DRAFT

9/15/08

Embark Live Engagement Guide 1

 Table of Content

Coaches Training for Embark Live ..........................................................................................................5

Session Outline..........................................................................................................................................5
Client Engagement Guide for Embark Live .............................................................................................6
Embark Live Review ......................................................................................................................6
Has Embark Live changed how you view owning your business? How was it changed
how you view your life? ........................................................................................................6
Did you finish the entire program? .......................................................................................6
Where are you at this point? ................................................................................................6
Give me some examples of how doing business development work has changed your life
and/or your business? ..........................................................................................................6
How did learning about the Seven Centers of Management Attention expand your
entrepreneurial perspective?................................................................................................6
How will you use this knowledge in the future?....................................................................7
Leadership Center..........................................................................................................................8
Did you complete all of the leadership center exercises? ....................................................8
If NO, why not?.....................................................................................................................8
If YES, what have been some of the results you’ve noticed? ..............................................8
Which of the leadership exercises was most impactful for you? Why?...............................8
Did you discover your Primary Aim? ....................................................................................8
Did you create a set of Personal Objectives? ......................................................................9
Did you create a Strategic Objective for your business?......................................................9
Are you excited about this vision?........................................................................................9
Were you able to create a Key Strategic Indicator (KSI) system to track the progress
towards your Strategic Objective?........................................................................................9
Do you understand the difference between these indicators (versus other operational
indicators that you will also track)?.......................................................................................9
Marketing Center..........................................................................................................................10
Did you complete the work of the marketing center? .........................................................10
If NO, why not?...................................................................................................................10
If YES, what have been some of the results you’ve noticed? ............................................10
After going through Embark Live, how would you define the term “marketing?”................10
Before going through Embark Live, did you use the word “marketing” when you really
meant “advertising?”...........................................................................................................10
Do you see how this misunderstanding can affect your business?....................................11
Why is understanding this difference important? ...............................................................11
Which of the marketing processes did you find most interesting and helpful.....................11
How can you continue to use the marketing module to plan for growing your business?..11

Embark Live Engagement Guide 2

 Money Center ...............................................................................................................................12
On a scale of 1 – 5 (1 being poor, 5 being excellent) how would you rank your
understanding of money and financial management before going through Embark Live? 12
How about after Embark Live? ...........................................................................................12
What kind of relationship do you have with your bookkeeper or accountant? ...................12
How much time should you spend reviewing financial statements? ..................................13
Could you set up a financial management system after going through Embark Live?.......13
What would it contain? .......................................................................................................13
Management Center.....................................................................................................................14
Did you complete all of the work in the management center?............................................14
If NO, why not?...................................................................................................................14
If YES, what have been some of the results you’ve noticed? ............................................14
How did going through Embark Live help you think differently about the function of
management in your business? .........................................................................................14
Why is it important to have an organizational strategy?.....................................................14
What do you feel are the benefits to using position agreements?......................................15
How will you implement this management tool in your own business?..............................15
Did the concept of “Double Vision” make sense? Why is it important?.............................15
Client Fulfillment Center..............................................................................................................16
After going through Embark Live, how would you define the purpose of Client Fulfillment?
...........................................................................................................................................16
Were you able to implement any of the client fulfillment systems? ....................................16
After going through Embark Live, what do you think is the “true product of a business?” .16
Why does Embark Live suggest you conduct a product review process if you’re already in
business? ...........................................................................................................................17
Why is having a system to check and maintain quality so important to your business? ....17
What two systems will you implement as a result of going through this module in Embark
Live?...................................................................................................................................17
Lead Conversion Center..............................................................................................................18
Did you complete the lead conversion course?..................................................................18
What is the difference between “making a sale” and “creating a customer?” ....................18
Do you get consistent results and sales in your business? From ALL your sales people?
...........................................................................................................................................18
After going through this course do you agree that creating a lead conversion system is
more effective than relying on good “salespeople?” Why? ...............................................18
Do you think you can implement the Five-Step Process in your business?.......................18
What stood out for you in the 4 “s’s” of systematizing the Lead Conversion process? ......19
Why do you think they are a necessary part to this process? ............................................19
Lead Generation Center ..............................................................................................................20
Did you complete all of the work in the lead generation center?........................................20
Has generating enough qualified leads been an issue in your business?..........................20
Your lead generation system will become more successful because of the work you did in
what other center?..............................................................................................................20

Embark Live Engagement Guide 3

 In order to improve your system, what are the two important elements must you focus on?
...........................................................................................................................................21
In the past, did you measure both of these elements in your business?............................21
What typical channels of the lead generation systems do you use in your business? Do
you have good results from using these channels? ...........................................................21
What do target market demographics and psychographics have to do with the channels
you choose? .......................................................................................................................21
What three elements do you measure in your total Lead Generation system?..................21
Are you doing that regularly? .............................................................................................21
What is “market coverage?” ...............................................................................................21

Embark Live Engagement Guide 4

 Coaches Training for Embark Live
Session Outline
The following session outline provides a tool to effectively engage in discussions about
the Embark Live program. It is a guide that provides exploratory questions and
references to the E-Myth Point of View that you can use to discuss the Embark Live
program content in more depth.

Agenda for Covering ƒ Review Learning Highlights

Workshop Content with ƒ Review Benefits to Client
Client ƒ Review Program Worksheets
ƒ Review Engagement Guide for Discussion
Planning

Clients Learning ƒ Understand how to use the Seven Centers of

Highlights Management Attention business model.
ƒ Discuss the impact of working through each center
After going through Embark of their business – describing insights and the
Live, a Client should be able business development work they implemented.
to:
ƒ Use the Seven Centers of Management Attention
as an ongoing business development tool to
continuously assess and develop their business.

Clients Benefits ƒ Inspiration and education to become an

After going through Embark
Live, a Client should
receive:
entrepreneurial business owner.
ƒ Confirmation that a franchise business model is
one of the best investments for owning/running a
small business.
ƒ Increased confidence as a business leader and
owner.
ƒ A strategic and systemic tool that can be used for
decision making and analysis of an existing
business.

Length of Time Needed 620 minutes with some additional time to complete
to Complete Online worksheets and attend live sessions.
Workshop

Embark Live Engagement Guide 5

 Client Engagement Guide for Embark Live
These exploratory questions are designed to help you assess your client’s attitude and
understanding after completing the Embark Live workshop. The guide will assist you in
further discussing the Embark Live program content and its impact on your client’s
business.

Embark Live Review

Purpose: Assess the overall impact of the Embark Live program.

Result: Understand the overall value of using Embark Live to improve a client’s
business.

Exploratory Questions: Indicators of Understanding:

Has Embark Live changed how you (Personal Responses)

view owning your business?
How was it changed how you view your
life?

Did you finish the entire program?

Where are you at this point?

Give me some examples of how doing Listen for these benefits…

business development work has
changed your life and/or your business?
Helping them stay focused on your life goals
and your business goals?
Improving their leadership & management?
Developing systems and improving
operational performance?
Creating a more positive workplace and
relationships with their staff?

How did learning about the Seven
Centers of Management Attention
expand your entrepreneurial
perspective?
This proprietary business model is the most
effective tool for analyzing and systematizing
a business (i.e. creating your turn-key
prototype), and monitoring overall
performance.
It provides a roadmap for strategic planning
and ongoing business development.

Embark Live Engagement Guide 6

How will you use this knowledge in the
future?
Embark Live Engagement Guide
E-Myth’s Seven Centers of Attention model,
which Embark Live is based on, is a great
framework to follow for ongoing annual
planning.
Here’s how you can implement it for future
use…
ƒ When you begin your planning cycle,
take the model and look at every center
(in the order that was presented in the
program) and take a measurement of
results.
ƒ Use this analysis to formulate new
strategies and set performance goals.
ƒ Analyze the systems in each center to
determine whether or not they will be
adequate and support your growth plan.
ƒ Develop new systems and ways of
doing things as needed (and after
quantifying your current results)
ƒ Use the model to measure whether you
are reaching the goals you set in your
Strategic Objective.
7
Leadership Center
Purpose: To explore the importance of leadership and introduce the three components
of vision, action and spirit which are necessary to be a successful leader.

Result: Insights into personal purpose/passion (Primary Aim), intentions for life
(Personal Objectives) and a vision (Strategic Objective) for their business. Key
leadership documents, tools and systems.

Exploratory Questions: Indicators of Understanding:

Did you complete all of the leadership (Personal Responses)

center exercises?

If NO, why not?

If YES, what have been some of the Listen for…

results you’ve noticed? More focus and clarity?
More confidence?
Clear direction?

Which of the leadership exercises was Prompt with…

most impactful for you? Why? Your Primary Aim?
Your Personal Objectives?
Strategic Objective?
Key Strategic Indicators?

Did you discover your Primary Aim? Listen for…

“Maybe” or “I think so” or “I don’t quite know”

These are typical responses, especially If this

is a client’s first time in working with any type
of self-reflection exercise.

Many people when they first encounter this

concept feel overwhelmed with the deep,
probing questions.

It is important to find alignment with intentions

and purpose. Many of us are so busy just
getting through our days that we don’t have
time for self-reflection and remembering the
important things in life. The Primary Aim
exercise is important to help us take a time-
out and discover what our true intentions,
passions, and interests are.

Embark Live Engagement Guide 8

Did you create a set of Personal
Objectives?
Did you create a Strategic Objective for
your business?
Are you excited about this vision?
Were you able to create a Key Strategic
Indicator (KSI) system to track the
progress towards your Strategic
Objective?
Do you understand the difference
between these indicators (versus other
operational indicators that you will also
track)?
Embark Live Engagement Guide
(If so, ask if they want to share their
worksheet.)
The creation of Personal Objectives will help
you tangibly measure whether the business is
supporting your life and in alignment with your
Primary Aim. It is important to develop both
short term and long term objectives.
(Personal Responses)
Some clients can be both excited and
nervous about the Strategic Objective. That’s
perfectly normal. It is both scary and exciting
to lead change.
The important thing is to stay focused on the
feeling you imagine from accomplishing your
vision. Read over the Strategic Objective
narrative often until you can clearly see a
picture and describe it to others with passion.
If you do this, the business will begin to
transform to that vision.
(Ask them to share their worksheet)
The tangible indicators (numbers) are easy to
set up, it is the intangibles that are more
difficult to measure, but equally as important.
Key Strategic Indicators are essential for
business owners to keep their focus on
building and developing their business, not
just the daily tasks of running it.
9
Marketing Center
Purpose: To help a client understand the true function of marketing and how to conduct
product, customer and market analysis.

Results: Knowledge to evaluate the current marketing strategy, identify missing

elements and information, and create a new marketing strategy based on this
knowledge. Understand how to build a brand and differentiate the business to create
more value in the marketplace.

Worksheets ƒ Customer Demographics

Questionnaire
ƒ Product Market Grid
ƒ Central Demographic Model
ƒ Central Psychographic Model

Exploratory Questions: Indicators of Understanding:

(Personal Responses)
Did you complete the work of the
marketing center?

If NO, why not?

Listen for…
If YES, what have been some of the
Better understanding of our customers and
results you’ve noticed?
purchase decision making characteristics?
Understanding of our products/markets and
profitability?
Secondary market segments?

After going through Embark Live, how Marketing tells you:

would you define the term “marketing?”
1) Who your customer is,
2) Where they are located, and
3) Why they buy.
Marketing is also about knowing about your
competition, so you position your business
effectively in the marketplace.

Before going through Embark Live, did Many savvy business people use the term
you use the word “marketing” when you “marketing” incorrectly. What they usually
really meant “advertising?” mean is advertising, or what E-Myth calls lead
generation.

Embark Live Engagement Guide 10

Do you see how this misunderstanding
can affect your business?
Why is understanding this difference
important?
Which of the marketing processes did
you find most interesting and helpful?
How can you continue to use the
marketing module to plan for growing
your business?
Embark Live Engagement Guide
This misunderstanding leads to a lack of a
customer strategy and wastes a lot of money
as business owners rush to begin advertising
without engaging in any true marketing
analysis.
Advertising is an activity (direct mail, trade
shows, newspaper ads, etc.) that is driven by
your marketing strategy. It is the actions you
take to broadcast your business to potential
customers.
Without first understanding your customer
perceptions and behaviors, you can’t create
effective messages. Second, without
knowing where your customer is located and
how they like to receive information, you can’t
choose effective channels.
Prompts:
A Product Market Grid? (Allows you to
analyze products and customer markets to
determine the right fit and growth strategy.)
The Central Demographic model (CDM)? (Is
used to create a picture of your target
customer(s) and to evaluate the product
potential of your area.)
Psychographic Information? (Tells you why
people buy – their perceptions, motivations
and behaviors.)
The Purchase Decision-Making Chain?
(Helps you understand how a customer
makes up their mind about buying a product
and what influences them the most.)
Knowing how to do customer, product and
market analysis, plus develop a brand
positioning strategy will enable a business
owner to determine what strategies to pursue
– such as product niches, new product
development or expansion into other markets.
You now understand the primary
methodology that marketing consultants and
firms use. You can run this marketing
function in-house with the systems presented
in Embark Live OR you can go out and hire a
firm to do the work, knowing exactly how to
engage an outside consultant effectively.
11
Money Center
Purpose: To assess a client’s personal comfort level with business finance, to provide a
way for them to test their current financial literacy and to build confidence to support their
business leadership and management.
Result: The creation of a complete financial management system.
Worksheets
Exploratory Questions:
On a scale of 1 – 5 (1 being poor, 5
being excellent) how would you rank
your understanding of money and
financial management before going
through Embark Live?
How about after Embark Live?
What kind of relationship do you have
with your bookkeeper or accountant?
Embark Live Engagement Guide
ƒ Income Statement
ƒ Balance Sheet
ƒ Budget Variance Report
ƒ Cash Plan Variance Report
Indicators of Understanding:
(Personal Responses)
Listen for…
“Pretty good; they tell me what to do.”
“I talk to them once or twice a year as we
prepare to file our taxes.”
As the Money course suggests, you should
have trusted financial advisors, however,
many business owners abdicate this area of
their business to them because they don’t
understand money.
After working through the Money course, you
will certainly not fall into that trap.
You should now have a good foundation and
solid knowledge that enables you to know
how to read financial reports, run key ratios,
prepare forecasts and budget and set up
reporting systems.
12
How much time should you spend This depends upon the position(s) you fill in
reviewing financial statements? the business (manager vs. owner). It also
depends on the type of report. Some will be
daily, others weekly, monthly or quarterly.

Could you set up a financial Yes? / No?

management system after going through
The main system contains sub-systems to
Embark Live?
collect, organize, report, forecast, budget and
analyze all the activities of a business.

What would it contain? Listen for…

Accounting System
Payroll System
Income statement (P&L)
Balance Sheet
Cash Flow Management
Budget & Variance Reporting

Embark Live Engagement Guide 13

Management Center

Purpose: To introduce clients to a new approach to management – creating

management systems for the development of people and organizational work processes
in order to better achieve business objectives.
Result: Understanding the E-Myth management philosophy and how to create a
systems strategy and people strategy. Knowledge and essential tools for planning and
implementing an organizational strategy.

Worksheets ƒ Organization Chart

ƒ Listing of Position Reassignment
ƒ Hiring Plan

Exploratory Questions: Indicators of Understanding:

Did you complete all of the work in the
management center?
If NO, why not?
If YES, what have been some of the
results you’ve noticed?
(Personal Response)
Listen for…
Position Agreements -- more clarity for job
roles and functions?
Org. Chart -- a strategic roadmap for growing
my company?
Position Reassignments – the plan helped the
implementation go more smoothly

Before learning about E-Myth, most people

How did going through Embark Live
help you think differently about the
function of management in your
business?
think that “management” is all about people.
People are important, but knowing how to
orchestrate the work effectively through the
creation of an organizational strategy and
position agreements is essential.

Why is it important to have an It allows you to plan the development and

organizational strategy?
growth of your business. Creating an
organizational chart for where the business is
today and then using that tool to do capacity
planning is very effective in carrying out your
Strategic Objective.

Embark Live Engagement Guide 14


What do you feel are the benefits to
using position agreements?
How will you implement this
management tool in your own business?
Did the concept of “Double Vision” make
sense? Why is it important?
Embark Live Engagement Guide
They help create a “results-driven”
organization. They provide essential
communication of expectations between a
manager and employees. They create
commitment and accountability.
They tie each position to the overall company
vision and goals.
(Personal Response)
(Personal Response)
You and your managers have to keep the
business running, while implementing new
systems and perhaps reassigning employees
to new responsibilities.
Being able to see both your current business
and the vision of your business in the future
(when your Strategic Objective is complete) at
the same time (holding double vision) is
essential in driving business development and
orchestrating changes successfully
15
Client Fulfillment Center
Purpose: To show clients the importance of developing a promise and designing a
client fulfillment system to consistently deliver on it.
Result: A strategic understanding of the three systems of client fulfillment, how to
exceed customer expectations by understanding the true nature of your product and how
to implement a quality management system that supports delivering the promise
consistently (on time, every time).
ƒ Functionality
Worksheets
ƒ Sensory Impact
ƒ Unconscious Associations
ƒ Conscious Mind Conclusions
ƒ Price/ Value
ƒ Access/ Convenience
ƒ Determining Customer Needs

Exploratory Questions: Indicators of Understanding:

After going through Embark Live, how
would you define the purpose of Client
Fulfillment?
It is all about delivering on your promise.
To fulfill your customer’s needs you design a
system that supports a consistent experience
when buying your products or services.

Were you able to implement any of the
client fulfillment systems?
Prompts:
Was the Product Attribute analysis helpful?
Did you discover anything new about your
products and the customer ideal?
Did you determine any changes you can
make based on the Feasibility exercise?

Your product is more than just that thing you

After going through Embark Live, what
do you think is the “true product of a
business?”
make or sell. Your true product is the overall
experience your customer has with the
business.
The customer experience is the product. This
creates loyalty in their minds to the business
or brand.

Embark Live Engagement Guide 16


Why does Embark Live suggest you
conduct a product review process if
you’re already in business?
Why is having a system to check and
maintain quality so important to your
business?
What two systems will you implement as
a result of going through this module in
Embark Live?
Embark Live Engagement Guide
It is highly strategic to periodically take a
fresh (objective) look at your product in order
to keep tabs on your competition and look for
innovations that are important to your
customer.
Quality is measured by the degree a
business is able to deliver on its promise –
absolutely and without compromise. (On
time, every time, exactly as promised!)
Quality Control – referring to the operational
activities and systems that deliver your
product or service.
Quality Review – the process to ensure you
can make changes and corrections to your
fulfillment system and make sure your people
are performing the standards in place.
17
Lead Conversion Center
Purpose: To help clients discover a new way to view “sales” by embracing The E-Myth
concept of lead conversion (focus on creating customers, not just making sales) and
know the importance of developing a system that all sales people use consistently.
Result: The creation and implementation of a universal lead conversion process.
Worksheets
Exploratory Questions:
Did you complete the lead conversion
course?
What is the difference between “making
a sale” and “creating a customer?”
Do you get consistent results and sales
in your business? From ALL your sales
people?
After going through this course do you
agree that creating a lead conversion
system is more effective than relying on
good “salespeople?” Why?
Do you think you can implement the
Five-Step Process in your business?
Embark Live Engagement Guide
ƒ Lead conversion Process
ƒ Lead Conversion Materials
ƒ Purchase Decision Needs
ƒ Lead Conversion Tracking Needs
Indicators of Understanding:
(Personal Responses)
The task of selling in many businesses can
often feel like salespeople need to convince
someone to do something they may not want
to do.
As the course suggests, if you focus more on
your customer’s needs and becoming a
partner with them to satisfy those needs by
providing a superior product or service, you
then focus on creating a long-term
relationship based on goodwill and respect.
(Personal Response)
To be able to get consistent results and
expand your “sales capacity” you must
create a process where you are not
dependent upon superstar sales people.
If you are currently dependent upon such a
person, study them carefully and document
what they do, how they think and act in order
to see their system. Then, write that down
and compare it to the Five-Step Process.
This process will work in every type of
business or industry, both product and
service businesses, as well as, selling
direction to consumers or selling to
businesses.
18
What stood out for you in the 4 “s’s” of
systematizing the Lead Conversion
process?
Why do you think they are a necessary
part to this process?
Embark Live Engagement Guide
Prompts:
Systems – Why?
This is needed because most businesses
experience unpredictable results with their
salespeople because they allow different
styles and approaches to be used.
Structure – Why?
This is what your salespeople do. How they
engage, follow up with leads, etc.
Substance – Why?
This is how your salespeople do it. The
effective behaviors and characteristics they
all have.
Scripts – Why?
These are created and used to provide a
consistent approach that can be measured.
If your entire sales team uses the tools and
follows the universal process, you will be
able to measure result and clearly see what
works.
19
Lead Generation Center
Purpose: To apply the marketing strategy to create effective lead generation systems
that will attract the most probable customers.

Result: The ability to design an effective lead generation system that will attract
qualified leads and position them for an easy and effortless conversion (sales).

Worksheets ƒ Channels Checklist

ƒ Cost and Coverage Evaluation
ƒ Subjective Criteria Evaluation
ƒ Channels Selection list
ƒ Budget Planning
ƒ Monthly Generation Plan
ƒ Controlling Calendar Template

Exploratory Questions:
Did you complete all of the work in the
lead generation center?
Has generating enough qualified leads
been an issue in your business?
Indicators of Understanding:
(Personal Responses)
Many managers will tell you that they tend to
pay more attention to the volume of leads
over the quality.
While there some truth in the old “sales
prospecting game,” meaning if you make a
certain number of calls, you’ll eventually get
a “yes.” That is often a costly strategy and
you would be better off to create a better
lead generation system.

The Marketing Center. The information you

Your lead generation system will become
discovered about your most probably
more successful because of the work
customers will help you create effective lead
you did in what other center?
generation campaigns.

Embark Live Engagement Guide 20

In order to improve your system, what
are the two important elements must you
focus on?
In the past, did you measure both of
these elements in your business?
What typical channels of the lead
generation systems do you use in your
business? Do you have good results
from using these channels?
What do target market demographics
and psychographics have to do with the
channels you choose?
What three elements do you measure in
your total Lead Generation system?
Are you doing that regularly?
What is “market coverage?”
Embark Live Engagement Guide
The message and the channel.
(Personal Response)
Prompts:
Print ads, radio or television spots, direct
mail, special events, trade shows, Internet,
display advertising (billboards and other
signage).
The demographics (who are customers are
and where to find them) tells you what
channels to use; the psychographics (how
customers think and feel and why they buy)
tells you how to create powerful messages.
Reach, Attraction, and Cost.
You want to track the lead generation
channels for effectiveness. You must
measure and quantify the channels (how you
reach your prospects), the messages (does
your offer attract good prospects) and the
cost. Efficiency and effectiveness are your
two primary benchmarks.
The overall percentage of your target market
that you reach with your Lead Generation
system.
21