Design Your Sustainable Business Model

Designing a sustainable business model involves strategic planning to align your strengths with market demands. By choosing the right business model template, defining a compelling core value proposition, and drafting a well-crafted offer, you can establish a strong foundation for long-term success.

Based on my 15 years of observation, consulting, and strategic development, there are seven broad categories of business models for independent consultants. This list is not meant to be exhaustive, and there is no right way to build a business. However, you can use one or more of these seven models as a starting point and customize it based on your priorities, brand, value proposition, and work style.

Here are the seven simple business model templates:

• Productized Services: A productized service business uses a standard process with each client to offer a clear deliverable or a set package. The process allows the business to operate efficiently while still producing a bespoke result.
• Packaged 1:1 Coaching: A business using a packaged 1:1 coaching model offers a distinct structure for the client-coach relationship, often time-bound (e.g., 6 months or 1 year). It’s also often structured around a particular goal, transition, or practice. It almost always includes some live support, but it can also have asynchronous support through channels like email, voice memo, or private chat.
• Packaged Consulting: A packaged consulting business could be considered the intersection of productized services and packaged coaching. A packaged consulting business likely has defined deliverables. However, the deliverable is a knowledge product instead of the outcome of a service. Think of a report or strategic plan rather than a website, copywriting, or brand suite
• Packaged Group Coaching: A packaged group coaching business introduces additional leverage into the 1:1 packaged coaching model. Instead of working with 1 person at a time in a standardized structure, this model groups clients with similar needs or goals and guides them through the same coaching structure at the same pace.
• Signature Course: For our purposes, I’m differentiating a signature course from a group coaching package based on the level of support and individualization provided. A group coaching program will allow each participant to receive some sort of feedback. Whether they avail themselves of that opportunity is a different story. On the other hand, a course may have opportunities for support.
• High-End Subscription: For our purposes, I’m defining “high-end” less as it relates to price and more as it relates to the client relationship. A high-end subscription involves some level of individualization or service. Retainer-based businesses can fall into this category, but this model also includes coaching gyms and some forms of productized services. Licensing and certification often fit into this model, as well.
• Low-End Subscription: A low-end subscription business banks on providing access to people, content, an app, or a box in the mail every month. Unlike a high-end subscription, there’s very little individualization, and the customer is responsible for using the product to fill their needs.

Each of these models has different considerations for marketing, sales, target customers, and client load. Check out the 7 Simple Business Model Templates to learn more, and choose the template that aligns best with your strengths, market demands, and desired customer interaction style.

With your business model template and value proposition defined, draft a compelling offer that encapsulates your unique value proposition. This includes the format of your package, your target customer, the operational costs to deliver your offer, and the price customers must pay.

Your core value proposition defines the unique benefit or solution your business offers to customers. It should clearly articulate what sets your business apart from competitors and why customers should choose you over others. Focus on addressing your target audience's specific needs or desires, which could include:

• Functional needs (e.g., what tasks they need help with),
• Educational needs (e.g., what knowledge they lack),
• Emotional needs (e.g., how they want to feel), and
• Narrative needs (e.g., what story they want to tell).

Add 1-3 “elements of value” noted below to make your value proposition clearer and more compelling.