Lean Marketing

Before
(Prospect)

1. My Target Market

Primary Target Market Summary

Medium-sized businesses that prioritize employee health and wellness, particularly those with largely desk-bound workforces.

Audience Type

B2B
HR departments, Health & Safety Officers, and overall workforce

Industries (if B2B)

Technology industry
Consulting industry
Financial services industry

Needs – Primary Buying Considerations

Solutions for mitigating health effects of sedentary work
Integrations with existing communication platforms (Slack, MS Teams)

Demographics

Business Size: 100 to 600 employees

Psychographics

Values employee health and wellness
Recognizes people as assets
Seeking solutions that integrate seamlessly into current routines and systems

Decision-Making Roles

Primary Decision Maker: HR Director or Health & Safety Officer
Secondary Decision Influencers: CFO, COO
Support Roles: IT Department

2. My Message to My Target Audience

Refined Elevator Pitch

8minutes grants corporations and their desk-bound employees the power of health through a unique, AI-driven mobility program. We disrupt long sitting hours, boosting vitality and focus while reducing absenteeism and enabling peak performance.

Understanding Their Pain Points

Negative health impacts of prolonged sitting
Employee fatigue and burnout causing an availability crisis
Suboptimal performance due to physical discomfort and decreased focus

Transformation

Enhanced vitality and focus of employees through regular mobility interruptions
Decreased absenteeism, resulting in a more reliable and available workforce
Improved overall performance and productivity

Unique Selling Proposition (USP)

Duolingo-inspired approach, applied to corporate health
AI chatbot 'Clay' serves as an integrated, personalized digital health coach
Seamless integration with Slack and MS Teams

Brand Values & One-Liners

'Small Solution. Big Impact.'
'The Duolingo for Corporate Health.'
'The Best Ability is Availability.'

Tone

8minutes speaks with a contemporary, health-focused, result-oriented voice that reflects the vitality we bring to workplaces. We inspire action and evoke feelings of empowerment, healthiness, and productivity.

Hero Text Idea

Flag Text: 'Revolutionizing Corporate Health'
Main Headline: 'Breathe Life and Energy Back Into Your Workspace with 8minutes'
Sub Headline: 'Unleash Prolific Performance and Superior Availability. Experience a Healthier, More Focused Workforce in Just 4 Minutes.'
CTA: 'Start Your Health Revolution Now'

3. The Media I Will Use to Reach my Target Market

Website

Build on Squarespace due to low upfront costs and ease of use
Track conversions on discovery call booking and live demo requests
Prioritize mobile-focused design due to target market's on-the-go nature

Social Media

Focus on LinkedIn due to B2B nature of business
Share posts 3x per week highlighting the benefits of your offering
Leverage Instagram Reels and Stories to provide bite-sized tips on combating workplace fatigue

Paid Advertising

LinkedIn Sponsored Content targeting companies in the technology, consulting, and financial services industries
Google Ads focusing on keywords related to corporate health and wellness

Content Recommendations

Blog post series about the impacts of prolonged sitting on health
Social media infographic series showcasing tips on maintaining focus and vitality at work

Podcasts

Seek guest speaker opportunities on B2B wellness podcasts like "The Wellness Mama Podcast" and "The Healthy Business Podcast"

Directories

Get listed on local industry directories like TechDirectory, HR.com

Publications

Submit articles or press releases to industry-focused online magazines like HR Magazine, HealthTech Magazine

Partnerships & Outreach

Partner with ergonomics companies for joint marketing projects
Reach out to HR associations for speaking opportunities

SEO and Content

Develop a keyword strategy around 'corporate health', 'workplace wellness', and 'employee vitality'
Regular blog posts to improve organic visibility

Offline and Local Media

Sponsor HR conferences and wellness-focused events
Develop a direct mail campaign targeting HR departments in your target industry

Online Events

Host webinars on the importance of physical health in the workplace

Online Networking

Join relevant LinkedIn groups and forums like 'HR Innovators', 'Workplace Health and Safety Professionals'

Cold Outreach

Email HR Directors and Health & Safety Officers with personalized messages about your offering

During
(Lead)

1. My Lead Capture System

Lead Magnet

'Corporate Health Starter Kit': A comprehensive guide with actionable steps for creating a healthier workspace
'Movements to Energize Your Workday': A PDF with images and instructions for simple movements to boost energy and focus
Health Impact Quiz: A short, interactive quiz to help businesses identify the critical areas where 8minutes can bring the biggest changes

Tripwire Offer

'7-Day Mobility Challenge': A limited trial of the 8minutes program with daily mobilizing exercises for a nominal fee
'Introductory Consultation': A low-cost initial consultation analyzing the company's current health initiatives and providing actionable recommendations

Welcome Sequence

Welcome email with an introduction to 8minutes and what to expect
Follow-up email sharing the lead magnet and encouraging engagement
Email introducing the tripwire offer
Case study or success story email to demonstrate impact and effectiveness
Final call-to-action (CTA) email inviting them to a discovery call or product demo

Segmentation

Tag businesses based on their size, industry, and current health initiatives
Label leads obtained from the quiz based on their answers for more personalized follow-ups

Chatbot and Automation

Optimize the AI chatbot 'Clay' to capture leads within Slack or MS Teams
Implement an email automation system to nurture leads with the welcome sequence and reminders

2. My Lead Nurturing System

Marketing CRM

Start with a budget-friendly CRM like HubSpot Free or Zoho CRM
Capabilities needed: contact management, segmentation, email automation
Upgrade to a premium plan as revenue and complexity increase

Sales CRM

Use the same platform as the marketing CRM
Pipeline tracking starts with Discovery Call initiation
When ready, consider adding a proposal and contract management tool like PandaDoc

Automated Follow-Ups

Welcome sequence as described in Lead Capture phase
Follow-up sequence after Discovery Call to nurture to Sales Presentation and Demo
Reactivation sequence if no movement after 30 days

Newsletter

Monthly frequency
Topics: success stories, healthy workplace tips, new product features
Segmented by industry and company size

Retargeting & Ads

Start with LinkedIn ads targeting HR directors and Health & Safety officers in target industries
Evaluate Meta remarketing after consistent lead volume is achieved

Social Media and Content

LinkedIn: 3x weekly posts with tips and case studies
Consider a YouTube channel featuring exercise ideas

Webinars and Events

Monthly webinars aimed at your target audience
Participation in relevant industry events

Other Nurture Channels

Slack or MS Teams chatbot engagement
Potential for SMS follow-ups once you have consistent opt-in phone numbers

3. Sales Conversion Strategy

Sales Process

Establish clear stages: Lead ➔ Discovery Call ➔ Sales Presentation/Demo ➔ ROI Calculation ➔ Close
Implement a CRM to move back smoothly between stages
Refine sales pitch: Highlight unique value proposition, address common objections up front
Automate follow-up emails post discovery call and demo

Sales Assets

Create an engaging sales presentation deck that demonstrates the 8minutes solution
Develop sales scripts for discovery calls, addressing common objections
Create a system for calculating ROI to demonstrate potential benefits to the client
Design case study templates to showcase client-success stories

Testimonials and Case Studies

Implement an automated method to collect user testimonials post onboarding
Display testimonials on 8minutes website, social media and in sales presentations

Conversion Rate Insights

Set up conversion tracking for CRM to understand drop off points within sales funnel

Urgency and Offers

Consider a time-bound 'Kickstarter' offer for early adopters with a discount
Incorporate limited time, seasonal offers (e.g. Q1 new year wellness initiative)

Guarantees and Risk Reversal

Offer a 30-day satisfaction guarantee to increase trust
Demonstrate continued value through content and client-success stories

Shock and Awe

Send a 'Welcome Pack' containing branded goodies on client completion of the onboarding process
Consider personalized thank you notes for demo attendees

After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

Send personalized welcome email with step-by-step guide for setting up and integrating with Slack or MS Teams.
Include a chat with 'Clay', the AI health coach, allowing customers to ask questions and understand benefits.
Offer a concise demo video showing the program in action, and how it impacts productivity and well-being.

Communication Cadence

Weekly health tips and reminders sent via email and through the app for maintaining good posture and taking breaks.
Monthly summary report showing the user engagement, reduced sitting time, and potential health improvements.
Quarterly online webinar with latest health research, tips, and opportunity for Q&A.

Client Education

Provide access to an online knowledge base that includes FAQs, how-to-guides, and troubleshooting steps.
Regular webinars and expert interviews on health and workplace productivity.
Release whitepapers on the science and research behind the program and its positive impact on corporate health.

Personalized Touches

Offer congratulations and rewards (like badges within the app) for reaching certain milestones.
On employee's birthdays, Clay provides a special health-tip or motivational message.
Recognize the '8minutes Health Champion' - the most active user in each company every quarter.

Visuals and Documentation

Biweekly health reports showing the combined usage time, mobility progress, and perceived vitality for the whole company.
Before and after comparisons, showing sitting time reduction and feeling of wellness improvements.

Feedback and Proactive Support

Implement regular user pulse surveys to gauge satisfaction and identify areas for improvement.
Clay to check in with users struggling with regular usage and provide motivation or troubleshooting.
AI-powered customer support system to promptly handle queries and complaints.

Guarantee or Promise

Promise 'Improved Employee Vitality in 30 Days' or the next month is free.
Reaffirm commitment to better corporate health and performance through regular engagement.

Operational Excellence

Ensure uptime and availability of the service to avoid workout interruptions.
Maintain fast response time to customer inquiries and technical issues.
Consistent Clay's chat messages and avatars across different platforms (slack, MS Teams) for seamless user experience.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Incentivize customers with a free month for year-long contracts
Implement a rolling contract renewal process

Upsells & Cross-Sells

Create a "premium" tier with advanced AI chatbot features
Introduce a wellness webinar series as an additional service
Package customized employee health reports as an upsell

Bundling & Packaging

Bundle basic package with additional tools required by larger organizations
Package AI assistance and webinars as a premium plan

Loyalty & Retention Programs

Develop a referral program whereby customers get a discount for bringing in a new client
Create a wellness activity leaderboard to encourage usage

Custom Services and Personalization

Offer premium customers a personalized corporate wellness strategy tailored to their needs

Pricing Strategy

Introduce volume-based pricing incentives for companies with larger workforce
Offer price breaks for longer contractual commitments

Customer Data and Insights

Utilize AI chatbot to gather user feedback and data to identify up-sell opportunities
Analyze usage statistics and develop specific retention strategies for less active users

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

Free one-month access to 8minutes for every successful referral
Exclusive digital wellness workshop for the referee's team

Shareable Assets

Pre-made social posts highlighting benefits of mobility breaks
Referral information embedded within system notifications

Timing and Triggers

Ask for referrals after successful integration with a company's communication platform
CRM automation to ask for referrals after client reviews or testimonials

Client Success Stories

Regular blogposts showcasing company transformations through 8minutes

Referral Contests

Quarterly 'Healthy Referral' contest with premium physical wellness packages as reward

Partner or Affiliate Programs

Partnerships with wellness influencers
Affiliate program with unique tracking codes for HR and wellbeing blogs

Thank-You Experience

Handwritten 'Thank you' note from 8minutes team to top referrers
Feature top referrers in monthly newsletter

8minutes

Your 1-Page Marketing Plan is Ready!