First, a little bit about myself and FSBI…Franchise Source Brands International is the 800 pound gorilla in the franchised business coaching market with over 33% of the market. BP is one of the FSBI brands and we specialize in Marketing Coaching, or how to build a customer-generating machine, as well as the marketing support products that make the machine run smoothly.
According to the US Department of Censes there are 7.2 million pay rolled businesses in the United States. That means 7.2 million businesses in the U.S. that are large enough to have people on payroll.Of the 7.2 million payrolled business 98% of them have under 100 employees.Consider this: 7.2M businesses paying payroll and taxes, 98% under 100 employess – they produce 84% of the jobs in the US.Most of us…and most everyone you meet…pays their mortgage and feeds their family on MAIN STREET, not WALL STREET. In the end, when the economy turns around, it will due largely to the small business owner, to Main Street. I say – CONGRATULATIONS AND THANK YOU!
In our hearts, we know this. Take a look at the Zogby study from last year. The question is…who will lead us to a better future? Who will help us to get to solid ground? Survey says… (go through slide from right to left)In the 70s and 80s we believed in large corporations. In the 40s we learned to count on the government. In the 90s we put our trust in technology.Today we are back to where we were at the beginning. Small business owners and entrepreneusrs are still “old reliable”.
But things aren’t easy. Consider this: (read slide)
Lets look at why: (read slide)
To reverse this trend, the business coaching industry has emerged powerfully over the last decade.So what is a business coach?
Read the screen
Businesses go through 5 very specific phases.For many businesses, they pss through these. Others get stuck.So who feels like the business they are involved in are irrelevent?What type of model…who are we…how do we make money? Franchisees pass through this easily.Chaos – its red for a reason…Spend like crazy, challenge everything – competition…staff…Normalize….Cash flow…monitor and adjustingWhere we want to be is affluence – optimize business economize. Repay the debt.Freedom – Most people find out that these steps take longer than they expect. What they find out is that hey, I am a great builder or a I set hair well, and wham…we have a technician. In fact, most businesses get stuck there. Do we have any fans of Michael Gerber and the E-Myth? If you know a business owner who is spending too much time.This is an amazingly predictable process – your goal is to move through these 5 steps as quickly as possible.It is very comforting to me to know that this is in fact a process, and that there are identifiable steps because now we can create a process to work through them. Today I want to take you through that process
…If you know what the steps to control are…what ti takes to build an effective marketing machine….you can create strategies that can help you hurdle over the obstacles. At Business Partner we have created a series of Rapid Impact Strategies. These are off the shelf programs that are designed to address the most common challenges that business owners face in their marketing.(READ EACH ONE!)
For a business in the IRRELEVANCE phase this is a critical first step. The one page Strategic marketing Plan. First, why a plan?What the strategic plan does is walks the owner through the critical decisions that need to be made in every business to determine WHO THEY ARE.Now, when you think of STRATEGIC PLANS, most people think of a book or binder that sits on the shelf. This is different this is a one pager.
Next, think about a competitive market analysis. This is about not only determining who your competition is, but doing an in depth evaluation of their strenghts and weaknesses.In the end you get a very clear picture of who is doing what in your market place – where they dominate and where there are gaps. We often find that our Clients really don’t need to ge head-to-head with their competition once they find a niche or pathway that isn’t being served.
The old adage is the I know half of my marketing dollars are wasted, but I don’t know which half. In fact, I would suggest that it is more than half. But you can actually identify much of the other half through Target Marketing.Much of the waste happens when you market to people who do not buy your product and services.Using Target Marketing we can ensure that we are sending MOST of our resources to people who are MOST likely to buy.
Think about the painting industry. Their marketing generally appeals to beer-belly men because it is designed or at least approved by beer belly men.Pictures of trucks. Black white and red. Brushes and hardware.Guess what? Turns out, that it is the female of the house that makes painting decisions. They are 45-60 and college educated.Guess what else? They don’t’ like black, red and white, they arent’ impressed by the truck and pictures of brushes mean little or nothing.
USP Unique Selling Proposition & GuaranteeUnique Selling Proposition & Guarantee so that your ideal customers feel compelled to do business with YOU instead of your competitors because you’re different than all the restDiffusion of Innovation Curve
With any product or service there is a lifespan. There are the people who jump in early – the innovators, then the early adopters until the late majority jump in and finally the laggards.The money isn’t made on the back end, it is made at the beginning. The key is to keep at the front of the curve.
Normalization is the first chance most business owners have to finally take a breath, and most business that get here don’t go any farther. For the business that wants to thrive here and move on the next phase there is the following strategies:
From CHAOS TO CONTROL Dynamic marketing Concepts that create Business Freedom
My Purpose is to Help You… Increase Your Profitability Build Your Lead Flow Get Your Brand In Front the RIGHT Customers Determine the Coaching Program that is Right For You
#1 In Business Coaching FSBI brands dominate the business coaching franchise market… Pioneers of business coaching with over 24 years of proven experience… FSBI 33%
Entrepreneurship is Thriving… The United States has over 7.2 million pay-rolled businesses.98% have under 100 employees. These businesses create 84% of U.S. jobs...
Reality of Business… Out of every 100 independently owned small businesses started today… Over 50% will fail in 3 Years! Over 90% will fail in 10 Years! A small business fails every 3 minutes in North America! Source: SCORE 2006 - Counselors to America’s Small Business www.score.org
It’s a fact! Out of every 100 independently owned small businesses statistically -
77% are not pricing their products or services properly
70% Don’t recognize/ignore weaknesses, don’t seek help
Source: SCORE 2006 - Counselors to America’s Small Business www.score.org
Marketing Coaches Reverse This Trend! A marketing coach mentors entrepreneurs in growing their businesses, so the incremental cash flow more than pays for their customized education…
Can I Be Your Coach for the Next Hour? Raise your hand if you’re open to being coached over the next hour…
Our Proprietary Process FIVE STEPS TO MORE CUSTOMERS
Our Rapid Impact Strategies Our Rapid Impact Strategies #1 Tactical Marketing Plan #2 Unique Selling Proposition & Guarantee #3 Marketing ROI #4 Target Market Study #5 Competitive Marketing Analysis #6 Brand Audit #7 Corporate Branding Package #8 Relationship Marketing Plan #9 E-Marketing Plan #10 Event Marketing Plan #11 Customer Database Development #12 Social Media Plan #13 Media Advertising Plan
Competitive Market Analysis Development of a system for evaluating a company’s marketing efforts when compared to the primary competition. Understanding Your Competitors Determining your Competitors
Target Market Study Development of a process to more effectively identity leading demographic psychographic and geographic attributes of ideal prospective customers so you can target your marketing toward people who buy.
USP & Guarantee Unique Selling Proposition & Guarantee Developing a Unique Selling Proposition & Guarantee so that your ideal customers feel compelled to do business with YOU instead of your competitors because you’re different than all the rest
Diffusion of Innovation Early Adopters –34% Late Majority – 34% Innovators – 2.5% Laggards – 34%
Tactical Marketing Plan Relationship Marketing Prospect Database
Relationship Marketing Plan Development of a plan for driving referrals, strategic partners, various sponsorships and increased network marketing.
E-Marketing Plan Products and Services Event Marketing
E- Marketing Plan Development of a plan for optimizing company website, e-mail, organic SEO blogs, newsletters, affiliate programs, social media and ad word campaigns.
Marketing ROI and KPI Brand Audit Corporate Branding and Marketing package
Brand Audit Development of a comprehensive system of evaluating and calibrating the entire Customer experience and creating the brand that Customers believe in and remember. BRAND PERCEPTION
Marketing ROI and KPI Develop a process to scientifically measure lead acquisition cost, client acquisition cost, and campaign return on investment.
Corporate Branding & Marketing Package Development of improved logos, graphics, logoed apparel, business cards and stationary (often driven by Brand Audit)
Two ways you can go… Keep trying to improve your business on your own… Do what every winner does: invest in their own education with the help of a coach… 1. 2.
Creative Design Our marketing and design professionals perform as if they were your own in-house team. Creatively driven and cost conscious, you can expect this team to be on time and on budget. For logos, brochures, postcards, newsletters & more!
Digital Printing The highest quality digital prints for postcards, fliers, door hangers, labels & more! Fast quotes & turnaround!
Digital Media Production TV & Radio Commercials Promotional & Training Videos Video for Web DVD Presentations