The Situation:

It started with a first draft manuscript and an innovative management methodology called Projecteze. The goal was to develop a training and seminar business based on Projecteze: The Ultimate Organizational System, which is both a novel and a counter intuitive system for helping busy people regain control of their lives. 

The Challenge:

We needed to help design the business, complete the book, invent an identity, launch a company and build out an ecommerce platform for selling paperback and e-books as well as facilitating the recruitment of VARs and Affiliates. The client wanted to avoid traditional and on-line book resellers and develop the entire promotion, sales and distribution channel independently. The client also wanted to develop the company such that it could be operated by a two person team from home offices. This meant the business infrastructure needed to operate entirely on-line.

The Approach:

It started with coaching through the Being Profitable Program to get clear on business objectives and the business model. Once we were clear on objectives and had a plan of attack, we assisted with completing the book, building out the website, scripting an introductory video, implementing sales and distribution mechanisms, setting up tradeshow displays, social media platforms and coaching the client through the initial affiliate partner development process.

The Results:

The company and product launched and the client can not run the business with a skeleton crew of two people. The product is available and selling on-line at OnTopofEverything.com . The emphasis now is on the development of the seminar and workshop aspects of the business.

Program Deliverables

Design:

• Coach the entrepreneur
• Complete and name the book
• Define the brand
• Develop the corporate identity
• Define the sales economics and success criteria
• Develop the creative brief and marketing plan
• Develop key sales messages and campaignable idea
• Competitive review and keyword research

Build:

• Implement the ecommerce and distribution platform
• Integrate the website with the CRM
• Develop an introduction video
• Develop sales landing pages

Grow:

• Develop a blog
• Develop social media profiles
• Search engine optimization and link development
• Campaign management of search engine and portal advertising
• Performance tracking and analytics
• Develop tradeshow displays
• Develop press kit and initial press releases
• Implement affiliate marketing program