Mi alumna @soniacruz psicologa ha creado su negocio digital desde cero Ya no depende de un emple

Interviewing students from the launch incubator, people who have managed to create a digital business from scratch and stop depending on a traditional job. In this case, I bring a very, very special person, a psychologist, who realized that in the end, if she wanted to continue impacting more lives, helping more people, she couldn't continue doing what she had been doing, which was psychology sessions. Why? Because it depended on her time. And when your business depends on your time, you don't have a business, you have self employment. And you have to be careful with this, because I see many psychologists, therapists who start in this modality, which is very good, because they start to earn a lot of money, doing well, one on one sessions, exchanging their time for money, but they realize that they can no longer continue growing because what they earn, what they charge, depends on their time. And that's where the real problem lies. So today I have Sonia here, who I'm going to interview live and in person. It's important in the end that you who are here, who maybe, hey, you've been following me for a while or you just connected a while ago, understand how it's possible to create a digital business from scratch and stop depending on a live job. In fact, those of you who are joining can write the word freedom here and I can send you free tickets to the event that we're going to do soon. Hello, Sonia.

Hello, Donny, how are you?

Very good. Hey, can you hear me okay? I have my phone propped up.

Yes, perfect. Let's see now. Yes, yes, very good.

How are you?

Very good, very good. Here I am working next to the beach.

So happy. Alicante.

I'm in Alicante.

Yes, yes, yes.

Hey, admirable. Well, a little bit to put it into context, two or three days ago we saw each other and you, well, you're from Madrid, but you were in Alicante and you just came to Madrid for the event and then you went back to Alicante.

Yes, but, well, I'm delighted. The truth is that I'm happy and well, I would have come from anywhere to be able to spend that weekend with you. I mean, I'm very grateful, honestly. Thank you. Hey, today we're going to get into. Above all, I want it to be like a super practical live broadcast so that people can extract information and apply it right away. But before we get into how you've managed to create your digital business, to not depend on your consultations, I want us to go back a little. Okay. And hey, where do you start, Sonia? I mean, what did you do or what did you do before entering this digital world? Well, I worked as a psychologist in a public care network. Okay. Well, in Madrid. And. Well, the truth is that within public social care centers, well, there's a lot of precariousness because they're centers that are outsourced to entities, well, NGOs, foundations. So I was working well, providing my service, accompanying people. Well, with a very precarious salary. I did what I liked. But it's true that I lack more financial freedom.

Right.

So around 2022, I decided to found Matrius Psychology and start offering psychology sessions, training, supervision and mentoring on my own. Well, taking advantage of all the almost 18 years of experience that I had accumulated in this type of center and all that accumulated experience.

Right.

I mean, of course, you make a small transition and start, let's call it, setting up on your own.

Yes. But from there, what led you to start a digital business? That is to say, at what point did you say, hey, I want to create a digital business, I want to be in the Internet world? Yes. Well, I think it was mainly because of the pandemic. Because of the pandemic, I realized that we could do a lot of work through the Internet, which no longer required me to be in person with a specific schedule.

Right.

That didn't allow me to reconcile it with my life either. And I saw it as an opportunity to reach many more people, to open a little door to other people that I wasn't reaching in my small, small in person. So a world of possibilities opened up for me, being able to offer what I did and create the projects that I had in mind to many more people and reach, well, wherever I could.

Right.

Of course, in the end, that's one of the advantages of the digital world, which is that, hey, you can connect with anyone, anywhere in the world at any time. Before we get into how you did it, and above all the practical steps, I want to ask you, what would you say, or how would you say your life has changed? I mean, you've been doing this for a while now. How would you say it? Well, if that's Sonia who became self employed, who started, hey, let's see how your sessions are now. Or this Sonia who has a digital business that generates money that she takes anywhere in the world, what would you say, or what things can you do now that perhaps, hey, well, you couldn't do before? Hmm. Well, I realize that now, apart from having much more freedom of creativity.

Right.

That I can like, of course, have automated or have been able to create a more group based program Right. I've stopped spending, well, 12 hours a day or 10 hours a day, working one on one.

Right.

So that was something that ultimately wore me down. I love being a psychologist. I love my profession. But I was getting burned out because I was seeing that I couldn't go any further.

Right.

And I was getting too tired. So having been able to share all this that I do, my message, what I wanted to spread to the group, has allowed me to have much more freedom. Well, to be more mentally clear, to be able to continue creating, and also to fall in love with my profession again, because I was honestly a little unmotivated. So now I feel much more creative, freer. I have much more flexibility with my schedule right now. I'm here. I can manage my time however I want. That's very important to me.

And working from anywhere, too.

Right.

So.

Well, it's changed my life. It really has changed my life, you know?

Right. And also in your case, maybe, hey, in psychology school, they don't teach you this or in a traditional employment. And I want, especially for the people who are watching me, to be able to take away, like, in practical steps, what is it that you have done or how do you manage to go from working for someone else? Then you start to set up on your own, and finally you get into the business of creating a digital business. Once you are in there, how did you achieve that freedom or how did you manage to generate that money? Hmm. Well, in 2022, I started to set up on my own, and I started to offer my mentoring services to psychologists. Oh, okay.

Uh, in what I did, because I specialized in a specific type of trauma support, to work with women who had experienced trauma in their intimate environment. So I decided, well. Well, to offer everything I had learned on an individual level. Uh, but I always had the itch to be able to take it to a group level. And that's where I discovered you. That's where I met you. Uh, I saw your testimonies, just like we're doing now, Right. And I said, I want to be that Ana Gomez someday, to be that psychologist who's also speaking and who's made it. And I said, I want to be there and have my group program.

Right.

And I couldn't make the transition from individual mentoring to group mentoring. And so I entered the launch incubator. I entered. What was. What was your biggest fear? Because in the end, hey, in your case, right. You're a psychologist, and there will be people who are also psychologists or coaches. What was your biggest fear when leaving the individual Mentoring and moving to the group format. Well, the first fear was not getting enough attendance to put together a group, right? Not being able to reach that. That first thing. I mean, not being able to put together a good group and then reach the people who really resonated or needed my support, right? Reaching those psychologists who truly wanted to help women heal from this type of trauma. And since it is something that is not usually taught in master's degrees or postgraduate courses, well, I doubted that I would really be able to convey all this specialization that is so important for psychologists, because we think that we do not see this type of trauma, but it is present in therapies. So. Well, my fear was not reaching those psychologists, not reaching those psychologists, not reaching those psychologists, not reaching those psychologists who truly wanted to accompany women in this way. So. Well, that has completely changed. I mean, right now it is.

What did it do to you? What did it do to you? Sure, right now it is completely different because you have managed to create a training or a group digital prototype. I mean, change is different. But what made you realize that, hey, it was possible that you could stop exchanging time for money, stop depending on charging for the hour you work, and be able to create something for a group that didn't depend on your time. What was that thing, especially for the people watching us, that made you reflect on what was happening?

I mean, the fact that you brought it up to me, right? Seeing the testimonies, seeing the testimonies of other psychologists who had achieved it, right? Also listening to you and hearing that you had a method, that you knew how to do it, because I lacked that guide, I was very clear about what I wanted to do. It was a dream too, and a frustrated dream because I wasn't fulfilling it. But you had the key. You had the formula to make it happen. So seeing you talk a little bit about your expertise, what you know, the fact that you were helping so many people achieve it made me make the decision and say, I have to. I have to learn from you and I have to know how to do it. That was it. How beautiful it is because many people are left with this thought of not knowing if I'll be able to. Not knowing if it's for me, not knowing if I'm going to be able to. And how brave of you, Sonia, to take that step and say, hey, I can do it too. What would you say have been the practical steps that you've been following for the people who are watching us in a simple way, if you can explain it so that they can replicate it too, yes. Well, I already had a certain outline of the psychologist I wanted to contact. Well, what she needed, what was wrong with her, what pain was she experiencing, right. What was worrying her? And I also had it pretty clear because who I was really addressing was my 15 year old self. So I thought about my 15 year old self. What would she have needed? What would she have liked to have? And then I thought about the ideal program, the perfect program for them. And, well, I define a little bit what they would have liked, right? What I would have liked to have and what they would like to have. And so I defined the course modules well, group mentoring. And well, through the training incubator with you, I implemented the entire guide that you were giving us to define who you are targeting, what you want to convey, and how to set up the digital structure to have your course in a place where students could come and make themselves known. So, well, I implemented your guide step by step until I finally launched this training through a master class.

Right.

Question mark. And I was very surprised because it worked. And the first edition of the launch of my program was attended by 21 psychologists in it allowed me to fulfill that dream.

Right.

And also with psychologists who are very.

Aligned with me and my way of working, which is also wonderful, choosing who to work with. Right. And of course, I mean, are you suddenly the first time you're going to launch something, you come from being like one on one, where you or what you generate depends on your salary and you create something as a group where you say, it costs me the same. It takes me the same time to offer it to one as to offer it to 20. And it's also a way to be able to impact more lives by bringing concepts down to earth. And you, in your case, you go to other psychologists. Uh, how long does the training last? Do you remember how much it cost that first time you said to launch?

Yes, the first division. Ah, well, it lasted four months.

Okay.

And uh, I didn't have the course created. Okay. Uh, I sold it with a script, right. Of the structure of what it should include, but thinking that in four months, uh, we could do it. So the price of that training was €1,497.

Okay.

Ah, well, that's it.

We have three days for psychologists. The price is €1497. You sell there, I think there are 21 places. You were saying, how was that experience for you too? I mean, how did you experience it? Because of course, now it's easy to say, but at that time, when you were with the one to one moving on to a group, having 21 people. How did you experience it?

Well, I mean, it was a tremendous joy. I mean, suddenly it was a dream come true. I mean, suddenly saying, uh, I can also reach 20 people in an hour or two hours of training. For me, it was a huge achievement in terms of work, life, balance and wear and tear, right? Because, of course, I don't have to work all day to make the impact I want and earn what I need. So, of course it was a huge joy on that side. And also because of the fact of doing group work, which is much more powerful than individual work, because in a group setting, energy and knowledge are generated that you can't get individually. And I love group work. So. Well, it was a dream come true because it accomplished many things at once, right? Like what I needed, that joy and motivation that I was lacking because I was already worn out. And then being able to above all, make an impact and know that I'm going to help many women through that group of psychologists.

Right, right.

Which is also a ripple effect, Right. That's the most important thing for me. It's what moves me the most, knowing that I'm going to be able to help in the way that I would have liked to be helped and, well, being able to change lives.

Right?

I mean, that's it above all.

And that's also when you understand this phrase that I'll never tire of repeating, which is that the more lives you change, the more your life changes. And if you focus on changing more lives, yours will change as a result, which is a bit like what you've done. I mean, your main focus was, hey, being able to help more psychologists. And as a result, that freedom that you were talking about of not having to set schedules, of being in Alicante today, in Madrid tomorrow, has come as a consequence of changing lives. There's a magical part to all this, Sonia, which is that you've created something once and that you can sell it as many times as you want. On that first occasion, you reached 21 psychologists with your digital product. But you didn't stop there. You launched again, right? To launch it.

How was it the second time? I mean, same product.

It was the same product. The only thing is that I extended it to six months because I realized that in four months we didn't have time to see everything that was necessary, because in the end, well, you want to help. And for that, well, in my case, I give it my all, right? So in a few months, we were all hanging our tongues out, so we extended it to six. Uh, and I raised the price a little bit. I mean, well, I raised it well a little bit. I mean, it went up from 2,000 to €2,295.

Okay.

Uh, but it went up to 700. Sorry, yes, you did raise it. I mean, like €700, more or less. Yes, yes, yes, yes. Because I realized that the value it had when I saw the transformation of the 21 psychologists, when I saw how their lives had changed, their way of working, uh, and all the valuable content.

Right.

That was included there because it has to do with my experience, not just with what I know from books or training, it's my accumulated experience in something specific. All that is extremely valuable.

Right.

And especially the transformation. So when I saw it, I thought, this has to be given the value it deserves.

Right.

So, well, I extended it to six months. And, well, this way we are now in the second edition and we are more relaxed with, well, integrating everything. Much better.

Right.

Still, Yes. I think that in the end, the first time you launch something, you have a plan, but you don't really know how it's going to work until you expose yourself and see how it was in your case, hey, four months. Ah, I realized I need a couple more. And there are people who say, hey, but how did I charge so much? No, because in the end, hey, well, 2.00 for 14 or 15 people is a lot of money. And this brings me to the next point, which I think is very interesting and especially for the person who is thinking of starting a digital business. What price do I put on what I sell? And it is to understand that they will pay you for the problem that you are able to solve.

So the bigger the problem that you are able to solve, the more they will pay you.

That's it. And I think you did a great job focusing on, hey, what's the biggest problem psychologists have? Great. Well, that's what I'm going to focus on. And when I see that, hey, there's a demand that I'm solving this problem I can afford, as was your case, to be able to raise the price and still have sales.

Yes, yes. That's the wonderful thing about all this that you have. I felt like I had something that had a lot to give, a lot to offer, because what I had learned is not taught to you almost anywhere. And it's very necessary. And at the same time, it's something that I'm going to receive value from that, well, I really need, and it fulfills me because I can't wear myself out. Doing what I do. So it's the combination of the two things. I can offer everything I have, but I also feel valued because working in the social field, salaries are very precarious. So you're also learning, giving your best, but you don't feel recognized financially. So, of course, feeling that now I receive value, right? That I feel that what I do has value, that's wonderful. I mean, that's something that can't be explained with words, right? It makes me very happy.

Right.

And to close this part, you know that I'm super grateful that you can come here to share your experience, that you even tell me how you did it, because it's so nice that others can learn from this, that they can even apply what you're sharing, which I think is ultimately what these types of live broadcasts are for. How would you say that someone who is on the other side, who is watching us and would like to be able to create a digital business, to stop depending on their traditional job, what would you recommend based on your experience? What steps should that person take? Or what advice would you give them? Well, invest. Invest. Don't see training or letting yourself be accompanied as an expense, but rather as an investment. Because, well, if there's something you can't do alone that you don't know how to do, you have to let yourself be guided to get on this boat and then do what you want. But if you don't know how to do it, don't see it as an expense, right? See it as a step that you're going to take to really see yourself in a different place, right? Well, it's normal for them to be afraid. It's normal for them to doubt, it's normal for them to not trust themselves. But if so many people haven't let themselves be guided by you, by your team, right? And they've achieved it, why wouldn't they achieve it? I mean, maybe they didn't get it the first time, but anyway, it's about speaking another language, Learning another language, another language to perfect it and well, to be able to speak that other language that you want to speak. Well, it doesn't happen overnight. It's a learning process, but it can be done. It can be done. Hey, you're selling me so. Well, it seems like this was planned. Another piece of advice that is practical and that they can actually apply right away. That insider, as they say in Brazil, that wow moment, that aha moment. What would you say has been for you throughout this time? Well, there have been many, but for me, this process has also been a process of internal searching. I was talking about it with my tutor, who is here. It's been a process of internal searching to find what aligned with me. So. And also not stopping to look inward and realize what your desire is, right? Or what your blocks are to achieving that desire. It's important because, well, I've been realizing in this process that as I've progressed, I've gotten closer to my dream and that I've been overcoming those blocks, right? Because it hasn't been easy either. I mean, it's exposing yourself, right? Like what we say, right? That behind the fear, right? Well, there's that thing that's for you, right? So but you know that you want something, but, well, many times confidence isn't 100%. So working on what was preventing me, right? Like following my dream, well, it's helped me a lot, right, to look inside myself and say, well, what's wrong with me? Why don't I trust myself?

Right?

And then realizing that, well, in the learning process, you also learn a lot, right? That even though things are difficult, you can overcome them, you can achieve them, and that makes you stronger. For me, the. I mean, if I had to choose something, it would be realizing the resources I have. Because even though I didn't know anything about how to do digital launches and I made mistakes and sometimes I didn't know how to do it, I overcame it and all that also. Well, it strengthens you, right? And it makes you realize that if you are truly aligned with yourself, things happen because you are motivated, right?

So, well, that's super important, what you just said. And I'm left with, hey, that what you do is aligned with who you are, right? How many people dream of living a life where they have more time, where they can travel more, spend more time with their family, but they still stay in the same place? I mean, there's no coherence because deep down inside yourself, you know that it's not possible, that you're not going to achieve it, and yet you stay in the same place. Why? Because you're in that comfort zone where it's comfortable and safe. But the question that I think is very interesting and that you've asked yourself is, hey, is this really bringing me closer or further away from my dreams? That's absolutely it. Absolutely it is. And when you manage to make everything align with who you are, well, for me, it's the greatest gift, right, of all this because I feel very fulfilled. I mean, I love my job. It makes me very happy. So I have to thank you. Because, I mean, thanks to you, I've managed to get where I wanted to be. Well, to meet those people who needed me and to be able to send them. Right. Well, all this learning of mine, Right. And that's what makes me happy. It's just that nothing else makes me happier. Right. I mean, how nice. There's also a part that is, yes, I can set the methodology. I can say the step by step. There's a part of your commitment that is not all the people who enter the incubator achieve that freedom to stop depending on their job. Now, if you are capable, as was your case, of following that methodology, of following those step by step, it's inevitable that it won't happen. And there's a part of your commitment. This is what I want and I'm going for it. And I'm going for it. And it's not something simple, it's not something easy, like you were saying, hey, sometimes even with that confidence, you realize, damn, I don't trust myself as much as I thought, hey, how is this going to be done? And I have to start from scratch. Of course it's a challenge, but there you have to see what the price is to pay. That is, what is the price to pay for staying the way you are? And what is the price to pay for going where you want to go?

Absolutely. I mean, for me, there was no turning back. I mean, it's true. It's true that it's not as easy as it seems, that there are, well, resistances, defenses, blocks, that there are things that you're an expert in your subject, you're a therapist, you're not an expert in marketing or in technology. Uh, it's not easy. But if you're really interested in, well, improving and, well, getting what you want, well, it's a matter of perseverance. It's a matter of commitment. It's what you say because you're the one who gives the guidance. It's a matter of commitment. It's what you say because you're the one who gives the guidance. You're the one who offers the support. I mean, you offer the knowledge and the support so that we can achieve it.

Completely. So all that's left is for you to commit yourself. But it's true, and it's absolutely true that, well, you have to be a committed person who doesn't give up. Right? I mean, be consistent and trust. Right? Absolutely. Because in the end, if you think about it, it's a constant struggle between what's comfortable and what's convenient. What's comfortable? Should I record this video or not? Well, probably not doing it is comfortable. Now, is it what suits you if you want to have more time, earn more money, work from anywhere? Maybe not. And it's the constant decision that we make every day, from the moment you wake up until you go to bed every single day at all hours. I totally, totally agree. I mean, the easiest thing is to stay the way you are.

But in my case, there was no turning back, because I was at a point of no return. I needed to move to another level. I needed to fall in love again, reinvent myself, follow my impulses, my instincts, what I needed. Because what I was doing wasn't fulfilling me anymore. So the good thing is that it's what you said. When you face those challenges, well, you realize that you can do it, right? You get stronger so that, well, in the end, it's something that attracts you, right? Each time, well, more achievements, right? When you get empowered, well, you say, come on, why can't I do the next challenge? Why can't I do the next thing? If this is hard for me and I've already achieved this other thing, why can't I do it? And then it's like something.

That has no turning back if it just flows, right? But it's true that you've really pushed us to not fall asleep and to overcome a little bit you and your team, right? To trust and to dare, right? And that's what really leads you to achieve it. Because if you stay well in comfort, well, you're not going to face all this. But what's going to change in your life? It's just that nothing is going to change.

I don't think it could be said any clearer. Sonja. Hey, I'm running out of battery. I think you've explained it quite clearly. Just to summarize, you came from working for someone else. Then you say, hey, I'm going to do it on my own. You realize that in the end, yes, it's different. You can end up earning more. But the same pattern repeats itself, which is what I earn depends on the hours I work. And there you decide to create a digital product that is for a group and that you can create once and sell as many times as you want, because it doesn't depend on your time. Sonia, for my part, thank you. I think this is what makes me happiest, being able to continue collecting stories. It's the purpose of all this. And on July 7th, we're going to do a three day challenge to Demonstrate also live and in person. Because here, in 30 minutes, it's very complicated, but live and in person, we're going to be on a set showing how this is possible, how it's possible to build a digital business from scratch that allows you not to depend on your traditional job. That's it. Yes. Well, I encourage everyone to come to the event because, well, even if it's not their time. Well, you're going to give them a lot of keys that will surely help them get closer. Right. But also, well, they might be surprised. Right.

And you started with. I mean, do you remember the event you joined before entering the incubator? I didn't join any events because I only saw your test, your testimonials and I couldn't watch the classes and I went straight to the interview.

No, come on, you were so sure that you said, I want to be there. Well, how interesting. It says here. Thank you. How do I register for the event? You can write the word freedom here or you have the link in the bio. Sonia, I'm going to cut it short because I want to say goodbye and thank you because my battery is running out. We're so sure that you said I want to be there. Well, how interesting. It says here. Thank you. How do I register for the event? You can write the word freedom here or you have the link in the bio. Sonya, I'm going to cut it short because I want to say goodbye and thank you because my battery is running out. Thank you and I'll see you tomorrow. The event is 100% free and without cost. You can write the word freedom here or simply go to the link in the bio. Thanks for everything. Bye. Bye.

A hug goodbye.