STEP 6.3: A CASE STUDY
Creates His Brand Vision
Leo's business is thriving. He has an assistant helping with fulfillment, and his first wholesale order is in the works. Now it's time to zoom out and create a long-term vision to guide his brand for the next three years.
The Challenge
How does Leo ensure his brand continues to grow in a way that is both profitable and true to its craft-focused mission? He needs a "North Star" to guide his big decisions, ensuring that as the company gets bigger, its soul doesn't get smaller.
The Action
Leo uses the 'Impact Roadmap' framework to dream about the future, balancing financial and impact goals.
1. Define the 3-Year Financial Goal
"My financial goal is: In 3 years, my business will be generating $100,000 in annual revenue. This will allow me to have a dedicated workshop space and potentially hire another part-time maker."
2. Define the 3-Year Impact Goal
"What does that revenue enable? In 3 years, my products will be carried in 25 independent boutiques across the country, and I will launch a YouTube channel to teach traditional leatherworking skills to a new generation of crafters."
3. Brainstorm Key Milestones
- Product: Develop and launch the "Lifetime Belt" and a minimalist laptop sleeve.
- Market: Attend a major trade show to connect with boutique owners.
- Team: Promote the studio assistant to a full-time workshop manager role.
The Outcome
Leo now has a clear, inspiring, and integrated vision for the future. It's a purpose-driven roadmap he can share with his team to keep everyone aligned and inspired as they continue to `Scale`.
Our 3-Year Vision (The Impact Roadmap)
- Our North Star: To be a leading voice in the movement for durable, thoughtfully-made goods.
- Our Financial Goal: To reach $100,000 in annual recurring revenue.
- Our Impact Goal: To be featured in 25 independent boutiques and to launch a YouTube channel teaching traditional craft.