This week a number of people having been asking me the same question:
“What steps did you take to turn own struggles, frustrations and transition into a business opportunity helping others.”
This seemed like a perfect opportunity to draft a new blog post and share with you the 6 steps I took to get started.
These are the steps – if you ‘d like to know more, read the details down below.
1. First identify a problem and framework a solution.
2. Then create a product/market-fit.
3. Test your idea and get market validation.
4. Package your service according to the value and set out different value steps.
5. Create a roadmap for your customers to find you.
6. Implement automated tools, messages and channels.
Let me give you some background information first. In 2013, I left my competitive corporate job 👏 and started traveling. Repulsed by how much of our life we dedicate to others and our work, I pursued a career in health and wellness (as so many).
“Unfortunately”, I was interested in almost everything : yoga, acroyoga, healthy nutrition, veganism, raw food, meditation, mindfulness, running, HIIT, … you name it, I took a course about it 🙊. Becoming a holistic health coach seemed like the obvious choice. There was no way I was going to let my life pass me by and waste my creativity on another 9-5 not giving me any purpose, meaning and added value.
The only issue was that the 🤓 in me was still profoundly interested in tech, business and growth marketing. During my nomadic adventures, I connected with startup founders, digital nomads and lean marketing mentors teaching me everything there is to know about creating innovative business models in line with both your personal needs as well as the markets. So I reversed-engineered my plan based on their best practices and as a lean marketing coach I’m able to impact the health and happiness of so many more .
When I had made up my mind about the business idea, the implementation was a matter of months. I’m a firm believer that this approach is what it takes to get started:
All my actions were inspired by growth hacking and the running lean method of Ash Maurya, but instead of building a software product, I leveraged their methods to create a product around my personality and life.
1. First you “identify a problem and framework a solution”
What is frustrating you in your life and your world? What’s the number one problem you’re seeing today and is really at the top of your priorities for change?
For me the problem is actually made up of two things: the way we’re working isn’t working + the way we’re marketing isn’t working. So why was it not working and what are potential solutions? Ask yourself this question with your problem in mind.
In my example it was: We are collectively adapting our lifestyle to our work instead of vice versa. So in order to solve this, we would need to design work that fits into our lifestyle and is build on what we are naturally good at, what we have learned in our lives from experience and what excites us to begin with. And why is marketing not working? We are building products that are not the answer to solving other people’s problems. So in order to face this issue, we need to market and develop products that serve customers rather than the reverse. Which is what made me pursue learning about growth hacking and inbound marketing.
2. Then create a “product/market-fit”
Think about yourself, what do you have to offer (holistically) that can solve this problem, what are your natural skills, personality and know how that help solve the above identified problem.
For me it really has been a series of trial and error over the course of years before I was able to pinpoint what it is that I do that is really helpful for someone else. Having so many ideas and creating business models all the time even when no one was asking me to do this, made me realise: this is what I want to do with my time, even if I’m not working or not being told what to do, this is what I’m exceptionally good at and is a solution for others.
Then think about the market you want to serve and find inspiration in your personal environment and in all the things you like. Create segments, be specific and work it out thoroughly. Keep in mind that having many interests and passions is a virtue not a disadvantage, despite conventionalists claiming that specialization rules, it’s exactly combining multiple aspects around yourself that will allow you to innovate and create new ideas!
I listed: creativity, strategy, analysis, innovation, technology, process optimisation, yoga, running, healthy nutrition, energy renewal, productivity as being the key elements that define me. While all of these aspects might not seem to interact at first, they can inspire you to create new ideas! It’s all about trying out combo’s and testing what is the right product and the right market for you.
Based on my list, I created a first minimum viable product (= a creative session to identify business opportunities). I identified the “health and wellness sector” as my ideal market, and decided that my technical and growth hack mindset would be my unique approach of my service.
3. Test your idea and get market validation
Reach out to your ideal client (you defined your market in the 2nd step, remember) with a beta-version of your product (=how you are going to solve his problem) and get the client’s feedback to systematically de-risk and finetune the first version of your first service idea.
Reach out to your market asking for help and feedback instead of selling. Invite people to participate to your market research (that means survey, focus groups, interviews, setting up meetings with people you think you can help and ask them for their feedback).
Give them something valuable in return, offer them a free resource or a free opt-in at receiving your service in exchange for their feedback AND their testimonial > get your first beta-testers to refer you to new potential customers.
4. Package your service according to value and set out different value steps
After having identified how to solve your customer’s problem you translate your beta-version into a different packages: a free resources package (valuable content you create which you will use to establish trust and authority and generate leads for your paid programs – e.g. my blog post is exactly that), a starter’s’ package (the basic package – which is my 1-time creative session), a premium package (in my case it’s my 12-week coaching program) and a service maximiser (in my example it’s my Optimize For Happiness Business retreat).
5. Create a roadmap through which your customers will find you.
Determine the channels through which you will get attention from your audience, set out tactics to generate interest for what you do and build a relationship with your prospects, create commercial tactics to make your leads desire your offer and finally the tactics to close deals. Set out attainable and measurable goals in each of these phases to make sure you know how much effort to put in each of them and track your progress.
6. Implement tools, messages and channels in an automated and optimised way.
Figure out what tools you will be using in order to manage the daily operation of your business as productively as possible.
E.g. what will be your customer’s touchpoint (Is it a website? What platform will you use: WordPress, Clickfunnels, Lead pages?…). What are the best attention getting tools for your service (Facebook, Google AdWords, Communities?).
Are there automation tools that will help you run your business effectively? How will you optimise generating new leads, publishing and distributing your message? Same goes for relationship building: use automation tools, a great example is ActiveCampaign.
I really hope this was helpful for you, so please let me know if this answers any of your questions and if not, leave a comment below about how I can give you more clarity.