Marketing Mastermind Club
Free resources
Free tools for planning, pricing, finding customers, and running your business. Start with what you need help with. No email address required.
What do you need help with?
New to business? Work through the sections in order. Already have a question? Jump straight to the tools you need.
1. Plan your business
Start with the idea, test whether it makes sense, and turn it into a plan you can act on.
Go / No-Go Checklist
Two pages of honest questions to answer before you spend real money on an idea.
One-Page Business Model
Your whole idea on one page: who it is for, what you offer, how you make money and what it costs.
Working Business Plan
An eight-page plan you can fill in and keep updating as the business changes.
EXCEL
Startup Cost Calculator
List one-time and monthly costs and see how much cash you need before you open.
2. Understand your numbers
Use the online calculators for a quick answer, then download the spreadsheets to keep working with your own numbers. Excel files include formulas and example numbers; fill in the yellow cells.
ONLINE TOOLS
Free Business Calculators
Four free tools to work out your pricing, break-even sales, cash flow, and marketing budget. Put in your own numbers and see what changes before you make the next decision.
EXCEL
Pricing Calculator
Work the price of a job backward from the pay you need, your overhead and the margin you want.
EXCEL
Break-Even Calculator
How many jobs, customers or units you must sell each month to cover your costs, and to hit a profit goal.
EXCEL
12-Month Cash-Flow Forecast
Cash in, cash out and cash left at the end of each month, with the risky months flagged in red. Includes a worked example.
EXCEL
Cash Reserve Target Worksheet
Turn your monthly costs into weeks of cover, then into the share of each job to set aside.
3. Understand your customers
Read the guide first, then use the worksheets to describe your customer, their problems, and their journey.
Basic Avatar Creation Guide
An 11-page guide to building your avatar: the questions to ask, how to check it against your brand, pain points in your customer’s words, how to review it, a worked example, and the worksheet.
Marketing Avatar Worksheet
The three-page worksheet from the Basic Avatar guide, ready to print on its own: every question you need to answer, plus a page for the full description of your avatar.
Pain Points and Solutions Worksheet
A three-page worksheet for writing each problem in your customer’s own words, and your solution in those same words. Four worked examples and a checklist to review your avatar.
Customer Journey Map
Map every step from a stranger hearing about you to a customer who comes back.
4. Find customers and plan your marketing
Build a plan, work out the leads and budget it needs, then put the basics in place to bring customers in.
Quarterly Marketing Plan Worksheet
Plan the next three months: goals, channels, budget and how you will measure it.
EXCEL
Lead-to-Sale Forecast
Enter your leads, conversion rate and costs to see customers, cost per customer and profit.
EXCEL
Marketing Budget Calculator
Work backward from the customers you want to the leads and budget it takes.
CPL vs CAC Workbook
Why the cost per click is the wrong number to steer by. A seven-page workbook on how to calculate cost per lead and cost per customer, what happens to both when you scale your ad budget, what to track, where the numbers come from (your CRM), and how to tell whether scaling is still worth it.
Google Business Profile Checklist
Claim, complete and maintain your free Google listing, step by step.
Review Request Scripts
What to say in person, by text and by email to ask for reviews, and how to reply to them.
5. Run and track your business
Put repeatable routines in place and keep an eye on the numbers that tell you how the business is doing.
Standard Operating Procedure Template
Write down how a job gets done so anyone on your team can repeat it.
Owner Meeting Agendas
Weekly, monthly and quarterly agendas so you keep working on the business, not just in it.
EXCEL
Monthly P&L Tracker
Revenue, direct costs, gross profit, expenses and net profit month by month, with margins. Includes a worked example.
EXCEL
Simple Business Dashboard
Ad spend, leads, customers and cash each month, with cost per lead, close rate, cost per customer and weeks of cash calculated for you.
6. Read and keep learning
Go deeper with the eBook, track your progress through the lessons, and use the checklists as you work.
PDF ยท eBOOK
Understanding Others Starts With Understanding Yourself
My 22-chapter eBook on why people do what they do, starting with you. 73 pages of short chapters, meant to be read once and then again a week later.
Lesson Checklist: all 128 lessons in one printable list
Every lesson in order, grouped by track, with a box to tick as you finish each one. Print it and keep it on your desk. New here? Start at the top of Track 1, or use the Start Here page to find the track that fits.
Checklists inside the lessons
Several lessons are built as checklists you can work through directly on the page:
- Your First 90 Days of Marketing
- Brand Track Wrap-Up and Checklist
- Your Monthly Marketing Routine
- Google Business Profile setup
More downloadable templates are planned. If we add one, we will mention it in The Open Book.