in this video I want to break down how my business does over $1.2 million in Revenue with three very specific offerings for our clients now honestly more important than the revenue I work less than 30 hours a week I get to take my kids to and from school and I mountain bike usually two times between Monday and Friday while the revenue is great and it provides a really great income I get to provide an abundant lifestyle for my family and really have an amazing schedule and that's why I think hands down this is the simplest
and best model that I personally know of for agency owners and Freelancers and Consultants that actually value their freedom and they don't want to have a massive team but they want to serve a lot of clients have a a really healthy and strong income but not at the expense of their hobbies and or their family and or their lifestyle now before we jump into the three specific offers I want to State what I think should be the obvious and that this is what's worked for me and it's also worked for many of our clients and
I think if you actually look at the marketplace inside of your industry there are probably many examples that might even be competitors of yours right now or people that you looked at as influencers or what have you that are actually utilizing this exact model right now and the real beautiful part of this model is that it's not the like quote unquote business in a box where you have to follow everything specifically to a te this is more of a framework that allows you to Freestyle and modify it to your goals I see a lot of
agency owners and Freelancers specifically that come to us after having worked with a different trainer or bought a different course where that course taught them one way to do something and it was the way that worked for the creator of that course or program and there was really very little room for the Nuance that is important likely to you and your lifestyle and your business one obvious one is the course creator maybe didn't have kids and you do and so the way that they design their business to hit certain numbers that you want is just
not as doable for you because of your situation and I find a lot of the business in the Box situations while they are great for certain people people they typically don't work as well for the marketing agency owner or the kind of creative freelancer creative firm who wants to have that lifestyle and more and more I'm talking to these sorts of folks that actually want to and value the heck out of their freedom and their schedule and they don't want to be working nights and weekends and they don't want to have a huge team and
have to be managing hundreds of customers and things like that they want something that can be lean mean but still afford them an amazing schedule for their hobbies and quite frankly just be more creative and do more of the work that they actually love and that's why in this video I'm going to be using kind of two examples one from my marketing automation agency and then the other from our current business which is a Consulting and training company now if you're new here my name is Greg Hickman and after a decade in the agency World
working with Brands like Pepsi and Unilever all the way to finishing client side where I hired agencies and Consultants I've been lucky to build a sixf figureure agency myself as well as a seven fig Consulting and training company company and I've had the opportunity to work with over 600 agencies and Freelancers helping them build a business that they love and I release videos every single week that's where I'm coming from when I'm bringing this to you now to break this down we're going to hop into my iPad and we're going to jam so here's where
I'm coming from on this in my agency and even in my consultancy and training company right now and I see this with a lot of our clients you're going to have your ideal prospects that kind of are in different stages of business themselves all within kind of the same umbrella of your ideal Prospect and so for the sake of this example I'm talking for the you know you're serving a small B2B audience and I found that there are the types of clients where in our world they're typically doing over $1 to5 million a year in
revenue and these are the types of people that typically are going to want and need more customization and likely some sort of done for you service now the challenge with this audience is that because the Hands-On nature for you this is probably where your current Revenue comes from and these are what I call your clients these are the the ones where you probably will only serve and can serve a dozen to maybe two dozen of these per year because it's a little bit more customized Andor bespoke and Hands-On which by the way is totally fine
and this is where you actually develop a lot of your core competency your expertise your intellectual property that's going to be utilized in these other offers so your first offer is that client offer this is the one where it's probably going to be the highest priced the most intimate and the most handson obviously involving you and maybe even some of your team in order to deliver it if you're an agency this is kind of you and the trenches doing the work if you're a consultant this is probably like your one-on-one client the next level down
is what I found is we have a lot of people that come to us even in our both when we had our marketing automation agency and our now consultancy is that there are people that come to us that want what we need fundamentally and they're somewhere between the you know 10 to 40K a month Mark and there's also people that are kind of between 40K a month and 100 on the cusp of becoming the company that's doing over a million dollars a year what's interesting is there's actually kind of two buckets inside of here which
is why I called both of these out at the same time and the great thing here is that the path that we go down is this we look at these are the people that you serve first right because this is probably the clients that you got first as an agency owner you are doing the work for them but you probably hit a point like I did where you didn't have the capacity to serve any more of those people but you wanted more income and you wanted to keep growing and what most people do is just
hire more people and they play the game of well for every ex clients I need X more employees or staff or Freelancers to deliver when you play that game over time what often ends up happening is the margins shrink for every new set of clients more importantly than that the complexity compounds and you have to become even more of a manager of people now I'm not saying you shouldn't manage people it's one of the best things in the world but many of us don't want to have a very large team we want the business to
be as simple and lean as possible which means you can't play the game of just get more clients which is what a lot of people preach which brings us to the second offer that you need to have and that's over here this is where instead of calling it clients for the sake of differentiation we call it members think of members as you're taking all of the expertise the Frameworks the models and the systems that you use for those clients and Distilling that down to like the 8020 I know that most people don't actually need what
we do up here but there's like probably 80% of the stuff that we do that more likely than people do need like the foundational elements the essentials that if they just had those things they'd probably get further along on the path to the result and that's where we have kind of what many people will call done with you Andor a hybrid service by hybrid I mean a hybrid service is you're using a combination of coursework curriculum if you want to call it that with some small group experiences like group coaching calls or Consulting calls woven
with a little bit of personalized touch which could be in the form of just one-on-one interaction ction and or done for you service and lastly bringing people together in a community so that they get different perspective so when I say hybrid or Blended Services that's really what I mean it's a mix of done for you it's a mix of Consulting it's a mix of online coursework and curriculum and community and so inside of this kind of offering we work with the people that often again they're not up here they don't need the whole shebang but
they need help but they might not need all of the help and they might not need you to do everything and so in this kind of bucket down here we really have this done with you layer and I'll say this done with you plus done for you layer and this is where you kind of Stack these things together you might get the client who's doing like here 50 60k a month and they need all of your pre-built systems that people have over here in this offering you're just stacking on a little bit more love and
attention a little bit more handholding to serve those people which again for many of you might come in the form of a done for you component but that doesn't mean the entire experience needs to be done for you in my agency we used to build webinar funnels for a lot of online authors speakers and coaches people like John Lee Dumis Chris Ducker Jasmine star Etc and we charged anywhere from 15 to 25k for those projects but we were a little bit more involved it was very productized and systematized over the years which allowed us to
say hey for the upand cominging course creator that we couldn't necessarily couldn't afford us at this level we said hey why don't we put together and bundle some of the key ingredients that we build for these people and we just show you how to do it we'll give you pre-built automation we'll give you email templates and and a structure to follow so that you can be the labor and we'll hold your hand and guide you through it and that was the first member offer that I had in our marketing automation agency and people would pay
3 to 5K up front for all of the assets and stuff and then we'd coach them in a 2K a month kind of recurring Consulting offer that was small group where we'd actually guide them through we'd pull up Zoom we do over the-shoulder work that allowed them to kind of customize the campaigns that we had already built for them that were 80% done to actually complete the mission launch their own campaigns and battle test we really took everything from up here and just brought it down here and turned it into a repeatable step-by-step process that
people could follow I found personally an in this space that if you're an agency or a freelancer and you kind of serve that B2B Market the people that are going to be best for this offer for you are likely somewhere making between 10 and 40K a month but you also have those people that are still kind of roughly under a million dollarars a year in Revenue but they're kind of approaching half a million and up some of those people still need the done with you but a percentage of those people will also say hey can
you like do a little bit more for me and that's where again use some of the band extra bandwidth from here the leverage from here and you offer kind of a done with you plus a done for you offering that is kind of combining some of your team's hours and the repeatable profitable system that you created down here in your members offer so that's the second one and then the third one and last one is really and so this is two I'll say this is two a and this is 2b now the last one is
what we call the customer offer and this is where you take all of the byproducts that you have from here and possibly even here and you just sell them to customers customers in the essence that there is no fulfillment really there shouldn't be a human involved inside of the delivery when we talk about the customer layer this is where you see your books or your completely DIY courses or your notion templates or your hey you ever buy like a Google sheet calculator that was like really well done or I remember when I launched my business
business I went to a lawyer that was doing this and they had all of the you know website disclaimers the terms and conditions that were kind of stock templatized that I bought for like 250 bucks for my unique type of business that was a perfect example this lawyer does contracts and bills you know hundreds of dollars an hour which I couldn't afford but they're like hey the 8020 is you need at least this stuff for 250 bucks here are all the Rewritten contracts and it's a fill-in the blank you can just follow the fill-in-the blank
instructions that's a perfect example of how a lawyer Did It For My marketing automation agency we actually just sold the pre-built automation so hey you're Savvy with these marketing tools do you just want the seven-part email script campaign do you want the pre-built active campaign automation we'll just import it into your business and you get to take it from there or hey here's the 21 emails that you need to send to follow up with your prospects after a webinar here's that template and the instructions on how to use it and customize it for yourself these
were all things this is the most important part these were all things that we were using as an agency in our service we weren't going creating net new stuff we were using stuff that we already had and you have this stuff too which will allow you to sell it now here's what's also interesting is in order to get to a million dollars a year we never even had to sell the byproducts that was kind of like the icing on the cake we would do like Black Friday promotions or when people came to us and they
really couldn't afford anything because they were in this category of kind of roughly less than 10K we sold them the byproducts we sold them the pre-built stuff and they use their own own Sweat Equity to actually Implement so you kind of have this level of like implementation help you have the really high-end clients that you're going to do the work for them but that means you can only do so many clients and serve so many clients at a time but then you have kind of that hybrid relationship which is you know here and you're working
with the folks where it's like they're going to do a little bit you're going to do a little bit you're going to guide them they're going to ask questions and you're going to interface and you know kind of do it together and again there's the bolting on of the done for you component of that so again like I said we have this from the the clients members and customers so for my agency we built funnels right we built the funnels done for you then we had a 90day program which was small group and this was
done with you they followed a step-by-step curriculum and we gave them all the stuff that they needed so they didn't have to build anything from scratch and then this was really fully DIY and it was basically the templates that was how we did it in our marketing automation agency and and while it's a general rule but you can kind of guess it doesn't always have to be this way the people that are your clients pay the most members are kind of that mid ticket and then the customers are the most affordable the volume goes in
along accordance with that so you serve fewer clients at a higher price point your medium volume medium price is your members and your high volume potential with really low level of effort is your customers now in our current Consulting business the clients are one-on-one either a VIP day or a 90-day project where we're working on something very specific catered to their needs and again these are typically people that are in my world above a million dollars a year sometimes even three and we're focusing on you know their specific productization process and they don't want to
necessarily go through a group experience they're a high enough level where they have team and so a one-on-one engagement actually makes sense then we have our members and we actually like I said we have two different tiers down here and we have a program called Academy and there's you know two versions of that where we're basically working with people kind of in that 30ish k a month up to 100K a month at kind of our higher level and then we have kind of that 10 to 30k group right here that has a little bit less
access and some of the key fundamental pieces that they need there so we can kind of serve this audience I'll highlight it in green we serve this audience right here with our member layer we serve this audience with our client layer right here and then we'll do uh blue customers is this and so for our customer right now in our business in the agency like I said we had like these DIY templates but in the Consulting and training business we have courses and we have some other templates that kind of a combination of that so
we have a couple I think we have like three or five different courses and what's cool about the customer offer if you do this right is that anything that you would sell to customers are actually unbundled and extracted from assets that you have in the other layers if that makes sense and that's why I always like to draw this model from you have your clients you have your members and you have your customers and I draw it stacked like this on purpose because all the work and expertise that you develop from working with clients is
what utilizes and enables you to do it really effectively to a smaller group of people or a group of people so up here at the client level you're one-on-one then you move down to members like but you've done so much work at the client level you know the ins and outs that you're able to codify and simplify everything into a step-by-step system for a larger group of people that doesn't require as much Hands-On attention and then the next level after that is wow you've done this so well over time and you've had so many reps
that you can now actually just teach someone to do it and they don't need any support which is why some of the really small tactical templates and tools is what you see from a lot of folks at this customer level because you don't need anyone hold your hand so there's people that are involved at the client level there's some people involved to deliver at the member layer but it's way more leveraged and more one to many and the customers can fundamentally be served without necessarily having any sort of human interaction and this my friend is
the three offers that we use both in our agency and in our training and Consulting business that allowed us to have a $1.2 million a year business some years more but you can have that level of a business but the most important part of that is for me that right now I work on average 25 hours a week I go mountain biking twice a week like I said I get to pick my kids up to and from school and I get to be very present as a dad as well if you want a business that
is designed to serve a lot of people give you a really great income then you might not want to follow the just get more clients hire more people path that a lot of agencies and Freelancers go down you might want to start building out these three offers and if you want to go a little bit deeper on what actually each of these three offers looks like you should go check out this video right here
