Doing it the Hard Way
Tina Smith of Creative, Inc. was building a successful small business the hard way. She was working long hours, providing a variety of great services to a variety of clients, but not getting the profitable growth and overall results she knew her business was capable of. Her company’s finances were always tight and it felt like a huge struggle to make any progress towards greater profitability without working even longer and harder. As a result, she didn’t feel like she was always a very nice human being! And then she read The Pumpkin Plan.
“I was constantly trying to do a passion project alongside of work to make money because we are trying to make the world a better place. But I was so grumpy all the time because I didn’t have basic needs met.”
Creative, Inc. started out as a traditional marketing agency that offered a lot of different marketing services. They did everything – running ads – both online and print, social media marketing, website design and development, and more. Each of those services required specialized knowledge and specialized tools and resources.
The Change that Made the Biggest Difference
When Tina discovered The Pumpkin Plan, everything started to change. The first thing Tina did was the Top Client Assessment. As she put together her list of clients and started looking at their individual profitability, she realized that many of her most “difficult” clients were also paying her the least amount of money. Light bulb moment! Those unprofitable clients were the low hanging fruit, and she quickly off-boarded them by suggesting that they would be better off with a different agency.
Tina’s next step was to dive a little deeper into the services that she was offering and which of her clients were buying which services.
“Because we offered so many different services, we were attracting all sorts of different people. One of the things that I did was figure out what services we liked to provide and which ones we just hated.”
Tina was able to clearly and specifically define who her company serves and what services they provide to those clients. She eliminated the services that they no longer wanted to provide (such as social media marketing) and streamlined her operations to focus on website design, SEO and email marketing funnels. Tina was then able to eliminate the expenses and resources that were necessary for the services that she was no longer providing, leading to much greater profitability.
Once Tina narrowed her focus to a specific niche, growth also became easier and more profitable. Her marketing became much less costly:
- She was marketing to a very specific group of people so she could be very targeted with her marketing dollars
- She was speaking to a specific group so her message resonated extremely well
- Her specific and targeted marketing lead to more word of mouth and more yeses
An Ongoing Process
Tina recognizes that The Pumpkin Plan is an ongoing process of refining your strategy and evaluating your results. After her initial success with her Top Client Assessment she decided to work with a Pumpkin Plan Strategist to guide her to amplify her results.
“You can read The Pumpkin Plan and do some things that will help you out immediately. But until you get an expert who’s seen this over and over with different businesses, and they can tell you which lever to pull at the right time, it’s hard to get as much out of it as possible.”
Working with a Certified Pumpkin Plan Strategist at Tap the Potential, Tina has continued to refine her strategy and create the processes that enable her to deliver her services efficiently and profitably, without having to work harder and longer hours.
“Every time I go through the process, whether it’s the Client Assessment or the Client Wish List or something else related to our Sweet Spot, we get better and more profitable.”
Taking the Leap
Many business owners are afraid to narrow their focus because they worry it will cause their business and their income to shrink. Tina initially had this same fear, so she took small steps in the beginning and built momentum. As she started focusing on a specific niche “something kind of magic happened.” As she started saying “no” to the less than ideal clients it opened up the possibilities for saying yes to the right clients. Tina experienced a dramatic improvement in her finances and her satisfaction with her business with much less effort. Her only regret is that she didn’t make these changes sooner!
Today, Tina says she is a much nicer person. Thanks to The Pumpkin Plan she is working with clients that she loves, she has a predictable income selling the services that she loves to offer, and she is happy instead of grumpy!
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