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The Elevatory Blog

Ready to scale-up your productivity, master your mindset and strategise like a marketer?

Then read on for insights that will drive you to rise to the next level in your life and business.

Anna & Flori step you through the importance of taking stock of the year that was, so you can leverage your insights for the year ahead.

And if you haven't taken the time to self-reflect on how far you've come this 2018, may this episode inspire you to do so...

Because in this ep, we get really real on ALL our highs... and, equally as important, ALL our lows...Plus, we spill the beans about everything from our business model changing to what's on tap for next year to where we had some serious bumps in the road this past year... and what happened as part of this.

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  • Why you should stop and reflect on your achievements regularly
  • Why your lows are huge opportunities to learn from and improve upon
  • How you need to keep track of what works and equally as important, what doesn’t work for your business




Anna Jonak: [00:00:39] Welcome to Episode 32 of the Raising Her Game Podcast. We're Anna and Flori, and most importantly, we are back together after God knows how long we've been solo podcasting in and around the craziness of, you having a baby? And just the hecticness that is business at the moment like Oh my God.

Flori Pyke: [00:00:59] Yeah it's pretty, it's all happening, although I feel like what, I'm just gonna go straight into my hashtag winning moment because... [Anna laughs] I know but it really is related to what you just said. I feel like I'm getting my head above water. For like in the last two weeks, I feel like I'm starting to find my feet again and it's just a great feeling because I kind of felt like I was drowning for six weeks. [laughing]

Anna Jonak: [00:01:32] Oh well I'm with you. It's been, let's be honest, it's been hardcore I think with the speed that you and I tend to move in business generally and the aspirations that we have for everything and all the stuff that's been going on which everybody is gonna see unveiled slowly over the next six weeks or so. I think people will be pretty amazed and I mean, there even were like I've had so many comments from people about how amazed they were seeing you at Success Live, the event that we ran and so we just...

Flori Pyke: [00:01:56] It was like a haze. It was a haze. See whereas like now, I'm like I'm here. I'm present. Things have changed.

Anna Jonak: [00:02:05] So we did a two day event I'm sure some of you guys sort of heard us talking about Academy Live! and yep it was two full on days of taking people through their business foundations. We had a room full of 20 women. It was amazing. How old is Julian? He would've been what, four or 5 weeks.


Success Live


Flori Pyke: [00:02:18] No, I think he was four weeks.

Anna Jonak: [00:02:22] Yeah. So she was, we had bub there. So there was a bit of juggling the baby and cuddles on my behalf. My womb definitely made some movements towards wanting more children after I held him against my chest for long periods of time. But in all seriousness, you did. It was pretty epic seeing you there doing what we did. But I mean it was an amazing weekend. I've got to say I'm pumped. We did it.

Flori Pyke: [00:02:43] Yeah I feel like, I mean I'll be honest. At that time, I was like I don't even know how this is, how I'm going to do this.[Anna laughs] Like I wasn't gonna hold keen on the whole thing simply because I was like I don't even know what's going on like from minute to minute with this kid even though he's an absolute treasure. But when they're that little it's very unpredictable. But he really, he was such a legend the whole time. And back to actually the delivery of the event and the execution of it, and wow it was like I'm getting those goose bumps again like it was unbelievable.

Anna Jonak: [00:03:17] So we're doing something, like Flori and I've been chatting to come up like strategy for New Year and all the things going and she's like I'm getting goose bumps just because big things are happening. It's exciting we've just hit the three year mark in our business. Three years in November and so much has happened. It's just phenomenal and so much more to come. And well this is timely really for what we want to talk about today really isn't it? [Flori agrees] With regards to I guess the year that was. I'm just going to leave the winning to you this week. [Flori laughs] My winning. I don't want to make you jealous with just having come back from the UK [Flori laughs] yeah, I just, I did a whirlwind in the UK. It was like seven days all up pretty much 36 hours each way travelling. So really I was there for like four and a half days. The losing side of that is the massive jet lag and children who want your attention with the jet lag. And my husband, right? Can I just say he was so amazing while we were away. I was like Oh my God I love this man. And then he comes back and he's like massive grumpoid. I'm like well now we've got kids again. That's it? Hello. What's happening?

Flori Pyke: [00:04:18] Isn't he just next door?

Anna Jonak: [00:04:20] Yeah that's right. [Flori laughs] He can step up me. He can step it up like where's the charming handsome husband that wooed me on this holiday.

Flori Pyke: [00:04:29] Everyone says that when they go on holiday with their husbands they're like oh I can see why I love you again. Maybe I need one of those holidays. No I'm just kidding. I do love him at the moment, at the moment. [both laughing]

Anna Jonak: [00:04:39] Well that's it. It is moment to moment, isn't it? Let's be honest sometimes. Anyway do you wanna do any losing or you're ready to...?

Flori Pyke: [00:04:49] Yeah I don't feel like there's much. I'm feeling pretty good. I told you like getting my head above water has just been like a really yeah [Anna says "swim, swim girlfriend, let's swim"] Yeah. I'm feeling really good and I actually what. Maybe we should skip the losing and talk about another big winning ‘cause we got a big one.

Anna Jonak: [00:05:06] What's the big one?

Flori Pyke: [00:05:07] Well the Goal Setting Challenge. 

Anna Jonak: [00:05:09] Ahhhh! Like there's so much happening I'm like which one?

Flori Pyke: [00:05:13] Girlfriend, it's like all we're talking about right now. [both laughing]

Anna Jonak: [00:05:18] Yeah we do. We have our epic Goal Setting Challenge happening again in January. I think we kick off the 14th of January yup which is pretty exciting. Cannot wait for that bad boy. It's uhm. How many years have we done that? Is that a second year now? I think.

Flori Pyke: [00:05:32] Yeah I think you're right. I think it's the second year. And it's always, well we... But this is the third time we've actually done the Goal Setting Challenge and it always just goes gangbusters so...uhm well that's it.

Anna Jonak: [00:05:45] Oh because it's a new year. It's a new year, new you, new business. Anyone who's starting in business or in business like wants to make it happen. Everybody's head say it's like boom let's do this. So that's what we're going to do with you. So yes we should give you the link to come and join us on that one. It's and this will be in the show notes as well. We would love to see there. We love doing challenge time. We release a series of videos for you. And there is tons of like Facebook Lives that happen to accompany it. It's literally four days jam packed, full of strategy, insights, business marketing and tons of mindset, my favourite, to help you get your head into the best place possible for the biggest 2019. In fact we're going to have the biggest 2000 like biggest year ever this year. I know it like we've just been like smashing it and... Getting excited.

Flori Pyke: [00:06:36] Yeah I'm really excited. Yeah. It's gonna be a big one. It's all happening.

Anna Jonak: [00:06:40] It's all happening. And in line we're talking about our plans and goals for next year. Today we thought would be the perfect time to do a bit of a review of the year that was in 2018 for us because we... [Flori agrees] It has been a big one and we actually did an exercise like this with our masterminders on a recent strategy day we did for them at The Elevatory® Mastermind and it's such an eye opening exercise, right? [Flori agrees] And actually I think I said this before. I did this this time last year on New Year's Eve. I did this exercise whilst my husband was uber-ing when I was home and lonesome with the kids and I just wrote down all the things we'd done the previous year and even that list was epic. It was just such a good tool to help you see what worked, what didn't work and that year we definitely made some mistakes let's say. We definitely invested some energy into very much the wrong areas. But making mistakes is normal, right? You gotta make them.

Flori Pyke: [00:07:36] Yeah and you got to learn. [Anna agrees] You're gonna make mistakes. You got to progress and it's all part of it.

Anna Jonak: [00:07:42] Part of success, isn't it? Like everybody has to kind of make mistakes but yeah we did have some epic ones that year. And obviously, it's really important I think to stop and take stock of all that you have achieved. And I'm looking forward to doing that on this episode because let's be honest we moved so fast sometimes and with all the things going on, it's kind of like you check something often, it's like fist pump and then you move on to the next thing but it takes those moments and go, wow actually look at what we've done. And I think we ran it on a recent webinar. We ran as well we kind of did a checklist and it's always like wow how did we do that. It's like you being pregnant and having a baby and the three kids pace and it's pretty epic.

Flori Pyke: [00:08:26] It is. It's really, really epic. So well let's get into it. So there's quite a few wins but also some lessons learned for sure and maybe we should start with some of the wins I reckon starting on a high note.

Anna Jonak: [00:08:39] Yeah why not let's shake it out. Woohoo! 



Flori Pyke: [00:08:42] Exactly. And like... and we definitely want to share this with you guys because we feel that it will inspire you to reflect perhaps on what you’re doing in your business and take some learnings from it. You might get some inspo from what we've tried and where we've made mistakes and what's worked and equally as important what hasn't worked really. So the first big change that we made in 2018 which has completely revolutionised our business is our business model. We basically engaged a coach like early on in the piece in 2018 and holy moly. We basically hit the ground running like faster than we've ever gone like it was like pedal to metal. I've never seen us operate as fast as we did.

Anna Jonak: [00:09:32] I know right. We're intense anyway. It's like intensity on speed.

Flori Pyke: [00:09:35] It was like we were on speed. And one of the things that we engaged him for was we really wanted to ensure that we had the right business model. that we were doing the right things in terms of our membership model and how we were engaging with our students and what not. And he made some great suggestions to us which we implemented. And holy yeah it has completely changed our business, the trajectory of our business, the way we serve our students and...

Anna Jonak: [00:10:04] The caliber of students that we work with. The results that we can have like everything. For those of you that don't know and we'll talk more about this in another episode as well I think the evolution of our program because I think it's important to really kind of share the journey that your products and services should go on because you don't create something once and that's it. And we're constantly updating and evolving. But for us we started with an eight-week program which delivered business foundations and then in response to student needs, they wanted more advanced content. So we created an upgrade type program and we just found that we were kind of moving between the two programs all the time and we wanted something which kind of solidified and brought everything together which really is what we went on to go and create with The Elevatory® Academy where we brought all of our programs together under one umbrella and then just implemented so much around it with regards to the strategy of taking people right from the start through to growing and scaling and as you'll see that means as we head into 2019 we're about to revamp that program again to kind of like God I can't even don't even know how to explain it just as it is next level again, isn't it? [Flori agrees] And we've just had the most epic year with this program and through the research and insights and kind of like wanting to improve what we do, we're about to go through another round of just kind of stepping up again because it's working so well and there's just so much more that we can continue to do the more that we do.

Flori Pyke: [00:11:30] Yeah I completely echo all that. And I also think like one big change that is important to highlight. And like Anna said, we will be talking about it a lot more in an upcoming episode where we will talk about the evolution of The Academy but it's worth highlighting here is we introduced this personal coaching forum and it's enabled us to basically connect on a whole new level with each and every single student who we work with. So we have daily conversations with them and it's not just Anna and I, we have other expert coaches who dip in and offer their advice depending on what that student, what challenges that student is up against. And yeah it just, it enables us to keep them accountable and to really create tailored feedback and support according to where they're at on the journey rather than a one size fits all program. It is really, really bespoke and that's been a massive change that's really enabled us to create huge results for our students and it's been really exciting.

Anna Jonak: [00:12:31] Yeah because we get to know our students more intimately like we go on... We really go on the journey with them as opposed to before when we just had like Facebook group conversations or the hot seat. We're now like speaking to people every day and with the life coaching sort of stuff that I specifically do as well, you kind of, you work through the highs and lows emotionally, what's going on with people personally along with kind of like working at the business strategy and kind of nutting out sales funnels marketing plans. So it becomes a really personalised, some really special relationships I think. And we definitely have enjoyed going from mass groups of people coming through to kind of having these more intimate one on ones and building up bigger relationships that kind of go on and see their business changing as a result. And also, I think worth noting in terms of the actual change as well is that we went onto a subscription-based model so it was no longer a come and do this for six months or twelve months. It's a rolling program because ultimately the results that you get, the whole point is, your business is constantly evolving and there's so much content that we have available. It's one of those things that as your business journey evolves the content that we direct you to becomes relevant to where you are at that stage. So you’ve done a lot of work with people helping them to kind of learn and now Facebook ads and things like that when they're at that stage and there's other people who are still kind of like really defining their business model and their finances. So but yes the subscription model has definitely had a massive impact from us from a financial standpoint and again continued to build and be effective in terms of result delivery.

Flori Pyke: [00:14:10] Yeah yeah I totally agree. All right. So that's win number one. Yeah. So another one. Hello. The Raising Her Game Podcast.



Anna Jonak: [00:14:20] Here it is. Yeah I'm gonna not lie. There was a bit of resistance to doing the podcast because it was tough. It was said to us a few times. Because it was the whole thought of like just the tech... the content, the tech. [Flori agrees]

Flori Pyke: [00:14:34] I think for me it was more like the responsibility and accountability of like oh my god, more content, more content but wow. Like it was, it's been, first of all I think that we both agree mutually that it's probably one of the favorite parts that we do in our business. Like we absolutely love getting and recording the podcast even though it's time and it takes energy and all these things and you have to carve out the space for it. It really, when you sit down and you actually record, it's just so much fun like I love it.

Anna Jonak: [00:15:08] I think it's because we just like the sound of our voices. [both laughing]

Flori Pyke: [00:15:11] Perhaps. But I also think it is we're behind a keyboard so much and it's so nice to be able to have these conversations with different experts and individuals and students and even like you and I having a chat. I love it. It's so fun because like most of the time we just chat via messenger or like here there for like two seconds I got to go and it's just I love it. So that's been really fun. But also aside from the fun level it's been a massive vehicle to really showcase our expertise and to give prospects and leads a real taster around what you and I are about and the community that we've created and yeah what The Elevatory® is all about. So that's been pretty cool.

Anna Jonak: [00:15:58] Yeah it's definitely I think it’s given people a really good insight into who we are, how we teach, what our vibe is and we've had some fantastic feedback from people just listening in and saying that they kind of feel they get to know us and it makes the decision to come join us so much easier because they kind of know what they're in for, which is great because we certainly want people to see who we are and what we're all about and because when we do that hang out, there is no fluff. It's straight to the point. It's good, it's bad, it's lovely. And this week, we're having to brag right now and that's cool. I think if one should brag, it's important for you to be able to go look at us man. Friggin' hashtag winning.

Flori Pyke: [00:16:36] Totally. Stop and smell the roses. Yeah. I'm all over it. I'm with you.



Anna Jonak: [00:16:40] So podcast. Yeah. Loving the podcast. I'm very excited to see the podcast continue to grow from strength to strength in 2019. What else? Another big one. The Elevatory® Mastermind. I mean these are actually some really big things that we did this year. So Beyond Brave Mastermind is basically an elite mastermind for female business owners who are doing over a hundred thousand dollars in their business and it's limited to just 20 businesses that we work with and it kind of steps things up compared to what we're doing in Pro where we're actually meeting regularly on the phone with these students bi-weekly or more if needed. It's really about kind of like refining their marketing and sales funnel strategy and helping them kick some massive goals. I mean God it's only been going about six months, right, less than six months? [Flori agrees]. And again the results we're seeing for students in that space are epic and just that different level of conversation right as well like actually seeing people...

Flori Pyke: [00:17:45] Well it's like connecting like we are now. Like you see each other, you're chatting like and that that extra layer of communication and touch point, it's exciting. And you get to move so much faster with them because they're listening and applying, and you have contacts live and you can therefore give advice right then and there in the moment and ask the questions you need answered in order to provide that advice. Yeah I just find it's hugely exciting. It's awesome. Awesome program. And sorry I just want to say to Anna's point, the results we've created are absolutely astounding. Like we've had, well I'm just thinking of one student in particular just who literally this week has just quit her job and I remember when she started with us. [Anna agrees] She was like I remember you chatted to her first and then you said that's like part of her thing. That's what she wants to do. And here we are, six months later and she's managed to do it like hats off to her. So great!

Anna Jonak: [00:18:44] Not even six months, she only joined us about three months ago. And in fact she moved so quickly, and I think that's what I like about the Mastermind is that they're a bit intense. The movement happens really quickly. People and it's like the Go Trovo girls, we've got a couple of women who are doing, who have revamped their whole look and feel of their website and their branding with these amazing children's games that they've created. And just seeing actually how far they've moved in terms of study and learning Amazon as well like just blows my mind. I'm out with Jo in the UK and it was just so great to meet. She's from the UK. It was great to see her and see what they're doing. But it's a privilege. All of this is a privilege actually. I think we're very lucky. I mean it makes you. And the moments when you kind of get fed up and tired because you're doing so much, when you stop and smell the roses and think about all the people we get to kind of reach, communicate with, help, become part of each other's lives, it's exciting. Getting emo over here.

Flori Pyke: [00:19:42] No. But I'm with you. It really is. It's been really fun. Oh so another one. Telstra Business Awards, a big one, a really big one. 



Anna Jonak: [00:19:52] That was a big one. Well that was that moment, that moment that changed a lot again for the second half of this year.

Flori Pyke: [00:20:01] Yeah. So we had an episode where we talked about and we'll talk about them kind of what we talked about in that episode which we made a mistake and so forth and a little bit. But it was a big moment for us. We were nominated. We were one of six businesses to be finalists of over ten thousand businesses around Australia for our category. So that was, big pinch me moment for Anna and I. And when we weren't chosen because we didn't win which was fine. No competitive edge here or anything, tsk tsk tsk. [both laughing] But in all honesty, it was probably the best thing that ever happened to us because it really, really made us reflect on where we were at and what we wanted for The Elevatory® to become. Like it really made us re-consider our big picture vision and go even bigger. I think both of us kind of stepped away from that with some very clear ideas around where we want to take this and really, it's inspired a lot of things even since then which I'll let you talk about with Academy Live. But yeah it's, it ignited a fire with us to play even bigger.

Anna Jonak: [00:21:24] Totally. And I also think though that sometimes you can get so caught up in and maybe you guys can identify with this like sometimes wanting to go bigger and reach more people and everything else. And I think that's where we got caught up in thinking about reaching a wider audience and maybe moving more internationally. And all these things which are great on the surface level but I think for you and I really Telstra really brought the heart and soul of our business back to us because it's why we started it. We love the whole mum angle. We were all in the trenches. We get how people are feeling. We know how they want to feel and what they want to achieve and it didn't feel quite right trying to kind of take it down this other avenue. It didn't feel like it really fitted who we were and what we wanted to create. And I think that enabled us to go well ‘why are we doing this?’ It's not even what we want. Why aren't we just focusing on going bigger with what we're doing with The Elevatory® and indeed that's where as you said we've kind of started to refine our coaching program again in The Academy and we'll talk about that as we said another episode. 





But one part of that is that we introduced some face to face training called Academy Live! this year which ran its first intake at the end of this year with 20 women coming into a room which Flori brought her new baby too. And for us we, you'll definitely see the trend for us is very much about coming together in-person with people. It's more personal connection. It's more as much impact as humanly possible for each person. It's not about reaching as many people as possible. It's about reaching a small number of people but having massive impact on these people that we work with and making sure that we are working with the right people who are going to go and do the work and I think certainly over the last six months, we've seen that through the Mastermindres and students in this The Academy, we're definitely working with people who are working hard. They're going all in. They want results. This means something to them and that's what we want to be part of. We want to see big change happening.

Flori Pyke: [00:23:19] Yeah I couldn't agree more. And I think even before we’ve gone on to record this podcast, we were just discussing how Academy Live is such an important piece of the puzzle in facilitating those results and that big change. And in fact, when we delivered the first one, we did a big research piece after because hashtag research is like so our game and like going through every single one of those survey results was amazing like everyone just saying it was just such an eye opener. And also being able to connect offline, one on one and getting clarity around what you guys teach and being able to ask questions right then and there in the room was invaluable. And that's exactly what we set out to do with the event. So to get that feedback and that confirmation that it worked, and that people really felt they got results from it was awesome and that's why we want to really create and continue to create these offline connections with our students because it just enables us to accelerate the results so much faster.

Anna Jonak: [00:24:21] Definitely. So hashtag sneak peek. This is definitely going to be our in-person training, is being brought into a new version of The Academy because we feel like it's just an absolute must to get in front of people to have those one on one connections. I mean I can't even express the having that many high-quality people in a room together and again away from your kids remember ladies, just in this room of like people just wanting to learn, going all in. I mean the number of women that we’d pass that were in that facility that we held in that kept going what's going on in here? Who are you? We want to know more. We love that this training happening in here. It was just yeah it was so good to see everybody come together and support each other and like laugh, cry, build each other up and share again so much emotion I just have to say. 



Flori Pyke: [00:25:09] I know. So true. So true. OK so and another big high for us. And I think part of this commenced before Telstra but it certainly accelerated when we had that moment at Telstra, Anna and I really solidified the vision for where we want to take The Elevatory® and the impact that we want to create. We expanded our team and we expanded our team at a very fast pace soon after Telstra. So we now have six team members and the number is growing very, very quickly we have to say.

Anna Jonak: [00:25:48] We got more being introduced in January.

Flori Pyke: [00:25:52] Yeah, more getting indoctrinated which is very exciting. And the vision like that we want to create with this is, Anna and I, we don't know everything, and we don't profess to know everything. And by bringing in more staff and team members not only does it enable us to grow the business faster but it also enables us to add this extra layer of expertise that we don't have, so that when we are in a room coaching Academy Live or we are in the forum coaching a student on something if we don't have the expertise, we can go to the team member at that point in time be it Jo or Caroline for that expertise and that's really exciting because then the student is getting exactly what they need and it's been a huge game changer for us and that's been really well received. I think every single student loves that they get this customised feedback from an expert being around SEO or e-commerce or what have you.

Anna Jonak: [00:26:50] Google Ads. Facebook. Like this just yeah I think that for us, we've definitely got a view on it's about creating this amazing team of people to support you. And we're looking, it’s all about creating a support team for you which we play a role because we all have these unique skill sets and information and things that we can deliver for you. And it's just great to be able to have everybody dipping in and offering the best advice on the relevant things for everybody's unique journey. And I think that that's just going to continue to go on in the hot seat, we deliver on the team nights and things like that. Yeah it's exciting. And I can't wait for Q1 and Q2 next year with regards to the expansion plans we have there and being able to help more people.

Flori Pyke: [00:27:40] Yeah. Super super exciting. What else? 



Anna Jonak: [00:27:45] What else we done? Also we did have some other big achievements with regards to our systems and processes. I think it's really important to take note of these things because they're very labour intensive but once they've been implemented they are massive like time saver. Basically, we automated a lot of our onboarding for students so email sequences that were built in which delivered content specific points of time or drive check ins and things like that. And we built in standard operating procedures and practices for client retention and so basically we have a stalk team otherwise known as our stalk team who basically check in with students and ‘where you're at? We haven't heard from you in a little while. What's going on? Are you executing? Are you stuck? Are you procrastinating? Where do you need help? How can we get you back on track?’ And literally if we don't hear from you via email, you're going to get phone calls. You're going to get messages. We want to keep you accountable and that was a big thing for us that we wanted to implement this year which was making sure that we lose as little people as possible because we know that people get caught up in life and we completely appreciate that but we also want to be there to support them through that so that they're still getting the results that they wanted when they signed up.

Flori Pyke: [00:29:03] Yeah absolutely. Yeah it's been pretty exciting. I mean I've said this before but I love the standard operating procedures. I think it really forces you to put pen to paper and figure out what it is that you do. How you do it. If you could even do it better and then it's just this manual and as your business expands I mean it's golden. I mean that's essentially how franchises expand. They have manuals for everything.

Anna Jonak: [00:29:30] Oh totally. I mean it's one of those things that just as a note to people, there's everybody I think when they're training staff or they're thinking about taking people on they see it as a massive task to write these procedures or they don't know how they're going to kind of keep the standards that they want. And whilst yes it's a little bit time consuming to write, the fact is it does make you take stock and see how you can sometimes, as you write the process you realise it could be done better and then you also then give someone the autonomy in your team to improve on that. And I mean we've invested in lots of training for our team this year as well. We've sent people on lots of different courses from YouTube to organic Facebook reach to, you name it and then it enables them to kind of really own a space and carve out a space for them in our team as well and create these standard operating procedures themselves so it snowballs. It's pretty exciting.

Flori Pyke: [00:30:21] Yeah super exciting. Okay. Shall we talk the big blip?

Anna Jonak: [00:30:26] The big blip? So we should head into the lows now because if we we've done some big goal kicking. Let's talk about the lessons and the learning and the big dip. Yeah let's start with the big dip. The uh-ah, what were we thinking? 



Flori Pyke: [00:30:38] That's right. I know. So we did talk about it in Episode 24. So if you tune into that you'd know that we made a big mistake, a big boo-boo. But, you got to make these mistakes. You gotta make them to keep moving. So we thought it would be a great idea to rebrand our name to Anna and Flori. And at the time and also given the fact that we move at 1 million miles an hour, it wasn't just like oh we'll just change the logo, we changed the whole website. We changed the hyperlinks. We changed our socials. We changed our brand guidelines. We changed everything. And we put a lot of effort time energy and money into those change. Yes like a lot of time in the whole works went into those and when we were sitting at Telstra and we had that moment that we spoke of we realised in that moment that it wasn't really in line with the vision that we had originally created or where we wanted to take things and it was for a few reasons like Anna and Flori, it's just pegged to us. And I mean we've just told you this whole episode has been about giving you the expertise that you need. And we're part of that puzzle but we don't know everything. And so we didn't want it to be just about us. Instead we're here to build a community that's going to support you.

Anna Jonak: [00:31:58] Absolutely. Yeah I think the key is that we don't want it to be just about us. It's not about us. It's about the social movement that we're creating to empower mums, to empower women. And it's about delivering the best expertise and yes we're the founders but we don't feel that we have to be like hey this is everything us. I think over time I think you'll see more of our team members coming into our feed and everything else because it is about creating as you said a community a social movement. And so Anna and Flori suddenly didn't fit right for that. And I think that I'm glad we made that mistake though because I think it's probably something that at some point, we would have thought about doing. But I think that whether it was shiny object syndrome or what we needed to go through this year at the beginning of the year to solidify the real true vision. I mean we just talked about how excited we are about what we're doing next year and how the program The Academy has evolved, how we then went on to evolve The Elevatory® website. If you haven't checked it out already, there's a ton of free resources we've built into there because we are really owning the space of a business school. It is for us very much about education. And offer you practical advice, similar to that of like a business degree. That's the place we're moving into and it's about giving you tools and resources for free if you're not in that space or you're not ready yet so that you can walk away and be able to do things but likewise to offer this really high-end program when you are ready to get massive results. So yeah the blip was an interesting one and I think the worst that happened mainly was the time and money spent. But I think that it taught us to trust our gut and I'm very grateful for it as it was really. 



Flori Pyke: [00:33:45] Definitely. It gave us the kickstart I think to realise what, that's not where we want to take things. And it also created a sequence of events and decisions that has really been of huge benefit who are business and we'll continue in 2019. So I totally agree. I mean sometimes you gotta make mistakes to learn and have these eye-opening moments to make other decisions that will serve you. [Anna agrees] OK. So another kind of blip is we have been really focused on a specific marketing strategy over the past two years I'd say where we got really focused around just doing kind of big huge launches. And as a result of that, we got on to a hamster wheel. And it did lead us to burnout because it's a lot of time and energy that goes into preparing a challenge or any launch event. And it got really tiring and when you get burnt out and you get tired, you start losing your oomph for things. So we started to assess what we were doing and basically try a few different things. Let's test a few things so that we're not always focused in putting all our eggs in this one launch basket. And as part of that, we’ve started testing out things like smaller kind of one-off webinars and automated funnels and it's been awesome. Like I think a big lesson for both of us has been like you've got to keep testing. You can't get comfortable. [Anna agrees] you’ve got to pull your socks up and always be testing new things. And it's been a huge game changer for us and not only from a mindset standpoint we're like yeah it's been a lot more enjoyable but also from a financials one when you look at the business results. Exactly. So that’s been pretty cool.

Anna Jonak: [00:35:40] Yeah. It's made, it's kept you more exciting, I think. I mean it's always nerve racking I think when you get used to seeing the results that certain things deliver which the challenges have always done. And we do enjoy doing them but it's a point when it's not the only thing we want to do and we don't want to be stuck waiting for the next one to kind of bring in cash flow and everything else. It's about how can we have encounters in different formats and I think it's been really good fun trying these things and seeing actually sometimes that energy that needs to go into driving really great convergence and finding the right people. But back into the same vein of really changing up our marketing strategy, I think that in terms of that's obviously kind of like the more sales funnel angle, the acts of touch points and activations, we've also been maybe looking at moving away from just Facebook ads because we've really used a lot of Facebook ads. I mean we do use affiliates and there are other things that we do. But I think for us we're definitely in a space now where because of the volatility of Facebook with regards to one month you can spend X amount of money and get X amount of conversions and next month you can spend exactly the same and have a massive day or massive incline and you just don't know. And it's about being savvy enough to know that if Facebook folded tomorrow, obviously unlikely, but where else can we be driving results, gaining clients? What other platforms and touch points can we use? So we've definitely been throwing ourselves out there into other areas and I think it's all great like great fun to test and certainly I thought what we've done thus far it's about seeing what else we can do and so on and so forth.

Flori Pyke: [00:37:11] Yeah. And I guess on that subject of Facebook ads with respect to social media, I think as well we have had some, we've changed things around so we kind of started to hit a wall with organic growth and when that happened we both decided it's probably time to stop flying by the seat of our pants because we have been doing that for a long time and let's invest in some training around all things social media. So as part of the hiring new staff those staff are… and Anna touched on it, we're investing in a lot of training for them and as part of that comes social media and actually developing a strategy behind why we post certain things and when those things are posted and it's less of a fly by the seat of your pants approach which is a great, winning, hashtag winning on that front.

Anna Jonak: [00:38:00] Definitely. I think that hats off to you because you basically did a lot about organic social stuff like up until now. And like massive respect for me even knowing like what's Instagram? How do we use it? How do I do these things?

Flori Pyke: [00:38:14] Sorry I just have to... the clincher for me was when we were at Academy Live and Caroline, one of our coaches was there and I said here would you mind doing an insta live using my phone whilst Anna and I are presenting? And she looked at me and I said oh hold on, do you know what an insta live is? And she looked at me like I was the biggest f***king idiot and I was like no no, like seriously I'm not kidding because I know that you don't. [both laughing] And she was like do you think I live under a rock? And I was like oh it's a legit question. You've come a long way. You have.

Anna Jonak: [00:38:50] I have. But I’m okay with it though. I feel like my strengths are in other areas like I feel like when you're like...

Flori Pyke: [00:38:55] You can't be all things, right? You can't be all the things.

Anna Jonak: [00:38:58] And what I don't, I actually think if we didn't have our business I think I would, I don't know how much I'll be on Facebook at all. I use messenger to connect with people but I feel that social media is a time suck. [Flori agrees] So I'm very grateful that you took over that side of things and you've got the language for socials. I've got the language for the other content and this is the beauty of our roles is that we kind of speak in different tongues with different things [Flori says "but they come together well"] Yes we do. I mean who knew. But yes social media has... it's great to have someone dedicated to working on these areas. But I think it's important to highlight, we winged it for three years it didn't, it didn't make or break our business. I think it will definitely continue to improve what we do but we definitely taught before... [Flori says "it's not the be all end all"] Don't get too caught up on that one. That's something we've done three years in.

Flori Pyke: [00:39:46] And I mean that goes to show you, sorry. Like just take stock exactly, look where we've gotten to by just putting a post up here and there. Like it is not the be all end all. In fact it has really not been a focus until now three years in where the business is making over half a million dollars so it's like yeah. Let's just emphasise that to all your listeners, please don't think social media is the be all end all like key point.

Anna Jonak: [00:40:11] No no no. Okay. And another big thing or a lesson. I don't know if it's a lesson for us or more of a reminder to everyone out there and that is there something that we've done quite well this year and continue to do and we'll always encourage you guys to do is to keep your eye on the ball when it comes to your competitors so that you can stay ahead of the game. As we kind of evolved our business vision this year, we certainly checked in on various people and what they were doing and it was really interesting because in some cases, we actually saw a lot of businesses have died. There's a lot of businesses that started when we were out or has started after we started out and they're gone can't find them anywhere anymore which was a surprise in some respects. And there are other businesses out there that weren't really in our space but then kind of moved more into our space over time. And I think it's really important for you guys to be aware of these things because we talk a lot about our business foundations and they're not just something that you do once. They're something that we're constantly revisiting in terms of your business foundations enable you to have a competitive edge and to stand out in your marketplace. So you need to be constantly revisiting your point of difference, what makes you different and how you can stand out and what people want from you, doing your consumer market research, seeing who's in the space, where your strengths and weaknesses are and because everything evolves so quickly and there could be someone coming into a space tomorrow that's got more money or a different take on it that people like and you've got to be able to frigging dance dance dance. What was the analogy I used last time? [Fori says "the chessboard"] Yes that's right. And just as an FYI, we recorded this episode a while ago and it did not record. [Anna laughs]

Flori Pyke: [00:41:48] Hashtag friggin failed. Oh my god. Anyway, here we are... the chessboard and she pulled this out of the hat and it was so good I sat there. I remember we talked about it and I was like why haven't you said that before and you're like I know it just came to me. So let's use it again because it was so good.

Anna Jonak: [00:42:04] So no pressure. No pressure to remember what we said last time. [both laughing] I like to think, think about your competitors are essentially like, you're playing a game of chess so it's literally about thinking about the moves that you make and where all the people are on the board where they might be able to move to where you need to move to. And I think we need to look at what we're doing as a game. It isn’t strategically, strategic approach to the game you're playing in. You can't just sit there on the chessboard because you just get knocked off. So it's about where can you move to. How can you kind of take people down and when. So I think that it's something that we encourage you guys to do is to keep your eye on your space and to constantly be revisiting those foundations because when we come into the episode that we talk about in a few weeks around where our new program or our old program will have this revitalised, where it's at now is definitely a result of constantly revisiting those foundations. One of which is looking at what's going on our space so that we can truly be different, be unique and offer an experience that no one else can. So watch your competitors inside there.

Flori Pyke: [00:43:12] Totally. OK. Well. So there you have it. The Year in Review that was. So much happened and yeah watch out 2019. It's gonna be a huge one for us. And on that note I think for you guys get excited because with that Goal Setting Challenge you can also make 2019 a huge year for yourselves as well. It's gonna be a huge opportunity throughout the Goal Setting Challenge to really set some big intentions with us. So definitely make sure to come and join us. It kicks off Monday January 14th. As we mentioned to you early, earlier sorry and the link to join will be in the show notes but again just in case Yeah that's pretty much it I think in a nutshell.

Anna Jonak: [00:44:01] Yeah yeah, take this as an inspiration from what your 2019 kind of like where you want to get to. And we're certainly going to get you to dream big and start to make some big steps towards that vision when you come join us in that Goal Setting Challenge. And in looking forward to all the greatness that's to come for you and us in 2019, we want to leave you with this parting thought which is "you are never too old to set another goal or to dream a new dream" by C.S. Lewis. Nice. Alrighty. Okay. It's been a pleasure. So nice to be in person again with you Flori. I missed you my friend. [Flori says "the feeling is mutual"] And listeners. What are you going to do? Ladies remember...take it home, Flori.

Flori Pyke: [00:44:47] Be brave. Be brave in your business. Alright ladies we'll see you soon. Ciao!

Anna Jonak: [00:44:51] Bye. 



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We're incredibly excited to be able to share our business insights via the Raising Her Game Podcast. We aim to provide you the very best content each week to help you elevate your business game so you can take your life and business to the next level. We'll tackle the topics that will get you increasing your productivity, mastering your mindset and strategising like a marketer. If you're enjoying the show, you can help spread the love and pay it forward by leaving a review. It will make it easier for other female entrepreneurs in business like you, to find us and kick their own goals.








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