With an eye for opportunity and a knack for technology, Joe Popelas, a 20-year-old student from Toronto, has carved out a million-dollar niche selling AI-generated eBooks. In a recent conversation with Pat Walls, founder of Starter Story, Popelas detailed how he transformed a minimum-wage job into a self-made success, building a ChatGPT-powered eBook business that’s now valued at over $1 million. So, what’s his secret? Here’s how he made his way from struggling student to digital publishing mogul.
Finding a Path from $11 an Hour to a Million-Dollar Business
Before his venture took off, Popelas was just another university student trying to make ends meet, working part-time for $11 an hour. “I didn’t have any special knowledge or experience,” he says, “just a real curiosity about AI and its potential in the business world.” This curiosity quickly turned into something much more significant when he realised the profit potential of creating and selling eBooks generated by AI.
“When I started, I had no idea how big this could get,” Popelas admits. “But once I began, it just clicked. This is the best path forward for me.” According to his conversation with Walls, it was in 2020, during his last year of high school, that Popelas started exploring AI’s applications. By 2022, he had developed a specific interest in GPT-3 technology and began testing its use for generating book content. “I wanted to see if AI could actually produce something valuable,” he explains. “And it turned out, it really could.”
A Million-Dollar Realisation: How It All Began
The idea solidified when Popelas met with a publishing company that was generating millions through eBook sales. “Their revenue was about two million dollars—that was absolutely insane to me,” he recalls. Realising the potential in digital book publishing, Popelas set to work, crafting and selling eBooks generated with ChatGPT. By September 2022, he’d already published over 40 books, refining his techniques and building a brand in an industry many overlook.
“I was constantly trying new approaches and learning as I went,” Popelas shares. “At first, the books weren’t great, honestly. But as I improved, my results did too.” He recalls the turning point on December 28, 2022: “That’s a day I’ll never forget. It was my first $1,000 profit day. It made me realise this was no longer a side project—this was my career.”
Balancing School and Success
Managing a full-time course load alongside a rapidly growing business wasn’t easy, and Popelas admits he had to make sacrifices. “I had exams coming up, and here I was, trying to grow this business,” he explains. To focus on his newfound success, Popelas decided to drop two of his classes, often working into the early hours of the morning. “You do what you have to do to make it work,” he says.
For anyone interested in entering the AI eBook market, Popelas has some pointers. “The first step is understanding how AI works and identifying a profitable niche,” he advises. “You have to find a niche where people are highly motivated—people willing to invest in information.” He emphasises the importance of crafting effective prompts to generate quality content. “At the start, my books were, well, they weren’t that good. But through trial and error, I found better ways to outline, structure, and edit.”
He also recommends not expecting overnight success. “This isn’t a get-rich-quick scheme,” he stresses. “It’s a process, and you have to keep learning and improving.”
The Power of Pinterest Ads and Facing Competition Head-On
A key factor in Popelas’ rapid success was his effective use of Pinterest ads, which he says brought in the majority of his revenue. “Pinterest was a game-changer for me,” he notes. “I would start with broader campaigns to understand which niches had potential, then narrow down with conversion-focused campaigns once I saw what worked.” He believes that a well-designed landing page is essential for success. “It’s the first point where potential buyers connect with your brand. If your landing page is weak, your sales will be too.”
With AI eBooks growing in popularity, competition is increasing, but Popelas remains undeterred. “When I see competitors coming in, I don’t worry,” he says. “If anything, it motivates me to innovate and offer something better.” Popelas views competition as a sign of a healthy market and a driver for continued improvement. “You have to stay adaptable, keep learning, and always look for ways to add value,” he adds.
Early Offers and Future Plans
Despite his success, Popelas isn’t resting on his laurels. According to reports from LinkedIn, he recently received an offer of $930,000 for his business but declined, opting instead to partner with an investor who purchased a 40% stake. “It’s a strategic move,” he explains. “Partnering allows me to scale up operations and reach new heights. It’s a repeatable process: build a brand, grow it, sell it, and then do it all over again.”
Popelas now dedicates his days to managing ads, overseeing operations, and mentoring others looking to follow in his footsteps. “Most of my mornings are spent making sure the ads are performing well,” he explains. “In the afternoons, I work with others, teaching them how to build their own book brands.” His students, many of whom have achieved significant results, appreciate his hands-on approach. “Seeing others succeed is incredibly rewarding,” he says.
Advice for His Younger Self
Reflecting on his journey, Popelas says he wishes he had focused on skill-building earlier. “If I could go back, I’d tell myself to prioritise learning over quick earnings. Building a skill set opens so many doors,” he reflects.
Popelas’ story is a testament to the power of AI and the opportunities it offers for those willing to learn and adapt. For him, the path from student to millionaire was paved with curiosity, hard work, and a willingness to take risks. And for others looking to follow, his journey is an inspiring reminder of what’s possible in the digital age.
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