The Business of Teaching - RGX Coaching Systemrgxcoachingsystem.com/wp-content/uploads/2014/12/Business-of-T… · Funnel Marketing Funnels are how you engage customers and then steadily

The Business of Teaching

2015 NCPGA Player Teacher Forum

Running your business like a business

The Business of Teaching Eric Jones, Will Robins, Kris Moe, Tom Rezendes

The Business of Teaching Eric Jones, Will Robins, Kris Moe, Tom Rezendes 2

Panel Discussion

ERIC JONES: Ninja Marketing

WILL ROBINS: Programs and Leverage

TOM REZENDES: Partnership Power

KRIS MOE: Attracting New Business


Ninja Marketing Eric Jones

How to Double and Triple Your Income Create Happier Customers

and Grow the Game

4

FUNNELS: • Product Funnel

• Marketing Funnel

• Upsells, Downsells, CrossSells

• Funnel Steps

Funnel Marketing Funnels are how you engage customers and then steadily move them through an integrated suite of higher-priced services with ever increasing value

5

PRODUCT FUNNEL Map of all Services and Products Unified suite of services and products Matched to relationship stage Deeper solutions of increasing value Priced to reflect value

INTRODUCTORY SERVICES $ to $$

CORE SERVICES $ to $$$

HIGH END & CUSTOM SERVICES

$$$$

FUNNEL TYPES

MARKETING FUNNEL How you attract new customers How you convert prospects into buyers How you deepen relationships Describes value of Services and Products Moves student to next higher-priced service

ATTRACTION ACTIVITIES

RELATIONSHIP BUILDERS

EXCLUSIVITY & SCARCITY

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Funnel Principles

100 Golfers @ $50 = $5,000

24 golfers @ $195/mo = $56,160

50 Golfers @ $245 = $12,250

Introductory Services

Core Programs

Profit Maximizers

Many People

Few People Big Bucks

More Money Less People

Low Dollars

$$$

$

$$

Get golfers into the funnel

UPSELL to higher-priced

programs


PRODUCT FUNNEL

Mixers & Socials

1-hour lesson

Lesson Package

Structured Series

Monthly Retainer

Supervised Practice

Performance Clinics

Monthly Junior Coaching

Radar Lessons

Monthly Adult Radar Training

Radar Rental

Radar-based Playing Yardage Guide

Personal Combine Training

Corporate Outings

Custom Client Packages

Outside Services

Driver Intensive

Scoring Clubs Intensive

Putting Intensive

Personal Combine Evaluation

Get Golf Ready

Small Group Clinics Fitting

Playing Lessons

INTRO SERVICES

CORE PROGRAMS

HIGH END PROGRAMS

$$$

$

$$

FUNNEL OVERVIEW

Local Advertising

Word of Mouth

Email List

Signage Referral Program

Walking the Line CHANNELS

3-Wood Clinic

Driver Clinic

Free Radar Assessment

Monthly Seminars

Free First Session

Demos Scoring Clubs

Clinic Attractors

Water Line

Mixers & Socials

1-hour lesson

Lesson Package

Structured Series

Monthly Retainer

Supervised Practice

Performance Clinics

Monthly Junior Coaching

Radar Lessons

Monthly Adult Radar Training

Radar Rental

Radar-based Playing Yardage Guide

Personal Combine Training

Corporate Outings

Custom Client Packages

Outside Services

Driver Intensive

Scoring Clubs Intensive

Iron & Fwy

Intensive

Personal Combine Evaluation

Get Golf Ready

Small Group Clinics Fitting

Playing Lessons

INTRO SERVICES

CORE PROGRAMS

HIGH END PROGRAMS

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Funnel Steps Walk-up

Radar Training Funnel

Demo

Buy?

Y Radar Training 10-pack $990

Radar Training 6-pack $750

N

Downsells & Cross-

sells

Yardage Charting $195

Driver Intensive $245 for 3

Scoring Clubs Intensive $245 for 3

Adult Coaching Program with Radar

6 @ $195 = $1,170/mo. $14k/yr

OTHER SERVICES •Supervised Practice •Radar Rental •Fitting •Demo/Training Combo

email

Driver Optimization Clinic

Scoring Clubs Clinic


PROGRAMS Will Robins

How to Work Less, Earn More, Improve Student Results, and

Grow the Game


What is a PROGRAM?

Results Focused

Defined

Curriculum or

Objective

Multiple Sessions

Regular Schedule,

Defined Timeframe

Small Groups

A Program is a road map that establishes where you are, defines where you want to go, and outlines the steps to get there.


Why PROGRAMS?

Results Focused

Defined

Curriculum or

Objective

Multiple Sessions

Regular Schedule, Defined Timeframe

Small Groups

Programs are based on Results Not Time.

Sell the benefits, not the process.

Clearly Defined and

Understandable Path

to Improvement

Leverage: Groups Make More

$$ in Less Time

Continuity: Students Stay

Longer

Manage Time and Forecast Cash

Flow

Benefits your students, your course, growth of the game and your income


PROGRAM EXAMPLE

Results Focused

Defined Curriculum

or Objective

Multiple Sessions

Regular Schedule, Defined Timeframe

Small Groups

10 Shot Guarantee in Twelve Weeks •Getting into Scoring Zone

•The Scoring Zone

•How to Practice

•How to Think

•Situational Training

6 : 1 ratio $695.00 per player

$4,170 ($208/hr)

Five 2.5 hr On-Course Five 1.5 hr Practice = 20 Hrs of Coaching

Weekly Saturdays 7:30 am for 12

Weeks

Adult 12-Week Coaching Program – Level 1 for Players shooting 100+

2014 = 76 golfers @ $695 = $52,820 revenue


What is the Program Process?

Step #1

Assessment

Step #2

Set Goals / Objectives

Step #3

Develop Curriculum

Step #5

Benchmarking / Evaluation

Step #4

Design Practice & Training

Programs follow two things: a Process & a Curriculum.

This allows you to get results in a team setting.


What is a Curriculum?

. Session # Example: On-Course

Session 1: Play 9 Holes. Assessment. A) Observe Game B) Create Improvement Plan

Session 2: Teach the Scoring game Lessons: A) How to get into Scoring Zone B) How to get up and down

Session 3: The 10 Keys to Scoring Lessons: A) Explain the Rules of Scoring B) Put into simulated Situations

A Curriculum is a road map that outlines the steps to achieve the goal, sets benchmarks and measures progress

Session 4: The Ah-Ha Moments Lessons: A) Find your keys to scoring B) Know how to play to your identity

Session 5: Finding Your Scorecard Level Lessons: A) Define their levels B) Show steps to Mastering that level

Example: Off-Course

Session 1: Test their Game Lessons: A) Test the Scoring Zone B) Test entering the scoring zone

Session 2 : Drills vs. Testing Lessons: A) Right Brain Test B) Left Brain Logic

Session 3: Purposeful Practice Lessons: A) Know your Tests B) Know your drills

Session 4: Refining Purposeful Practice Lessons: A) Tracking rounds B) Creating Practice plans

Session 5: Benchmarking Lessons: A) Testing your game B) New practice plan

Session 1

Session 2

Session 3

Session 4

Session 5


How do I take what I already know and turn it

into a PROGRAM?

Session #1

Session #2

Session #3

Session #4

Session #5

Vertical Example: Putting

Putting 101: Grip, Stance, Posture, Alignment, Basic Stroke. For New Golfers

Putting 102: Line & Speed Control. Basic Green Reading. Aiming. Level 2 Skills.

Putting 103: Advanced Putting Stroke. Lag Putting. Advanced Green Reading.

Putting 104: Touch & Feel. Rhythm. Mental Skills Intro. Advanced Lag Putting

Putting 105: Advanced Speed Control. Tournament Putting. Strategies. Mental Skills


Answer the following questions to create your programs

Step 1: Start with what you know. What is your passion or area of expertise? Step 2: Create High-End services first. Then Core Services. Then Introductory

Services. Then Front-End Engagement Activities. Then Marketing. Step 3: Ask …

What Results can you offer them? (Benefit) What is the best way to get them those results? How long it will take? Who would you like to teach? How many can you teach? How much will you charge?

Step 4: Follow the Program Process: • Assess • Set Goals/Objectives • Define Curriculum • Design Training • Evaluate and Re-Assess

PROGRAM CREATION

Step #1

Assessment

Step #2

Set Goals / Objectives

Step #3

Develop Curriculum

Step #5

Benchmarking / Evaluation

Step #4

Design Practice & Training


The Team Approach

Creating More Revenue by Building a Team of Experts Around You


NorCal Golf Academy

Text Box

• 5,000 Square Foot Indoor Facility, 5 Bays • AMM and K-Vest 3D Motion Capture Systems • 3 Trackman Radar Launch Monitors • SAM PuttLab • Indoor Sand Bunker • 600 square foot Aimpoint Putting Green (under construction) • 300 Square Foot Functional Fitness Room


Team Approach to Player Development

Basic Instruction

Specialty Teachers

Technology

Fitness

Mental

Emotional

Therapy

YOU are the Head Coach

Do what you are good at and create a team to enhance services you can offer the student

Contract with instructors who have complimentary areas of expertise

Build Programs around multiple Services

Offer at least 5 services: Long Term Programs Physical Therapy Fitness Radar Specialty Teachers


Team Member Types You Subcontracted Instructors

Basic Instruction

Specialty Teachers

Technology

Fitness

Mental

Emotional

Therapy

EXPERTS IN: Short Game Putting Driving

Trackman K-Vest SAM Puttlab

TPI Fitness Professional Strength & Conditioning Coach

Sport Psychologist Mental Coach Hypnotherapist

A.R.T. Physical Therapist Athletic Trainer

Basic Instruction

Technology

Technology

Fitness

Mental

Emotional

Therapy

2-Month Program. Three services. Two 90-minute sessions per week with 6-8 Golfers rotating thru stations. $575.00 each. $4,000 to $6,000 revenue.

Example #1: Driver Program

Instruction: •16 sessions •Includes assessment, custom plan, objectives, supervised practice

Technology: • Radar Rental 16 Sessions • Billed @ $25/hr •Self-guided practice

Physical Therapist •Eight 20-minute sessions •Billed at $120/hr •Paid $50/hr •Net to facility $70/hr


Basic Instruction

Fitness

Technology

Specialty Teacher

Mental

Emotional

Therapy

Example #2: Fitness-Plus Program

Instruction: •Semi-Private and Private sessions available at $15 or $30 per person – generates $1,500 - $3,000/mo

Fitness: •TPI Certified Fitness Instructor. XX Sessions @ $$ for 6-8 people.

Technology: • Radar Rental 16 Sessions. Billed @ $25/hr. Self-guided practice

Need to fill in details. 2-Month Program. XXX services. XXX sessions per week with 6-8 Golfers. $575.00 each. $4,000 to $6,000 revenue.

Other Instructors $XXX/mo

Basic Instruction

Specialty Teachers

Technology

Fitness

Mental

Emotional

Therapy Specialty Teachers $XXX/mo

Technology $XXX/mo Fitness $xxx/mo

Mental Coaching $XXX/mo

Therapy $XXX/mo

Team Revenue

Team members generate $10,000/mo. additional revenue


Planting Seeds for Future Business

Kris Moe

Have Outreach and Cross-Promotion Programs to Meet New People and introduce them to your funnels.

Create multiple entry level activities for them to engage (Attractors).


Generating Business

Local Advertising

Word of Mouth

Email List

Signage

Referral Program

Walking the Line CHANNELS

Attractors

Water Line

Funnel

Putting Clinic

Driver Clinic


Monthly Seminars

Free First Session

Demos Scoring Clubs

Clinic

Outreach and Cross-Promotion

Engagement Activities

Get golfers into the funnel

Social Media


Outreach Resources

Local Advertising

Word of Mouth

Email List


Walking the Line Media

Organizations to contact

Local Business HR Dept

Men’s or Ladies Clubs - Rotary

Business Organizations

Town Events or Faires

Local Middle & High Schools

HS Golf Coaches

College Students, dorms, Clubs, etc.

Boy Scout Troops

Local Speaking Engagements

Chamber of Commerce

Churches Groupon

Social Media

Organizations

Mom’s Groups


Cross-Promotions Organizations with their own mailing lists

Auto Dealerships

Financial Planners

Hotels

Real Estate Agents

Corporate Event Planners

US Sports

PGA Programs

PGA Sports Academy

Mortgage Brokers Other Youth Sports (Soccer, Bball, etc.)

Health Clubs

Dating Services


Engagement Activities

Attractors Putting Clinic

Driver Clinic


Monthly Seminars

Free First Session

Demos Scoring Clubs

Clinic

Low- to no-cost Entry Level Activities

Chip & Sip

Putting Clinic

Smack ‘n Snack

Skills Challenge

Hot Dogs Concert Lunch & Lesson

Free Anything


How to Prioritize

Driver Clinic


Local Advertising Word of

Mouth

Email List


Free First Session

Walking the Line


Monthly Adult Radar

Training

CHANNELS

Attractors

Water Line

HIGH END PROGRAMS

Start with High End Programs. Work backward to determine best Intro Service Attractors to use. Then

identify best channels to reach target audience

Putting Clinic

Monthly Seminars

Demos


Example

Driver Clinic


Local Advertising

Word of Mouth

Email List


Walking the Line


Service

CHANNELS

Attractors

Water Line

HIGH END PROGRAM

Promotion of …


QUESTIONS?

ERIC JONES: [email protected] 650-274-3890

WILL ROBINS: [email protected] 831-915-9627

TOM REZENDES: [email protected] 925-937-6242

KRIS MOE: [email protected] 707-529-6458

mailto:[email protected]





FUNNEL WORKSHEET

INTRO SERVICES

CORE PROGRAMS

HIGH END PROGRAMS

Fill in the blanks. Start by defining High End Programs. Work backward.


Fill in the blanks.

My passion and expertise are in ___________________. I most enjoy teaching _____________ golfers. I can offer these player these specific results _________________________________. To get these results I coach my players in teams of _______ in sessions that last ____________ hours. I do this over ______________ months with a ____________________ minimum commitment.

The keys areas I teach in my program are ______________________, ____________________, ________________________________.

I start by working on 1. _____________________________________

Then I work on 2. __________________________________________

& Then 3. ________________________________________________

My Goal is to make (a).$_____________ per year. To do this I teach (b)_______ sessions per week for (c)___________ months per year at a (d) _______ student coach ratio this means I am able to offer my program at $____________.00 = (( b x c x d) / a))

PROGRAM WORKSHEET


TEAM WORKSHEET

Instruction

Fill in the blanks. Start by defining Categories. Then identify Experts.


FRONT END WORKSHEET Fill in the blanks. Start with High End Program. Next identify Intro

Attractors. Then identify channels.

List more here

CHANNELS

Attractors

Water Line

High End Program

Documents

The Business of Teaching - RGX Coaching Systemrgxcoachingsystem.com/wp-content/uploads/2014/12/Business-of-T… · Funnel Marketing Funnels are how you engage customers and then steadily