M01.06 Building A Product From A Passion for A Service: Part One

Yesterday I wrote a rambling blog, talking about the future, this membership website, my “insider thinking.” I also wrote that I would present three ideas that I could offer on this website and hear your opinion. But before I do all of that - today I want to focus on how I got to this point. This is also an interesting exercise for you – to watch my process in developing a totally new product. This is how I built BodyChance, and this is how you will build your own business. This membership website is actually my prototype for a BodyChance Information business for the public. The plan is that Basil will use the model I am developing in Japan, to launch an information website for Musicians. [BTW – those on Full or Pro membership should check out the Audio Directory. There is an mp3 interview with myself, Basil and Ken talking about Success Drivers in Alexander Technique business.] Once I get Basil and my websites working, and producing income, I will be ready to show you how to set it up in your Alexander Technique business. However, rather than wait till then, I thought to involve you in my own thinking process at this early stage of development. Witnessing my process will give you insight on how to develop a product: making a service useful to members is all about developing the right product. Your product is the delivery mechanism for your service. The right product is the one that most closely matches the need and readiness of your students. Figuring this out involves a wide ranging consideration of all kinds of things, including but not limited to: their passion, market research, good delivery systems, process clarity, marketing, selling, feedback, price readiness, demographic and psychographics etc. etc. Each part impacts on the others - just like our movements do. It is part of the holistic nature of life itself. Moving it all along in harmony is an art.

How I Considered Your Passion To Be Involved…

All of you are members, therefore you are on the path of building products for your Alexander Technique services. How did I go about doing that with you? First I attracted you with fresh, new information about how to make an Alexander Technique business successful. After 7 months of blogging, on just that almost every day, I convinced enough of you that I did have something you wanted. Once I got to that point with you – and I was carefully watching the numbers all along - I required you to fill out my survey to get into my site. Why do that? I wanted your active involvement in this process. It is similar to paying money, but involves a different kind of giving on your part. I guessed that many of you are not ready to pay for this kind of support. You have somehow managed without it, and unlike me, many of you don’t deeply appreciate that investment in business education is one of the best ways to produce more income. You only see the money going out – what for? you ask – and find it hard to feel that this is the first step for getting more money to come in. It feels counterintuitive – to spend more money to get money. So if I charged money immediately. I guessed it would still have been too brutal for many of you. Too quick. But then, I do need to charge money. This work takes up enormous amounts of my time, and building the website cost several thousand dollars. However, I know I can’t invite you into that step too quickly. I have to invest a lot of my time, and money creating a service that delivers a tangible result for you. That is starting to happen now. Take for example this email I received today from AT teacher Maleen: “It helped me a lot to follow your blog in April, and I am still willing to change further into the unknown. And my latest count on lessons and persons I taught in April is about 150% plus compared to March !!!”

TOMORROW: Building A Product From A Service: Part Two