===OUR TARGET AUDIENCE===
Australian “Tradies” - that is - tradesmen who own their own businesses and their wives - Builder, electrician, plumber, carpenter, roofer, glaziers etc. We are particularly targeting the mid 20s to late 30s age group. Younger family businesses that are open to learning.
For our purposes we are focusing on tradesmen who work in the construction / home improvement / renovation / home extension fields and could include tradesmen from all of the sectors I have mentioned above. We are talking to them and their wives. We are interested in appealing to the wives of the tradesmen because they often do the books, or are involved in the admin / book keeping and non trade related aspects of their business. They often wield significant influence and are always interested in managing things so that they have more family time, better cash flow and profitability.
===WHAT WE DO===
We teach “tradies” business skills to complement their technical trade skills so that they can really develop great businesses. We teach them how to manage their finances, grow a team, how to do sales and marketing better, how to create systems to help them scale up.
===THE MEANING OF THE NAME===
7 Figure means we will help them to grow their business to a million dollars in turnover, or scale to their next million dollar increment
Mil in the tag line means millions of dollars, but has a double meaning, inferring millimetres - -I.e in other words, precision in building blue prints / plans.
----A FEW COMMENTS ON IDEAS---
Common distinguishing features of tradies are
1) Their utes and trailers- see references below to find out what a ute is. The ute is a tradesman's vehicle.
2) Many of them wear hard hats (building site helmets) at times
3) The stereotype tradie here in Australia goes to work with a dog in his ute.
4) Tool belts and steel toe cap work protective boots.
===OUTCOMES OF WORKING WITH US ===
One outcome of going through our program is that they will have a great team working for them. They go from being a two man operation to running a team of 10,20 or even 50 staff.
Another outcome is that they will have much better finances and will have more free time. They will gain wealth and freedom.
The tag line for our parent company is "Build a better business, built a better life"
Their family lives will be much better
Reading my brief it probably comes across a bit too strongly with masculine alpha- male stereotypes.
We've had quite a few tool concepts so far, and they don't really capture the essence of big breakthroughs in business, performance and improvements in lifestyle.
There is a danger with tools that they just look more like something for manual labourers. And we are teaching them to "get off the tools".
However, if you want to go down the tool route - consider making one of the letters or the number 7 into a tool - but make sure that the decoration does not disguise the number or letter so much that it is no longer clear.
====NEW CONCEPT GUIDANCE ADDED 3/4/2019 =====
Based on what we have received so far - Having an emblem in addition to the 7 Figure Tradie text is too much we have found.
So our preference seems to be with turning the number 7 into an emblem. However the 7 must be clearly readable and it must be close enough to the word Figure that people get 7-Figure as a single thought rather than two completely separate thoughts.
As a way of embellishing the 7 one way that could work would be to turn the figure 7 into an angle setter. If you try this though take care to ensure that it still looks clearly like a 7.
I will attach some images of angle setters in the attachment section'
===A CONCEPT IDEA ===
I have added as an afterthought on 29th March
A common metaphor in the English language for retiring, or moving on from a profession or activity is to "Hang up one's hat". You might hear an expression like, "A footballer who hung up his boots" or a " boxer who hung up his gloves".
An outcome we usually want to get for our clients is that they "get off the tools". In other words, manage others rather than doing the work themselves.
It could perhaps work to use the metaphor of hanging up a tool belt or hanging up the builder's hard had / work helmet Perhaps the 7 could be the hook to hang the helmet or tool belt on.
Just an idea.
=======ANOTHER CONCEPT IDEA =====
Maybe a tradie silhouette standing on top of a tower block with scaffolding - arms outstretched to the heavens, victorious
Distinguishing features could be
-- scaffolding to signify construction
-- hard hat to signify he is a tradie
Getting to their first / next million will involve mastering the art of being the boss, "getting off the tools", growing a team, probably harnessing modern technology, getting good at sales, marketing and their heads around finance.