Business models vs expenses

Hi Brooke and coaches,

I just completed the Business Models module in Entrepreneurship of SCS, and wanted some insight on expenses. How should we determine the goal we want to make in the year, against the expenses it will cost? In the video, Brooke discusses making $100K, a common goal for coaches. But selling $100K vs profiting $100K are two different things. How do we plan for all the expenses? Of course we can plan as much as we can (with expenses we know we’ll have), but challenges that can cost us can come up (e.g. Facebook ads can fail and need to be re-done). As someone who doesn’t yet have a business, how should I calculate how much I need to sell in my 4 quarters if I hope to make $100K, but don’t know every exact expense yet? (I hope this question makes sense to you!)