You’re in for such a treat with today’s episode! I have the wonderful Shanna Skidmore here to share how to work less, mom more, and still hit your goals. Shanna truly walks the walk — she currently runs her business in just 15 to 20 hours a week while spending the rest of her time with her two girls. You're going to love her advice on scaling a business with limited hours (and little kids at home).
If you’ve heard of Shanna before, you probably know she’s a finance expert. She helps small business owners master their money and is a former Fortune 500 financial advisor — so yes, money is her thing. But on her podcast, Consider the Wildflowers (which I love and have been a guest on), she also talks about the real side of working mom life. Her solo episodes on that topic are some of my favorites — always full of wisdom and practical advice.
When I invited her on, I knew I wanted her to talk about this — because she has such insight and tactical ideas for balancing business and motherhood. Shanna’s actually been on the Breakthrough Brand Podcast before, where we talked about how to run your business without social media. That episode (number 253) is still one of our most-downloaded ever, so definitely go back and listen to it after this one.
And if you want more from Shanna, I was on episode 43 of her podcast Consider the Wildflowers, where I share my business story and how I handle finances in my own company — plus a bit of backstory you might not have heard before. I’ll link both episodes in the show notes for you.
So, get ready to be encouraged by this conversation — the mindset shifts, the practical tips, and Shanna’s honest reflections on navigating work and motherhood with little kids, while letting go of the pressure to “do it all.”
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While money is usually the topic I’m asked to speak on most, today I’m excited to share something equally close to my heart: motherhood, business, and the role finances play in both.
By nature, I’m an overachiever — driven, perfectionistic, and competitive to the core. I started my career in the world of finance bros, black power suits, and three-inch heels. At the ripe age of 21, I was thrown into an environment that valued more above all else. More money, more recognition, more influence.
It’s not that the finance world didn’t value family; it’s just that the culture I entered was heavily weighted toward success defined by achievement or at least, that’s how I perceived it.
When I started my own company back in 2013, I unintentionally found myself pushing back against that culture. I saw incredible women pursuing their passions, starting and growing businesses to create more flexibility and find that elusive work-life balance only to end up burned out, working late nights, and often barely making a dollar.
The Why Behind Starting a Business
Now, my guess is that you didn’t start your business just for the money, the recognition, or the fame. No shade to any of those things but I doubt they were your main motivation. Yet, in the business world, those same messages I heard early in my finance career are still everywhere: six-figure business, seven-figure business, $100K months.
But when we share numbers without context, it can easily lead to comparison and make us working mamas feel like we’re falling behind. Or maybe that’s just me.
Because honestly, I’m just over here trying to keep the magnet tiles picked up, dinner on the table, and enjoy the work I do in the limited hours I have (while also saving for college, weddings, endless home projects, and of course, seasonal throw pillows).
What I really want is a business that fuels the life I want and I’m guessing you feel the same.
Over the past four years of running a business while raising little ones, I’ve learned that I can’t do it all at least not at the pace I wish I could. In fact, whenever I’ve tried, I end up tired, burned out, and, more often than not, burning dinner.
So the question I want to explore today is this: Can you build a business that fuels both your passion and your paycheck, in limited hours, while raising babies and building the life of your dreams?
This is exactly why I’m so passionate about the work I do with business owners. Because I believe numbers have this powerful way of giving us permission, freedom, and strategy — helping us structure a business that supports the work we love, provides income, and also makes space for the life we want to live.
And at the end of the day, isn’t that what it’s all about?
Now, please hear me when I say that I’m not here because I have it all figured out. But if you’ll allow me, I’d love to pull back the curtain and share my journey, from starting my business before kids to running it now with little ones at my feet.
I’ll walk you through the mindset shifts, practical systems, and yes, the real numbers (with context!) behind how I’ve continued to grow a multi–six-figure business while working just 15 to 20 hours a week.
At this point in my career, I’ve seen the back end of hundreds, if not thousands, of small businesses, ranging from $1,000 a month to over $10 million a year. It’s such a privilege to see the reality behind the highlight reel. And as I always say, the numbers don’t lie.
Here’s the good news: from my experience, I’ve learned that you don’t need to spend every naptime hustling when what you really need is rest. You don’t need a 60-hour workweek or a massive passive income empire to run a profitable business as a mom.
If you’ve ever wondered how to work less, mom more, and still hit your goals, my hope is that you’ll leave today encouraged (and equipped with practical strategies to do both mom and CEO well).
Here’s what we’ll cover today:
- How I run a multi–six-figure business in 15–20 hours a week while raising littles.
- Five strategies that have helped me grow revenue without adding more hours.
- Three practical tools that keep my business running while I raise my babies.
- Some real talk: real numbers and what sustainable growth actually looks like as a mom and CEO.
So let’s dive in.
Scaling a Business With Limited Hours
My business didn’t start with nap schedules and 20-hour workweeks. It began when I had no kids and all the time in the world to pour into my work. But over the years, and especially after becoming a mom, things had to change. The truth is, motherhood changed everything, including my business model.
Ironically, the lessons that serve me most now as a working mom — setting boundaries, defining success, managing my time, and separating my identity from my work — weren’t lessons I learned in motherhood. They were lessons from the early years that prepared me for it.
Those foundational years shaped how I show up now, with limited hours and bigger responsibilities, and I’m so grateful I laid that groundwork.
Before we dive into strategies, let me take you back for a minute to how my business evolved and how those early lessons set me up for sustainable growth today.
When I first started, I didn’t have a roadmap. I was figuring things out as I went — adjusting my pricing, experimenting with offers, saying yes to too much. Before long, I was buried in projects, overpromising, undercharging, and completely stretched thin.
That’s when I learned my first foundational lesson: boundaries matter.
Not just with clients, but with my time, energy, and expectations.
I realized that clarity around my offers, intentional pricing, and a well-protected calendar weren’t just smart business strategies — they were forms of self-preservation. Little by little, I started building a business focused on sustainability and longevity, not just growth.
Because the truth is, you can only run on burnout and adrenaline for so long.
Profitability and manageable workloads aren’t just good for you… they’re good for your business. They help you build something that lasts, so you can keep serving your clients for the long haul.
Fast forward five years, and my business had really taken off. What started as a solo, service-based venture had grown into courses, programs, and digital products. I’d taught thousands of students, was generating more revenue than I ever dreamed possible, and had built a team — six employees plus a group of contractors handling everything behind the scenes.
From the outside, my business looked like a success. And on paper, it absolutely was. But behind the scenes? I was tired. The business had grown so quickly, and while I was proud of what we’d built, I woke up one day and realized my life didn’t look the way I wanted it to.
So, I did something that felt radical at the time — I took an entire year off.
I paused launches, stopped selling, and gave myself permission to just breathe.
During that year, I got pregnant with our oldest daughter. That season taught me one of the most important lessons of my career: how to separate my identity from my business.
I began to believe deeply that my work is just that — work. It’s a job I love and am proud of, but it’s not my entire identity.
Over the past four years, we’ve welcomed two little ones (with another on the way!) — and I’ve continued running a multi–six-figure business while working just 15 to 20 hours a week. This setup allows me to prioritize being a mom, especially in this season with little ones at home.
We’ve intentionally kept our team small, our operations streamlined, and our growth strategy focused. When I became a mom, it wasn’t that everything about my business had to change, it was that the lessons I’d learned in my first eight years suddenly became essential.
Boundaries, clarity, focus, and knowing what matters most — those weren’t optional anymore. I didn’t just want a business that looked successful; I needed one that worked with my life, not against it.
Because here’s the truth:
You can grow a business and raise kids.
You can scale with limited hours.
You can build something you’re proud of without sacrificing everything else that matters to you.
But it doesn’t happen by accident. It happens by intention or, better yet, by strategy.
Looking back over the past 12 years of running a business — four of those with little ones in tow — I can see five guiding strategies that have shaped my growth and helped me do both mom and CEO in a way that feels sustainable and fulfilling.
These strategies aren’t magic tricks or quick wins. They’re steady, intentional choices that have made long-term growth possible for me and I hope they’ll do the same for you.
So, let’s jump into the first one.
1. Start With The Life You Want.
Before you set goals, map out offers, or chase after growth, get clear on the life you want to live.
It might sound cliché, but it’s true — your business should serve your life, not the other way around. Strategic growth always begins with clarity on what you want your life and work to look like.
There’s no one-size-fits-all business model, and that’s a beautiful thing. You get to define what success looks like for you.
So, first, ask yourself: What do I want my life to look like?
Be specific. How much do you want to travel? What do you want your home life to feel like? Do you love cooking and meal prep, or would you rather outsource that? Do you want quiet mornings before your family wakes up? What time do you want to get up and go to bed?
Next, ask: What do I want my business to look like?
What kind of impact do you want to make? How many hours do you want to work? Do you want to work part-time? Who do you want to serve? How big do you want your team to be?
And maybe most importantly: What does being a good mom mean to me?
Does it mean picking your kids up from school? Being at every game? Having slow mornings together? You get to define it. No one else.
Start there. Get clear on what you want from your life and your business.
That’s the first strategy, and in my opinion, the most important one.
2. Do The Math On Your Time And Money
Because time is your most limited and valuable resource — especially as a mom and business owner. Now, I have a course called The Blueprint Model. It’s a strategic growth and financial planning course, and in it, I teach a concept called The Time Bank (one of my absolute favorites to share with my students).
Think about your time like a bank account. You only get so many hours to “spend” each week, and our goal is to always stay positive (not rack up those “NSF fees” with our time).
So, to start, I want you to get clear on how many hours you actually want to work.
For me, in this season of motherhood, I aim for about 20 hours a week. I have two days of childcare, that’s roughly 10 hours, and then every morning I get up a couple of hours before my family wakes up. That gives me my 20 working hours for the week. I call these your time deposits.
Once you know your time deposits, the next step is to brain dump all your tasks and responsibilities. You can do this for home life too, but for now, let’s focus on work.
Write down everything: emails, social media, client communication, travel, meetings, the actual work you deliver — all of it. Then, estimate how much time each task takes.
These are your time withdrawals.
Now, do a little time math.
How many “deposits” — hours — do you have each week? And how much time do all your “withdrawals” — your tasks — actually take?
For me, that’s 20 hours of deposits. Then I look at how much time everything on my plate requires. Again, you can do this for home tasks too.
At the end of the week, ask yourself: are you positive or negative in your time bank?
I think so many of us feel rushed, hurried, or like we’re always behind. I often feel that way myself. And every time I do, I sit down and redo this exercise. Seeing it in black and white helps me understand why I’m overwhelmed, and usually, it’s because I’ve simply taken on too much.
I’ll share a few practical tips later for keeping your time bank in the positive, but for now, just know: this exercise has been incredibly eye-opening for me.
3. Get Strategic With Your Offers
When you only have 15–20 hours a week to work, not all offers are created equal.
One of the best shifts I ever made was getting brutally honest about how much time each offer actually took and how profitable it was. (And side note: whether or not I even enjoyed doing it!)
The truth is, business models can look a lot of different ways.
A wedding photographer might take on 10 weddings a year at $10,000 each and make $100,000. Another photographer might not want to work weekends at all, so they do three portrait sessions a week at $650 each which is also $100,000 a year.
That’s what I mean by designing a business model that works for you — your life, your interests, your goals — not forcing your life to fit a business that just looks good on paper.
Let me give you an example from one of my students that perfectly illustrates this.
She’s a calligrapher. Her highest-revenue offer was custom calligraphy (beautiful, detailed work that paid well per project). But she also had a shop selling calligraphy pens and kits, which were priced much lower. So to make the same amount, she’d have to sell a lot more of them.
Naturally, she put most of her time into her high-ticket custom projects because they brought in more per client. But when she did her time bank math, she realized how many hours those custom jobs were consuming.
So she made a shift. She started focusing more on her shop — products that were quicker to fulfill, easier to scale, and still profitable. Within 30 days, her monthly sales jumped from $2,000 to $20,000… simply by reallocating her time toward the offers that gave her the best return.
That’s the power of strategy.
By being intentional about her offers, she multiplied her income without increasing her hours.
So after I clarified my time and my vision for my life and business, this became my next step too: get strategic with my offers.
Ask yourself:
- What’s working and what’s not?
- Which offers give you the best return on your time?
- Which ones do you actually enjoy?
Focus your energy there especially if your time is limited.
4. Delegate Like a CEO Even if It’s Just You
If you’ve heard it once, you’ve heard it a thousand times: ask for help.
Whether it’s outsourcing your laundry, hiring a virtual assistant, or bringing in childcare, growing a business with limited hours requires support (usually more than you think).
But the question is: how, when, and what should you delegate?
So, you want to start by identifying the tasks that only you can do or the ones that are most important for you to do.
I know that’s easier said than done, but with practice, it really does get easier.
For example, in my own business, I know that I’m the visionary. Financial reporting and strategy are how my brain works best, so I want to spend time improving our financial reports for CFO clients. I want to refine my course, The Blueprint Model, and build out new spreadsheets and reporting tools for our shop.
I’m also the face of the brand. That means carving out time, and honestly, I love carving out time, to spread the word about what we do. I enjoy being a guest on podcasts like this one, writing and recording content for our own podcast and blog, and creating long-form SEO content. I also love connecting with and serving our audience through our weekly newsletter.
Those are the things I’ve identified as the most valuable tasks for me — the ones only I can do. Everything else, I work to get off my plate.
In The Blueprint Model, I teach this process using something we call the Time Matrix. It’s a simple framework that helps you categorize your tasks into four quadrants:
- Eliminate
- Automate
- Delegate
- Prioritize (or keep)
First, once you’ve identified your key responsibilities (that you are prioritizing/keeping), look for what you can eliminate. These are tasks that don’t add value to you, your clients, or your business.
For me, one of those was social media. Back in 2017, I quit social media entirely. It’s not that it isn’t valuable, it just wasn’t the most useful for my business or my time. I realized that my energy was better spent elsewhere, so I eliminated it.
Next, automate whatever you can.
Automation can be simple, even silly but it makes a difference.
For example:
- My nanny always washes our bedsheets on Mondays. I never have to think about it.
- We always order takeout on Thursday nights. I don’t cook that night, and I love it.
- I meal prep and grocery shop on Friday mornings.
- In our business, we automate podcast guest follow-ups using a tool called Dubsado.
The more you can automate, the less mental energy you spend on repetitive decisions.
And finally, delegate.
If a task can’t be eliminated or automated, and it’s not the best use of your time, delegate it.
Start small. Hire someone to manage your inbox or schedule client calls. Bring on a part-time virtual assistant. Hire childcare, even if it’s just a few hours a week. And if a traditional sitter isn’t an option, think creatively. I’ve had students who trade childcare days with a neighbor: one mom watches all the kids one day, the other takes them the next.
In my business, we have contractors who handle podcast editing, blog post formatting, Pinterest management, and email support.
And of course, since we’re a finance company, we manage our own books in-house but for most small businesses, hiring a bookkeeper is one of the best early investments you can make.
Outside of business, think about delegating household responsibilities too.
A house cleaner, a nanny, or even using grocery pickup or meal delivery services like HelloFresh, Kroger ClickList, or Target curbside — those count as delegation too.
Delegation isn’t just about outsourcing tasks; it’s about protecting your time for the work and relationships that matter most.
When you do this well, you create space — space for creativity, strategy, family, and rest.
I know it can be really hard to ask for help, and even harder to pay for help, especially when your budget feels tight. Limited work hours can feel frustrating, and I completely understand that.
But honestly, having limited time has forced me to get crystal clear on what truly matters most — and to find creative ways to both pay for and delegate tasks. That’s been one of the biggest mindset shifts in my journey.
Read more: 3 Business Strategies For Moms Who Want To Run a Successful Business While Staying Home With Kids
5. Do Less, but Better
When you’re short on time, doing more is not the answer. Doing the most important things really well — that’s the answer.
For me, that means focusing on just one, two, or maybe three core offers — the ones that are the most profitable, the most impactful, and the most enjoyable for me to deliver. Then I go all in.
Refine your systems.
Optimize your delivery.
Raise your prices as your value grows.
I see so many entrepreneurs stretched thin — juggling too many offers with clunky systems that waste precious time. But when you simplify, when you focus on one thing, optimize it, then move to the next, you create smoother systems, save time, and increase profitability.
It’s the same with marketing.
You don’t need to be everywhere. Choose one, maybe two or three marketing strategies that you love and that actually move the needle for your business. Maybe it’s a podcast, a blog, or a YouTube channel. Maybe it’s a simple weekly newsletter.
For me, it’s long-form SEO content and speaking.
Now, I know speaking isn’t technically the most profitable thing I do on paper, but it’s my favorite marketing tool. I love being with people, sharing on stage, and connecting through conversation. It’s great for our brand, and it fills me up — that matters too.
When you simplify, you create space for mastery.
And mastery brings better results, better clients, and more profit.
Before I send you off, I want to give you three practical tools I use to keep my business running smoothly, week after week while balancing both motherhood and entrepreneurship.
Practical Tool #1: Set Real Work Hours (and Respect Them)
I have friends who integrate home and work life beautifully. I tried that for a while… and realized it just doesn’t work for me.
I don’t like the “nap-time hustle” — rushing to my computer the second my kids go down, or feeling frustrated when naps don’t happen as planned. That constant juggling left me exhausted.
For me, I prefer clear separation between work time and home time. When my kids nap, I want to be unloading the dishwasher, picking up toys, reading a book, or just sitting quietly — not answering emails.
Early in my business, I started tracking my time religiously with a tool called Toggl, almost as if I were billing by the hour. And I’ve been using it ever since — 12 years now!
That practice has given me deep insight into how long tasks actually take me.
So when I decided to keep work and home life separate, I knew I needed to set real work hours and respect them.
For me, that doesn’t necessarily mean 10–2 on certain days. My schedule shifts depending on the week, especially if we’re traveling or taking time off. But my goal is to clock 20 hours per week.
That’s my sweet spot and Toggl helps me stay accountable to that.
When I track my hours honestly, I can see what fits into 20 hours… and what doesn’t. That clarity helps me “clean house” — cutting back, simplifying, and focusing only on what truly matters.
For instance, I know that writing long-form content, whether that’s guest blogs, podcast interviews, or solo podcast episodes, is a priority for me. But I also know I’m slow at it, so I plan my time accordingly.
I’m very thorough. It takes me about five hours to write one blog post or one solo podcast episode. And when you only have 20 hours a week to work, that’s 25% of my time — every single week!
So if that’s my one form of marketing, it has to work, right?
Tracking my time in this way has helped me stay realistic about where my energy goes and make sure I’m focusing on the tasks that actually move the needle… the things in my zone of genius.
I look at:
- How much time I need to improve and update our course, The Blueprint Model
- How much time I need to prep for launches
- How much time I need to write our newsletter
- How many client calls I can realistically take each week
Tracking my time has given me incredible clarity. It keeps me honest about what I can and cannot take on, and it allows me to direct my focus toward the work that actually moves the business forward.
Read more: 14 Things That Make Growing Your Business MUCH Harder (Your New “To Quit” List)
Practical Tool #2: Plan Your Tasks in Advance and Focus on the Most Important First
I use a tool called Asana for this, and I absolutely love it.
I get overwhelmed trying to keep a running to-do list in my head. I don’t like constantly thinking, “What have I forgotten? What ball have I dropped? What do I need to do tomorrow?”
So years ago, I started using Asana to plan everything and it’s been a game changer.
Big tasks, tiny tasks, random brain dumps — they all go into Asana. I can assign things to my team members, set deadlines for myself, or just park ideas on a “tackle later” list so they’re not cluttering my brain.
And yes, I love the fun part, when you complete a task, a little mythical creature flies across the screen. It’s silly but satisfying!
At the end of every work session (and I call them sessions because my schedule shifts week to week), I take a few minutes to review what’s on my list and choose the one, two, or three priorities I’ll tackle first the next time I sit down to work.
And here’s the hardest part: I start with the hardest or most important task first.
I’m naturally drawn to quick wins and I love checking boxes as much as anyone. But I’ve learned that the hard stuff usually matters most.
One of my friends calls the easier, low-pressure tasks “wine tasks” — the things you can do later in the day when your energy is lower or interruptions are more likely. I save those for later and knock out the tough, high-impact work first.
This one simple practice — putting everything in Asana, getting it out of my head, and choosing what to focus on next — has made me dramatically more productive and calm.
For me, that’s Asana.
Practical Tool #3: Know Your “Enough Number”
You’re going to be sad we can’t spend more time here because this one is my favorite — it’s the financial philosophy I’ve become known for.
Knowing your “Enough Number” means creating a clear, realistic budget for both your home and your business.
This is truly the most practical and freeing tool I use to make both mom life and CEO life work together.
I know, down to the penny, how much our family needs to live and how much my business needs to run. And I focus solely on hitting those numbers.
Knowing what “enough” looks like gives me permission to rest, to stop hustling, to let go of the fear that I’m falling behind. Especially in a season where I want to watch my babies grow more than I want to watch my business grow.
So what does this look like in practice?
If you have no idea what your sales goal or “enough number” is, start here:
Sit down and figure out how much you need to contribute to your household this year. That’s it. Start there.
Call it your salary, your owner’s draw — whatever term fits your business. But identify that number.
That number — the amount you need to contribute to your home — might be zero, or it might be $100,000.
From there, the next step is to figure out how much it costs to run your business. Once you know those two numbers, you can reverse-engineer your goal with simple math:
What you need to make (your personal income)
- What it costs to run your business
= Your sales goal — or what I call your Enough Number.
This is the total amount of revenue your business needs to bring in to cover all your expenses and pay yourself what you want to earn.
Simply put, your Enough Number is the sweet spot where ambition and contentment meet.
Knowing this number gives me so much peace of mind.
If I want to try a new offer, or if I happen to have extra capacity and want to stretch for a bigger goal, I can absolutely do that but I know I don’t have to.
Inside my financial planning course, The Blueprint Model, I teach my students to identify three numbers:
- Your Need Number: what you need to live.
- Your Want Number: what provides comfort and flexibility.
- Your Reach-for-the-Stars Number: your big stretch goal.
But at the end of the day, simply knowing your Enough Number gives you the clarity and permission to rest.
I know that if I hit that number, I’m providing for my family, my business is healthy, and I can exhale. It’s incredibly freeing.
This, without a doubt, is my most practical and most powerful tool.
I’m not stressed about money, because I know exactly what I need to hit. That focus keeps me grounded and calm.
And if you’re listening and thinking, “Shanna, I have no idea where to start. I’ve never made a budget for my business or my home. Money gives me the sweats,” — I’ve got you covered.
I have a free 30-minute class here, or if you’d rather dive straight into the tools I use myself, I also have two simple one-year budget templates (one for home and one for business) available in my shop.
You don’t need a complicated system just something that helps you use the hours you do have wisely.
For me, that looks like:
- Tracking my time with Toggl
- Planning my work with Asana
- Defining “enough” with clear home and business budgets
These three practical tools keep me grounded. They’re simple, effective, and most importantly, they help me run a business that supports my life, not the other way around.
They help me be present when I’m momming, and be focused when I’m working so I can do both well.
When you know where your time is going, what matters most each week, and how much money is enough, you can stop spinning your wheels, stop feeling behind or burnt out, and finally start growing with intention.
You can have a thriving, profitable business and a rich, meaningful home life — but not always at the same pace or scale as the “overnight success” stories we so often hear.
Real, lasting growth takes time especially when you’re intentionally working fewer hours to prioritize motherhood. That can feel challenging, but it’s not a setback. It’s a sign of wisdom.
I once heard that Tony Robbins gave three talks a day in his early years to outperform the top speaker in his industry, who gave just three talks a month. That kind of momentum creates fast results — it’s the “10,000-hour rule” in action.
But when your available hours are fewer, your pace will naturally be different. And that’s okay. That’s not failure… that’s intentionality.
Give yourself permission to grow slowly, sustainably, and in alignment with the life you want and the mom you want to be.
You can always choose to accelerate later.
Martha Stewart famously built her empire in her fifties, proof that success has no expiration date and no perfect timeline. So whether you’re building your business during naptime, after bedtime, or in just 15 hours a week — you’re not behind.
You’re growing with intention, and that is something to be deeply proud of.
I’ll leave you today with one of my favorite quotes from Dolly Parton:
“Never get so busy making a living that you forget to make a life.”
Links Mentioned:
Sign Up For Shanna’s Free Class with 6 Money Moves to Make in 2025 to Cozy Up with Your Business's Numbers (Without Spreadsheet Meltdowns or Budgeting Burnout):
Grab Shanna's Simple One Year Business Budget
Grab Shanna's Simple One Year Home Budget
Sign Up For Toggl Time Tracking Tool
Listen to Shanna's Podcast Ep. 127 What Work-Life Balance really looks like as a mom & CEO
Not sure which template is right for you? Take the quiz!
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