Helping a $2M Coaching Company Break Through to $3.5M

0:00I know what your challenge is, is that you don't have a leverage model for scale. There's three ways to create leverage, okay? Marketing, sales, and delivery, okay? On the marketing side, you want to have a new client that comes in, generate content that gets new clients. Cuz if not, you don't have leverage. Does that make sense?

0:21That's where I want to be focused. Okay, I'm just going to show you an example of this. We're running a contest. You got to take a photo of us talking today, you post it on Instagram, and then Jen's going to pick somebody on Instagram that post our talk today, and you're going to get a swag bag.

0:38See how I did that? I do. So, new clients come in, we run the contest, they post on social media, I get more clients. That's leverage on marketing. There's a hundred ways to do this, but that's an example. Leverage on sales. Well, you can do one-to-one. Right now, how are you selling? Uh, we sell at our in-person events is the primary Okay, and what percent of people that

1:04are buying units in the event that buy? What percent of people in a room of a hundred people buy? Uh, they're small they're they're small intimate events, so we're running six a year with 12 owners at a time, but we convert 80%. 80%? And then what does it cost you to run that event? What's the cost per sale?

1:25Uh, they're profitable events. Okay. So, you have a What's the cost your CAC? Your cost to acquire customer? I believe the last time we calculated it, it was 325. 325? Yeah, roughly. I'm not the CFO. Yeah, I did I That one's hard to believe. It's really low. It's really low. Well, how are you getting people at your

1:48events? Uh, we do sales calls. Yeah, but how do you get them to show up? Like, how do you get them to be aware? Is it all organic content? Uh it's primarily organic. We spend about 5K a month in meta. [clears throat] Yeah, I think the problem to fix is is you need to run I mean I would look, organic content's great, but you can't scale organic content. You have a sales process, you do six events

2:14a year. The problem is is you're not growing fast enough to actually generate the profit to invest in the growth. So, the model I mean, at at minimum you want to be at 80% gross margin. Okay? You want to be able to have a less than 60-day CAC payback period, meaning that if I if I if I charge three grand a month then I need to spend less than 6K to get a customer. You said the annual

2:44churn is less than 5% a year? It's 3.1. I I I'm I'll be honest with you. That is an accurate number. I As the kids would say me. I call cap. And I'll tell you why, because if you're actually adding 80% of the people and you're doing the small events, then you should be growing

3:03because you're not losing the customers. We are we are growing. Yeah, our revenue's growing. Okay, then We were at 1 last year, we're at 1.8 now. Then the problem is is you're just you don't have a repeatable marketing pro sales process that that gets new people fast enough. You're only doing an event once every

3:20two months. Uh we take three what We're Yeah, once every two months I guess would be what is accurate. Dude, if I only sold people once every two months, I'd be pretty sad. Uh we I mean I hear what you're saying. Yes, and and so so look constrained. On the on the ability to deliver. Uh the direct one the the coaching the Exactly. Exactly. So, what you do is you you put the price up here. If you're at 80% win rates, that means you're

3:51underpriced. You only want to you want to win at 30 to 40%. It's not 80% win rate at the VIP package. They buy a package. Not everyone qualifies for the the $299. They don't generate enough revenue. Well, usually my pricing I'll go double double. So, if you're at 11, you go to two, you go to four. So, right off the bat, I think you have pricing elasticity right

4:18there. And you need to go to four. You also need to figure out your margins. You got the sales process should be a call, and you shouldn't have to wait for the event. I like the event. I just I would do a bigger event, and I would do four a year, and just make sure 100 people in the room, and really dial that in. But, even if

4:34one big event with 450-ish. I know. It's just not as high of a conversion. I know. That's why I said smaller. For 100. If you do 100 people, figure it out. And then delivery, you have to go one to many. And you have to have higher margins. Where you might have to sell something on the front end to get your CAC payback period lower so that you can actually run ads to get more people in the room

4:58so that you can scale this up. Real quick, you've made it to the end. Let me tell you what I know about you. You're not somebody that's looking to do shelf help. You're not somebody that's just doom scrolling on social media. You're here cuz you want to build build a real business, and you're sick and tired of not getting the real insights to grow inside your business. So, I want to help you avoid all the pain trying to figure this out the hard way like I did it. That's why I put together everything I've ever learned into the Scale Workbook. It's the internal document that I use with every founder I work

5:26with that turns a chaotic business into a money-making machine. And teaching you all of this without burning more hours. It's totally free. The link is in the description, or you can just scan the QR code on the screen, cuz I'm here to help you build your empire.