30 day quick start - the fletcher...

30 DAY QUICK START

BULLETPROOF BUSINESS PLAN

Copyright 2014 The Fletcher Method

YOUR BULLETPROOF BUSINESS PLAN

Here we are. This is where we make “make it real” by documenting the specific steps you’ll be taking to double your volume of new leads and clients in 90 days and beyond. Start with 3-year vision for your life and business and then “reverse engineer” the specific goals, strategies and actions required to get there. Make it stick by creating a new one of these every 90 days and updating your actions every week.

3-YEAR VISION (WHY) 1-YEAR GOALS (WHAT)

90-DAY STRATEGY (HOW) THIS WEEK’S ACTIONS (NOW!)

Metrics - sales and profit

Motivation - purpose and feeling

Lifestyle - leverage, balance

Structure - team and exit

Metrics - sales and profit

Deliverables - products and pricing

Capacity - ability to scale

3 Key Projects

Actionable (Launch!)

Measurable (100 new clients)

Launch lead magnet

Facebook Ads Live

3 Sales Calls

ONE AVATAR

(Your Ideal Client)


GETTING INTIMATE WITH YOUR AVATAR

DEMOGRAPHICS (Who they are)

MARKET RECON

๏ Name*๏ Gender๏ Age๏ Location๏ Income๏ Marital status

PSYCHOGRAPHICS (What they do)

๏ Interests๏ Activities๏ Opinions๏ Behaviors

DESCRIBE YOUR AVATAR

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While this first step may seem commonplace within marketing training programs, few small businesses properly gain clarity into their “perfect avatar’s” statistics, behaviors and interests. Doing this sets the stage for developing a powerful message and position within your marketplace.


YOUR AVATAR’S GOALS & FRUSTRATIONS

PAINS & FRUSTRATIONS

MARKET RECON

FEARS & IMPLICATIONS

GOALS & DESIRES

____________________________________________________________________________________________________________________________________________________________________________________

____________________________________________________________________________________________________________________________________________________________________________________

DREAMS & ASPIRATIONS

____________________________________________________________________________________________________________________________________________________________________________________

____________________________________________________________________________________________________________________________________________________________________________________

NOW

EVENTUAL

TOW

ARD

AWAY

This powerful step will make every aspect of your marketing more effective. Seriously. At the end of the day, your clients’ decision to (or not to) take action boils down to their level of pain or desire for pleasure. This exercise addresses both. Which is why it’s bad to the bone.

ONE PROMISE


YOUR CLIENT TRANSFORMATION CREDO

YOUR CLIENT TRANSFORMATION CREDO

What’s your clients’ biggest pain or frustration?

What’s your clients’ biggest goal or desire?

What’s your clients’ greatest dream or aspiration?

“I help_____________________________acheive/do_____________________________,so they

can _____________________without____________________.”

In this step, we need to get specific and narrow down to your Avatar’s strongest frustration, goal and desire. This will be the basis of your “Transformation Credo” that will act as the core of your marketing message.

PERFECT OFFER


YOUR VALUE MODEL

Your Value Model should clearly articulate which segment of your target market your product or programs serves. This tool should allow your audience to “self select” and determine where they are on their journey (and your Signature Systems shows them how you can help them get to the next step). Every Value model should have a currency that matters, clear steps, symptoms and one key to success for each level

SYMPTOMS KEYS TO SUCCESS

CURR

ENCY

THA

T MAT

TERS

4

3

2

1

ONE SYSTEM (IP)

(Your Client Transformation)

enter text…


YOUR SIGNATURE SYSTEM

FRUSTRATIONS

It’s time to define your unique “Signature System”. This will provide significant competitive advantages and market distinction, as your clients will take great comfort in your unique ability to communicate and deliver the result they’re looking for. This is the opposite of commoditization, making you a “market of one!”

DESIRES

Your Signature System is Called:

B

to

from

from

to

enter text…

enter text…

A

1 2 3

4 5 6

7 8 9enter text… enter text… enter text…

TOPIC

TOPIC

TOPIC

TRANSFORMATION

TRANSFORMATION

TRANSFORMATION

(“from x to y”)

(“from x to y”)

(“from x to y”)

enter text… enter text… enter text…





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Floodgates


YOUR SIGNATURE SYSTEM

FRUSTRATIONS

It’s time to define your unique “Signature System”. This will provide significant competitive advantages and market distinction, as your clients will take great comfort in your unique ability to communicate and deliver the result they’re looking for. This is the opposite of commoditization, making you a “market of one!”

DESIRES

Your Signature System is Called:

B

to

from

from

to

Funnel

Foundation

A

1 2 3

4 5 6

7 8 9Traffic on demand

Publishing Powerhouse

Ranking Rulebook

TOPIC

TOPIC

TOPIC

TRANSFORMATION

TRANSFORMATION

TRANSFORMATION

(“from x to y”)

(“from x to y”)

(“from x to y”)

Authority Engine

Swim Lanes Funnel

Ultimate Lead Magnet

Market Recon

Signature System

Offer Ladder

Facebook Ads Content Marketing SEO

Website Sales Funnel Lead Magnet

Customer and Market Unique Process Monetization

The Fletcher Method

slot machine /ATM invisible / unmissable complex / simple

brochure / engine leaky bucket / airtight trickle / flood

anonymous / intimate commonplace unique low pay to leveraged

ONE OFFER


THE PRODUCT VALUE LADDER

The fastest way to create exponential increases is sales and profits is implementing an “ascension model”, offering your best clients the opportunity to receive more value from you at higher prices. Your goal should be to segment your sales funnel into a clearly defined pathway consisting of “baby steps” for your clients to advance through with less resistance.

VALU

E

PRICE

“5%” PRODUCT

PRODUCT PRICE DETAILS





PRODUCT LADDER FRAMEWORK

ONE LEAD MAGNET

THE LEAD MAGNET IMPACT MATRIXTM


THE 10X FUNNEL MAP

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Using the “Rule of Ones”, map out the specific elements you’ll use to increase your subscribers, leads and clients by 10X. Be very specific, as you should be prepared to commit to this plan for a solid year (or until 10X).

AVATAR

COREPROMISE

SIGNATURESYSTEM

ULTIMATE LEADMAGNET

SALESFUNNEL

TRAFFICSOURCE

PERFECT OFFER

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___________________________________

___________________________________

___________________________________

___________________________________

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TM

VALUEMODEL

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