TGA Anne Legg
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Deep Dive Notes

Notes from our calls
🔖 The Way Forward Call (Call #3)
Agenda
Checkin
Agenda-setting for today —
Product families “putting it in boxes” - P&L’s
Unpacking prospect list — next steps here.
Social Media Mgr - functional job description + leads
$1,000-1500/month
marketing execution -what does the Promo for Luminary look like
Notes from interim:
I need to create a profile of who are idea partners and make better choices
and 🔗
Systematization Ideas:
Funneling a lead towards the right product & assessing urgency. ()
Have , maybe one for each product/area of the business/maybe combined
Chipotle the proposal process ()
Handle Objections Up Front: Are any of these top reasons for No (or slow decision-making)?
the decision-maker wasn’t in the room (got info second-hand) - NO
budget was nebulous and you didn’t hit it
they were tire-kickers more than buyers

🔖 Deep Dive #2
Agenda
Overall Direction
(near-term) + (longer-term)
Let’s project plan.
recommendations
Other recommendations
Homework!
Notes
Overall Direction
Move from doing ALL THE THINGS to focusing on THE BIG LEVERS. So:
We need to suss out which levers ARE big — and drop the rest.
Collect & analyze what data we have to determine where the efforts should go.
We need to focus your time on the big levers — and delegate (or drop) the rest.
Systematize so we can delegate and/or have it take up less time
Get smarter on which prospects pan out, so we can focus on converting the likeliest ones and we can go find these kind of folks vs taking what comes.
Move towards a more predictable conversion cadence, if possible. Once we systematize and make sure the pedal is always being pushed, this can happen.
Rev Forecast
1
Search
Rev Categories
2023 $
%
From 2022
Notes:
1
Education
$100,000
50%
2x
This is 190-200 students. 150+ of them should come from 3-4 Big Partners.
Open Calendars - anyone can sign up any date.
2
Market Awareness
$40,000
20%
same
Need to start instigating now. Promo pice is done.
3
Consulting
$40,000
20%
10x
Have big proposals out right now. Luminary Promotion pitch to get folks to commit.
Demo next week! Each 10 nets us $25k (and $25k again later)
4
Consulting
$20,000
10%
5x
Need 1 of the 3 Partnership ideas to pop.this is enfolded into consulting
5
Misc
0%
nix
After Feb, this goes away. Need ^^^ to take up slack by end of Q1.
There are no rows in this table
$200,000
Sum
100%
Sum
Given this mix, we need to:
Create project plans + expected rev forecasts for each of the options in play.
So that we know the relative value of each against each (and can prioritize).
So that we know if we’re “behind” and can make adjustments.
So let’s spend some time project-planning.
Other Recommendations
for these new opportunities.
Specifically how to systematize prospecting
Big Partner research, outreach templates
Homework
Educ: Big Fish prospect list — who, how many, etc
Speaking - who will I bundle into Educ
Partners -
Alums - roll into social content calendar
— homework is here too.
🔖 Deep Dive #1
GROWTH MAPPING
In 2022, we are projected to make $131,000 in annual revenue and educate 236 students
Through end of July - 66 // New annual # is 80
In 2023 we would like to earn $200,000 in annual revenue and educate 300 students. 1.5x rev growth YOY
In 2024 we would like to earn $350,000 in annual revenue and educate 600 student 1.75x rev growth YOY 2.6x rev growth from 2022
Quick & Dirty Rev Forecast
1
Rev Categories
2022
2023 $
1
Education
$49,000
$100,000
2
Market Awareness
$31,000
$40,000
3
Consulting
$4,000
$40,000
4
Consulting
$4,500
$20,000
5
Misc
$42,000
There are no rows in this table
$130,500
Sum
$200,000
Sum

find BIG partners for Education - who can supply the students.
160 > marketing machine and/or a Big Partner 50+ students
get ONE of the partnership things to hit
Consulting: big jump - have big proposals out right now. Luminary Promotion pitch to get folks to move.

WHAT’S THE WORK
Rev Gen Work - 63% of time
Search
Category
Offering
Creation Work
Fulfillment Work
Marketing Work
1
Education
Education classes
Deck refresh, 2-3 hours of LMS work, setting up polls, getting students. LMS logistics. Student mgmt.
LMS - Wix forum
35%-50% of time
45 hours per 30 days, for each class
sell through regional group channel (only channel). meetings, white paper, testimonials, videos. Their marketing isn’t so good. She doesn’t talk to end buyers, THEY talk to end buyers on her behalf. She has blog/social & drive traffic. They get paid per head.
2
Education
On Faculty at TCU/SCMS
3
Market Awareness
Speaking Session - 1 hour
List of topics are refreshed each year, sent to groups.
Flying & speaking.
Bundled with Education. They find her. Video to Trainers of CU.
4
Market Awareness
Speaking Session - pre-con
5
Market Awareness
Speaking Session - key note
6
Consulting
Consulting - (small)
All done!
Combo of pre-work and half-days, etc. Has some pre-recorded videos that work.
7
Consulting
Consulting - Design Thinking
3 on-sites, not much behind-the-scenes work.
All former students, pitch them & have conversations until they’re landed.
8
Consulting
Consulting - Data success & Strategy
6 weeks - Discovery, on-site, build out strategy and present.
9
Partnerships
Partnerships
Adding either education or consulting to another company in the CU space
10
Partnerships
Small Market Advisory - small market CU intensive - in cohorts of 10
This doesn’t exist, have an association that’s several-webinars in. Looking for 10 yes’s for 12 people.
11
Partnerships
Thrive Advisory Index - building ARK - impact index
Have 3 beta-testers, need a couple more rounds of beta.
Data company is going to find prospects + former students.
There are no rows in this table
Partnerships - 5 big proposals out. 11 to CU/Former students. 4 are still viable, can land 1 by end of year. We need to do to a pattern-spotting - what can we ignore? Proposals themselves are pretty Chipotle.
Lead Gen Work - 35% of time
Blogs - I blog weekly and push it out via email to 600 of my closest cu/league/partners as well as push out on LinkedIn and Twitter. — 20% open rate, no data for conversions. Wix hosts website & email. Reuses content a lot, new content is a bear. They also go out on linked in and twitter + smaller snippets too. Batches for 3-4 weeks at a time. Next to google. LI is my biggest driver to website activity.
Mostly this is the person-to-person prospecting. Esp at conferences & post-conferences.
Admin/Ops Work - 6% of time
Finances: QB for accounting and time-management piece. Productivity Planner (Kirk gave it to her)
Scheduling herself - prioritizing the week; travel, travel time.
Work that does not get done
A. Student Engagement Hub > leverage new opportunities, keeping the relationship going, there’s a gap in the market for community. Safe place where they can collaborate. NEW PRODUCT IDEA - a lot of insights that can make content creation much easier.
I now have 240 lovely potential clients that I would love to build an alumni page for/ gain insights into their needs and keep my finger on the pulse of this group.
B. Update my website
I need to highlight the educational offering and let the market know I am trying to educate 25% of the market.
C. Create a formal sales funnel. So much more we could be doing
Students - very opportunistic and not systematized, 131+faculty students.
Lead Magnets exists - but no hits
Partners - put them into a lump and solve problems categorically. CRM - spreadsheet, loves Asana but doesn’t use it.
D. KPIs & reporting - what’s meaningful and what’s actionable
Future Work - not yet accounted for

WHO DOES THE WORK
Who is this Anne Legg person, she sounds like a great worker...

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