This document provides information on different business models and sales methods, including e-commerce, retail, consulting, and subscription-based models. It outlines the key advantages and disadvantages of each method. Various case studies are also presented, such as how meetups and events can be used to generate paid membership or online courses to establish authority and sell full content. The overall goal is to help the reader understand different revenue models and sales funnels to put together an effective strategy.

2. What’s your goal?
• Spend the least amount of resources possible
• To verify and validate your business model
Zack Miller
zack@hatchnorfolk.com
757-295-8635
Hatch
111 Granby St.
www.startwithhatch.com

3. Who is your customer?
Business vs. Consumer Mindsets

4. Consumer vs. Business
• Psychology on money people spend as consumer
vs. as a business.
• Who is buying
• Why are they buying
• Total purse to spend (Spending budget)
• Sales team

5. B vs. C
• Consumer business typically lower rate. need more
to hit a goal number
• Business typically higher rate, less needed to hit goal
number
• Example: Goal $1000
• Consumers $5per transaction 1000/5=200 customers
• Business $250 transaction 1000/250=40 customers

6. 10 Ways To Find An Idea

7. 1. Email and ask 5 friends what
their pain is

8. 2. Add-­‐‑on Widget For
Business Tool

9. 3. Message Boards

10. 4. Quora

11. 5. TwiLer Search

12. 6. Facebook Business
Groups

13. 7. Chamber Events
What are people talking about?

14. 8. Search “How to…”

15. 9. Target Industry
Focus group on tools needed

16. 10. Create a tool to solve your
biz pain

17. Recap:
• Psychology of buying
• How to find your idea
• Customer discovery is next!

18. Customer Discovery
The business part of a business

19. Customer Discovery
• Definition: the process of learning as much about
how businesses/consumers use a particular product,
and analyzing the advantages/disadvantages.
o (Ex: CRM system that does not connect to an email provider)

20. Recurring Questions to Ask
1. What do I say?
2. Who do I say it to?
3. How do I learn as much as possible?
4. How can I learn about their pain points?

21. How not to ask:
• Do you think “Y” sucks, wouldn’t you like “X” better?

22. The Purpose
• Customer Discovery is meant to gain as much
detailed information about how a business/
consumer is using a specific product/service/tool:
o When? Why? & What they struggle with by using “X”?

23. Checklist:
q Create an assumption list of those you believe to be
using these tools
q Reach out and communicate with 15 of these people/
businesses
q Write down all data (Use this spreadsheet as a base)
q Ask if you can update on the feedback and direction
you decide to go with (get email and all contact
information from person)
q Ask if there is anyone else we should be talking with
q Create a Facebook post asking a specific question (buy
a $5-$25 ad if needed and be specific with who you
target)

24. Cold Emailing
Tips & Tricks

25. Tips to consider before
the template
1. If you can get an introduction, that will convert
higher
2. Be quick, say what you want to, then act on it
3. Be specific and clear in your ask
4. Relate, if you can
5. Show interest
6. Do no waste time

26. Supplemental Material
• Cold call scripts
• Cold call video
• Email templates
• Overview video

27. Recap
• Asking the right questions
• Focusing on the checklist
• Cold calling and emailing
• Targeting Customers is next!

28. Communicate to Educate

29. Educate
• If people aren’t learning from you, they won’t come
back
• Educate, while not giving away your special sauces
for free
• Think of the broadest amount of information you
can give away
• Once a critical mass is established, funnel them
down leads and encourage them to purchase

30. Be different.
• The average human is exposed to thousands of
advertisements a day. Not the best way to reach
your target
• Instead, be different, think outside the box. Educate
rather than push sales
• Deposit more than you withdraw
• Dive down the funnel and figure out who really is
interested

31. How can you educate potential
and current customers?
• Dummies Guide to <insert topic>
• Tour a recently finished project
• Guest speakers

32. Dummies Guide
• Take a broad topic and break it down into several
smaller parts and each part is split by giving even
more examples
• Collect all the data and either create written
whitepapers or host an event on the topic

33. Project Tour
Developer Meetups
• Every Friday, we would invite the developer
community to showcase a new tool, feature or
problem we solved on a current project.
• Because we were teaching our industry new tools,
this organically made us an authority in web
development

34. Guest Speakers
• Allow offers to do the educating for you.
• The great thing about a panel discussion is you will
be able to leverage 3-4 times more marketing
alone from those who are speaking

35. Ask, Ask, Ask

36. Blog Posts
Tips & Tricks

37. Checklist
• Topic Sentences: Make My Point
• Facts
• Stats
• Stories
• Quotes
• How To Apply/Questions

38. Hosting Meetups

39. How to pull off an epic
meet-­‐‑up
• Start with small niche meet-up
o Give away something free
o Collect emails
o Follow up
• Poll market for event/topic ideas

40. Continued
• Be an awesome host
o Meet everyone
o Don’t talk sales
o Meet at your office
o Invite those who you think could be your clients or customers
• With follow-up emails
o Educate
o Promote next events
o Re-enforce topics
o Provide links

41. Content Creation

42. Content
• Should be focused around educating your
customers
• Creating value through content
• Keep people coming to your site
• Establish yourself as an authority

43. What is content?
• Blogs
• Social Media
• Webinars
• Meetups
• Networking
• Calendars
• Media Publications
• Business Cards

44. Figuring out what to
write about
• Search “How to:”
• Search on forums like Reddit to see what pain points
or issues people are talking about
• Follow trends
o Optimize your search engine marketing
o Relevant hashtags

45. Social Media

46. Emphasize Education
• Free content = value
• Establish yourself as an authority in the industry

47. DON’T Be Too ‘Salesy’
• Don’t become a part of the clutter
• Stand out from it
• Posts like “Come see us today” or “Visit our website
now” come off as the standard business just waving
their arms in front of your face for attention
• Provide something in exchange for their attention

48. Contagious & Engaging
Content
• Do your research
• Find out what people want to know
• Mix of your own, original content, and what others
have already created
• Always provide the context, not just a link
• Encourage your readers to participate and respond
and give their 2 cents

49. Creating Conversations
• Get your followers to engage with each other
• Co-Creation
o Getting your followers to make their own creative responses to your
content that makes for an open response landscape stemming from your
post.

50. ALWAYS Respond!
• Don’t leave your followers hangin’
• Ignoring them leaves them with a sour taste in their
mouth regarding your brand
• This also establishes a connection and makes your
brand more “real” to your followers

51. Making Money From
Content

52. Exchange info for free
content
• The best piece of data would be an email
• For collected emails we see 500-1000x difference
that social media parts
Ex: SSCA email with direct sales within minutes of
being sent. Similar to Facebook and Twitter posts with
0 conversions

53. Communicate With a
Purpose
• Ask current customers what they’d like to see from
you
• Hard Sell + Crafted Emails and Content
o Reach out individually
o Find the right time
• Find Your Champions
o Talk to them A LOT

54. Recap
• Educate your customers to create value
• Create awesome content
o Social media
o Email
o Meetups
• Marketing is next!

55. Content > Educating >
Converting

56. Turning your content into
sales
• Gathering emails in exchange for content
• Reaching out and converting followers into
customers
• Following up

57. Call-­‐‑To-­‐‑Actions
1. Awesome content
2. Trigger incentivized CTA
3. Collect Email
4. Not immediate Hard Sell

58. CTA
• An instruction to the audience to provoke an
immediate response, usually using an imperative
verb such as "call now", "find out more" or "visit a
store today".

59. CTA
• Define the value in an easily recognizable number.
• Push Immediacy Ex. signup vs. Download Now vs Get This
• Make it Super easy to understand and to implement
• Relate to the visitor.
• This is not about you, but how you can help or educate
• Must: Collect data. email, phone number, etc.
• Giveaway solid material but not your arsenal
• Pick your end goal and move backwards. Ex. Sell
Coaching, Target the audience from previous module,
acquire them through signups and education material
and strong CTA’s.

60. Example 1:
• 13 Ways to alleviate your body pain
o Box 1: Yes, help me!
o Box 2: No, I’m okay with being in pain.

61. Example 2:
• Don’t waste a doctors visit on pain you can relieve
today!
o Box 1: Download the report now!

62. Content Webinar

63. How to write a Facebook post

64. Coffee Downtown: A Way to Get Rid of
Coffee
• Once-a-week, no-agenda meetup with free
coffee
• Original idea to simply get rid of coffee and
meet new people.
• Morning meetings hadn’t faired well in the past
for us, so we were willing to try it out.
• Trial period of 6 weeks created.
• Investigated similar meetups around the country
o Free parking + Free coffee = Highest
Conversions

65. Results
• Meetups went well,
average 10-15 attendees
per week.
• Every Tuesday, 8-9am
• Zero money invested to
start.
• After the 6 weeks, we
decided to keep going
until coffee ran out.
• Happened around 3
months.
• Invested in a new 12-cup
coffee maker and
additional coffee.

66. Investment
• 5 Large Folgers Coffee containers + filters + $15
Machine = Grand total of $53
• With an average of 10 people per meetup and 32
meetups hosted since we started buying coffee
products, each person cost us $0.165 each week.
• (32)(10)=320
• $53/320=$0.165 per person
• For less than 17 cents a cup of joe, we were able to
convert these coffee drinkers into our customers.

67. Homework:
Write out 10 CTAs for your business (text only)
Create 10 Facebook posts
Come up with 10 webinar topics

68. Revenue Model

69. Rev Model
• Figure out what you’re going to sell and the method
in which you’re going to sell it.
• Price it
• Then work backwards to figure out how you’ll get
people in a purchasing position

70. Example: App
Development
• Typically hourly or project based
• Find the people with the pain point you can solve
• Present how your solution with create value for
them

71. Sales Funnel

72. How It Works
• 5-7 interaction rule
o Each interaction should bring
them one step further down the
funnel
• Start with giving out free
content in exchange
for some piece of data,
typically an email
o Follow up with more content
and CTA

73. Case Studies

74. Meetup Case Study:
Hatch
Meetup>Paid Events>Paid
Membership
• Coffee Downtown
o Startup Night
• Start Norfolk
o 1000 Four

75. Retail Case Study: Carry
Norfolk
CTA at each step
• Carry Norfolk Branding
o Handouts
• Social
o Videos
• Email + Hard Sell to Website

76. Course Case Study
• Provides pieces of free content
• Establishes authority in your particular industry
• Sell them on getting the full content through the
course

77. Recap
• Revenue model
• Pricing
• Sales funnels
• Next is Module 5: Putting It All Together!

78. Sales Methods

79. E-­‐‑Commerce
Any transaction that takes place over the internet.
• Key Advantages
o Lower costs
o More lean
o Global market
• Key Disadvantages
o Lack of personal touch
o Paranoia of scammers (anyone can set up e-com site)
o Cannot experience product before purchase

80. Retail
Brick & Mortar store front model.
• Key Advantages
o People can interact with products
o You can personally educate customers in real time
o Create more personal connections with customers
• Key Disadvantages
o Higher costs
o Time constrictions
o Limited to local market

81. Consulting
Hourly or project based pricing for your time + expertise.
• Key Advantages
o Name your own price
o Establish authority status
o Always take on new challenges and projects
• Key Disadvantages
o If you cannot “sell yourself” it will be a huge challenge
o You’re going to work, A LOT
o Job security

82. Subscription Based
Brick & Mortar store front model.
• Key Advantages
o Convenience for consumer (regular fulfillment of supply)
o Recurring revenue
o Customer retention
• Key Disadvantages
o Pricing complexity
o Customer service will need to be top notch

83. How To Sell

84. Selling
• If you’re not in a shopping mall, don’t expect
people to be in the sales mindset.
• Actively educate them on your business and guide
them to a sale.
o Find trigger points
• Usually takes 5-7 POSITIVE interactions with a person
before they’re ready to make a purchase from you
o If they aren’t ready immediately, just plant the seed for future harvesting

85. Customer Profile Case
Studies

86. The Desperate Buyer
• Want to buy now, at virtually any price point
• The easiest sale you’ll ever make

87. The Referral Buyer
• Leverage other people’s networks
o Someone comes to you looking for someone to solve a problem for them
o You know someone who can do such thing
o Make the hand off
o Opportunity for a “commission” or “brokers fee”
• Can happen on a B2B level
o Lead Pages

88. The Window Shopper
• Not necessarily ready now
• Offer value exchange
o Free content
o Get email address
o Start planting the seed

89. Early Sales
• Number 1 validator of how much people really
want your solution to the problem.
• Why do early sales?
o You can bootstrap your own company
o No outside investors = you own 100%
o No wasted time

90. Sales is a huge step!
• Sales scares a lot of aspiring entrepreneurs
• But, if you want to have a company, you must have
sales

91. How to master sales
• 1. there are a ton. a ton. a ton. of online payment
processors. Do not worry about which one you will
use for the rest of your life.
o Rather, focus on the actual sale.
• 2. Do I need a full-fledge proposal. Maybe, but fist
start with what you are offering. You <company>
will give <customer> <X> in return for <amount of $$
$>
o See how easy that was? Too many businesses worry about having a
proposal set more than what they are offering.
o Ultimately, that's why they are hiring you, right?

92. Cont’d
• 3. Think about how CraigsList or a yard sale work.
They list the product and make the transaction.
o That's what you need to focus on early on. What do people want and
how can you give it to them immediately.
• 4. What are you going to sell?
• 5. What is the going rate in the market? Are you a
premium price?
• 6. Go Sell :)

93. Key Takeaways

94. Recap
• Finding, incentivizing, and convincing target customers
to make the purchase
• Be patient, very little portion of sales happen
immediately
• Email sales with strong CTAs can be extremely effective
• Make your product/service extremely easy to
understand to make the sales process more quickly
digestible
• 5-7 interaction rule
• Mastering Sales
• The Sales Funnel and Revenue Model is next!

95. MVP
(Not the Aaron Rodgers kind)

96. MVP: How to launch your company with just the tools in
your pocket.
• Definition: development technique in which a new
product or website is developed with sufficient
features to satisfy early adopters. The final,
complete set of features is only designed and
developed after considering feedback from the
product's initial users.

97. Three Questions
• What problem are you solving?
• How do you solve it?
• Who can you serve immediately?

98. Immediate
• They key is throwing everything you have at the wall
to find what sticks
• Establish a foundation to start building the final
product
• Gather as much feedback as possible and build
your company from your customers input

99. Carry Norfolk Example

100. From this…

101. To this…

102. Why it worked
• They had the solid idea
• No cost to implement the trial run
• Validation + Feedback

103. T-­‐‑Shirt Example

104. Whale Hunting

105. Ebook Example

106. 5 Buck Marketing

107. What to learn
• Just because people say they want it, doesn’t
mean they will actually buy it
• Add a barrier to entry
• $$$ is the best form of knowing if a business/
consumer is actually serious about what you’re
offering

108. Validation

109. Why its so important
• Before you waste time developing your detailed
business plan step by step, you make sure there is
going to be people to buy it.
• If you don’t validate first, you could spend months
and thousands of dollars working in the wrong
direction.

110. How to validate:
• Offer discounts to entice people to buy
• Do a trial run of your MVP like Carry Norfolk and
ensure that there are customers for your business
• Gather feedback to improve the product based on
your customers input
• Paid Webinar
• Any way to eliminate the barrier to entry through
financial means

111. Goal
• To spend the least amount of time and money to
find and sell to your customer.
• If you waste 7 days to find out what you were
developing isn't wanted, it's better than producing
a business plan for WEEKS and spending thousands
to find out know one wants it

112. Recap
• Making your MVP
• 3 Q’s of MVP
• Validation is key
• Next, and finally, is the Playbook!

113. The Playbook

114. What is the Playbook?
• Not a business plan
• A breakdown of what you do
• Record each step you take
o What you did
o How you did it
o How effective was it

115. Playbook
• Biz plans are way too much work without knowing if
anyone wants business
• Everything up front. No sales. Marketing. Execution

116. Executing the Playbook
• When you go to do one of the Playbook activities,
you’ll know what to do in a more lean fashion
• When you say “hike”, you’ll know whether to pass
left, right, or deep down the middle
• Takes out the trial and error and replaces it with
production

117. Playbook Ex. 1: Tweeting
• What time of day
• What types of people to tag
• What hashtags to use
• Type of content

118. Playbook Ex. 2:
Announcing Events
• What channels to use (fb, twitter, email blast, etc)
• What method to use (video, text, CTA, etc)
• Who to tell

119. Playbook Ex. 3: Writing
Blogs
• What to write about
• Type of media to include
• When to post
• How to direct people to your site
• What kind of CTA to use
• Define your objective (getting a sale, generating
awareness, establishing opinions, etc.)

120. Wrapping It Up

121. Most people don’t get this
far, Why?
• 1. They don't really want to start a business
• 2. They don't want to work to become successful
• 3. They want to put founder on their LinkedIn Profile
• 4. 'Don't have time'
• 5. Find excuses

122. Why are you different?
• #HustleCity
• No Gimmicks
• Positivity

123. What to do now:
• Launch your business
• Put everything together
• Follow up with us
• Push your company and results on our facebook
page
• Stay tuned for bonus content and monthly video
hangouts
• Stand up, bow, and pat yourself on the back

124. Zack Miller
zack@startwithhatch.com
757-295-8635
@zackmiller84
@StartWithHatch
#HustleCity
#NFKVB