Productize Course & Community – Brian Casel

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Own a Productized Service Business That Scales.

Tired of the billable hours hustle? The Productize course and community is here to help you step up to a business model that scales.

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.

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 enoughmost 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.

The Course

• 30+ self-paced video lessons

  Comprehensive training for starters andseasoned 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
  • Positioning
  • Value Propositions
  • Pricing & Business Models
  • Getting First Clients
  • Building Traction
  • Productized Consulting
  • Standardizing
  • Systems & Processes
  • Onboarding
  • Hiring
  • Marketing Funnels
  • Sales Process
  • Metrics & KPIs
  • Expansion
  • And more…

• Access from anywhere

  All lessons are desktop, mobile and tablet-friendly. Stream HD quality videos instantly or download the video or audio-only files to take with you.

• Ready-to-use Templates

  Gain access to processes (SOPs), spreadsheets, templates, scripts, worksheets, and questionnaires—All designed to be ready for you to plug right into your business and put to use.

• Guided lesson discussion in our community

  Each lesson links to a dedicated discussion in the private forum where you can ask questions and share notes with others who’ve gone through the training.

• Virtual Coach

  Automatic enrollment into the perfect companion to the self-paced video lessons: Regularly paced emails designed to keep you focused and accountable so you can follow through and drive real change in your business.

  Coming soon

The Community

• Private Discussion Forum

  Go deep on a range of evergreen discussions that help you gain clarify and real-world insight. The archives are fully searchable and the interface is mobile and email-friendly. Powered by Discourse, the best modern forum system around.

• Mastermind Group Matching

  Form your own small mastermind group with other members who are going through this journey with you. Join up with anyone or get matched up the next time we run our “mastermind rush” (happens every few weeks).

• Productize Business Directory

  Members can list their Productized Service business in our public directory for extra exposure to potential leads.

  Coming soon

• Private Slack Chatroom

  Join in the live members-only chat powered by Slack. Who said working remotely (from anywhere) has to be lonely?

• Get Feedback

  Whether you’re testing a business idea, writing a landing page, figuring out a marketing strategy, or need hiring advice, the Productize community is here to help. Get real, honest feedback from folks who are invested in the same journey as you.

• Workshops & Guest Q&AsEvery few weeks, Brian along with special invited guests and featured community members host live workshops and AMAs ("Ask Me Anything" sessions). Participate live or catch the recording of any session in the archive.

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