For the past year, I’ve been evolving a local offering into a national forum. As we launch this effort nationally, I want to share the steps I used to build it.
First, a bit of background: As a WPO Chapter Chair, I work with women who own multimillion-dollar businesses. A few local women with smaller businesses asked me to start an educational program to help them move to $1MM+ and qualify for WPO. I identified 12 women interested in paying for these monthly group training sessions, and launched The Woman’s Advantage® Forum.
Purely by word of mouth, women in another city learned about it and asked me to start a group in their city… then, women in a third city. Before long I was receiving requests (literally) from Tampa to Tucson to Toledo. So, I decided to launch the forum nationally. Here are five key steps I worked through to create this successful national forum.
5 Steps to Build a Local Offering into a National Program
1. Determine that there is real value in your offering. Before you expand any offering, be sure that it has unique value. Do this by gaining honest feedback from customers. When my participants told me, “My revenue has increased by 400% since joining your program.” and “Following your advice, I landed the largest client in the history of my company.” I knew I was on to something.
2. Determine the basis for your expansion. To provide a structure that would carry across groups which I wasn’t able to lead personally, I based the forum on a book I had written, The Woman’s Advantage®, and the accompanying workbook.
3. Do your legal homework. Determined to base my national forum on one of my commercially published book, I first acquired the rights to that book back from the publisher. I then revised and independently republished it. I also acquired a DBA and registered trademark for The Woman’s Advantage®. And, I developed a licensing agreement for women who will lead these chapters across the country.
4. Collect raving testimonials. There is no end to how you can use superb testimonials. (Just look at what I did in #1 above.) You can also feature them on your website as well as Facebook, LinkedIn and other social media.
5. Launch your new brand. Components of a new brand include your logo, tagline, website and other collateral. I shared details about how we rebranded The Woman’s Advantage® in last week’s newsletter