GOAL SETTING FOR 2023 - How We’re Scaling To $3M/year

The problem with most goal setting videos is they don't give you a specific framework to actually ensure that you set realistic goals that you can actually achieve. And number two, a specific plan of action that you can follow on your way to achieving those goals to make sure you're on track or you're off track. And that's why in this video I'm going to give you exactly that. This is a clip from our training inside of the Admin mastermind that we gave to 20 other agency owners who all want to scale and grow their agencies past $100,000 a month. It'll give you everything you need to make sure you actually set realistic go that you can hit. And number two, you actually have a plan to make sure you hit them and achieve them so you don't end up wasting time and tons of effort. Enjoy. Have you guys ever heard the story of basically the two ships that set sail? Does anyone know what this, this story is going. Have you guys heard of the story? The two ships that set sail, one of them has a destination, the other one doesn't. Raise your hand if you've heard that story. Cool. A few of you. All right, so two ships set sail. Okay, let me ask you guys a question. Which ship is going to get to where they want to go? Okay. The ship. Number one, who has a clear destination of where they want to go with a map of how they're going to get there. Or ship two, who maybe has an idea about where they want to go, but they really don't have a map of how they're going to get there. They don't have coordinates, right? They don't have the map they're looking at on where they're going to drive this fucking ship to get to where they want to go. Who's going to get to their destination? Ship one or ship two? Ship one. Very simple, right? Most people, especially in business, they go through life, in their personal life and in the professional life without a clear destination of where they want to go. Which is why when you join the mastermind, the first thing we start off with is what mindset? Setting goals. Clear vision board, right? Morning formula. Where do you want to, where do you want to steer this ship that we're building right now? Because if you're not clear on that, you're never going to be able to push through the day to day bullshit that happens. When a client leaves, you tell a client to fuck off because they're bitching and complaining, right? And you're just not going to know where you're going to go. So you're going to end up everywhere and anywhere. All right, Again, a lot of refreshing stuff. I'm not trying to make this rule motivational, right. But it's very simple. You're going to get to where you want to go. If you know where you want to go first and you have a clear path to get there, that's what we're going to help you build today.

Okay?

A clear roadmap to get to where you want to go. All right, so you know exactly how to get there, and you have milestones each quarter that you can check in on to see if you're on track. Sound cool? You guys cool with that? All right, so without further ado, I'm going to pass it over to Nick so we can share the screen. Nick, I also want. He's going to share the. The tracker with you guys in the chat. But yeah, Nick, let's kick it off.

Yeah, Cool, guys, glad to be back. Super stoked to see everybody here. So basically what I wanted to show you is basically how to find it first. So, the EOS toolkit. So back in the day, when we first did this a couple of years ago, we actually did everything on Google Docs. And sometimes it's cool to be as simplistic as possible, but other times I think it's. It's cool to have it be a little bit nicer. So when we set out to do this a couple of weeks ago, I was like, all right, let's find, like, the best tools possible to make this as clean and look the best possible. Uh, so that way it's, you know, just as clean and looks nice. So I stumbled upon, obviously, the EOS website. As you guys know, you're not. You're new to sales funnels, so, you know, you could be dragged into a bunch of different directions here on this website. That would potentially be, you know, pretty expensive. You know, they have, like, all sorts of other options. We'll skip over all that and just stick with the free tools today, because that's exactly what we used. So basically, you just need to type in EOS tools. You can see here.

Let's just put the link. Can we just put the link to the. To the actual page and just give it to em in the Zoom chat?

Yeah, but you have to, like, sign up. You have to, like.

All right, so put this link in the. Put this link in the Zoom chat and then guys, sign up real quick.

Yeah, there's the chats.

Here we go.

Cool. Put a. Put a 1 in the chat once you've signed up and then Nick will proceed on how you guys get to the next page. So put it.

Because there's a couple other tools in here that are. That are pretty cool that we won't go over today specifically, but you'll be able to use that's instead of just giving you like the one. The one document.

Just quick question. I actually get a bounce in like 30 to 45 minutes. Will I be able to get most of that done?

Probably not all of it. So I will say recatch the replay but we'll go through it exactly at a high level overview in 30 minutes for sure. Perfect.

I actually watched like two recordings and I felt like Julian was talking the exact same struggles I was facing. So it was quite funny.

Who was, who was.

Say that again, Julian, you said don't build the business for them. That was like a huge wake up, woman. I'm doing the exact same thing.

The Germans, bro. The Germans are so giving, man.

Yeah.

Are you German, Wolf Brown? Yeah, you probably are, right?

Yeah, yeah.

Yeah.

You guys got to connect.

Yep.

All right.

Okay.

Don't make me break out my German, guys. Come on.

All right. A few more people a little bit. Filling it out.

Cool. Yeah, I think we should, we, we should be able to move on because again, like the idea behind this is probably you, you're going to want to fill some of this out. But again, like we said earlier, like this is something that you're going to want to do in private. Obviously not because, you know, like it's, it's like super private. But you'll want to think about this a little bit deeper. So you'll, you'll want time to think about this. So anyways, once you have that downloaded, you basically I just put it in all of our, you know, into our drive here.

So once they put that information, Nick, they'll be able to have this one. It'll get downloaded to their email.

Yeah, it's going to come through as. It came through as a pages document for me because I don't have word so you can see I just exported it to a PDF. So that way it's very easy for other people to view it. So we can go here should be a present option.

Whatever.

We'll just leave it as this. Oh no, Nick. We should just give them this PDF in the school chat right now. Make it easier for them. We should just duplicate it and give it to them.

I don't know if they can edit it though. So if it's pages they can edit the pages document, which is fine.

It depends on what. What they're on.

Yeah, because if I send pages and some people are on Windows and they're just not gonna be able to really open it.

Who hears on Windows? Anyone using Windows 10. Okay, Sebastian.

All right.

All right. So regardless, you should get this in your email. Right, Nick? And then they'll be able to have it, and then they can open it up with whatever tool they use.

Yeah.

Okay. So it's called the Vision Traction Organizer. Does anyone have this pulled up already? Yeah, everyone has it pulled up. Okay, cool. They got it. Sweet. So I'll quickly. Or Nick.

Yeah.

Take it off.

Yeah. Cool. So basically the idea behind it is you just want to make sure that you're filling out everything in here. Just be as distinct as possible when you're going through it. So we really had a leg up when we were doing this a couple of weeks ago because we already had a lot of this already done. But it was just kind of discombobulated in a bunch of different documents on a Word document. Some of it was on a PDF, some of it was just all over the place. So it's really nice, like I was saying earlier, to have it in one nice, succinct place. It kind of follows a very simple format here where you're just able to kind of just go down the. Kind of just go down from, you know, top to bottom here and fill everything out. So the real idea behind it. And again, like, I'm going to give you exactly, like, what we did to really come through, to kind of have these. These answers here. And then I think you guys will be able to take bits and pieces of it. So something that I think is really important is that at the end of the day, you know, we're going to be giving you guys exactly what we did. I mean, this is literally it right here. But at the end of the day, some of you might not be trying to do the exact same thing that we're doing. So I just want to make sure to set from the very outset and the very beginning that you want to take the bits and pieces that we have and then apply it to what you guys are trying to do and what your vision is. So just want to always start with that. And so that's going to be very different. Like, the vision for you guys is going to be a lot different than us. Some of you might want to have a 2,000 person, Ogilvy McCann Erickson Type Agency, and then others might just want to be you plus two or three other people and then keep it like that for the next 30 years. We obviously can't decide that for you, but with that being said, you're going to want to start with your core values. So, I mean, Brian, I will, you know, you were kind of the archetype, the architect of these kind of core values here. So I will let you kind of, you know, talk about the methodology with. With coming up with these.

Yeah. So we. We talk about this in week five, right? Scaling your agency, building a team, hiring people.

Right?

Really building out the operations. But core values is really simple. And this. This comes down to the analogy I use in that training.

Right.

A lot of people like using the ship example, right?

Right.

The ship is the vehicle getting you to where you want to go. The destination. The destination is the vision. What is your vision for the business you're trying to build? What is the vision for the company that you have right now? What is the vision for. For your life, right? For this business, for. For your team? That's the destination. We're trying to put onto this right here. That's the destination. Your vision is a destination. Okay? Your core values are how your team, you and your team operate and work together on the ship to get to the destination. So it's really a code of ethics here. That's what we're talking about when we talk about core values.

Okay?

Core values are how you and your team operate on the way to the destination. So how do you guys interact with each other? What are the standards you're holding each other accountable towards? So for us, right, one of the biggest things that I set out from the very beginning with adspend.com was red carpet customer experience. Right? Because most of the time agencies get a bad rep because the service sucks or the experience sucks.

Right?

They either don't get results or the experience sucks. And so I was like, how can we turn that into a good thing for us?

Right?

Well, we offer a red carpet customer experience, and we define that pretty well. But the way I see it is like the Jeff Bezos quote that I talk about in that module as well. Jeff Bezos said we see all of our customers as invited guests to a party, and it is our job every single day to make the client experience just a little bit better. That's what we define as red carpet customer experience. We're rolling out the red carpet for our clients, and we want them to have a really good experience when they work with us. Which means from the moment they sign that Google document or the DocuSign contract, they get a welcome email, they get a welcome message into Slack. They get an introduction to the rest of the team, right? It's very clear what the next steps are. It's all laid out in front of them. They don't have to guess. It's very clear. Red carpet. Customer experience. That's our core value, right? The next one, extreme ownership. One thing that I think everybody here embodies as well is taking responsibility for themselves, right? Personal development. Extreme ownership. Everything that happens to you is a result of what you've done, right? Everything that happens to you is happening for you, not to you. And the sooner you take ownership of that, the sooner you take responsibility of that. You don't blame anybody else, outside circumstances, somebody else for your problems, right? You take ownership, it's always your fault. That's the standard we have@adspend.com. if you're late, it's your fault. You should have woke up earlier. If a client, you know, if you didn't set standards with the client and they're bitching at you because they don't know what the fuck they're doing, it's our fault. It's extreme ownership.

Right?

So what are your core values?

Right?

And really, this stems from you guys as people, right? What are traits, habits, or rules that you have with yourself that you want your team to share? Right? So we have five here. I've seen people have as much as 10. I think 10's pretty crazy. I mean, to have as. What is 10 people, but 10 things is, you know, I think less is more, really. How can you condense it down? Right, so we have five. Radical transparency.

Right?

Ready, Fire. Aim.

Great book.

We embody that at our company as well. We take action. Motion beats meditation. Work beats worry.

Right?

Action beats anxiety. And then laser focus. We stay focused with Monk, like discipline. So what are your core values again? If you have these already, write these down right now on your PDF. How many of you have core values already as a company? Maxime. Yep. Hugo. Karthick. How many of you need to write these down? How many? How many have been overlooking this stuff? Cool. Appreciate the transparency. This is all the stuff that matters at scale, guys. Really, because it starts with you. Next is core focus. Okay? So take some time to think about that. Don't overthink it as well. Just list down the first things that come to mind and then revise them later. Core focus. All right? What's your core focus? What's your purpose, your cause or your passion?

Right?

Why did you start this business in the first place. What made you want to start this? Now of course, when we all start our business, we want to make money, right? But the only way to make money is by helping other people make more money. Like we add value to the marketplace, right? We can't make money unless we work.

At a mint, right?

If you guys read the book the Secret, the Strangest Secret by Earl Nightingale and you listen to that audio which I talk about in the first mindset module, the only people who make money are people that work at the Mint and they actually print the fucking money, right? The only way to really make money is to add value to the marketplace. So what is the reason why you started this business that's more than just making money? What's the impact you want to make? So for us, right, our purpose, our cause, our passion is to help online education businesses that sell personal development related courses, coaching and masterminds scale with paid ads. The reason why is because personal development online education changed my life. I first discovered the book the Psychology of Selling by Brian Tracy when I was in college at Arizona State University. A year after I met Nick, a few years after I became friends with Charlie and I went to door to door sales and that, that book changed everything for me. It was the information in that book, right? And that stumbled upon courses, coaching, masterminds, everything that we sell for our clients is why we do what we do, because we believe in that. Because it directly affected my life. It directly, it benefited Nick's life, Charlie's life as a result. So that's our purpose, our cause and our passion. So you guys, can you guys see how, how there's a, there's depth here, right? There's a true reason why we're doing this. There's not just making money, right? And then the niche, what's your niche now if you're just starting off right, most of you already have a niche. But really get clear on this for us, it's online education businesses. So this is anyone that sells online education. Very simple, clear so far. Any questions before I keep going? Don't be afraid to speak up, by the way, there's no judgment here. Judgment free zone. We're all here.

How long did it take you guys to figure out the, your core values actually?

Core values you said? Yeah, yeah. I think the first iteration I had when I was doing this, when I first started the company, I had about five when I first started, they were completely different than this though. It was, it wasn't as simplified. It was very, it was Almost too much. So it's. It's. It's taken us, and me specifically, about almost probably, I would say, two years to really refine it. So, again, you don't have to have it all figured out today or this week or this year, because what I found is each experience, client level, you get into a business, new awakenings happen inside of you, and, like, it gets more clear and more clear and more clear. So about two years, to answer your question very simply, because you can always come back and refine it. Yeah.

Basically, the beginning was like paragraphs, and then we kind of shorten them down to, like. If you think about, like, the. I was going to mention that the core values are how you make decisions. They're kind of your guiding light. So if we have a client come in and let's just say, for example, like, something doesn't go well, like, it's not in our core values to say, okay, we got to cover this up to make sure we keep that retainer and we keep that client coming in, because it's on our core values that radical transparency and extreme ownership are there. So the first thing that's going to happen is we're going to say, hey, man, we up? And I can tell you right now, you know, this happened to me personally during Black Friday two years ago. I left a display campaign on that just wasn't supposed to spend at all. And to get it to spend, I was like, I put the budget at 3k a day. And during Black Friday, Google was like, it's time to spend, baby. And it spent 15 grand in seven days to a dead page. And that was our entire retainer value at that time for that, even for that month, because it was a launch. And it was like, what do you do?

Right?

And then we had to go look back at the core values, and we just had that. You know, it's just. That was just my fault. Like, we had to refund. You know, we basically had to refund them the money, you know, because Google wasn't going to give it back. Google was like, you told us what to do. You told us to deliver the ads, and we did it. So, you know, it just comes back to, like, you know, there was no way to, like, weasel my way out of that one and just say, like, oh, well, you know, it was. It was Google's fault. Like, you know, it was. No, it was my fault. Like, I. Google did what it. You know, what it said it was gonna do, and they spent the money. So it was like, all right, that was A new iteration of like extreme ownership and radical transparency to the client. And yeah, it wasn't fun. Like, hey man, we got to hop on a call. Like, hey, so we spent overspent by 15 grand. And it, it's not even like I could have even lied and said it went to a page that like, you know, got some sort of leads in there because it didn't at all like it went to a dead page. But even if it would have, it still comes back to radical transparency and extreme ownership where we would have said that was our fault. So mistakes happen. And this is kind of like guiding light to show you how you make decisions. And it's kind of like your, your morals and your, and your values, you know, as it is said there.

So basically I need minimum viable core values and then iterate that over the time as I progress, right?

Yeah, exactly.

Gotcha.

10 year target. Now we're getting into actually the more clear crystal vision of where you guys want to go, right? What do you want your 10 years to look like?

Right?

What does 10 years look like for you? Again, this might look totally different. For us it was just like, what's, what's, like, what's a, what's a big defined goal we can have here that, that's measurable, right? Because I think a lot of people put unmeasurable goals. That's hard to quantify. And I've been a, you know, I've gone back and forth with Charlie and Nick on this as well. And when we sat down the other day, it was like, you know, what would be, what would be a definitive reason for us to get to $10 million as a company, as an agency? Very simply, right? And it was, well, we have to generate $100 million for our clients in order to make $10 million. Like it's very simple, you know, like pretty, pretty simple, right. So for US it was $100 million.

Right.

That's very low, I would say too as well, very low goal, but it's a realistic goal. So put your 10 year target here down something that's measurable. This could be revenue. This could be number of clients. This could be number of leads you've generated. This could be number of businesses. Yeah, like number of businesses you've worked with. A specific number of businesses, you've taken to seven figures. A specific number of businesses you've taken to multiple six figures. A specific number of businesses, you take it to eight figures.

Right?

What is your 10 year target? Make it quantifiable and make it fun, right? Make it something you can measure with your team and really track how close and how far off are you from your goal? Does that make sense? So think about that one next. All right, it's going to be your three year picture. Okay. Your three year picture on the right, Your three year picture. So for your three year picture, right, you just basically break down your ten year target. Okay, well, three years from now, you know, what does that look like? So future date Today is the December 11th. December 12th. So what you want to do is put your future date December, you know, 2023 or 2025, like we did here. What's the revenue goal that you have as a company? How much profit do you want to have? What are the measurables? Right, again, this is measurables. How do you get to that revenue goal? What does that look like? Right, well, for us, you know, 10 clients at an average of $83,000 a month, that means we have to have 10 clients making 100 grand a month. It's a lot of value being provided to them. And then what does it look like realistically? What's it going to take to get to that goal?

Right.

Well, we're going to have to have more team members, we're going to have to have more team, we're going to have to have specific departments, we're going to have to have all ad platforms rolled out for adspend.com. we can't just be YouTube ads anymore. We have to offer more services. Probably have to have an office in Miami. Probably have to have an office in Arizona. Hybrid work culture. Working in remote, working in house.

Right.

Sales team in house in Miami. Because that's where I am. Five department heads are really building out the team. So that's our goal, that's our three year picture. So you're breaking down the ten year target to a three year target.

Right.

What's the three year picture look like? This one's a little bit easier.

Right?

This one's a little bit easier because you can measure out three years. Make sense? Is this helpful so far? Awesome. Cool.

And I know it seems like we're going quick, but obviously like we had to deliberate this between everybody to really get these ironed out. So like it looks very simple that, you know, but less is more at the end of the day.

Right.

So like that's kind of the thing that's funny is that like it's very easy to kind of just word vomit on this. But it's what's harder, like we were saying earlier, is to get down to the five concise core values. The real quick snapshots of like, what are the three uniques? The real quick snapshots of like the, the proven process. Like we debated this for probably like 20 or 30 minutes, but it looks very simple, right?

Yep. Yeah. And again, don't get caught up on this, right? Like this is important. This is what you do when you work on the business.

Right?

But the most important thing is getting clients, closing clients, fulfilling on clients. Those are the three things you always need to be doing. So I don't want everyone like to just focus and get overwhelmed with this because it's not that overwhelming. It's just putting everything that you need to put down on a piece of paper like this so you can just refer back to it every single day. It's just like the morning formula. You're gonna go back to it and refine it. The more experience, the more wisdom you get. So now let's go to the marketing strategy. Target market or go back up. No, no, go back up, Nick, because we're. It's done. The marketing strategy, the bottom one right there.

Gotcha.

So now you know where your ten year target is. You know your three year picture is. Now let's go to target market, the list. Okay, so who is your target market? You have a niche, right? But then who is your target market? What's that Dream 100 list that you need to refer back to? Right, like we talk about. So for us, high ticket coaches, consultants and course creators. Because those are the people that create online education. That's our target market. High ticket coaches, consultants and course creators. That's our target market. What's your target market? Because you have a niche. But then who's the niche in the niche?

Right?

Who's that sub niche? Who's the target market? The more specific you are with this, the easier it is for you to build your personal brand, for you to become a specialist, for you to be the expert, right? As opposed to a generalist like we talk about. That's the only way to really get to 100k a month. Very, very quickly. Three uniques, okay? What makes you unique? Why are you different than everybody else? Everybody else in the marketplace, all the competition out there, everybody who says they have an agency, what makes you unique? What experience do you have? What client have you worked with that's better than anybody else? How much money have you spent? What makes you unique? Take all that into consideration and don't hold back here, right? Brag about yourself a little bit. Well, for us, right, we're not a typical agency. Okay. We define ourselves as basically high value marketing consultants or what's referred to as a growth partner. Some of you on here are already adapting that as well or have already adapted that as well before this program.

Right?

That what, that's what makes us unique is because we work with a handful of clients at one time. Whale clients. We go hunting for whales. We don't work with every person who wants to get us to run ads for them. The reason why is because this is the model we chose. So that makes us unique already.

Right?

We're growth partners. The second is direct response marketers.

Right?

We're not a brand awareness agency. We don't give you views, we don't give you impressions, we don't grow your subscribers. We get your clients and we give you more revenue. We run ads and create ads that get you clients that get conversions.

Okay?

Direct response marketers. And it might not seem like it's unique, but it very, it really is. A lot of people get on the calls with us and Nick can tell you this too, but it's like they say, we love that you guys are specialized in direct response because most agencies aren't. Okay, quick commercial break. If you are enjoying this video and you are an agency owner who wants to scale past 50 or $100,000 a month by learning how to create and run profitable YouTube ads for clients, learn how to charge 5 to $10,000 a month retainers every single month per client, plus percentage of profit or revenue so that you can make more money with less clients and have more fun while also joining a community of other agency owners, media buyers and freelancers who all are focused on these three things. Number one, making more money. Number two, helping their clients get better results. And number three, having fun and being surrounded with an other group of individuals who are all focused on leveling up in their their lives, then I would encourage you to click the link in the description and apply to join the Admin Mastermind. Every quarter we open up a select amount of spots that are specific to agency owners to let them into the mastermind where you can enjoy weekly trainings just like the one you're watching right now, plus a whole lot more. If that sounds interesting to you, click the link in the description and apply to join the Admin mastermind and I'll see you inside. And then, last but not least, paid ad specialists adspend.com okay, we do one thing and one thing only. We scale ads. We specialize in paid ads. We're not going to Specialize in organic, right? We're not going to get you guys more subscribers, we're going to get the clients more clients with paid ads. Adspend.com, those are the three uniques. And combined those three, that's what makes us unique. We're direct response marketers that operate as growth partners who specialize in paid ads. You guys see how that's unique, right? It's different. Is this making sense? Next is the proven process. Okay, what's your proven process? And again, we just took a look at what we've done for everybody. See how that's unique, right? It's different. Is this making sense? Next is the proven process. Okay, what's your proven process? And again, we just took a look at what we've done for every client that got them the results and we just put it down in a step by step format here. So you always start off with discovery. In order to get somebody results, you need to discover what their needs are, what their wants are. So the discovery process is the game plan where we actually come up with the strategy for this client.

Right?

We basically create the strategy for them, then we actually iterate the creative process where we create the ads, we write the scripts, help them film the ads, edit the ads for them, and then we launch. We launch the ads, then we optimize the ads, then we scale the ads. Very simple. That's the proven process. Now of course there's steps underneath those, but at a high level overview. This is the proven process, right? It's very easy to understand for somebody when they get on the phone with us. So what's your proven process? What does it take for you to get results for clients? What do you do every single time that's repeatable in a step by step process? That's the proven process.

Right.

And then what's the guarantee? What guarantee are you going to give? So for us, we talked about this before. Our guarantee is, you know, if we don't make back the ad spend that you put up as a client, plus our fee, we give you back our fee. We take the risk away because we're betting on ourselves when we're betting on you, which is why we have to be picky about who we work with. If you don't make back the ad spend plus our fee, which means you don't at least break even, then we give you back the fee. That's the guarantee. So what's your guarantee? Do you even want a guarantee?

Yeah, we wrestled with this for a long time.

We never had a Guarantee, by the way, for like Nick just said, almost two and a half. Two and a half years.

Right.

We literally just adopted this guarantee a few months ago. And since then, everything's really changed. So guarantees can work. It's a hundred million dollar offer.

Right.

Like, what's the guarantee? When you're really good at what you do, you can guarantee it. Which means you got to be picky about who you work with.

Yep.

Which means you got to get clear on your niche, you got to get clear on your target market. You got to have your proven process on paper like we do right now, and you got to be crystal clear about who can get results with your process so that you can guarantee when they go through your process, they will get the results and you don't have to refund them back. Any questions on this before we move to the next page? The one year still with us still guys? You guys still with me? All right, let's go. One year.

Cool.

So now.

Yeah, go ahead.

Yeah, that was the. That was the what? And then this section is the how. So this is like the real meat and potatoes on, like, how are you going to get there and what is it going to look like? So this is like the real meat potatoes of traction and kind of the big idea behind how the meeting structure runs in the future. And it's basically based off of rocks which are done every single quarter. So basically the idea behind it is you have a one year plan and then you're like, okay, well, let's break those into rocks that are going to be reviewed every single quarter. So now for you guys, obviously it's a little bit different because you'll be doing this like at the end of or the middle of December or towards the end, but it's actually pretty much the same to where like we just did our December 1st. So, like you're supposed that we're going to have another meeting going over the rocks and solidifying those in January in the very beginning. But we kind of cheated a little bit because we already did it. But we'll have that meeting anyways because of really the most key component of all this meeting structure is this issue list right here, which is you basically just write down a list of issues and then you solve those issues with your executive team and then you can put those issues on what needs to get solved onto the rocks for that month or decide to put it on to a different rocks for the next quarter after that. So it's really thinking about things in one year and then. And then thinking about things in quarters because you have to be able to break things down. So basically the one year plan that we have, by December 1st, you know, we want revenue to be in like the $3 million mark. We want profit to be at 1.6, so about a 50% profit margin. That's all easily broken down. I highly suggest you break all this stuff down in Google sheets. This is constantly going back and forth between Google sheets and then going back into, going back into this document right here. So the measurables is that we want to have 10 clients at 30k a month. We already have clients at 30k a month. We want to expand that to 10. So that's the idea behind that. And then also want to have a hundred people go through the, the admin mastermind so that we can, you know, deliver as much value as possible there. We want to have three strategic full time hires. We want to have like the sales process completely built out, new ad platforms rolled out, condense the product suite that we have and then have a better meeting structure. So those are kind of like the big goals that we want to have for the year. Some of them we're probably going to knock out honestly in the first, in the first quarter. But then others we just need to make sure that we're looking and saying like, okay, the goal is to have three keyword here, strategic full time hires. So the idea isn't well, let's just go find people to fill work that we don't already have. It's let's make sure what we do is we make sure that we actually find people that need that are going to fulfill the work. So like there's a need for that work, let's go and fulfill it. Because in the past what we've done is we've hired to anticipate the work that we're going to have. I can tell you right now that is definitely not the way to do it. You basically want to hire when it hurts. And that's something that you know is, is, is very, very, very clear. So the rocks for 331, 20, 22, basically revenue numbers, profit measurables, it's the exact same thing as the one year plan. You're kind of just condensing that down and you can see now we're finally assigning who's going to do this. And so now this is a little bit more difficult if it's just you 100% working on this because obviously you're going to be assigning yourself to all of these tasks. But either which way it's important that you, you know what the most important things you can be doing to actually drive the business and get you the best results possible. So you can see here that we basically have broken things out very specifically into what we want to roll TikTok out to five clients. Well, who's going to be the person that's going to do that? Is going to be Nick is going to be Brian. No, it's going to be Charlie, you know, the opportunity funnel for the admin mastermind so we can get more badass people inside of here. Well, it's going to be Brian who's going to be the person that's going to help with the meeting structure. Nick agency process built out. To be honest with you, it's going to be going to be both of us, one full time hire Nick and then the agency SOPs will be Charlie. So it's going to again just kind of mapping all this stuff out and it's kind of just something that you can have kind of just plastered on, you know, on your background or something to where you know exactly what you're going to be responsible for. Because again, remember these are quarterly. So then when the next quarter rolls around in, at the end of March or basically April, when that new quarter is about to start, you're going to be reviewing with the team what happened with these rocks. And then weekly you're going to be updating, talking about what, you know, what are you doing to make sure that these are, these are the actual projects that are being driven forward so that way things don't just get completely stuck and you start to lose momentum. Does that all make sense?

Yeah. So, so real quick, scroll up to the first one again, the first document up on the traction. So look, you take the three year picture like Nick was saying, and then you break it down into the next year. So you really just have to divide by three if you think about it. So go down to the now, the one year. So you divide by three, what's your three year picture? And now what's the one year plan? You see how it's breaking it down from a fucking big vision to a more realistic vision and then finally to a one year action plan with quarterly goals that you're setting up right now that you're going to achieve to get to this big vision. So the one year plan is what you're going to be operating on for the next 2023.

Right?

This is your, this page right here, the one year plan and then the rocks. This is going to be what you keep referring back to and meeting on with you or your team every single week to see if you're on track or off track. So like Nick said, set the future date by December, you know, 31st, 2024, for example, what is your revenue divided by 3 from the 3 year goal? What's the profit? Depending on the profit margins, you want to have some three year goal. What's the measurables? How many clients do you need at what per what revenue per month, what deal structure? Right, what average mrr? And then what are the goals to get there? So list yours out and then the rocks, like Nick said, again, the first quarter is March 31, 2022. So what do you want to accomplish if there's, if there's four quarters in a year, then again you really just divide it by four. So how do you get there?

Right?

So then you list out the measurables of what that looks like, how many clients, what mrr, what are the rocks for the quarter, and then who's going to be in charge of getting those rocks, like Nick said? And then the next is the issues list. Before we get to the issues list, does anyone have any questions on the one year plan of the rocks?

Clear.

Is this making sense?

Yes.

This is great, guys. Winston, this making sense for you? Cool. Makes perfect sense to me. Yeah, 100%. Awesome. Yep. Sweet. Issues list. Nick, you want to explain the issues list?

Yeah, I mean this is again like kind of really important because it's what are the things that are blocking you from getting to where you need to go and what are the biggest problems inside the agency? And this can be everything from, you know, you can see we have stuff on here that relates to product, we've got stuff that relates to org chart, we've got expense limit stuff, you know, quality of the client. Like it really ranges the gamut between employee happiness, customer happiness, and the product and then other miscellaneous things on there. And so basically what it looks like on here is, you know, we, I, I did make this other page. So I literally just went to the bottom and created a, created a new, a new page and then just copy and pasted this thing here and then just turn it into an issue so that way we could just clearly list it out. Obviously this would look a lot uglier if we had, you know, 10 or 15 issues. But the idea is if you were really to look at this meeting on how long this meeting should take. It should, like we said, take about three, three hours. I would say we spent about an Hour at least on just the issues. Now again, I want to be very clear on how this looks when you're doing it at. When you're continuously doing this is that this is something that you will continuously be looking at every quarter. Does that mean that you go update the vision every single quarter? No, what it means is you are updating this traction part right here. If you need to update the vision because things change, that's fine. But at the end of the day, like this is really like the long term vision that's supposed to stay solid. And then here, this would just be updated to this, right? And then we would be able to create new rocks, assign those new rocks, and then we would have new issues that we would be talking about. And then those issues would be solved in that one meeting. And there's basically just a free form. The way that it works is whoever brings up the issue normally explains why it's an issue. So we will do that next time. So like, you know, it should have just, you know, said something like this, you know, Brian brought that up and then Nick brought this up. And then what happens is when it gets to, you know, their, their turn to bring up the issue, that person on the team explains why it's an issue and then you go into a free form on what the possible solutions could be. And so we just wrote all those out. So for us, again, just to talk about it real quick is like the product suite, you know, we have three different products that we have right now and we're kind of just like, shit. We're kind of just all over the place. So we're thinking, you know, what's a way that we could potentially condense things down, Potentially just only have two products done for you and the admin mastermind. And then also, you know, want to make sure that we are adding as much value to you guys as possible.

So.

So we want to have further additions to the content inside of here, which is how to run TikTok ads, how to run Facebook ads, and then an entire sales section which is how to help your clients do better with sales, and then also how to get better at sales yourself so that you or anyone on your team can very clearly learn exactly how to bring more sales into the business. Because if you don't have sales, tell you right now you are not growing. And then the second one is the org chart. So we did it here is we just basically listed a, just have a link to an org chart that we have up there. Do you want me to pull this up? Because are we.

Yeah, I talk about it in week five. Pull it up real quick. Everybody has access to this in week five. If you haven't gone there. No worries. It's in the, the agency module, the admin mastermind. I show you how to list out the org chart. There's a step by step process right here. Yep. And then if you go to the outline again, you can see the number of roles, the manager, the responsibilities, the KPIs. And this is really important. Like Nick's saying right now, I don't want this to be overlooked because again, if you're doing everything by yourself, that's completely fine. But you have to list out every single job you are doing in the company, in the agency, because then you'll understand every single role you're playing and what you're doing in that role. And then if you go to the org chart generator, Nick at the bar, your bottom right. Then you'll see. Oh fuck. I'm the CEO. I'm the coo. I'm the also the account. I'm also the head of the accounts. I'm the copywriter and the media buyer. I'm also editing the videos. I'm also the closer, which means I'm closing the deals on the calls on the salesperson. And I'm also doing admin tasks as the executive assistant. So you may be playing all these roles right now and that's fine. But in order to get to right, building a team, you have to be able to know which roles you need to hire out when it hurts the most. So if you're just fucking stuck on fulfillment, right, and you have, you're better at sales and you know you can be closing more deals, bigger deals, if you just had someone else to help you with fulfillment. Well now that's probably the person you should hire, right? Someone to help you run the ads. So this will help you get clear on how your organization looks. Looks right now. Does that make sense?

And it's a pretty snappy sheet. It literally updates as you update columns A and B. It will literally add on to here. And then if you have like the report to. It's, it's a, it's a pretty badass sheet honestly. So like you could change this, you know, to EA instead of executive assistant. You'll see like it'll update here to ea. So it's, it's pretty cool on, on how that stuff updates. So yeah, we did this during the, the meeting as well. Just going over everything and making sure that all the roles and responsibilities Made sense there. So that pretty much handles number two. We just had an, you know, talked about an expense limit. You know, what's an idea of like, you know, if, if Charlie, I, I use the example in the meeting, I'll use it again. But if, if Charlie needs a new mouse, it's like at the end of the day, that is, that is truly a business expense. So how can he submit that as a business expense? And all we have to do is talk to our accountants. It's very easy. We all use Gusto. I don't know if you talk about Gusto, Brian. I think it would probably only work for the US Members, but basically we'll have to look into a solution that works overseas as well. But I mean, our, our payroll software is, I mean, it's, it's so cheap. It's honestly disgusting. And what it does for us is insane. It does everything. It sends out W2s tax documents, everything to all the US based employees. It's, it's super badass. So I can put that on my radar for you guys to find a solution or if you guys are using anything right now that you really like, that you would recommend to the other members. So that way we can help, you know, everybody else out. Because Gusto, you know, if, if they do have a international based version, would be something that we would highly recommend because it's just so cheap and it literally took, it took care of. This takes care of a bunch of things for us.

Yeah. So basically this, with all being said, is just the issues list. So what issues do you have right now in the business? So scroll up again, Nick, to the second page. What issues right now do you have with the business? What's keeping you stuck right now? What are you, like, what hurts?

Right?

Like what are the things that, you know, need to get solved in order for you to get to where you want to go? You just want to list those out. And then like Nick said, you spend about an hour with you just, you know, somewhere where you can just think, thinking time, right? And you think about how you're going to solve these issues and then you just list out some solutions, just like we showed you how to do right there. This took us about an hour. This will probably take you about the same, if not a little bit longer. That's fine. But once you get clear on the issues and then you have action steps to solve those issues, right, Then you can obviously get clear on everything.

And.

Really be set to go. And then you just have to have this sheet like, this is the thing you keep referring back to, you put this in your Google Drive and you just look at it every single week, first thing, every single week. How close are you?

Right?

And really be able to measure it. So any questions on this? Did we go through it too fast? Are you guys understanding it?

All good.

So, Brian, I have a question.

What do you mean by quality of client being an issue here?

Yeah, so I'm just curious. Yeah, so for example, right, Quality of client, it's kind of twofold. So the agency client, right, you just level up as you just get more clear on who's going to get the best results. We still don't have 10. Quality, quality 100 clients that we think we can scale to 30k a month. That's the problem. So we need better clients, right? We have about four clients right now. I would say maybe five that I believe we can scale to 30k a month. The other half, they're just gonna make 10k a month base service fee, and they're never going to get to the. To the 30k a month. So it's like, well, what do the traits that these five clients have that these other five don't? And it's more usually psychological than anything, right? And we just have to get clearer on that and get better quality clients. So that means that we have to then again step into what we're teaching you in here, which is the PLV process, right? Sending personalized loom videos and getting in front of more whale clients that have even higher, you know, revenues so that we can work with a better client and scale them up to 30k a month. So that was the issue. Does that make sense?

Yep.

Got it.

Thank you.

Any other questions again, raise your hands. How many of you have read Traction? Yeah, that's what I was going to say. If you haven't read the book, do.

Yourself a favor and go buy it.

Yeah.

Quick show of hands. Have you guys read it? Okay, I'm gonna send it to every single one of you. At least in the US I'm sorry. Germany boys. I'm sorry, dude, I. Unless you give me your. I don't know if I can work. I mean, I don't know. What about the yacht, Brian? The yacht? Oh, well, I don't want you to wait till next year just for the. Just for the book. I really want. I really want you guys to read this book. I'm telling you, this is going to be a book that helped. This helped us out so much. This is literally what we just went through for you. So I'M gonna just order for you guys in the U.S. i'm gonna give you guys a personal copy when you guys come here for the German boys when we get on the yacht to celebrate next year for the Advent Mastermind in person in Miami. But if you're outside the U.S. get it on audible. Actually, I would get it on hell. This helped us out so much. This is literally what we just went through for you. So I'm gonna just order for you guys in the U.S. i'm gonna give you guys a personal copy when you guys come here for the German boys when we get on the yacht to celebrate next year for the Advent Mastermind in person in Miami. But if you're outside the U.S. get it on audible. Actually, I would get it on not audible. I would get it on paperback. I'll get it on paperback.

Too.

Yeah, you just got to get this book. This is going to be a really good book for everybody. We'll probably end up sending a few books in the future to everybody that joins to really just get them clear on what they need to do. But I'll give you guys this one. I'll send it out to you as soon as I can, hopefully before Christmas. Not audible. I would get it on paperback. I'll get it on paperback.

Too.

Yeah, you just got to get this book. This is going to be a really good book for everybody. We'll probably end up sending a few books in the future to everybody that joins to really just get them clear on what they need to do. But I'll give you guys this one. I'll send it out to you as soon as I can. Hopefully before Christmas. Early Christmas present. Hey, we're finally done. I hope you enjoyed the video. If you did, make sure to check out this video next. This is a video where Sam ovens revealed his $36 million goal setting technique that he used to scale consulting.com Christmas early Christmas present hey, we're finally done. I hope you enjoyed the video. If you did make sure that you $36 million per year and what's allowed him to scale his SaaS program or PLA. Check out this video next. This is a video where Sam ovens revealed his $36 million goal setting technique that he used to scale consulting.com to form. I should say school to what it is today and on its way to a billion users. Check out $36 million per year and what's allowed him to scale his SaaS program or platform. I should say school to what it is today and on its way to a billion users. Check out that video and I'll see you there. There's a simple little goal setting technique that you can start implementing into your life and business to start hitting your goals faster and more efficiently than having to write them down every single day.