McWilliam & Powell Services

Foundational Phase

Most clients will move from the Business Assessment to the foundational Phase. This is where McWilliam & Powell helps clients design and implement their personalized marketing system.

Each system typically consists of 8 foundational marketing blocks; leadership, market, target, positioning, sales, website, advertising, and social. In order to grow, all these Foundational Blocks need to work harmoniously and be implemented sequentially.

Each business is slightly different, thus, the blocks can be separated into different price points. The 1-page contract will reflect this distinction.

The Foundational Phase addresses the following blocks: 

Marketing System Graphic


What: Leaders cast vision. Vision consists of core values, purpose statement, and mission.

Why: Without a guiding star, your business and strategic decisions will wander and drift.

How: We will walk you and your team through a few simple exercises that will reveal your core beliefs, the reasons for starting this business and what your current mission is.

Deliverable: Clearly defined Vision Page


What: The Market foundational block creates your market snapshot; the size of the market in dollars, your business share of the market, and competitors’ share of the market.

Why: This block provides a no-BS view of exactly where your business stands in the marketplace so you can make informed strategic decisions.

How: We will use the current market research available to construct a market snapshot outlining how large the current market is in dollars, how much share your business owns, and how many shares your competitors own.

Deliverable: Market Snapshot. 


What: The target audience is the opportunity revealed by the market snapshot. The opportunity is the one with the fastest rate of return. 

Why: One word. Focus. By focusing on a group strategically, you are better able to allocate your funds.

How: Conduct a deep dive into understanding how this group thinks, what they want, and what they don’t want.

Deliverable: Defined Target Audience for the next 12 months.


What: Positioning is how you differentiate your product/service in the mind of the customer. 

Why: Perception is reality. How your customer perceives your product/service is reality. 

How: Comes down to 3 simple questions: How do people perceive your market? Where is the gap within that space? How can you fill that gap?

Deliverable: Research and well-defined positioning statement for the brand.


What: The sales process is documenting any interaction a customer has with your business.

Why: By documenting these interactions you and your team are better equipped to optimize the system you are creating. You will also identify owner interactions that need to be delegated in order to achieve the freedom you desire.

How: This is a methodical process but can be summed up into 3 stages: 1. Interaction audit 2. Provide Context 3. Measure.

Deliverable: Interaction audit. The documented sales process for the entire brand abides by the stages outlined above.


What: Most customer interaction will flow through your website. This involves optimizing the backend, and the front end, and doing it all in such a way that is distinctly you.

Why: By making sure you can capture leads automatically, are seen, and distinct, you are in a better position to harvest the value you create.

How: Pass the “grunt” test. Be at least 80% on page speed insights.

Deliverables: All clients will receive a website audit and then choose 3 options:

  1. New website
  2. Optimise current website
  3. Website copy changes.


What: Develop a campaign that is consistent, frequent and distinct.

Why: Every business reaches an inflection point. At this point, you can choose to advertise and achieve growth, or not advertise and stay exactly where you are.

How: Invest resources into multiple channels, prioritizing based on the fastest rate of return.

Deliverable: Advertising Campaign Plan, Project management of the campaign.


What: Social is the media at which you own. It can be hosted on social media channels like Facebook, Instagram or Tick Tock, but often will be your contact list.

Why: Owning your own media increases the value of your company exponentially. 

How: Provide real, raw and relevant content to the market, on multiple channels, consistently.

Deliverable: Social Media Plan, Project management of Social Media Plan.

Further Details of Phase

Location. Hybrid. Remote and in-person.

Duration. From commencement to completion, expect this to span 12.5 weeks.

Scheduling. Can usually be initiated within 1-2 days of Business Assessment, depending on the time of year.

Deliverable. Your personalized Marketing System, hours of experiential and qualified advice following a concrete agenda/process. Well written and concise ideas and recommendations for future projects. These are spread across weekly calls and multiple emails.

Implementation Guidance. Up to 12.5 weeks. Every week we will have a check-in meeting. These meetings will be agenda-driven, which means that you’ll keep a log of the questions you have and we’ll address them in a batch. 

Participation Requirements. The owner or someone with access gathers materials/information for roughly one hour. Owners and critical leaders participate in the weekly calls and homework, as appropriate, but mainly we need decision-makers in the loop. A budget for 1 advertising campaign.

Cost. Custom to each partnership. 

Payment Terms. Prepaid and non-refundable, sent with the materials that we will request.