Sometimes business lessons can jump out at you from pretty weird places.
What I am about to tell you today is an epiphany I had after binge-watching Gordon Ramsay's Kitchen Nightmares this past weekend. I love these types of shows and personally love to cook.
After about the third episode into my viewing marathon, I started to notice a pattern.
The majority of these restaurants that were in the midst of a downward spiral and needed urgent help, were simply offering too many menu options to their customers.
Instead of having one or two specialties that can be perfected and easily repeated - they had a massive list of items on the menu that will be an "average" standard at best.
Now I don’t know about you, but when I sit down at a restaurant and I’m handed a menu so big it needs a table of contents… Let’s just say my hopes aren’t very high for the quality of the food.
Chef Gordon understands this.
So what is the first thing he does when trying to turn the fortunes of a restaurant around?
He cuts the menu down significantly. Taking it back to basics.
Doing this makes the delivery process way smoother by perfecting a few specialties and ensuring a repeatable process that is both efficient and up to the customer’s standards every time.
Now, I’m sure you can see where I’m going with this…
Much like you, I have run service businesses for many years. And for a while in the beginning, I serviced "all" customers a little bit of "everything". Feeling burnt out, frustrated and angry, I knew something had to change.
And one of the things that helped me was implementing something I like to call the Productized Focus Wheel.
Very simply, it takes you from being a confused and frustrated service business owner- to a lean and hyper-focused productized machine.
Time to cut the menu 😃
It consists of 6 steps which include:
👉 Audit: Where are you? Are you offering too many services and being spread too thin?
👉 1 Niche: Who are you serving? What hyper-specific group of people would kill to have your service and pay a premium price?
👉1 Product: What’s the one product you’re offering? Offering too many services is a one-way ticket to diluting your focus and a poor quality of service delivery.
👉1 Funnel: Following the previous steps allows you to have an extremely congruent funnel that allows you to speak directly to your target audience - no doubt improving your conversions.
👉 One Traffic Source: How are people seeing your offer? How and where are you driving traffic? Decide on which one and stick to that.
👉Sprint (90 Days Minimum): Now we want to sprint. Focus for a minimum of 90 days. Doing this allows you to gather enough data to see if what you're doing is working.
The reason I bring this up is that this mental model was something that really helped me when I was trying to dial in my offer and audience.
It helped me refine what I was offering and to whom. If you were in a similar position to me, I’m confident this will help you.
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