How a Smart Value Ladder Helps You and Your Customers Scale Together

Welcome to The Scalable Expert, the podcast where we unlock the secrets to building a business that grows with you, not around you. I'm your host, Tara Bryan, business strategist, mentor, and creator of the INFINITE SCALE Method. If you're a coach, consultant, or service provider who's maxed out with one on one work, overwhelmed by the grind, and ready to scale your expertise into a business that works for you, then you're in the right place. Each week I'll share actionable tips, inspiring success stories, and proven strategies to help you reclaim your time, grow your income, and create a business that delivers results without sacrificing quality. Let's dive in and make your business INFINITELY SCALABLE. Hey everybody, welcome to today's episode of the podcast. I am so thrilled that you're here. In this podcast, I want to talk about your business value ladder. So often when we are just trying to decide what kind of offers to put out there, how to look at your business and, and really create a scalable offer suite, we tend to start by putting either kind of our disjointed offers that we already have together into a value ladder, or look at our offers as sort of just like separate pieces. But instead what I challenge you today is to think about not having your offers just be sort of random events or random pieces that are put together, but really look at it as a progression. So when your customers come in to your business, there's lots of different ways that they may want to interact. With what you have to offer, depending on kind of where they are in their journey and what their appetite is for, you know, whether they want to do it themselves, do they want to do it with you, or do they want you to do it for them? So when you start to think about a value ladder, when I was just talking to a couple of colleagues of mine, we were connecting on a call and and one of them was talking about how, once he looked at his value ladder, his offer suite, as something that was all connected, it all started to make sense for him. So, I want to share with you the analogy that he came up with and then put my own spin on it to help you see kind of how this progression works. So he said, you know, it was like if somebody wants to learn yoga and, you know, is, is starting to be interested in yoga, one of the things that they're going to do is first of all, like how did they become interested in yoga? Right? Like, did they read a book? Did they read an article? Did they hear from a friend about the benefits of yoga? Right? Like at some point they got interested in yoga. So the very first thing that they may do is they may go to a yoga class. You may go to a yoga class. You may see like, oh, do I like this? Do I not like this? Is this something I'm interested in? And then from there, they may go to another yoga class or to a couple of yoga classes just to kind of see like, is this really the thing, right? You can go once and and that's exciting, but you may want to go to another one. You may want to go to a different type of class all within kind of the yoga realm. So you go to multiple classes and then from there, you're like, okay, I'm really into this. I want to get a subscription. I want to go to yoga then on a regular basis. So I'm going to commit to you know, a membership or a subscription to my yoga class, my yoga studio, whatever that looks like. So that may be the next step. Then they're like, Oh, I'm really into this. I really like this. I want to become a certified yoga instructor so that I can teach classes at this studio or at another studio. So that's sort of the next level in the progression of that ladder, right? There's interest, they go to a class, they kind of go to a couple different classes, now they're really into it, they're going to get a membership and subscribe, so they're going to become regular yoga users, and then they now are going to become certified yoga teachers because they're really, really getting into it. Then from there, once you're a certified yoga instructor, you may say, okay, like, this is great. I want to keep going. And so you become master yoga instructor. I don't know what it's called, but work with me, right? So you become a master instructor. Then from there, you're like, I want to start my own yoga studio. I want to open up my own studio and have lots of other people who are coming in. I may run it myself. I may do the yoga classes or I may hire people. Right? So then you're progressing up the ladder even more where now you own your own studio, then you could say, I want to really take this to the next level. And I want to own multiple studios, right? I want to start an entire you know, brand new yoga type business where you have studios all over the place. You can have your own yoga school. So, so at that point, like it becomes like there's all sorts of other ways that you can take this and grow this and scale, but it all started with your interest in yoga. And so, the progression, so that's like the progression of how you put together your offers, right? Like, somebody gets interested and then they become more and more invested in making, you know, whatever it is that you are selling to them, whatever your offer is, that they want to become more and more involved. That's how the value ladder works as you're building out your offers. So it's not like random offers all over the place based on different topics. It's really that progression that somebody is going through as they are getting deeper and deeper into whatever it is that you're doing. So if you're helping somebody create a business, you are, you know, the very first piece of it is what is their interest level, getting them excited about creating a business, and then at some point in time you can help them actually grow and scale their business, right? There's lots of different parts and pieces to that. You may come in at different times. Your customer may be coming in at different times. You could focus on something as you're going through, but there's, there's a progression ladder of not only interest, but of depth of experience that you're creating with your people. Okay, so that was the example. And I was like, oh, that's really great. Like somebody could really understand how, if you were trying to get into yoga as the example, how you may progress through those, through those different stages to becoming whatever it is that you wanted to become as you were growing your interest in yoga. So then, to take it to the next level, as you're looking at how do you apply the scalable expert component to this? And, you know, the time that you become interested in yoga to the time that you become, I would say, a certified instructor, you're gaining your expertise, right? So you're gaining your ability to become an expert at yoga, right? You don't become an expert by going to one class. You don't even become an expert by going to multiple classes, right? So you become an expert at some point in this journey. When you become a certified instructor, when you become a master level yoga instructor, whatever the sort of mastery level is, you have become at that point an expert. Within that time of becoming an expert, you have actually adopted the identity of becoming an expert. I am a yoga expert. I am a yoga certified master or whatever you want to call it, right? So you are going through that progression of becoming an expert. You now have the identity of becoming an expert. Now at that point, you're like, okay, great, so I have this expertise that I either have a passion for, I'm talented in, I have a superpower, whatever it is, right? And then you go, okay, so great, now, how can I package and monetize this expertise so that it's something that I can help make a bigger impact and then ultimately an income based on my expertise. So that's the next level of progression through this whole process. And then from there, once you've packaged and monetized your expertise, then you're looking at, okay, so how do I scale my ability to grow my expertise into something that can scale beyond me. So when you look at the value ladder, that's what you're building out in terms of offers and how your customers are going to go through to becoming, you know, having their own expertise journey. But your expertise journey is that you're starting. You're becoming an expert, you identify as being an expert, then you can start to monetize and package it and monetize it into something that is, that you can sell, and then you can take it into something that you can scale even beyond yourself and your expertise. So I loved this analogy because it really brought all of it to life. So if you're in a position where you're like, I'm an expert because I have all this experience that I've gathered around my interest or your career or whatever it is, right? You've gathered all this expertise. You may be at that place where you're like, yep, I'm already an expert. Now, what do I do with my expertise in order to start to monetize it? A lot of times that's like one on one work that you're doing to help one other person. Or maybe you've moved into helping a couple of different people, or a group of people. That's packaging and monetizing your expertise. And then at some point you're like, okay, great, like, I'm helping all these people, now I'm a little maxed out because I'm helping so many people, I just don't have the time or capacity anymore to continue down this road, right? Like, you have done such a great job that you have people who are either waiting in the wings or you're not able to actually help them because you're too busy, right? That's when you start to scale your expertise beyond you by looking at the scalable systems and scalable offers that we talk about so much, in our Learn Academy mentorship, in our different programs that we have to help you become a scalable expert. That's that journey that you're going through as you're developing your expertise. You're starting to monetize your expertise and then ultimately scale it beyond yourself so that you can continuously grow and have that ability to reach infinite scale. So that's that progression. So hopefully this helps to bring it to life, like what does it look like to go through this process? What does it look like to build a business model that's scalable, a business value ladder that helps you just naturally progress your people from one step to the next without getting overwhelmed by adding so many crazy things all over the place that not only are you confused, your team is confused and ultimately your customers are confused. So hopefully this serves you today. You may need to re listen to this a couple different times because I have a couple layers in here that you may need to think about as you are sitting down to build your offers, sitting down to, to determine like, how can I help my customers in the best way, and ultimately, how do I make sure that what I'm doing within my expertise is going to start becoming scalable so that you can build something that actually exceeds your time, doesn't keep you in overwhelm, and certainly doesn't burn you out. All right, so if you love this episode, go ahead and share it. Give me a subscribe in however you're watching or listening to this episode. I appreciate you so much and I can't wait to talk to you again next week.