Chapter Seven:
Freedom Business Model
Your Money Mountain
We are off and away towards the 6th step…Your FREEDOM Business Model. This
means you can spend your time working ON your business and not IN your business. I
am sure some of you, right now, just want clients, more income, and flow of people, but
thinking ahead can enable you to grow your business faster and avoid boredom and
burnout. So, let’s go!
This is the freedom part--to help more people, you have to have free time and enjoy
yourself.
If you are working with clients one-on-one only, what happens on vacations, sick days
or when emergencies occur?
If your business depends only on YOU, what if YOU aren’t available?
It is essential that you think of ways you can make certain to generate income that does
not involve you in every aspect. This is a business growth strategy, but it also protects
you and your business. There are many ways to free up your time and allow you to work
in your strengths. Did you know you don’t have to do it all? We’ll get to those in the
following sections, but right now, it is pick a model time. You want your model to
represent a BUSINESS and not a practice for those of you seeing clients or patients.
A practice is solely based on one-on-one time. It forces you to be present in the
business at all times and makes you solely responsible for generating income. That is a
lot of pressure, a lot of work, and will be a path for burnout. Yes, you need a freedom
model for your business. Note I said BUSINESS. You need to have a model that best
represents your strengths and your abilities, but one that also brings you multiple
streams of income.
A business reflects the ability to have multiple streams of income. This means your cash
flow comes from multiple sources. For instance, mine comes from the following:
•
•
•
•
•
•
One-on-one coaching
Group Coaching
Hell Yeah Marketing System
Book sales
VIP Days
Events
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Your Assignment #52
Make a list of where your income is coming from at this point.
Was it more than one source? Do you have a plan for it to be more than one source?
It’s ok if you don’t. We can make a plan now and realize that if you start on this early,
you will be way ahead of most.
Now, back to that model. You want a model that can give you freedom, but also leads
clients down a path that enables them to grow with you. I don’t think anyone explains
this better than Andrea Lee in “Pink Spoon Marketing”. When you go to Baskin
Robbins, they give you a taste of ice cream, then you work your way up to a scoop, and
then eventually maybe a cake.
You want to create opportunities and products that can give a potential client small
tastes of what it is like to work with you.
Coaches & Consultants
Level 1 – Your freebie
Level 2 – might be a low
price point product – say
under $37
Level 3 – might be a Group
or Club
Level 4 – Private time with
YOU
Bricks & Mortar
Example: Report, audio,
access to free teleclass
Example: Report, Top Tips,
How to Video
Example: eBook, short
email course
Example: Small tool,
Example: Mastermind
group, Membership group
May not apply
Example: VIP Day
Example: They hire you
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Here is a look at my money mountain (business model) ~ then create your own.
For instance my comes from the following:
Private Consultation Days
High Level Private Clients
Group Coaching
Events
Online Programs
Client Leads
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Your Assignment #53
Create what your business model could look like over time, and remember this is YOUR
business. It may not look like mine, but don’t forget this: Make many of the items YOU
offer so that they do not need YOU to make them happen.
(You will also find a copy of this assignment in the Appendix section on page 183.)
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If you want to build a business model that you’re able to scale and be sustainable, it
can’t be 100% about you. For example: A coach may offer a mini-course delivered by
autoresponder sequencing, whereas a plumber may have junior plumbers go and do
the small jobs. Think about how you can build it over time that doesn’t require you to do
EVERY single service.
You can now see a clear path to your own income and money mountain. Don’t forget
that this allows you to help more people. When you have products and programs that
run themselves, you can reach more people at more price points. You can make an
even larger difference!
Multiple Streams of Income
Now let’s begin brainstorming just how you make that mountain work and have the
products and programs to support its success. It’s creation time and literally, the sky is
the limit!
I think it is extremely important to acknowledge why products and programs are
important beyond your freedom model and money mountain. People learn differently.
They come to success and conclusions in many ways. Some may find their answers
easier NOT working with you one-on-one, so when you offer a variety of ways to reach
them, you do a greater service for them and you.
Your Assignment #54
Let’s brainstorm together how we are going to fill it up your money mountain.
1. E- book - What would you write? (EXAMPLE: 10 day Adult Acne Solution $19.99)
2. Audio - Brainstorm a topic. (EXAMPLE: How to Raise Happy, Healthy Children (45
minutes $19.99)
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3. Book - What is your expertise? (EXAMPLE: The Stress Detox $24.99)
4. Group or Club: Theme (EXAMPLE: Diet Free Weight Loss Club $57 a month)
5. Series of guest speakers on a topic -Ideas: (EXAMPLES: Successful ADHD
Business Leaders $199.00 for the series. Resale the audio of the series for $199.99)
6. A system (EXAMPLE: Hell Yeah Marketing System)
People love a packaged item. What steps do you take in a certain
area and make it a system similar to this one? I like to put post-it notes
on the wall and outline a path. It can be four weeks or 10 days, or
even six months.
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Your Assignment #55
Now, think of a topic you know a lot about, and list what steps you would take people
through to get success in that topic.
What steps do you take people through to get success in this area? You can have more
or less
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
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You just outlined your chapters for a book or steps in a system. Go expand and you are
well on your way to multiple products, multiple streams of income, and a freedom
business model!
If you are racking your brain for ideas, here are some tips to get you going from items
you have already done or created:
• Newsletter topics
• Speaking topic
• Your outbox (Look at topics you have written clients on. There is great stuff
here!)
• Favorite areas/ideas from your training program
• Notes from workshops/conferences
• Most asked questions from clients/patients
• Survey your clients and ask what question they would like answered, then create
a product or program around it
• Take an existing book or movie or program and simplify it for people by adding
implementation steps
Again, the sky really is the limit, and the sooner you are able to put these items into
place, the sooner you are on to more income and more freedom. Plus, the biggest
bonus is clients get more of you in different ways. You can only work with a certain
amount of individuals, but you can offer this type of help to thousands and I know you
want to help more people.
Systems to Success
NEWSFLASH! What if you got 20 clients ALL this week? I bet you would be thrilled,
excited, over–the-moon (for about 15 minutes) and then you would realize that you have
to have systems and policies to handle all those clients or customers. What are you
really ready for? Do you have policies, procedures, and the process to be successful?
This is an area that so many entrepreneurs or small business owners avoid or wait to
start once they are “busy.” Take it from me, you will get busy if you follow this program
and you will wish you started this sooner!
If you are so busy working IN your business, you simply can not develop the exposure
and creativity needed to be in a constant state of high level entrepreneurship. There are
just a few simple procedures you can have in place to get yourself going and stay on
the path to calm and success.
It is a must to have a business contract or agreement with your clients. It’s your
business; it should operate however you want it to, but below are a few things your
agreement should cover.
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Disclaimer
I am not a lawyer. I am not dispensing legal advice. This is just an
example to get your started.
You should seek out an attorney in your state and/or country to ensure
that you create a document that is legal for you.
Policies and procedures.
You can do this two ways. You can incorporate your policies and procedures in your
agreement, or you can have it as a separate document. We have found that the less
paper, the better. If you have it as part of your agreement, everything is in one place
where people can refer back to it. Here are a few examples of policies and procedures:
What time is your business office going to be open? When are you going to be
available for emails and phone calls, if applicable? What days of the week are
you going to be available?
How are you going to work? Are you going to work on monthly package rates,
pay-per-session, etc? Spell out how you will work with the client financially.
List your rate and the package or rate agreement chosen.
What are your responsibilities as the provider and what are your client’s
responsibilities?
Both should be listed.
Communication is key.
Does your client understand that you want to communicate with them on a normal
basis, whatever that may be, that you decide between each other?
How are you going to deal with late fees?
Termination notice.
What are you going to accept as a termination notice from a client? Can a client just
decide that they don’t want to use your services on the last day of the month when you
normally bill the very next day? Get it clear and in an agreement.
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On the following page is an example of old clauses we have used. Again, you may want
to go over these with your lawyer. These are suggestions only and are not all inclusive.
Key Clauses
SERVICES PROVIDED: The services to be provided by the Coach to the client
are personal, executive, business, marketing and/or life coaching, as designed
jointly with the Client. Coaching, which is not advice, therapy or counseling, may
address specific personal and business projects, or general conditions in the
client’s life or profession. Other coaching services include values clarification,
brainstorming, identifying plans of action, developing systems, asking clarifying
questions and making empowering requests.
CONFIDENTIALITY: The Coach considers the future plans, business affairs,
customer lists, personal information, goals and financial information of the Client
to be proprietary information. And therefore the Coach promises that all
information provided will be kept strictly confidential, i.e. No one will know that
you have a Coach unless you tell them.
NATURE OF THE RELATIONSHIP: Throughout the working relationship, the
Coach will engage the Client in direct and personal conversations. The Client can
count on the Coach to be honest and straightforward in asking questions and
making requests. The Client understands that coaching is by permission and
hereby grants the Coach permission to coach. If the Client believes the coaching
is not working as desired, the Client will communicate and work with the Coach
to obtain the desired results.
THE COACH HAS A BACKGROUND IN: business, marketing, career
development, life and enterprise systems, multiple income streams, business and
personal turnaround, productivity and performance improvement, niche, expert
branding and advanced coaching techniques. The Client is aware that the
coaching relationship is in no way to be construed as psychological counseling or
any type of therapy. In the event that the Client feels the need for personal
counseling or therapy, it is the responsibility of the Client to seek a licensed
professional.
TERMINATION POLICY: The Client may cancel at any time, though we require
two weeks notice so we can have closure. We require a minimum of one
additional session after you have declared your termination. Again, this serves
for closure and completion. Cancellation must be in writing, by fax, or email.
The Client enters into coaching with the understanding that he or she is
responsible for creating their own results and hereby releases the Coach from
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any liability for adverse actions or results experienced by the Client as a result of
the coaching relationship.
__________________________
_________________
Client Signature
Date
Your Assignment #56
Read through the clauses and list other important clauses that you have drafted for your
agreement.
Secondly, systems are very important. What is the system by which a client is enrolled
in your program or what are the systems in your business? I highly suggest you have a
Virtual Assistant (VA) handle this for you or get a systems specialty team. After all, you
are to be doing only TWO things: the work you do and getting clients/marketing. Let a
professional handle these areas. We will talk about VAs in the next section.
This does not exclude you from being a part of the system
development. So many times, business owners just want to wash their
hands of it – but they NEED to be involved in establishing the
systems. Maybe not the technical side of them, but how you want your
business to run.
If you don’t create a system that works for you – and in tandem with
your team – you will waste your money. You also need to be involved
in ensuring that the systems are implemented properly.
I highly recommend you have a VA or admin support be responsible for your calendar
and scheduling. Allocate specific times for items like your consultation sessions. Your
VA or admin can then schedule an appointment and send a confirmation email of the
date and time of the appointment and distribute any other relevant material for that
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appointment. Your VA will then follow-up with them to ensure any information you need
is received in plenty of time prior to the session.
If you sign the potential client on as a client, send a “welcome email” to them and
carbon copy your VA on the email. Your VA will then send your Welcome Kit, which
contains a Welcome Letter, Contract/Agreement, some type of payment form, and any
other documents you need completed to start sessions. Your VA will again follow-up
with the client to ensure receipt prior to the first scheduled session.
Your VA can also set up client payments to take place automatically within your
merchant account or shopping cart. Your VA can also send appointment confirmation
emails to your clients so they never miss an appointment. Should a client need to
cancel or reschedule, have them do so through your VA so your time is spent focusing
on your client and marketing your business. Imagine the time you will save by having
your entire client intake process streamlined with your VA!
Assuming that you are now building your list, and creating an ezine, which has been
mentioned in an earlier chapter, your VA can set up a template for you with specific
sections that are continuous each month (or week, depending on the frequency of
distribution). Your VA will send you an email letting you know they need your ezine
content by a specific date. You provide the content, they insert into the ezine, you
review for accuracy, and your VA will schedule and send! You never have to worry
about having to remember to get your ezine done because your VA will take care of it
for you!
Another process your VA can handle for you is all client emails and support requests.
Advise your clients to direct all inquiries and concerns to your VA. Your VA will easily be
able to handle these communications because your VA will be your “silent” partner,
someone who gets to know your business inside and out the longer they are working
with you. Again, less time you are involved, your clients are being handled with care and
expertise by your VA, and you get to focus more on marketing your business to get
more income!
These are just a few examples of processes and systems you should have set up within
your business. A VA on your team will review your existing processes and make
suggestions on how to streamline so you are running an efficient and effective business
so you aren’t wasting precious time and money!
Your Assignment #57
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Below is a starter list of systems and processes you might find in your business, write
down some of the steps that you want to ensure gets completed each time. Don’t overcomplicate it by thinking a system has to be long, laborious process.
q New Client Welcome Kits
q Contact Management System
q Client Payments and invoicing
q Bookkeeping
q Client Support (Help desk)
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q Conference Calls / Webinars / Teleclass Process
q Travel arrangements
q Calendar Management (Marketing, Business, Personal)
q Ezine – Newsletter
q Testimonial Tracking Spreadsheet
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q Username and Password tracking
q Event Management
q Roles & Responsibilities sheet (example in next section under Delegation)
q Tracking Domains & Hosting
q Tracking Affiliate Links (you are their affiliate, incl username/password/link)
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q Joint Ventures
q Social Media
q Cash Flow
BUT PLEASE!
A word to the wise--get help. Don’t do it alone. I am where I am
because I created systems and processes and found the right people
to implement them!
Resources that I also use in my business to streamline these systems include:
q Dropbox
q Google Docs
q Infusionsoft
q Google Calendar
q TimeDriver (TimeTrade)
q Instant Teleseminar
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The Art of Delegation
Have you gotten those systems and policies started? It is crucial, so if you don’t, wait on
this assignment and focus on that until done.
I have seen many entrepreneurs or small business owners lose a
client, money or time because there was a not a system in place.
If you are ready, let’s jump into one of my favorite topics--DELEGATION. I could
probably write this section in about 5 sentences, but I’ll expand to give you some room
for detail and mind expansion.
Delegation is the key to lasting success and having a business that operates even when
you are not present. Have you ever heard of 1-800-FLOWERS? I am sure you have!
Hopefully, you have gotten something from them. The founder and President is Jim
McCann. He was a social worker with a dream of owning floral retail shops and worked
diligently to purchase the 1-800-FLOWERS name from a bankrupt Texas company. As
he built a floral empire, something interesting was going on behind the scenes. He was
still working as a social worker at a boy’s home. Yep! Jim McCann built a successful
multi-million dollar business with a DAY JOB.
There are two amazing lessons here. The first is what I have shared before. The best
way to be a successful entrepreneur is to have a flow of money from another source
when you first start. The second is to delegate everything. Jim McCann built a business
that he did not have to be 100% involved in, and therefore it could grow, thrive, and
operate, even without him.
Let me repeat again what we have been saying chapter after chapter.
You should only be doing two things in your business--marketing and the work you do
(coaching, consulting, acupuncture, therapy, healing, etc). All other projects (web
design, admin work, billing, database management, phone calls, follow up, client
welcome packages, get started info, EVERYTHING) should be delegated.
I know sometimes money can be tight in the beginning, but there are many virtual
assistants, or maybe even a stay-at-home mom or college student in your area, that can
support you. I would not be where I am today without a team of VA support and
delegation, delegation, delegation!
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I said earlier that I could write this section in a few sentences because it would have
been this simple: get support, don’t wait, a team is a key to success. Trust me on this
one! J
On the next few pages you will find a list of roles in my business. Notice how many x’s
are under my column?
Suzanne
Team
ONLINE MARKETING
Ezine
Setting up auto responders
Affiliate management
JV opportunities
Add call in information to Suzanne's calendar (Promos, Teleclasses, JVs, Tribe)
write basic auto responder copy
Edits ezine
Pulls weekly ezine stats
Sends team reminders about upcoming promotions
Setting up sequencing/filtering
Setting up payment code for products and programs
Setting up Tell A Friend programs
Setting up Affiliate campaigns
Article marketing
Running affiliate payments report
updating upcoming events on website
Creating weekly tweets
Setting up tweet later
Laying out Launch Check sheet for URLS
Daily updates of products sold or new sign ups for programs in launch
Send solo blasts
Navigate Infusion
Collect Testimonials
Linked in
Facebook Fan Page
Facebook Adds
Set up NING site forums
Manage NiNG sites
Manage Calendars and timelines for projects
Provide team with key reminders for projects/events
Create Basic webpages
Set up new email addresses
Forward emails
Set up email/hosting servers
Update blog
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
ADMIN
Book travel
Mange Suzanne Calendar
systems for the business (set up manuals, etc)
x
x
x
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Creates Powerpoint presentations
Creates order forms
Orders office supplies/equipment
Buying/Maintaining URLS
organize team meeting, retreats
organize team calls, etc
Print materials
intake new employees (some HR)
maintaining current list of all products programs and prices
Buying Client gifts/Birthday Gifts
Managing send out cards
Managing Faxes
Managing Ring Central
Update Team on Suzanne's Schedule
Create and Maintain follow-up system for client or program inquiries
Maintain Filing System & Procedures: Box & Dropbox
Create print materials for Events and meetings
Format word documents
Organize Access Log in Sheet
Organizing Expo Supplies
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
CUSTOMER SERVICE
manage all SUPPORT Emails (24 hour turn around)
support phone calls
x
x
PROGRAM / PRODUCT MAINTINENCE
Manage Fulfillment house and all products being produced by fulfillment house
Free CD mailing
Set up calls in IT/Bridge Lines
Tribe set up and maintenance
Develop and design program curriculum
Adding call recordings to forums
Create systems for company and create written documentation of systems
Set up new products with Fulfillment house
Tribe cancellations
Secure TRIBE experts
10K Club Management
GOLD Program Management
Conversations 2 Cash
Product Creation
PERSONAL ASSITANCE
personal support for MO/SE- appts/gifts/etc
Schedule appointments: Personal & Business
Research for personal and business gifts
Organize personal events
Organize personal vacations
Assist in hiring key house staff
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x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
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CLIENT CONCIERGE
Manage Time driver
Communicate Food, travel and logistics information for VIP Days
Track MM attendance
Send Gifts
Client Emails
Set up VIP Days with clients
Client Communication
Maintain and Update Client/Program Intake procedure
Send Welcome packets to new clients
Ensure Suzanne has client coaching hours plotted in her calendar each month
Send Monthly reminders to clients to sign up for Coaching CALLS
Tracking coaching hours for RUBY clients
MARKETING
Write copy for sales pages
Write copy for Launches
Lay out year long marketing plan
Sales pages- design and development
VIDEO
Developing list building strategies
Implementing list building strategies
Submission of materials for Publicist
Create Media/publicity blueprint
Implement publicity strategies
x
x
x
x
x
x
x
x
x
x
SALES
Speaking Submissions
Speaking Requests
Sales Calls
Holding the Sale
Expos
Seminars
Research Opportunities
Sponsorship Calls
Travel to support speaking engagements/sales support
FINANCE
Expense reports
Client contracts
Declined payments
Set Client payments up in Practice Pay
Runs Cash Flow Sheet
runs payroll
run and manage client payments
track VENDOR AR/AP
track CLIENT AR/AP
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x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
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Set up Contracts, Accounts receivable, and maintain customer contact list
Reconcile accounts receivable monthly to contracts to insure proper collections
Assist customers with past due balances in a mutual manner for customers
Maintain system for collections to include letters and form of contact.
Assist in processing customer orders, filling out forms, applications and request
Work with online base programs to include Infusion, Practice Pay, 1 Shopping
Cart, and Pay Pal
Record detail of inquiries, comments and complaints in accordance with
collections
Communicate with team members any concerns and assistance that may need
further action from sales staff
Sales follow up calls – example BTCE
Assist Customers with conflict of scheduling for payments
Comprise, and review preparation and finalization of monthly and annual
financial reporting materials
Budgeting, financial forecasting, and cash flow for administration, existing
programs
Strategically work with CEO and team members towards planning and budget
the vision of the organization.
Responsible for providing and upkeep of all accounting reports, documentation,
and various information necessary to successfully plan, file and prepare taxes
with the CPA firm consulting for the organization
Maintain the current accounting software systems
Maintain the records, processing and distribution of payroll records
Maintain the records, processing and distribution of contract payments
Maintain the records, processing and distribution of accounts payable
Reconcile accounts receivable monthly to contracts to insure proper collections
Tracking Event bills
Setting up direct billing for events
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
EVENTS
Handles BTCE Sponsors Intake & communication
Calls Bonus Ticket Holders
event assistance in planning/organization
Setting up Masterminds
Submitting RFP's
Submitting BEO's
Setting up Welcome Letters for MM
Organize meeting spaces
Set up Space for VIP Days
Get food needs for VIP Days
Oversee contract negotiations
maintain sign ups /registrants for events
track hotel room blocks/rsvps for mastermind and group programs
handles all SEC Conference Setup
x
x
x
x
x
x
x
x
x
x
x
x
x
x
Global Impact Project
Overall Management
x
Help More People Foundation
Overall Management
x
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I do ONLY what I do best, which is coaching! Having a support team gives me the
opportunity to plan my coaching sessions to the client’s maximum benefit and expand
on MY skills and knowledge so I can better serve them, as well.
Your Assignment #58
Answer these questions to master delegation.
What can you delegate and get off your plate immediately so you can start marketing,
creating, and doing your best work?
A lot of people hide behind having to do these tasks themselves. In it’s simplest form, if
the task is not making you money, there are people who can (and should) be paid to do
the job.
What type of person would you like to work with?
What skills, traits and expertise do you want your VA or assistant to have?
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What are you willing to budget to get there?
Hint
What would you be willing to pay to get a client? Would you pay $50
to make $400? I would! That is how an assistant can be helpful--they
support you in making more. Delegation and support is NOT an
expense. It is an investment.
Here are a few resources we use to find great VAs:
(1)
(2)
Ask colleagues who have VAs for recommendations.
Visit VA directories and submit a Request for Proposal or search their
directory by skill set or specialty, such as:
q www.ivaa.org
q www.vanetworking.com
q www.virtualassistantforums.com
At first it may take 2 or 3 attempts to find someone who is a match for you and your
business. Don’t get discouraged.
When we hire someone for our team, we now interview them in 3 phases.
Phase 1: talk to them on the phone.
Phase 2: give them an assignment – which is a paid assignment. This assignment
could be a real one or a fake one.
Phase 3: And then if we feel good about those first two phases, the third phase we
have an in-person meeting/interview.
You are running a business, not a hobby. You need to have high expectations and be
very clear. They have to have directions. You are going to be really disappointed if you
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don’t. Make sure that your instructions don’t tell them what not to do – instead be very
clear about what you want them to do.
Make sure that you also evaluate your own communication style.
I really hope you take the bull by the horns and get support in your business. It makes
everything I have given you in this system easier. So, enjoy more freedom by doing
less and making more. Also, when you have support, you are more focused and
available to your clients. THAT is how you help more people.
© 2012 Suzanne Evans Coaching – All rights reserved.
http://www.SuzanneEvans.org
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