Talia’s 6-Figure Profit Playbook In 2015, Talia didn’t have a business, just the seed of an idea: TO HELP PEOPLE COOK. Talia joined one of our programs, worked hard, and went full time with her business, which now earns 6 figures. Her Instagram has over 400,000 followers and she has 3,000 paying customers in her monthly meal prep subscription program. Best of all, she runs her business from anywhere – whether it’s her apartment in New York, on the beach in Turks & Caicos with her family or traveling through Israel for 3 weeks. As you read through her Profit Playbook, notice that not everything she wrote down ended up making its way into her profitable business. Some ideas were promising, some were a dead end, and some led her to even BIGGER ideas. Remember, your Profit Playbook isn’t meant to be a perfect prediction of the future. It’s just meant to be an initial plan to get you started on growing your business. E A R N E R 6 F I G U R E Profit Playbook : 1. Potential audiences These potential audiences came up by talking to my coworkers at the time and stalking Meal Prep subreddits. I always wanted to target millennials in urban areas — people who were in the same shoes as me. They were right out of college, making little money, and realizing the true cost of eating takeout all the time. Over time my audience has transitioned, and now I work with way more couples and families. This is a big one. People are bored with the same food. They sign up for my content for that reason all of the time! People said they cared about this, but after further customer research I learned that this is not enough of a burning pain to focus on. • People who want to be healthier • People who know they spend too much on lunch and want to save money • People who have no idea how to cook and are overwhelmed by learning • People who are bored of their sad desk lunches and want to vamp it up • PEOPLE WHO ARE BORED of eating the same thing every day / don’t want to • People who know how to cook a little but want to learn more practical dishes • People who need help with portion control • People who want to go grocery shopping FOR ONE and know exactly how much to buy • People who don’t want to spend so much time & money cooking elaborate meals • PEOPLE WHO THINK cooking involves a lot of time & money cooking elaborate meals • People who don’t want to buy so many ingredients for recipes • People who want to be able to cook without using a recipe eventually • People who are intimidated by cooking at first • Working professionals • People who live in urban areas • Instagram • Pinterest • Reddit • The Kitchn (blog) • Mind Body Green (blog) • The Daily Burn • Greatist • Elite Daily • Shape (magazine) • FACEBOOK MEALPREP GROUPS • I can’t eat the same thing every day • I’m cooking for one and it doesn’t make sense financially • I can’t get back into cooking • I don’t know how to meal prep • **CLEANUP SUCKS** • I want to be healthier to lose weight • Finding time to prepare things is hard • I DON’T KNOW WHAT TO MAKE • How do I avoid leftovers • I’m intimidated by the 20-30+ ingredient recipes • I get lazy, it’s hard to do • Peer pressure to go out to lunch w/ friends at work (social scene) • Serving sizes are for too many people in online recipes and leftovers are a concern • Sometimes cooking is just one of those things that needs to get done • I’m not a master chef who can look at our pantry and know how to throw a meal together • I don’t know what kitchen tools to buy (what do I really need) • I don’t know the best techniques for cooking meat/veggies and get it right every time 2. Fishing holes 3. Burning pains Reddit and Instagram are definitely the main ones. I started out using Reddit for research and posting some links to my content. Instagram is the main driver for the business I have today. Most of these burning pains came from Reddit and talking in person to my friends, coworkers, and pretty much anybody I’d meet. Once you start paying attention, you pick up this stuff from everyone! Out of all these ideas, this is the #1 burning pain for most of my customers. When I was starting out, Reddit felt like a safe place because I could be anonymous. Nobody in my life knew me on there! These groups were great for gathering info during customer research, but never a great place to find actual paying customers. I’ve been featured in both Shape and Women’s Health magazine. I came across both of these opportunities by responding to HARO requests. HARO stands for “Help A Reporter Out”, a free tool for journalists to find sources for stories. I transitioned away from the weight loss angle pretty early on. I realized, based on my own personal journey with food and the fact that I’m not a doctor, that I didn’t really want to get into the science. That ended up paying off. My readers find it so refreshing! I often hear “Finally, someone focusing on food and the flavors, not weight loss!” • Start slow. Aim for two lunches a week, or start by prepping snacks to bring so you just grab them in the morning • Recipes that require you to cook all the food you buy so you don’t end up wasting food that goes bad • A guide to buying what’s in season to save money • A guide to recreating your favorite meals that you buy for lunch (burrito bowls, rice bowls, etc) • How to keep your lunches fresh by quickly adding a garnish or topping in the morning before you leave for work (cheese, avocado, nuts, herbs) • Providing portion sizes (small, medium, and large) • One pot meal recipes so you spend less time washing dishes • Variations on simple/core recipes so you learn what flavors complement each other without a ton of different ingredients • What to buy for your kitchen (tools & basic pantry items) • Cooking instructional videos • How to budget grocery shopping & food • Techniques on how to cook protein and veggies • How to make cooking easy for yourself by prepping • How to freeze meals • How to use and repurpose leftover ingredients 4. Crunchy solutions I ended up creating a lot of these! Many of them I turned into free guides for lead magnets that I used to get people to opt into my email list. READY TO THINK BIGGER? Most successful students who completed the Profit Playbook discovered that they need to think bigger. We have a course on that, called Mental Mastery . It gives you the tools you need to crack the mental blocks that have been holding you back for years and replace them with the four core inner skills of winners: unshakable confidence, unwavering focus, unstoppable motivation, and unbeatable optimism. Learn more here B I O G R A P HY: Talia Koren is the CEO of Workweek Lunch , a site that teaches busy people how to meal prep. • Basic package w/ menu & cooking lessons/info for beginners • Meal plans where the menu changes each week • A week of ONE POT meals • Online cooking course with videos • Ebook cookbook • Hard copy cookbook • App • Menu packages based on occasions and events • Menu packages based on what’s in season • Menu packages that focus on diet and weight loss • Menu packages for two • My own brand of tupperware to help with portion sizes • Cooking + meal prep classes in person 5. Products to sell There are a lot of ideas here, but it was actually pretty fast to brainstorm them. I just reviewed all the information I gathered from customer research and asked myself: “What’s the easiest way I could solve these problems that I can make right now?” I’m also working on this now! It’s amazing how these ideas from so many years ago are still fueling my business today. This became my flagship product that made me go FULL TIME with my business! I’m working on this right now.