#BUSINESS BREAKDOWN

‘IF YOU CAN SEE IT, YOU CAN ACHIEVE IT’

by Brendan Chaplin

Dear friend,

Today’s breakdown is one close to my heart. It’s a business model I know exceptionally well having built multiple versions of this myself.

It’s one that I’ve worked with many dozens of entrepreneurs to create, launch and scale.

The great thing is that everyone has this business model in them.

The business I’m talking about is a CMT business which stands for:

‘Coach | Mentor | Train’.

It can be done as a full time project or alongside your day job or core business.

And in my opinion it’s by far the most fulfilling work you’ll ever do.

Got your attention? :)

Let’s get started…

What is a CMT business?

Well as I mentioned CMT stands for ‘Coach | Mentor | Train’.

It consists of a company that delivers coaching, mentoring and training as its core offerings. Each of which have several business several models that apply and can be scaled.

First some context. My main business that I sold in 2019, Strength and Conditioning Education is a CMT company. It delivers courses, mentorships and offers training programmes for anyone looking enter that field.

I started it alongside my main role as a full time strength and conditioning coach and alongside my ‘job’ it was generating around £275k per year, all through online coaching, mentoring and training. When I then went full time it was a £500k enterprise in that same year that scaled to over 7 figures in the following years with a 90%+ gross profit margin.

Very simply, I monetised my expertise by helping others. That’s what this business model is all about.

Alongside that I’ve built several other 6 figure revenue streams using the CMT model including a marketing consultancy and coaching business which I sold, a personal fitness coaching business delivering retreats with high net worth individuals, and a business coaching company as well as doing mindset work.

In addition to that I’ve supported dozens of founders and business owners to grow their own CMT offering.

I know it works having done it several times myself and worked with many others to do exactly the same.

This year alone Emma O Toole building Built to Endure.
Issac Leung growing Athletic Skills.
Rob Anderson building Athletic Evolution.
Harriet Sloan building her leadership coaching business.
Craig White building his Men’s coaching business.
Jonny Cooper with Consultants in Business.

The list goes on and on.

There really are no limits with this business and it’s super rewarding to help people achieve their goals and dreams through the solutions you provide for them.

So what are the CMT business models?

Coach:

Coaching is a calling for me. As a lifelong coach I believe fully in the power of it. Coaching to me is very simple. It’s about guiding people through transformational experiences that create a better future for themselves. It’s not doing it for them, it’s supporting them in that breakthrough. And then working with them longer term to enable the change to manifest. There are tools and methods to facilitate this change of course. And the value of that change to people is exceptionally valuable.

If you’re working with business owners for example their business can only grow to their level of personal growth. Taking someone through a process to unlock personal growth can unlock incredible value in their business.

That’s why coaching is generally priced highly. It delivers massive results for people IF you know what you’re doing.

Here’s an interesting point about coaching…

You might not think you’re a coach right now, but you can learn.
You might think you’re a coach right now, but you may actually need to advance your skill set to get the clients that you want to work with.

Mentor:

I wrote more about the mentoring business model here, and here. You're essentially selling your expertise to people that want to get to where you’ve been or very similar.

Think opening a gym. People want the blueprint.
Becoming a highly paid lawyer. How?
Working with athletes. What’s the roadmap?
Starting or scaling a SAAS business. Your expertise is needed.
Raising investment. Where do you begin? 

If you have a key skill set that’s in demand you can mentor others. If you want to consult and ‘do the doing’ this is there for you as well.

Again there is huge value here. People invest tens of thousands in their education with no guarantees. A university degree can be 10-50k. No guarantees.

You can take people from A to B and deliver an amazing outcome for them. It’s an incredibly high value service. More so today than ever before in my opinion.

Train: 

This would include courses, digital products, membership sites, one off events. Basically anything that sells information to people that want and need it.

The great thing about this model is its leverage. Build the product, sell it a thousand times. And today more than ever before the technology to deliver this stuff is readily available. You can record something today, publish tomorrow, make sales immediately and go from there.

My Linkedin for Coaches programme is a good example of this. It’s a digital product with a recurring membership offering. It works really well as a simple programme. Over 200 people have been through that training in the last 3 months. It’s essentially a passive income stream for me. Why not you too?

Who can succeed with the CMT Business Model?

In short, if you’re an expert at what you do there is an opportunity here.

You can build it as a full time thing and fully commit, but you can also take your time, build on the side of an employed role or another business, and gradually scale up in line with your enjoyment, your time, and the product to market fit.

You can run it alongside your existing business. I work with several gym owners that are building CMTY offerings alongside their main business. It’s not an extension of their business it’s a new business.

I’ve supported HR companies to create courses, high value coaching and consulting offers, and add multi hundreds of thousands to their business.

A few years ago I worked with a boutique law firm to add membership and course options to their core proposition and create recurring revenue.

Councillors. Physiotherapists. DJ’s. Corporate finance, marketing guru’s, accountants.

The model can be applied to any expert.

Al you need is a desire to help people in this way, and the blueprint to build this business.

CMT Benefits and Pitfalls

Without question the big benefit is location freedom. You can run this business from anywhere.

And then there’s the income potential. You can build a 7 figure or multi 7 figure business like I did, with 90%+ profit margins. Of course this will be a full time gig of that there’s no doubt. But you can also build a 6 figure income with this alongside a full time job or your current business.

Very often your first clients with this business will come from people you already know and they know you. It won’t be an online sprint. You don’t need to be spending all day on social media selling your soul to Facebook or Youtube either.

The Pitfalls. Where does this go wrong?

Look it’s a business. It takes work. It’s not a scenario of make a decision and then money appears.

You must learn what your audience wants. Create the solutions. Connect with your people. Genuinely care. Serve them. Nurture them. Do not treat it as a bolt on, you need to care and have the desire to build it.

There are skills involved. You need to think about how you’ll reach your people. Technology. Marketing.

I don’t want you to think this is an ‘easy business’ because in truth an easy business doesn’t exist.

What you have with the CMT model though is a business that really helps people. And if you’re passionate about that you’re already way ahead and will find it much easier to cut through the noise online.

CMT: The parts working together.

The beauty of the model is the way the parts interact.

Run a course. Upsell to a retreat. Sell your annual programme.

Create a membership site, offer mentoring.

Build a digital product. Sell a high value course. Sell Coaching.

There are no limits here. You can create your very best work, get really well paid and really deliver for people.

The process I take people through when building this business is as follows:

1. What are you an expert at?

2. What are the outcomes you can deliver?

3. What are they worth to the people that want and need them?

4. Which business model is most in line with your lifestyle and aspirations? (C/M/T and within each element there are derivatives).

5. Build the audience.

6. Create the community.

7. Launch the programme.

8. Make the sales.

9. Repeat.

Super simple.

So what now? You have the blueprint.

Just.
Get.
Started.

FYI :

Next month I’ll be announcing an opportunity to work with me personally for just 2 people who want to build a CMT business, sign high value clients and deliver their best work (without messing around on social media all day and not charging what you’re worth!!)

If you’ve read this far and want the details of this before anyone else:

→ Reply to the email with the word CMT or contact me here and tell me what you want to do and where you are struggling.  

If you’re not ready for that follow me on Linkedin where I talk about this business model most days.

Speak soon,

Brendan. Xx

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Love you xx