Erin Torres, La Leona Marketing - Marlborough, MA
How Erin Torres Got Clear, Got Priced, and Got Ready to Grow
Three Strategy Sessions transformed a scattered service menu into a clear, confident business model so Erin could stop spinning and start growing.
SERVICE PROVIDED:
Strategy Sessions for a brand strategist and marketing consultant, LaLeona Marketing
ABOUT THE CLIENT: Erin Torres is the founder and CEO of LaLeona Marketing, a branding and marketing consultancy with over two decades of experience in manufacturing and contract furniture. She helps brands in the commercial interiors industry scale smart, strengthen dealer relationships, and build brand equity that sticks. She also serves vision-led founders and women-owned businesses through brand strategy and storytelling. Erin is an emotional marketer by nature, sharp as they come, and a mother of seven. She was bringing in real clients and doing genuinely excellent work. The business just couldn't keep up with itself.
BEFORE WE STARTED: Erin came in the middle of a full business reset. She had retained clients, a subcontractor she trusted, and years of specialized expertise that her clients couldn't get anywhere else. But her service suite was a moving target. She was quoting projects off the top of her head, undercharging for her time, and absorbing deliverables that should have belonged to a subcontractor. She was taking meetings she didn't have time for, charging hourly when flat-rate packages would have protected her better, and saying yes to whatever clients needed instead of defining what LaLeona actually offered. She had more ideas than hours in the day and no clear way to sort which ones were worth pursuing. What she needed wasn't more doing. She needed someone to help her zoom out, think clearly, and build a foundation the business could actually stand on.
OUR GOALS:
Get clear on a defined service suite so Erin could stop quoting from memory and start quoting with confidence
Build out a client journey with a paid consulting step before any proposal went out
Identify which services belonged to Erin and which belonged to her team
Establish pricing ranges that accounted for her real costs, her subcontractor hours, and her expertise as a premium service
Create a foundation that would support a website overhaul and a high-visibility trade show appearance on the horizon
THE WORK: DONE-WITH-YOU STRATEGY FOR A BRAND-FIRST BUSINESS
The biggest thing blocking Erin wasn't skill or clients. It was clarity. She was brilliant at the work but running the business from instinct rather than structure, which meant every new inquiry required her to reinvent her pricing, rescope her deliverables, and talk herself through what she was actually selling. We spent three sessions building a complete picture: her service suite, her pricing floor and ceiling for each offering, how her subcontractor fit into the workflow, and what her client journey needed to look like if she was going to take it to a trade show and put it in front of serious buyers. By the end, she had a table she could actually use.
Here’s what we took care of:
A defined client journey: free chemistry call, paid strategy session, then a proposal
A core service suite organized around her four main offers: done-for-you monthly content creation (two tiers), logo refresh with brand session, website design with and without copywriting, and product launch and relaunch packages
Pricing ranges for each service, including markup logic and subcontractor cost accounting so Erin knew exactly where her margin was
Clear delineation of which work belonged to Erin (client meetings, strategy, copy direction, project management) versus which deliverables went to her team
An ideas brain dump tab in the strategy document to contain the new ideas without letting them derail the core service suite
A complete set of session notes and call recordings for every session, so every decision was documented
THE RESULTS: Erin went from a business that was difficult to explain to one with a clear, confident answer for every "what do you do and what does it cost." She had a services table she could drop into a proposal, language she was proud of, and the infrastructure to support a major trade show push. For the first time, she knew what she was selling before she got on the call.
Defined service suite with pricing ranges, ready to quote from
Client journey restructured so strategy gets paid before a proposal ever goes out
Subcontractor workflow clarified so Erin's time stays on strategy, not execution
Foundation in place to rebuild the LaLeona website around clear, specific service pages
FEATURES:
Erin had 3 Strategy Sessions (60 minutes each) and was sent all the recordings
She received a shared Google Doc with running session notes, homework, and service suite table
She left with a defined client journey with two booking types (chemistry call and strategy session)
We figured out a core service suite with pricing ranges across four service categories
RESULTS SUMMARY: Erin came in spinning. She left with a business she could describe, price, and sell from. Three sessions was all it took to get from scattered to structured because strategy, when it's actually done right, is the whole deliverable.
Service suite defined and priced for the first time in eight years of business
Client journey restructured around a paid consulting step
Foundation built for a website overhaul and trade show debut
Ready to see what this looks like for your business?
If you're running a business you're genuinely good at but can't quite explain, price, or scale, this is what's possible when you stop doing and start thinking.
When the systems work, you get to focus on the work that actually matters. Let's get you there.
