A portfolio of businesses or a portfolio business?

There is enormous upheaval ahead.

All of us are at risk.

There are also exciting possibilities for those who can ride the wave of change carefully.

Automation, ageing and the changing shape of globalisation and de-globalisation will lead to significant shifts in the coming years.

At a recent event, I was intrigued by a conversation that revolved around this rapidly shifting terrain for workers, both corporate and freelance.

Do the changes ahead mean we need to shift focus?

One successful freelance trainer I spoke with was struggling with the implications for his own business and was beginning to explore his options for creating a portfolio of businesses. This might mean him training online on one topic, doing coaching locally in a completely different area and doing project-based work on whatever he could get hold of.

His emerging strategy was to look at training in and developing some basic skills in lots of different areas. Then he hoped to be able to at least keep something going if the other areas dried up…

It was quite a challenging conversation. I could see the threat/challenges. I just wasn’t sure about the strategy, indeed whether it was strategic or merely desperation.

The trainer in question was highly experienced, one of the top experts in his field in the UK. Yet he didn’t really see how this expertise could survive as a business on its own.

This isn’t an unusual situation, lots of people are struggling with similar options, questions and tempting solutions (that may not be solutions at all).

I was puzzled, the skills he had acquired over the years, the insights into organisations, individuals and team dynamics were extensive and unique. Yet the live training arena was his current context and he couldn’t really see anything beyond this with his current skillset. Hence the search for something else to do…

Is your plan strategic or panic?

When we work with business authors we are encouraging them to think about the future of their business and how books, audio or online programmes can help them navigate and structure a future for their business. This isn’t a random foray into other areas that they don’t really know about, but a focused use of the insight and expertise in new contexts that can benefit from their wisdom.

For example, the HR consultant who has many years of experience in hospitality settings can begin to pull out the underlying principles of excellent customer experience and translate these for other business sectors in high-value books/products/training.

The creation of a product-range business that sits alongside and complements an expert’s current business maintains the centre of gravity around their expertise. Attempting to start lots of new stuff or offer lots of very different services will lead to a disintegration and loss of quality.

We never resolved the situation for the freelance trainer during our chat, however, my instinct is that our expertise is our strongest asset and delivers the greatest results.

Do we want to create a range of different businesses that are unconnected and risk poorer results for the client?

Or should we look to the future with a product-range business that maintains our quality in different contexts?

There is enormous upheaval ahead.

How will you ride the wave of change?

Breaking the rules of publishing

“You can’t sell a paperback book for £50!”

Our business has broken the rules of traditional publishing since we started back in 2009.

  • The pre-internet model relied on tying up your capital in pallets of books sitting in warehouses.
  • The pre-internet model priced paperback books low and created hardbacks at a premium, with the hardbacks coming out before the paperbacks.
  • The pre-internet model rarely invested in design and illustrations for standard titles as these were expensive (and because you spent the money you had on stock sitting in warehouses).

The original product range that mPowr Publishing (the publishing imprint behind Immersive Publishing) launched doesn’t follow these rules.

Over the first four years, we developed an in-depth training programme in a unique complementary therapy. The Celtic Reiki product range now includes introductory titles (priced around £13), little books (£10), audio CDs (£13-£60), manuals (six of these, the cheapest of which is £40 and most expensive is £120).

When people buy the manuals via the website at www.celtic-reiki.com they receive free online training and support for up to 38 weeks. This massive online training programme (hundreds of hours of video, audio, online and email material) is exclusive to the site.

Occasionally someone will purchase the manuals via Amazon or another retailer but they aren’t able to access the training.

This means:

  • We have no manuals sitting in warehouses unsold. (Capital is invested in projects instead.)
  • All the Celtic Reiki books and manuals are paperback and retail at premium prices. (Recouping the investment costs.)
  • Only the very first two books (introductory titles) are not illustrated. All the others incorporate extensive illustrations and some of the manuals are richly illustrated throughout in full colour. (Ensuring high satisfaction and improved engagement.)

Students buy these books and manuals because they are uniquely valuable, written by the authority in the field, allowing access to rich, additional material. Breaking the rules of publishing has allowed us to invest time and energy in developing a unique high-quality offering in what is usually a very low-price and low-quality market.

You too can build a comprehensive product business. Step by step. A little book, an introductory online course, an authority book, a complete suite of online training modules, workbooks and in-depth niche titles.

If you are thinking of writing a book to either market your business (a little book) or take your business to the next level (an authority book) do you think it wise to work with those who are wedded to the old rules or those who can create strategies for today?