GROWTH PLAN AVENUE YOUR SYSTEMATIC CONCEPTS THAT SELL MARKETING THAT GETS RESULTS THE LEADER IN YOUR NICHE DESIGN ENGINEER POSITION YOURSELF AS

Transcription

1 BY TIINA WILEN YOUR SYSTEMATIC GROWTH PLAN AVENUE COACHING & CONSULTANCY DESIGN CONCEPTS THAT SELL ENGINEER MARKETING THAT GETS RESULTS POSITION YOURSELF AS THE LEADER IN YOUR NICHE

2 LET'S GROW Hello and welcome, I'm glad that you are interested in growing your business! My goal with this book is to identify where you are in your business right now, and what you need to focus on to take you to the next level. So please use this book as a reference on your journey! The purpose of identifying the current level is to know what is important right now, not in the future. My team and I have developed a very specific business growth methodology to help you identify the next step in your journey, so that you know you're always focusing on the essential strategies needed right now, and then when you have reached the next level... then you simply look at what is required to take you another step towards your big goal. Regardless of your starting position or business ambitions and intentions, I am positive this book will be useful to you! You're ready? Let's grow! Love, Tiina 2

3 ABOUT TIINA WILEN G R O W T H S T R A T E G I S T WELCOME TO AVENUE, YOUR STRATEGIC PARTNER IN CONCEPT DEVELOPMENT, DIGITAL TRANSFORMATION AND SMART, ATTRACTIVE MARKETING AUTOMATION. Hi, I m Tiina. I m an entrepreneur, concept developer, marketing strategist, and technology geek. I'm also a mother, a wife, and a Spain lover. My background is in IT and finance, travel, hospitality, and design, and I have worked as a CEO, consultant, project manager, business developer and process manager, with responsibility for many offshore operations in India, China, and the Czech Republic, technology development, manufacturing processes and international sales and partnerships. Born in Finland, now living in Sweden, married to a funny Swedish dude, we live in picturesque Mariefred with our two small kids. I hold a Master of Science in IT Engineering, a Bachelor in Business Economics, a certificate in Client Acquisition and a Diploma in Interior Design. My main interests are design, technology, digital marketing, and personal development. My mission is to help you, a brave woman entrepreneur, with concept creation, digital transformation, and marketing automation; empower and enable you to launch your fabulous products and services, get more clients, sell with integrity and scale with confidence. AVENUE COACHING & CONSULTANCY avenuecoach.com Say hello: tiina@tiinawilen.com

4 WHAT'S INSIDE PAGE 5 Three key ingredients to a highly successful business concept PAGE 6 Life as an entrepreneur PAGE 7 The different stages from no sales to a continuous flow of sales PAGE 24 How we at AVENUE can help you take you to the next stage 4

5 I believe in simplifying business as much as possible. During my years in IT & Finance, I've been managing very complex processes and technologies. The longer I run my own business, the simpler I want it to be. Simplicity is everything. Your strategy. Your message. Your systems & processes. THREE KEY ELEMENTS In all its simplicity, I believe true success lies in three core elements: You need to have a great product that people want to buy, you need to have an effective marketing & sales strategy and systems that allow you position yourself in your market, effortlessly attract your future clients and make them buy from you. And, you need to be visible and position yourself as the authority in your niche. That's it. (*) AMAZING CONCEPT VISIBILITY & AUTHORITY SYSTEMS & AUTOMATION (*) maybe this is a little simplified approach, but I believe you get pretty far with these three elements!

6 Life as a business owner didn't turn out to be what I imagined... Many people start a business to be able to decide on their working hours, routines, clients and where they work. Unfortunately, this lifestyle is often not a reality for most. But, if you know how to build your business step by step, and understand what different strategic decisions you need to make and what techniques you need to implement, this dream will become a your truth faster than you ever imagined! Below I list the common stages of life as an entrepreneur... where are you right now? The start! You are excited, new business, lots of new plans. In this phase, a lot happens, you make plans and get your first clients. Life is wonderful. Frustration. You have run your business for a while, but you do not have a constant flow of clients. You don't know what's wrong, you might be doubting your skills and talent. You feel stressed over how things are going to unfold... Exhaustion. Your business gains momentum, but you work A LOT. Every new client involves a lot of work, and you feel that you work too many hours. But, you're happy to have clients to serve every month! Freedom. You have the opportunity to take some time off, and you feel satisfied and free. You have systems and processes in place, and you do not have to execute everything in your business. Pride. You experience a continuous flow of clients, and they get amazing results with you. You can enjoy being an entrepreneur and outsource what you don't want to do. At last, you can focus on your CORE. 6

7 HOW TO GET TO THE NEXT STAGE? We have developed a step-by-step tool to identify exactly what to focus on at different stages. This tool is used in our business development program for coaches, consultants, service providers, physical product companies with global ambitions, and the purpose is to focus on the right things at the right time. There are many traps to fall into if you focus on wrong things, and all stages have their purpose and timing. TO BE ABLE TO TAKE YOU TO THE NEXT LEVEL, YOU SHOULD KNOW THE EXACT THING YOU NEED TO FOCUS ON IN EACH SPECIFIC STEP. IT ALL STARTS WITH IDENTIFYING WHERE YOU ARE NOW. 7

8 In order to grow your business, you need make sure you have a constant flow of clients. Therefore, as a business owner, your number one goal should be to focus on marketing and sales. If you are at the beginning of your business or sell for less than 2k(*) a month, then you need to focus on building your concept, offer, message, and brand. If you are already selling for 2-5k a month continuously, then it's time to focus on systems and processes that allow you to get more clients to your business. If you sell for 5-30k, it's important to automate as much of your processes as possible, giving you time to work with your clients and enjoy your free time. When your sales are consistent, it's a perfect time to invest in becoming known for millions of people, launch internationally, build your team and outsource & package your deliveries. (*) Please note that the numbers are not exact and should always be based on what you do, your industry, what you deliver, where you live and so on... 8

9 STAGE 1: CONCEPT At the concept stage, we take a deep dive into your business concept, and identify your products and services, what you sell, to whom, when and how, at what price, and how to position you in your marketplace. Many entrepreneurs skip this fundamental step because they are too busy thinking about how they can get visibility in social media, etc. But, if you don't know who your client is, what he/she wants and needs, and how your business model looks like, then it's quite impossible to sell anything. If you confuse with your message, you won't get a client. You might start by selling services per hour and usually for quite low prices, which makes your business model impossible to scale. Most coaches, consultants and service professionals have not been able to identify the exact result they offer, and hence it's difficult to motivate the clients to buy. At this stage, you should become very clear about WHY the client should buy from you. What are the actual benefits and results you offer, why you do it and what it means to the client? Your brand should communicate your business idea and attract the best clients. It should be identifiable, and tell a story - why are you doing what you do, what's your experience and knowledge, and why do you want to help your clients. 9

10 why PRODUCTIZATION? #ConceptsThatSell CONCEPT CREATION FRAMEWORK Our framework for creating attractive products and services that your clients want to buy at a price that feels good for you and your clients. CORE CLIENT RESULTS MECHANISM BRAND Identify your passion, talent, experience, resources, intentions, standards, nonnegotioables, business model. Map out client, demography, psychology, PFDG, priority, urgency, objections, VIPpolicy. Define results, TMLN, focus, type of deliverables, goals and milestones. Design methodology, PoC, correct pricing, delivery model, sales system, UVP, marketing & sales systems, stakeholders. Develop brand, values, personality, IP, sticky labels, visual elements, warranties, FAQ, assets, tools, messaging, positioning. Easier to market Easier to sell Easier to buy Easier to build your authority - THOUGHT LEADER positioning Easier to deliver Premium Prices High capacity High scalability 10 Become the expert.

11 BRAND YOUR BRAND IS WHAT OTHER PEOPLE SAY ABOUT YOU WHEN THEY SEE YOU, YOUR PRODUCTS / SERVICES, YOUR LOGO OR ANY OTHER ELEMENTS THAT REPRESENT YOUR BUSINESS IDENTITY. IT IS ABOUT WHAT PEOPLE SAY ABOUT YOU WHEN YOU'RE NOT AROUND. It's the only thing that separates you from your competitors It is impossible to copy A clear message of what you do, what you believe in and who you want to serve / what you do not believe in and who you do not serve Creates trust towards you and your business Much easier to create marketing and new products/services Cheaper marketing -> word-of-mouth requires recognition Possibility to set higher prices People do not build loyalty to products but to brands and other people Easier to attract right clients, employees, and partners Sells more on the international market Brand equity is what the investors pay for 11

12 COMMON MISTAKES indecision and procrastination never end - nothing gets done focus on irrelevant things staying in the safe zone - afraid to really stand out and start building the business confusion about strategy, tactics, and techniques too slow to market "build it and they will come" - syndrome decisions not followed by immediate action: no action, no results unclear or non-existing service and product packaging brand and branding not in line with message, values, ambitions, focus groups, and intentions incorrect pricing & low profitability implementing a business model that doesn't support scalability and growth non-existent resources - you can't build a successful business without investing in resources such time, money, and support 12

13 STAGE 2: SYSTEMS At the systems stage, we are looking to build systems that enable growth. We focus on marketing and sales, set up systems to attract the right clients, and to be able to sell with integrity and without ever feeling sleazy. Clients want to come to you, not the other way around. Therefore, it is most important to build a simple, efficient system to attract them, and to share your expertise, help the client before she makes the buying decision. Many entrepreneurs focus on the wrong tactics and techniques at this stage. They spend incredible hours on social media, only to find out that these activities didn't increase the client base. Many are worried about implementing technologies for their businesses due to the fear of it being too complicated or expensive. But luckily there is a plethora of technologies and tactics that boost your sales more than you ever dreamed of, without necessarily you having to be a tech guru or spending a lot of money on it. The only way to enable massive growth and to be able to do what you love is to systematize everything and automate what can and should be automated

14 INFLUENCE METHOD OUR SECRET MARKETING & PR SYSTEM THE INFLUENCE METHOD can be used by any company that's ready to attract the right clients, and repel the rest. The key to a well-functioning marketing system is that clients should feel enthusiastic about working with you and confident in investing in your services and products. ATTRACT ENGAGE NURTURE CONVERT 14

15 SYSTEMATIZE YOUR MARKETING & SALES FOCUS ON BUILDING AWARENESS, RELEVANCY & NEED. Your clients must find you, ie traffic to your site/store/office... You need to catch the interest so that she stays on your site and wants to come back Make her aware of her problem, and what she 'really' needs Make sure you can find her after she has left your page Demonstrate that you have a solution to the problem that, in turn, provides the 'benefit behind the benefit' Show that you are the right person / your products are right for her Show that she needs it right now, or how she can get it when she needs it TOP (AWARENESS) MIDDLE (RELEVANCY) BOTTOM (PURCHASE) Most clients need many touch points to your business before they are ready for a commitment. With the help of intentionally built INFLUENCE METHOD, you position yourself as the leader and the one and only choice.

16 retarget retarget retarget retarget retarget TRAFFIC OPTIN PAGE Front Offer / Lead Magnet NURTURE CONVERSION EVENT 4 SIMPLE STEPS TO DREAM CLIENTS TRAFFIC FRONT OFFER NURTURE CONVERSION ads social media PR outreach... workshop pdf quiz mini course... retarget social media videos podcast... call consult webinar site visit... Keep in mind that your traffic source must be controllable, ie you have control over it. Social media rarely is that, but you can use these platforms to build a predictable, controlled traffic engine You need a value-first approach: offer your potential client something highly valuable, and demonstrate how you can help her to solve her biggest problem Your web page needs to have some technical features in place so you can get information and statistics about all visitors, as well as find them again to communicate your message The client journeys vary, and it is important to be able to place the right message at the right time, the right ways in front of the right prospects Your conversion event is the most important step: it determines if your prospect becomes a client or not 16

17 STAGE 3: AUTOMATION At this stage, we automate everything that can be automated, to create more time for what means the most: working with your wonderful clients and spending time with family, friends and doing whatever you appreciate most in life. Since most business owners build their business to be able to live a life of freedom, it's vital to focus on automating processes as much as possible. However, your business processes can't be automated before systematization and testing, so if you do not have CLIENT ACQUISITION systems and processes in place, then you need to focus on the previous step before you start automating. All your client acquisition processes must be tested and validated, and backed with relevant statistics. During this stage, we focus on testing and analyzing everything, then setting up processes and techniques that enable these activities to be done automatically, which means you can spend your time doing what you love. Lead generation, marketing and parts of your sales process should be automated so you can focus on your CORE. 17

18 Let us automate the 4 steps to your dream clients TRAFFIC FRONT OFFER NURTURE CONVERSION ads social media PR outreach... workshop pdf quiz mini course... retarget social media videos podcast... call consult webinar site visit... The most important thing to automate is your traffic! This means that you create different traffic sources and assets on different platforms, target the right audience, with the right message; in order to attract the right leads to your marketing funnel. In step 2, you automate the delivery of your front offer. This is a taster of your services and products, and your prospect should be able to take part of your knowledge to determine whether you are the right person to help her. The next step is to build your client nurturing system. During this phase, it's important to engage with your prospects, share important information, solutions, and knowledge so that the prospects can build trust in you and your business, and also identify their own needs and urgencies for the solution you provide. You gently lead your prospect towards the buying decision. The conversion is when you make the offer - it needs to be the right offer for the right people at the right time. Depending on the complexity of your services, the price level and the delivery method, you can determine which different items should be automated and which not. 18

19 She's everywhere Wouldn't it be fun if your clients and competitors said that about you?

20 COMMON MISTAKES focus on wrong strategies and tactics doing things that don't produce results not having clear goals and follow-up not measuring and analyzing activities not setting and following up the correct KPI's doing things in the wrong order not investing in marketing and building a client base doing things too slowly - the risk of missed opportunities and self-doubt not testing your marketing and sales funnel before you automate not taking scalability and growth potential into account not understanding the numbers and statistics not asking for help! 20

21 STAGE 4: INFLUENCE At this stage, you can truly enjoy being able to help your clients get fantastic results, as well as having the freedom to choose who you work with, when you do it and how you do it. Life is wonderful, right? Now it's time to INFLUENCE millions. Many entrepreneurs have ambitions to be able, for example, influence on a larger scale, help others succeed, and position themselves as a THOUGHT LEADERS. All this can be done without expensive PR agencies! At this stage you focus on building a team; it's time to start multiplying and scaling your services. Things to focus on: Team, scalability, group programs... Global launches, PR, visibility in various media... Assets like books, keynotes, licensing of your brand... Build your audience. Influence millions. Position yourself as the THOUGHT LEADER in your industry. 21

22 COMMON MISTAKES trying to be everywhere at the expense of time not having a systematic way to convert prospects from social media platforms to customers not having a clear continuous marketing plan in place not understanding how PR & publicity work hiring expensive agencies that cannot prove any real results fear of scaling business not having the necessary processes and formats in place to enable growth hiring wrong partners and support Keep in mind that the INTENTIONS you set for your business determine whether you can grow further. If your intention is to build a small business, you can implement processes and systems that support it. If your intention is to build a large, highly scalable and profitable business then you need to implement completely different types of processes. Let your intentions and dreams lead the way and design your business foundations accordingly! 22

23 Design. Systematize. Automate. Impact. Scale. Lead. The size of your business is directly connected to the size of the problems you can handle. If you can handle small everyday problems then you can build a small business. However, if you can handle major complex problems, then there are no limits for how big a business you can build. AS A BUSINESS LEADER, YOU EAT PROBLEMS FOR BREAKFAST. 23

24 AVENUE METHOD We help you; a smart, driven and growth-focused woman entrepreneur and CEO develop your ideas into a scalable, attractive business concept, market through cutting-edge technologies and sell with ease and integrity. Create an amazing concept that is YOU Build a portfolio of products and services that SELL Design an attractive brand that your clients LOVE (and competitors try to copy) Break free from fear of TECHNOLOGY SYSTEMATIZE your activities for better results IMPLEMENT the best client acquisition strategy for your business AUTOMATIZE to be able to work with what you love Build your THOUGHT LEADER platform within your niche LEAD with pride, love and compassion MEASURE & SCALE, and GROW with confidence GREAT DESIGN SYSTEMATIC ENGINEERING MAGIC - NEVER UNDERESTIMATE MAGIC 24

25 AMAZING CONCEPT VISIBILITY & AUTHORITY SYSTEMS & AUTOMATION In the AVENUE BUSINESS SYSTEM program, we lead your through the different phases, or AVENUES OF GROWTH; depending on where you are right now and what you want to accomplish, we create a strategy and action plan to reach your goals.

26 #ConceptsThatSell What do you want to sell? We work with service businesses, B2B/B2C, physical product businesses, digital products & membership sites, and local businesses with big ambitions. In fact, when building a CONCEPT for your business and brand, we explore all kinds of opportunities for you to build a UNIQUE business that's truly YOU. And PROFITABLE. 26

27 UNIQUE PROGRAM FOR WOMEN WHO BUILD AMAZING BUSINESSES Massively Increase Your Sales and Happiness through Great Design, Systematic Engineering & The Law of Attraction. AVENUE METHOD SYSTEMATIC APPROACH. 3 PHASES. 9 MILESTONES. ONE GOAL: GROWTH.

28 UNIQUE METHOD TO MAXIMAZE YOUR RESULTS STRATEGY TACTICS MINDSET ACCOUNTABILITY INDIVIDUALLY DESIGNED PROGRAM WITH A PROVEN CURRICULUM MARKETING STRATEGIES AND TACTICS THAT WORK NOW ONLINE LESSONS & ASSIGNMENTS - JOIN REGARDLESS OF WHERE YOU ARE! COACHING, WORKSHOPS AND STRATEGY SESSIONS VIA ONLINE MEETING ROOMS SYSTEMATIC WORKFLOW & ACCOUNTABILITY ALL TACTICS AND TECHNOLOGIES YOU NEED TO EXPAND 28

29 Are you too interested to know more about our program and how we can help you get to the next level? Great, I'd love to figure out a plan together with you! Let's start by selecting the level of support you need in order to get to your dream results. The Avenue Program is up to one year long - enough time to implement everything you need to grow, but still keep focused on your individual business goals. Our coaches are ready for you. Our growing team of Certified Growth Coaches are looking forward to working together with you to grow your business. Read more about the levels on our website at AvenueCoach.com SHOW ME MORE - CLICK LET'S FIGURE OUT HOW YOU CAN USE THESE STRATEGIES TO TAKE YOUR BUSINESS TO THE NEXT LEVEL. TIINA WILEN F O U N D E R O F A V E N U E tiina@tiinawilen.com avenuecoach.com

30 Become Avenue Coach PROVEN SYSTEM - WORK ANYWHERE YOU WANT - GET CLIENTS THROUGH US Avenue is certifying a select number of Business Consultants & Coaches each year. An Avenue Certified Coach can consult and coach individual businesses, entrepreneurs, and large corporations to help them design concepts that sell, guide their digital transformation and create marketing, sales, and PR strategies that work. Avenue provides the Coaches with immersive training, a license to use our framework, access our Coach Network and support, masterminds, and supports the growth of your coaching business by sending qualified leads and clients. We host in-person trainings in different locations in Europe and provide a platform for continuous learning and development. We will help you learn our frameworks, consult and coach businesses around the world and turn your knowledge, passion, experience and drive into a thriving independent business with proven systems and frameworks. Business in a box REQUEST MORE INFO IF YOU WANT TO KNOW MORE ABOUT JOINING OUR TEAM OF BUSINESS GROWTH SPECIALISTS, SEND ME A NOTE AND I WILL GET BACK TO YOU WITH SOME MORE INFORMATION ABOUT THIS OPPORTUNITY. Love, Tiina