01
The Owner's Mindset
Money is a tool, not a trophy. Before your kid can think like an owner, you have to. This is the shift from consumer to creator — and the honest look at your own money story that makes everything after it possible.
A 5-module course for parents
The world is raising consumers. Raise an owner.
A 5-part course for parents who want to raise kids who see money as a tool, serve real people, and build things of their own — starting now, with you in the room.
$49 one time · lifetime access · no coaching calls
The problem
The world is teaching your kid to be a consumer.
Every screen, every ad, every “you need this to be happy.”
You want something different. A kid who sees a need and meets it. Who asks better questions. Who isn't afraid to make something, sell it, and lose a few dollars learning how.
You don't need a curriculum for that. You need the conversations.That's what this is.
Who it's for
You already know your kid is capable of more.
This is for the parent who wants the words, the questions, and the projects to draw it out. By the end, you'll know how to:
- Shift your kid from “buy it” to “build it”
- Lead with curiosity instead of answers
- Turn a real idea into a real first sale
- Teach them to find experts and ask for help
- Coach failure so confidence gets built, not handed over
No coaching calls. No live sessions. Work through it at your own pace, with your own kids.
What's inside
Five modules. One way of thinking.
02
Start With Who
Every venture in your house starts the same way: not “what do I sell” but “who am I serving?” The questions that turn a kid's idea into something real — the same ones that turned a stack of duplicate Pokémon cards into $175 and a $25 gaming chair into rent money.
03
Learn By Doing
You don't lecture an owner into existence. You let them build, sell, and sometimes come home with leftover inventory. The seven-step path from idea to first sale — snack bracelets, Sugar Bombs, and the messy middle where the real learning lives.
04
Find the Expert
Owners don't figure it out alone. They find the person who knows more, and they ask. How your kid learns that reaching out is strength, not weakness — the way ours emailed an author, got a yes, and fell in love with reading because of it.
05
Attitude, Effort, and the Bounce-Back
The whole thing rests on two things: a good attitude and real effort, all the way to done. How you coach a setback with questions instead of answers — “Is this your best work? How might we make it better?” — so your kid builds the confidence to get back in line and try again.
Who you're learning from
I'm Dana.
Matt and I have hosted the Children's Business Fair in Grand Rapids for ten years, founded a private school, and raised two boys who think about money and building differently than most kids their age.
People come to us for this. The way our boys think didn't happen by accident — it happened through ten years of conversations, projects, and the occasional lost five dollars. This course is how we do it, so you can do it too.
10 yrs
hosting the Children's Business Fair
2 boys
raised to build, not just buy
1 school
founded from the same ideas
The offer
Raising Owners
5 modules. Work at your own pace. Yours forever.
$49one time
Lifetime access · 5 modules · self-paced
Instant, lifetime access.Because all five modules unlock the moment you buy, purchases are final. Questions before you start? Email me and I'll help you decide if it's a fit.
Not ready yet?
Start here.
One short note a week — a question to ask your kids, a small project to try, a story from our table to yours. Free.