January 24, 2025

The 3 Systems You Need to Build a $1M Online Business

Eric Thayne
5 min read

If you’re serious about building an online business that scales to seven figures (and beyond), you need three foundational systems.

Not ten. Not twenty. Just three.

These systems form the backbone of your entire business.

  1. Your Product System
  2. Your Selling System
  3. Your Content System

Without them, you'll struggle to grow and scale.

WITH them, you can finally achieve a calm business that's sustainable and scalable.

In this letter I'll break down each of these systems and show you how they work.

How to Find the Right Strategy for Your Business

Choosing the right systems for your business is crucial.

I'll be honest, there's a lot of nuance to this.

Every business is unique, and it’s important to tailor these systems to fit your strengths and goals.

If you want personalized help in figuring out exactly how to apply this to your business...

I'm opening up a few spots on my calendar each week to work one-on-one with you guys.

In our call together, I'll take a look at your specific business and help you map out a custom strategy.

The calls are totally free, but they are limited.

When you're ready to book your free strategy session, here's the link.

Now on to the systems:

1. Your Product System (The Framework)

Your product system is all about having a clear framework for what you teach or provide.

No matter what you do or what you're an expert at...

If you want to truly help people be successful, you need a clear framework.

Think of it like a roadmap that guides your audience from where they are now (struggling, stuck, or confused) to where they want to be (winning, thriving, successful).

A solid framework:

  • Is simple and clear, often broken down into three primary steps.
  • Each of these three steps can be broken down into smaller, more actionable tips (which creates a framework tree)
  • Gives you an unlimited supply of content ideas and makes it easier to teach.

Once you have your framework nailed down, package it into one of the following offers:

  • One-on-one coaching/consulting or “done for you” service (best for beginners to refine your framework with real clients)
  • An in-depth online course, with tools and resources, plus some coaching
  • A mini course, resource, or membership teaching one basic principle

Pro tip: Start with one offer, ideally coaching, to refine your framework and get real feedback. Once you have proof of success, scale it into more scalable products like courses or memberships.

2. Your Selling System (The Funnel)

Great products don’t sell themselves. You need a selling system that brings people into your world and guides them to a purchase.

There are three core selling systems that work for creator businesses.

This is your product stack, and eventually you'll want to have all three.

But if you're just starting out, you only need ONE of these to scale to six- or seven-figures.

High-ticket sales calls (top of the stack)

This funnel is ideal for premium coaching/consulting or “done for you” services, anywhere from $2k–$50k+.

The funnel looks like this:

→ The person watches a short video sales letter (VSL) that teaches the primary three steps of your framework, and a pitch to book a call with you at the end.

→ They fill out an application form with more information about them and what they do.

→ They book a strategy call with you or your team.

→ You get on a call with them, map out a custom strategy for them, and then talk about how you can work together.

Sales presentations (middle of the stack)

This looks like a valuable workshop or webinar that you hold (either live or pre-recorded).

It is much better suited for selling to a lot of people at once, rather than one-on-one, which makes it perfect for mid-tier offers ($500–$5k).

Here’s the funnel:

→ The person registers for a free workshop or challenge

→ In the workshop, you teach the primary three steps of your framework, and tackle objections that you know they will have.

→ At the end, you pitch your offer

Low-ticket acquisition funnels (bottom of the stack)

Your low-ticket offers are really valuable for driving more lead flow into your business.

Of the three types of funnels, they’re the most complex.

And because they’re low ticket, you have to get a lot of sales to make a significant dent in your business.

This is why I don’t recommend most people start here, unless they already have their framework and other funnels dialed in.

These products can range anywhere from $7–$200, and the funnel looks like this:

  • The person buys a low ticket product from a sales page.
  • At checkout, there’s an order bump for another add-on they can add to their order.
  • After check, there are two upsells to increase the average cart value (ACV)
  • The person gets their products delivered digitally through email

Where to start?

Start at the top with one-on-one sales calls. They’re easier to convert, and they provide valuable customer insights to refine your product further. Then, over time, work your way down the stack to lower ticket offers that are more scalable.

3. The Content System (Your Growth Engine)

Your content system is how you attract new people, build trust, and convert them into customers.

In today’s day and age, people’s attention is on social media.

And so if you want to capture their attention and get new customers for your business, you’ve got to be creating content consistently.

There are three types of content to focus on:

  1. Reach (Top of Funnel):
    • Create shareable, engaging content that grabs attention.
    • Focus on actionable tips and quick wins (based on the bottom of your framework).
    • Go broad in your topics, and shallow and short in your delivery (think short form videos and tweets)
  2. Trust (Middle of Funnel):
    • Share personal stories, deeper insights, and valuable free resources.
    • A newsletter is great place to go deeper with people on a weekly basis
    • Building a community where you share insights is a great way for people to interact with you and build more trust
  3. Conversion (Bottom of Funnel):
    • Leverage free offers or lead magnets in exchange for people’s email addresses to build your list
    • Use calls to action to direct people to your funnels (DM me “STRATEGY” to book a call).

If you’re really clear on your framework, you should have an unlimited well of content ideas to share with your audience.

Pro tip: Focus on one platform first. Master it. Then expand.

Putting It All Together

When you have these three systems dialed in—product, sales, and content—scaling your business becomes simple:

  1. Your content system brings people in and builds trust.
  2. Your selling system converts them into paying clients.
  3. Your product system delivers transformational results, leading to referrals and repeat business.

The best part? Once these systems are in place, all you have to do is run the playbook over and over again.

So if you’re feeling overwhelmed, simplify it.

Focus on these three systems.

And watch your business grow.

If you need help understanding this further, or want me to look at your unique business and show you how this would work for you…

Go here to book a free strategy call with me.

Also, reply to this email and let me know:

Which of these systems do you need to focus on most right now?

I read every response.

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If you liked this letter...

…and you’re ready to take your brand, your content, and your business to the next level, here’s a few ways I can help you:

1. Join my free Skool community - and get free content, trainings, industry updates, and network with other amazing creators.

2. Join my free workshop to learn how to build your content production system and send a flow of leads to your business.

3. Book a free strategy session - I’m opening a few slots on my calendar to meet with serious entrepreneurs who want to grow their audience and their business. I’ll look at what you’ve got going on and help you develop a winning strategy.