Money Lab

Real-Time Experiments in Making Money Online

What Is Money Lab?

My name is Matt Giovanisci. I'm only half Italian. I'm a serial entrepreneur. Money Lab is where I challenge myself to make more of what I love: money.

Money Lab itself is an experiment. Can you build a profitable brand by ignoring all that online marketing bullshit? I believe you can, and I intend to prove it.

Join me as I experiment, test, fail, and maybe succeed in making money online in real time.

To keep me honest, I made up some strict rules for Money Lab. See what they are

Matt Giovanisci

Latest Challenges & Experiments

Earnist Wordpress Plugin

Create and Sell a Premium WordPress Plugin in 40 Days

Is "scratching your own itch" the best way to build a successful product? I'll find out by selling my custom affiliate Wordpress plugin I've used for years.

Build a Profitable Brand

Build a Profitable Brand in One Year

Can we assemble a small team to re-build into a large brand website based around homebrewing beer, and make it profitable in less than a year?

Ultimate Upsell

The Ultimate Upsell Experiment

I'm making a course and adding it as an upsell to a successful product, instead of selling it as a standalone product. Can I make more money this way?

Content Audit

The Content Audit Experiment

In 2017, Roasty has been losing about 10% of its traffic each month. Instead of producing new content to give it a boost, I'm going to try a content audit.

Build and Launch a Membership Site in 14 Days

Create a Membership Site in 14 Days

I'm teaming up with Doug Hill to build an ironic online membership training library and community to teach survival, bushcraft, and primitive skills.

Homebrewing Website

The Homebrewing Website Experiment

Can I build a "niche site" about homebrewing beer? Yes, but will make money, even if I ignore the competition and keyword research? Let's find out!

The Subscription-Based Business Training Library Experiment Swim University Pro

The Subscription Business Training Library Experiment

A short-lived project to build a Netflix-style training library to help pool and spa professionals market their businesses better online.

Roasty Coffee Rebranding

The Roasty Rebranding Experiment

This experiment is to see if rebranding will result in more website traffic, email subscribers, and total monthly recurring revenue.

See past challenges & experiments

Recently Published Articles

My 2017 Annual Review That Every Other Business Blogger Does in January Too

Last year, I wrote a year-in-review. And I'm doing it again because it was popular. So here's my annual review of all my successes and failures in 2017.

Want To Build a Software Startup? Don’t Do These 4 Things.

This is what it took to build a software startup. The failures, the fights, the wins, and most importantly, the FUCKING STRESS! This is our story.

I Demoted Myself So My Business Could Grow

I'm a bottleneck. The business doesn't grow if I'm in control. I'm not the right person for the job. So I hired more talented people and fired myself.

Amazon Fucked Me, So I Changed My Entire Online Business Model

Thanks to Amazon, I completely revamped and optimized the Swim University brand in 25 days with new code, new products, and a brand new business model.

The Digital Media Company Mission

I don't want to strive for the middle and build a "lifestyle business." I want to build a media company with high-quality brands in different verticals.

The Definitive Guide to Podcast Marketing

How did we crack the top 100 podcasts on iTunes? Here are the 12 tricks (plus 30 more) that we tested and proved work for podcast marketing from scratch.

Making The Home Barista Video Course

I made an online video course for Roasty Coffee during a snowboarding vacation in Breckenridge, Colorado. This article is a behind-the-scenes recap.

The 2016 Year In Review The Internet Made Me Write

I received many requests to share updates on Money Lab Challenges in 2016. And true to form, there will be details. LOADS of money-making details. Ready?

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