MindEasy
About the Company
MindEasy, founded by Griff Williams, is a meditation and mindfulness company offering online courses tailored to individual goals. Located in London, UK, MindEasy aims to make meditation more accessible by removing complex spiritual terminology and presenting content in relatable language. The company’s offerings include structured meditation courses that focus on mental optimization, health and wellbeing, and spiritual approaches, providing varied paths to mindfulness.
MindEasy stands out for its emphasis on helping users understand what they want from meditation and offering a direct way to achieve it. Each course is designed to be practical and straightforward, helping newcomers to ease into meditation without feeling overwhelmed by unfamiliar concepts. Through its unique approach, MindEasy strives to demystify meditation and appeal to a broad audience seeking mental clarity and personal growth.
Griff believes in a hands-on approach to delivering content and personally ensures that the courses reflect his own meditation experiences. By simplifying the process and actively engaging with customers through free content on platforms like YouTube, he aims to build trust and provide genuine support to individuals exploring meditation.
Idea Behind Company
Griff's journey into meditation began with a trip to India, where he attended a silent retreat that left a profound impact. Following this experience, he realized how meditation helped manage stress in his high-pressure job as a firefighter. However, traditional meditation teachings felt overly complex and disconnected from his daily life, leading him to the idea of a more accessible and relevant meditation approach.
Upon returning to the UK, Griff started thinking about creating a platform that could guide people in meditation without the heavy spiritual overtones common in traditional practices. His aim was to offer straightforward tools for mental clarity that could appeal to people from all backgrounds. Griff wanted to bridge the gap between ancient meditation principles and the needs of modern individuals, allowing them to achieve mindfulness in practical ways.
The idea solidified when Griff saw the potential for online courses to deliver this type of content effectively. Through MindEasy, he aspired to create an environment where users could explore meditation with guidance and freedom from complex terminologies that might discourage them.
Creating the Company
Building MindEasy was a gradual process that involved significant self-teaching and experimenting, as Griff had no background in web development or digital marketing. He started by designing a simple website with a sign-up funnel to guide users to suitable meditation courses. Initially, he delivered lessons via email, adapting his content based on user feedback to ensure it resonated well.
Griff encountered numerous challenges, including learning to create professional web pages and handling technical elements like SEO and CRM integration. He also faced limitations with his initial platform, Ontraport, and later transitioned to WordPress for more flexibility. Griff often relied on outside help for custom coding, using these opportunities to improve his own skills.
A pivotal step was hiring meditation teachers to develop three types of courses, each focused on a different aspect of mindfulness. This collaboration taught Griff valuable lessons in communication and project management, as he balanced his vision with the unique expertise of each teacher.
Launching the Business
Before launching fully, Griff conducted test runs by offering free content on social media to gauge interest and gather feedback. He experimented with short videos and partial lessons on YouTube, helping him refine presentation styles and content length. This feedback helped him adjust his offerings to better match audience preferences before the official launch.
Marketing efforts started with Google PPC campaigns, and later expanded to Facebook and Outbrain for more reach. Griff continued to adjust his strategies based on campaign results, learning what resonated with his audience and refining his approach over time. Social media became a key aspect of MindEasy’s strategy, allowing Griff to interact directly with users.
Today, Griff continues to explore new ways to reach customers, focusing on SEO and social media engagement to reduce marketing costs. This organic approach has allowed him to build an engaged user base while staying true to the company’s mission of making meditation accessible.
Earnings
MindEasy generates around $3,000 per month in revenue, though Griff has had to frequently pivot his approach. SEO has been his primary focus since paid campaigns became unsustainable, as organic traffic is more cost-effective. By producing free content such as blog posts and YouTube videos, he attracts users while minimizing expenses.
The company's growth has been steady, but Griff recognizes there is still room for improvement. MindEasy’s financial strategy emphasizes sustainable growth through organic traffic and a strong social media presence, which aligns with Griff's long-term vision of promoting accessible meditation. Eventually, he hopes to hire a social media expert to further expand his reach.
Griff’s primary goal is to maintain a balance between earning revenue and delivering valuable content that feels genuine and helpful to users. This approach has allowed MindEasy to grow while retaining the passion and authenticity that Griff believes are essential to its success.
