My $100 course turned in a $1,000,000 Coaching Business: Here's How

Summary

The video script details a journey from a $100 course to a multi-million dollar coaching business, emphasizing the importance of perceived value and specificity in scaling. It outlines strategies for transforming a six-figure business to a seven-figure one by focusing on a niche market, defining key transformations, and structuring offers around personal worth and client outcomes. The speaker shares insights on setting up a coaching infrastructure with one-on-one advisors, leveraging technology for efficiency, and creating a customized, accountable client experience.

Takeaways

• 🚀 The journey from a $100 course to a multi-seven figure coaching business was a result of years of dedication and learning from mistakes.
• 💼 The initial $100 product was a Discord community guiding people through getting their first agency client, which later evolved into a more scalable model.
• 🔑 To scale a coaching business, it's crucial to increase perceived value, which involves self-assessment and understanding the customer's perspective.
• 💡 The concept of 'perceived value' is pivotal in transitioning from a six to a seven-figure business, and it's tied to the specificity of the service offered.
• 🕒 A seven-figure coaching business requires a clear understanding of the time spent with clients and the value of the transformation provided.
• 💰 The speaker suggests that to achieve a million dollars per year, one must see themselves as worth $500 per hour and structure their offers accordingly.
• 📉 Decreasing the total addressable market (TAM) increases the specificity and perceived value of the offer, which in turn justifies a higher price.
• 📈 The speaker provides an example of how specifying a time management course for different professions increases its value and price.
• 🛠 Defining a key transformation for clients is essential; it's about guiding them from point A to point B with minimal pain and maximum efficiency.
• 📅 The speaker outlines a model of one-on-one advising with a dedicated time for clients, which can be scaled with more team members or by increasing the client base.
• 📝 A successful coaching business involves a structured approach with tools like calendars, journals, and roadmaps to keep clients engaged and accountable.
• 🔄 Transitioning from a basic community to a personalized one-on-one partnership can significantly increase the value and price of coaching services.

Q & A

What was the initial business model described in the script?

The initial business model was selling a $100 course that included a Discord community to guide people through getting their first marketing agency client. It involved a welcome, content, frequently asked questions, and a LevelUp section where participants could create a ticket for one-on-one assistance.

How much revenue did the business make with the initial model?

The business made $10,000 a month with the initial model, but it was not scalable beyond that point without a significant increase in customers.

What is the main difference between the initial model and the current model of the business?

The main difference is that the current model charges upwards of $10,000 for one-on-one direct coaching with clients, ensuring results, and has transformed from a six-figure to a seven-figure business using the same information and skills.

What is the significance of 'perceived value' in transitioning from a six-figure to a seven-figure coaching business?

Perceived value is crucial because it determines how much clients are willing to pay. The business owner must see themselves as worth $1 million a year and structure their offers and actions accordingly to justify higher prices.

How does the script suggest increasing perceived value for a coaching business?

The script suggests increasing perceived value by decreasing the total addressable market (TAM) to increase specification, which makes the offer seem more personal and valuable, leading to the ability to charge higher prices.

What is the concept of 'Mount Pain' in the context of the script?

'Mount Pain' represents the difficulties and challenges that clients face in their journey. As a coach, the goal is to help clients navigate through these challenges with as little pain as possible, accelerating their progress.

How does the script define a 'key transformation' in a coaching business?

A 'key transformation' is defined as guiding clients from point A to point B, overcoming the challenges (Mount Pain) with minimal harm, and accelerating the process of their progress.

What is the role of a 'one-on-one advisor' in the coaching business described in the script?

A 'one-on-one advisor' dedicates 2 hours every day to clients, with a bandwidth of 20 clients. They provide 2x weekly calls, each scheduled for 30 minutes, to deliver intensive coaching services.

How does the script suggest structuring the time commitment for advisors in a coaching business?

The script suggests that advisors should spend 1 hour per week with each of their 20 clients, resulting in approximately 20 hours of direct client interaction per week.

What is the significance of using a customized roadmap and notebook for clients in the coaching business?

The customized roadmap and notebook serve as a daily tool for clients, providing a more interactive and accountable experience compared to a static info product. It helps clients track their progress and stay engaged with the coaching process.

How does the script describe the transition from a basic community to a specified one-on-one partnership in a coaching business?

The script describes the transition as moving from a basic community, like a Discord group, to a more personalized one-on-one partnership where the coach works directly with clients, holding them accountable for the transformation they aim to achieve.

Outlines

00:00

🚀 Scaling a Coaching Business to Seven Figures

This paragraph outlines the journey of scaling a business from a $100 course to a multi-million dollar coaching empire. The speaker discusses overcoming initial challenges and the importance of avoiding common pitfalls. They provide insights on transforming a basic $100 product into a high-value, personalized coaching service. The focus is on increasing perceived value by becoming worth $500 per hour and structuring offers accordingly. The speaker emphasizes the need to understand the perceived value from both the self and customer perspectives, and how specialization can lead to higher prices and a more successful business model.

05:00

📈 Defining the Coaching Business Model and Pricing Strategy

The second paragraph delves into the specifics of running a successful coaching business, detailing the operational model of one-on-one advisors who dedicate two hours daily to clients, with a capacity of 20 clients each. The math behind the business model is broken down, explaining how顾问s can achieve a $50,000 to $100,000 monthly revenue by charging $2,500 to $10,000 per month, depending on their level of expertise. The importance of focusing on key transformations and providing a customized, accountable service to clients is highlighted. The speaker also shares the infrastructure of their coaching business, including the use of scheduling software and Slack for efficient communication and organization.

10:01

🗓️ Transitioning from Info Products to Customized Coaching Experiences

The final paragraph discusses the transition from traditional info products to a more interactive and accountable coaching experience. The speaker describes how they transformed a static course into a dynamic, customizable roadmap and notebook that clients actively engage with. This approach not only provides a more personalized experience but also increases customer retention and satisfaction. The speaker shares an example of how they use Slack and a template system to deliver these coaching services, emphasizing the simplicity and effectiveness of this method in achieving a seven-figure coaching business.

Keywords

💡Agency Client

An 'agency client' refers to a customer of a marketing or advertising agency. In the context of the video, the initial business model involved selling a course to guide people through acquiring their first agency client. This is foundational to the video's narrative, as it sets the stage for the evolution of the business from a $100 course to a multi-seven-figure coaching business.

💡Multi-Figure Coaching Business

This term describes a coaching business that generates revenue in the millions of dollars. The video outlines the journey from a smaller-scale course to running such a business, emphasizing the growth and scaling process. The script mentions making a million dollars, indicating the high level of success achieved by the business.

💡Perceived Value

Perceived value is the worth or utility that customers believe they are receiving from a product or service. The video discusses increasing perceived value as a key to scaling a business, suggesting that by making the service more personalized and specific, its value increases in the eyes of the customers, justifying higher prices.

💡Total Addressable Market (TAM)

TAM refers to the total market demand for a product or service. The script explains that decreasing the TAM leads to increased specialization and perceived value. An example given is a time management course, which becomes more valuable as it targets a more specific market segment, such as 'outbound B2B power tool and gardening sales reps'.

💡Transformation

In the video, 'transformation' is the process of helping clients move from their current state (point A) to a desired state (point B), ideally with minimal pain or struggle. The coach's role is to guide clients through this transformation, avoiding pitfalls and accelerating progress, which is a core service in a coaching business.

💡One-on-One Advisors

These are individuals who provide personalized coaching services to clients. The video describes a model where one-on-one advisors dedicate two hours daily to client interactions, with a capacity to handle up to 20 clients, offering twice-weekly calls of 30 minutes each.

💡Deliverables

Deliverables are the tangible outcomes or materials provided to clients as part of a service. In the context of the video, the coaching business uses a customized roadmap and notebook as deliverables, which clients use to track their progress and stay accountable to the transformation process.

💡Info Product

An info product is a type of digital content, often used for educational purposes, that can be sold online. The video contrasts the initial $100 course, which was an info product, with the later model of personalized coaching, indicating a shift from a one-size-fits-all approach to a more customized service.

💡Scalability

Scalability refers to the ability of a business to increase its size, output, or scope. The video's theme revolves around scaling a business from a small course to a multi-seven-figure coaching business, highlighting the importance of scalable systems and models for growth.

💡Accountability

Accountability in the video is the responsibility and obligation of clients to complete the actions and phases outlined in the coaching process. The use of a customized roadmap and notebook helps to create a sense of accountability, ensuring clients are actively engaged in their transformation.

💡Customizable Roadmap

A customizable roadmap is a flexible plan that can be adapted to individual needs. The video describes a shift from a static info product to a dynamic, customizable roadmap that clients can update and interact with throughout their coaching journey, enhancing personalization and engagement.

Highlights

Transition from a $100 course to a multi-seven figure coaching business.

Achieved a total revenue of one million dollars through two Stripe accounts.

Years of dedication and learning from mistakes were crucial for business growth.

Initial $100 product was a Discord community guiding clients to secure their first agency client.

The limitations of the initial model capped monthly earnings at $10,000.

Evolution to a model charging over $10,000 for direct one-on-one coaching led to scaling the business.

Understanding perceived value is key to transitioning from a six to a seven-figure business.

The importance of self-worth and setting future identity to a revenue goal of $1 million per year.

Calculating the value of time spent with clients to determine pricing strategy.

Decreasing total addressable market (TAM) to increase specification and perceived value.

Example of how specificity in offers can lead to higher prices and perceived value.

Defining a key transformation for clients as a fundamental part of the coaching process.

The role of coaching in accelerating client progress and avoiding the pitfalls of self-guided efforts.

Setting up a coaching business with one-on-one advisors dedicating specific hours to clients.

Mathematical breakdown of顾问的工作量 and the potential monthly revenue based on client numbers and pricing.

The use of scheduling software and Slack for efficient business operations and team communication.

Transitioning from an info product to a customizable roadmap and notebook for a more interactive client experience.

Demonstration of the client's daily use of a template in Slack for deliverables and progress tracking.

Final thoughts on specifying offers, setting pricing based on future identity, and transitioning to direct one-on-one partnerships.

Transcripts

so I'm going to show you how we went

from selling a $100 course where we walk

people through how to get their first

agency client to running a multi7 fig

coaching business as you can see here

with the 500k that we made for this

stripe account and the 500k in this one

totaling up to a million dollars that

this business has made and this was not

easy this took us years of dedication

pain and honestly a lot of things that

are avoidable so in today's video I want

to sit down and walk through how you can

do the same minus a lot of mistakes and

hopefully get the same goal a lot faster

so diving in we're going to be going

through first things first our base

blockers then I'm going to be showing

you literally how to go through your

calendar how to walk through and set up

your slack and how our coaching business

looked so you can completely replicate

it for yourself so this is what our $100

product looked like as you can see here

it was a Discord community that helped

people through levels one to five on how

to get their first client for their

marketing agency we go in there'd be a

welcome then there'd be a Content then a

frequently Asked question and then a

final LevelUp section in this level up

section they'd go ahead create a ticket

and we'd work with them oneon-one for

$100 in this ticket to make sure that

they complete the action that it says to

do here which for example is a

screenshot of their social media profile

to move them on to the next phase and

this was a good model but it kept us and

it stuck Us in this place we were only

able to make $10,000 a month without

having a crazy amount of customers that

we had on boarded and we really weren't

able to scale like this if you compare

that to the model we have now we're

charging upwards of $10,000 total to

work with people in a one-on-one direct

sense and being able to actually sit

down with their companies and guarant

them results we have a completely

different business and have transformed

while using the same information and

skills what once did six figures into a

seven fig company so if you're a

coaching business owner as well and you

want to make the transition from six to

seven figures the first thing we need to

understand is that the only reason why

we're not able to do this is because of

perceived value as we can see here the

reasons for perceived value go into

first off we have self and customer so

first we're going to start off with our

self this is going to be based around

the future identity of the revenue that

we want to achieve so fundamentally if

we break down what a seven figure

coaching business is we have to make a

million dollar per year if we're want to

making a million dollar per year and

we're going to work 40 hours a week we

have to be worth $500 an an hour so

based on that $500 an hour that we need

to make the way that we're actually

going to structure our offer is we're

first off going to determine the amount

of hours a week that we're going to be

directly spending with people then we're

going to integrate the features of the

offer that we're actually selling the

value of the transformation and then the

total price that is going to equate to

so fundamentally we have to see

ourselves as someone that is worth $1

million a year in the actions that we

take and as soon as we do that and as

soon as we begin to take actions in

accordance to that we can then shape our

beliefs which are going to change our

actions and then shape the reality that

we need to do which is going to do the

exact same for customers over here so

the first thing that we have is that a

decrease in Tam which stands for total

addressable Market leads to an increase

in specification which means how much

something applies an increase in

specification means an increased and

perceived value because when something

seems very personal and specific it

resonates and people see it as a lot

more valuable and then finally that

increase and perceived value is going to

lead to an increase price that we can

justify charging so if I click over to

this example you can see here we have a

time management course and this is out

of $100 million offers first off the

time management course will cost 20

bucks super simple but as you can see

here as we specify and decrease the

total addressable Market the actual

price that we can justify charg and goes

up a lot more first off we have time

management for sales professionals okay

now it's worth $100 time management for

outbound B2B sales 500 and then finally

time management for outbound B2B power

tool and gardening sales reps because it

is so specific to the person that's

actually beinged to it is going to be a

price that we can justify a lot more

because people feel it's specific to

them so as you can see with that the

first thing that we're going to do with

our offer to go from a six figure to

seven figure coaching business is we

need to get very specific about who

we're help helping and the exact

mechanism that we're actually using to

help them from that point on let's say

we've honed down to the specific person

we want to help the next thing that we

have to do is Define a key

transformation so a transformation at

its most fundamental point is going from

point A to point B super simple now when

we actually put in business in the world

of offers and pain and humans into this

equation there Comes This Big Thing

Called Mount pain and as you can see

here on Mount P the further we go up

Mount P so if we have to climb Mount P

ourselves it's going going to hurt a lot

so really as a service provider the

transformation that we're allowing

people to do is go from point A to point

B and go over Mount pain or go through

Mount pain with as little harm as

possible because if they have to do it

themselves they're going to make all the

mistakes that you made they're going to

get hit with all the outcomes and all

the pitfalls that you did but if you're

able to guide them none of that's going

to happen and they're going to be able

to do a lot faster and fundamentally

that is what you're doing with coaching

you're accelerating the process of what

they're actually going through you're

not just the person who

is magically solving the problem you're

just increasing the speed of which it

happens so if you can do that then

Define your transformation and get a

specified person you're doing for that

is all you need to do in order to

justify your price from that point on

the next step is simply the setup that

you're going to actually have to achieve

so the way that we run our coaching

business is we have what are called

one-on-one advisors and you can be an

adviser yourself as you're continuing to

build up your business but the adviser

has a 2hour dedication every single day

that they're going to be spending with

clients and they have a total bandwidth

of 20 clients that they're able to

handle and the way that we actually do

this is these 20 clients are

delivered 2x weekly calls and each of

these weekly calls are scheduled to be

30 minutes long and the call can run

over a bit longer it's not too too

important on that factor but in order to

break down the math of this actually

happening so we have 20 clients two x we

calls for 30 minutes what we're going to

do is we're going to dedicate all the

time this is actually going to add up so

if we have 20

clients and we're actually going to be

going ahead and servicing each of them

for one hour a week that is going to

lead to

20x60 so if we go 20x60 and then we

divide this by 60 the amount of hours in

the week that we're going to be directly

spending with clients I make my head a

little bit smaller here is going to be

around 20 hours a week and that is with

a very very intensive delivery that

we're actually spending with people and

that would be for maxed out bandwidth of

a company that is doing if you're

charging $2,500 a month a $50,000 month

run rate and if you're charging $5,000 a

month which is where I'd recommend you

actually begin if you have a genuine

expertise 100,000 if you're charging

10,000 which is where you are if you

have a really good expert understanding

of what you're teaching then you can be

making a ridiculous amount of money so

this is with a very intensive

deliverable another deliverable that

works is dropping this down to 1x weekly

and if you do this to One X weekly and

this is what I did when I personally

took the calls because if I spend 30

minutes with someone compared to a

member of my team I'm usually able to

get a lot more done just because I

understand a lot more about the clients

and I'm the face so the actual customer

understands and wants to work with me

directly understands the payoffs and I

guess some of the drawbacks of doing

that you can get a 10-hour dedication a

week and by getting this 10-hour

dedication a week you now have the other

30 hours a week that you're going to be

working on your business in order to

purely focus on the needles that move to

get more and more of those clients or to

hire more people to increase this

bandwidth because if you have three team

members for example you can now have 60

clients right or if you want to actually

work 20 hours a week yourself on calls

or 30 hours a week on calls yourself you

yourself have the ability to take on 40

clients at that 1X weekly basis so you

might be asking well how does this

actually work and to show you what one

of our coaching businesses actually look

like here's is an example of what the

advisor's day is looks like as you can

see here between the hours of 11 to

12:00 p.m. they're going ahead and

taking calls and in these blocks they

have about three calls scheduled with

some scattered around to different

places and literally all that we do is

we have a simple calendar set up so I

can click into it to actually show you

what these calendars look like and this

is go High by the way I don't have any

Affiliates or anything like that for it

I just genuinely believe it's the best

software once you're inside you can see

here we have SIMPLE call description of

what we're solving availability set to

the time that we can take the call a

30-minute meeting 30-minute duration we

have a 2-hour scheduling notice a 20

days out that they can book in with a 5

minute buffer on each side and outside

of that we have very very basic

notifications if I go ahead to show you

right here and you can copy these for

yourself we have an external

notification that goes out where we

pretty much confirm the appointment for

the customer that booked it in and then

also five minutes before let them know

through email and SMS but then we also

have an internal notification that we

provide for every member of our team

that it will actually personally DM them

on slack saying that hey this call has

been booked or it will also personally

send a message to a slack Channel saying

hey a call has been booked so that

everyone can see but also the individual

team member can see and with that alone

with the infrastructure of just having

the team members and the people there

and having it all conjugated into slack

as I showed you we run a multi7

figureure coaching business and I kid

you not it can be that simple compared

to the crazy Discord and everything that

we had beforehand now you might be

asking yourself well what about the

course what about all the fancy and I

want to show you the very base level of

what we actually deliver for the person

because we took the model of giving

someone a copypaste info product that we

created one time into a customizable

roadmap and notebook that our actual

customers use every single day so when

people talk about having a sticky

product that keeps customers this is

what they actually look like so as you

can see here we've used the canas

feature in slack which is completely

publicly available and we've designed it

as a template for each client where they

can get all the deliverables that we

actually give them so first things first

is the calendars to actually book in

their team members but then also for

Community calls but inside of that we

have a journal so in this journal it has

all their company information and then

it also walks through the entire road

map we have in a far more condensed

fashion than info product would be

because info products can be very

intimidating to see all this course

content we have from phase one two

labeled with the days of our service

everything that they need to execute

which we have them go ahead and update

as they do these calls with us all the

way

through to the end of their partnership

and this is an example of live one so

you can see here some of them are

crossed off and I kid you not it makes

it that simple to do the actual info

product delivery in a way where the

customers feel they'll actually

interacting and being held accountable

to complete each phase so taking away

from this video if you are able to

specify your offer to a total

addressable Market that resonate more

with you and then in addition to that

take your future self of who you want to

be and then just your pricing based on

that you have the ability to combine

that with going from maybe a Discord or

an info product or very base level

community that you might have right now

to a specified one-on-one partnership

where you're working with people

directly and holding them accountable to

the transformation that you created in

order to justify the price hopefully

this provided you some value on how we

went six figures 7 figures and I

appreciate and hope you have a great

rest of your day