery

• Strategic pricing and forecasting

• Tangible tools (templates, masterclasses, CPD accreditation)

There was a huge demand for this. So I created the supply.

Align Your Business With This Principle

Here’s your reminder: Supply and Demand is not just theory—it’s your business model.

• Supply = Your offers, capacity, services

• Demand = The desire your audience has to buy

When you align the two, you build a profitable, scalable, and sustainable business. So let this be your new baseline. Start there, and scale from that place of intentionality and clarity.

If we want the online business world to evolve, we have to start acting accordingly. This is how we create an industry of respect, professionalism, and true success. Join the Pathway to 20K Bootcamp and learn how to build a business with STRONG boundaries, POWERFUL sales strategies, and HIGHER-CALIBER CLIENTS.