The Nutritious Life Studio Level 2 Ultimate Business Plan
Transcript of The Nutritious Life Studio Level 2 Ultimate Business Plan
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© 2020, Keri Glassman LLC. All rights reserved. All of the contents of this handout are protected from copying under U.S. and international copyright laws and
treaties. While you may make copies of this handout to distribute AS IS, the materials may not be altered in any way. Any unauthorized copying, alteration,
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The Nutritious Life Studio Level 2 Ultimate Business Plan
This business plan is a consolidation of many of the exercises from the Unit 3 handouts. Consider
the individual handouts as your “practice areas” or your “first drafts” where you can brainstorm, ponder your answers, and think through all the business decisions ahead of you. Once you feel
confident in your work on the handouts, you can transfer all your answers here as your “final draft”.
Once you’ve completed all Unit 3 handouts and completed this comprehensive document, you’ll have in your possession your Ultimate Business Plan: one place where all your thoughts, ideas, and
strategies live so you can easily refer back to it again and again.
We encourage you to revisit this document periodically as your business grows or changes, and go
through the exercises as many times as you need. As always, the Nutritious Life team is here to
support you however you need along your business journey. If you get stuck, lean on the TNS
Community. You know where to find us, and we can’t wait to cheer you on.
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MY BUSINESS NAME:
MY MISSION IS:
MY VISION IS:
MY CORE VALUES ARE:
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treaties. While you may make copies of this handout to distribute AS IS, the materials may not be altered in any way. Any unauthorized copying, alteration,
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MY ULTIMATE GOAL(S) FOR MY BUSINESS IS/ARE:
MY IMMEDIATE GOAL(S) FOR MY BUSINESS IS/ARE:
MY 1-MONTH GOAL(S) FOR MY BUSINESS IS/ARE:
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treaties. While you may make copies of this handout to distribute AS IS, the materials may not be altered in any way. Any unauthorized copying, alteration,
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MY 1-YEAR GOAL(S) FOR MY BUSINESS IS/ARE:
MY 5-YEAR GOAL(S) FOR MY BUSINESS IS/ARE:
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distribution, transmission, display or other use of this material is strictly prohibited.
PERSONAL SWOT
MY PERSONAL STRENGTHS ARE:
MY PERSONAL WEAKNESSES ARE:
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MY PERSONAL OPPORTUNITIES ARE:
MY PERSONAL THREATS ARE:
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BUSINESS SWOT
MY BUSINESS’S STRENGTHS ARE:
MY BUSINESS’S WEAKNESSES ARE:
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MY BUSINESS’S OPPORTUNITIES ARE:
MY BUSINESS’S THREATS ARE:
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treaties. While you may make copies of this handout to distribute AS IS, the materials may not be altered in any way. Any unauthorized copying, alteration,
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POTENTIAL PROFIT MODEL #1
MY BUSINESS PROFIT MODEL COULD BE:
PROS OF THIS PROFIT MODEL:
CONS OF THIS PROFIT MODEL:
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POTENTIAL PROFIT MODEL #2
MY BUSINESS PROFIT MODEL COULD BE:
PROS OF THIS PROFIT MODEL:
CONS OF THIS PROFIT MODEL:
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POTENTIAL PROFIT MODEL #3
MY BUSINESS PROFIT MODEL COULD BE:
PROS OF THIS PROFIT MODEL:
CONS OF THIS PROFIT MODEL:
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ANNUAL REVENUE PROJECTIONS
PRODUCT/
SERVICE
PRICE PER
PRODUCT/
SERVICE
MONTHLY
REVENUE
ANNUAL
REVENUE
TOTALS
Notes:
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PERCENTAGE OF TOTAL REVENUE PER PRODUCT
PRODUCT/
SERVICE
ANNUAL
REVENUE
INDIVIDUAL
REV/TOTAL
% OF TOTAL
REVENUE
TOTALS
Notes:
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EXPENSES PER PRODUCT
PRODUCT/
SERVICE
ONE TIME
EXPENSE
MONTHLY
EXPENSE
TOTAL ANNUAL
EXPENSE
TOTALS
Notes:
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PROJECTED PROFITS
PRODUCT/
SERVICE
ANNUAL
REVENUE
ANNUAL
EXPENSE
TOTAL
PROFITABILITY
TOTALS
Notes:
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SIGNATURE OFFERING
DESCRIPTION:
DETAILS/FEATURES:
AVAILABILITY:
CUSTOMER TARGET:
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LENGTH:
CONTENT NEEDED:
DESIRED RESULTS FOR CUSTOMERS:
CUSTOMER BENEFITS:
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REASON THIS IS MY SIGNATURE OFFERING:
TECHNOLOGY NEEDS:
PRODUCT DELIVERY:
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PAYMENT, BONUSES, AND PRICING OPTIONS:
SUBSCRIPTION DETAILS:
COURSE ACCESS DETAILS:
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COMPLAINTS AND REFUND POLICY:
CUSTOMER PLAN UPON COMPLETION:
OTHER NOTES:
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PRODUCT OFFERINGS
PRICE RANGE PRODUCT TARGET CUSTOMER
$
$$
$$$
$$$$
PRICE RANGE PRODUCT TARGET CUSTOMER
$
$$
Signature Product
$$$
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MY PRODUCT OR SERVICE WHAT I’M ACTUALLY SELLING
Notes:
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EMAIL SUBSCRIBER GROWTH
CURRENT LIST SIZE:
YEARLY GROWTH GOAL:
MONTHLY GROWTH GOAL:
WEEKLY GROWTH GOAL:
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WEBSITE TRAFFIC GROWTH
CURRENT MONTHLY STATS:
YEARLY GROWTH GOAL:
MONTHLY GROWTH GOAL:
WEEKLY GROWTH GOAL:
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SOCIAL MEDIA PLATFORM #1
CURRENT FOLLOWERS COUNT:
YEARLY GROWTH GOAL:
MONTHLY GROWTH GOAL:
WEEKLY GROWTH GOAL:
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SOCIAL MEDIA PLATFORM #2
CURRENT FOLLOWERS COUNT:
YEARLY GROWTH GOAL:
MONTHLY GROWTH GOAL:
WEEKLY GROWTH GOAL:
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SOCIAL MEDIA PLATFORM #3
CURRENT FOLLOWERS COUNT:
YEARLY GROWTH GOAL:
MONTHLY GROWTH GOAL:
WEEKLY GROWTH GOAL:
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TELEVISION GOALS:
NEWSPAPER GOALS:
MAGAZINE GOALS:
BACKLINK GOALS:
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PUBLIC SPEAKING GOALS:
PODCAST GUEST GOALS:
INSTAGRAM TAKEOVER GOALS:
OTHER MEDIA GOALS:
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POSITIVE BRAND EXPERIENCE
WHAT I’D LIKE TO RECREATE
ONE WORD THAT SUMS UP THIS FEELING
Notes:
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NEGATIVE BRAND EXPERIENCE
WHAT I’D LIKE TO AVOID
ONE WORD THAT SUMS UP THIS FEELING
Notes:
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MY BRAND STORY
Who am I?
What do I do?
Who do I do it for?
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Why do I do it?
How do I do it?
What does my future look like?
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LOGO AND BRAND ELEMENTS
The fonts I will use in my logo:
The image(s),symbols, or elements I will use in my logo and brand are:
Patterns I would like to include in my brand or website backgrounds:
This is where I will create my logo:
Notes:
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BRAND COLOR AND FONTS
The fonts I will use in my brand are:
The browsers and devices I will test my fonts to be sure I like how they look in various places are:
My brand colors codes are:
Notes:
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ADJECTIVES, WORDS AND PHRASES THAT DESCRIBE MY BRAND:
ADJECTIVES, WORDS AND PHRASES THAT DO NOT DESCRIBE MY BRAND:
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treaties. While you may make copies of this handout to distribute AS IS, the materials may not be altered in any way. Any unauthorized copying, alteration,
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MY BRAND’S TONE AND PERSONALITY
COLOR
ATTITUDE TONE
BRIGHTNESS
MOOD EXCLUSIVITY
HUMOR
SOCIAL DIFFICULTY
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COMPARISON
MY BRAND IS MORE LIKE... THAN...
Notes:
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SIZE / CUSTOMER / RATE SUMMARY
BUSINESS SIZE LARGE
MEDIUM SMALL
CUSTOMER BASE WIDE
MEDIUM NICHE
RATES $
$$$ $$$
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CUSTOMER AVATAR #1
[Paste image here]
NAME
GENDER
AGE
PROFESSION
MARITAL/FAMILY STATUS
WHERE THEY LIVE
EDUCATION LEVEL
INCOME LEVEL
PERSONAL INTERESTS
BRANDS THEY LOVE
COMPETITORS THEY ALSO FOLLOW
THEIR GOALS
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THEIR FEARS/PROBLEMS
WHY THEY LIKE YOUR BUSINESS/PRODUCT/SERVICE
ANYTHING ELSE PERTINENT
Notes:
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treaties. While you may make copies of this handout to distribute AS IS, the materials may not be altered in any way. Any unauthorized copying, alteration,
distribution, transmission, display or other use of this material is strictly prohibited.
CUSTOMER AVATAR #2
[Paste image here]
NAME
GENDER
AGE
PROFESSION
MARITAL/FAMILY STATUS
WHERE THEY LIVE
EDUCATION LEVEL
INCOME LEVEL
PERSONAL INTERESTS
BRANDS THEY LOVE
COMPETITORS THEY ALSO FOLLOW
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treaties. While you may make copies of this handout to distribute AS IS, the materials may not be altered in any way. Any unauthorized copying, alteration,
distribution, transmission, display or other use of this material is strictly prohibited.
THEIR GOALS
THEIR FEARS/PROBLEMS
WHY THEY LIKE YOUR BUSINESS/PRODUCT/SERVICE
ANYTHING ELSE PERTINENT
Notes:
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treaties. While you may make copies of this handout to distribute AS IS, the materials may not be altered in any way. Any unauthorized copying, alteration,
distribution, transmission, display or other use of this material is strictly prohibited.
CUSTOMER AVATAR #3
[Paste image here]
NAME
GENDER
AGE
PROFESSION
MARITAL/FAMILY STATUS
WHERE THEY LIVE
EDUCATION LEVEL
INCOME LEVEL
PERSONAL INTERESTS
BRANDS THEY LOVE
COMPETITORS THEY ALSO FOLLOW
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treaties. While you may make copies of this handout to distribute AS IS, the materials may not be altered in any way. Any unauthorized copying, alteration,
distribution, transmission, display or other use of this material is strictly prohibited.
THEIR GOALS
THEIR FEARS/PROBLEMS
WHY THEY LIKE YOURBUSINESS/PRODUCT/SERVICE
ANYTHING ELSE PERTINENT
Notes:
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treaties. While you may make copies of this handout to distribute AS IS, the materials may not be altered in any way. Any unauthorized copying, alteration,
distribution, transmission, display or other use of this material is strictly prohibited.
CUSTOMER AVATAR #4
[Paste image here]
NAME
GENDER
AGE
PROFESSION
MARITAL/FAMILY STATUS
WHERE THEY LIVE
EDUCATION LEVEL
INCOME LEVEL
PERSONAL INTERESTS
BRANDS THEY LOVE
COMPETITORS THEY ALSO FOLLOW
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THEIR GOALS
THEIR FEARS/PROBLEMS
WHY THEY LIKE YOUR BUSINESS/PRODUCT/SERVICE
ANYTHING ELSE PERTINENT
Notes:
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treaties. While you may make copies of this handout to distribute AS IS, the materials may not be altered in any way. Any unauthorized copying, alteration,
distribution, transmission, display or other use of this material is strictly prohibited.
CUSTOMER AVATAR #5
[Paste image here]
NAME
GENDER
AGE
PROFESSION
MARITAL/FAMILY STATUS
WHERE THEY LIVE
EDUCATION LEVEL
INCOME LEVEL
PERSONAL INTERESTS
BRANDS THEY LOVE
COMPETITORS THEY ALSO FOLLOW
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treaties. While you may make copies of this handout to distribute AS IS, the materials may not be altered in any way. Any unauthorized copying, alteration,
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THEIR GOALS
THEIR FEARS/PROBLEMS
WHY THEY LIKE YOUR BUSINESS/PRODUCT/SERVICE
ANYTHING ELSE PERTINENT
Notes:
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BRANDS WHO SHARE MY CUSTOMERS COMPETITOR OR PARTNER?
Notes:
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COMPETITOR HOW I WILL DIFFERENTIATE
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PARTNER IDEAS TO PARTNER TOGETHER
5 WAYS I WILL TO GET TO KNOW MY AUDIENCE:
1.
2.
3.
4.
5.
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5 WAYS I WILL NURTURE MY AUDIENCE:
1.
2.
3.
4.
5.
5 WAYS I WILL LIVE MY BRAND:
1.
2.
3.
4.
5.
5 WAYS I WILL BE OF SERVICE TO MY AUDIENCE:
1.
2.
3.
4.
5.
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THE 4 P’S OF MARKETING: MY MARKETING MIX
PRODUCT PRICE PLACE PROMOTION
Notes:
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RESOURCE PLANNING
LEGAL NEEDS:
FINANCIAL NEEDS:
OTHER NEEDS:
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treaties. While you may make copies of this handout to distribute AS IS, the materials may not be altered in any way. Any unauthorized copying, alteration,
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MY WEBSITE PLAN
I want to build a website
because:
When a user visits my website
I want them to feel:
The action I want a user to
take the FIRST TIME they
visit my website is:
The action I ULTIMATELY
want a user to take when they
visit my website is:
Some basic needs for my
website include (shopping
cart, blog, course,
photography gallery, ability to
take credit cards…):
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I think most people will visit
my site on: (desktop or
mobile)
I want to build my website (by
myself or by hiring help)
If my site breaks, this is what I
will do:
The budget I have to build my
website is:
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WEBSITE CHECKLIST Yes No
I am just starting out and haven’t begun to build my list yet
I already have an email list and am looking to grow it
I plan on collecting just customer names and email addresses
I plan on collecting as much customer data as possible
I do not plan on selling anything on my website
I am selling things on my website now and need to keep track of customer data
I plan on selling things on my website in the near future and will need to keep track of customer data
I will just be sending simple one-off emails and newsletters
I will be sending customers through series of emails and newsletters automatically
I have the desire and bandwidth to build customer email funnels
I plan on having a salesperson or sales team or customer service representative to handle customer questions or concerns
I plan on handling all customer questions myself
I will need to run sales reports or other reports about my customers
I would like to add text messaging into my marketing funnels
I would like to speak to a human if I run into trouble using my software
I am ok with just having access to live chat in case I run into trouble using my software
I want the simplest solution possible, preferably DIY
I am ok if I need to pay a developer to help me integrate a more robust system with my website
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I want a super simple Drag and Drop email builder to build my emails
I plan on hiring someone to do my emails and html design is preferable
I want super customized emails
I am ok with some design limitations when I build my emails
I want to be able to put emojis in my subject line
I want to pay only one time per email address no matter how many lists I add them to
I am ok paying for the same email address several times if I need to add them to different lists
Notes:
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HOMEPAGE COMPONENTS
My Value Proposition Is:
My Navigation Links Are:
My Email Capture Offer Is:
My Button Call To Action Is:
My Social Media Links Are:
My Social Media Links Will Be Displayed Here:
Besides My Email Capture, The
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Action I Want Users To Take On My Homepage Is:
My Footer Will Include These Components:
My Contact Info I Will Include Is:
Notes:
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OPTIONAL HOMEPAGE COMPONENTS
My Hero Image Is:
My Main Headline On My Website Is:
My Sub-headline On My Website Is:
How Much Whitespace Do I Want?:
Do I Have Content I Want To Feature On My Homepage?:
What Features And/Or Benefits Do I Want To Showcase?:
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Do I Have Testimonials I Can Display On My Website?:
Who Else Can I Ask For Testimonials?:
Notes:
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MY ABOUT PAGE
The Audience I Am Writing For Is:
The Type of Story I’m Writing Is:
Some Emotional Details of My Story Are:
Some Factual Details of My Story Are:
My Professional Expertise I’d Like to Highlight Is:
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My Professional Journey:
My Personal Values I Want to Convey:
How I Can Help My Audience:
Proof That I Can Help My Audience:
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My Call to Action Is:
The Photos I Will Include Are:
Notes:
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FAQs
BUYER’S QUESTION MY ANSWER
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Notes:
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TESTIMONIALS KEY POINTS TO USE
Notes:
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MY FEATURES MY BENEFITS
Notes:
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CONTENT PAGE CHOICES
Sidebar On Blog Page To Display
Advertising Or Other Info Like
Instagram Feed, Or Full Bleed?
What Happens At The End Of An
Article? Where Will A User Go? What
Would I Like For Them To Do?
How Will I Inform Users Of Related
Content That Might Interest Them?
Do I Want To Display Ads On This
Page? If So, Where?
How Will I Make Content Easy For
Others To Share On Social?
If I Have Other Contributors On Your
Site, How Will I Display Their Bio? Will
I Use An Author Box Or Author Page?
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distribution, transmission, display or other use of this material is strictly prohibited.
How Will I Credit Stock Photography Or
Any Other Photography?
Will I Include Blog Commenting? If So,
Will Users Need To Login? Be A
Facebook User?
How Will I Make Content Searchable?
How Will I Make Sure Images Are
Compressed So I Don’t Slow Down My Site?
Is My Content Responsive So It’s Easily Read On Mobile?
How Will Users Print Recipes?
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Will I Include Ratings For Recipes?
Will Users Be Able To Pin Images
Straight To Pinterest?
Notes:
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treaties. While you may make copies of this handout to distribute AS IS, the materials may not be altered in any way. Any unauthorized copying, alteration,
distribution, transmission, display or other use of this material is strictly prohibited.
MY WEBSITE LAUNCH PLAN
How I Will Share Behind The Scenes As I Build My Website:
How Will I Make This An Extended Launch?
Partners Who Can Help Me Share My Launch:
Giveaway Idea For Launch:
Browsers I Will Test My Website On:
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Devices I Will Test My Website On:
Who Can Help Me Test My Website:
Notes:
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FINDING MY DEVELOPER
Developer A Name, Pricing, Availability, Terms:
Developer B Name, Pricing, Availability, Terms:
Developer C Name, Pricing, Availability, Terms:
Notes:
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CONTENT
MY CONTENT STRATEGY OUTLINE
My Ideal Customer Is:
My Customers Care About
The Following Topics:
My Customers Are On The
Following Platforms:
My Customers Engage With
The Following Types Of
Content:
I Can Commit To Creating X
Pieces Of Content Per
Week/Month/Quarter:
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© 2020, Keri Glassman LLC. All rights reserved. All of the contents of this handout are protected from copying under U.S. and international copyright laws and
treaties. While you may make copies of this handout to distribute AS IS, the materials may not be altered in any way. Any unauthorized copying, alteration,
distribution, transmission, display or other use of this material is strictly prohibited.
I Will Need The Following
Tools To Create Content:
I’m Most Comfortable
Creating This Type Of
Content:
I Will Distribute Content
Using The Following
Platforms:
My Budget For Content
Creation And Distribution Is:
I Know How To (Or Can
Easily Learn How To) Use
The Following Content
Distribution Platforms:
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© 2020, Keri Glassman LLC. All rights reserved. All of the contents of this handout are protected from copying under U.S. and international copyright laws and
treaties. While you may make copies of this handout to distribute AS IS, the materials may not be altered in any way. Any unauthorized copying, alteration,
distribution, transmission, display or other use of this material is strictly prohibited.
Content Creation Worksheet
I Want To Write About The
Following Topics:
I Want To Create The
Following Types/Formats Of
Content:
I Want To Distribute Content
On The Following Platforms:
Actions I Want My Customers
To Take Include:
I Will Write About Everything
Except/I Won't Write About:
I Want To Tell Stories About:
Trends I Want To Cover
Include:
Evergreen Topics I Want To
Over Include:
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© 2020, Keri Glassman LLC. All rights reserved. All of the contents of this handout are protected from copying under U.S. and international copyright laws and
treaties. While you may make copies of this handout to distribute AS IS, the materials may not be altered in any way. Any unauthorized copying, alteration,
distribution, transmission, display or other use of this material is strictly prohibited.
Types Of Content & Producing/Distributing Content
My Customers Prefer The
Following Types Of Content:
These Types Of Content Will
Be Most Valuable To My
Audience:
I Will Create X Number Of
Long-form Content Pieces And
X Number Of Short-form
Content Pieces Per Month:
I Will Create X Number Of
Audio And Video Content Per
Month (Included In Number
Above):
I Anticipate X Number Of Last-
minute Content Needs Per
Month:
I Will Need Assistance With
Creating X Type Of Content:
My Audience Can Expect Me
To Distribute X Amount Of
Content Type 1, 2, 3, 4, (Etc.)
Each Week, Month, Quarter,
Etc. (Define Your Distribution
Schedule).
I Can Commit To Spending X
Amount Of Time Each
Week/Month On Content
Creation.
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© 2020, Keri Glassman LLC. All rights reserved. All of the contents of this handout are protected from copying under U.S. and international copyright laws and
treaties. While you may make copies of this handout to distribute AS IS, the materials may not be altered in any way. Any unauthorized copying, alteration,
distribution, transmission, display or other use of this material is strictly prohibited.
PODCAST
PODCAST CONTENT WORKSHEET
Podcast Content
Topic/Category (High Level):
Podcast Content
Message/Focus:
What Do I Want To Get
Across To My Listeners?
Why Should My Audience
Care About This Content?
Why Should They Share It?
What Story Am I Going To
Tell In This Podcast?
I Want To Sound -
Funny/Educational/Authorita
tive/Down-to-
earth/Intelligent/Friendly/Ot
her.
Guests To Invite
Calls To Action
Length Of Episode
Necessary
Equipment/Software
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© 2020, Keri Glassman LLC. All rights reserved. All of the contents of this handout are protected from copying under U.S. and international copyright laws and
treaties. While you may make copies of this handout to distribute AS IS, the materials may not be altered in any way. Any unauthorized copying, alteration,
distribution, transmission, display or other use of this material is strictly prohibited.
YOUTUBE
YOUTUBE VIDEO CONTENT WORKSHEET
Video Content
Topic/Category (High Level):
Video Content
Message/Focus:
What Do I Want To Get
Across To My Viewers?
Why Should My Audience
Care About This Content?
Why Should They Share It?
What Story Am I Going To
Tell In This Video?
I Want To Sound -
Funny/Educational/Authorita
tive/Down-to-
earth/Intelligent/Friendly/Ot
her.
Props Needed?
Scenery/Environment:
Actors Needed?
Length Of Video?
What Is My Call To Action
That I Want Viewers To Do
After Watching The Video?
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© 2020, Keri Glassman LLC. All rights reserved. All of the contents of this handout are protected from copying under U.S. and international copyright laws and
treaties. While you may make copies of this handout to distribute AS IS, the materials may not be altered in any way. Any unauthorized copying, alteration,
distribution, transmission, display or other use of this material is strictly prohibited.
EDITORIAL CALENDAR WORKSHEET
My Favorite Editorial
Calendar Templates Are:
I Will Plan Content X
Months/Weeks At A Time.
Themes I Want To Include:
Topics I Want To Cover:
Personas I Want To Target:
Keywords To Focus
On/Research:
Cta’s To Include:
Platforms I Am Using To
Publish Content:
Contributors Needing Access:
Content Types To Include:
Notes:
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© 2020, Keri Glassman LLC. All rights reserved. All of the contents of this handout are protected from copying under U.S. and international copyright laws and
treaties. While you may make copies of this handout to distribute AS IS, the materials may not be altered in any way. Any unauthorized copying, alteration,
distribution, transmission, display or other use of this material is strictly prohibited.
MARKETING FUNNELS
Where customer entered
What happens next
If/Then
If not/Then
If/Then
If not/Then
If/Then
If not/Then
If/Then
If not/Then
If/Then
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© 2020, Keri Glassman LLC. All rights reserved. All of the contents of this handout are protected from copying under U.S. and international copyright laws and
treaties. While you may make copies of this handout to distribute AS IS, the materials may not be altered in any way. Any unauthorized copying, alteration,
distribution, transmission, display or other use of this material is strictly prohibited.
Where customer entered
What happens next
If/Then
If not/Then
If/Then
If not/Then
If/Then
If not/Then
If/Then
If not/Then
If/Then
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© 2020, Keri Glassman LLC. All rights reserved. All of the contents of this handout are protected from copying under U.S. and international copyright laws and
treaties. While you may make copies of this handout to distribute AS IS, the materials may not be altered in any way. Any unauthorized copying, alteration,
distribution, transmission, display or other use of this material is strictly prohibited.
Where customer entered
What happens next
If/Then
If not/Then
If/Then
If not/Then
If/Then
If not/Then
If/Then
If not/Then
If/Then