This workbook is designed to help you define clear objectives for your project. Print it out and start filling in the blanks. These questions will guide you in setting goals, identifying opportunities, and leveraging existing resources.
By taking the time to work through these steps, you'll avoid common pitfalls like constantly tweaking minor details (such as logos or plugins) and instead stay focused on meaningful outcomes.
Step 1: Define Your Long-Term Outlook
Imagine a year from now. Your project is complete, and everything is running exactly as you envisioned.
- Revenue is coming in.
- Your systems are working smoothly.
- Your business or project has grown.
Take a moment to write down what that looks like for you.
This vision can evolve over time, but having a reference point prevents you from getting stuck in a cycle of endless tweaks. The goal is not to perfect every little detail—it's about achieving meaningful results.
Step 2: Identify Existing Opportunities
Ask yourself:
- How many customers, clients, students, or members are you getting per month?
- How many of them return as repeat customers?
- What does your average new customer count look like?
By answering these questions, you'll establish baseline metrics to track improvement moving forward.
In an upcoming lesson, we'll dive deeper into key performance indicators (KPIs) and using spreadsheets to measure financial progress.
Step 3: Leverage What You Already Have
Consider opportunities to sell more to existing customers.
For example:
- If you sell products, could you offer complementary or repeat-purchase items?
- If you provide services, could you create a subscription or retainer package?
- If you run an online business, could you bundle related products or upsell additional services?
Marketing strategies are always evolving, and vendors constantly introduce new solutions. However, before creating something entirely new, explore how you can maximize what you already offer.
Step 4: Identify Low-Hanging Fruit
Low-hanging fruit refers to products or services that are already your best sellers.
- What do customers buy from you the most?
- Do you have a top-selling product, course, or service package?
- Are there easy-to-launch promotions that could generate quick results?
Focusing on these proven winners can lead to quick, effective marketing campaigns with minimal effort.
Step 5: Don’t Fix What’s Already Working
A common mistake in online business is assuming that automation or digital tools will replace everything—including what’s already successful.
[X] Wrong mindset: "Online automation will replace phone calls, meetings, and personal interactions."
🙂 Right mindset: "Online tools should enhance what’s working, not replace it."
If something is working well—such as referrals, cold calls, direct mail, or personal outreach—document it. The goal is to complement and scale these efforts, not eliminate them.
Step 6: Set Five Specific Objectives
List five key objectives you want to achieve with this project.
Examples:
- Define the path a user will take to make a purchase or take an action.
- Identify the transformation your product/service will create for customers.
- Set a goal for referrals (e.g., each customer referring five new customers).
- Increase conversion rates or average order value.
- Expand your marketing reach without overwhelming your operations.
You can list more than five, but keeping it focused will help with execution.
Step 7: Establish a Timeline
Decide on the timeframe for your project:
- Short-term: 4-6 months
- Medium-term: 7-9 months
- Long-term: 1 year or more
A clear timeline will keep you accountable and help you measure progress.
The Next Steps
Once you've completed this workbook, we’ll start diving into deeper lessons on:
- Tracking progress with key performance indicators
- Leveraging assets before chasing new ideas
- Strategies for quick wins based on your best-performing products
- Enhancing (not replacing) what's already working
Some of these lessons may feel boring or tedious, but they are essential to ensuring real progress instead of endless tinkering.
Questions? Let's Discuss
This workbook is available in the members area, and I’m happy to answer any questions.
What’s the #1 objective you’re setting for your project? Drop a comment below!