This letter from Valentina Serra is the latest in a series we’re running from my Planet Waves co-creators (introduced here). Valentina keeps all our accounting matters in super-sharp shape. Her utter professionalism is key to keeping Planet Waves sailing on an even keel on the business side of things. — efc
Dear Friend and Reader:
I’m not a writer. And unless you’ve been to the Planet Waves Contacts page, you’ve probably never even heard of me. I’m Valentina Serra, the CPA who handles the accounting and tax matters for Planet Waves.
I came across the Planet Waves website back in the early days. Like most of you, I was immediately taken in by the intelligence of the site as a whole and the writing in particular.
Not only did it have the ethical quality I was looking for but it presented astrology in a way I’d never before experienced. At Planet Waves, astrology is presented the way I believe it should be lived. That is, interspersed with the everyday events that make up a life, whether the theme is politics, science, humor, music or arts.
Back then, when Eric said he wanted to convert his website to subscription-based, I thought he was nuts and told him so. At that time, everything on the ‘net was free. Websites were viewed as little more than glorified brochures. In my mind, there was no way he’d get the membership levels he needed.
However, after a short time, Planet Waves was making enough to support a small staff. Recognizing early on that the success of any business depends on the correct deployment of resources, Eric brought me on as the official CPA, freeing him and Chelsea to focus more on operations and marketing efforts.
Today the Planet Waves business model is, in my opinion, without peer. I’ve encouraged Eric to add “Ethical Website Monetization” to his speaker dossier because I can think of no other website (astrology-related or not) who ethically monetize at this level. Behind the scenes, it’s equally exciting to watch as the profits get plowed back in year after year to fund yet another layer of unprecedented development.
Thanks to everyone who energetically support this site. Whether through subscriptions, memberships or well wishes, please know it’s much appreciated. And if you’d like to engage more fully with the most ethically monetized astrology website on the ‘net, you can sign up with a special membership offer here: 12 months for $49. This page of Member Benefits will explain all that membership entails.
Valentina Serra
Yes, I agree with Burning River. It’s fascinating and so inspiring to read about the successful and ethical business side of PW. It really is an amazing success story. Thank you, Valentina.
Thank you, Valentina, for your eloquent and succinct endorsement of Planet Waves and Eric Francis’ accessible and supportive expounding of astrology and its ground-breaking business model.. The consistent excellence of the astrology being matched by the unique and progressive, ethical and balanced business model, makes me very happy about my decision to begin subscribing and become a member at the end of 2010. No regrets.