Category: General

This is Annual Review number eight!

Eight years working for myself. That’s as long as my first career as a forensic accountant. On balance, I prefer this one.

2022 was my most successful year as a creator. I beat last year’s revenue, sent my newsletter every week, grew my email list to > 50k, and published more content than ever before on this site.

That being said, 2022 was also a strange year. A transition year after two difficult years of the pandemic. We moved forward, but 2022 still had its fair share of ups and downs.

Let’s begin with a review of 2022:

Did I Meet My 2022 Goals?

I set fewer work goals for 2022, and instead focused on a handful of bigger goals:

• Create 3 new video courses – Not quite. I launched 2 new video courses in 2022.
• Run cohort 3 of Pro Sheets – No. I did not run a cohort course this year.
• Send my Google Sheets Tips newsletter every Monday – Yes, it’s one of the favorite parts of my job.
• Hit 60k newsletter subscribers – Close. I’m at around 54k newsletter subs now (although I’m overdue a list clean).

What about other goals?

I always set some non-work goals too, to ensure I live intentionally. Here’s how 2022 played out:

• Twelve challenge walks – Yes, I did a lot of great hiking this year and stopped counting after a while. I climbed my local mountain 20 times, walked a marathon distance in a day, and went backpacking along the Appalachian Trail.
• Family trip to the UK this summer – Yes, we had a fantastic trip!
• Complete a century bike ride (100 miles) – No, unfortunately. I failed on this one although I had some memorable bike rides of shorter distances.
• Have another healthy year – Yes, mostly, although it feels like we’ve been stuck in a cycle of sicknesses this fall. We rounded out the year with COVID in December, thankfully it was mild.
• 10 nights camping this year – Nearly! I finished the year on 7, which is more than 2019, 2020, and 2021 combined. I want to increase this in 2023.
• Read 20 books – I read 16 books this year.
• Weekly brainstorming hike with my wife – Yes, when we were healthy. We didn’t manage every week because of illnesses, injuries, etc.

2022 Highlights

1) New Courses

In May 2022, I launched The QUERY Function in Google Sheets course.

This was a really fun course to create because the QUERY function is such an interesting and complex function to play with. It’s a rabbit hole that goes deeper and deeper the more you look.

It’s been a popular course, with 743 students enrolled so far this year.

In October this year, I launched another course, called: Lambda Functions 10-Day Challenge

This free course covers the 10 new functions introduced to Google Sheets this year.

So far, 2,873 students have enrolled in this course.

2) Improving Business Infrastructure

I spend a considerable portion of Q1 and Q2 working on stuff behind-the-scenes, to get my website and email systems in the best possible shape going forward. Specifically:

• I migrated from MailChimp to ConvertKit for my emails, and I’m enjoying it a LOT more.
• With the demise of Google Universal Analytics, in favor of GA4 (which seemed overly complex for my needs), I switched to the simpler Fathom Analytics. It’s perfect for me because I don’t like unnecessary complexity.
• I made major improvements to the website speed, mostly removing redundant JavaScript code and old plugins, and optimizing large images.
• Improvements to the onboarding process and site UX.
• Improvements to SEO on the majority of the posts

3) Google Sheets Tips Newsletter

I sent my weekly Google Sheets newsletter every Monday, except for Christmas week.

It’s the backbone of my business and I love receiving responses from readers each week.

I plan to write a newsletter every week again this year.

4) Website Content

Last year, I listed the website under the challenges category, on account of the falling traffic numbers.

To address this, I improved my site speed (see point 2 above) and I published more content than in any previous year.

This year, my favorite posts to research and write were:

• Etch A Sheet In Google Sheets

  

• Exploring Population Growth And Chaos Theory With The Logistic Map, In Google Sheets

  

I also enjoyed writing these posts:

• A Complete Guide To The CHAR Function In Google Sheets
• How To Build An Automated ConvertKit Report In Google Sheets Using Apps Script
• How To Draw The Sierpiński Triangle In Google Sheets
• How To Connect To The Teachable API With Apps Script
• New Functions In Google Sheets For 2022: Named Functions, Lambda, MAP, REDUCE, etc.

Website traffic has been relatively steady all year, hovering around 300 – 350k pageviews per month. I’m pretty happy with where this stands, especially after seeing some decline in traffic last year.

5) Community & Partnerships

I’m grateful and honored to be part of the Google Developer Expert Community for another year. I’ve learned so much through this group and made some great friends along the way.

This year, I had meaningful and enjoyable collaborations with Teachable, Coefficient, and Measure Summit. Thank you and I look forward to working together again in the future!

6) Founders Summit

Although I didn’t attend any conferences myself this year, the kids and I did accompany my wife to the Founder Summit Conference in Asheville, North Carolina. It was a family-friendly event, held at a resort center deep in the woods. We were there during peak fall colors, when the woods put on an incredible show:

My wife had an amazing week talking with other founders and generating ideas for her new company, They Got Acquired (a media and data company covering company acquisitions in the $100K-$50M range).

Meanwhile, I had a fantastic few days with the kids taking them climbing, hiking, doing art projects, and meeting other families. I was really proud of both boys for taking a real crack at the climbing wall.

The conference also provided childcare, so I had some time myself too. I went hiking with my good friend, and fellow course creator, Kevin of Data School, and I did some brainstorming for my business.

7) Non-Work Highlights

Watching my boys grow up and making memories with them. Parenting is the most rewarding (and by far the most challenging!) thing I’ve ever done.

We spent 2.5 weeks in the UK this summer. My brother and his family came from Australia too, so it was the second time all the cousins got together. We had a fabulous trip and spent good quality time with my family. We stayed in the Peak District National Park so we did plenty of hikes and sightseeing. My brother and I did a 26 mile walk along the edges, and I had a great day out with one of my oldest friends, Alistair, scrambling in the Dark Peak.

2022 was a much better year for adventures than the past few years. Things are easier now that my boys are older.

There were lots of standout local adventures this year. The highlights were:

• A 3-day backpack along the Appalachian Trail
• Two multi-day bike tours with my boys along the C&O canal (one and two)
• A solo 3-Day Bike And Paddle Board Tour
• Making new friends on the river: Hey Chuck, David, and Brenda 👋
• Some loooong 20+ mile walks starting from home (e.g. Gathland and Bears Den)
• An excellent 2021/22 winter hiking season

Another hightlight this year has been watching my wife launch and grow her new business: They Got Acquired

2022 Challenges

Burnout

Burnout? Depression? I don’t know where one ends and the other begins, but I’ve been running on an empty tank at times this year, especially in the second half.

At times, it was a struggle to create new work and I didn’t have the energy to run the cohort course in 2022.

The cause? A combination of macro- and micro-factors.

Everything from the doom-and-gloom playing out on the world stage, to the exhaustion of parenting in the ongoing pandemic, to the incontrovertible truth of aging.

In my head, I’m still that 30-year-old athlete free to climb mountains, run ultra-marathons, and cycle across countries, but my creaking, middle-aged body tells a different story. Plagued with knee injuries and having much less time for exercise than at any previous point in my life, my fitness has slowly started ebbing away in the past few years. I’m resolved to work hard this year to claw back some of that lost fitness.

Have I got through the burnout? Yes, I believe so.

I’m excited for 2023, and to get stuck into work again (whilst also keeping my fingers crossed that we avoid getting sick and the boys can stay in school). Doing more outdoor activities away from my computer this fall and winter helped tremendously, so I’ll keep doing that.

Looking Forward To 2023

2023 Work Goals

Like last year, I’m going to set a handful of big goals to focus on exclusively:

1. Create 2 new video courses (the first of which will be a new Apps Script course in Q1)
2. Send my Google Sheets Tips newsletter every Monday
3. Hit 70k newsletter subscribers

Beyond that, I have ideas for more video courses, potentially building a members community, running my live cohort course again, writing a Google Sheets book, or something else entirely!

I have a plan for Q1, but the rest of the year is more open. I have lots of ideas but don’t have a concrete direction yet. So, one of my tasks in Q1 is to figure out the plan for the remainder of the year.

Let me know in the comments if any of these ideas resonate, or if there’s anything you’d like to see here.

Other 2023 Goals

This year, I focused most of my outdoor energy on hiking projects. In 2023, I want to shift to doing more biking and paddle boarding.

1. Have another healthy year and get fit.
2. Since I didn’t tick it off last year, I’ll keep the century ride (100-mile ride) on this year’s list. I last did this in 2014 and I want to get back to that level of fitness on the bike again.
3. Multi-day adventures locally: backpacking, bikepacking, and/or paddle boarding
4. A C&O canal tour with my boys for 5 or 6 days
5. 25 nights camping, with at least 1 night out each calendar month
6. Weekly brainstorming hike with my wife
7. Read 20 books

Thank You

As always, I like to finish by saying thank you for your support.

Thank you for reading my articles and newsletters, for watching my video courses, or for attending my webinars. Thank you for this opportunity to help you get better at working with Google Sheets and Apps Script.

2022 was a great year on balance and I’m excited for 2023.

Best wishes to all of you for 2023! See you around.

Previous years

• 2021 In Review And A Look Forward To 2022
• 2020 In Review And A Look Forward To 2021
• 2019 In Review And A Look Forward To 2020
• 2018 In Review And A Look Forward To 2019
• 2017 In Review And A Look Forward To 2018
• 2016 In Review And A Look Forward To 2017
• 2015 In Review And A Look Forward To 2016

This is Annual Review number seven!

I wrote the first annual review in the year my eldest son was born. He’ll be 7 this year. How time flies!

As always, I’m super grateful that I get to write this because it means I’m still working for myself and building this business for another year.

Let’s begin with a review of 2021:

Did I Meet My 2021 Goals?

2021 was of course the second year of the pandemic, so once again, work hours were more limited than normal, and there was an undercurrent of stress throughout the year.

Overall though, from a work perspective, 2021 was a great year.

I had my best year of revenue to date, of which 95% came from course sales. I launched and ran two amazing cohorts of my live Pro Sheets course, created one new online course, and finished updating my course catalog.

Outside of work, I finally saw (most of) my UK family again at the very end of 2021, after over two years of nothing but video calls. These few weeks with my UK family were a highlight of the year.

Aside from that, we had lots of great family adventures locally and I did tons of great hiking in our local mountains.

All in all, 2021 was a good year given the circumstances.

Each year, I take the goals that I wrote down at the beginning of 2021 and see how I fared:

2021 Work Goals

• Run 3 cohorts of the new live cohort based course Pro Sheets – Yes, and no. I ran two cohorts!
• Run SheetsCon 2021 in March – No, I realized early in 2021, with the pandemic ongoing, that I didn’t have the bandwidth to do this and create the new cohort course, so I paused SheetsCon for 2021.
• Improve the SEO and site speed of benlcollins – Yes, and no. I did improve both, but there’s still work to do.
• Publish 30 long-form blog posts – Not quite… I published 26 posts.
• Publish a comprehensive guide to REGEX in Google Sheets – Yes, here it is.
• Hit 60k newsletter subscribers – No, my list growth plateaud in the second half of 2022 and I finished the year around 45k subs.
• Send a Google Sheets tip email every week for the next year – Yes, I sent my Google Sheets tips newsletter every Monday 🙂
• Create one new on-demand video course – Yes, I created a dedicated REGEX course.
• One technical project, related to Sheets/Apps Script/Data in some way. – Yes, I wrote a script to control my home Nest thermostats. I worked on a few other project ideas but didn’t complete them.

Other 2021 Goals

• See my UK family! – Yes, finally, after 2+ years 🙂
• Have another healthy year – Yes, thankfully
• Exercise regularly: 4 hike or bikes each week, 2 yoga/strength – Yes, although I’ve no idea if I reached this cadence and frankly, it doesn’t matter. I felt like a did a solid amount of outdoor exercise. Yoga fell off my radar from Q3 onwards and I didn’t do as much biking as I’d hoped but I did a lot more hiking than I’ve ever done!
• Go camping again! I used to do a lot of camping trips but it’s been a few years since I last went 🙁 – Technically, yes, because I managed 1 night, but not as much as I’d hoped, haha! Bring on 2022.
• Take my boys out on lots of adventures and camping trips. – Yes, plenty of adventures, but only one camping trip
• Read 30 books (same target as 2020) – No, and I need to lower my expectations 😉 I read 18 books in 2021

2021 Highlights

Let’s look at the highlights from 2021:

1) Pro Sheets

My biggest work goal for the year was to launch a live cohort training course, called Pro Sheets. I ran two cohorts in 2021, in April/May and November/December, and it was a hugely rewarding and enjoyable experience.

Pro Sheets is a 5-week long, live, online training course where we meet 3 times a week for instruction around data analysis and automation with Google Sheets and Apps Script.

I had 37 students in the first cohort and 42 students in the second cohort, which was a huge success.

Running a cohort course is an enormous amount of work so I want to say thanks to a number of folks who helped me along the way:

• Billy Broas’ Keystone Accelerator program in January was a huge help.
• Jenny Sauer-Klein’s Scaling Intimacy training in February, which was really helpful for me in figuring out how to run successful and immersive online experiences
• Katey, my wonderful teaching assistant for both cohorts
• Jo, my amazing assistant behind the scenes who helps run my business

For a sense of what Pro Sheets is all about, have a listen to what the students from the first cohort had to say:

In 2022, I plan to run at least one more cohort of Pro Sheets — cohort 3 — and implement a number of improvements. Looking forward to this!

2) Other Online Courses

At the beginning of the year, I finally finished updating all my courses after re-recording the Automation With Apps Script course.

Over the summer, I created one new online video course:

This year I launched my guide to the powerful Google Sheets REGEX functions: The Google Sheets REGEX Formula Cookbook:

This course was a real joy to create, as it was technically interesting to research and teach.

3) Google Sheets Tips Newsletter

I sent my weekly Google Sheets newsletter every Monday, except for Christmas week.

It’s the backbone of my business and I love receiving responses from readers each week.

I plan to write a newsletter every week again this year.

4) Website Content

As you’ll see below, my website gets a mention under the challenges section of 2021 too.

But it’s still been a great year, although new post creation slowed down in the second half of the year.

This year, my favorite posts to research and write were:

• Control Your Nest Thermostat And Build A Temperature Logger In Google Sheets
• I Left My Corporate Accounting Job 7 Years Ago. Here’s How I Built A Career As An Educational Entrepreneur
• Data Enrichment with the Google Tables Apps Script Bot
• How To Draw The Cantor Set In Google Sheets

5) Non-Work Highlights

Lots of non-work highlights this year, mostly on our local trails.

Undoubtedly THE highlight of the year was seeing my UK family again. From the surprise visit of my brother from Australia to the epic hikes we did together (3 peaks, Raven Rocks), and the joy of Christmas with grandparents reunited with grandkids, it was a wonderful three weeks!

Another highlight of the year was the summer road trip that Lexi, me, and the boys took around our home state of West Virginia. We did a big clockwise loop around the State, taking in the mountains, the new National Park, cute towns, cabins in the woods, and lots of history. It was a memorable way to spend 3 weeks this summer when most other options were still off the table because of the pandemic.

Other specific highlights that stand out from the year are all local adventures:

• Old Rag Mountain and Robertson Mountain Double Header with Lexi
• Getting into paddleboarding properly this year
• Harpers Ferry to Raven Rocks Long Walk
• The crazy flooded walk along the Appalachian Trail
• Some fantastic winter hikes in early 2021. I hope we get more of the same this year, although it’s been a remarkably mild winter so far
• The backpacking adventure with my 4- and 5-year old sons

Challenges In 2021

It goes without saying that the ongoing coronavirus pandemic continued to be the major challenge of the year. Staying safe and sane, whilst growing the business and running a household, was one long risk-assessment-and-schedule-juggling-nightmare. But we got through it, and somehow came out the other side fitter, healthier, and in a better place than we were at the beginning of 2021.

I’m relieved to not have a “health” subheading under the challenges of 2021. Let’s see if I can keep it that way in 2022.

Of course, most of the challenges of 2021 were related to navigating covid, but there were a couple of big work challenges too:

Website Traffic Decline

This year, I’ve decided to list my website under “Challenges” as well as “Highlights”.

Yes, I did publish 26 posts in 2021 and my overall traffic figures were similar to 2020 (over 2 million unique visitors to this site and nearly 4 million page views!).

But… since the summer, when the traffic peaked at over 400k pageviews and 255k users a month, it has steadily declined back to around 200k pageviews/month. I believe this is partly because the frequency of my posts decreased, some of my popular posts are getting old (and thus losing ranking spots), and there’s much more competition in the Google Sheets space now than there ever has been.

Email List Growth Plateau

My goal at the beginning of 2021 was to hit 60k newsletter subscribers. A lofty goal to be sure, but not impossible.

I missed it and ended the year on around 45k subscribers.

So I’m keeping this same 60k goal for 2022 and dedicating more time to email list growth this year.

My email list grew at a steady clip for the first nine months of the year but plateaued for the last three months. I believe this is due to a combination of decreasing web traffic (see above) and higher unsubscribes during a couple of months where I did a lot of course launches (the additional sales emails result in higher unsubscribe rates for a short period).

One of my big challenges for 2022 is to figure out how to grow my audience (see more below).

Other Challenges

Well, not really a challenge as such, but I really missed not attending any in-person conferences this year. The Google Next conference online is not a patch on the in-person event. I thoroughly enjoyed my trips to San Francisco in 2018 and 2019 and felt inspired for months afterward. Fingers crossed Next can happen in-person again this year!

Looking Forward To 2022

I’m excited and hopeful for 2022.

I’m hopeful that we’ll see an end to this wretched pandemic, although I thought this last year and look where we are (record cases! Thanks, Omicron! 😡)

With each passing year, I gain a better understanding of my business. What works and what doesn’t. Which levers make a difference and which ones don’t.

I’ve realized that growing my business boils down to two main levers: i) growing my email list, and ii) creating more courses.

With that in mind, my goals in 2022 are directly in line with increasing one or both of these levers. If I run a marketing campaign that results in hundreds or thousands of new subs, then that will correlate with increased revenues down the line. Similarly, if I can create great new courses for my existing audiences then I can increase my revenue.

2022 Work Goals

In no particular order:

1. Create 3 new video courses (the first of which will be a dedicated QUERY function course 🤩)
2. Run cohort 3 of Pro Sheets
3. Send my Google Sheets Tips newsletter every Monday
4. Hit 60k newsletter subscribers

That’s it.

You’ll notice that I’m not setting a goal for posts published this year or other technical projects etc. I’m sticking to fewer, bigger goals. Goals that fall into my two buckets of i) list growth, and/or ii) new courses.

Other 2022 Goals

1. Complete a century bike ride (100 miles). It’s been a few years since my last century rides and I miss those long days out on the bike.
2. Twelve challenge walks (walks that start and/or finish at home and are a challenge by virtue of their length or difficulty)
3. Family trip to the UK this summer
4. Have another healthy year
5. 10 nights camping this year (at the very least, I want to beat the low target of 1 from last year!)
6. Read 20 books
7. Weekly brainstorming hike with my wife

2022 Plan

My plan this year is to be super-efficient with my time and ruthless with what projects I pursue.

My approach is to block my time by day. Previously, I’ve blocked my time into hour blocks, but eventually, the whole system breaks down and merges into one soup of activities with a large amount of associated context switching costs. This year, I want to stick to this weekly schedule as closely as possible and for as long as possible (provided it works!).

I’m sure it will help me get more done in the same or less amount of time.

So, Monday and Tuesday will be reserved for work on new courses.

Wednesday will be my admin and miscellaneous day, where I get stuff done.

And Thursday and Friday will be dedicated to marketing and list growth.

The simplicity of this approach is deeply appealing to me too.

Thank You

If you’ve read this far, thank you!

Thank you for being a supporter of my work. Thank you for being part of this weird little corner of the internet where I continue my mission to create the world’s best resources for learning Google Sheets and data analysis.

Best wishes to all of you for 2022!

Finally, a huge thank you to my wife, Alexis Grant, who has been my biggest supporter from day 1. I couldn’t do this without you!

Previous years

• 2020 In Review And A Look Forward To 2021
• 2019 In Review And A Look Forward To 2020
• 2018 In Review And A Look Forward To 2019
• 2017 In Review And A Look Forward To 2018
• 2016 In Review And A Look Forward To 2017
• 2015 In Review And A Look Forward To 2016