Breanne Dyck is the Founder of MNIB Consulting

Breanne Dyck

Founder of MNIB Consulting

Breanne’s expertise is in distilling information, drawing key insights, and helping you achieve lightbulb moments.

Breanne’s obsession is creating delight, catalyzing excellence, and pushing the envelope of possibility so you can create something you are immensely proud of and that you know that will change things for the better.

Together with her team, she applies keen, discerning insight to help visionary experts, authors, coaches and other online business owners grow and scale their business to $1m and beyond.


4 Stages To Scale Up Your Business Fast (Walk Don’t Run)

This a is dilemma that every business owner is probably going to face at some point or another. It’s trying to run before you can walk.

Like when you’re at the swimming pool and you see some amazing divers lining up and jumping off the high dive. You want to be up there too, leaping gracefully, spinning in the air and entering the water with perfect form while onlookers applaud you.

Expert session

Tactic that has had the biggest impact on Breanne’s success

Using 4 stages to scale a business fast

Result if you follow the steps in Breanne’s session

Understand what stage of business you are in and what you need to focus on in order to grow into the next stage

Full session with video, notes, audio and discussion inside EHQ Club. Learn more

Expert session snapshot


I’m gonna rely on you to be the voice of my audience here. If you want me to go deeper into something or if you’ve got a question, I just want you to shout out, be the voice of the audience. Be the voice of the listener and yeah, let’s do this.

So I’m going to bring up just a diagram here from my screen. We call this, what you can see on your screen, the four-by-four model for scaling, specifically an online business because that’s who most of our clients are. But, you know, we’ve heard from people who work in brick and mortar or who have offline practices, that sort of thing, even e commerce, although the numbers are a little different for e commerce, that, you know, the same principles apply.

So what you’re seeing here, like I said, is a four by four model. Across the top, we’ve got what we call four growth stages. And in our business, we’re primarily working with businesses that we would call the pre $1 million businesses.

So maybe you’re just getting started. Maybe you’ve been in business for 25 years, but you haven’t been able to regularly crack that million dollar a year mark. So within that spectrum of zero dollars to a million dollars a year, we’ve identified that there were four growth stages that you go through.

When you’re just getting started, you’re in experimentation, you move along, you get a little more experience, your business grows, you get more customers, you get, you know, more revenue, more profit, you get, you know further along.

Then you start building your foundation, that’s growth stage number two. Growth stage number three, is when you now have to put some structure in place because you know, when it’s a foundation, you’ve been trying to hold the whole business up basically by yourself.

And it’s like trying to you know, you build the roof, you get the floor under you, and you’re standing between the two holding the two together. And we need to, you know, put some structure some walls in place that the whole thing doesn’t start weighing down on you and crushing you, right, burnout, a big problem for business owners. And then once you’ve got that structure in point in place, you’re able to scale and grow your business.

And I’m going to go more into what each of those look like. But just to give you that spectrum, you start with experimentation. You build a foundation, you get your structure in place, and then at the end of the day that’s when you’re ready to scale.

Now, what I want to point out here is that this is where queue jumping, that queue jumping metaphor starts to come into play. All right? So you queue jump, a lot of people will try to go from experimentation to structure, or they’ll try, you know, skipping over foundation. Or they’ll try to go from foundation to scale, skipping over structure.

And so this is where we need to figure out what are the actual steps that are involved in going through each of those stages. All right, we clear? Is that good so far?

Yeah, this is really cool. I’m glad that it’s visual for everyone. Everyone is watching and seeing this because this is really important. And these four stages here, they make sense and I’m looking forward to diving into each of them with you, and specifically moving how to move from one, yeah.

Yeah, absolutely. Cuz that’s the question right? It’s how do you get out of where you are and into the next stage in a way that makes sense. And so the other part, the four by four, the other four in the four by four model is what you see down the left hand side here.

And that’s what we call our growth structures. So I mentioned that one of the stages is structure. But within your business, even if you’re not at the structure stage, there’s always four things going on inside your business, right?

We talk a lot in business strategy about what the outside world sees. We talk a lot about marketing and sales and, you know, getting results and case studies and that kind of thing. But what I want to talk about is what the inside of a business looks like. And that’s based around these four structures.

So the first is your team. What kind of team do you have in place? And that team can be just you. You can have a team of one, that is totally fine. You could have a team of you know, 10,15, 20, probably not 15 or 20.

If you’re a pre million dollar business, probably not even a team of 10, if you’re a pre million dollar business, but you can have this full team you have employees or contractors. There’s so many variables here, but that the thing is that inside your business, there’s always someone doing something to make things happen. So that’s structure number one. That’s your team structure.

The second structure is the customer or client experience. And this is how you get results for clients, what results are they? How do you get the results? And what is the clients experience? So are you going low volume, high ticket? Are you going high volume, low ticket? What does that look like?

And as we go through, and I explain a little bit more about how this all works and breaks down, you’ll notice that I have a definite bias. I’m just going to say that right now, I have a definite bias for going higher value, higher impact. But you’ll be able to see how this will apply if maybe you’re an e commerce business that is focused more on volume instead of on, you know, higher price per customer and that kind of thing.

So it’s two structures, right? We’ve got team structure, which is who does the stuff. Customer experience is what you do to get result results for people, what they experience along the way.

Now, I also want to mention that there’s a reason that I target customer experience instead of product or business model or any of those other terms. Because really, I want us to be thinking in terms of what is the transformation that I help my customer achieve.

They’re buying something from us not because, you know, they just want to give away all their money, right? They’re not just doing it because they have too much money and they just want to get rid of it all.

They’re doing it because they want something from us, they want to experience a shift in their reality, whether that’s from going from, you know, really bad skin to having perfectly clear skin, you know, if you’re a skincare company, or you’re going from, you know, being unemployed, to having a great job, anywhere, anything, right?

We’ve got always got this before and after. And what we deliver to people is always based on that structure of what is the customer experience and how do we deliver it.

So then, I’m going to skip the third structure that you can see on my stream for now because I know that’s the one that everyone was going to want to talk about, I’m going to go to the fourth structure. So we’ll skip down, we’ll skip the revenue structure, just as a little teaser to make sure that you keep listening.

But what another structure that you have to think about is your profit structure. And your profit structure is basically what happens with the money when it comes in. Right?

How much does your business pay itself to keep running? How much does your business pay you for the work you’re doing? How much does the business pay for its operating expenses overhead for its team? How much does it pay the tax man? And how do you keep all of those things in balance? Because as your business grows through those four growth stages, how you spend and how you allocate your cash has to change, right?

So your profit structure is what do you do with the money once it’s come in, to make best use of it for the growth of the business, for your own personal edification and for the service of your clients, your team and everyone else that you come in contact with? Right?

So we got team, we got customer experience, we got profit, and that’s going to bring us to the one that everyone always wants to talk about. And that’s the revenue structure. And this one’s pretty simple. In order for you to be able to have the profit to pay for the team, that’s going to create that world class customer experience, you need to have some money coming in, in the first place, right?

And so revenue is the structure that determines how much money comes in, how it comes in, how it flows on the way into your business, so that you can then allocate it through profit that you can then spend it on team and other things to create that world class, customer experience.

And by the way, a world class customer experience, drives revenue up, creating more opportunities for you to spend or have profit in your business, more team or customer experience, more revenue, profit, team, customer experience, and we create this virtual cycle, which is how you use these growth structures to move through the four stages.

So we’re good on that, or I don’t know if you’ve got any questions, Liam. Otherwise, I’m just going to go into how each of these structures change. Depending on which stage you’re at.

Hand-picked experts share their #1 tactic

One marketing tactic delivered to your inbox each morning, 5 days a week