Episode 18: How to create a profitable offer suite

Welcome to The Rachel Kurzyp Show

You’re listening to episode 18.

I know many of you are looking to add new service and product offers to your suite this year.

So today I want to share with you the three questions I asked myself recently when I was creating my profitable offer suite.

My hope is that by sharing these questions with you, they will support you as you build your offers for 2021.

The first question I ask myself is: How do I want to show up?

You may remember back from episode 17 where I shared that I started to go down the product business model and then realised very quickly that creating a suite of evergreen products wasn’t right for me.

Why? I love working with my clients 1:1. I enjoy being involved, present and in a support capacity as my dream clients grow and scale their businesses. Being able to show up in the moment also allows me to use my skillsets as a teacher, coach and strategist. Yes, I can do this in pre-recorded workshops and mini-courses BUT it doesn’t allow me to tap into my natural energy – which comes from a place of service and responding.

One of the biggest compliments and feedback I receive from my clients is my ability to be a sounding board and help translate ideas into action. I can’t do this if I’m not able to interact with my clients 1:1. I also use this interaction as a source of inspiration and these conversations form the foundation of all my content, strategy and marketing tactics. Without this inspiration, I struggle to connect with my community and work.

This may be resonating for you right now OR you may be the opposite to me and find that showing up live – doing calls, speaking events, speaking on podcasts and so on, drains you and your natural energy, inspiration and flow come from other sources. This is completely OK.

What matters is that you understand, acknowledge and accept how you want to show up in your business and then make decisions based on this information. Know that you can build your business in a way that suits you and allows you to show up as the best version of yourself.

I’ve always found that putting myself at the centre has allowed me to create a role that I want to turn up to even on the bad days and has supported me to realise my purpose and vision.

So don’t create services and products that force you to show up in a way that feels wrong to you because you won’t want to create them let alone sell them.

The second question I ask myself is: What does my business need to remain the same, grow or scale?

This is an important question and one I recommend asking yourself on the regular because like you, your business needs are constantly changing.

Once I had decided that I wanted to offer access to me in all of my courses and programs, I knew I had to make changes both to my suite and backend systems.

To enable me to offer 1:1 calls + strategy chats via messaging apps AND review + provide feedback on all my client’s work, I had to find ways to deliver trainings + materials that didn’t involve me in real-time.

So I decided to use a hybrid approach. All program content + workbooks, templates and so on. live in a course platform which can be accessed by my clients in their own time. This way, my clients refer to the materials as they need them and access me when they want to apply what they’ve learnt to their business and offers.

Using a hybrid model across my programs and courses has also allowed me to scale my business. I’m now able to serve more clients regularly and dedicate considerable time to my role as CEO – which involves mindset, strategy and creative work. My work as a CEO is crucial to the success of my business and everything that I learn I incorporate back into it.

Many of my clients don’t create an offer suite that allows them to work on their business and as a result, their own business becomes stagnant – income remains the same or decreases, they find themselves in a b-grade client rut and lousy marketing cycle. When I talk about profitable offers – I don’t just mean making an income. It’s just as important if not more, that your offers serve your business and allow you to meet your stretchy goals.

So you shouldn’t be creating offers that require you to be serving clients more than 70-80% of your time. And despite what you may have heard, creating digital products can take as much time to create, build, launch and tweak as your 1:1 and done for you services. The only difference is that they require more time upfront while services need more ongoing work.

And the third question is: How can I serve my clients?

I always focus on myself and my business before my clients so that I don’t end up creating offers and ultimately a business that is doing a disservice to me and my multi-passionate lifestyle! I’ve done this before – which is why I started asking myself this question.

Before creating any offer I always go back to my customer journey and look at where my dream client is currently at and where they want to be. And then I get clear on each of the problems or hurdles my client may face along the way.

Each of my offers is created around one of these problems. For example, my first offer my $27 product The Copy Advantage is designed to help busy business owners move past what-to-post-itis and create content that will support them to start building a relationship with their dream clients. My final offer is my 6-month high touch mastermind designed to help female leaders do the foundational work they need so they can begin scaling their business.

I always start with my ultimate offer first – the service, product or program that has the biggest transformation and then work backwards, creating offers that support my dream clients to work towards where they want to be. I do this so that I can ensure each of my offers is solving a problem and so that I can build a long-term relationship with my clients, working with them at different levels and in different capacities.

Many of my clients create services, programs or products based on what they think they should offer/what is trending right now or create their suite based on what their clients are asking for/what they feel like creating. When you create offers like this, it’s hard to move clients through your suite and hard to market and sell them because it isn’t as clear what offer a client needs and why.

So before adding an offer, make sure you’re clear about what problem you’re solving for your clients and how it works with the other offers you already have.

There you have it, the questions I ask myself before I create another offer so that I can ensure my offer suite continues to be profitable.

If you’re wanting to add a digital product to your suite this year, my mastermind Freedom to Scale may be for you. Across 6-months I will support you to scale your done-for-you signature services and launch buy-me-now courses and digital products so you can make bank, hire help and get visible then.

This mastermind is where female leaders just like you scale their profitable and sustainable business their way on their terms. It’s been 12-months in the making and I’m so happy that it’s finally happening.

Head to rachelkurzyp.com.au/FTS to learn more.

Thanks so much for tuning into today’s episode.

If you’ve found what I’ve shared valuable please leave a review and hit the subscribe button so you don’t miss when a new episode drops every Wednesday.

Hi, I’m Rachel

I support multi-talented business owners to get clear on what makes them tick and desperately needed in their industry so they can make more money.

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Do you genuinely want to start a podcast? Or do you think it’s the only way to grow your audience, share your expertise and produce evergreen content?