Welcome to another episode of the Deeply Rooted Business Podcast! In this episode, Jess and Rachel discuss the process of adding new offers to your business. They share valuable insights from a marketing lens and operations perspective, helping you make informed decisions about expanding your offer suite. Whether you're considering filling gaps in your customer journey or diversifying your income streams, this episode will guide you through the important questions to ask yourself before creating a new offer.

Key Takeaways:

- Assessing demand: Determine if there is a need for your new offer by researching audience preferences and identifying gaps in their journey.

- Aligning with capacity: Consider the level of support you can provide based on your business type and resources available.

- Evaluating existing offers: Review how well current offerings are performing and identify opportunities for improvement or expansion.

- Diversification for risk reduction: Explore ways to diversify your income streams by introducing different types of offers that cater to various target audiences.

- System considerations: Understand how implementing a new offer impacts customer journeys, marketing automation, onboarding processes, and overall client experience.

Ready to explore new possibilities? Tune into this insightful episode now and gain clarity on whether it's time for a fresh addition to your business's offer suite. Don't miss out on valuable tips that will help you navigate every step of the way!

Remember, we're rooting for you!

Connect With Us:

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Rachel's Website

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Rachel's Services

Jess's Services

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Speaker: 00:00:00

jess-_1_02-05-2024_130839: Hello,

and welcome to another episode of

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the Deeply Rooted Business Podcast.

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My name is Jess, your operations

and the systems strategist.

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I'm here with my lovely

co-host, Rachel, our marketing

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gardener, ecosystem cultivator,

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Today we're gonna be talking about

offers in your business and how to

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decide if your business needs a new

offer added to your offer suite and if

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it has space for it we'll be looking

at all of the good things, and we'll

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be looking at it from a marketing lens,

and then also from a operations and.

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Track 1: Yeah, so I think this

is one of the things that's gonna

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build off of our launch episode.

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'cause I think that

this is something that.

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Is it like a typical response where

people are like, oh, the launch didn't

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go well, let me create a new offer.

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But this question often like

bubbles up in other scenarios too.

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And the launch episode, we were like,

don't create a new offer in certain

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scenarios that we'll walk through today.

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Like if you are looking to expand,

if you find a gap in the customer

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journey, like those are times

when it is appropriate to then.

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Fill that gap and launch a new offer.

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So we'll go through all of that,

but just wanna build off of last

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week's episode 'cause it is something

that we were like maybe don't do,

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but that's in a launch context.

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jess-_1_02-05-2024_130839: Yeah,

there are plenty of reasons why

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you should create a new offer.

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And Rachel's gonna walk

you through some of those,

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Track 1: It's important to

acknowledge what type of business

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you are and the level of.

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Support that you can take in.

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So certain businesses like coaching

businesses or mentorship businesses,

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they can expand a lot bigger.

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So they can have various offers.

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But if you're a service provider like

Jess and I, or live in that agency style,

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you have to like first decide from a

capacity standpoint of what's possible.

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So Jess and I have been talking a lot

because we're at this point where.

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We are thinking of creating new offers.

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From a capacity level, it makes sense.

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And then just from an awareness

perspective, it's one of

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those things that, and I'll be

completely like fully transparent

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on like my offers and services.

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I just launched the whole e-commerce

side of my business and I am thinking

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about adding an additional side

from a project perspective to the

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service provider coaching side.

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But I'm like, is this

feel like, does this feel.

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Too many new offers out into

the space and then those certain

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questions type to like bubble up.

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So I think really understanding,

how you feel is like the first step.

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Would you agree like from

a capacity perspective, I.

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jess-_1_02-05-2024_130839: Yeah, I think

one just assessing, and I have a bunch

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of qualifying question that we'll share

when we get to my part, but I think

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it's just assessing like how you feel.

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About it based on all of the things you've

been taking in, conversations you've

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been having with potential leads, what

you're seeing, maybe your competition,

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do what people are asking for.

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When you're researching your audience, for

example, I've seen that I have a lot of.

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business owners that have already

all of a sudden started following me.

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And I know that my current offer

suite is priced out of their budget.

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So that's where I'm thinking of creating

something, where I can offer something

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that would still be very valuable

to them, but at a lower price point.

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So I've been playing

around with that idea as.

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Track 1: Yeah, I think one of

the first questions you should

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ask yourself is the demand.

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So like what Jess was talking

about, there are people now in her

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space where six months ago it didn't

quite make sense for her to add

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that type of earlier stage offer.

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But now that she's like.

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Market researching the space.

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She's okay, yeah, I do see people in here

that could value and benefit from this.

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So I think that's one of

the most important things.

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Like you don't ever wanna create

an offer that's one, just gonna go

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out to people who don't need it.

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You're gonna hear crickets.

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You're gonna experience , a lot of

time and effort gone into structuring

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a type of offer and then putting

it out there and be like, eh,

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this wasn't very well thought out.

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The second side of things is when

there is a demand, and I will say you

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can look at, are your clients asking

for different levels of support?

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Is there a support like

happening post a container now?

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Or is there a space pre a

container that you can offer and

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fill in that customer journey?

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And I think this is where just a little

bit of knowledge of an, ascension

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plan from a customer journey.

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That typical ladder that you would have

of guiding people through the awareness

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journey and maintaining customer

lifetime value is really important.

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If you don't have that, I

think that's where people.

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Go a little crazy and start adding in

like duplicate offers that can confuse

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your audience and like spaces like that.

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So one of the things that you can

identify demand with is what Jess is

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doing, where there's demand happening

in a space where it is pre her existing

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containers, and she could easily fill

a gap there by understanding who's the

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audience and what do they actually need.

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Rather than saying I can duplicate this

offer and just adjust it for this type of

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person, that's probably not gonna work.

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jess-_1_02-05-2024_130839: Yeah, I

think it's such a weird dance trying

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to find where you're serving those

clients really well, but you're also not

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Track 1: I.

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jess-_1_02-05-2024_130839: new for

every single person that comes.

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Based on what their budget and

are, because then I always say.

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One, once you've qualified them as

far as revenue or where they're at

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as far as business growth, those

are the things that I'm looking at.

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How big is their team?

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Knowing which offer bucket

they would fit into best.

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And right now I've just identified that

there's certain people that are coming

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to me for discovery calls and they're

not probably even where anywhere near

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ready to start growing a team yet.

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And their offer suite is just one.

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So they don't need.

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of the systems right

now, they just need a.

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Starter systems right now, and I did a,

actually an Instagram post the other day

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systems to focus on when your business,

one, if you start to try to systemize

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and build out all of these crazy funnels

and sales systems and things like that.

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Too early before you define your

offer like we're talking about

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right now, then gonna have to

re go back and redo that anyway.

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So with my service in particular,

it's looking at where they're at

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as far as their journey and like

what they actually need right then.

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And they might not need

the whole kit and caboodle.

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And I say that in hindsight because the

offer that I've been trying to sell and

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been very unsuccessful with long is.

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Whole kid caboodle.

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Now I'm realizing that be a little

more flexible down make it work

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for that are starting their.

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Track 1: Yeah I completely

agree with that.

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I'm in that same space now.

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I'm not adding any additional offers

'cause I have an an essentials intensive

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that is designed for that early person.

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But I'm in that space now where that

person with the massive team who doesn't.

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Want to bring on an entire new

contractor, into their space, but still

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needs the strategy and the support.

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I've identified that gap.

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So it's almost the flipped version

of yours where it's, I can see the

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support, I can see the demand, I can

see the gap in my customer journey,

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and I'm just trying to position it.

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Perfectly so that they can see the

value in it and understand that this

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one-time investment could make so

much more sense in their business

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than bringing me on full-time.

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Would I love another retainer?

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Sure.

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But sometimes like people don't

need, three months of me, they

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just need 60 minutes, 90 minutes

or whatever that looks like.

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jess-_1_02-05-2024_130839: Yeah.

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Yeah.

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such a crazy thing.

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Just work with me like it's fine.

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Let's just start working together and.

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Track 1: I know.

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jess-_1_02-05-2024_130839: The specific

offers become a little bit tricky.

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Track 1: Yeah.

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jess-_1_02-05-2024_130839: All so

then another reason we say that you

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might need a new offer is that maybe

the percentage of your primary offer

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is slowing down and you might need

to add something to increase that.

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Do you wanna talk a little bit more about

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Track 1: Yeah, and even just from a

diversification standpoint, you never

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want your entire income to be I think it's

called the percent to total of what that

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offer is for everything in your business.

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So let's say my done for you retainer is,

95% of my business if something were to

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happen to me or I wanna go on vacation.

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That is impacted by that.

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So diversification in your offer

suite is really valuable From a

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place of you can do projects, you

can do paid resources, things along

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those ends to break that up so that

you're not entirely reliant on that.

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Sometimes it does work in

certain people's businesses.

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I always like to reduce risk where I can

and really serve different areas, but from

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like a business smarts perspective, like

if it doesn't require a lot of you or if

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something comes let's say a trademark,

something happens, you have to shut down.

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Let's say a membership

that's your entire business.

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There are certain things

that you should have.

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Structured so that it's

not entirely on that risk.

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So that's one thing that if you start

to say oh, all of my business is coming

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in from this particular package, how do

we diversify this to reach a different

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audience fill a different need, and

then also grow or reduce the risk there.

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jess-_1_02-05-2024_130839: So

this is a question that just

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came up while you were talking.

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Do.

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Throwing the towel on a offer,

'cause we said, don't change your

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offer at after your first launch.

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What's the point where you're

like, I need to change this,

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or do you think it's a point?

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Or is there certain criteria that

you would tell me to look at?

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If I'm thinking about either just

completely abandoning an offer or

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pivoting it to be something else.

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Track 1: I always think there is

something to take from an offer that you

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could easily remove an entirely, change

the price point and just sell that.

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I think there are certain and especially

for yours and my package, we have

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this kind of like smorgasborg of

like services that we do all in one

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retainer and someone may come to us and

they're like, why don't actually want.

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This, I just need that.

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Like I'll use my newsletter

strategy as an example.

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Some people just want me to execute and

they're like, I'll tell you what to post.

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I'm like, that's not really how I operate.

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I do the strategy.

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I come in and I tell you how it

works within your marketing calendar.

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Some people that just

need, the execution side.

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I'm like, that's probably not.

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For me, but let's say if I was wanting

to fill that gap and say, oh, people

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aren't converting into that newsletter

thing, I could refine it into an execution

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only perspective and reduce the cost

on it, and it would be more appealing.

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To certain people in that space as well.

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So I think there are certain

things you can pull from it.

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Pull what people actually want,

reduce what you are like adding

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in as your own, like extra flare.

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You can always add it in extra or as

I've seen a lot of people do really well

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with a la carte menus, so they like get

the bare bones of the service and then

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a la carte, add in extra additional,

like add-ons from a service perspective.

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And I've seen people do

really well with that.

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It leads a little bit more from a

flexible standpoint because everybody's

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business is different and they

all operate in that weird sense.

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But I don't know.

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I've never actually seen someone

just fully abandon a product.

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I don't think that to my heart.

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I think that there's something

that can always be saved from it.

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jess-_1_02-05-2024_130839: Yeah, I have

a couple of like different scenarios.

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So one with the whole pulling things

out is pulled back out the launch

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support that is included in my

retainer for just people that are

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coming that want launch support.

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During their seasonal launches and

maybe don't need an OBM all year

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round, but they do need that extra

strategic like management partner

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when they're in high selling season.

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So I pulled that back out.

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I've also created like a system

sprint where it's just like setting

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up, certain systems in your business

that's pulling out that retainer.

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And then the question I was asking was

about my seasonal resets that I'm trying

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to figure out what to do with that.

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I know.

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So my idea cut off the Press is that

I think I wanna do it in so that I

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can lower the price point because

I know it's gonna be so awesome.

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But it is an entire day and I feel like

that's a lot to ask from for people.

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And then even when I think about

executing an entire day, two or

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two times a week for someone.

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That doesn't sound too fun for me.

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So I'm thinking that, and sometimes it's

like those things that are in the back

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of your mind that are like preventing you

from actually selling it because it's do

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I actually wanna do this kind of thing?

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Which was that was the first question

that we told ourselves to ask.

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But what sounds more fun to

me is doing it in a group.

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Container setting because where I could

lower the price point and then everybody's

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partaking in the entire day and it's still

upholding the like value of that offer.

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Where you're setting aside a whole

day to plan and you're guided through

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prompts, but you're just not getting like

my one-on-one in the moment feedback.

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But you're still getting

like my guidance as.

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Track 1: Yeah, but that's an

car option you can add on is

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like a personal Jess review.

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Yeah.

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jess-_1_02-05-2024_130839: that's like

where my, my always is with creating new

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offers is that I wanna include I want so.

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Everything in there and give you

like the highest amount of support.

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But what sometimes happens or what

actually did happen, because one

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of my discovery, recent discovery

calls was like, I'm so overwhelmed.

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It's because I was telling her

like the literally 50 things

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that I was gonna do with this,

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Track 1: Yeah.

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jess-_1_02-05-2024_130839: one

package that she was purchasing,

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and it was just too much to even.

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at that point

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I would like piece by piece that.

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From a budgeting standpoint for,

from her, but also just in a

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less overwhelming standpoint.

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So that's been one of my big learnings

about myself and my business is because

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I'm used to always, my business is always

a retainer, so it's always everything.

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So I've been really struggling

trying to figure out these like

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little bitty packages where I

could still get results as well.

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Track 1: Yeah, and I think these questions

are important to be having with yourself.

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I've seen so many people, and I've even

done it myself, where you go forward

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with it without asking those questions

and then exactly what you're saying.

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There's something in the back of your

mind that like prevents you from actually

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selling it with like full conviction.

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And when you've flushed out a lot

of these like self objections of

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being like, what happens if four

people book in the same week?

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Can I mentally handle that?

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What happens, if this, and this.

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Like really asking yourself that stuff

and like when you flush it out, like

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you have more confidence to then turn

around and sell it because you've had

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the hard questions and have gone through.

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Those certain areas.

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So I think it's really important.

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I think a lot of people waste so much

time when they just bulldoze through

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and just set up new offers and then

turn around and be like, oh, actually

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this isn't valuable to anybody.

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So I would say like in the.

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New idea, new offer space.

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: 00:16:15

Like one you need to have like

market research with yourself.

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Like you need to say is this

something like my own clients

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need or my own audience needs?

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Is this something I can take in?

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Can I handle it?

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And then two, you need to

actually do market research

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before you put any effort into it.

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jess-_1_02-05-2024_130839: Yeah.

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We will, we're not starting from

scratch, we're just pivoting it.

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And that's definitely more

exciting to do it that way some.

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But sometimes I think too, we ask

ourselves all these questions.

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Sometimes you just have to make

mistakes and because I even went

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through and I laid out , these are the

days that I could actually do this.

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But then afterwards I was like, wait.

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I would really be sad if I got booked

for all of those, all of those days.

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Because one of the things that I love

about what I do and how I serve my clients

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currently is that how flexible it is.

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And if I have entire days

booked three times a week,

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then there goes my flexibility.

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So

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Track 1: Exactly.

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Pigeon yourself into a business

you don't actually wanna run.

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Okay, let's say you go through all

these stages and you're like, yes, I do

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love, I want this new offer to exist.

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: 00:17:18

What are the things from a systems

perspective that we should be

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considering when creating new offers?

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jess-_1_02-05-2024_130839: Yeah, so I

think especially 'cause I work with a lot

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of visionary, very creative entrepreneurs.

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: 00:17:30

So I think a lot of times when you have

a new idea you just wanna ground running

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and taking action to bring it to life.

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But I think the really important, thing

is doing that actual project planning.

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And first, even before you're doing that,

is asking these qualifying questions.

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So number one, how does it fit

into your bigger picture vision for

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your lifestyle and your business.

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That's kind where.

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I was talking about before where this new

offer that I was doing wasn't lining up

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with my lifestyle vision that I have, so

I think I might have been subconsciously.

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Not selling it because of that,

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Track 1: Yeah.

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: 00:18:12

jess-_1_02-05-2024_130839: what

would make this offer successful?

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So , how many people do you

want to buy it this quarter?

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And is that even possible

with your current audience

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and capacity that you have?

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Know what?

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How many do you wanna sell?

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: 00:18:26

Or if you're doing a group

program, how many people do

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you, would you wanna enroll?

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: 00:18:29

Would you wanna go through a whole entire

group program if you only had two people?

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: 00:18:33

Or do you need at least five people

to be able to feel like you're not

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resentful for showing up for them?

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: 00:18:39

And then reversing that back.

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And do you have the audience to support?

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That goal.

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: 00:18:44

If not, you might need to work on building

audience first before you put all your

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effort into creating that new offer.

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: 00:18:52

another one is, what's the deeper why

behind wanting to create this offer?

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: 00:18:57

I think it's so easy when you get, you

scroll through social media and maybe

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you'll see a competitor or someone

else doing something cool and you

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: 00:19:05

think that you wanna do that as well.

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: 00:19:08

The same level of success of them, but

yourself like those, like why five times?

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: 00:19:12

We've done a whole episode of that, of

to get to the deeper reason to make sure

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that you're connected from like a passion

standpoint because putting out anything

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new into the world, you're gonna come up

to adversity and you're gonna need that.

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: 00:19:25

So drive to put it, to make it work.

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Track 1: Totally.

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jess-_1_02-05-2024_130839: Where do

you see this offer fitting in relation

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: 00:19:34

to like your other current priorities?

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: 00:19:36

What's really funny about that offer

that I was talking about before that

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I didn't sell is it would require

me to work till five o'clock on

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: 00:19:44

the days that I book those and like

my kids get outta school at three.

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: 00:19:47

So I'm like, I thought

it, I like, oh, pick.

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: 00:19:54

That's not why I started my

business in the first place either.

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: 00:19:56

So going back to the drawing

board and figuring out how I can

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make it still successful for the

client, but also successful for me.

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: 00:20:03

And then what do you need to give

up to make space for this offer?

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: 00:20:06

So maybe you need to create more capacity.

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: 00:20:09

So is there another offer

that you need to let go of?

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: 00:20:11

Or maybe there's, other things

that you need to say no to, other

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: 00:20:15

speaking engagements or things like

that, or a social media platform.

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: 00:20:20

Completely do away with one of 'em so

that you can have time to do this offer.

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: 00:20:25

And what would you be willing

to give up for this offer?

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: 00:20:27

So if it's gonna require, more time,

capacity, are you okay to do that?

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: 00:20:33

and then the final is like, do you wanna

actually get this out into the world?

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: 00:20:38

Because tomorrow is not the

right answer 'cause there.

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: 00:20:42

Track 1: Totally.

365

: 00:20:43

Yeah.

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: 00:20:44

Yeah.

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: 00:20:44

I think that all of those areas like

impact, from a systems perspective,

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: 00:20:49

like the customer journey, your

marketing automation, your onboarding

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: 00:20:54

system, all of those things, it's not

just rolling one thing out and being

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: 00:20:58

like, yay, we're out into the world.

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: 00:21:01

But it's really understanding this

connects here and this does this,

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: 00:21:05

and being mindful about it from the

forefront rather than focusing on

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: 00:21:10

it like later, once people have gone

through it and seen a bad client

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: 00:21:15

experience and impacted 'em that way.

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: 00:21:17

So the systems are just as important

as the marketing side of things, and

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: 00:21:22

it honestly gives you such a holistic

picture when you look at it from both

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: 00:21:27

perspectives when you're creating.

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: 00:21:29

This newness in your business?

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: 00:21:32

I feel like a lot of people skip

over some of those questions

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: 00:21:35

and they're very powerful.

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: 00:21:37

jess-_1_02-05-2024_130839: Yeah.

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: 00:21:37

And I think too, just creating a

new offer isn't just like putting it.

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: 00:21:42

A sales page or a checkout page.

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: 00:21:43

So there's so much as far as like

the, the what happens after they

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: 00:21:47

get onboarded and how does the

actual experience layout that.

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: 00:21:50

I think sometimes people don't figure

that out until they've actually sold one

387

: 00:21:57

Track 1: Yeah.

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: 00:21:57

jess-_1_02-05-2024_130839: no fun.

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: 00:21:59

Track 1: Exactly.

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: 00:22:00

Exactly.

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: 00:22:02

All right anything else you

wanna add before we wrap up?

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: 00:22:06

jess-_1_02-05-2024_130839: I do.

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: 00:22:09

Track 1: Wonderful.

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: 00:22:10

I hope that this gave you clarity

to the listener of, if you're ready

395

: 00:22:15

for a new offer, how to approach it

from a marketing perspective what

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: 00:22:20

systems questions to ask yourself.

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: 00:22:23

And then you can be honest with

yourself of I don't have capacity,

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: 00:22:27

not thinking about doing this.

399

: 00:22:28

Put it in your idea Parking lot.

400

: 00:22:31

I don't know.

401

: 00:22:31

Have we done that episode yet

about the idea parking lot?

402

: 00:22:34

No.

403

: 00:22:35

jess-_1_02-05-2024_130839: that's next.

404

: 00:22:36

Next episode, we're systems for self care.

405

: 00:22:39

Track 1: So bookmark that, put

it in your ideal parking lot.

406

: 00:22:44

And then we'll get to it when it's time to

reassess business goals and all of that.

407

: 00:22:50

But yeah, until next time,

we're rooting for you.