Start The Right Business

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2013 MARIEFORLEO.COM // START THE RIGHT BUSINESS

Please note that much of this publication is based on
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author (Marie Forleo International Inc.) made every reasonable
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CONTENTS
1 WHY YOU HAVENT STARTED

YOUR BUSINESS YET
5
2 START THE RIGHT BUSINESS
FOR THE RIGHT REASONS
10
3 START THE RIGHT
BUSINESS FOR YOU
17
42
HOW TO KNOW WHICH
IDEA WILL MAKE MONEY 6 30 CHOOSING WHEN YOU HAVE
SO MANY PASSIONS AND IDEAS 5 25 HOW TO COME UP WITH
IDEAS FOR YOUR BUSINESS 4
7 NEXT STEPS TO GROW

YOUR BUSINESS
54 ON YOUR WAY TO YOUR OWN BUSINESS
2013 MARIEFORLEO.COM // START THE RIGHT BUSINESS 4

WHY YOU
HAVENT STARTED
YOUR BUSINESS YET
& HOW THIS GUIDE WILL MAKE IT HAPPEN

Did you know its possible to create a business you love, doing
what youre meant to do, and have it be wildly profitable and
fulfilling too?
Of course you did.
Thats why youre reading this right now. You want the freedom
and fulfillment that comes from using your gifts to make the
impact in the world that youre meant to make, while earning a
great living too.
If you could only get over that one, big problem.
YOU DONT KNOW WHICH BUSINESS TO START
Nothing is more gut wrenching than knowing youre meant to

do something great in this world, but youre not able to move
ahead because youre unclear.
Over the years, Ive seen countless people struggle with this issue.
Being unsure about which business to start can create an

avalanche of misery: frustration, self-doubt, and an enormous
amount of wasted time, talent and resources stuck in
entrepreneurial limbo land.

After hearing from thousands of my readers who are in this
exact same position, I knew I needed to help. Thats why I
created this step-by-step program that anyone could follow
You lack good ideas.
to find their own clarity and finally start the right business for
them. A profitable and purposeful business they love. I want my own business so bad but I dont
know what my business should be. How do I
come up with good ideas?
While doing my research for this program, I discovered most
aspiring-yet-stuck-entrepreneurs struggle with one of three
core issues:
You have too many ideas

If youre struggling with any of these issues, this could and youre afraid to choose
be the most important program youve ever experienced.
the wrong one.
Im passionate about a lot of things and Im
In just a few moments, Im going to show you exactly how to
afraid to pick just one . . . because what if it
start the right business for you, methodically and intelligently,
isnt the right one?
so that you can finally do what youre meant to do in this
world, make the difference you want to make, and get paid for it.
Now before we go further, let me be clear. This is not some You have an idea but youre
get rich quick program. Nor is what Im going to suggest not sure it will actually work.
necessarily easy.
I know what I want to do, but I havent
started yet. How can I be sure my idea will
Youre about to start a real, sustainable business. One that you make money before I waste time and money
can be proud of and that provides financial security for you trying to make it work?
and those you love.

If you choose to move ahead, get ready to work harder and
longer than youve ever worked before. Because starting and
growing a business requires a significant amount of hustle
over a sustained period of time. And ready for the best part?
No matter how smart, passionate or prepared you are, there

are no guarantees that its gonna work. Im not saying this to
discourage you at all, Im saying this to wake you up and em-
power you. Because heres the truth:
If you want guarantees in business, you really dont want a business.
Every business endeavor requires risk. None of us have an I hope you appreciate my frankness here because, in order to
entrepreneurial crystal ball. We cant predict whats going help you start the right business, I need you to be aware of
to work and what wont. Business is an exciting game that the realities of business with eyes wide open.
involves research, gut instinct, a lot of rejection, constant risk
taking and never ending course correction. And while there are no guarantees that yours or anyones
business will work, there are proven ways to test your ideas
Its a dynamic dance of intelligently testing ideas, gaining ex- and take smart, intelligent steps to build momentum (and
perience and building momentum and confidence as you go. profit) over time. And thats exactly what this program will
help you do.
You could study the top 100 business books ever written,
consult with the brightest business minds on the planet, work As you build up small wins and confidence, youll be well on
with your astrologer, your psychic and a shamanic healer and your way towards creating a profitable business you love.
you still wont know for sure whats going to work until you
just get out there and do it.

What Youll Get Out Of This
In this program, Im going to walk you through what you need will you actually make money. Do you want a product based
to know, what you need to understand and what you need to business, like selling T-Shirts or sunglasses? Or do you want a
do in order to start the right business for you. service based business like being a consultant or web designer?
First well talk about starting the right business, for the right Once we get clear on your business model, well tackle the
reasons. This is all about understanding your motivations and three core issues that may be holding you back from start-
making sure youre clear on why youre starting a business in ing the right business: a lack of ideas, too many ideas, or an
the first place. unproven idea.
Again, running a business requires an enormous amount of Along the way, Ill provide bonus resources to help you go
work and a lot of trial and error. And in the beginning stages, deeper on specific topics and additional recommendations to
it rarely generates as much money as you want. fuel your business building fire.
Once you know your motivations for starting a business, youll What You Wont Get Out Of This
need to choose the right kind of business for you. Do you
envision creating a Fortune 500 company? A small business We will not talk about how to secure VC funding, bank loans
with a handful of employees? Or a micro-business where or investment capital.
youre basically running everything yourself with a part-time
virtual assistant when you need help? Were also not covering anything dealing with attorneys,
writing business plans, financial forecasting, choosing legal
Theres no right or wrong answer, but it is very important that business structures, insurance, business licenses or anything
you decide what you want in advance. In order to create the granular relating to taxes or liability. For all legal and tax ad-
business of your dreams you need to have a clear vision of the vice, please consult your attorney and your accountant.
size and scope of that dream business.
The only outcome were focused on in this program is getting
Well also talk about your business model. In other words, how you CLEAR so you can start the right business for you.

START THE RIGHT
BUSINESS, FOR THE
RIGHT REASONS
You can only become truly accomplished
at something you love. Dont make money
your goal. Instead, pursue the things you

love doing, and do them so well that
people cant take their eyes off you.
- Maya Angelou

What if I told you the secret to being uber successful in
business was this: never go into business to make money.
At first glance, never go into business to make money sounds

like it could be the worst business advice ever, right?
But heres the unfortunate mistake many people make that

not only leaves them exhausted and miserable, but completely
broke too. They say to themselves, Im just going to start this
online business or side business so I can make enough money
to quit my day job and then do what I REALLY want to do...
No no no no nooooooo! Never, ever go into any business just

to make money.
YOU ONLY LIVE ONCE.
Youll be miserable. And more importantly, youll rarely, if ever,
make the kind of money you think you will. If your heart isnt
in it, people will feel it, or more accurately, not feel it. It will
be nearly impossible to attract and retain talent or customers
because your business will lack soul and purpose.
Plus theres the whole YOLO factor: You Only Live Once.
Not to be morbid, but were all going to die. Whether its in

days, months, or hopefully many years from now, were all on
a train heading to the same destination. Im not saying this to
depress you, Im saying this to wake you up. Our time on the
planet is extremely precious. You are extremely precious.

Do not waste your time, energy and life starting a business you And consider this fact: Most modern entrepreneurs are not
dont give a damn about just for the money. primarily motivated by financial gain. Were motivated by the
desire to make a difference; to use our gifts to help and serve
Youre on the planet for a reason. God, the Universe - whatever others.
you believe in - does not make any extra peeps just for
the hell of it. No other person ever has, or ever will, have the Dont get me wrong. We love money and the security and
unique blend of talents, strengths and perspective that you have. freedom running our own business brings, but money is not
always the primary motivator. Thats why its uber important
Ill bet youve known that there is something very special youre to make sure you start the right business for the right reasons.
meant to do in this world. And that thing you dream about is

the very thing that should inspire you to start a business. Because when youre in business for the RIGHT reasons (i.e.
you love what youre doing and youre committed to making a
As weve established, success in any business takes an positive difference for others) building your business becomes
enormous amount of work. It requires significant time, energy intoxicatingly fun, spiritually fulfilling and financially profitable.
and hustle. You must be consistent over a long period of time.

You become a center of influence in your industry because
If youre not so ridiculously passionate about your product or your passion is palpable.
service that you could work on it until your eyeballs fall out,
you wont have the energy or persistence needed to make it a And while building anything from the ground up is never easy,
profitable success. when youre doing it for the right reasons, youll love every
minute of it. The hustle is hot. And the fulfillment and satisfac-
When you go into business for the wrong reasons (i.e. just tion you feel in every cell of your body on a daily basis fuels
to make money) youll find yourself burned out, frustrated you past any obstacles or challenges that come your way.
and waste years of time and energy with little to no financial

success to show for your efforts. You wont have the sustained As a result of starting a business for the right reasons, youll
creativity or passion to become the superstar youre meant to be. be capable of making more money than you can ever imagine.

Two Outrageously Awesome Reasons To Start A Business
While people start businesses for a zillion different reasons, the

most successful usually fall into one of two buckets and yes,
these often overlap.
1. You see an unmet need in the marketplace.
Many businesses are born out of a desire to solve a personal

problem or handle an unmet need in the marketplace. These
kind of businesses give you that head smacking why didnt I
think of that?! kind of feeling.
Sarah Blakely, founder of Spanx and the youngest self-made

female billionaire in the world, invented footless, body shaping
pantyhose because she was frustrated with having nothing to
wear under a pair of tight, cream pants.
WHY DIDNT I
This former comedian and fax machine sales gal started her
business on the side while she was still working a 9-5 job. She
THINK OF THAT?!
hustled to build it on nights and weekends for over 2 years
before she felt confident enough to quit her job and work on
Spanx full time.
Sarah is just one of millions of people who have started successful

businesses based on seeing an unmet need in the market.
2. You have a desire to create and make a difference. Regena, like so many others, began her businesses from a
space of personal discovery and a deep desire to make an
Other businesses are born from a desire to create and make a impact in the world.
difference in the world. This kind of business is often inspired
by a having a unique talent or gift, experiencing a personal Sarah and Regena, two very successful business owners, didnt
turning point, overcoming an obstacle or some other inspired start their businesses with an eye exclusively on the money.
vision for how the world can be a better place.
Of course, the whole point of running a business IS to make

My friend Regena Thomashauer, aka Mama Gena, runs her money, but 99% of us need another, more soulful reason to
multimillion dollar business, The School Of Womanly Arts, stay engaged and motivated over the long term.
which focuses exclusively on teaching women the art and dis-
cipline of pleasure. So yes, money is awesome and must be part of your motiva-
tional mix, but not your sole reason to start a business.
After an early career as an actress, Regena began feeling dis-
connected from herself and from her identity as a woman. She
tried the traditional routes like working with therapists and
psychoanalysts, but didnt see results.
She continued searching and discovered the little known

Of course, the whole point of
discipline of pleasure. She began to research and test this new
running a business IS to make money,
discipline and the results were off the charts!
but 99% of us need another, more
Regena knew that pleasure was the missing link in our education
soulful reason to stay engaged and
as women. Her classes began very small, and over the years
motivated over the long term.
shes developed a cult-like following and a full-blown curricu-
lum that impacts thousands of womens lives around the world.

ACTION STEP: Why Do You Want To Start Your Business? B U SI N ESS I D EA TO P 5 REASO N S WHY I WA N T TO STA RT I T
If you have a business idea, or several, write down at least 5

reasons why you want to start that business. This is about
being brutally honest with yourself and getting real about the
true motivations behind your desire to launch.
Your reasons can range from personal to global. Maybe your

business idea will allow you to be location independent, or
you want to revolutionize an industry youve always dreamed
of working in, or you know that your purpose is to make a dif-
ference in the lives of women around the world, or you want
to wipe out the epidemic of childhood obesity.
It is extremely helpful, especially if youre considering several

business ideas, to understand how each idea ranks in terms of
your own passion and commitment to make this business a reality.
Once again, we love money and it must be a factor in this

equation, but not the only reason.

Great job. Now that youve completed this exercise, you have useful information
about your own personal motivations for starting a business that will be vital as you
go into the idea refinement and testing stage.
BONUS RESOURCES
Watch our dear friend Simon Sineks legendary TedX talk

on the power of starting any business with why by clicking here
Watch our MarieTV episode on this subject here

START THE
RIGHT BUSINESS
FOR YOU
Destiny is not a matter of chance, its a
matter of choice; it is not a thing to be
waited for, it is a thing to be achieved.

- WILLIAM JENNINGS BRYAN

Now that youre clear on the right reasons to start your busi-
ness, youve got to get clear on what kind of business is right
for you. The first step is to analyze your ambition because in
business, size does matter. Heres what I mean.
These days, businesses come in all shapes, sizes and structures.

For simplification purposes, lets think about three main categories:
A BAB (a.k.a Big Ass Business). Think Amazon, Apple or Whole Foods.
A Small Business. Usually defined by having less than 100 employees

and less than $50 million in revenue.
A Micro Business. When I think of a micro business, I often think of a

one woman show or freelancer with an assistant, though many define
BAB
it as having five employees or less.
The point here is not to get caught up in the semantics or the

details of definitions, but to consciously choose the size and
scope of your venture. (a.k.a Big Ass Business)
Theres no right answer here. A bigger business is not always

better. Starting the right business for you is about being 100%
honest with yourself about how big you want your business to
be, how much youd like to earn and how much time, effort and
daily responsibility you want to have.
Think about it. For some aspiring entrepreneurs, the thought

of having a business with 100 or more employees sounds like a editors, programmers and advertising sales reps. Shed likely
death sentence. For others, it may sound like entrepreneurial nirvana. need a brick and mortar office in New York City and would
The beauty of modern entrepreneurship is that YOU get to eventually need outside investment funding to scale her
choose the size of the enterprise youd like to build. While you growth. She fully understood the size and scope of the
dont have to set your ambitions in stone, youre obviously business she wanted to start and then intelligently and
going to play a much different game if you plan to be the next methodically went about building it.
Google vs. if you want to run a six figure coaching business

from your laptop while spending a few weeks a year sipping By way of contrast one of my B-School grads, Jenny Shih,
margaritas on the beach. runs a profitable consulting business from her laptop in
Oregon. Jenny offers one-on-one consulting, small virtual
As Tony Robbins says, Success leaves clues. Knowing the group classes and downloadable self-study products. She
size of the business you want to start will inform the kind of has no employees, has a waitlist for clients and has no desire
research youll do; the kind of mentors and advisors youll at this point to greatly expand her business. Shes working
connect with, and the kind of actions youll take to build your about 20 hours a week, earning more money than ever, and
business. has time to volunteer, run marathons, and enjoy her husband,
her dog and her decidedly active lifestyle.
For example, when my friend Amanda Steinberg founded

DailyWorth.com, a daily email newsletter with personal finance Amanda and Jenny are running two very different businesses,
advice for women, she began studying everything she could but both women are profitable and happy because theyve
about the daily email business model. She looked at how identified and stayed true to the size of business that matches
other successful companies in that space operated like their own desires.
DailyCandy or Ideal Bite, the latter of which was reportedly

sold to Disney for $20 million.
That research informed Amanda that running a daily email

business was no small venture and she was about to work
harder than shes ever worked before. She learned that in or-
der to run that kind of business, shed need to hire a team of

ACTION STEP : WHAT SIZE BUSINESS DO YOU WANT?
Again, there are no right or wrong answers here, but it is im- A VERY IMPORTANT NOTE: Do not move ahead
portant you tune into your own ambitions and make a choice. in this program until youve made a clear choice
Answer the following questions and use your gut instinct, not on the size and scope of the business you want
your ego, to answer. to start. The inability to make a choice and move
ahead is what keeps you stuck in I dont know
1. When I envision my dream business, I envision a _______ what business to start land.
business (big, small, micro).

Even if you make a choice, move ahead, and then
2. My desire is to have ______ number of employees. change course later, youll still be way ahead of
the masses of would-be business owners who are
3. I run my business from my __________ (home office, office stuck in their heads.
building, my laptop).
The worst thing you can do here is keep your op-
4. My goal is to _____________ (sell my business and exit the tions open and endlessly talk to yourself about
company or run my business through the foreseeable future). all the possibilities you have yet never take any
action, get out there, and get in the game.
Obviously, there are a million other questions I could ask you

about the size and scope of the business you want to start, So make your choice now and lets move onto
but I wont. Youre intelligent enough to ask yourself these business models.
questions and get clear on exactly how big your dream business is.

Business Models 101
If you want to make money as an expert, teacher or coach,

Now that you know the general size and scope of your desired
then youll have an information product based business model.
business, the next piece of the puzzle is getting clear on your
Youll build a brand and deliver ideas and advice packaged
business model.
into both products and services like seminars, books, online
digital programs, retreats and one-on-one coaching. You
On the most basic level, your business model is how your busi-
deliver solutions that help people solve a problem, and your
ness makes money. What exactly are people paying you for?
customers will pay you.
You must have customers who hand you money for something.
If you want to make money selling software, take a look at
Because without paying customers, you dont have a business,
a company like 37 Signals. They sell monthly subscriptions
you have a hobby.
to online productivity software for small businesses like
Basecamp or Highrise. As a loyal customer, I pay a monthly
The business model conversation can drill down into some
fee and, in exchange, my team gets to use their software to
pretty mind boggling complexities, but for now, lets keep
stay organized and productive.
things simple so you can get clear and move ahead.
Or how about our friend Amanda Steinberg and DailyWorth

Most businesses sell either a product, or a service, or a combination
again. Shes got a daily email business model where her
of both. For example, graphic design, coaching, consulting or
readers get content for free, but she makes money by sell-
being a personal stylist are all a service based business model.
ing advertising to companies who want to get in front of her
You deliver a service and your client pays you. Simple and
readers.
straightforward.
Conversely, if you sell jewelry, handbags, clothing, computers,

baby products, or candles, youve got a product based
business model. You deliver a physical product and your
customer pays you. Again, simple and straightforward.

Here is a short list of simple & profitable
business models that work to get your
entrepreneurial wheels turning:
PERSONAL S E RV IC E S PRO D UC TS I N F O R M ATI O N P R O D UC TS SUB SC R I P T I O N / M EM BERSH I P RESELLER
dog walking jewelry Marie Forleo 37 Signals network marketing

virtual assistance clothing Danielle LaPorte Crazyegg affiliate marketing
health coach lingerie Tony Robbins LiquidWeb Hosting Ebay
personal trainer cloth diapers Kris Carr Proactive
web designer cupcakes Netflix
cosmetics Salsa of The Month Club
stationery Honest.com
fine art Kiwi Crate
The point here is that in order to start the right business, you To be clear, if you want to start a new business with a brand
must choose a clear and proven business model. Pay special new business model, rock on with your bad self. Just know
attention to that word, proven. that you may spend a lot more time with trial and error since
you wont have a proven blueprint from others to learn from
While Im all for being a creative trailblazer, theres no need and build on.
to reinvent the wheel when it comes to your business model.
Find people whove done what you want to do and learn the My point here is I dont want to see you make the same
business model inside and out BEFORE you get going.

mistake that many newbies make. They take the first half- This is the challenging and time consuming work that most
baked business idea they have and run with it. They start a aspiring entrepreneurs are unwilling to do. Let me be frank.
Twitter account, a Facebook page and spend a few hundred If youre not willing to do this level of research into your
dollars on business cards. They desperately look for customers soon-to-be-business, the thing that could potentially be your
everywhere with no sense of direction and no profit making LIFES work and create financial freedom for you and those
roadmap to follow. you love, you shouldnt be starting a business.
After a few months, they either give up completely or chase One of my favorite things to say, and something I firmly believe
the next shiny object that promises to help them make money in, is everything is figureoutable. You can figure out anything
while they sleep. But not you. Youre smarter than that you want to in the world, if you keep asking the right questions
because heres what you will do. and stay focused and determined on finding an answer.
Youll study your ass off and learn everything you can about
your chosen industry and business model before you start!
Psst: Dont Panic If You Dont Have a Business Idea Yet!
Youll Google the shizzle out of it. Youll read every book or
article you can about that kind of business, that industry and
the people whove done it successfully. Dont get all up in arms if you cant choose a business model
because youre not sure what idea you want to move ahead
Youll tap your network and ask everyone you know for with yet. You can, and should, come back to this section once
resources, connections and information about what it takes youve gone through the rest of the program. The reason I
succeed with that business model. Youll get connected to put this section here is because its vital that you start think-
people who are doing it, and succeeding, now. ing about the framework of business models - i.e. how your
business will make money - before you get too deep into idea
You literally become an expert in your chosen business model generation, refinement and testing. The reason is that you may
so that you can refine and validate your ideas before you in- be able to eliminate some ideas off the bat if you cant fit them
vest more time and money. into a clear and proven business model!

ACTION STEP
Answer the following questions as thoroughly as you can. If

you need to do research in order to answers these questions,
then do the research and fill in the questions.
1. My chosen business model is: 4. What are the pitfalls to look out for?
2. Who is already crushing it in my chosen industry with 5. What kind of capital, if any, does it take to start this kind of
my chosen business model? Who are five people who are business?
successfully using this business model right now?
3. How did they build what theyve built? What steps did 6. Based on my research, what kind of skills does it take to hit
they take? (hint: look for articles and interviews online, it out of the park with this business model?
Google them, connect with them!)

BONUS RESOURCES
If you want to dive deeper into business model generation, check out these two books:
Click here to check out Business Model Generation

Click here to check out Business Model You

HOW TO COME
UP WITH IDEAS
FOR YOUR
BUSINESS
First comes thought; then organization
of that thought, into ideas and pl ans;

then transformation of those plans into
reality. The beginning, as you will observe,

is in your imagination.
- NAPOLEON HILL

If your sticking point has been a lack of good ideas, get ready
to exercise your creativity and imagination. Im going to walk
you through a two step process to generate business ideas, BRAINSTO RM
and then organize them neatly into what I call the clear idea matrix.
STEP 1: Business Idea Brainstorm
Open up a new document or page in your journal and name

it Business Idea Brainstorm. There is no room for judgement
or self-editing here. The goal is just massive idea generation.
When youre brainstorming business possibilities, there is no
such thing as a bad or stupid idea so turn your inner critic off.
Dont worry if someone else has done it already or wonder

whether or not the idea can actually make money. The goal is
simply to come up with at least 25 ideas for a business.
If your imagination is bone dry, cruise around on Inc.com,

Entrepreneur Magazine and Fast Company. There are tons of
business profiles on each of these sites that will help you come
up with ideas.
If you have an interest in a particular field like pet care or yoga,

Google those topics and find some online blogs or magazines
about that topic area. Youll find profiles of businesses or
advertisements by other business owners who operate in that
space to inspire your brainstorming session.
Outside The Box Idea Generation Tips
Whenever I feel creatively barren, there are two things I do that Do this: Create a 45 minute playlist of songs that inspire you,
work like magic. energize you, enliven you and make you want to conquer the
world. Youll need about 12 songs. Chose a form of fitness
1. Pray for insight. Whether you pray to God, The Universe, (dance, running, rebounding, cycling, yoga, hiking, strength
Source or a general HP (Higher Power), tell the truth about training, etc.) and work out for at least 45 minutes straight
feeling creatively stuck, ask for help and be willing and open with your tunes cranking. Dont try to force ideas to come.
to receive guidance. That guidance may come in the form of a Just stay open to the creative downloads that will automatically
magazine article, an email from a friend, a book falling off the arrive. Repeat daily.
shelf or an invitation to a dinner party. I believe in a responsive
and co-creative life force that is always on our side, should we
have the courage to ask.
Say this: Im ready and willing to receive the perfect business

idea for me. Ill continue to take consistent, focused action
while keeping my eyes, ears and heart open for divine guidance.
2. Creativity lives in your body, not your mind. Some of my

best and most inspired ideas have come during a spin class, a
dance class or simply sweating it out on an elliptical machine.
Our bodies are designed to move and research proves that our
brains function better after exercise.
It doesnt matter what form of exercise you enjoy, just get out
there and move your body, sweat your ass off, listen to great
music and get ready to download some incredible, creative
business ideas.

Want more? Use the following prompting questions to get your
imagination firing. Dont think too hard, just write down your
first responses.
What websites do you visit often? What do people thank you for doing for them?
What books do you read? What tools or online applications do you know how to use
better than anyone else?
If you could start a business doing anything in the world, what What do you do in your free time?
would it be?
If you could get paid to do or make something for others what If money were no object, what would you do with your life?
would it be?
What skills do you have that could be translated into services? What do people always seem to ask you to help them with?

BRA I N STO RM
Do This Now: Take 45 minutes and write down at least 25

business ideas. Dont stop until you have at least have 25
ideas on the page. Got more? Thats fine. Just get everything
out on paper in one place. Again, dont censor yourself and
dont stop until you reach at least 25. More ideas is great too.

STEP 2: The Clear Idea Matrix
Once you have at least 25 business ideas on the page, its time IND U STRY PROVEN BUS INESS M O D EL TARGET AUD IENCE
to review and organize. Take a look at your list and organize

your ideas by making sure they all have an industry, a proven
business model and a target audience. If an idea cant be neat-
ly organized into the Clear Idea Matrix, it doesnt make the cut.
Put as many of your ideas into the Clear Idea Matrix as possible
by using the action sheet to the right.
IND U ST RY P ROVEN BUSI NESS MODEL TARGET AUDIENCE
Pet Care Dog Walking Pet Owners
Yoga Yoga Teacher Spiritual/Healthy
Niche Food Selling Cupcakes Gluten Free Crowd
Expert / Author Information Products Parents
Once you have all of your ideas neatly organized into the Clear
Idea Matrix, youre ready to start testing your ideas and Ill
show you how to do this step by step, in Chapter 6.

HOW TO CHOOSE
WHEN YOU HAVE
SO MANY IDEAS
& PASSIONS

WHATs important is finding out what
works for you.
- HENRY MOORE

Before we dive into this topic, I want to let you know that I ACTION STEP: Make a list of all the passions youre currently
understand how you feel. considering turning into a business. Get all of your ideas out
of your head and onto paper so we can intelligently and stra-
As a multipassionate entrepreneur myself, I get how confusing tegically work through them.
and frustrating it can be to want to do a lot of different things
in life and not want to choose one thing and forget about the INDUSTRY / PASSION P RODUCT / SERV ICE BUSIN ESS IDEA
others.
Its torturesome to imagine youre picking the wrong one

and, each time you try to narrow in on one passion, you feel
like youre making the biggest mistake in the world.
The good news here is that there is a methodical way to find

clarity and focus without necessarily feeling like youre leaving
the rest of your passions behind.
As I walk you through the steps to find your clarity, Ill tell you
how key shifts in my thinking, along with conscious choice,
allowed me to fully embrace my multipassionate nature and
strategically decide what passions would get the majority of
my time and attention.

Reality Check 1: Dont Monetize All Your Passions Heres her reply: Thats exactly why I dont want to do it full
time! I love taking classes and having fun without any pres-
Now that youve got a list of the passions youre considering sure to teach or get into the fitness industry. Plus, I love what I
turning into a business, its time for your first multipassionate do during the day and can make waaaay more money, have a
reality check: dont monetize all your passions! Just because better lifestyle and impact more people doing what I already
youre passionate about something, it doesnt mean you do. Ive got over 15 years of experience in my field and Im
should, or even could, start a business around it. really good at it. Fitness is an important part of my life and I
love it, but I dont want to do it for a living. Smart girl.
First and most obviously, some of your passions may not make
good business sense. ACTION STEP: Go back up to your list and cross off anything
that is just not practical to start a business around (like rid-
Im pretty darn passionate about roller coasters, but I dont ing roller coasters) or anything that you truly dont want to
think anyone is going to pay me to go on rides all day. I also make a living doing. This requires you to get real honest with
know Im not passionate enough about them to want to design yourself and use your gut instincts too. Remember that enjoy-
them or do anything but enjoy them when Im at an amuse- ing your passions on a regular basis may be enough to satiate
ment park. your desire vs. starting an entire business about it.
Sometimes, you just need to express and experience your pas-

sions on a regular basis in order to get the creative juice and Reality Check 2: Lean Out 10 Years
satisfaction from them that you desire. In fact, the expression

and experience of those passions can often inspire break- When you have several viable passions that could be your
throughs in your business and give you the fuel and inspiration business, its time to ask yourself one of the most powerful
to keep going! questions you could ever ask.
For example, I have a good friend who is a genius at systems, This one question is what helped me decide that I wanted to
training and managing virtual teams. Shes also super passion- take my passion for dance and give it a go as a business and
ate about fitness and working out. Many of her friends often career. When I asked myself this question, it made me realize that
say, You love fitness so much, why dont you do it full time? for a period of time in my life, I wanted to have and pursue

several passions at once. It was a conscious choice. No one can tell you the answer to this except for you. Go back
up to your list and cross off any passion that you know is not
I was about 25 years old and I just began to recognize my important enough to devote the majority of your time, energy
talent and abilities in the dance world. I already had a small and life to for the foreseeable future.
but growing life coaching practice and I was considering how

much time and attention I should devote to hip-hop dance and Reality Check 3: Know Your Ultimate Life Goals
fitness.
When youre trying to choose between a few passions, its
I got very honest and asked myself: uber helpful to know what your ultimate, long-term goals are
(financial and desired lifestyle) and have a good, honest talk
In ten years from now, will I regret NOT having pursued dance with yourself about what it will take to get there.
more seriously?
Heres what I mean. For about 5 years, I successfully juggled
My answer was a clear and immediate YES. If I didnt give building an online business with having a vibrant career in
dance and fitness more time and attention right at that mo- dance and fitness, while supplementing my income by bar-
ment, I knew I would absolutely regret not having gone for it tending. I was constantly juggling different projects and dif-
ten years in the future. ferent revenue streams.
At that moment, I consciously recognized that I would be tak- In the fitness and dance world, I was rockin and my trajec-
ing significant focus, time and energy away from coaching. I tory was on the rise. I had choreographed on MTV, created 4
knew that a split focus would slow down my ability to grow my top selling fitness DVDs, I was a Nike Elite Dance Athlete and
coaching business and Id earn less money for a while. I was OK Master Trainer and I was in a management position at Crunch
with that because I was clear that if I didnt pursue dance and Fitness.
fitness, Id look back in life and regret it.

In my online business, I had a growing audience, had written
ACTION STEP: Go through each of your passions and ask my first book and had launched a few small programs that had
yourself this. In ten years from now will I regret NOT having great response. I was being asked to speak, started getting press and
pursued this passion as a business? had began building a name for myself in the expert industry.

That was the point in my multipassionate business career that I amount of control Id have over every stage of the creative
had to make a choice. I knew that if I wanted to become outrageously process, the unlimited possibilities in terms of where I could
successful and still have a life outside of work, that Id need to narrow live, how much revenue I could generate, who Id hang out
my focus and devote my full attention to ONE industry. with and how my lifestyle could be.
Thats when it became crystal clear to me that it was time to

phase out of my career in dance and fitness and devote 100%
MY UlTIMATE LIFE GOALS INCLUDE
of my time, energy and attention to building my online busi-
UNLIMITED INCOME POTENTIAL, TO
ness and creating products and services in the personal and
POSITIVELY IMPACT MILLIONS OF LIVES business development industry.
AND TO BE LOCATION INDEPENDENT.

Was it hard to phase out of dance and fitness? You bet. But I
got real with myself about my ultimate life goals and made a
I looked at the leaders in the dance and fitness industry and wise choice to devote 100% of my efforts to one industry. The
saw a potential future. In order to really crush it in that indus- results have been nothing short of spectacular.
try, Id have to create even more fitness DVDs, constantly travel

around and teach at fitness conferences, use my physical body Plus, I felt satisfied that I got dance and fitness out of my
in my work on a daily basis, and likely do some kind of info- system, so to speak. Those passions would always be a part of
mercial or create some product in that category. Thats a lot of my life and my brand, just not the main focus. I had done my
variables that depend on other people. I also didnt see a clear best work and I felt satisfied I was ready to move on.
path to generate the kind of revenue I wanted to generate in

my business. I also realized the dance and fitness world was The beautiful thing about being multipassionate is that you can
not nearly as location independent as my online business. take all of your skills, talents and experiences and leverage them
into a truly unique and one-of-a-kind brand presence. Ive taken
Then I looked ahead at the leaders in the business and personal everything Ive ever done and leveraged it into my current busi-
development industry. I saw the kind of impact and income ness as an author, speaker, coach and entrepreneur.
I could make from creating more products and services, the

Heres another example about how powerful it is to get real
with yourself and lean out into the future to see where youre
heading. A talented DJ/Fashion Stylist/Yoga Teacher I know
recently came to me confused about all her passions and feel-
ing torn about which she should focus on.
After our talk, she realized that while she loves to DJ, in order
to crush it in that industry, shed need to fly around the world,
be in nightclubs until all hours of the night and spend a lot of ACTION STEP: What are your ultimate life goals in terms of
time around a people who drink and do drugs. While she loves lifestyle, income and impact? Its important that you look at
music and spinning at parties, the moment she got honest with the realities of the industry youre going into. What are the
herself about what it would take to be the best in the world limitations, if any? What are the possibilities? Are you willing
in that industry, she realized that its not ultimately how she to do what it takes to be the best in that industry? Go back to
wants to spend her life. your list and cross off any passion that conflicts with your true
desires and ultimate goals in life.
She can still DJ for fun, but she just freed up a lot of her mind-
share. She also took a look at what being a full time yoga
teacher would look like and realized that while she loves yoga,
she does not want to teach full time. As she began to get hon-
est with herself, she realized the one passion she could talk
about day and night was the one passion she would do any-
thing for - that was fashion and styling.
Can you see how doing some methodical and honest thinking
through your passions can help you see which is most aligned
with your larger life goals?

Reality Check 4: Clarity Comes From Engagement, Not Thought self doing this as my livelihood for 16 hours a day for the rest
of my life.
The only way to truly figure out which passion you want to
start a business around is to get out there and test it. What That type of clarity cant be figured out in your head, talking
does that mean? It means go do the thing youre thinking to friends, or from any amount of list making, pro and con lists
about. Take a class in that field. Go to a conference or seminar or any other intellectual exercise. Youve got to get out there
for that industry. Find someone whos already successful doing and engage.
what you want to do and take them out to lunch to learn about
the opportunities, lifestyle implications and financial limita- ACTION STEP: Go back to your list and cross off anything youre
tions, if any, of that industry. not willing to test through engagement. If youre not willing to go
take a class or talk with anyone whos successful in that industry,
Heres a truth I want you to remember for life. Clarity comes youre really not that passionate about it. For anything that you
from engagement, not thought. are willing to test, use the worlds best free research assistant, the
GOOGLE, to find a way to get engaged and test it.
When I began feeling the pull to my passions beyond coaching,

I approached my other passions as an experiment. For ex-
ample, I did not start taking hip-hop classes with any intention
that I would eventually teach. I took class because it sounded
like fun and I wanted to dance. When I stepped foot in my first
dance class, I actually cried. It felt so good and I knew I had to
keep taking classes to feed my soul.
Remember this: You cant think your way into your truth, you
have to take action and see how it actually feels. When you
take action and engage in any activity, youll access the natural
knowing in your body. Youll get signals that either say Hell
yes, I LOVE this and want to keep going... or youll get signals
that say, This is awesome as a hobby, but I really cant see my-

What is Your Lifestage?
When youre a multipassionate entrepreneur and you want to

test your different passions to see which one you truly want
to pursue, one of the most important components for you to
examine and be honest about in order to move ahead is your
lifestage. Heres what I mean.
I was in my early 20s when I started my business and realized

there was more than one thing I wanted to do. In addition
to my life coaching business, I was a hip-hop enthusiast, a
fitness fanatic, an aspiring writer, and beyond fascinated with
marketing, small business, spirituality and personal development.
At that stage in my life, I had rent to pay and the normal bills
that come along with living in New York City. But beyond that,
no obligations. I didnt have a mortgage, pets, a husband or
kids that were depending on me.
I made the majority of my money bartending at night so that

my days were free to work on my coaching business, take
dance classes, teach fitness, write, and actively engage in all
of my passions.
I did not make a lot of money in those days. I was climbing

out of debt and was able to live, relatively speaking, on the
cheap. I was free to take risks and learn. I hustled my ass off
and I loved every minute of it, but due to my life stage, I could

afford to not make a lot of money. In fact, I was making so
little money at one point that I had to move back home with
my parents for a while, and after that I paid a small amount
of rent to a friend and lived on an airbed in her living room in
NYC for a year while I continued to test my passions and
gain traction.
So whats the point here? Your lifestage is an important piece

of your multipassionate puzzle. It determines how much time,
energy and money you can or are willing to devote to testing
out your passions.
Acknowledge your lifestage. What responsibilities do you

have that will impact how you move ahead and test your
passions to determine which one you want to start a
business around?
In my early 20s I could test a lot of my passions at once

because I had very little outside financial responsibilities and
was willing to live in a way that allowed me to discover which
industry I really wanted to make a dent in. If you have financial
responsibilities outside of yourself, you can of course still test
your passions, youll just need to make a strategic plan that
allows you to fully honor your responsibilities and test your
passions too. Youll need to be creative and resourceful, but
you can do it.
Reality Check 5: There is no right answer and its all in your hands!

Before we wrap up this discussion, I want to make one point Also, once your primary business or brand is profitable and
ultra clear. you have a team and systems in place, you may be able to add
in another profit center from another passion.
There is no absolute right answer about whether or not you
should pursue one passion or many. You must choose for yourself, But remember this, if you choose to move ahead with mul-
find out what works for you and take full responsibility for your tiple streams of income from different passions and industries
choice. As Erica Jong said, Take your life in your own hands, all the same time, at some point it may become difficult to
and what happens? A terrible thing: no one to blame. manage it all when they all start to take off. There are only
24 hours in a day and when youre first starting out, the more
Given that, there is one point about focus that I want to make focus you can devote to one thing, the faster youll see re-
sure you know. If you really want to lead an industry, at some sults, and the faster you can build off of that one success and
point youll need to focus your time and energy towards a pri- branch out to others.
mary goal. YOUR MOST IMPORTANT ACTION STEP:
I needed that period of my life where I juggled a lot of things

at once. It was my personal truth and choice. But there also
came a point, as I shared, where I realized that if I really want-
ed to make a major dent in the universe through my business,
I needed to focus and devote the majority of my time and
energy in one core area. JUST BECAUSE YOU FOCUS
ON ONE THING, IT DOESNT
Heres the thing. Just because your business is focused on one
MEAN YOU GIVE UP YOUR
thing, it does not mean you give up your other passions. You
can still have them active in your life in many forms. In fact, OTHER PASSIONS.
many of your passions may come along and be fused into your
business. Your multiple passions can give your core brand a
creative and unique edge.
IND U STRY PROVEN BUS INESS M O D EL TARGET AUD IENCE
After all of these multipassionate reality checks and insights,

you should have more clarity on how to move ahead. Take your
whittled down multipassionate list from above and transfer all
of your ideas to the Clear Idea Matrix explained at the end of
chapter four. Once you have your passions and ideas organized
into the Clear Idea Matrix, your next step will be to start testing
your ideas and start generating revenue.

BONUS RESOURCES
Watch our MarieTV episode on being multipassionate here
Read this book by Barbara Sher called Refuse To Choose here

HOW TO KNOW
WHICH IDEA WILL
MAKE MONEY

GENIUS IS THE ABILITY TO PUT INTO EFFECT WHAT
IS ON YOUR MIND.
- F. SCOTT FITZGERALD

Now that you have a list of organized ideas in your Clear connecting to industry experts whove been there, done that
Idea Matrix, its time to find out which idea will actually make and could greatly shorten their learning curve.
money. After all, you might think youve stumbled upon your
million dollar idea, but how can you be sure it will work? And if they do have the courage to speak about their ideas,
they only talk with well meaning friends who have zero busi-
This next step is crucial to starting the right business for you. ness or industry experience and reply by saying, Umm, sure,
Otherwise, youll wind up like so many struggling newbies who that sounds like a great idea - you should go for it! While its
are haphazardly trying different marketing strategies to make sweet and encouraging, that kind of general feedback is not
it work but wind up broke and frustrated because they cant going to put money in your bank account.
figure out why theyre not making money.
Unfortunately, the harsh truth is this: their business idea may

not have been viable in the first place.
Many aspiring entrepreneurs fall so in love with their idea Why? Because you should never take business advice from
that they speed off and try to start a business without doing anyone whos not experienced and successful doing what you
comprehensive research and testing with a target market or want to do. Its like going to an obese personal trainer or a
within their industry. And unfortunately, without this research poor financial advisor. Thats just not smart.
or testing, the results can be depressing.
The good news here is that youre not going to make these
They make the mistake of focusing all their time and resourc- mistakes. Youre going to intelligently and methodically evalu-
es on unimportant details like which business structure to ate each idea, do your homework by connecting with industry
choose - a sole proprietorship or an LLC? or how much they experts and potential customers, and test your ideas before
should spend on designing their logo or getting a website moving ahead.
before knowing if their idea will even make money!
The first step in this process is called the Common Sense Test.
Whats even worse is that most aspiring entrepreneurs come This test allows you to quickly evaluate your ideas, from the
up with all kinds of business ideas in their heads without ever inside out, and eliminate any ideas that wont work so you can

focus your time and energy on those that will. Question 2. Am I willing and able to focus the
majority of my time and life energy on this for
Youll run each of your ideas through a series of four questions.
Youre looking for a yes to all four questions. If you dont have at least the next 24 months?
a yes to all four questions, the idea gets crossed off your list.
This question speaks to your passion and commitment. First
Remember, our goal here is to get you clear on one idea and lets tackle the willing part. Do you want to focus your time
help you start the right business for you! A business that will and energy on this idea? Is it something you can really get
be both profitable and an ideal fit for your strengths and life- behind? Remember, starting a business just to make money
style goals. rarely works. If youre not willing to go after this like a dog
with a bone, cross the idea off your list.
Lets walk through each question in our Common Sense Test in detail.
When I say the majority of your time and life energy what
I mean is your free time. It doesnt matter whether you have
Question 1. Do I have the knowledge, skills
a full time job right now or not. If youre not willing to stop
or abilities to provide this product or ser- watching endless hours of Bravo or quit tooling away your
vice, or am I willing to train to get them? time on social media, you wont make time to succeed in your
new business. You need to live, breathe, and eat your busi-
This question is straightforward and should be fairly obvious. ness for at least the next 24 months in order to get it off the
For example, if you want to start a personal training business ground.
but you know nada about helping people get into shape, then
then you either need to get trained and educated or move on If you have a full time job, or you have several bridge jobs,
to another business idea. then you need to spend early mornings, evenings and week-
ends working on your new business. If youre not willing to
You need to have, or be willing to develop, a certain level of devote that kind of consistent time, focus and energy to your
competence in order to start a business in any category. business idea, eliminate it.
If you get a no when you ask yourself this question, cross off that idea.

Question 3. Is this idea aligned with my to sell things to. You want to enter a market ripe with people
who are already spending money on the kind of product or
goal of having a micro, small, or big ass
service you want to offer.
business?
Here is an extreme example, but it makes my point. Lets say
In chapter two we discussed how starting the right kind of you want to be a life coach and your passion is to help home-
business for you involved getting real about your desired life- less people get back on their feet. You want this to be your
style and income. For example, if one of your business ideas is business. But homeless people are not in a position to spend
to open a local bakery but your desired lifestyle is to be loca- any money on this kind of product or service. While there is a
tion independent, then your business idea doesnt align with defined market, they are not already spending money on this
the lifestyle goal. This idea should be crossed off. kind of product or service.
If you dream of starting a company and selling it for a billion You could volunteer your services and make a real difference,
dollars yet you only want to work four days a week and never but its not a viable for profit business model.
hire any staff, then your business idea doesnt line up with your
desired lifestyle reality. Cross that idea off too. Lets look at another example. Lets say youre a copywriter
and you want to develop a series of products and services
Really think through the kind of life you want. You must make that help start-up business owners write better sales copy
sure that your business idea is aligned with the size and scope for their websites, email broadcasts, blog posts, social media
of your dream business. If not, eliminate it. campaigns and articles. Small business owners are a clearly
defined market who already spend money on ways to improve
Question 4. Is there a clearly defined, their business. This idea gets the green light!
hungry market of people already spending

If youre not sure if theres a market for your product or ser-
money on this kind of product or service? vice idea, spend a few hours on Google searching around your
subject area and do your due diligence. It will be fairly easy if
This is the biggest and most important piece of the puzzle. Ev- you dig in and commit to using your research skills to find out.
ery business needs a clearly defined, hungry market of people

Once again, the goal of the Common Sense Test is to methodi- Once again, here are the four questions youll ask yourself for
cally evaluate your ideas and eliminate any that arent viable each idea from your Clear Idea Matrix.
straight out of the gate.
ACTION STEP: Run Each of Your Ideas Through The Common 1. Do I have the knowledge, skills or abilities to provide this
Sense Test product or service, or am I willing to train to get them?
Go to your Clear Idea Matrix and run each idea through the
Common Sense Test. Take your time and really answer each 2. Am I willing and able to focus the majority of my time and
question as honest and thorough as possible. Use the worlds life energy on this for at least the next 24 months?
best free research assistant, Google, to do any additional re-
search that is needed.
3. Is this idea aligned with my goal of having a micro, small,
Need more help? Use your personal network, social media, or big ass business?
industry associations or the SBA (Small Business Association).
If youre not in the US, look for local support or online support
geared towards starting a small business. 4. Is there a clearly defined, hungry market of people already
spending money on this kind of product or service?
The time youll spend methodically and intelligently evaluat-
ing your ideas at this stage can save you months, thousands of
dollars in wasted trial and error and untold amounts of stress Great work! By now you should have narrowed down your list
or embarrassment down the line. to no more than 3 viable ideas. If you dont have any left, go
back to chapter four and brainstorm more ideas. If you have
Remember, the goal here is to start the right business for you. more than 3, thats fine, but to move ahead, youll need to use
If you discover your ideal business idea conflicts with your your heart, intuition and intellect to select one idea that has
lifestyle goals, then make a choice and change one. Dont the most promise and put it through the Dollars & Sense Test.
victimize yourself or have a mental tantrum. Re-evaluate your
lifestyle goals or look for another related business opportunity.

The Dollars & Sense Test boatload of experience, know about the revenue and income
potential of your new industry and have resources and lessons
The Dollars & Sense Test is about ensuring that your business to share that would otherwise take you years to figure out on
idea will make you dollars, and that your plan makes good your own.
sense to move ahead.
Before you balk and say that you could never talk with indus-
There are three parts to this test: try experts due to fear or shyness, think about it this way:
Industry Expert Research If you cant motivate yourself to talk with 10 human beings in
Customer Research your desired industry about your business idea, how do you
Get Going! expect to run a successful business?
Youre going to select one idea that has the most promise Im not saying this to be a jerk. Im saying this to make you
and put it through the Dollars & Sense Test. By the end of this aware of the kind of tenacity, resourcefulness and drive it
section youll either have paying customers or youll be able to takes to start and run a business. You have to put yourself out
back-up, tweak your idea or select a new one, until you do. there and connect with real human beings.
Industry Expert Research Heres How To Reach Out & What To Say
Industry research consists of getting to know the experts: the Your goal is to speak with at least 10 industry experts before
people who are already active in the industry you want to get you begin, but I want you to start with just 2 right now. The
into. Youre going to talk with active people in the industry first place to look for connections to experts are your friends,
with experience, people who are successful doing what you family and existing network.
want to do. The goal here is to talk with at least 10 people. If
you can talk with more, thats even better. Make calls, send emails and use social media to find the two
first people youll connect with and talk to. Your goal is to
Why is this a vital part of the process? Because industry ex- set-up a 20 minute conversation over phone or Skype or even
perts have already done what you want to do. They have a better, take these industry experts out to coffee or lunch.

During the meeting, dont talk about you or your ideas. Find your plan to move ahead (this is key - it shows youve done
out about them and how they did what they did. We human homework) and see if they would suggest anything different.
beings love talking about ourselves. And we love it even more
when someone is actively listening to every word were saying. Remember that most successful people are grateful for their
Make it your goal to have at least 85% of the conversation success and happy to offer insight to help new entrepreneurs
be about them and how they grew their business. Youll only go in the right direction. Make sure you send a personal thank
share more about you at the very end. you note after each meeting.
Here are sample questions to ask. Adjust these based on your ACTION STEP
desired business or industry.
Interview at least 10 experts: people who are successfully
How did you start your business? working in the industry or type of business you want to work
with. Take notes and look for common threads or themes of
What were the first two years like? insight. Adjust your plan to move ahead accordingly. After 10
meetings youll have insight and actions steps that will save
What mistakes did you make? you at least 5 years of figuring it own on your own.
What kind of rates can someone starting out expect to charge? Important Note: If the insight you gain in your industry ex-
pert meetings makes you realize this is not the right business
What kind of initial capital, if any, does it take to get started? for you, back up a few steps and select a new idea and start
again.
Where did you find your first clients or customers?
Customer Research
What skills are essential to succeed in this industry?
Once youve spoken to experts and you have a good
Before you wrap up the conversation, tell them your business understanding of the industry landscape, its time to talk
idea and see if they have specific recommendations for you to with potential customers.
start the right way. Tell them youre new in this industry, share

Your goal is to shop your idea around to your target market Youd say: Im thinking about starting an urban pet care busi-
and see if anyone actually wants it. This can be the most nerve ness. I know how much you love your pet and Id love to get
wracking stage of all, but its also the most exciting. your opinion on these kinds of services...
Dont worry about trying to be salesy or pitching at this Then ask questions, really listen to their answers, and take
stage. Once again, youre going to focus on asking questions notes!
that get people talking about themselves, not about you.
Here are sample questions to get you going. Adjust these
This step is important because youll learn things that you questions based on your business idea.
could never figure out in your own head. Rather than spending
a ton of time coming up with different kinds of complex pack- What are your three biggest frustrations in this area?
ages and pricing structures or hiring a designer to create an
expensive website, youll find out if anyone even wants what What about this keeps you up at night?
youre trying to sell in the first place!
How important is this for you to handle right now?
You can start off the conversation saying something like this.
Im thinking about starting a ______ business and Im Have you ever paid for a product/service like this before?
researching the market right now. Id love to get your
opinion on . . . If so, what did you pay for products/services like this?
Asking people for their opinion is key. All of us like to feel What did you like best about it?
important and like our ideas matter.
What frustrates you about buying this kind of product or service?
For example, lets say youre thinking about starting an urban
pet care business. Youd find at least 20 people you know who Whats a dream solution for you in this area?
live in a city and who have pets and talk with them.

Again, I cant stress the importance of talking with real, po- industry, your target market and have enough clarity to get
tential customers enough. If you keep the focus on them and out there and really start the right business for you.
really listen to their problems, frustrations and dream solutions,
youll be astounded by how much value you can provide to the If youre starting a service based business, you can start mak-
market. ing offers and start getting paid relatively fast. If youre start-
ing a product based business, it may take you a little more
time, but by now you should know enough to make some
ACTION STEP initial product samples and get them out into your market.
Set up appointments to talk with at least 20 people who fit This is where the rubber meets the road. Youll want to test
your target market. Listen and take notes. Youll have feedback offers, take a look at what works and what doesnt and make
that will be invaluable moving ahead. adjustments accordingly.
Youll either discover theres not enough demand for what There are two key ways to get going and well cover each in
youre trying to sell, or more likely, youll know exactly how to detail.
position yourself and your business to start getting customers
right away. Direct Offers: Free To Paid
If you discover theres not enough demand, take a few steps Partnership Opportunities
back and grab another idea from your Clear Idea Matrix, and
repeat the previous steps until you have an idea to move ahead Direct Offers: This is about being direct and making specific
with. offers to the people you want to work for. Youre not going
try and close deals via email or phone. Youre just going to
Now Get Going! introduce yourself, explain how you can help and see if theyre
interested in hearing more.
Theres just one last piece to the Dollars & Sense test and its
about getting out there and doing it! Ill give you an example here from a woman who pitched me,
very effectively. While she offered her services in exchange
At this point, you should have a great understanding of your for a seat at one of my events, her work was so good that I

wound up paying her tens of thousands of dollars and gave her situation where this person was willing to work for free, in
more work than she could handle. exchange for a seat at my event. The point of this example
Heres an excerpt from her email to me: gives you an idea of how easy it can be to approach people,
strategically offer them your services and have them reach
Dear Marie, back out if theyd like to hear more.
I came to RHH Live last year and it was absolutely game chang- Of course, you can make direct offers to people and ask to be
ing. [Here she let me know that shes already a customer - I paid right from the start too.
like that!]
But I will say that offering your product or service for free is
Id love to come to your upcoming event in March, but Im in a an excellent way to get experience and clients fast. It takes all
transition right now about to start a new business. Im not ask- the risk away from working with you and allows you to really
ing to come for free, I know how valuable your training is. Id prove that your business works.
love to offer you the following design and branding services in
exchange for a seat at the event. Plus, if youre really good at what you do or your product is
awesome, theres a very high chance your free work will turn
[Here she had a bulleted list of 8 design related services in into paid work fast.
addition to event related help for the live program she wanted
to attend. Clear, smart thinking!] If you are going to work for free, make sure you set clear
guidelines. Either establish a set amount of time (3 weeks)
Im happy to talk with you in depth about any of the above. or set parameters for a clearly defined project, or have your
You can also see my website including a portfolio of my work client agree to give you a testimonial or referrals given theyre
here ----------------------. happy with the product or service you provide.
If theres something else youd like help with that is not on the The point here is that strategically giving away your product
list above, just ask. You can reach me back at this email address or service in the beginning is an excellent way to gain traction,
anytime. Thanks for all you do and I hope to connect with you experience, referrals, testimonials and likely, paying customers.
soon! If you send out 10 well thought out, customized email pitches
Now this is just one example of an email pitch and this was a

a day and dont stop until you close deals, you will have a busi- are people that serve the same market who are not competi-
ness before long. If no one responds, you know you need to tors. For example, in the fitness industry, people who hire
tweak your offer, your copy and perhaps your tone. Dont be personal trainers may also be interested in a hiring a nutrition-
afraid to ask for feedback and adjust your pitches accordingly. ist or a massage therapist.
Bottom line is that this is all figureoutable and I know you In the film and photography industry, people who hire a pho-
can do it! tographers also often need make-up artists, hair stylists and
clothes stylists.
ACTION STEP
Find successful businesses who are already serving your
Make a list of 50 people youd like to work with and start mak- target market and offer to provide products or services, to
ing offers. Block out at least two hours a day to write custom- their clientele. Obviously, if youre willing to offer products or
ized emails and send them out to your prospects. services for free or at a discount, youll make it a lot easier for
your prospective partner to get you in front of her customers.
So much of business is a numbers game. The more offers you
put out, the more likely youll get someone who is interested Youll also want to offer your prospective partner a chance to
in your product or service. Keep an open mind and heart and sample your product or service herself so she knows the kind
pay close attention to the feedback you get. Make adjustments of professionalism and value youll bring to her clients. This
to email subject lines, your offer copy and your pitch until you comes down to being generous and authentic in your desire
find out what works. to have long term relationships and partnerships with people
in your industry.
One of the most challenging parts of starting your own busi-
ness is finding potential customers. This is where using your Of course, as your own business grows, youll want
network, social media and the internet are extremely helpful. to return the favor by sending your clients or customers
to your preferred partners.
Youve got to be resourceful, creative and unashamed of put-
ting yourself and your new business out there. But this next Partnership opportunities like this exist everywhere, if youre
idea could help you even more. willing to be creative and look for ways to make your partner
look like a hero to his or her client base.
Partnership Opportunities: In any business or industry, there

ACTION STEP
NAM E / CONTACT IN FO WHAT CA N I OFFER T HEM
Think about who else is serving your target market right now
and how you could make your potential partners look like a
hero to their client base by offering a free or discounted prod-
uct or service.
Reach out to them and connect. Youll want to develop a real

relationship with them. So yes, this approach does take time,
work and effort. But landing just one or two key partners can
build a profitable business overnight.
Make a list of at least 10 potential partners. Stretch yourself

here. Its worth it!
Now that youve got your list, start reaching out to potential
partners and making offers. Once again, this is a numbers
game. Youve got to be consistent and pleasantly persistent
and you will breakthrough. Wash, Rinse and Repeat!
You now have all the tools you need to start the right business
for you. The insight and feedback youll get from putting
offers out there and working with real clients and customers
will inform how youre going to move your business ahead.
As we discussed in the beginning, business is a constant game

of taking action, observing what works, adjusting what doesnt
and then taking more action. This is a game that requires Lets move on to review what weve learned and lay out your
constant hustle, focus, growth and persistence. plan to take it to the next level!

NEXT STEPS
TO GROW YOUR
BUSINESS

THE REWARDS IN BUSINESS GO TO THE MAN WHO
DOES SOMETHING WITH AN IDEA.
- WILLIAM BENTON

Congratulations!
If youve taken consistent action throughout this program, you I know that clarity comes from engagement, not thought. I
should be well on your way to starting the right business for cant figure things out in my head - I need to get out there
you. and do them. Ill get valuable feedback from the industry, my
customers and myself. I will test, adjust, evolve and repeat this
Before moving ahead, I want to further strengthen your resolve process throughout my business career.
to start and run the right business for you. Consider it your
Start The Right Business Manifesto. Read this aloud and feel I understand the first two years of any business is usually the
free to cut and paste it somewhere you can see it often. hardest. If I have to work nights, weekends, get side jobs,
make adjustments to my lifestyle, or otherwise sacrifice in
I understand that a successful, profitable business requires order to succeed, Im willing to do what it takes to make my
consistent focus, hustle and most importantly, total commit- dream business a reality.
ment. I hear that, and Im in.
I understand that in business and life, there are no guarantees. Lets review what weve covered in this program.
Some ideas work and others will not. Business success is a
constant evolution that requires refinement and non-stop ad- You learned the right way to think about any business you
justment. The only way I can fail is if I stop trying. want to start, how to align your business dreams with your
lifestyle goals, how to generate endless business ideas, how
I will not hope that my business works. I will choose a clear to handle multiple passions, how to intelligently and methodi-
business model, research my chosen industry, connect with cally research your ideas, connect with experts in your indus-
people whove done what I want to do, test and validate my try, test your idea with customers to ensure your idea makes
ideas to prove my concept and then strategically move ahead sense, and, most importantly, how to get customers for your
with every ounce of passion, creativity and faith I have. new business.

The great thing about this program is that youll never have your industry. Make it a top priority to know the other
to wonder whether or not an idea will work or spend time players and your competitors. Read trade magazines, set up
spinning your wheels wondering what youre doing wrong. Google Alerts for your topic or industry and read the top
You can quickly run any idea through The Common Sense books related to your field. Make it your goal to become a
Test, and then The Dollar & Sense Test to ensure youre on master of your chosen industry.
the right track.
3. Marketing Mastery. Marketing and sales is the engine that
And if you take a wrong turn somewhere, its no big deal. makes every business run. Marketing simply means learning
Youll be able to back up a few steps and repeat the process how to effectively communicate in a way that connects with
until you get it right. your ideal customers and inspires them to buy your products
and services. Youve got to commit to become a master of
As you progress on your entrepreneurial journey, there are marketing, sales and communication so that you can be of
three key areas that every business owner needs to focus on in service and change the world through with your business.
order to grow their business.
1. Personal Mastery. I often say that starting and growing a Now theres so much more I could teach you about how to
business is the best personal development training you can grow your business and create a truly profitable enterprise
ever get. Thats because every day you must step outside of that not only makes money, but more importantly makes a dif-
your comfort zone, learn new things, own your worth, commu- ference in the world.
nicate effectively, handle rejection, take consistent action, man-
age your time and energy with excellence and always come
from a place of truth, honesty and service. As we wrap up Start The Right Business, I want to leave you
with this.
2. Industry Mastery. If you want to be a leader, command the
highest prices, attract the best talent and customers, earn what
youre worth, and make the biggest impact you can with your
business, then you need to know everything you can about

You can do this. I believe in you. I believe in your dream to
create a business you love thats both profitable and makes a
difference in the world.
Trust yourself and stay the course. You have everything you
need, so dont give up on yourself and dont quit. Everything
is figureoutable.
Ill be cheering you on and hope that youll keep in touch as

things progress with your new and soon to be outrageously
successful business.
With all my love and best wishes,
P.S. On the next page, Ive added some bonus book

recommendations for you. Enjoy!
BONUS RESOURCES: BEST BOOKS FOR
ASPIRING ENTREPRENEURS!
Heres a list of my favorite books for aspiring

entrepreneurs in no particular order. Challenge
yourself to read them all. Theyre fantastic and
will help you tremendously on your journey.
Now Discover Your Strengths
Start With Why
The Fire Starter Sessions
Business Stripped Bare
Screw Business As Usual
Super Rich
Re-Work
The E-Myth Revisited
The War of Art
Do The Work
Tribes

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Copyright 2013 by Marie Forleo International. All rights reserved.

No part of this publication may be reproduced or distributed

The Start the Right Business Guide is protected by copyright,

2013 MARIEFORLEO.COM // START THE RIGHT BUSINESS

Any trademarks, service marks, product names or named

Finally, use your head. Nothing in this Guide is intended to

2013 MARIEFORLEO.COM // START THE RIGHT BUSINESS

1 WHY YOU HAVENT STARTED

7 NEXT STEPS TO GROW

2013 MARIEFORLEO.COM // START THE RIGHT BUSINESS 4

2013 MARIEFORLEO.COM // START THE RIGHT BUSINESS

Of course you did.

If you could only get over that one, big problem.

YOU DONT KNOW WHICH BUSINESS TO START

Nothing is more gut wrenching than knowing youre meant to

Being unsure about which business to start can create an

2013 MARIEFORLEO.COM // START THE RIGHT BUSINESS 6

You have too many ideas

2013 MARIEFORLEO.COM // START THE RIGHT BUSINESS 7

No matter how smart, passionate or prepared you are, there

If you want guarantees in business, you really dont want a business.

2013 MARIEFORLEO.COM // START THE RIGHT BUSINESS 8

2013 MARIEFORLEO.COM // START THE RIGHT BUSINESS 9

You can only become truly accomplished

at something you love. Dont make money

your goal. Instead, pursue the things you

2013 MARIEFORLEO.COM // START THE RIGHT BUSINESS

At first glance, never go into business to make money sounds

But heres the unfortunate mistake many people make that

No no no no nooooooo! Never, ever go into any business just

Not to be morbid, but were all going to die. Whether its in

2013 MARIEFORLEO.COM // START THE RIGHT BUSINESS 11

meant to do in this world. And that thing you dream about is

and hustle. You must be consistent over a long period of time.

and waste years of time and energy with little to no financial

2013 MARIEFORLEO.COM // START THE RIGHT BUSINESS 12

While people start businesses for a zillion different reasons, the

1. You see an unmet need in the marketplace.

Many businesses are born out of a desire to solve a personal

Sarah Blakely, founder of Spanx and the youngest self-made

Sarah is just one of millions of people who have started successful

Of course, the whole point of running a business IS to make

She continued searching and discovered the little known

2013 MARIEFORLEO.COM // START THE RIGHT BUSINESS 14

If you have a business idea, or several, write down at least 5

Your reasons can range from personal to global. Maybe your

It is extremely helpful, especially if youre considering several

Once again, we love money and it must be a factor in this

2013 MARIEFORLEO.COM // START THE RIGHT BUSINESS 15

Watch our dear friend Simon Sineks legendary TedX talk

Watch our MarieTV episode on this subject here

2013 MARIEFORLEO.COM // START THE RIGHT BUSINESS 16

Destiny is not a matter of chance, its a

matter of choice; it is not a thing to be

waited for, it is a thing to be achieved.

2013 MARIEFORLEO.COM // START THE RIGHT BUSINESS

These days, businesses come in all shapes, sizes and structures.

A Small Business. Usually defined by having less than 100 employees

A Micro Business. When I think of a micro business, I often think of a

The point here is not to get caught up in the semantics or the

Theres no right answer here. A bigger business is not always

Think about it. For some aspiring entrepreneurs, the thought

Google vs. if you want to run a six figure coaching business