30 DAY QUICK START

BULLETPROOF BUSINESS PLAN

 YOUR BULLETPROOF BUSINESS PLAN
Copyright 2014 The Fletcher Method

Here we are. This is where we make “make it real” by documenting the specific steps you’ll be taking to double your volume of new leads and clients
in 90 days and beyond. Start with 3-year vision for your life and business and then “reverse engineer” the specific goals, strategies and actions
required to get there. Make it stick by creating a new one of these every 90 days and updating your actions every week.

3-YEAR VISION (WHY) 1-YEAR GOALS (WHAT)

90-DAY STRATEGY (HOW) THIS WEEK’S ACTIONS (NOW!)

 Metrics - sales and profit Metrics - sales and profit

Motivation - purpose and feeling

Deliverables - products and pricing
Lifestyle - leverage, balance
Capacity - ability to scale
Structure - team and exit

3 Key Projects
Launch lead magnet

Actionable (Launch!) Facebo ok Ad s Live

Measurable (100 new clients) 3 Sales Calls

 ONE AVATAR
(Your Ideal Client)
 GETTING INTIMATE WITH YOUR AVATAR
MARKET
RECON
Copyright 2014 The Fletcher Method

While this first step may seem commonplace within marketing training programs, few small businesses properly gain
clarity into their “perfect avatar’s” statistics, behaviors and interests. Doing this sets the stage for developing a powerful
message and position within your marketplace.

DEMOGRAPHICS (Who they are) DESCRIBE YOUR AVATAR

๏ Name* _________________________________
๏ Gender _________________________________
๏ Age _________________________________
๏ Location _________________________________
๏ Income _________________________________
๏ Marital status _______________

PSYCHOGRAPHICS (What they do)

_________________________________
๏ Interests _________________________________
๏ Activities _________________________________
๏ Opinions
_________________________________
๏ Behaviors
_________________________________
_______________
 YOUR AVATAR’S GOALS & FRUSTRATIONS
The Fletcher Method
MARKET
Copyright 2014
RECON
This powerful step will make every aspect of your marketing more effective. Seriously. At the end of the day, your clients’
decision to (or not to) take action boils down to their level of pain or desire for pleasure. This exercise addresses both.
Which is why it’s bad to the bone.

NOW
PAINS & FRUSTRATIONS GOALS & DESIRES

_________________________________ _________________________________
_________________________________ _________________________________
_________________________________ _________________________________
_________________________________ _________________________________
_________________________________ _________________________________
_______________ _______________

TOWARD
AWAY

FEARS & IMPLICATIONS DREAMS & ASPIRATIONS

_________________________________ _________________________________
_________________________________ _________________________________
_________________________________ _________________________________
_________________________________ _________________________________
_________________________________ _________________________________
_______________ _______________
EVENTUAL
ONE PROMISE
 YOUR CLIENT TRANSFORMATION CREDO
PERFECT
OFFER
Copyright 2014 The Fletcher Method

In this step, we need to get specific and narrow down to your Avatar’s strongest frustration, goal and desire. This will be
the basis of your “Transformation Credo” that will act as the core of your marketing message.

What’s your clients’ biggest pain or frustration?

What’s your clients’ biggest goal or desire?

What’s your clients’ greatest dream or aspiration?

YOUR CLIENT TRANSFORMATION CREDO

“I help_____________________________acheive/do_____________________________,so they

can _____________________without____________________.”
 YOUR VALUE MODEL
Copyright 2016 The Fletcher Method

Your Value Model should clearly articulate which segment of your target market your product or programs serves. This tool should allow your audience to “self select” and determine
where they are on their journey (and your Signature Systems shows them how you can help them get to the next step). Every Value model should have a currency that matters, clear
steps, symptoms and one key to success for each level

SYMPTOMS KEYS TO SUCCESS

E RS
TT
MA
AT
TH
CY

2
EN
RR
CU

1
 ONE SYSTEM (IP)

(Your Client Transformation)

 YOUR SIGNATURE SYSTEM
Copyright 2016 The Fletcher Method

It’s time to define your unique “Signature System”. This will provide significant competitive advantages and market distinction, as your clients will take great
comfort in your unique ability to communicate and deliver the result they’re looking for. This is the opposite of commoditization, making you a “market of one!”

Your Signature System is Called: enter text…

B DESIRES
TOPIC enter text… enter text… enter text…

enter text… 7 enter text… 8 enter text… 9 enter text…

enter text… enter text… enter text… TRANSFORMATION

(“from x to y”)

TOPIC enter text…

enter text… entertotext…
from

enter text… 4 enter text… 5 enter text… 6 enter text…

enter text… enter text… enter text… TRANSFORMATION

(“from x to y”)

to
TOPIC enter text… enter text… enter text…
from

enter text… 1 enter text… 2 enter text… 3 enter text…

enter text… enter text… enter text… TRANSFORMATION

FRUSTRATIONS A (“from x to y”)
 YOUR SIGNATURE SYSTEM
Copyright 2016 The Fletcher Method

It’s time to define your unique “Signature System”. This will provide significant competitive advantages and market distinction, as your clients will take great
comfort in your unique ability to communicate and deliver the result they’re looking for. This is the opposite of commoditization, making you a “market of one!”

Your Signature System is Called: The Fletcher Method

B DESIRES
TOPIC Facebook Ads Content Marketing SEO

Traffic on Publishing Ranking

Floodgates 7 8 9
demand Powerhouse Rulebook

slot machine /ATM invisible / unmissable complex / simple TRANSFORMATION

(“from x to y”)

TOPIC Sales Funnel

Website Lead to
Magnet
from
Authority Swim Lanes Ultimate Lead
Funnel 4 5 6
Engine Funnel Magnet
brochure / engine leaky bucket / airtight trickle / flood TRANSFORMATION
(“from x to y”)

to
TOPIC Customer and Market Unique Process Monetization
from
Market Signature Offer
Foundation 1
Recon
2 3
System Ladder
anonymous / intimate commonplace unique low pay to leveraged TRANSFORMATION
FRUSTRATIONS A (“from x to y”)
ONE OFFER
THE PRODUCT VALUE LADDER
Copyright 2015 The Fletcher Method

The fastest way to create exponential increases is sales and profits is implementing an “ascension model”, offering your best clients
the opportunity to receive more value from you at higher prices. Your goal should be to segment your sales funnel into a clearly
defined pathway consisting of “baby steps” for your clients to advance through with less resistance.

“5%” PRODUCT

E
IC PRODUCT PRICE DETAILS
PR

PRODUCT PRICE DETAILS

VALUE
PRODUCT PRICE DETAILS

PRODUCT PRICE DETAILS

PRODUCT PRICE DETAILS

PRODUCT LADDER FRAMEWORK
ONE LEAD MAGNET
THE LEAD MAGNET IMPACT MATRIX TM
 THE 10X FUNNEL MAP TM

Copyright 2015 The Fletcher Method

Using the “Rule of Ones”, map out the specific elements you’ll use to increase your subscribers, leads and clients by 10X. Be very
specific, as you should be prepared to commit to this plan for a solid year (or until 10X).

AVATAR VALUE
MODEL

___________________________________ ___________________________________

CORE ULTIMATE LEAD

PROMISE MAGNET

___________________________________ ___________________________________

SALES
SIGNATURE
FUNNEL
SYSTEM

___________________________________ ___________________________________

PERFECT TRAFFIC
OFFER SOURCE

___________________________________ ___________________________________