Please note that this is a proprietary framework that is not available to the public. This has taken Expozeur's CEO more than 100 working hours (and is still being refined) to distill ten years of professional expertise leading small businesses into a 5-phase formula that is logical and comprehensive and in accordance with the principles that have shaped a successful career as a marketing and operations executive. All that to say: please do not copy or screenshot this page. You have access to this framework as a consulting client. As a secondary note of great importance, remember that this is a flexible framework and is meant to serve solely as a guide, rather than a mandatory checklist. Some situations will require flexibility, and our consulting protocol allows for the unique, the unexpected, and the unprecedented.
Step 1: Business Operations Infrastructure
Description: This step focuses on setting up the foundation for your business operations, streamlining the process with an easy-to-navigate command center, without the need for a tech team.
1.1: Business-in-a-Box Notion Software
- 1.1.1: Navigate through the software to understand the layout and main features.
- 1.1.2: Create and customize pages, templates, and databases tailored to your business needs.
- 1.1.3: Utilize the "Command Center" for comprehensive management of the entire business.
- 1.1.4: Access a suite of tools for managing key business areas such as marketing, sales, finance, and legal.
Step 2: Training & Familiarization
Description: In this step, you will get acquainted with your new business operating system, starting with the basics and progressing to more advanced functionalities.
2.1: Notion training program
- 2.1.1: Enrollment in the training program to begin the learning process.
- 2.1.2: Learn the basic Notion functionalities to manage content and operations.
- 2.1.3: Explore advanced features and learn how to use them effectively.
2.2: Command Center introduction call
- 2.2.1: Schedule and attend the introduction call to get an overview of the Command Center.
- 2.2.2: Gain a comprehensive understanding of the Command Center's capabilities.
2.3: Getting up to speed with your business’ new operating system.
- 2.3.1: Engage in practical exercises and real-world application to solidify understanding and proficiency.
Step 3: Software Audit
Description: This step involves conducting a thorough review of your current tech stack to ensure each piece is optimally utilized and integrated within your business framework.
3.1: Tech stack toolbox
- 3.1.1: Take an inventory of all existing software and tools used by your business.
- 3.1.2: Assess the functionality of each software piece and how it contributes to the business.
- 3.1.3: Perform a cost analysis for each software to understand its financial impact.
- 3.1.4: Evaluate the integration potential of each software within your existing tech stack.
- 3.1.5: Maintain thorough documentation and tracking of all software and tools for future reference and audits.
Step 4: Onboarding & Implementation
Description: A new world awaits you. It’s time to step into it. Dedicate time to organize and reorganize your business assets in your new command center.
4.1: Getting Started guide
- 4.1.1: Project/task management software introduction and setup.
Step 5: Command Center Review
Description: Receive guidance on usage, integrations, and plan for the future to ensure your business operations are seamless and future-proof.
5.1: Guidance on usage, integrations, and future-proof planning
- 5.1.1: Conduct regular usage and adoption check-ins.
Step 1: Brand Audit
Description: Pack your things; we’re leaving... leaving the past behind! If we’re going to turn your business into a brand, we need to take a hard look at where you currently are. We’ll gather all brand assets and put everything under a microscope.
1.1: Self-evaluation brand audit
- 1.1.1: Entrepreneur self-evaluation and analysis of all brand facets, including everything from an email signature to the website, social media, brochure, and other assets.
- 1.1.2: Analysis of self-evaluation and self-awareness.
1.2: Expert-led brand audit
- 1.2.1: Analysis of all brand facets, including everything from an email signature to the website, social media, brochure, and other assets.
Step 2: Competitor Analysis
Description: Pulling back the curtain on your competitors' brands.
2.1: Competitive analysis framework
- 2.1.1: Develop a framework to systematically evaluate competitors.
2.2: Market landscape review
- 2.2.1: Review the overall market landscape to understand competitors' positioning.
Step 3: Customer Analysis
Description: A deep dive into the minds of your customers.
3.1: FAQ development
- 3.1.1: Create a list of Frequently Asked Questions to address common customer inquiries.
3.2: Survey template for customer feedback
- 3.2.1: Design a survey template to collect customer feedback effectively.
3.3: Survey collection tool
- 3.3.1: Implement a tool for the efficient collection and analysis of customer surveys.
3.4: Ideal client framework
- 3.4.1: Construct a framework to define and understand the ideal client for the business.
3.5: Buyer persona workshop
- 3.5.1: Conduct a workshop to create detailed buyer personas.
Step 4: Comprehensive Brand Identity Workshop
Description: A fun session to bring your brand's identity and personality to life.
4.1: Brand development
- 4.1.1: Collaborative unearthing of your business’ unique value proposition (UVP), brand tagline, brand personality, brand story, brand messaging, and more.
4.2: Visual identity
- 4.2.1: Collaborative design of the brand’s visual identity, including logo, fonts, colors, style, and more.
4.3: Brand guidelines
- 4.3.1: Creation of a formalized document that combines brand development with visual identity into a brand guidelines kit to be shared with partners, media, and future hires.
Step 5: Photography & Videography
Description: Capture the essence of your brand through professional and casual visuals, plus a sizzle-style interview that lends tremendous credibility to your brand.
5.1: Professional headshots
- 5.1.1: Take two professional headshots with different outfits.
5.2: Professional "about" video
- 5.2.1: Produce a 60-second professional video to introduce your brand.
5.3: Casual photography shoot
- 5.3.1: Conduct a casual photography shoot resulting in one photo.
Step 6: Brand Updates & Implementation
Description: Your comprehensive guide to planting and watering the seeds of your brand.
6.1: Branding updates checklist
- 6.1.1: Develop a checklist to keep track of all branding updates and implementations.
Step 1: Market Positioning
Description: Tap into where your unique business fits into the market – and where it does not. We’ll leverage our results in the marketing phase.
1.1: SWOT template
- 1.1.1: Utilize a template to conduct a Strengths, Weaknesses, Opportunities, and Threats analysis.
1.2: Customer loyalty plan
- 1.2.1: Develop a strategy to build and maintain customer loyalty.
1.3: Value maximization strategy
- 6.1.1: Develop a checklist to keep track of all branding updates and implementations.
1.4: Market positioning workshop
- 1.4.1: Participate in a workshop to refine and clarify market positioning.
Step 2: Problem/Solution Analysis
Description: The problem/solution framework is a customer-centric approach to aligning products and services with the actual buyer. It helps identify and analyze problems that customers face, and explains how your company solves them.
2.1: Problem/solution framework
- 2.1.1: Establish a framework to align your offerings with customer problems and solutions.
2.2: Problem/solution workshop
- 2.2.1: Engage in a workshop to apply the problem/solution framework practically.
Step 3: Delivery Evaluation
Description: Get ready for a hard look in the mirror.
3.1: Product/service quality audit
- 3.1.1: Conduct an audit to evaluate the quality of the products or services offered.
3.2: Price/offer breakdown
- 3.2.1: Analyze the pricing structure and the value proposition of the offers.
Step 4: Buyer's Journey Mapping
Description: Step into the customer’s shoes and we’ll walk a mile in them together.
4.1: Customer journey flow
- 4.1.1: Map out the journey a customer takes from awareness to purchase.
Step 5: Offer Enhancement
Description: Due to poor pricing and packaging, many businesses leave money on the table. But we're going to find that "lost" money!
5.1: Lost money analysis
- 5.1.1: Analyze areas where revenue is being lost due to pricing or packaging issues.
5.2: Up-sell, down-sell, cross-sell architecture
- 5.2.1: Design a sales strategy that includes up-selling, down-selling, and cross-selling to maximize revenue.
Step 6: Client Closing Strategy
Description: Create the sales presentation that changes everything.
6.1: Client-centric pitch deck development
- 6.1.1: Design a pitch deck that focuses on the client's needs and how your offerings are the best solution.
6.2: Sales call scrutiny & audit
- 6.2.1: Review and analyze sales calls to ensure alignment with best practices and effectiveness.
6.3: Closing call framework
- 6.3.1: Establish a structured approach for closing calls to increase the success rate of sales conversions.
Step 7: Pipeline Development & CRM Implementation
Description: Establishing a robust pipeline and integrating a Customer Relationship Management (CRM) system is crucial for tracking sales and customer interactions – which is crucial for improving them.
7.1: Meeting log tool
- 7.1.1: Implement a tool to log details of sales meetings for future reference.
7.2: CRM implementation
- 7.2.1: Set up and customize a CRM system to manage customer data and sales interactions.
7.3: Deals pipeline
- 7.3.1: Develop a structured pipeline within the CRM to track the progress of potential deals.
7.4: Follow-up scheme
- 7.4.1: Create a follow-up strategy to maintain engagement with potential leads and existing customers.
PHASE 4
Marketing &
Lead Gen
Step 1: Marketing Evaluation
Description: Assessing resources, abilities, and desires will make for a marketing strategy that actually works.
1.1: Marketing & advertising self-evaluation
- 1.1.1: Evaluate your current marketing and advertising efforts to identify strengths and areas for improvement.
Step 2: Marketing Management
Description: Effective marketing management encompasses content creation, scheduling, reputation management, and more, all of which ensure a consistent and strategic brand presence.
2.1: Content marketing repository
- 2.1.1: Organize and store marketing content for easy access and consistent use across platforms.
2.2: Marketing calendar
- 2.2.1: Develop a calendar to schedule and track marketing activities and campaigns.
2.3: Reputation management tool
- 2.3.1: Utilize a tool to monitor and manage your brand's reputation online.
2.4: Networking, events, & partnerships repository
- 2.4.1: Maintain a repository of networking contacts, events attended, and details of partnerships for strategic marketing.
2.5: Campaign creation guide
- 2.5.1: Create a guide to outline the process for developing marketing campaigns.
2.6: Email campaign buildout
- 2.6.1: Construct and implement email marketing campaigns to engage with your audience directly
Step 3: Omnichannel Marketing Strategy
Description: Say goodbye to marketing mayhem. Learn the principles that guide the tactics.
3.1: Segmentation and targeting strategy
- 3.1.1: Define how to segment the market and identify the target audience.
3.2: Create the email and SMS marketing strategy
- 3.2.1: Develop strategies for reaching out to customers through email and SMS.
3.3: Channel identification
- 3.3.1: Identify the most effective channels for reaching the target audience.
3.4: Content marketing framework
- 3.4.1: Establish a framework for creating and distributing valuable content.
3.5: Marketing touchpoint strategy
- 3.5.1: Determine the key customer touchpoints and how to effectively engage at each point.
3.6: Social media strategy
- 3.6.1: Outline the approach for using social media platforms in the marketing mix.
3.7: Email strategy
- 3.7.1: Formulate the plan for email communication and marketing automation.
3.8: SMS strategy
- 3.8.1: Craft the strategy for SMS marketing to enhance customer engagement.
3.9: Paid ads strategy
- 3.9.1: Develop a strategy for utilizing paid advertising channels effectively.
Step 4: Lead Magnet Design
Description: Imagine a magnet that draws in your future customers. That’s precisely what a value-driven resource does. We’ll help you craft a virtual workshop that will draw in prospects.
4.1: Software setup
- 4.1.1: Install and configure the necessary software to capture and manage leads.
4.2: Opt-in development
- 4.2.1: Create an opt-in mechanism that compels users to provide their information in exchange for valuable resources.
Step 5: Landing Page Design & Development
Description: Craft landing pages that not only captivate but also convert, focusing on design and content that resonate with your target audience.
5.1: Customized landing page design
- 5.1.1: Design a landing page tailored to your brand and conversion goals.
5.2: Landing page development
- 5.2.1: Develop the landing page with responsive and optimized code for various devices and platforms.
Step 6: Messaging Experimentation
Description: Unlock the secrets that even marketing agencies tend to overlook. Learn how data-driven marketing informs your brand’s evolution in the long-term and opens the floodgates to lead generation in the short-term.
6.1: Campaign development
- 6.1.1: Develop marketing campaigns that test different messages and value propositions to see what resonates most with your audience.
6.2: Message testing
- 6.2.1: Conduct A/B testing of messages across various channels to determine the most effective communication strategy.
PHASE 5
Operations & Management
Step 1: Process Optimization
Description: A workshop call where we consider the previous assessments and identify holes in your processes. Our goal is to ensure the right people are in the right places within your team, that your operations make sense, and that automatable processes get automated.
1.1: Process analysis workshop
- 1.1.1: Collaboratively analyze business processes to streamline operations and improve efficiency.
1.2: Automations audit
- 1.2.1: Audit current processes to identify opportunities for automation.
Step 2: Operations Assessment
Description: We'll conduct a thorough evaluation of your current operations, identifying bottlenecks and opportunities for improvement.
2.1: Breakdown of all business operations
- 2.1.1: Map out and dissect all business operations to understand and evaluate each cog in the wheel.
Step 3: Process Standardization
Description: Methodologies do no good when they only live inside of your head. Standardized processes are the difference between the little guys and the big players in the market.
3.1: Primary operations SOP development
- 3.1.1: Develop Standard Operating Procedures (SOPs) for primary business operations.
3.2: Secondary operations SOP development
- 3.2.1: Create SOPs for secondary or support operations processes.
3.3: Future operations SOP development
- 3.3.1: Plan and develop SOPs for anticipated future operations.
Step 4: Project Management Implementation
Description: Use our pre-built system for the successful execution of tasks and projects.
4.1: Project/task management tool
- 4.1.1: Implement a project and task management tool to organize and track all business activities.
4.2: Team onboarding
- 4.2.1: Onboard the team onto the new project management system and ensure understanding of processes.
Step 5: Human Resources Framework
Description: Whether you're a team of one or one hundred, we'll help you foster effective collaboration, delegation, and automation.
5.1: Org chart design (current & future)
- 5.1.1: Design an organizational chart that outlines the current and future structure of team roles.
5.2: Team collaboration analysis
- 5.2.1: Analyze the current state of team collaboration and identify areas for improvement.
5.3: Recruiting program
- 5.3.1: Establish a public job board for transparent communication of available positions and opportunities within the organization.
- 5.3.2: Establish hiring processes.
- 5.3.3: Establish screening protocols.
- 5.3.4: Develop a pool of qualified candidates on-hand.
Step 6: Misc. Operations Frameworks
Description: Develop a comprehensive framework for managing the financial, legal, and other departments that make up an organization.
6.1: Legal Framework
- 6.1.1: Establish a structure for managing legal aspects of operations, such as compliance, contracts, and intellectual property rights.
6.2: Financial Framework
- 6.2.1: Establish a structure for managing budgets, revenue progression, expenditures, etc. and establish a seamlessness link between finance and sales, including documents and notes.
6.3: Additional Frameworks
- 6.3.1: Create additional pages and dashboards within your command center to keep everything in one place.
Step 7: Operational Performance Monitoring Metrics
Description: We’ll create custom performance metrics for things that matter and give you a system for easily keeping track of progress so that you know what’s working – and what isn’t.
7.1: Operations KPI development
- 7.1.1: Develop Key Performance Indicators (KPIs) specific to operational performance to monitor efficiency, effectiveness, and productivity.
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