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As you move from a simple dollars-for-hours, “I do whatever you need” business model into a more intentional model, you’ll need to create an offer suite. This gives your ideal client several very clear ways to work with you at varying price points. Below, play around with your potential offers, always bringing them back to how they will help provide your ideal client with some kind of relief or transformation.
It also helps to go on a listening tour as you fill this out: Talk to people who would fall into that “potential client” category. Ask them what they’re struggling with and listen to the language they use, then record that information below.
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| Who is your ideal client? | A multi-passionate creative who loves to explore, has dozens of ideas, and identifies as an artist or creator. She wants to start or refine a business using her creativity, but she’s also obsessed with adventures and living a full life. |
|---|---|
| What problem(s) is your ideal client having? | My ideal client struggles with structure; her brain doesn’t work linearly and this causes her to feel “unproductive” and shameful. She also wants to make more money but refuses to give up the work she’s passionate about. She was never trained in marketing or branding, so she needs business education there because she feels frozen. And once her business feels stable enough, she’d also like to dig into her mindset because perfectionism, procrastination and people pleasing are getting in the way of her happiness. She’s also lonely! |
| What fixes do they say they need? | Permission to do it her way; prioritization tools and game plans; financial education and step-by-step systems; marketing education (done your way) with action items to take; branding exercises that feel creative and playful; truthful conversation to get to the heart of her mindset blocks, and a community to support her. |
| How does your skillset help to solve that problem? | I am a trained coach (ICF, IPEC, etc). I’m a former journalist, so I know how to write and listen well. And I have started/ run 4 businesses over the past 8 years. |
| What are a few services you could offer them that might solve their problem? | Coaching (mindset), consulting (strategy), community, copy/ content support |
| What transformation or fix do you provide? | Reactive → proactive; Controlling → easeful; Unexpressed → authentic; Confused → clear; Unsustainable → aligned |
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Let’s go deeper. You can view a version of Jenni’s Offer Action Plan here, to help get your wheels turning.
Below, add your ideas for possible ways you might help your ideal client. List everything from freebies (lead magnets) to high-ticket (expensive) programs. It’s important to have an offer menu that gives people ways to enter in at many different price points.
Possible sizes and shapes of offers include: Multi-day challenges, masterclasses or workshops, audio programs, PDFs, digital courses, group programs, memberships, 1-1 coaching or consulting, retainer programs, masterminds, and beyond.
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| Price | Program/ offer name | Description | Size/ shape of the offer | What problems it solves for your clients |
|---|---|---|---|---|
| $0 | The Sustainable Solopreneur | A substack newsletter for solopreneurs who want to go their own way | 2x per week newsletter | Permission/ normalization of this career path, education (biz and mindset), connection |
| $0 | The FLOW Revenue Calculator | A spreadsheet to help you calculate your financial goals and rates | Clarity on financial goals & rates, to move toward financial stability | |
| $49 | The Authentic Marketing Masterclass | A 2-part live session, turned into a downloadable recording, to help you learn about your version of authentic marketing — all meant to help you take action so you can find more clients | 2-part course plus PDF handbook | Marketing education, finding more clients |
| $99 | Quarterly Coaching Pods | A one-time, 75 minute session for 4 solopreneurs to get coached on key issues they’re facing | Group coaching | Community (you’re not alone) and coaching/ perspective + business building fundamentals |
| $149/ month (6 months or $75/ month (12 months) | SUSTAIN | A group coaching program and community for solopreneurs who want to move from reactive to proactive | Group coaching | Community (you’re not alone), business fundamentals. some coaching/ perspective |
| $699 | UNLOCK | A one-time strategy session for solopreneurs in need of strategic support around marketing, business models, money, branding and mindset | 1-1 coaching | Coaching perspective; getting unblocked; providing momentum |
| $850/ month (3 months) | PLAY | A deep dive into your patterns and beliefs to help you find more stability, peace and ease in your business. Branding refreshes, marketing reframes, copy overhauls and mindset work. | 1-1 coaching | For those who want to level up in their business, this is the place to get support on what is keeping you where you’re at, and how you can remove that upper limit. |
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Pick one offer to build out (or refine) this month. Break that big item into many smaller items to help yourself embrace steady momentum and avoid overwhelm! If you’ve never built a program, start small with a free resource that would really help your audience with one of their key problems.
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| The program or offer I’d like to build is: | Beyond Journalism |
|---|---|
| How I’d explain it to people: | This is a one-week intensive for journalists and people who create journalism. It will help them “move into content” with intention by teaching them key business fundamentals, sharing example pivots, and providing feedback as they plan their next steps toward a career that feels more stable, using their existing skills. |
| What problem it fixes for them: | Many journalists are struggling to pay rent as the industry falls to pieces, but they don’t know where to start with branching out. |
| When I’d like to launch it: | The first week of January 2025 |
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Now break that program down into 3 phases. (Often these are: Research, build, launch. But you pick the themes and words that resonate for you!) Below each of these 3 phases, list all the action steps you can think of that belong in this phase. Again, you can look at Jenni’s Action Plan as an example. Keep these steps small!
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| PHASE 1 [MAPPING] STEPS: | PHASE 2 [BUILDING] STEPS: | PHASE 3 [LAUNCHING] STEPS: |
|---|---|---|
| November 2024 | December 2024 | End of December/ early January 2025 |
| Brainstorming session | Building landing page on Squarespace | Send 5 marketing emails, spaced out every few days |
| Talk to 3 clients in this space | Build Kajabi offer page | Promo on a few newsletters (buy ad spots) |
| Look back at notes from former journalism pivot clients | Nail down pricing | Announce across social media |
| Create curriculum in my sketchbook | Create 5 marketing emails in Kajabi | Directly email folks who’ve asked about this |
| Consider formatting options (online course?) | Consider a bonus for the first 20 people to sign up | Create 1 story (Instagram) and 1 LinkedIn post about it each week, leading up to the live sessions |
| Talk with my coach about how it works with SUSTAIN | Announce to SUSTAIN early | Contact a few folks for promo swaps |
| Think about what materials will be included | Create workbook/ materials on Canva | |
| Design social media graphics |
To wrap things up, share why this program or resource is worth building: This is a program I’ve been asked for endlessly and it’s a feeder for all my other programs! I am the right person to help answer this question for people — there’s so much value what I have to offer.