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You started your business for freedom ... then chaos took over.

Chaos to CEO:
The Reset

An 8-week small group coaching program for ambitious women who run their business alone, work all the time, and feel like they're getting nowhere.

Clear out the busywork, the clients who drain you and the offers that aren't working, so you can take back your time, your money and your life.

STARTS THURSDAY, SEPTEMBER 24 · LIMITED TO 12 SEATS
I'm ready to take my life back →
A woman pausing at her laptop with a cup of coffee, eyes closed, taking a breath.

FOUNDING MEMBER

$997

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What you really want
(and haven't been getting)

Time Freedom

To have a Saturday that's actually all yours. A business that fits into your life, not a life you squeeze into the leftovers from the business.

Financial Freedom

To pay yourself more than you'd make working for someone else. A paycheck that actually shows up, and no more juggling which bills get paid.

Freedom of Choice

To be the one who decides. Work when you want to work, take a day off without asking permission, and never again do something that feels wrong because someone said so.

That's what I want →
Business owner stretching back from her laptop after another long stretch of work.

I get it ...

Post consistently. Niche down. Build the funnel. You did all of it, then waited for the phone to ring.

When the clients didn't come and the money didn't either, you said yes to whoever showed up. The one who haggles. The one whose name pops up and you let it ring ... on purpose.

Then you bought the course. The tool. The thing that was finally going to work.

So now there's a new offer to launch, a webinar you never finished, and a subscription leaving your account every month for something you logged into twice.

Every one of those fixes took money out of your bank account and added something to your plate. Not one of them took anything off.

And some mornings you catch yourself resenting a business you were so excited to start.

That's how chaos creeps in ... one “good” decision at a time.

Nothing is wrong with you. You did everything right.

And still, your day belongs to whatever's on fire...

The client who calls you all the time “to pick your brain” and haggles over price sends you three more just like her, not the clients you love working with who value your best work.

The time-consuming, soul-sucking work you took to pay a past due bill, not the work you love.

Yeah, the money's coming in but it's going out even faster and you're putting your savings into this business instead of collecting a paycheck.

I get it. Chaos took over my life too.
Then I found the way out.

What if, in just 8 weeks, you could...

Close the laptop at a decent hour and eat dinner with people you care about. Not takeout in the car. Not half there. Fully present.

Pay yourself. Every month, from a number you set on purpose, instead of whatever's left at the end.

Say no to the client who drains you. Drop the offer that never worked. Saying no gets easier once you know where you're going.

Say yes to what you actually want. The work that lights you up. The clients who value it. The life and freedom you started your business for.

Show me how this works →

So how do you get there?

Chaos to CEO:
The Reset

The business maintenance nobody talks about.

It's simple. Get clear on what's important, then let go of the rest to make space to improve your business and your life.

The work starts with doing less.
No hiring a team.
No hustling harder.
No selling more.
No strategies borrowed from businesses that look nothing like yours.

Just a short lesson each Friday, a live coaching call every week, a small group of peers beside you, and a guide who's been where you are and found the way out.

You don't need to do more.
You need to make more space for what's most important to you.

I'm ready to reset →

Here's what you'll walk away with...

By the end of eight weeks you'll have:

  • Clarity on what you want your life to look like, and how the business supports it.
  • Money back in your pocket, because you've stopped paying for things you don't use.
  • A meaningful revenue goal: how much the business needs to make to support your life.
  • A client list worth your energy, a plan to get more like them, and a way to let the rest go without the guilt spiral.
  • More of the work you love, and less of the work you do just to pay the bills.
  • The business out of your head, so the “to-do” list stops following you to bed.
  • The focus to really get things done, without the next fire pulling you away.
You'll have the tools you need to keep chaos from creeping back in.

P.S. ... Just like cleaning a house, this work is never truly "done".

What’s actually inside

Six steps + Eight weeks = Space to breathe
The Reset Framework: six steps, Vision, Money, Clients, Offers, Systems and Rhythms, adding up to space to breathe.
STEP 01

Vision

Get clear on where you're going, so you stop making decisions in the dark.
  • Learn: why chaos is a symptom of a missing vision, not a personality flaw
  • Do: write a simple vision, name your core values, write your why
STEP 02

Money

Get honest about the money moving through your business, so you can pay yourself without guessing.
  • Learn: your numbers are just data, and why watching money move in and out is your job
  • Do: find out how much your business needs to make to support your life, then find and stop money leaks
STEP 03

Clients

Let go of the clients wearing you down so you have room for the ones that energize you.
  • Learn: how the 80/20 rule applies to your client list
  • Do: find your best clients, plan how to get more like them, start releasing the rest
STEP 04

Offers

Weed out the offers that aren't working to make room for the ones that are.
  • Learn: why more offers is a trap, not a strategy
  • Do: find the offers that are most profitable and easiest to grow, and let the rest go
STEP 05

Systems

Get the business out of your head and onto paper, so you stop recreating the wheel every time you sit down.
  • Learn: why structure creates freedom instead of taking it away
  • Do: spot your most repetitive work and record one simple process
STEP 06

Rhythms

Set the rhythms that catch chaos before it takes hold.
  • Learn: why habits beat intentions, and how rhythm keeps chaos from creeping back in
  • Do: set one habit to protect your energy and put your quarterly reset on the calendar

You're already paying for the chaos...

Every month you stay stuck, it comes out of your pocket (and your life).
Three women sitting around a wood table with notebooks and coffee, mid-conversation.

FOUNDING MEMBER

$997

Full Price $1,997

SAVE $1,000

or 2 payments of $547

  • Small group coaching, limited to 12 seats.
  • Nine live coaching calls with me. Thursdays at 11 AM ET, so you have the support you need to make real progress.
  • Every call recorded, and you can send your question ahead so you get an answer even when you can't be there.
  • Short lessons dropped each Friday, so you have the weekend to do the work (yeah, I know you're working weekends).
  • A private community, off Facebook, so business stays business and you don't have to look for it between posts from friends and family.
  • You can easily access the course and community from your laptop or phone.
  • Bonus: Keep the Program, so you can come back to updated lessons to support your new rhythm.
  • Bonus: Come back to the live coaching every time I offer the program, at no extra charge.

Starts Thursday, September 24 at 11 AM ET

Enrollment closes when the seats fill, or when we start.

My promise: come to the first two calls and do the work. If it isn't what you needed, let me know by October 2 and I'll refund you in full. I'd rather give your money back than have you sitting in a room that isn't right for you.

Save my seat →

Two founding member bonuses

Because your success really matters to me ...
BONUS 1
Program Updates

When our 8 weeks are up, you get every update I make to the program, so you can make a habit of doing The Reset with all the improvements that come over time.

BONUS 2
Live Coaching

You get access to the live coaching calls every time I offer The Reset. You can come back to get your questions answered in real time, no extra charge.

FROM THE BUSINESS OWNERS I'VE COACHED

Jen runs an authentic Italian food deli. She came to me because her business had drifted from her original dream and was feeling heavy. Six months later, this text landed in my phone:

“It's happening! We are creating a kitchen in the Market! Thank you for inspiring me!”

Jen S., PA

FROM THE BUSINESS OWNERS I'VE COACHED

Kimberly has a farm and tans sheep hides into amazing rugs. She came to me because she didn't trust her numbers, but we found the real work was getting her and her husband aligned on where they wanted their life to go, and how the farm supports it.

“I can see the finish line of finally feeling confident about my books thanks to you! My stress around books has been nearly eliminated and it feels so good to be caught up. THANK YOU!”

Kimberly T., ID

FROM THE BUSINESS OWNERS I'VE COACHED

Jen and Greg run a multi-enterprise farm: vegetables, pigs, a food stand, events. They came to me because their numbers weren't telling them anything useful, and they weren't confident in the business decisions they were making.

“For years, we've been fumbling through QuickBooks and not gleaning any good information back. Shelly teaches us how to enter useful data so we can make informed business decisions, rather than acting from the gut.”

Jen & Greg M., PA

Let's be real ...

You've spent so much time, money, and energy hoping that the next tool, strategy or course will be the answer, so the life and freedom you want will finally show up.

Money on subscriptions you don't use and courses you bought and never finished.

Precious time you can never get back on busywork that gets you nowhere.

Time creating lead generators that bring in the wrong fit clients.

Building offers that suck your energy and get you known for everything except the work you're best at.

All the doing “more” that means you miss the important moments ... like dinner with the people you love, watching your kids grow up, or visiting that family member who may not be here tomorrow.

Here's what nobody tells you: adding more to chaos and clutter is the hard way to grow a business. Before the next launch, the next offer, the next big push ... the mess has to get cleaned up first.

A mother and her young child reading a book together, cheek to cheek.

This is not that ...

This is about putting your life first and making space for time freedom, financial freedom, and freedom of choice to grow.

It's about YOU deciding where you want YOUR life to go, and how your business will support it.

It's about doing less, not more ... not by delegating, but by being intentional about the clients and offers that really get you where you want to go and letting the rest go.

It's about putting boundaries in place that make saying “no” easier ... because every “no” makes room for the things most important to you.

And ... you're not doing it alone. A live call every week with a woman who's been in the mess (more than once) over her 35+ years as a business owner, and a small group of your messy peers going through it right beside you.

Let's make sure this is the right room for you

THIS IS FOR YOU IF
  • You know something has to change. You can't keep going like this.
  • You're done starting over.
  • You want to be a great business owner and truly own your business.
  • You're willing to look at your numbers. Not enjoy it. Just look.
  • You're solo by choice or circumstance.
  • You're ready to trade complexity for a business that supports your life.
THIS ISN'T FOR YOU IF
  • You're looking for another marketing program, sales funnel, or quick fix strategy.
  • You want someone to do it for you. I'll walk beside you and empower you. I won't do it for you.
  • You're after a scale-to-seven-figures, build-a-team playbook. That's a different room, and I can point you there.
  • You want a folder of videos to buy now and get to later.

If that's you, no hard feelings. I'd rather you knew now.

Meet your guide

Shelly Oswald, business and high performance coach.

Hi, I'm Shel.

35+ Years as a Successful Business Owner

Certified High Performance Coach · Pumpkin Plan Business Growth Strategist ·
Fix This Next Advisor · QuickBooks Online ProAdvisor

I learned to run a complex business the hard way. When my dad got cancer, I stepped in to help with the family business: a 7-figure John Deere dealership with 30 employees. When he died, I took over. Years later, my husband and I bought it... after the bank decided my 90-year-old great-grandma Ruth, who'd stood behind every loan for 70 years, was too old to lend to.

After we sold that business in 2010, I started coaching and consulting, and I built a grass-fed beef farm selling direct-to-consumer. Taking over an established business was hard. Building from scratch was a whole different kind of hard. I walked in with an accounting degree, years of running the dealership, and a lifetime around business... and still, both times, I remember the ugly cries behind closed doors when none of it helped me know what to do next.

My degree prepared me to work for someone else. It didn't prepare me to step into the Small Biz CEO role where I had to set the company's core vision, manage its growth, and execute high-level strategy while doing the hands-on daily work of running the business. Growing up in a family of entrepreneurs gave me a head start. The school of hard knocks taught me the rest.

On the farm, I did what all the experts told me to do... more products, more markets, more everything. I ended up at seven farmers markets a week, six figures, no life and no profit. I was pulling every lever I had and none of them worked.

What turned it around wasn't doing more. It was doing less.

I got clear on where I wanted to go and got honest about my numbers. I let go of the clients and offers that drained me so I could focus on the ones I loved and that made money. I built the structure to serve them better and found a rhythm that made it easier. One step at a time. That's the Reset.

And it wasn't luck. After I found the way out the hard way, I went and got certified in the frameworks to get a deeper understanding of why it worked... Pumpkin Plan, Fix This Next, High Performance Coaching. Learned them from the people who wrote the books. The Reset is both: the map I lived and the methods that are proven.

I've been lost in the weeds and found my way out, more than once. After all these years, I'm still growing into it. I built the Reset to give you the map I didn't have. I'll save you the degree, the decades, and the drowning.

Count me in →

What if I don't finish it?

That's the real question, isn't it. Not whether it's any good. Whether you'll actually do it.
  • You do the work on your own time. When you get stuck, bring the question to Thursday's call and I'll help you work through it. Not alone at your kitchen table at midnight.
  • You stop reacting and start making decisions. You'll feel it in your week, not someday.
  • You walk away with skills you'll use for as long as you own a business.
  • Each step clears more clutter, so you get clearer and more confident as you go.

I've been in programs where having a question later meant paying alumni tuition or buying the whole thing again. I'm not doing that. You don't lose your spot. You come back and pick it up.

I can't promise you'll finish. I can take away every reason you wouldn't.

And here's my promise. Come to the first two calls and do the work. If it isn't what you needed, let me know by October 2 and I'll refund you in full. I'd rather give your money back than have you sitting in a room that isn't right for you.

Count me in →

Q&A

Ready to take your business and your life back?

You don't have to figure it out alone anymore.

You built a business doing something you're really good at. Now it's time to ditch the chaos and make space so the freedom you started this business for can finally show up.

We start Thursday, September 24 at 11 AM ET, and that's when enrollment closes. Limited to 12 seats, so it may fill before then.

Count me in →