The Two Types of Businesses Built for Six-Figure Summits
After nearly 10 years in business and analyzing the results of hundreds of summits, I finally noticed a pattern that the most successful summits I've seen have in common - and once I saw it, I couldn't unsee it!
What separates the summits that do okay from the ones that absolutely take off and hit six or even multiple six figures? It's not just audience size. It's not just strategy.
It comes down to the type of business you're running.
And there are two specific types of businesses that get the best results. In this episode, I'm breaking down the two categories of businesses that are built for high-performing summits - and giving you real numbers, from real clients, so you can see exactly what this looks like in practice.
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The Pattern I Finally Noticed
While digging into the data on summits that absolutely take off and hit six figures (or multiple six figures), something clicked.
It wasn't just about having a bigger audience. It wasn't a single strategy. There are two specific types of businesses that are just set up for highly successful summits - and I've started calling them viral businesses and low-volume, high-investment businesses.
If you don't fall neatly into either category, that's okay! You can absolutely still host a great, life-changing summit. But if you do fit one of these categories, you're sitting on a lot of potential.
Category 1: Viral Businesses
Even if your business doesn't feel viral yet, these types of businesses are typically B2C companies in hobby or passion niches: think crafts, homesteading, education, or health and wellness. The defining characteristic? These are the businesses where people naturally build huge audiences.
We're talking email lists of 30,000, 50,000, even 100,000+ subscribers. Certain niches just grow that way, and if you've ever watched a crochet or homesteading account blow up on Instagram, you know exactly what I mean.
The catch: While these audiences are massive, they tend to be more budget-conscious. Once a price point creeps above $50 or so, a good chunk of that audience taps out. So you can't count on your core offer to pull in five figures immediately.
What you can count on? All-access pass revenue that will make your jaw drop.
Real Numbers from Viral Business Clients
Client Example 1:
- 16,000+ attendees registered
- $107,000 in all-access pass revenue
- 172 new members added to their membership
Client Example 2:
- 33,000+ attendees registered
- $302,000 in all-access pass revenue
- 1,100 new members added (approximately $30k in recurring monthly revenue)
When you have tens of thousands of people seeing a really great all-access pass offer inside a well-run summit, good things happen. The bulk of the revenue comes in upfront through the all-access pass, and then the membership revenue builds steadily from there.
Category 2: Low Volume, High Investment
This is where I fall with my business - and where most B2B businesses land.
The model is essentially the opposite of viral businesses. You don't have tens of thousands of people in your audience, but the people you do have are willing to make four-figure investments. You don't need a massive crowd. You just need the right people.
For this category, the all-access pass revenue is more modest, but the launch revenue? That's where the magic happens.
Real Numbers from Low Volume, High Investment Clients
My own most recent summit:
- ~1,700 attendees registered
- $16,000 in all-access pass revenue
- $4,000 in sponsorships
- $82,000 in launch revenue
Client example:
- 3,000 attendees
- $42,000 in all-access pass revenue
- $116,000 through her program launch
As a rough approximation: viral businesses might see 70% of revenue from the all-access pass and 30% from the offer launch. For low volume, high investment businesses, that flips - around 30% from the all-access pass and 70% from the launch, like my tiny summit that turned into 6-figures in revenue.
What About the Middle Ground?
If you feel like you're somewhere between these two categories, you're not the only one. The middle ground absolutely can produce great results - it just tends to be more balanced across revenue streams.
One client in this middle zone had about 6,000 attendees, brought in $32,000 through his all-access pass, $15,000 in sponsorships, and $37,000 from his course launch. His all-access pass and offer revenue were roughly even - which makes sense when you're sitting between the two categories.
It's not as dramatic as either extreme, but it's still a fantastic result.
So Where Do You Fall?
Understanding your business category can completely change how you approach your summit strategy - from how you structure your all-access pass to how you plan your post-summit launch.
If you're sitting in the viral category or the low volume, high investment category, you are set up for some truly exciting results. And if you're curious whether the Launch with a Summit Accelerator would be a good fit to make those results happen, I'd love to talk.
You can apply at summitinabox.co/apply or DM me "ACCELERATOR" on Instagram and we'll figure out together if it's the right fit.
Resources
- Episode 193: A Values-Driven Summit for a Budget-Conscious Audience
- Episode 249: How to Grow Your Membership with a Trial + Convert Trials to Paying Members with Mike Morrison
- Episode 313: How My Tiny Summit Turned Into 6-Figures in Revenue
- 6-Figure Summits Workshop Bundle
- Summit Host Hangout® Facebook group
- Launch with a Summit Accelerator®
- 6-Figure Summits Workshop Bundle
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