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What is Business Fortification? (and what it isn't)

What it's not: It is not a get rich quick scheme. It's not a fairy tale business "secret" with which you can travel (party) all the time and still make money.

What it is: In a nutshell, Business fortification is a Business model development, sales and a digital marketing guide to increase your profits exponentially.

Important Note: Business Fortification program requires a great deal of hard work and dedication form your side. If you are not a hard-working, disciplined entrepreneur/professional who is focused solely on the growth of his/her startup, business, clinic etc then I'm afraid Business Fortification program will not be able to help you in any way.

Business Fortification addresses a fundamental business requirement that small and medium-sized businesses tend to overlook. Addressing this fundamental requirement (which will be discussed later) will help your business grow exponentially. Effective implementation of business fortification guide will help you get 3X-10X more revenue, get more customers and fortify your business in the market.

sneak peak

Most common problems faced by SMB's


Most SMB's get very less traffic or very low-quality traffic to their website, stores, clinics etc. Whether you are acquiring traffic online or offline, through search results or through social media, nothing seems to fit your traffic acquisition budget, but traffic probably isn't what's stopping your business from growing.


Conversions are the next most common problem faced by SMB's. Converting cold traffic to subscribers, subscribers to fans and finally fans to loyal customers. Tweaking your conversion process is not going to help you because conversions aren't usually what is stopping your business from growing.

Scaling (Growth)

A lot of businesses are stuck with the same stagnant revenue year after year. It seems like your business has hit the ceiling of it's growth trajectory. Scaling can be done by getting more traffic and getting more conversions by spending more money on ads, but all this doesn't seem to fit your budget and is also not very reliable.

The Real Problem

In our experience as business strategists and digital marketing experts, traffic and conversions are not the issues that are stopping your business from growing. The real underlying problem is much bigger than traffic or conversions, we call it The Iceberg Problem.

Our goal in Business Fortification program is to help startups and small business to grow into successful big companies. We accomplish this by fixing a simple but fundamental problem. As said earlier, we call it “The Iceberg Problem”. Fixing the Iceberg Problem will help businesses overcome competition and fortify themselves in the market.

The Iceberg Problem:

Most of the businesses or startups are inspired by other business & startups in one way or another. When an entrepreneur comes across an opportunity or an idea, he/she thinks of ways it can be improved or of ways it can be replicated in a different country, city, locality etc. In such a process, entrepreneurs don’t fully know or understand the needs of a startup or business to be successful in the long run. Almost all startups fail within 5 years of inception. This lack of knowledge or understanding which results in the failure of a startup is what we call the “The Iceberg Problem”. Let’s consider the business model as an iceberg. Only 10% of an iceberg is visible, the above the surface part and 90% of it is hidden under water, the below the surface part. When we try to understand the functioning of a business we only see and understand the 10% of the business. That is the 10% above the surface part that is visible from the consumer’s and competitor’s end. When entrepreneurs want to improve this business or startup they do it based on this above the surface knowledge of their inspirational business. This above the surface knowledge results in the failure of the startup in the long run. This is where we come in. We help startups develop the 90%, the below the surface part of the iceberg (business model) which is hidden.

Solution to The Iceberg Problem: The solution to the iceberg problem is to fix below the surface business model. Below the surface business model consists of 7 major factors. Each of these factors can be fixed by following our simple but powerful steps.

Above the surface business model (front end) -

  • Product
  • sometimes sales (first sale)

Below the surface business model (back end) -

  • Ideal customer definition & recognition
  • High Value leads generation
  • Communication model (Trust building process)
  • Basic sales model
  • Advanced sales model
  • Retention sales model
  • Branding

The difference between a ten lakh rupees business and ten crore rupees business is the effective implementation of the factors involved in below the surface business model.

info graphics business fortification iceberg business model

So what is the solution?

Building a multi-level business model that takes into consideration all the factors in the iceberg problem is a must to grow your small or medium business into a giant corporation. This business model is fundamental to grow your revenue from a couple of lakhs per month to tens of crores per month.

Customer acquisition cost is irrelevant as long as you are making more money from the customer than you are spending to acquire the customer.

The rate of conversion is irrelevant as long as you are making enough money form the ones that have converted. Besides, increasing your conversion rate over 3% (online) is extremely tedious and very less cost-efficient.

The perfect solution to grow your business would be to fix your business model. Implementing the Iceberg Business Model can help you get 3X - 10X more revenue from each sale. This will change the whole picture of your business. By making 3X - 10X more on each sale, you can buy more traffic from more sources. This will help you outbid your competition and conquer maximum market share, all while becoming exponentially more profitable.

Note: If your thinking about increasing the price of your products or services to get 3X - 10X more from each sale then stop, increasing the price without providing any additional value is completely unethical and quite honestly stupid. Following unethical practices could at best cost you the customer's trust and at worst result in total failure of the business. There is no shortcut to success.