“With Alex’s help, I literally took an idea from concept to $20,000 monthly recurring revenue in 60 days.”
This quote is from Jake Jorgovan.
I helped Jake:
- Scale his service business past himself
- Build systems, processes and a team to free him up to work *on* instead of *in* his business
- Take a vacation where he didn’t feel compelled to check his email or slack every five minutes
- Create a cash flow machine that he will sell for a healthy multiple of annual recurring revenue
If you want to achieve the same or better results than Jake, I have an eight-week program ready to help you. It’s called:
Build Your Productized Service
Hi, My name is Alex McClafferty.
In 2013, I co-founded WP Curve.
When I joined the business, it was generating less than $500/month in revenue. Just eighteen months later in 2014, we had bootstrapped the company to $1MM+ in annual recurring revenue.
In 2016, I ran the sell-side of the WP Curve acquisition by GoDaddy, and I went on to grow the team and scale the productized service to support massive customer volume (GoDaddy has 17M+ customers).
In 2018, I left GoDaddy to follow my passion as a CEO Coach at Productize.co
I ran into a problem – I was unable to serve a big group of entrepreneurs because I primarily targeted later-stage founders ($2,500+ per month).
So, I set out to find a happy medium.
I ran a beta test of a 12-week group coaching program with five entrepreneurs at a discounted rate of $1,000 p/mo.
There were a few key lessons learned from this beta program:
- Group coaching is not for everyone. If you’re looking for targeted advice for your business, you’ll get further, faster with one on one coaching. I had two group members transition into one on one coaching because of their business stage.
- Group coaching content needs to be hyper-specific to an audience. We covered a vast range of topics from mindset to mergers and acquisitions. The scope was way too broad.
- Only a few people take massive, immediate action. Even if you have the exact instructions to make your business successful, it’s still on you to implement it.
So, I took these lessons and contrasted them against who my customers are. They typically fall into one of three buckets. They either want to:
- Build a productized service (or)
- Accelerate the growth of a SaaS or productized service (and / or)
- Exit their business for maximum sale value
I have personal experience with all three buckets, so I’ve refined my group programs against each customer type.
The point of this page is to showcase the new program I’m creating to help entrepreneurs build a productized service from scratch.
Who should join the program?
You must have an existing business to participate in this program. This program is not for beginners.
You’ll be a good fit if you feel like…
- A frazzled freelancer
- A consultant on a hamster wheel
- An agency owner struggling with feast and famine
- A service business operator who wears seventeen hats
- A hustler who could use a hard-ass coach to keep them in check
- A domain expert who has a hard time merchandising their skills
Your business is ticking over ‘OK,’ but you want to level up and build something that you can scale.
How does the program work?
This program combines the most useful elements of a mastermind, a training course, and a group coaching call.
We’ll focus on execution.
It’s annoyingly simple, but it works.
Want to get better at chin-ups? Do chin-ups.
Want to dunk a basketball? Practice dunking a basketball.
Want to grow your business? Take actions to grow your business.
The ‘execution’ principle will be weaved through every module of this program,
Step 1 – You consume practical, tactical and results-oriented content
On Thursday each week, I’ll share at least 60 minutes of actionable video and audio content with you. This content is private and for the group only – I will not publish it anywhere else.
Step 2 – You *apply* the principles you learn
You’ll be tasked with specific exercises, then report your results back to the group. I will not chase you to do the work. You will hold yourself accountable to the group.
Step 3 – You reinforce what you’ve learned in the weekly office hours
On the following Wednesday, you’ll join a live 60-minute call to discuss and cement what you learned. We’ll also use these calls to work through live case studies and Q&A.
Ongoing – You stay connected to your cohort in Slack
I guarantee that during the program, you’ll have a significant emotional dip or setback. It’s how entrepreneurship works. I vet every member of the group, so we will be available to support you and help you stay focused.
What’s the program outline?
There are two four-week sections of this program, with a week break in between.
Section 1 | Plan
In this section of the program, we’ll create your plan of attack. Sure, you could force your way through launch with a half-baked idea, but you’ll run out of momentum within a matter of weeks. I’ve seen enough productized services fail to know that you need to understand yourself, your market, your product and the metrics that matter before you get started. You will go slow first, then be able to hit the gas later.
Module 1 | Define what you want & why you’re building a productized service
You’ll go deep and answer the hard questions about who you are and what you want. You’ll learn examples of what alignment in purpose and work looks like (cartwheeling out of bed every day), versus hating life (looking for an office window to jump out of). I’ve done both.
You will get clear on why you want to build the pipedream that’s been rattling around in your head for months. The importance of understanding this motivator cannot be understated. It will resurface in the last module of the program.
Module 2 | Discover founder/platform/product/market (FPPM) fit
Salesforce support is a wide open opportunity for an 8-figure productized service. The platform has a compound annual growth rate of 14%, the software is clunky, it’s part of the business process and companies already spend millions of dollars to implement and support it.
There are dozens of opportunities just like this productized service. But, they have to be a good fit for you or you’ll give up when things inevitably become challenging.
We’ll mash up who you are and why you want to build a productized service against the platform, product, and market you want to build in. We’ll iterate until you’ve got FPPM fit. This process will be iterative and clunky, but trust me, it will be fun.
Module 3 | Define your productized service
Now you’ve got clarity on who you are, what you want, the platform, the product, and the market; we’ll double-click on precisely what value your service will deliver. We’ll run your service against the RESCUE framework (Recurring, Emotion, Scalable, Cost, Urgency & Excitement) to make sure your product will solve a meaty and essential problem. Then, you’ll tear apart your offer and put it back together again.
You’ll stay well clear of a “time and materials” pricing model. We’ll identify the value drivers of your service and price your productized service accordingly. Hello, 60% + gross margins!
Module 4 | Know your numbers, cold
How many customers will it take to get you to $83k/mo in revenue? It doesn’t matter, that’s nowhere near enough detail. You will know which metric you need to drive daily to add net new customers. This number is your One Metric That Matters (OMTM). You’ll be crystal clear on exactly what the number is and how you plan to move it.
In this module, you’ll also build a simple operating model. Once this model is complete, you won’t have time to sit around, compare yourself to competitors or spend any of your precious time navel-gazing. You’ll understand what your business will look like at different phases, so you have clear goals in mind. I will review every operating model personally.
You can use the break to catch up on content… or if you’re ready to rock and roll, get a head start on module five.
Section 2 | Execute
This section of the program is where the rubber meets the road. We’ll take our intellectual foundation and launch it into action. This section will be challenging, and you might get annoyed at me for pushing you hard. I will call bullsh*t on any excuses. That’s OK – I’m a coach, not a cheerleader.
Here’s the breakdown for section two:
Module 5 | Get customers
This module is hand-to-hand combat. You’ll be offering your existing customers your new service. If you don’t have any customers that fit the profile, you’ll be finding them and talking to them. You’ll do this until you have a handful of customers you can serve.
Attracting new customers is the single most significant area of procrastination for entrepreneurs who fail to build scalable productized services. You will have no excuse for failure because you’ll have proven tactics and templates to get your product in front of the right people. If you choose not to do the work, that’s on you.
Module 6 | Process shakeout
So, you’ve got some customers. Now what? It’s time to serve them. We’ll avoid the endemic condition that plagues entrepreneurs – premature optimization. Case in point – I spent an hour comparing landing page software to build this page when all I needed to do was get these words in front of your face. The format doesn’t matter; it’s the substance that counts. The same rule applies to your new productized service.
You don’t need a custom dashboard when you only have 10, 100 or even 1,000 customers. You do, however, need to deeply understand what your customers care about, how to wow them, so they become raving referral machines and of course, identify where you need just the right amount of process. We will give you enough business process to get you to the next step, but not enough to distract you from gathering momentum on sales.
Module 7 | Dial in your marketing
You’ve got paying customers and a business process. Now it’s time to figure out how you will predictably, repeatedly acquire customers every day. You won’t be:
- starting a blog to *hopefully* acquire customers in the distant future
- trying to get drive-by traffic from sources like Reddit or Product Hunt
- engineering a 30-step marketing funnel with tripwires and down-sells
You will be going directly after your customers. You might find yourself:
- doing free work to bring customers in the door
- investing money in a paid advertising campaign
- identifying a referral partner who will send you a ton of customers
Then, you will choose a single channel and turn on beast mode.
Module 8 | Build your roadmap for scale
This module will help you build the discipline you need to keep yourself on the rails. You will define the stage gates that your business will pass through, with dates and specific milestones for each.
Your plan will depend on the type of productized service you offer, but the outcome will be the same. You’ll walk away with a roadmap that will show you exactly what your marketing, team, and product will look like at scale. ‘Scale’ is defined by building towards what you want. Remember Module 1?
What will change for me if I join the program?
By the end of the program, you will be able to:
✓ Understand what you want to build and why you want to build it
✓ Assess the potential of multiple productized service ideas, fast
✓ Learn how to define, create, price, package and position your own productized service
✓ Be able to build a simple financial model that will help you create a simple, profitable and scalable business
✓ Attracting customers who love your service while avoiding distraction and procrastination
✓ Build a business process that allows you to service your customers and avoid premature optimization predictably
✓ Compile a product roadmap that will give you the stage gates, milestones, and actions required to take your productized service from $10k MRR to $50k MRR and far beyond
Who have you worked with before?
Here’s a small sample of the entrepreneurs who know me.
If we’ve never crossed paths, I will be happy to introduce you to one of my active clients for a reference check.
“There are few who I trust as much as him.”
“In an industry full of wannabes, charlatans, and fakes, Alex is anything but. I first met Alex when he introduced himself at one of my events.
Since then he’s been a calm, trustworthy, and inspiring mentor to me. In other words, when I needed a solid opinion on my business or otherwise, there are few who I trust as much as him.”
~ Sam Parr | CEO, The Hustle
“You’ll get the results you’re looking for with Coach Claff.”
“If you want a no bullshit approach to supporting your growth and goals, so much so that it will hurt – then Alex is your guy.
My co-founder and I met weekly with Alex to discuss and strategize the most significant challenges we had at that time. After working together for eight months, Alex played a pivotal role in assisting us through a successful exit. His coaching, frameworks, and counsel were invaluable to us while navigating a hyper-emotional process. I’m very grateful we had Alex in our corner.
If you dare to hear hard truths, do the homework, and put it into action – you’ll get the results you’re looking for with Coach Claff.”
~ Stefan Teulon | CEO, Zunos
“I was present for the first two years of my son’s life.”
“After reading a blog post about how Alex built WP Curve, I sent him an email with a slew of questions. That email changed my life.
Alex helped me see what mattered, nudging me in the right direction, asking the right questions and helping me envision ‘why’ I was building the business.
It’s interesting to look back on that vision now. It happened almost exactly as Alex said it would:
- We hit our revenue target one week before my 30th birthday – literally within seven days of my initial goal.
- I took time off to be there for the first two years of my son’s life. That’s something most people learn later after regretting “missing out” on their children’s lives.
- My family and I moved into a new house and are getting ready for the arrival of our next child.
Alex’s insight, experience and willingness to help was instrumental in getting to where we are now.”
~ Jon Tucker | CEO, Helpflow
“I 4xed my income.”
“Alex has this rare ability to empathize while calling me out on all of my bullshit excuses. He’s always there to keep me honest and challenge me to think bigger.
Since meeting three years ago, I’ve used his advice to 4x my income. I would recommend him to any entrepreneur wanting to grow their company.”
~ Andrew Case | Founder, CharityWell
“In two months with Alex, I accomplished more than in the past four years on my own.”
“Alex has been a game changer for my life and business. As a solo founder, it’s a lonely journey. I meet with Alex weekly, and he gives me that sounding board to validate my actions, and he keeps me focused on the ideas and things that matter most.
With Alex’s help, I literally took an idea from concept to $20K MRR in 60 days. My income hit new heights and continues to grow month over month.
To add to that, I am not stressed because I have been able to build a team of quality people around me and give them autonomy and direction they need to run this business.
For years, I tried to go it alone which led to mediocre businesses that all fizzled out and died. In two months with Alex, I accomplished more than in the past four years on my own.”
~ Jake Jorgovan | CEO, Lead Cookie
Frequently Asked Questions
Will the program be worth it?
If you’re looking to outsource effort or make a token investment in your business without doing any work, then no, you’ll be wasting your money.
If you’ve bought a lot of online programs before, but have failed to take action, then no, you’ll be wasting your money.
If you’re committed to building a productized service, have a willingness to learn and put in the work, then you’ll get a massive return on investment.
You only need to learn these principles once, and they’re yours for life.
How do I apply for the program?
Before the course opens, you’ll be asked to reserve a call time with me. Then, you will also be asked to make a 10% deposit to reserve your spot. Then you’ll be sent a preliminary survey.
If your application is approved, your deposit will go towards the total cost of the program. If you are not accepted, I will refund your deposit.
When does the program start?
Cohort one of the program commenced on Thursday, May 2nd.
Cohort two will commence on Thursday, August 1st.
Applicants are being waitlisted.
How is this program different from other online programs?
Here is what I won’t do:
- Try to sell you on the dream of flying private jets or joining a secret club
- Pressure-sell you into something that’s not a good fit for you to begin with
- Overcharge and underdeliver. My reputation is way, way more important than revenue
A lot of coaches lack experience or are so focused on revenue; they don’t care about the success of their clients. That’s not me.
Here is what I will do:
- Give you specific, proven and detailed steps to follow to build a scalable and profitable business
- Be ruthlessly honest with you. If you’re not doing the work and not contributing to the group, I’ll review your membership. In an extreme case, I’ll refund the difference in your program fee and we’ll part ways.
- Help you in any way I possibly can. As a coach, my success is your success. Many ‘coaches’ see potential clients as a big payday. I see clients as friends for life, who I support through the ups and downs of entrepreneurship. Some of my clients even end up coaching me (Jake told me to write this sales page).
How are applicants selected?
I’ll use our introductory call to learn more about you, your goals and whether you’ll be a good fit for the group. I’m more concerned with the caliber of applicants than the number of applicants, so I’m more than happy to keep the program small if that’s best for the group.
How much time should I expect to spend on the program?
The time commitment is a minimum of four hours per week for eight weeks. At least 60 minutes will be spent on content, 60 minutes on calls and another 120+ minutes on execution and implementation.
How much does the program cost?
The fee for the eight-week program is $2497.
You can pay the entire amount upfront or in two separate payments of $1249.
If you choose to pay upfront, I will give you a bonus one-hour coaching call during week five. I typically charge $697 for this.
I offer a 100% money-back refund guarantee up until module 5 of the program.
Where is the program held?
The program will be held online on Zoom and slack. As long as you have internet access, you’ll be able to attend. I will share all the calls, content, and interviews with you.
In what timezone will be the online events held?
I support all timezones. In practice, this might mean there are two separate office hours calls each week, to account for the time difference.
Will I get access to the material after the program is over?
You will be able to access all material for one year following the completion of the program.
I’m interested… but have a question.
Excellent, I can help you. Email alex @ productize dot co , and I’ll reply as soon as I can.