All posts by Meredith Eisenberg

Measuring your Hacks

Measuring Your Hacks

You’ve decided to become a solo biz hacker! Congratulations. The next step is deciding which overall goals to measure. The temptation is to start measuring everything all at once. The problem is that is it very easy to get overwhelmed with all the measuring and give up on your hacking all together.

The trick is to find the goals that matter and to keep breaking them down until you get to the experiments that are going to give you the most traction in your business.

We’ve found that there are three main levers for making change in your business:

  • Traffic
  • Conversion
  • Money

Everything that you do in your business can fall under one of these three main levers.

Traffic is simply how many people are aware of your offer. For a brick and mortar store – traffic is simply how many people are walking past. For online businesses, traffic is how many people are seeing your website, your offers, your social media posts. Traffic is also where most people think they should start. The problem is that traffic by itself doesn’t really help your business. You need to make sales. If you have a terrible offer (conversion) or you aren’t making a big enough profit on each sale (money), traffic isn’t going to help you overly much. So, traffic is the last of the three levers to work with when you hack your business.

Conversion is what percentage of your traffic actually opts in for your offer or buys your product. This is an important number because even very small increases in conversion can make huge differences in your revenue. Going from a 2% to a 4% conversion rate is actually a big deal. It means that your sales have doubled! Conversion goals are good for beginning solo biz hackers because they are easy experiments to set up and test. Does headline A get more conversions than headline B. Does video work better for my audience or text? The key here is to always be testing – but also to only test one variable at a time. Too many tests and you won’t be able to tell which result is working.

Money is about how much money you are actually making per customer at the end of the day. A lot of solo entrepreneurs get very hung up on pricing. “Is my product worth XX?” The truth is that your product is worth whatever the customer will pay and it often takes some experimentation (both up and down) to get to the sweet spot of the maximum number of buyers paying the maximum price.

The biggest mistake i see solopreneurs make is pricing based on perceived value rather than charging based on what makes sense for the business. How much do you need to make to pay your bills? How much do you think you can sell each month. The intersection between these two items is the price you should be charging. Pricing is a great place to start your solo biz hacking because if you are not making money with one customer – you will likely continue to lose more money as you sell more products.

Creating Goals

The easiest way to come up with experiments to try in your business is to take each of the big three and create an outline of your goals for each one. Keep getting narrower until you find a “task-sized” goal to measure.

For example:

LEVER: Money

GOAL: I want to increase my revenue by 10% next year
Experiment: Increase price on signature product by 10% for 90 days.
Hypothesis: price increase will not affect sales and revenue will increase

How many goals to start?
Resist the temptation to measure dozens of goals at once. Pick two or three small things that you think will make the biggest difference. Run the experiments, make the changes, and watch your business grow.

Your 40,000 foot escape plan

Are you ready to ESCAPE to a life where you are making money doing what you love? Here is your ESCAPE Plan…

As co-hosts for the Paycheck to Passion podcast, we have listened as dozens of entrepreneurs share their stories on how they make money through their passions. We noticed that many common themes running through all their success stories. Although their businesses were vastly different from each other’s, they all followed similar steps on the path to success.

We also noticed that creating your business at the 40,000 foot level, making day to day tweaks is easier because instead of being random they will be moving you in the direction of success.

So, are you ready to ESCAPE? Here’s your plan:

E = Explore

The very first step in our process is exploration. You need to decide (in general) what you would like to do as a business. At this point, you can be as impractical as you like. Just think about, and write down, EVERYTHING you think you would like to do. From Aerobic Hula Hooping Coach to Zoo Animal Therapist – anything is fair game.

S = Serve

The next step in the ESCAPE plan is to pay attention to what customers are actually willing to pay for. (Note: You may need to re-think that Aerobic Hula Hooping Coaching idea).

Imagine a diagram with two circles that slightly overlap – on one side is your zone of brilliance – on the other side is what the market really wants. Where the two zones intersect is where you need to focus your service or product. So how do you find that?

You find it through market research and through finding a community to help you create your products. By seeking other people’s input early and often, not only will you create a better product, you will have a built-in group of raving fans to become your early adopters.

C = Create

When you have done that, the next part of the plan is the actual creation of your products. This is the first phase in the construction of your platform. This includes the writing of your manifesto – here are the things that we believe in, and here’s how we can help you. At first you might not even have a pay product. You might just have an opt-in to build your mailing list. You might have a free e-book or free video, or something that people can sign up to get – something that will help people get to know you better.

Whether you are offering a product or a service you need to create a signature system that is totally yours – a step by step process that people go through to get the offering you provide. For example, our signature system is the ESCAPE Plan. But even if you own a restaurant you still have your own way that you like to serve your customers – you have a vibe, or a particular atmosphere or ambiance that you want your restaurant to be known for. Finding out what all those elements are is all part of the creation phase.

The creation phase is also getting the infrastructure in place to start making money. This includes creating your website, hooking up to PayPal or a merchant account so you can take money, setting up your e-mail autoresponder, etc. It is the equivalent of opening up your brick and mortar store.

A = Amplify

The ‘Amplify’ phase starts just as soon as you start letting the world know about you and the services you offer. You can have the most beautiful website in the world, but unless people can find you, you won’t have any customers or make any money.

The Amplify chapter is all about building that megaphone (we call it a platform). The good news is that, if you follow the advice we give in the chapter, you can reduce the time you spend on marketing by reusing and recycling the content that you have already created.

P = Perfect

A lot of businesses achieve early success only to find that they can’t handle any more than three clients. You should think about perfecting your processes and systems from the very beginning as it will make it easier for you to move your business up to the next level later on.

In order to perfect your processes and systems you need to know what to measure in terms of the success of your marketing and amplification efforts, how to measure what kind of results you are getting for your clients, and how to tell whether or not your signature system is working. How much money are you making? Are you making money with this system? And if you scale it, will it make more money as a percentage or less? What are your margins? Although Solo Biz Hacking takes place during all phases of the ESCAPE plan – it is especially important during the perfect phase.

In order to create, monitor and improve your systems you need to use project management tools. You need to have processes in place so that when you add people to your team they don’t have to read your mind to know what to do, it’s all laid out for them.

The other part is in getting feedback and referrals from your customers. From the very beginning you need to build into your system a method of customer evaluation of your offerings, and a way to obtain referrals. Every time your client takes a class you need to send out an evaluation questionnaire – How was it? What can we change? What was its worth? What would you have liked us to cover that we didn’t cover? And – Do you have you any friends who you think might benefit from this?

Testimonials are especially important in online marketing because they act as social proof. People are much more likely to hire someone that somebody recommended to them by someone they know.

E = Expand

The final phase of our ESCAPE Plan is expansion. Expansion is all about exponentially increasing your business through the adding of more team members, the adding of more products, the refining of systems, the creation of partnerships and joint ventures, and so on. If you don’t have the system ready to handle that increase in volume then it cannot take place. You need to think about where you want to take your business right from the very beginning.

Want more? Buy our book The ESCAPE Plan: 6 Steps to Leaving the Job You Hate by Creating a Business You Love

Solo biz hacking process

The Solo Biz Hacking Process

Want to achieve growth like a big start up – even if you are a solopreneur?

While we can’t promise you billions, we can promise growth in your business if you take a page from the “unicorns” (super successful tech start ups) and hack your business.

Here are the basic steps for hacking your solo business:

Set a Goal

Goal setting is the first step to almost anything worthwhile in life. And, it is the foundational step to the biz hacking process. You need to know where you are going in order to get there. The key to setting a good goal is that it needs to be measurable and actionable. Just saying – “I want to be more successful” is a terrible goal statement. Even – “I want to grow my e-mail list” lacks specificity. You want to set a goal with a quantity and a deadline attached.

You also want to make sure that your goal is narrow enough to complete. “Grow e-mail list” is something that will never be completed. “Grow e-mail list by 2% might be completed – but it isn’t in your control. How are you going to grow your e-mail list?

Here’s an appropriately bite-sized goal: look at the co-schedule report to see what the most popular content on my blog was for the previous week and promote that content to social media.

Create the Experiment

To know whether or not your new strategy will be successful, you need to create an experiment. In order to do that, you need to have a baseline to measure improvement from. This is why it is important to know what your numbers are before you start to make any changes. Once you know your baseline, make a guess about how much of an effect your change will have.

For the example I gave about promoting blog content, my experiment statement would be:

For 4 weeks, I am going to promote my 3 most popular blog posts from the past month on Facebook, Twitter and Linked In. I am going to promote the post daily on Twitter and twice on the other social media channels. I think that this change will result in a 10% increase in traffic to my website.

Measure the Results

To know whether or not the experiment worked, you would need to look at the traffic data for the website. For an experiment like this, I would track weekly and end the experiment in a month.

Learn from the Data

Once you have run the experiment, examine the results. Were they what you thought they would be? What will your next tweak be?

Most businesses are 6 or 7 tweaks away from being profitable. Keep tweaking and you’ll keep growing.

organization charting

Your Solo Biz Organizational Chart

Do your eyes start to glaze over when somebody starts to talk to you about having an organizational chart for your business? Or, do you just sort say to yourself – “that would be nice… but since right now, my name would be in every single square, what would be the point?” Before you stop reading, I want you to pay attention.

Your solo business organizational chart is not a personnel management document — it is a road map for the future of your business.

Creating your organizational chart helps you to visualize the different parts of your business and start to create accountability systems for each of those areas. Here’s why that is helpful:

  • It allows you to define your business (and your mission) more clearly.
  • It gives you clarity — you’ll know exactly what needs to get done in your business (even the stuff that you don’t like doing yourself).
  • You will have a roadmap for future growth. When it does come time to hire your expand your team, you’ll know exactly what the team member needs to do.

Here’s how to get started creating your organizational chart:

  • Buy a package of index cards and keep them by your desk while you work on your business.
  • As you do your work, write each task that you do on an index card. Examples: “write blog post”, “edit blog post”, promote via social media”. At the end of the week, you will likely have huge pile of cards (as business owners we wear many hats!).
  • Take the cards and sort them into 4 or 5 general piles. For most businesses those piles would be something like, mission (your core service), marketing/sales, operations, financial.
  • Create subcategories from each of the main areas. Further sort the tasks into the subcategories.
  • Create an org chart or outline on your computer.

As you create new systems for your business, you can put them under the appropriate sub category in your new organizational chart. That way, when you hire someone you’ll have a training plan ready to go.

Even if you never plan to hire anyone, you can use the org chart as a punch list for a quarterly review. Go through each of the different functions on the chart and ask yourself what is working? What could use improvement. By using your org chart as a review guide, you’ll be sure to review the whole business and not miss out on tweaks that could make you additional profit.


Why the answer isn’t always more staff

One of the first pieces of advice you’ll hear as an entrepreneur is “you need a team”. While I am a big advocate of operating in your zone of brilliance right from the start, battling your overwhelm with more team members is not always the answer. Adding people to your team costs money (and time). You want to make sure that you are getting the most from your investment.

Here are three questions to ask before you add someone to your team.

  1. Are you clear on what your company does? OK, I know that sounds like a really dumb question, but unless you are hiring a business coach, you can’t expect your team members to create your vision right from the beginning. You can invest a lot of time and money into work that you end up not using. I had a client once who changed her entire business 8 times. I had lots of work putting up new web sites, writing new copy, but all of that effort was wasted.
  2. Are you clear on what you want the team member to do for you? Lack of clarity and communication are two things that cause failed contractor relationships. Your team member is not a mind reader. Ideally, before you hire them, you’ll have clear tasks and performance goals for them. If you just need “help” and are “drowning”, you need to take the time to get yourself out of the crisis before you bring new people on to the team. Sometimes the answer is simply to stop doing so much – especially if all the activity is not bringing you the results you desire.
  3. Do you really need the help? When you are totally overwhelmed, it can seem like hiring someone will stop the bleeding now. But, a lot of times, the answer is a better system, not more people. Take a step back and look at the process you want to hire someone to do for you. Ask yourself:
  • Is this something that I could automate? Is it worth paying someone a bit more up front to automate the process than getting someone to do it manually?
  • Is there a more creative way of getting this done? Can I trade with someone else? (We created Time Traders Club to make this easy for you)

Staffing is one of the biggest expenses of a solo business. If you can get this right, you can get more done, decrease your overwhelm and increase your profits.

Solo Biz Hacker

3 Reasons Why You Should be Solo Hacking Your Business

Is solo biz hacking only for geeks? No, in fact, making business decisions based on data and experimentation is actually just plain good management. At it’s core, solo biz hacking is systematically looking at each part of your business and planning, small incremental improvements based on results.

At first, that might seem like a lot of work. And, it may seem pretty far removed from your mission, but the time invested up front will be returned multiple times with better systems and increased profits for your business.

Here are three reasons why you should start solo-hacking your business:

  1. Less wasted money. It is very easy to lose money in business by doing things that aren’t working or you. One of the first things any good coach will have you do, is to go through your “subscriptions” and weed out the things that are not working. As a hacker, you’ll be measuring everything you do in your business. You’ll be able to catch the things that aren’t working more quickly. You’ll save money and be able to invest it in the things that truly pay off for your business.
  2. Less wasted time. Time is the most precious commodity in your business. Once you’ve spent it, you can’t get it back. Wasted time means wasted money that could have been earned but wasn’t. And living expenses – food and rent – are relentless – they come around every week, every month without fail. Consciously creating processes and tweaking them until they are effective, will save you time in the end. You’ll be doing what works and not wasting time on the things that don’t work. And you are much more likely to be able to afford rent and food!
  3. Solid systems. Solo biz hacking creates systems for your business. Systems create freedom because once you have a process developed, you are able to pass that system off to other people to implement and execute. Until you have a system, you are going to be stuck doing all of the work in your business yourself. Solid business systems are also a business asset. Having data-driven, proven systems in place will put you at a huge advantage.

Imagine what your business will be like when you make systematic changes to your business based on results not just intuition (which, by the way, it almost always wrong). You’ll grow and make more money. What are you waiting for? Get started today.

What is Solo Biz Hacking?

Every day there seems to be a new story of a startup gone big. A bright young coder has an idea, goes to an “incubator”, becomes a “unicorn”, and has a company worth $1 billion. That story has become the modern American Dream.

Of course, even in the startup world where there are plenty of investors and resources for emerging tech companies, your chances of becoming a unicorn are about 1.28%

Still, if you look at what the unicorns have in common, you’ll see that they are very focused on data and growth. This is called growth hacking. Even aspiring unicorn tech companies use the growth hacking framework to make data driven decisions to help them make more profit quickly.

The good news: you don’t have to be a tech start up to hack your business.

A hacker is someone who is more concerned with achieving an objective than following a prescribed process. In other words, hackers care more about what needs to get done than how it should get done. As a result, hackers often come up with innovative ways to get things done.

Solo Biz Hacking goes beyond just doing things “differently”, it focuses you on measuring the success of your experiments and doing what works. As a slow biz hacker you’ll know what’s working in your business and what isn’t. Because you’ll be tweaking based on data, your business will be growing.

Instead of spending hours each day wondering what to do next and wallowing in the what-if’s and overwhelmed with choices, you’ll be clear. And, clarity is the enemy of overwhelm. You don’t need to be a tech start up to make this happen. You just need to have a commitment to the three tenets of Solo Biz Hacking

Easy 3 Step Solo Business Hacking Process

The three steps to the solo business hacking process are:

Do – simply get out there and try something. Don’t wait for it to be perfect. Ship.
Measure – figure out what success would be for you. Is it number of sales? An increased open rate?
Learn – take the lessons you’ve learned, tweak your process and start over.

Most solo business owners do not do these three things on a regular basis. if you incorporate them into your business, you’ll start to see growth – because you’ll be planning for it.

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