Episode 444: Unlocking Million-Pound Growth
Building a successful business from a solo endeavor to a million-pound enterprise in a short span is no easy feat.
This is the Business Growth Secrets Audit where Adam Stott is joined by Anna Mosley, an esteemed high-performance coach and founder of Eighty Growth Academy. Together, they dive into the actionable steps that can transform a one-person business into a million-pound powerhouse within 15 months.
This conversation reveals strategies for overcoming business hurdles and leveraging unique skills to achieve monumental goals.
Show Highlights:
- Strategic Planning: Setting quarterly goals helps streamline focus and execution in a business.
- Pricing for Growth: Developing a more valuable pricing structure for online programs can greatly influence business revenue.
- Target Lists: Identifying and building strong relationships with potential partnerships and audiences is crucial for long-term success.
- Hiring for Success: Strategic hiring, especially in marketing and operations, can push business growth significantly.
- Continuous Adaptation: Emphasizing flexibility and learning from past mistakes allows for better decision-making and growth.
Links Mentioned:
Get your Business Growth Secrets SUCCESS PLANNER for FREE and profit like a pro: https://adamstottplanner.com/free-book47315172
Adam’s website: https://adamstott.com/?el=Pod
Watch the Episode on Adam’s YouTube Channel: https://www.youtube.com/adamstottcoach?el=Pod
Connect with Adam on Instagram: https://www.instagram.com/adamstottcoach/?el=Pod
Join Adam’s network on LinkedIn: https://www.linkedin.com/in/adam-stott-coach/?el=Pod
Coaches, consultants, and business owners – lower your marketing costs, increase ticket prices, and get more high-ticket clients: https://3daybrandbuilderworkshop.com/start-here?el=Pod
Transcript:
Please note this is a verbatim transcription from the original audio and therefore may include some minor grammatical errors.
[00:00:00] Adam Stott: How does a one man or one woman army take themselves from where they are now to doing a million pounds in revenue in just 15 months? That is what we are gonna break down on today’s business Growth Secrets audit.
[00:00:18] Anna Mosley: You know, I am struggling to find the time to do that. I’m making the time.
[00:00:21] Adam Stott: So you do need some more opportunity and you do need some more leads.
[00:00:25] Anna Mosley: So I am busy. It might not sound it when you write it down a bit of paper, but I am busy.
[00:00:31] Adam Stott: I’m joined by Coach Anna, one of our amazing clients that’s worked with us for a number of years.
[00:00:37] Anna Mosley: Hi, I’m Coach Anna here at Business Growth Secrets with big business Events today.
[00:00:42] Adam Stott: She is an outstanding coach, an outstanding speaker and consultant.
[00:00:47] She’s achieved amazing things working with big brands like LinkedIn, L’Oreal, and so many more. She’s making an impact in the speaking world, getting on stages in front of hundreds and hundreds of people and doing awesome.
[00:01:01] Anna Mosley: I’ve just won the a hundred K award with big business events after rebranding and launching last January.
[00:01:07] But underneath
[00:01:09] Adam Stott: all of that, she still wants to understand how to break through, how to build a business. She’s proud of how to get her time back and she’s got this million pound dream. And let’s jump on in and let’s show her how to do a million pounds in the next 15 months step by step so you can cut, paste, and apply this to your business too.
[00:01:31] Welcome in Anna Mosley. How you doing? Really good, excited to be here. Brilliant. Well, you’ve, uh, you’re here today. We’re doing the Business Growth Secrets audit. Yeah. Which is us looking at your business, having a deep dive, looking into some of the things that you might have, some challenges, some places that you might need some improvement.
[00:01:51] Um, we’re really interested to coming, like I don’t really feel too stuck ’cause I’m making lots of progress, but there’s always a new level.
[00:01:57] Anna Mosley: Yeah.
[00:01:57] Adam Stott: So what we wanna look at is how we can level up and during this session and see how we can go even further than we’ve gone already. Do you want to give a brief introduction to you, your business, where you are at, what you’ve been experiencing, and then we’ll dive in.
[00:02:09] Anna Mosley: Yeah, sure. So for anyone who doesn’t know me, um, I’m a high performance coach and I am founder of a business called 80 Growth Academy. We get leaders and teams in business mentally fit adopting growth mindset to drive high performance culture for commercial results and cultural change. Um, here’s the brand 80, and I’m also, as Adam said, an international motivational speaker.
[00:02:31] So I’ve spent a lot of time working not only on my business brand, thanks to all the support at big, big business events, but also my personal brand. But we’re here today to talk more about the business side. So. I thought I’d just start with a bit of an overview, Adam, of kind of what’s been happening since I launched 80 Growth Academy back in January last year.
[00:02:50] So it’s quite a young business. It’s only about a year and a few months old. And it’s important for the listeners, I think, to understand where I was at before I did rebrand. So background for me really quickly is a 15 year corporate career. I then actually spent a lot of time in the mental health space delivering someone else’s program.
[00:03:10] Um, and then from that I thought I. I’m too ambitious for this. I don’t wanna be delivering someone else’s program. I wanna go into corporates and have my own thing. So I was Anna Mosley coaching before I even joined Gold Circle. And unfortunately, you know, coming from the corporate world, I lacked structure and routine.
[00:03:26] Yes, I was getting raving reviews. I’ve, I’ve always had quite a big personality and things were kind of landing, but there was no brand. I was disorganized. I had a million different services. I was servicing everybody, so to speak, because I’d come from that mental health program dealing with kids, adult CEOs, a whole broad range of people.
[00:03:43] So when I joined Gold Circle, ’cause I knew I needed. The mentors, I knew I needed the support, the structure, and the guidance. The first thing I realized is, right, I need to rebrand. I need a magnetic message. I need to be clear of what I want. So I decided to target, firstly, high impact forward thinking businesses.
[00:04:01] So I’ve helped businesses that include LinkedIn, L’Oreal, GHD, beauty Works, some really big sexy brands, which is more of an authority piece, Adam. And as you know, I’m now focusing on more so on recruitment specifically as a specialist area, but important for people to know that since joining Gold Circle, I spent probably the first five months or four months rebranding, which took a lot of work.
[00:04:22] But even despite the time spent doing that, I, in my first year with 80, um, achieved about 40% growth on the previous year where I was, you know, exchanging time for money and juggling too many things. So that was great. I have learned in this first year that the concept is absolutely. Land has absolutely landed.
[00:04:40] It’s a very disruptive brand. I’m very real. I’m making complicated topics, simple and it is landing in big businesses and smaller businesses too. I’ve mentioned the brand association in terms of global brands, which is an authority piece, something I’ve been really working on, so that’s brilliant. Um. But when I started this journey, I was probably still, well, I was undercharging Adam Undercharging, probably charging about 1800 a day.
[00:05:04] And more recently, I have shifted to more value-based pricing, really charging based on my worth. So that is gonna deliver great growth this year of no doubt. Looking at kind of five grand a day, six grand a day, if it’s leaders. Um, I specialize in leadership. I’m getting leaders and full teams mentally fit.
[00:05:23] So although we deliver leadership programs, we also deliver team programs too. So then when it comes to service incomes, what I’ve done here ad is split these different service types and shown the, the level of income from each
[00:05:35] Adam Stott: by the way that, that’s mega and that’s super helpful. And for people you know, that are, are listening in, understanding the, the percentage of your products or services you’re selling is super important.
[00:05:46] So that’s really gonna help us, uh, to be able to look at your, your time versus what we’re offering and how we can increase the revenue. So that’s really cool. Yeah. So break that down for us. Yeah. So that’s something
[00:05:55] Anna Mosley: I’ve learned from BE like getting clearer on how I understand my business. So what I’m projecting for, you know, moving forward is that the program percentage is gonna be way higher.
[00:06:06] They’re the big, that’s the big tickets when I’m working with a business for like six months up to a year. There’s businesses I’ve been working with for two years now. Um. But as you can imagine, it is much easier to sell in a workshop or a talk because you know they’re not hot yet. Yeah. So I warm ’em up and now I am getting more programs which will come to that.
[00:06:24] So let’s move on to, um, some smart moves. And I wanted to share this in the light of what I’ve really learned from, from you, Adam, and the rest of the team, because these moves have really been making a difference for me. Covered this one already, but brand association, even the work we are doing together, Adam has been a really smart move working with global brands, getting on some really great podcasts and you know, jumping and piggybacking on other people’s databases, basically.
[00:06:50] You said to me a year ago, Anna, if I was you, I’d be working heavily on your personal brand and I have done ever since. And that’s been a very smart move for me, really owning the LinkedIn space as a leadership thought leader. More so now, but just, just getting out there on LinkedIn. Um, and then as I’ve mentioned the podcast appearances.
[00:07:10] I understood from you coaching me before that I, it would serve me well to have a niche. So I decided to focus on recruitment and I built a brilliant partnership with Recruitment Network and piggybacked on their database. I’m really breaking into recruitment now. They’re wanting me, key People are wanting me on their podcast.
[00:07:27] I’ve just, this morning on the phone, got another deal whilst driving from a recruitment agency who’s like, oh my God, I love what you’re doing. I need you and my business, and I need the help person who’s a leader. So that’s working well. And then focus. You know me well, Adam, I’m a diamond. Yeah. This
[00:07:42] Adam Stott: is actually the bit that I think is, um, you know, you’ve done really well on, ’cause even the way that you’ve just presented this, you know, it takes focus to put it together.
[00:07:51] Didn’t used be like that, did I? Yeah. No, no, no. At all. It shows how far you’ve come. Yeah. Because, um, you know, really, really good. Keep going. Yeah.
[00:07:58] Anna Mosley: So a anyone who doesn’t know me, I am a diamond and therefore I have a tendency to be a bit chaotic behind the scenes. My clients would never know that, but, you know, organization is something I have to really time block for.
[00:08:10] So in the, in, in the light of this, in a smart move, focus has really been reflected in deciding to, well launch my first product. I didn’t have a product, Adam. I mean, the brand is only a year and a bit old, but now it is time to monetize all this amazing IP and content that I’ve got. Um, and also the focus is focusing on leadership, which I’ll come to maybe in a minute, actually.
[00:08:33] Yeah. Outsourcing. I’d love some help with this and I’ll come to that in a moment. But I am outsourcing more than I ever have and I need to do more of it. Graphic design, accounts, marketing, and a little bit of operations. Um, but I think I need to do that more. We’ll come to that training. Well, that’s just reflective of the investment I’ve made into that, you guys.
[00:08:52] I mean, the difference has been phenomenal as you can probably see, which is great. So I will always invest in being around the right people and I cannot tell you enough how that line, you said once, relationship capital is way more important than financial capital. I’m living and breathing that. And in fact, two days ago I was on a call with, um, a Hollywood star.
[00:09:11] I haven’t told you about this yet, which. I mean these connections are just a result of the branding online. And I dunno, something exciting might cover that. We’re definitely getting, you know, some, some traction. Yeah.
[00:09:22] Adam Stott: Okay, cool. So these are the issues. We is this
[00:09:25] Anna Mosley: No, this, these are still, these are still smart moves.
[00:09:27] So I’m just showing the, the difference so far in the journey. Just quickly, I’m much more open to, um, you know, ai, I’m, I’m not strong on this at all, but I’m more open to apps and AI to help me create shortcuts for the business. And then leadership is, is, uh, the niche I really wanna be known for when it comes to 80 Growth Academy.
[00:09:47] Like really targeting the leaders. ’cause they’re the decision makers. It all starts from the top. Right, right. Moving on to the goals. And then after this, Adam, we’ve got the challenges. You know that I am, my mission now is launching this new online product. I’m in the midst of that now. Um, I’m focused and I’m doing it.
[00:10:04] Um, so that’s good. Leading with confidence. It’s gonna be a leadership confidence online product, which upsells to a group. Extraordinary leadership 90 day program. ’cause what we’ve got here is the high ticket stuff is already sorted, but I didn’t have a front end to the business. Yeah. So I’m creating a front end to the business podcast.
[00:10:24] I will absolutely be launching this year. Extraordinary leadership that is a, an, um, like that’s a marketing strategy right there. Get important decision makers on there. It’s a no-brainer why, why I’m doing that. Pricing I’ve mentioned already is a goal, but this is really gonna see my business grow just from this angle.
[00:10:42] Um, and then finally, I am outsourcing more, but I, I really do need to get the back office sorted, Adam. And I think that’s something I really struggle with actually. So here, here is the summary of challenges. So in summary then, what support do I need? What is the first move I need to make? You did a brilliant YouTube recently where it was you were basically saying if you are, you know, if you’re good at sales and you are, you are a bigger picture person, which I am, you’re probably gonna need help with ops.
[00:11:14] And I can, I do recognize that, but I’m like, who exactly do I need because I don’t look after the CRM. Yeah, definitely. It’s a mess. It’s a mess. It, it doesn’t really exist. Um, and then secondly, getting more consistent leads on LinkedIn. I’m owning the space from a posting point of view, but I am the leads that inconsistent.
[00:11:34] I’m having more conversations than I’ve ever had, but it’s still inconsistent. And I’m wondering, should I have sales navigator? Should I have someone helping me with that? And then we’ve got, um, this, this is more personal brand, really. How do I get on bigger stages? You know, it’s happening slowly but surely.
[00:11:51] But how do I accelerate that? Should I have, should I outsource to someone who helps me get on the stages and reach does the reach out for that? Um, and then ideally those stages need to be to decision makers, to leaders that I can then tempt with my online program. Yeah. Which I’ve learned from you. All of this will become,
[00:12:09] Adam Stott: you know, quite apparent in a minute.
[00:12:10] For sure. We can,
[00:12:11] Anna Mosley: yeah. You can see it coming. Yeah. Um, and then finally, well this is a massive question I’ve got. My business currently isn’t necessarily a business, you could argue, I know that’s a bit harsh, but I am the business. How do I create a business that one day I can sell and what’s the right move other than building online courses?
[00:12:30] Like do I need to build, I, I, I have a sense that I have a sense that I wanna build a team that delivers the 80 stuff into businesses, and I’m not doing it. I’m just doing the big ticket stuff. But I’d love to get your opinion on that.
[00:12:42] Adam Stott: Hey everyone, hope you’re enjoying the podcast. We’ve got a free training that I’m doing right now online from the comfort of your own home called Stand Out Brand.
[00:12:51] What this does is it shows business owners how to get noticed on social media, stand out, get more leads, and get more sales. So if you want to make more money in your business, head over to adam.com/sob. That’s adam.com/sob and join us on the free three day workshop, standout brand. So Anna, you know, really, really useful.
[00:13:17] Great for me to be able to see, and I think we’re gonna find it pretty easy to put the pieces together and actually structure it out how we’re gonna get this business really cooking on gas. And I think it’s quite. Common that people get into a situation where they’re high performer, they’ve got a lot of energy, they’re good at getting stuff done, but then there’s just a million things on.
[00:13:37] So I’ve got this to do, I’ve got this to do, I’ve got this to do, I got this to do, got this to do. So I think there’s some fundamental, like over what you could be at risk of a bit of overwhelm, a risk of a lack of focus. I know that some focus we’ve mentioned earlier is something that you’ve tussled with all the way through and, and there’s some, some professionalization that we can do to this business, which is gonna help you focus.
[00:13:59] Yeah. Um, so I’m gonna have to ask questions, and we’re gonna go through these four. Um, and we’ll talk about the support. We’ll talk about leads, we’ll talk about opportunities, talk about growth, but I think actually focus, it could be one of the key themes because what are you gonna achieve over the next year?
[00:14:16] What do you want to achieve over the next two years? Where are we going because you’ve got something really great. Um, but we don’t want to get really excited and run enthusiastically in the wrong direction. Yeah. If that makes sense. Yeah. Cool. So let’s start off bit by bit. So we’ve, we’ve come in, um, you’ve got this cool stuff, business is growing, got the new brand.
[00:14:35] You say the message is landing, right? You’re like, this message is landing. People want it, people want what I’ve got. Um, so first of all, I want to just, um, get the message out of you. So tell me what is the message that’s landing with people?
[00:14:48] Anna Mosley: Well, the magnetic message is that. Bridging the gap between mental fitness and high performance is the key.
[00:14:54] Helping leaders and well businesses understand that if we can get their leaders mentally fit in the right head space, deepen their foundations, that they now are gonna be cooking on gas. Able to lead from the front.
[00:15:05] Adam Stott: Yeah.
[00:15:06] Anna Mosley: Yeah.
[00:15:06] Adam Stott: Okay. So it’s all about getting their people in the right state of mind. Yes.
[00:15:10] And that is the message you feel people are really going for. Yeah.
[00:15:12] Anna Mosley: Yeah. ’cause there’s no, there’s no other trainers out there doing this. Yeah. And unfortunately that mental health background I’ve got is really quite special. So I’m really bringing that into to the message
[00:15:22] Adam Stott: and you’re able to help those people to, to, to move forward, which is great.
[00:15:25] Anna Mosley: But it’s also the reality, it’s the real delivery, it’s the simpl simplistic approach that’s landing as well. And it’s quite a sexy brand. It’s like an edgy brand. Whereas training’s known to be quite like old school and boring and,
[00:15:37] Adam Stott: yeah. Yeah. You’ve done some good work on branding, as you said. Yeah. And made it look really cool, which is awesome.
[00:15:42] So when you say support, the way that we wanna look at support is what a lot of business owners do. Is, especially when they’re, you know, this business has grown. You’re getting good deals, you’ve got good opportunities, you’ve got good clients. And typically what happens in order for us to grow the business when we’re selling our time for money is you go, well, if I wanna grow, I’ve gotta put more time in, so I’m gonna get in early, I’m gonna stay late.
[00:16:05] And all of a sudden, you, you, you’re just spending so much time that what that does is that takes you into the day to day and it takes you out of working on the business. Yeah. So what is it, when you are busy being busy and you are doing the jobs and you’re out there, what is it that gets left? What is struggling within the business?
[00:16:23] What do you feel is getting missed?
[00:16:26] Anna Mosley: CRM building a list? Email, sequence it, all the behind the scenes stuff that I know will try. So try and go
[00:16:32] Adam Stott: for it systematically. So you’re saying CRM, so what does that mean to you? Because this is really important. ’cause what I’m trying to do here, for everyone that’s watching is, um, is often we can get in this place as an entrepreneur where we feel like, oh, oh my God, this is not being done, this is not being done, this is not being done.
[00:16:47] And what we need to do is take out the Fran, the frantic part and actually say, well, you know what? Is the things that you think not being done, are they business critical or are they not critical? Like, are they going to cause us a, an issue, um, in the business or are they something that we need to put in place fundamentally to help us grow?
[00:17:06] So I wanna establish to you what’s critical before I give you the answer of support. Yeah. So you mentioned CRM, you mentioned list. What else?
[00:17:13] Anna Mosley: Um, well, I, I, I would, my, um, overview of that is I’m missing opportunities and I’m not working smart behind in, in the back office is the way I perceive it, right. So, um, I, for example, I’m not reaching out to existing clients, you know, it’s mental, it’s mental health week coming up in May.
[00:17:31] I should be in targeting all of them with, I’ve got a talk of rolling out the same talk. That’s just a little example of a missed. I won’t miss the opportunity because I’ll have to do it manually if I’ve not sorted it by then. Okay. But that’s, so you feel
[00:17:43] Adam Stott: like you are missing opportunities. And you mentioned the diamond personality for someone that’s watching this for the first time, they’ve never seen me.
[00:17:49] They’ve never seen you. Um, they won’t know, but they’ve been in our training, what they’ll know is that there’s four personality styles, those four different personality styles. One of those is a diamond and a diamond really suffers from like, fomo, um, in a big way. So if someone’s watching, um, yeah, and you suffer from FOMO big time, you’re probably a diamond too.
[00:18:08] But the thing is, some opportunities are worth missing and some opportunities are not worth missing.
[00:18:14] Anna Mosley: That’s a great point. I get that.
[00:18:15] Adam Stott: So what we need to focus on, as you say CRM and list, what do you think is the opportunities that are business critical that you are missing right now?
[00:18:23] Anna Mosley: The overriding one is the online program, but I’m on that thanks to our coaching.
[00:18:27] Okay. Right. So that is in process.
[00:18:29] Adam Stott: So why is that a missed opportunity?
[00:18:31] Anna Mosley: Because it, it enables me to get some passive income and then semi passive income with one to many model, which it would upsell to. Okay.
[00:18:39] Adam Stott: So we’ve got the online program. Yeah.
[00:18:40] Anna Mosley: So I’ve nothing to sell from stage, Adam. I’m doing these great talks, getting raving reviews, but there was no product to signpost ’em to.
[00:18:47] Okay. So I am on that.
[00:18:48] Adam Stott: Okay. So that is my focus. So you’re saying CRM and list came up now online program coming up. What else is coming up? What else is there that you feel you are missing out on is not getting done or that you need support on?
[00:19:02] Anna Mosley: The whole email sequence and online marketing that comes with getting your CRM up and running.
[00:19:09] Adam Stott: Okay. So email sequence. Yeah. CRM, which you said a couple of times. Okay. What else? I haven’t I That’s okay. It’s not used. It’s good because it’s, it’s what’s running through your head. What we need to do in order to get you at peak performance is, is, you know, he needs to clear the mind.
[00:19:24] Anna Mosley: Yeah.
[00:19:24] Adam Stott: Because if you are moving forward yet you’re thinking backwards.
[00:19:27] We, we are gonna be putting ourself in two different directions. So, um, want to get to the support, but I don’t wanna just give you a straight answer ’cause Okay, great. It’s gonna hire marketing person that can do your CRM, do your list, do your online program, bang, we are done. But I don’t necessarily think that’s it because I think FOMO could drive you into some stuff that’s not critical.
[00:19:47] So what else is going on that you think, ah, I’ve got so much to do. I’m stressed out, I’m missing out. What, what is it that comes up?
[00:19:54] Anna Mosley: I’ve got, I’ve got shed loads of amazing content and I feel like I need a VA or the right person to be editing videos. You know, that whole munch, that whole month, that munched out.
[00:20:03] You mentioned in one of the recent gold circles. I don’t wanna be the one doing that. I know that that makes it easier. But I would like someone, I’ve got so many great videos of me speaking on the stage. You’ve probably seen me posting them. I, I have outsourced that once, but I need to find the right person who can just deal with all that social media stuff.
[00:20:19] Yeah. Not necessarily write my posts. ’cause I think me writing them is quite authentic and works for my brand. Yeah. But I need someone to edit these videos.
[00:20:27] Adam Stott: Okay. So marketing is coming up in a big way, right? Yes. Yeah. It’s, yeah. So this is how we establish support. We establish support for the business based on one or two things.
[00:20:38] And this is the, you know, the, the first real business lesson that we’re gonna jump into, we buy support and buy our time back based on one, one or two elements is if I hire a person into the business, and let’s say we are currently talking about marketing support, is that going to make me more money? And if so, how?
[00:20:59] Is it going to save me money? Okay. And if so, how? Yeah. Now it might be that it saves you time and time is money. Yeah. And that could essentially work if you’re gonna then invest your time in different ways. So we need to look at, does a marketing person in the business make you money? Does a marketing person in the business save you money?
[00:21:15] But what else is there in this business that’s not getting done? And do you need more leads? Is is leads for you? Something that’s critical?
[00:21:25] Anna Mosley: I might be jumping ahead of myself a little bit because I do want the leads once that online program’s ready. Does that make sense? Yeah. And then I think I can definitely see marketing making me money because, uh, I’ve built my personal brand.
[00:21:36] And when people see me on a stage, for example, they, I’m, I’m getting them warm quick. Yeah. It’s different. It’s a different model, isn’t it, to many. So I need to, I need to capitalize on that, I think.
[00:21:46] Adam Stott: Okay, cool. What has stopped you to date from hiring someone into the business? Is it just not knowing who?
[00:21:52] Not knowing what, what has stopped you from going and bringing in that next person in the business to kick this on?
[00:21:57] Anna Mosley: Well, it has been a control thing, definitely to a point. But from everything I’ve learned from you, I’m over that now I, and I preach smarter, not harder. Yeah. So I need to practice it. Yeah.
[00:22:08] So, um, I’m, I’m bang up for getting someone, but it’s like, who’s the right person? Yeah. So probably overwhelm around, but I’ve just gotta make the fricking decision and then pivot if it’s not the right person. Okay.
[00:22:18] Adam Stott: Well, we’ll make the decision in a minute and we’ll help you get there. Okay. Uh, so number one is support.
[00:22:22] Let’s just move through these. Yeah. Because I wanna circle back. I wanna give you the right answer. I’m not the fast answer. Right? Yeah. So the second one is leads. You need more leads, you need more connections. Um, tell me a little bit about that. How busy are you right now on, in the business? On a day to day, you know, how many days are you booked out?
[00:22:42] If you’ve got a five day working week, which I think you do, how many of those days are you speaking out on stage? How much free time do you have?
[00:22:50] Anna Mosley: So I’m, I, I would say I’m in a, on average in a business one and a half days a week. Okay. That sounds random, but I’ve worked it out. Yeah. Um. I’m speaking, I’d need to speak way more, but I reckon I’m speaking one or two times a month.
[00:23:03] Like out, actually, probably once a month outside of BBE.
[00:23:07] Adam Stott: Okay. Alright. So you’ve got two days where you’re in a business working with a business in one of these programs a week. Yeah, two days. Two days a a week, yeah. Yeah. Week. And then you’ve got, so you essentially got three days, two days you travel. Yeah.
[00:23:19] And then three days you’ve got time off. Okay. And you, and you’re working on the business. Yeah, a
[00:23:24] Anna Mosley: lot, A lot of con, a lot of conversations. I’ve got some high level one-to-one clients. I, I sacked off the one-to-one actually, that was a smart move in general, but
[00:23:31] Adam Stott: Okay.
[00:23:31] Anna Mosley: Where I’m charging the right amount. I’m doing a few.
[00:23:33] Adam Stott: Okay, fine. So you do need some more opportunity and you do need some more leads. Okay. That looks like there. Okay.
[00:23:40] Anna Mosley: But I am busy. The thing is, I’ve also gotta create this leadership program and I’m, you know, I am struggling to find the time to do that. I’m making the time. Yeah. So I am busy. Yeah. It might not sound it when you write it down a bit of paper, but I am busy.
[00:23:53] Adam Stott: Yeah, busy. But
[00:23:54] what
[00:23:55] Anna Mosley: am I doing? But I am,
[00:23:56] Adam Stott: yeah. Am I,
[00:23:56] Anna Mosley: and I do have a lot of juicy conversations. I never feel unproductive. No. Um, but am I working on the right things?
[00:24:03] Adam Stott: Okay, cool. And then we go to number four. Yeah. Which is, uh, sorry, number three, which is opportunities, which links back to the support. And then we go to number four, building a business that one day I can sell.
[00:24:13] Yeah. Like, tell me about where that’s come from. You’ve, you be, you could pose any challenge, anything that’s going on. Why is that a challenge That’s very far into the future. At the minute the business is, you know, a year and three months old and that’s coming up for you. Like, why is that the, the thing that you would bring up as a challenge?
[00:24:31] Anna Mosley: Because I think it, I feel like it’s important to know what that North Star is.
[00:24:35] Adam Stott: Okay. So now with, now this is gonna really underpin the whole conversation. Mm-hmm. And I think for anyone that’s a business owner watching, it’s really important that we get very clear on what is it that you really want? What, where do you want to be?
[00:24:48] Do you feel like you have a clear idea? If you were to wave a magic wand over 80, the brand and the business, and you were waking up in two years time, you’ve had everything you wanted from this business, it’s given you everything you want. Where would you be in two years time?
[00:25:03] Anna Mosley: I would be a millionaire. I would be, um, there would be someone else running 80 Growth Academy.
[00:25:09] It would, it would remain to be known as a very forward-thinking, pioneering, uh, growth academy versus anything else out there. It’d be, it’d be self-efficient and I’d be speaking on stages, getting, I dunno, 10 KA per talk. I’m speaking around the world. Um, and I’m earning really good money, like I said. My, my purpose for anyone listening, my purpose genuinely is to make as much Yeah.
[00:25:33] Impact on as many people as possible. I’ve got such an important story to share. Very passionate. It is a passion project. It is a passion led business. Yeah. Purposeful.
[00:25:41] Adam Stott: Yeah.
[00:25:41] Anna Mosley: But I also wanna make frigging money from it. Yeah. Because I believe I can be the best.
[00:25:45] Adam Stott: Yeah. Okay. So you wanna be a millionaire in two years time.
[00:25:49] You wanna be speaking on stages?
[00:25:51] Anna Mosley: I’ve done about two years time. I think that’s really, yeah. I said you’ve
[00:25:53] Adam Stott: weighed the magic wand. You’ve woken up in two years.
[00:25:56] Anna Mosley: Oh yeah, yeah,
[00:25:56] Adam Stott: yeah. Yes. So like, you know, we maybe if we aim, if we aim for that. Yeah. And you end up with 800,000 pounds in the bank, would you be okay with that?
[00:26:04] Yeah. Right. Okay. Well then we work from there. Right? So we’ve got millionaires speak on stages, um, getting out there. What else for you?
[00:26:12] Anna Mosley: Um, I’d have written a couple of, you said
[00:26:14] Adam Stott: someone else running it. Yeah, yeah. Someone else running
[00:26:16] Anna Mosley: at, I’d love to get your opinion on that. Yeah. Um, I’d have, I’ve, I’d have launched a, at least a couple of books.
[00:26:21] One leadership book straight up and then one more general, and I’d get to a point. I dunno if I’m jumping too far ahead, but because eighties running on its own, I am really targeting female fe successful female founders and really targeting that market and filling big, big rooms. Yeah. Inspiring them.
[00:26:40] Adam Stott: Okay, great. Look, you are, you are great. You now sort of dragged it out of you, right? Yeah. Um, and we are getting down to the bare bones of it. Your biggest enemy is the focus. Yeah. Because what you just described is like four different things. Keynote speaking is a strategy. If you wanna be a keynote speaker getting paid 10,000 pounds to speak, speak on a stage, 20,000 pounds to speak on a stage, then no problem.
[00:27:04] Like that’s a strategy that we can build out. If you wanna be a millionaire, um, through being a speaker, that’s a strategy that we can build out. But my preference wouldn’t be focusing on keynote speaking for that. It would be selling from stage.
[00:27:17] Anna Mosley: Yeah, definitely. You know,
[00:27:18] Adam Stott: that’s the kind of thing. Writing books is one thing.
[00:27:21] Building programs is another thing. So what we have to do is we have to strategically timeline where you are at. It’s fine. ’cause we’re gonna timeline it all out. Yeah. I think what we’re gonna do is we’re gonna bring it up on the board and I’m gonna draw it out. Okay. ’cause now I know exactly what you want.
[00:27:36] This is gonna be able to like structure it out. And I think what we really need is a structure and a process for you to follow so you know what you gonna do first, what you gonna do next, and what the steps are. Does that sound good? Yeah. How
[00:27:45] Anna Mosley: excited this is getting me,
[00:27:46] Adam Stott: right? You’re getting really excited.
[00:27:48] Right? Sounds good. I’m really excited. Okay, good. Well, it’s exciting because you do the work, you follow through, you implement everything, which is awesome. Okay. So what we’ve established from the conversation with Anna. First of all is that she wants to become a millionaire through her speaking. And then what you also saw is one minute, that’s where we wanna be in two years.
[00:28:06] And then we saw her draw back a little bit. It’s like, oh, oh, that might be real. And then it was like, okay. So a little bit. And that happens a lot to, to business owners and entrepreneurs got a big bold goal, but then the big bold goal going after it, sometimes fear can rise up. We’re gonna break through that fear, which is gonna be really cool.
[00:28:24] Um, then we had a conversation about someone running a business. Right now she’s running it, um, doing absolutely everything in the business, but she’s got a vision and a dream where people can come in, run the business. So we’re gonna talk about how do we build towards that? How do we build towards becoming a millionaire for Anna?
[00:28:40] How do we build towards someone running her business? So she’s earning more and she’s working less in addition to this. What were the other two parts? What’s that? The millionaire lack of, um, someone else running a 80. So someone running 80, then to be keynote, speaking on stages and be getting ourself out there, which is really awesome.
[00:29:02] Having two books or starting the process of writing books, getting them out to market and having a podcast as well. So, cool. We’ve got a lot to do in this one and how we gonna break down, how we make that happen? Let’s take our eyes over to the screen and they start breaking down. The step by step of these is what’s, first of all, really good about you’ve given.
[00:29:21] The Millionaire Goal, the Running 80 goal, the speaking on stages, the books, and the podcast. Now, the one thing I like about all these goals is that they are all aligned. They can all be achieved in the vehicle. If you were selling paper mache puppets and you said, I wanna selling paper mache puppets for a pound each, and I love making them, and I wanna be a millionaire, we’re gonna have a lot harder goal there to go and accomplish.
[00:29:45] But if we literally got these different elements, we can build towards it. What we need to understand is sequence, um, and sequence is gonna become really important here, um, as we start to build. Hey, team, what I’m about to go into is quarterly planning with Anna. One of the reasons that this is super important for business owners, especially high performers, people have a lot of energy to want to go and build a business and a super ambitions, and they’re used to winning is if they don’t have a plan.
[00:30:15] They tend to bounce around a lot. And when somebody bounce around a lot, sometimes we’re winning, sometimes we’re not winning. And that can lead people to missing their overall goals and their overall targets and not reaching their true potential. So what I wanna do here with ans I’m about to outline it and you’re about to see it step by step, which is gonna be really cool, where I literally show you this is what we should be doing, this is what we should be focusing on.
[00:30:40] Key word here, focus for the next three months. Then we’ve got another focus for the next three months. Then another focus for the next three months, depending on how busy you are. I know Anna’s really busy, having had a great insight, coaching her for quite some time. She’s out there speaking, she’s all over the place, so I don’t wanna give her monthly plan.
[00:30:59] I wanna give her a quarterly plan with one big objective. So you’re about to see that. Let’s dive into quarterly planning, and this can really help you. And what I’d encourage you to do is after you’ve watched me do it with Anna, go and see if you can put together your own quarterly plan to keep you focused and on point.
[00:31:16] So what’s gonna become really, really important is sequence if we were to start to break things down. And the way that I’m gonna suggest that you break things down is, is you break it down in quarters. So you’ve got three month cycles. Uh, the reason being is one month cycle. For you. Two days a week, you’re out in a business.
[00:31:35] Then you’ve got one-to-ones. If we say, oh, you’re gonna do this in a month and you go gonna accomplish it, it’s gonna come up very steadily and very quickly. And all of these tasks that you’ve got are really, really big. So what I wanna do is I wanna break down your activities into these three month cycles.
[00:31:51] So we can start to do quarter one, quarter two, quarter three. And this is a thing, you’ve got a corporate background, so you’re gonna be familiar with this, right? Yeah. Um, but you perhaps you’re just not doing this for your existing business, right, right Now, so what we need to figure out is your sequence.
[00:32:07] Yeah. So we’ve got the business. What do you feel that in the next three months, if you were to. In the next three months, really get yourself in a place where you are moving forward. What would make you feel really like you’ve accomplished something? If the end goal is, I want to be a Millionaire speaker, that everyone knows author books incredible.
[00:32:30] In the next three months, what would be the first domino that we would have to knock over to get you on that path?
[00:32:37] Anna Mosley: My online Leading With Confidence Pro program is up and running.
[00:32:40] Adam Stott: Okay. Or ready to
[00:32:41] Anna Mosley: launch. Ready to, ready to launch, ready, launch. So Leading with
[00:32:44] Adam Stott: Confidence
[00:32:45] Anna Mosley: is created.
[00:32:46] Adam Stott: Okay. So we’ve got the Leading With Confidence course.
[00:32:50] We’re gonna come to that in a moment. Okay, so we are about to have a conversation now on product pricing and product creation. This, for me is, is absolutely critical to a business owner’s success. If you price your product wrong and you plan your product wrong, it can often lead to a lot of hard work and not a lot of financial awards.
[00:33:11] Having trained thousands of business owners and done over 156 million pounds in revenue and launched hundreds of different products across multiple industries, I know how important this is. I also see and train people every single week, our business training. I see the way they’re setting up their products and not.
[00:33:30] Set up to win. So what I talk about here is pricing models and product creation. If you have a lollipop business model where you sell lollipops for one pounds, you have to sell a hundred thousand lollipops to make a hundred thousand pounds. And that business model is extremely prohibitive because it has high startup costs.
[00:33:51] You first of all, you’ve gotta go out and buy the a hundred thousand lollipops in order to sell ’em. So what? Or even if you did ‘EM installments, you, they’re still 50,000 pounds worth of revenue out to get a hundred thousand back in. You’re gonna be like, ah, I’m working really hard, but I’m not making any money.
[00:34:04] And this is what happens all the time. So what you must do when pricing your products is really focus and zone in on who is the person that’s going to be buying this and what is the outcome that they’re going to get through that? That will give you a great indication of the value. To the target market, and this is really, really important.
[00:34:25] When I discuss this in a moment with you, Anna. Anna, you’re gonna see Anna say, okay, well what, what outcome? And she goes to her outcome. I wanna focus on your client outcome. This is incredible because this will allow you to price your products better, give more value, and make more impact. Let’s jump in.
[00:34:41] So now you’ve got the Leading with Confidence course. How much are you gonna sell this Leading With Confidence course for
[00:34:47] Anna Mosley: 4 9 7.
[00:34:49] Adam Stott: So 497 pounds? Yeah.
[00:34:51] Anna Mosley: Yeah. Okay.
[00:34:52] Adam Stott: And what’s gonna be included in that course?
[00:34:55] Anna Mosley: So I’m pitching it as a 30 day program, and it is a series of videos over four, I think it’s 18 videos over four different sections.
[00:35:03] Adam Stott: Okay. And where did you get the price point from?
[00:35:08] Anna Mosley: I think I was modeling something You do. But, but I might be undercharging there. There’s a lot of con, there is a, I need to be mindful of not giving too much away with that. ’cause I wanna upsell to a 90 day all guns blazing one.
[00:35:20] Adam Stott: Okay. All guns blazing. Okay.
[00:35:22] What would a 90 day all guns blazing one look like? And how much would that be? A
[00:35:27] Anna Mosley: 90 day one would be a 1, 9, 9 7. Yeah. I wonder if that’s right or wrong. Could be two. Nine. Nine seven. And that looks like the online content available with extra videos, uh, challenges and then every two weeks a li a live one, uh, one to many coaching session with me.
[00:35:47] Okay, so you’ve got that live. We go deeper.
[00:35:49] Adam Stott: Okay, cool. So if you were to go out and sell a hundred of the 4, 9, 7 courses, you know, you go and get a hundred people to buy that course, you’re gonna generate 50,000 pounds in revenue. Mm-hmm. Make sense? Yes. So if you sell a thousand of them, alright, you are gonna generate, um, 500,000 pounds in revenue.
[00:36:11] Anna Mosley: Yeah.
[00:36:11] Adam Stott: Okay. So we’ve gotta sell 2000 courses to do a million in revenue, and this is the first activity that we are looking to build in. Mm-hmm. So I, I think that you’ve got a conflict there in the end goal and the beginning goal,
[00:36:27] Anna Mosley: right?
[00:36:27] Adam Stott: Because let’s now focus on the outcome. What is the outcome of the course leading with confidence?
[00:36:33] Anna Mosley: The outcome is, um, a really healthy revenue stream from the upsell, which is the, which I’ll call the course. Okay.
[00:36:40] Adam Stott: Not the outcome for you. Oh. What’s the outcome for the client? Oh, so they buy that course. What do they get?
[00:36:45] Anna Mosley: Oh, they are, they are gonna get more respect. They’re gonna be able to stand confidently in front of their team.
[00:36:50] They’re gonna have the clarity of thought to perform better. They are gonna have high self-esteem, which they’ve never had before, to be able to truly lean into leadership. Yeah. And they gonna understand what leading means.
[00:37:00] Adam Stott: Okay. Right. Cool. Yeah. And who would be the buyer of this course?
[00:37:04] Anna Mosley: The buyer of this course is any, uh, leader.
[00:37:07] Yeah. In a corporate or not. So there’s opportunities for the corporate, corporate with this as a side sell for me as well. Yeah. It is. Any leader that has self-doubt, um, lacks confidence in their role. Maybe they overthink, maybe they can’t manage conflict well.
[00:37:21] Adam Stott: Yeah.
[00:37:22] Anna Mosley: And this is most leaders, I’ve, I know from coaching thousands of leaders that the underlying problem usually is confidence, either in themselves as a person.
[00:37:29] Or in terms of how to lead. ’cause people don’t get taught how to lead.
[00:37:32] Adam Stott: Okay. Alright, cool. So basically it’s for leaders to build their confidence, be able to build teams, lead their staff, and all that jazz.
[00:37:39] Anna Mosley: Yeah. And it’s the links with high performance, right?
[00:37:41] Adam Stott: 500 pounds, not the right price point. Okay. Okay.
[00:37:43] 2000 pounds, not the right price point. That’s the, that’s the first thing, right? That I would look at. I would look at making this a 5,000 pound course, not a 497 pounds course. Now, the way that I would do this differently, and this is how you, how you’re gonna build it up, right? Yeah. Um, so I wanted to get into the structure and the sequence, but you’re very detailed, so you need to, you know, you want to get into these bits, but if you are gonna be a millionaire.
[00:38:09] You know, selling 500 pound courses, that lends itself well. So to a different market. So for everyone that’s watching, why have I suggested a 5,000 pound course? Because this is a course for people to be able to lead their teams and lead with confidence. And a business owner that’s running a business that’s got a team, has the financial affordability to be able to pay more.
[00:38:32] And the more they pay, the more seriously they’re gonna take the training. True that. And instead of just giving them a training, some videos that they watch, this is what happened. They would buy the videos. You care about making impact. They’d buy 500 pounds worth of videos. They’re not gonna watch the videos because they aren’t paid enough, because they’re not taking it seriously enough.
[00:38:50] Yeah. If they pay 5,000 pounds, they’re gonna watch the videos. But then what we can do is we can do a hybrid training. So the hybrid training means that you can say to them that this is a 5,000 pounds, 12 week course, and over the course of 12 weeks where you are gonna watch, you’ve got a video a week, you’ve got some practice to do, and then you join me in a small group every week for 12 weeks.
[00:39:13] And then you can have cohorts that start every 12 weeks. Yeah. So you can do this four times a year. Yeah. So we’ve gone from having to sell a hundred people in the course at 497 to only now selling 10 people on the course. And the beauty of this is now you’re out speaking in these businesses all the time anyway, and you can say, Hey, you should do, you should get Johnny to do my 12 week program leading with confidence.
[00:39:36] Johnny gets to come on, talk with me every single week with a small group, ask questions. They build relationships, they build bonds, and they get access to all the videos and the content.
[00:39:45] Anna Mosley: Brilliant. So not on, not online only after all, then Yeah, the entry product is a hybrid. Yeah.
[00:39:49] Adam Stott: So the entry product could be a hybrid.
[00:39:52] What you can then do is you go and speak on a stage, like when you look at how people are gonna become aware of you. So this is the customer journey. Different advice for different folks. You might be a coach watching this going, ah, what? Like the reason Anna can go and charge 5,000 off the bat is Anna’s on big stages.
[00:40:07] She wants bigger stages, but she’s already on big stages. People already know her. She’s got credibility. She’s working with companies, she’s working with people who can afford the product. She’s not working with your one man, bam, business owner that doesn’t have any staff. Yeah. She’s working with someone who’s got 10, 20 staff.
[00:40:21] Yep. So charging 500 pound if anything’s gonna put ’em off.
[00:40:24] Anna Mosley: Yeah, I can see that.
[00:40:25] Adam Stott: Okay. So we go, we make that shift and we say leaving with confidence. 5,000 pound hybrid 12 week course. Now we’ve got some, we’ve got some real, real. Incentive to go and build it. Okay, so what I’ve just mentioned here, which I think is really important, and a lot of business owners and entrepreneurs haven’t done this in the past, is what we call time blocking.
[00:40:47] Anna alluded to it, and it’s something that I’ve trained Anna on before I. In when I’ve looked at mini time blocking. And what that is is that’s when you take 15 minute and 30 minute segments out of your day. You block them out for specific activities. This is really helpful On a day-to-day basis, what you also want to do is you wanna do project time blocking.
[00:41:07] So if you’ve got a big project that you are all going to complete, the best way to do that is just rip that time outta the diary, be completely ruthless and uncompromising, and show up to complete the project. That’s what I’m about to go over with Anna. So enjoy seeing this and look at how you can use this in your daily life and business.
[00:41:26] So how are we gonna get this done in the next three months? This, um, the actual videos that you record, um, I’ve seen you speak loads of times ’cause you spoke with us loads of times. You’ve got some really great a ip, you’ve got some really great content. Um, how are you, when you are recording on your own,
[00:41:44] Anna Mosley: how’s it come across?
[00:41:45] No.
[00:41:45] Adam Stott: How, how do you feel like, what’s your discipline like with that?
[00:41:49] Anna Mosley: Uh, when I’m in the time block, really good. Okay. But I’ve gotta make sure that I protect the time, time blocked out for that.
[00:41:56] Adam Stott: Yeah. What? But
[00:41:57] Anna Mosley: yeah, pretty, pretty good. Pretty. How many
[00:41:59] Adam Stott: videos do you think you need to do to record the entire leading with confidence modules?
[00:42:04] Anna Mosley: Um, 18, but 18. 18.
[00:42:07] Adam Stott: 18? Yeah. How, how long typically are the videos?
[00:42:10] Anna Mosley: They are between, they’re between seven minutes and 20 minutes.
[00:42:14] Adam Stott: Okay. So they’re short. Alright. Yeah. So you could probably get them done in two days, would you suggest?
[00:42:19] Anna Mosley: Yeah, maybe I do need to just put full days off actually. Yeah.
[00:42:22] Adam Stott: Okay. So we say four days.
[00:42:23] Worst case scenario.
[00:42:24] Anna Mosley: Yeah. Stupidly. I hadn’t thought about doing that. Yeah. I’ve thought about getting it in between whatever I was doing. No, what
[00:42:29] Adam Stott: you need to do, this is why I’m giving you the advice and the guidance, right? Helpful. Mm-hmm. This is how you’re gonna get a course done in three months, or not even that, right?
[00:42:36] We’ll have the whole thing rock and roll. You’ll be selling it in the next couple of months, but this is quarter one. This is the big needle mover. Yeah. So what I suggest you do, we’re in a studio today. You could probably have a conversation here, but if not here, you could go and have a conversation with someone that’s near you.
[00:42:51] ’cause I understand where you’re at, whatever you decide. And I would literally book the first two days in and I’d go and I’d to get two days outta your diary as soon as possible. And this is what I do. I book time out so I’m not getting disturbed, and then I can come out, I can literally go and do those 18 videos and now bang, I’m done.
[00:43:07] Okay? Mm-hmm. Right. So this is, uh, in addition to that, this is solving the whole problem in quarter one for you is what we wanna do is get the two days booked out the diary. Make sure that you’ve planned and you’ve wrote the slides for the 18 different videos Yep. That you are gonna do open a school community.
[00:43:23] I’m a big fan of school. You’ve used all our products on there because you’ve been us for a long time. Um, so you’ve seen the stuff that we do open a school community, host the course in school because it’s a 12 week training. You can put the calendar links in there as well, and then people can follow through with the 12 weeks and they can go on and you can start inviting people into the program as, and when they buy the program and you’ve got the 5K option.
[00:43:46] Now what you can do is you then can downsell and you say, well look, if you don’t want any of the calls, you can get the course on its own at 9, 9 7. So if you bump in to a one man army that once your training Yeah. Go, Hey, you can go and get this at 9, 9, 7, and now you’ve got two, you’ve got a 5K option.
[00:44:02] You’ve got a one K option.
[00:44:04] Anna Mosley: So the the one K option is just the videos, right? Yeah. Yeah. They
[00:44:06] Adam Stott: can come in the school community, they can speak in the community, then do the videos, but they just don’t get this assistance from you
[00:44:11] Anna Mosley: as a side point. Can I ask you something? Yeah. I’ve started building this.
[00:44:14] Someone’s helped me in my instant business.
[00:44:17] Adam Stott: Yeah.
[00:44:18] Anna Mosley: Is it an issue if it is in there? No,
[00:44:20] Adam Stott: you can do it in there. Okay, fine. That’s fine. Yeah, so, so you can do that, but you’re
[00:44:22] Anna Mosley: still recommending school as a senior? I like school because
[00:44:25] Adam Stott: of the calendar, because of the community. But you can literally do it in Eva, but I think school gives you a nice presence.
[00:44:30] Okay.
[00:44:31] Anna Mosley: So if I’ve got the online product offering in um, my instant business, should I still have school for the community aspect or do I not need that?
[00:44:38] Adam Stott: I would do everything in one place, especially the way. So you can do that in my
[00:44:42] Anna Mosley: instant business. Can you? Yeah,
[00:44:43] Adam Stott: I would do everything in one place. I personally, my recommendation would be go and use school.
[00:44:48] Anna Mosley: Oh, damn it.
[00:44:49] Adam Stott: Okay. That’s personally what I would use because I think it’s really easy. Yeah. For managing. You can have two options in there. Downsell at 9, 9, 7. Upsell at 5K. Yeah. Now don’t get too lost in their detail. Mm-hmm. Your mission. Yeah. And your objective one is absolutely. You are in the next, in, in this quarter, which is the first quarter since we’ve had this meeting, you are going to finish the leading with confidence.
[00:45:15] And then the detail is you book two days out, you go into the studio, you record it, you go and house your program, whether you do it in mind, business, which is our software. Yeah. Or you do it in school, you go and do it, and you get that absolutely nailed. Okay. Yeah. So quarter two you shift from being broken up.
[00:45:31] My, as you’re saying. Yeah. So now you move from being course, um, course creation, recording, all of that jazz. Oh, well, we have here the age old problem that business owners often incur when they’re building a business. It’s that challenge of recruitment and, and you can see that, you know, Anna’s a great business lady.
[00:45:51] She’s an incredible coach, incredible speaker, and she’s got this challenge of recruitment coming up, knows that she needs help. Those that she needs support doesn’t really know where to start. And this is a question I’ve often asked. We train thousands of business owners a year, and it’s people say, what’s my first hire?
[00:46:09] And what’s really important to understand is that everybody’s first hire is different based on their requirements, their goals, their ambitions. What’s gonna move you towards your target? The fastest people want a one size fits all answer, but that’s where coaching comes in. It’s not really a one size fits all answer.
[00:46:28] It is aligning your strategic moves with your objectives. So what you’re about to do is you’re about to see me quite go quite deep into establishing who would be the right hire for Anna. You know, what should we be looking at? What kind of structure does that look like? And then what should the next hire be?
[00:46:43] Which is gonna be really cool. And hopefully for those of you watching, that’s gonna really help you too. You then move in quarter two. To the next stage, which is gonna be the marketing and the promotion of this product. Now you’ve got it. Okay. Yeah. Okay. So this is what my, this answers your support question as well.
[00:47:02] So if you’ve got your support questions like Adam, who do I hire? What do I do? I feel that you need, the way it sounds for your business is actually you need a really switched on marketing exec in your business. Okay? Now you can have a marketing exec. What you can do is you could get a videographer in your business that works with you because they’re gonna have video editing, social media experience.
[00:47:24] Yeah. There’s lots of videographers out there. There’s lots of available there. Not as expensive as a digital marketing person, for example. So you get a really good quality person, so they edit it as well as recording. Yeah. They can edit. They can record and do this stuff for you, but what you are gonna need.
[00:47:41] Is you’re gonna need somebody that comes into the business. Yeah. And what we need, need to do is then we need to go literally build out a target list. This is a really important one. What we’re about to talk about is creating a target list. This is where you get very zoned in and focused on who your ideal clients are, who are the right people for you to work with.
[00:48:02] And when we do this, this is where we want to aim high. We want to be looking to work with the best quality top people in the marketplace that we can possibly work with people that have the audiences that we want. So you imagine this, imagine someone’s got. 10,000 of your customers already, you can go and compete with them and try and take them customers off them.
[00:48:22] Or you can go and try and, you know, find them and market them and spend money on ads. Or simply, you can just go to the person that’s got you 10,000 customers say, Hey, I wanna align with you. I wanna partner with you, I wanna work with you, or I wanna come and serve you. I wanna help you. So they can put you in front of their customers.
[00:48:36] You get the results quicker. So when I talk about a target list, this is what we’re gonna look at. And discuss. This is something that you wanna have for your business. Who are your dream relationships? Who are the dream people to do business with? Because this can get you to your results much, much, much quicker.
[00:48:51] And if you’ve got this, go and tell me in the comments and you know, if you are loving this so far, maybe you’ve got some questions you wanna ask about your business. I read every single comment person, they, you know, we are here and we’re making these videos to help business owners just like you. So if you’re getting some real value, tell me the comments, the bits that you’re enjoying, the bits that you need extra help with, and we’ll try and incorporate them in the future for you too.
[00:49:12] So my first move, step one, target list of who we are gonna go after, which is, this is gonna be people with podcasts. Getting you on a podcast. I wanna be speaking to 50 people a day, right? Literally going out and then saying, Hey, I’ve seen your podcast, seen you doing this. Think it’ll be awesome. People with YouTube channels, oh look, look like literally we’re gonna build a target list of 500 people.
[00:49:36] That’s our first move. And the second move is you’re gonna get your marketing exec. Now you could get a PR company to do this as well. Hannah Vanney might be able to help you as well, right? And literally. They’re gonna go out and they’re gonna talk to all these people and they’re gonna set up these different meetings for you and they’re gonna do all the work.
[00:49:54] So all you’ve gotta do is show up and they take out the heavy lifting of getting you out there. Now the reason this is the move that I now make in court too, is you’ve now got product. Yeah. Before you didn’t have a product. Yeah. So now you’re jumping on every single podcast and you’re saying, Hey, yeah, look, we’ve got my leading with confidence products.
[00:50:12] I’ve got an option where you can work with me directly. It’s 12 weeks. I’ve got an option where you can just get the training. You know, people wanna connect with me. Now you’re getting on other people’s audience and literally you are promoting the hell out of the product. And you can get on as many podcasts as you possibly can, get as many lives as you can, as many YouTube C channels you can.
[00:50:29] And you’ve got one person. Basically what you want in your business is a drum banger, right? Yes. Somebody that’s gonna get that and just bang your drum all day long. Who’s that? That, that doesn’t sound right, but you know, if somebody’s gonna literally bang the drum for you all day long Yes. And they’re gonna go out and they’re gonna be messaging people, building relationships, putting into places.
[00:50:49] What do you call
[00:50:49] Anna Mosley: that person?
[00:50:50] Adam Stott: Well, that would be, you’d either want someone as a marketing exec Okay. In the business, someone that can do marketing for you. Uh, somebody that’s okay with outreach. I need to talk
[00:50:59] Anna Mosley: about employing someone. Yeah.
[00:51:00] Adam Stott: I would actually be hiring someone. Do you know what? This is why I would hire someone.
[00:51:03] Okay. That’s, and I wouldn’t be afraid of it, is because if you hire this person, and I know that you, the way you’ve been running your business is not really what you’ve been doing. But if you hire this person, they cost you two and a half grand a month, let’s say. Yeah. By the way, you could hire ’em three days a week.
[00:51:18] You find a lot of people that would be good. Want three days a week and let’s say you got paying 1500 pound a month, three days a week.
[00:51:23] Anna Mosley: Yeah. That makes more sense.
[00:51:25] Adam Stott: Yeah. When you start that way. Mm-hmm.
[00:51:26] Anna Mosley: This
[00:51:26] Adam Stott: is what’s gonna happen. Right. They’ve only gotta get you one bill.
[00:51:31] Anna Mosley: I know. Yeah. They pay for ’em.
[00:51:32] Adam Stott: Yeah.
[00:51:32] And they’re more than paid for. I get it. Right?
[00:51:34] Anna Mosley: Yeah.
[00:51:35] Adam Stott: So if they’re doing this all day long and they’re structured and they go out there and they push, they get you on podcasts, they get you into, you know, other people’s collaborations. You basically draw up a target list of everyone you wanna work with.
[00:51:47] Yeah. And you get this person to go and attack and message ’em and send clips of you and send you speaking and talking about what you’re doing. Sharing the message. Yeah. They’ve gotta get you one person a month, um, you know, to, to go over onto the down sell or the upsell, the pay from themselves. But they do this with enough frequency.
[00:52:05] Um, you’ll be able to get a lot more than that. And then you’ll start making growth and you’ll start getting that thing. So here we’re about to talk about stages. So I just wanna give some context to this. For those of you that are listening in, and by the way, if you listened so far and you are, you are up to this already, you are an A player.
[00:52:20] So go and mention a player in the comments. What does that mean? It means you’ve stayed, you know, pretty much you’re going all the way in, you’re watching whole video, which is awesome. A lot of people start things and don’t finish ’em. You don’t wanna be someone that starts and then doesn’t finish. That’s a C player.
[00:52:33] You’re an A player. So you go all the way to the end. And I wanna just context stages for you. What are stages? There are events going on every single day, everywhere in the world, in conference rooms, in hotels, in know, in large conference rooms, small conference room, big hotel rooms, small hotel rooms. And there’s events going on every single day online, uh, literally on webinars and zooms all over the world.
[00:52:57] People are so used to using Zoom, meetup, Eventbrite. There are things happening all around you and sometimes as a business owner. It can feel lonely. You feel disconnected. Not a part of the big ecosystem. One of the ways you can plug in to the ecosystem is to start to be involved with events. So we’re gonna talk about that now and how you can actually leverage events and other people’s stages to drive business to your business.
[00:53:23] Okay? Yes. Which this is what it does, is this gets you the podcast, which you want it, okay? They can also go after stages for you, which you wanted. Now, this is the beautiful thing, is the next three months we wanna focus on stages. We do, we’ve got stages. This is target list, this is hiring, this is attack.
[00:53:44] So they’re the three steps there to go out and t. Now we go to. The stages, right? Yeah. So the only one of your goals and your ambitions that I don’t agree with is I just don’t, I, I just don’t think keynote speaking for me is the way to, to move forward. You can do your corporate training, I understand that, but I truly believe through a lot of experience that if you go and get on someone’s stage and there’s a thousand people there, or a hundred people or whatever.
[00:54:14] You are literally gonna be going out there. You’re gonna be speaking, and you’re gonna be talking about your leading with confidence program. You’re gonna be talking about the fact they can work with you every single time that you go and speak. You can pick up 10 leads. 20 leads, yes. 30 leads, 50 leads, yeah.
[00:54:28] Whatever it is, depending on the size of the audience. And then you can go and you can sell them those programs.
[00:54:33] Anna Mosley: Makes sense? Yeah.
[00:54:34] Adam Stott: And then we get 10 deals. You’ve got 50 grand a day rather than 10. Yeah.
[00:54:37] Anna Mosley: Can I just share a comment that I think will help anyone listening? Mm. I don’t feel overwhelmed by what you are saying because I think I’ve had in the past, fear of confidence.
[00:54:45] Fear of, sorry, fear of success. What if I get too busy? I can’t handle it. But this makes total sense because it’s a one to many model.
[00:54:52] Adam Stott: Yeah. It’s completely, completely one to many. Yeah.
[00:54:55] Anna Mosley: Yeah.
[00:54:55] Adam Stott: Completely one to many. So you book stages.
[00:54:57] Anna Mosley: Yeah.
[00:54:58] Adam Stott: And on those stages I would be booking stages. You’ve got three months here and, and literally use that quarter to go and get yourself out of, in front of as many people as possible.
[00:55:09] And then when you go on the stages, it’s really simple. At the end. You’ve got a QR code, you agree that with a promoter, is it okay if, um, I have a QR code where I invite people to have a call with my team to talk to ’em about the leading with confidence. So you go out and you get leads. Now you’ve got your person there that’s going and they’re getting you the stages amongst the person.
[00:55:30] Yeah. If this person’s able to do the calls, great. If they’re not, you then move into your next hire, which is somebody that’s gonna close the business and start selling the deals.
[00:55:40] Anna Mosley: What do you call that person?
[00:55:41] Adam Stott: Well, you would then you hire, there’s two types. You’ve got a setter, you’ve got a closer.
[00:55:44] Anna Mosley: Oh, right.
[00:55:45] Yeah. Uh, funnily
[00:55:45] Adam Stott: enough, this is what I spoke with Lee a lot about. He was hiring his first set, which is someone that’s gonna call the leads and warm ’em up. I mean, you can do that and you can hire someone part-time. Yeah. You get people from South Africa, you get people you don’t really want Philippines.
[00:55:57] ’cause, um, for this particular one, because of the English speaking, but you get people from South Africa paying ’em $5 an hour. They will ring up all your leads really good on the phone, say, oh, you’ve booked a call with Anna. I just want to check in with you. And they can qualify that person and say, before your call with Anna, we wanna ask you a few questions.
[00:56:16] Do you currently have a team that you’re managing? No, I’m on my own. Okay. Well what is it that you want leadership for? Why do you wanna start to build your leadership? Okay. To build my confidence. That’s what really attract me. Yeah. Are you ready to invest? To build your confidence? Yes I am. Great, no problem.
[00:56:29] And then what you can do is then they can confirm that call with you. Got you. Now, if the call’s no good, then you don’t wanna go and spend hours and hours every single day, eight hours a day on the phone with people that are not ready to buy. So you wanna make sure that the people you do get on the phone with already to buy.
[00:56:44] Mm-hmm. So that’s what a setter would do. Makes sense. So I’d probably let a setter do that. Yeah. ’cause really cheap. You can pay, you know, 30, $30 a day or whatever it might be. Um, going and setting all your calls mm-hmm. From your stages and then you just closing the deals. Uh, this is when, by quarter four, one year’s time, you know, this is where you are gonna be looking at the product mix.
[00:57:06] So, circling back to what we discussed earlier. You add a product mix, I would be looking to have people coming in on my down sell. You might have 10 people a month coming in here and that means you’ve got 10 grands a a month’s worth of revenue basically coming on on this aspect. Yeah. You then can have 10 people a month coming in on your 5K offer, which means you’ve got 50 K revenue, you are now 60,000 pound business.
[00:57:30] And then all of your corporate gigs can sit up here and you can do a lot less speaking, a lot less one-to-one. And you’ll easily be able to charge your 5K because now it’s like, well, I’m gonna go out, I’m gonna do four of these a month and it’s 20 grand. But the problem you’ll get is even that 20 grand won’t be worth it.
[00:57:48] ’cause you’ll be taking five day, four days out to go and earn 20 grand at five grand a day, where you could just close more business like this and not need to. I know, right. So that’s, that’s all the price
[00:57:58] Anna Mosley: goes up.
[00:57:59] Adam Stott: Yeah. And I’m gonna, I’m gonna summarize this. Into some this, I’m getting very detailed, like, but I’m gonna summarize it for you beautifully in, in the end.
[00:58:07] Mm-hmm. So you really get it. And then this, this stage, now you’ve got a really profitable business. You haven’t got too many people in it. You’ve got a setter. You’ve got someone in your business that does the, uh, the marketing, the the drum banging for you to start generating the leads. It’s gonna come a point now where you need to start professionalizing the business.
[00:58:26] And this is where. We really wanna do one or two things. We, well, two things. We wanna invest in somebody to run the operation and we will want to invest in paid ads. Mm. So you, you don’t have to drive definitely all of your, you don’t have to drive all of your revenue through stages. This is the step-by-step plan.
[00:58:46] And if you’re able to do that and you follow exactly what we said, you know, this is one year, this is 15 months. In 15 months, you can have a million pound business. And then we can obviously put you on track to get to the next stage, which basically accomplishes all your goals in a step-by-step quarterly plan.
[00:59:03] Anna Mosley: Amazing. That’s really exciting. How do we feel about that? I feel great about that. And it feels so well structured.
[00:59:09] Adam Stott: Yeah. Okay. It’s a lot to do,
[00:59:09] Anna Mosley: but I think it’s, you’ve made it manageable.
[00:59:11] Adam Stott: Alright, now let’s slow it down and get really, really simple and granular. So it’s like, this is what I’m gonna do. Okay.
[00:59:19] Yeah. In the next three months, finish the course. Make sure you have the community and the course housed. Mm-hmm. So you’ve done okay. Then hire the person that is gonna build the target list, go out after your targets gonna work with you, someone in a market capacity to drive more inquiries and leads so you can get onto these podcasts.
[00:59:45] Mm-hmm. One detail missed out your target list. All of your target list should be people that literally have stages. So your target list links to here. Mm-hmm. Mm-hmm. So every podcast you go on is somebody that runs big events online or offline. So you are developing relationships with them when you are doing the podcast.
[01:00:15] So you give your time up for free, but you’re building relationships every day. Now that person, you can say, oh, I see you’ve got an event. I’d love to speak at that. And then you get the stages, which is really cool. Mm-hmm. And then in the next quarter, you can be out speaking on these stages, but then your person.
[01:00:32] Then goes out and finds you more stages as well. So they are fully busy all the time. Yeah. You then get the setter, you close the deals, you then start using paid ads, you start using operations. And through that step by step, that’s how you’re gonna get, uh, to the million pounds. And then we look at that.
[01:00:49] That’s a million pound business goal. One that’s an ops person by the 15th month running 80, so they’re running the day to day. You don’t have to, that’s you speaking on stages, not getting paid 10 grand. You are speaking to sell rather than speaking to teach. And then we’re in a position there for you because you’ve got someone running 80 to start writing your books and then you’ve got your podcasts.
[01:01:13] That’s the plan. That’s what, so the, the podcast
[01:01:15] Anna Mosley: comes, should I not launch the podcast this year necessarily then? No.
[01:01:18] Adam Stott: You want to get on other people’s podcasts? That’s what, that’s what my mission is here. Oh yeah. Okay. This is, this is other people’s podcast. Is is here.
[01:01:25] Anna Mosley: Yeah. We’re going
[01:01:25] Adam Stott: on other people’s podcasts.
[01:01:26] People that have stages and then we’re doing it in just this step by step. Step by step. Step by step. Yeah. And then what you now got is you’ve got a solid plan. Yeah. Into the future of where you are going. The biggest challenge you have is your ability to get distracted. Mm. ’cause you’ve got all the talent, you’ve got all the ability.
[01:01:47] You’re an amazing speaker. Uh, you’re great with people you can sell. You’ve got all the skill sets to be able to pull off everything I’ve just said. Um, and you’ve just gotta do it step by step. And the most important part of all of this. Because you can alter some of the bits to suit you in there. Yeah.
[01:02:05] But the most important bit is you sit down on paper and you, and you know, you get that up in front of you like a vision board. Yeah. For the next three months of finish it, make sure you see this leading with conference course every day for the next three months, and then pull that down and then put up.
[01:02:21] Marketing exec promo, finish it. Bang. Execution over ideas. Yeah. You don’t need any more ideas. No. You’ve got all the ideas. You’ve got Fine. Um, and we’ve used your ideas, not used my ideas. We’ve used your ideas. The only difference is we structure them. You pull this off, that’ll see a million pound business and well done.
[01:02:43] Anna Mosley: Thank you very much. Absolute, absolute goal.