Launch Mode Workbook

00

Foundation

Why Businesses Fail

Before you build, understand what breaks most businesses — so you can avoid it.

Module Video

The 5 Reasons

Reason	What It Means	How This Course Addresses It
No market need	Nobody wanted what they were selling	Module 1: Prove your concept first
Ran out of cash	No money tracking or runway planning	Module 6: Money basics & runway
No clear offer	Unclear what they sold or who it was for	Module 1: Define your offer
No marketing	People didn't know they existed	Module 3: Marketing strategy
No structure	Owner wore every hat, nothing documented	Module 7: Roles & SOPs

Reflection

Which of the 5 feels most relevant to where you are right now? Why?

Module 00 · Foundation

01

Module 1

Business Foundation

Clarity before everything. Define what you sell, who you serve, and why they should choose you.

Module Video

Watch Module 1 · Click to Open

Opens in Google Drive

1. Your Offer — One Sentence Formula

I help [who] with [problem] by [how]
Example: I help small contractors with understanding their numbers by building simple financial dashboards.

Who (your client)

Problem

How (your method)

Your complete offer sentence

2. Your Ideal Client

Who needs this most?

What problem are they dealing with?

What are they currently trying / frustrated with?

Where do they spend time (online or offline)?

3. Prove Your Concept

Reach out to 3 people who fit your ideal client profile and ask: "Is this something you struggle with?" and "Would you pay someone to solve this?"

Person / Contact	Their Response	Willing to Pay?

What did you learn from this?

4. Why You?

What do you do better than most people you know?

What experience or story brought you to this business?

What would clients say about working with you?

5. How You Deliver It

Packaging Option	What It Looks Like	Will You Use It?	Your Notes
Hourly	Charge per hour of work
Package / Bundle	Set sessions or deliverables for one price
Retainer	Monthly fee for ongoing access
Project-based	Flat fee for defined scope

My packaging structure will be

Module 1 Checklist

I have a one-sentence offer written clearly
I can describe my ideal client in detail
I validated that at least one person would pay for this
I know why someone would choose me specifically
I have decided how I will package my service or product

Module 01 · Foundation

02

Module 2

Vision & Goals

Know where you are going before you move in any direction.

Module Video

Watch Module 2 · Click to Open

Opens in Google Drive

1. Your 3-Year Vision

Write in present tense as if it is already happening. Where are you? How many clients? What does your life feel like?

2. Your 1-Year SMART Goal

SMART	What It Means	Your Answer
Specific	Exactly what you want to achieve
Measurable	A number or clear outcome
Achievable	Realistic for your current stage
Relevant	Aligned with your 3-year vision
Time-bound	Deadline: 12 months from today

My 1-year goal in one sentence

3. First 3 Actions I Can Start This Week

1

2

3

4. Mindset Check

95% mindset. 5% strategy.
The right strategy applied with weak mindset fails. The right mindset will find a way through every obstacle.
Strategy gives you direction. Mindset helps you stay in motion.

The goal is not to think perfectly. The goal is to keep building, learning, and adjusting as you go.

What belief or fear could slow me down?

What will I tell myself when that comes up?

Why does this business matter to me beyond the money?

What does success look and feel like 12 months from now?

Module 2 Checklist

I have written my 3-year vision in present tense
I have defined one SMART goal for the next 12 months
I have listed 3 actions I can take this week
I have identified the mindset block most likely to slow me down
I know my deeper reason for building this business
My vision is somewhere I can see it every day

Module 02 · Vision & Goals

03

Module 3

Marketing

Let the right people know you exist — consistently and simply.

Module Video

Watch Module 3 · Click to Open

Opens in Google Drive

1. My Target Customer

Who am I trying to reach?

Problem they're trying to solve?

Where do they spend time?

2. Core Offer Statement (from Module 1)

3. Your Business Name

A good name is clear, easy to remember, and easy to spell. It doesn't need to be clever — it needs to work. Test it: say it out loud. Can someone repeat it back and spell it?

Three approaches that work:
Your own name — e.g. "Sarah Cohen Consulting" · Personal, builds trust fast
What you do — e.g. "Clean Space Co." · Descriptive, searchable
The result — e.g. "Bright Books" · Memorable, brand-able
Avoid: hard-to-spell words, initials only, names too generic to stand out

Name Option 1

Name Option 2

Name Option 3

The name I'm going with

4. Check Domain & Social Handles

Before you commit to a name, confirm it's available everywhere. Check these now — a taken handle means starting over later.

The name / handle I'm checking

Where	What to check	Link
Domain (.com)	yourname.com	namecheap.com
Google Business	Search your name on Google	business.google.com
Instagram	@yourname	instagram.com
LinkedIn	linkedin.com/company/yourname	linkedin.com
Business Email	yourname@gmail.com	gmail.com

My confirmed name (available everywhere)

5. Logo & Brand Colors

Keep it simple. A clean logo and 2 consistent colors used everywhere is a brand. Use Canva (free) to build your logo — search "logo," pick a template, swap your name and colors.

Tool I'll use to create my logo

Logo status

Use this prompt in Claude or ChatGPT to get logo ideas:
"Create 3 logo concept descriptions for a business called [NAME]. We do [what you do]. Our clients are [who]. The feeling I want: [professional / warm / bold / clean]. Style: [wordmark / icon + text / minimalist]. Colors: [2 colors or 'open to suggestions']. For each concept describe: the icon, font style, color palette, and overall feeling."

My 2 Brand Colors

Primary Color

Accent Color

Use this prompt to choose colors: "Suggest 2 brand colors for a business called [NAME] that does [what]. The feeling I want: [trustworthy / bold / calm / energetic]. Give me a hex code, what it communicates, and where to use each."

6. Set Up Your Online Profiles

You don't need a website yet. You need to be findable and look credible. Start with Google Business Profile + 1 social platform where your clients already are.

1

Google Business Profile Required

Free. Shows up when anyone Googles your name. → business.google.com

Business category

Profile status

My business description (2–3 sentences)

2

LinkedIn / Instagram / Facebook

Pick 1–2 platforms where your clients spend time. Complete your profile fully — photo, bio, contact info.

Platform(s) I'll use

My handle / URL

Profile status

My headline or bio (what I do + who I help)

7. Where I Will Show Up — Choose 1 or 2 Channels

Channel	Best For	Use It?	My Commitment
Word of Mouth	Every business
Referrals	Service businesses
WhatsApp	Local / community
Networking	B2B / local services
Instagram	Visual / lifestyle brands
LinkedIn	B2B / professional services
Cold Outreach	Any

8. Content Plan — What I Will Post

Educational Tip

Behind the Scenes

Story / Result

Your Offer

9. Simple Marketing Budget

Rule of thumb: 5–10% of revenue on marketing. If pre-revenue, start with time before money.

My current monthly revenue (or target)

My monthly marketing budget

The channels I will invest in

Module 3 Checklist

I have defined my target customer clearly
I have written my core offer statement
I have chosen my business name
I checked my name is available as a domain and on social media
I have a logo (or a clear plan to create one)
I have chosen my 2 brand colors
I have set up my Google Business Profile
I have completed my profile on my main platform
I have chosen 1–2 marketing channels to focus on
I have planned one piece of content for each content type
I have set a simple marketing budget
I have committed to a posting or outreach schedule

Module 03 · Marketing

04

Module 4

Sales

Sales is helping someone make the right decision. Follow the flow every time.

1. The Sales Conversation Flow

1

Build Comfort

"Tell me a little about what's going on."

2

Ask Questions

"What are you struggling with right now?"

3

Reflect Back

"From what I'm hearing, you need help with X because Y."

4

Explain Solution

"Here's what working together would look like..."

5

Ask for Questions

"Do you have any questions?"

6

Close the Loop

"Would you like to move forward?"

2. Handling Objections

Price"It's more than I expected."

Your response

Time"I need to think about it."

Your response

Doubt"I'm not sure this is right for me."

Your response

3. Follow-Up Sequence

When	What to Do	Your Message
Day 1	Send a recap
Day 3	Check in
Day 7	Add value
Day 14	Final touch

4. My Sales Conversation Starter Script

Use this as a starting point. Adjust the words so they sound natural to you. The goal is not to memorize it — the goal is to feel prepared, clear, and steady.

1

Introduce What You Do

"We help [target audience] with [specific problem or result]."

2

Share Your Focus Areas

Briefly name 2–4 ways you help.

3

Ask What They Need

"Where are you feeling the biggest gap right now?"

4

Connect Your Offer

Reflect what they shared and explain how your solution can help.

5

Invite Questions

Give them space to ask. Don't rush past this.

6

Define the Next Step

Before the conversation ends, make the path forward clear.

5. My Outreach Script

"Hey, I recently started [what you do]. I'm helping [who] with [problem]. I'm taking on a few people to get started — if this is relevant to you or someone you know, I'd love to speak."

My personalized outreach script

6. How to Get Your First Client — Your Warm 20

Your first client usually comes from a real conversation, not a perfect funnel. Start with the people who already know you, like you, or have seen your work.

Step 1: List 20 people who trust you, respect your work, or could use what you offer.
Step 2: Reach out personally — not a mass message.
Step 3: Share what you do, who you help, and the problem you solve.
Step 4: Ask if they know anyone who could use that support.
Follow up within one week. Most first clients come from the third or fourth touchpoint.

#	Name / Contact	How They Know You	Reached Out?	Response / Next Step
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20

7. Practice Questions — 4 Questions to Ask Every Client

1

2

3

4

Module 4 Checklist

I know the 6-step sales flow by heart
I have written my sales conversation starter script
I have written a response for each of the 3 main objections
I have my follow-up sequence ready
I have written my personalized outreach script
I have listed my 20 warm contacts and started reaching out
I have practiced saying my price out loud without justifying it

Module 04 · Sales

05

Module 5

Operations & Delivery

Delivery is your reputation. Every step either builds trust or breaks it.

1. My Deliverable

My client receives [what] by [when/how].

My client receives

By (timeline or method)

2. My Delivery Process — Step by Step

#	What Happens	Who Does It	Timeline
1
2
3
4
5
6
7

3. My Standards

What does great delivery look like for your clients?

What would make you redo something?

4. Write Your First SOP

Rule: if you do it more than once, write it down. Keep it to 3–5 steps.

SOP Name / Task

1

2

3

4

5

4. Set Your Delivery Timeline

Your timeline should be realistic, not ideal. Clients trust the process more when they know what to expect before the work begins. A clear timeline helps you lead the experience instead of constantly reacting to it.

Delivery Step	Who Does It	Time Needed	Depends On	Buffer Needed?

Total delivery time (start to finish)

What I tell the client upfront

Where delays most commonly happen

Module 5 Checklist

I can describe my deliverable in one clear sentence
I have mapped every step of my delivery process
I have written my quality standards
I have assigned a realistic time estimate to each step
I know which steps depend on me and which depend on the client
I have written at least one SOP

Module 05 · Operations

06

Module 6

Money Basics

Confidence with money begins the moment you stop avoiding it.

1. Startup Cost Calculator

One-Time Startup Cost	Estimated Amount
Equipment / tools
Website or software setup
Licenses and permits
Branding / design
Legal / accounting setup
Other
TOTAL STARTUP COSTS

2. Monthly Operating Costs

Monthly Cost	Estimated Amount
Rent / workspace
Phone and internet
Software subscriptions
Marketing / advertising
Insurance
My salary or draw
Other
TOTAL MONTHLY COSTS

3. Runway Calculator

Minimum 3 months of runway recommended. Ideally 6.

Monthly costs ($)

Months of runway needed

Total runway needed ($)

Total needed to start (Startup + Runway)

Where will this money come from?

4. Revenue Projection

Item	Example	Your Numbers
Price per client / sale	$500
Clients / sales per month	4 clients
Monthly revenue	$2,000
Monthly costs	$800
Monthly profit	$1,200
Months to break even	2.5 months

5. Direct Costs — What Each Sale Actually Costs You

Before you can price correctly, you need to know what it costs you every time you make a sale. This is different from your monthly costs — it's the cost per client or per product.

Price − Direct Costs = Gross Profit
What the client pays minus what it costs to deliver = what you actually keep per sale

Direct Cost Item	What It Covers	Cost per Sale ($)
Materials / supplies	What you use to make or deliver
Packaging / shipping	Product businesses only
Contractor / helper cost	Anyone you pay to help deliver
Software used per client	Tools specific to this client or job
Travel / other delivery costs	Anything spent to complete this job
TOTAL DIRECT COST PER SALE

My price per sale

My direct cost per sale

My gross profit per sale

6. Break-Even & Profit Expectations

Break-even means the business earns enough to cover its costs. Profit means it earns more than it costs to run. Know both numbers before you start.

Question	Formula	Your Answer
How much do I need to earn per month to cover costs?	= Your total monthly costs
How many sales do I need to break even?	Monthly costs ÷ Gross profit per sale
When do I expect to break even?	Based on your projected sales pace
When do I expect to turn a profit?	Revenue consistently exceeds all costs
What profit do I want the business to generate monthly?	Revenue − All costs = Profit target

7. Invoicing & Getting Paid

A clear, timely invoice gets you paid faster and makes your business look professional. Set your payment terms before you start the work — not after.

Tool I'll use to send invoices

My payment method(s)

My payment terms

When I will send the invoice

What I will do if a payment is late

Rule: Do not begin new work for a client who has not paid for the last project.

8. Taxes — What to Set Aside

When you are self-employed, taxes are not automatically taken out. You are responsible for setting them aside yourself. Most new founders are caught off guard by this.

Simple starting rule: Set aside 25–30% of every payment you receive.
Put it in a separate savings account before you spend from the business.
Self-employment tax alone is 15.3% (Social Security + Medicare). Income tax adds on top of that.

My estimated monthly revenue

Tax set-aside (25–30%)

Do I need to pay quarterly taxes?

Where I'll keep my tax savings

Will I work with an accountant?

Quarterly tax due dates: April 15 · June 15 · September 15 · January 15. Work with an accountant early — don't wait until tax season to find out what you should have been tracking.

9. My Pricing

For a Service — Hourly Value Method

Total time per client (hours)

What I want to earn per hour

My base price

Market range in my industry

My final price

For a Product — Cost Formula

Cost to make / buy

Labor (your time)

Overhead share

Profit margin %

My final product price

Module 6 Checklist

I have listed all my startup costs
I know my monthly operating costs
I have calculated how much runway I need
I have a clear revenue projection for months 1, 2, and 3
I know my direct cost per sale and my gross profit per sale
I know my break-even number and when I expect to reach it
I have set my price using the correct formula
I have chosen an invoicing tool and set my payment terms
I know what I will do when a payment is late
I have a plan to set aside 25–30% of income for taxes
I have opened (or plan to open) a business bank account
I have chosen a tool to track my money

Module 06 · Money Basics

07

Module 7

Structure & Roles

Do the right things — and know what can wait.

1. Tasks by Business Function

Circle what only you can do. Highlight what could be delegated. Write everything that's currently on your plate.

Function	Tasks I Currently Handle
Marketing
Sales
Operations
Financials
HR
Leadership

2. What Can Wait — Don't Build This Yet

What have you been working on that should actually wait? Be honest.

3. What to Delegate First

Category	Examples	Could I Delegate Now?
Admin	Scheduling, follow-up, templates
Delivery	Parts of your service when too full
Finance	Bookkeeping, expense tracking
Marketing	Repurposing content, designs, posting

4. My Essential Tools — Keep It Simple

Communication

Recommended: Gmail

Task Tracking

Recommended: Asana / Trello

Notes / SOPs

Recommended: Notion / Google Docs

File Storage

Recommended: Google Drive

Lead Tracking

Recommended: Google Sheets / HubSpot

Scheduling

Recommended: Calendly

Invoicing / Finance

Recommended: Wave / QuickBooks

Payments

Recommended: Stripe / PayPal

Module 7 Checklist

I have listed all tasks under each business function
I know which tasks I should NOT be spending time on right now
I have identified what I will delegate first
I have chosen my core tools (one per function)
I have created at least 3 simple templates I will actually use

Module 07 · Structure & Roles

08

Module 8

Legal Setup

Professional is a decision, not a status someone gives you.

1. Business Structure — Choose One

Structure	Best For	Key Notes
Sole Proprietor	Solo, low risk, just starting	Easiest to set up. No liability separation.
LLC	Most small businesses	Protects personal assets. Recommended for most.
S Corporation	Once profitable, tax strategy	Reduces self-employment tax. Talk to accountant.
Partnership LLC	Two or more owners	Put everything in writing first.

Always confirm your structure choice with an accountant before registering.

2. Setup Checklist

Chosen my business structure
Chosen my business name
Registered my business (if required)
Applied for my EIN (free at IRS.gov)
Opened a business bank account
Created my basic contract template
Consulted with an accountant

3. My Contract Must Include

What is included · What is NOT included · Payment terms · Cancellation policy · Timeline · How disputes are handled

Notes — what I need to add to my current contract

Module 08 · Legal Setup

09

Module 9

Time & Boundaries

Your business grows when you protect the time to build it.

1. My Weekly Time Blocks

Block	Purpose	My Day & Time
CEO Hour	Review goals, plan the week, look at what's working
Marketing Block	Create content, schedule posts, manage visibility
Sales Block	Outreach, follow-up, connect with leads
Delivery Block	Client work — the actual service
Admin Block	Invoicing, emails, scheduling, tools
Money Check	Review income, expenses, cash position (15 min)

2. My Boundaries

Without boundaries your business will take over your entire day. Define yours now.

I am available to clients (hours)

I do not respond to messages after

My one unplugged block each week

My maximum working hours per day

Module 9 Checklist

I have set my weekly CEO hour
I have assigned a time block for each business function
I have written my availability boundaries
I have one daily goal assigned to each working day
My schedule is written somewhere I can see it

Module 09 · Time & Boundaries

10

Module 10

Your First 90 Days

Your goal is not a perfect business. Your goal is your first sale.

1. My 90-Day Goals

#	Goal	How I Will Measure It	Done By
1
2
3
4
5

2. Monthly Milestones

Month	Focus	My Key Actions
Month 1 — Setup	Finalize offer, price, core message. Pick your platform.
Month 2 — Action	Talk to potential clients. Do 4–6 sales conversations.
Month 3 — Momentum	Increase visibility. Refine delivery. Get referrals.

3. My Weekly Scorecard

What I Track	Week 1	Week 2	Week 3	Week 4
Posts / visibility activities
Sales conversations
New leads or inquiries
Clients booked
Income collected
Weekly money check done?

4. Monthly Review — Ask Yourself Every 30 Days

What went well?

What didn't work?

What needs more consistency?

What created real results?

What do I need to change or stop doing?

What is my focus for next month?

Final Action Step

Choose ONE action from this course to start today. Not tomorrow. Today.

The one action I am starting today

Module 10 Checklist

I have written 3–5 clear goals for my first 90 days
I have broken them into monthly milestones
I have set my weekly rhythm
I have my weekly scorecard ready to track
I have chosen ONE action to start today

You've completed Launch Mode

REF

Quick Reference

Key Frameworks

Everything you need on one page.

The 6 Business Functions

Marketing

How you attract customers

Sales

How you convert interest into revenue

Operations

How you deliver what you promised

Financials

How you measure and manage money

HR

How you hire, manage, and develop people

Leadership

How you guide and grow the business

The 3 Pillars

Product

What you sell — offer, packaging, delivery

People

Who buys and who delivers

Process

How it happens — systems, SOPs, workflows

Core Formulas

Your Offer

I help [who] with [problem] by [how]

Service Price

Time × hourly rate + experience bump = base price

Product Price

Cost + Labor + Overhead + Margin = Price

Runway

Monthly costs × months needed = total runway

Revenue

Price × clients per month = monthly revenue

Profit

Revenue − Costs = Profit

Mindset Reminders

Done is better than perfect.
Focus creates movement. Movement creates confidence.
Specificity attracts. Vagueness repels.
Delivery is your reputation.
The fortune is in the follow-up.
Professional is a decision, not a status someone gives you.
Consistency builds confidence — one small step at a time.

LAUNCHMODE

LAUNCH
MODE