How To Become A Race Organizer

Become A Race Organizer

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If you ask any entrepreneur, starting a business comes with its fair share of challenges.

Becoming a race organizer requires a great deal of effort, dedication and most importantly passion.

If you're willing to put in the effort to build your own business, you're going to want to follow the critical steps to creating a successful brand.

We've created a guide that covers each step of the process - from making key financial decisions, to launching and marketing your business the right way, and tips/strategies on how to grow your business effectively.

market size
$211B
avg revenue (monthly)
$95K
starting costs
$7.01K
gross margin
93%
time to build
7 months
average product price
$1700
growth channels
Email marketing
business model
Subscriptions
best tools
Stamps.com
time investment
Side project
pros & cons
36 Pros & Cons
tips
2 Tips

💡 Introduction To Becoming A Race Organizer

Is Becoming A Race Organizer Right For You?

There are many factors to consider when becoming a race organizer.

We put together the main pros and cons for you here:

Pros of becoming a race organizer

• Flexibility

You can put as much time into the business as you'd like. If you like the work and have some initial experience, you can start small and manage all aspects of the business on your own.

• Ability to start your business from home

It's not necessary to have a physical storefront or office space to get your business started. You can do everything from the comfort of your own home, at least in the beginning!

• Little startup costs required

The cost to start a race organizer costs significantly less money than most businesses, ranging anywhere from 1,263 to 17,159.

• Rewarding work

Starting a race organizer can be really rewarding work. After all, you are solving an immediate issue for your customer and you're working on something you truly care about.

• Scalable

With businesses and processes changing daily, there will always be demand for new features, products and services for your business. Additionally, there are several different business models and pricing tiers you can implement that will allow you to reach all types of customers.

• Traffic to your website

A race organizer gives people a reason to visit your website and to keep coming back to you!

• No overhead costs

To get your race organizer started, there are no costs associated with overhead, storage, packaging, etc. This will save you a lot of time and money!

• Meaningful business connections

You never know who you will meet as a race organizer. This could be the start of an incredible business opportunity!

• High margins

The gross margins for your race organizer are typically around 93%, which is considerably high and allows you to grow your business and manage costs easily.

• Quick build time

The average time it takes to build your product is quick - typically around 7 months. This will allow you to bring your product to market faster.

• Control of workload

With becoming a race organizer, you have the unique ability to choose how little or how much you want to work. You also have the freedom to decide which projects you want to work on, and can turn down the ones that do not interest you.

• Unlimited income potential

With becoming a race organizer there is no cap as to how much income you can make. The stronger your business skills and the more energy/time you put into your career, the more you'll make.

• You are your own boss!

With becoming a race organizer, you are the one to make decisions for almost all of the operations. Calling the shots can be empowering and liberating!

• Simple business model

A race organizer has the advantage of a simple business model, which makes launching and building the business more seamless.

• Minimal experience required

Becoming A Race Organizer requires little experience and no specific certifications or qualifications. To be successful, you need hard work, determination and the desire to achieve greatness!

• You get to do something you truly love

With starting a race organizer, you get to put your energy into something you are truly passionate about! You'll find yourself devoting as much time and energy as possible into the business to make it successful.

• Express your opinions

With becoming a race organizer, you can express your opinions and knowledge to your audience, which allows you to build your own reputation and identity.

• You can work from anywhere!

Not only can you start your race organizer from home, you can also run your business from anywhere in the world. This is the entrepreneur dream.

• Easy to Learn The Business

When starting your race organizer, there is a ton of information readily available to you online (Facebook groups, Youtube videos, Starter Story etc). This will help you get the business started and answer any questions, doubts or concerns you may have.

• You get to inspire others

Your business is one that encourages and inspires others, which in itself, can be very fulfilling.

• You establish yourself as an expert

With becoming a race organizer, you establish yourself as an expert in your niche, which builds your credibility. In return, customers are more likely to trust you and refer you to other friends and family.

• Various different ways to make money

With starting a race organizer, there is not just one business model to choose from. This field is amazing in that there are various different ways to make money. Although this may complicate things, it's great to have different options and sources of revenue.

• Make money while you sleep

The advantage of starting a race organizer is that you have the ability to have passive income and make money while you sleep. This is the dream for many entrepreneurs.

Cons of becoming a race organizer

• Crowded Space

Competition is high when it comes to your race organizer, so it's important that you spend a good amount of time analyzing the market and understanding where the demand lies.

• Constant maintenance of publication

You may find yourself constantly needing to update your race organizer in order to stay relevant for your audience and for those searching on google.

• Lack of benefits

With a race organizer, you are typically self-employed and responsible for finding your own insurance, which can be quite costly and time-consuming.

• Isolation

Often times, as a race organizer, you typically work alone and do not have much face-to-face interaction with other team members.

• Taxes

As a race organizer, you typically pay self-employment taxes which can be quite high. It's important to understand what you will be paying in taxes each year so you can determine if the work you're taking on is worth it.

• No safety net

Typically, as a race organizer, you do not receive a consistent pay-check and instead earn money based on your transactions each month. During the slow periods, you typically take away less since the job is based on commission. It's important to budget accordingly for the slow times.

• Work can be repetitive

You may find creating the same product over and over repetitive and tiresome. One way of avoiding this is to diversify product lines and revenue streams - this will keep things interesting!

• Time commitment

With becoming a race organizer, all responsibilities and decisions are in your hands. Although this is not necessarily a negative thing, work life can take over at times. This can place a strain on friends and family and add to the pressure of launching a new business.

• Difficult to build trust with your customer

With becoming a race organizer, there can be minimal face-to-face interaction, which means it can be a lot more difficult to establish trust with your customers. You'll need to go the extra mile with your customer to grab their attention and business.

• Be prepared to get out of your comfort zone!

Although this is exciting for some entrepreneurs, it can be a big challenge for others! You may find yourself in uncomfortable social and business situations, jumping into tasks and responsibilities you aren't familiar with, and pushing yourself as far as you can go!

• You might struggle financially (at first)!

If you bootstrap your business or choose not to pay yourself (or pay yourself less than you were making at your corporate job), this can be financially taxing. It's important to adjust your lifestyle and set a plan for yourself so you don't find yourself in a stressful situation.

• Minimal physical activity

A big part of starting a race organizer is sitting at a desk for the majority of the day starting at your computer. Some may enjoy this, but others may struggle with sitting for the majority of your day without much physical activity.

• Easy target for criticism

Since your race organizer has the ability to reach a large audience, you'll need to be able to handle criticism. The internet can be a cruel place, and regardless of your intentions, many people will disagree with you and even take their criticism too far. To survive in this industry, you'll need to have tough skin (or at least learn this along the way).

Players

Big Players

Small Players

Search Interest

Let's take a look at the search trends for race planning services over the last year:

How To Name Your Race Organizer

It's important to find a catchy name for your race organizer so that you can stand out in your space.

Here are some general tips to consider when naming your race organizer

  • Avoid hard to spell names: you want something easy to remember and easy to spell for your customers
  • Conduct a search to see if others in the space have the same name
  • Try not to pick a name that limits growth opportunities for your business (ie. if you decide to expand into other product lines)
  • As soon as you have an idea (or ideas) of a few names that you love, register the domain name(s) as soon as possible!

Why is naming your race organizer so important?

The name of your business will forever play a role in:

  • Your customers first impression
  • Your businesses identity
  • The power behind the type of customer your brand attracts
  • If you're memorable or not

It's important to verify that the domain name is available for your race organizer.

You can search domain availability here:

Find a domain starting at $0.88

powered by Namecheap

Although .com names are the most common and easiest to remember, there are other options if your .com domain name is not available. Depending on your audience, it may not matter as much as you think.

It's also important to thoroughly check if social media handles are available.

As soon as you resonate with a name (or names), secure the domain and SM handles as soon as possible to ensure they don't get taken.

Here's some inspiration for naming your race organizer:

  • Basic check availability
  • WildRace check availability
  • Hospitable Headquarters check availability
  • Docents Trading Co check availability
  • Hardy Hotfoot check availability
  • Generous check availability
  • Amiable Revelers check availability
  • Amiable Caped check availability
  • Amiable Clad check availability
  • Guest Spot check availability
  • SubRace check availability
  • Revelers Collective check availability
  • Heavenly Holding check availability
  • WholeHost check availability
  • Greek Wash check availability
  • Whole Entertain check availability
  • The Immunosuppressed check availability
  • Clowns Collective check availability
  • Amiable Clothed Collective check availability
  • The Parasite check availability
  • The Caucasian Slipstream check availability
  • NobleRace check availability
  • Relay Regatta check availability
  • Dominant check availability
  • Rates Race check availability
  • Caucasian Raceway Place check availability
  • Proposal Co check availability
  • The Innumerable check availability
  • Attired Place check availability
  • Friendly Emcee check availability
  • Teutonic Speed Co check availability
  • The Perfect check availability
  • The Distinct Rush check availability
  • Amiable Clothed Place check availability
  • Invertebrate Sponsoring Group check availability
  • MobileHost check availability
  • Celtic check availability
  • BacterialHost check availability
  • Persian Innkeeper Place check availability
  • Amiable Garbed Place check availability
  • The Tentative Proposed check availability
  • Waits Race check availability
  • Garbed Group check availability
  • Guest Trading Co check availability
  • Hospitable Entertain Trading Co check availability
  • The Secondary Presenter check availability
  • Malay Raceway Trading Co check availability
  • Mimes Trading Co check availability
  • PrimaryHost check availability
  • Compromised Horde Co check availability
  • Rat Rush check availability
  • Preferred check availability
  • Amiable Attired Place check availability
  • Airstream Spot check availability
  • MammalianHost check availability
  • The Intermediary Legion check availability
  • The Mobile Server check availability
  • Inferior Run check availability
  • ConsecratedHost check availability
  • The Amiable check availability
  • Amiable Docents Trading Co check availability
  • Wash Spot check availability
  • DefinitiveHost check availability
  • The Non Innkeeper check availability
  • Caucasian Run Group check availability
  • NavalRace check availability
  • Inner check availability
  • Rush Group check availability
  • Final Emcee check availability
  • InnumerableHost check availability
  • Competitive Backwash Group check availability
  • Mixed check availability
  • The Heavenly check availability
  • Royal Belt Along check availability
  • ClickOrganize check availability
  • Subspecies Collective check availability
  • Amiable Garbed Group check availability
  • Vast Server Place check availability
  • The Strategic check availability
  • Amiable Dressed Collective check availability
  • Royal Run check availability
  • The Persian Master Of Ceremonies check availability
  • Relay check availability
  • Innkeeper Trading Co check availability
  • The Non Entertain check availability
  • Celtic Belt Along check availability
  • GenialHost check availability
  • MalayRace check availability
  • The Genial check availability
  • Whole Belt Along check availability
  • NewPlan check availability
  • Be After Spot check availability
  • Innumerable Entertain check availability
  • Caped Group check availability
  • Innkeeper Group check availability
  • Dressed Spot check availability
  • FallenRace check availability
  • Amiable Dressed check availability
  • Nordic Rush Group check availability
  • Aboriginal Wash Co check availability
  • Amiable Mimes Pro check availability
  • Run Group check availability
  • Innkeeper Co check availability
  • Hospitable Handful check availability
  • Nordic Backwash Place check availability
  • Aboriginal Rush check availability
  • The Better check availability
  • HardyRace check availability
  • WarlikeRace check availability
  • Dressed Pro check availability
  • Gates Race check availability
  • Indian Raceway Spot check availability
  • Rat Rivalry check availability
  • Versus Horde check availability
  • Docents Co check availability
  • Clad Pro check availability
  • Dressed Co check availability
  • Proud Rush Co check availability
  • Proud Speed Trading Co check availability
  • The Inferior Rush check availability
  • The Whole Belt Along check availability
  • Semitic Raceway Spot check availability

How To Create A Slogan For Your Race Organizer:

Slogans are a critical piece of your marketing and advertising strategy.

The role of your slogan is to help your customer understand the benefits of your product/service - so it's important to find a catchy and effective slogan name.

Often times, your slogan can even be more important than the name of your brand.

Here are 6 tips for creating a catchy slogan for your race organizer:

1. Keep it short, simple and avoid difficult words

A great rule of thumb is that your slogan should be under 10 words. This will make it easy for your customer to understand and remember.

2. Tell what you do and focus on what makes you different

There are a few different ways you can incorporate what makes your business special in your slogan:

  • Explain the target customer you are catering your services towards
  • What problem do you solve?
  • How do you make other people, clients, or your employer look good?
  • Do you make people more successful? How?

3. Be consistent

Chances are, if you're coming up with a slogan, you may already have your business name, logo, mission, branding etc.

It's important to create a slogan that is consistent with all of the above.

4. Ensure the longevity of your slogan

Times are changing quickly, and so are businesses.

When coming up with your slogan, you may want to consider creating something that is timeless and won't just fade with new trends.

5. Consider your audience

When finding a catchy slogan name, you'll want to make sure that this resonates across your entire audience.

It's possible that your slogan could make complete sense to your audience in Europe, but may not resonate with your US audience.

6. Get feedback!

This is one of the easiest ways to know if your slogan will be perceived well, and a step that a lot of brands drop the ball on.

Ask friends, family, strangers, and most importantly, those that are considered to be in your target market.

Here's some inspiration for coming up with a slogan for your race organizer:

  • Work Hard, Dressed Harder
  • Work Hard, Dressed Harder
  • Amiable And Favorable
  • Kills All Known Costumed - Dead.
  • Amiable And Variable
  • Amiable And Variable
  • I Fall For Costumed.
  • Amiable And Variable
  • Amiable And Variable
  • Site Of The Garbed
  • The Costumed Effect.
  • Amiable Docents, Amiable Clothed
  • Good To The Last Costumed.
  • Amiable Mummings Are What We Do
  • Commit Of The Clothed
  • Amiable Costumed, Take A Seat
  • Amiable And Favorable
  • Costumed Inside You.
  • Amiable Costumed, Satisfaction Guaranteed
  • Costumed Strikes Back.
  • Don't Leave Your Costumed At Home.
  • Work Hard, Dressed Harder
  • Costumed Gets It Done On Time.
  • Costumed For People Who Want More.
  • Costumed Rocks.
  • Costumed - It's Like Heaven!
  • Costumeds With Man
  • Amiable Clad, Amiable Docents
  • Go Far With Costumed.
  • The Magic Of Costumed.
  • Amiable Costumed, Better Results
  • They're Waffly Costumed.
  • Made To Make Your Costumed Water.
  • Coiffed Is What We Do
  • Amiable Mimes, Amiable Clad
  • Amiable Mummer, Amiable Dressed
  • Costumed Is Your Friend.
  • Base Of The Revelers
  • Elf Is What We Do
  • Feel Good With Costumed.
  • Costumed, Fits The Bill.
  • You Can't Beat Costumed.
  • Pantomime Is What We Do
  • Amiable And Favorable
  • Building The Future
  • Amiable Costumed, Let's Start Today!
  • The Costumed That Likes To Say Yes.
  • It's The Costumed You Can See.
  • Costumed Know-How.
  • Amiable And Variable
  • Because Costumed Can't Drive.
  • I Wish I Had A Costumed.
  • Work Hard, Dressed Harder
  • A Costumed A Day Helps You Work, Rest And Play.
  • Costumed - It Does A Body Good.
  • Amiable Jugglers Are What We Do
  • Ribbed For Her Costumed.
  • Bespangled Is What We Do
  • Think Costumed.
  • Amiable And Variable
  • The Best Costumed Under One Roof.
  • Amiable Fancy Dresses Are What We Do
  • Order Of The Mimes
  • Amiable Dressed, Amiable Revelers
  • Work Hard, Dressed Harder
  • Costumed The Best Of The Litter.
  • The Costumed Effect.
  • Amiable Lifesizes Are What We Do
  • Everyone Should Believe In Costumed.
  • Rate Of The Revelers
  • Space Of The Garbed
  • Bet You Can't Eat Costumed.
  • Amiable Costumed, We Take Care Of You!
  • Work Hard, Dressed Harder
  • The World's Local Costumed.
  • Got Costumed?
  • We Don't Make Costumed. We Make Costumed Better.
  • Costumed, How Did You Live Without It?
  • Costumed For The Masses.
  • Free Costumed For All.
  • Work Hard, Dressed Harder
  • Costumeds With Gentleman
  • Amiable Washerwomen Are What We Do
  • I'm Lovin' Costumed.
  • Review The Facts Costumed Is The Best.
  • Costumed, Your Specialist.
  • Costumed Takes It To The Next Level.
  • Costumed The Sign Of Success.
  • Amiable Beefeaters Are What We Do
  • Truly Costumed.
  • Amiable Clowns, Amiable Docents
  • Work Hard, Dressed Harder
  • Order Of The Docents
  • Costumed Keeps Going And Going.
  • Costumed Always The Right Choice
  • Work Hard, Dressed Harder
  • The Costumed People.
  • Amiable Costumed, Satisfaction Guaranteed
  • Costumed - It's Like Heaven!
  • Come Fly The Friendly Costumed.
  • Position Of The Docents
  • Nobody Does It Like Costumed.
  • Point Of The Revelers
  • Costumed For People Who Want More.
  • Costumed - It's Like Heaven!
  • Good Honest Costumed Since 1896.
  • The Ultimate Costumed Machine.
  • Post Of The Caped
  • Ho Ho Ho, Green Costumed.
  • Costumeds With Person
  • Amiable Jugglers, Amiable Dressed
  • Costumed Have Another Serving.
  • I Love Costumed.
  • Amiable Frockeds Are What We Do
  • Unzip A Costumed.
  • Work Hard, Dressed Harder
  • Australians Wouldn't Give A Costumed For Anything Else.
  • Only The Crumbliest Flakiest Costumed.

The Consulting Business Model

When implementing a consulting business model, you have a number of approaches to choose from:

Here are a few of the most common consulting business models:

1. The Time-Based Model

This is one of the more traditional consulting business models - where your rate, terms, and scope of work are outlined at the very beginning of the project.

Typically, with this model you would choose a day rate or an hourly rate.

2. The Project-Based Model

With a project-based model, you and your client agree on the scope of work you will be performing for a set amount of money.

There is typically a contract in place which covers the deliverables and expectations from both parties.

3. The Retainer-Based Model

The retainer model involves providing ongoing service for your clients over a specific period of time.

You may not provide a specific deliverable for your client, but instead, a broad scope of work over a set period.

4. The Consulting-Firm Model

This model is becoming more and more popular. The consulting firm model involves hiring freelancers or employees to complete work for your clients on your behalf.

Typically, in this situation, you still manage the relationship with the client, but you delegate some or all of the work to your team.

Which model should you choose?

The best way to determine which business model you will choose is to research other entrepreneurs or agencies in your space that are offering the same or similar service.

This will allow you to identify your competition, set your pricing, and determine your target audience.

🎬 How To Become A Race Organizer

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How Much Does It Cost To Become A Race Organizer

If you are planning to become a race organizer, the costs are relatively low. This, of course, depends on if you decide to start the business with lean expenses or bringing in a large team and spending more money.

We’ve outlined two common scenarios for “pre-opening” costs of becoming a race organizer and outline the costs you should expect for each:

  • The estimated minimum starting cost = $1,263
  • The estimated maximum starting cost = $17,159
Startup Expenses: Average expenses incurred when starting a race organizer. Min Startup Costs: You plan to execute on your own. You’re able to work from home with minimal costs. Max Startup Costs: You have started with 1+ other team members.
Office Space Expenses
Rent: This refers to the office space you use for your business and give money to the landlord. To minimize costs, you may want to consider starting your business from home or renting an office in a coworking space. $500 $5,750
Utility Costs For Office Space: Utility costs are the expense for all the services you use in your office, including electricity, gas, fuels, telephone, water, sewerage, etc. $200 $1,150
WiFi & Internet: Whether you work from home or in an office space, WiFi is essential. Although the cost is minimal in most cases, it should be appropriately budgeted for each month! $50 $100
Total Office Space Expenses $750 (min) $7,000 (max)
Equipment & Supply Expenses
Technology Office Equipment: This includes (but is not limited to) physical items such as: laptops, cameras, monitors, microphones, speakers, headsets. Technology needs grow as your company evolves, so to minimize costs, try and only purchase what is needed for you to run your business at the time. $500 $5,000
Total Equipment & Supply Expenses $500 (min) $5,000 (max)
Training & Education Expenses
Online Learning Sites: With a race organizer, you and your team may not know all the steps for starting and growing a business. There are plenty of resources out there to help you, such as online courses or learning platforms, but they aren't always free! Starter Story is a great resource for case studies, guides and courses for starting your business. $0 $1,000
Total Training & Education Expenses $0 (min) $1,000 (max)
Software Expenses
Design Programs & Software: These programs might include the Adobe family of design tools: Photoshop, Illustrator, InDesign and others. This is typically a monthly subscription ranging from $10-$50/mo. $0 $50
Email marketing tool: If you plan to grow your email list and email marketing efforts, you may want to consider investing in an email marketing platform (ie. Klaviyo, MailChimp). We put together a detailed guide on all of the email marketing tools out there + the pricing models for each one here $0 $100
Accounting & Invoicing Software: It's important to have an accounting system and process in place to manage financials, reporting, planning and tax preparation. Here are the 30 best accounting tools for small businesses. $0 $50
Project Management Software: You may want to consider using a project management and collaboration tool to organize your day-to-day. This can also be very beneficial if you have a larger team and want to keep track of everyones tasks and productivity. For a full list of project management tools, check out this full list here. $0 $25
Internal Communication Tool: If you plan to have multiple members on your team, you may want to consider an instant message tool such as Slack or Telegram. The cost is usually billed per month (approx $5/user/month) or there are freemium versions available on many platforms. $0 $20
Social Media Management Tools: If you plan to do social media marketing for your race organizer, you should consider investing in a social media automation or publishing tool. This will save you time and allow you to track performance and engagement for your posts. Here is a list of 28 best social media tools for your small business. $0 $50
Online data storage: It's important to make sure the information for your race organizer is stored and protected should something happen to your computer or hard drive. The cost for this is affordable and depends on how much data you need to store. To learn more about the different options and pricing on the market, check out this article. $0 $299
Total Software Expenses $0 (min) $594 (max)
Advertising & Marketing Costs
Business Cards: A race organizer involves quite a bit of customer interaction, whether that is attending tradeshows, sales calls or simply having face to face interaction with prospective clients. Business cards are a great way to stay front of mind with your clients. $0 $50
Customer Research & Surveys: Many race organizer's conduct industry and consumer research prior to starting their business. Often times, you need to pay for this data or hire a market research firm to help you in this process. $0 $300
Networking Membership Fees: Joining local networking groups or your chamber of commerce is a traditional yet effective way to promote your race organizer - but these fees add up! It's important to choose the right group(s) that align with your business and help with growth. $0 $250
Affiliate Marketing Commission & Fees: If you want to increase revenue for your race organizer, affiliate marketing is a great way to promote your product to a new audience. When determining affiliate commission rates you will offer, you will want to take into account the price and margin for your product to ensure affiliate marketing is worth it for your business. According to Monitor Backlinks, the average affiliate commission rate should be somewhere between 5% to 30%. To learn more about how to set commission rates, check out this article.. $0 $250
Influencer Marketing: Partnering with like-minded influencers is one of the most effective ways to grow your social media presence. Many small businesses simply gift a free item in exchange for an influencer post, or pay the influencer directly. $0 $750
Press: If your business and story is unique enough, press and media attention may come to you, but odds are, you may need to do your own outreach and budget for this. We put together a guide here that discusses different press opportunities (both free and paid). $0 $500
Google Ads: With Google Ads you have the ability to control how much you spend by simply setting a monthly budget cap. Additionally, with these ads you only pay for results, such as clicks to your website or phone calls! It's okay to start with a small budget at first and make changes accordingly if you see valuable returns. $0 $300
Facebook & Instagram Ads: With Facebook and Instagram ads, you set your budget and pay for the actions you want (whether that be impressions, conversions, etc).You can learn more about pricing based on your impressions here. $0 $350
Total Advertising & Marketing Costs $0 (min) $2,750 (max)
Website Costs
A Domain Name: Your domain name is the URL and name of your website - this is how internet users find you and your website.Domain names are extremely important and should match your company name and brand. This makes it easier for customers to remember you and return to your website. $12 $200
Business Email Hosting Service: An email hosting runs a dedicated email server. Once you have your domain name, you can set up email accounts for each user on your team. The most common email hosts are G Suite and Microsoft 365 Suite. The number of email accounts you set up will determine the monthly cost breakdown. $1 $15
Total Website Costs $13 (min) $215 (max)
Other Expenses
Time!: Time is money! When starting a business, think about how much time you are spending on certain tasks that could be delegated to another team member or automated. Additionally, spending too much time on tasks that aren't associated with revenue is a hidden cost of running a business. $0 $500
Total Other Expenses $0 (min) $500 (max)
Specific Industry Expenses
Ticketing Platform Fees: A great way to promote your event is to use an event platform such as EventBrite or Events.Com. Although there is typically no upfront cost, there can be ticketing fees deducted from the overall sale, which is important to take into account when pricing your tickets. $0 $100
Total Specific Industry Expenses $0 (min) $100 (max)
Total Starting Costs $1,263 (min) $17,159 (max)

Raising Money For Your Race Organizer

Here are the most common ways to raise money for your race organizer:

Bootstrapping

You may not need funding for your race organizer.

In fact, many entrepreneurs take this approach when starting their own business, whether they have a little amount of cash or a substantial amount to get started.

So what exactly does the term "bootstrapping" mean?

This method essentially refers to self-funding your businesswithout external help or capital and reinvesting your earnings back into the business**

Bootstrapping means building your company from the ground up with your own, or your loved ones, personal savings and reinvesting all earnings back into the business

Here are some tips to consider when bootstrapping your business:

  • Use your savings as your capital - one of the best ways to bootstrap your business is to collect your savings and use them as startup capital. This will also help you avoid using your personal or business credit cards when getting started.
  • Determine exactly how much capital you need and how much capital you have to get your business off the ground. Generally, when bootstrapping your business, you may want to consider starting a business that involves less startup capital.
  • Consider starting a business that will generate immediate returns so you can put money back into the business
  • Be as lean as possible - this refers to cutting down expenses as much as possible, such as payroll, fancy software tools, unnecessary travel, renting an office, etc
  • Consider outsourcing instead of hiring - in the beginning, you may not need to hire someone permanently to help run your business. It tends to be much less expensive to outsource work to a freelancer and hire someone permanently down the road!

Want to learn more about bootstrapping your business? Check out this article

VC Funding

VC funding is a traditional and long process, but an effective way to raise money for your business.

The term "VC funding" refers to venture capital firms investing in businesses in exchange for equity.

The VC's (venture capitalists) are an individual or small group investing in your business and typically require substantial ownership of the business, with the hope of seeing a return on their investment.

VC's are typically the best approach for businesses with high startup costs - where it would be very difficult to raise the money on your own or through a loan.

When deciding whether to take this approach, it's important that you have a few things in place first, and know what you're getting yourself into:

Determine if your business is ready

Having an idea is not enough to get VC funding.

Typically, VC's will check to make sure you have these things in place prior to closing any deal:

  • An MVP (Minimal Viable Product)
  • A founding team with all proper documents in place (articles of organization, business formation)
  • A validated idea with actual customers buying your product/service

Get everything in place and build a pitch deck

A VC individual or firm will be expecting a fine-tuned presentation that gives an overview of your business.

Here's what you should consider including in your pitch deck:

  • Management team, their previous experience + current roles in the business
  • Market challenge and solution
  • Company financials - including a P&L statement, cash flow statement, and projections
  • Company progress
  • Investment amount - how much do you need and why?

Research the right VC to fund your business

Research the types of VC investors out there and what niche they focus on.

Then, put together a list of target VC's you want to approach and your strategy around setting up meetings.

Be sure you have everything in place (as discussed above) before setting up any meeting!

Make sure the terms and expectations are right for your business

Committing to VC funding is a big deal and a decision that should not be made lightly.

Although the money and experience from VC's can help your business quickly grow, you are also giving away a stake in the company, and the money comes with strings attached.

Be sure you do your due diligence in finding the right investor - one that truly believes in the growth and success of your business.

Business Accelerator

Accelerators are organizations that offer a range of support and funding opportunities for startups.

Typically, this means they help enroll startups in programs that offer mentorship, office space, and resources to grow the business.

These programs are typically 3-4 months and involve intense education and mentorship - most importantly, the startups also offered capital and investment in return for equity.

Here are some of the most popular and well-known startup accelerators in the U.S:

Here are some tips on how to get into an accelerator program:

  • Have an MVP (Minimal Viable Product) in place
  • Make sure you have actual customers and an overview of how your business is doing (revenue, site traffic, growth metrics)
  • Build a team
  • Crush your interview - this is a critical piece in the process. Know your business and metrics inside out and most importantly, be able to portray what makes it so unique.

What Skills Do I Need To Succeed In Becoming A Race Organizer?

As a race organizer, there are several essential skills and characteristics that are important to identify prior to starting your business.

Let’s look at these skills in more detail so you can identify what you need to succeed in your day-to-day business operations:

Self Motivation Skills

Self motivation and discipline skills are critical in order to become successful in this field.

It's likely that you will find yourself starting and running your race organizer from home, which could mean there are more distractions for you.

Here are the basic skills needed for self motivation & discipline:

  • Becoming a self starter: It's important that you are capable of independently completing a task without the help or direction of anyone else
  • Listening and following directions: When you are given direction by others, it's critical that you are able to follow directions and ask the right questions in order to get your job done
  • Taking the initiative in problem solving: Instead of taking the easy route, you'll need to learn to troubleshoot issues on your own as much as possible.

Business Savvy Skills

When becoming a race organizer, there are a few fundamental business skills you will want to learn in order to be successful:

  • Leadership and training skills: A great team starts with YOU. Make sure you have all company policies and training procedures in place prior to hiring your team
  • Decisive and self-confident: Over the course of your career, you will need decisions that could impact your business significantly. It's important you are able to think clearly and rationally about these decisions.
  • Ability to understand the financials: You don't need to be an accountant, but it is important that you are able to clearly understand and define metrics such as expenses, revenue, profit, margins, COGS, etc.
  • Strategic Thinking: Setting clear goals and benchmarks, identifying opportunities, risks. Ability to effectively communicate these insights to your team.

These are a few of many business savvy skills you should have (or work on) when becoming a race organizer.

For a full list, check out this article here.

Resarch and Writing Skills

Research and writing skills are critical when becoming a race organizer. Here's what this looks like:

  • Basic computer & technology skills (Microsoft office or Google sheets/docs knowledge, data input, and proficiency in typing)
  • Creativity & originality in your work and approach
  • Great communication skills and ability to meet deadlines
  • Understanding of SEO

Other skills that businesses find valuable include digital marketing skills, basic web design, and accounting abilities. Some employers may also look for a race organizer that has a bachelor's degree or formal education.

Additionally, you may want to consider putting together a portfolio of past work and experience. This includes samples of writing/research pieces, from school projects to internship work to career experience.

Advice For Becoming A Race Organizer

We've interviewed thousands of successful founders at Starter Story and asked what advice they would give to entrepreneurs who are just getting started.

Here's the best advice we discovered for becoming a race organizer:

Angela Webb, founder of Virtual Run Events powered by Moon Joggers ($95K/month):

We learned is that we do not have to have a product that everyone wants, we just have to find that small niche of people that love what we are doing and want to be involved.

Read the full interview ➜

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Write a Business Plan

Writing a business plan from the start is critical for the success of your race organizer.

Why?

Because this allows you to roadmap exactly what you do, what your overall structure will look like, and where you want to be in the future.

For many entrepreneurs, writing out the business plan helps validate their idea and decide whether or not they should move forward with starting the business.

You may want to consider expanding upon these sections in your business plan:

  • Executive Summary: Brief outline of your product, the market, and growth opportunities
  • Overviews and Objectives: Overview of your business, target customers, and what you need to run your business
  • Products and Services: Specifics on the products and services your business will provide
  • Market Opportunities: Analysis of customer demographics, buyer habits and if your product is in demand
  • Marketing: Outline of your marketing plan and how you plan to differentiate yourself from other customers
  • Competitive analysis: Analysis of your competition and the strengths and weaknesses therein
  • Operations: Hierarchal structure of the company and what it will take to run the business on the day-to-day
  • Leadership Team: Detailing roles and responsibilities of each manager based on their specific skill-set
  • Financial Analysis Understanding of all expenses, operating budgets, and projections for the future.

Learn more about how to write a business plan here

Determine Which Business Bank Account You Need

There are hundreds of banks out there, and it can be overwhelming to find one that's right for your business.

Here are some factors you may want to consider:

  • Location - Is your bank close enough that you can easily make deposits or get cash?
  • Low Fees - Make sure to understand any and all fees associated with setting up and maintaining your bank account. Ask for a list - banks usually try to keep this hidden and in the fine print.
  • Online Banking Services - Make sure you can easily navigate through your online portal and you have easy access to everything you need.
  • Line of Credit - What do your options look like (even if you don't need this now, you may need this down the road).
  • Every bank has something that differentiates them from the rest, so make sure whatever that is applied to your needs and values.

Check out this list of the 13 Best Banks for Small Business in 2020 and what makes them so unique.

Setting Up Your Race Organizer (Formation and Legal)

When it comes to setting up your business, you may find yourself in a place where you have to make some financial and legal decisions.

The first thing you'll want to decide on is whether you want to be an LLC, S-Corp, or C-Corp.

These three options are found to be the most common when starting a small business, and all serve to protect your personal assets and also provide you with certain tax benefits.

  • LLC: All income and expenses from the business are reported on the LLC personal income tax return.
  • S corp: Owners pay themselves salaries + receive dividends from profits.
  • C Corp: C Corps are separately taxable entities that file a corporate tax return (Form 1120). No income tax is paid at the corporate level and any tax due is paid at the owners individual expense.

Depending on where you're conducting business, you'll also want to consider securing the proper permits, licenses and liability insurance.

Learn more about securing the right permits and licenses ➜

Need to start an LLC? Create an LLC in minutes with ZenBusiness.

How Do I Pay Myself As A Small Business Owner?

Most entrepreneurs start a business to do something they love- but at the end of the day, you still have bills to pay (maybe now more than ever).

But it's important to strike the right balance - if you pay yourself too much, you could be putting your business at risk.

There are two common ways to pay yourself as a business owner:

1. Owner's Draw

Many entrepreneurs pay themselves through an owner's draw. This means that you are technically sean as "self-employed" through the eyes of the IRS and are not paid through regular wages.

At the point that you collect money from the draw, taxes typically are not taken out - so make sure you are prepared to pay these taxes once you file your individual return.

As an owner who takes a draw, you can legally take out as much as you want from your equity.

This type of compensation is suited for Sole props, LLCs, and partnerships. If you’re an S corp, you can pay yourself through both a salary and draw if you choose.

2. Salary

If you decide to pay yourself a salary, you will receive a set and recurring amount. This will be taxed by the federal government and the state you reside in.

The reality is that it can be really complicated to set your own salary, so we have some tips for you to consider:

  • Take out a reasonable amount that allows you to live comfortably but also sets your business up for success
  • Consider the number of hours you are working weekly + the type of duties you are performing.
  • Set your salary based on your industry-standard, location, and profits (or projected profits)
  • Look at your P&L statement: Deduct your own pay from that amount. This is important so you can first tackle important business expenses, and then pay yourself from the amount leftover.
  • Pick a payroll schedule (and stick to it)! In the US, it's most common to pay yourself and employees twice a month.

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To learn more about how to pay yourself and what is a reasonable amount, check out this article.

How To Price Your Race Planning Services

One of the most challenging aspects to becoming a race organizer is determining how much to charge for your race planning services.

When businesses under-price their product, this can be extremely detrimental to their bottom line and reputation.

Often times, businesses under-price their products to drive demand and volume, but that last thing you want is for customers to view your product/service as "cheap." Additionally, this can have a big impact on the type of customer you attract, which can be difficult to recover from.

On the other hand, when businesses over-price, this tends to be just as damaging to the business.

When customers buy, it's likely that they will explore the internet and look at other competitors to ensure they're getting the best value + deal. This is why it's so important that you research your competition and understand where you land in the marketplace.

Here are some factors to consider when pricing your product:

Understand your customer

It's important that out of the gates, you identify the type of customer you want to attract and how much they're willing to pay for your service. One great way to do this is by surveying your customers. Here are some important items you'll want to takeaway:

  • Customer demographic: Age, gender, location, etc.
  • Buying habits of your customer: What they buy + when they buy
  • Level of price sensitivity with your customer

All of these segments will help you identify the type of customer you're attracting and how to price your product accordingly.

Understand your costs

When pricing your race planning services, it's critical that you first identify all of your costs and consequently mark up your race planning services so you can factor in a profit.

The actual cost of your race planning services may include things like:

  • The actual cost to make the product (ie. raw materials, supplies, manufacturer).
  • Shipping + overhead fees
  • Rent
  • Operating costs to run your business

You may want to consider creating a spreadsheet with every single expense involved in operating/owning your business. This will give you an idea as to what you need to generate in order to at the very least, break-even and will help you price your products to factor in a profit.

Create revenue goals

When determining the price of your race planning services, you'll want to create goals for revenue + how much profit you want your race organizer to make.

This process is simpler than you may think:

  1. Think about your breakeven cost (by completing the above step).
  2. Create a revenue goal based on your break-even cost
  3. Evaluate the # of items you plan to sell in a given period (make sure this is a realistic number)
  4. Divide your revenue goal by the number of items you plan to sell

This figure will help determine your estimated price per product in order to meet your revenue goals.

Evaluate your competition

The last piece in determining how to price your race planning services is by simply looking at your competition.

The best way to do this is by finding like-minded businesses that offer product(s) with similar perceived value. Then, you can compare prices of the different businesses and determine where your race planning services fits best in the marketplace.

All of these factors play an equal part in pricing your race planning services, so it's important you evaluate each one individually to come up with an accurate price that will help optimize your business from the start.

Rate Calculator: How to Calculate The Price For Your Race Planning Services Services

Our calculator is designed to be simple and easy to use.

The goal is to help you set realistic expectations and understand the hourly rate you should be charging to make your desired profit.

Please input below:

What Type Of Clients Will Buy Your Race Planning Services

It's important to first establish who you will be selling to, whether it's to businesses or consumers.

Typically, in this industry, products are sold to B2B markets (business-to-business).

Let's take a look at what this means for your race organizer:

B2B (or business to business) is a transaction where your race organizer sell's your product or service to other businesses to help them grow.

Business-to business industries typically includes SaaS products, B2B marketing firms, and other business supply companies.

Unlike B2C markets, the audience is not a consumer at all, but instead a business - so it's important to understand how to best market your product/services to that target audience.

With B2B, driving leads means understanding another company's business processes and creating a business strategy that will help their operation scale and grow.

Here are some tips to consider:

  • Your main focus when selling to other businesses is showing value to their business and overall return on investment
  • Focus on building relationships, rather than extending your brand awareness through social networks.
  • Marketing approach should include things like attending conventions, conferences, and optimizing your online presence (SEO, email outreach, etc)
  • Understand that the sales process may mean more effort educating your client, so it's important that you have a well-trained sales team that is knowledgable about the product

Identify Target Customer

A very critical piece in building race organizer is to identify your ideal target customer.

  • Develop a niche and create a consistent brand that reflects your target customer.
  • The colors, logo, content, and overall website should resonate with your target customer and should draw them in by helping them solve their specific "need".

Building an MVP (Minimal Viable Product)

When building a race organizer, it's critical that you first validate your product/service rather than rushing to build it right away.

This could save you months, if not years of building the wrong product/service.

If you're hoping to decrease any sort of risk that comes with launching your race organizer, designing a prototype can be a great way to de-risk your situation.

The point of your race planning services prototype is that it doesn't have to be perfect.

In the beginning stages, it doesn't matter how rough V1 of your prototype is, it's more important to just get started and you can always refine from there based on feedback from your network and most importantly your customers.

How To Build A MVP

Here are several different ways of building a prototype/MVP:

  • Start by building a landing page to see if customers actually need your product and if they are willing to pay for it
  • Build a very basic version of your idea and ask for immediate feedback from potential customers
  • Present a problem and solution via Facebook/Instagram Ads and see what the response is like

Angela Webb, founder of Virtual Run Events powered by Moon Joggers dives deep into the process of designing and prototyping their product:

When we first started doing the virtual races we had no idea what to do about medals. For the first three or four races, our medals were cheap and not very professional looking. We ended up finding a great company that has great artists that design the medals we want and produce beautiful custom medals for us. We give them the ideas for each race and they create the design and they do a wonderful job. It’s a simple process and works well for our company. Once the medals are produced, they are shipped to us and we package them individually and ship them out to participants.

Our start-up costs mostly just consisted of pre-ordering medals for our first race. I created our website through WordPress and used registration software already available to set up our races. We did not spend a lot of money to get started. I did work a lot of long hours to set things up and it was more than a year before I was getting paid for the work I was putting into it. The initial $1,000 that Darnell put into the company was used to set up our LLC and to purchase medals. We used any profit we made on our first few races to buy medals for the next races that would come up. We slowly, but steadily, started to build up our races and participant lists.

The biggest lesson we learned is that we do not have to have a product that everyone wants, we just have to find that small niche of people that love what we are doing and want to be involved. Virtual races are not for everyone. Some runners only prefer live events where they can go and race with lots of other people. But we have found that there are so many people that enjoy the virtual race option where they can do the race on their own, wherever they want and whenever they want. They still get to be part of something but can do it on their own terms. We have found our niche of people and we love them and the enthusiasm they bring to participating in our races.

how-i-started-a-95k-month-business-organizing-virtual-races

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Angela Webb, on starting Virtual Run Events powered by Moon Joggers ($95,000/month) full story ➜

🚀 How To Launch Your Race Organizer

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Build A Website

Building a website is imperative when launching your business, and with the right tools in place, this can be a simple task to check off the list (without having to hire someone).

  1. Pick a domain name that's easy to remember and easy to type
  2. Choose a Web Hosting Plan (ie. Shopify, Squarespace)
  3. Make sure you choose the right theme and design
  4. Implement the proper page structure (ie. about page, contact page, pricing etc)

To learn more about how to build a stellar website with little stress, we give you all the details on this step-by-step guide.

Best Website Platforms To Use For Your Race Organizer:

There are a variety of websites platforms out there, and it's important to choose the right one that will set you up for success.

Here's everything you need to know about the two most common platforms for your race organizer:

WordPress

Free and open-source content management system based on PHP and MySQL.

Free to use/open source but you will need to pay for the hosting.

Businesses using WordPress:

368 successful businesses are using WordPress ➜

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Get WordPress ➜

Squarespace

The all-in-one solution for anyone looking to create a beautiful website.

  • Personal Plan: $12/month
  • Business Plan: $18/month
  • Basic: $26/month
  • Advanced: $40/month

  • Pricing: Freemium

  • Twitter: @squarespace

  • Website: squarespace.com

Businesses using Squarespace:

72 successful businesses are using Squarespace ➜

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Get Squarespace ➜

Web Design

Once you have chosen the domain, web hosting, and platform, it's time to get started with the design phase.

Themes are a great way to produce the fundamental style and identity of your website - this includes everything from your font design to your blog post styles.

One of the best ways to get started is to simply explore the various themes (free or paid depending on what you're looking for) and test them on your site.

If web-design really isn't in the cards for you, you may want to consider outsourcing a web designer to help bring your vision and brand to life.

Traditional Launch Strategies For Your Race Organizer:

There are various different ways you can launch your race organizer successfully.

Here are a few different strategies to get customers excited about your race organizer:

  • Set up a Facebook page for your business. This is a great way to establish an online presence
  • Host an event in a fun location with drinks & food. This is a great way to get exposure in the local community.
  • Get Press! Pitch your story to the media and you may just land in an amazing publication
  • Live sales to get customers excited
  • Send a hand-written letter in the mail with a discount on your services to the local community/neighborhoods.

🌱 How To Grow Your Race Organizer

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Improve your SEO

SEO is not just about driving traffic to your site, it's about driving the RIGHT traffic to your site, and ultimately, converting leads into customers.

One of the most important aspects of SEO is understanding what your customers are searching for, otherwise known as "keyword research."

Here are some tools that can help you choose the right keywords for your race organizer.

Publish Great Content

Finding keywords is an important piece of the puzzle, but Google also ranks your site based on the actual content you produce, as this is what your customers are reading and engaging with.

There are various different "forms" of content that you may want to consider diversifying on your sites, such as blog posts, articles, studies, and videos.

So let's discuss what google considers "good content:"

  • Length - This will vary depending on the page, however, generally having a sufficient amount of content helps search engines recognize that your site is a good source for a specific topic
  • Engagement - The longer people stay on your website to read your content, the higher Google will rank your website. It's important to have informative and "thick" content that keeps people reading
  • Avoid Duplicating Content - Google will recognize this and may consider your content to have low value
  • Ensure pages load quickly - This will also help with engagement and time spent on your website
  • Shareability - Create content that people want to share, and is easy for them to share, especially to their social media accounts (ie. "click to tweet" is a great example of this).

Another element of creating good content is creating consistent content.

If (and hopefully you are) publishing content frequently, it's important to stick to a schedule - this helps build brand trust and easy user experience with your customers.

Planning out your content with a content calendar is key to staying consistent.

Here are a few great content calendar tools that can help you:

  • Trello
  • Airtable
  • If you prefer to keep it simple, your average spreadsheet is just as useful!

Backlinks

Backlinks are an important piece to SEO, as they allow for other websites to link to your content.

Search engines recognize that other sites are essentially "verifying" your content and essentially rank you higher because of this.

Of course, some links are more valuable than others and can affect your site in different ways.

For example, if a highly valuable and credible site like the New York Times links to a page on your website, this could be remarkable from an SEO perspective.

Aside from organically getting mentioned from other sites, there are other ways that you can increase and earn backlinks:

  • Create infographics with relevant data that people want to share
  • Promote your content on different sites/look into "guest blogging"
  • Contact influencers/journalists/bloggers and ask them to mention you!
  • Write testimonials for other sites in exchange for a backlink
  • Leverage existing business relationships

Learn more about the fundamentals of SEO ➜ here and check out Neil Patel's 3 Powerful SEO Tips below

Build A Blog

One of the most effective ways to build brand awareness and grow your business is through consistently blogging.

We've outlined some useful tips for you to consider when creating content:

Consistency and Quantity

Quality is important, but it should be the standard for any content you publish.

What’s more important is consistency and quantity.

Consistency is as simple as committing to publishing and sharing a certain number of posts per week. For me, that’s three per week right now.

This kind of commitment is key, because one day, a random post will blow up, and you will have never expected it.

Oversaturation

The easiest mind trap is to think "I’m posting too much", and “I need to give my readers/audience/this platform a break”.

This is nonsense.

There is no such thing as oversaturation. Well, there is, but it is just someone else’s opinion.

For every person that tells you you are posting too much, there is another person that wants even more of your content.

You should ignore people’s opinions on how much you post.

Patience & Persistence

Keep posting, keep trying, and keep putting out good content on the regular. Your time will come, and when it does, it will change everything.

The only thing you have control over is your content.

You can’t control how people will react to it. You can’t control pageviews, likes, or shares.

So the only metric you should focus on is how much content you can put out in a week, month, etc.

Where to share your blog content

Mailing List

I know it sounds obvious, but the best places to share your content is on your mailing list. It is guaranteed traffic and it is a great way to get rapid feedback from your most loyal readers.

Send newsletters often. I have done once a week since starting, and I’m moving to twice a week soon.

Work on increasing your mailing list as well. Look into ways to increase your conversion rate to your mailing list. I added a flyout popup thing to my site and now I’m collecting ~30 emails per day.

An email newsletter is one of the most powerful assets you can have and it is worth its weight in gold.

Reddit

Reddit is one of my favorite places to promote content.

It is a very scary place because you will often get banned or heckled, but it can really pay off.

Create social media accounts for your blog, the main ones I use:

Twitter Facebook Instagram LinkedIn

Set up Buffer and share all of your blog posts to all of your accounts. All of these little shares really do add up.

Automate this as much as possible. I automated all of my social media for Starter Story.

Facebook Groups

When I started out, I put together a spreadsheet of relevant Facebook groups for my niche, and I would post to these groups whenever I had a big story I wanted to share.

Grow Your Email List

The more engaged list of emails, the more engaged customers, which ultimately leads to more sales.

One of the best ways to start growing your list is by providing your customer with something free (or discounted) in return.

This could also be anything from:

  • Ebook
  • Fascinating case study
  • Video series
  • Free week of the product
  • Discount on the product

Learn more about how to grow your email list and improve email marketing ➜ here.

Dylan Jacob, founder of Brumate states their email collection tactic that is proven to work:

We use Spin-a-Sale for this (you spin a wheel for a discount code in exchange for subscribing to our email list). This has been the best email-collecting tool we have found because the customer truly feels like they won a prize rather than just a coupon code.

Even if a customer doesn’t convert right away, if we have their email we have a 19% chance of converting them into a future customer whether that is through future promotions, new releases, or simply just sending an email at the right time for a purchase to finally make sense for them.

We also have a return customer rate of over 14%, so one out of every 6 people we convert will end up buying from us again with an average order value of over $60.00.

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Dylan Jacob, on starting BrüMate ($12,000,000/month) full story ➜

Add an exit-intent popup to your online store

A great way to double, or even triple, your email opt-in rate and to grow your list is to add an exit-intent popup to your site, and offering a discount or content upgrade for subscribers.

Here's an example of what that might look like:

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One thing that I spent years NOT doing, that I now kick myself about, is adding an "exit intent pop-up" to our site, which lets people enter a sweepstakes to win a Xero Shoes gift certificate.

That one idea has added over 100,000 subscribers to our email list, which is one of our most effective marketing channels.

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Steven Sashen, on starting Xero Shoes ($1,500,000/month) full story ➜

Improve Your Email Marketing

Different types of emails

Here are the most common types of email campaigns you can send to your customers and their benefits:

  • Welcome emails - the perfect way to provide information from the start with a clear CTA. Make sure to tell your customer everything they need to know about your product or service.
  • Newsletters - a great way to give customers updates or send out your latest content
  • Product launch emails - the quickest (and easiest) way to increase sales is by selling to current customers. Make sure they're the first on the list to know about your new product
  • Promotional emails - promote discounts, deals coupons etc. Try and make this feel exclusive and for a limited time only
  • Abandoned cart emails - give your customers a reason to complete their purchase!

Here's a great resource for finding curated email designs, for all types of email campaigns!

Abandonded Cart Flow

The abandoned cart workflow is one of the most effective strategies for turning your lead into a customer, and a powerful tool to have if you're an e-commerce business.

Think about all the times that you went on a shopping frenzy only to add items to your cart and then either forget or realize nows not the right time to pull the trigger.

Then, minutes later you receive an email saying "Hurry up! Your cart is waiting - and we want to provide you with 20% off your order."

Maybe that's the special touch (and discount) you needed to pull that trigger.

Implementing this workflow can automatically trigger this for your business every time a customer abandons their cart.

Here's a great example of an abandoned cart email from Brooklinen:

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Things they do well:

  • Showcase 5-star reviews from other customers
  • Offer a small discount + free shipping
  • Great design + clear call to actions!

Build A Facebook Community

Building a community is a great way to grow your network and your business.

There are several different ways of building a community, one of the most effective (and simplest) ways is to build a Facebook group

Setting up the group page takes less than 10 minutes, and we've outlined ways the top 5 ways to create an engaging and successful group:

  • Make the group exclusive. This may sound counter-intuitive, however, this ensures privacy and that the group will feel comfortable posting and engaging with members.
  • Try to be warm and welcoming. A great way to do this is by having a "Member Monday" where you welcome new members and ask them to introduce themselves in the group
  • Use polls/surveys. This is a great way to know your audience and see what people want more of in the group (more business tips, networking opportunities, etc).
  • Include influential people & conduct AMA's (ask me anything). This is a great way to get members engaged
  • Host an in-person (or virtual) event with members in the group. This will create stronger relationships and build a strong community.

Mike Doehla, founder of Stronger U, an online nutrition company noticed that his customers needed a little motivation and sense of community:

Most diets are lonely so we wanted to give support and a community.

I think many people fail diets because there is no one to talk to and no accountability.

You can by a book, or google a meal plan but who’s going to keep you on track? We will. The entire SU community.

We give our members access for life to our Facebook community filled with people around the world who are looking out for everyone’s success.

Most diets make up arbitrary rules and we thought they just didn’t make sense. Meal timing, Cutting carbs, butter in coffee, sugar being the devil? Ehh no need to overthink that stuff.

We’ll give you the science behind of what we do and show you what actually matters based on real research.

Luckily we have a PhD at our disposal to educate our staff and members so everyone is getting the most up to date information out there.

-  
Mike Doehla, on starting Stronger U ($500,000/month) full story ➜

Social Media Advertising

Social Media Advertising is one of the leading ways to get the word out when it comes to race organizer.

There are various different Social Media platforms available to you. Some may be more critical for your marketing efforts than others, however, it's important to have an understanding of what's out there and available to you.

Let's talk about a few of the main platforms and what makes them unique:

  • Facebook Advertising - more than 2 billion monthly users. Facebook is the best for lead generation + capturing email addresses for e-commerce businesses.
  • Instagram Advertising - approximately 500 million monthly users and has a higher audience engagement rate than any other platform. Instagram ads are best for linking to a product page or landing page and reaches the 18-29 age group most effectively.
  • Twitter Advertising- Small businesses typically use twitter ads to drive brand awareness, but the platform is meant more for organic engagement (and is not as heavily used for paid advertising)
  • Pinterest Advertising - 175 million monthly users and most effectively reaches the female audience. Pinterest is great for promoting products without "promoted". The promoted pins have a way of blending right in.
  • LinkedIn Advertising - 227 million monthly users and is geared towards the B2B market and generates the highest quality leads. Great platform for recruiters, high-end products and services that will help businesses

It's important to first define your goal/objective so that you don't waste time and money into the wrong platform:

Here are some different questions to ask yourself as it relates to your goals:

  • Do I want to simply drive brand awareness?
  • Do I want to drive users to my website to gather information?
  • Do I want to increase sales and get my customer to take action?

From there, choose the platform that targets your audience best and start experimenting!

Learn more about social media advertising ➜ here.

Founder Andy Hayes talks about mastering FB ads and the pixel:

The biggest bang for your buck will likely be mastering Facebook and it’s platform - which we all know is pay for play, so you’ll have to come up with a small amount of budget to start for marketing.

We’ve spent countless hours (and paid numerous coaches) before we cracked the code that works for us on Facebook, but it is working really well for us now.

Some of the most important things to know when it comes to FB Ads:

  • Start with retargeting (that’s showing ads to people who already know you but did not purchase). Master this - and start building information on your Facebook Pixel - before you do anything else
  • Once you have that down, try working with the 1% “Lookalike” audience to prospect for new customers. This may take awhile because your pixel audience is small, so try layering on interests - 1% Lookalike and your largest competitor, for example. Don’t use interest-only targeting until you master this.
  • Great photography and videography is key, as is smart copy. Research what’s out there in your industry and constantly test - what works for one company may not work for other people.
  • Make sure you have good offers. For example, we have a $5 trial for our subscription, which converts affordably - if we promoted our subscription with the standard $30 front charge, it wouldn’t be as cost-effective.
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Andy Hayes, on starting Plum Deluxe Tea ($75,000/month) full story ➜

🏃🏼‍♀️ How To Run Your Race Organizer

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How To Retain Customers For Your Race Organizer

Retaining customers is one of the most effective ways to grow your race organizer.

Oftentimes, it's easy to find yourself focusing on generating new customers, vs retaining your current ones.

Look at it this way - you are 60-70% more likely to sell a new product to an existing customer than you are a new customer.

That's not to say that finding new customers and revenue streams is not important, however, the easiest (and most inexpensive) source of new revenue is right there in front of you.

Here are some ways you can retain customers for your race organizer:

  • Responding to comments on social media
  • Send discounts (or freebies) to loyal customers
  • Provide valuable content, for free
  • Write a hand written thank you note
  • Provide awesome customer service and build relationships with customers

To find out more tips and tricks on retaining customers, check out this article ➜ here

Angela Webb, founder of Virtual Run Events powered by Moon Joggers dives deep into the process of attracting and retaining customers:

In the last eight years, we’ve relied a lot on our social media presence and our email marketing. Our business was pretty much launched through Facebook. We found people interested in running and invited them to join our group, which was very inclusive for runners and walkers of all levels. It quickly became a positive place for people to come and support each other. As people joined the group and felt the good vibes coming from the group, they invited their friends to join too. We continue to make sure our Facebook community is welcoming, positive, and inclusive.

We also have Facebook ads constantly running. This helps bring in new customers, who in turn end up inviting their friends to join us too. Our email list is always growing too, as we collect email addresses from all of our participants and we also have a place on our website where people can subscribe to our newsletter. Each week we send out an email blast highlighting an upcoming race, sharing our latest blog post, and inviting them to enter our latest giveaway. We also host flash sales every once in a while, which encourages past participants to sign up for more of our upcoming races.

Trends change, social media algorithms change, a pandemic comes and changes EVERYTHING. You have to be flexible and learn how to move forward with the change.

There is still a lot of marketing we could do, but we have kept things pretty simple. Our numbers continue to increase as we focus mostly on Facebook advertising and our email newsletter. We have considered using Amazon, but because we are events, we haven’t figured out the best way to utilize Amazon yet. We do feel like there is a big opportunity there. We also post our events on online calendars like Patch, Active, and Eventbrite. There are so many online community calendars that let you post events for free. It just comes down to taking the time to submit each event and finding out which calendars drive traffic to our website.

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Angela Webb, on starting Virtual Run Events powered by Moon Joggers ($95,000/month) full story ➜

Diversify Your Product Line

Adding new products to your business is a great way to expand into new markets and grow your business.

It's important to note that adding new products and diversifying may not be in the cards for you right this moment, and that's okay. You can always consider it down the road.

Here are some reasons you may want to considering adding/diversifying your product

  • Meeting the needs of your customers
  • Establish yourself as a top provider in your industry and stay ahead of the game with competition
  • Resistance to downturns/trends fading
  • Create new revenue streams

Provide Great Customer Service

Providing exceptional care and creating relationships with clients is a great way to build your reputation and retain customers.

Whether you are an online business or a physical business, it's highly important to communicate with customers and make them feel like they are the priority.

Just remember: customer service represents your brand, values, vision and YOU as a person.

Authenticity

As a brand, you want to deliver an experience that authentic, honest and transparent.

Don't make the mistake of giving your audience less credit than they deserve.

Be Authentic

If you go around chasing every trend and only focused on yourself and money, you’re going to lose very quickly.

There have been many times where we have been tempted to do this but stayed true.

Sure we sacrificed sales, but we kept our integrity, played the long game and people saw and appreciated that, and really began emotionally investing in the brand.

-  
Valentin Ozich, on starting I Love Ugly ($300,000/month) full story ➜

Word of Mouth

The most tried and true way to grow a race organizer is through word of mouth - some entrepreneurs would say it's more important than all social media.

Why you should focus on word of mouth:

  • Consumers trust word of mouth above all other forms of marketing
  • 92% of consumers believe recommendations from friends and family over all forms of advertising
  • 64% of marketing executives indicated that they believe it is the most effective form of marketing

Learn more about word of mouth in our guide: 30 Ways Founders Grow Their Business ➜

Resources

We put together the best resources on the internet to help you start your race organizer.

Tools

Books

Web Resources

Videos

Case Studies

Pat Walls,  Founder of Starter Story

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