We want to see a positive return on any investment we make in our business, whether it be our investment of money, time, energy and even hope. There are different ways to think about, and measure, ROI but, ultimately, in business, it is a financial ROI that leads to a growing and sustainable business.

It’s understandable, therefore, that when investing, whether it be in software, team, learning or support through programmes and/or coaching/mentoring, that we want, as a minimum, to get our investment back through results.

Like everything else in business, determining what return on investment you’re looking for needs to be DELIBERATE. In my experience (of coming up to 8 (!) years now) in the online space, it’s NOT being intentional about ROI that’s one factor contributing to business owners' feelings of disappointment, resentment and, frankly, their business experience feeling harder than it needs to be.

Achieving a financial ROI is the return that receives the most focus in marketing: 

Do X to make more money or 

Take this programme and learn how to make £XK months 

Marketing to entrepreneurs usually, in some capacity. talks about whatever the product or service being marketed helping you make money, whether the connection is obvious:

Increase your conversions using X method 

or less obvious:

Implement this 5 step morning routine to benefit your bank balance

(Because it sets you up to take the action that leads to an increase in revenue, for example.)

What I’ve observed, talked about, and experienced from my personal perspective of investing, is that, it’s easy to make an assumption that the financial return is going to equal or exceed the investment within the timescale of the container offered 

(When we talk about a coaching package, programme or course, for example) 

And, when this doesn’t turn out to be the case, it leads to resentment that fuels a mistrust in the industry, which doesn’t actually help anyone.

Caveat: Obviously there are bad actors in any situation, so resentment and mistrust is understandable, but that’s not what I’m talking about here. 

In my experience, when you are deliberate and intentional about investing so that you can replace mistrust in the industry with trust in yourself that you’re making a good decision, that’s when you have reclaimed your investing power.

Part of this intentionality is due diligence, of course, but another part is objectively considering the feasibility of what you’re looking for and the different ways of receiving a return on your investment.

Is it feasible to get a financial return on your investment within the timescale you’re looking for?

I’ve said this before, and it’s controversial and unpopular, but this is said with complete understanding and compassion because I’ve been there and this has applied to me too

If your head is turned by the make £XK months now marketing 

You’re probably (whether that’s you or your business) not ready to do so

Because of the interrelationship of your business model, price of your offers, size of your audience, lead gen actuality rather than just strategy, conversion actuality rather than just strategy to name a few considerations

And, of course, how you as an individual are approaching and managing all the pieces of your business as a business owner.

Having your head turned by marketing (again: been there, so no criticism or judgement from me) is indicative of looking outside of your business for answers, instead of letting your BUSINESS tell you what investments you need, or might want, to make.

This isn’t to be discouraging, ROI might initially come in the form of personal growth, savings in time and energy and / or a stamina to keep on keeping on until the financial ROI is achieved

The point is, you need to be grounded and thoughtful about what’s going on with you and your business at the point of investment.  

Caveat: Now this maybe doesn’t need to be said, but NONE of what I’ve said here excuses poor service - you should get what you pay for and give what you’re paid for. 

Nor am I saying to disregard the need for a financial ROI. What I’m saying is, before you invest expecting financial ROI, understand the path to achieving it. 

To help you feel more confident in your investment decisions, consider the following before investing:

• What return do you want from your investment (ie what do you and/or your business need from it), 

• Where are you currently in your business in relation to achieving the return you want? (For example, if you invest £10k in a coaching package or programme and you want to make that back within three months, your path to doing so will look very different if you have a product of £5k and an audience of 500 versus if you have a product of £97 and an audience of 100, and that’s before we consider the actions you’re taking and how you’re approaching them.)

• Do you understand the path from the investment you’re making to the financial ROI you’re seeking?

So tell me, how do you feel about investing in your business? Do you feel confident about looking in your business to identify what you might want to invest in? Please feel free to DM me on Instagram (I’m @elleturner_writer) if you have any questions. I’d love to hear from you.

Elle xo

If you want to Build a Business, you need to Build the Business OWNER too. Find out more about the Build the Business Entrepreneur Training Programme here.

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