Building a Productized Service Step-by-Step: Day 2 – Target Customer, Pitch Doc, and Rough Model

If you haven’t already read day one’s post, do that now.

I mentioned in yesterday’s post that I set aside Fridays to work several hours on this business (see: rules). I’m most productive on days where I have a singular focus and no distractions. Most days are not like that. 

I made massive progress today in a short amount of time (~4 hours). 

Here’s what happened…

Generating the idea

Yesterday I still had no idea what I was going to work on, but during my morning shower I had an idea pop into my head and I thought it was worth thinking through.

In short: building evergreen funnels for Drip users. 

I filmed my process for working through this idea, the target customer, what their problems are, and what the solution could look like. 

Sketching the model + pitch doc

After coming up with the idea, I decided that next steps would be really nailing the pricing. 

Before that, I wanted to have a name for the business. I’m not pedantic when it comes to finding a good name, but was available, so I snapped it up and set up the website quickly.

Then I started working on the pricing model. Two reasons for this: 

  • It’s motivating. You start to see the potential in the business. 
  • It allows me to work through the business model with more accuracy (if I’m getting paid X, can I afford Y?)

Following that, I started working on the rest of the landing page by creating a pitch doc (essentially just sections with bullet points). This process took about 25 min and will need to be refined, but it’s a good start. 

I also filmed this whole process. 

Review + tomorrow’s plan

Today went well. Everything’s moving forward, but I haven’t got skin in the game yet. I’m eager to get the sales page done so I can start focusing on customer acquisition. I’m not going to worry about anything else between finishing the sales page and customer acquisition. 


I’m a fan of doing things as they’re needed to be done. 

Because this is a service business, I have the luxury of designing the service “on-the-go” as soon as the first customer comes on board. Designing the service before getting paid is just procrastination in this case, and I want to avoid that. 

So, priority = getting initial sales as soon as possible. 

Did I achieve what I set out to do yesterday?

No, in the sense that I shortcut the three bullet points. I chose one idea, I didn’t create customer research docs (probably a bad idea but I’m trying to do this as quickly as possible—this may bite me in the back), and I didn’t create a list of all potential ideas/services I could offer. 

But I’m much further ahead than I thought I would be for the first real day of work. I’m sure I’ll be able to validate this business within a month. If it fails, I’ll try something else.

Tomorrow, I will:

  • Draft the sales page in Google Docs
  • Design a rough logo


  • Money spent: $50 total
    • $50 for domain name (
  • Money earned: $0
  • Hours worked: 4 (total: 4.5)
  • Coffee count: 4 (total: 5)

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