Setting Up Systems In Your Business with Jessica Frigon

I know, I know!!! Some of you may be rolling your eyes already at the idea of reading about systems. But trust me, it’s going to be fun and sexy.

Today, I’m interviewing Jessica Frigon, an operations consultant, founder of PROJECT LOVE (a boutique Operations Agency), and the host of the LOVE Unplugged podcast. Her approach is about setting you, as a CEO, up with a structured and solid operational foundation for you to grow your business in a way that allows you to work smarter, not harder.

Keep reading to hear Jessica’s story, why using systems can help you manage your business, different types of systems you can start using in your business, and how long it takes to get comfortable with your systems.

Listen on Apple Podcasts and Spotify here.

*Disclosure statement* This post contains affiliate links.

Welcome back to Under The Surface! I’m so grateful that you’re here.

So Jessica, let’s dive right in. How did you get to where you are right now? Did you always want to be an entrepreneur or was it a bumpy path?

“It feels like a very long and messy process…I had no idea what I wanted to do. I was in a very difficult place in my life. Supporting my family through a very deep health crisis. Working two jobs, like two full-time jobs, and just completely burnt out.

I had felt for quite some time that I was giving everything to everybody else.

[At] my corporate job, I was giving everything to my employer. My second job was all for my family. Then I had basically nothing. I felt like I needed to do something for myself.

So, I had this dream, before everything kind of went up in smoke with my family, to start a wedding blog and to eventually turn it into a magazine…I started the wedding blog and it evolved over time.

I started interviewing experts within the industry, that turned into a podcast, and then I was like, ‘Holy smokes, I absolutely love doing this. Like, can I actually turn this into a business?’

After listening to hours and hours of podcasts of trying to find your passion and what you're really, really good at, and like all that type of stuff, it slowly evolved into where I'm at today.

It was basically a slap in the face, like, you know how they're always telling you, find what you're really good at and what you're really passionate about? I was searching for it, but it was right in front of me the entire time. it's basically what I do in my day job and what I've always done.

That's the back end operations, project management, operations management, planning, executing strategies, processes, all that type of stuff. But for some reason, I didn't know that that even applied in the online space. I didn't even clue in that you could actually turn that into a business…

I booked out my services within a couple months. It was just insane how everything just lined up after that. Like once you figure it out.

But yeah, it was not my intention whatsoever. It was more so just to get back to me, but it was the journey of really fully coming into my own.”

Thank you so much, Jessica, for sharing your story.

I feel like I’m a creative archetype and it’s funny because a lot of us just want to produce the vision and execute it. But, at some point, we need to have the support and hire people like you who can do the planning, systems, and operations. Those are all the things that frustrate us artists, like having to live on the 3D plane.

For everyone who is listening that thinks backend systems are boring, tell us why it’s actually sexy!

I want to preface this by saying that all the major entrepreneurs that we love to follow so much, they have these systems in place behind the scenes but they don’t talk about it.

So Jessica, tell us why systems and operations with your clients are actually amazing.

“I hear it all the time, like, ‘do I actually need this? This is boring. Is it corporate? Like, who wants this? Like, I don't wanna do it. Like I'm more creative. That's not what I wanna do in my business.’

All that type, like, I hear it left, right, and center, and I totally get it. But, taking all of that away, when you really look at systems, when you look at an operational foundation, it is absolutely critical to the success that you're going to experience in your business.

Whether you're looking to stay where you're at and have a smaller business, or whether you're looking to scale and grow. It's gonna be night and day, what it can do to transform how you operate from day to day. [By that] I mean, automating.

When you don't have to do all these menial admin tasks and you get the system to just automatically do it for you, like just the relief, knowing that you're supported by systems and you don't have to manage them. Like, you don't have to pay them a salary or a rate, and you just have it all operating on the back end for you.

There's nothing better than that feeling of knowing that you are free to do what you truly love in your business and you have something there in place to support you doing that. 

Yeah, operations is definitely–I find it sexy. It's zen for me because I know that everything's working the way that I want it to because I've built it out. I've taken that time to map out exactly what I want in place, and it's supporting me the way that I need it to in my business.”

This is something that I’ve really embraced as I’ve grown my business because I HAD TO!

I was allocating my time and energy to putting out fires as they pop up and focusing on little things that could be automated. It took so much time and energy that takes away from creating anything new.

Then, you’re bored and you feel like you have no energy, you resent your business… But, you don’t actually resent your business. You resent the tasks that you’re doing in your business.

When I work with my clients using Human Design, one of the first things I have them do is take an energetic inventory (read more about that in this blogpost). I want them to figure out where they’re actually putting their time and energy in their business.

How does it feel like to actually look at that? Look at everything that you’re doing in your business and what you want to be doing in your business in six months. Where are you spending your time and energy? Does it line up? If not, you can start implementing systems from there. You know what I mean?

Most commonly, where do you feel like people need to start with building systems?

“Most commonly, an audit. Absolutely. That's the very first step before you do anything.

And I totally get what you said, the whole resentment thing. It's not towards your business and what you've built. It's because you're not spending your time where you want to be spending your time, and that's why you're feeling resentful within your business.

That's a clear sign that you need to stop and pause and reflect, right? So yes, the very first step is doing an audit of where you're spending your time and everything that you're doing, your business, all the different areas, what's working and what's not working, right? What can be improved?

That's the very first step, but the time that you're spending doing things, I would probably take a couple weeks to really do a full inventory because you won't be able to capture everything within a day. so that you have a full picture of exactly where you're spending your time, mostly within your business. And, is that a true representation of what you want it to be?”

That’s such a good point. I know for myself too, I have this vision, then realize I can’t do all of these things. So I immediately turn to ‘who can I hire to help me?’

It’s sort of this energy of like putting out fires as they come up. Sometimes, that’s not always the best move. There have been times where I have handed things off and saw after where there was a way for me to set up an automation, like you know, on the back end of things so I don’t need to delegate that to an actual person. That person can support me in other ways.

Just this last year, I started using HoneyBook (here’s a discount if you want to try it out), and it has been such a game changer for me. Also, my assistant who’s an OBM went in and started implementing automations.

But, I still get stuck sometimes, and I know there’s other people who will relate to this:

Sometimes, I don’t want to spend my time, energy, and money to set this stuff up because it feels like I’m losing the personal touch. I’m losing different touch points of where I used to scramble to write an email to a client who I’m onboarding, but now software does it for me. 

There’s this fear of losing a personal touch in my service or coaching business.

My observation has been that my people actually get a better experience because all of those touchpoints are now automated. As soon as you pay your invoice, you get a welcome packet that gives you everything you need, without having to wait for me to send it.

I found that if I’m looking at it from the client perspective, I am actually improving their overall experience by setting up automations and systems.

Do you have anything to say about this? For client experience, how can systems be supportive of that?

“I just wanna jump back. So, the whole team aspect, I highly suggest putting in processes, putting in an operational foundation, before you bring anybody into your business.

Number one is, like you identified, you might be able to have systems in place that will remove that need to have somebody manage that process, which will save you money in the long run.

But also the fact that you're gonna have processes in place that will help that individual execute the way you want them to, and you won't have to micromanage them, and you won't have to worry if things are getting done the way that you need them to within your business because everything's already in place for them to be able to fulfill their responsibilities accurately and consistently each and every time that they do them.

So, the number one step is operational foundation, then bringing on your team, and then you can look at scaling and growing from there.

When it comes to client experience, like you said, absolutely CRM is hands down the first system that you should be implementing if you are working with clients and you know, you can look at it from that perspective of like, ‘it's gonna reduce the amount of personalization and the experience that I wanna give cause it's more of like a unique interaction for each client.’

I've heard that as well, but just because you have processes in place doesn't mean it's going to do that. You can still personalize certain templates, right?

What I've done with my own process is I've identified exactly, from start to end, what that onboarding and the support middle is going to look like. I've created all of my templated emails, but in my system, because of certain services that I offer, I wanna add certain elements to certain types of emails throughout the process. So I have an approved template, [and] I’ll get notified that this is the next step in the process. I can then make my edits and send it out.

But when you do that, when you take the time to map out that experience, you are taking yourself out of being in it, and you're looking at it from a bird's eye view. You're able to identify which email, which interactions, you need to have, what information needs to be communicated so that your client knows exactly what to expect every step of the way.

What additional touches can you put in there? Like maybe a client dashboard that gives them information on, you know, things that you can help them with. So maybe it's like there's a playlist to help them with meditation or something like that, or their mindset. Maybe there's something to help them when they're actually working on that. They can have that playing in the background. 

You can have like lists of books. You can have lists of resources, You can have a chat feature. So, there's so many additional touches that you can add into that when you take that time to look at a bigger picture so that you are elevating the client experience and not minimizing it…

It's about taking that experience, making it easier for you to manage, while delivering a higher level of experience for your clients so that they can then return into repeat clients and then referrals as well.

You're then minimizing the amount of time that you can also spend on selling and attracting new clients because you already have them just being drawn to you.”

I’m just over here nodding my head because everything you’re saying is so true.

For my clients who are in those beginning stages, one of the things I want to do with them is to ask them to pause and write it down. That’s all you have to do. Just write down every step, because then we can put that into Asana or ClickUp, or whatever project management software that you choose to use. When you’re ready to hire someone, it’s all there.

 I think one common denominator for a lot of entrepreneurs is this need for control. It comes from a trauma response sometimes. It’s like we want to have control and we want to have freedom.

So, when we have someone else working with us, we feel like we have to manage or micromanage them. Like, guide them. But really, you’d rather do it yourself. Like, I’d rather do it myself that teach someone else how to do it.

Having systems in place ahead of time can reduce a lot of that micromanaging. You’re obviously still going to have to meet with your team, but it definitely makes it a whole lot easer. Everyone is accountable.

I love all the points you’re touching on, Jessica!

In your experience of working with clients, what are some of the things that they are most challenged by when they start this process of setting up systems?

“I would say getting used to using a system is probably the biggest challenge that I see. And it's change management, right? It's a huge change within their daily routine to now be incorporating a system into their process.

They're used to going with the flow. They're used to doing things kind of on the whim, and now there's more structure in place, which can be challenging for people to adapt to.

It can take, I would say the ballpark is, about three months for people to truly adapt to change with this regard. It's all about the daily routines and putting in those checkpoints to check in with your system, make sure it's updated, make sure that things are getting done…Otherwise things can get out of date, things can get messy again.

So that's probably the biggest challenge I see, and that's what I help clients with, is making sure that throughout the three months that we work together, we are really focusing on change [in] management and making sure that they are incorporating that in their routines.

The second thing is letting go, like you mentioned it. Challenging. Even for me.

I have my moments, because I am very much a perfectionist type A. I like to be like hands on all the time…

It becomes easier [for my clients] when we've dumped everything that's in their brain and we've created a process that they are very happy with and that is exactly how they want it executed.

It's easier for them to let go because they know that what they've created is how they want it done. So it's a little bit easier and it gets easier over time. As you slowly start to let go, you start to get more excited about letting go. Cause you're like, ‘oh my gosh, this is getting taken care of, it's being done correctly. What else can I offload?’

Those are probably the two that I see the most challenge with when I'm working with clients.”

I can confirm those challenges with my firsthand experience.

I want to remind everyone here that in order for you to truly flow, you do need to have some sort of container within which to flow.

We need that feeling of safety. Especially for those of you listening with a profile line one in Human Design. If you have a one, the structure is important because we need to feel prepared, strong, and safe, in order to fully let go. In order to fully surrender to those creative urges, the visions, the ideas, and the things that you want to work on.

If there’s a hierarchy of needs for entrepreneurs, the tipity top of that is free creation, and you can’t get that without these foundational elements. You’ll be constantly stopping to put out fires. 

I agree with what you said that it does take time to not only adapt to change, but actually make that a habit. But, it’s like a little bit of discomfort on the front for a whole hell of a lot of ease over time. Would you say that’s accurate?

“Oh, a hundred percent. A hundred percent. The relief, and just that space that was once consumed with all of that stress and worries and being reactive and what not, with that gone, you get to really step into the visionary role.

You really get step into that creativity space and it's life changing in your business when you have that support system in place to allow you to be able to do that.”

When you grow really quickly, it’s like sometimes people think that whatever they’re doing is really working.

And, it does to a point, but eventually you realize you’re spending so much time and money doing the menial tasks, the back and forth with clients. You don’t need to be doing that!

Okay. So other than CRM or client management software that we were talking about, whether that’s Dubsabo or HoneyBook, what are some of the other systems that you feel like we all need as service providers and coaches?

“A project management tool. And it's not just to manage projects. I look at it as my business. This is where my business lives.

So, it's my space for my CEO stuff. That could be my goals, my finances, any new ideas and brainstorming that I do, it is my team's hub. This is where they find all the links to all the platforms that I use, the passwords, the links to sales pages, the links to all of my branding elements and whatnot. Our team meeting structure, the job descriptions, contact information. This is where marketing lives…

This is where you plan all of your launches, like everything that you do within your business outside of managing the onboarding and offboarding process for your clients is in your business hub, is your project management tool.”

I have to agree with you there, although it’s so hard for me to really stick to it. But, I’ve been getting a lot better.

I use Asana, and have used ClickUp in the past, but what are the other big ones that people use for project management software?

“There's ClickUp, Asana, [and] Trello. I know there's monday.com. I've seen people use it as a CRM, but also as a project management tool. Those are essentially the big ones that I see, unless you're getting into more of like a corporate space.

I personally love ClickUp, but what I wanna mention here is everybody has their own recommendations and it's not necessarily about the system and its features, it's the user.

Do you like the way that it's laid out? Is it easy for you to use? Do you find it easy to navigate and find the information? Do you like it?

That's what matters most, because if you have, like for your case, if you were to use ClickUp and you find it a little bit overwhelming, you don't like the layouts much, are you going to use it?

Most likely not.

It is really important, whether it's a CRM, a project management tool, or anything else that you need in your business based on what you are offering, is to find something that works really well for you.

Then you also want to make sure that it has features in place that [are] going to support the processes that you've documented, so that you can automate as much of it as possible.”

For everyone reading this who is surprised about planning a launch and putting dates on things–I have an open root center too!

My team knows not to give me a deadline unless I legit need to get something done on a specific day. Sometimes that has to happen. If you’re going to do a collaboration, you better have your sh*t together on that day.

Other than that, I don’t really do due dates.

I do plan my launches now because I have support, I have a team. It’s not just about me and my whims anymore. But, there is wiggle room in there.

Remember though, you can always change your mind.

Maybe you decided you’re going to launch a mastermind at the beginning of November, but now you’re not ready. Okay, fine. Delete. You can do it later.

Maybe you came up with a content plan where you’re posting on Monday, Wednesday, and Friday, but your nanny cancelled (a true life story for me), so you’re screwed and don’t have time to make a reels. That’s fine. F*cking delete it. Post on a Thursday instead. Move things around and adapt.

I used to get caught up in the mindset of seeing it on my project management tool, so I felt like I had to stick to it. But, for me, as a Manifestor, I will rebel against my own tasks. Like, ‘Don’t tell me what to f*cking do, Asana.’

I’ll make a whole plan with my Content Manager, and then I’ll be like, ‘you know what? Screw the whole plan. Let’s do this instead.’ And she’ll remind me that we did make a plan for a reason. So, you want to find the balance between having the skeleton of your plan to create structure in your business and marketing, but you also want to be able to show up, be impuslive, and be creative when you want to.

Personally, I feel like I have more freedom to do that when I have these plans in place. I can still change them, but having them gives me a sense of relief. Like great, I don’t need to think about what to post today. Or, I know exactly what I need to have done by which day for my launch to open on this day.

If you’re feeling hesitation because you feel like once it’s on the calendar, you have to do it, you don’t. You’re in business for yourself, so you can make your own f*cking rules.

Jessica and I are just trying to help you be more efficient, and elevate everyone’s experience of your brand.

“Even with me and the structure that I like, I'm a Manifesting Generator…I have all these like plans as to what I wanna do, and I've brain dumped everything and I'm like, I don't feel like doing that right now. I really don't.

So I just leave it without a due date and I bring it up and I'm like, today, this exciting, like this is what I wanna work on. This lights me up, this gets me going, and then I bring that up and that's what I'm focusing on.

You can just have your list there so that you're no longer holding space in your brain for all these things that you want to get done. But, then you can plan it, whether it's by day or by week and whatnot.”

I love that you said this. I hosted a Masterclass yesterday called Resonate, about finding and using your voice and another Manifesting Generator asked: How do I balance having these ideas and feeling like I want to share something in the moment… but not having the physical energy, time, or space to do so?

She’s an emotional MG and I responded by saying, you know, you have to write these things down in the moment when you’re feeling excited by them. Then, check back later. You might be excited by it again later, and if you’re not, maybe you’re just not meant to share that.

A lot of us who are creative have a ton of ideas and sometimes we’re almost too quick to act on the ideas.

When that happens, you end up acting on all of these ideas that are not actually aligned, that won’t actually help you get to where you want to go. When you implement a system, where you can just jot down all the ideas as they come and you can sit with it, you can feel it out (especially if you have emotional authority). 

You have an idea. It’s there and written down, so it won’t leave your awareness. There’s no deadline. There’s no rush.

Jessica, thank you so much for being here with us. This has been so, so great to talk about how systems and planning can really be sexy!

Where can people find you and work with you?

“You can find me on Instagram… [and] my website…

I have the audit and strategy, so this is where I will do a full audit of your business, and provide you with that report identifying exactly what needs to get done, in which priority, which we will review together to make sure that that aligns with what you feel you need to accomplish first.

Then we have a 90-min session to go over it and to talk through any questions that you have, and to do any kind of brainstorming work. Or maybe process mapping if needed during that session. So that is the audit and strategy.

Then I have the VIP System Design, and this is where we will either implement a CRM, or a project management tool together. That's a six week process.

If you are looking to fully systematize your business, putting in a CRM, putting in a project management tool, putting in SOPs, documenting your client experience journey for the different services that you have, and implementing that into the tool that we've selected, that is the business systemization service.

Three months of working together to fully implement an operational foundation for you so that you can scale sustainably and spend more time focusing on what you truly love within your business.”

Thank you so much for sharing your wisdom with us on Under The Surface. I am really excited for the community reading to experience your work.

It has been such an honor, Jessica!