create your business model in minutes: your business on 1 page!

JourneyToRemarkable.com presents

This is a field guide for anyone who has ever wanted to create a meaningful, remarkable, & profitable business!

TABLE OF CONTENTS

1. INTRODUCTION

2. STARTING FROM SCRATCH

3. CANVAS CULTURE

4. THE J2R BMW

5. J2R BMW ANATOMY

6. J2R BMW DETAILS

7. BMW OUTCOMES

8. PUTTING IT ALL TOGETHER

9. NEXT STEPS

10. ABOUT THE AUTHOR

2JourneyToRemarkable.com

INTRODUCTION

Wouldn't itbenicetocreate yourownbusiness andreaptherewardssomanyothershaveachieved? Wereadandhearaboutamazingbusinesses everydayonthenewsorbywordofmouth.Soandsomademillionsdollarswiththeirbusiness, orbrandXisthenexthotthinginthemarketplace. Butlet'sface it,businessisnoteasy. Infact, weknowthatmostbusinesses fail--andwhenIsaymost, Imeanover90%ofthem.

Whowouldtakethat levelofrisk?

I'mhopingyouwillifIshowyouhowtominimize yourriskandcreate abusinessmodelthat isintelligentandstrategic ateveryturn.IcallthistheJ2RBusinessModel Worksheet (BMW). Iwillguideyouthroughthe12basic componentseverybusinessmusthavetosucceed. Essentially, theseare12“buckets” thatbusinesses havetofilluptobefeasible. TheJ2R BMWisahandywaytochartthis.

Onceyouhavestartedtheprocessofrefiningthese components, youwillhavethebestshotatmakingaprofitablebusiness—sometimes withindays!

Butit’snotonlyaboutprofit,it’s aboutcreatingabusinessthat isalsomeaningfulandsustainable.Areyoureadytojointheranksofself-made entrepreneursandsmallbusinessowners?Let's go!

Chapter one


STARTING FROM SCRATCH

BeforewegettotheJ2R BMW,rememberthatit’sjustoneelementofcreatingabusinessfromscratch.Whenyoustartabusiness,youstartauniqueprocesstoo.Therearefivestepsyoushouldfollow:

① RESEARCH:Firstdoresearchwiththetargetmarketyouwishtoserve.Inabriefsurveywithopen-endedquestions,unearthsomeofthepainsorproblemsintheindustry.Becuriousandtrytogetsomeobservationtimein.

② INTERPRET:Interpretthedatatocreateyourhypothesis.Hereiswhereabusinessideaorproductmightcomeup.Notbeginningyourcompanywithaproductorsolutionisideal.

③ RESPOND:Withyourbestsolutiontothepainsorproblemsyourmarketoutlined,gobackintothefieldandgetfeedbackonit.Thisisoftenjustablueprint.

④ CREATE:Thecreationphaseiswhereyourideasandexperimentscometogethertoformanactualproducttosell.Createaprototypeandtestitout.Witharefinedversion,tryitoutwithyouraudienceandconsidergettingpre-salestoachievegreatervalidation(Kickstarter andIndiegogo areplatformsyoucansetuptodothis).

⑤ GROW:Inthisphase,youshouldhaveseveralversionsofyour BMWfilledoutbynow.Youbegintoseepatternsandaclearpathtoprogression.Yournextstepsshouldbeclear.

Chapter Two


STARTING FROM SCRATCH

Asyoucansee, startingabusiness canbeatoughprocesstodocument. Therewillbelotsofinterviews,surveys,datapoints,charts, research,reports,facts,etc. This iswhereagood BusinessModelCanvasorWorksheetcomes in. These areaniceone-page quickshot ofhowyourbusinessismovingalong.

Remember, youshouldhaveseveraldraftsofyour model. Theyaremeant tobeupdatedandreconfiguredovertime. Ineverystageofthisprocessyouareadding,takingaway,andrefiningyour worksheet. Thisiswhypeoplemakebigposter-sizedversionsofthe businessmodelwheretheyusesticky notestochange uptheirentries.

Takenoteortakeapictureofeachchange—even small changes—so youcanreflect onthe directionyourcompanyisgoing.

Likeanartcanvas, youcanchange things,startover,focusoncertain areas,orstepbackfromittoanalyzeyourmasterpiece.

Chapter Two


CANVAS CULTURE

Inthelastfewyears,we've learnedthatbusinessplansarepractically useless whencreatinganewbusiness.They'reoftenwildlyoptimistic withtheirprofitforecasts andtherearetoomanyassumptionsfromtheoutstart.Instead,one-page businessmodelsworksheets or"canvases" arebeingusedtoquickly initiateandplanabusinessconcept.

TheinventionoftheBusinessModel Canvashasbeeninvaluableforindividualsandteams tovisualizeandanalyzebusinesses today.Atitscore, it'sbasicallythescientific methodappliedtobuildingaviablebusiness.Withthat,severaldifferenttypesof modelshavebeendeveloped. The businessmodelthatstartedamovement wastheoriginalBusinessModel CanvasbyAlexanderOsterwalder (2010).Wehavefoundthat it'sagreattoolformoreestablished companies. TheLean CanvasbyAshMauyraisthebestchoice fortechstart-upcompanies (2011).TheCreative CanvasbyJenNesbit isyourbestbetforstartingarts,crafts,anddesignbusinesses (2014).

Chapter Three


THE J2R BMW

Chapter Four


GetthisWorksheetat:http://bit.ly/1M48VcR

THE J2R BMW

TheJ2RBusinessModel Worksheet (BMW) isdifferent! Firstofall, Iprefertocallthecanvasaworksheetbecausemostpeoplewantsomething easytocarryordigitallyshare.Poster-sizedcanvasareagreat idea,butformanytheywerenotpractical.

TheBMWismoregeneralthan mostcanvases, soitwillworkforanykindofbusiness: startups,micro-businesses, andlargecompanies.

Furthermore,theJ2R BMWquicklygetsyoutothinkaboutyourbusinessjourneyasaprocess andremarkablestory inthemaking. Datatells astoryandgoodbusinesspitches areabouttellingyourbrandstory.

J2Rstandsfor“JourneyToRemarkable”, theflagshipcompanythatcreated it.

Andlikeastory, itisthehopethatpeoplebuildamazing productsthatprovideremarkablevaluetoothers.Andinthisprocessofbuildingacompany,foundersembarkonaheroicjourneyoflearningandgrowth.

Chapter Four


THE J2R BMW ANATOMY

Tohelprecallall12components ofthe worksheet grid,theyaregroupedin3's.Inthe BMWgrid,thesegroupsspellthe word"SUMS" vertically. Theyarealsonumberedintheorderthatyoushoulddothem, ortop-to-bottom andleft-to-right.

RED: Componentsintheredrowallbeginwiththeletter "S"andthey'reveryimportant. Ifyoudon'tgetthese threerightfirst,nothingelse willmatter.

BLUE: Components inthebluerowallbeginwiththeletter "U".Thefocusisonthepositioning ofyourproductandcompany.These components arecrucialtogettingandkeepingyouredgeinthemarketplace.

BLACK: Componentsintheblackrowallbeginwiththeletter"M". Satisfyingthese components giveyourcompanyfocusandclarity.

GREEN: Components inthegreenrowallhaveakeywordthatbeginswiththeletter "S"again.Thesearethecomponents thatmustadduptoprogression inyourbusiness--financially andvisually. Investors liketosee thathockeystickformationonprofitgrowthcharts: that’s thegoalheretoo.Theoddmanouthereis"Story"because hopefullyyourbusinessismorethanjustmakingmoney.Thiswholeprocess isajourneyandstoryties italltogether.

Chapter Six


J2R BMW DETAILS

1.SegmentStartyour worksheet bydecidingonwhatindustryyouwanttobeinfirst.This isalignedwithyourinterests, purpose,andpassion.Thiswillpointyoutowardgeneralcustomers you'llhavetoreducetospecific segments. These segments, ortribes,arepeopleyouwanttosolveproblemsfor.Makesurethissegment isagoodsizeandhasplentyofmoneytospend.

Questions:Whatindustrydoyouwanttobein?Whereareprofitableandunderservedsegments youcanseeyourselfworkingin?

Example:WomenLacrosse Players,Ages15-25,HS-College educated, $60-110khouseholdincome, USA.

CHAPTER SIX


J2R BMW DETAILS

2.SizableProblemScratchabig itch,notalittle itch. Interview peopletodiscoveryourcustomers andtheirbiggest unsolvedproblems.Customersoftenpointtotheproblem,sometimes noproductideaisnecessary. Youwanttosolveabigproblemtheywillpaytoalleviate.MakesuretheTAM(TotalAddressableMarket) islargeenoughtomakegoodmoneyandpossiblyscale. UseGoogle, industryorganizationfigures,governmentdata,andsites likeStatista.com toget startedwithTAM.

Questions:Areyouscratchingabigitchorlittleone?Isthisaproblemforthefeworthemany?Whatisyour(TAM)worth?

Example: Teams sometimes havetheproblemofgetting themostoutofpractices asateam.Whatiftheycanusetechnology toenhance theirperformance throughdataanddrilling?

YouthSportsisa$7Bmarket, withanequipment salesover$105Min2014.Atthecollege level, therearemorewomen's teams thanmen'steams.

CHAPTER SIX


J2R BMW DETAILS

3.SolutionSolutionsareacombination ofwhatyou'velearnedfromcustomers andyourideas: inthatexact order.Provideauniqueandeffective solutionsettothecustomer's problem.Considerifthissolutioniseasier,cheaper, cooler,orquickerthanthecompetition.

Questions:Whatarethetopthreefeaturesandbenefitsofyoursolution?Hasthissolutionalreadybeendone?

Example: Thethreefeaturesare:1.Digital PlannerandLacrosse DrillsApp.2.Customcoach-assigned drillsforeach playertopractice. 3.Alsokeepsteam andplayerstats.

CHAPTER SIX


J2R BMW DETAILS

4.UniqueSellingPointThis iswhatmakesyourproductorservicemorevaluableanddifferentthanthecompetition.

Questions:Whywouldacustomer chooseyoursolutionoverothers?Whatmakesyourssodifferent?

Example: AppandOnline-basedsoftware thatcanbeaccessed anywhere. Focusforeach playerandgrouping.Mastery-based approachwithgamification features.

CHAPTER SIX


J2R BMW DETAILS

5.UnfairAdvantageThisprotectsyoufromcopycatsandit'safeaturethat helpsyoudothingsincrediblywell.UA'sincludespecialized knowledge,money, influentialnetworks,technology, patents, skillsets,degrees, platform,etc.

Questions:Whatresources doyoubringtothetablethatmakesthisbusinesspossible?Whyareyoutheperfect persontodothejob?

Example: Thefounderisacoderandhas10yearsexperience makingsoftware.She/He isalsoanorganizerofseveralstart-upcompetitions.

CHAPTER SIX


J2R BMW DETAILS

6.UniqueLeadGenerationFailuretoget asteadystream ofnewprospects intothesalesfunnel isoneoftheleadingcauses ofbusinessfailure.Youneedyourtargetdemographictonoticeyouandbeginthesalesprocess.Whatincentives orethical persuasiontactics couldyouinclude?

Questions: Doyouhaveauniquesystemthatexposesyourpotentialcustomers toyourproductorserviceenmasse?Canthissystemcontinuallyprovideyouqualityleads?Isthissystemcosteffective?

Example: EarlyAdopterincentive: 50%discount.Oncebetaisdone,fullpriceforeveryoneelse.Recommend fullteams tosignup,firstmonthfeeisFREE.

CHAPTER SIX


J2R BMW DETAILS

7.MinimumViableProductMVPskeepyourcompanyfromburningthroughmoneyandtime. Itservesasagoodsolutioninthefirststages ofproductdevelopment. Moreadvancedorextrafeatures comeafteryou'vevalidated andrefinedyourMVP.

Questions:Whatistheonethingyourproductorservicemustdorightandverywell?DoesyourMVPsolvethemajorproblemofthecustomer?

Example: Onceentered, alldatamustsyncforalltoaccess. Customizable drillssets.

CHAPTER SIX


J2R BMW DETAILS

8.MetricsKeymetrics aretheperformance categories youshouldbefocusingonthemost.Thiscouldbesales,downloads,space usage,sign-ups,speed, customersatisfaction, etc. Pick3-5andjustfocusonthoseuntilthecompanytakesshape.Youcaneasilymonitorthese levels, soyoucanattend toanythingthatmightgowrong.

Questions:Whatarethemost importantactivities shouldyoubemeasuringrightnow?Whataregoodlevelsandbadlevelsforeachcategory?Whatarethetop5thingsyoushouldbedoingthatwillgeneratethegreatesttargetedresults?

Example: PageViews, TeamSign-Ups, UsageTime, Upgrades

CHAPTER SIX


J2R BMW DETAILS

9.MantraYourbrandmantraisderivedfromandtheessence ofyourPurpose,Value,Mission,andVision.Dwindlethese fivedescriptions intoonesentence oronewordeach. Combinethebestpartsoftheaforementionedcomponents tocreate yourbrandmantrainonewordorphrase.Thiswillhelpwithbrandingandkeepyourdailyfocus.Putthismantraupinaplace whereyouwillseeiteveryday.Sayitoftenanduseitinyourmarketingcopy.

Questions:WhatisyourcompanyPurpose,Value,Mission,andVision?Whenyoucombineallthosestatements intoaonewordMantraorphrase,doesittrulyresonatewithwhatyou'retryingtodowithyourcompany.

Example:Purpose:Tohelppeopleenjoysportmore.Mission:Tohelpathletes winandcommunicate throughdataandmobiletech.Vision:Tobethetopmobileappandsoftwarecompanyforteam sports.MANTRA: “Data ForWinners”

CHAPTER SIX


J2R BMW DETAILS

10.CostStructureCostStructureaccountsforallyourexpenditures.Whatdoesitcosttorunyourcompany?Itmayincluderawgoods,employee salaries,equipment, rent,electricity, water,heat,marketing, Internet, servers,software, permits,businessfees, attorneyfees,patent fees,taxes,etc.

Questions:Whatarethebasicitemized costsforyourbusiness?Whatexpensesshouldyoukeepaclosewatchon?

Example: Servers,Hosting,Coders,Designers,Studio,Marketing,LLC, TechnologyFees.

CHAPTER SIX


J2R BMW DETAILS

11.RevenueStreamsEachdistinct wayyourcompanymakesmoneyisarevenuestream. Sellingproductsisonecollectivestream. Otherstreamsmightincludenon-productitems likeconsultingservices, repairservices, advertisingspace, oraffiliate offerings.

Questions: Wheredoesthebulkofyourrevenuecomefrom?Areotherstreams ofrevenuefeasibleatthistime?

Example: AppUpgradeoptionforafullsuiteofoptions(community chat,messaging, groupassignmentdrills,videouploads,customdashboard,brandedteamsite).

CHAPTER SIX


J2R BMW DETAILS

12.StoryThereareseveralkeystoriesthatyou'llneedtoworkonovertime. TheyareyourCustomerStory,BrandStory,PersonalStory,ProductStory,CompanyVisionStory,Sustainability Story,andDataStory.Butdon’tworryaboutthatyet. First,focusonaconcise CustomerStorytonailtheproblemandsolution.Youwillusethistocommunicate yourcompanytoothers.Whatmattersmost inthebeginningarestoriesthatcommunicate theTriple-Bottom Line: awinforthecustomer (solutions),thecompany(profit),andsociety(socialequity).

YourStoryandMantracomponents takethelongesttocomplete, sodowhatyoucanandmoveon.Lastly,inameta sense, theseveralversionsofyour worksheet youmodifyovertimewilltellastoryaswell.

Questions:Doyouhaveagoodcustomer storythatconnectswithyourtargetdemographic?Canyoureduceittoafewlines,andthentooneline?Doesthisstorystartwithaproblemandendwithyoursolution?Whatisthebusiness modelworksheet(BMW)storyofthiscompanysofar,andhowhasitevolved?

Example: (CustomerStory)"Thiscompanywasstartedtohelpathletes achieve greater resultsandenhancethegame. ItbeganwhenIcoachedsoccer andsawsomanyplayersstrugglewith.. ."

CHAPTER SIX


BMW OUTCOMES

Quitesimply,therearethreemajoroutcomes toeach tested worksheet: 1)Iterations, 2)Pivots,or3)Quitting.

§ Iterations aresmall changestoyour worksheet(likeatinypriceadjustment).

§ Pivots arebigchanges thatwillaffect theentirebusiness(likediscoveringthatyoushouldfocusonwomencustomers insteadofmen).APivotislikeamajorturningpointinastory:theheromightbecompelled tomoveindifferentdirectiontokeepprogressing.

§ Quitting iswhatyoudoifyou'vegonethroughseveral Iterations andafewbigPivots--andyoustillcan'tgettraction.Quittingisn’talwaysbad; itcanbeatime totrysomething new.

BusinessModel Worksheets cantellthestoryofacompany,usuallybytrends.These trendspointtoprogression,regression,orfailure.Inbusiness,thebigandlittle thingsmoveustowardthatmoment oftruth.Sincebusinessisoftenunpredictable, allthreeoutcomes areexpected tohappen,evenforthemostexperienced entrepreneur. Ineveryoutcome, thereisalwayssomething tolearn.

CHAPTER SEVEN


PUTTING IT ALL TOGETHER

§ Mostbusinesses fail,soweneedabetterprocesstobuildthem.

§ Tocreate abusinessfromscratch, therearefivedistinctphases: Research, Interpret, Respond,Create, and Grow.

§ Startingacompanybeginswithcreating aBusinessModel Worksheet (BMW),notabusinessplan.

§ Somebusinessmodelcanvases arebestsuitedforspecific typesofcompanies. TheBMWaddresses alltypesofbusinesses.

§ Therearebasically 12components totheBMW:Segment, SizeableProblem,Solution,UniqueSellingPoint,UnfairAdvantage,UniqueLeadGeneration,MinimalViableProduct,Metrics, Mantra,CostStructure, RevenueStream, and Story.

§ BMWsareaseriesofone-pagedocuments that changeovertime. Individualcomponents andwholeworksheets aremeant toberevisedandedited.

§ Companies and BMWscaneitherIterate, Pivot,orQuit.

§ Businesses arelikestories:theyhavealltheelements ofaheroicjourneythatcouldendintriumphorfailure.

CHAPTER EIGHT


NEXT STEPS

Eachoneofushasthepotentialtocreateremarkablevaluethatisgoodforsocietyandworthpayingfor.It’suptoyoutodiscoverandcreatesolutionsforpeople:that’showyoucreateaprofitablebusiness.Itismyhopethatyounowhavethetoolstobeginthisjourney.

Ifyoulikedwhatyouread,here’swhatIwantyoutodonext:

① GetmoredetailedinformationaboutotherspecifictopicsontheJ2Rblogathttp://www.JourneyToRemarkable.com.

② [email protected]’restrugglingwiththemost.

③ SayhelloonTwitter.IliketopromoteandsharetweetsfrommyJ2Rtribeofover30,000people.@peyton503

④ Thinkoftwootherpeoplewhowouldreallybenefitfromthisebookandshareitwiththem.

⑤ Getstartedtoday!

CHAPTER NINE


ABOUT THE AUTHOR

Myname isArliePeyton,butIusually justgobyPeyton.Ihelppeopledraftabusiness storythatwillleadtoaremarkablelife.Forthepasttenyears,I’vebeenabusinessconsultantforover220globalandmicro-businesses. J2Risablendofmystrengthsasa literatureandbusinessinstructor.Astheformerstaterepresentative forvocationaleducation inbeautifulOregon,Ibelievethatpeople areoneremarkable storyawayfrommakingavacationoutoftheirvocation.

THANKYOUfortakingthetime toreadthiseBook.Please shareit.Cheers!

CHAPTER TEN


HI, I’M PEYTON.

JourneyToRemarkable.com 26

GetthisWorksheetat:http://bit.ly/1M48VcR