If I asked you right now, “Is your revenue goal high enough to pay yourself…
If you’re a one-to-one service provider who wants to scale your business, here are some questions to ask before creating your first scalable offer. Moving from growth mode to scaling mode is exciting. You have the opportunity to be able to make more money, work less hours and create a bigger impact. But it’s easy to choose the wrong scalable offer and then struggle to sell it successfully. Or worse, you can end up having a successful, scalable offer that you don’t like. You can reduce the chance of both things happening by being intentional before creating and that’s why taking the time to ask yourself these questions is so important. Keep on reading to find out the questions to ask before creating your first scalable offer.
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QUESTIONS TO ASK BEFORE CREATING YOUR FIRST SCALABLE OFFER
#1: MONEY QUESTIONS TO ASK
How much money do you ideally want to make from the scalable offer? And how many sales would that mean per year?
Whilst your scalable offer might not scale to the size you want instantly, it’s sensible to think about how much money you’d ideally want to make and the sales that would be required. Some scalable offers are capped revenue-wise whilst others are uncapped. If you are going for a capped scalable offer you’ll want to make sure you can hit your ultimate revenue goal within that limitation.
A revenue goal isn’t enough. You need to also think about the number of sales required to achieve that financial goal. For example, if you’ve got the goal of creating 100K per annum (You can read more about designing a 100k scalable offer here ) there are plenty of scalable offers that you can choose. But there is a big difference between having to make 10 sales for a 10K per year mastermind and 1,000 sales of a £100 course. Breaking your revenue goal down into sales targets will help you to think about what is required marketing and sales wise, which may impact your decision.
Is there a particular type of income stream you want?
Having a revenue goal is one thing, but not all forms of money are created equal. So dig deeper into whether you want any particular income streams is important. For example, it might be you are an online service provider who knows that if you can’t work you won’t make money and so part of your desire to make a scalable offer is to have a passive income source. This will automatically mean some scalable offers are not right for you. Another thing to consider is whether monthly recurring revenue is important to you. Scaling your business often comes with extra expenses and it might be you want a monthly recurring revenue to help give the business more financial stability (and you more peace of mind).
What will the profitability of this offer be?
Thinking about the revenue alone is not enough. With scaling a business it is easy for the expenses to creep up, just as fast as the income, and in reality you don’t end up making much more profit. Now, this might be something you are comfortable for. For example, it is very common for people to scale their businesses through in-person events. Events, which in isolation, are barely profitable. But the event increase impacts, increases visibility and can lead to sales into other offers. Low profitability isn’t necessarily a bad thing, but you should have thought it through and be comfortable with the profitability.
| DIG DEEP INTO THE NUMBER WITH 1:1 MENTORING
As you scale your business your grip of your finances will need to get even better. With my 1:1 mentoring it isn’t just about choosing offers, marketing and sales. I dig deep into the numbers to ensure you absolutely understand what is happening and make choices from an informed place. My one-to-one mentoring will give you the strategic advice, as well as ongoing support and accountability so you create and launch your scalable offer, and go on to have a (multi) six figure year. I’ll be by your side every step of the way to help ensure you are thinking strategically, taking intentional action and analysing your business’ performance so it continues to get better and better. Your business can only grow as much as you do. With my by your side, both you and your business will grow. |
#2: LIFESTYLE/PERSONAL QUESTIONS TO ASK
Does this model align with how I like to work?
There are plenty of ways to package up your skills and expertise into a scalable offer, but some models with align better than others. For example, I’m an extrovert that absolutely loves working with people in real-time, and I love the opportunity to delve deep and give tailored support. For that reason I focus on intimate group programmes, events and workshops.
You might be an introvert who hates the thought of having to commit to live calls, but loves the idea of creating a digital product. Thinking about your preferred way to deliver is important.
Another thing to consider how you feel about working across the year? Different scalable offers will have demands from both a marketing and delivery perspective. Does the idea of having a membership or mastermind where you are committed for the foreseeable feel restrictive or freeing? Would you prefer to have periods of the year where you work and then periods where you can totally disappear off the grid?
With these types of questions it might feel as if you can’t answer them honestly, and let’s be real in the beginning you might have to make some compromises. But being honest about what you really want will help you to create your first scalable offer in a way that works for you.
If this became wildly successful, would I enjoy running it and would I be happy to be known for this?
When you are creating your first scalable offer, it might be hard to think about it being wildly successful and you could be running it for years and years, and be known for it. For example, I’m a member of Denise Duffield-Thomas’ Money Bootcamp. This is a course Denise started in 2012. Over a decade later, it is her signature offer, has made her millions and is what she is known worldwide for. What is the same was to happen to your idea for a course, membership or event? Does the idea of doing it 5 or 10 years later still excite you? Is it something you would love to be known for. If not, you might want to think again.
#3: MARKETING AND SALES QUESTIONS TO ASK
How would this offer work alongside the rest of my offer suite?
It’s vital you don’t think of your scalable offer in isolation. You already have a business with offers that are selling, and your scalable offer should fit amongst that. The most successful scalable offers will complement and work alongside the rest of an offer suite. For example, you might decide to create a digital product that gives people a first taste of working with you, before they can move onto your one-to-one services. Or you might decide to have a membership or mastermind that one-to-one clients can go on to afterwards. In both of these instance the scalable offer is helping to maximise the lifetime value of a buyer in the business.
Your scalable offer might not be added for maximising lifetime value. It might be that you create a scalable offer with the aim of being able to work with a larger number of people and create a bigger impact. In this scenario you might have a digital product or membership where the aim is purely for people to just buy that. In this scenario when assessing against the rest of your offer suite you want to ensure it is easy for people to self select what is the right way for them to work with you.
Is there a clear transformation, and is it a transformation people will pay for?
When you are selling one-to-one services, the transformation of a service isn’t always crystal clear. You can have conversations with people and tailor your services as necessary. If the transformation isn’t crystal clear people can ask questions before buying. That works fine when selling one-to-one, but when you are selling one-to-many you need a clear transformation. If you want to have sales-converting rather than lead-converting marketing (which is what you need to scale big), then a clear transformation and one that people are willing to pay for is key.
How will I combine marketing and selling this new, scalable offer amongst everything else in my offer suite?
This scalable offer doesn’t exist in isolation. You already have offers that you are marketing and selling. Thinking about how this new, scalable offer will sit amongst that is vital. It might mean you’ll market this offer on your existing challenges and it will take away from other offers. It might be that it asks as a downsell for something else. It might be positioned as the next step after another offer. You might decide to focus on a new marketing platform or channel for this offer. You might decide to do dedicated launches rather than including in your evergreen marketing.
Am I already positioned as an authority to sell this?
Your offer might be based on a desired transformation, that people are willing to pay for, but right now would people pay you. If you are selling one-to-one services it might be that you haven’t been focused on building a strong online presence that positions you as an authority. Or it might be that your scalable offer varies slightly from your one-to-one services in a way that it would mean you aren’t positioned as an authority to sell it. If you aren’t seen as an authority this will impact sales. You’ll need to think carefully about whether this is something you want to go after, and if so, how you are going to position yourself as an authority.
| PERSONALISED MENTORSHIP TO ENSURE YOU HAVE THE RIGHT MARKETING TO SCALE YOUR BUSINESS
A scalable offer without scalable marketing is pointless. With over 15 years in marketing my one-to-one mentoring will ensure you don’t just choose the right scalable offer, but you are able to successfully sell it, alongside everything else. Doing this all by yourself, with no strategic support, is difficult. That’s why I offer one-to-one mentoring that will give you the strategic advice, as well as ongoing support and accountability so you create and launch your scalable offer, and go on to have a (multi) six figure year. I’ll be by your side every step of the way to help ensure you are thinking strategically, taking intentional action and analysing your business’ performance so it continues to get better and better. Your business can only grow as much as you do. With my by your side, both you and your business will grow. |
#4: OPERATIONS QUESTIONS TO ASK
Operationally, what changes in the business will be required to successfully deliver this offer and how do I feel about that?
Depending on the scalable offer you choose, you might need to make operational changes in your business. This could be anything from investing in new software. For example, when I decided that I wanted to move from one-to-one to one-to-many and run group programmes and deliver workshops I invested in Kartra. Kartra is a one-stop-shop for online business and meant I could easily build and sell digital products and memberships. You might also need to invest in additional tech to successfully deliver your scalable offer.
Another thing to consider is the team support you’ll need. For example, if you decide to go the membership route, you might want to hire a community manager. Scaling your business can mean changes need to happen from a tech and team perspective. This will bring additional costs, but can also mean you need to look at your systems and step up as a leadr in the business. How does all of that make you feel?
That’s it. You now know the questions to ask before creating your first scalable offer.
This is not an exhaustive list. There are lots more questions I work through with my clients before they create their first scalable offer, but it’s enough to get you going and ensure you are really thinking about what you create rather than just running after the shiny goal of ‘scaling your business’.
I hope you have found this blog post useful and you raring to go.
If you’d like more support in scaling your business on your terms, then my 1:1 mentoring would be perfect for you. My 1:1 business and marketing mentoring provides strategic advice, support and accountability to help ensure you grow your business on your terms.
To find out more about my 1:1 mentoring click here.
| GET THE BUSINESS MENTORSHIP TO SUCCESSFULLY SCALE YOUR BUSINESS.
As you can see there is a lot to consider to choose the right scalable offer, and then you’ve get to create it, sell it and obviously that’s just one part of your business. Doing this all by yourself, with no strategic support, is difficult. That’s why I offer one-to-one mentoring that will give you the strategic advice, as well as ongoing support and accountability so you create and launch your scalable offer, and go on to have a (multi) six figure year. I’ll be by your side every step of the way to help ensure you are thinking strategically, taking intentional action and analysing your business’ performance so it continues to get better and better. Your business can only grow as much as you do. With my by your side, both you and your business will grow. |
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