In November 2024, Sandra Morno, Founder of SSBM Consulting joined forces with Abambyh Business Coaching for our signature 23-Hour Collab service. As an experienced tax professional, Sandra had recently transitioned her business model to specialize in expat tax consulting. While she continued serving her long-term clients, she was eager to secure her first ideal client within this new niche. By the time our pre-Collab call ended, she already had three promising leads. (Spoiler alert: just weeks into the Collab she had already landed her first ideal client! 💃) This transformation began with a deep dive into her vision and goals, laying the groundwork for the structured action plan that followed.

Before the Collab

Before we began the Collab, our team at Abambyh Business did a comprehensive audit of Sandra's business. We signed up for her freebies, explored her client experience, reviewed her website, and analyzed her online presence and social media platforms. By doing this, we gained a better understanding of the user experience of her website and were able to identify opportunities and areas for improvement.

Starting with the Vision

During our initial conversations, Sandra shared that her expectations for the Collab included:

Establishing pricing (most important to her). (✅)
Identifying industries suitable for building strategic professional alliances. (✅)
Securing at least one prospecting call, if not a client. (✅)
Refining her digital products to attract leads. (✅)
Setting up email campaigns and newsletters. (✅)

While Sandra was confident in her expertise, she needed help structuring her business to move the needle forward.

We began with a dedicated call focused entirely on refining and clarifying her vision for the business. This was more than just imagining a successful outcome, it was about defining what success truly looked like for her.

Key questions included:

What does your ideal business look like?
Who are you working with?
What does your schedule look like?
How much revenue are you generating?
What kind of communication are you having with your clients?
What do your services look like?
And many more, but you get the idea!

Here’s where things got interesting: Sandra had been showing up on LinkedIn every.single.day, despite her disdain for social media posting. Her initial vision wasn’t her own; it reflected societal expectations of what “success” should look like. We had to dig deep to uncover her authentic vision.

Through visualization tools such as vision boards and affirmations, we began refining her ideas. Sandra's vision became clearer as we discarded drafts influenced by external pressures and honed in on what resonated with her.

Defining Goals That Matter

Sandra admitted she had set goals before but rarely achieved them. After some digging, we were able to identify that her past goals had lacked clarity, alignment, and measurability — which led to frustration and a lack of follow-through.

We tackled this head-on in our goal setting workshop by:

Creating overarching goals.
- Example: Sandra’s revenue goal was $XXXK annually.
Breaking those goals into actionable milestones.
- In order to achieve the $XXX income goal, we identified that Y digital products priced at $X would need to be sold. So, the first milestone goal was creating a valuable product, which set the foundation for reaching the secondary goal of selling Y products, ultimately leading to the larger goal of $XXX in revenue.
Ensuring alignment with her vision.
- Each goal had to reflect Sandra’s authentic desires, not what she thought she should do. Fun fact: we discovered Sandra is a numbers girl and would much rather spend her time doing what she does best: behind-the-scenes tax planning. Her goals reflected that vision.

During the first three days of the Collab, we focused exclusively on visualization and goal setting. This iterative process consistently tied Sandra’s goals back to her vision, reaffirming what she truly wanted and needed.

The Power of Affirmations

Once we had Sandra’s goals firmly identified, we transformed them into affirmations. This reinforces a success-oriented mindset. For example:

Goal: “My goal is to generate $5K per month in digital download sales.”
Affirmation: “I am generating $5K per month in digital download sales.”

These affirmations, paired with her vision board, created a daily reminder of her value and potential.

Mindset Shifts and Recognizing Value

One of the biggest breakthroughs came when we discussed pricing. Sandra felt comfortable aiming for $5K per month in digital download sales but was charging just $5K annually for her high-value, year-round service. This pricing didn’t reflect her expertise or the results she provided. Through visualization and affirmations, Sandra began to see her own worth and understand how her pricing would take shape accordingly.

The Foundation is Set

By the end of the first three days, Sandra had a clear vision, defined goals, and a renewed sense of confidence in her ability to succeed. Visualization and goal setting laid the foundation for the next steps of the Collab, where we would dive into updating her digital products, refining her pricing, and building a strategy for sustainable growth.

Stay tuned for Part 2, where we’ll explore how Sandra’s vision came to life through income planning, focus on ideal client, prospecting, social media, and time management.

Looking to Improve YOUR Business?

Abambyh Business Coaching’s 23-Hour Collab is designed to help entrepreneurs like you turn aspirations into reality. Whether you’re stuck in the weeds or ready to scale, we’ve got your back. Let’s get to work!

Written by Libbie Krussow

23-Hour Collab — A 2024 Case Study, Part 1: Visualization and Goal Setting