Defining a True Vision and Mission for Murlu

Every once in a while I’ll put together a post here on Murlu which outlines some of the goals that I have for the blog and my own business ventures or projects.

Lately, I’ve been a bit foggy as far as where Murlu is going and what I truly want to do with the blog.

I’d like to share my true mission and vision for Murlu and where I’d like to take you in the future.

Why I’m Doing This

Ever since working on my PLR Articles business I’ve noticed the major difference between a project and a business. Murlu was never conceived to be a business but more of a platform to share what I’ve learned along the way when creating my own which you can take and apply to your own business ventures. So far, it’s worked out well: I’ve gain clients through the blog, reinforced my work, found inspiration to pursue different ventures and projects, met truly amazing people and have planted the seeds of my personal brand online.

The problem I face is one that I’ve noticed from the beginning: a rift in direction.

If you were to dig through the archives of Murlu you would notice a scatterbrain approach to content. Sure, you may have found a lot of value in these but let’s be honest: many of them have been hit and miss; not because they didn’t provide quality content but because there has been a disconnect with whom I want to talk to and the direction I want to take you.

What I’d like to do is finally give a clear direction for Murlu; it may alienate a portion of the community but I think it will also strengthen it at the same time…

The Vision

When I first started Murlu I was all over the place. If you were to see my early drafts for content for Murlu it would have been a mixture of eBay and design work. Quite literally, Murlu (at one point) would have been a design blog that also went into online ventures. With time, I’ve realize that it was more important to provide content related to the actual business side of projects than to do the design ascetics.

I also fell into the trap of the ‘make money online’ niche. I had been making money online with a few of my projects but it wasn’t where I wanted to go so I began to phase that portion of the blog out. Likewise, I began to take a slant toward talking about blogging and, in my mind, it’s a bit of put-off because there are so many blogs about blogs out there; Murlu had a split personality.

What I’ve come to realize in these last few months is that my true vision was the one I had from the start (but went way off track): to help entrepreneurs launch their own small, online businesses.

To further expand my mission, I’d like to help every one of you break from the 9 to 5 or simply have an additional stream of income for greater financial freedom. I don’t know how long this is going to take but that’s what I’d like to do; that’s what I feel that I must do.

The Mission

I originally started this blog because I have years of experience working behind the scenes at an ecommerce company (TonerRefillKits, which I have recently left to pursue my full-time, online ventures) doing product development, sales, marketing and much more. During that time, I’ve learned a TON of great information that I rarely see others talking about; I wanted to bring this information to you all.

Equally so, I had always been a bit pissy about the hyped up launches from ‘internet guru’s’. I saw people paying thousands of dollars on products about information that could easily be learned with a bit of research online; but I digress. One of my main goals (mission) for Murlu was to provide information covering online business that exceeded what ‘gurus’ were offering, but for free.

I’ve come full circle now (in many ways). I’ve realized that I had been trying to convey this information but it was often packaged toward the wrong audience; it was going toward those that weren’t truly on board with starting an online business.

My mission (as it’s always been) has been this: to provide the best damn information that will help you understand the technologies and overcome the hurdles of starting an online business.

My mission ties together closely with my vision for Murlu. I don’t want to just entertain you with content; I want you to take action. In order to do so I will need to create uncomfortable scenarios that you must be willing to take in order to truly put the information into action.

Your initial reaction to much of the upcoming content will be met with resistance because of fear. You may have the best intentions to create an online business but there’s something in you that prevents you from doing the necessary actions to get things up and running. I want to help break that wall down, mentally, and give you the resources to take the next step.

A Call-to-Action

This is where thing will begin to make a shift. I will slowly begin to phase out areas of the blog that do not align with the vision or mission of Murlu which may include less coverage on topics that apply to a community as a whole.

For example: There are only so many ways you can tell people how to run a blog; it really just comes down to creating content for your community. There’s no reason to dig into the topic excessively here on Murlu because (I hope) that my audience wants to move beyond these subjects into something greater.

From this point forward, I’d like to propose a few ideas for content strategy here on Murlu

  • A focus on series – I’d like to focus deeply on creating series related to developing, launching and operating an online business. When I say online business it can be anything from promoting your freelance skills to full on ecommerce stores. I’d like to cover topics within online business thoroughly (as a series) such as video marketing, email newsletters, shopping platforms and even the operational side of operating an online business. I’d like to package this series into hubs where you can easily access them as resources when you reach that point in your own online business.
  • Helpful products – I have a massive amount of ideas that I’ve been chipping away at over the last few months as to what I could offer you in terms of in-depth products related to online business. Some of these items include a complete course on video marketing (I have 6 years of experience in video production), local search engine optimization, content creation and much more. My intent with these products would be to compile the knowledge and experience I have from working at an ecommerce company along with my own ventures to give real-world information that can be applied toward your own business.
  • (Possible) Memberships – I’m reaching the point where the amount of work I put toward my blogs, ventures, clients and full-time job have begun to create a strain; it’s becoming impossible to keep up with everything that’s going on which is creating problems with delivering quality content to you in a timely fashion. What I’ve been kicking around, as of late, is a possible membership side of Murlu where members can have easier access to me along with a massive amount of tutorials about subjects that you can directly request and inquire about. Think of the possible membership area as an expansion of the content through videos, audio, deeper exploration of content, Q&A’s, interviews and much more. Before I entertain the idea any further I would appreciate your own feedback (whether this would be something you could see yourself become part of).
  • Get People Launched – I want to focus less on bouncing between subjects and create an arc of content that will take you from the very beginnings of developing your business ventures to launching them (and beyond). This may mean that I return to a few of the basics but I think it’s essential to cover the foundations so they can be called on as resources as the content moves forward.

In all, I’d like to shift away from being scatterbrained and disorganized when it comes to content so that I will be able to provide clear tutorials on each stage of developing and launching an online business.

For me, I want to interact with those that want to go beyond just making money with a blog. I want to work with people that are going for the big wins; those that aren’t afraid to make mistakes and take risks for the greatest rewards.

Tying Together Loose Strings

It was only a few months ago that I announced my plans for 2011; these won’t change because I feel they are necessary for both my personal ventures and to take Murlu to the next level. The problem, when I created the set of goals, is that I didn’t create a true vision or mission of how I would get there. At the time, I had the mindset that I would be working on projects – not true business ventures.

I want to help you create a real online business. A business where your interactions with customers are truly valuable. A business that you can be proud of and build your digital legacy.

As the tagline for Murlu goes: I want to help you turn your passion into a kick-ass online business.

It took me a while to realize that I had been missing a vision. I was missing a mission.

Things are changing. There may be times where you feel alienated by the content but if you want to truly develop and launch a real online business than from here on out you will find value beyond anything you’ve seen before.

Here’s what I need from you:

  • Please tell me what you think about this vision and mission for Murlu
  • Let me know if developing and launching an online business is what you strive for
  • Tell me your major hurdles that you face when starting an online business

I know this may be asking much but I want to try my best to deliver content that YOU want to learn from; not just a collection of tips that you’d find on other blogs.

It’s time to kick some ass.

27 Responses to “Defining a True Vision and Mission for Murlu”

  1. Pawel
    March 21, 2011 at 8:29 pm #

    Hey Murray, well done on doing the planning, I am really delighted to see this.

    Just one point, you confused vision with mission. Your business vision is how your business is going to look / be like when it is complete. The mission on the other hand is the purpose, the “why you do what you do”.

    So as an example, your vision for PLR might be that it will grow into a big content creation company with X number of staff and approx. Y annual turnover. Or it might be that it will be just a small website with XYZ monthly traffic operating as a simple ecommerce site, offering approx. X number of products and so on.

    That is the vision, the idea for the business you strive for.

    The mission – this is what you called vision in the article.

    • Murray Lunn
      March 22, 2011 at 11:32 pm #

      Oh, thanks for clarifying Pawel. I’ll need to go back and flip them around and make sure they are aligned hehe.

      Overall, I’d like to get the PLR site to roughly $2,000 a month on itself which would be just over 150 sales (or just 5 a day which is totally awesome when you think about it). The awesome response that I’ve seen so far has been very positive as people generally buy packs that are synced with one another (a little move on my part to increase the chances of cross selling and leave the doors open for upselling once the shopping cart is robust enough).

      When I break it down to just 5 sales a day it becomes really crazy. I’m so used to building blogs that have thousands of visitors each month. Instead, I could go with just a few hundred but highly target my visitors.

      It’s all really, really excited and I love the fact that I’ll be able to use the PLR site in conjunction with the content here on Murlu. As I’ve said, show the “real-world” approach rather than theory :)

  2. March 22, 2011 at 3:24 am #

    Murray -

    This is shaping up to be a great direction from the look of things. Real actionable, step-out-of-your-comfort-zone type of stuff where the TRUE rewards are. Keep at it and don’t stop for anything.

    Hey, do you use Sony Vegas for video? Just curious (I use Pro 8.0).

    If you can incorporate a membership back-end that would be neat. It’ll probably depend on what the masses vote for here. Are you just thinking of warehousing all your tutorial type content back there (video, audio, Q&A, how-to) and structure it in a forum? Or launch individual spin-off mini continuity programs?

    You’re still fleshing it all out, I know. Too many questions.

    All right well best wishes, man. I’ll be back. Keep rockin’ it.


    • Murray Lunn
      March 22, 2011 at 11:43 pm #

      Hey Jon, glad you’re on board with this direction. I assume that a few people will be alienated overall because I think they have gotten into a comfortable position of just “doing the blogging rounds” vs. the hard work required to go beyond blogging. It’s not a slight against them but in order to step up the game we have to step up the work – glad you see the light!

      I do have plenty of experience with Sony Vegas 8 (c, I believe). I used it use it quite intensively for a while but I’d say I’m slightly rusty at this time.

      As for the membership, I was hoping to create an area where I could more readily post content that wouldn’t absolutely scramble people on the front end. I wouldn’t want to push video after video on the main blog because I’d like to keep it focused within a series or in a general topic. Putting up content related to helpful software wouldn’t make much sense if I’m in the middle of explaining content creation for a business blog, ya know? I’d also like to take requests because I have a lot of knowledge in tech items but I often forget that (not to sound pretentious) that I know a lot more than I realize sometime (I assume others already know some of these things, basically, so I never get around to mentioning them).

      I think things will come to light in due time. I’d like to, in many ways, have it as a “barrier” to get people that are truly wanting to make an impact rather than just to leave a comment and bounce. If a small membership fee got people mentally prepared and on board than I think it would be great because I’d know the tutorials are going to great use :)

      Thanks for your support man, hope you enjoy what I’ve got in store for ya.

  3. James M
    March 22, 2011 at 6:24 am #

    I’m quite impressed with everything you have laid out here in this post. I could probably write an entire post in response to this with my own ideas, but I’ll only add in two.

    First, I like the direction you’re heading in, but I’m a bit concerned when I first read some of your ideas about doing various series on topics. The one thing that has bugged me about so many blogs is that they have a series on a topic that is nearly identical to another series on another blog. I know there are many ways to do some things, but with other things, the content from all these blogs could be laid on top of each other and almost perfectly match up. I would suggest promoting another blogger’s work if they absolutely nailed the subject matter instead of trying to remaster it yourself. If you have a completely different and original approach to things, then great, but don’t try to put something up for the sake of covering that subject matter if someone else has already covered it completely.

    Second, on the subject of the membership area, an idea I have been reading about a lot lately could appeal to you: paid subscriptions for newsletters. If someone paid you, say, $15-25/month, you could send out a newsletter that contains time-sensitive content. Sign up for the newsletter and stay updated, but wait a couple of weeks to sign up, and you may miss out. This may help you in the end because more people may pay up front for the newsletter, whereas with a membership site, they may be thinking, “Oh, I’ll just wait a couple of months once Murray’s gotten around to putting everything up.” You could combine it with offers, saying that next week’s issue contains an exclusive PLR pack that won’t be available on the main site, or video content not on YouTube, etc. It’s how I would handle things myself, but I’m sure you have lots of ideas about it.

    Anyways, I’m sure you will rock this venture regardless of the direction you go with the paid content, and I wish you all the best!

    • Murray Lunn
      March 23, 2011 at 12:04 am #

      Hey James,

      Thanks for the comments and concern with the two items.

      I think the series should be very valuable overall because I haven’t seem many people cover the spectrum of creating a niche business and digital assets besides the basic “just create an infoproduct” style post. I want to dive into the deeper spectrum of it and go behind the scenes into what goes on in terms of tech, networking and getting things up and running with business. If and when I do find posts that cover it in great detail I would like to incorporate them as well because I want to provide as much information as possible to create a very “definitive” series that may later be referenced in future work here on the blog.

      The membership newsletter has been an interesting idea that I’ve been thinking about lately as well because of the exact reason you’ve mentioned – you may get people that just wait until content is built up and then join for the single month, pull everything out and then book it. I’d like to still offer some kind of membership backend because I don’t want to dictate how people consume information but it would be great if I could keep people engaged through timely information as you’ve said. Perhaps it could also include items such as personal consulting and help on my part outside of the content that I’d be creating for the membership side of things. In all, I have a lot of knowledge that I want to get out there but I haven’t been able to find the correct platform to do so without making everything seem like it’s completely screwy in terms of direction. I’d like to keep the front-side of Murlu very focused where as the membership can take care of multiple things that popup during the process that may not completely fit into the series that I have planned.

      Anyway, thanks for all your support James. I take every bit of feedback into consideration because I want to step up the game in terms of blogging, business and content delivery. This new found time is going to provide some wild opportunities that I plan to pursue; hope we can work on a few things as well :)

  4. March 22, 2011 at 9:35 am #

    Leave a Kick-Ass Reply… that’s quite a gauntlet to throw down. [grin]

    I just came by to say hello to a fellow Triberr. Hello!

    And now, here’s a kick-ass reply -not a kiss-ass reply:

    I like the direction of your thoughts. But it doesn’t hit the mark that will make you… unbelievable!

    EMF’s song, Unbelievable:

    Back to the kick-ass solution…

    Better than any talk is the walk.

    Pick seven people to support in their kick-ass journey – business or social entrepreneurship. Blog about those adventures, the progress, the challenges and the wins.

    Compelling services and products will reveal themselves to your and your readers as each journey unfolds.

    Give yourself like you’ve never given before. Ask the same from your new partners. Do big things.

    You’re welcome.

    • Murray Lunn
      March 23, 2011 at 12:07 am #

      Hi Stan,

      Thanks for swinging by and leaving such a kick-ass comment :)

      I like the input! Besides the content that I plan to do on the front end I would like to work more intently with individuals that want to get on board and create their own digital assets or ventures. It would be really great for a learning experience and since we would all be building our own digital empire we will all surely cross paths quite a few time that will always provide a lot of value to one another.

      That’s what I’m all about. BIG actions. BIG risks and BIG rewards. Gotta be unbelievable (love that song btw haha). Thanks for sharing man, hope to see ya out and out here and there as things progress!

    • March 24, 2011 at 8:59 am #

      For a band that’s known as a one-hit wonder, EMF’s Unbelievable totally rocks. I love watching the live videos of them playing it back in the early 90′s – always gets me pumped.

  5. Patricia@lavender oil
    March 22, 2011 at 12:23 pm #

    Hi Murray

    I’ll try again! I wrote a comment but couldn’t get it to save!!! Really loved the post. Brilliant. So many great ideas whirring around in your creative brain.

    Whatever you choose to do, through hard work and perseverence, I know it will be a success. And your desire to help others will be well rewarded too.

    The two experiences I had with membership sites were mixed. The first one was the membership got so large that when I would search for answers to questions I couldn’t find them! Left after a month. Sure it was a money-making machine but didn’t help me.

    The other one I joined I learnt some, made some good contacts but after a few months there wasn’t enough interaction going on and definitely only the same people giving some information or posting their biz links. Left after few months.

    The biggest hurdle for me is the techie side of things. If you give clear instructions and think like a non-techie (hard for you geeks I know lol) or do slides combined with teaching then I find it easier.

    I am serious about having an on-line business, so I’m definitely following what you are posting here with interest Murray. Look forward to what you come up with.

    I know it will be something helpful for those of us who want to set up a business and are willing to work hard to bring it to fruition.

    Patricia Perth Australia

    • Murray Lunn
      March 23, 2011 at 12:16 am #

      Therrrrre’s the Patricia I know :)

      Thank you, from all my being, for the wonderful support and direction you have helped me gain over these months. I know I can do better though! Not in a million years did I think that the whole idea of “chasing your passion” would really be the ticket out but then things started to hit the tipping point. The thousands of hours I’ve poured into helping others have really begun to pay off because it has opened so many opportunities that I can’t even begin to list them all.

      Thanks for the valuable feedback on the membership side of things. I’d like to keep it as personal as possible; maybe a limitation on the overall subscriptions will allow a greater amount of one-on-one help but also keep people readily engaged because there are enough people that want to get things done.

      My largest hurdle is getting into the mindset of paid content. I know there are many people that wouldn’t mind a small fee to have a greater amount of access and personalized content but so much of me is about giving away information that it’s hard to look at people in the face and set a price, ya know? At the end of the day, it has to be valuable on both ends but I would always want to give the most out of the relationship. Having a limited amount of people in a membership would let me keep doing what I love (sharing information and chasing my business ventures) but also keep things so they’re not overwhelming and contact begins to blur.

      It’s my mission to help you the best way that I can Patricia. I will try to keep things as simple as possible even though they will be advanced topics. Remember that I’m only a Skype call away from getting in touch so if there’s anything that you need clarification on than just shoot me a call.

      All the best.

  6. March 22, 2011 at 2:55 pm #

    Kick- Ass!

    What else can I really say! Your have some real actionable goals, a well drawn out plan and what sounds like some great ideas. It sounds like it is all coming together to me.

    Both your helpful series and product creation ideas sound like they are going to be awesome.

    I am very excited for you and very excited to see where you take this all? Next stop the moon? Keep it all coming!

    • Murray Lunn
      March 23, 2011 at 12:23 am #

      We’re blasting off to space, Steve.

      It’s kind of funny because when I think about it, terms like “head in the clouds” were always followed up by “get it out of there” – not this time. EVERYTHING is about keeping the momentum; you can’t be pulled back to Earth because then you have to start all over again.

      I can’t say for sure that everything will work but I much rather try than to wonder what could have happened.

  7. Alex
    March 23, 2011 at 11:24 am #

    Hello Murray,

    Man, you are full of ideas, I don’t know how you manage to make them up.

    I can see that you have the noble of ideas, actually helping others, helping them to create their own business and not just think about it. This is really a big task, in my opinion, because people tend to be very lax and lazy, and they won’t take action unless something ticks in their minds when they read something or see it at someone else (oh, I think the series about how you build your PLR business might make a couple of dudes to give it a try, especially if it turns out to be succesful).

    What can I say, I hope you will keep your dream alive because I am sure we will be the beneficiaries :)

    • Murray Lunn
      March 23, 2011 at 8:18 pm #

      That’s what I’d really like to do overall Alex, inspire people to take action and not worry about trying to build some uber huge business so they can step away. I quite literally jumped on board with my own thing based on a very small online income with not much in the bank. You don’t have to necessarily create this huge buffer before you take the plunge – just get the small amount of momentum and wedge – then go for it! Keep up with that momentum. I hope the content I share will further exemplify the momentum people need and give them the knowledge to take their goals full-time!

  8. Adam Paudyal
    March 23, 2011 at 3:27 pm #

    Murray; Dammit..been so busy man, finally got a chance to leave a comment (O:

    I have to say, you have unparalleled vision and kick-ass mission for your online adventures. Murray; I have been following you ever since you started this blog and I always love to come and hang around in here – ya’ know this is a place like no other – It is never boring in here and there is always more things to take away than my mind can digest (O:

    I really love the idea of the membership site. I think you should strive for that man; considering your passion, experience, knowledge and fanbase – It should workout real good for you and the people like me that are itching to be members and reap the benefits..haha..

    I also like the idea of creating a series and packaging into hubs so that all the info can be easily accessed instead of being scattered. Awesome thoughts there!

    Anyways..Space is the limit…

    Good luck and thank you man.
    ya’ the best (O:

    • Murray Lunn
      March 23, 2011 at 8:22 pm #

      Hey Adam,

      Thanks for the wonderful feedback.

      It’s kind of funny because I always hated school in some fashion because I wanted to learn items that weren’t being taught in my class but now that I reflect and look back I see why courses were structured the way they were. The overall structure helped people naturally progress through a topic rather than bouncing between so many ideas.

      That’s what I’d like to do. Instead of throwing idea after idea to people (only adding to their work load), I’d like to give people a set of logical steps they can take (at their own pace) to get their ideas launched. The membership portion would be a little more wild because it would pick up in those other areas of idea generation and tutorials.

      So, in essence, I’d like to have the front end of the site be way more structured and logical where as the membership side of things pick up the niche topics that wouldn’t necessarily fit into the series at the time (or completely distract people trying to work through the steps).

      Anyway, there’s lots to be done! Thanks for all the support – I’m doing my best to help everyone but I definitely want to reward you for the sticking around for so long – maybe we can work on something together in the future as things begin to settle and freetime becomes available :)

  9. Robert Dempsey
    March 24, 2011 at 6:29 am #

    Hi Murray – now that you’re free from the confines of a full-time job it will be awesome to see where you go from here. That is all. See you on Skype.

    • Murray Lunn
      March 24, 2011 at 6:46 am #

      Haha, I love how Skype has basically let us bypass commenting because it’s like: hell, why not just have a chat instead?

      Note to everyone: get on Skype and talk with other bloggers – it goes a long way :P

  10. March 24, 2011 at 12:51 pm #

    Hey Murray!

    I think this stuff is great. I’m glad to see (in your last post) that you finally took the step of quitting your job to focus on your online ventures. I have no doubt that you’ll have tons of success with that.

    I think your vision for this blog is good. IMO it’s better to be targeted but consistent instead of going for a massive audience but being ambiguous in what you offer. I love reading your posts when I get a chance, although I’ve been MIA (as well as on the year1biz group–sorry Pawel!) recently.

    As to the second and third questions, I definitely strive to have some sort of online business eventually. I have been tossing around ideas, and I guess the reason I haven’t made any definitive moves is because I’d rather have a venture that isn’t solely based on freelancing, but rather on a product sales that I could automate myself out of. Obviously, we all have to start somewhere, so just getting going is often my biggest hurdle (I guess I need motivation?).

    Looking forward to seeing what you come up with. Talk soon!

    • Murray Lunn
      March 25, 2011 at 10:34 am #

      Thank you for the support Brett,

      It’s been just shy of a week now of being on my own and it’s been a real rush; can’t believe how much work I’m getting done with all this additional time. I’m trying to get a lot of things in motion so that, during the trip, I can begin to step back a bit and not need to put in the entirety of my day (it’s a vacation, ya know? haha).

      I think a smart path to go, overall, is something where you can leverage all fronts. For example, if you didn’t want to do freelance web design ALL the time than you could create themes to sell as the package but you’d still have the option open to do your freelance aspect of it.

      It’s tricky to find the one thing that ties together. You could eventually turn consulting into an audio, video or written product. Oooor, you could turn a product into freelancing. Either way, I think it’s important to choose one item and then bridge things out from there. Hope that helps :)

  11. March 30, 2011 at 8:23 pm #

    Hey Murray!

    Well… I’m ALL about taking action — small, large, awesome, or just a tiny step. Kicking ass is good too. :) I like your attitude here Murray. Uncomfortable scenarios can be the best.

    It’s good to see you getting focused on your target market and even greater to see you putting it out here in this post. Wow. You are delightfully forthcoming. Your intentions seem clear to me. That’s when things start to happen. Kudos to you. I really look forward to seeing what’s to come.


    • Murray Lunn
      March 31, 2011 at 3:27 am #

      Thanks Theresa, I knew it was going to alienate a few people but I’m glad that it was also able to make my stance on things clear. I think, to this point, I’ve been a bit all around on my topics which have been helpful to many but they haven’t been strung together to the point where they actually progress someone through an arc to a larger end goal; they’ve been mostly a means to an end.

      What I’d like to do, from this moment forward, is to really make an impact even if it’s just one person a day. I want my knowledge to go toward others that will take it and run with it; really make something happen.

      I think I made the right decision :)

      • Theresa Bradley-Banta
        March 31, 2011 at 10:05 pm #

        Me too. I’m looking forward to being inspired by you. I love challenges that are a stretch!

  12. Bilguitei
    April 1, 2011 at 5:31 pm #

    You are amazing man…I truly love whatever you do and things.


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