Radiant  Health  and  Transformation  Business  Plan  

Melissa  Hunt    

   

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Executive Summary…………………………………………………………………………3

Company Description……………………………………………………………………….4

Market Research…………………………………………………………………………….5

Market SWOT Analysis…………………………………………………………………….7

Organization and Management…………………………………………………………….8

Service and Product Line…………………………………………………………………...9

Marketing and Sales………………………………………………………………………..10

Funding Request……………………………………………………………………………11

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Vision: To empower and inspire women in mid-career to completely transform their lives by teaching them how to identify, cultivate, and live from their Power Zone.

Company Goals:

Provide Best-in-Class Education: It is not our intent to simply “show up and throw up” information, but rather to offer a personalized approach to each woman, so that she feels supported throughout the program of her choice. This will increase her likelihood to stick with the transformative process and be successful with her desired changes.

Produce Empowered Clientele: When we’re providing top-notch educational and coaching opportunities, and the right amount of personal support, the natural outcome for our clients will be empowerment.

Build 100 Percent Bootstrapped Company: We’ll build our company completely from the ground up as a privately funded operation, in order to be at our most empowered place. We believe that in order to guide our clients to complete freedom, we need to live that truth by being unwilling to accept public funding.

Foster Sovereign Culture: As the organization expands, all employees and management will endure a rigorous hiring process replete with intense personality assessments to ensure the proper cultural fit. It is essential to determine up front whether each employee has the need to be sovereign/free/empowered, and we will only accept applicants who fit this description.

Summary: As far back as I can remember I wanted to go into business for myself. This project represents the result of my zealous seeking; I’m ready to create my ideal life. That life begins with sharing my passion with the world—for profit. When confronted with health and emotional struggles from an early age, my quest for personal radiant health and transformation began. For years I thought that I just needed to “get through it” and then I could move on with my life and become sovereign. Somewhere along the way I realized that this is my purpose; that my financial and vocational independence can only be found through the challenges I have overcome. I have discovered techniques to share with others experiencing similar turmoil. Concepts for a video blog, online presence, and online learning tools arose, as I got clear about my life and business ideals.

This fundamental plan will lay the framework for a bootstrapped entrepreneurship venture, with future plans to expand into a large-scale privately funded corporation over the next five years. The online business shall include video blogging, online coaching, e-learning programs, e-books, and other study devices, with later foray into ICF certified coach training program. My private practice will include services, comprising coaching and consulting.

   

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Report on what I do, how I plan to differentiate my business, and the market(s) I will serve.

The main focus of Radiant Health and Transformation is to provide tools for transformation and radical change, through leveraging learning tools and unique coaching programs tailored to each individual, by analyzing the obstacles we all face that stand in the way of our success. Using each person’s obstacles as a springboard, we teach them to navigate their lives with ease and grace, eventually radiating health, happiness, and abundance, as they learn to release worry, guilt, shame, dis-ease, struggle, and lethargy, to name but a few blocks people commonly are plagued with. The underlying premise of Radiant Health and Transformation is that we are all here for some specific purpose, and most of us are unfortunately attempting to live a life wildly divergent from this function. Therefore, we suffer from depression and an overall feeling of general malaise, even if we cannot discern what specifically is wrong with our lives. We just know we’re not happy. The principles that we teach, and the healing methods we espouse, are introspective and based on the individual truths that we therefore experience, in order that we may discover what that unique purpose is – to move forward and live an aligned and purposeful life. The natural outcome is then happiness, flow, satisfaction and the like. Meeting the goals becomes effortless, because the underlying intention has been discovered and moved toward.

 The main way we differentiate from the competition – which in this case is often goal-oriented, pushing for results, and typically involves defining what is “wrong” with the client, and then helping them correct the deficiency – is that our program focuses on discovering the unique gifts and talents of each individual, opening and cultivating the gifts, and assisting with getting them on their aligned path in the world. There is no pushing whatsoever. In fact, Radiant Health and Transformation embraces the notion that if our client has to push for something – it’s probably not the right direction for her to head. Our ideal client is at a breaking point of sorts – but with all basic needs provided for. Likely a mid-career professional, and age 30 – 44, and predominantly female. She might be vaguely unhappy, encountering a midlife crisis or major health issue – or anything in between. She is idealistic, and believes in ‘being the change we wish to see in the world.’ Most importantly, she has unmet dreams that have come back relentlessly to haunt her. She is convinced that she has a greater purpose, but feels stuck and unsure as to how to move in the direction that she would like. Her nature is relatively risk-averse, hence her present level of perceived entrapment. Because our ideal client is financially secure, she may be hesitant to make any changes that might put that security at risk. However, the programs that we offer do not require such, and allow her to explore her deeper needs from a safe place. Once she’s completed certain components of the program and perhaps sought private coaching, she may be ready (if need be) to make a more dramatic shift. Our programs offer the support and flexibility to open doors that she may not have been able to identify on her own, and that will ultimately lead her to her own Power Zone.

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Information on the industry, market, and competitive research.

The health, transformation, self-help, and empowerment industries, while not new, are currently in a period of dynamic growth, particularly as they relate to women’s health and empowerment. Publicly traded companies are not the norm in this industry. Obtaining accurate and updated market share data was therefore not possible for the most part. While the report will vary from traditional market analyses due to lack of available research data, several established competitors have been identified for examination, as detailed below.

Anthony Robbins Products and Services: Books, audios, learning packages, private consultations, coaching packages, seminars, and speaking.

Pricing: Books and audios range from $8 - $20.00, learning package $99 - $300.00, events $800 - $3000.00 for consumer programs (business events are by application only, and prices are not available publicly), coaching and speaking are by application only and prices are not available publicly.

Synopsis: Tony Robbins is well known as a peak performance coach, with a history in Neurolinguistic Programming and Ericksonian Hypnosis, both methodologies known for their purported ability to reprogram less desirable aspects of mental, emotional, and even physical functioning. He is known as a “catalyst for change and a strategist for success,” serving both the consumer and business markets.

Target Market: Leaders from every walk of life - presidents, political leaders, advocates for humanity, CEOs of multinational corporations, psychologists, peak performance athletes, world-class entertainers, teachers, and parents.

Sonia Choquette Products and Services: Books, audios, online learning modules, events, trainings, and consultations.

Pricing: Books range from $12 - $20.00, online learning modules range from $59 - $589.00, events $169.00 - $595.00, trainings range from $950 - $3000.00, business consultations start at $1500.00, and appointments run 30 or 60 minutes for $400 or $800.00, respectively.

Synopsis: Sonia Choquette is celebrated worldwide as an author, spiritual teacher, six- sensory consultant, and transformational visionary guide. She is the author of 19 internationally best-selling books about intuitive awakening, personal and creative growth, and the transformational leadership capabilities that reside within.

Target Market: Sonia’s expertise is sought throughout the world, helping both individuals and organizations dramatically improve their experience and abilities to perform at optimal levels through empowerment and transformation.

   

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Marie Forleo Products and Services: One book, audio book, B-School training (short for business school), private consulting and mastermind seminars.

Pricing: Book priced at $9.99, audio book $29.99, B-school online training $2000.00, pricing for all other consulting and mastermind work with Marie not publicly available.

Synopsis: Marie was named by Oprah as a thought leader for the next generation, and one of Inc’s 500 fastest growing companies of 2014. Her mission is to help her audience realize their greatest potential and use their unique talents to change the world. With loving yet wisecracking advice, Marie inspires a global community to take charge of their success and happiness by boosting their business skills, shedding BS excuses and injecting massive amounts of fun into each day. “A 100% virtual, woman-owned and run, socially conscious company, we envision a world where every human being has the financial and emotional freedom to live life to the fullest.”

Target Market: Professional, educated women 25 – 40 interested in either boosting her already existing socially conscious and meaningful online business, or creating one from scratch.

Caroline Myss Products and Services: Books, audios, online learning webstreams, webinars, and workshops.

Pricing: Books range from $7.99 - $29.95, audio programs $9.99 - $189.05, online webstreams $14.94 - $29.95, webinars $35.00, and workshops $1395.00.

Synopsis: Caroline Myss is a five-time New York Times bestselling author and internationally renowned speaker in the fields of human consciousness, spirituality and mysticism, health, energy medicine, and the science of medical intuition. Caroline established her own educational institute in 2003, CMED (Caroline Myss Education), which offers a diverse array of programs devoted to personal development and draws students from all over the world. In addition to hosting a weekly radio show on the Hay House network, Caroline maintains a rigorous international workshop and lecture schedule.

Target Market: The CMED Institute, “created by world-renowned intuitive and respected lecturer in the field of health, intuition and contemporary spirituality, Caroline Myss, CMED offers serious students powerful and intensive courses designed to enrich your spiritual life and enhance your sense of well being.” It appears that Myss’ target market includes serious metaphysical students desirous of healing mentally, physically, emotionally, and spiritually.

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Strengths: Life Experience: Founder’s life experience contributes greatly to the conception, learning materials, and process to attain emotional, mental, physical freedom from suffering, and move toward the ideal lifestyle.

Low Capital Requirements: Low overhead and high customer reach.

Expertise / Education: Advanced education focused on writing for publication and profit, experiential background in business communications and creative writing.

Weaknesses: Time / Resources: Although financial needs are initially low, funds are limited. Founder is solely responsible for all aspects of the business starting out.

Marketing: Founder does not have a marketing background.

Entrepreneurship: Founder does not have entrepreneurial background.

Opportunities: Blog Partnerships / Article Publication: Co-promote with like-minded online businesses to extend marketing reach and take advantage of guerrilla marketing techniques during initial stages of development.

Intern: As personal / executive assistant, to be hired on once initial 90 – 120 days is fulfilled, and work meets desired quality / output.

Education Network: Take advantage of student contacts at Metropolitan State University to take on initial and ongoing web design, graphic design work, advertising initiatives, and additional areas of challenge to founder, at low cost.

Threats: Competition: Because there are few barriers to entry – market is oversaturated. Differentiation becomes therefore vital to establish market share. There is strong potential for failure.

Pricing: Oversaturation in information marketing industry has caused price wars in which quality and value is undercut. Again – differentiation is key to combatting this threat.

Client Resistance to Change: Current dropout rate to coaching programs hovers between 20 and 50 percent. Identifying clientele that are ready for change by appealing properly to market is only way to combat threat.

   

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The internal structure necessary to support the business at start-up and later, as the business expands.

For the first year, possibly two, the business needs will be met exclusively by me, Melissa Hunt. Depending upon how quickly we experience growth, I may hire a personal assistant within that timeframe, likely part time to start so that I can derive early benefits without taking on the immediate overhead of a full time employee.

After year two, when we’re ready to launch the seminars, coaching, and I am speaking at venues around the country and perhaps world, it will be time to prepare a team to lead the organization. I would like to maintain a remote management structure, as this is one of my non-negotiables as a business owner and creator – to be able to do my work from anywhere in the world, and always to work on my terms. This structure will also eliminate much of the traditional overhead associated with an office setting, which much be leased. It is my intention that any physical setting that is required will either be rented temporarily for a specific purpose (such as filming a video), or be done from the management team’s home offices.

Once organizational expansion ensues, management structure will be set up as follows. Expansion will be performed and new employees hired as needed. All graphics and web design will be outsourced on an as-needed basis.

Chief Executive Officer: Founder, oversees all aspects of business including development of new markets and product lines.

Executive Assistant: Assists C-Level Management with all administration, scheduling, and travel. Reports to CEO.

Chief Operations Officer: Oversees Financials, Human Resources, and Administration. Reports to CEO.

Operations Assistant: Assists with financial analysis and documents, HR needs, and administrative requirements of Operations. Reports to COO.

Chief Marketing Officer: Oversees Sales, Marketing, Communications, Social Media. Reports to CEO.

Communications Manager: Responsible for social media initiatives, email campaigns, communications. Reports to CMO.

Marketing Assistant: Executes all marketing tasks as needed. Reports to Communications Manager.

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What I plan to sell, how it benefits my market, and the product and service lifecycles.

Services to be offered are listed below:

• Individualized coaching packages in small groups and one-on-one formats  • E-learning modules to be accessed individually at the learner’s pace  • E-books, and later, traditionally published books for purchase  • Video blog with tutorials and inspirational speeches accessible via YouTube (Complimentary)  • Weekly e-zine for clients who opt-in at the website (Complimentary)  • Specialized transformational seminars held in cities throughout the US  • Inspirational Speaking Appointments (as part of larger venues)  • Life Purpose and Transformation Coaching Certification Program (certified through International

Coaching Federation (ICF))    The above product and service line will benefit my market by awakening and engaging their intuition. Many coaching programs claim to bring happiness and satisfaction, while focusing on external goals, pushing out milestones, and leading to a similar path experienced in college, motherhood, and Corporate America: a path driven by exponential growth, greed, linear thinking, and competition. Our ideal client is seeking a new way of seeing and doing. She wants freedom, even if she’s not sure how to define it just yet. She desires deep satisfaction based on a higher purpose.

Whether she works on her own, making use of the online tools and reading, or decides to work more closely with the coaches at Radiant Health and Transformation, the client will benefit from locating and working within her own Power Zone, based upon her unique experiences and interests. She’ll immediately be empowered to begin making decisions based on her strengths versus identifying perceived weaknesses and attempting to correct them. She’ll learn and begin to celebrate a truly sovereign existence, and leave behind the life based on numbers and comparisons.

The most defining aspect of our programs and learning tools is that the client works with the power and wisdom that already exists within her. There is no external adoption or new structure to learn or define by – the process is one of discovery, of unearthing her personal prowess, of defining the light that is already inherent. Rather than learning, the process is more an unlearning. She gets to know her true self.

The product life cycle, including learning modules, books, video blog, and e-zines, may range from a year to 18 months. Once the client has opted in to our email list, she will receive weekly e-zines to maintain an awareness, and support her journey of self-discovery and empowerment. Often the clients that are slower to adjust to change may go the product route prior to engaging in private coaching or transformational seminars. The average coaching client will work anywhere from six months to two years, depending upon the level of involvement with the desired change.

For those individuals that opt for our ICF certified coaching program, the life cycle will be approximately eighteen months.

   

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The marketing and sales plan for product and service lines.

The marketing and sales operations to be implemented by Radiant Health and Transformation are to be primarily run online through the Internet for the first two years, while the business is run from my home office. Once we branch out and a management team is organized and hired, other avenues will be carefully selected to market our growing line of products and services, in order to reach a higher profile and broader scope of clientele.

The initial product line will consist of e-books and e-learning modules. Branding will be designed with a clean, sophisticated look, to appeal to the aesthetics of the educated, professional woman aged 30 – 44. Although content will be informed by esoteric and spiritual principles, we will appeal to the logical-minded woman. Therefore, the writing style and market positioning will exude sophistication and luxury, and appeal to her intelligence foremost.

Early promotions will be grown organically through YouTube video blogging, social media, and building of the client email list opt-in with biweekly e-newsletter. Carefully placed Facebook advertising will be our main paid promotion vehicle early on. Once the email list and social media following has grown substantially, social media and email marketing will become the primary selling vehicles.

After year two, we expect to be entering a time of expansion at Radiant Health and Transformation, in which speaking venues, private seminars, coach trainings, and group coaching will have grown into the main profit sources for the organization, leading to expansion of company resources and the development of a management and execution team. At such time, advertising and marketing costs are expected to rise accordingly, and we may place ads in specialty publications, invest in additional online advertising, and even work with publishers or agents through traditional advertising avenues, depending upon the magnitude of events.

Pricing will be based on value, sophistication, luxury, and perception, and thus be placed at a premium range. Initial e-books will be priced between $5.99 and $9.99, while we are in the build-up phase. Online e-learning modules and programs will also be priced differently during growth phase - $59.99 - $99.99 to start. Once the brand has been established, email list has reached 2500, and social media following has developed appropriately, the prices will go up approximately 30 percent.

Once the preliminary stages of business creation are complete, we will begin to offer coaching, seminars, and speaking appointments for preset fees. Starting prices in each category will be coaching packages for $599.99, seminars for $999.99, and speaking appointments $10K and up plus airfare and room. Once all products and services have reached homeostasis, the ICF Life Purpose and Transformation Coaching Certification Program will be launched. Pricing in the industry varies from $3500 to $10,000 and up for entire programs, so a reasonable starting point is $5,999.99.

All programs will offer a limited warranty with money back guarantee, with the contingency that the purchaser must provide proof that they have worked certain elements of the program and have still met with no results. Additionally, we will offer payment plans of 30 percent down and a monthly arrangement to honor the financial needs of our less financially solvent clientele. Finally, special discounts and sales will be a very infrequent occurrence to retain the value espoused by the premium image branding.

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After significant research into the benefits and drawbacks of crowd funding, the founder has opted, for now, to obtain funding elsewhere, in order to maintain complete creative control over the process, marketing, and timeline with regard to starting the business.

When rolling out a successful crowd funding campaign, the general consensus is that (2) things must occur to engage would-be donations:

1. The public must be given regular updates as to progress/status, and 2. Those parties who supply significant donations are usually rewarded with something tangible

upon meeting predetermined goal/timeline.

Because of the nature of this particular business, which differs from cinema or manufacturing in that there aren’t finished products per se, it doesn’t make fiscal sense to overextend the founder’s already limited internal resources by engaging publicly, particularly when the long-term goal is to remain privately funded.

Savings, business grants, and loans from family members will fund all start up costs, which, as aforementioned, offer few barriers to entry and offer very low costs up front. If needed for business expansion once forecasted sales are developed, likely a year or two out, the founder will prepare to apply for bank or angel funded business loans.