Where does launching fit into your business?
Throughout many years of creating and launching my own programs, I have often had people tell me that they don’t want to launch because it doesn’t quite fit with their business. But what I’ve found (and have seen to be true with all of my clients) is that there isn’t just one business model that we need to have in order to launch. Launching can fit with every business! So today I’m hoping to answer the question: where does launching fit into your business?
Why is it important to make launching fit into your business?
First, I want to talk about exactly what launching is and why you should think about including it in your business.
In really simple terms, launching is the process of creating a product or program or even service which you then go on to promote during particular periods of time (often more than once).
An example of products or programs include: e-Books, e-Courses, group coaching programs, mastermind programs, membership sites, certification programs and many more. Even if you are looking at running a retreat, workshop or new 1:1 service – it needs to be launched if you want it to be successful!
Launching allows you to ensure that when you release a new product or service offering that it is successful from Day 1. People understand what this service is about, why it can help them and through the process you are building your trust and expertise (and consequently a desire to work with you!). It’s an incredible opportunity to reach more people rather than just adding an offering to your website and hoping someone sees it!
Whether you want a purely launch-based business or you just want to add another stream of income into the mix, it is possible to make launching fit into your business!
Before we get into the specifics of business models and launching, it’s important to understand why you’re personally going to make launching fit into your business.
We know why launching is important but what does that mean to you and what is the purpose of it all?
Here are some questions and prompts to support you:
Do you want to replace your current 1:1 work or compliment it?
Is the program an alternative to your 1:1 work for people who can’t afford your coaching?
Are you new to business and plan to use a leveraged product or program as your main product?
Do you want this program to be the entry point to your more premium priced offerings?
Will the product or program be available to enroll in at any time (evergreen)?
Will you focus on just one flagship product or program or will you create a series of products and programs?
What will your launch strategy look like?
Now that we know why launching is important for your business and exactly what you’re trying to achieve, it’s time to get specific and work out exactly what your launch will look like.
Here are some things you might like to consider…
What will you launch?
Before you get launching, you need to know what your product or program is. To help you do this, look back at the answers to questions above and see if any particular options stand out.
If you’re wanting to replace your current 1:1 work then a group coaching or mastermind program could be appropriate.
If you’re simply wanting to compliment your 1:1 work then an e-Book or membership site could be appropriate.
If you’re new to business and plan on making launching your main stream of income then an e-Course could be appropriate.
What will you charge?
To be able to launch in a way that really fits with your business then you will want to get really clear on what you’re charging for your product or program.
If you’re wanting to replace your current 1:1 income then you will most likely want to be positioning your course to be high-level or premium.
If you’re wanting to compliment your 1:1 work then you can position it in the mid-range.
If you’re creating a product or program as an entry point to your more premium offerings then you will want to give it an entry-level price.
How often will you launch?
Once you know what you’re launching and what you will charge, you can then look at how often you can launch the product or program.
If your product or program is positioned and priced as a premium offering then you might only launch it once or twice a year (also depending on the length of the product or program).
If your product or program is an entry-level offering then you might be able to launch it four times a year.
If this program is your only stream of business income then you might need to launch it more often than programs that are complimenting your 1:1 work.
What will your launches look like?
Finally, you want to have a think about what your launches will look like. Will it be mostly soft launches or will you go all out with a video series/free challenge/webinars launch?
Soft launches will be more appropriate for e-Books, entry-level programs and membership sites.
Bigger launches will be more appropriate for more premium programs and offerings.
So hopefully, after working through the questions and reading the examples, you can get a good idea of how to make launching fit with your business. Now all you have to do, is go out there and actually do it!