- He's having a little nap there.
So, I've got you for 40 minutes
and I wanna teach you guys the things
that I did in my business
because if you don't hirethen, in my experience,
you drown and you get stressedand you get frustrated
and works sucks and we're in this business
to be the best people that we can be
because we thought, hey,we're gonna go out there
and we're gonna make a difference.
And then you get stuckin business and it sucks
because you haven't got people around you,
so I'm gonna try and fixthis problem for you.
So here's just a bit of my paraphernalia,
so I've got Summit Digital on the left,
which is a marketing agency
that mostly deals in construction.
So my dad's a bricklayer,
so I naturally attract and talk to a lot
of construction style businesses.
I also built a niche businesscalled Tradies Get Online
because when you niche, theriches are in the niches.
(laughs) I'm gonna try not tosay too many of them things.
But, yeah, Tradies Get Onlineis like my happy place.
It's where I go to do work for tradesman,
people that just needour help more than ever
and those are my guysand those are my people,
so I spend a lot of time there.
And then Stephanie Campanella,my name is very long.
It's Italian, it means little bell.
(man sneezes) Bless you! (laughs)
So StephanieCampanella.com.au,
that's where you'll findall my Instagram links
and all that other jazz, all righty.
So just taking you way back,back to a very long time ago.
I am, well I wouldn't say just,
but I'm a graphic designer.
I went to Hornsby TAFE andI studied graphic design.
While I was there one ofmy web teachers said to me,
"Steph, you're going really well at web,
"you should probablygo out and get a job."
And I thought, holy cow, Chris, really?
Do you think I'm readyto go and get a job?
And he goes, "Just goand do it, who cares?"
And I was like, righty oh.
So in 2009 I just went andgot a job as a web developer
even though I had never everweb developed in my life.
So I jumped right in and Iwas working for a company,
very fortunate, we were workingwith Adobe Business Catalyst
so you didn't really needto know much web dev.
That's why I excelled. (laughs)
And I did a lot of marketing with them
and I got taken around to allthe cool marketing people,
Brian Sherko and rah, rah,rah, all these marketers.
Anyway, I learned a lot of marketing
and I learned a lot of web dev
and I just gritted myteeth and I got through it,
and then I thought I'd govisit the rest of the world,
the agency world, and so I quitmy little job in Castle Hill
and I moved out to a bigstudio in St. Leonards.
Woo-hoo, I'm a real web developer now!
So we dealt with biggercompanies, David Jones,
rah, rah, rah, who cares, anyway.
I was at this agency for11 months and 4 weeks,
just enough time for them toretrench me and I get nothing.
So imagine I'm like 22, Italian family,
so I don't really go out very much.
I had to stay home alot and go to bed early.
I'm making up for thatnow though. (laughs)
So, yeah, imagine, I've been in a job
and that was my job, that was my thing.
I'd get up in the morning,I'd go, I'd give it my all,
and I would give so much tothe team and to the customers,
and I'd have conversations
and they'd bring me along tothe meetings, rah, rah, rah,
and then next thing youknow they just drop me.
And at that very moment Irealized that I had no control.
I had no control of where I was going
or my job, my destiny, my corporate life,
everything was thrownback in my face basically.
So, yeah, it was a Tuesday orWednesday, at about 2 o'clock
that this happened,
and I live in Castle Hillso I'm in St. Leonards
and I can't get homebecause the Hill's buses
don't start until 4 o'clock. (laughs)
So not only was I jobless,but I couldn't even get home!
So I had to hang around.
At that very moment I said to myself,
I am never, ever going to not have control
of my destiny ever again.
And so for the next four weeks I began.
I began to hustle.
So as a freelancer web dev,branding, whatever you do,
you always get people, hey,can you do this for me?
Hey, I really need, I've justgot this new shoe business,
can you build me thisshoe business website?
It's not really e-comm,it's a couple of shoes
and a payment, maybe, I don'tknow, can you do that for me?
I've got a grand.
Or I need a logo done, canyou come and do a logo for me?
When I was working for the'man', and a female, both.
When I was working for theman I had people asking me
that question, or thosequestions, all the time.
Can you do this for me,can you do this for me?
And I always like, no, no, no,
I work in St. Leonards with a studio,
I couldn't possibly take any extra time
to do this sort of thing.
So, yeah, when I got leftin the dark I was like,
right, that's it, I'mgonna call all these people
that used to call me for help,
and I reached out and I started hustling.
And I started makingconversations with people
and generating work.
And my first check wasfrom Cancer Council, $950.
I'll always remember that moment,
getting the work done inmy pajamas, in my room,
with my cat on my desk, (laughs)
and getting paid for that work.
And I was like, holy cow, we can get paid
to do this stuff in my pajamas, very cool.
So I networked, Imatured out of my pajamas
and I went out and I networkedand I built relationships
and I thought I was Super Pug.
So I am like, I am the hotshit, let's just say shit.
I can build you a website,I can do your branding,
you want content, I can do content.
Man, I had it going onand I was super happy
and oh my God, look at this,you're running a business.
I was like, yeah, I'm runninga business, and I was top dog.
And then this happened.
And this might be whereyou're at right now.
You might be killing it inbusiness but you're drowning,
and you feel like everything'ssitting on top of you
and you can't take a breath.
And you've got a client calling you
and you can't pick up the phone
because you haven't done what you said
you were gonna do yesterday,or was it two weeks ago?
Or was it a month ago?
So I created this for myself,
and I think that's thefirst thing we need to do,
we create our own environment
and we create our own frustrations,
and we create our own frustrated clients
because we need to growand we've got to make money
and we've got to pay billsand we've got to pay the rent.
But very quickly we start to drown.
So where did we begin?
I took a big leap of faith,and just going back again,
with the Adobe Business Catalyst stuff,
I don't know WordPress, HTML, woo!
I think a equals dah, dah,
I think that's about all I know now.
I don't come from a webbackground really, I'm creative.
So how the hell was I gonnahire someone to do something
for me if I had no ideahow to even do it myself?
So I had to take a bigrisk and I had to jump
and I had to believe in myself
and believe in the factthat I could go out
and generate more work.
I could go out and findsome more groups of people
to talk to and to networkwith and to stretch myself
and to generate more work.
But I knew if I was goingto succeed I needed a team.
So big leap of faith, yeah?
So my first hire was a designer.
Now, I'm a designer, but I'm sitting there
designing the sites, like a rockstar
'cause I'm the best designer in the world.
That's just, you know, all right, cool.
And the phone's ringingor the accounts are going
or I've got to go to a sales meeting
or I got to do a handoveror I got to, I don't know,
sell another site.
So I can't just sit here anddo all the work, I need help.
So the first person Igot was a web designer
and that took three yearsfor me to make that step.
So I was on my own for three years
trying my best to smash itand I wasn't really growing
and I wasn't really getting anywhere.
And then my designer cameon board and wow, holy cow!
He's actually really good at design too,
who would have known that?
And my clients really like his stuff too,
who would have thought that?
I thought they were just withme 'cause they were buying me.
Like, holy cow.
So very quickly I got time back.
I was able to go outand go to more meetings.
I was able to design all of the designs
that needed to be done.
We get a website, we alwaysdo two homepage designs,
and once you've picked a homepage design
then you do an internal
and then we might do some more internals,
and there's a lot of designs to do.
And so just giving that to my designer,
I was like, holy cow, I'vegot so much time back.
Now, realizing that I couldpush some more work through,
I thought I can actuallyget more work done,
and now that I've got a designer,
I can pretty much flickthings over within the day
or within the week.
And I was like, damn, ifI had a web developer,
imagine what I could dowhen I had a web developer
and a web designer.
Now, I was using contractors.
I was using a contractorhere for web dev in Sydney,
who's moved down to Aubrey,
and I was using a guy in the UK,
and those two guys weremy web contractors.
So everything that we did from design
went over to those guys.
And sometimes they've gottheir own things to do
and they've got their own business to run,
so I kind of get in lineand get in the pecking order
and wait for them tofinally finish my work
and then finally come back to me.
So getting a web developeron made me be able
to actually run the show,
be able to go, yep, I'mgonna put a maintenance plan
together for you,
and we're actually gonnabe able to do the work
because I have the men sitting here.
So that was amazing.
My next hire was my junior lady boss,
but I hired her to cover for me
'cause we've got a designer,cool, designs done.
We've got a developer,awesome, that's done.
I'm generating more workand finally I'm profitable,
for the first time ever I'vegot people in my business.
I need to give more ofthe things that I'm doing
to somebody else as well.
Now, we're doing social media,we're doing email marketing,
content needs to be proofread, et cetera.
So I created this emailmarketing, social media role
and I had a bunch of people come through,
and my current girl that fills this role
she just had a great attitude,
and when I spoke to her onSkype and I interviewed her
she didn't know how to use all the tools,
but she had the best attitude.
And she has changed my whole business
because I was able tolet go and empower her,
and by doing that she hasempowered everybody else
in the business.
I can't tell you, you thinkthat you need a designer
and you think that you need a developer,
but you actually need someoneto check all your emails
and do all the emailmarketing and do the social
and book your meetingsand confirm your meetings,
and all these other littlethings that have got to get done.
'Cause you just wannastay in your sweet spot,
you just wanna stay integratedand talking to people
and networking and getting out there.
So my email marketing, social media girl
became my junior lady boss.
Now, systems are better than superstars.
So I had some great stuff,
but before I could doanything with those guys,
I needed to have a system in place.
I needed to be able to give them the job
and then for them toactually go through it
from top to bottom toget the whole thing done
how I like to do it.
So I, of course, have software.
So Teamwork, so I useTeamwork to project manage.
Who here has a project manager they use?
Okay, and you're all freelance web devs?
Yeah, no, no.
Okay, so Teamwork is myproject management tool,
that's what I use to haveall the projects in one place
and all the processes and everything.
Slack is my little chat box.
It's a place where wego to talk about jobs
and life and what's going on.
Voxer is my walkie talkie.
So when I finish a meetingI'll jump in the car
and I will literally hitVoxer and go, hey, girls,
just finished my meetingand it went really well
and they loved the designs,let's get building,
I'm gonna invoice this person,
can you remind me to invoice this person,
all good, rah, rah, rah, rah.
So it's a nice, fast way to talk to them
rather than just chattingall the time, yeah?
They get to hear my voice.
We use ManageWP to manageall our maintenance
and care plans.
We use SEMrush to do ourSEO, keyword research,
even social media posting.
It's only new in therebut it's incredible.
Expensive but damn well worth it.
One report from SEMrush canseriously sell you a client
for good cash.
We use Canva, not Photoshop,we try not to use Photoshop
'cause Canva is so easy to pick up
and I can bring on any VA
and they can come into the business
and they know Canva, it's well-known.
Photoshop, I don't know,that takes a good skill.
We use Rev to transcribe,so if I create videos
and they go up to YouTube or Facebook,
then they need to be transcribed
so that they're more visualin search engine results.
We use Xero to obviously do invoicing,
'cause why else wouldyou use any other tool?
And I use PayPal to pay my guys
in either US dollarsor Australian dollars,
depending on how we've negotiatedthat whole pay section.
All right, so Teamwork itself.
So without this tool Icannot hire any staff.
I can't tell anyone to do anything
because there's no process in place.
I can't go hey, G, I wantyou to design a site.
He goes, all right, I'lldo it my way I guess.
No, you have to follow theexact process in the same way
because I deliver aproduct to the customers
and I tell them certain things,
and they should beexpecting certain things.
So when I tell themthere's gonna be designs
and they'll be flat JPEGs andthen the JPEGs will be loaded
into InVision and the clientwill see all the designs
and everything, Gerald needs to know that
because he needs to know all those tools.
He needs to know howto do all those things.
So I cannot push enough thatwhen you're sitting here
and doing the job that you're doing,
say you're building a website,
every little task that youdo to build that website,
you need to write it down.
You need to absolutely putthe process from A to Z.
You're doing an SEOaudit for the first time
and you open up theclient's website, step one,
you open up Notepad or something,step two, open up Notepad.
Step number three, what isthe domain, put the domain.
Every little process otherwise,
I've got some funny slides coming up,
but otherwise it's a mess.
And how do you know ifit's being done the way
that you were supposed to do it?
If you think about whenyou launch a website,
well, it's pretty obviouswhat needs to get done,
go and launch the website.
Well, no, no, wait a minute,
when we go to launch the website,
we've got to add Google Analytics,
we got to add robots text,
we got to add webmastertools, we got to make note
that we launched on this day at this time,
we've got to tell the clientwe're about to launch.
There is a whole processthere that needs to happen
just for going live.
Now, hey, guys, can we go live today?
No worries, that'll just be like,
dah, dah, dah, dah, dah, bing, done.
Forgot to do the no follow thing on robots
so the site doesn't show up in SERPs.
Great, well, I can't do everything,
that's why there's a list.
So this is like one exampleof one of the processes.
Website delivery 2018.
So, when I put a proposal together,
there are goals in the proposal.
I put the goals insideour live new project
because the team should know
what the goals are for this website,
we wanna involve them as much as possible
so that they are on track and they get it.
We're not just building awebsite that looks pretty,
we're gonna build a website
because it's got to dothis, it's got do this,
and one of the guys will say,oh, I'm good at Gravity Forms,
I can do this and do that, so, yeah,
there's got to be a whole thing here.
Even like hello, sign, create doc.
I need a document created
so that I can get the client'ssignature on the contract.
Is that done?
So there's a little bit for me in there,
but there's a lot ofit for, now, my staff.
So, I can't tell you how important
a project management tool is,
and setting up of yourprocesses before you even hire
is like super important, yeah? (laughs)
All right, so, I love NigellaLawson, I love cooking.
If I could just spend every day cooking,
that would be my life, woo-hoo!
Surfing and cooking,that's all I would do.
Now, I watch Nigella and she'sthere throwing in the sugar
and the flour and thenyou put it in the mixer
and then dah, dah, dah, dah,and she's making the cake,
and oh, wow, I can make acake just like that, yeah?
She's telling you the process,shes' talking about it,
but when you follow her onTV and you're in your kitchen
and you're trying to follow along,
oh, salt, pinch of salt,ah crap, too much salt.
Your cake doesn't quite turn out.
It's because you didn'tfollow her actual recipe,
the one that's in her book.
You've got to go buy abook to get the recipe,
to get the process on how tobuild a cake just like Nigella.
Building websites is exactlythe same as making a cake.
Now, here we have a beautifulchocolate ganache cake.
There's Kit-Kats around the outside
that have been nicely straightened out,
there's an elephant laying in the ganache,
it's obviously a sponge,you would know that, right?
So I'll be like, oy, canyou go and make this cake?
No worries, this is whatwe do our web developers.
We go, oy, can you justgo and make a website.
And they go, sure,(laughs) I'll do it my way.
Well guess what it turns out like?
And you're like, you are fired!
Are you serious, that is nota cake, that is not a website.
How dare you deliver such rubbish?
But it's you who hasfailed your developer.
It is you who has to takeownership and it is your fault,
and you are gonna be eatingthat shitty cake! (laughs)
I'm a big baking fan sohere's one more for you.
You wanna send an email,
so you're running emailmarketing for your clients
and you've just been giventhe text from the copywriter
and you've already got atemplate organized, brilliant.
You just throw that copy, sorry,you throw it to your staff
and you go can you get that email out,
I need it tested ASAP.
So they just go away and do it,
and it looks like thisbecause they didn't know
that there had to besome headings in there
and some sort of design and, you know,
not actually just send it tothe client looking like this,
like, hello!
So, yes, I just threw acouple of extras in there
just for fun. (laughs)
All right, so, Teamwork's massive,
but you've got to knowyour processes first.
If you don't know your processes
then the software isn'tgoing to do anything for you.
So you need to sit downthis week when you work,
Monday morning, first thing,
everything that you do from go to stop,
you need to write it down.
I know that seems boring,
but it's gonna save you timeand you're gonna be able to
basically duplicate yourselfand here we are over here.
All right, so Slack.
So we use Slack tocommunicate for the team
and build a community and build a culture.
Who here uses Slack?
Woo-hoo, all right, it's the best tool,
it's on my phone, I can jumpin, I can leave a little chat.
It's on the desktop, it's awesome.
So we have, in the pink,obviously we use that section
for all the projects.
So every active project that we have
in the website 2018 list, thereis create new Slack channel.
Add members to Slack channel.
It seems really basicbut it has to be done
and it's part of the process, yeah?
So, yeah, on the left is allthe channels for the projects,
and then on the right is, obviously,
all the fun communicationthat is going on.
Now, I don't want work to be boring
and I want to get to know my staff,
so every single day the teamhave to share their big win
and their focus today.
So one of the boys is sayinghis big win from yesterday
is something, I hid it for privacy.
My big win yesterday, something went live,
I checked the somethingsite and it's responsive
but I can't see any errors, websites?
All good, my focus today is to check
on website contact form,it's not sending properly.
He's gonna finish some website, you know,
hey, that's not all thethings that he's doing today,
but that is like hisbig win from yesterday,
so he's winning in the teamand he can celebrate something,
and then his focus today.
So guys, I've really got to get this done
and everyone else should knowthat this is my big focus,
'cause if something comes upthat someone else knows about
they go, oh, he was reallyworking on that today,
I should probably tell himthat the site went down
or something crazy like that.
Here's another, good morning.
My big win yesterday was that I was able
to create a landing page for X,
and the form's connectedto campaign monitor,
and there's a newsletter sign-up
and the website connects to MailChimp
and the forms in Gravity and FAQs are in.
I was able to pass StephCampanella's web pages
in the mobile friendly test, good work!
My focus today is to startbuilding the website.
Have a great day everyone.
Even better.
Kat, my big win yesterday,
I was able to finish the blog article,
the company profile, thepop-up form responsiveness,
like, yep, cool.
She says, oh, last night Iwas able to watch the finale
of my favorite series, LOL.
My focus today is to follow up on projects
and create updates for clients.
So she's sharing personal wins.
So, of course, what happened after that
is, oh my God, what are you watching?
Please tell me more.
'Cause we're building a community inside
our little staff Slack deck here.
'Cause we want to get to know each other.
I wanna be able to know what's going on.
If there's wins and lossesand things to focus on
it builds a team, it builds community.
Someone said to me, actually,just before this started,
having an overseas team is very different
to having an Australian team, right?
And I'm like, no, whenI had Australian staff,
I did it the exact same way.
I used Teamwork and I used Slack,
and we sat across fromthe desks that we would,
you know, chat and do all the things,
'cause obviously they too have to talk
to all the Filipino staff.
But it's the same thing,it's the same systems
and it's the same beliefsthat are the whole thing.
All right, this is the fun stuff.
If you don't know what we're selling,
how the hell do we know who to hire?
So, pen and paper ifyou have, or computer.
Oh, there we go.
What are you going to do?
Because we are in anever changing business
and there are things popping up every day,
and you will get phone calls from people
that want you to do allsorts of things all the time.
And if you're not solid in your offering
and you know you've gotyour core to do the work
then you just say yes,yes I need that job,
yes I need that job, yes I need that job,
and then you're stressedbecause you can't deliver
on the job because you've got no resources
or you haven't bought the thing yet
that's gonna deliver that thing, yeah?
So, what I wanted to do is make sure
that we're really super clear
on what our business actuallydoes and get solid on it.
Like my niche business,Tradies Get Online,
we do websites and onlinemarketing for tradies.
We talk to tradies, liketradies, we use their language,
I use spirit level to say that
that's how we measure Google Analytics.
There's a whole language there.
But we know exactly whatwe do for that business.
No, we're not gonna do your branding.
You go somewhere else and do that.
We could probably do it, yes,
but no, it's not very profitable for us,
so we're not gonna do it.
So this might be some of thethings that you're doing.
Audits, website maintenance,SEO, pay per click,
Instagram, Facebook,Facebook Ads, woo-hoo.
Facebook posting, websitebuilding, workshops, podcasts.
What are you going to do?
Because if you don'tknow what your core is
and exactly what you're going to do,
how the hell are yougonna hire staff for it?
So, another fun exercise.
Think about what youwanna do in your business.
So if you're going to be the agency
that's going to do SEO and pay per click,
then where do you fit in this business?
So I like to put a flatter yourself,
and a keep-it-real list,
because you wanna think aboutwhat am I really good at?
And then what am I not so good at?
And you wanna be damn honest with yourself
'cause, you know, I do not build websites.
I would be there for hourstrying to unpack a plug-in
to a WordPress and howeveryou do that mysterious thing.
So that's, I'm no good at that.
So that's on the keep it real side.
So flatter yourself, what are you good at?
Are you really good at WordPress training,
and do you love it?
Okay, it goes on theflatter yourself side.
Are you really good atnetworking and generating sales?
Goes on the flattering side.
Do you really suck at design?
Then don't ever do design ever again.
It goes on the keep it real page,
because you know you'regoing to need to get someone
to do that stuff for you.
So what have I got, flatter yourself:
creative thinker, podcasting, networking,
communicating, showingenthusiasm, woo-hoo!
Keep it real: I do notlike doing development.
Sure, I'm a graphic designer,but that was like 2007.
If a lots changed sincethen and I am definitely not
going to be doing any design.
Audio engineering, I downloaded Audacity
and I tried to do, you know, get in
and try and do the podcastmyself, but are you serious?
I've got to go generate some sales.
I can't be doing all that.
Checking work, I'mhorrible at checking work.
I also am an incredibly bad speller,
so I will not pick up anyspelling mistakes either.
So I know that I cannot bein charge of those things
in my business to be successful.
I can try and do all those things,
I could definitely go hometonight and download WordPress
and put it on a server and try and do
however the hell you dothat and watch some video,
but how long would that take me to do?
And why the hell would I wanna learn that?
I was in another room earlier today
and this lady said, she wasasking me some questions
from one of the other ladies and she said,
"I'm doing this WordPressthing and it's really great
"and I can give back so much,
"but it's all moving so fast
"and I'm not really surehow I'm gonna keep up
"and how I'm gonna keepdoing all this development."
It's like, whoa, you arenever gonna develop a website
ever again.
You will get someone in thatrole to do that thing for you,
so that you can flourish and be happy
and be in the role thatyou're meant to be.
So, really consider your services,
and really consider your honest self,
your flatter yourself and keep it real.
Okay, here's an excitingone, an org chart.
Has anyone done an orgchart for their business?
So, like, hey.
Okay, so you're in businessand you're sitting there
and you're doing thedesign, (rolls tongue)
so you've got the designer hat on.
And then you go out and yougo do a networking thing
and you're doing salesand you're handing out
business cards.
I'm doing sales and marketing,I'm doing networking.
All right, cool, put that hat on.
And then you go back andyou need to bill someone
and you haven't billed them for ages
and that's why you've gotno cash flow, oh crap.
I better go do my accounting,yeah, you put that hat on.
So you already have an org chart,
you just haven't mapped it out yet.
I didn't even know what an org chart was,
so someone had to point this out to me.
So, for me, when we firststarted, there was me, lady boss,
and then there was me, head of design,
and then there was me, oh,I was a horrible developer,
and then there was me, project manager,
and then me doing accounts, yeah?
How exhausted do you think I am?
Is this familiar? (laughs)
This is where we are now.
And this is where you can be
if you know exactly the service
that you are going to deliver,
and you know who you'regoing to deliver it to,
and you know what you're good at
and you know what you just simply suck at,
then you can start tobuild your org chart.
So what have we got here, we've got you,
head of the business.
I think that's where we wanna be.
Junior lady boss, shematured to that name,
she was a VA but she's a rockstar,
and I just never realized,
and now she gets called junior lady boss.
There's the project master,not project manager,
project master, 'causeKat is our project queen.
She knows everything.
She knows exactly what's going on,
she knows how many siteswe've currently got active,
she's writing the weekly updates.
Hey, guys, just letting you know
this is what we completed this week,
this is what we're gonna do next week,
and by the way, this iswhat we need from you.
She writes those emailsthat goes to the client.
How does she do it so well?
'Cause I built a process for it.
Developer one, developertwo, developer three.
Designer one, designer two,
I don't know how manydevelopers you're gonna need.
Are you gonna be doingsome really heavy stuff,
some e-commerce stuff,thousands of products.
You might need more than one man.
Designers, designers,designers are awesome,
you'll always need a designer.
Social media manager, audio and visual,
there's so much going on inthat audio and visual space
that, again, oh it's too hard,I haven't learned it yet.
No, no, no, no, stop.
You wanna do a YouTube channel?
Okay, cool, you get a cameraand you start recording,
and you get someone that'sgonna do your top and your tail
and your audio fixing, all that stuff.
You've got to know what youneed to do first, of course.
You've got to put the process together,
but you are not going to do that.
Now, the best way that Ilike to build my org chart
is in Trello, quite often usedas a project management tool.
So if I look at all the peopleand if I look at all the jobs
and the positions thatI'm gonna have here,
then I can actually build thething that I'm going to use
to then go out and hire someone.
So, Monday, first thing, all week,
open up a Trello board,put the different sections,
put the different charts of accounts,
charts of employment that youhave, and fill these cards.
So did you start by makingphone calls on Monday?
Or did you do accounts?
So there needs to be anaccounting section in there.
Did you do some project management?
Did you do some emails to clients?
Start putting that in there.
Did you do some designing,how did you do the designing?
Was it in this, was it in that?
Put that all in there.
We want to build the role,
because when we are frustratedand there's so much going on
we just need help and then we just hire
and then we probablyhire the wrong person,
and then it's their faultfor not delivering for us.
Whoa, wait a minute,did we arm that person
with the right role?
I so often get business owners just go,
oh, I'm looking to get a VA,
there's a VA servicein the Northern Beaches
that's really cool, I'mgonna give that a crack.
And I go, oh, cool, sowhat are they gonna do?
I don't know but they'regonna take all my stress away.
It's like, well, you haven'teven built the role yet.
So you can seriouslyjust fill this as you go
and I even still get my teammembers to jump into Trello
and to record the types ofjobs that they're doing.
So, for example, my junior lady boss
is still spending a lot oftime doing email marketing.
My email inbox is flooded.
I need her to get out of email marketing
and get into my inbox so thatshe can respond to more people
and push the jobs to the rest of the team.
So I now know, because shehas told me all the things
that she does and how shegets through her entire day,
I now know that she does waytoo much of this tech stuff.
And I thought I'd already relieved her
because I hired a second lady boss, Kat.
But Kat's too busy helping everyone else
do the stuff over here as well
'cause there's so much to do.
So I even get my staffto fill this out for me
and we look at it and we go, whoa,
there is so much that you,
no wonder you feel so overwhelmed.
So very important toknow what you're selling,
build your org chart, andget in your happy place.
Do the things that you wanna do.
All right, where the helldo I go to get staff?
So I believe that we arein talent management.
That's what we're doing,we are managing talent.
We can't do everything as a business owner
so we need the talent tobe able to do it for us.
So, I am not going to tell you
that I hate Fiverr or love Fiverr,
but if you never hired staff before,
then you need to starttalking to other people
around the world, yes?
UpWork is a dirty place
and only shitty web developers are there,
but you might find your bestweb developer in UpWork.
They might just be sitting there.
I have ongoing conversationswith freelancers all the time
because you never knowwhen they've just finished
with another job or another contract,
and you never know thatthey might be coming up.
For example, this week on Skype,
a chick that I hired like twoyears ago to do a little bit
of social marketing for a perfume company,
she came in, did thesocial and she walked away
'cause she had something else to do.
No worries, not a full-time staff.
She came back to me just the other day
and said, "Steph, hey, how you going?"
I'm like, "Hey Bay."
Her name's actually Bay, not just bae.
She's like, "I just wanted to tell you
"that I'm now full on freelancer
"and I do funnels for coaches
"and I know you're building a course,
"and I thought you and Icould work together again."
And I was like, well, goodon you for following me up,
you're the bomb, tell memore about these funnels
and how you're now an expert in this stuff
and let's see if I can use you.
So I have the most fun inOnlineJobs, OnlineJobs.ph.
I have some amazing rockstars from the Philippines
in that network.
There are some awesome people on UpWork,
but of course it's, I don't know,
it's like the dirty place to go.
Fiverr is super cheap.
99Designs, Freelancer,there's heaps out there
where you can go and get staff,
but you've just got tostart having conversations
with talent so that you can bring them on.
But remember, do not jump in to step four
until you have donestep one two and three.
You know exactly whatyou're going to sell,
you've got your sales docs.
A sales coach once told me,
"You are not allowed to sell anything
"that you don't have a sales doc for."
I was like, okay, I'm notallowed to sell anything
that I don't have a developer for.
All right, I think we have questions.
Two minutes, oh, okay, all right.
All right, questions.
- [Moderator] We've got abouttwo minutes for questions,
or three or four or five if we take some
of the afternoon break out.
- Okay, all right.- Over there.
- Okay.- Go, go, go.
Awesome preso by the way.
- Oh, thanks, I thought you were there,
I was like, whoa, (laughs) hey.
- [Man] Just one quick question,
do you allow youremployees to start talking
with your customers and clients
and how do they respond to that?
- If you go to my SummitDigital, Google my business page,
you will actually see reviews from clients
and they say five star, Ilove Rose, she is amazing.
I'm going, I love Rose, what the hell?
But, hey, Rose talks to thecustomers and they love her
'cause they can get backto her like really quickly
and she responds 'cause,hello, I'm in meetings all day.
So, yes, my clients knowkey people in the business
and they talk to them all the time, yes.
Even so much they leavereviews about them not me.
I'm like, okay, cool, whatever. (chuckles)
- [Moderator] Do youonly let certain people
talk to certain people ordo you have just key people
or your duty lady boss?
- So my two girls thatrun the entire show,
those girls talk to clients.
The boys, the designers, the developers,
the social media managers,dah, dah, dah, not so much.
And not because, no, because I believe
that it should be a succinct message
and one person should bedelivering that, yeah, yeah.
- [Moderator] Any other questions?
- [Woman] Hi, did you everhave a negative experience
with hiring, like a false start?
How was that?
- I had a staff member for three years
and he was really shit,
so I ended up moving him on,
and so he put porn linkson my personal websites.
But he was a very shit web developer,
so even I could work out that there was
actually just a redirect.
And I deleted the redirectand then the sites went back
and went live again.
That's why I fired you,when you tried to hack me,
you couldn't even do it. (laughs)
And, whoa, Jesus, thepressure was building
'cause what else is this guy gonna do?
And should I never ever hire again
because that one guy ruinedmy entire day, it was June.
I remember sitting in mydesk going, holy shit,
these sites are going up, Russia.
But, yeah, I went hard after that.
I talked to more and more people
because I never want to bebottle necked by one developer.
I want to have many peoplethat I can be able to pull in
and pull out of the business as it grows.
- [Moderator] Yep, over here.
- [Woman] Hi, if you're usingpeople from overseas as staff,
how do you deal with the time lag?
- They start at 9:00 a.m. Sydney time
and then they finishat about six or seven.
So I've got nine, I've got Bangladesh
and the rest are all in the Philippines,
and even he works our hours.
- [Woman] So they just work your hours?
- I literally say if youwant a full-time job,
then we need you from9:00 a.m. 'til 6:00 p.m.
If you can't work those hours,we don't have a job for you
'cause it's my business and my rules.
- [Woman] All right, thank you.
- Na, no worries.
- [Moderator] And, also,the time difference
is only two hours fromSydney time to Philippines.
- Oh, it's nothing, yeah.
- Yeah, so it's the (mumbles) actually.
- Yeah, it's not too bad,it feels a bit lonely
when you get up at 7:00 a.m.
You're like hey, guys,there's like crickets.
- [Man] What's your hiring process like
in terms of interviews and--
- Okay, so there is a wholelayer of hiring processes.
The most fun one is just talking to them
and seeing what the hell they say back.
You might have noticed thatone of the girls responses,
her English wasn't very good.
She's just been brought onand she's being, basically,
babysat by the other boys,and she's gonna come up
and her English skills will get better
'cause she'll be writing every day.
I have general chats to these people
and just ask them and flick them emails.
Literally, just stalkingup work the other day,
I was talking to a guy,hey, man, what can you do?
No worries, all good,someone else is gonna help,
but all good.
He goes, cool, cool.
I said, hey, so what doare you passionate about?
What do you like doing?
He goes, oh, read my bio.
I was like, I don't wanna read your bio,
and if you don't havetime to even talk to me,
you ain't getting hired.
So there is like a whole process
to making sure that they'rethe right fit for you, yes.
I think I start with aFacebook stalk. (laughs)
I Google stalk, yeah, but,yeah, there's a whole process.
- [Man] Steph, I got a quick question.
When it comes to procedures,
which is something that Ihave to do on a daily basis,
and I struggle with'cause there's so much,
what do you use, what areyour steps to do that?
You've got Goggle docs, is ita spreadsheet, is it video?
How do you portray thesesteps so that other people,
your staff, can follow them effectively.
- Yep, it's all in Teamwork.
So they're Google Docs or they're videos.
Again, I don't knowhow to build a website,
but I know what I expect to get,
and it's Kat's job toactually technically check
if the developer has donethe right thing or not
and has followed the process,
and will literally go,well, you didn't do this
so this is how we like to get it done,
here's an example andhere's some comments on it.
So it's Google Docs but itall sits inside Teamwork.
- As lists?- Yep.
- [Man] And they will link off to a doc
or a spreadsheet or a video?
- Yeah, like Digital Pacific, my hosting,
you wanna do a redirect.
Well, okay, the redirect needs to be done,
here's the URL, here's what you do.
You literally go into Teamworkand go to that template
and you go redirect, WHN redirect,
and it's like go herethen go here then go here.
There's a set list for that.
If it's something more detailed
then it would be a Word DOC,it would be like a Google Doc.
- [Moderator] Do you do screenshots
and things like that as well?
- Yeah, I even makevideos if it's something
that's more like for methen I'll make a video
and I'll just drop it into Google Drive
so it's a resource that we can use again.
- [Man] Great presentation by the way.
- Thank you.
- [Man] Just meeting people in person,
like meet-ups and different conferences,
have you found that tosuccessful for hiring?
- Have I found that to be successful...
- [Man] For hiring staff,or is it mainly online?
- I don't hire any moreAustralian staff, that's it.
I stopped that inSeptember, August last year,
and I brought on more Filipinos,
and we got more work done. (laughs)
- [Man] Interesting.
- Yeah, I think that's areally common question,
even from clients.
I tell clients that I have Filipino staff
and they ask can I get one?
I'm like, no. (laughs)
And, yeah, that's like, are they any good?
I'm like, yeah, they're good!
Otherwise I wouldn't accept their work.
There are absolute rock stars out there.
It's just our job to talentmanage and to find them.
- [Man] So they're full-time?
- Full, the only way tohire staff is full-time.
I don't wanna say that enough,
because they need to support their family
and have a shower at the end of the day.
And if they're not getting paid enough
then they can't do all those things
and then they getattracted to another job.
You don't want them to beattracted to another job.
That is also why I do thewins and the daily focus,
'cause it engages themand we're part of a team
and I don't want to leave thatteam 'cause we're flourishing
and we're cool, dah, dah, dah, you know?
So, yeah.
- [Man] Excellent, thank you.