Whether building your own business is still a dream, or you have started work to make it into a reality, this is the ultimate guide to your dream business! No matter the stage of your business, use this to build your dream business so it fits you, your personality AND your audience!

The way a business is constructed

Your business is like a cake. A three-tiered cake to be exact. And if your first layer has holes, the whole thing will come tumbling down.

This is in short how I explain how you can build your dream business and what happens if you miss a piece of the puzzle somewhere. You can have amazing content, but if your marketing rumbles, it won’t do much. You can have fantastic marketing. Still, if your business basics miss elements, it won’t be as successful as it could be.

Your business as a cake

There are three layers to this scrumptious cake: The Business Foundations, The Marketing and the Content.

Business foundations

The business foundations are just what they sound like. They are the foundations of your cake, of your business. Without this layer, your business can not exist. There are quite a few things that go into your dream business foundations but I like to split it into three major elements:

  1. You
    It all starts with you! What is your why for starting this business, what are your goals with this, what do you want to get out of it?
  2. Your plan
    I don’t believe in 80-page plans but you do need to know what you are doing and how it will all work together. I use the Business Model Canvas for this. It encompasses the target audience, products and services, pricing and much more.
  3. The road
    The road to get you to your dream business exists of tools, mindset, time management and all those good things that help you focus on the right things and the right time. Now, this is a part that needs regular attention but if you set it up the right way it will really help you focus on other elements.

Check out some of my most used tools in the “Great tools for business” blogpost.

Make sure to check if these foundations are sound before you work on your marketing or content, especially the first two elements. Because if they are not solid, or something is missing, it will be hard to get the marketing and content down.

I already touched on it but the thing with business foundations is they tend to shift over time. Which means we need to tune in every now and then to check if it still works. I definitely use my yearly review for that.

And any new ideas can be checked against the plan too, to see if they fit it. You can do that when inspiration hits or while working on that yearly plan.

Read more about the yearly review in my blogpost Reviewing my Year.


Once you know your business you can start promoting it! Which is fun!

A lot of times people get distraught by it because they don’t know what they need to do to market their business. And so they either try too much, or the wrong thing, or try something for a hot second and then move on to something else.

To really let the marketing layer work for you there are three elements once again:

  1. The Branding
    Branding is so much more than just a quick logo a designer made for you. You really have to think about what makes you you, what fits with your audience and your story. If you have done the work in the foundations that really helps with your branding.
  2. The Messaging
    You have to get the messaging right about your brand to your audience. What words are they using? How do you convey the fact that you are the right person for that service or that product? This all comes down to messaging and goes hand in hand with Branding and Channels.
  3. The Channels
    Of course, to market your business you need to know where you should be. Is that networking events? Is it Instagram? Is it Pinterest? Is it TikTok? You don’t need to be everywhere but it is important to make good decision based on you, your personality and your audience.

These three together form your marketing plan.

Read more about marketing and how it affects business in “How Marketing affects Business“.


Once the first two layers are up, content can be a breeze. You have a great understanding of whom you are talking to, why and what they need to know to make an informed decision.

Working on your content exists of:

  1. A strategy
  2. A running list of topics to talk about
  3. And the actual creating of content.

Read more in the blogpost “The Ins and Outs of Content

Reviewing your business

Sometimes when I talk with people about their business, they assume that because they have set up their business model once, they are golden. However, in the meantime, they have changed, their ideal client shifted, and they don’t want to work in the same way. As said before you need to regularly review whether all the layers still fit you, your business and your audience. It is imperative to keep reviewing your tiers. Especially take note of your business foundations, because if those are off your whole cake will slide.

Do you need help with checking in with your business and seeing what could be improved? Go check out my (1/2) VIP days!

Want to grow your business? Check out this blog post that talks about the three layers to attracting more amazing clients and building a brand that sticks!

#buildabusiness #marketing #businessstrategy #digitalie