Dylan Cornelius Management, LLC 3 and 12 Month Targets: April 18, 2019

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  • Every quarter I set new 3 and 12 month personal and business goals.

    • These are business goals.

    • Personal goals are in next week’s post.

  • I shared last quarter’s accomplishments over the last 2 weeks.

Two child playing arrow: Photo by Annie Spratt on Unsplash.

Dylan Cornelius Management, LLC 2Q Goals (Confidence Level)

  1. April 11: Update website Terms of Use
  2. April 18: Reproduce introductory video for ChangeIsStillPossible.com (Medium)
  3. April 25: DylanCornelius.com web site messaging revamp (High)
  4. May 2: Re-release Facebook campaign for ChangeIsStillPossible.com or Weight Loss Course Pilot (Medium)
    1. Cost per lead < $5 (High)
    2. Cost per sale < $150 (Medium)
  5. May 9 and May 16: Release new ActiveCampaigns:
    1. warm up those who were interested in ChangeIsStillPossible.com (Medium)
      1. Write PASTOR script topics
      2. Write PASTOR script emails
      3. Host emails in ActiveCampaign
    2. for Weight Loss Course Pilot to those who were interested in ChangeIsStillPossible.com and/or weight loss (Medium)
      1. Write PASTOR script as tweets
      2. Publish tweets in Social Jukebox
      3. Write PASTOR script as emails
      4. Host emails in ActiveCampaign
  6. May 23: Use Google Keyword Planner to target ads for lifestyle change that link back to ChangeIsStillPossible.com long form sales landing page. (Medium)
  7. May 30: Weight Loss Course Pilot (Medium)
    1. Course Content
    2. Resources
    3. Weekly Group Mastermind
    4. 1-on-1 coaching
  8. June 6: Use Google Keyword Planner to target ads for lifestyle change that link back to Change Is Possible long form sales landing page. (Medium)
  9. June 13: Create a Google Analytics goal for Lead magnet optins. (Medium)
  10. June 20: Update current org chart and Create +6 month org chart
  11. June 27: Release “Clear Direction” Planning Guide as a workbook (Medium)
    1. Connect to optin
    2. Share by ActiveCampaign to appropriate list members

DylanCornelius.com 2019 Rolling 4 Quarters Goals

1. Objective: Grow ProfitablyPhoto by Ryan Riggins on Unsplash

Key Result: Asset Growth–Product development

Based on my training and experience in personal and business innovation, I’ve defined a 10 step framework for creating sustainable change, which can be applied in any transformation or product development project. It’s grounded in principles of product development, systems engineering, project management, and applied human performance. This framework will be the foundation for products including tools, online courses, books, and services including training and coaching.

Measure:

Produce 1 new product monthly

Measure:

Release 1 new product quarterly:

Measure:

Photo of typewriter by rawpixel on Unsplash

Publish one new document weekly, including:

  • Blog posts
  • Resources (including lead magnets, tools, and products)
  • Site pages (including sales pages)
  • Videos
  • Policies

Measure:

Write 500 new words daily (all of the above plus):

  • Video scripts
  • Email campaigns

Key Result: Sales Growth — Revenue expansion

Measure: My friend Carl tells me Bob Proctor popularized the idea of turning one’s annual income into a monthly income. Game on!

In round numbers, this is $100,000 a month:

  • 100 x $1,000 monthly customer purchases or
  • 50 x $2,000 monthly customer purchases or
  • 20 x $5,000 monthly customer purchases

Measure: New sales from a new product semi-annually

Key Result: Monthly Sales Contribution

Area (#of sales)

  • Profit (1)
  • Owner’s compensation (10)
  • Taxes (3)
  • Operating Expenses (7), includes development, licensing, hosting, and outsourcing costs.Early autumn morning in the forest with mist and dead spruces still standing

Key Result: Channel Growth

Channel: Facebook ads to PLF to email list

Measures:

  • Facebook ad reach (automated)
  • Email list growth (automated)
  • Video conversion to Initial calls
  • New customers
  • Release 1 new Facebook campaign quarterly for new products
  • Release 1 new ActiveCampaign monthly
    • New subscribers to lead magnets
    • Interest in specific problems/solutions
    • Warm up old lists

Channel: Google ads to landing page

Use Google Keyword Planner to target ads that link back to product landing page.

2. Objective: ServeBe of service

Key Result: Serve Others

Measures

Real-time

  • Repeat purchases
  • growth in # of customers (1 at 4Q 2018)
  • sharing results in testimonial questionnaires
  • sharing results in group coaching sessions,
  • sharing results 1:1
  • Attending Coaching Sessions and asking questions,

Online

Email response

    • Sharing with friends
    • Sharing results
    • Support Requests,
    • Tool feedback from emails

Website feedback

    • Engaging the Lessons with comments

Google Analytics goals:

    • Engaging the Lessons
      • Coachware post views
      • Courseware post views
    • Tool Downloads
    • Lead magnet optins
    • # of pages per session
    • Time on page
    • Post Video views
    • Post views
    • Page Video views
    • Page views
    • Returning Users (1% in January 2019)

3. Objective: Be Sustainable

Measures: Sustainable revenue (see below)

  • New product development (see growth above)
  • Deliver $1M annual revenues

Measures: Risks are managed

  • Incorporation/LLC
  • Privacy page
  • Terms page
  • Disclaimer
  • Governance
  • Finance
  • Information Security
  • Accounting

Measures: Business Systems are automated and reliant on no single person

  1. Marketing
  2. Sales
  3. Human resources
  4. Administration

Key Result: Sustainable Recurring Revenue Streams

Measures:

Real Estate

2Passive income: Yes, and growing

  • Capital appreciation: Yes
  • Property management: No (Later)
Digital Products — deliver a new product on the first Thursday of every month (see above)
Online Courses
Services: Coaching/Consulting/Writing/Training
  • Group coaching is available with all courses.
  • 1:1 coaching is available with all courses.
  • Training: digital courses (see above).
  • Consulting:
  • No immediate plans in this area, though the 3 Phases and 10 P’s can be applied for transformational change in business.
  • Institute of Management Consultants USA
  • Writing: No plans to offer writing as a service, though it’s fundamental to this internet-based business.
Audience-based activities: Speaking/TrainingAudience photo by Nicholas Green on Unsplash

Training and group coaching are fundamental tenets of these online products/services. As I perfect messaging for courses and products, I will return to Toastmasters and begin seeking out speaking opportunities with professional associations and other interest groups, where I will share about sustainable lifestyle change, and the results that are achievable with my courses and coaching.

Third-party funding/sponsorships/Advertising (no change)
  • PNC Bank is currently paying me to help accelerate delivery of platform infrastructure by their Dev Ops organization.
  • Texas Beef Athletic team: when I make public appearances, I receive reimbursement for races and events.
  • InsideTracker: as an InsideTracker triathlete, I’ve experienced improved energy, training, diet, and performance. As a busy athlete seeking high performance in all areas of my life, InsideTracker has taught me about my body, my fitness, proper diet, lifestyle, and supplementation. “Take a selfie from the inside”, know your numbers, and make the best decisions for your personal health and fitness. I’ve caught and resolved iron, magnesium, and vitamin D deficiencies, and experienced improvements in energy and performance. Choose the plan that’s right for you, now.
  • Will consider who else I can represent for mutual benefit.
  • Found a plugin that promises to make ad sales easy. Found an article indicating 500 unique viewers daily would result in about $30 monthly revenues. Trigger goal here is to grow traffic on DylanCornelius.com to 100s of unique users daily.
Affiliate Marketing/Joint Ventures (Later)
  • Ads: I’ve made rotating twitter messages and one-time Facebook ads for 11 services/products I use and enjoy. Adding more as they arise.
  • Store: Will add a store on my web site to share these with interested visitors.
  • Landing Pages: Have at least 3 articles promoting services I use. May convert these to landing pages. For future articles, I’ll use a landing page format.
  • Trigger goal: This will need far higher social media and web site engagement and traffic to drive meaningful revenues.
Physical Product Sales/Distribution
Software (no current plans)

4. Objective: Scale

Scales by Pixabay

Key Results:

Sales scale

Measures:

  • Created a selling script and will use it in calls.
  • Hire a full-time sales person as marketing effectiveness improves

Support scale

Measures:

  • support@dylancornelius.com
  • Hire part-time support as sales grow

Operations scale

  • Coupling courses and group training/coaching enables scale while still providing the necessary 1:1 training and support people in intensive change initiatives require
  • Can hire a graduate or coach as need arises for multiple groups

Org charts

  • Current org chart
  • +6 month org chart

New Channel: Engaged social media ecosystem growth

Measures:

  • Facebook group follower growth
  • Tumblr subscriber growth
  • Medium subscriber growth
  • Twitter subscriber growth
    • Promote each product with 4 different messages per product at several different times (beginning and end) of each day, using Social Jukebox.
  • Facebook friend growth
  • LinkedIn connection growth
  • Instagram follower growth

New Channel: JV Partners (Later)

Measures:

  • Change in # of Joint Venture Partners
  • Sales driven by JV Partners

New Channel: Affiliates (Later)

Roadmap photo by Julentto Photography on Unsplash

Measures:

  • Change in # of Affiliates
  • Sales driven by affiliates

Key Result: Roadmap

Measures:

  • Capital budget
    • Finally Thin Forever
    • Finally Together Forever
    • Love My Job
    • Change Is Still Possible
  • Channel development plan (see below)
  • Product roadmaps
  • Editorial calendar

5. Objective: Be RecognizedBe recognized

Key Result: Be Endorsed

Meet new people and help them make a difference so big they spontaneously and authentically share the result with others.

Measures:

  • Sharing their results with people they know,
  • Sharing their results with people they don’t know,
  • Bragging about their affiliation with the course, and
  • Bragging about their affiliation with me.
  • Net Promoter Score (NPS) Above 4

Key Result: Be Awarded

Award

Measures:

  • New Business
  • Best Seller
  • Guinness
  • Nobel

Opportunities for You

  • Do you write goals too?
  • Will you create resolutions or goals for a month, a quarter, or all of 2019?
  • How is your progress on current goals?
  • Have you clearly summarized a recent quarterly or monthly goals update? Share it, and let the world acknowledge your progress!
  • What structures do you have in place to support you achieving your goals?
  • Could you use more support reaching your goals? Book a call with me. I guarantee you will leave our conversation with a breakthrough in your progress.

For More Information

More about OKR’s

Accounting model: Profit First: Transform Your Business from a Cash-Eating Monster to a Money-Making Machine, by Mike Michalowicz.

Digital products classifications: Danny Iny of Mirasee.

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Dylan Cornelius helps coachable parents and professionals have renewed confidence, respect, and satisfaction.

Look Good. Feel Great. Have More Connection. Love Your Job.

Overcome what’s holding you back. Have it all. Reach your most ambitious goal.

Systematically design the results YOU want. Align resources to deliver those results. Sustain those results over time.

Click here and start today with your free, no-obligation, “Clear Direction” planning guide

Find Purpose with your Clear Direction Planning Guide.

Find Purpose with your Clear Direction Planning Guide.

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Most goals are not achieved because they aren’t defined clearly.

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