How To Launch A Profitable Group Program In The Current Climate
I wanna talk about the elephant in the room right now – The current economic climate.
Because there’s no doubt about it, businesses ARE feeling it right now. Certain industries more than others.
And while it's important to acknowledge that, so you can meet the market and do what’s required in order to THRIVE in this climate – it’s also important NOT to let fear be in the driver’s seat of your business.
So I want today’s episode of the Feminine Fire Podcast to be very practical and pragmatic.
Because there IS plenty of evidence of people selling and having successful launches right now!
So how do you make informed, intentional, strategic decisions for your business so that you can launch your group program and ensure that it’s PROFITABLE for you in this current climate?
That’s what we’re talking about in today’s episode.
Let’s kick off with the strategy side of things first…
Launch Strategy 1: The power of the pivot
This comes down to the very simple fact that you can’t ignore when things change in the landscape. As business owners in 2024, we have to be agile and adaptable and able to move quickly and respond to the world around us.
When things change, you have to adapt to that change.
Now that doesn’t mean jumping on every single trend or burning everything to the ground, but rather looking at the small tweaks or pivots you need to make to meet the market.
Is your offer what your ideal clients are desiring right now?
Is your messaging landing in this current climate?
Is your launch strategy taking into account changes in buyer behaviour?
Let me give you some examples here for each of these…
When it comes to your offer and your ideal soulmate client…
Has there been a shift in what they are wanting and needing right now? Because it may look slightly different this year than it did last year.
I know for my clients – there’s a real desire for deeper support and more intimate spaces so I’ve added in quarterly 1:1 sessions to the Spiritual Business Mistressmind for this next round and as always numbers are limited to keep the space small and intimate so I can show up and serve in that really deep way.
So what does that look like for you and your offer and soulmate clients right now? Are there any small tweaks you need to make to your offer in this way?
And similarly when it comes to messaging…
Are you speaking to the right ideal client? And what’s truly speaking and landing for them right now? What’s motivating them to buy?
So for example, the messaging landing for your ideal soulmate client right now isn’t necessarily going to be the same as your last launch.
Who is your ideal client for this offer?
Has it shifted since last time?
And what’s the messaging that is really going to resonate and land and motivate them?
What do they need to hear to feel seen and heard?
What are the biggest motivating factors for them right now?
What are the specific outcomes they are looking for?
It might only be a small shift in messaging but this small shift is going to be really powerful in ensuring your ideal client sees your offer as exactly what they need right now.
Taking into account any shifts in buyer behaviour right now
The fact is people are being more considered with where they’re investing and spending their money right now. This means they need more time and more nurturing on the path to saying yes.
So make sure you’re allowing that space in your launch timeline for nurturing and relationship building. Having a solid pre-launch phase and a longer open cart period is going to support you with this. One of my long term clients who has always preferred a shorter cart open period, she’s made the pivot to a longer launch timeline for her next launch to respond to the needs of the market and her ideal clients right now.
Being open to making these small changes and pivots in your launch strategy is what will set you up for success in this climate, and continuing to stay agile DURING your launch as well. Being responsive. Noticing what’s landing most for your ideal clients. Taking what you’re seeing, the conversations you’re having and continuing to make those small tweaks to your messaging as you go is going to serve you so well.
In this climate, the people who aren’t willing to be agile and adaptable are the ones who aren’t going to see the results they want.
The market requires this of us as business owners, our clients require this of us right now. I know change isn’t always comfortable but it’s necessary. So be agile. Be adaptable. Be brave and make the pivot.
Launch Strategy 2: Pricing for profitability
If you want to have a PROFITABLE group program launch, pricing is important. You need to be pricing for profit.
But if you’re coming up against money objections where people are saying “I’d love to join but I can’t afford it right now” then it can be easy to fall into the thinking that your offer is “too expensive” or that you need to discount it.
A few things here…
Firstly – do not discount your offer.
There may be a slight pivot necessary for you here in who your ideal client is for this offer, as well as your messaging. Who is the person that DESIRES your offer at this price point right now in the current market? And how are you speaking to their specific desires in your messaging? So refer back to strategy number one above, the power of the pivot.
Secondly – instead of discounting your offer, consider how you can add in flexible payment payment options for your people right now.
So depending on your offer this might look like tiered pricing and having different options for people, one where they might get greater access to you and another where they might get less, and having the price points reflect that.
You might also offer payment plans and even extended payment plans so that it's even more accessible. I recently added in an extended payment plan option for the Spiritual Business Mistressmind so there’s now a 9 month option, and when I shared it with one of the women who I’d been chatting with who had said the 6 month plan was a bit of a stretch, she was super grateful and said “yes I think I can make that work”
You don’t have to discount your offer in order to make it more accessible for people at this time. There are ways you can bake accessibility into your offers without discounting – so you maintain your profitability, it’s more accessible for your people AND you get to serve and support some incredible humans as a result. It’s a win-win for everyone.
So price for profitability, don’t discount your offers and look at how you can create accessibility through tiered pricing or payment plans instead.
And if someone still can’t make that work – do you have a different offer that you can share with them instead that will still be supportive but within budget? If they’re not a fit right now for your group program, they might be a fit for something else.
And it’s worth noting that it’s not always going to be the right fit or the right time for everyone, and that is okay. Maybe you offer to pop them on a waitlist for next time or direct them to some of your free resources in the meantime. Some people will just be a no, and that is okay.
Remember the sales cliche: “every no is getting you closer to a yes”
Launch Strategy 3: Highlight social proof and past client results
Right now people want to know that if they are going to spend their money with you, that it’s going to be worth it for them. They want a return on their investment. They want results. They want it to be worth their hard earned cash.
So how do you demonstrate that it WILL be worth it? You show them.
You show them by highlighting social proof and past client results. Sharing testimonials. Sharing client case studies. Sharing screenshots of messages from satisfied clients and customers. This is super important for building trust and allowing people to see what’s possible for them too.
In this current climate, this is more important than ever. So don’t be afraid to go ham on this and sprinkle those client results and testimonials and case studies everywhere during your launch.
Launch Mindset & Energy
So that’s the strategy piece, let’s talk about mindset and energetics because this is just as important if not more during launch, especially in this economic climate.
Be mindful of the conversations you’re having and the people you’re spending time with.
It can be very easy to find yourself having lots of conversations about how expensive things are right now and how hard everything is, and again – that’s not untrue right now. It’s true that the cost of living has gone up and that people are finding it more challenging right now economically. And this isn’t about diminishing or bypassing that as a very real experience and truth in this climate.
However, you need to be really mindful of how those conversations are impacting your mindset and energy as a business owner heading into a launch.
There are plenty of examples of business owners who are having GREAT launches and still making great money right now. And being in rooms and having conversations and consuming media and content that supports your mindset and energy is really important. Because if you think it’s all doom and gloom right now and that’s what you focus on, then it’s going to be a lot harder to have a profitable and successful launch.
It’s why I love masterminds and group programs and group spaces that UPLIFT you and expand you and show you what’s possible – it’s why I created the Spiritual Business Mistressmind and my other group programs. It’s a space to have those nuanced conversations and the group really holds the energy of both/and. People who get it.
And it’s not about ignoring reality, but it’s about being around people and expanders who have a positive, optimistic outlook, who can hold the energy of things being challenging and still maintain that positive outlook. People who allow you to lean into the belief that everything is working out for you, that there’s ALWAYS a solution.
Because as you launch your group program, you want to go into that launch with a mindset and energy that’s supporting your success – not holding you back.
These times are really calling us to step into and embody our leadership and power.
So what does that look like for you to really embody your own leadership, to step into your power and fully own it?
That’s the energy you want to be in as you launch. That’s the energy that’s magnetic to your dream soulmate clients. That certainty and trust in your mission, in your work, in your program, in yourself being THE answer for your ideal clients.
You’re here to serve, and the mindset and energy that’s going to support you to do that isn’t one focused on how everything is hard right now. It’s one focused on how you have a mission and a vision and so much magic to share with your people, and nothing is going to stop you from showing up and sharing that with the people who need it.
Your people need your magic and medicine now more than ever before. So how are you showing up in that energy and embodying the leader you need to be to serve and support your people at your highest?
Ooft. Mindset, energy and of course, strategy. This is what’s going to serve and support YOU to launch a profitable group program in this current climate.
This is what I support my clients to do inside the Spiritual Business Mistressmind.
I work closely with my clients because being able to respond and adapt to changing environments is SUPER important as a business owner. It will also be personal to you – depending on your business, your offers, you and who you’re and how you like to work.
Inside the Mistressmind, this is the kind of high level support you get. We look at what pivots you might need to make, refining your offer, refining your messaging, refining your launch strategy, looking at pricing and the content you’re sharing during your launch, and of course supporting you with your mindset and energy too – this is a big part of the work I do with my Mistressmind clients when they’re in launch because it’s just so important.
Doors are still open for the next few days. The next round kicks off very soon on Monday 30 September and I’d love to have you in it with me if you’re serious about scaling your business and wanting a clear strategy and mindset support to sell out your group programs in 2024 and 2025.
You can find out more here or come on over to instagram and send me a DM at @bec_cuzzillo – I’d love to connect and have a chat with you!
