How "Scalable.co" Serves Higher End Members... Memberium

[00:03] Micah: Welcome back to part two of the digital marketer case study where we get to see their second site scalable.co in case you missed part one of the case study where we look at digitalmarketer.com you can find that link under this video but right now you're about to see some really cool membership functionality that they built to serve a higher end user and these guys have the smarts and the resources to do almost whatever they want so pay attention to what they chose to do for their membership site hope you enjoy the video let's jump over to scalable if you're ready and and i'll explain my experience first but maybe then richard you can elaborate on this a little bit so so i was you know taking courses and doing things and buying courses for for my team and even for other people sometimes when they needed stuff from digital marketer and from my memory i basically got an email about the event itself the scalable impact live and went to that and then there they were basically saying hey you can join this founders board so i did that and so my question is is scalable an outgrowth of digital marketer or does it have its own separate customer

[01:10] Richard: acquisition system yes and yes um so you know we like to we like to be one you know kind of one step removed if we're going to go into another market we like to have a bit of a competitive advantage and be able to at least tap the database that we have right it's not this isn't far enough removed to believe that you know we don't have founders and people like yourself that are on the digital marketer list that there are times where you needed to put on your marketing hat and that's what growth looked like um you know it's it was our natural journey so uh it does it scalable was stood up by digital marketer right the first place we went to launch it especially for proof of concept was the digital marketer list um i think we officially launched scalable kind of q4 of 2020 right so that was kind of the official beta launch of scalable uh now i mean scales got its own all of our companies are on their own p ls we have a mix of dedicated team and shared resources uh from accounting and hr um overall like growth uh we have a specialized growth team um and then we have our you know our our um our our tech rev ops basically um so scalable's acquisition model um is is its own it's very different uh than digital marketer you know we're we're about to release one of three books uh that'll be a big a big deal scalable's pretty heavy on assessments so less of the um come in on a specific lead magnet buy something small uh ascend it's more assessment to um to consult right again keeping with that um you know the higher price point it takes a very different sales motion now we still do have um some one funnel that is um a little lower on the the purchase price um at scalable you can see here our level seven master class um we have the seven levels of scale um it's kind of a framework that we walk entrepreneurs through to figure out how you go from kind of that that proof of concept idea up into this you know i'm i'm i've now kind of gone through the five exits of an entrepreneur and i'm no longer i'm no longer a startup founder i'm no longer an entrepreneurial operator uh i'm an entrepreneurial investor so how do i you know how do i leverage not only my wealth that has you know come from my business but also my knowledge and my network uh to enable uh others and and grow my wealth grow my portfolio so the seven levels is kind of where everything maps back to at scalable and um really we want to make sure that that that is kind of the cvj right if you think of the customer value journey for digital marketer the simplicity of that as a roadmap uh and the overarching framework we have that for scalable so we wanted to bring that down um in accessibility reduce friction so we have our seven levels report and that goes into the seven level master class which is a direct purchase online but really for uh for scalable uh most of the journey starts with our scalability score right our scalability score identifies uh the the eight scale constraints and gives you a score an opportunity score on each one uh and that really uh goes seamlessly into uh into one of our strategy sessions which is how people would would usually either join one of our live cohort based accelerators uh for our scalable operating system or um if they qualify join founders board or founders board x gotcha so taylor can you show um the scalability score yes because that's a really cool integration that we have um with score app but we've also pulled it in through keep and infusion soft and then pulled it in and we're displaying it through um i think we're pulling in through i don't know look at me about to say i have a technical explanation we're actually

[05:04] Taylor: pulling these through with uh with short codes again rendering shortcuts that pull the keep contact fields so these are all custom fields we have set up and inside of keep and it's pulling these from here so we can get the same results that they get on the thank you page of the actual assessment and

[05:18] Richard: reshow them here for that user and this is inside of a member's account um and we can also show a record uh we encourage all of our all of our members all of our clients to retake this score um every quarter right because we believe that this is kind of like you know kind of like a golf game for you golfers out there like you never just finally i'm good at everything right if you're a golfer you know it putting chipping you know driving whatever um there's always something that you need to work on kind of here where we focus and we get clarity up maybe demand goes down or we focus on demand and and and clarity went down because no one really understands why we change so we we encouraged our our members to to retake this every quarter as part of their quarterly sprint planning their strategic planning to figure out not only what initiatives they need to focus on growing their company but what initiative they need to focus on uh internal communication right um and taylor was able to code something uh using i believe magic or wizardry um you guys may call it code uh i'm pretty sure it's wizardry um to where he's got a record of all uh and you can click through of your previous

[06:27] Taylor: scores and kind of show that progression i was gonna say based on his profile picture i would guess he was using the force the force yeah to be honest i forgot this was my uh my test profile picture so

[06:39] Micah: i guess it's just the one you're in here now um so i have a question a little bit technical and nerdy but if you say you're storing this in custom fields how do you show a history because isn't the custom

[06:50] Taylor: field overwritten it is so what we do is i'm actually using zapier for it so we have this here and this is uh obviously like the the progression of scores but um so all i'm doing in zapier is when they submit it i'm taking that this string of results that and they're all separated by commas and then just using javascript just to say pay for each comma make a new line and then when you get to like the delineator then you go to the next one and the next one but it's all pulling from the same custom field so it's just a big text area it contains all of these numbers and then we we put it in place like

[07:27] Micah: this very cool gotcha so text area so that's how i would have done it too yeah i i know that's what you're about to say to it yeah no this this this is really cool because um you know you talk about how the two are different and i know i know you've got like quizzing and stuff after people take courses on the dm side but it's almost like on the dm side you you already know what the issues and the solutions are and they just have to partake whereas over here it's a it's a bit more complex businesses are are all a bit different right um so you said this is the same tech stack a lot of the same stuff and i think taylor you wanted us you wanted to show the group accounts over here oh yes

[08:11] Taylor: um see this uh on this this site we're using the buddy bros uh theme um it's just out of the box it works great with learn dash and then memberium works with that as well obviously um but here so i can show you umbrella accounts so we have this kind of set of two ways so again this is all using custom fields i think i have it open another browser i'll show you a minute um how it pulls these over but it's it's great because you can you can see their score you can view their progress i'm actually i don't think that one has any progress let me try this one yeah for us it was really

[08:41] Richard: important not only to get the um the primary account holder the founder the ceo you know that that person's scalability score but for us we want to make sure as part of clarity that we have the key team members so when you join founders board you get up to seven uh key team members that you can add to this platform and one of the things we do in onboarding and and through account management is get those team members to take the assessment and then we link them all in in the primary account so each team member can see their assessment the primary account holder can see everyone's assessment and now that's when breakthroughs happen right as a founder if i'm like no no everybody on our team understands exactly what we're doing it's very clear where we're going it's very clear of our business model it's very clear of our product line total clarity well you know founders kind of suffer from uh entrepreneurial optimism i believe right and what's clear to us maybe isn't clearly articulated to the team this is a place where we can see like i may think i'm a hundred on clarity i'm 85 on clarity but i could go down and maybe literally everybody else on the team is 58 it's just such a great like you said every business is different but every team makeup is also different i may see that everybody's clarity is is 85 or higher except one right so what story does this tell i think having the assessment having it as an individual being able to see the different uh the the progression and the change is a great way to self-report on growth seeing it as a team is a way to allow us to be more prescriptive right allow us to drive people um to to trainings or conversations or tools whether it's you know communications or capital or you know strategy that's lacking um it it becomes a diagnostic and prescriptive tool for us our account managers and frankly our customers to use so this this unique setup has has been amazing uh for us and i believe our customers

[10:41] Micah: yeah this is this is so cool because this stuff that you guys are doing in scalable where you're teaching how to scale a business right regardless of the industry it's um i heard someone describe it once they're like it's not something that you do something that you keep doing it's more like a practice that happens always right um so yeah having that ongoing assessment and especially the visibility into the team members because i know for for me um when i acquired a company recently my team grew it kind of grew from the point where i could know and manage and talk to everybody to outside of that and that's when all this stuff becomes paramount you know one of my mentors told me he's like look when you go from like less than 10 to more than 10 it's not twice as hard like 10 to 20 people on your team is not twice as hard it's at least five times as hard because yeah not everybody sees it the way you do like you're talking about with clarity um and so keeping tabs on this and then being able to go to that specific person and say like hey you know you have a different score than than these other six people they seem on the same page how can we catch you up what questions do you have right um this is really powerful so you mentioned that a lot of the things on the scalable side are are somewhat i forget the word you use but i'm going to say diagnostic you're trying to actually first figure out what your client needs and then steer them in the right direction so my question is based on these things uh the scalability score is this only for the business owner or are you guys doing something

[12:06] Richard: based on this so i think taylor you're highlighting uh tools and and what we've done is we've so these are the what you see in those eight categories are the scale constraints so now we have mapped the tools that we have by scale constraints so if clarity is an issue or if demand is an issue you can come in here and say this is an issue what do i do and and the technology will start to sort and say like hey if if if you're struggling with clarity here are the tools that it's tools and training so we're big on frameworks right we're big on you know the clarity compass if you're struggling with clarity that one's kind of a dead on right the clarity compass uh is is the way to go this is our alignment tool really making sure that everyone understands kind of that that that mission our strategic anchors our core values our our 12q or three-year target and how everything pushes up towards that um so um tying in that assessment to the tools to affect those different things and and making sure that the technology on the back end allows for seamless access when you're when you're there you know post diagnostic when you're when you when you know the problem you're trying to solve um this you know the the custom um custom categories up here and i believe very helpful um for our members yeah i mean that's that's such a cool

[13:25] Micah: tie-in and then sorting them like that um when you say you guys are big on frameworks with which i know you are how much of that is marketing versus useful meaning other people have terms for some of these same concepts why not just use their term versus it seems like you guys come up with with new terms and to my mind your terms actually fit better most of the time and so i'm wondering how much of it was hey we just need to be unique and market versus no this is actually just better um yeah i mean better

[13:55] Richard: different worked for us uh look uh we didn't seek to build scalable right that wasn't um it was a we tried to use everyone else's stuff right um it's so much it would have been preferable if we could just take what other people had had built and what was available in some of these different systems and deploy it and have success um now some things work others didn't some things worked for a while others didn't so when you know when we we ran into a ceiling right and had to it was it was obvious like we've got to build something for ourselves so we default to uh building things that are transferable in fact it's it's one of the ways that we look at um our methodology here in scalable so spv um by you know sales profit value um it are the the categories of value in your company right how do you increase your sales uh how do you uh increase your profits and then how do you increase transferable value right frameworks are transferable value so i don't know if it's as much marketing as it is kind of a core belief of ours that we need to create transferable value within our own company and within others companies so um for us it's the difference between um a guru and a brand right even a personality driven brand and just the brand itself that's transferable value like we were intentional when we transitioned from the ryan dice show to digital marketer um same thing here we want to make sure that that when we're creating these frameworks they're created because not not out of we want something like that but it needs to be ours for whatever reason we couldn't get the available things to work for us across the different industries we were in therefore we had to make something new and you know one thing can only have one name so we didn't want to take something and take a name that someone else had already used so when when we created something new we we gave it a new name um but i think it does help in in differentiation in the in the market but unfortunately it can it can go the other way too um i believe that we can be seen as jargon heavy right internal jargon um once you know you feel like you're on the inside because everyone's using this lingo this jargon this language and spv and level 7 and 12q and qsp and got it yeah i know that when you know you feel like you're on the inside when you don't know what people are talking about you either feel left out or unintelligent right maybe not as smart neither of those are good feelings so we have to be intentional in marketing not in the way that you were you were intending it we've got to make sure that we're marketing in a way that makes um that clearly uh indoctrinates people into our jargon into our methodology so that we don't give them those negative feelings unintentionally right so back to the level seven and why would we have a a really low ungated and and lower level entry point if really our average purchase price is quite high because we're talking about mastermind coaching consultant because we need to indoctrinate people into not only our methodologies but into the the jargon uh into into our naming conventions right so we have i could it could be a benefit in marketing it could also be a detriment if you're

[17:14] Micah: not really really careful uh that makes sense because you know some of them aren't immediately obvious what it is but honestly they're interesting they make me curious and like i said my experience has been even though i understand a lot of the old school jargon um some of the ways that you guys phrase things i guess it just hits different i see it differently i i either you know see the part of it i should have been seeing uh i don't know quite how to describe it but i find it useful and i don't know if that's an age thing because often a lot of the people talking on this subject are a bit older right they're kind of like these wizened business people who are like oh you need strategic planning and and all these kinds of things but your approach seems kind of just i don't want to call it down and dirty because it's not it's not sloppy at all but it's it's just more real um maybe for this time so i find it useful and and i think a lot of members should yeah yeah um i think a lot of membership side owners could benefit from you know coming up with a unique way to bring their content out uh but like you said they got to be careful to not make it too coded right right yeah so we've done that

[18:25] Richard: here with with the tools um but also the trainings so the trainings don't follow um just the same uh search categories so um if you go over taylor i think it's it's cool to see here um we we also have like i said um spv so uh profits um sales and value so bankable profits leveraged sales not just sales leverage sales and transferable value those are kind of the the categories that all of our trainings fall into but you can also look over here in the scale can uh constraints we want to pull that through what are you trying to stall for or um then we we can come over to the actual category um and and and do some searching there uh as well not just by topic but um you know by by the type of training so we have you know our courses um which um asynchronous you know on demand we have our uh accelerators which are are typically cohort based um and then we have um our our different amas or live coaching calls

[19:26] Micah: thanks for watching part two of three in the third part you'll learn about how to transition the value you've built in your personal brand into your business brand and this will help you scale without your business consuming too much of your time personally or being too dependent on a single person and if you have any questions just email support at memberium.com and we'll get you taken care of thanks again