Kane & Associates, LLC DBA Formula Done 850 E. Franklin Rd. #403 Meridian, ID formuladone.com

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1 Jennifer: Hi. Jennifer Neal here for episode number one of Technology Roadmapping where we re going to be talking about exactly what the heck technology roadmapping is and six steps on how you can do it yourself. Speaker 2: Are you an entrepreneur looking to take your skills to the next level, maybe start an online division of your business? You've come to the right place. Welcome to Technology Roadmapping, connecting the pieces of online and automation technologies for your business success with your host, the business technology implementer, tech entrepreneur translator, online sales and marketing strategist herself, Jennifer Neal. Jennifer: Welcome to the first episode of Technology Roadmapping. Before I dive in too deep, I wanted to give you guys an idea why it is that I m here talking about technology and your business and roadmapping and kind of where that term came from and how it all came about. See, I started off I grew up as a complete tomboy, all- boy cousins, all- boy brothers, I mean everything where I was playing with Fastrax cars. I was building with my erector set. I was always building things. I was always digging in and figuring things out and I just love that. That trend has continued. When I got into junior high, and I know I m going to reach in way back here, but when I got into junior high, we had this brand new computer lab that have of Mac classics. It was a little imac classic like the little box with the floppy disk drive, yes, floppy. We also had awesome Adobe softwares and it was PageMaker, Illustrator and Photoshop version 1.0. I really, really took to these programs and I just started playing a lot with like the design side of things. I just started figuring out how much you could put drawings and design stuff digital. In that time, it was super cool to be able to do that, right? I really got involved and I ended up competing in We had a program called Business Professionals of America and in that, I competed and I won the division of, I think it was marketing, no, advertising strategies for business using graphic design elements. I did that section and I won the state level my junior year and the national level my senior year. Because of that, I came out of high school and I went right into college and I was

2 working as a graphic designer in various different businesses. Literally, all I have done is starting off in marketing and I guess I started off in design with these companies. I ve really, really just figured out from using other people s dollars sometimes what works and what doesn t work. It s just been kind of a learning curve. Through that whole time, not only did I figure out that I could keep doing all of the fun design stuff but that I also loved When the new website things came out and that was all big and cool, I got really involved in HTML programming. I challenged myself to build a good looking website all from just writing HTML code. Now, I look back and I think, What the heck were you doing? That s so stupid, but I did it. I started realizing that on one hand, I could dig into web code or analyzing how some advertising did and looking at the actual the detailed analytic parts, right? Then, on the flip side, I could also just go real creative and get involved in, Yeah, let s make this look awesome or just design this logo, or whatever. I realized that I was using both parts of my brain and that that was a skill that not everybody had. Furthermore, what seemed like normal language to me, because I was immersed in it depending on what side of my brain I was using, but what really seemed like kind of normal, I quickly discovered that that was not. Us as entrepreneurs, we kind of have our own little language and we talk about all these awesome ideas and we have our own acronyms and we re really good at starting sentences and then getting super distracted by another awesome idea that just came up and totally jump and pass. Most of the time, we as entrepreneurs can follow that because we kind of have that creative sense and that urgency and just that sort of leadership to be able to figure out, Yeah, I want to do this. Yeah, I want to do this. We don t necessarily think all the way through the details. Other people, people who are still working in corporate jobs or even the technical people don t always understand what the heck we re talking about. We could say, I know what I want. I mean I just I ll know it when I see it, right? or, I m not entirely sure. Just show me several options, or, I just want this. Just make it happen, right? I get that part but on the flipside, I also understand designers and developers and people who are working on the technical aspect of our businesses and how they think as well. I spent a lot of time working with developers. They have their own language and actually kind of social environment as well. Most of them don t interact really well with people. There's kind of those one- word sentences or responses that you can get back, right?

3 I've kind of figured out how to talk to them and how to understand. I understand the acronyms and the terminology and everything that they're using, but I also understand entrepreneurs. What I figured out is that I have this really cool ability to be able to translate between entrepreneur- ese and geek. That became kind of imperative skill to be able to, whether it was me being the geek and working with my clients or to be able to help our clients in finding the right support and the right tech help that they need, right? I really, I'm positioning myself as kind of understanding the technology but making it accessible. That s where all of this has come from. I'm one of those people that when a new software comes out, I'm like, Oh my gosh, this is so cool, so I d dig in and I want to figure out how to use it. I will just immerse myself and figure it out because to me, that s fun. I know to a lot of other business owners, that s painful and it s not something that you want to do but that s why we have a service business. I understand how I can look at you say, I want to sell something online. Great. I know immediately all of the pieces that are going to have to be start to be put together and depending on the technology pieces you already have, how those items are going to fit together, what needs to have to what and how I'm going to piece those together to make it work for you. That s also a skill that comes from being a translator. That s where this whole entire idea for all of these sessions have come from, is in really being able to share that skill and how I can see all of these different technology pieces and how they fit together. That s what we re going to be talking about in perpetuity. We re also going to be bringing in new technologies. We ll be answering questions that you guys have. I just really want this to be open forum and make technology accessible for you so that your business can get ahead. That s what this is all about. Okay. The other thing that I want to share with you before we get started is the reasoning and the logistics and everything behind the name Formula Done. Yes, this is The Technology Roadmapping Show but it s coming from my company which is Formula Done. I just want to explain a little bit about that. When I first started this company over 15 years ago, I was super creative in the name. At the time, my maiden name was Kane and so the name of the business was Kane & Associates. At the time, my associates were really just my cats and that was kind of, you know I had a couple of people I worked with and did different things but it s super exiting.

4 A lot of creative work is what we did and things like that. I come to find out not only does it sound super boring like a lawyer firm but there actually right here in Boise, Idaho, believe it or not, there actually is a lawyers firm called Kane & Associates. I started getting phone calls for people looking for the lawyers. I realized that, I probably need a little bit of a different name that s going to imply more of what it is that we do. Here's the real story, the kind of straightforward story that I ll tell you. There's actually two sides to this story. First of all, I wanted a name that really would imply that we have the experience, we have the knowhow, we have that formula of knowing how it is to take what you're doing, your passion, what it is that you're building, creating, offering, selling, whatever, and put that together using technologies in a way that automates things, saves you time and gets you to the fastest path to the cash. There really is a formula for doing that. I really wanted to have kind of a name of something that explains, Here's this formula and we have it. Then, in addition to that, that it was done- for- you services that we offer. We actually do all of the implementation and all of those things but that, I didn t want it just to ride along or something like that. It needed to imply that we were done. When you put it together like that, the name makes total sense. Formula, marketing formula and everything, and done, done- for- you services. That s kind of the real story. The flipside to the story, or maybe the real true real story, is that it also in growing up and being exposed to cars and from playing with my little matchbox cars and everything to growing up going to car shows and all these things. I also grew up around the racetrack. I actually met my husband at drag racing. We were both drag racing. We re very into racing and cars and everything. My very favorite sport right now is Formula One Racing. I know it sounds a little maybe familiar to or similar to the name of the company that I picked but you know, there's no copyright infringement so I just went for it. That s also kind of where it came from, is a little bit of fan girl hitting there with Formula One. You will hear all the time that I make racing analogies and kind of references but the thing is, it really fits because even if you have some You ve bought We ve probably all done this. You ve bought some cool awesome software or a tool or a resource or a training or something like that and it s so exciting and then it sits there on your shelf and doesn t really get used. There's that term that people throw around about like, Oh, so you bought the Ferrari but you don t know how to drive it or it s sitting in the driveway. It isn t getting around the track, and then also, about putting you into the driver s seat

5 of your business and getting you past that start line, getting you to the finish line. I said, there's just so many analogies that really kind of fall right in line that I loved it and so I just went with it. That s where the name Formula Done came from. That s why you ll hear me referring everything to racing analogies. Let s get started. Speaker 2: Have a question for your host of Technology Roadmapping, Jennifer Neal? Find her online at formuladone.com and on Facebook and Jennifer: Here we go. Tip number one is start with your main goal. For us, let s use an example. Let s use an example so we can walk through all of these tips together. The whole point of starting with just your goals, which sounds like a completely like common sense way to start, and it is and sometimes it is so simple that you can even jump right over it, right? The most important thing is write down your goals and then, you can have a sub- goal or a couple of sub- goals. This way, you're always going to be focusing just on the things that are exactly what you're trying to do right now. You're not going to get caught up in the minutiae of all the other details and all the shiny, pretty, awesome things that can happen, right? On my blog, I'm going to have each of these episodes posted. You ll be able to subscribe to the podcast. You can subscribe to the YouTube channels, so you could pick your format, what you want to look at. Then, I ll also have all of the handouts and resource links and things like that that go along with each episode. For this episode, I am going to have a actual example of our roadmap that we re going to build together. You ll be able to download that and reference it as we go together here. Then, in addition, if you'd like to look at other common roadmaps that are standard, the funnels are online, sales mechanisms or any of the other common things that we do a lot for our other customers, I have a set of technology roadmaps that you can download. You ll see that often right there on the blog page as well. I got a little sidetracked. Let s get to it. The main goal, let s do an example of Let s say that you want to host a webinar and sell something online. Okay. Literally, we re going to take a piece of paper and at the bottom of it is our main goal and we want to sell your main product. For me, I like to draw little circles or boxes or whatever. I'm going to put a circle and say, Sell something. Sell my core product, my main product, whatever you want to call it. Then, up higher, our secondary goal is going to be hosting a webinar but really, why do we want to host a webinar? One, we want to sell our product to the people that are on the webinar. Two, another great reason to host a webinar is because you can attract new people who are interested in what you're wanting to do to your

6 topic of interest so that you have more people to sell to at the end of it, right? Chances are most of you probably have some sort of a list, even if it s just a stack of business cards from people that you ve been networking with or your list from being in business four or five years or more. Either way, you're going to have a list, you're always looking to build that list and to grow to that list because I'm sure you ve probably heard it and the money is in the size of your list. That is true because it all comes down to a numbers game, seriously what it comes down to. We re going to do our selling something on our webinar but our goal of the webinar is really to build your list, okay? Those are our two main goals. That s it. That s as easy as step number one is. Focus on your main goals and write those down in the center of your paper. Those are your core objectives. Okay. Here we go. Tip number two, this is where you're going to identify your must- haves. That means in order to accomplish the main goals that you just set up in step number one, what are the things that you have to have to make that happen? Let s start working backwards. I like to do that a lot. Sometimes, it seems to make things easier. Our end goal is we want to sell something. Do you have a way to sell it? Do you have a way to actually collect money? If not, you need to get some simple merchant account or something like that. Okay. Then, working backwards is to our webinar. Do you have a webinar software? Do you have a way to actually hold your webinar online? It doesn t have to be a webinar software, remember. You can use things like GoToWebinar or WebinarJam or AnyMeeting or Zoom, things like that. They range anywhere from three or $15 a month to $60 a month and $150 a month or on up. You can also do like Google Hangouts and stuff. Those are free, right? It depends on where you re at in your business. Do you have a way to actually hold your webinar, okay? Then, the whole point of our webinar, our goal number two, is to grow your list. Do you have a way to keep your list? Do you have like a CRM software? Some of you might even still be using Excel files. Do you have a place where all of those people live? Do you have a way to add people to that? That s kind of the core basic that I want to definitely recommend you have. Most of you probably do. Again, I'm heading kind of from basics all the way up. You want to add people to your list. Now, how are you going to add them to your list? You need to have some way to get

7 their information. That generally means some sort of an online form. Do you have a way to build a form that will collect their information and put them on to your CRM software? Where is that form going to live? How are people going to get there? Working all the way backwards is, are you going to be sending Facebook ads? Are you going to be doing a Facebook post? You can be doing LinkedIn or Twitter or Pinterest, anything like that that s driving to those, maybe all of them. You're going to want to map out on your little chart here where people are coming from or where you're going to target, where those audiences are coming from. You're going to put in Here's your list of where people are going to opt in to so you have a way of capturing their information. Then, once they get your information, then they're going to go to your webinar and buy something. We re going to get to kind of how this connect in detail here in the next step. The point is here, to make sure that you have must- haves which are the things that have to happen in order for your goals to be accomplished. We need to make sure those pieces are in line no matter what. All right, that s it. Okay. Tip number three. Here we go. This is where we are going to add the right track. See, race analogies. In here, what we re going to do is we re going to assume that anybody who comes in is going to follow the exact right path and get directly to where you want and you're going to sell whatever it is that you're selling. Here's where we re going to start connecting all of these pieces on your roadmap. When people first see what it is that you're talking about in networking, in e- mails, in social sharing, in your social advertising, whatever it is that you're doing, you're going to assume that they are going to say, Hey, yes, I want this. They're going to go right to your web form where you're going to collect their information. They are going to fill that out. Then, that s going to put them on to your CRM software. From there, you want to e- mail them and say, Hey, you're registered for this webinar. You're going to let them know, here's when it is, here's how you get in. You're going to give them the details on how to get in to your webinar. Then, of course, you're to send them reminders and things like that but our core information is yes, they're going to opt in, yes, they're going to say, I want to come to the webinar, yes, you're going to send them information. They are going to show up to your webinar and be there with bright, smiling faces and they're going to stay the whole way through your webinar. At the end of it, they are going to buy what it is that you offer them. You're going to map out the yes, that is ultimately the path that you want to get people to. You're going to keep that one as close to the core center as possible.

8 Again, you ll be able to see this on the option that I have included in the downloads but you ll see these pieces all connect together. This is our yes path. This is exactly the path that we want people to go down. That s it. That s your next step. Okay. Here we go. Step number four, this is a step that always seems to trip people up. I don t care how experienced you are. This starts to map out the extra details that any great entrepreneur can get stuck in. Here's how we re going to get through them. First of all, we re going to look at our roadmaps that we ve already been working on and we re going to start mapping out the no or alternate paths. We already went through and said, If they say yes to everything, here's exactly the path they're going to take. Now, we re going to go through and map out if they don t, then what am I going to do to try to get them back on track and ultimately get them back to that end goal? Let s start backwards again, okay? I told you I like to work backwards. Let s start with your, you make your sales pitch, they either can buy or not buy. What happens if they don t buy? You're going to put a no buying path. Maybe you're going to want to follow up with them by phone or by e- mail or both. Maybe you want to send them a recording of the webinar that you did. Maybe you want to send them information on your product. Maybe you want to just introduce them more to you because maybe they're not ready to buy. You want to put in here's how I want to approach the people that No, we re on the yes paths so remember, these are the people that attended the webinar and then didn t buy, okay? They have the webinar information, at least if they were and paying attention. They should have it. How do you want to talk to those people? How do you want to follow up? What's the best way that you can possibly get your sales offer in front of them so that they can make a decision, yes or no? Here's where you can say, okay, even if they say no, maybe, instead of your core offer, there's a downsell offer. Possibly, there's something else that you can do in there in another way to sell them something that isn t necessarily the same offer that you have. Here's where you're going to start mapping out some of those details. Then, let s move backwards. If they registered for the webinar, they came in, they registered and then they didn t show up. If they didn t show up, chances are they aren t going to have the same type of information that you provided on the webinar because they're weren t there to hear it. Do you provide a replay of the webinar? Possibly. You could also take your webinar and break it up into a five- part video series. That s five minutes apiece and deliver your information to them in that short way. Maybe you take

9 the information that you talked about and put it into an infographic and say, Hey, sorry you weren t able to attend. I d like you to have this information anyway. Here you go. Here's a cool thing. That s a great way to still share information. It s an alternative path, right? You can still get people engaged with your follow- up. I know stats are crazy and I will see if I can find the actual stat. I think it s something like 60% of the people who initially say no to your offer will ultimately say yes sometime within that next year. That s a pretty large number, right? It makes sense to stay in front of them. Think about the different ways that you can alter that path of if they say no to this, they say no to your initial They didn t show up to the webinar, how else are you going to get them the information and then how are you going to get them back to your core sales? If they still say no from your core sales, how are you going to ultimately keep them in the loop and see if you can sell them something else? Is this starting to make sense? We re just going to be mapping out all of these alternatives. Don t stifle yourself. Don t say, I don t know how to do that, or, There's no way I can get all that done, because this is kind of the dreaming time. This is the time that you can put all of those pieces out on paper. We re going to go back and pair everything back, so don t let this part stress you out. This is seriously where you get to have fun. Let s move backwards again. Let s see. We sold to people. They either attended or didn t attend. What if back from that, what if they didn t register for the webinar? Part of the reason that we want to have the webinar is because you want to build your list. Maybe, they can't attend the webinar on that day and time or maybe they don t like webinars or maybe they feel like it s some sort of a bait and switch, something like that, because we re all starting to get trained on how these things work. I show up, I'm going to get pitched to, right? Consider on your opt- in, and a lot of you do this already but maybe you offer them something else instead. In the industry terms, it s called a lead magnet. You can offer anything. Maybe it is a transcript of your webinar. Maybe it s a infographic explaining part of what you're going to be talking about on your webinar. Maybe it s just like a checklist of here's the 10 things to avoid in order to not, whatever it is that you are helping them to overcome. This gets into marketing strategies and I know that s not exactly what we re here for. Consider though that you can give them something else. Then, either automatically register them or on the page where they would go to download or get a copy or start the series or whatever it is that they're going to do to get that free information, offer

10 them, Hey, by the way, I'm doing this webinar that s talking about exactly the same thing. If you like to attend or would like to receive a recording of the webinar, here's how to get that. You ve already given them something before you're asking them to do the webinar. Typically, that method tends to increase not only webinar registrations but also show ups. It s a great way to grow your list even more. We re working backwards from them. You decided, Okay, I'm going to have a lead magnet. The lead magnet thank you page goes to where they can register for the webinar. In order to get people to my lead magnet like sales page or opt- in page, that s where now all of your social networking and advertising and all those things that you're going to do, those clouds that you drew up top, that s where those are going to go to now. You're going to get people to opt in from there. You can also advertise directly to the webinar. Now, what if you are advertising and people don t opt in? Okay. There s ways to do that also. Just for instance, you can do put a pixel on the page that you're offering your lead magnet. Now, when people go, they get a cookie set on their computer, so then you can follow them around with that cookie. Whether you're using AdWords or Facebook or whatever it is that you're using for advertising and following, you could then turn around and advertise something else or your next strategy or exactly the webinar or the lead magnet if you hadn t been doing that. You can still get a whole of that audience and try to get them to opt in to your list just by re- following them from that pixel, right? Okay. Now, we ve gone through, here s all the different ways people are going to come in. I know I m totally a hand talker here. I m sorry but here s all the ways that people are going to come in. I need a way that I m going to capture their information in a web form that we talked about. That web form is going to put people into my CRM. From there, I m either going to auto register or have people register for my webinar. You already know what webinar software platform, whatever it is that you're going to use. That CRM needs to talk to the webinar registration or vice versa and making sure that whoever registers goes into your CRM, right? Then, you need to send out reminders and those can either come from your CRM, your e- mail service or most of the webinar service providers have e- mails that will send out automatically for reminders and follow- ups. That s where you just kind of want to figure out like what are the options of the pieces and how are they going to connect together in a way that makes sense. We re going to talk about that just a little bit more detail in

11 the next step but for this one, I just really, really want you to think, Okay, if they don t do this, then what else can I do? Keep thinking, okay, then if they don t do that, then what else can I do? If they don t do that, what else can I do? Keep reaching out till you kind of filled your page with a bunch of if then scenarios. You've got upsells. You've got downsells. You've got different types of opt- institution. You've got different follow- ups and this, I don't care I know if you're just getting started, it may seem overwhelming but this is the exact same process that any entrepreneur follows because all it is Ultimately, we all have the same goals. We re all trying to get to sell something, right? We all have that same goal. It just starts The way they get more complicated is all the little loops and extra things that you're putting on that will add to your ultimate desire. We re still focusing on trying to accomplish that goal but we re looking at all the other possible scenarios, the ways that we can do that. Okay. Here we go. Step number five, this is where we actually start assigning the technologies that are going to go with each one of the steps and the paths that you have outlined. Let s start with our example here. In our example, I m going to say that we are using Infusionsoft. We re using the Infusionsoft e- commerce and we re connecting Infusionsoft to, let s say Zoom. We re using Zoom for our webinar platform. Because those two softwares don t natively talk to each other, we are going to use PlusThis to connect the two pieces together. On my roadmap, I m going to start at the bottom and on my sales goal, I m going to say e- commerce, Infusionsoft, okay? Backwards from that, all of our e- mail delivery and communications that are happening, I say all my e- mails are going to be delivered by Infusionsoft, okay? Then, backwards from that, the webinar registration, the webinar follow- up and how the webinar talks to our CRM system, so the webinar software, I m going to put all my little webinar bubble. I m going to write in Zoom because that s my platform I m going to use. Then, I m going to put Zoom and I m going to put connecting, on the connecting lines that we re going to use PlusThis to connect Zoom to Infusionsoft. Okay. Is this starting to make sense? Working back from that, we want to have an opt- in page and let s go ahead and say that our opt- in page, we re going to build using lead pages. I m going to put lead page on my lead magnet and also on my webinar registration because I m going to tie those together. I know that lead pages is going to talk to Infusionsoft and I m going to put my webinar registration button or link from Infusionsoft right on the landing page. That s how those are going to connect together. Again, you'll see a little bit in the actual download piece that I gave you but really, the point of this step is to go through and say,

12 Okay, for each of these, my yes path and my maybe paths or my no back to yes paths, what are the software or the technologies or whatever it is that we re going to use, how do we connect those? What are we going to use for each one and how do those connect back to the next pieces? You will start to see, A, there s a ton of different options out there, okay? My advice is to start with what are the pieces that you already have, that you already know how to use, okay? Then, plug those in. Then, look at what else is left. What else is left is probably hopefully going to be on your if possibility, then. This is where you can look at how can I accomplish that? Maybe I can use the same lead pages software over here or maybe I can do this with Infusionsoft or maybe I need something sort of new all together to make this happen. There are plenty There are a million different ways to get from point A to point Z, I guarantee, but focus on the software tools that you already have and you already know how to use and then, secondly, the pieces that you know you can easily get help and support for or you already have a tech team ready that can implement or figure this out. If you still have no idea where to go, here s my advice in order to be able to look for a software. We ll cover this more deeply in a future episode, but go through. Post on Facebook groups. Do a just like 5, 10 minutes worth of research online. I want to do this for my business. What do you recommend that I use to do it? You'll get tons of different answers. Pick the three most popular and spend five minutes each looking at the three most popular there and then, go look on Fiverr, Upwork or any of the other places that you might be able to look for help and look and see what jobs like that are going for because you'll pretty quickly get an idea what it s going to take to be able to implement that funds- wise and time- wise. I always say don t spend more than 15 minutes spinning out on something because here s the thing. Any of these technologies ultimately are still going to get you to your end goal. That s what it s all about, right? The technologies that you use and the softwares that you use right now may not be the same softwares that you're using a year down the road, three years down the road. Chances are they re probably not. You're probably going to keep innovating and moving, right? Right now, what you need to do is whatever is going to get you to that finish line. That s the most important. That s why we wrote down our core goals first. You are going to be able to go through and say, Okay, I know I can use this. I know I can use this. Some of the periphery pieces, you can t figure out what software to what technology needs to

13 go. That s okay. You know what? You probably don t need to use it right now. You probably don t. In addition, as you are starting to map these things out, you may even discover that something that you had thought was going to be really difficult to set up on your yes no path really can be done very easily with some of the technologies that you already have or that you're already going to be adding. That part of your yes no path really can get added pretty easily. You're going to start seeing where, I promise, where technology can actually be your friend and actually help your business instead of hindering you by saying, I don't know what to do, or, How these pieces go together? That s it. You're going to focus on looking at what are the technologies or software pieces or whatever it is that you're going to take to accomplish your core items and all of the extra little pieces, right, the alternate paths. Here s what you're going to discover. Maybe there s some awesome things that you can do that you didn't realize you could and maybe there s some things that might not be so important to do right now. Another kind of super geek tip that you can do here during this time, depending on your CRM, so Infusionsoft uses tags, other CRMs use different list or different ways of segmenting your people. When you are identifying all of your alternate paths, there are some really This is great, great ways that you can segment out your list for future information. Let s say that you're talking about your core offer here. One of your alternate lead magnet or opt- ins or things like that that you offer doesn t specifically relate to your core offer but maybe to another product that you offer. If people opt in for that, you want to know that for the future for when you put together a sales opportunity, that will be promoting that particular offer. You want to pay attention to where people are at in your funnel and what segmenting that you can focus on so that it s going to help you in the future, okay? That s a great super tip and put all that out on your roadmap and then, that This is the big, dreamy one. This is the one that s going to take the most time. I guarantee it. That is all for step number five. Okay, you made it. We are at tip number six. This one is where you are going to focus on the raise. Okay. You have gone from mapping out your core function, all of the main core goals that you want and then, you have made craziness of your roadmap with all the alternate routes that you can have. Here is where you're going to decide what are

14 the things that are going to take too much time to accomplish and what are the things that are going to take me out into the weeds and take me away from my core goal. When you really, really want to look at here are what are the things that I can get done quickly and that are not going to detract from my super goals, your main, main goals, right? If you are looking at right from the top, I think you have Okay, well, I can give them this lead magnet. If they don t take that one, then I m going to pick, sort of retarget them to this lead magnet and then, if they take that, then I want to send them this different e- mail follow- up series and roundabout bring them back to my webinar but that s a whole other like 10 more e- mails that you have to write and another segmenting. Maybe that s not what you want to do right now. Maybe writing is your focus. You can bang out a whole bunch of e- mail really quickly. Okay. Then, maybe you want to just send them a bunch of e- mail information and not follow up with a webinar replay or not break your webinar down into different video pieces. Instead, you just want to write that information. As you're going through and looking at what are your if then pieces, here s where What I like to do is take a highlighter and kind of start color coding. These are the pieces that I know I can get done right now that are not going to slow me down to my ultimate goal of selling my product and building my list, that these core pieces, I can get done with these extra add- ons that are going to add to it, okay? Then, get that done. Get that out. Get it moving because I guarantee that the first time through, especially if this is a new process, the first time through, you're going to have customers that are going to come back. They re going to ask you questions. They re going to have You'll start building a frequently asked questions. Maybe you're offering needs to change. Maybe your lead magnet needs to change. You will find out from what your customers are telling you and sharing with you and sharing on social media. Wherever you're asking for feedback, you will find out what are the things that you need to tweak. When you go back and tweak, you'll be able to look at your roadmap and go, Oh, yeah. That piece right there would probably work or I can take this piece right here and just modify the messaging a little bit and add that in and that s going to answer this main question that I keep getting. This is the process that all of the great entrepreneurs do. I guarantee it. It s just adding complexity onto your funnel. You're going to go through what s the simplest way that you can get through it the first time. Then, how well does it work? Where were the

15 hang- ups? What are the things that you need to change? You're going to go back and start adding in some of those different complexity levels. You're going to start putting those other pieces in. Before you know it, six months down the road, a year down the road, you have that entire roadmap funnel that looked like a hot mess to start with. That s the piece that you're going to have implemented in your business and you're doing it in a way that s not slowing you down and not tripping you up with technologies. You're getting the help that you need and you're making it happen fast, all the while making money. That s exactly what we want to do. That is how you can map it out yourself and follow that path to success. We re going to put you in that car. You're going to get around the track to the finish line and you're going to keep starting and keep going around and keep collecting cash all the time while you're going. That is it, my friends. That is my six tips. Make sure that you go visit on the website. You can download that. You can download our other roadmaps just for some extra ideas. Watch for episode number two coming up next week, will be delivered on Fridays. Until then, keep on tech- ing. Speaker 2: Thanks so much for listening to Technology Roadmapping with your host, Jennifer Neal. For more great content and [inaudible 00:47:15], visit formuladone.com. Formuladone.com/roadmap and on Twitter and We ll catch you next time.