How To Move From One-To-One To One-To-Many Services

Want to know how to move from one-to-one to one-to-many services? Maybe your one-to-one services are sold out and you don’t want to work any more hours. Maybe you want to find a way to serve more people through your business. Or maybe you are looking for a way to make more in less time. Offering one-to-many services can help you in all of those situations. Keep on reading to find out how to move from one-to-one to one-to-many services.

How To Move From One-To-One To One-To-Many Services - Pin

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Is moving from one-to-one to one-to-many right for your business?

If you are reading this blog post, then the likelihood is you are considering moving from one-to-one to one-to-many. Now before I share how to make the move, I think it is important to get clear on whether the move is right for your business.

There is a lot of noise in the online business world about moving from a one-to-one to a one-to-many model. It is positioned as the only way to scale a service-based business and it is showcased as a great way to make more money whilst working less. The majority of people who talk about running a 6-figure or 7-figure business are also pushing the message of moving away from one-to-one services and instead, creating group programmes and memberships.

Now it is absolutely true that a one-to-many service can help your business to scale and it does allow you to leverage your time. However, is it really delivering the best service to your ideal client or customer.

In some cases moving to one-to-many can be beneficial to the business and the buyer. For example, offering a one-to-many service makes sense if:

It allows you to offer a service at a lower price point (and you’d had lots of people saying they want to work with you but can’t afford you)
You have a powerful system or framework that you take one-to-one clients through but would be just as effective if shared in a group format.
There is a benefit of the clients being in a group environment

If you can see a genuine advantage for the buyer, as well as the business, for offering a one-to-many service keep on reading to find out how to move from one-to-one to one-to-many services.

HOW TO MOVE FROM ONE-TO-ONE TO ONE-TO-MANY SERVICES

1. Work out what one-to-many model makes sense to you

So you’ve decided that you want to move from one-to-one to one-to-many but there are multiple ways to help people in a one-to-many format. As a business owner, you’ll need to decide what makes the most sense for you. Some options are:

Masterclass / Workshop – These usually last from 1-3 hours and are ideal where you have a specific topic that you want to teach something on. A masterclass is usually a taught session, whereas a workshop will involve breaks in the teaching for participants to start working through the learnings in real-time.

Live events or conferences – These can be anywhere from an evening to a week-long conference. You normally bring people to a specific location and they have the ability to learn and network. This type of format works where you have lots of content to share, would like to bring in other speakers and/or there is an advantage of taking participants out of their day-to-day life and to a place where they only have one thing to concentrate on.

Membership – A membership is where someone joins for an ongoing period of time (could be months or years) and in return is able to access a range of resources. This model works well where the focus of the membership is changing (digital marketing) or an area that needs to constantly be considered (money). It also works well when there is a benefit from being in a community with other people.

Mastermind – A mastermind is usually a small group of individuals who are brought together to support one another. Most people came across the term Mastermind in Napoleon Hills’ Think and Grow Rich (Read my review of Think and Grow Rich here) and it is a very popular format for business owners.

Group live course or group programme – This is a popular online training format. There is a curriculum of material and it is delivered over a certain period of time. There are live (video) sessions delivered by the course creator and the ability for members to communicate with one another.

As you can see there are a number of options and you aren’t even limited to choosing one. Many businesses are able to simultaneously offer multiple one-to-many services. In order to choose what is the best option think about what makes sense for what you want to share and the transformation to facilitate.

2. Set your pricing

Once you’ve decided on what your new one-to-many service will be it is time to decide on your pricing. If you are going to only offer the one-to-many service this is easier to work out. However, in most cases, you’ll likely be adding a one-to-many on top of your one-to-one services, and in this situation, you need to be careful with your pricing to ensure it doesn’t have a detrimental impact on the demand of your current one-to-one services.

On the whole, people expect to pay less for a one-to-many service than a one-to-one service. If you have a one-to-one 12-week coaching programme that costs £3,000 and then have a 12-week group coaching programme (that appears the same in focus) that costs £5,000 then you are likely to get some backlash. It doesn’t make sense to pay more in a group situation than a one-to-one situation unless there is perceived value in being in a group with other members. This is why masterminds can often charge more. In this context, the individuals are partially paying for the organiser/facilitator but are also paying to gain access to the other members of the group.

Once you’ve decided on your pricing look at it in relation to your other services and see how they compare. Do the prices make sense in relation to the amount of time they get with you and the type of outcome they achieve

Are you struggling to price your one-to-many service or worried about how all of your prices are working together? If so, a Pricing Power Hour is for you.

We’ll work together to ensure that your prices are set in a way that you achieve your financial goals, business growth aspirations and allow you to work without getting burnt out.

To book a Pricing Power Hour or to find out more information click here.

3. Creating a marketing plan

You’ve decided on what your new one-to-many service is and you know how much you’ll charge. Now it is time to plan how to share this new service with the world.

Similar to pricing your one-to-many service if you are planning on offering one-to-one and one-to-many services then you’ll need to think carefully about your marketing.

Will you be promoting both services simultaneously or will you go through periods where you will focus on marketing your one-to-one services and then switch to focusing on your one-to-many services? There is no hard and fast rule, but you’ll need to make a decision, as it will impact your marketing plan.

Not sure whether to use launches or stick with an always-on (evergreen) model? Find out which model might be better for you here.

Once you’ve decided whether you’ll be marketing both alongside each other (and most likely use an evergreen marketing strategy) or will switch focus (and most likely use a launch strategy) then you can create a marketing plan.

Your marketing plan will outline how, where and when you’ll be marketing your service and ideally will show how it works alongside all of your other campaigns.

WORD OF WARNING: You might not be following a marketing plan at the moment and think it isn’t necessary. When you are only selling one thing it is easy to get away with not having a plan, but as soon as you start selling multiple services it gets complicated and to ensure you don’t confuse your audience you need a plan.

If you decide to go for the launch strategy and need help with your plan check out How to create a marketing plan to launch a new service

4. Make a sales page

You are now so close to being able to start making the move from one-to-one to one-to-many. Now you might be thinking “She hasn’t mentioned actually making the one-to-many service?”. You’d be right that I haven’t mentioned making the membership site, outlining your group programme or creating the deck for your masterclass. That’s because in the majority of cases you should be trying to sell in advance. There is no point spending hours on a deck for a masterclass and then no one shows up. You want to be gauging interest and ensuring there is demand, and that is why you need to make a sales page.

A sales page is where all of your marketing activity will lead people. That is where they can find out more about what you are selling and depending you can either take payment there and then, or you may decide to have people sign up to a waitlist. Having a waitlist will enable you to gauge interest and then notify people once you are ready.

5. Market your new one-to-many service

You now have everything you need to start selling your one-to-many service. Go back to step 3 and start following your marketing plan. If people have known you for delivering 1-to-1 services for a while it may take some time for your new services to register so be ready to be repeatedly sharing about your new one-to-many service.

There you have it! You’ve now know how to move from a one-to-one to one-to-many service.

If you’ve built a successful business selling a one-to-one service then there is absolutely no reason why you can’t find a way to offer a one-to-many service. However, hopefully this blog post has shown that you shouldn’t just get pulled in by the large increase in earnings, but think about how you can provide great value and also ensure it doesn’t impact your one-to-one services if you continue to offer them too.

In the comments, I would love to what type of one-to-many service (mastermind, membership, masterclass etc) you are going to offer.

NEED HELP ADDING A ONE-TO-MANY SERVICE TO YOUR BUSINESS?

Adding a one-to-many service isn’t a light decision. I work 1-to-1 with business owners to help choose the service, price the service and decide on the right marketing strategy. Then I help them to create a launch plan or 3-month evergreen marketing plan.

So if you are ready to successfully launch a one-to-many service and want to get moving quickly (I do this in all just one day) then book a Strategy Day.

To find out more, or book a Strategy Day, click here.