Brian Casel – Productize 2020

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Brian Casel – Productize 2020
Own a Productized Service Business That Scales.

Tired of the billable hours treadmill? Step up to a business model that scales. The Productize community and training programs are here to help.
Break Free of Billable Hours.
Still freelancing and living project-to-project? Has your earning potential plateaued? Stuck wearing all the hats and doing everything yourself?
If you wish you’d never have to write a lengthy proposal again or take a client who doesn’t value your work, then you’re not alone.
Every freelancer hits these challenges at some point in their career. Even raising your rates and chasing after bigger fish won’t get you where you need to go.
Maybe it’s time for a promotion.
Promotion? But self-employed web workers like us don’t have a boss we can butter up for a promotion to the corner office with the higher salary. No. We’re on our own.
So in order to truly level up in your career and gain that freedom you’ve been chasing all these years, then you’ll need to promote yourself.
That starts with making your transition from Freelancer to Business Owner.
Frank the Freelancer

Frank makes money by the hour or sometimes by the project.
Frank owns nothing more than his time.
Frank is stuck answering to “clients from hell”
Frank is spread too thin, wearing too many hats.

Beth the Business Owner

Beth’s business pays her, even on her days off.
Beth owns an asset that grows in value.
Beth’s focused on building her business, not chasing unpaid invoices.
Beth’s business runs itself so she can focus on the big picture.

Sure… That all sounds great.
But right now, you’re stuck paying the bills with client work. The time you spend with your family occupies whatever free time you have left. How will you ever make it happen when the cards are stacked against you?
Making that transition from hourly billing to a business that scales seems near impossible. So how will you do it?
Take The Path of Least Resistance
You can gamble your late-night weekend hours on an unproven idea for an app… Or chase the hottest “passive income” opportunity, only to launch to crickets…
Or you can take the pragmatic approach to building a scalable business:
A productized service.
It’s the smartest and most efficient path to leveling up as a business owner, without risking the farm. A productized service has an incredibly low barrier to entry, the shortest runway to profitability, and a proven path to scalability.
And once you’ve established your productized service business, you’re perfectly positioned (and well-funded) to expand. Whether that means growing your line of products or optimizing your business to give you the freedom and ownership you deserve.
But it all starts here. You working to change your business for the better.
What is a productized service?

From your customer’s perspective a productized service offers a specialized “done for you” solution with a compelling value proposition, packaged at a set price and scope.
From the founder’s perspective (that’s you), a productized service is one that runs systematically, and continues to produce and grow with or without your direct involvement.

Stop taking on any project just to keep the lights on. Start focusing what you do and who you do it for. Then streamline, systematize, and automate it to run itself so you’re free to focus on the bigger picture.

No matter where you take your productized service, one thing is certain: You will have finally earned your promotion from Freelancer to Business Owner.
And with that promotion come these perks:
Scalability

Create a service model designed for growth. Earn more as your business grows.
Remove yourself

Design systems and automation so your business can run without you.
Get paid, even on days off

Detach your work from your time. Create a business that produces on its own.
Own an asset

Build a business that not only pays the bills, but grows in value.
Focus on the big picture

Work “on” your business, not “in” your business.
Steady, reliable income

End the feast and famine cycle for good. Grow your baseline income month after month.
Brian Casel
How I Productized My Business… Twice.
I’m Brian Casel. Here’s the story of how I transitioned out of freelancing.
A few years back, I made my living as a freelance web designer, selling my time for money and living project-to-project. I was comfortable enough (or perhaps lucky enough most months of the year). But I knew this wasn’t sustainable.
I felt a growing, urgent need to somehow transition to a product business. I was sure that was the key to building a real business that can scale.
First, I tried to build a software product. A web design product for restaurants. But like most freelancers building software “on the side”, my little startup struggled to gain traction.
But then something clicked: I figured out that customers not only need the tools, but they need it done-for-them too. That’s when I transformed my SaaS into a productized service.
I built systems that enabled me to delegate all of the work to my small team. It even got to the point where I was spending less than 3 hours per month on this business! Then in 2015, having built an valuable asset that runs itself, I was able to sell the business for my first six-figure exit.
Then the question was, what’s next?
The choice was obvious: I went back to my playbook and launched my 2nd productized service business, a marketing company called Audience Ops. And within it’s first year, it went from 0 to $30K in monthly recurring revenue. By it’s second year, it grossed more than half a million in annual recurring revenue. Today it has opened the door to a line of new products.
Every step of my journey has been self-funded and powered by the Productized Service model.
The Productize course not only draws on lessons from my own work building two successful productized service businesses, but also the lessons from others who I continuously research and interview. There’s nothing I enjoy doing more than talking shop with fellow freelancers who are turning the page and becoming business owners.
Learn and level up with the definitive course and community for Productized Service owners.
The Training
30+ self-paced video lessons

Comprehensive training for starters and seasoned founders alike. Whether you’re launching your first idea productized idea or you’re deep into scaling mode, this guide is for you. It delivers both strategic high-level guidance and actionable, step-by-step tactics.
Topics include:
Planning & Execution

Systems & Processes

Positioning

Onboarding

Value Propositions

Hiring

Pricing & Business Models

Marketing Funnels

Getting First Clients

Sales Process

Building Traction

Metrics & KPIs

Productized Consulting

Standardizing

Expansion

And more…
Ready-to-use Templates

All designed to be ready for you to plug right into your business and put to use.
Success Stories
“The majority of my income at this point comes from productized services! Brian’s coaching really helped me think about my web analytics business differently and provided concrete strategies to help grow that business.”
Chris, Analytics Consultant
“Within 60 days I saw an 8x return and $4,500 in new monthly recurring revenue (MRR)! Productize provided me with a path to reliable, repeatable income. Now I can get away from hourly consulting and constantly chasing the next project.”
Chad, Info to Insight
“Paying clients FTW! Within a few days of going through the Productize course I had a paying client. It makes selling much easier and quicker than a traditional consulting service.”
Josh, Test Triggers
“Today, I’ve had the contract signed for my first monthly consulting agreement! My cashflow is solid for the first time in years (no more feast and famine!) thanks to ‘Productized’ offering.”
Chris, Software Developer
“I was so busy and found it hard to meet deadlines. I needed to save my sanity. After putting the Productize course into action, I felt like I was finally able to breath easier. The coaching really helped me talk through my ideas. I added recurring revenue and really refined my processes, both have made a huge impact. THANK YOU!”
Janet, E-Learning Services
“I was struggling to stand out and generate leads. I was too dependent on one client. Things needed to change. Thanks to Productizing, I was able to hire much more easily, stop being a generalist, grow recurring revenue. Now my business is at far less risk of failure. The Productize course was all gold.”
Jeff, SEOa