The Flight Plan.
Agreed in writing, before we start.
Your plan, in writing.
After a first conversation, we write the Flight Plan: the approach, scope, investment and how we’ll measure success.
When the answer needs research, we start with Strategy first, and learn your industry as well as you do.
- Destination
- More orders online
- Route
- New product pages, email flows, search
- Measures
- Orders, conversion rate, email revenue
- Check-ins
- A report every month. A review every quarter.
Six parts keep a company in the air.
How we look at a business before we touch the brand.
- LeadershipCockpitVision, priorities and decisions. Where the business is going, and who steers.
- MarketingRight engineHow the world hears about you: the message, the brand and the channels that carry it.
- SalesLeft engineHow interest becomes a customer: the offer, the website, the checkout and the follow-up.
- Products and servicesWingsWhat you sell, and what you should sell. The lift that keeps everything else in the air.
- OperationsBodyThe team, tools and processes that carry the work every day.
- Cash flowFuel tanksWhere the money goes after it lands, and how much range the business has.
Adapted from Donald Miller’s Small Business Flight Plan. The drawing is original to Journey Lab.
Pre-flight checklist.
Six quick checks on your business. You’ll see the part we’d look at first.
01 / 06 · Cockpit
Is everyone clear on where the business is going?
Checklist complete
From first call to launch.
Not every project needs every stop.
- ConversationFirst
Your goals, your challenges, and fit.
- A first lookNext
A brief review of what you share and what is public.
- The Flight PlanBefore any work
Approach, scope, investment and success measures, in writing.
- Strategy firstWhen needed
Research into your industry and your customers, when the work needs it.
- Create and buildOnce approved
Design, development and content, with you at the major decisions.
- Test and launchLaunch
Checked on every device, tracked and redirected.
- Measure and improveOngoing engagements
Regular reporting on what changed and what’s next.
Our standards.
What you can hold us to, on every project.
One person who knows your business and answers for the work.
LeadAgreed in writing before work starts.
PlanYou approve the plan, and the major work before it launches.
ApprovalClear answers, and early notice when something changes.
UpdatesEvery figure sourced and dated.
NumbersA specialist on every part of the work.
Specialists
Every number, sourced.
Ongoing engagements are reported against the Flight Plan in the Lounge, our private client site. Select a number to see where it comes from.
Orders rose for a third month. Search contributed the largest gain.
- Orders
- 1,284Shopify, orders paid, read on the 1st+14%
- Search clicks
- 9,410Google Search Console, read on the 1st+22%
- Email revenue
- $18,920Klaviyo, attributed orders, read on the 1st+9%
- Cost per order
- $21.40Google Ads and Meta, spend over paid orders−6%
Test the new product page, and review whether spend should move away from the weakest ad set.
Questions.
How much does it cost?
It depends on what you need. Your Flight Plan sets out the investment, line by line, before any work begins.
How long does it take?
Your Flight Plan sets the timeline, with a milestone at every stop, so you always know what lands next.
Do we need every service?
No. We recommend only what moves your goals, and you can add more as you grow.
What does Journey Lab do?
We help businesses and nonprofits grow, through strategy, brand, websites, systems and marketing.
Who do you work with?
Founder-led brands, established companies and nonprofits.
Who does the work?
Specialists in each discipline, led by one person who knows your business.
What happens after launch?
Many clients keep us on to improve the site, the marketing and the systems behind them.
What happens after I send a request?
You pick a time for a discovery call. If we are a good fit, a written Flight Plan follows.
Which platforms?
Shopify Select Partner, and certified partners of Klaviyo, Google, Meta and Webflow.
What is the Lounge?
Our private client site, with the plan, work awaiting approval and reports in one place, at lounge.journeylab.org.