I did not build this framework in a classroom. I built it in a crisis.
And then I built a business inside that crisis to prove it worked.
The season that made this framework necessary.
There was a period in my life when three people I loved needed me at the same time.
My stepfather was diagnosed with Waldenstrom’s Macroglobulinemia, a rare and serious blood cancer. My daughter was diagnosed with anorexia and hospitalized. My mother was undergoing chemotherapy for ovarian cancer.
All at the same time. All needing me. All non-negotiable.
I was the caregiver for all three.
I was also a business owner in the middle of building something new.
Mine was not. And I had to make a decision.
I did not scale back. I did not pause. I pivoted. I redesigned the business I was building around the life I was actually living, a Carepreneur’s life, a life that needed resilience built in from day one, not patched in after the next crisis.
I built an insurance agency designed around that outcome. Systems that ran without my constant presence. Automations that held when I could not. A model that generated income whether I was in the office or at a hospital waiting room.
It worked.
Worth noting: this was October 2001. One month after September 11th. The economy was in shock. Consumer confidence had collapsed. The insurance industry was navigating its own particular version of chaos in the aftermath.
A business designed around a Carepreneur’s outcome, built for resilience, built to function under pressure, held during one of the most economically destabilizing moments in recent history while I was simultaneously caring for three people with serious diagnoses.
If the design works then, it works.
And it taught me something I have never been able to un-see: the problem was never that people could not execute. The problem was that nobody had ever helped them design a business for the life they were actually living.
That is what System Chicks exists to fix.
Twenty years. Twenty-eight businesses. One pattern.
The same thing kept breaking everywhere I looked.Before that season, I had already spent two decades seeing the inside of businesses at every size and stage.
Corporate sales inside companies doing 8 and 9 figures. Brick and mortar. Online businesses. Startups. Established firms. I watched the Hormozi operation scale from $17 million to over $100 million. I have been inside the rooms where the decisions get made and seen what breaks, what holds, and what was never designed right in the first place.
Twenty-eight businesses and jobs across my career. Not because I could not commit. Because I was paying attention.
The pattern I kept seeing was the same everywhere, in the $200K solo practice and the $50M agency: smart founders building businesses that worked against them. Not because they made bad decisions. Because nobody ever asked them what they actually wanted before they started building.
I built System Chicks because that question deserved a real framework and a real answer.
What twenty years of doing this actually looks like.
Gold Certified Funnel Builder
One of the most rigorously vetted designations in the funnel industry
1% Rainmaker
Top one percent of funnel builders by revenue generated
AWAI Certified Copywriter
One of the most respected copywriting training organizations in the world
Master Marketer
Funnel Gorgeous designation plus multiple digital marketing certifications
Mindset Maps Practitioner
Understanding how humans work, not just how businesses work
Prime Mover Community
Member of Russell Brunson’s Prime Mover mastermind
Also a certified personal trainer and integrated health coach. Understanding how humans work is what makes the IBO framework different from every other business design approach out there.
A few things I will not budge on.
Your life is not an obstacle to your business. It is the point.
Every framework, every system, every automation we recommend at System Chicks gets filtered through one question: does this serve the life you actually want? Not the life a guru told you to want. Not the version of success that looks good on Instagram. Yours.
There is no best Business Design Profile.
The Carepreneur building a resilient business under impossible conditions is not less ambitious than the Empire Builder going for market dominance. They are building for completely different outcomes and both deserve a business designed around exactly that.
The mismatch has a name. It has a framework. And it has a fix.
What makes your business feel wrong is almost never the business. It is the mismatch between the business you built and the life you are living now. I will never tell you your business is the same as everyone else’s.
This is not easy. But it is the most useful work you can do.
Redesigning a business takes honesty, clarity, and the willingness to question decisions you made when your life looked completely different. But it is the only kind of work we do here.
What clients say about working with System Chicks.
After 12 years of building a business that technically worked but never quite fit, I finally have a design that matches the life I am actually living. For the first time, my business feels like it belongs to me.
[Client Name] – [Business Type]
Tracy does not just tell you what to build. She asks you what you actually want first. That one question changed everything about how I approach my business.
[Client Name] – [Business Type]
The website System Chicks built for us was not just beautiful. It was designed around our actual business model and the life we wanted to live. Nobody else had ever asked us those questions before building.
[Client Name] – [Business Type]
I came in thinking I needed better systems. Tracy showed me I needed a better design first. The systems we built after that actually stuck because they were built for my life, not someone else’s blueprint.
[Client Name] – [Business Type]
Why this work matters beyond the business results.
Most people who find System Chicks are not failing. They are succeeding at something they never fully chose.
They built something real. They made it work. And somewhere along the way, their life changed and the business did not catch up.
Maybe they became a caregiver. Maybe their kids grew up and moved out and suddenly the business they built for a busy season does not fit the spacious one they are living in now. Maybe they are watching the clock differently and want to build something that funds the next chapter, not just the current one.
The mission of System Chicks is simple: no business owner should spend years building the wrong thing because nobody ever asked them the right question first.
We ask it. Every time. Before anything else.
If any of this sounds familiar, you are in the right place.
The Business Design Profile quiz is the fastest way to find out what your business actually needs. Five minutes. Your profile. A first look at the gap. And a clear direction most business owners have never had.
Take My Free Business Design Profile QuizOr read about how the IBO framework works on The Method page →