Raul Hernandez Ochoa With Do Good Work

Intro: [00:00:02] Broadcasting live from the Business RadioX Studios in Atlanta, Georgia. It’s time for Coach the Coach radio brought to you by the Business RadioX Ambassador Program, the no-cost business development strategy for coaches who want to spend more time serving local business clients and less time selling them. Go to brxambassador.com To learn more. Now here’s your host.

Lee Kantor: [00:00:33] Lee Kantor here, another episode of Coach the Coach Radio, and this is going to be a fun one today on the show, we have Raul Hernandez with do good work. Welcome.

Raul Hernandez Ochoa: [00:00:42] Hello, Lee.

Lee Kantor: [00:00:44] Well, I’m excited to learn what you’re up to. Tell us a little bit about Do good work. How are you serving, folks?

Raul Hernandez Ochoa: [00:00:49] We’re serving them with management and growth consulting for digital consultants to help them grow.

Lee Kantor: [00:00:55] So what’s your backstory? How did you get into this line of work by accident?

Raul Hernandez Ochoa: [00:01:00] Actually, so I was helping grow digital firms online, and that led to helping teams double and triple online. And these are not like small growth like multimillion dollar companies. And it led to being able to have a mentor tell me that I should put my my experience into writing, wrote a book. And then from there I went into consulting other firms. Grove helped clients 5x through Emrah if little clients doubled their the revenue in months, and it’s been just a fun ride, helping the digital consultants conquer this new economy.

Lee Kantor: [00:01:33] So now what does the term digital consultant mean?

Raul Hernandez Ochoa: [00:01:39] Digital consultants are the ones who are having a lot of fun right now because they are taking their services online and being able either to provide digital services to other business owners and or consulting services to being able to help other businesses and either operations, product or growth that includes marketing.

Lee Kantor: [00:01:57] So what’s a digital consulting product?

Raul Hernandez Ochoa: [00:02:02] Digital consulting products could either be, for example, let’s say you are a a service provider. I have a good buddy of mine here that he runs a fractional CFO company, right? They do services. However, a product and a digital product could be. Some of his clients may not be ready for the services. Maybe it is a 12 week curriculum with fractional supports. It could be an actual, just educational product. It could be as simple as an e-book or a digital book. That’s like the lowest tier type of product, but there’s so many ways to be able to digitize and productize services and products. And that’s why taking advantage of that in this new economy is so important.

Lee Kantor: [00:02:43] So is that you feel a missed opportunity for a lot of service providers that are looking at their service as the only thing that they could sell? And you feel that in the right hands, creating and selling some sort of a digital product, whether it be a book or a course or videos or something that just can be delivered digitally can really accelerate and open up a lot of room for growth for organizations.

Raul Hernandez Ochoa: [00:03:10] Yeah. So that’s if we’re looking at the frameworks. I’m a frameworks guy to deliver growth. If we’re looking at the framework, it’s important to understand your product matrix. Everyone likes options. Me when I buy stuff, I like options. When we when I work with with team members and helping them grow, we give options to clients to be able to work with them. Because if you just give one option that you’re telling them that I don’t want to work with you. But if you have multiple options, multiple modalities or different ways to engage with the service or a results because they did the day, people just buy results when you create multiple options that you can get creative and how you deliver results through the different mediums, time, lengths and price points. The the emphasis of a digital good like, if you just make a course and you just put it online, well, it’s that’s nice. It’s a starting point, but we always have to ask the answer. The question who cares? And the answer to that question is extremely important because if your audience, your ideal customer, isn’t able to grab value from that alone and typically the course consumption rates are like 10 percent, it’s how can we deliver a service or a digital good or a product in such a way where the consumption is increased, the value is delivered and results are seen, even if the time frame might be slower because we all know the difference, like if you hire someone to do the job for you, the execution is quicker than if you go through a self study course.

Lee Kantor: [00:04:30] So when you’re helping your clients with their product matrix options, what are kind of some examples of those you mentioned e-book you mentioned, of course, like where does that all fit into this matrix?

Raul Hernandez Ochoa: [00:04:41] Yeah. Let me give you a real, real example of someone who currently does like a 12 week program for for their particular niche. I’ll keep the the individuals in the company safe with privacy. But let’s say, for example, you have a 12 or nine week program where you take, let’s say, rank brand people, brand consultants and you help them land more clients or you help them write better proposals or you help them pitch their their products. And you have a 12 week program. You have coaches, you have office hours, you have digital content and then you also have if you one on one calls once a week, depending how you want to structure that. That is just one leg of the option because typically the service providers who haven’t gone the digital route think linearly. We think that we get a client, we serve the client by client as opposed to creating a value chain where you get a client, serve a client from their identify what’s the next best offering or service that they need in their journey. And can I offer that? For example, let’s say you graduate a 12 week program, and from that program you graduate into a larger mastermind or you graduate to the next level program, which is a six week intensive or a 10 week intensive or one on one consulting, et cetera. So it’s really a creative way to solve the problem of linear consulting and service providing to create a three dimensional. And the reason why it’s important to do this, it’s referral rates not only increase, but also you create an internal flywheels, you create a flywheel for yourself, for the business, for creating stability, consistency as well as for your team. And that’s a separate component that we can dove into the the team’s experience and internal churn, which is a real thing.

Lee Kantor: [00:06:27] Now how do you help the folks that say, Look, I’m having a hard enough time writing an e-book, designing one course? How am I going to kind of create all these? In golf courses, intensives like how am I going to execute on all of that and deliver on all that?

Raul Hernandez Ochoa: [00:06:45] So the way that I hope clients are just like how we would solve that particular puzzle.

Lee Kantor: [00:06:49] I’m just trying to understand, you know, as you bring up an excellent point on how something could grow, I just want to get a little more clarity around how does the rubber hit the road and how do you really deliver on all that? Because it’s one thing to say OK, create a program, create coaching around. They have one on one calls a typical funnel that a lot of consultants have. But then if you say, OK, you know, we’re going to have one program and then it’s going to spin off a mastermind group and then or it’s going to spin off a six week intensive program from that. How am I delivering all of that, you know, when I’m barely having, you know, I could barely keep track of the 10 clients I have right now?

Raul Hernandez Ochoa: [00:07:31] Yeah, that’s such a valid question. So the way that I do this is through productive profits. It’s a cycle that from this is the book that I wrote, but it’s also the real examples of cycles that happen within companies. So I just took observations and real experiences and things that produce results in packaged it into a protocol. It’s a simple protocol. It’s three phases, but it is a cycle. It’s a repeat cycle. Those three phase. I’m going to go through the three phases just to understand to give understanding and clarity. But then the key emphasis is on phase one, because this answers every question that you just asked. So the three phases within a productive profit cycle is clarity. The second phase is evergreen flows. And then the third phase is synchronization under the clarity phase. This is where we really design the business and the growth based on the founder’s personal, professional and team goals. And this is such an important concept because once you understand the end to design, you work backwards. From there into this, you take into consideration the business model that currently exists. We take into consideration the product matrix. If not, we create that and also service deliverables list and also identify current clients and identify the verticals that we’re actually supporting or the categories that we’re serving in our market. From there, it moves into understanding what is the best pricing packages we can offer. What is the positioning set up for the company, the brand in their marketplace? And then the then they get select tactical creating alignment with the team, creating the right team task units.

Raul Hernandez Ochoa: [00:09:14] And then from there, now that you have a good base foundation on clarity what you’re designing, then we move into the second phase called evergreen flows, where you’re creating the core operations of your business. And if we were to look at what are the core operations, it’s identifying the operating KPIs, the key performance indicator, aligning that to the key processes that support and produce that outcome and aligning that to the key people. Or the key softwares that produce those processes that drive those numbers when we do that, this takes into account a lot of the teams, the humans in your team, their their perception, their growth, their development plans, their training, how we actually work to deliver what we say we do. And then on the final leg of the phase is synchronization. And here is where you tie everything together, where you tie the processes, you train the team you support with leadership training, with personal development training and you have consistent monitoring in place and audits, of course, just to make sure that what is built is being executed over time. And results are a combination of that consistency of actions over time. So and that’s why the synchronization phase focuses on the consistency and has parameters to measure over time. So when we do the cycle, rinse and repeat, you know, the first round, it’s it’s a good clarity building a good final foundation. The second round is building on top of that, but once you start spinning that it becomes less of a pull up, a heavy lifting, really because it’s already in motion.

Lee Kantor: [00:10:58] And then you’re not necessarily saying, OK, we’re going to start with these 10 offerings. It might be. Let’s start with one build on that, good at this, be great at this, deliver results and then layer on, you know, then rinse and repeat the whole process with the second one and then just keep layering and layering and layering.

Raul Hernandez Ochoa: [00:11:17] Exactly. And the beauty of it is a lot of founders don’t know where they actually want to take it. Like, I’ll I’ll be on. I had a call with a client that I think we’re over a year now and we’re like, Well, cool. Where do you want to take this? Are you looking to roll up, sell, exit, merge by like, what’s the what’s the endgame? Because a lot of service based businesses are just cash flow businesses. What is the asset that you’re building? I think it’s an important question to ask. If it’s if it’s an asset, as it is, is a software that you’re building internally, if it’s an asset as a business to sell, and that’s why the clarity phase is one overlooked but to the most important, because if you don’t know what you’re building and designing for, then you’re just moving an action over time.

Lee Kantor: [00:12:02] And when did you kind of figure out, Hey, I have something here that can be scaled in this manner?

Raul Hernandez Ochoa: [00:12:13] For me personally or like for

Lee Kantor: [00:12:14] You personally, as as you know, you develop this working for somebody else, how did you know that this was something that you could then productize?

Raul Hernandez Ochoa: [00:12:25] Oh, yeah, I mean, when I was doing this, I was like in the sex roles and doing that in scaling that, I like it just it was a mentor who identified, Hey, this is unique in a lot of other people need help with it. And it’s that multiplied by repetition.

Lee Kantor: [00:12:40] So just so. But you were doing the work and you didn’t realize it. Somebody had to point it out to you.

Raul Hernandez Ochoa: [00:12:47] I mean, you don’t know how valuable it is to ride a bike until other people tell you that they can’t ride a bike or like we take advantage or for granted things that are come easy to us. It’s all someone else tells us, Hey, this is actually valuable.

Lee Kantor: [00:12:58] Now, how did you figure out this process on your own was a trial and error? Or you were somebody told you to do some of these things and you figured some of them out yourself?

Raul Hernandez Ochoa: [00:13:08] Everything that I ever write, everything that I’ve compiled into productive profits, it’s built off two things experience and results. So it’s honestly testing doing it and then logging what works.

Lee Kantor: [00:13:25] Now, do you have any advice for folks out there who are maybe not ready for your services but would like, you know, some of the results that you talk about is there are some low hanging fruit that anybody could do today, some action they could take today that could help them on their way.

Raul Hernandez Ochoa: [00:13:41] Yeah, I mean, so the way that I this is my business philosophy, information is free and it should always be free. I don’t charge for information. It’s transformation that we need skin in the game because if people want to see a result, you’ve got to put skin in the game. If not, you’ll never get a result, ever. So for information, I have everything from productive profits online on my newsletter, on the website, on the blog, the podcast, I drop consistent new, new insights, new things that are working, and this is me compiling all the frameworks and strategies that I’ve either done or see that are working within the teams that I lead anywhere from companies doing eight hundred thousand a year to trying to grow to 50 million plus a year. So I give that away all of my social on the podcast, on the blog and then for if you want to take it to the next step and I understand it, we’re getting tools or frameworks to apply in your business, like the transformation is a shortcuts, not really a shortcut, but the accelerators that would require like a paywall. But everything in information is free online. The book is on Amazon. And it’s also my website, I believe, as well, but that would be the best place to start really and really understanding the clarity phase and then working to build out your core operations.

Lee Kantor: [00:15:00] And for you at this stage in your career, what is the most rewarding part?

Raul Hernandez Ochoa: [00:15:07] I had a call on Friday with a gentleman in Florida, his company’s merging, and I share this story because I in this story, you’ll see the light. His company is merging, and he’s they’re doing well, they’re doing three million a year, and we’re looking at some things, but he mentioned to me in part of our conversation about helping helping him grow as like he says, every decision that I make affects about 38 families in my team. You know, the number is irrelevant here, it’s about the rewarding part is being able to be create that spark that certainty to create that confidence in the founder because it doesn’t just start and end with them, it starts with them. But the ripple effects affect their close relationships family, community, their teams, their stakeholders, and that’s the real ripple effect. And that, to me, is why I’ve I do this. That’s a lot of other reasons why behind that. But that, to me, is the main reason why I love just doing this kind of work.

Lee Kantor: [00:16:12] Well, if somebody wants to learn more, have a more substantive conversation with you or somebody on your team, or get a hold of some of those resources, what’s the website?

Raul Hernandez Ochoa: [00:16:21] You could work. I oh, let’s do good work. Oh, and you’ll have every access point there and you can contact me directly as well.

Lee Kantor: [00:16:30] Good stuff. Well, thank you so much for sharing your story today. You’re doing important work and we appreciate you.

Raul Hernandez Ochoa: [00:16:36] Appreciate you. Thank you.

Lee Kantor: [00:16:38] All right, this is Lee Kantor Lusail. Next time on Coach the Coach radio.