Offer Makeover – Case Study Summary #2 - Hayley Rothenberg - http://backyardclothingcompany.com/

CORE FOCUS OF THIS MAKEOVER:
Making your business an authentic expression of who you are.

This makeover is hard to summarize – you really need to read it to ‘get it’.

To read your free copy of Hayley’s 17 page Offer Makeover go to:
http://www.tadhargrave.com/backyard.pdf

Hayley came to a recent weekend workshop I did in Edmonton.

She had this idea of starting a clothing store – all second hand – but collecting the particular kind of clothes that she loved to wear. She wanted to create a collection of clothes that was wild, eclectic, colourful and fun. Clothes she usually had to spend hours searching for herself.

What became immediately clear was that Hayley had a great idea. Whenever I shared it with women their eyes widened. They just ‘got it’. And, in marketing, the most critical piece is the core concept. Is it a good idea? Sometimes you’ll hear an idea and, for some reason you just know it’s good.

But where could she sell them? How could she find a space?

In the end, she made the brilliant decision to sell out of her backyard in women’s only clothing events – and the name of her company was born. “The Backyard Clothing Company”. The name captures a lot of who she is. And it invites her story. It raises the question, “what’s the backyard piece about?” And that allows her – whether or not she continues to sell from her backyard – to tell her story of being a scrappy entrepreneur with a good idea but a shoestrong budget trying to make things happen.

The ‘backyard’ element also speaks to her desire to make shopping a fun, intimate, social experience for women – not just some sterile process in a chain store. She’d grown up in the markets of London and wanted to bring that experience – in some small way – here.

In marketing lingo – the ‘backyard’ is her USP. It’s the heart of her story. It speaks to her authentic self. And by bringing that to her business – it’s infinitely more attractive.

Before this name, she was playing with “Perfect Fit” (i.e. these clothes will fit your style perfectly). It’s a good name – but, ironically, it wasn’t a perfect fit for her.

Another issue raised by this makeover is really clarifying what people are buying. What’s the result they want?

Every business must identify this. And it’s always something simple like, “more money” or “live longer” or “better communication”. There’s always something simple at the core of it.

Consider these examples:

FEDEX – When it absolutely, positively has to be there overnight.
DOMINOES – Hot, fresh pizza to your door in 30 minutes or it’s free.
CLEARASIL – Visibly clearer skin in three days – guaranteed.

And I think we captured hers well in the headline below:

psssst - Eccentric Edmonton women - revealing one of Edmonton’s hidden gems:

“Everything on the rack screamed my name.”

How you can snag more fabulous, wild, eccentric, outrageously colourful and inspiring clothing in one hour than you did all last year (and at a fraction of the price you’d expect to pay).

To read your free copy of Hayley’s 17 page Offer Makeover go to:
http://www.tadhargrave.com/backyard.pdf

Candid feedback from Hayley on how the process was for her:

How valuable was the process from 1-10?
The process was a great big 10 that is how much I got out of it. The process gave me confidence to go for what I wanted with Tad standing on the other side of it cheering me on. If you have any doubts, contact me at: hayleyrothenberg@gmail.com or 780 819 4636.

What would it have taken to make it a 10?
An even bigger 10 would have been to understand the questions in more depth to begin with. This would have helped me a lot because I spent hours trying to understand what the questions meant! Although none of this was really a waste because it becomes part of the process in becoming clear, it was very time consuming within a very short time frame. I suggest having a guideline for the questions, a guideline to the offer, make it even clearer that it is a lengthy process to get it all clear. That there will be a lot of back and forth’s, which is a lot of work with amazing, results at the end.

Roughly how many hours did you invest?
Not sure, as we went back and forth for at least 2 weeks! Perhaps have time sheets available to note how long we spent on this process.

If money were no option - what would you like to have paid for this?
Wow what a question, the back and forth’s were worth their weight in gold, without that process I would have not got to where I am today so quickly. Tad deserves the going market rate for his consultations in the back and forth’s.

What was hardest?
The questions and defining those questions with my answers.

What was most valuable?
Becoming very clear that I had something to offer which I did not need to change to fit into what is considered normal for success. But most of all it was that Tad believed in me which helped me in moving forward and NOT holding back. Part of the back and forth’s is you get to really see where you could be resistant to moving on and I loved that Tad would stretch me by asking a bit more of me, which is ultimately what I wanted.

What did you think it would be like before and how does that?
Compare to how it actually was? I had no idea what it would be like, I had only the willingness to go for it , a vision and Tad’s enthusiasm. In reality what it is actually is, is a lot of good wholesome work and the more you put in the more you get out of it, to me that’s the key.

When you look at what you first sent me vs. what we created in the end - how do you feel?
Its great, I love it, when we first started it was all an idea which became a reality, one of the things that struck me the most in the process was the more I dived into tads back and forth’s the more I became clear and could define my vision. One of the things that also startled me the most is that I started to remember as a child being involved in a lot of bargain shopping experiences, going to Markets etc, I forgot most of this which is what gave me the natural ability that I have today in what I do!

Was there a good balance of loving encouragement and honest challenge?
Absolutely, that was the best part for me

To read your free copy of Hayley’s 17 page Offer Makeover go to:
http://www.tadhargrave.com/backyard.pdf

The Small-Mart Revolution Talking Points

The Small-Mart Revolution Talking Points
- Michael Shuman


• The Small-Mart Revolution represents a major new trend that thus far has largely escaped public notice. Local businesses in the United States suffered setbacks during the era of globalization but still make up more than half the economy—and they are now on the verge of a huge comeback.

• More than a half dozen trends are increasing the competitiveness of small business. The rising price of oil, for example, makes local production and distribution more competitive against Wal-Mart production in China. Local businesses are enjoying advantages in mastering local markets, delivering the best services, and bypassing inefficient global distribution systems. The imminent decline of the U.S. dollar also will benefit local business.

• This is good news for communities that have been told by their economic development departments that “there is no alternative” (TINA) to attracting or retaining global businesses by paying millions in incentives and reducing labor and environmental standards – policies which studies and experience are
• showing to be dead-ends.

• A growing body of evidence shows that local businesses are the best promoters of good jobs, high environmental standards, economic stability, smart growth, the “creative economy,” social equality, and political participation.

• Local businesses actually have improved their competitiveness in recent years, but these improvements haven’t registered yet, because public policy has foolishly favored of global business. Global businesses get more than $113 billion in subsidies each year, while local businesses get almost nothing. And a variety of other laws – such as banking, trade, tax, securities, and antitrust – increasingly disfavor local business.

• These policy biases mean that for the Small-Mart Revolution to take hold, waiting for the “invisible hand” of the free market is not enough. Instead, concerted actions by consumers, investors, entrepreneurs, policymakers, and organizers are necessary.

• Consumers should buy local wherever possible. By shopping smart, they can localize most of their expenditures at no increased cost and even realize significant savings. Replacing the use of nonlocal oil with local energy efficiency measures can save a U.S. household several thousand dollars per year. Around the country are directories, labels, campaigns, and local money systems that help consumers to buy local effectively.

• Even though most of the competitive economy is made of local small business, it receives very little equity investment. Even Americans who are committed to buying local have no way to localize their pension funds. One reason is that securities laws have effectively kept small businesspeople separated from small investors. A new generation of securities laws are needed that promote local stock markets, local hedge and venture funds, and local mutual funds.

• Local businesspeople are pioneering a number of strategies to beat global competitors. They are tapping consumers’ growing interest in local goods and services. They are working together through small-business associations, small-business emporiums, producer cooperatives, and flexible manufacturing networks. They are launching successful local businesses that promote local purchasing, local investing, and local entrepreneurship.

• Public policymakers are beginning to realize that smart reforms of their economic development can save millions by ending incentives, bribes, and payoffs to nonlocal business. Some of that money can wisely be spent instead to support municipal programs to buy, invest, hire, or train local. Also urgent is to press national policymakers to remove the vast number of imbalances facing local business.

• Around the country communities are organizing residents to develop comprehensive strategies for localization. Local First campaigns can be found in three-dozen cities, from Bellingham (WA) to Philadelphia (PA). In upstate New York and Maine, organizers put together hundreds of community members to envision a local economic future, to assess unnecessary imports and dollar “leakages,” and to create new local businesses that could replace those imports and plug the leaks.

• The Small-Mart Revolution is not just for the United States – it’s actually happening throughout the world. It has a new vision of globalization—to protect the local, globally. Communities are giving away technology, policy ideas, and technical assistance to increase the self-reliance of their partner communities. Global networks of communities are forming to promote fair trade, corporate responsibility, global small-business networks, global funds of local funds, and global exchanges for local currencies and barter.

• The Small-Mart Revolution offers communities worldwide a fundamentally new approach to reducing poverty, solving global environmental problems, preventing conflicts, and reducing uncontrolled immigration.

• The politics of the Small-Mart Revolution are inherently multi-partisan. Conservatives like the focus on small business, free markets, and local government, while progressives like the emphasis on community empowerment.

Free "Offer Makeover Executive Summary" #1

** Offer Makeover – Case Study Summary #1**

Renaissance Life Coach, Katie Curtin - www.katiecurtin.com

CORE FOCUS OF THIS MAKEOVER:
The Importance of Clarifying Your Niche and Being True to Your Own Voice

The core lesson of this makeover was about the importance of a clear niche or target market.

Katie came to me needing help with her offer.

She was feeling confused, frustrated and helpless

She knew that she needed to focus - to pick a niche. She couldn’t very well go around saying, “My coaching can help everyone.”

But she couldn't seem narrow it down.

"Tad, there's so many target markets I’m interested in. I don’t want to have to give any up! There's activists, artists, social entrepreneurs . . . I hardly know where to start."

After a few minutes, I suggested that, "Maybe your niche is people like you who are struggling to weave together all the parts of their life. People who don't want to live the mono-cultured existence that we're sold. Modern day renaissance people and 21st century nomads." And I encouraged her to dial UP to volume on her political views – instead of toning them DOWN out of fear of offending people.

Something clicked in her. She loved it. And that became the basis of articulating her work.

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To read your free copy of Katie’s 31 page Offer Makeover go to:
www.tadhargrave.com/katie.pdf

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- KATIE’S CANDID FEEDBACK
ON THE ‘MAKEOVER’ PROCESS -

KATIE GAVE THIS PROCESS AN OVERALL GRADE OF: 10/10

HOW DOES SHE FEEL WHEN SHE LOOKS AT THE BEFORE AND AFTER VERSIONS: "It’s so much clearer who I am orienting to, and what exactly I have to offer. I just love the end result. It feels very ‘me’. I was actually nervous about sending it to some of my clients, as I wasn't sure how they would react to my whole spectrum of opinions on the politics, spirituality, activism and the world etc.

But the response was so heartfelt and enthusiastic from some of my most treasured clients and friends. I feel reassured that I can be my most edgy self and have a fulfilling and thriving practice-- in fact being daring and "out there" is the key to this!"

WHAT DID SHE THINK ABOUT THIS PROCESS BEFORE IT STARTED: "I thought the process would be faster and involve less work on both of our parts. And I had no idea I would be able to unite so successfully my diverse ideas for my niche."

TIME SHE SPENT: 25 hours.

AMOUNT OF MONEY SHE WOULD HAVE BEEN WILLING TO SPEND: "I would love to give the market rate for people at your level of expertise. I am not sure what that is, but probably well in the thousands, given the amount of time you spent with me.”

WHAT WAS HARDEST FOR HER?: "Getting away from jargon and vague wording, and really addressing in detail the problems of "modern nomads" and "renaissance souls". Also in a sense honing it down to a subniche among this group, of people who were both creative, spiritual and social activist types who really want to make change both personally and globally."

In a sense this experience was not just about "marketing" (a word I don't particularly like) but about really identifying in what ways I can serve others and the planet, going to the edge of what is safe, and expressing in my own voice how I see things and what my personal vision is, and through this attracting my ideal clients, those creative, versatile souls who want to make a difference.

WHAT WAS MOST VALUABLE FOR HER? "Getting crystal clear on my niche and what their needs and problems were. Articulating what I had to offer which could help them with these challenges. It makes everything I do for my business, so much clearer now, not just the promotion of my services and products, but how I design what I have to offer, and what my clients needs are."

WHAT KATIE HAD TO SAY ABOUT WORKING WITH ME: "Tad’s a wonder-- every time I work with him, I’m delighted with the results, as I find he’s on the same page as me, warmly guiding me to find my authentic voice in promoting my services as a coach. Last, but not least, in my books, he’s a fun caring guy to work with, has a great sense of humour and a very creative approach.

I highly recommend his workshops and consulting services to my clients, and to any socially conscious practitioner, or business owner whose looking to market their services and products. If you have any questions about Tad’s work - I’d be happy to take a few minutes to answer them - you can call me at 416-656-6455 or email me at katiecurtin@mac.com." - Katie Curtin, Life and Small Business Coach, Toronto, Ontario, www.katiecurtin.com

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To read YOUR free copy of Katie’s 31 page Offer Makeover go to:
www.tadhargrave.com/katie.pdf

BOOK: The Green Collar Economy - Van Jones

The Green Collar Economy:
How One Solution Can Fix Our Two Biggest Problems - by Van Jones

* * *

This book explores the central question:

"Can we fight pollution AND cut poverty at the same time?"

If you want to believe that we can - keep reading.

I've met author Van Jones many times.

He's one of the most inspiring and visionary people I know.

He travels around the country giving a powerful presentation weaving together issues that have - for decades - seemed at odds - social justice and the environment.

Van often jokes that, "this is the presentation Al Gore would give if he was black."

Most environmental groups seem to be full of . . . white people.

And yet the communities most impacted by the issues are communities of colour.

Van argues passionately that 'green collar jobs' - trade jobs working in solar panels, wind energy etc. may be the very tool to get great jobs to those who need them most, cut poverty AND , at the same time, helping our environment.

He has just launched it and he's hoping to sell 5000 of them by Tuesday, October 7th.

This would make publishing history.

Why?

No African-American author has ever written an environmentally-themed book that became a best seller. Strong sales will pave the way for other vital new voices in the environmental movement!

warmest,
tad
co-founder
e-sage

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"Van Jones demonstrates conclusively that the best solutions for the survivability of our planet are also the best solutions for everyday Americans." - Al Gore

NY Times columnist Thomas Friedman quotes Van Jones, saying, "It's time to stop borrowing and start building. America's number one resource is not oil or mortgages. Our number one resource is our people. Let's put people back to work — retrofitting and repowering America." (9/28/08)

Green For All founder Van Jones has proposed a powerful green cure. His first book, The Green Collar Economy, hits bookstores on October 7th.

Answers to these tough questions are between the covers of The Green Collar Economy:

* How can the next U.S. president create millions of new green jobs?
* How can we lower energy prices without drilling our shorelines and burning up our planet?
* How can the government help create energy independence – at practically zero cost to the tax payer?
* What is eco-apartheid? What is eco-equity?

Buy your copy of the Green Collar Economy now and find out the answers to these and other critical questions of our times. See how people's lives are changing with green pathways out of poverty and into prosperity.

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Please order it from your locally owned bookstore:

But here's the amazon.com link for more info . . .

http://www.amazon.com/Green-Collar-Economy-Solution-Problems/dp/0061650757/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1222903011&sr=8-1friends.