Transcription
I make $440,000 a month in personal profit from running my own little digital coffee shop. I went from working 80 hours a week with low profit margins and a very complex business, so now I only take calls 3 days a week with clients I consider friends. While operating my business now with more than 90% profit margins, and in this video I'll show you exactly how you can do the same. Because all it takes is just you turning that one expertise and the thing that you love the most that you're really, really good at into one core product and three different deliverables.
Just 6 months ago, I was running a business that made more than $200,000 a month in revenue. The problem was that after paying my 14 full-time employees, a pretty heavy ad spend, and then also splitting what was left with my business partner, I only paid out $35,000 to myself. Which is, don't get me wrong, it's a lot of money, but for the high amount of stress and everything in between, it wasn't simply worth it. I was teaching beginners how to start and scale their own marketing agency, and that's kind of weird when you're trying to push from 200 to 250k a month teaching beginners how to start and scale. So I started to feel disconnected with my content. I started my coaching business to coach, create, and inspire, and what I was doing now was that I was just managing 14 people, putting out daily fires, and having high stress. So I made a bold move and I decided to shut down that business to open up my little own coffee shop here.
Because if there's one thing that I've learned from being in the coaching and consulting space for the past three years, is that the last thing people want is you shoving one product down their throat. Because everyone is different; there's not a single entrepreneur out there that is in the exact same place in their journey and needs the exact same solution. Just like coffee, some people want a well-made barista cup of coffee to sit down in a cafe and enjoy it while reading the newspaper. Some people just want their coffee made for them; they can grab it and then take it to go so they can go about their own life and do their own thing while they still don't have to make the coffee because I've made it for them. And some people just want the beans; they want to be able to make their own cup of coffee whenever it fits them.
So I applied the exact same philosophy into my consulting business. I have a done-for-you solution for top 1% clients who want me and my team to implement every single thing so that they don't have to lift a finger. And the majority of the people that I work with, I mentor them; like I still help them implement my frameworks and systems into their business on one-on-one calls. But most of them are very busy and also want to go about and do their own thing, so they get the coffee but they go out and do their own thing. And then I also have people who simply just want the frameworks, the step-by-step guides, and then just want to implement it whenever it fits them and their business journey. It's the same coffee; it's the same core product, just delivered in three different ways. And the only differentiator is how much time and energy that I've spent on creating each and individual coffee or solution.
And most people and gurus on the internet, they tell you that you need one offer to one group of people through one marketing funnel. And I think that's cool, right? I've personally done more than $2 million with one offer to one group of people through one funnel. But I also realized that when I was running that business, I was leaving so much cash and opportunities on the table because I was always trying to convince people that my one offer was the right thing for them. Where in reality, people came to me because of my coffee; they came to me because of my product. So I realized if I could just turn that one product and me into three different solutions, then I could start acting like a barista who could serve and guide people no matter what kind of solution that they wanted, instead of me trying to convince them that they should always go for the beans. More happy customers, more people helped, and less cash down the drain—win-win for everyone. But how do you actually do it?
So all you need is expert knowledge, right? And that typically comes from your journey and your area of expertise and the things that you love to do. It can be fitness, it can be marketing, content, dating, sales, or whatever that you are exceptionally good at. That is your core product; that is your coffee. And then you want to combine that core product with the person you are and the values that you share, the rules that you set for yourself in your business and your day-to-day life, and of course, also the results that you've been able to generate for yourself and your clients. As an example, my core product, my coffee, is ads, content, and setters, and the goal is to get people to $50,000 a month in profits with their business. And it doesn't matter if my team sets it up or I consult people or people buy the frameworks; the core product and objective is always the same. So let me show you exactly how I've turned my one core product into three different cups of coffee so that you can do the same.
First, we have your premium tier; this is, in my case, my done-for-you solution, and if I were a coffee shop, it would be my cappuccino, right? And a lot of people have asked me before, like, why would you ever go back to the agency done-for-you trenches? And my answer is simple: I realized that with some clients, the long-term profits and partnership is way more beneficial for both of us if me and my team implements the service and the core product. So here it's very simple; we run everything, like we do the ads, we do the content, we train and manage the sales team because, again, it's a better solution for my client and it's a better solution for us both—profit-wise, brand-wise, all of these things. And typically the way that it works is that we sign a 12-month contract with a 15K setup fee, and then we take 30% profit share of their business. This is only for top 1% clients; this is where it's so asymmetrical because I can see that there's just a huge upside if me and my team went in and implemented all the stuff that we know instead of just selling a mentorship or frameworks guide. And also because these clients are looking for partners; like they don't want to do the marketing, they just want to typically coach, create, and inspire.
Then we have the mentorship model; it is like getting your favorite drink on the go. And this offer I use for people that fit with my ideal customer profile; they are at least making 5 to 10K a month with a service-based business, as long as they can just sell their knowledge online, then I'm happy. It doesn't have to be fitness or mindset; whatever it can also just be marketing, content, and systems, as long as it's just delivered online, then we're good. And they are truly awesome at whatever they do because they're already making five to 10K and they have case studies, right? And this ticks my box because then I know that I can scale them with my core product, which is again, ads, content, and sets, right? This is a solution where it's heavily one-on-one dependent together with me, right? So we do everything together; they get a personal Slack channel, and then we do two calls of 45 minutes each month where we focus on whatever bottleneck that they are facing. I've helped my clients with personal branding, content, sales team, fixing margins—basically just everything that my resume allows me to teach. It is a high-ticket one-time offer, four months, and they also get access to group calls and a community with all of my other mentees. They, of course, also get access to all written guides such as frameworks and trackers, and then it's simply just a one-time fee of 9.5k for the four-month membership. And these are some of the people that are helped implement the coffee shop model, so he will be, for example, Gusto. You can see that he doesn't have a lot of followers, and Gusto has a done-for-you solution in his agency, but he also does consulting. The exact same thing with Philippa, Sebastian, CERN, who's a fitness coach; Joseph teaches video editing; and Vincent. And you can see that all of these people don't have any large audiences whatsoever; they just have one thing that they're really good at, and then we package it into a high-ticket, a medium-ticket, and a low-ticket, both in terms of their time and energy, and then they run their own little coffee shop just like I do, and I'm blessed enough to be their mentor, and that's also what the solution that they were looking for.
Then we have the coffee beans. And a lot of people who are in my position that have made 40, 50, and all the way up to $200,000 a month, they would never have an offer like this, right? Because they would be, they would feel like entitled to not work with beginners or whatsoever. But I truly believe that they're leaving a lot of money on the table here because there are so many people who still are inspired by my journey and want to have a piece of my world, and that is why I just give them the coffee beans, right? They don't fit my criteria of done-for-you, and they're not in a place where a mentorship model would make sense—not for their time and not for my time either, right? They're typically stuck below 5K a month with little to no business experience, but they still want the frameworks, they still want the information, they still want the systems that I use to run my business. And the key here is that it's not just about maximizing profits and cash; the most important thing is that I can still help these people, and these people want a piece of my world, right? So it would be stupid not to serve them because I can help them, and I know that it will help them. So this model works wonders because you can serve any person who wants a piece of your world, and as long as you've just walked the path that that person is on, then you have the right and the ability to help this person. And for me, the coolest part is that I don't have to beg or convince the person in front of me to go with one or another; I'm not a salesman anymore; I'm a servant; I just listen to their needs and then I figure out what is the right solution for them, and not just for them but also for me. Because so many consultants and agencies, they forget that a partnership is two ways; it's also about you, right? Like you need to be excited to see one of your mentees join the Zoom meeting; you need to be excited about creating a strategy for a done-for-you client because you know that this will help them out tremendously—both their business but also your business in the long run. And you should feel good about yourself selling a beginner's course or frameworks because you've been in that person's shoes. Because again, the core product, the coffee, is the exact same thing; the only difference is just the time and energy that you spend on making it.
But for it seems so complicated with all of these different deliverables and the coffee, and I know. And before I show you exactly how I run my business and my workflow and why it's not complicated, I want to take you back in time here, six months, because now I'll tell you what was complicated while I was running my $200,000-a-month business. I was teaching beginners on how they could start and scale their agency while I was managing $50,000 a month in ad spend; I was teaching people how to do manual outreach and getting clients; and while I was managing a sales team of six full-time people, I was teaching people how to structure a discovery call. And I promise you that was double the work, double the headache, and double the stress. So let me show you my workflow now because the coolest thing about this model is how leveraged it is, right? Because it's just, it's just coffee; it's just one core product. So I'll show you my day-to-day workflow here and take you through it. What I do is that I test a certain thesis in my own business, right? Then I create an SOP from the takeaways; then whichever learning that I got from doing that own thing in my business, then I'll implement it into my done-for-you client businesses, right? So I implement that thesis; then I get feedback from their business, so now I have double the feedback—my own business and their business—and then I update the SOP, right? Then I provide my mentorship clients with the SOP and consult them on one-on-one calls on how they can implement this to improve their business; then I get their feedback and questions again from a third party this time. So now I have my own business, my done-for-you, and then my mentorship clients, and then I can create the finished guide because now I have all the data that I need. Oh, sorry. Um, and then I can turn the guide into a course module, a YouTube video, an Instagram Reel, or an Instagram Storyline, right? So I did one thing, and then now it turned into the most positive flywheel ever, right? And every single thing that I do in my business, not only does it help my clients, it also benefits my own business; it turns into content, and it gives me an insane amount of speed because everything that I am preaching I'm also practicing in multiple different businesses, right? So you can see the flywheel here: I have a thought process or a thesis in which I think will maybe improve my content, right? Then I will implement that thesis and that thought process in my own business; I'll analyze it in both my own and my client's business; then I'll coach my mentorship clients; I'll turn it into a framework and then turn that into content; and then I'll just keep on doing so while my content gets better, my client's businesses get better, and my own business gets better.
So with all of this information in mind, let me show you exactly how you can implement this in your business in three simple steps. So the first step is simple: you, of course, need to find your coffee; you need to create your core product. Just like my core product, and the thing that I love the most is scaling service-based businesses through ads, content, and setters. So the key here is to find the thing that you love the most and the thing that you are exceptionally good at. So I have three questions that you should probably ask yourself so you can actually create your coffee: What is your core expertise—again, the thing that you're best at and probably also the thing that you love to do? What results can you consistently deliver, and what case studies do you have to back it up with? Because this is very important—the fact that you have a proven system that works so you can turn it into three different deliverables, right? And then what kind of clients can you serve with this expertise? And the only people, in my opinion, that you can serve in this world is the people that you've been, right? So look at your journey, look back in time, and then look at all of the different achievements that you've done, and then you can create, again, your coffee shop model here based on your expertise and journey with one core product, right?
Now that we have your core product, it is time to create your three different deliverables. The way that I've personally done it in my business is by having a strict, clear line in between how much time and energy that I spend, right? So my premium tier is done-for-you; my middle tier is done-with-you, so mentorship, one-on-one coaching; and then my smallest tier is my frameworks and my course, all right? And you should just try to digest your knowledge into a premium tier; again, you don't have to do it for people, but it should just be the highest level of access to you, in my opinion. Then you should have a mid-ticket, so there's a clear differentiator between your entry level and then your highest tier—something in between. This is where I spend 70% of my time and energy. And then you should have a frameworks, an easy get-going thing that you can get people into.
Last but not least, we need to find your freedom number. Because now that we have your core product and we also have the three different offers that you'll be selling, then now it's time to string it all together with finding that personal goal of yours. And in my opinion, that goal should always be the amount of money that you pay out to yourself every single month because numbers on a spreadsheet and revenue doesn't really matter. And for me, that number that I have in mind is $100,000 a month, and right now I am doing between $40 to $50,000 a month in personal profits, so I'm getting ready to scale up my business basically. And now it's pretty simple for me, right? Because I have these rules in my business; I have the three offers created; I know the exact prices; and I know exactly how much time and energy that I personally spend on delivering these three different options, right? So for me, the math is very simple: to make $100,000 a month in profit, I just need five done-for-you clients which will pay me $20,000 a month; it is five clients doing 50k a month profit where we as the agency have 30% profit share; I've partnered in the agency. Then I just need eight mentorship clients every single month, right? Because that will give me a total of 70k profit, and that is eight clients paying me 9.5k for the four-month membership. And then I have the remaining number to reach $100,000 a month in personal profits, which is the 15k, and I need to go out and find that every single month by offering my courses, my templates, my frameworks that I have for people that is not my ICP whether for the done-for-you or the mentorship, right? So this varies from month to month based on what kind of offers that I want to create. For context, I have a buffer of 10 to 15K a month for ads, content, and whatever expenses that my business might have. Currently, this is how my calendar is looking with the amount of clients that I have now doing 40 to 50K a month in personal profits. And as you can see, I have some space left on my calendar to bring on new people, new initiatives, done-for-you, whatsoever. Um, so I know exactly how much time and energy that I'll personally spend on getting to $100,000 a month in personal profits, right? Because eight mentees with four-month memberships with two calls for each person, that is 64 calls in a month, right? Um, and that is exactly how that would look.
So that is it, ladies and gentlemen. That is how you build your own digital coffee shop, and it's the model that I've run for the past six months, and I've never been happier; I've never been more fulfilled, and I think that I have the coolest job in the world—that's online barista. I'm pretty transparent with my numbers, my time, and my pricing, so you've seen it all—no fluff, no nothing. I'm not going to gatekeep the prices and bring you on a sales call whatsoever. Um, so yeah, if you want to build your own coffee shop and you want to be an online barista like me and my mes or whatever it is, just send me a message on Instagram, and I'll get back to you. And then best of luck.