The Seven Profit Pillars for a Sustainable and Profitable Business with Angela Henderson | The Course Cartel

The Seven Profit Pillars for a Sustainable and Profitable Business with Angela Henderson

July 23, 2019

Want to know the seven essential profit pillars required to have a successful business? OF COURSE YOU DO!

With so many small business owners chasing sparkly squirrel, obsessing over their Instagram follower count and forgetting the important foundational elements of good business, it’s no wonder why 90% of them fail in the first five years. 

If you’ve ever wondered what steps to take first (or next), how to set solid business foundations, what the essential elements of a killer website are, how (and why) building an email list is important.. and much, much more, this is the episode for you!

Want a summary of the seven profit pillars discussed in this episode to go away and action within your own business? Simply click on the link below and it will be delivered straight to your inbox!

So, let’s dive in!

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STEVIE: Hey guys,and welcome to Episode 69 of the Stevie Says Social Podcast. I am as always your host, Stevie Dillon. And I am here again, giving you the social media, online marketing, digital marketing, good stuff. And I’m actually pretty excited about today’s episode, I’m chatting to a good human, first and foremost, Angela Henderson, but she’s also the founder of the highly successful online store, Finley and Me and currently a Business Consultant where she partners with startup and small businesses to grow their brands, three hands on support, and ensuring and this is what I love the foundations of their business a light in order to really leverage growth.

Now, her skills were really honed at the helm of Finley in Me. And she learned everything from branding, to PR to sales funnels to email marketing I could go on, but she really truly knows what it takes to have a strong brand, consistent sales and steady growth. Now, the reason why I needed to have Ange on the podcast today is because she has a framework for you guys that I think will be really helpful. What we talked about in this episode are the Seven Pillars that you need in order to have a profitable business. 

Now, I’m not going to go through all of them now because we will be discussing them in order and in quite a lot of detail. But what I will say is if you want a summary of the Seven Pillars and exactly what they are so that you can print them out or have them on your computer, refer to them and actually implement what you learn in this episode, head over to And you can download them there and they will go straight to your inbox. How good is that? All right, I’m going to dive straight into this week’s episode, guys, but make sure if you enjoy it to subscribe to the podcast. That way you’ll be notified every single Tuesday when new episode drop.

I hope you enjoy it. Let’s go. Hi, Ange welcome to the podcast.

ANGELA: So, Hello, Stevie. How are you today?

STEVIE :  I’m good. How are you?

ANGELA : I’m good. Thank you. It is a school holiday at the time of recording and just came back from Vietnam. So I’m a bit refreshed and excited. But, as many of you listeners who may have kids, you know, it’s it the  juggle is real the last couple of days.

STEVIE: From everyone at the moment, it just seems like yeah, I’ve obviously gotten to that stage yet. But I can imagine if you’ve got the little kids at home for a couple of weeks, getting much work done. Right?

ANGELA :Like I said, we were in Vietnam for two weeks, and we came home there had been in vacation care, but they were home today. And I just quickly said, that’s been nice. Like you do know, I’ve got one recording of a podcast with Stevie I’m recording two of my own I was like, so basically you need to get them out of the house for the rest of the day. And he’s like, “you could have told me this before”. And I was like, well, that’s just how we’re gonna have to roll today. So it’s quiet now. So I just prepared your audience and even they start to hear screaming in the background, it means they’ve, they’ve come home for a snack or something. So just an FYI. 

STEVIE : I’m so excited to talk to you today. Because very selfishly, I often have guests on my podcast that I feel are relevant to where I’m at in my business. And what we’re talking about is basically the Seven Profit Pillars that helped to create a sustainable and profitable business. It’s the beginning of the new financial year and I feel it’s like it’s all very relevant to me. So why don’t you tell everyone a little bit before we get into it about who you are and what you do?

ANGELA: Yeah, sure I guess I always start with you know, before we get into the nitty-gritty is that you listen, I’m a proud Canadian, like, really, really proud. You know, some people may think I’m American, no offense to the Americans, but I’m super Canadian. Very proud. You know, that Canadian flag high eyes is always Canada will always be home. The thing you need to know is that I…

STEVIE : Canadians and Australians always get along so well. Hey,

ANGELA :  We do I think there’s a lot of similarities just with I guess our country’s culture, everything so yeah, so I married an Australian? He’s from Tasmania. Again. Don’t hold any of that against me. 

STEVIE: I am from Tasmania. 

ANGELA:You are too. Yeah. Okay. I won’t hold that against you either then. We’re good.

STEVIE: Best place in the world.Thank you very much.

ANGELA: But it is a very beautiful place. So yes, I married a Tasmanian What else is there but get proud Canadian. I also love Nutella. It is kind of like my go to thing. It is funny. You know people now when I am speaking events actually send me you know, Nutella hoodies are a jumper. I get jars and Nutella sent to me. 

So again, I really love Nutella. I’ve got two beautiful kids Finley, who is nine and Chloe, who is six. I also love the color pink, a little bit of sparkle and glitter in there. So that’s kind of like the fun side of Angela Henderson

There’s still a lot of other fun sides. And then from a business background is I started my first business nine years ago, which was called Finley and me. And it was an e commerce platform. At one stage we had about 1400 different baby products and educational tools we were selling and it was all about creating childhood memories through play love and travel. And that was a super fun that business. 

And it was really relevant at the time with my kids being small and just you know, super little. And then from that business, I also then looked at how we can increase our different monetary streams. And I became one of Australia’s leading parenting bloggers working with companies like Netflix, Fino cruises, and a variety of other national and international brands. 

So that was a really fun experience, you know, going to some Netflix gigs, you know, when working with them, it’s cool to have on your little resume list, I guess to say that you worked with Netflix. So that was fun. 

STEVIE :Yeah. 

ANGELA : And then, I tell, you know, when I speak and you’ve heard this also is that it was a couple months ago, I’m past I looked in my diary. And I think again, there’s about 14 different catch ups I had with people, and they wanted to pick my brain and I slowly was,well hold on him. 

And I had this aha moment, wait a minute, I’m driving there and back. And I’m giving the you know, my free time. And I’m again, anyone who knows me knows I’m a huge giver. So I have no problem with giving. But it was just one of those aha moments 30 minutes or 30 minutes back an hour with the person. 

They said they were going to buy me a coffee, I don’t drink coffee, then I was buying my own Diet Coke. And I was hold on, I actually should I get if I want to charge these people I could have a consulting business with my with my background and my knowledge. 

So anyways, that’s how Angela Henderson consulting started. It was just also not had that aha moment after meeting with all these people over two months. That was about three years ago. And since then, yeah, now I’m a business consultant and I work specifically with women in business to develop the foundational strategy that they need to be able to grow a sustainable and profitable business and yet super fun. I love it. 

STEVIE : Do you know this is just come to me now but I think I first came across here at and I was still working in corporate at this stage, the Pro blogger conference in Brisbane. Yeah, well, yes. Speaking it.

ANGELA : Yeah, that’s actually where as you know, a mutual friend of ours, James Franco. That’s when I first met James was that pro blogger when I was speaking there. Yeah. Listen, I was less than two years ago, because actually bringing up my podcast with James today. So yeah,

STEVIE : Yeah. And did you have you didn’t have the consultancy, then did you?

ANGELA :I had just started demean dabbling into things. Right. So but it wasn’t like, I didn’t have a website. I didn’t like, there was none of that. Right. And so yeah, and it was just like, it just fed into that. So yeah. 

So it’s interesting how opportunities, just there’s sometimes you can do you think you’ve got your five year plan or your one year plan, but sometimes things just happen, and you just kind of run with it. And I think that’s you know, winging it in the world of being an entrepreneur.

STEVIE :Yeah.And I just think it’s so valuable as well, because I’ve got a bit of a bee in my bonnet. At the moment, we’ve been number of business coaches out there that are teaching without never, you basically never having done what they’ve taught. And I just think it’s such a nice natural progression for you to have gone through having a successful business, and then people coming to you and saying, Hey, can you help me out? And then actually teaching what you’ve done before

ANGELA : You 100%? Listen, and I think, I mean, it’s business coaches, I think it’s in any field, but and I think you and I are right, in the space that we’re in at the moment, you know, in different groups, and different whatever,I’m seeing, oh, I’m a business coach. I’m a business coach. I’m a business consultant. 

And then you know, when I kind of go, Okay, well, that’s great. But what’s your background, and I guess it’s, you know, a little bit of a side note, before we get into the podcast stuff is that really, at the end of the day, you have to do your homework you really do about business coaches. And so I do believe and we’ll talk about that in order to be successful, you do need eventually, someone whether or not and when I say team, it doesn’t necessarily mean a VA that’s doing your work a team that’s going to be there to hold you accountable a team that’s going to help you with beginning clarity and strategy behind what you need in order to grow that sustainable and profitable business. 

But you’ve got to do your homework, I can’t tell you how many women I speak with every single week, or also in my role, as I’m a business mentor with the state government of Queensland, that, you know, people are getting burned left, right and center. So I actually have a blog article I wrote about the five, five biggest mistakes to avoid when hiring a coach.

 It’s some of those things, what I do is I talked about stock the shit out of them, literally, you should be able to go on to Google and type in Angela Henderson, and you should be able to see me starting to come up on podcasts, you should see my images in the image section, you should be able to go to the you know, their Facebook page and see reviews and testimonials and that they’re active, or going to LinkedIn or Instagram, a good business coach, in my opinion, our business consultant should be seen, because that’s what they’re doing. They’re increasing their profile to help these businesses to grow. So they’re not being seen, there’s got to be a few red flags going on 

STEVIE :  Totally. 

ANGELA :Now, again, I’m not saying that they have to be seen on every platform, they’re probably choosing one minimal, to you know, regardless of where they do their ideal client is. But ultimately, you should be able to see them. Um, you should also be checking, have you actually ran your own business before? 

STEVIE : Yeah,

ANGELA :I do get a lot of questions, because my first business was an e commerce business. And you know, when they talk about niching down, are you a business coach to help e commerce are both 50% sometimes 60/40. But because I’ve also now run a successful service based business, I am able to service both of those people because of my skill set now. So I haven’t niche down to just e commerce or just server space.

 But again, my track record will show that I’ve got two successful businesses on either of those platforms. So I need to be able to look at someone’s history and do the work. Because when you invest in a coach, you ultimately have to take 100% responsibility of that working relationship. And that hundred percent of responsibility starts before you even hire them. So ask questions, stock away.

STEVIE :Yeah,I just I couldn’t agree more. It’s wild at the moment, it seems like it’s, I don’t know, seems like it’s a little bit of the Wild West.

ANGELA : I do. There’s I feel like they’re popping up everywhere, or there’s the life coaches, which are great the life coaches out there. But then there’s some life coaches, I’m seeing that their skill set is now bleeding into a strategist, but I’m like, hold on again. So I also think that you need to be mindful about where are you your role starts and where your role ends. And that, you know, you’re not actually doing anyone justice.

 I also think that for those business coaches out there that not only can you potentially mess up people’s businesses really, really bad, from a financial point of view, but also from a mental health and psychology point of view. These women, you know, when you work with someone you’re emotionally invested with working with these people, and you know, it can really, you know, increase people’s anxiety and or depression. 

So I think, you know, there’s a duty of care, not just financially and from a business strategy point of view, but from someone’s overall well being. So again, you know, when you hire a business coach, make sure that you do you know, you go and do your own research and ask as many questions as you need to ask to speak with the ex clients, you know, of people, you know, that type of stuff, you can’t fake? 

STEVIE :Yeah, I say it in social media as well, 100% in social media, that I just basically educating people based on other people’s lemmings, and they just like, I don’t know, just basically spouting out the same things and professing to be experts and Facebook ads and you know, it’s a really dangerous game to be playing with, because you playing with people’s money in their business, and it makes me really sad that people can’t see it. But  anyway, 

ANGELA :I also think, though, that like, you know, you’ve got Instagram specialist, a Facebook specialist, etc. but also even with business coaches, it’s such a broad term. So there are people who will say that, yes, I’m a business coach, but actually their business coach for finances, right. 

So their, their zone of genius is really much about Jiminny numbers. As me as a business coach, because of my two businesses. I’ve made it my business to take SEO courses, did it like a whole variety of courses? No, it’s not, I will never do my clients SEO, I will never do my clients, say, Google Analytics, I will never do their Facebook ads. 

But I know a shit ton about each of those moving parts that make a successful business. And I’ve got the connections to refer to those people. That are I think it is important that when you’re working with someone know what their specialty is. 

So again, I’m all about that foundational element. If you came to me, and you were making a million dollars, I’d say, that’s probably out of my scope. Let me refer you to someone else. So again, really know where your where your zone of genius is, and make sure that you let those potential people know about it and ask questions.

STEVIE :So let’s talk about I guess, some of the mistakes that small businesses make when they’re first starting out. So I’m guessing that people come to you when they’re oh, what do I do? I’m at a certain point, and I feel I’m not getting anywhere.

ANGELA :Yeah. 

STEVIE :Is that right? And then what do you say, the biggest kind of mistakes that they’re making at that point,

ANGELA :I guess for me is, first of all, the majority of women that I work with are all so smart. And they actually know what they need to do, they just don’t know the How to. And that’s where I come in to kind of guide them, support them and walk them along. But even before that, it’s like they don’t give themselves credit for actually what they do know. 

And what happens though, and this is where I believe that kind of where small businesses struggle to survive, is that they’re actually just lacking the clarity on what actions need to be taken. You know, so most businesses, probably even you, and including me, you know, we jump into their business didn’t mean headfirst. 

We’re excited about what we’re doing there. We’re overwhelmed at some stage, we don’t know what we don’t know, to move our business forward, but we just keep chasing our tail. So I guess the one of the number one reasons why businesses struggle to survive is that they’re lacking clarity on what actions they need to take. 

The second reason that I’ve seen over my years of doing this, is that why businesses struggle to survive, is that they’re, you know, succumbing to that shiny object syndrome, we all have it, but it’s really, in those infancy stages, I see a lot of business owners that come to me that they’re jumping from one freebie to the next, or one idea to the next. 

Or, and it’s just this back and forth. And it’s businesses, they’re moving so fast, but they’re not really getting anywhere, because they’re just, they just keep jumping. So again, because they’re lacking the clarity, and then they’re getting shiny object syndrome, that strategy and clarity just keeps, it’s theirs, it’s not there. 

And it needs to be, you know, I guess, cohesive and brought back together, they’re easily distracted by that shiny object syndrome. And again, but ultimately,

STEVIE :I say that all the time with digital marketing,as the new thing comes out, or the new platform, or the new whatever, oh, should I be doing this, and then I’ll say this, and then also this, and it’s oh, my gosh, No, you would need five of you to do that many things.

ANGELA :100%. And what ultimately happens, I see, when the women that come from my support is that again, it’s also leading to burning out on their budget, because they keep going from one day to the next thinking that they need this. And it also is really, I’m burning out, just burnout collectively, right? 

So their brain power capacity, their motivation that everything that dislike, because they’ve just gone from one bouncing, it’s a ball, you can only bounce so long before you start to get tired. And then when the business owners is that come to me again, there is a little bit of that, too. 

So again, so the second struggle and reason, you know, the businesses are having a hard time surviving is that they’re just didn’t mean they’re not doing one thing, well are finishing one thing they keep bouncing around. The other thing that I really see businesses and gosh forbid we talk about it is that they struggle to survive is that they’re treating social media, like a safety net. 

A law, and it’s a dangerous, dangerous game is that, you know, I still see it. So many times, I had one person this week that wants some help from me, and they’re all their platforms, they sell all on Instagram, and all on Facebook, and they’re still doing okay.

But the problem there is, is if with the algorithms changing, if Facebook closed down their Instagram and Facebook pages, they wouldn’t have a business. And so one of the reasons again, and I see it weekly, is that small businesses struggle to survive, because again, they’re treating social media like that safety net, and they need to, you know,

STEVIE :Yeah,all they’re focusing, what I see a lot is that, you know, businesses are told that they need to get into social media, because they come to me at this point, right? 

So they kind of like I need to be doing this, or they’ve been trying for a while, they’re not really getting any traction, and they’re like, obsessing over it. So like obsessing over their engagement on Instagram, and then I’m like, so cool. 

What is that going to do in terms of helping your business? What do you have in terms of an Instagram sales funnel or a system for actually selling and that kind of like, Oh, yeah. 

And so you can be doing as much you know, as you want it, what I call the top of the funnel, warming people up getting people to know, you, blah, blah, blah, blah, blah. But if you don’t have a framework behind it, then you know, you’re wasting your time.

ANGELA :What does that mean? 100% over, like you said, they’re looking at the numbers, you know, very well, you could have a million followers on Instagram, but if they’re not going to buy from you, what does that million people do to mean? What does that mean? You know, 

STEVIE :Yes totally 

ANGELA :Not a lot. And then I guess, Stevie, the last real big reason that I have found that small business is struggle to survive is that they’re doing it alone. You know, the Instagram memes continue to say things like hustle harder, you know, do this do that, you know, but going it alone is only going to take business owners so far. 

And so I guess to me is that in order to not do it, I mean, failing businesses that you need a safe and supportive community around you, not only just to lift you up, but to just to cheer you on. And also call out your bs excuses. 

Because there’s a lot of times in business that I think we tell ourselves, we’re doing good things are, we asked family and friends who actually don’t give a shit about your business elements.And, you know, it’s like, hello. 

Whereas a strong, safe and supportive community, working with people who actually know what they’re doing are going to not only help you out from an emotional point of view, but also, you know, call you out. And, uh, yeah, you know, get you thinking, you know, on your own two feet, about a few things. So yeah, those are my five for my reasons. 

STEVIE :I think that’s really interesting. The whole, I’ve actually found this a lot since starting a business, like your community, like your cheese squad really changes in terms of the people that you lean on for support for different things. 

So you obviously still have your family and your friends, as you know, like you’re near and DL, but you really do need to have, and I’ve really found, like, complete lifesaver for me has been those business friends that I’ve got, and the community of people that I’ve built around me that, you know, if I’ve got a question about something to do with online business, or just something to do with, like the struggles of business, I can contact them and they get it, you know what I mean?

ANGELA :Yes, and it’s, and the other thing is, is that even in business, as you grow those business relationships will change to, you know, 


ANGELA :Like you, you might be able to grow really quickly or scale and the something you stop being friends with these people, but then your conversations are different, because you’re at different stages, right? 


ANGELA :So I think it’s, you know, you’re always looking to do, you’re not just going to get friends and ditch them. But you’re you’re looking to surround yourself with those people that are going to help you grow. 

I also think that it’s important to give people or to give yourself permission to know that sometimes you’ve got to let people go to and that you know, toxic relationships, whether or not that’s home and family or business, sometimes, if it’s not serving you anything. It’s kind of like a friend of mine, Lisa court of talks about having rocks in your pocket, the more rock saving the pocket, you’re going to weigh you down, sometimes you get to flick some of those rocks off didn’t mean to free you and help you move forward. 

So you know, be mindful about that not all relationships also are going to be positive for you. And sometimes, people who you thought were your friends, even family members, like I’ll have a few family members that will say things like, Oh, well, it’s nice that you went on holiday again, or they just kind of passive aggressive remarks. 

So there’s just a few things that I now know, do you mean that I talked to people about, right? obviously, there’s still gonna go, I’m gonna go on holiday, but I might not bring it up or right, I might let them find out about it, because I just don’t want to have to hear it, I mean, those comments, and it comes down to again, people get jealous of what you have and what they don’t have. People will feel threatened by you, whatever that is. 

But remember, that’s not baggage you need to hold on to, that’s their baggage. So, you know, yeah, give yourself permission that sometimes maybe during this your phase of business, that you’re gonna have to let people either mean go or just kind of, you know, not interact as much because it’s about keeping you healthy.

STEVIE :And it kind of happens, I think it has to happen in some ways I’ve found when you just don’t have the time that you used to have anymore, so it almost happens naturally, you really have to prioritize the things that are important to you. 

And, you know, I like the phrase, sometimes, you know, the relationships that don’t really serve you. It’s not like it’s even a conscious thing, but you just don’t have the time to invest in them.

ANGELA :Totally. And there’s a thing called I don’t know, I think it may have been Isaac’s from the business chicks, her new book winging it, where she talks about the four burner theory. And you know, also I know this is slightly different, but kind of similar is that she talks about, like, if you think of a stove, and you’ve got four burners, and you’ve got business life, family, and self, I think it is. 

And what she’s saying is it to have a successful business is three burners can be going at all times, you’ll be successful, you’ll rock and roll. But to be super successful, you’ll normally only have two burners going. 

And it’s not even her theory. It’s like a theory that’s been around for years. But when I researched it, like no one can actually name who came up with this theory. It’s really interesting. Everyone’s like, I don’t know where this come from. But it is true sometimes, too. It’s just like when you’re going through your own growth stage. 

Friends might go Well, hi, why they pulled back, like what’s going on here? Right? But and so sometimes you also have to assess where you’re at, and you know what burners are going. And for me, you know, I don’t have a lot of time to spend with my own family. 

Right. So when I do spend time with my family, it is quality time. So it’s like, if I hardly get to spend time with my own family, why am I going to go hang out with someone who’s just going to be passive aggressive and bring me down the whole time? Like it doesn’t? It doesn’t make any sense, right? 

STEVIE :  Yeah,I’ve really found that as well. Like I’ve really had to, and I’m not even like, I’ve probably been really lucky that I haven’t had anything like that. But like, it really is. I didn’t have time to spend with my partner. And he lives in the same house as me little own, anyone else? So it really is like prioritizing. I don’t know, this is really, really relevant to me at the moment.

ANGELA :You know, it isn’t, as you know, and, you know, once you start to add more to the family, right, it’s like your priorities, they get split even more, because you’ve got other people that you’ve got to think of right. 

So I think it just I know. Yeah, it’s just something that you know, for you listeners out there to be mindful of and that you know, things will change, relationships will change. And that’s okay. All right, as long as you’re okay with that.

STEVIE :Love it.I want to go back to what we were talking about before with the social media side of things. So a little bit relevant to a lot of the listeners. And what I find is like.

 Yeah, everyone seems to obsess over Instagram, they obsess over Facebook, they obsess over like the cool sexy things, right? And I’m sure you see this as well, Ange but what I want to talk to you about because I know that you’re an expert on this is the importance of having a foundational structure that sits under those things, if you want to have any level of sustainable success. Can you talk to that?

ANGELA :Yeah. Yes, I guess, you know, in the, you know, having both of the businesses, there are some common denominators that I found. And I call those the seven profit pillars really, that are necessary to grow that business.

 But even before those pillars can go into place, I want to talk a little bit about, you know, many listeners will have heard the story of the three little pigs, or they will have heard the story or they’ve been they either have heard of themselves, or they’re telling it to their own kids. 

Whereas you’ve got you know, the house, it’s made of Hay House, it’s made a sticks and the house, it’s made of bricks, most businesses that come to me have a house that’s made of hay or a house made of sticks, but it wouldn’t take much for them to crumble, because the foundational elements haven’t been laid, they just quickly through something up, it stayed at standing. But again, it wouldn’t take much for either that business to close to collapse of relationship to collapse, whatever. 

So I’m really big about when you’re, you know, anywhere in business I’m working with the plastic surgeon at the moment, as one of my consulting clients, and even him like word of mouth has been saying, but some of his foundational framework hasn’t been really well. So we’ve gone back and stripped everything. 

So it’s not just starting in business, it’s also about looking at where you’re at currently, and are the foundations are the bricks getting laid, in order to know that if you have a baby, if you have a bad month, if you want to go on holiday, your business is still going to be structurally sound and safe and secure for your family, your finances, etc. 

So you so I’m really big about looking at the Seven Profit Pillars that are needed to grow a sustainable and profitable business. And I’m happy to chat with that with you today.

STEVIE :Yes Where do we start? 

ANGELA :Where do we start? So obviously, you know, again, we want to build a house of bricks. And so to me in order, there’s kind of a method to my madness, and is that you really need to start with yourself. And I talked about the first profit pillar being your perfect profit profile. 

And what that really includes is that you really need to truly look at why are you doing your business. Because if you lose sight of your why it’s really going to be hard to stay motivated to understand who you’re selling to, etc. 

So I want in that particular, in order to grow that business really looking at that is what does your wife also want you to be able to look at in order to build that profit, perfect profit profile is that what is what are your values? You know, why? Why do you do what you do? 

Is it Yeah, and I can’t say that, I can’t see what that is for you, Stevie, I can’t say that, what that is for me, but what are your core values, because your core values will start to be seen throughout the rest of your business, they’ll be seen in your social media posts that you do, they’ll be seen on your sales page, they’ll be the way you speak to people, those values will come out. 

But a lot of times people lose those values. Another thing that I talked to people about is looking at their life collectively, where are those values sitting at home, work business, are the things that need to be switched up and change. Because until you really start looking at your own inner self, having a business is going to be very hard to keep doing to keep going. And the last thing that I think Yeah, and that’s

STEVIE : What people don’t talk about, right? you get so caught up in the strategy around whatever it is that you don’t actually kind of, and I’m actually really big on this in my program as well like actually going okay, but why am I actually do 


STEVIE :You know, like, what is

ANGELA :It but even like to like your core values, it’s also about like, you know, your brand voice, right, your brand part of your brand voice is going to be inclusive of what your values are. But so many people are too quick to jump to getting a social media handle and getting on Instagram and being obsessed with numbers, that they forget about what the core of their business is. 

And that’s where you start to see the foundation crumble. So really that perfect profit profile is about looking at your why looking at your values, and also looking at your product. Because if you’ve got a shitty product, it doesn’t matter, all right? Because like, it’s, it doesn’t, it’s not going to get you anywhere. 

Yeah. And then also looking at who’s your ideal client, because part of your perfect profit profile is not only just about you, but it’s equally about who you’re going to be selling to. 

So really knowing who your ideal client is what takes what does it tip for them, because that’s going to help you meet with other profit pillars as we go. So again, it’s really about again, building that first brick, which is Yeah, you’re building your perfect profit profile.

STEVIE :Yeah, there is so much that I love in that I love the shitty product thing, because I think that and I keep going back to social media, digital marketing and stuff, because it’s what I do, right, but all of the problems present itself there. 

Because a lot of the time, you know, people will say that the algorithms aren’t working, and x, y, z and blah, blah, blah. And generally, it’s got nothing to do with any of that. And it’s got to do with the fact that they haven’t actually researched the market, they’re trying to talk to everyone and I haven’t niche down and that is a huge one. 

And then not kind of communicating this story. And that just trying to do this direct cell, which is what you do when you don’t understand your why and that sort of thing. And that doesn’t work anymore. So, I just find that I love it. 

Yeah, a lot of the problems present itself in, you know, blaming the tools for not having the way that they’re showing up on those tools clear in the first place. And that all comes down to what you’ve just spoken about.

ANGELA :And I also think, again, you know, that can be taken one step further is that people are happy to blame the tools, but people are also forgetting that again, in order to have a successful business. The responsibility comes down to you. So if a frickin tools not working, do something, right you have to change your strategy. Right? You’ve got to change your marketing plan. 

STEVIE :Yeah, 

ANGELA : And so again, you can sit in the gloom and doom. Or you can shift your mindset and go, I’m going to do this at the end of the day as a business owner, you’ve got choices choose to be one of those Debbie Downers who are going to be on social media engine choose to be proactive and take action figure it out. 

I’m pretty, I don’t have a lot of time for the bullshit, right? Because I’m just gonna, like, there’s so much energy that goes into looking at what could be having. Yeah, I would love for Facebook to go back to how it used to be when I had like 70,000 fans on my other on my first business, like it was easy to get fans. 

But if they too, are running a business, so like Facebook needs to make, you know, mean, their stockholders happy their share people happy. And they need to do that by us paying to get in front of audiences so but it’s kind of like, again, you know, go big or go home, you know, and I guess that’s what people will start seeing about me is, I’m one of the sweetest one of the most generous people you’ll meet out there. 

But I’m also going to be a no bullshit or like, I’m just like, I’ll call that out. And so, yeah, I think it’s like, don’t blame the tool, actually kind of, if you’re pointing your one finger at Facebook, the three fingers that are pointing back are at you. So change it up.

STEVIE :That’s good. I like it. So, actually, I think this kind of leads into seconds profit pillar, which is actually having a foundation under things like social media, which is your website. Right?

ANGELA :Right. So my next profit pillar is about architecting your profit ready website. And so again, as I said, one of the big mistakes that businesses are one of the main reasons why businesses are failing is that they’re too dependent on the social media platforms. And so to me is, is again, architecting in your profit ready website. 

What I also want to make clear is that you can have a website, and you can have a design team, it’s like, yeah, I can make you a pretty website, if you hear that ever, as a pitch rotten to do not sign a website development contract to say that it’s going to be pretty, what you need is a website that is conversion old, you need a website that is going to actually get people you sales back right to help you build a community. 

So when we look at architecting, you know, your your profit ready website, you know, you only have six seconds from the time someone lands on your website, to be able to tell them what you do, what problem you solve, and how you’re going to solve it. So if your website doesn’t do that, in six seconds, you need to be looking at going to me and changing that up, you know, also,

STEVIE : Yeah, and so many people that are like sending traffic via whatever source to a website, that’s essentially a leaky bucket right?

ANGELA :All the time. Or they’re, you know, they’re spending all this money on beautiful Facebook ads, and Facebook is doing what it needs to do, it’s driving the traffic to whatever it is that you have it going to, but then they’re getting to this website. And they’re like, but now what your website is a map, it is a guide, and you are guiding this person who’s got a problem on how to solve it.

And if your website is leaky, and it’s not that roadmap, that’s going to get them from point A to point B, which is again, getting them a sale. So either buying a product off of e commerce or getting them into your, you know, your program is an example, then there’s a problem. Also, I think, again, when you look at a conversational website, it’s like there’s so many key components that go underneath. 

So you know, your about page needs to be really strong, your call to action needs to be really strong, you should have an opt in in there to help me with your sales funnel. You, you know, are you contactable? Like there’s so many other things. 

And also like, is there Seo? You know, I will see so many businesses come to me, and they’ve got no copy on their on their website. They’ve got no SEO, and I’m like, Well, how do you expect people to find you in Google? Oh, no, they’ll find me on Facebook. And I’m like, that’s my problem is if Facebook dried up tomorrow. 

And I’ll say, Do you know your short tail or long tail keywords? And they’re like, what’s that? You know, and so it’s one of those things that again, when you in order to build a sustainable and profitable business, you need to make sure that again, you’ve got a sturdy and solid website, that’s only going to make you money, but be working 24 hours a day, because that’s the beauty about having a solid website is actually if your do solid SEO, people can find you anytime a day, you’re not relying on your Facebook post to drive people to your site, you’re not reliable on your Instagram story to drive people to your site, because it’s 24/ 7 genuine platform,

STEVIE: Yes, a website. It’s actually like a traffic driver in itself. 

ANGELA :Yeah. 

STEVIE :And I actually really have got the benefit of that now. And it’s a couple of years into business. But I’ve got, you know, 10s of thousands of people coming for different keywords to my website completely aside from social media. And, you know, you like I’ll ask people, where did you find me and whatever, which all businesses should do, and more and more of them are saying Google search, which is amazing. And I think that comes down to as well having, for me at least a really strong content strategy. And you know, making sure that every piece of content that I produce has the right keywords in there, and all of that sort of thing. But that has been something that I’m so glad I focused on two years ago, because I’m starting to reap the benefits of it now.

ANGELA : Yep. And I had to learn that was a big mistake that I learned early on was my first business, Finley and Me again, you don’t know what you don’t know. You think you could throw some products online and that people will come. 

But eventually once I did mean started to really go, Okay, if I’m going to I need to know about SEO, I need to know about all this, it ended up because we had so many products at that stage in the year I think is going into your three year four, maybe it’s like it again, you can see your three or four I so I’ve been doing it for a while I was starting to get successful still didn’t know what I needed to it cost me 20,000 Australian dollars to get my site completely rehold with SEO from start to finish. 

Because there were so many products. So we had to look at what products were bringing in the most money, which had the highest search engine, don’t do SEO on ones that weren’t because it wasn’t worth doing it. But you know, it was like, it was insane, right? But again, whereas if I would have done it at the beginning and invested at the beginning, little by little, I’m not saying you do it all at once. 

But again, then I would have no one I would have been on top of it. And you brought up a good point to which I guess is going to be part of Profitt pillar three is that your content, right? If you know what your SEO keywords are, and what your idea client from the first foundation profit that we lied, is that you’re going to be able to be found organically and that naturally, it’s like a flow in effect. So let’s just say it’s a Instagram course. 

And that’s what you’re doing Stevie. And you’ve written you know that one of the things that your people right, put into Google is that you know, Instagram course. And then you write a piece of content that is about Instagram course. And then you’ve got keywords that say, Instagram course, will all roads is frickin leading back to Stevie. 

Okay, so the thing is that, but people are forgetting that it’s like everything goes like a jigsaw puzzle. Like I said, it goes like building a house, you need all these pieces to come together, they all need to be speaking to each other. 

So yes, so profit pillar three is real or sorry, profit pillar two is all about building that really profit ready website, because you need to have a home that is yours, that you control that Facebook doesn’t control, and that it can be open 24 hours a day.

STEVIE :Yeah. And that’s converting, I say a lot of e commerce businesses in particular, they are running ads all actually that nervous to run ads, because they’re not confident that they have, well, profit pillar one and profit pillar two sort of they’re not confident enough in their own business. 

And rightly so because they’re not converting at, you know, whatever the percentages 2% or whatever it is, and it needs to be converting at. And so you know, it’s almost they’ve got their arms tied or their hands because they’re not getting anywhere. On the social side. 

ANGELA :This is the thing, though, is Yeah. A lot of you that are listening, probably know that you know that. This is what the women that come to me, they’re super smart. They know that the website is shit. 

STEVIE :Yeah. 

ANGELA :But it’s getting the how to’s. Yeah, because you’ve got all these gurus out there saying, Oh, you need a pretty website? No, you don’t need a frickin pretty website, all right,You  need conversional website. But because that’s what everyone hears. 

They didn’t get a designer that builds a pretty website, who knows nothing about conversions and data stats, therefore, they’re no better off than they were without a website, because now they’ve got like, so all I’m saying is, again, it goes back to do your research. So if you’re going to hire a web developer, you know, there’s certain things that you should be asking them feel free to email me again, that would be a whole another podcast episode. 

But I’m happy to you know, walk you know, any of your listeners through what you should be asking what needs to be there, because there are certain things that your web developer, I’ll give you an example. My, my web developer has been with me for many, many years, Carl, he said to me, I don’t have time to do your Angela Henderson consulting website. And he goes, and I was like, but I need you to do it, I don’t want anyone else to do is like, Angela, literally, I’m booked, I can’t do it. 

He’s actually, this will be a great exercise for you to connect with other people. And you then can also look at, maybe referring people on to other for them to build their clients websites later on. And I said, Okay, great idea. I literally 50 Plus, people reach out to me saying they could build my website, I was super proud, Carl said, Go and narrow down to the top 10, he can then look at some coding stuff on the back end without getting into their actual computers and then if their stuffs coated well, and they’ve done it things  I’ll give you the tip of approval, because I don’t want you to get screwed over. So I’m so pumped narrowed them down from 50 down to 10.

I then gave call my list he said I need to call you. So I was great. He’s gonna walk me through. He’s like, Ange I cannot on my heart. I love you to death. He goes, send you to any of these people. Go. So again, even though their website looked pretty. There was no SEO, there was no copy, the coding was horrible.

 Whatever.I’ll do your website. So all I’m saying is that it was a lesson I learned, right? I didn’t look at it. It was waste time as a lesson that I learned that again, I now know what better questions to ask what more to ask. And obviously, I just want to send everything the car off, because that’s what I do. See? 

So yeah, so that’s, yeah, that’s an example where to I could have been burned, if I didn’t ask and know the right questions and have that support around me to be able to call out to people when I need it to say, 

STEVIE :Yeah, that’s awesome.So that leads us to three. So it’s three content.

ANGELA :So three episodes, the moneymaker map. And I guess there’s a couple things here that we need to look at. And that’s really about including getting clear on what’s really important and where that you need to focus your marketing energies. 

And it’s about focusing on those marketing energies to be able to deliver the best ROI for your business. And so what we do here is we look at, again, about what’s going to convert to sales or prospects and clients. And you’re absolutely right, a component of profit pillar three, I call is the Eco is making the money making ecosystem. 

And I look at people’s ecosystems and building it down to one, what is their free content that they’re doing? What are their lower cost product products and their programs, their mid costs and their high cost? So it’s really about what is your ecosystem, because you need an ecosystem in order to feed your clients or customers. 

And not everyone is ready to buy from you at the beginning. So I guess, within that ecosystem, that’s where this content, what you’re talking about, Stevie comes in, and is that, you know, you’ve got to keep your ideal client in mind when you’re looking at the building this profit pillar, because so many people will forget their ideal client throughout the journey. And they’ll create content based on what they they want to create content on. But they’re not creating content on for their ideal client. 

So to me, content marketing, you know, really needs to be tight here in this profit pillar, there needs to be a strategy behind that. And also about just assessing little things Stevie, a lot of your clients listen to podcasts. 

So some of your content is around podcasts. And again, when you do that profit pillar one about knowing your ideal client, you should be able to know how does your ideal client consume information? Is it via blogs? Is it via video on YouTube? Is it via, you know, a podcast? Because you shouldn’t be creating content that’s not going to meet the needs of your ideal client? 

STEVIE :Yeah.And then I think Clark, he made a really good point around, I don’t know, the content for content sake side of things. And I think that this is something that, I don’t know, you can so easily get on the content, hamster wheel, and you know, decide that you’re going to do one blog post a week, and then you doing it every week, and then you kind of ,Why on earth am I doing this, nobody’s reading it. 

And then you kind of just give up all together. And that’s pretty much the that’s pretty much what I say in terms of the flow of how people start. And I think that you can, probably, and you could probably talk to this more Ange but I think he can get over a lot of that by being really strategic with Okay, cool. I’m going to do a podcast, for example, because I know that that’s where my ideal client is hanging out. 

But more than that, I actually am going to map out my launches and promotions. And we were talking before we got on the podcast, I have just done this. And I’m literally batching about 50 podcast episodes as we speak. 

So I’m making sure that your content fits in with what’s going on in your business. So you know, if you’re promoting x, y, z in the month of June, then making sure that all of your, you know, pillar content is related to that in some way. You know,

ANGELA :Yeah, and that’s the word again, that bigger strategy comes down, right, kind of that year strategy, what’s happening in the year, and then you fit your content pieces based around that. 

But obviously, the content that you’re creating is still helping to solve that problem for your ideal client and get them closer to having micro conversions back to you to be able to for the for you to be able to help them. 

So this is leading with value, you’re helping people out so that when they actually do need help with whatever the thing is that’s related to the content that you’re producing, then, you know, you’re the obvious choice, right? Because, you can help them.

I kind of look at content marketing, as you mean, in my opinion, all your content creation should really be created around, I said, your ideal client, and really focusing on the three main points, which is, how does your ideal client consume the content? What struggles or problems are they currently going through, and what knowing what topics interests that they really are interested in at the time. 

So what some people also do is that, say, for example, when I own Finley and me, it was an e commerce platform. And so I couldn’t just talk about all the time around the top 10 would an educational toys that gets old, but I knew my ideal client well enough that the moms that I that were bond for me, some of them also were suffering from Jimmy loneliness and motherhood. So what I was able to do is I was able to also so the topic that was interest was due to mean The loneliness, of motherhood, it’s a real thing. I think it was something like that. We had 10s of thousands of people hit that article. 

But again, we were then able to That’s right, capture them. And we’ll talk about this in the next profit about building your email list. We were then we’re able to capture them because we were providing them content they want, they then started to trust me. And then through that I was able to then start selling to them. So it doesn’t necessarily have to be just all gung ho, I do talking about business burner burnout, right? So it’s a real thing. And I talked about that, too. So not everything has to be about selling something. But it’s more about what is going to add value to your client, get them closer, and start to build that trust and credibility.

STEVIE :Yeah, I think that’s a really important point. Because I think that there’s so much talk about the importance of content and how you need to do it. But yeah, I definitely see that presented itself in burnout, and in just people not getting results. And I think they’re missing that little piece, which is make sure you tie it into what you’re doing. But to your point Angle also it doesn’t need to be literal, t doesn’t need to be okay, cool. I sell wooden toys. I’m going to write about everything to do with that. Because it’s not necessarily what people are interested in, they’re interested in the topics around what it is that your product or service is. So that is an awesome one. If there’s one takeaway that people take, guys take this one because I know it’s a big struggle for you. 


STEVIE : Alright, so next profit pillar.

ANGELA :Next, I guess, and this is where we go into is, is that again, the profit pillar that I that I think about is a turbo powered email list building. And again, as we talked about being depend on social media platforms is I still am a firm believer that your email list building is one of the easiest ways for you to still own your own race course. 

And that is from again, a dear friend of ours, James Franco is that you own that list. Facebook doesn’t own it, Instagram doesn’t own it, you can get in their inbox as often or as little as you want. They may read it, they may not if you’re depending on what type of content, but the reality of it is, is that as an asset that you own. And to me, you need to be able to build your email list as part of that profit. 

Because if for example, you had 10,000 people go to you that blog article about the loneliness of motherhood, you don’t want to lose all those people that have just You’ve worked hard to get them to your website, and to that conversional website, but the piece that you’re missing is how do you then convert them into due to me a potential customer, whatever. 

And that’s what you want to get them on your list. So when I look at building your list building, it’s one of those things again, on your homepage, which we talked about on pillar two is, you know, have an opt in all right, start list building there. 

And every blog article you have have a content upgrade, if you have a podcast now I don’t do this while it’s on my to do list, but I know you do nasty if you to start doing this, have a download? All right downloadable on there. All right, there’s a million different ways that you can start to email list building. If you have a Facebook group, for example, one of the questions that you can ask is, would you like to stay up to date with all my latest news articles, etc? 

If so, leave your email, you can build up your email list there, there are multiple ways that you to build your email list. But if you don’t have an email list, and Facebook closed down, I go back to that, how are you going to have a business? How is it going to be sustainable and profitable? So to me, you really need to be thinking about again, that profit pillar number four about Yeah, list building.

STEVIE :And I think the other thing as well, I don’t think Facebook and Instagram are going anywhere, really Klay. But who knows. But another point in relation to that is really the fact that email converts like way, way more than social media. And I can speak from personal experience with this, my email list is pretty much what drives my business, even though I’m a social media person, people don’t buy, this is going to change specifically with e commerce in the near future. But people don’t buy directly from Instagram or Facebook or whatever. It’s just not the way that people work. It’s really like if you, if you send an email to someone, the conversion rates that you get through email are so much higher than what you would get through social media. So it’s your sales tool. At the end of the day,

ANGELA :It is 100% your sales tool you know, yeah. And it’s again, remember, you need multiple touch points with consumers and clients, right. So if your Facebook posts, let’s just say for lucky 5% of people see your Facebook posts, all right, the other 95% aren’t hearing from you. 

So you need to have your backup plan and not playing Facebook or Instagram for not getting to your people in your backup plan is being able to get your email list, which is again, whatever that foundational structure you need to be able to get sell, grow, stay connected, get in get in front of them. So yeah, so that’s profit, you know, profit. pillar number four is around that list building.

STEVIE :So the next question that a lot of people have is OK, cool. I’ve got an email list. What do I do with it? Does that lead into the next?

ANGELA :Absolutely. So that goes into I’ve got people coming. I’ve got 6000 people on my email list. I’m “Oh my God, that’s amazing.” How often are you emailing? And what are you doing with them? Oh, nothing? Yeah, like, What? You’re sitting on a frickin gold mine? What do you mean?

STEVIE :I’m guilty of that I did the first year of my business.

ANGELA : Yeah. Because again, you don’t know what you don’t know. Right? So it’s deep down, you should be doing something like you’ve probably been like, shit, I got these people like, what do I do with it? But they’re okay, it’s too hard basket. Yeah,if you don’t know what you don’t know, but exactly, it does lead into, you know, profit pillar number five, which is, again, you need a funnel. 

So you need to be looking at your top end of your funnel, you know, again, how you’re warming and what are you doing, and you’re doing that, you know, your content upgrade, you know, through the Facebook group, etc. 

And then, you know, start bringing them up. And, you know, people I think, overcomplicate funnels, I think they think the word funnel, and they start to freak out, but you need to know, it’s really could be one step, or two or three steps that are leading them to something, it could be four or five steps.

 But you need that funnel, in order to move your subscribers, you know, from your freebie to your paid service, you know, and really, you want to funnel going to do this without any sleaziness or pushiness this, right. So again, just people get overwhelmed with funnel, it’s basically just a system for selling. So it’s taking people from a stranger to a purchaser. So that’s it.Yeah, looks like,

STEVIE : It could be as simple or as hot as you want it to be.

ANGELA :Yep, depending on how, again, you’re your consumers, do you mean like, if you’ve got a higher end product, so if you got a $10,000 product, you’re probably going to need a bit more of a complex sales funnel, right? 

Because you’re going to need more touch points. But if you’re just selling, say, an e commerce, let’s just say a wooden toy I used to, if birthdays are coming they either one or they don’t like it’s not really that complicated of a funnel, you just have to keep being in front of them via your email. 

So to me, profit. pillar number five is really about, you know, making some simplified sales funnels for you, in order for you to then increase your revenue and your profit margins, which then helps you to be sustainable and profitable. So without a funnel, again, you’re not using your email list. And again, do you start to see how those foundational cracks will start to show within your business.

STEVIE :And your crossing your fingers and hoping that people will buy taking a deep breath and saying, I really hope that people come across me and you know what I mean? So

ANGELA :Even though when I started,

STEVIE :  I get alone with the side of things. And I don’t know if you have any examples Ange maybe a really simple example of a funnel for an e commerce business, and then also for a service business.

ANGELA :Yeah, yep. So let’s start with the service business. So my funnel would be, let’s say, my facebook group, which is the Australian Business collaborative, they can bend and keep them and they don’t have to give me their email in order to get into the group. 

But let’s just say they did give me their email, I would then do, Hey, welcome to the Australian Business collaborative, super excited to be here. You know, this is what the community does. That’s it, so I’m not selling anything. 

Then a few days later, I get I don’t have it in front of me. But let’s just say day five, I then send them all my free resources. So since you’ve joined Australian Business collaborative, and told me that you’re a business owner, I just wanted to give you some tools that might help your business, thrive to grow a sustainable, profitable business. Depending on how you consume information, you can listen to my podcast, you can read my blog articles, or again, you know, come back to the group, right. 

So I’m adding value, I think I’ve also got a free resource page, right? Then a few days later, I’m maybe, five days later, as then I then go into a little bit about me, this is what I do, adding my credibility. And then the last thing I lead them to a free 30 minute discovery call with me. So I’ve brought them I’ve added value. I’ve added touch points. I’ve added credibility. And now I’m saying okay, this is how I can help you this is this is my paid offer. So that’s an example for That’s great. 

STEVIE :That’s an awesome example. It’s just warming people up like a scenario like trust, kind of thing, especially the service based business. That’s so so important. It’s not sleazy to you know, if they’re the right person, they work with it right.

ANGELA :100%. And that’s a it’s a way not only for me to get in front of them, but it’s also a way for them to go issue the right person to help me like, do I like your personality? Do I like her vibe is she adding value, or she just wanted to say, I’m a firm believer that my sales bundles are quite, they’re just like, quite friendly, quite fun, you know, and that’s what I’m about. 

And that’s how I work with people, an e commerce platform with Finley and me, I potentially would have my blog article, the loneliness of motherhood, I then would have a content upgrade. So it could be your 10, checklists, letter 10 ways that you can get out of your loneliness funk, let’s say that’s, so then they would sign up for that particular downloadable. 

From there, I might do the same thing hey, grab your downloadable, Hey, did you know that you’re not you don’t have to do this alone. give them another article, maybe about depression and anxiety and another email. And then I might lead them to my 30 days, 30 ways self care challenge, all right, which will be about bringing connection community. And then within that challenge, the bottom end of the funnel is that I’m selling them into some one to one life coaching support. 

Alright, so that’s a simpler way. Now that’s know when we say ecommerce that’s towards the mums, because remember, my moms are also one of my ideal clients, but they’re buying for their kids. If I was to sell a wooden toy, it could be that I get them in again on say, the top 10, top 10 toys, top 10 wooden toys you need for 2019. 

There’s then at the bottom of that and content upgrade, which might be rainy day craft activities to do with your kids. So I’m adding value about the toys. So I’m showcasing that but I’m getting them into my email by giving them a rainy day thing because as moms we all need things do on rainy days. They then go into a funnel, where again, I’m saying Hi, how are you? I let them know who I am. And then I’m going to give them a 15% off discount code to go back and buy the store. 

STEVIE : Yeah perfect.

ANGELA : So yep, so hope that helps with a few different examples.

STEVIE :  Yeah, I think that will help a lot of people because it’s hard, you know, to get the concept of it. But then it’s how do I actually tangibly do that in my model is business?

ANGELA :Yeah, yeah. 100%.

STEVIE :Okay, so the next profit pillar is something that is relevant to me at the moment, which is

ANGELA :Hiring your dream team. So at this stage, you know, we’re at profit, pillar six, you’re going okay, great. I’ve been doing this shit alone for a long time. 

I’ve got my website up, that’s been done. I’ve got my profit pillars, I know what’s going on. I know what my product is. It’s a great product, I’ve got my content rocking, I’m building my email list, I’m sending a newsletter out, I’ve got my funnel down, I’ve seen you know, a higher profit. 

But now I’m at the point where you’ve gone, you’re getting on the brink of I look at businesses three, you’ve got Foundation, stage one, stage two is growth, stage three is scale. So now you’re getting at the end of the profit pillars where your house is just about built. 

And what’s happening here is is that you pretty much need to start looking at hiring Your Dream Team. Because and it doesn’t have to happen overnight. It might be hiring one person but things that when you hire your dream team, again, we talked about the tangible how to Stevie is that you really need to start writing out a list of every task that you are doing. 

And then start to writing out the tasks that you love to do and that you want to keep doing. But then start going to actually don’t like these tasks, this isn’t going to allow me to work on growing my business and start looking at what you could free up from that list, what you’re going to do is start with building a position description. 

And it’s really important to know that not all people can do one position description. It’s also important to know when you’re hiring your dream team, if you miss these steps about identifying tasks and creating position descriptions and you know processes in place, your VA’s will fail. 

And so many people again will want to blame Oh my I hired a VA because that’s what everyone told me to do. But it didn’t work out. And I’m on my seventh VA I’m again, pointing up the VA but what you three fingers, 

STEVIE :Hiring seven VA, there’s an issue 

ANGELA : There’s a problem here, right. And what people do is, is they’ve been told to go hire their dream team, but they don’t have their processes and systems in place. Now I’m not saying you have to have everything in place. But again, by starting at what tasks that they need to do and creating a position description, you then are able to then hire based on that need versus emotion. 

And so it’s really important to just hired my VA and specifically she’s helping me with my group running my newsletter, doing some posting, you know, etc. She knows exactly what she does. 

The second thing is people that go well, where do I look at hiring my dream team are do I do an Australian VA to do an overseas VA and I go you need to really start with what the task is and what your budget is.

 Now there might be some people listening that want to throw jars on the toilet, my head, and I’m okay with that. But I’ve got VAs in the Philippines and I equally have Australian visa as I hire based on again, description in need. I also think it’s important what some people might say, 

Yeah, but you’re taking away from the Australian economy? Well, no, we’re all one world, we all do mean, we all work together here. And the way I look at it is of the women that I’ve been able to support in the Philippines, because they’ve been able to support me is they make more money than their husbands, they get the same things that we want. 

They’re staying home with their kids. And they’re also building their self esteem a couple of mine, they make more money than their husbands, they don’t have to go sell food on the street, when they don’t know if they’re going to make any money for their kids that day. 

They get a you know, like they’re in for yesterday, I’m paying them a lower hourly rate per se to what Australians are, but they’re actually making gold for what’s happening, what’s available for their country. So really look at your budget, you know, can you hire, you know, a $50 va in Australia. And if you can, that’s great. 

But most businesses starting out really can’t. And that’s where I’ll just keep doing it myself. But what people don’t know is you can hire VA in the Philippines for 4,5,6,7,8,9 $10 an hour based again on their skill set. So you know, and you can do that via Upwork, you can do that by Fiverr. There’s a variety of ways. 

But again, if you don’t have a position description, it’s probably going to fall over if you aren’t prepared to train them. And if you just think that you can hire someone, and then it’s done. You’re in the middle of this right now training people, you’ve got to put the time aside to train them. But my one VA, he’s been doing my social media now for, gosh, three or four years, I think for Finley and me, we trained her for the first three weeks. 

And since then I should I do not look at anything she posts, she posts three times a day, seven days a week. And for those of you out there, I pay her 42 US dollars to do that. All right, which is about $53. So I’m getting 21 Facebook posts done every single week, over on my Facebook to keep my engagement up, keep that community stuff that Facebook is going to mean to help keep that girl happy for like 50 something dollars. That is it. Right? But she’s 

STEVIE: I think that comes to processes and systems I’m finding that I didn’t have a single process or system in my business recently because I did everything myself. But it’s almost forced me to actually put them together and hiring people is almost the it’s almost Well, it is for me at least it’s actually made me go and put the systems and processes in place that I need to in order for them to succeed with what they’re doing

ANGELA: 100%. And I guess that’s where again, the profit pillar here is not just about hiring your dream team, it’s also about being able to look at your systems that are going to be necessary for that future growth.

STEVIE: Yeah, 

ANGELA :See, and that’s again, you need to start being able to go, you can’t continue to do this on your own, you’re going to need support to come in start little it might be a VA that works for you for two hours a week, that could be from the Philippines that’s costing you say $12 a week to have this. But once you start to get a taste of it, and you start to see it working, as you’re starting to see, and I see 

STEVIE : Yeah, 

ANGELA :It is life-changing because that’s where you get to move to the growth stage. Because you’re not going to be able to do this on your own. And then I guess it kind of leads into the last, you know, the seventh profit pillar, and that’s around being productive and profitable.

And in order to be productive and profitable, you know, you really need to look at your revenue projection and your cash flow. So you need to be looking at your numbers on a day, however, you do it, I look at them on a weekly and monthly basis. And when we might say, Well, what numbers are you talking about? Ange and that’s looking at your Google Analytics numbers.

You know, what blog articles and content pieces did really well. So you can write more of that type of content? How many people went to your site? Where were they looking? Did they convert? Did they not convert? How long were they on your website for also looking at, what money came in? What were your expenses, what money came out?

So you know, this, you know, you’re always kind of looking at this, but in reality to kind of get to the complete that house of yours, you’re going to need to get a grasp on your profitability here. You also need to look at what your revenue goals are setting income targets. But also in order to do that, you’re going to have to start mastering your schedule and staying on top of your own priorities, because now you’re going to be outsourcing to your team.

But again, this is where you’re working lesson in your business and working more on your business. So it’s gonna be a super important partner with that profit pillar seven when you need to be productive and profitable. Another thing that I do is I do two things, I do a power hour in the morning, sometimes it’s only 30 minutes, where I will sit down, everything’s off.

And we look at the three most ROI making tasks that need to be done first before we go into what do you mean anything else. If you can get into the habit of that, I promise you it has been magic, my business and its magic for all of us also.

STEVIE :In terms of a lot of the earlier profit pillar is so relevant to pretty much what I talked about with the digital marketing side of things having a website and not just sending traffic to, you know, a low converting website having things like a sales funnel, having content but actually having a purpose behind it. 

And then I think it’s so useful, particularly for me and where I’m at the moment, the last feel around particularly around hiring, around profitability around things making sure that everything that you’re doing is tracked, I guess in terms of knowing your numbers.

I think that’s such a solid framework for businesses at all stages, I’m coming into, obviously my second year, but it’s such a solid framework for anyone that yeah, I think he’s in pretty much any site to business. So thank you.

ANGELA: Because you’re very, very welcoming. And I think again, now you said it doesn’t matter where you are in business, you can still always go back to any of the seven profit pillars and see where the leaks are right? 

Because nothing will ever be perfect. But once you build those seven profit pillars, and once you build that stable foundation and structure, it’s easy to go back and fix a few leaks. 

But if your whole business is leaky, or your whole business is going to collapse, that’s where you run into the problems. So yeah, so I can’t emphasize enough about the importance of building the foundational elements necessary to grow that sustainable and profitable business.

STEVIE: Amazing. Now, if people want to know more about these in particular, I think he has something coming up that might help them.

ANGELA: Yeah, absolutely. So I am doing a 16-minute on-demand masterclass. And it’s what I’m looking at in this masterclasses being able to help you with and sharing with you my signature four-step framework for creating a sustainable and profitable business, I guess without sacrificing time with your kids without the overwhelm, or without wasting any time more cash on trying to figure things out.

I also dive deep in the master class about the four. Again, I talk more about the four biggest mistakes that everyone’s making in business. But I also talk about what is working for businesses now and why most of what you’re being taught and growing a business is updated or wrong.

And yeah, people can sign up for the on-demand master class by heading to and we’ll give the link in the show notes but to bitly/masterclasswithangelahenderson, so yes.

STEVIE : Awesome. Get in there, guys. And yeah, I’ll have all of the links to pretty much everything that we referred to as well at But thank you so much. And that was helpful, I think for everyone but also helpful for me, so I really appreciate it.

ANGELA: Gosh, no worries at all. Stevie, you have an awesome day. And thanks so much for having me on the podcast.

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