[00:00:00] Intro Money Secrets
This episode is one part of a series unpacking my brand campaign, Peachopoly. I cannot wait to share the behind the scenes of how we pulled this crazy thing together. You're going to be hearing from everybody who was involved in the campaign, because I wanna really show what goes into creating something like this.I really hope you enjoy.
Fi Johnston
Hi Listener, we are back with another episode, a little mini episode, about Peachopoly, which is my series where I am showing you real business problems that I've worked with in real life with real people. And we're doing it on a life-size game board with me dressed as the Peachopoly person, big fluffy dice, and four different worlds that we [00:01:00] created, which was money psychology, money making, money management, and impact making, because those are the areas that I help my clients in.
In this episode, you are going to meet Jodie and Aaron Neary, who run The Ranch Adventure Park. It is the most incredible place. If you can imagine a place where they run amazing school camps, they have horse riding, they have a flying fox, you can do rock climbing, you can do archery, you can stay there.
They have cabins. They do weddings. They do corporate events. They have a cafe. What can't they do? They have pony rides and an animal nursery, and all of this happens in this beautiful location on the Mornington Peninsula. Jodie and Az have had the business for 10 years, and for the 30 or so years before that, it was run by Aaron's dad and family.
So it's been a family business since its inception. And some of you who [00:02:00] are, um, you know, in your 40s or 30s or 50s, you might actually remember going on school camps to The Ranch too. So, in this episode, Jodie and Az roll the dice, and they land on You Have Too Many Offers. So let's hear the episode now.
Peach-opoly episode #3
What did we land on? You have too many offers. No, we don't. Yes, we do. No, we don't. Yes, we do. No, we don't. Yes, we do. No, no, no, no, no
But we've grown our business with all these income streams. All right, all right, let's keep it simple. Do you wanna make more dough? Of course we do, Fi. Okay, let's go
You want to keep [00:03:00] growing your business and your team. Things are going pretty well, but- Our team is stretched pretty thin So what do you want to be known for? Adventure. Adventure. Adventure. Adventure. Stoked. If you want to be known for adventure, we don't need all of this. So you want us to say no to revenue?
It's about saying yes to focusing on one revenue stream, and then leaving nothing on the table. So you want to be known for adventure. What does that mean? To me, it's about creating memories and experiences through adventure. But what about school camps? That's adventure. And horse riding? Adventure. Trust me, you'll be rolling in dough.
Well, okay, let's rise to the occasion.
Okay, I love this new strategy. Let's go and map it out together Let's play to win.
Fi
So now that you have heard the two absolute legends that are Jodie and Az, I need [00:04:00] to tell you that for some of this shoot, Jodie was being wheeled around in a wheelbarrow. Um, and essentially this question that we are talking about is, am I offering too many things?
And this is a really interesting kind of topic for business owners, because I hear a lot of advice out there that we should be diversifying our income streams. And I understand where it comes from, and in some instances, it actually is a really good thing to do. But when you diversify your revenue streams too much, it means that you're not able to put enough focus into any one of them individually, and you're basically kind of robbing Peter to pay Paul.
So you might... The, the, you know, there's only so much time and focus and energy that we can put into both marketing and delivering each of our revenue streams. So, a lot of business coaches give [00:05:00] completely counter-advice to me, which is that they are telling their clients to diversify their income streams.
And, you know, there's nuance, and it really, of course, depends on the business model, the person, their skills, what industry they work in, et cetera, et cetera. But what I've worked out from being, you know, working with small business owners for 25 years, is that, you know, being able to focus almost all of your energy onto one really incredible part of your business, becoming known for that, making your marketing really efficient and targeted, making the delivery of that product or service really efficient, just like a well-oiled machine.
It actually usually means that you are going to be more profitable in the long run. And one of the things that I'm often working with businesses on that have been around for a really lo- long time, like the Ranch and Jodie [00:06:00] and Az, they've been around for 40 years. A lot of the work that we're doing is actually stripping things o- out of the business rather than adding things in.
So Jodie and Az came and played the game of Peachopoly, and I asked them a question which was, "What do you wanna be known for?" And thankfully, they both agreed the same thing, that they wanna be known for adventure. They own and operate an adventure park. And so what we talked about is this idea that all of these different things that they do, kids parties, weddings, camping, accommodation, horse rides, you know, flying fox, all of these different things, they all have their place.
And I'm not for one second saying that we should be letting go of revenue. But what I am trying to suggest in the episode is that if you can streamline your marketing, your team, and your delivery into this one area of your business, you will be [00:07:00] rolling in dough. What you couldn't see from the episode if you were just on audio is that Jodie, Az, and I went to A bakery because that's where you roll dough.
And for those of you who've seen the video version of this episode, you will see A cameo from Kate Forsythe, who is the set designer for Peach O'Polly, and you're going to hear from her on a future episode. I brought her in to talk to her about her involvement in the Peach O'Polly campaign, but she is, uh, cameoing as a baker.
And if you wanted to imagine it, let's imagine the Swedish chef from The Muppets. That's basically who she was inspired by. It was absolutely awesome and hilarious. So, in this episode, we went to the bakery where people make dough, and what we discussed is that the ranch being known for adventure and [00:08:00] all of the things that sit underneath that is a much more powerful way of explaining what you do than saying, "Oh, we do school camps, we do horse rides, we do accommodation, we do archery, we do this, we do this, we do this."
It's like if we can start with adventure park, now I've got your attention, and I can then let you know what the different things that sit underneath that are. Now, Jodie Az and I have been working together for a number of years, and we've worked through lots of different parts of their business. We've looked at pricing and marketing and business strategy and how they're growing their team.
And I feel that now is a really good time for their business to really start honing into that really specific marketing, that really specific product delivery around how do we give people who come to our property an adventure. Now, for a mum, an adventure might be getting to lie on her bed all day reading a book, knowing [00:09:00] that her children are outside being looked after on a day camp.
And for another person, an adventure might be sitting around a campfire with marshmallows and all of your friends. Another person's idea of adventure might be coming for a horse ride. So the word adventure is one of those words that you can use in many different ways, but what we're really trying to talk about here is how do we streamline the business towards the pursuit of adventure?
How do we streamline the offers that we have? So instead of having 15 different ways to access the ranch, can we start putting together packages, options, day passes, you know, come and ride horses and stay for the weekend? Trying to really streamline the offers. I think the ranch probably has over 100 different offers.
So how can we start to streamline those and give our customers less choice and more kind of adventure and more, [00:10:00] you know, feeling like I know exactly what I'm gonna do at the ranch and how to purchase it. Now, this is one of those strategies that can take a bit of chutzpah to be like, "Okay, so we're saying no to revenue?"
as Aaron asks in the episode. And it's not about saying no to revenue, it's about focusing your marketing and strategy on the thing that you want to be known for, the thing that you want people to buy from you. So we are not gonna necessarily say no to other revenue streams, but we're not gonna be marketing the other revenue streams because the more things that you try to market, the more diluted each of those things becomes.
So are you a business owner with lots of different revenue streams? Maybe you've got lots of different offers. Maybe you work with lots of different types of clients. Maybe you, you know, have 15 different ways that somebody could work with you. I want you to consider what that would be like for [00:11:00] somebody coming to work with you for the first time It's a lot of different things to take in, and it makes it really hard for somebody to recommend you as well, because what are they recommending you for?
Are they recommending you for the horse ride or for the wedding venue or for the school camp, right? So the more streamlined you can become with your revenue streams or the ways that you make money, the ways that you package up your products and services, the easier it is for somebody to come to your restaurant, to your adventure park, to your social media agency, to your hairdressing salon and say, "Right, I see myself in this offer.
That's the one that I want to choose." So if you have been told by another business coach or an accountant or somebody on the internet, there's a lot of those people, uh, and a lot of them have microphones. Um, if you've been told by somebody else that you should be aiming to [00:12:00] diversify your revenue, I want you to really think about whether or not that advice is working for you.
How is diversifying your income helping your business to be either more profitable or easier to run or more fun to run? The simpler your business is, the more fun you will have running it. And I know that if you are neurodivergent or you are a multi-talented, multifaceted person, you want to be doing lots of different things, and I wanna acknowledge that and hear that and tell you that there are lots of ways to scratch those itches in your business.
By the way, one of them is creating campaigns like I'm doing right now. So there are ways to scratch those creative itches, those ways that you wanna show up differently at different times of the year. You can be as creative as you like within the services or products that you sell. But the less of them that you sell, [00:13:00] the less of them that you have to market, the easier your business is going to run, and businesses that are easier to run are more profitable.
Think about some of the biggest businesses in the world. I assure you that you will be able to think about the thing that they are known for. What is Apple known for? What is Coca-Cola known for? What is Woolworths known for? Like, I'm not saying that we wanna aspire to be anything like any of those businesses, but the simpler the business model and the simpler-- the quicker it is for your customer to understand exactly what you do, what you sell, who you sell it to, and why they should buy it from you- The faster you can make revenue and the faster that you can deliver that product or service to them, because that's what you do every single day.
I saw an amazing ad on Instagram today actually, and it's a company that I have bought from before, and they're called The Good Farm Shop. [00:14:00] I'm sure some of you have heard of them. I have no affiliation to them whatsoever, wherever, whatsoever, other than I have been a customer of theirs and I follow them on Instagram.
And I saw this ad come up today, and it was the perfect example of what I'm talking about right here, which is they said, "We would all love to be able to make all of our food from scratch and to get all of our best recipes out and bake and cook and make everything every single week exactly from scratch."
But the reality of the modern world is that it's actually really quite hard to do that. And so their offer is this incredible gluten-free, organic food made from scratch delivered to your door. It's a very simple offer, and what they said at the end of the ad was, "This is all that we do." And I was like, "This is an amazing ad."
So you can go and check it out if you want. The Good Farm [00:15:00] Shop. Don't know them personally. Love the food. And, um, yeah, I thought that was a really good example of being known for something, specializing in something, niching in something, reducing the amount of things that you sell, reducing the amount of things that you are known for so that your marketing and your business is gonna be more powerful.
I hope that was an interesting episode for you, and I will see you again in the next one.
