How About Another Example?

As you can see, the In/Up/Max is a simple framework that any (smart) business can use to structure their offers into a product suite that gives maximum value to the customer. 

*All credit to Ryan Levesque and his awesome book Choose for the In/Up/Max framework

The simplest way to visualize this is as a pyramid with three levels.

The In Level is your initial offer. This brings the client IN to your business, and forms the base of your pyramid. It can be free or paid.

The Up Level is your mid-range, premium offer.  This is, in my opinion, the best place for a recurring membership offer or an online course.

The Max Level is your top-tier, super VIP offer -- the top of your pyramid. Probably your 1:1 or intimate, premium group program with very high access to you.

That’s it. Just three offers. These three offers will not only bring clarity to what you’re doing, they’ll also work together to create momentum in your business. 

Let’s look at an example of how this can look for a real wellness business:

Take Ashley, a doula friend of mine who sought my help recently. She is super knowledgeable about everything related to natural childbirth as well as prenatal and postpartum health and nutrition. Seriously, she is amazingly talented and has so much expertise in her field. (Ahem...just like you!)

As a doula, she provides prenatal care, on-call care for couples, preparing everything for childbirth, and postpartum support and care (and even some meals!), visiting new parents daily for a week after they have a baby. 

This is a pretty time-intensive service that Ashley provides. She can really only work with a few couples at a time, so she was pretty limited in how much of an impact she can make and how many clients she can have.

Ashley invested a lot of time and energy into her clients. But once a client passed through the childbirth and post-partum phases, her business relationship with Ashley was pretty much over. This was a major bummer for both parties, let me tell ya.

What Ashley really wanted was a way to structure her business so that she can make a bigger impact, and share her knowledge more widely to help more people, which is why I introduced her to the In/Up/Max framework.

My suggestion to Ashley was to create a monthly membership community (her “In” offer), where people can connect with like-minded mamas and learn all about natural ways to stay healthy not only when they are pregnant, but also when they are trying to conceive and after they’ve had a baby. 

Ashley provides a lot of valuable content around herbs, flower essences, and other natural remedies. It's incredibly helpful information that leave people wanting more and more access to all her wisdom.

The monthly membership fee I suggested is $50.

Important: Do not get hung up on the numbers! You can charge far more than this!

All right, back to Ashley: Most of her customers find her and would join the community looking for support when they are pregnant, but they stick around even after they’ve had their baby.

Why? Because of the great content and information that Ashley provides about natural wellness and the engaged community of like-minded people they are now being supported by.

Pro tip: Your members come for the content, but they will stay for the community.

Now, the members can get loads of quality content just being in this in level monthly membership group,  but if they want to learn even more about natural childbirth they might decide to level up to Ashley’s “Up” offer: a 5 week, in-person Hypnobirthing workshop for $500.

Beyond that, for a very select few of the hypno-birthing couples that are local to Ashley, she can offer her full-service doula experience for $5,000. 

Let's break that down:

Naturally, lots of people will like the convenience and price of the monthly membership program (the “In” level) and regardless of where they're located, they can be part of that virtual community.

As we move up the “offer pyramid,” the number of customers is likely to decrease, but that’s okay; the Up and Max offers are more premium products that offer a lot more value to her clients along with much higher access to Ashley and her time, so they’re priced accordingly. 

In Ashley’s case, she can only accommodate one or two couples for her full-service doula experience at a time. It simply wouldn’t be possible for her to offer these very premium, very hands-on services to everyone in the monthly membership community.

The flip side of that, however, is that her income and impact isn't limited by only being able to accommodate one couple each month, because she has an infinately scalable membership offer where she can reach thousands each month.

The beauty of this model is that there is a natural progression for your clients and customers to uplevel their engagement with you over time. Each offer level basically "qualifies" the next level. 

Show up and provide major value for your “In” level customers, and, at the same time, you are creating raving fans who are eager to continue working with you at a higher price more closely. 

Whether they simply want more information, advanced information, or more 1:1 attention from you, they’ve seen the benefits of working with you and they want MORE! 

As a result, you’ll get to work with people from the bottom up, helping them get amazing results over a longer period of time.

Make sense? Let's land this plane...

YOUR 'IN' OFFER:

• 100% of your clients go through this offer 
• A great way to automate or streamline the foundational content that everyone needs to learn from you so they become more familiar with these basics
  
  

YOUR 'UP' OFFER:

• About 10x the price of your 'In' offer
• Statistically, you can expect about 10% of your IN clients to take this offer
• Provides MORE: more access to you, done-for-you resources, access to a group class/coaching, or more bells and whistles 
• May I suggest a scaleable digital offer here? *cough membership cough*
  
  

YOUR 'MAX' OFFER:

• About 100x the price of your ‘Up’ offer; it’s a SUPER VIP offer, and it's priced accordingly
• Delivers intangible things that money can't buy: joy, feeling elite and VIP, bragging rights, behind the scenes access, exclusive content or access, etc.
  
  
  

So there you have it! The perfect recipe for a business that scales and serves not only your clients but also YOU because you aren't constantly scrambling for new clients each month! 

By following this framework, you’ll work with people from the bottom up, helping them go deeper over a longer period of time.

That means massive results for them and recurring revenue for you. 

Because recurring revenue is THE KEY to building a profitable practice, my friend.

Note! (before you collapse under the weight of business overwhelm) You do not need to run out and set up all of these offers right away! In fact, you're forbidden from doing that! You roll out ONE at a time and master that before offering more. 

But How can you apply this framework to your business right now?

Remember your top two business model choices from our last chat? This is where you can start to incorporate those ideas into a solid plan. 

Here are a few examples to get you started:
 

Interested in digital courses and coaching?

In: Digital course

Up: Group coaching membership with weekly group coaching calls

Max: 1:1 coaching with weekly individual coaching sessions and unlimited, VIP email support

If you’re interested in boot camps, workshops and retreats:

In: Health and wellness boot camp for beginners

Up: One day, intensive, in-person wellness workshop

Max: Week-long health and wellness reset retreat, limited to 7 participants

 
Make sense? You've got this, I know it. 

Alright. Like I said, you know, I love a membership site and helping others create consistent, recurring revenue.

I want you to have that same thing. So if you were interested in what a membership site could look like, or how to know if you're ready to start planning one, click to the next page and I'll break it all down.

(Yes, I mean it. I'll help you map this all out for your biz.)