1. Why you *must* get this right
   1. The problem with most income goals
      1. $100K sounds nice, but it's just a number
      2. Until you look at the hourly breakdown ...
      3. And then there's the customer generation ...
      4. The number may not match up with the lifestyle you want
      5. What you really need to set is a "structure" goal
      6. "Lifestyle" is where structure meets income
   2. If you don't structure your business the right way, you'll never get to lifestyle goals you're really after.
      1. There aren't enough hours in the day to work hourly unless your rates are really high
      2. You want to decouple yourself from hourly slavery
      3. You don't want to have to chase leads forever
   3. If you create a solid, workable structure for your business ...
      1. It will be easier to attract customers
      2. It will be easier to sell to them at stronger price points
      3. It will be easier to sell to them again and again
2. How this process is going to work
   1. You'll go through a set of worksheets now to get an initial idea of what your next steps are for making your business support the lifestyle you want
   2. As you go through the rest of the modules, you will probably see you business model evolve
      1. ... as you see new opportunities
      2. ... as you adjust your pricing models
      3. ... as you refine who you want to work with
   3. At the end of these modules we'll revisit this section so you can refine your target market - and what you want to offer them
   4. Treat this as a process, not a set of etched-in-stone rules to follow, and not a finish line
3. Do you understand your ideal business model?
   1. Most people don't
      1. They just want to wing it
      2. They just want to "sell stuff"
      3. They are also pretty frustrated
         1. Let's start changing that
   2. Decide your core business structure
      1. First of all, what do you want to do?
         1. Basic description of what you want to do
         2. Basic description of what you don't want to do
         3. Who do you want to "filter out"?
            1. High-maintenance customers
            2. Off-target customers
            3. "Broken window" customers
      2. What are your "take home" income goals?
         1. "Sales" doesn't equal income
            1. Sales - Expenses = Profit
            2. Reduce your expenses, and you'll increase your profit
         2. Squeak by
            1. Your "keep on the lights" number
         3. Ideal
            1. Comfortable income range
            2. Room to meet savings / investment goals
            3. Think bigger here - be willing to get uncomfortable
         4. "Next Level"
            1. What's a logical, doable next tier
            2. Feels comfortable (or just a bit uncomfortable)
      3. How do you want to do business? (You'll likely have a mix of these)
         1. Full Access?
            1. In-person (one on one)
            2. Phone / Video (one on one)
            3. In-person (group)
         2. Mixed Access?
            1. Seminars
            2. Group calls / videos
            3. Group online meetings
            4. Online forums (with you interacting)
            5. Email
         3. No Access?
            1. Hands-off products
            2. Team members
            3. Content (Blogging, Membership sites)
            4. Online forums (you don't interact here)
            5. Affiliate Promotions
      4. How are you going to get from where you are to where you want to be?
         1. Right now?
            1. What are your current rates / price points?
            2. Do they support your ideal model?
         2. Moving Forward?
            1. What kind of changes do you need to make to support your income goals?
         3. Next Steps?
            1. What's your "back of the envelope" vision of how these changes look in an ideal situation?
            2. This is just beginning brainstorming
            3. We'll come up with very basic "tiers" of customer types
            4. We'll separate "beginner" customers from more demanding ones
   3. Define Your "Right" Customers
      1. Who are they?
         1. More than one type - create profiles
            1. Create multiple "tiers"
            2. Lower-end
            3. Mid-range
            4. High-end
            5. Use existing people as a reference
            6. Give them a name
         2. Fill out their profiles
            1. Income levels
            2. Age
            3. Attitudes
            4. Hangouts
            5. Polarizations
            6. Who they love
            7. Who they hate
            8. Best ways to get them interested in you
            9. What's important to them about their life / business?
            10. What's important to them about how they do business?
      2. What do they need?
         1. Products
            1. Needs right now
            2. Hands-off Training?
            3. Information?
            4. Physical Products?
            5. Will grow into
            6. Hands-off Training?
            7. Information?
            8. Physical Products?
         2. Services
            1. Needs right now
            2. Personal Consulting?
            3. Specific Services?
            4. Will grow into
            5. Personal Consulting?
            6. Specific Services?
         3. & not just from you ....
            1. From others
4. What customers will help you support that model in the way you need them to?
   1. Break this down by tier
   2. Identify the "reason why" the transactions are happening
      1. Why do these customers come to you?
         1. As opposed to the competition
         2. As opposed to inaction
      2. What levels of access do they need?
         1. Can they afford it?
            1. Are you offering the right value for the right price?
         2. Can you afford it?
            1. How much interaction are you willing to do?
            2. Calculate Rough ROI on Tiers
            3. High-end customers often mean lower maintenance, higher ROI
   3. Identify "proven buyers" of your offer type
      1. Proven offline buyers?
      2. Proven online buyers?
   4. Determine "spending friction"
      1. Who spends money most easily?
         1. Pursue :-)
      2. Who resists spending money?
         1. Avoid :-(
   5. Think about "purchase chains"
      1. Who is likely to buy multiple times?
      2. Who is likely to buy multiple products/services?
   6. What customer "tiers" do I need to attract?
      1. Ideal situation is to have a wide range of offerings
      2. These offerings will appeal to your different tiers
      3. Range them from lower-price to high-end (keep in mind that "lower" doesn't necessarily mean inexpensive)
5. Now you have ...
   1. A clear sense of what you want your business to do
      1. For your customers
      2. For your lifestyle
   2. An understanding of what types of customers you need to attract
   3. A starter list of products and services that are ideal for each customer type