We’ve been revamping things here at Stephanie Kase Education. Our goal has been to restructure our offers to meet our vision. Today, I’m sharing a breakdown of what we’ve been doing behind the scenes and share my thought processes with you. So, if you’re someone who is scaling a digital product business, or really any other kind of business, this episode is for you. I’m sharing how we’re scaling our business in a strategic way, especially when it comes to the content you offer and how you make sales. So, without further ado, let’s jump the big changes I’m making to my business!

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Changes to Stephanie Kase Education

Everything I share today are things that I’ve been implementing just within the past couple weeks. It really started with our Instagram (Stephanie Kase Education). We post on our feed every day and show up on stories most days.  Now, we’re moving onto some behind the scenes stuff!

A Quick Recap

Before we dive into the restructuring, let’s talk about how I got here. I started my business 8 years ago, which is insane. I technically formed my LLC 8 years ago and began as a wedding photographer. I was a service-based business owner for 5 years and built my business while attending college. Once I graduated, I slowly started pivoting more into education. I began with educating other photographers and then slowly pivoted into educating other business owners. That was the vision I always had. I knew I wouldn’t stay in photography. My heart lies in teaching others how to grow and market a business. And while I loved the season of teaching others to pose their clients or edit, I knew it wasn’t what I wanted to do long-term.

So, in 2020, I really began pivoting into the education space because of YouTube. Up until that point, people knew me as a photographer and I had a couple online courses and templates for photographers. But using YouTube, I began to teach on marketing and Instagram.

Things took off on that channel and I went with it, because there were so many things I could talk about. I always wanted to focus on whatever my audience wanted from me. Because of that, I’ve really become focused on serving product and service-based business owners, with niche in social media education. In fact, we’ve got almost 20K students in our Reels Mini Course, which feels insane that we’ve served that many people.

#1:  Defining What We Offer

Right now, our business is the sole source of income. It’s provided well for us and given plenty of opportunities – like a 3 month long maternity leave and Michael leaving his job. But I feel like I haven’t been super clear on what we offer. We have courses, memberships, downloads, and templates. Now it feels like I need to clarify what we offer and what are the solutions we’re presenting with those offerings. As I’ve created things, especially lower ticket items, I’ve created them because they were easy or a great way to make some extra money but I wasn’t clear on what the solution was that we were providing. And once we know that, we can figure out how the offers work together. It’s important to understand how to guide you and show you what’s available and what can help you.

Reviewing our Offers

So, I recently spent some time looking at our freebies, low ticket offers, mid ticket offers and of course, our high ticket offers. From there, I began to really think about what felt the best and what I felt most confident in offering for people. I realized pretty quickly that we have a lot of freebies, and a lot of low ticket offers, but not mid or high ticket offers. Some of that is definitely intentional, especially since becoming a mom. But I’m ready to start thinking about everything and strategizing more. So, writing everything out helped me realize I didn’t want people getting all of our freebies anymore. I want to focus on the ones that really provide the best quality and help to our students. I really wanted to be sure that we were focusing on the ones that wowed people and then we’d focus on building new ones, better freebies soon.

#2: Reducing Sales and Discounts

As I began to think about how to restructure what we offer, I realized I also wanted to stop running a lot of sales and discounts. We have 2-3 big sales a year and then occasionally run sales on products throughout the year. I started to realize that people were waiting until things went on sale – and that’s not serving them well. They’re waiting and not getting what they need when they need it.

But at the same time, the price I have it set at, I don’t even feel totally confident where things are and the price point they’re at some days. I want our students to have an amazing, high-quality experience and I put a lot of pressure on myself to provide that.  So, we’re working on restructuring pricing to really showcase the value and the solutions we’re providing. We’ll also be reducing the number of sales we run, so just be expecting that!

#3: Adjusting How We Move People Through Offers

Going through the pricing and offers themselves has also helped me review how we move everyone through the various offers. This helped me to look at the big picture of how someone goes to another offer after they buy something from me. I wanted to have a super clear vision for that and honestly, I hadn’t really mapped it out before now. We’re actually using a program that’s new to us, Micro, which is basically a digital whiteboard.

We’ve been using it to see how everything flows together. We’re looking to understand when someone buys an offer, where are they going next? Do they get an upsell or pitched another product? How are we helping them find the resources they might need next? We want our students to get the offers they need when they need them, and not be waiting for them to go on sale. In reviewing everything, I noticed there were three freebies I was happiest with: My Exact Formula for Making Money with YouTube, Instagram Posting Schedule and our Free Reels Class. So, those will be the ones we really focus on.

#4: Getting Back to the Vision

All of this has really just given me a vision for where I want to go, because at the end of the day, I don’t want to just teach social media education. I mean, I love teaching people about Instagram and YouTube, but there’s so many other things I want to teach about, too. So, breaking all of this down is really allowing me to come back to that vision I always had. I want to be able to teach other business owners about finding their freedom. I’m still working to flesh out what I really mean, but it’s a start. To me, finding freedom is about building a business that supports the routines you want for your life and your family. So, a lot of that looks like passive or scalable income and having boundaries.

I feel like I’m at the point where my business has truly done that for me and my husband. I am so grateful for this business and believe God has allowed it to grow. We’re now at a point where we’re running the business together, full-time and get to be home with our babies. I want other people to experience that, too.

#5: Focusing on What’s Relevant

The biggest part of all of these changes that we’re really working to focus now what’s relevant. We’re going to let products die out – and that’s okay. People will still have access to them, but they won’t be our focus anymore. Things like our 200 Hook Ideas are just becoming irrelevant with ChatGPT, for example. We’re starting to think really longer term about what we’re confident in, proud of, and fit with our vision. Another thing has been determining what fits into the vision that’s new, too, like our YouTube video agency. This will be a high-ticket offer, but it’s helping us reach other business owners who need help with their short-form content.

We’re so excited about the changes ahead and bringing the new ideas to life. Thank you for supporting us and being here with us! We’re so grateful that we get to help you build a business you love.

Have an idea for the podcast?

If you’re listening and you have ideas about what to talk about next, please send in your requests! I really do want to know what you want to hear about in future episodes. Email me at [email protected] with your questions!! I can’t wait to hear from you!