In this episode we're going to talk about membership sites. I'm in the middle of building a membership site for launch in a few months and I wanted to give you a behind the scenes look at what it takes to plan and build a membership site.
Over the next three episodes we're going to talk about three key topics:
- Planning a membership site
- Building a membership site
- Launching a membership site
In this episode, we'll cover all of the things you need to think about to decide if a membership site might make sense for you to build and all of the planning elements you need to think about.
In this episode you'll learn:
- Why to choose a membership model in the first place
- What the topic of your membership site will be
- What content types will your membership include
- The technical requirements your choices result in
- Options for implementing your membership site
- Building your site
- Launching your site
Planning your membership site is critical. Membership sites are one of the more complicated business and types of sites you can build because they often have a lot of moving parts to them.
- Think about whether a membership site is something you want to consider adding to your online business.
- Make sure your blog and WordPress site is properly set up and configured (even if you don't plan to have a membership site)
- Join my free membership site (https://strongstart.fm/joinfree)
Links and resources mentioned in this episode:
Hey everybody, Dave Ziembicki here. Welcome to StrongStart.fm. My mission is to help you design, automate and outsource the technology of your online business. In this episode, we’re going to talk about membership sites. I’m in the middle of building a membership site for launching in a few months and I wanted to give you a behind the scenes look at what it takes to plan and build a membership site.
Over the next three episodes, we’re going to talk about three key topics related to membership sites. Planning your site, building your site and launching a site. Before we dive in, I want to highlight a fantastic resource on this topic that I’ve been using and that’s the Membership Guys. Mike Morison and Callie Willows run the membershipguys.com and membersiteacademy.com.
They’re experts on membership sites and I’ve been working with them as part of their academy and accelerator mastermind program. If you want to see a great example of a membership site and an in-depth guidance and all the topics that we’ll be covering in this episode. Head over to the show notes at StrongStart.fm/025, there are links to some of their resources and some of the things that I’ve been using to help plan and build my site.
Now, let’s dive into planning a membership site. Now, there are a couple of key elements to planning a site. The first is why to choose a membership model in the first place, second is what the topic of your membership site will be.
Third is what content types your membership site will include. Fourth is the technical requirements your choices result in. Fifth is options for implementing your membership site, the tools and technology and different approaches you could use there.
Then we have building your site and launching your site. So we’re going to cover all those topics in this episode and then in the two follow up episodes, we’ll go into even more depth on building the site and launching it.
Planning phase for a membership site is critical. Membership sites are really one of the more complicated businesses and types of sites that you can build because they pretty often have a lot of moving parts to them.
Before you run sort of head long into thinking that you’re going to do a membership site, one of the things you really have to consider is why choose a membership model in the first place?
Now there’s two aspects that draw entrepreneurs into building membership sites. Recurring revenue and then helping their audience with a deeper and more on going type of format. Now there’s two aspects that usually draw entrepreneurs into thinking about membership sites.
The first is the dream of recurring revenue and then the second is the ability to help their audience in a deeper and more ongoing type of format. What you want to beware of is starting down the path of a membership site if you’re just focused on recurring revenue.
This lure pulls in a lot of people that are either unaware of or not interested in but again all the ongoing effort that’s going to be required month after month, year after year, to build and maintain a thriving membership site. The reason it’s a lure though is when you consider the differences between primarily an online course type of business model or a membership site business model. With an online course, you put a lot of effort into building a great course and then you launch it several times a year.
You can get pretty big revenue during the launches but then in between them, there’s not much revenue at all. If you come up with a great ever green course topic, you may be able to monetize that for several years and build a pretty good business.
All you have to do between launches is keep that course up to date and continue some background levels of you know, marketing and engagement. The downside of the course model though is that the revenue is lumpy. There’s periods of very high revenue then there’s periods of low or no revenue and there’s always the chance that someone builds a better course than you on your particular topic and then you see a really sudden drop off in your business.
With the membership site, you’re building a set of resources in the community around those resources and your chosen topic. The business model is typically more of a recurring monthly payment model from your members and then in some cases, there’s also annual plans as well.
Now, assuming at least a modestly successful site, you see more consistent revenue through the year and you’re focus at that point, is on growing and maintaining your members. Now, in the membership model as I said, the effort level required is also a lot higher and needs to be more consistent.
You need to be cultivating your site, adding new content, helping your existing members, trying to gain new members and being active in your forums or any groups that are associated with your membership. By no means is a membership site, any form of hands off type of model.
This is not “passive income”, there is basically a lot of effort required in order to gain some of the benefits that we talked about, you know, deeper help to your audience and then the recurring and more consistent revenue.
Now, because of that higher level of effort, the most important part of planning a membership site is carefully choosing your topic or niche. Now, all the usual things you might think of like market research and surveying your audience, determining their challenges and burning desires, all that stuff is very important and you should definitely do that.
But the most important thing is finding a topic that has a market but that you're also extremely passionate about. Meaning the thought of spending the next five years blogging, podcasting, teaching and talking about that topic energizes and excites you as supposed to generating feelings of dread.
If you’re not excited and really passionate about the topic that you choose for your membership site, it’s likely to fail and in the intermediate or long term because you just won’t be able to bring the type of energy to that topic month after month, year after year, that’s required to keep your community really engaged.
I’ve joined a lot of sites over the years where you can tell the founder was really excited about it initially and maybe it’s successful for a year or two but then after that, you don’t see him in the forums anymore, you don’t see new content coming out. You can tell they lost interest in the topic and moved on to something else and they’re really just relying on their existing members to support each other and to keep that community going.
In those cases, you’re just going to see a decline over time that eventually, those members will leave and the revenue will go down from that site. Again, it’s really important to both find a market but also find a market that you’re really passionate about that topic.
Those are the first two elements of planning the membership site. Picking a topic and then deciding if a membership model and the effort required are something that you're excited about. In my case, the model matches exactly what I want to do.
Basically spend the next 10 years of my career helping people with the topics that I really enjoy, productivity, technology, design, automation and outsourcing.
Things this podcast is about and things that all my other content is about. I’ve had a 20 year career you know, in consulting around these topic areas so it’s obviously something I’m still interested in. The main thing I’m doing with shifting over to a membership site and online business is eventually moving from helping big corporate customers, you know, the Fortune 500 and the government agency types and really into helping the online entrepreneur, the solo entrepreneur, really get the best out of technology.
That’s something I wake up every day at four AM, excited about writing about and recording about and so forth. That’s one of the reasons why I’m picking that topic as the core of my membership site.
Once you’ve got your topic, the next thing you want to think about is what content types will your membership site include? There’s an infinite number of things you can do with a membership, but generally, most of them have some or all of the following elements: online courses, tutorials, resources like workbooks and checklist and other assets, forums for discussion and collaboration, coaching calls, tool discounts and bonuses, things like that.
What you have to remember is that for each element that you choose, it requires active ongoing management. What I mean by that is if you said, well yeah, I’d love to have courses and tutorials and checklists and all these types of things, that’s great but you just have to remember, each of those is going to require that those things get built.
That you have some tool or platform that lets you present those out to your members and that you have to maintain those things over time. One of the benefits and challenges of the topic areas that I’m interested in related to technology is, that changes all the time.
Going in, I know that yeah, I mean, if I create, let’s say 20 online courses that are going to be part of my membership, every year, it’s pretty likely that I’m going to have to be updating most of those courses because the technology, the tools and all the stuff underlying that topic area, changes all the time.
That’s one of the reasons why a membership model makes sense for my kind of topic areas because the things change and it’s hard for people to keep up to date and that’s a service I can provide. But at the same times, we have to realize that the effort level of doing that is pretty high. It’s not going to be one of these, “Hey, I make a great course and then I can milk that course for three or four years where it doesn’t require very many changes.”
Now, the thing about the content types is, you don’t need all of them to start. Some people launch their membership with a single course, some people launch their membership without any courses or content. Let’s say maybe they’ve negotiated deals and discounts with vendors for tools in their particular niche and they’ve got some courses planned but not built yet.
You can launch without all of these things being done. It really depends on what type of price point you’re going for at launch. You know, if you’re going to go for a premium price point like 50 to $100 a month, then yeah, you’re going to have to have a pretty substantial amount of valuable content and resources in your membership site.
But if you’re going to start out at 10, 15, $20 a month then you know, maybe that list at launch can be a little bit smaller. For me, I’ll be launching with most of those elements, courses, tutorials, the forum, you know, coaching calls and things like that. But the difference is that I’m organizing all of my content around key topics and then each month after launch, I’ll add topics into those areas. What I mean by that is you know, if you’ve listened to my podcast, my stuff is all about building your platform, your blog, your podcast, your online video and so forth.
Building your business and being more productive. What I’ll do is have a couple of key topics like let’s say productivity, blogging and podcasting. It’s likely those are three of the topics that I’ll launch with. Those will be covered in depth. They’ll have courses, they’ll have probably 50 to 60 different checklists and tutorials and things like that. So I’ll launch with let’s say two to three topics worth of content and have that content in all of those different formats that I mentioned.
Then in my content calendar, what I’ll plan on is every month or two after that, I’ll release an additional topic into the membership site. At launch, I’ll have two to three topics covered in depth and then afterwards, those additional ones will roll out.
Now, my price point will start at the low end of that premium range, let’s say, maybe $50 a month. Then it will move up towards the end of the first year once I have say six to eight to 10 of those really big topic areas covered in depth.
Now one thing that you really need to be aware of when you think about your topic and those content types is the technical requirements that your choices result in.
As you build the list of your membership site elements, each of those are going to come with a large number of technical requirements. If you just think about online courses, you know, they require a platform for building and managing them.
A membership site by definition requires some form of access controls that you can make sure that only paying members have access to the member area. If you decide you want to have a forum or a group discussion for your membership, that’s going to require some kind of platform or service to implement as well.
Every one of those things where you say “Yeah, I’d love to have forums or I’d love to have online courses” and this and that and the other thing – those all come with a set of technical requirements that you’re going to have to think about as well.
Again, early on, you have to be careful not to maybe over commit yourself and say, “Well, I’ve got to have these 15 different features on my membership site at launch” because what that’s going to do is one, it’s going to defer your launch date, it’s going to take longer to build that stuff and you also run the risk of spending so much time doing that that you might lose touch with our audience.
You might be implementing all of these different features and then your audience tells you, “Hey, we’re just really not interested in a forum” or you know, “Online courses are great but you just created 200 hours of content and my problem is productivity and not having enough time in the day.”
How would I ever consume all of that content? That’s just something you have to be careful of when you’re planning out your membership site and not to get too grandiose with it. In the end, this is a scenario where a lot of people bog down in their planning.
But this is also an area where the membership guys that I mentioned earlier and their member site academy cover in a great amount of depth. Again, links to those resources will be over in the show notes at StrongStart.fm/025. What I’m talking about there is they have a free membership site roadmap and a couple of other things and help you organize your thinking around these topics that we’re talking about here.
Once you’ve decided on your topic, the different content types that you want to have and you’re starting to see some of the technical requirements that you're going to have because of those choices.
The next topic is you know, the options for actually implementing or building your membership site. Now, this topic can get complicated pretty quickly and it really does present a fork in the road. When you talk about your technical platform, just like in most other areas of online business, one choice is to try and find one of the all in one type of services that provide the full platform and all the bells and whistles that you're looking at. Then the other choice is to build the platform yourself with WordPress and plugins and additional add on services and things like that.
The first choice, the all in one, I generally call “hosted platforms”, some examples of hosted platforms are the things like Teachable or Thinkafic, those are primarily course platforms but that also have some aspects of membership and access control built in.
There’s also things like Click Funnels and Rain Maker and some other hosted platforms that also let you create membership sites. Now, whether they have all of the features and options that we talked about before – like courses and forums and all the other things – really depends on which product you choose and its feature list and its road map and so forth.
The positives of going with a host to platform though is that it removes a pretty large portion of the technical burden from you. You know, most of the technology stack is built and managed by the provider, they will be responsible for keeping it up to date. You know, anything that you’re paying for will have some form of support that you can reach out to for assistance if you run into challenges and so forth.
There’s some positives to that all in one platform especially if you're not the most technically savvy person in the world. There’s several downsides though. First, the hosted platforms don’t let you add capabilities, meaning that you know, if your hosted platform doesn’t have a particular feature that you want then you’re stuck waiting for it and potentially indefinitely.
You don’t have an option to go get a plugin that fills that gap or something like that. You know, those are basically closed systems, they decide what the road map is, they decide the features and when they’re going to get implemented.
The second downside is that very quickly, you get locked in to these platforms so what I mean by that is that every course, resource of piece of content that you create and put in to, one of these sort of hosted systems, it becomes that much harder to migrate to a different platform in the future if you need to.
Imagine you spend let’s say two years – you built up a membership site, you got a couple of hundred paying subscribers, maybe you’ve got like 50 courses in there and you know, all kinds of downloads and forums and all these types of things and then suddenly that provider quadruples their price or decides to go out of business or something like that.
You’ve now got a very substantial migration process that has to happen over to some other platform that may not even be compatible. The downside of some of those closed systems is that you know, there is sort of this lock in aspect that’s happening.
Then third and very related is, that platform provider basically controls your destiny. They go out of business or change direction, you just really don’t have much recourse other than migrating or moving to another provider.
If a membership site is going to be the core of your online business, I would be pretty weary of going with a hosted platform. So what’s the alternative? Well, the alternative is a membership site that’s built on top of a self-hosted WordPress installation.
In episode six, seven and eight of this podcast, we talked in depth about building a foundational WordPress site for your business and online platform. By foundational, I meant, you know, how to choose hosting, how to choose some of the basic plugins like security and you know, SEO and things like that.
Basically, enough of a foundational WordPress platform that you could build your blog and your podcast on top of that. We didn’t really get into any depth at all on membership sites and so that’s something that we’re going to talk a little bit about in this episode and then we’ll go in depth in the next episode where we talk about building a membership site on top of WordPress.
As you, I’m sure, know by now, WordPress is by far the most popular and extensible platform for building an online business.
For each of the elements for a membership site that we’ve talked about like access, courses forums and so on, there’s dozens of WordPress plugins that you can use for each of those particular elements. In this model, you basically get to control exactly how your site looks and the functionality that it provides.
Now the downside is that with that control comes a lot more technical knowledge that’s required and effort that you will either have to put in or hire someone to put in for you. A fully featured membership site has a lot of moving parts. Plugins and all that stuff are great but they can have conflicts and not all of them will integrate with each other and so on.
So which of these models should you choose? Well again, if a membership site is going to be the core of your online business like it will be for me, then I definitely will lean toward the self-hosted WordPress approach. I mean I am going to go with that approach as you might imagine and as of this recording I have finalized all of my choices for features, plugins and services that I am going to use in my membership site.
We’ll cover all of that in the next episode that goes in depth about building your membership site. The thing that I wanted to cover here though in the planning phase is that when you are planning your build, you’re going to need to reserve a fair amount of time for that.
I mean it can take anywhere from one to three months to get all of these technology set up, configured and tested across all the different things that you are going to offer. Now again, you’ll need to decide how much of this you want to do yourself.
In my case since my membership site will be all about these topics and all the technology stuff behind online business, I’m doing most of this work myself and documenting it as I go because that is going to be some of the core content for my membership site.
So that is one of the benefits of the model that I’m doing here is A, I like the topic. B, the topic is what I am going to be helping people with and C, everything that I do to set up and build my online business is what I’m going to be helping teach other people to do.
So there’s a lot of congruence there with both what I’m interested in, what I need to do for myself in my business and what I’m going to help everybody else with. Now for most of you though that are considering a membership – unless your topic is on all the technology stuff behind building memberships and sites and so forth – this is something you’ll likely want to outsource.
You should control the requirements and you should always have at least a passing understanding of all the technical components and that’s what I’ll obviously help you with, with all of my content but someone else can likely do the technical implementation better than you can. Your time will be more valuably spent creating content that’s specific to your particular audience.
So obviously this is the intersection of my content and what I am trying to help my audience with is all of these technical planning, technical implementation, automation types of exercises. So again, unless that’s going to be your core content, what you want to be thinking out there is automation and outsourcing and again, that’s really going to be the key topic of my membership site once it launches a little bit later this year.
That brings us to the final phase of membership site planning which is launching your site and planning that launch. The first thing you’re going to need to do is to determine how much and what type of content that you’re going to have for launch. As I mentioned earlier, my plan is to organize all of my content by topics and then have two or three key topics covered in depth at launch.
Several more topics already done and in the can and ready to be rolled out in the months after the launch. Now this strategy helps reduce the upfront burden in terms of how much content needs to be done by a launch and it also provides a reason for your initial members to stick around and to stay in your membership.
You can talk all about the content that you’re going to be releasing in the coming months. So where that comes into play is let’s say you do a one month trial offer or if you do a discount for the first month of membership or something like that at launch, you want to have enough content in there where people show up and they say, “Wow this is pretty cool. This membership site just launched and it’s got great content that’s going to be useful to me”.
But at the same time, you want to be able to say, “Well hey, there’s a reason to stick around past the free trial” or “There’s a reason to stay a paying member for months two, three and four and that’s because there’s all these additional content and resources that are going to come out in the subsequent months.”
Now again, this is a key insight that I got out of the coaching that I’ve done with Mike and Callie of the Membership Guys. Once you’ve planned what you’ll have at launch and then the months later, the actual launch itself needs to be planned and we’ll cover this in depth in the third episode of this series but for now, let’s consider the high level points.
If you have been around the online business space at all, you’ll know that there is numerous launch strategies out there like the product launch formula or webinars and many others. Most of them revolve around building up awareness and anticipation of your launch by providing free content like videos or webinars or podcasts or blog posts. Most of them also include some aspect of building a waiting list.
And then finally at launch, there’s trials, discounts, bonuses, etcetera all built around the core offer to gain the most customers as possible during that launch window. Now again, we’ll cover this in more detail but I just want you to realize at this point that the launch itself requires a lot of planning.
One of the key decisions is whether you’re only going to launch once and allow open access to your members throughout the year. Or whether you are only going to open access to your membership a few times a year and do launch events around each of those different dates. Now that’s a complicated topic where each choice has a lot of advantages and disadvantages.
There’s definitely a scarcity benefit to having closed access and then only having a few launches and open access periods during the year. But launches require a lot of work and if your goal is to truly help your audience, why make them wait for access to your great content?
Personally for me, I’m going to be doing open access where people can join anytime but I’m going to be designing my launch and marketing strategies to have specific times of the year where I’ll push harder and build up to an event style launch.
Now there is a lot of different ways that you can do that. Instead of having your course be closed throughout the year and only opening for a launch a couple of times throughout the year, you could have it be open all year round but at periodic times where you’re going to do more of an event style launch, you could have a set of bonuses that are only available during that time.
Or other forms of bonuses and resources and scarcity that are going to generate interest at those periods of the year and maybe not just people that are on the fence a little bit into taking action and joining at your membership site. So there’s a lot of ways to get that scarcity benefit and entice people into joining your membership without having to have it be closed down for large parts of the year.
Now in the previous episode, StrongStart.fm/024, I talked about virtual summits. Now for me, my virtual summit is really my key launch event for the membership site. Now the reason for that is because my summit is going to cover the core topics that my membership site is going to be all about.
So if you haven’t listened to that episode, the quick summary of a virtual summit. It is basically gathering up 20 or 30 experts in your niche and then interviewing them about key topics in that particular niche. So I am going to have 20 to 30 experts talking all about productivity, content creation, automation, outsourcing, things like that. So I am gathering up some really fantastic speakers and they are going to provide a ton of insight on those particular topics.
And with that virtual summit, I’m hoping to draw at least a few thousand people into my email list and also into paid to access to that summit. So the way my funnel is going to look like is the virtual summit is going to be the top of the funnel event. So what that means is all people need to do to get access to that content at least for the week that the summit is live is opt into my email list.
Then during the summit, the entry level offer that I’ll be providing is a lifetime access pass to all of the virtual summit content. So it will be recordings of all the interviews, a bunch of different bonuses, discounts on tools and a few other surprise bonuses that I’m going to throw in there for a relatively low price that people will be able to purchase.
Then at the end of the summit, that’s going to be the launch event for my membership site. So the bottom of the funnel will be taking some of these people that were interested in creating great content and building content based businesses. They learned a lot of tools and tips from the experts but then the actual implementation. Learning how to do these things, the courses, the checklist, the automation examples that I am going to provide, all of that stuff is going to be the core of my membership site.
So what my launch is going to look like is virtual summit leads to an entry level offer, leads to people joining the membership site. Then after that, as opposed to closing down access and opening at a couple of times a year.
Instead what I am going to do is I am going to keep that entire funnel on Evergreen and so what that means is that throughout the whole year, people will be able to sign up individually for the summit and go through that same progression of the marketing funnel for my membership site but at periodic times during the year, I’ll do more of a push around those events.
So let’s say maybe three months after a launch, I will recycle the whole launch process again, run my Facebook ad campaigns, re-run my affiliate program with partners to promote the membership site and the summit and then I’ll build up a little bit more event style marketing around those pushes a couple of times a year.
So again, it will be open access because I don’t want to block anybody from getting to my valuable content but again, to get the scarcity benefit and the excitement of event style launches, I’ll basically do a hybrid approach there. So again, we’ll talk about that in more depth when we get to the third episode in the series which will be all about launching the membership site. I will go into all the details of the different forms of promotion and things that I am doing to get ready for the launch.
Now if everything that we talked about in this episode sounds complicated – it is. but here’s the payoff: First, the membership model really provides the most amount of help and support to your audience at scale of any form of online business.
So what I mean by that is that sure, if I decided to do one on one consulting, I can have a huge impact on my clients, right? I have done consulting for 20 years. I know that in depth and inside now and for sure, if I said, “Hey I am going to pick 10 people this year and all I am going to do is one on one consulting with them, you know I could easily charge 20, 30, $40,000 per person.
And make a business out of that but at the end of it, I’ve only really helped 10 people. So if the goal is to really help people at scale, the other end of the spectrum is you could just do a course. Do a great course, charge $2,000 for that course. Hopefully you get a 1,000 people to join that or more and you’ve got a very substantial business built around that as well.
But of course in general, only really provides information to people. It usually doesn’t involve in depth help from the courses found there and their expertise and so forth. So the reason I am really drawn to the membership site is as I mentioned a couple of different reasons. One, ongoing help over a long period of time. More in depth help than just a course.
There’ll be course, there’ll be forums, there’ll be all kinds of ways to provide more detailed support and then again because of the topic area of technology changing, it’s an area that people generally need a lot of help in. Because most people want to be focused on their core content in their business not trying to keep up with technology. That’s where I come in and where I can help.
And then the second benefit that we talked about is the reoccurring revenue. So now imagine that you get to a thousand paying members at $50 a month. That’s $600,000 a year in revenue. Now if you assume that you’re costs are 50% of that which is actually pretty high at the end, you’d still be taking home $300,000 either as a paycheck or as profit that you can roll back into your business to invest in growth.
Now it’s by no means easy getting to a thousand members paying $50 a month. For me, I am planning that this will take about three years to achieve once I launch a little bit later this fall. So that’s a long time, you know three year build up to get to that amount of revenue but at that point, you’ve got a substantial business there if you are bringing in $600,000 a year and obviously, there’s no cap at a thousand.
[0:27:43.2] You can certainly go above that once you have achieve that level. But again, to be realistic, this isn’t something where “Hey I am going to build a membership site in a couple of weeks and then I am going to open the doors and then three months later I’m going to have a thousand members paying me $50 a month.” You are going to see people online promising you that they can teach you to do that. That’s a total BS obviously.
It is one of the things that I really like the Membership Guys, Mike and Callie that I’m working with. They are very straight forward and upfront about what’s required of a successful membership site. It’s definitely not a quick buck “passive income” type of strategy. It is something that you really have to be committed to because you value your audience and the topic that you are talking about.
But also has all the benefits that we talked about here of being able to build a really substantial business around. So that brings us to the end of the planning phase of our membership site topic. In the next episode, we’ll dive into the details of building a membership site and I’ll go in all the tools and plugins and services that I am using to build this state of the art site that I am going to launch later this year.
Now the foundation of my site is WordPress and if you want to get started building a solid platform that you could build your own membership site on, check out my free definitive guide to WordPress for online entrepreneurs and you can download my free WordPress blog blueprint and planner. Both of those resources will be linked to over in the show notes at StrongStart.fm/025.
So I want to thank you for joining me today. If you’ve been enjoying the content here on StrongStart.fm, it would greatly help us out if you could give us a quick positive review over on iTunes. My goal is to help as many people as possible reach their goals so we need to spread the word.
I also would like to encourage you to join my free membership academy. The beginnings of the membership site that we discussed in this episode. In addition to easy access to every download that I’ve created in the last two years, you also get additional exclusive member content and access to my private Facebook group.
You also gain access to the free period of the virtual summit that we talked about in this episode and in this episode. So to join us head over to StrongStart.fm/joinfree. Thanks and we’ll see you on the next episode of StrongStart.fm.