7 min 38 sec

Editor Creates Book Club For Bad People

In an age of endless distractions, an editor for Superdry found she was reading fewer books. By creating a subscription book club, she now sends new titles to more than 300 people each month.
Books Service Subscription Box Unique Ideas

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What It's About

A book club for people who like to read and party!

Business Model
Skills Required
Sourcing & Coordination
Profit Potential

Words of Wisdom

For anyone looking to start a similar side hustle, Abbey’s advice is to focus on your brand first. Get clear on what your brand is, what you stand for, and who you want to attract. This will help the rest of the pieces fall into place, and ensure you make more informed decisions as you move forward.

Fun Fact

The mixologist reads the book and weaves a similar story through the cocktails based on what she read, saw and felt. For example, she created a “Sisters Whiskey Sour” inspired by the book Homegoing, which she filled with flavors based on the book’s journey through Ghana. Abbey also provides the non-alcoholic ingredients in the box to help people make their cocktail!

Notes from Chris

Episode 553

For content editor Abbey Jones, books have always been important. She loves nothing more than immersing herself in the worlds, ideas, and lives of other people in the books they’ve shared. But, as her career progressed, she found herself reading less and less. Between work commitments, her social life, and the ease of other types of entertainment, reading ended up falling by the wayside.

And Abbey found she wasn’t the only person who felt this way, either. She found herself talking less and less about books with her friends and colleagues who also found it hard to make time to read around their busy lives. It was a part of her life that she missed, and she wanted to find a way to make books a bigger part of people’s lives again.

Abbey realized the younger generation’s biggest problem with reading is that it’s not always considered relevant or exciting. The cool thing to do is to scroll through your news feed or get sucked into a new Netflix series; you’ll find more workplace conversations about the latest season of Stranger Things than the current bestseller.

Trying to reconnect with books, Abbey began to research book clubs and immediately found the same problem. These clubs were almost always targeted at an older generation and focused on books that were (in her opinion) hard to get excited about. None of them felt like they were on the pulse of what was happening in her life.

So Abby resolved to start a book club that was relevant and exciting and had people eagerly awaiting their next read.

She called it the Bad People Book Club. She describes it as, “A book club for people who like to read and party,” and uses vibrant branding to create a feel that goes against the grain of the usual mental images a book club would conjure.

She currently delivers these boxes to 300 subscribers and is making just over $1,000/month. That's right, Abbey—we see you, you bad!


  • Bad People Book Club: For the bad people in your life who enjoy a cocktail and a good book—learn more on Abbey's website!
  • Shopify: Abbey used Shopify to set up her site for Bad People Book Club, and they're offering a 21-day trial and exclusive discount for all Side Hustle School listeners!
  • Shippo: The multi-carrier shipping software that Abbey used for her e-commerce shop

Inspiration is good; inspiration combined with action is better. Now get back to work!

Yours in the revolution,


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Create your online store with Shopify using an exclusive discount for Side Hustle School listeners. For a limited time, get a free 21-day trial and a 10% discount for a whole year.

Many Side Hustle School listeners are building sites using Shopify's easy-to-learn platform. Try it free today!

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Social media is nice, but building an email list is still the single best way to get customers and clients for your hustle. It's not hard to get started—sign up for a 30-day trial and join the list-building challenge! You’ll be up and running in no time.

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Quote of the Day
"I've started small to manage risks which has made it a lot easier for me. Some people may benefit by diving in 100% right away, but—with my situation—taking the business one step at a time has definitely made it manageable for me."
—Abbey Jones #SideHustleSchool

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To infinity and beyond,

Chris Guillebeau