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1. The Business Obstacle Course

2. Stay Connected:
#StartWithHatch #1000Four #HustleCity
Network Name: icecrown
Password: iloveelephants

3. Section #1
Pitching

5. Be relatable

6. Practice

7. Understand it yourself

8. Engage the crowd quickly

18. Hook them fast

19. What do you do?

20. Don’t ramble

21. Don’t sell what you don’t have

22. Keep it simple

23. What’s the challenge?

24. Challenge #1: Pitching
» Each of you will obtain a random item from a grab bag
» You will have 30 seconds to pitch the object as a product

25. Adaptation
How can you apply this to
your own business?

26. Section #2
INNOVATING

27. “When all think alike,
no one is thinking.

32. What are the problems?

33. Product - Market fit

34. Identify key value

35. Come up with multiple uses

36. i.e. Wood Pallets

37. Start small and simple

38. What’s the challenge?

40. A towel is the most massively useful
thing an interstellar hitchhiker can
have.
» Wrap it around you for warmth
» Wet it for use in hand-to-hand combat
» Fold it into a sack to carry your things
» And, of course, dry yourself off with it!

41. Challenge #2:
» Come up with as many other uses for a towel
» 2 minute time limit
» Scategories rules apply: if someone else comes up with the
same idea, its a wash. Only unique ideas count
Innovating

42. Adaptation
How can you apply this to
your own business?

43. Section #3
customer
discovery

44. Customer Discovery
The process of obtaining a great deal of data regarding
a certain topic or scenario, in order to make more in-
formed decisions.
» Who is your customer?
» What do they need?

45. Questions to keep in mind:
» What do I say?
» Who do I say it to?
» What are their biggest pain points?
» How can I get as much data from them as possible?

46. How NOT to ask:
» Doesn’t “X” suck?

47. The purpose:
To learn:
» What they struggle with by using “X”
» When they struggle by using “X”
» Why they struggle using “X”

49. What’s the challenge?

50. Challenge #3: Customer discovery
» You will be given a sheet of paper with 10 characteristics listed
» You must go out and fine a person that meets each of them
(Either among us, or out in the public)
» You can only use each person for one characteristic
» Ask thoughtful questions

51. Adaptation
How can you apply this to
your own business?

52. Section #4
Networking

53. Set your goals
What do you want to get out of networking?
» Find a client?
» Find a partner?
» Mere exposure?

54. Don’t jump right into sales!
» First of all, they may not even be your customer, so
blindly jumping into a pitch could waste time
» Educate first
» Make it a human-to-human conversation.
Not business-to-business

55. Be helpful
» Deposit into the relationship before you withdraw
» The more helpful you are to the person, the more
likely they’ll be to help you in the future
» Listen to what they’re struggling with, and think of
any possible way you can bridge the gap
» Create a long-term, real relationship

56. Match - Shift - Pass back

57. Challenge #4:
» You’ll be split into 2 groups
Networking

58. Challenge #4:
» You’ll be split into 2 groups
» Each of you assigned a word
Networking

59. Challenge #4:
» You’ll be split into 2 groups
» Each of you assigned a word
» Someone in the other group has your counterpart
Networking

60. Challenge #4:
» i.e. Peanut Butter
Networking

61. Challenge #4:
» i.e. Peanut Butter
» You’ve got to find your jelly
Networking

62. Challenge #4:
» i.e. Peanut Butter
» You’ve got to find your jelly
BUT
Networking

63. Challenge #4:
» i.e. Peanut Butter
» You’ve got to find your jelly
BUT
You cannot say either word
Networking

64. Challenge #4:
» Know what questions you’ll need to ask
» Help them help you
» Can’t jump right into sales (”Are you jelly?”)
Networking

65. Adaptation
How can you apply this to
your own business?

66. Section #5
Branding

67. What is a brand?
» The main communicator between your audience and
your company
» It determines who you interact with, and how you
interact with them
» NOT just a name and logo

68. Brand guidelines

69. » Key word: PERSON
» Directly related to your target market
» Humanize your company with certain characteristics
Personality

71. » Simon Sinek: People buy WHY
» A set of beliefs and values:
- Patagonia’s value in preserving the environ-
ment speaks to their customers
» You can’t be everything to everyone. Have a specific
audience you’re trying to attract and retain.
Purpose

72. What’s the challenge?

73. Challenge #5:
Based off the logo provided on the next slide, you’ll come up with:
» Name of the company
» What industry they operate in
» Their target customer
» Their mission statement
Branding

75. Adaptation
How can you apply this to
your own business?

76. Section #6
Creating
content

77. Creating content
Implementing a regular stream of fresh content can do
a number of things for your company:
» Improve SEO
» Establish your company as an authority
» Give people a reason to come to you

78. Examples of content
» Blog posts
» Webinars
» Meetups
» Calendars
» Press
» Interviews
» Portfolio
» Social media

79. Headlines
Headlines are one of the biggest indicators of success
in content marketing. Types of headlines include:
» List posts
» “How to”
» Questions
» Generic

80. Elements of a headline
How To Be Badass At Facebook
» Common words
- 20-30%
» Uncommon words
- 10-20%
» Emotional words
- 10-15%
» Power word
- 1 per headline
how, to, be, at
facebook
how to, to be
badass

81. What’s the challenge?

82. Challenge #6:
» Come up with the most effective headline based on what we’ve
told you
» We will run it through a program that will analyze and determine
its strength
» Use any topic of your choosing, realistic or not
Creating content

83. Elements of a headline
How To Be Badass At Facebook
» Common words
- 20-30%
» Uncommon words
- 10-20%
» Emotional words
- 10-15%
» Power word
- 1 per headline
how, to, be, at
facebook
how to, to be
badass

84. Adaptation
How can you apply this to
your own business?

85. Section #7
SOcial media

86. Define your target

87. Educate first

88. Don’t sell all the time

89. Create/share viral content

90. Start conversations

91. ALWAYS respond

92. Establish personality

93. Interact with influencers

94. What’s the challenge?

95. Challenge #7:
» Take a NEW picture, and post to the social network of your choice
» First person to reach 25 like wins
» Use the hashtags #StartWithHatch #HustleCity
Social Media

96. Adaptation
How can you apply this to
your own business?

97. Section #8
Call-to-actions

98. Call-to-actions
» Any instruction to the audience to provoke some sort
of immediate response or action
» Usually using an imperative verb, such as “call now”,
“learn more” or “visit us today”

99. Call-to-actions
» Define value
» Push immediacy
» Make it super easy to understand and implement
» Relate to the visitor
» Not about YOU, but about how YOU can HELP
» MUST collect data (email address, phone number, etc)
» Give away something of value, but not your secret

103. What’s the challenge?

104. Challenge #8:
» Go out into the world (physical or online) and take pictures or
screenshots of call-to-actions
» Time limit: 15 min
Call-to-actions

105. Adaptation
How can you apply this to
your own business?

106. Section #9
Sales

107. Free Content
2
3
4
5
6
1 What are they learning from
you?
Free Content can be an intro-
duction from someone, a blog
piece you wrote, a webinar,
an email, social media post,
etc.
7

108. Free Content
2
3
4
5
6
1
Mutual Data Point
To initiate a 1:to:1
conversation.
Connect with them in some
way.
Facebook friend request,
LinkedIn connection,
business card swap, etc.
7

109. Free Content
2
3
4
5
6
1
Mutual Data Point
Supplemental Info
An additional relevant
educational piece.
Info on topic of discussion or
a search result.
Provide the person with some
sort of value.
7

110. Free Content
2
3
4
5
6
1
Mutual Data Point
Supplemental Info
Dig Deep
Get data on a true pain point.
Still have not pitched a sale
to this point.
Analyze date, figure out how
you can help.
7

111. Free Content
2
3
4
5
6
1
Mutual Data Point
Supplemental Info
Dig Deep
Hard Sell
Recap all the info you’ve pro-
vided them with
+ more useful info
+ testimonials/case
studies that shows what
you’ve done that has turned
into a specific metric.
7

112. Free Content
2
3
4
5
6
1
Mutual Data Point
Supplemental Info
Dig Deep
Hard Sell
24 Hr. Follow-up
If the person responds before
24 hours, skip this step.
If not, follow-up with them
and ask if they have any ad-
ditional questions or feed-
back for you about what
you’re offering.
7

113. Free Content
2
3
4
5
6
1
Mutual Data Point
Supplemental Info
Dig Deep
Hard Sell
24 Hr. Follow-up
Follow-up with them to make
sure they’re happy with the
transaction.
Make sure everything hap-
pened the way they hoped.
A happy customer is
extremely valuable.
7 Post-Sale

114. What’s the challenge?

115. Challenge #9:
» You have 15 minutes to build something out of LEGOs
» Then you’ll go out into the streets and sell it
» Keep whatever money you make
Sales

116. Adaptation
How can you apply this to
your own business?

117. Section #10
Playbook

118. What have we learned?
» Pitching
» Innovation
» Customer Discovery
» Networking
» Branding
» Content
» Social Media
» Call-to-actions
» Sales
» And now...

119. The Playbook
» Not a business plan
» A step-by-step break down of the actions required to
perform a task
» Record of each step
- Exactly what you did
- How you did it
- How effective it was

120. The Playbook
» Business plans are way too much work without
knowing if anyone wants your business
» Everything up front. No sales. Marketing. Execution
» When you go to do one of the playbook items in the
future, you’ll know exactly what to do
» When you say “hike” you’ll know whether to pass left,
right, or deep down the middle

121. Ex: Tweeting
» What time of day is most effective
» What types of profiles to tag
» What hashtags to use
» Types of content to share

122. Ex: Blog writing
» What to write about
» When to push
» How to get people to your site
» What kind of CTA to use
» Define the objective

123. What’s the challenge?

124. Challenge #10:
» Create a playbook entry for making a peanut butter and jelly
sandwich
» Be thorough
» Don’t forget any steps!
Playbook

125. Adaptation
How can you apply this to
your own business?

126. The Business Obstacle Course

127. Story time.

128. The lead system

129. The lead system
» Joel was running an agency

130. The lead system
» Joel was running an agency
» He lost his last contract and was about to go out of
business

131. The lead system
» Joel was running an agency
» He lost his last contract and was about to go out of
business
» Joel didn’t know what to do

132. The lead system
» Luckily he was a member of 1000 Four

133. » He found one of our systems that he could use to
generate and analyze leads
The lead system

134. » He found one of our systems that he could use to
generate and analyze leads
» He took inventory of everyone in his life
» Including everyone from his mom, to that guy he
hasn’t talked to in 3 years, and everyone in between
» And sorted them into 3 categories
The lead system

135. The lead system
Cold Warm Hot

136. » Joel then reached out to everyone in the “Hot” catego-
ry and put them through a sales process
» Sure enough, plenty of them were in need of the ser-
vice he could provide
» All he had to do was narrow down his market, and ask
The lead system

137. The Kickstarter system

138. The Kickstarter system
» Nate was about to launch a Kickstarter for his new
product, and was very wary about where to start

139. The Kickstarter system
» Nate was about to launch a Kickstarter for his new
product, and was very wary about where to start
» If he didn’t hit his goal, his dream of starting a busi-
ness would never come true

140. The Kickstarter system
» Nate came to us for help
» Our community was able to help him decide what
kinds of content to create, what platforms to share
them on, and when to share them for best results

141. The Kickstarter system

142. The Kickstarter system
I was able to get honest criticism and feedback by being sur-
rounding by entrepreneurs and business owners who can under-
stand the struggles I was going through. I would never have been
able to reach my goal without 1000 Four
– Nathan Tschohl
Founder, swim nerd

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145. Community

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