Referral guide for friends, clients, and fellow founders

Know Someone?

Hello!

Dani with Mug sitting on stool
Dani with Mug sitting on stool

As they say, awesome people know awesome people.

A little LOT of thanks in advance for thinking of me as you’re out networking, working with clients, or just connecting with friends!
I know it can be hard to remember what to say on the spot, and what I do is pretty niche…so here’s a little guide to help you out with who to look for, what to say, and how to connect us. 

Of course, I’m always available for a chat to talk through what I do, or to see if someone you have in mind is a good fit. As always, if I’m not the right fit, I have a great network I can help connect you both to.

Here’s what you need to know!

A little TL;DR

  • How to say it:‍ ‍Meez - on - Plan. Here’s a little background on the brand name if you’re curious!

  • What I do: I help founders think like their customers, not just about them, so they build the right thing, say the right thing, and know where to show up.

  • Who I work with: Women who’ve founded a consulting, professional services, or creative business. Industry doesn’t matter, but they should be established.

  • Their biggest pain: Too close to their own stuff; they’ve probably been circling or waffling on something and need outside perspective before they spend on the next big thing.

  • Why me: I see patterns others miss, and I’ve done this work for some of the world’s biggest brands and some of its smallest.

What I actually do

I help founders think like their customers, not just about them, so they build the right thing, say the right thing, and know where to show up.

The work:

One-on-one Messaging & Strategy Intensive: includes pre-work, two half-day working sessions, and a written direction they can hand to a designer, web developer, or their own team.

When, Who & What

  • If someone you know is about to spend money on marketing without a clear read on who they’re for and why they’re different, that’s when to think of me. 

    For example, someone says one of these:

    • “I’m thinking about a rebrand.” (or a new website, or a newsletter, or “I need to get on LinkedIn”)

    • “I don’t know how to stand out. Everyone offers what I offer.”

    • “I’m getting attention but it’s not turning into the right clients.”

    • “The business has changed, but the way I talk about it hasn’t caught up.”

    • “I feel like there’s new opportunity out there, but I’m not sure how to put it into words or action…”

    Different asks, same problem. They’re about to spend on tactics before they’ve decided who they’re for and what they want to be known for. I help them make that decision first, so the tactics work.

  • I especially love working with women who’ve founded a consulting, professional services, or creative business and have already built something that works. 

    She’s now repositioning: niching down, moving upmarket, evolving the offer, or stepping into a new direction. She knows she’s too close to her own stuff. She wants a clear strategic vision with outside perspective and is done with trial and error.

    Not a fit: pre-revenue, looking for someone to run their marketing, or wants a quick logo refresh. I’ll tell you if it’s not right, and I’ll point them to someone who is.

    Industries I’ve worked with through Mise en Plan:

    • B2B consulting and fractional leadership (innovation consultancy, fractional COO, financial advisory)

    • Coaches and practitioners (executive, career, and wellness coaching; professional organizing)

    • Creative and design studios (weddings, stationery, interior design, photography, event planning and production)

    • Health and wellness (physical therapy, med spa and skincare, optometry, fitness)

    • Early/mid-stage SaaS (marketing software, talent platforms, wedding tech, marketplace)

    • Home and trades (construction, landscape architecture)

    • Food and wholesale

    • Nonprofit

    Before I started Mise en Plan, I spent 12 years advising Fortune 500 marketing leaders across nearly every industry and across B2B, B2C, B2G, and more at Gartner, Zola, and Simon Data.

    My work works no matter who they sell to or what they sell. 

  • One-on-one Messaging & Strategy Intensive: pre-work, two half-day working sessions, and a written direction they can hand to a designer, web developer, or their own team.

    Together, we work out the ideal buyer, the offer, the one-sentence pitch, and a strategy. They walk away with a written direction they can hand to a designer, web developer, or their own team.

    Current investment: $4,700. Ongoing advisory is available afterward and priced separately.

    ** I do have a few slots for perfect-fit early stage start-ups and social impact businesses at a reduced rate.

Ready to make an intro?

Here’s some sample copy to make it easy…

For email or LinkedIn:

You mentioned [the rebrand / figuring out how to stand out / the website] when we talked, and it made me think of Dani Henneberger. She runs Mise en Plan and does one-on-one positioning and messaging strategy with founders. She’s a great outside perspective for making sure you’re building the right thing, saying the right thing, and showing up in the right way.

Dani, [Name] runs [business] and is [one line on where they are]. I’ll let you two take it from here!

The 30-second version (text, DM, or outloud)

We’re all too close to our own stuff. You should talk to my friend, Dani. She helps founders figure out who they’re for and what to say before they spend time and money on the marketing. Her business is called Mise en Plan, I’ll send you her info.

Dani Henneberger Marketing Advisor

Ways to connect

Email
danielle@miseenplan.com

Website
www.miseenplan.com

Instagram
www.instagram.com/miseenplan

LinkedIn
www.linkedin.com/in/daniellehenneberger/

Book directly
www.mise-en-plan.moxieapp.com/public/initial-consultation

What happens next

I’ll reach out within a business day, and I’ll let you know how it went, whether or not we work together. If they sign on for an Intensive, I send a 10% referral ‘thank you’ after kickoff. If you’d rather forgo a referral gift and return the favor with an intro (which I love doing anyways!), just let me know.

Are you an agency looking for a partner (or a white-label option)?

If you run a web, brand, content, or social agency, you’ve seen this: the client hires you for the website or the launch, and underneath it the positioning is fuzzy and the audience is “anyone.” Revision rounds pile up, scope creeps, and you end up doing strategy work nobody paid for.

I plug into your onboarding as the positioning and messaging partner and you get a real brief your team can build from, packaged under your brand, at partner rates.

See the partner guide or grab 30 minutes and we can scope one together.

Thank you for thinking of me! I appreciate it more than you know.

PS… I always love a little chat, so let’s grab a virtual coffee so we can catch up and I can learn more about who to send to you, too!