The Do Good Business Podcast

1.17 Building Your Marketing Strategy from Point A to Point B

In this episode, I dive deep into what a marketing strategy actually is and how to build one that works for your business. I'm breaking down the roadmap that takes you from where you are now (Point A) to where you want to be (Point B), and why having this documented is crucial for consistency and team communication. This isn't about creating a document to collect digital dust – it's about building a strategic foundation that saves you time, money, and energy while keeping everything intentional. Key Takeaways: * Your marketing strategy is your roadmap that bridges the gap between where you are now and where you want to be, requiring a clear audit of your current state and defined vision for your goals * Strategy prevents reactive marketing by giving you clear boundaries, intentional activities, and the ability to troubleshoot when something isn't working instead of just throwing tactics at the wall * There's a difference between ideal and realistic strategy – it's okay to build your dream marketing plan in phases based on your current budget and capacity constraints * Content strategy is how you talk within your marketing channels – your marketing strategy defines what you're doing, while content strategy determines how you're positioning and messaging within those channels * Documentation is essential for consistency and delegation – keeping strategy in your head makes it nearly impossible to stay consistent or effectively communicate with team members Timestamps: [00:40] - Introduction to building detailed marketing strategy [01:20] - What a marketing strategy actually is and why it matters [02:20] - Understanding Point A (current state) and Point B (goals) in your strategy [03:10] - Breaking down the components: goals, vision, marketing channels, and tactics [04:20] - The difference between marketing channels and marketing tactics [04:30] - Content strategy: messaging, positioning, and content pillars [05:00] - Action plans: one-off projects vs. ongoing optimization [05:40] - Why documented strategy prevents inconsistency and team confusion [06:20] - Setting clear boundaries and staying motivated with intentional marketing [07:30] - How strategy helps you troubleshoot and problem-solve marketing issues [08:40] - Why intentionality saves time, money, and energy in marketing [09:20] - Starting with goals: how business objectives drive marketing decisions [10:10] - Competitor analysis: finding gaps and differentiation opportunities [11:50] - Connecting offers and services to sales funnel development [12:30] - Balancing marketing channels with budget and time capacity [13:10] - Building ideal vs. realistic marketing strategy in phases [14:10] - Content strategy: pillars, categories, and target market relevance [15:30] - Scheduling and repurposing content across channels [16:50] - Free strategy workbook and course resources Referenced Links: * ⁠⁠Free Strategy Plan Workbook⁠⁠ [https://subscribepage.io/yd6FH2] - High-level marketing strategy creation guide that's perfect for DIYing! * ⁠⁠Marketing for Success- The Course⁠⁠ [https://ashleydreager.thrivecart.com/marketing-for-success-the-course/] - (PROMO CODE: PODCAST) $357 self-paced marketing course with ongoing Slack community support (best for service-based businesses, adaptable for e-commerce) * ⁠⁠Work With Me⁠⁠ [https://ashleydreager.com/dmbookacall/] - One-off strategy calls and ongoing consulting options ------------------------------------ Have questions or topics you'd love to hear about? I want to hear from you! This isn't a one-size-fits-all approach. There are millions of ways to grow a business, and I'm here to help you find what works best for you. * ⁠⁠⁠⁠⁠ [http://ashleydreager.com/]⁠⁠ashleydreager.com⁠⁠ [https://app.clickup.com/t/ashleydreager.com]⁠⁠⁠⁠⁠ [http://ashleydreager.com/] * ⁠⁠⁠Instagram⁠⁠⁠ [http://instagram.com/ashleydreager]

1.16 Guest Interview: Andrea Yenawine with Franchise Harmoney

I had no idea franchise brokers existed before meeting Andrea, and honestly, this conversation completely changed how I think about franchising. We dove deep into the reality of franchise ownership beyond the McDonald's model most people picture. Andrea specializes in low investment, high return franchises - particularly home-based options that can get you profitable much faster than traditional retail locations. She breaks down funding options I'd never heard of (hello, ROBS!), explains why most franchises have a 90% success rate versus 50% for independent businesses, and reveals how some franchisors literally set up your marketing for you. If you've ever been curious about franchising or are tired of the traditional employment grind, this episode will open your eyes to possibilities you probably didn't know existed. Key Takeaways: * Home-based franchises offer lower barriers to entry - You can get into many franchises for $50,000-$120,000 versus $350,000+ for retail locations, and you avoid the overhead costs of brick-and-mortar operations. * ROBS (Rollover Business Startup) lets you use 401k funds penalty-free - If you have a 401k from a previous employer, you can invest that money in your own franchise without IRS penalties through a legitimate company structure. * Franchise success rates blow independent businesses out of the water - About 90% of franchises are still operating after five years compared to only 50% of businesses started from scratch. * Not all franchises require industry experience - Many franchisors prefer certain personality traits over specific backgrounds and provide extensive training. Some even offer business coaching throughout your ownership. * Marketing systems are already proven and tested - Instead of spending 6-12+ months figuring out messaging and target markets, you get plug-and-play marketing strategies that have worked for hundreds of other locations. Timestamps: [00:04:30] - Andrea explains her focus on low investment, high return franchises and why she avoids the McDonald's model that takes 5+ years to see ROI [00:06:20] - The real costs behind retail franchises - why brick-and-mortar locations require $350,000+ investments due to leases, build-outs, and construction [00:08:20] - Funding options for franchises, including traditional SBA loans and creative approaches most people don't know about [00:09:40] - Deep dive into ROBS (Rollover Business Startup) - how to use 401k funds penalty-free to start your franchise [00:12:40] - Why working with a franchise broker benefits everyone and doesn't cost the buyer anything [00:16:10] - What makes franchise relationships go sideways and red flags to watch for in franchise ownership changes [00:21:40] - Home-based franchise models explained - from mobile pet grooming to digital marketing services [00:24:30] - How to scale home-based franchises by starting with one territory and expanding [00:31:00] - Why franchises have built-in marketing advantages and proven systems that eliminate the typical startup struggle [00:38:30] - Ongoing franchise fees breakdown - initial franchise fees, monthly royalties, and advertising costs [00:44:00] - Training and support systems that help people without business experience succeed in franchising [00:53:40] - Semi-passive ownership options and how to start a franchise while keeping your day job Referenced Links: * Franchise Harmoney website [franchiseHarmoney.com] * Andrea's email: andrea@franchiseHarmoney.com [andrea@franchiseHarmoney.com] * Phone: (510) 928-2641 --------------------------------------- Have questions or topics you'd love to hear about? I want to hear from you! This isn't a one-size-fits-all approach. There are millions of ways to grow a business, and I'm here to help you find what works best for you. * ⁠ [http://ashleydreager.com]ashleydreager.com [https://app.clickup.com/t/ashleydreager.com]⁠ [http://ashleydreager.com] * ⁠Instagram⁠ [http://instagram.com/ashleydreager]   Get in touch: ⁠ [https://ashleydreager.com/client-journey-mapping/] FREEBIE! Client Journey Mapping Workbook⁠ [https://ashleydreager.com/client-journey-mapping/] Want me to help with your marketing? Fill out ⁠this form⁠ [https://ashleydreager.com/dmbookacall/] and I'll reach out!

1.15 Guest Episode: Azka Mistry with Little Panda's Play Cafe

In this episode, I sit down with Azka Mistry, owner of Little Panda's Play Cafe in Everett, Washington, for an incredibly honest conversation about building a physical business while navigating motherhood. Azka doesn't hold back as she shares her journey from Amazon program manager to cafe owner, the daily reality of running a business that requires you to show up no matter what, and how she's learned to balance being a working mom on her own terms. We dive deep into creating strong workplace culture, the anxiety that comes with physical business ownership, and why customer obsession has been key to her success. Key Takeaways: * Physical businesses require different sacrifices - Unlike online businesses, you can't just work from anywhere when childcare falls through. Azka wakes up two hours before opening every day, anxious about potential staffing issues, because the doors must open no matter what. * "On your own terms" doesn't mean easy - Leaving corporate for flexibility doesn't automatically give you more time with your kids. It gives you control over your schedule, but often means working twice as hard while learning to navigate childcare guilt and boundary-setting. * Customer obsession drives real results - Azka's team maintains consistent excellence because she's instilled a culture where customer experience is non-negotiable. This Amazon-learned principle directly translates to increased sales and customer loyalty. * Your backup needs a backup - Running a physical location means having more team members than you technically need on any given day, because someone will always call out and you cannot close your doors. * Marketing moves the needle immediately - Azka has tested the direct correlation between social media posting and foot traffic. When they don't post, they see a measurable drop in sales, even without direct links or online shopping. Timestamps: [00:02:30] - Azka introduces herself and explains her passion for creating community spaces for parents without nearby family support [00:05:30] - The origin story: how having her first child in 2021 sparked the idea for Little Panda's Play Cafe [00:07:00] - The pivotal moment of leaving Amazon and committing fully to opening the cafe [00:11:00] - Real talk about working mom expectations vs. reality and why dedicated childcare time is necessary [00:15:20] - The daily anxiety of physical business ownership and always having backup plans [00:18:30] - How she maintains boundaries (or struggles to) and the importance of self-care for business performance [00:23:00] - The moment her 3-year-old asked her to get off her phone and the wake-up call it provided [00:28:30] - Behind the scenes of planning consistent events and creating more than "just a coffee shop" [00:31:40] - Building an all-female team culture and why treating employees like family matters [00:36:00] - Creating workplace culture where team members feel comfortable being open about personal challenges [00:43:50] - The direct impact of social media marketing on physical business sales [00:50:00] - Addressing the fear of competitors copying her business model [00:53:40] - All the business ventures she tried before landing on the play cafe concept Referenced Links: * Little Panda's Play Cafe Instagram: @littlepandasplaycafe [https://www.instagram.com/littlepandasplaycafe/] * Azka's Personal Instagram: @azkaay [https://www.instagram.com/azkaay/] * Little Panda's Play Cafe Website [https://littlepandasplaycafe.com/] ------------------------------------------- Have questions or topics you'd love to hear about? I want to hear from you! This isn't a one-size-fits-all approach. There are millions of ways to grow a business, and I'm here to help you find what works best for you. * ⁠ [http://ashleydreager.com]ashleydreager.com [https://app.clickup.com/t/ashleydreager.com]⁠ [http://ashleydreager.com] * ⁠Instagram⁠ [http://instagram.com/ashleydreager] Get in touch: FREEBIE! Client Journey Mapping Workbook [https://ashleydreager.com/client-journey-mapping/] ⁠ [https://ashleydreager.com/client-journey-mapping/]Want me to help with your marketing? Fill out ⁠this form⁠ [https://ashleydreager.com/dmbookacall/] and I'll reach out!

1.14 Why Consulting May be The Best Option For Small Businesses

In this episode, I wrap up my miniseries on marketing options by diving deep into why consulting might be the perfect middle ground for your business. I'm breaking down how consulting sits between DIYing your marketing and hiring a full agency, especially as we see more businesses cutting marketing budgets in 2025. This isn't about choosing the cheapest option – it's about finding the strategic sweet spot that actually works for your capacity and goals. Key Takeaways: * Consulting bridges the gap between doing everything yourself and hiring a full agency, giving you strategic support without the hefty price tag of complete marketing management * You still need strategy even with budget cuts – AI and other tools can help with execution, but without strategic direction, you're just wasting time and money in different ways * 90 days minimum commitment is essential for any marketing approach to show real results, especially with organic marketing strategies * Different marketing roles serve different purposes – from social media managers to email specialists to marketing assistants, each has a specific place in your overall strategy * Time capacity reality check is crucial – if your marketing needs 10+ hours per week, you're past the consulting stage and need team members or full management Timestamps: [00:00:40] - Introduction to the final episode in the marketing miniseries [01:20] - Why consulting is the sweet spot between DIY and full agency management [02:10] - How AI and budget cuts are changing the marketing landscape in 2025 [03:20] - What consulting actually looks like and how it works [04:30] - The difference between proactive and reactive marketing approaches [05:40] - Monthly strategy sessions and implementation focus [08:20] - Time commitments and capacity requirements for consulting success [10:10] - Setting realistic 90-day minimum expectations for results [12:00] - Breaking down specialty marketing roles: social media, email, copywriting [16:30] - Understanding ads managers and SEO specialists [17:40] - Marketing assistant role as a catchall position [19:20] - Time commitment guidelines: 1-2 hours vs 10+ hours per week [21:10] - Why everyone needs a marketing strategy regardless of business stage [22:40] - Resources: strategy workbook and marketing course options Referenced Links: * ⁠Free Strategy Plan Workbook⁠ [https://subscribepage.io/yd6FH2] - High-level marketing strategy creation guide that's perfect for DIYing! * ⁠Marketing for Success- The Course⁠ [https://ashleydreager.thrivecart.com/marketing-for-success-the-course/] - (PROMO CODE: PODCAST) $357 self-paced marketing course with ongoing Slack community support (best for service-based businesses, adaptable for e-commerce) * ⁠Work With Me⁠ [https://ashleydreager.com/dmbookacall/] - One-off strategy calls and ongoing consulting options ------------------------------------ Have questions or topics you'd love to hear about? I want to hear from you! This isn't a one-size-fits-all approach. There are millions of ways to grow a business, and I'm here to help you find what works best for you. * ⁠⁠⁠ [http://ashleydreager.com]⁠ashleydreager.com⁠ [https://app.clickup.com/t/ashleydreager.com]⁠⁠⁠ [http://ashleydreager.com] * ⁠⁠Instagram⁠⁠ [http://instagram.com/ashleydreager]   Get in touch: ⁠⁠⁠ [https://ashleydreager.com/client-journey-mapping/] ⁠FREEBIE! Client Journey Mapping Workbook⁠⁠ [https://ashleydreager.com/client-journey-mapping/] Want me to help with your marketing? Fill out ⁠⁠this form⁠⁠ [https://ashleydreager.com/dmbookacall/] and I'll reach out!

1.13: To DIY or Not DIY Your Marketing

This is the second episode in my three-part marketing foundations mini series, and I'm diving into one of the biggest questions I get from small business owners: should you DIY your marketing or hire someone else to do it? I've heard it all - people who love doing their own marketing, people desperately trying to get away from it, and everyone in between. Whether you want to keep marketing on your plate or offload it completely, this episode is going to give you realistic expectations about budget, time, capacity, and what's actually going to be expected of you with each option. Key Takeaways: * You have three main options - DIY (do it yourself), DWY (done with you), or DFY (done for you), and each serves different business stages and budgets * Time vs. money trade-off - when you spend more time, it costs less money; when you spend more money, it takes less of your time * Strategy is non-negotiable - whether you're DIYing or hiring, you absolutely need a marketing strategy first, or you're just throwing everything against the wall hoping it sticks * Consistency is everything - you need to commit to at least 90 days of whatever approach you choose to see tangible results, and ideally plan for 6-12 months * Done with you is the sweet spot - consulting and mentorship bridge the gap between budget constraints and strategic marketing, especially in today's economy where marketing budgets are getting cut Timestamps: 00:40 - Introduction to part two of the marketing foundations series 03:10 - Quick recap: everyone needs marketing and strategy 04:00 - The three options: DIY, Done With You (DWY), Done For You (DFY) 05:00 - Benefits of DIY marketing: cost-effective, full control, you're the subject matter expert 06:20 - Downsides of DIY: time-intensive, large learning curve across multiple specialties 07:10 - When DIY is best: small budgets, early-stage businesses, tight startup budgets 08:20 - Done For You options: hiring agencies vs. building your own team 09:00 - Agency pros: convenience, no hiring process, access to specialists for one-off projects 10:40 - Building your own team: more control, lower cost, but requires management 12:20 - Who Done For You is best for: larger budgets, established businesses, complex marketing needs 13:20 - Done With You: the middle ground for strategy support while maintaining implementation control 14:30 - Why consulting is a sweet spot: fresh perspective, feedback, and strategic guidance 16:30 - The time vs. money scale and sustainability considerations 17:30 - 90-day minimum commitment and why you need long-term vision Referenced Links: * Free Strategy Plan Workbook [https://subscribepage.io/yd6FH2] - High-level marketing strategy creation guide that's perfect for DIYing! * Marketing for Success- The Course [https://ashleydreager.thrivecart.com/marketing-for-success-the-course/] - (PROMO CODE: PODCAST) $357 self-paced marketing course with ongoing Slack community support (best for service-based businesses, adaptable for e-commerce) * Work With Me [https://ashleydreager.com/dmbookacall/] - One-off strategy calls and ongoing consulting options ------------------------------------ Have questions or topics you'd love to hear about? I want to hear from you! This isn't a one-size-fits-all approach. There are millions of ways to grow a business, and I'm here to help you find what works best for you. * ⁠ [http://ashleydreager.com]ashleydreager.com [https://app.clickup.com/t/ashleydreager.com]⁠ [http://ashleydreager.com] * ⁠Instagram⁠ [http://instagram.com/ashleydreager]   Get in touch: ⁠ [https://ashleydreager.com/client-journey-mapping/] FREEBIE! Client Journey Mapping Workbook⁠ [https://ashleydreager.com/client-journey-mapping/] Want me to help with your marketing? Fill out ⁠this form⁠ [https://ashleydreager.com/dmbookacall/] and I'll reach out!