How to Map Out Your 2024 Strategy to Get the Best Results
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Transcript
Hello. Hello. And welcome to this episode of the podcast.
Now you might hear in my voice, I'm a little bit on the sniffly side of a cold, so bear with me. It was basically record the podcast or don't record the podcast. So you know what? I'm gonna stick with the consistency piece here and record the podcast. Here we are.
I hope you are having a lovely day wherever you are listening in from.
Today, I wanted to do what I consider like a a short and sharp podcast episode where I take you through my my 2024 sort of sales strategy.
Ultimately, the things that I'm thinking when I'm building out my strategy. This is based on a a 2 hour really incredible masterclass I held last week where I took, my Masterminders and a few additional female entrepreneurs through a 2024 Strategy Mastery workshop. I basically took them through what I'm considering top line into the detail when it comes to building a really rock solid strategy.
I'm going to give you guys this kind of top line and share with you the process that I use whenever I'm mapping out a whole year strategy.
So first of all, I'm always going to go into that, top line piece, which is what does success look like for my business in 2024? What does success look like for me personally?
I shared this with, one of my masterminds yesterday where you might have noticed I've travelled quite a bit this year, which was done kind of very purposely in the sense that I've been renting a property, whilst in the process of of buying a new one. And so what it's meant is that, obviously, a lot of income has been a little bit more disposable because I'm not having to spend a lot of money on a build and carpets and, painters and all of those things.
It's meant that for me personally this year, I sort of set the intention that I wanted to really activate my view of freedom. And so I did that through, obviously, travelling as much as I could knowing that next year, 2024 looks slightly different for me because, I should, hopefully, fingers crossed, be in the new house by the end of the year, which means that next year, I'm going to be investing a lot of time, a lot of energy, and a lot of money into building that home.
So what does success like look like for you in the business, and also what does it look like for you personally?
Then I always go into kind of a bit of an audit on what worked well that in 2023 or this year, what didn't work well and why?
Let's go into the data of, why is this not working in the way that we wanted it to? What feels really strong in the business? What needs focus and optimisation?
And then whilst you'll obviously have your hero goal for the following year, what are the other 3 core business goals?
One of them, obviously, you might be like, next year, I want to hit, you know, 100k and I want to write a book, and then there might be 3 other kind of core business goals, which is increase reach, you might widen visibility in PR and podcasts and, create more global presence, for example.
So, what are the 3 other core business goals that you have?
Then from that point, I typically map it into, of course, you know what I'm going to say, a spreadsheet. My Capricorn moon is just so in love with spreadsheets.
I basically map that into a yearly strategy.
So I start thinking about, what are we launching on a quarterly basis? When am I going away? And I start to map it out top line, like what does the year look like?
And obviously, things that didn't work well become things that we want to optimise the following year. Or in some cases, it's something, like, you know what? This is not making financial sense for the business. We’re going to let this lie, let this die a death, and we're actually going to activate something new within the business, and then you would map that into kind of the the timeline.
Then I go into finances. So what's the revenue goal? What's the profit margin goal for the next year, and then what's the breakdown of current revenue streams?
So you can really start to see, well, how am I going to make that happen? And, again, there's a spreadsheet for that. And how will you reach? How will you reach this goal? What does that look like in terms of, your launches and the numbers that you need to reach in order to meet those goals?
And then I go into a little bit of an audit on what my current fixed costs are and then what my variable costs are.
Are there any new new costs that will be required for this up leve?
So, for example, when I went from sort of 6 figures to multi 6 figures, obviously, I needed more team. So that came with a cost, so I was really looking at the cash flow of that of okay, what would we need to be making in order to cover that cost of that new team member?
And this is something I'm supporting my clients with certainly in Expand to 7 all the time because, as we're upgrading and expanding, of course, there will be other cost requirements for the business. So at this point, I'm looking at of my fixed costs, are they still required? Of my variable costs, are they still required?
And then a third piece, are there any new costs that will be required for the the up level?
And then I start to go into my sales strategy.
What am I selling this year? What's the core focus?
And then will this look like a breakdown of 4 key launches per year, or, will this look like 2 core launches a year, or will I be building in sales strategies that mean that I'm making sales every week of the year?
There's there's many different ways that we get to build our sales strategy.
You could do, let's say you wanted to hit 6 figures, in 2024.You could do that in 4 key launches. So you basically launch 1 month of each quarter, you know, with a target of 25k. That's going to hit you that 100,000 pound mark.
So, really thinking about what's the the core kind of sales strategy there.
I always like to ask myself, is there anything missing in my sales roadmap that would support this sales strategy as well?
So looking at the current offering, is there an upsell required? Is there were downsell required? What could I launch that could feel really playful and be really supportive of solving a problem, that my current clients or potential clients are facing right now? And then in line with that, is there any market research that we need to do? So it's all very well us thinking like, I really want to do this thing, but, is it an actual problem for people right now? So I always look at doing some market research if I'm thinking about building something new within the business in terms of an offer.
That's kind of how I how I look at sales.
An extra thing that I add on here is, how do you want sales to feel?
I always believe that we sell more to be more and to meet more of our potential, to find more of ourselves. So, how can we get into that energy today?
And then I like to go into a personal uplevel.
What's required of me to hold this next level?
What habits do I need to dissolve?
What new habits do I need to create?
What's currently limiting me and why?
I really deep dive into kind of where my energy is being leaked, how do I get to become that version of myself today, what do I need to believe about myself?
What's the big radical decision that I might need to make in order to hit that next level?
And then I go deep into the marketing.
In the masterclass, I shared some marketing trends, which I'm going to leave out of this podcast actually because I might do it as a podcast episode, in the coming weeks.
But really when it comes to the marketing process and how I kind of map that out as a strategy, I'll look at the 4 areas of the marketing process from awareness to sale, but make sure that there is a strategy. There is a kind of KPIs and top those targets in each area, make sure that we're optimising and activating strategies within each of those areas.
I said this before, if we're not focusing on attracting new clients, a new audience, what can happen is that then our content and our sales is basically being driven to the same people time and time and time again. And what can happen then is you almost exhaust that pool of people.
So it's really important that we're always looking at, how are we bringing new people into our business, into our audience, into our work all of the time so that there is an expanded opportunity for you to make those sales because you're you're able to nurture new people all the time?
So I kind of will, at this point, look at the 4 stages of the marketing process and look at what needs optimising, what's working, what's not working, and also what the goals are then for that year.
One thing that I always think about when I'm looking at my marketing strategy is what is the 1 owned platform of focus and what is the one rented platform of focus?
So I own my podcast. I own my newsletter database, but I don't own Instagram, Facebook, like, they're rented. So the way that I teach marketing is that I always encourage my clients to be optimiSing making a success of 1 owned platform and 1 rented.
Once you've got those and you're seeing the results of that, then, of course, you could branch out.
So let's say that you've really nailed Instagram, that might be the opportunity for you to go into podcast or TikTok, for example. And then this is where I start to go into the detail of, what is the strategy, the launch strategy, to launch my offers over the year?
What is the conversion event that I will use for all of my launches?
What is the timeline of that 1st launch?
I won't necessarily go into the, the detailed timeline. I will go into the detail at this point of what Q1 looks like and then in Q1 I'll map up Q2 and so forth.
But really looking at, what is the conversion event?
What's the content that needs to be created around, and across the conversion event?
What content do I need to create across newsletters, podcasts, Instagram?
Are there any fast action bonuses, incentives, early bird prices I'm going to be using?
What's the timeline of those?
And I basically be start to map out that 1st launch of Q1 in a lot more detail.
So that's kind of how I tend to map out my marketing quarter by quarter, but I will have all of the launches of the year pretty much mapped out. Obviously, things may move, but it's really good to know, like, this is the way that we know that we can hit goals.
And then at this point, I go into my thought leadership.
So really tuning into, what's the messaging of the, certainly the 1st launch?
Is there any overall messaging that I really want to be tuning into for the the next year?
Is there anything that I'm not saying about my industry or about these offers, that I really want to start saying?
And I share this kind of when I talk about visibility. I've been talking about visibility in various forms over the last 4-5 years, but the way that I speak to it changes because, of course, the industry changes and trends come and go.
So visibility does grow and evolve.
And, of course, I'm going to grow and evolve my messaging around that. So it's really a good opportunity right now to think about your thought leadership.
Is what you're saying about what you do still relevant?
And then at this point, I'm going to be thinking how much am I talking about you my uniqueness?
This, what do I want to say about the industry?
Am I clear about what's unique about me within the market?
Is it still unique, or do we need to look at the messaging around as well?
And then I go deep into, lead, strategy, conversion events for the entirety of the year, so I'll start to map out, like, what lead magnets will I be creating every quarter, where are they driving people to, what will the themes be that I'm playing with?
And then I go into automations. So this is where I look at ultimately building 1 automation per quarter. That will be something that is either something that I already have existing, so a self-study course, or it'll be an automation that I start to build based on a lead magnet drives to the masterminds.
But I really start to think about, what are the automations that I'm going to be building in the following year as well?
And then I would tend to go into kind of systems and processes.
So what systems are currently working?
What processes need optimising?
What does my onboarding and offboarding look like?
And I'll also start to go into kind of, how do we map this out with the team?
How do we make it easy for clients to have the best experience?
What does that mean for the team and and who's doing what?
So for those of you who do have team, it's really important you start thinking now, like, what's that 2024 manifesto that you can start to share with the team?
Are there any new ways of working that you might need to shift and change?
Again, are there team members who aren't pulling their weight, and you need to think about how you can make the relationship better and obviously make the results that they're creating for the business even better?
It's really a good opportunity at this point to think about team.
Sometimes that means that there's ways of working that you need to shift. I certainly know that there's some habits that I've had to change so that actually I can be a better leader for the team.
So always really, really nice to think about team as well, so the entirety of the business.
Then I will basically go into just a little bit more detail on Q1.
So just revisiting what's the core focus, what's the goal?
What's the timeline?
What assets do I need to create?
What data do I need to track?
Do we need to set up any of those ways of tracking that data? And then what content do I need to create?
And I don't create content for the whole quarter, but I would definitely start thinking about certain themes, certainly for things like the podcast, and then each month, I will look at content for the month ahead.
It's a real kind of from top line into, like, the detail of Q1 of 2024 or the following year.
And then finally, the questions I ask myself is, how I can I enjoy the process of next year?
How will I resource myself next year?
What holidays will I take, and how will I live my values?
Now I'm chiming in with the holidays there because freedom and adventure is really important to me, but a lot of how I'm going to live my values next year is obviously in building the home so it means that travel won't be as frequent, but I'm okay with that because I'm really intentional about what next year is going to look like for me.
So it's really a beautiful ending for you to look at, How can I enjoy the process of next year?
How can I make this a pleasurable and enjoyable working year?
And what does that look like for me?
How will I resource myself?
How will I stay in my joy whilst I'm riding the waves of new goals and new expansion?
So I hope this has been helpful.
If you know that you are so ready to create your 2024 strategy, I do invite you to head over and purchase the replay of the Masterclass It comes with a Google Doc, which is power packed with all of the spreadsheets, all of the templates, all of the things that you need to map out everything I've shared with you in this podcast. It's £49. You get it all.
And as part of that, you also actually get my 6 figure launch report where I'm going to be showing you the step by step breakdown of how I reach 6 figure launches.
And I really hope that for those of you who are in business listening to this, knowing that you really do want to meet bigger milestones next year, I just want to remind you that everything that you need is within you, and often simplicity is key. Right?
Sometimes it's about the simplest of habits or, really just staying focused on the one thing versus that not going well until you divert to all of the other things. Like, just consistency. Build your consistency. Stay resourced, stay connected to your vision, and know that it's absolutely possible.
So I hope this has landed with you today.
Sending you big love from my corner of the world to yours.
I hope you've enjoyed this episode. If you have, come let me know on Instagram @pandorapaloma_
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