Here’s what most freelancers get backwards: they spend all day building other people’s dreams while their own business barely gets scraps of leftover time.
But what if you flipped that around? Just 90 minutes a day focused on YOUR business instead of always chasing the next client deadline—that’s how you stop the feast-or-famine cycle for good.
In this article, we show you how to get started.
As Westminster buzzes with speculation over a reshuffle at Number 10 and the Chancellor’s role being “sidelined,” Nigel Botterill, founder of Entrepreneurs Circle, delivers a blunt reminder to UK business owners: growth isn’t conjured from cabinet exits—it’s built on your balance sheet.
Forget political theatrics
Speaking ahead of the National Entrepreneurs Convention, set to take place on 29–30 September 2025 at The ICC in Birmingham, Botterill called on entrepreneurs to redirect their focus away from political theatrics and onto what truly matters—profit, prospects, and proposals.
“No one in Number 10 or Number 11 is going to magic your growth for you,” said Botterill.
“The only figures that matter are your own—your profits, the leads you generate, how many proposals you send, even how much you’re prepared to pay to win a customer. That’s where growth happens—not behind those Downing Street doors.”
Botterill added that the most important “numbers” for entrepreneurs don’t come from Westminster briefings, but from a stopwatch:
“Every day, you should carve out 90 minutes to work on your business, not just in it. That time should be spent on the only two things that really matter: getting and keeping customers. Those 90 minutes might just be the most valuable numbers in your diary—because they compound into profits, growth, and freedom.”
How to power block time each day to build your business
The Freelance Informer decided to take Botterill’s suggestion to heart. We researched some of the most effective ways to use 90 minutes each day to enhance client relationships, boost your exposure and win new business.
You may be thinking, I don’t have 90 minutes each day to spare. But if you are happy to ride the feast or famine train, then don’t change a thing.
However, if you want a smoother workload and a bigger bank balance, then gift yourself a non-negotiable business development block, where you can transition from a reactive task-doer to a proactive business owner.
This 90-minute routine isn’t about fitting in extra work; it’s about making a consistent investment in your business’s future. Think of it as your daily “power block”—a time to focus on the important but non-urgent tasks that get pushed aside for client deadlines.
The end goal is to systematically build a strong pipeline of new clients while nurturing your existing relationships. Read below on how you can divide your 90 minutes for maximum impact.
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Phase 1: The first 30 minutes
Acquire new clients
The first third of your routine is all about filling the top of your sales funnel. This is your time to be visible and attractive to potential new business.
Targeted outreach (10-15 minutes): Use this time to actively seek out opportunities. Search for phrases like “looking for freelance [your skill]” on freelancer job platforms and social media platforms like Slack, LinkedIn, or X.
When you find a promising lead, do some background research on the company. That can help guide you to make an insightful or informative comment on one of the company’s social media posts> Make the comment useful to them, their followers or customers.
You could also opt to send a personalised message to the person most likely to hire you for a project or that would oversee it by explaining how you have generated results that they would be looking for, rather than just talking about yourself.
Show them what they could achieve with your expertise. Keep your pitch concise and provide evidence of your skills with a link to your portfolio.
Content marketing and brand building (15-20 minutes): This is where you position yourself as an expert. Use a few minutes to create or share a piece of “micro-content”—a short social media post, a quick tip video, or an idea for a longer article. The goal is to consistently publish content (i.e. tips, information, how-to posts, etc.) that proves your expertise. Your website and portfolio deserve a few minutes to ensure they are up-to-date and showcasing your best work.
Phase 2: The next 30 minutes
Retain your best clients
Retaining existing clients is one of the easiest ways to keep money coming in. In fact, a small increase in client loyalty can lead to a significant boost in your revenue. This block is dedicated to building and maintaining those relationships.
Proactive communication (15 minutes): Make it a habit to check in with a few current or past clients. Consistent and clear communication builds trust and can lead to repeat business and referrals. Provide regular updates on project progress without waiting for them to ask. Sending a quick message to a past client to share an article or simply to say hello can help you stay top-of-mind.
Become indispensable (15 minutes): Find a small way to “over-deliver” for a current client. This doesn’t mean doing twice the work; it could be as simple as delivering 10-20% more than you promised, as long as the quality remains high. You can also become an invaluable strategic partner by asking intelligent questions and providing compelling reasons for your creative decisions. This shows clients you are a strategic thinker, not just a “task-doer”.
Phase 3: The final 30 Minutes
Optimise and Plan
This final, critical block is all about analysing your daily efforts. It’s the difference between being busy (continuing on tasks that don’t bring in business) and being effective.
Review your performance (15 minutes): Review key performance indicators (KPIs) to see what is working and what isn’t. Important metrics to track include your overall profit, your true hourly rate per client, and the effectiveness of your social media efforts. Don’t be distracted by vanity metrics such as likes or follower count; focus on what leads to new clients and revenue.
Plan for tomorrow (15 minutes): Use this time to reflect on your day and plan for the next. Prioritise your tasks using a framework like the Eisenhower Matrix, which helps you distinguish between what is urgent and what is truly important for your business. By planning your next day, you can be confident your 90-minute block remains focused and productive, and you can go into your next work day with a clear plan.
Consistent discipline, applied over weeks and months, should achieve a compounding effect. Even when you think you can’t dedicate the time, focus on the end goal (not the graft to get there).
Envision a stable solo self-employed business rather than a series of haphazard projects.
Stability, unlike British politics, is what all freelancers need.
If you want more ideas to add to your 90-minute plan, check out Nigel Botterill’s book, Build Your Business In 90 Minutes A Day
Here’s his blueprint on how to get ahead of 96% of business owners:
The 2025 National Entrepreneurs Convention on 29–30 September at the ICC, Birmingham, is officially sold out. But there’s still a chance to join the waiting list to be notified if any last-minute places open up.
Source: How the next 90 minutes could change your business – Freelance Informer
