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    How To Structure Your Suite Of Online Offers, Programs and Courses with April Beach (Episode 299)

    How To Structure Your Suite Of Online Offers, Programs and Courses


    This Episode is Great For: 

    Established experts and entrepreneurs who are looking to scale online but want clarity on how. 


    Online services, courses, memberships, and coaching programs are a great way to scale your business. However, how you structure your suite of offers can make or break your business. In this week’s show April Beach shares her Strategic Business Design Method™ and how you can design your company for long-term lifestyle and profit goals now, and why launching any program outside this method is a risk. 

    At the end of this episode, you will: 

    • Get the high-level steps of April’s Strategic Business Design Method™
    • Know where to start when considering your offers
    • Have clarity on what you should be working on right now
    Resources mentioned: 
    For the bonus mentioned and for more about what we do and how you can work with us:

    April Beach on LinkedIn


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    Full Show Transcript:


    [00:00:00] Hi guys, and welcome to the last episode of the summer series here on the Sweetlife Entrepreneur in Business podcast. I’m April Beach, your host, and I am coming to you with this intro to this episode from my front porch. So you probably hear dogs and kids and cars. I have my fireplace behind me and there is a gentle summer rain shower and I’m just so grateful to be here recording this episode for you.

    [00:00:26] First of all, thank you so much for listening to this show. There are so many great business podcasts out there and I truly appreciate the fact that you hang out with me and that you don’t mind that I am here. And my workout clothes, my little Patagonia hat with my dog recording this intro from the front porch.

    [00:00:43] So this is the last of our summer series and in our summer series we have brought to the surface our most popular episodes of the last couple of years. And as you know, we deliver business coaching and strategies that other coaches will charge you thousands for. And so in this [00:01:00] episode we are specifically talking about how to engineer your suite of online offers.

    [00:01:05] Making the old theories of like basic Ascension model. We’re bringing those to light and talking about whether or not they actually should work for your business. We’re talking about new ways to engineer your suite of offers. And I teach you my strategies on offer engineering and business ecosystem engineering in such a way that It does things that my life that I get to do, I get to travel six months a year with my kids, my husband and I own five companies.

    [00:01:32] And that is only because of how I engineer my suite of offers. So with that being said, enjoy this episode. Everything can be found by visiting the show notes at And yes, next week is our 300th podcast episode. I’m so excited about that. Get ready for that. Make sure you hit the subscribe button, but in the meantime, dive in and take the proven strategies that I give you here on this show about [00:02:00] how to engineer your suite of offers.

    [00:02:03] And you can visit the new link that I just gave you at episode two 99. Or also the previous show notes link that I have given you in the past. Both of them will lead you to the resources that we have here waiting for you. Thank you so much for being a listener to this show, for being part of this summer series and being part of our online business family. I truly appreciate you.

    [00:02:28] You’re listening to the SweetLife Entrepreneur Podcast, simplified strategies to grow your service business and launch a life you love faster with business mentor and entrepreneur activator, April Beach.

    [00:02:47] Hi you guys, and welcome to episode number 225 here on the SuiteLife Entrepreneur Podcast. We’re going to go ahead and dive right in today. And we’re talking about how to structure your suite of offers. I know this [00:03:00] is a common question. I’m literally in clubhouse rooms every single week talking about this, because there are so many things that you could do that you could launch in your business to scale.

    [00:03:10] Who knows? Is that the right thing for you? Is that what we really need for you in your company? And that’s, is that really what’s going to equal the profit plan that you want? So in this week’s show, I’m actually breaking down a process that I take entrepreneurs through called strategic business design.

    [00:03:27] And so we’re going to dive into all things, how to structure your suite of offers to give you the results that you want. So let’s do a little bit of housekeeping first, and then we’ll go ahead and get started. This episode is for established entrepreneurs. So this is for those of you guys who are in phase three Of my Sweetlifebusiness launch system, it’s also called the start to scale up system.

    [00:03:47] Basically it is a roadmap of five different steps and you know which phase of business that you’re in. It’s really important. You know where you are so you know what you should be working on so you can scale your business faster. And so if you’re in phase three. [00:04:00] This episode is for you. So keep tuning in here and we’re going to go ahead and dive in.

    [00:04:05] If you aren’t really sure what phase of business you’re in, simply go to SweetLifeCo. com forward slash quiz, and you can take the quiz there and get your exact download customized to where you are in business right now. So this is what we’re talking about on today’s show. We’re talking about the fact that online services, courses, masterminds, coaching programs are all a great way to scale your business.

    [00:04:25] However, how you structure your suite of offers can make or break your business, your lifestyle, and your profit plan. So on this show, I am breaking down my strategic business design method, and I’m giving it to you high level because frankly, it’s so simple. You can run with it high level right now. And I want you to leave this show with exactly what to do to get started to design your suite of offers.

    [00:04:50] At the end of this show, you are going to know exactly the high level steps of what that method is. You are going to know where you can start right now in [00:05:00] considering your suite of offers, and you’re going to have clarity of what you are going for in the future and how that actually equals the lifestyle results that you want.

    [00:05:08] So if that’s what you’re here for, this show is for you. Let’s go ahead and get started.

    [00:05:23] Okay, guys, welcome. Thanks so much for hanging out with me today. This is episode number 225 here on the Sweetlife Entrepreneur Business Podcast and all the show notes and everything that we’re going to talk about on today’s show. Can be found by visiting SuiteLifeCo. com. Simply click on the podcast.

    [00:05:41] And this is episode number 225. And today we’re talking about how to structure your suite of offers. So I’m going to give you three high level steps. And within each step, we’re going to break them down. So if you have a piece of paper and a pen, Take notes. If you’re on the go, join me in clubhouse live this [00:06:00] week, because I’m going to be taking your specific offer design questions on Wednesdays at noon Eastern time.

    [00:06:07] And if you’re not yet, you can follow me on clubhouse at April beach. You’ll get notification of that room. And I would love to include you in workshop this with you. So let’s go ahead and dive in. First of all, let’s talk about why this is important. I coach entrepreneurs. Obviously all the time. That’s what I do.

    [00:06:25] And what we’re seeing is a huge trend of companies coming to us new and established companies coming to us who have launched a course or launched a membership, launched a grouping of offers because everybody else is doing it. And a couple things are happening. Number one, They’re failing, they’re falling on their face and nobody’s joining them.

    [00:06:45] Number two, what they’re doing for the people that are successful doesn’t really align with what they wanted to do and why they became an entrepreneur in the first place. And what happens is they are tapped out. They haven’t designed their offer strategically in a [00:07:00] way that is going to deliver a couple things.

    [00:07:02] Number one, the profit that they want. Number two, the lifestyle that they want and number three, the transformation that their clients want and need and deserve from them. So they’re tapped out. They don’t know how to do more. They don’t know how to create this, what we call a suite of offers. And this is how we build profitable million dollar coaching businesses that if you want, if you do it right, you can turn around someday and sell it.

    [00:07:26] And so what I’m going to do is I’m going to take you guys through high level. These are the three steps of my strategic business design method. And people fly to me here in Colorado all the time to meet with me for one day to go through this process with them. This is a very important process and I really want to make sure that it’s in your hands too.

    [00:07:49] Of course, I would love to have you join me here in Colorado or a virtual strategic. business design session, but let’s get you started where you are right now and make sure that [00:08:00] you know the steps of going through this. When you go through a process called strategic business design, you’re going to end up in three to five years from now with a company that you really, really love.

    [00:08:10] You’re going to end up walking into that brand influence that you’ve wanted. So what you want to be known for, how you want to be seen. And really, in my opinion, one of the most important parts is you’re going to end up with the life that you want. You’ve listened to this show before. If you’re new, welcome.

    [00:08:25] Hi, it’s nice to meet you. I travel with my kids four to five months a year and it’s broken up. I’m always on a plane. We’re always somewhere adventuring and that is because I learned at a very young age from my parents how to design businesses for lifestyle freedom and this is the process. Really high level and so I want to make sure you have it.

    [00:08:44] So let’s go ahead and dive into step number one. And I’m sure this sounds so crazy. You’re like, oh my gosh, this isn’t, this isn’t revolutionary April. When I tell you what step number one is, but it’s really important that most people skip it. So step number one is starting with [00:09:00] the end in mind. See what I said?

    [00:09:02] You’re probably thinking, oh, great. I’m listening to this podcast in. I’ve already heard all this before. Everybody says start with the end in mind, but let’s, let’s actually talk about what this means for you and why this is important. So starting with the end in mind means that you’re going to take a second.

    [00:09:18] And I really mean take a second, just sit for a minute and stop and envision what do you want your average week to look like in three to five years. That means, who do you want to be working with? What do you want that to actually look like? So I want you to dive in. I want you to close your eyes unless you’re driving.

    [00:09:38] Don’t close your eyes. And I want you to picture yourself. What are you doing on an average week and in an average day? What is your average day look like? And perhaps what is your average month look like? And here’s some questions. I want you to see in your own mind when we’re going through this exercise.[00:10:00]

    [00:10:00] How are you working with your clients or your customers? What does your interaction between you and your customers actually look like? Where are you working from? Are you working from an office space? Are you, uh, working from your home? Are you working from a sailboat? Where are you working from? I want you to really feel both of those things, because both of those things, that equals the business model we need to design for you.

    [00:10:27] And then, I mean, it’s not just a pipe dream and that’s why this is pretty crazy deep strategic business planning. This is not a business coach coming in here and saying, decide that you want to be on a boat. You’ll never get that from me. We need to talk about where you want to be. And I’m going to give you the exact steps to actually make that happen.

    [00:10:46] The next process is I want you to go through and who are you talking to? Who are you working with? Who flows through your day with you? Who flows through your activities? Who is on your team? And [00:11:00] how, what, how are they operating? What does that look like to you? The next question, after you go through and imagine that, I want you to figure out what is happening that is not work related.

    [00:11:11] And this is where the lifestyle entrepreneur side comes into play. What are you doing? That’s not work related. How are you interacting with the people that you love? What does that look like? And what are those relationships look like? And then when you go through this process to actually envision this three to five years from now, I really want you to see it.

    [00:11:33] Because these answers equal the business model and they are going to lead to the suite of offers that you’re going to want to create in your business. Along those lines, I do have a tool for you. Go grab it. It is a 17 page ultimate guide to online business models. If you have not grabbed that yet, grab it.

    [00:11:54] It breaks down every single type of offer structure that you can do for an online business. And I tell [00:12:00] you exactly how it’s going to affect your life. You can grab that simply. By going to Sweetlifeco. com, clicking on podcast number two 25. And we’ll make sure there’s a link here for you in the show notes.

    [00:12:11] So that’s step number one is starting with the end in mind. But I need you. Most people actually don’t go through this process because of the fact that they think it’s just this pipe dream they’re building. Now we’re going to go a step deeper. We’re going to reverse engineer it even more. So hang with me here, okay?

    [00:12:27] So after you’ve gone through that process to really figure out what that looks like for you, what you want that to look like for you, step number two is curating your suite of offers, programs, and products. So here is what I mean by this. What programs do you offer under your business and your brand?

    [00:12:48] What types of programs do you want to offer to people? What do you want to be serving them in what regard? How do you want to be coaching them? What type of results do you want to give to them? So, [00:13:00] what programs, plural, make up your suite of offers? The next question to that is, what are the business models of each one of those programs?

    [00:13:12] You could, in your business, only have one signature program that brings in half a million dollars a year. You don’t have to have multiple programs. But most companies do. I’m a big advocate for multiple streams of income. And frankly, you know, if you only have one program, we’re not really creating a journey for your clients to grow with you and to keep clients longterm.

    [00:13:36] And so I am a big advocate of creating a suite of programs that creates a journey for your clients to work with you for years and years to come as they grow. So in your mind, what programs are you offering when you imagine yourself? Five years down the road from now. And what is the business model of each offer?

    [00:13:56] And what I mean by business model, these are the common terms. Is one a [00:14:00] course? Is one a membership site? Is one a live virtual event? Do you have retreats? Do you offer one on one coaching? What is the collection of programs and the business model of each that is going to help you get to where you want to be doing in an average week and an average month and an average year?

    [00:14:18] And here’s one thing I want you to lean in on. And we do talk about this a lot in clubhouse. This is what we teach in my masterclass on how to create your signature programs is I don’t want you to be afraid to create a custom business model and deliver your programs in a way that meets your needs while also still delivering a transformation to your clients.

    [00:14:38] If you want to do a hybrid mix of models, which every single one of our clients are now. Don’t be afraid to do that. Don’t be afraid to think outside the box. And of course, what you create here and what we’re thinking about and we’re shopping in your brain right now in this podcast, it’s going to change as technology changes.

    [00:14:55] And you know, we get three, five years down the road and we bring in artificial intelligence and virtual [00:15:00] reality and all these other cool, amazing things, but we need to start with somewhere. And I want to make sure you have the roadmap to do this. Next question I want you to ask is what digital or physical products also make up your offer suite?

    [00:15:12] Do you have any? Do you have a book? Do you have t shirts that you sell? You know, what sort of digital or physical products might also be in that suite of offers? Are you writing your third book or your fourth book? Are you launching a podcast? What other ways are you contributing to the excellence of your clients?

    [00:15:29] And then here is where the hard work comes in. And this is where most of you guys are going to totally tune me out. But those of you that keep listening are going to be the ones that actually build the life that you want out of your business. The next part is to value and create a profit forecast for each one of your offers.

    [00:15:50] So you need to sit down and write the forecast of sales for each one of your offers and the value each one of your offers holds separately and collectively. [00:16:00] and crunch those numbers and make sure they’re going to equal that lifestyle that you want. And then the third step is to determine what do you need to build right now?

    [00:16:11] What do you need to start building right now in the next 30, days? What’s the top signature program that you want to launch or gain traction on first? What do you want to be known for first? And most importantly, how does this first program you’re launching fit into that long term suite of offers? And that’s what I want you to lean in on and those are the questions that you should be able to answer.

    [00:16:36] If you cannot answer those questions, you know where to find me. This is my jam. This is what I do. You can send me an Instagram DM. I would happy to be happy to set up a strategy session with you. But the first thing is we need to do one thing really, really well. We can’t do all the things at once. And it’s also really hard with all the noise across marketing to become known for something.

    [00:16:54] So I want you to lean into this one first signature program that you are building. And you need [00:17:00] to see and understand how that fits, how that one brick, if you will, fits into the bigger house that you were building with all the other bricks. Signature programs that you will create and once you nail your signature offer, once you’ve scaled this first one that you’re doing and that includes a program delivery, you’ve reached your first benchmark of your profit goal, then you can move on to developing the next program in your suite of offers.

    [00:17:26] And as you go and as you grow, your clients go and grow with you. It’s an amazing thing and when it’s well thought out and there’s a strategy, I guarantee you it works every single time when we don’t add in strategy and tactics to creating business design. That’s where entrepreneurs run into trouble.

    [00:17:46] And so I wanted to download you on this today, and I wanted to give you these really three high level steps. Literally people fly to me in Colorado to spend a day with me to go through this and design this for their company. [00:18:00] And I want you to have these tools too. You’re, you’re my people, you’re my podcast family.

    [00:18:04] And thank you so much for listening to the show. And I’ve been getting a lot of questions about this lately. And so I really wanted to make sure that one of these shows here, as soon as I could fit it in, we were talking about these high level steps. So this is my strategic business design process and I want you to have it.

    [00:18:22] Let’s go ahead and recap. They’re very basic, right? It doesn’t have to be complicated to build a profitable business. As a matter of fact, simple is what creates traction both for you and for your followers and for your students, your clients, your customers. So number one is starting with the end in mind.

    [00:18:40] but in a much deeper way than you have done before. It’s understanding how what you want your life to look like is controlled by the business model. You choose number two is curating your suite of offers, programs, and products, and not only doing that, but then going the extra step, creating a [00:19:00] profit forecast for each of them.

    [00:19:02] And understanding and making sure that the hard work you’re doing is in fact, going to equal the profit that you need in order to create the lifestyle and the impact that you want to make. And then the third step is to understand what you need to do first and build right now in the next 30, 60, 90 days, what you need to be leaning in on what signature program that brick in the, in the big building of your whole house has to happen first, what’s the first brick that has to be laid.

    [00:19:27] And this isn’t for new businesses as a matter of fact. If you are a new business, thank you for listening to this. But these are the things that we work with, with established companies, established experts that are scaling offline to online, or who have just done a lot of things. I think one of the biggest confusion places in this are companies and entrepreneurs that have launched a whole bunch of things, and it’s all just a bunch of things thrown out there.

    [00:19:51] There’s no strategic business design plan. And so it’s taking what, you know, what you’ve done well and putting it into a strategic plan, because I [00:20:00] really, I want you to have what I have. I feel so blessed, but it’s taken a lot of hard work and it’s a lot of strategy and it’s a lot of understanding how the importance of reverse engineering your business model equals that lifestyle and that profit that you want.

    [00:20:14] And so this is a wrap on today’s show. I want you to lean in from here. And I would highly recommend connecting with man clubhouse. I would love to workshop with you on this and lean in. And instead of saying, I want to launch a course, or I want to launch a mastermind, or I want to launch a membership. I recommend that you go through the process of strategic business design to understand how it affects your life.

    [00:20:39] And truly, what’s the best transformation that you can give to your clients? Are those business models truly the best ways that you can get them the transformational, predictable, measurable results that we want you to give them in your suite of offers? That’s what we talked about today on the show.

    [00:20:57] Thank you so much for spending time with me [00:21:00] here. Again, this is a Sweetlife Entrepreneur and business podcast, episode number 225. I know your time is super valuable. So I hope that you felt that it was valuable spending this time here, listening to me. And I would love to connect with you further. As I said, on clubhouse, you can follow me at.

    [00:21:16] April beach and all of the show notes and everything we talked about today. It can be found by visiting Sweetlifeco. com. Simply click on the podcast button. And this is episode number 225. Thanks so much. And I can’t wait to talk to you guys again with another proven business training you can take to the bank next week. Bye bye for now.