The Santa Barbara Web Design and Marketing Blog

In the fast-paced world of digital business, foresight is one of the most valuable tools you can develop. Whether you’re launching a brand-new product, starting an online service, or just trying to make your mark in a crowded market, your ability to anticipate what comes next—and what it will cost—can make the difference between a thriving business and one that never quite takes off.

Today, as your Santa Barbara Web Guy, I want to go deep into a mindset shift that could dramatically increase your odds of success online. I call it the “Then What?” Principle—and it centers around not just planning your next move, but also forecasting the series of steps (and expenses) that follow.

Let me illustrate why this matters.

The Mistake Most Entrepreneurs Make

Recently, I was consulting with a seasoned businessman in Santa Barbara. Unlike many I encounter, he didn’t just want to know about website design, or how to get his new project off the ground. Instead, his focus was relentlessly forward-thinking.

At every stage of our conversation, he asked, “And then what? And then what? And what does that cost?” He wasn’t trying to be difficult. Quite the opposite—he was ensuring that there weren’t any blind spots in his plan. By pushing for the full road map (instead of focusing only on what’s immediately ahead), he was positioning himself miles ahead of competitors who get fixated on just the first step.

Too often, I see clients put in effort, time, and budget to build what seems like a great website. The design is flashy, the logo pops, the branding feels strong. But they’ve neglected one of the most critical questions: What comes after the website launches?

If building your site is a flight, that moment you hit launch is simply getting airborne. Have you charted the journey for the next six months? The next two years? Or are you flying blind with no clear destination or sense of the necessary fuel?

Why Anticipation Is Everything

This mindset isn’t just for big corporations or seasoned executives. It’s essential for solopreneurs, startup founders, consultants, creatives—anyone who wants to build something lasting online.

Here’s a breakdown of why it’s so important to think multiple steps ahead, especially as it relates to business expenses and action plans:

1. Expenses Don’t End at Launch

Most people know websites cost money to build. What they often forget is that keeping a website healthy, visible, and functional costs money, too—sometimes even more over time than the initial design and build.

Typical costs most overlook post-launch:

- Traffic Acquisition: How will people consistently find you? Organic search (SEO), social media, email campaigns, paid ads…each has costs.

- SEO and Visibility: Climbing the ranks of Google requires not just one-time optimization, but ongoing effort—content updates, backlink building, technical audits.

- Maintenance and Updates: Websites require continual software updates, security patches, and troubleshooting—especially as your business grows and technology evolves.

- Conversion Optimization: Getting traffic is half the battle; tweaking your site to convert visitors into customers is an ongoing science.

- Support and Fulfillment: If your business is e-commerce or service-based, who’s handling orders? Who answers customer inquiries? How do you handle refunds or support issues?

- Content Development: The web is hungry. Regular new content—blogs, podcasts, videos, social posts—keeps your audience and search engines engaged.

- Licensing and Tools: Premium plugins, analytics platforms, CRM systems, security suites—all come with their own price tags.

2. Strategic Pacing Prevents Disaster

When you budget only for launch, you risk running out of resources before your business gains traction. This is one reason why promising ventures fail to “get off the runway.” The runway is longer than you think, and you need the resources (money, energy, attention) to travel its length.

With a multi-step plan and realistic cost projections, you can pace yourself—funding essentials first, then targeting investments where data shows they’ll yield the best results.

3. Data-Driven Decisions Lead You Forward

When you ask “And then what?”, you’re not just predicting; you’re setting benchmarks. Once the site is live, how will you measure success? What milestones will trigger the next investment—a bigger ad spend, a new product launch, a platform upgrade?

Having these markers mapped out means you don’t stall out while you wait to “figure out what’s next.” Each phase of growth flows logically from the one before it, keeping your momentum strong.

The “Then What?” Game Plan

So, how do you apply this thinking to your own business, whether you’re just starting out or trying to break through to a new level? Here’s a framework to get you started:

Step 1: Visualize the Complete Customer Journey

Start by mapping the journey your ideal customer takes—from first discovering you all the way to becoming a loyal advocate.

- Discovery: How will they learn about you?

- First Impression: What message do they see on your homepage, socials, or ad?

- Information Gathering: Is your content compelling and helpful?

- Evaluation: How do you compare with competitors?

- Conversion: What makes them take action?

- Fulfillment: How do you deliver your product or service seamlessly?

- Follow-Up: How do you keep them engaged or upsell?

- Loyalty: What makes them tell others about you?

At each stage, ask yourself: What do I need to invest (time, money, tech, people) to move them forward?

Step 2: Document Associated Costs

Once you’ve outlined the journey, list EVERY known or potential cost that could arise—not just “website design,” but also hosting, domain renewals, advertising, creative assets, technical support, transactional fees, and so on.

Factor in recurring costs just as rigorously as one-time fees. Tools like spreadsheets or project management apps can help you capture, categorize, and total these numbers.

Step 3: Scenario Planning—Best, Worst, and Likely Cases

No launch goes 100% according to plan. So, create three versions of your road map:

1. Best Case: What does it cost if everything works rapidly and efficiently?

2. Worst Case: What if you hit setbacks—technical, marketing, or otherwise?

3. Likely Case: Based on experience (or advice from mentors/experts), what’s the realistic path?

This process will highlight where your risks and opportunities lie, and keep surprises to a minimum.

Step 4: Articulate Trigger Points for Next Actions

For each phase, define what criteria (sales numbers, traffic milestones, engagement levels) will trigger the next round of investment or action. For example:

- If you hit 1000 monthly visitors by month three, you’ll double your ad spend.

- If FAQ support tickets double, you’ll invest in chat automation.

Clear, predetermined benchmarks keep you from acting on impulse or waiting too long to innovate.

Step 5: Schedule Regular “And Then What?” Reviews

Set a monthly or quarterly calendar reminder to revisit your plan. Are you where you thought you’d be? Are costs tracking as expected? If not, adjust course sooner rather than later.

Case Study: Avoiding the “Cost Creep” Trap

Let’s consider a typical scenario—an entrepreneur spends $5000 getting a visually stunning website online. At this stage, many would pat themselves on the back and start celebrating.

But within the next six months, here’s what often happens:

- Traffic is a trickle—because there’s no ongoing SEO or paid campaign.

- The blog and social channels go silent—because there’s no budget or plan for content production.

- Plug-ins become outdated and the site gets hacked—because there’s no maintenance contract.

- Their online shop gets 10 sales a month—far below the level needed to break even.

They return, six months later, frustrated and discouraged. The reality? They budgeted only for the runway, not for the actual flight (let alone the journey to a successful landing). The “invisible” costs—marketing, maintenance, upgrades, support—were never factored in.

By asking “And then what?” at each step, this entrepreneur could have:

- Divided the initial $5000 budget, allocating a portion for post-launch growth

- Ensured at least 3-6 months’ worth of SEO and social content support

- Set aside funds for ongoing updates and emergency troubleshooting

- Better forecasted when and how to invest in ad campaigns

- Regularly reviewed results and adjusted tactics proactively

Planning for Future Proofing

Digital landscapes change fast. Google releases an algorithm update, a new platform (like Threads or TikTok) takes off, user expectations shift. The “And Then What?” approach isn’t just about bracing for costs—it’s about being light on your feet and able to pivot as needed.

When you have a culture of evaluating what comes next—rather than assuming your initial plan will work forever—you can adapt to change without panic spending or playing catch up.

Accountability and Expert Support

One of the smartest moves you can make is to enlist a consultant, coach, or accountability partner to walk through this planning process with you. Sometimes, an outside perspective can uncover blind spots or risky assumptions.

As your Santa Barbara Web Guy, my mission is not just to build beautiful websites, but to guide you in constructing a sustainable, scalable roadmap. Whether you’re a solopreneur just starting out, a seasoned business owner launching a new venture, or a team ready to level up with AI and automation, I’m here to help you answer crucial, game-changing questions at every stage.

Take Action: Begin Your “Then What?” Audit

Here’s a powerful exercise you can start today:

1. List Your Next Big Business Action. Maybe it’s launching a new website, starting a social campaign, or rolling out an online course.

2. Ask, “And Then What?” at Least Five Times. With each answer, dig deeper. For example:

- Launch website. [Then what?]

- Drive traffic via social. [Then what?]

- Set up email list. [Then what?]

- Build out nurture sequence… [Then what?]

- Optimize for conversions… [Then what?]

3. Identify Costs or Resources at Each Step. Don’t worry about perfection—just get your assumptions on paper.

4. Set a Calendar Reminder to Review in 30 Days. Check if your predictions held, and recalibrate your plan with new information.

Conclusion: Forward-Thinking Drives Digital Success

It’s never too early (or too late) to adopt the “And Then What?” mindset. The most effective digital entrepreneurs and business owners look beyond the next task or expense and ask the critical questions:

- What’s coming after this step?

- What’s the cost in money, time, energy, and attention?

- What resources will I need to reach the next milestone—and am I prepared?

By anticipating challenges, mapping out costs, and staying agile in your planning, you can avoid costly surprises, keep your project moving forward, and greatly improve your odds of building something not just successful, but sustainable.

If you have questions about your own website, launch, or digital growth strategy—share them in the comments below. I’m always happy to help walk you through the process, so you can feel confident not just about what’s right in front of you, but what’s coming next.

Until next time, keep asking “And then what?”—and watch your business soar.