semi retire early

Follow the actual development of several lifestyle businesses to gauge which one is right for you

Real-life lifestyle business creation

Watch as I (a regular person in his fifties) create lifestyle businesses and report on the results, along with simple downloadable guides for you to follow at home.

THREE STEPS to a Claytons Retirement


Choose a Lifestyle Business

Utilise exisiting skills you’ve developed over the years, convert a passion into revenue, or start something new


Clean up the loose ends

Create the space for your Clayton’s Retirement by freeing yourself of debt and removing clutter


Pick your Adventure

Let your imagination run wild! Half of the fun is in the planning and research. It’s your retirement, so dream away

What is a Claytons Retirement

In the 70’s and 80’s, Australia and New Zealand aired what must be the best television ad yet created. The product was Claytons, a non-alcoholic whisky substitute with the tagline of, “The drink you have when you’re not having a drink.
Not many bought it, but the word Claytons has become part of the ANZ vernacular, sometimes meaning a somewhat ersatz substitute, though mostly it just means the same thing under a different name, ergo the Claytons retirement is… 

“The retirement you have when you’re not having a retirement.”

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Meet your guinea pig

My name is Jim and I am going to document my process of taking early retirement, Claytons-style. Like many people in their fifties, I have a lifetime of experience to bring to the table. I already work remotely, but I am starting this project from scratch because I haven’t created a passive income lifestyle business before. 

There is an awful lot of information floating around the internet teaching “Ways to make money,” but so far, I haven’t found any worth their salt*. Ironically, their business model is to create an income selling promises about creating an income.

So I will be creating several online businesses following different models, and documenting the trials and tribulations, along with the success or failure of each model, and documenting how much work goes into each against the return.

Feel free to Contact Me to review your course

Jim Dobbin

The Digital Enterprise Lab

I shall first create a fresh new website – I will call it my Digital Enterprise Lab – a testbed to host the varying enterprises and experiments.

I have quite a lot of experience using WordPress, and as this is the number-one way websites are created (and far more flexible than your web builders like Wix, etc), it makes sense for demonstration purposes.

The criteria for my digital testbed are:

  • It needs to host multiple domains – I want separate names for the sites – selling yoga mats on a site called just won’t work
  • It needs free SSL certificates for each domain – to avoid the horrible “Not Secure” warning and to comply with privacy regulations.
  • It needs to reasonably priced while not compromising on speed – a key criteria in Search Engine Optimisation (SEO)

Once I have done that, I can create various email addresses to be used on third party sites, like Shoppify, Redbubble, Teespring, etc.


I would fully recommend following along with your own testbed so you too can conduct similar experiments with my instructions. Even if you find it isn’t for you, there will be the satisfaction of creating your own website that might translate to your local club – or if you are feeling particularly entrepreneurial, you might even be able to sell it as a blank site that is already set up. …

For less than US$50 you can create a website with:

  • domain name,
  • hosting,
  • e-commerce,
  • blog
  • Appointment booking
  • Event Tickets
  • Online courses
  • …plus lots more
Download the Digital Enterprise Lab ebook

© 2021 A Claytons Retirement

Download the Digital Enterprise Lab ebook
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