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“Build a business that evolves — as you evolve — as an entrepreneur”

I was exhausted.

At the beginning of my journey…

I spent 6+ months trying to piece together a business plan.

I’d jump from one idea to the next, trying to pull together products, audience-building strategies, and offers all at once, hoping something would click.

But every step felt like walking in circles.

Everything felt disconnected.

Every time I thought I had a clear direction, I’d get sidetracked by a new tactic or idea, which only added to the pile of half-finished plans and vague goals.

“YES, this new shiny thing is going to be the answer”

Only to realize a few weeks later…

“I'm just submerging myself into another rabbit hole.”

I wanted a clear path forward.

Something that would let me build intentionally, step by step.

Business as a whole…

Started to seem like a tree with unlimited branches with no clear indication of the essential pieces that make an actual business “work”.

• Sales.

• Product.

• Design.

• Copywriting.

• Advertisement.

• Content Creation.

• Human Resources.

• Customer Services.

• Project Management.

• And a thousand more…

That’s when I found the Value Ladder by Russel Brunson.

A step-by-step approach that finally made sense of all the moving parts.

Russel presents the value ladder as a series of ascending offers that progressively increase in price and sophistication.

Meaning…

You have multiple levels of service that you can offer.

The longer a client stays with you…

The more money they have the “opportunity” to spend.

But I saw WAY much more than that.

I took that concept & apply it to the entire development of my business.

That’s when I came up with The 1-Page Business Plan.

With this framework, I was able to:

• Have a clear understanding of what was required.

• Stop my analysis-paralysis & start building the damn thing.

• Build my brand to 10,000 total audience in just 12 months.

That being said, let's dive in:

Everything made sense…

Instead of launching everything at once…

And spend 200+ hours with unnecessary stuff…

I saw that I needed to get attention first.

Either through:

• Outreach [Time (high) + Investment (low)] = normal results. (linear).

• Content [Time (medium) + Investment (low)] = slow results (compounding).

• Ads [Time (low) + Investment (high)] = fast results (discounting).

Then — the second step was to convert that attention.

Get contact details (email list) by presenting them a lead magnet.

Once I had an email list…

The next step was to present them with a low-ticket product.

In the context of acting as a natural step after the lead magnet.

Suddenly, it all felt like a cohesive plan:

• The lead magnet would serve as a starting point, offering a quick, valuable resource.

• The low-ticket product would then follow naturally, building on that foundation.

• And that product would tie directly into the broader context of my core offerings.

It also worked perfectly in reverse:

• The lead magnet could become a key feature of the low-ticket product, adding extra value.

• And that product would remain a critical tool in the overall strategy, feeding back into my core offerings.

Each piece would feed into the next — nothing going to waste.

“Finally — a clear path forward”

Each step had a single goal:

1. Build a lead magnet (build an audience).

2. Build low-ticket product (gather social proof).

3. Build core product (Build sustainable revenue).

4. Build high ticket service (scale the machine).

Yes, there are multiple questions playing in the background.

For example:

• How do I build a lead magnet?

• How do I build an audience?

• How do I get contact details?

Even thou I still had a lot of questions.

Everything felt more “concentrated”

It felt more directional.

Meaning:

“I only need to solve THIS problem — at THIS specific point in time”

You don’t need to know everything to start.

The 1-page business plan is designed to evolve as you evolve as an entrepreneur.

That to me — is powerful.

The Foundation

We can’t build a business plan if we don’t know:

• What problem do we solve?

• Who do we solve to?

• How do we solve it?

I follow a simple mindset to figure this out.

“Turn your lessons into cash” — “You’re your best customer”

Problems → Solutions.

Packaged Solution → Systems.

Packaged Systems → Products.

Your customer is “you” 2-5 years ago.

What is the most important information to your progress?

What problems did you encounter & what solutions did you use?

Get very specific with this.

• Reflect on the last 2-5 years and the systems, templates, and advice you wish you had then.

• You are now an expert and can give yourself the advice you would need to grow faster.

• Help yourself 2-5 years ago find clarity, belonging, and growth through the content you create.

What:

• Have you learned?

• Problems have you solved?

• Stories have changed you?

• Struggles have you overcome?

• Tools/systems have helped you?

Here’s an Example:

You’re building a apparel store on Instagram.

You share your journey through content.

You encounter a problem when building X in your business.

You found a solution & then created a process/system.

Then you start helping people solve the exact same problem on their apparel stores.

That can be with:

• Coaching.

• Newsletters.

• Digital products.

• SOP’s.

• Licensing.

• Agency.

• Physical Services.

Is not even a question of free or paid.

You solve stuff & you talk about it.

Solved a huge problem?

Charge money.

Solved a small problem?

Give it for free through normal content or lead magnets.

The possibilities are endless.

That answers the questions:

• What problem do we solve?

• Who do we solve to?

Now — let’s figure out:

• How do we solve it?

The Delivery Cube

I want to go deeper than just product vs service.

I want to give you a model…

That you can apply to ANY product (no matter it’s complexity).

Presenting: The Delivery Cube.

The Delivery Cube is a model developed by Alex Hormozi to answer the following question:

“How can you improve an offer without any additional costs?”

Is a post-product model.

Meaning…

It’s a model that you apply to optimize the delivery of a product/service.

Once again like the value ladder…

I saw the potential to apply it in other areas of the business.

Instead of using it for optimization….

I applied it to the packaging of the product itself.

The model is divided across six dimensions:

Disclaimer:

I can spend HOURS just explaining the value ladder & delivery cube — so take this as an extremely over-simplification of both frameworks.

This is just an introduction.

I’ll cover it in more depth — in the following newsletters.

So… stay tuned for that.

1. Client Ratio:

“Who Many People Are You Serving Per Product/Service?”

There’s 3 ways to do it:

• One-on-One: Exclusive, personalized solutions for high-paying clients.

• Small Group: Intimate settings like workshops or coaching pods.

• One-to-Many: Scalable options, such as webinars or pre-recorded courses.

2. Client Involvement:

“How Much Effort Do They Put In?”

• Choose the level of involvement required:

  • DIY (Do-It-Yourself): Provide tools, guides, or templates for independent use.

  • DWY (Done-With-You): Offer guidance or partial implementation, such as consulting or co-creation.

  • DFY (Done-For-You): Deliver turnkey solutions where the client only enjoys the result.

3. Support Channels:

“How Accessible Are You?”

Offer support through different channels:

• Basic options: Email or Text.

• Premium options: Phone, Zoom, or Dedicated Reps.

4. Consumption:

“What are the consumption formats?”

Think about how customers consume your product:

• Formats: Live, Recorded, Written, Audio, or Video.

• Delivery: Real-time interaction or on-demand access.

Pro tip:

You can add multiple consumption styles inside the same product like written & video to provide extra value.

5. Speed and Convenience:

How Quickly Do They Get Results?

Speed is a competitive edge customers will pay for:

• Examples: Express shipping, instant digital downloads, feedback cycle.

Pro tip:

You can sale the exact same thing as your competitors.

But If you provide results quicker — you win.

6. 10x vs. 1/10th: (Optional)

“Extend the value to both extremes”

Two creative questions to reimagine value:

1. What would I add if I charged 10x the price?

2. How could I deliver more value at 1/10th the price?

This is an exercise to add or subracts features inside a product.

Meaning…

Dissect one thing into multiple products or to package more stuff as a high-ticket offer.

Everything together

Pick one thing of each dimension of the cube.

Let’s start with your lead magnet:

• Do you want to do One-on-One, Small Group or One-to-Many

• Do you want to make it DIY, DWY, DFY.

• Do you want… well you get the point.

Apply the Delivery Cube to each & every level of the value ladder.

No need for guessing. Know exactly how to package each one.

That being said…

Let’s see how each level of the ladder works:

Level 1: Free Offer

• Goal: Build an audience.

• Method: Lead Magnet.

• What It Is: A free offer that gets people into your ecosystem.

• Purpose: Solve problems & provide value to build authority & trust in your work.

• Example: A downloadable resource like a “10-Step Marketing Checklist”.

• Price: Free.

Start with Free

Here’s the thing.

At this point — no one trust you.

You need to build a level of trust with your audience.

Most people will try to build distribution & THEN launch a lead magnet.

I believe that’s the wrong approach.

Not only that — I believe that having a lead magnet in the beginning will make your audience grow even faster.

In my case…

The first thing I built was The Roadmap Newsletter.

I chose the newsletter for 3 reasons:

• Is a natural way to build an email list.

• Gives me indirect permission to reach out on a weekly or monthly basis.

• Gives me complete attention of the reader with no outside distractions.

The foundation of the value ladder is the free offer.

This could be:

• An ebook.

• Checklist.

• Webinar.

• Free consultation.

• Course module.

• Newsletter.

• Etc.

The goal is to attract and qualify leads by providing immense value at no cost.

Free offers are 99% of the time…

The first serious interaction with you and/or your business.

I won’t be able to dive deep into how to develop lead magnet on this article.

If you want to learn more…

Get the Lead Magnet System 2.0 here:

https://the-roadmap.beehiiv.com/p/lead-magnet-system-b918.

Level 2: Low-Tier Product

• Goal: Solve a milestone problem.

• Method: Product/Service.

• What It Is: An introductory product or service that solves a common problem or teaches a basic skill—something tangible that gets results.

• Purpose: Initial buying relationship by providing actionable value at a low price point. This is where prospects transition from being interested to becoming invested.

• Example: A digital course, a template, or a low-cost product.

• Price: $0 - $250.

$0 to $250 Product/Service

Once you've captured leads with your free offer…

The next step is to convert them into paying customers.

This is where your $0 to $250 product comes in.

This is your entry-level paid offer - something that delivers quick, tangible value and gets customers accustomed to buying from you.

This could be:

• Digital products.

• Physical items.

• Low-cost services.

• Etc.

Remember:

This product needs to act as the natural next step after they get your free solution.

Level 3: Main Offer:

• Goal: Solve a complete problem.

• Method: Product/Service.

• What It Is: This is your core offering, where you deliver a more substantial, transformative service or product that addresses a major need.

• Purpose: If level 2 is to build a strong initial relationship, here is when they marry you.

• Example: Sales Funnel Development.

• Price: $250 - $2000.

$250 to $2,000 Product/Service

This is your mid-tier offer - something more comprehensive that really begins to transform your customers' lives or/and businesses.

This could be:

• Online courses.

• Group coaching programs.

• High-end softwares.

• High Ticket Services.

• Etc.

By this point, you've established trust and credibility.

Meaning — customers are willing to invest more to work with you.

Level 4: High-Ticket Offer:

• Goal: Provide top-tier, customized solutions for serious, long-term clients.

• Method: Product/Service.

• What It Is: A high-ticket offering designed to deliver premium results, often involving exclusive access, personalized service, or advanced training.

• Purpose: To offer clients the ultimate experience, bringing them lasting transformation and high-level results. This level is reserved for committed customers looking for complete, customized solutions.

• Example: Private coaching, masterminds, or done-for-you services.

• Price: $2000+.

$2,000+ Product/Service

At the top of your value ladder sits your $2,000+ product or service.

This is your high-ticket offer…

The ultimate solution you provide that delivers maximum value & transformation.

This could be:

• Private coaching.

• Mastermind groups.

• Done-for-you services.

• Premium information products.

• Etc.

Whatever it is…

It should be the pinnacle of your value ladder.

Reserved ONLY for your most serious & committed customers.

Driving Traffic to Your Value Ladder

Remember:

• You need traffic to get leads.

• You need leads to get sales.

So the first step… is to learn how to get “traffic”.

Unfortunately… I wont be able to dive deep into this topic today.

To learn more…

Get The Lead Generation System here:

https://the-roadmap.beehiiv.com/p/lead-generation-system.

Ultimate Action List

If you forget everything in this article, remember this checklist:

1. Define Your Foundation

   • Identify the problem you solve and who you solve it for.

   • Reflect on your own journey and lessons learned to determine your expertise and offerings.

2. Build Your 1-Page Business Plan

   • Create a lead magnet (free offer) to build an audience and email list.

   • Develop a low-ticket product ($0-$250) as an entry-level paid offer.

   • Build your core/main offer ($250-$2,000) to deliver more comprehensive value.

   • Create a high-ticket offer ($2,000+) for your most committed clients.

3. Optimize Your Offers Using the Delivery Cube

   • Determine the client ratio (one-on-one, small group, one-to-many).

   • Choose the level of client involvement (DIY, DWY, DFY).

   • Offer different support channels (email, phone, dedicated reps).

   • Provide various consumption formats (live, recorded, written, audio, video).

   • Emphasize speed and convenience for your customers.

   • Explore extending value at both 10x and 1/10th the price.

4. Drive Traffic to Your Value Ladder

   • Learn effective lead generation strategies to attract your target audience.

   • Refer to the "Lead Generation System" resource provided in the document.

There you have it, The 1-Page Business Plan.

I hope you found these helpful.

Take some time this Monday to begin implementing what I've shared here today, and then hit me up on LinkedIn in a few weeks with an update.

Let’s build together!

Sebastian Morino

P.S. Whenever you're ready, there are 2 ways I can help you:

1: Build your clarity, systems, and growth with 1:1 consultations here.

2: Follow me on Twitter, LinkedIn, and Threads for more operating systems.

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