Business Acceleration Program: 13 & 14 Feb 2013 Melbourne Business School

Business Acceleration Program
13 & 14 Feb 2013 Melbourne Business School

Copyright Client Almighty 2013
1. Who is Caroline Banhidy? Biggest Lesson
1) Embrace uncertainty
2) Be vulnerable 3) Stand for something
1. Who is Caroline Banhidy? 2. What are we going to do over the next two days? 3. What can you expect to walk away with? 4. What does it mean for you?
What are the Keys to successful learning?

No fear of failure because there is no such thing as failure! Only feedback Make mistakes lots of them Fall over & try again. Fall over again & get right back up! Baby steps
Why are you here?
What and who do you need to be over the next 2 days to maximise your learning?
Is it OK if we make mistakes? Screw up? Support each other? Have a laugh?
Secret of Success
= ACTION
Mother Duck Principle
The quality of your life is in direct proportion to the level of uncertainty in your life
Employee vs Business Owner vs Entrepreneur
10,000 Hour Rule Zorro Circle
What are you intentions over the next two days?

What is your desired outcome? How will you know youve achieved it?
Awareness isnt enough Actively DO something Be part of the process PLAY There is no right or wrong
The Secret to the Universe
1. What is your Mission? Outcome or Result? 2. Who do you need to be? 3. Who do you need to be To do what needs to be done To get what you want? 4. What are you prepared to do? 5. What are you NOT prepared to do
What was your biggest take away?
Values Pendulum
The Values Pendulum is a framework through which you can create a culture for your strategy and your brand to thrive.
It helps you blend the principles and strategies of mission-based businesses together with human psychology to create and implement a compelling culture for your team and your business.
Culture is a balanced blend of human psychology, attitudes, actions, and beliefs that combine to create either pleasure or pain, serious momentum or miserable stagnation.
A strong culture flourishes with a clear set of values and benchmarks that actively guide the way a company operates.
Employees are actively and passionately engaged in the business, operating from a sense of confidence and empowerment rather than navigating their days through miserably extensive procedures and mindnumbing bureaucracy
Mission-based cultures possess statistically better financial growth, with high employee involvement, strong internal communication, and an acceptance of a healthy level of risktaking in order to achieve new levels of innovation.
Culture, like brand, is misunderstood and often discounted as a touchy-feely component of business.
It's not intangible or fluffy, it's not a vibe or the office dcor. It's one of the most important drivers that has to be set or adjusted to push long-term, sustainable success.
It's not good enough just to have an amazing product and a healthy bank balance. Long-term success is dependent on a culture that is nurtured and alive. Culture is the environment in which your strategy and your brand thrives or dies a slow death.
Automatic thinking Survival Living day-to-day Short term Reactionary Overwhelm Focussed on self At Effect Isolated
Recognition that survival is more likely in a group Conforming to increase chances or success Tribal, customs, traditions Group Think
What are some products or services, channels to market and things that would appeal to this Level?
I win I want to blow shit up! Cowboys and the Wild West Its my way or the highway Its all about me and my power Testing limits Focussed on self Clear boundaries
1. Who do you think you are now? 2. What boundaries have you set in terms of how people treat you? 3. What do you stand for? 4. Do you have a clear set of values by which you live your life? 5. Do you have a set a rules that keep you on track?
Structure, Rules and Processes Right & Wrong Black & White Reduced need for thinking for self Surrendering pat of self for the System to gain certainty Legitimising my power within the context of society External credibility Delayed gratification
I appreciate the rules, but I want a faster outcome, so happy to break them when it suits me But, everyone wins Multiplistic thinking I have options Innovation and creativity Higher risk tolerance & prepared to test system to get more Language = Independence, opportunity, results, action, success, challenge, strategy
Ive got what I want, but is this it? Whats my purpose in life? View the world as a global village Affiliative Thinking No concrete belief set Little judgement in this system as harmony is preferred Right / wrong is relative to the situation Context awareness Famous references = Melinda Gates, The Elders, Nelson Mandela, Oprah Winfrey, Al Gore
1. What is your Mission or Purpose? 2. Who do you NEED to be now?
Everything serves a function Ill wear fur Develop others and serve, but no compulsion to be or do Loves paradox and ambiguity No end to my growth or uncertainty Giving, contributing and constructing Contributive, critical of ideas not people No need to impress or leave a mark Language = universal, functional, flexible, chaos, patterns
1. What values level so you really think youre on now? 2. What about your business?
1. How could you apply values to your life personally? 2. How will you apply values to your business and what you do for your Clients?
The Five Foundation Principles of Business
1. Frank Kerns Rule of Business

A successful and fulfilling business is one that safely and consistently pays you what you want in return for doing stuff thats fun and avoiding stuff that sucks
The 3 DDDs
1. DO it 2. DELEGATE it 3. DELETE it
2. Must Have Criteria

1. 2. 3. 4. 5. Theres a hungry market in pain Theres enough of them Theyre actively looking for a solution They have money Theyre willing to spend their money to make the pain go away 6. You know where they are and can reach them 7. You know how to fix their problem
List at 5 places where your market congregates and gets information
3. NAIL
N A I L = = = = Niche Avatar Issues Language
Share your NAIL with the room
4. Offer
What is the Number 1 Biggest result that you help your Clients get?
1. Describe the transformation
2. What does it MEAN to them?

Emotional Physical
Spiritual
Financial
4. Offer
What motivates your Avatar?
PAIN?
4. Offer
Its not about having unique
ingredients;
its about having a unique recipe.
Ascension Model
Define your offer and design your package

* At least 2 packages, preferably 3 with max differential b/w 1 & 2
5. Mission
Your WHY has to be bigger than your insecurities, the obstacles in your way and challenges youll face.
REVISIT: What is your Mission? Who do you need to be? What are you prepared to do? What are you NOT prepared to do?
Do you REALLY believe you can have what you want?
1. What was your biggest take away? 2. What will you do differently? 3. What will you implement straight away?
Business Acceleration Program Day 2

13 & 14 Feb 2013 Melbourne Business School
Marketing Concepts
Types of Marketing
1. 2. 3. 4. 5. 6. 7. 8.
Brand (CRAP) Hope Mission Permission Education Content Sequence Best Practice
Mission Based Marketing Examples
WHO?
Virgin believes in making a difference. We stand for value for money. Quality, innovation, fun and a sense of competitive challenge. We strive to achieve this by empowering our employees to continually deliver an unbeatable customer experience. Sense of family.
Believes that business can be a vehicle for social and environmental change. Champions numerous causes including the destruction of the Brazilian rain forests, trade, not aid, recycling and famously, no animal testing of cosmetics. The Body Shop brand is deeply emotional, based on a marketing mix that reinforces the save the planet' image and really does make the heart sing.
VS
What is Apple's mission statement?

Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and is defining the future of mobile media and computing devices with iPad.
investor.apple.com/faq
"We're gambling on our vision and we would rather do that than make "me too" products. Let some other companies do that. For us, it's always the next dream.
Steve Jobs 1984
"If you want to live your life in a creative way, as an artist, you have to not look back too much. You have to be willing to take whatever you've done and whoever you were and throw them away.
Steve Jobs 1985
"I'm actually as proud of the things we haven't done as the things I have done. Innovation is saying no to 1,000 things.
Steve Jobs 1997
"Being the richest man in the cemetery doesn't matter to me ... Going to bed at night saying we've done something wonderful... that's what matters to me.
Steve Jobs 2005
Mission Based Marketing

Do you need to revise your mission? Is your WHY big enough?
Types of Marketing
1. 2. 3. 4. 5. 6. 7. 8.
Brand (CRAP) Hope Mission Permission Education Content Sequence Best Practice
Permission Marketing: The privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.
Content Marketing: Provides some valuable information or entertainment content that stops short of a direct sales pitch or call to action, but which seeks to positively influence a customer in some way.
Educational Marketing: Gives prospects and Clients the background they need to understand your messages and appreciate your products and brand. It also builds deeper relationships and helps them become discerning customers.
Sequence Marketing: A series of touches that occur one after the other at pre-defined intervals. These touches are usually a series of communications such as valuable information, entertainment, give aways, offers or the like with the aim of staying top of mind with the customer
Best Practice Marketing:
Best Practice Marketing: Incorporates all these types of marketing: 1. 2. 3. 4. 5. Mission Permission Education Content Sequence
Best Practice Marketing:

PLUS:
1. Always Adds Value 2. Educates your prospects on how you solve their problem 3. Sets the buying criteria for your product or service 4. Teach them how to be your Client 5. Establishes your expertise and credibility 6. Facilitates KLT Factor 7. Provides Results in Advance 8. Services Now & Later buyers Educational Spectrum
The Golden Elephant
Content.
Character.
Community.
Your business is a direct reflection of you, your Character and your Community How you ride in private is how you show up at in your business
Name some strong characters in the media?
What is the purpose of Marketing?
The purpose of Marketing is three fold: 1. Capture the attention of your target market
2. Educate your market to help them make the best decision possible when buying what you have to sell 3. Lower the risk of taking the next step in the buying process so you can further educate them - specific, low risk, easy to take action to further facilitate their ability to make a good decision
NOTE: People fear making a mistake or looking like a fool more than anything, so minimise the risk
How do you eat an elephant?
Only.
Ever.
For example, the purpose of an opt-in form is to get an email address The purpose of setting an appointment is to set an appointment
The Client Growth FormulaTM
The Client Growth Formula 1. Lead Generation 2. Educate 3. Conversion
4. Delivery
5. Follow-up
What is the purpose of Lead Generation?
2. Components of Lead Generation

1. Channel to Market Where? 2. Money Magnet - How? (Get permission!) - also known as: Ethical Bribe or Irresistible Offer 3. Lead capture mechanism
1. List as many channels to market as possible 2. What sort of Money Magnets could you use?
Emotive.
Relevant.
Important. Enter the conversation going on in your prospects mind

YOU!
Prospects always ask Whats in it for me? WIIFM
2. Educate Nurture the Relationship!

1. 2. 3. 4. 5. 6. 7. 8. Use Autoresponders To do Sequence Marketing To Add Value Educate and Entertain With awesome Content Provide Results in Advance To build Know Like Trust (KLT) Use Case Studies & Testimonials for credibility and Social Proof
3. Conversion
How will you converts your prospects to Clients?
3. Conversion
Dont forget!!!
1. Up-sell 2. Cross sell
4. Delivery
What experience do you want your Clients to have?
Consistently?
4. Delivery
1. Define the Experience 2. What do you want them to feel? 3. Create a process that delivers Step-By-Step 4. Write a checklist to ensure consistency every single time * Use as much detail as necessary
5. Follow-up
1. Consistency is KEY! 2. Put it on auto-pilot 3. Ask for Repeat Purchases = low cost lead generation 4. Educate Clients on what else you do! 5. Find out what else theyre having issues with 6. Ask for Referrals
Lead Generation and Conversion Matrix
What was your biggest take away?
What are you going to implement in the next 48 hours? What is your 90 goal?
Whats your Outcome?
Who do you need to be?

What are you prepared & NOT prepared to do to get it? Success is a function of your ability to embrace uncertainty
FEEDBACK!
1. 2. 3. 4. 5. 6.
Was two days too long, too short or just right? What do you want next? How often should we meet? Webinars or videos? What do you want on a Members site? Anything else?
THE END
The Marketing Formula

1. 2. 3. 4. Interrupt Engage Educate Offer

Business Acceleration Program: 13 & 14 Feb 2013 Melbourne Business School

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Business Acceleration Program

13 & 14 Feb 2013 Melbourne Business School

1. Who is Caroline Banhidy? Biggest Lesson

Copyright Client Almighty 2013

Copyright Client Almighty 2013

Copyright Client Almighty 2013

What are the Keys to successful learning?

Why are you here?

Copyright Client Almighty 2013

Copyright Client Almighty 2013

Is it OK if we make mistakes? Screw up? Support each other? Have a laugh?

Copyright Client Almighty 2013

Copyright Client Almighty 2013

Mother Duck Principle

Copyright Client Almighty 2013

Employee vs Business Owner vs Entrepreneur

Copyright Client Almighty 2013

10,000 Hour Rule Zorro Circle

Copyright Client Almighty 2013

What are you intentions over the next two days?

Copyright Client Almighty 2013

Copyright Client Almighty 2013

Copyright Client Almighty 2013

The Secret to the Universe

Copyright Client Almighty 2013

What was your biggest take away?

Copyright Client Almighty 2013

Copyright Client Almighty 2013

Copyright Client Almighty 2013

Copyright Client Almighty 2013

Copyright Client Almighty 2013

Copyright Client Almighty 2013

Copyright Client Almighty 2013

Copyright Client Almighty 2013

Copyright Client Almighty 2013

Copyright Client Almighty 2013

Copyright Client Almighty 2013

Copyright Client Almighty 2013

Copyright Client Almighty 2013

Copyright Client Almighty 2013

Copyright Client Almighty 2013

Copyright Client Almighty 2013

1. What is your Mission or Purpose? 2. Who do you NEED to be now?

Copyright Client Almighty 2013

Copyright Client Almighty 2013

Copyright Client Almighty 2013

Copyright Client Almighty 2013

The Five Foundation Principles of Business

Copyright Client Almighty 2013

1. Frank Kerns Rule of Business

Copyright Client Almighty 2013

Copyright Client Almighty 2013

2. Must Have Criteria

Copyright Client Almighty 2013

List at 5 places where your market congregates and gets information

Copyright Client Almighty 2013

Copyright Client Almighty 2013

Share your NAIL with the room

Copyright Client Almighty 2013

Copyright Client Almighty 2013

1. Describe the transformation

2. What does it MEAN to them?

Copyright Client Almighty 2013