My $261,909/month PROFIT coaching business explained step by step

Hey guys, it's Will. And in this video I want to walk you through and actually show you a map out for you. Specifically how I got my bank balance to go up by 261, just above US$261,000 last month. Now for those that maybe don't know who I am, I used to own an elearning company that I sold last year to a private equity firm in America. I scaled that business from 0 to $16.4 million and then sold it for millions more to the firm that bought it off me last year. And that was a knowledge business and information business. And currently I run my second knowledge business, my second information business. All I do is just sell knowledge in course, coaching workshop and mastermind form. And I'm just going to hand you the business model, break everything down in this video and walk you through my profit structure, my team structure, my product structure, how I get traffic, what my sales process is, how I convert attention and eyeballs into money every month. And overall how I'm making roughly a quarter of a million dollars net profit every month. Now just to caveat here, I've made a little bit less than that this year. I've made a little bit more than that this year. The most that I've made this year so far, 2024 was just above $350,000 in a month. And the least that I've made has been about 215,000 in a single month. So I don't just print a quarter of a million every month. Sometimes it's a bit more, sometimes it's a bit less. But if you average it out, it average out at about 270, 280,000amonth cash collected, net profit that goes into my bank and stays in my bank. So let's get into it. Now there's really four pillars of one of these knowledge businesses. Traffic, sales, process, conversion and value. Right? So let's start with each one of these because you need to get traffic which is eyeballs attention on you and what you do and how you can help people and the products that you sell and so on and so forth. That's step one. You need to send that traffic somewhere to learn about you so they can maybe watch and explain a video or read and explain a page or something. So you need to take that attention and really put it in a sales process to educate the people on how you can help them and then give them a way to buy from you if they want to buy from you. So that is what a sales process is. There to do, you've then got to convert people into buyers and of course you've got to provide them with value, okay? Which is step number four. Now, in terms of traffic, all of my traffic comes.

99% of it comes from my YouTube channel, right? So I make one video a week, which is a video just like the one that you're watching right now. And if people like it and they're intrigued by it and they want to know more and maybe they want some help with doing it themselves or if they're already doing it, doing it bigger, doing it better, whatever it is. I own a company which is called Build.

Grow.

And this is going to surprise you when I tell you this in just a second. Build Grow and exit dot com. And this is the company that I founded after selling my last company last year. Now surprisingly, and you're probably not expecting me to say this, but we help people to either build knowledge businesses, grow knowledge businesses or exit knowledge businesses. Exactly what I've done over the last seven years, I have built an E learning company, I have grown an E learning company and I've exited an elearning company at a multi eight figure level. And that is now what I help people to do, what I've actually done. And I am physically still doing it to this day. So I do what I teach and I teach what I do in real time, okay? So that is the name of the company and that is exactly what I do and how I help people, right? So I make organic content on YouTube, I make videos that help people, inspire people, add value for people. And then I know that 1% or 2% or 3% of these people are going to at some stage want some help doing it properly. Because here's the thing, for all of you watching this video right now, if you are not making 100,000amonth or two or 300,000amonth, that's because you don't know how, isn't it? Because if you knew how you'd be doing it, you'd be making it, wouldn't you? It's just very common, common logic, common sense. If you knew how to make a quarter of a million a month, you'd be doing it like I do. And I am right? And this video is going to go some way towards bridging that knowledge gap so that you can learn how to do it and then go and do it. Now there's a fast way and a slow way, but essentially to really boil it down, you need the knowledge, you need to know how it's Done. So you can go and do it now. Naturally, I can only give you so much in these YouTube videos because otherwise I'd have to make. I mean, my training program that my clients go through is about nine, nine and a half hours long. It would just not make sense to even upload all of that on YouTube. So that's why training programs exist. It's for people that want to go deep, want to go fast, want to take it seriously, get all the knowledge and go to the moon. And these videos are really taster videos where I give you as much as I can, within reason, basically. So I make these videos and then people that want my help, they click on the work with me link in the description and then they go to. Oh, hold on, that's the wrong one.

They go to this page here, they land on this page and then there's a video here that explains who I can and can't help and how. There's a little bit of information down here about me and my journey and selling my company and winning this award for making $10 million in cash. And there's a few video testimonials from just a few of the clients that I've worked with inside this company, inside Build, Grow and Exit.com. so you can see their results, you can see their stories. And if you want my help, then you book in a call, you speak to either me or one of my two coaches and then you either buy or you or you don't buy. Basically it's very, very, very simple. So that's the sales process right there. Now again, for people that want the help and they want to go fast, they want to go far, they want me to coach them one to one or they even want to come to Dubai. I've just done a two hour in person session this morning in the cafe downstairs with one of my new one to one clients who wanted to come and meet up in, in person, which is absolutely fine by me. So people go through the sales process. If they want to come on board, they buy through the sales call.

And then I provide them with value and I help them to either build or grow or exit their information businesses, their knowledge businesses, their coaching businesses, right? So first and foremost.

Foremost, who knows? First and foremost.

Who do I help?

So this is the foundation of the business. Now obviously you can probably guess this, I help.

New.

And existing.

Information entrepreneurs.

So I'm just going to put info.

Entrepreneurs.

Okay?

Just leave it at that.

So I help new info entrepreneurs. So people who have some more, more specifically.

Right, people with Skills.

Knowledge. So skills.

Knowledge.

Or talents.

And we'll get to products and numbers and stuff in a minute.

So I help people. So this is what's called an avatar. This is the specific person that I help. So I help people with skills, knowledge or talents to monetize those and share that value with other people through. And this is the how, right, Courses.

Or coaching programs. I'll just put coaching.

So I help them to either make courses, to make coaching programs or masterminds or in some cases.

All three like myself. And we'll get to that in just a second. Okay, so that's who I help, that is how I help them and that is the medium that I help them to sell their knowledge through. Either they package it into a course, into a coaching program, into a masterminds, sometimes a community, but it's quite rare. And then we go from there. Okay, so that is what I do. So again, I get traffic from YouTube organically. I send them to the work with me page. They're booking a sales call if they want to buy. I then provide them with the value that they're looking for. Okay, now next, so let's talk about what I sell and how I sell it. Okay, so I've got a group.

Coaching program which is the lowest cost option to work with me. Okay, Got a group program. I've got a one.

To one.

Coaching program.

I've got a done for you.

Done for you. And by the way, only do done for you if you really love what you do.

Okay. Because it's, it takes effort and time and knowledge. All right, don't even need that. Get rid of that. So I've got a group option, a one to one option and a done for you option. So the group option is two calls.

A week.

Right. For two hours each. And my training.

I wish I could write faster, but I just can't.

I'll just put training program.

Right and I'll show you guys the training program in a minute. So I sell a group program, two calls a week, two hours. So two hours Monday, two hours Thursday and my training program. Okay, and we'll get into the rest in a sec. The one to one is literally anytime. So anytime someone needs a call with me, they book in on my private Zoom calendar and I get on a 45 minute one to one on Zoom with them. So anytime calls and again my training.

Training program.

Okay, but pr and then for the done for you, they get anytime calls, you get the training program and obviously, surprise, surprise, I know it's going to come as A shock. But we do everything for them apart from what we can't do, which is like their course and the coaching that is their expertise. Right. And I've worked with everyone from honestly, accountants, fitness people, musicians, real estate people.

Manifestation people, people that teach people how to write books, sell books. Sales is a big one. So how to become a sales rep or how to make your sales team better and more efficient, Just. Oh God. Knitting, E Com drop shipping, clothing, how to take pictures of birds, how to stop drinking alcohol, how to stop smoking weed, how to buy and sell watches, cars on even. I'm working with the Bible studies.

Person right now as well. You can sell almost any knowledge. And if you do it in the right way and you get all of this stuff right that I'm showing you here, then it's not hard to make 50k a month, 100k a month and beyond. It's really, really, really not hard at all. So those are the three offers. Now I charge for these, what's called a high ticket price. But not only a high ticket price, right? And I'll walk you through this in a sec. But I charge high ticket recurring. Now, there is a caveat, and it's very, very, very important. High ticket recurring.

Okay. And some of my most successful clients do this as well. There is a caveat. Now, most people sell high ticket, and by high ticket, I mean on the bottom end, 2, 3K through 2, 5, 6, 7, 8, 10, $12,000. Now, when it comes to charging high ticket prices, which you can do for almost any offer, by the way, and there's different ways to do it. And we'll talk about that in, in just a second. Sometimes you need to prove the value, then ascend, and sometimes the value is obvious and you don't need to ascend. And I'll just make a note of that because we will. We will talk about that in just a second. So is basically God. It's hard to draw Ascend, right? And this is really important. Not a lot of people know this.

Ascension, right? Or not. And this is a. This is quite a new thing. I've never ever, ever seen anybody else talk about this, ever. So I'm excited to share this with you in a sec. But before we get to that, you can only sell high ticket recurring if what you do really works, really adds value. So much so that imagine, imagine if you chose to work with me and you came into any one of my programs and it was like rubbish, and you hated me and I didn't have a clue what I was doing and my program was rubbish. Well, you just leave because our prices are cancel anytime. So if you join our group coaching program, you can come in for a month if you like. Now, most people stay in this program for about four months. That's a rubbish four. I'm going to draw that again. Most people stay in this program for about four months. Most people stay in this program for about three months. Most people stay in this one about three to two. I'm going to put two. So four, three, two months that people stay. Now, you ain't staying in a program for four months and paying me four times if it's rubbish and you're not making money and not getting results. So that stick rate, in my opinion, it speaks for itself, which is great. So let's reverse engineer this for your offer and again, we'll talk about ascension in just a sec. Really important. But before we do, if you can provide an awesome transformation for people. And fitness is a good example of this. So I've got a very successful fitness client right now who's making about 230,000amonth selling fitness. Become a fit man, get a six pack, get in the best shape of your life. And he has a 5,000 program one time and a $15,000 program one time. This is something else that we can talk about in a sec is front end.

And back end.

Okay, we'll talk about that in a sec.

So he charges.

5K for his front end.

And he charges 15k for his backend. Right. I'll explain the difference in just a sec. So high ticket recurring. The reason it works so well is because then it prevents you from starting from zero every month. Which is fine. It's absolutely fine. I know most people, 9 out of 10 people do that and start fresh every month. But if it can be avoided, it's a big help to avoid it, essentially because you get to keep your clients and it's 10 times easier to keep a client than it is to get a new client. So this is why I operate this model. Not just because it's better for cash flow, but also because it's better for the client as well. It's better for all parties, in my opinion. So I charge a slightly lower upfront price, but it's recurring. So if I didn't charge recurring, my prices would be triple, quadruple or more if it was one time. But I prefer to help out the client by charging less upfront and I let them see the value and stay in by choice. And it's a. It's an Integrity led decision. But I know for absolute 100% fact I can do what I say I can do. And I do. And that's why I've got so many video testimonials with people's full names and every piece of info disclosed. And if you want to see those, by the way, just go to.

William Brown testimonials, YouTube and you can watch all of these. There's 4, 8, 12, 16, 20, 24, 28, 30. There's 30 clients on there. Everyone from Mike Thurston to Charlie Morgan to Evan Vance to Jack Burns. You know, some, some, some big people in their respective spaces and everything from dating to rowing to trading to E. Com to, to coding to big masculinity to yoga to fitness to real estate to business growth to reselling concert tickets to real estate to fitness to accounting to E Com. So there's a real broad mix of people that I've helped there. And don't take my word for it, they will give you their word for it. And that's why testimonials are so powerful. Okay guys.

So that's how and why I charge high ticket recurring. Now let's talk about ascension or not. Now, if for whatever reason you're unable to charge high ticket recurring, maybe you can deliver very quickly on what you help people with. Well, obviously high ticket is not. High ticket recurring is not going to be a thing because they ain't going to need you after four weeks or six weeks or eight weeks. Right. And again, if you want to do a, you could do a 16 week program and you can do high ticket recurring by the month or you can do a one time fee. If you're going to run paid ads, then your price needs to be at least 3k if you're going to run ads, because ads cost money, you need to be charging at least $3,000 to make paid ads actually work. There are caveats, but it's too deep to go into in this training. And by the way, for those of you who are clients of mine already, or even if you're not a client of mine already, I'll just show you inside my training program. So this is what my clients get access to. And as you can see, it's, it's an absolute beast. I've actually built this program over the last just above two years. So I very slowly and steadily and carefully crafted this program. And every time a client had a problem or a stumbling block or a bottleneck, I've come back in here and made sure that by this stage, every Single thing that you would ever need to do or know is in this program. Like if you go through this program and you just learn and do what I tell you to do, you will not be able to help but make money. Like you won't be able to help it because this is the blueprint, the roadmap, the step by step inside this program. But coming back to my point, any of this stuff, there's a module in the program that you can watch and it will explain it in explicit detail. But coming back to ascension or not, again, it depends how fast you can deliver, right? And whether the client needs more. Because here's the real question, right? What problem?

And this is a, this is a foundational question to ask yourself, right? What problem?

And this is going to click for you when I, when I finish this sentence.

What problem does.

Your.

Front end.

And I've got a really good example to share. What problem does your front end create?

Here's something that not a lot of people think about. Most people don't think about. So when someone buys your front end product, let's say this is a 16 week fitness program.

Well, what problem is then created? Now a good example of this is let's say you're a new entrepreneur and you learn everything that you need to learn. You start a business and you grow it to 50k a month. Now all of a sudden you're earning vastly more than anyone that you know. Your whole family, you earn way more. All your friends, you earn way more. Likely every single person that you know personally in the world, you earn way more. So what's your problem now? Well, your problem now is I'm alone and it's a very lonely feeling. It's a very weird feeling. I remember when I lived in a one bed apartment in Manchester. My rent was £1,500amonth and I was making over 150,000amonth net. Weird feeling, man. And my, well, I won't even tell that story. But it's a weird feeling and you feel very great, but very alone, right? And no one gets you and no one understands you. It's a strange place to be. So that's your problem. Well, guess what, if you join a mastermind, a six figure or a seven figure mastermind, then you can now get in a room and in fact I'll show you. So I actually have a mastermind. And I wasn't intending on mentioning this, but this is my mastermind.

And this is, I mean you can read what it says here. So get the strategies, tactics and insights required to scale your online business to seven and eight figures. And this is basically where high level entrepreneurs come to meet other high level entrepreneurs. And as you can see in the video, we go out on a yacht at the end of the first day of the Mastermind, I invite all my high level friends. There's always 30 or 40 or 50 people there and uh, people that are making 1, 2, 3 million a month. Famous YouTubers with 1, 2, 3 million subscribers. And this is the place, this is how you meet high level people and make them your friends. Because when you come to a mastermind, you talk to them, you have lunch with them, you go on a yacht with them, you get their number and you, you form long term friendships and gain access to their network as well through attending masterminds and you get to meet cool guests like Rabi. Abu Vala is coming to our next one in October. We've also got another guest that we're waiting to confirm and it's a lot of fun. It's really, really fun. In fact, I'm actually going to a Mastermind this weekend in Bali for three days, which I can't wait for. And I use it to just keep learning because I'm well aware there's things that I don't know yet. The most that I've ever made in a month was 824k. So clearly I don't know how to make a million a month yet or else I would have made it. And I've got the humility to willingly admit that. Right. So anyway, let's come back to the business. So I've talked to you about traffic, sales, process, conversion and value. I've walked you through each of those steps. I've told you the three programs that I offer. And along with that I've also got my mastermind, which I've just shown you as well. So that's the Dubai boardroom and this is my front end and this is my back end, right. So this is my back end and all of this is my front end. Right? So for the clients that want to build out their network, they can come to the Dubai boardroom on the back end, right. And again, I've told you that I charge high ticket recurring. And there's one other thing to cover as well, which is volume, which is something that we, we haven't spoken about yet.

As well.

So at the Moment, from the YouTube channel, we book about four.

Sales calls.

Sales calls per day.

Right? Per.

Day. And we'll talk about profit in a minute as well. Just draw a section down here. So four sales calls a day. I have two coaches.

That help me take those. I used to take them all myself, but then I just spent my entire life on sales calls and it was, it was, it's. I can't spend my life taking sales calls every day, six days a week. It's just, it's not professional and it's just very time consuming and it's very hard work. I love taking the calls, by the way. I really, really, really enjoy speaking to people that want to learn and want to grow and want to progress, but I just physically can't do it. So I had to hire two coaches and I've also got one data assistant slash bookkeeper. So data slash books. Right. And in terms of the P L.

So let's talk about profit for a sec. Profit.

So in terms of profit, like I said earlier, we're doing. I mean because it's. Because it's organic driven, it's not stable as such. Now because we get so much volume, we're consistently above. I mean, again, the lowest month that we've had this, this year has been about 230k. So every single month we're above 200k cash collected profit because the margin that I'm about to explain to you and the most that we've made this year was $364,000 cash collected. Now in terms of profit, let's just say we've got cash, which is obviously.

100%. Right. So 100% cash.

Don't know why I've drawn that so small then the coaches. Well, in fact, no, I'm just going to put team, it's simpler. So we get the cash.

My team altogether take 8% of that and then let's just put costs. I was going to put software, but basically just costs. So our costs right now are about 1% of the P L. Right. So 100%.

Right. Minus 9. Minus 9%.

Leaves a total profit.

Of 91%. So for every $100,000 that we collect in cash, I take home about 91,000 in profit, which is quite cool. Now we have. I'm going to throw a spanner in the works here, but we've literally just started running ads for the first time on literally Monday, so just a few days ago. And I won't fully venture into this. We've been running ads for like seven days, well, technically six days and we're already 12x cash profit on those ads and the way that they work. I won't kind of map all this out because I'M out of bloody space anyway. But we run ads to buy my book. We just below break even on that. So it's looking like at the moment, if we spend a thousand pounds, we make about 920 back in book sales. And then those people go on to buy the coaching when the time is right, if they need the additional help and support and guidance. Okay? And then obviously if someone buys, let's say someone spends $10,000 with me. Well, it's almost entirely net profit because we've already covered the cost of acquiring that customer through the buck funnel. So hopefully that makes sense. If that doesn't make sense, put me a comment down below and I'll make a whole other video on our ads set up and how we run them, where we run them, the specific numbers. But currently we're about 12x cash. So we spend a dollar, we make $12 back as of, as of now. Now a caveat. We are a tremendously low scale, right? So I wish we were spending 100k on ads and making 1.2 million back. We ain't far from it, Far from it. We're spending about 3 to 4k per month on, on ads right now. So very small, Very, very, very, very small. But we're hyper profitable right now and long may that continue. And we're gonna now scale in to that profit. That's the idea, right? When you run ads, the idea is you are 3, 4, 5, 6x profitable. You scale into the profit and as you reduce that margin, you raise your prices, you do a back end, you do an ascension model, and on and on to regain the profit and then scale back into it. That's the, that's the idea. Well, basically this is literally what you're seeing on screen right now is how I get my bank balance to go up by around a quarter of a million dollars per month net, which is quite, it's quite cool to, to make that amount of money. And I'm working, if I had to average it out, I'm probably working about four hours a day. I'd say four to five.

Hours.

A day. And I've just started.

Taking.

Two days off a week as well. On a Tuesday and a Sunday, I just chill and do whatever I want, which is nice. And then here's the thing. Because I love this stuff so much anyway and because this is, this is me playing, this is not even work. I would never even call this work because it's so easy, it's so fun. I love the clients, I love building the program, I love making These videos for you guys. I love hosting. My mastermind. It's just messing around and having fun and helping people. And this is actually our. Our mission statement behind this entire company is to. This is literally the statement that we live by. So make money.

Have fun. And this is critical. This is missing from 98% of people's. People's businesses. You've got to have fun. And foundationally, you've got to help people. Got to help people. And then for us, if we do those three things, then life is actually worth living. So make money. We all need money. We all want more money. For me, I love the game and I want to see how much I can make and how much wealth I can build in life purely for fun. If you're not having fun, then there's a season. There's a season. I mean, building my last business was in many cases not that fun in certain areas. And I was building it with a. With a monetary purpose, essentially. And I wanted to sell it one day, which I did last year. But now I'm focused a lot more on actually having fun, actually bloody liking my life, enjoying my life. I travel a lot. I've just spent five weeks in Thailand. I'm about to spend a month in Bali, just chilling, traveling, doing whatever I want. I'll work.

I'll still work. I'll still be working four or five days a week, but it's nice to just do whatever you want, travel around the world, make a quarter of a million a month, and just actually have fun and help people as well. That's the foundation. If I wasn't doing that, and the day that I don't enjoy doing that, I'll just turn the business off and retire. So long, long may I carry on having fun, because the minute I don't have fun, I'm just going to turn the business off.

So that's it.