Well, here we are! Look at all we accomplished in just 90 days:

We actually launched this site ahead of schedule, because I just couldn’t wait any more! Using the “Feather” them from ElegantThemes.com, we were able to create a site that was visually cleaner, and at the same time, more appealing. I love the customizable options of this premium theme, and we’re not completely done with the site.
The motive behind the new site is to give me an “umbrella” landing spot for all things me. Because I’m involved in so many different projects, it made sense to create a hub for all my online activities. From here, you can access both BAH and DSC, as well as outlets for my music, my new books, and the new web-based TV series. This way, when someone searches for me, they’ll find all of me, not just a parochial view of one element of me.
In the next week, we’ll be integrating the new, pay-what-you-choose e-course, “The Pancake Principle” to the home page. Based on my ah-ha’s from the “Love and Pancakes” video from early in this WebAdventure, this new course will replace the free opt-in form that was on the site, providing users with higher quality content, and only a small barrier to entry.
Anyone that registers for the e-course will be automatically added to the main list for the site, thus converting the “free” opt in to a paid one. I have no idea how this will work. The current list has fewer than 200 people on it (and they’re all getting The Pancake Principle at no cost), and as I’ve mentioned previously, my goal is to improve quality, not quantity of list members. I’ll report back periodically during the year on how this works out.
No logo or brand specific imaging as of yet, because I’m planning to work with a real designer for that goodness, and I don’t want people to get attached to anything I might “design” (and I use that term loosely!).
I re-vamped the logo, making it look more collegiate and chalk-boardish. I’m a hack graphic designer, but it works. Since we were trying to stay as low-budget as possible on this project, I didn’t do anything too fancy. I downloaded a font from a free font source and created a green background using Gimp (a free image tool, similar to photoshop). Then, I just typed the name of the blog in all caps, saved it as an image and there you go. No real artistic ability required!
Again, using a theme from Elegant Themes, we opted for the Nova theme this time. Currently, you’ll see a blog listing beneath the video slider. That’s going to change as soon as we have the new content pages complete. When they’re finished later this month, Direct Sales professionals will be able to choose an appropriate “path” (based on their business proficiency) and navigate the site with greater ease. It will also be easier to book me for speaking and training opportunities.
Courses are currently in the side bar. That won’t change on the interior pages, but the home page will have a link in the top navigation once we switch to the “path” based home page layout. Based on last year’s marketing calendar, the courses sold fairly well. Direct Sales 101 continues to be a highly recommended program, so I figured it would make a great “opt in” tool for January. I’m testing some different wording, though. On this site, instead of pay what you can, I’m offering a $200 course for $10, and they get complimenary access to the exclusive client newsletter. It’s essentially the same deal, but different wording. We’ll see how it works from one site to the other – especially since the target markets of each site aren’t exactly the same.
Here’s the entirely new site concept: IAmTheMechanic.com:
The “top secret” projecet I’ve been working on is finally ready to be revealed. I’ve hinted at this new web-based, interactive ” TV” series for a while now, and while the site is nearly complete, production isn’t even close to beginning. We’re developing the script for the pilot and five episodes. Then, there’s casting, and filming. Needless to say, my expectations were a bit narrow on this project.
Thankfully, I’ve got a producer/director friend who helped me right-size my expectations. Instead of launching an entire series, we’re just launching the website. This time, we turned to Elegant Themes for their “Floor 13″ theme, which gave us a quasi-industrial look and feel. Because this show is targeted to entrepreneurs, I didn’t want the site to feel gender biased. This clean, contemporary theme gives us a strong foundation for developing the site as the show progresses. The front page slider allows us to highlight the important elements of the production, and serves as a placeholder until we’re in production, when the official blog content will go live.
The “logo” is once again just a .png file with a transparent background and a groovy free “mechanical” font I found. I toyed around with several colors and styles until I found this combo. Since the main character is a writer, I wanted something to convey the “manual” nature of her work, and still keep with an industrial-ish feel. Again, I’m not a trained designer, so for zero budget, I think it looks pretty good. It evokes a bit of a “seat-of-your-pants” creativity, and that’s one of the traits of this show. The theme’s also got a “light in the darkness” feel to it, which is also a trait of the show.
Sadly, we weren’t able to bring this site fully to life by the Jan 1 deadline, but that was more for production reasons rather than website readiness reasons. Therefore, I’m counting it as done, even though the “maintenance” theme is still in place for now. The plan is to keep it up until we’re ready to start the first round of fundraising for the show. We’ve got some clever and creative concepts that we’re looking to implement – including getting viewers to be part of the series. We’re already in talks with potential sponsors!
What Else Is New?
Well, we migrated all the lists from 1ShoppingCart to MailChimp (at a savings of about $100 a month!). That took longer than I wanted it to, but a lot less time than I planned. I ended up burning a bunch of lists in the process, since they’re not part of the new direction I’m taking. The good news is that by streamlining the lists, no one list is currently over 2,000 so we qualified for the free MailChimp account (for now). And 2,000 may sound like a small number of people on a mailing list, but remember, I’m going for quality, not quantity this year. MailChimp gives me great analytical tools I didn’t have with 1SC, and I can track metrics at a more granular level. Right now, one of my lists has a nearly 30% open rate (even during the holidays), and a nearly 80% click-thru rate for those that open the emails. Those numbers are well above the MailChimp-reported averages, which makes me happy. THAT is the kind of quality engagement I’m looking for in 2012!
We “ditched” a lot of products and eliminated most of my services for the time being, as we take a new approach to product development. But, I’ve still gotta pay the bills, right? To that end, I’ve been putting effort into The Pancake Principle, which is the first product to launch under the new LRY website banner. Another project, a joint venture with a couple of colleagues, is slated to launch late Spring if all goes well. We’ve been planning the development of The Firefly Project for a month or so now, and it looks like it’s going to take off (no pun intended). This will probably be another LRY project, since it’s a bit more spiritual in nature. Add to that two new books (The Secret Watch is nearing completion, and a complete edition of The PEACE System is up after that), and a possible slate of new tunes to record for an album, and LRY is going to be hopping this year!
I’ve also launched (and filled) my brand-spankin’ new “Real Results” hybrid coaching program. Launched on a “pay what it’s worth to you” model, this program successfully launched and will provide a stable financial foundation for projects over here at BAH for the first half of 2012. Because this site was our foundational point of contact throughout the WebAdventure, I wanted to save any big changes here for after the completion of this WebAdventure. My guesstimate is that by end of Q1, we’ll be eliminating the free opt-in here as well, and making some minor modifications to the site. Nothing nearly as dramatic as we did during this WebAdventure, though. I will be rolling out a couple of new DIY Adventures in the first half of the year, though, and look forward to sharing that part of the journey with you as well!
Finally, as I shift gears and settle into the new “online home” for myself, my plan is to make this site more instructional, and a little less inspirational. More how-to’s like this WebAdventure, and behind-the-scenes info that makes it easier to be an action-oriented DIY entrepreneur. Business Action Hero is meant to be a place for YOU to explore and grow and develop your own brand of courage. My own personal journey is better suited to my own personal webspace. Thus, I’ve transferred a few of the more applicable posts from here over to the new LRY site (so you might notice a few redundancies). Going forward, you’ll see more of my personal content there, including excerpts from the new books, writing prompts, and other stuff that’s more specific to me and what I’m up to. If it’s got a technical or entrepreneurial bent, you’ll still find it here. If that’s confusing, let me know. I’m happy to draw you a roadmap.
Bottom Line…
Even though this looks like a LOT of work, to be frank, I spent about 4 hours reviewing themes, a couple hours installing them, and another couple hours trying them out. After we settled on the themes, I spent more time shooting videos and editing/uploading them than I did on the actual site development for this adventure. I spent New Year’s Eve finalizing the layout and typing up an email, then New Year’s Day, I spent a good portion of the day writing this post, creating screenshots and uploading logo images to take the screenshots. That was probably 6-8 hours total for the past two days. That included playing around with fonts, downloading and installing them, etc.
My estimation is that the entire project (not counting the documentary work for the WebAdventure, which you wouldn’t do if you were building your own site) only took about 48-50 total man hours – some of which was spent waiting for my host to complete an installation or problem solving when a link didn’t show up the way I wanted it to look. I had to search support forums when my disqus code kept coming up in the slider (solution: check the “move the output to the footer” box in the disqus setup).
And the entire cost? I’m going to rack it up for you as if you were starting from scratch. Realize that I already owned some of these domain names and already had my hosting account:
1 year of hosting $60
3 domain names $24 (at full price, which I NEVER pay)
Premium WordPress Themes from Elegant Themes: $39/year (and you can cancel and keep the themes you’ve already downloaded!)
Virtual Assistant Services to upload articles to DSC while I work on other aspects of the projects $60/mo x 2 mo
Total cost (at full retail) $243
My actual cost: $159 (again, I already owned the domain names, and the hosting account)
My revenues from one day of the WebAdventure covered all the costs. If you omitted the VA, my costs drop to just the $39 I paid for access to Elegant Themes, which makes it even more profitable. And again, the bulk of the time commitment was 2-3 hours a day while my youngest was in kindergarten. So I wasn’t spending days on end away from my family.
So what do you think? I wanted this process to be transparent and instructional to you. I hope it shows you what’s possible if you have the courage to give it a try. Early feedback on the new LRY site is that it needs some color in the header, and the navigation links aren’t precise enough for people to know what they’re looking at. What are your thoughts on any of the new projects? I’d love to hear your take. Be sure to leave a comment and share your thoughts. I live for seeing your comments in my inbox. Really, I do!