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Unlocking Business Growth Through Data-Driven Decisions
The Importance of Data in Business
Understanding Your Financials
Alyssa Lang emphasized that businesses often fail to grow due to a lack of understanding of their financial data. It's one thing to collect data and another to analyze and utilize it effectively. For instance, metrics such as Key Performance Indicators (KPIs), lead and lag metrics, and conversion rates can provide invaluable insights into the performance and profitability of a business.
Metrics as Trail of Breadcrumbs
Amy likened data to breadcrumbs that lead to business success. Utilizing your data effectively can show you areas where you need improvement and where you are excelling. Ignore those breadcrumbs, and you risk wandering aimlessly in your business journey.
Starting With the End Goal in Mind
Reverse Engineering Your Success
One of Alyssa's key pieces of advice was to start with your end goal and work backward. For example, if you aim to make $10,000 from a webinar, you need to understand the metrics that will get you there. Breaking it down into smaller, manageable tasks—like calculating the number of leads needed and the expected conversion rates—can make enormous goals seem more attainable.
Setting Up Your Dominoes
Alyssa uses the domino analogy to explain the chain reaction between metrics. If your end goal is the final domino falling, understanding and setting up each preceding domino correctly (such as ad clicks, leads generated, and conversion rates) can ensure success.
Common Mistakes to Avoid
Misguided Focus on Social Media
Many business owners mistakenly believe that an extensive social media presence is a cure-all for their issues. Alyssa advises against jumping on the social media bandwagon without first considering if it's the right platform for your target audience. For instance, tradesmen are less likely to be found scrolling through social media while they’re busy working on projects.
Emotional vs. Logical Decision-Making
Another pitfall Alyssa points out is making decisions based on emotion rather than data. Emotions can cloud judgment and lead to poor decision-making, whereas data provides an objective view of what needs to be done. By adopting a mindset of curiosity rather than frustration, business owners can make data-backed decisions that drive growth and profitability.
Leveraging Your Team for Success
Effective Team Utilization
One major area of potential financial leaks in a business is inefficient team management. Alyssa suggests that instead of defaulting to hiring full-time employees, businesses should consider the necessity of each role and explore options like part-time employment or contracting. Furthermore, establishing clear KPIs for each team member can help measure their effectiveness and contribution to the company’s growth.
The Importance of Proper Classification
Misclassifying employees as contractors can lead to significant legal and financial repercussions. Alyssa emphasizes the importance of understanding the IRS guidelines to ensure that team members are classified correctly, avoiding back taxes and penalties.
Setting Realistic Financial Goals
Finding Your True Goal
Alyssa recounts a personal experience where she was advised to scale her business to a $10 million goal. Upon introspection, she realized that her true objective was to take home a $1 million profit annually. By reverse-engineering this goal, she discovered that achieving a $6 million revenue would suffice, allowing her to focus on sustainable growth rather than unnecessary expansion.
Contextualizing Business Models
Each business is unique, and what works for one might not work for another. It's crucial to tailor your financial and operational strategies based on your specific needs and objectives, rather than following generalized industry standards.
Conclusion
Unlocking business growth through data-driven decisions is not just about collecting numbers—it's about interpreting them meaningfully and using them strategically. By setting clear goals, leveraging data for actionable insights, and avoiding common pitfalls, business owners can pave their way to sustainable success. Alyssa Lang and Amy’s insightful discussion on The Motivated CEO Podcast serves as a reminder that with the right approach, anyone can master the art of data-driven business growth.
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Transcript for Episode 390. Turning Data to Dollars: Simple Strategies for Solopreneurs with Alyssa Lang
Amy [00:00:00]:
Today we are talking about one of my favorite topics in the whole entire world and that's metrics. Metrics. So what do you do when you know you need to be tracking this data? You're getting this data yet what do you actually do with it? Well, today's guest is going to help us demystify some of this data drama that is going on and I am so excited to be joined by Alyssa Lang. She is the owner and founder of Magnetic Profits and Magnetic Profits empowers course creators, coaches and creative women owned businesses to understand their financials and implement holistic business strategies that support long term growth. Scaling them to seven figures and beyond. And Alyssa, this is a topic that nobody really talks about a lot yet is the one foundational element to growing a multiple six figure, seven figure business. So let's address the elephant in the room. First off, like why aren't people tracking their data? What's your take on this?
Alyssa Lang [00:01:08]:
Yeah, I think the big, big core piece is it's really easy to put that information into a spreadsheet, a Google sheet, some sort of like calculation, some sort of fun formula accounting system. We're talking about finances. There's so many ways that we could showcase the info. But I think where people are very resistant is they don't know how to read the data, how to like actually translate it. What is it telling them, what's the cause and the effect. I also think a lot of the times people are looking at KPIs only at like the end metric, when there's usually what we call lead and lag metrics which are what is the cause to create the effect. And I think a lot of people forget that disconnect, which is fine. We didn't start the business thinking that we'd have to know these things.
Alyssa Lang [00:01:48]:
We thought we'd just be able to create a service and hopefully we make money and the people come running exactly.
Amy [00:01:53]:
One of those like build it and they will come. But that's not the reality of the online space. It really does take that strategic approach. And leveraging your data is one of those things that will show us exactly where to go. It's that little trail of breadcrumbs which is right in front of us if we'd only take the time to look at it. And you're right, so often it's there. The data's already there. That's the beauty of the technology and day and age that we're living in is that there are so many dashboards, there are so many, many analytics.
Amy [00:02:25]:
But Sometimes we get overwhelmed and we don't know what to do with it, as you said. So where would someone start when they're like, okay, I know this data is in my business. I don't know how to read it. I don't know what to do with it. What would you advise them to be? Step one.
Alyssa Lang [00:02:42]:
Yeah, I think the end goal is, I'm sorry, the first step is looking at the end goal. So let's just use a really simple thing that most people probably are familiar with in the space. Maybe it's a webinar. If someone, like, hosts some sort of a workshop or a webinar, if you want to be able to sell on the back end either to your service or course or whatever it is that you're, you're, you're selling. If I want to make $10,000 from this one webinar, this one instance, I think so many people are so fixated on just that end number of 10,000 that they beat themselves up for not having that result. And usually the first step is what is the identifying thing that you're trying to get your result in? Then that helps us work backwards on like, well, now what KPIs, what metrics, what things do we need to have in place to get there? That's like the first step.
Amy [00:03:26]:
Yeah, yeah, absolutely. And I think we forget that so often that when you begin with the end in mind, you can reverse engineer anything, no matter how crazy big that goal is. Because what I see happening, I don't know if you see this a lot too, is that a lot of times the offer suite doesn't support the end goal. It's like, if you look at industry standards for, okay, what are the average conversion rates for a webinar? And you're like, I'm gonna host this webinar. And you have 10 people sign up and you're expecting this $10,000 launch on product, that's a hundred dollars. Wait a minute, there's a little bit of a disconnect there. So let's dive in a little bit deeper to reverse engineering. So if we know, okay, this is our end goal, how can we leverage the data to make it more attainable?
Alyssa Lang [00:04:13]:
Yeah. So think of, like, metrics and think of your end goal or the path or the thing that you want to create as the path to get there is like little dominoes. So that's the best way I can describe this whenever I like. Try to, like, explain this. So you're setting up those little dominoes when you're little and you push the one domino. The front domino push would affect all the back ends. Right? So in order to get that first domino to fall, we need to understand reverse engineering. If Your goal is 10,000 and your average, if you've hosted maybe one or two other webinars, your data going back to data will tell you everything.
Alyssa Lang [00:04:44]:
This will be able to tell you trending data. So, like, for the past two, our average conversion rate was 10%. So that means let's take that domino one domino further back and say, how many leads would we need in order to get the number of people to have a 10% conversion rate to result in 10, 10K. So then we go even further back, and I think that's where people only go like a couple layers deep. I'm going like, first domino, like, what do we really have to do here? So the next domino before that. So before even just having. Maybe it's a thousand leads. If that's math, if math is mathing, I think it's a thousand leads.
Alyssa Lang [00:05:17]:
10%. I'm in the finance space, but man, do I love my calculators. So a thousand leads is what we need. So how are we going to find the leads? So that's the domino before that. How are we going to attract these people? Because as we know, if my average ad that I'm putting out there is only about 10% of those people are even clicking it, then that might mean we need 10,000 people. 10,000 eyes on that ad specifically. Okay, so now let's work one step before that. How many, like, ad copies, ad creatives? What are we going to have to change? What are we going to need to do? If we can just start by continuously looking at it like a line of dominoes with the end Domino being 10k, then what each domino do we need to have in place to fall and create that outcome?
Amy [00:06:00]:
And it's so fun to watch it all come together, isn't it? Because what happens is a lot of times we'll get so wrapped up in that end goal that we forget to look at those dominoes. We forget about the cause and effect. But when you can really disconnect from it and realize that, hey, this is all just data, it's. Each piece of it is one domino in the chain and it's just a mirror reflecting the current reality. You know, it's one of those things that if you don't look at it, you're not going to know what you don't know. It's like when you have, you know, you just ate a Salad. And you got a big old hunk of salad in your teeth. And you know, you're walking around, nobody says something, it's there, but you don't know it's there until you look in the mirror.
Amy [00:06:41]:
Well, data's the same thing. So I love how you approach it by, okay, let's go back even deeper. Even deeper, even deeper. Because you're right. There is often that disconnect that we think, oh, well, it's just this. Well, is it really? And that curiosity is a very powerful tool.
Alyssa Lang [00:07:00]:
Yeah. Yes, I love that. Curiosity is like, honestly, I was just talking to someone right before this call and we were talking about. Curiosity is one of the best things that you can ever adopt in your business. Because instead of getting frustrated or mad that like, maybe you aren't hitting your sales goal for your services for this month and maybe you plan to land two more clients, instead of getting sad, mad, and thinking it's all about you and that, like, it's because you're not a good person, are you beating yourself up for it? Instead, just approach it from curiosity and say, I'm really curious why that actually wasn't the case. Was it because I didn't have as many networking events that I didn't go to? Is it maybe because, like, I just kind of disappeared from stories, like, and then instead of approaching it from this, like overwhelm the sadness, the. That's just what gets you down. Instead it's like, I'm curious, I'm open, I'm open to new ideas.
Amy [00:07:47]:
Yeah, it really gets us into that growth mindset. And that was a really big turning point for me in business too, when I just started viewing business as an experiment. And that's when I started to have fun because I started to just do experiments. You know, it was like that you form a hypothesis and then you test some things out and you see what happened and you approach your business from that perspective of how can I, how can I attract more leads, how can I make this work? Because there's so much proof possibility out there. You know, there's a ton of income based marketing out there too, which is a whole nother story for a whole nother day. But anything we want to achieve, we had, it just comes down to experimenting and leveraging your data within your own business. And that's what ends up saving us time and saving us energy and saving us so much frustration in this crazy world we're living in.
Alyssa Lang [00:08:43]:
Totally. 100%. I love all that.
Amy [00:08:45]:
Yeah. Yeah. So what would you say is one of the biggest mistakes, mistakes that you see people making when it comes to looking at their data and leveraging it. What, what just do you see all the time that you're like, I want to preach this from the rooftop, Stop doing this?
Alyssa Lang [00:09:04]:
Yeah, I think if I'm gonna pinpoint it to the exact thing and I swear I hear all the time, which is I should start posting on social media to get clients. I mean, how many times do you hear that? Like, oh my gosh, the time. Like, it is always the number one thing that comes to mind because like the first thing I always say back to them is like, do you have proof? Is your niche even there? Is that where they hang out? There's so many questions that come from whenever someone tells me this. Because when it happens, I work also in the accounting space, like here at Magnetic, but I also have another business that we work specifically with, bookkeepers and accountants. And in that business we have a lot of our bookkeepers and accountants that will tell me all the time I need to be on social media. But they like niche in like construction. Tradesmen do not hang out on social media. They're busy building America.
Alyssa Lang [00:09:48]:
We're here in America. That's where I'm recording. So that heads America. But sure, listeners are from everywhere. But like in. That's what they're doing. They are out there. They are, they are nailing the things, they are making sure things are set up correctly.
Alyssa Lang [00:09:59]:
The foundations are right in your homes. They're. They don't have time to scroll on social media. They don't have time for these things. So I tell people all the time, where's your audience? Where are the people? Like the data, data, data and like testing these things, checking it, making sure it works. Like, have you put in that work? Have you even tried to attempt to do market research which goes back to data to give you facts if your audience even needs it. So that's always my most prominent example of like, everybody wants to do it. I'm like, but why put the pressure if you don't have to do it 100%.
Amy [00:10:31]:
I couldn't agree more because I hear that all the time. I just had a conversation the other day with someone about this very thing. She has a local service based business in the wedding industry. And she's like, I need to be on social media. I need to be on social media. I'm like, no, you need to be like in person, networking, like getting referrals, growing, like, where are your current clients finding you? Talk to them, figure out where your current Clients are finding you and double down there. Because most people, you're right, they don't need nearly as big of a social media imprint as they think they do. And it's almost like so many business owners are stuck in this weird duality where they're trying to be influencers and it's like, okay, are you a influencer? Do you really want to be that or do you want to be building a business? And I think that's where it gets really frustrating for a lot of business owners because they're so busy doing their thing, providing the service, making the product, that social media is kind of the, you know, on the back burner.
Amy [00:11:27]:
And then you show up exhausted and overwhelmed and it's just draining.
Alyssa Lang [00:11:31]:
Yeah, 100. I think just people just in general see other people doing something and they automatically like whether it's a software. We see that all the time. It's like software switching and getting excited because the industry is now talking about this new proposal system or this news, you know, whatever it might be. Or I saw X Guru online saying that they make 100k. I'm like, but you don't know all the details, right? I can't tell you how many times I know. Like we work some multimillionaire women and we also work with like people are at six figure stages. Like we worked from them from all over.
Alyssa Lang [00:11:59]:
I have some clients of ours who are making multiple six figures who are actually profiting more money than our seven figure clients. And so when people are out there sharing this vanity metric, it looks sexy, it looks pretty, it looks cute, it looks beautiful. And yet you're killing yourself to match someone's energy that you don't know behind the scenes if that's actually what they're taking home. And out of what that money are they actually taking home, is it even healthy? You know what I mean?
Amy [00:12:24]:
Right? Oh my gosh, that's such a great point. The context, the context of it. Because a lot of these multi seven figure earners have very large teams creating everything on the back end so that they just have to show up and do the one thing. So to compare ourselves with someone else. You don't know what's going on in the back end. You don't know what their ad spend is, you don't know what their overhead is. It's like when I see things like that, I flip into like curiosity mode. I'm like, oh, I wonder where her profit margin is.
Amy [00:12:51]:
You know, I wonder what her overhead is. Because yes, you can be making a ton of money. But you can also be spending it just as quickly. And that's something else you guys do really well is really help business owners create more of a profit margin and really keep more of what they're bringing in. Where do you find that some of those biggest leaks occur?
Alyssa Lang [00:13:13]:
I think leaks can be team and that's always most companies, especially in the online space, mostly because of what we do and how much money we have to pour into them. But I think a lot of people have this like very interesting perspective on bringing someone on to help them in their company. When someone thinks employee, almost everybody I talk to immediately thinks full time, 40 hours, like benefits, 401ks, healthcare, medical, dental, which is great in the grand scheme of things if you want to do that. We offer that. That's what we take care of our employees. We've always gone with them full time. But it took me forever. I started with contractors, then it turned into part time employees.
Alyssa Lang [00:13:48]:
But I think there's this like this idea that it needs to be this big. You can literally hire someone as an employee for five hours a week or even five hours a month. Like it doesn't have to be. There's no rules. There are rules around what is a contractor versus an employee. And that's another big mistake that I see a lot of people make. And if anyone who is listening right now is, is wondering if you are actually employing people the right way, I would highly recommend that you just go to the IRS website and look up contractor versus employee test. This is one of the things that I see the most people get hit with in businesses is because if you are paying someone who's supposed to be an employee, AKA if you control their time, if you control what they're doing and you control the software, you control a lot of these different components.
Alyssa Lang [00:14:31]:
Most likely that's not always a defining test. There are some strategic tests on the IRS website will usually determine if someone needs to be an employee versus a contractor. But what happens is if, let's just say you were a contractor and I hired Amy and I said hey, come help me with graphic design. I tell you you need to be here from 9 to 3 o'clock and you need to do all the work. But I'm going to pay you as a contractor because as a business owner I don't want to fork out the employer taxes. So this helps me save money. All is handy. But then I let you go because the business is downsizing.
Alyssa Lang [00:14:59]:
You go and file unemployment, guess what's going to happen? The unemployment is going to come to me as the business owner and say, hey, we actually need proof to either like approve this or deny it. You have to now show proof. And they say, wait, they're actually saying that they should have been an employee based off these rules. Because as much as we love our team, as much as we trust them now, people will come later to say, you know what, never mind. Now I actually want to come for you and tell you that I was supposed to be an employee. So I don't want to put that into someone's head. I just want people to be make more awareness around that because it's a major mistake that I see. And then they come back and you have to pay back taxes.
Alyssa Lang [00:15:34]:
It's a whole thing. You have to pay for amending returns for that employee. It's a whole nightmare. So just being very aware of that, but not the other thing too is around employees and contractors and just this big, big spin that the leaks are coming from is when we talk about employees, I think a lot of people think too, it has to be really expensive, that it has to be a lot of money. If you go to Gusto, which is like our preferred payroll software, if you go to Gusto and you can look up like Gusto payroll calculator and you can plug in what you think you're going to pay that someone on an hourly rate, number of hours, stuff like that, maybe what state they might be in, they'll actually tell you about how much it's going to cost you to maintain that team member. It's not as expensive as people think it is. What does become expensive? 401ks, healthcare, medical vision, all that stuff. So that's a big part is team.
Alyssa Lang [00:16:23]:
But I also think people see leaks in that area and I'm sure you see this all the time. I see a lot of these leaks because they don't know how to use their team, they don't know what to do with them. They're also being emotional, going back to data. They're making decisions off of emotions and not pure fact of their team. What are their actual KPIs? How do I know my VA is successful? How do I know my marketer is producing for me? Because I'm tracking that stuff and that's where people are really missing the mark. Because if you can have your team perform, those leaks are going to be plugged and you're going to have a really successful, very profitable business that can bring in a lot of money that can support you if you do it right.
Amy [00:17:01]:
Oh, amazing. Yes. And that is so Cool. Critical as a business owner to have in place that solid foundation because we are running businesses here. We're not just doing these cute little hobbies on the side. No. If you want to build and scale a business, you need to treat it as such. And that's the thing.
Amy [00:17:22]:
That's why I love having people like you in this world to help us navigate this. Because tax laws are always changing, legal is always changing. The FTC just came out with a whole bunch of new stuff at the end of last year. So it's important have experts that are your go to resources in these fields, especially when it comes to the financial, the legal aspects of running a business. Because like you said, yeah, that may not be the most fun thing right now to be doing, but it is going to save you so much time, frustration and headaches on the back end. And the other thing you touched upon too, which I think is so important, is the emotional piece. We tend to make our metrics all about us, but at the end of the day, it's data. Data doesn't have feelings.
Amy [00:18:15]:
Data is just there to be the bestie. That's like, hey, just letting you know this is going on. You know, it gives you that tough love that sometimes you need. But it's not a reflection of our worth, of our abilities. It's just there to guide us and kind of nudge us in the right direction.
Alyssa Lang [00:18:32]:
Yeah, totally. Yeah. It's so funny because like something that comes to mind when I'm like talking about the emotional side versus like the logistics. So I'll use myself as an example. So at my company, my other company, it's called Workflow Queen, we generate anywhere from like 1.5 to 3 million a year, depending on what, how the success of our company is going. It's a really big gap. It's only because like, emotionally, sometimes, like, I energetically don't want to lead. And I can see how that affects our team sometimes and our income.
Alyssa Lang [00:19:00]:
So going back to emotions. But one big thing that recently came up for me as I was, I was on one of my Mastermind calls and on this call, my coach was like, yeah, you should just go bigger, go bigger. And it was like 10 million, go to 10 million. I'm like, cool. For so long for like, I'm not kidding you, the past like three, four months of 2024, I was like, 10 million, 10 million. That was like my goal because someone told me somewhere it should be 10 million based off of like what we were doing. And I should just go big and do all these things, right? I'm sitting here thinking, and I was sitting by a campfire with my friend in Arizona and she's like, is that what you really want? And I was like, you know what I really want. And this is going to sound crazy, but for the people who really understand growth won't judge me for this.
Alyssa Lang [00:19:37]:
I want to take home a million a year myself. This is beyond the company. This is. I'm going to take that home, reinvest it in property. I'm going to give me what I want in my life, like the things that make me happy, be able to use it in charity and donations. I want to take home a million dollars. So she's like, then why are you obsessing about 10 million? If that. With a 10 million dollar company you have to have a lot more overhead, a lot more team, a lot more execution, a lot more expansion and growth and all these things, right? So we actually reverse engineered.
Alyssa Lang [00:20:05]:
Thankfully my one of my biz besties is also cpa, so like we could nerd out on numbers all day. So we worked this number backwards. So I'm sharing this because it was so crucial when we worked the number backwards. And I said I want to have at least 350k cash reserves in the bank account for the business. So that way we're settled, we're good, we don't have to worry. Also I need to pay X dollar amount in taxes because I'm in the state of California. Plus for federal, I'm probably going to be in a 34% tax bracket. Then we work the number backwards even more.
Alyssa Lang [00:20:33]:
Now how much do I want for my profit margin? So I want a 40% profit margin. So we worked all this reverse engineering going back to KPIs. We reverse engineer to come up with a total of all we have to make. And I know it sounds like a big goal still for some people. All we have to do is 6 million. I just cut off $4 million of production that needs to be made for no reason to have more overhead. Say we have a higher profit margin like or a lower profit margin, it wouldn't be as healthy. We would actually still make the same amount of money because we'd have to have the right production to make 10 million.
Alyssa Lang [00:21:07]:
That all we did was just cut off four of it. And I still get the same result. So this just goes back to the emotional side where someone told me somewhere I attached to that emotion because it's felt really good without looking at logistics. Then I looked at logistics and said, wait, I Don't have to do an extra 4 million. This is incredible. And it just goes a really long way to show that. Like you obsessing and comparing yourself to someone else online who's saying, to make six figures, if that's not what you want, what do you actually want to take home? And let's reverse engineer that number.
Amy [00:21:40]:
Yeah, it's possible. It is possible. But it all comes down to figuring out what, what do I want? And most people have a really, really hard time answering that because the world is so noisy. We've been conditioned to believe that anything less than a 10k month is failure. When in reality it's like, well, what do you want? Do you just want to be able to take your family on vacation each year? And that's perfect, right? Exactly. Maybe just in a really busy season of life where you have little kids and they need you, that's okay. But until you take the time to figure out what do you truly want? And I like to take this even a step deeper and go, well, why? Why do you really want it? That's powerful. And that'll keep you going on those days where business is tough, you know, and the emotions start to kick in, and then you go and revisit that.
Amy [00:22:31]:
Why? And it's like, okay, yeah, I do want to be able to give freely and generously to whatever, whenever, and never have to worry about what is in my bank account ever again, because I know it's more than enough than I'll ever need. So, you know, it really comes down to what do I want and why do I want it? And that is so powerful. Alyssa, I loved our conversation today. Where can we learn more about you? How can we get into your world? Tell us all the things.
Alyssa Lang [00:22:58]:
Yeah, so best place to go if you ever want to, like, voice note me directly. I love voice notes. I'm obsessed with them. Is Instagram. That's at Magnetic Profit. You can also go to magnetic profits.com if you want to just peek around. Look at what we do. We offer bookkeeping.
Alyssa Lang [00:23:11]:
We also offer high level strategy. We also even offer, like VIP weeks where we can, like, rip apart your whole business, see what's wrong in four major parts of your business. Operations, sales and marketing team. And I'm missing one of our components. And it's gonna. Oh, client work. Deliverable, the most important one. And we can tell you from a financial lens where you're actually bleeding a lot of this stuff.
Alyssa Lang [00:23:31]:
So. So I'm genuinely here to support everybody. I really, truly believe that more women should feel more empowered the percent of women in business. Just so you know, this fun fact is less than 2% who are making over seven figures. And I think that is ridiculous and that I'm on a mission to actually change that percent. And it all starts with just the support and being able to guide people. So for anyone listening, I am an open book. I just love humans in general, and I want to see everyone win and succeed.
Alyssa Lang [00:23:58]:
And that is literally my goal here at Magnetic Profits.
Amy [00:24:01]:
I love it. Yes, I am right here beside you. Let's link arms and break through that 2%, because that is ridiculous. And we together can change this. Alyssa, thank you so much for joining me today. And until next time, remember to shatter or leverage your data and shatter your sales plateau.
Alyssa Lang [00:24:23]:
Thanks.
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