Professional Documents
Culture Documents
Pam Hendrickson
& Mike Koenigs
www.MakeMarketLaunch.com
Dedication
To anyone who has ever had a dream to
make the world a better place through your
unique knowledge, wisdom and experience.
May this book provide the pathway for
you to turn your passion into reality and in
the process create the income, impact and
legacy you desire.
Table of Contents
A Note from the Authors................................................................. 7
Introduction................................................................................. 11
Case Study from the Field: Sue Ferreira, M.D.................................17
Step 1: MindsetSet Yourself Up for Success............................... 21
Seven Traits of the Millionaire Entrepreneur....................................22
Destination: The Power of Vision....................................................24
Six Magic Questions of Success.......................................................27
Building Your Client Path...............................................................29
Momentum.....................................................................................31
Progress...........................................................................................34
Case Study from the Field: Ila Scott-Ford........................................36
Step 2: TargetIdentify & Connect with Your Ideal Market........ 39
Why You Need to Get Clear............................................................42
Example: Your Ideal Client Avatar...................................................46
The Foundation of Your Product: Credibility..................................50
Case Study from the Field: Neelam Meetcha...................................52
Step 3: MoneyCreate Your Irresistible Offer.............................. 55
The 7 Elements of Your Product and Offer......................................60
Zero Money to Get Started.............................................................64
The Mafia Offer: Making a Killer Offer Your Prospects Cant Refuse...67
Case Study from the Field: Rob & Michael Doxey..........................69
Step 4: LeverageGet the Best Resources That
Save You Money & Time............................................................... 73
Your Monthly Burn: A Story from Mike.........................................75
Pams Project Planning Essentials.....................................................79
The Three Levers: Money People Systems...................................82
Case Study from the Field: Bruce Jones...........................................89
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Introduction
We need more creatorsand we need them now, more than ever.
Were in the Age of Information Overload. When computers first started
appearing in homes, we measured data in kilobytes and megabytes. Now
we measure it in exabytesunits of a million gigabytes each. In 2007,
the amount of data available in the world was estimated as 297 exabytes.
Stacked on discs, thats enough to reach past the moon into space.1
A staggering amount of that data is easily available to us with an
Internet connection and a search engine. Eight years of content are
uploaded to YouTube every day.2 The entire history of the New York
Times13 million articles, starting from 1851is available to search
on their website.3 2.7 billion photos are available on Flickr alone.4 We
also share 1 billion items on Facebook every day.5 And were increasingly
accessing this data in new ways, with almost 13% of Internet traffic
coming from mobile devices.6
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http://www.bbc.co.uk/news/technology-12419672
http://www.youtube.com/t/faq
http://www.nytimes.com/ref/membercenter/nytarchive.html
http://www.flickr.com/photos/franckmichel/6855169886/
http://news.cnet.com/8301-1023_3-57481153-93/facebook-1-billion-things-shared-viaopen-graph-daily/
6 Embedded in: http://venturebeat.com/2012/12/03/mary-meeker-releases-stunning-dataon-the-state-of-the-internet/
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Its all possible with a Make, Market, Launch IT business and the
process starts in this book.
In the next seven chapters, well show you how can you get your products
to market quickly and inexpensivelywhile retaining the highest quality
possibleso you can make an impact in your marketplace and start
building a consistent revenue stream now.
It starts with a product, but the result is so much greater: a path of
constant improvement for your clients and a real, revenue-generating
business for you, one that empowers you to finally get paid for what
you know.
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9 http://www.ritholtz.com/blog/2012/01/small-business-successfailure-rates/
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Step 1: Mindset
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Put your vision in a place where you can come back to it, time and time
again, when you need a boost. Your vision is the fuel that ignites the
passion and hunger that will turn it into reality.
How Will Creating Your Product Help You Get There?
Thats what were here to help you discover. It starts with you and the
reason youre here: your unique perspective that you have to offer the
world. Its been shaped by your education, whether from a university or
the school of hard knocks, your years of experience, and the time and
energy youve put into honing your expertise. Its fueled by your passion
and your drive, and its entirely, uniquely yours.
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Pomodoro
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Technique
at
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Step 2: Target
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10 http://hbr.org/2011/12/know-what-your-customers-want-before-they-do/ar/1
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11 http://www.nytimes.com/2012/08/16/technology/personaltech/ins-and-outs-ofpublishing-your-book-via-the-web.html?pagewanted=all&_r=0
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12 See credits at the bottom of this image for source data: http://www.creditdonkey.com/
image/1/small-business-sink-or-swim.png
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Step 3: Money
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Scenario #2
68% @ $59 = $40,120
32% @ $125 = $40,000
Total Revenue: $80,120
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20 http://www.cbsnews.com/8301-505125_162-31041136/high-prices-affect-perception-ofquality-but-not-sales/
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Step 4: Leverage
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You must understand where you are in these four categories in order to
effectively manage your business.
You can delegate the nitty-gritty details to someone else. However, you
should never lose sight of these four numbers. Weve seen too many
friends get burned by leaving them entirely to someone else.
And, dont forget, accounting has its joys, too! Youll want to be there
to log your first dollar of profit into your booksand all the others
afterward. Its one of the pieces youve been working so hard for, a tangible
one that carries a lot of meaning. Celebrate it.
Assembling Your Financial Plan
Youll start your planning process by identifying your risks and developing
projections for the upcoming year. These two elements will allow you to
make more intelligent decisions for your business in the future.
Look at the first three categories in the chart above: resources, revenue
and expenses. Given what you know about your target market and
the offer youre planning on making them, project your numbers in
each category.
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Step 5: Create
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Step 6: Launch
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28 http://www.neurosciencemarketing.com/blog/articles/the-power-of-new.htm
29 http://en.wikipedia.org/wiki/Dopamine
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31 http://blog.hubspot.com/blog/tabid/6307/bid/11414/12-Mind-Blowing-Statistics-EveryMarketer-Should-Know.aspx
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Now, look at the margin on your product. Are you making enough to
justify paying $100 per customer? If not, youll want to rethink your
paid strategy.
For organic traffic, youll want to consider the costs of any search
optimization work youve done. Youll need to pick a time period for
analysis. If you started your SEO work in March, you might consider the
period from March 1April 30 and calculate your numbers for that time
period. Your formula will be:
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Step 7: Grow
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32 http://jeeptalk.org/jeep_wave.php
33 http://blog.jeep.com/2010/12/29/long-live-the-jeep%C2%AE-wave/
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34 http://www.pr-squared.com/index.php/2011/11/the-power-of-word-of-mouth-marketinginfographic-edition
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35 http://en.wikipedia.org/wiki/Maslow%27s_hierarchy_of_needs
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36 http://www.beveragemedia.com/index.php/2012/05/who-is-the-new-beer-consumerbrewers-ready-to-say-ihola-and-more-to-expand-reach/
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37 http://www.destinationcrm.com/Articles/Web-Exclusives/Viewpoints/Listen-to-the-Voiceof-the-Customer-53239.aspx
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http://www.MakeMarketLaunch.com
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2012 Bronze Steve Award Winner for Female Entrepreneur of the Year, Pam
Hendrickson has been producing, launching and marketing highly-profitable
products for many of the top names in the personal and professional development
industry for over 20 years. In addition to consulting with entrepreneurs, celebrities
and CEOs, Pam spent almost twenty years at Robbins Research International, Inc.
where she worked directly with Anthony Robbins as the Executive Vice President of
Content & Product Development. A magna cum laude graduate of Brown University,
Pam lives in San Diego, CA with her husband and two sons.
Mike Koenigs, 2009 Marketer of the Year winner, is an entrepreneur, filmmaker,
speaker, author, product creator and holder of a patent in cross-channel marketing
technology. He is the CEO, Chief Disruptasaurus, creator and founder of Traffic
Geyser and Instant Customer. His products simplify marketing for tens of thousands
of small businesses, authors, experts, speakers, coaches and consultants in over
61 countries worldwide. His companies and products have grossed over $40
million in sales and he has produced
eight consecutive multi-million dollar
product launches. Mike has been
featured on CBS, ABC, NBC, FOX, and
in Inc. and Success Magazine.
www.MakeMarketLaunch.com