The 4 Stages of Business Growth
Blue Sky
$0 - $20,000
Clarity
• Understand what you do and which of the 4 mega-
niches you want to play in
• Clearly identify at least one group of potential
customers that you’re able to reach
• Define a specific problem you can solve for your
potential customers that they’d be willing to pay for
Strategy
• Focus exclusively on 1:1 client or customer work if
you have a service, advice or training business (if
you sell a physical product, prioritize talking to your
customers)
• Be in conversation with your prospects and
customers to understand the value they want to
receive and are willing to pay for
• Avoid coming out with fixed products or 1:Many
marketing before you’ve found your value in
collaboration with your audience
• Get expert guidance and support to help you define
your priorities and strategy
Money
• Develop your 1:1 conscious selling skills
• Speak with potential customers 1-5 times/week and
practice making offers
• Be willing to adapt your offers to your customer’s
needs
• Prioritize gaining experience over getting paid what
you’re worth
Community
• Get into active conversation as quickly as possible
• Connect directly with your prospects to find your
unique value and define your profitable niche
• Focus exclusively on direct marketing tactics such
as networking, personal introductions and 1:1
conversations
Call Me
$20,000 - $250,000
Clarity
• Clearly and specifically define your niche, tribe,
value and the ultimate result you offer
• Start building your brand and differentiating
yourself from others who share a similar niche
• Learn how to express what you do in a way that
instantly attracts your ideal clients
Strategy
• Focus on increasing your value and refining your
offers in direct collaboration with your customers
• Create a compelling “call me” gift that inspires more
people to get on the phone with you
• Build strong case studies and testimonials to
increase your credibility
• Once you’re consistently getting paid and your
schedule is full, begin to create leveraged or group
offers
Money
• Create 1-2 offers that you can consistently enroll
your customers into
• Ask for referrals from existing customers
• Break the income ceiling and increase your prices by
evolving from time or commodity-based pricing to
value-based pricing
Community
• Continue to expand your value network, get into
regular conversation with your prospects, and fine-
tune your content and offers in direct collaboration
with your audience
• Consistently implement 2-3 1:1 or small group
marketing channels such as referrals, surveys, local
speaking, MeetUp Groups, guest blogs and books
(NOTE: Early Call Me runs from $20-50K and is focused exclusively
on serving 1:1 Customers and Clients. Late Call Me begins at the
$50K mark and can go all the way up to $250K or more. In this stage,
most people begin to offer some kind of leveraged offers, products
or group programs.)
List Build
$100,000 - $1M
Clarity
• Understand how to clearly convey your niche, tribe
and value through your content and copy
• Start infusing all your material with your unique
brand voice and personality
• Get comfortable expressing what you do that you
can inspire anyone anywhere in any medium
Strategy
• Focus on leveraging your time and scaling your
business through developing products, trainings or
group programs
• Create a compelling “list build” gift that converts
visitors into subscribers and subscribers into buyers
• Continue with high-end 1:1 work ($5-10K+) as
necessary to cover your team, product development
and marketing expenses as you grow
Money
• Expand your offers and build out the second row of
your customer journey
• Start introducing lower pricepoint programs and
products ($200-2000) that are an easy yes for
people meeting you for the first time
• Always have a clearly defined “next step” for
customers to take to continue their journey with you
Community
• Build your tribe of subscribers and buyers while
turning lesser fans into true fans
• Add 2-3 1:Many marketing channels such as
email marketing, jv partners, webinars, summits,
Facebook ads, Facebook groups, challenges, blogs,
guest speaking, live events and earned media
• Do 1-2 significant list build events each year and
start building relationships with JV partners
Authority
$500,000 - $5M+
Clarity
• Relaunch your message and brand to position you as
an authority in the marketplace
• Master expressing your message and brand in
writing, speaking and marketing
• Fully align your offers with your ultimate promise
and brand voice so everything you do reinforces
your authority positioning
Strategy
• Build out the front of your customer journey
with low-ticket offers that allow more people to
experience your work ($7-500)
• Create premium offers and experiences that allow
people to work with you at a high-level ($20k-200k)
• Start getting “celebrity” clients who increase your
authority and credibility
Money
• Develop the third row of your customer journey and
consider expanding into new verticals
• Build a sales team to handle live event enrollment,
field requests and actively call customers
• Create 1-5 free gifts for each offer on your customer
journey and develop funnels into each offer
Community
• Scale your marketing and create new channels
• Add an additional 2-3 1:Many marketing channels
such as product launches, podcasts, social media,
SEO, video marketing, contests, press releases,
Groupons, email drops, purchased media, Google
Hangouts and livestreaming
• Become the “it” guy or girl and appear to be
everywhere through multicasting and syndicating
your content
• Form high-level jv partnerships and mastermind
with your top peers
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Day 2

Strategy WORKBOOK
Master Key

Session 1:

Where Are You & Where Are You Going?

Circle the stage of business growth you’re currently in:

Blue Sky Call Me List Build Authority

Circle which stage you’d like to reach 12 months from now:

Blue Sky Call Me List Build Authority

Circle the stage you’d ultimately like to be in:

Blue Sky Call Me List Build Authority

14