a s p ir e o v e r v ie w

Discover The #1 Missing Ingredient With

Online Business Success
st ep 2
By Michael Force

Without this missing ingredient you have a recipe for disaster. You have a business that will
very likely lose you money. Most people find a product that they can sell into a hot market and
they start driving traffic to the offer that sells that product in order to get sales. The problem is,
they've got it completely backwards.

What must be considered f irst can be f ound by examining what we call t he Tact ical Triangle by Perry Marshall and Jack
Borne . Basically is says that in order to sell something you have t o get t raf f ic (T) which is just eyeballs in f ront of your
of f er (people). You have to then convert (C) that t raf f ic, which is when t he pot ent ial cust omers reach int o t heir wallet ,
pull out their credit card, and spend some money wit h you. Finally you have t o make sure t hat t he economics (E) work
and you make a prof it on what you sell.

That 's how good online businesses scale.

They're able to be profitable on sales from the
beginning and then take those profits and
re-invest them back into more traffic which
feeds itself.

THE 4TH INGREDIENT

The letter E stands f or economics which is the 4th

ingredient . Economics means that you have to make a
prof it on what you sell. You have to be making prof it able
sales. That's taking int o account the cost involved in
generating these leads or in advertising, which is t he
reason why you're really in business, right?
To make a prof it .
Once you're making a prof it, then you get to go and
reinvest that prof it back into gett ing more traf f ic,
converting more traf f ic, making even more prof it and
scaling your business.
That's how good online businesses scale. They're able t o
be prof itable on sales f rom the beginning and then t ake
t hose prof its, and re- invest them back into more t raf f ic
which f eeds itself .
START WITH THE END IN MIND
This business as you're soon going t o see, requires a bit of
backwards t hinking. Reversing t he process and keeping
t he main goal of you making a prof it in t he f oref ront of
your mind. If t he economics don't work, then we have t o
start all over again. What we must do is what St ephen
Covey, so f amously said and what Perry Marshall learned
early in his career, "St art wit h t he end in mind.
We don't look at t he t raf f ic f irst. We start wit h
economics because t hat's t he reason why we're in
business in t he f irst place. You've got t o st art wit h t he
economics or t he business model f irst . Once you've got
t hat in place, t hen you f ocus on get ting t arget ed t raf f ic.

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 a s p ir e o v e r v ie w

Discover The #1 Missing Ingredient With

Online Business Success
st ep 2
By Michael Force

80/ 20 PRINCIPLE HOW YOU SCALE UP

Now you might have noticed the 80/20 in the middle of Top t ier premium pricing allows you t o make more
t he Tactical Triangle which st ands f or Pareto's principle. money per cust omer so you need f ewer customers t o be
We're talking about getting 80%of the result s f rom 20% making a prof it . Once you're making a prof it , you t hen
of t he ef f ort. reinvest t hat prof it back int o get ting more t raf f ic, more
cust omers, which pays you more t raf f ic and goes around
It's all about leverage. in a circle.
It's one of the most important element s in business t o That's how you scale up.
understand. You can apply the 80/20 principle in each of
t he categories: traf f ic, conversions, and economics. You That's how you go f rom making not hing t o pot entially
put less in (like spending money on advert ising) but you making millions of dollars per year. If you do it right .
get more out. Focus on the right things and you get 80%of
t he results. That's the ultimate leverage in lif e and
business. IT'S THE SAME AMOUNT OF WORK
Now many people t hink it 's harder t o sell a $9k product
MAKE EVERY TRANSACTION MORE VALUABLE t han it s is a $1k product , but t hat's not necessarily t he
case...
There are customers out there that if you provide t hem
wit h enough value, they will spend a lot of money with Let 's t ake a look:
you. Very likely a lot more than you imagine right now. Spend $15 Back end Prof it s: $0
You must capitalize on their willingness and desire t o
spend more money with you to get what they want . Sell $10
Prof it - $5
If you're selling a product f or t en dollars and you spend
f if t een dollars t o get t hat cust omer, you've now got a
sale. But you're losing money without making any
prof it s.
The only way t hat t hat will work is if you have a proven
f unnel and syst em in place t hat provides you prof it s on
t he back end t hat allows you t o t ake a loss on t he f ront
end. Now 98%of businesses don't have t hat .
Now let's t ake a look at a second scenario:
Spend $15 Back end Prof it s:
Sell $10 Spend $1,000
Prof it - $5 Sell $5,000
Prof it $4,000

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 a s p ir e o v e r v ie w

Discover The #1 Missing Ingredient With

Online Business Success
Lset sespo 2n 1 By Michael Force
By Michael Force

If you're making f ive thousand dollars and you spend
even up to a thousand dollars to acquire that f ive
t housand dollar customer, you're st ill f our thousand
dollars in prof it .
Now, I don't know about you, but I would happily spend
one t housand dollars to make f our thousand dollars every
hour of every day of the week. As long as I knew t hat
every time I spent the f our grand, I was getting f ive
grand back. I would happily do that .
FUNDING YOUR TOP TIER BUSINESS
Now t he f lip side of ensuring your business economics in
order t o make a prof it , is making sure you have t he
capit al t o start and f und your business.
Here are 11 ways t o f und your t op t ier business:
1. Start part t ime
2. Start t he business f rom home
3. Get a part t ime job
4. Use a credit card of apply f or more t han one
5. Apply f or a business loan or line of credit
6. Apply f or f inancing or credit line
7. Apply f or a home equity line of credit
8. Apply f or a micro loan
9. Tap int o your savings, invest ment s or 401k
10. Sell somet hing you own like a car or real est ate
11. Borrow f rom f amily and f riends

YOU NEED A TOP TIER MODEL TO GET THERE

I hope you're seeing the dif f erence, that top tier is what
set s t he prof essionals apart f rom the rest of the people
out t here struggling to make any money at all.
That is the one major dif f erence.
The beaut y of it is that it doesn't require any extra
work or ef f ort on your part if you have someone else
handling the back end. That 's why we highly
recommend that you get st art ed right away wit h a high
t icket top tier of f er.
Don't work your way up to it. St art f rom the very
beginning having your own top tier of f er in place so
you're able to get much more money f or each cust omer
t hat you bring into your business.