My Plan Is My Map
Do you participate in business planning? Does your plan sit in an ignored folder all year? This post details my planning process and it’s long. I’d love to know if you have a similar planning process!
I’ve always been a planner. Usually, the urge to start making lists and considering goals and looking at the previous year starts in December, but this year it came a little early, and deserves a bit more thought. In 2020, I tossed the plan out in March and decided to simply concentrate on survival and self-care. At the end of 2020, I decided to carry through with the same in 2021. Like many others, I wanted some time to recover from living in the middle of a pandemic.
This year, though, I’m ready to return to my plan because without it, I feel a bit lost. I still have goals, but I don’t have a clearly mapped path to reaching them because my plan has always served as my map.
It came to my attention recently, during an excellent Thursday session of #FreelanceChat on Twitter, that not everyone plans in quite as much detail as I do. I’m sharing my planning process in case others may find it a useful jumping-off point for their own planning.
Everyone I’ve ever talked to about planning, calendaring, or tracking goals has a different set up, so what I’m describing is the mishmash of tools that works for me. There are several elements:
- My notebook – I use a half-size, 3-ring binder with some dotted paper and some plain paper for the different sections, which include my daily task lists, my home-related goals, an area for jotting and journaling, and a budget area.
- A Google Drive file – it’s officially called Notes, but within the folder, there’s a document titled “Marketing 2021” and that’s where I pretty much free-write what I want, how the previous year went, what I’m planning, and anything else remotely related to my business.
- Wave Accounting – Although it may not seem like a planning tool, my accounting software is also my client list, and it shows how much I earned from each client, my monthly earnings, my previous years’ earnings, and any weird dips or spikes in my income.
- Google Calendar/Calendly – These tools are for the day-to-day, nitty gritty but are also useful in planning my marketing efforts across the year.
- A Google spreadsheet – I track potential clients using a spreadsheet. I note their name, title, company, LinkedIn profile, email address, date contacted, and the result. If I’m actively seeking work from them, I try to get in touch every three months either by email or through LinkedIn.
I told you it was a mishmash! It works for me though. Now, I’ll explain how I use the tools and end up with a clear map for running my business.
Using the tools to plan
When I begin planning, the first step is to dig into the plan from the year before. I can’t do that this year, but I can look at my statistics from the last few years. Did my earnings increase? (they did!) Did I have a more balanced client list? (in some ways) Were my earnings spread evenly across my client list? (more than in years past, but there’s room for improvement) Did I keep up with my marketing plan? (no plan meant nothing to keep up with) How many hours did I work, on average? (this number is ALWAYS lower than I expect it to be, which isn’t a bad thing)
And, because I can’t separate my professional life from my personal life, I also look at my household goals (like budgeting or saving, home improvements, and vacations) and my self-care goals (fitness, nutrition, health concerns, craft projects, books, and on and on – this is often the longest list!)
Once I’ve taken a hard look at what happened the previous year, I start thinking about what I want for the next year. I figure out how much money I want to make, then break that number down into quarterly, monthly, and weekly amounts. I decide if I want to actively seek new clients, and if so, how should I find them? I think about the industries I write for, and whether or not I’d like to add to that list and if so, what do I want to add? I consider personal projects that are related to work, like writing this blog, or working on a fiction project. I jot down pretty much all of my wildest dreams — for the next year — in this phase. This part is pretty fun.
I do the same kind of thing for household and self-care.
Next, I try to be realistic, and decide if anything on the “wildest dreams list” should be pushed out into a 5- or 10-year plan. I look at the gains made in the last few years and try to aim for similar improvements in my goals and also try to figure out what the “stretch” goal would look like. Then, I break it all down again into quarterly, monthly, and weekly goals.
The big plan is useless if that’s where it ends. I review it all each quarter, and make adjustments to the monthly goals if necessary. Each week, when I lay out the two-page daily task spread, I look back at the monthly plan and fill out a section titled “this week.” That section also includes things like due dates, bills to pay, and anything else important to remember.
(A note about the weekly and daily lists)
This is super nerdy, but I write the day/date in a different color pen. Monday might be blue, Tuesday, pink, and so on. I write the list itself in black, and cross items off in the color pen for that day. This helps me to see exactly what day I did the tasks on the “this week” list. It also gives me a decent overview of my productivity. I’m almost always most productive on Monday and it declines as the week goes on.
Another element of how I plan has to do with adding or taking away parts of the process. I used to treat my 3-ring binder like a bullet journal, with all the pretty spreads and such. Now I simply use my color-coding system and create the sections. I don’t find a lot of creative fulfillment in drawing pretty headers for each week or graphs for progress toward goals. I’d rather spend my time working on a quilt or reading or taking a walk.
One area that I’ve included in my plan each year and struggled with is that of professional development. One year I planned to read one business book per month and only finished one or two. Another year, I planned to do a couple of courses but didn’t. I want to give this area more thought, figure out exactly what the specific barriers are, and try again to get better at what I do.
I’m thinking more about the number of direct clients versus agency clients that I work with, which is another fairly new element to my planning process. I tend to prefer agency clients, but with worries about the PRO Act, I think it’s wise to balance things out a bit and add more direct clients to my roster. I’m also spending much more time analyzing how I found the best clients on my list. I’m hoping that can inform my marketing efforts. Sadly, I think most of the best ones came from sending LOIs (letters of introduction). LOI campaigns are an enormous amount of work.
(A note about LOI campaigns)
My ratio is usually somewhere around 1 good client for every 100 or so LOIs sent. Finding the companies, the correct contacts, their email addresses, sending the emails, following up, and tracking it all takes a ton of time and effort. Usually, if I’m doing an LOI campaign in a given year, I pay for LinkedIn Premium for a month or two, along with an email finder (it’s been Hunter.io in the past) then spend a set amount of time each day building a database. Once I have 200-500 potential contacts, I cancel the paid subscriptions and start working the list, sending LOIs, followups, following the people on LinkedIn and Twitter, and commenting on their stuff.
I have several friends and colleagues who are my accountability partners. One exchanges emails with me at the end of each month, saying what we did and didn’t do and what we want to do in the next month. Another has become something of a planning partner and we’ve been doing Zoom calls where we discuss our client lists, our niches, our incomes, and so on. We’re doing a series of calls to help each other work through the planning process this year. I’m also part of a group of technology writers who casually chat and discuss issues we might be having or brag on ourselves, or whatever.
Each of my accountability partners has been crucial to my business journey. If you’re going to plan, it’s enormously helpful to have someone help you pay attention to whether or not you’re following it.
My Plan Is My Map
You can probably see why I felt a little bit lost the last year or so. Without the detailed plan to refer back to, I didn’t always feel like I was on the right track. Instead of following a defined and clear path through the forest of running a business, I was taking a leisurely stroll whichever way the wind blew me. For some people, strolling is the better way because there’s less pressure. But for me, the map can serve another purpose, and that is confirmation that I’m actually getting somewhere.
Plenty of times, I’ve gotten out my quarterly plan, and been able to see that I did exactly what I set out to do. Maybe minor adjustments are in order, but often, I’m trekking along the path I charted at the beginning of the year. That is as motivational as anything else I can think of.