How to Beta Test Your Online Offering Offline: Art of Going Gray Case Study

I’m finding more and more clients open to starting their online business offline. Yes, the freedom that comes with building an online business is second-to-none, but often, it’s easier to gain traction right in your home town (really!).

Betsy Ogden, who already had a thriving business call Upper Valley Pilates, came to me wanting to build out her online brand, The Art of Going Gray. I immediately saw the potential for this to be a lucrative, freedom-driven brand, as well as for Betsy to be a media darling.

But without hustling her way from sale to sale, how could she launch an online offering? Well, the key was starting offline. Read her story below.

The Art of Going Gray Case Study

Betsy Ogden, Pilates Gone GrayI had been reading Tara’s work for a while and liked her no-nonsense, outside the box approach to building businesses. I had been encouraged by another coach to offer 1:1 Pilates training to women over 50 via Skype. In my heart I knew it was not what I wanted to do but more importantly, it didn’t seem to ring a bell for my potential clients. And when I launched the program it landed with a thud.

For the life of me I couldn’t see my way to another option.

Enter Tara and 10ThousandFeet. By moving step by step through the Customer Perspective Process and Business Model Review, I was able to see that my business model as it stood, offered no option for growth. The turning point for me was to finally declare the one thing I wanted to work on for 2014, my Chief Initiative. It rolled out of me easily because of the work I did in 10ThousandFeet. Finally, I was able to envision a business model that would leverage and layer my business offerings in a way that served my Chief Initiative and felt right for me.

It had never occurred to me to use my strong bricks and mortar presence in my community to test a potential online offering. But with Tara’s help I stepped outside of the proverbial box and created The Pilates Gone Gray 6-Week Fitness Challenge. The response was amazing!

I sold out with a solid sales page (Tara helped create) and a very bare bones launch. The attendees were spot on my ideal clients. The success of this workshop has given me confidence that I am on the right track and can move forward and create a successful online offering.

My next step is to create an offering that logically brings my clients into the workshop and then another offering that will allow them to continue beyond the workshop on their own. It was a stroke of ‘Tara genius’ that allowed me to see the potential that lay right in front of me in my bricks and mortar business, and to realize how extremely lucky I have been to have the option to beta test my ideas before putting them online.

Betsy went from idea to sold-out in less than 45 days, all by leveraging what was already in front of her. I can’t wait to see the program evolve into a signature online brand. Find Betsy and The Art of Going Gray right here.

And if you’re ready for similar support in taking your idea to “sold out,” click here to learn more about 10ThousandFeet.

New Opportunities Spring from Expansive Brand Vision: You Economy Case Study

Today’s You Economy case studies from 10ThousandFeet alumnna focus on the opportunities and clarity that comes from having an expansive brand vision. When you understand the whole world your business is creating, you have both clear path forward and endless opportunities. Meet Megan, who is moving forward with marketing that paints the whole picture for her customer while providing specific, actionable solutions. And meet Ana, who is seeing herself as an artist-in-demand and creating a path–through multiple ventures–to meet her goals.

Megan Cain, founder of The Creative Vegetable Gardener

megancainAt the end of 10ThousandFeet, I feel excited about my business and the future instead of being overwhelmed and stressed out.

The biggest shift for me came in realizing that I was spending a lot of time focusing on the technical information around gardening and not enough time painting the bigger picture of what it means to have a beautiful garden in your life. For me and most of my customers gardening is so much more than just growing food.

I have begun to shift some of my writing to focus on exploring some of the deeper benefits and meaning of gardening. My first post definitely resonated with my readers because I received several enthusiastic emails asking me to write more about the topic.

I am also changing my website to add more language and photos that reflect the new tagline Tara helped me come up with, “your garden should feed you, body and soul.” I am excited about this new direction! I am clearer about where I want to go and what I need to do to get there after taking 10ThousandFeet.

Megan also has the goal of becoming the go-to gardening expert in Madison. This requires her to leverage stories about the bigger picture of gardening as well as the nitty gritty how-to details. She’s carving out individual solutions that serve that big picture and will be reaping the rewards of less dirty work, more revenue, and more time off soon.

Find out more about Megan and the gardens she designs at

Ana Ramos, founder of air illustration & design

Ana RamosOne of the most important shifts for me was to start to understand the power of team building. Before that, I was very untrained in asking for help and seeing the possibilities when it came to broadening my offers through partnerships with other experts.

With a fresh understanding of team building and strategic partnerships, I saw how I could accept a larger project from an old client, a project that will be a huge contribution towards reaching my chief initiative for the year.

But I learned many more things, like how to streamline my efforts and manage clients’ expectations: I used to react to clients’ requests and work overtime and now I am able to plan and schedule in advance, reducing stress.

And today I felt I reached a huge milestone when I rewrote my Embroidery Club sales page. Now I understand why you say it’s fun.

Ana has really focused on expanding her brand with her own artistic vision at the core. Instead of creating disparate ventures or trying to confirm to clients’ demands, she’s leveraging her unique perspective. That means she can pursue a wider range of opportunities but remain grounded in what she does best.

As she builds her team and expands her vision, she’s be able to do so from a place of strength and purpose, bringing on those who complement her artistic vision instead of competing with or diluting it.

Find out more about Ana Ramos and air illustration & design.

Building a Business on Your Strengths: You Economy Case Study

How much more is possible when you build a business on your strengths? Today, meet 2 10ThousandFeet alumna who are finding out. Meet Christine, who has made the shift from freelancing to true business ownership, from hustling to ease. And then meet Natasha, who has created a system for earning more than she possibly could trading her time for money.

Christine Thatcher, founder & creative director of Christine Marie Studio

ChristineMarieStudio-AboutI used to refer to myself as a freelance web designer. I was the one always working hard on what’s right in front of me, without time to think about to what and where I wanted to be 6 months from now. Tara’s reference to “getting out in front of my business” hooked me.

Having been a “freelancer” off and on the last 20 years, I wasn’t sure if this was possible. I’d never achieved it.

Now, on the other side of 10ThousandFeet, I’m beginning to experience it. During the course of the mastermind:

  • I rebranded my business under a name I liked better.
  • I have created a business model that works for me. I no longer feel compelled to do things a certain way, just because everyone else does.
  • The Customer Perspective Process™ helped me get inside my client’s head and understand what she’s thinking and feeling. I’ve tailored my offerings to be more relevant to what she needs.
  • I wrote an “about” story that feels true to me. As a result, I’ve gotten several notes of encouragement from potential strategic partners and booked a new client who identified with my story. (Understand that I used to stare at the screen for days, trying to write about myself and it never felt “right”. Tara and Brigette’s formula made it an almost effortless process and I did it in one evening.)
  • I recognized where I could leverage my time further, created a job description and hired a second administrative team member.
  • I’m looking forward to implementing referral and communication strategies, many of which came directly out of coaching calls with Tara and Brigitte.

I now say that I own a web design studio. I have a legit business with dedicated team, I am no longer an overworked freelancer. By shifting my perspective and delegating away what I don’t enjoy, I have more energy for the parts I really love and where I can make the biggest impact. I’m working less, more-focused hours, designing for clients that inspire me.

I’m grateful for the effort that went into creating a mastermind packed so full of value, tools and lessons relevant to my business right now.

The heart of Christine’s business transformation was based on getting clear on her strengths: she feels most masterful creating immersive web experiences for her clients, not branding or business strategy. She also got clear on her goals and how her strengths support her in those goals. After plenty of back & forth, we crafted a business model plan that would give her the time off she craves and the income she desires.

For Christine, leverage isn’t so much about “passive” income but income that is based on her working at the highest levels of mastery and finding others to do the work that drains her. And in the end, that creates a much better experience for her clients.

Find out more about Christine & the beautiful websites she designs at

Natasha Vorompiova, founder of Systems Rock

natashavorompiovaI am eternally grateful to 10ThousandFeet–to Brigitte and Tara.

When I first started my online business, I got hooked on buying one online program after another, trying to fill the huge gaps in my knowledge of how to grow it. Then I got completely overwhelmed and torn between all the contradictory advice.

It was so frustrating to have this amazing vision but to be stuck in this giant gap between where my business was and where I wanted it to be.

I felt so inadequate. . .especially because I’m a systems person! I create systems for my clients every day. Why, then, couldn’t I get my own business together?!

When Brigitte mentioned that she and Tara were accepting applications for 10ThousandFeet, I was immediately intrigued.

After three months in the course, I emerged with an even more precise sense of where I wanted my business to be heading. Even better, I learned exactly how to make my vision a reality.

Having gone through Tara’s Customer Perspective Process,™ I learned precisely whom I need to be targeting, with what messages and what kind of offering will help them get to their goals faster. With Tara’s help I mapped out the plan of action and with Brigitte’s guidance, an outreach strategy.

I’ve never felt so grounded and in control. The painful tension between all that conflicting advice has dissolved, and information overload is a thing of the past.

There is so much ease when you’re running a business in this way! I feel so inspired as I take each and every step to transforming my vision into a reality.

Natasha is finally creating her own system for revenue growth. She’s working on two leveraged income offers that pinpoint both the results her clients want and how they want to be served. She’s building on her strengths–analysis and systems–to create a model that will serve her & her customers infinitely better than a 1:1 service model.

That said, offering those more leveraged offers means that she can position her 1:1 service at a higher level, attracting clients that excite and challenge her, pushing her further & further into her realm of mastery.

Find out more about Natasha and systematizing your business at