W08.03 How Do I Decide My Alexander Technique Front-End / Back-End Business? Part One
Feb 20, 2013
The first question you need to ask is this one: what kind of clear, benefit-based result is your Alexander Technique Front-end/Back-end business going to deliver to your students? Until you have your niche, it is impossible to answer this question.
For example, when a person is considering a deeper level of financial commitment to learn with you (Back-end), they may emotionally be ready to take the step, but they still need a logical reason. The logical reason is to justify it to themselves, to their partners, to their friends – to all the people whose lives may be affected by their decision.
Can you clearly organize your benefits, so that what you have already promised for your Front-end business is logically re-engineered for your Back-end? This connects with your USP (Unique Selling Proposition) that I explored in the writing week of this free online course, but this is a second tier of that USP. It’s second tier in that the “benefit” is also built into your Front-end/Back-end business structure. I set out different Front-end/Back-end structures for this below, but before that let me emphasize that this all pivots around the actual Products you offer!
Your Front-end/Back-end is Your Alexander Technique Product
How you teach Alexander Technique for your niche is your Service, however your Product is something different. Your Product is the thing that costs this much "Money", is held at this "Location", is taught by this "Teacher" and must be done at these "Times" on these “Dates.” That is the information that a student bases their final purchase decision upon.
Your Front-end Product will be cheaper, easier to do, and involve less commitment, while your Back-end Product will be expensive, offer more complexity and require more commitment. Basically you need two broad categories of Products that naturally complement each other, offering a logical path for your enthusiasts to follow.
In Tokyo, there were many people who loved Alexander Technique and wanted to study it, but the Product I originally offered was not realistically attuned to their needs. Then I introduced a better, but confusing Product, that nearly self-destructed my business. Finally, I found two different Products types and got it right! As I wrote at length previously, it was only when I got BodyChance’s Products right, that I unleashed a cash flow that saved my business (and now gives me the free time to spend writing these blogs which take a few hours every day!)
No matter how good your Service is, it won’t fly until you have a Product that can sell it.
Product Variations of A Front-end/Back-end Businesses…
Today and tomorrow I be exploring some business structures whose Product mix implicitly
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