Let's begin with the Pros...
20 years in business | High return rate | Media press & publications | Client loyalists | Solid curriculum | Real results | Testimonials | Caliber consultants | Integrity | Consistent support & dedication | Low employee turnover
Lack in volume for new clients | Retail sales | High overhead | Not up to date with current social trends | Dependent on Lynn and not the center | Logistics | Time | Client transition | Hard sales | One-dimensional niche | Not enough profit | DVD programs are too long in length | Need to increase MIL online membership
Current Market Trends
Gary Vaynerchuk is a serial entrepreneur, four-time New York Times bestselling author, speaker and internationally recognized internet personality. Just out of college, Gary grew his family wine business from a $3M to a $60M business in just five years. Now, he runs VaynerMedia, one of the world's largest digital agencies - has a large influence and following, and is putting self-awareness on the map.
The Millennial value system - they have a deep personal respect for their contributions, to themselves, their community, and to the planet. In short, their value system has been developed as they have seen how the older generation has "sold-out" on our personal ambitions, that they are determined do it differently.
In 2015, 94% of millennials reported making personal improvement commitments (compared with 84% of Boomers and 81% of Gen Xers). And we’re willing to pay the price: While Boomers said they’d spend an average of $152 a month on self-improvement, millennials anticipated spending nearly twice that—though our average income is half as much. Our strategies range from new workout regimes and diet plans to life coaching, therapy and apps designed to improve wellbeing.
The vast majority of American millennials have our basic needs like food, shelter and security consistently fulfilled. his may be why the catch-phrase “follow your passion” has exploded in the last 20 years. We’re safe, full, vaccinated, and connected to the Internet. Now what? According to A.H. Maslow’s hierarchy of needs, we’re ready to self-actualize.
Millennial customers are an enormous commercial force to be reckoned with, commanding both trendsetting power and tremendous spending power. This millennial spending power encompasses both their own personal spending (it’s estimated they’ll be spending $200 billion annually by 2017 and $10 trillion over their lifetimes as consumers, in the U.S. alone) and the purse strings that millennials, are beginning to control at the companies where they work, as millennials move into positions in industry with significant spending power.
1. Millennials demand self-service, algorithmically, and crowdsourced customer service options.
2. Paradoxically, millennial customers also crave a true, authentic, personalized experience as customers. When shopping, millennials they prefer an “experiential” retail environment, where shopping is more than a transaction and the pleasure of being in the store isn’t limited to the goods that customers take home.
3. They care about your values as a company. When you consider how money-strapped many millennials remain, their willingness to put a premium on such issues is striking. And millennials are concerned with more than political and ethical issues. They also care about what’s genuine and authentic. This interest falls somewhere between a purely aesthetic preference and a search for honesty, for truth. And it’s a powerful force for motivating millennial customers.
4. Millennial customers expect your company’s technology to simply work–so you’d better make sure that it does. Millennials have grown up with digital devices that bundle communication, entertainment, shopping, mapping and education all in one.
5. Social consumption is the norm. And so is social decision-making as to whether or not to consume. All told, as Boston Consulting Group reports, “the vast majority of millennials report taking action on behalf of brands and sharing brand preferences in their social groups.”
We're living in a time where IDENTITY IS IN FLUX
Today, our identities are continuously changing:
Career | A lifetime career path seems like a foreign concept at this point. A recent study revealed that out of the Millennials surveyed, 66% have the ultimate goal of starting their own business while only 13% are actively climbing the corporate ladder. Because it’s not just about a steady paycheck anymore, we want to feel fulfilled and inspired by what we do. We’ll leap from job to job, industry to industry, in the pursuit of feeling good about our work.
Community | while humans are inherently social creatures, the way we organize our communities is changing as people leave the traditional identity blocs of religion, politics and geography to strike out on their own. We no longer inherit our communities, but choose them actively, grouping ourselves into tribes built on shared beliefs or interests.
Gender | We no longer have to conform to traditional gender roles. Women have been surging in culture, kicking ass in school and waving the flag of feminism. Men are stretching their definition of masculinity, embracing partnership in relationships and being the cool dad. We’re living in a time when the definition of gender is going personal — what it means to be a woman, man, person is up to each of us.
We are living in a world where change is the new normal and following the path is no longer rewarded. We’ve graduated from climbing ladders to taking leaps. The companies defining our future are those that are shaking the status quo to there core, not playing by the rules.
Comfort as a feeling means you’re doing you. It’s a product of many things: authenticity, confidence, individuality, purpose, ability — all the things you need to dive into the uncomfortable. We don’t admire people for sitting on a stack of money or hanging out at the top; we root for the underdog, we applaud the risks, we love those venturing out into frontiers, new experiences, into the messy process of figuring themselves out and living their truths out loud and without fear.
THIS IS AN OPPORTUNITY FOR INTUITIVE DEVELOPMENT
We’re in a time where identity is in flux. There are no rules when it comes to defining who you are. Your identity is your choice and your voice.
MY GOAL: PUT THE "ID" back into INTUITIVE DEVELOPMENT
Brand story & purpose. Intuitive Development’s reason to exist in the world.
Brand architecture. How the brand lives, emotional benefit, and practices.
Engagement strategy. How Intuitive Development engages with the world.
SETTING THE PLAN
Modernize website and branding | Customer experience | First impressions | Online sales | Retail, private labeling | Community events | Multi-level memberships ranging from Client Success, to maintenance, to MIL in person and online, etc.| Online cart | Re-curring billing | Testimonials | Video | Humanize ID | Bridge more science | Sterilize spirituality | Modernize office into life spa | Yelp reviews | Break down online curriculum to 30 -60 minute increments | Focus on strengths + motivation + narrow specific niche to market
1) Humanize brand, website and content by narrowing a niche (20/80 rule). I want ID to be an easy sale once they call us for an appointment. We should be able to sell online courses 24/7.
2) Re-design office interior with focus on med-spa/institute feel - I want to give spirituality the credibility it deserves with a focus on scientific research (Max-Planck Society in Germany), expand retail sales to help offset expenses, which I believe can be done if marketed correctly. When clients walk in, they'll feel "official" in pursuing their personal/professional development pursuits. Sterilizing spirituality will give us the competitive edge that most personal development companies fail at...
Estimated Completion 1-2 months
3) Focus on outreach marketing, video uploads and then social media. For now, stop instagram posts, workshops - anything distracting from re-prioritizing effective time for content creation. Interviews, podcasts, press releases, consultant bios, community events, partner with science researchers on higher-level intelligence.
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JAYD GETS SHIT DONE.
Scored Competitive Achiever on Enneagram Test - (See Notes) Which means this stuff - what some of you may think of as overwhelming is my jam.