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ABC Company

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Professionals in Europe looking to enhance their English proficiency to secure high-paying tech roles in American companies remotely.

Audience Type

  • B2C
  • Career-focused professionals

Industries (if B2B)

  • N/A

Needs – Primary Buying Considerations

  • Effective English language learning solution with support
  • Resources for job application preparation (e.g., resume building)

Demographics

  • Age Range: 24-40
  • Gender: Male and Female
  • Geography: Europe, primarily Germany
  • Income Level: Middle to upper middle class
  • Profession: Tech professionals

Psychographics

  • Lifestyle: Career-oriented, tech-savvy, self-improvement focused
  • What they value: Professional advancement, financial security
  • Pain Points: Lack of English proficiency obstructing career advancement
  • Buying Behavior: Investing in personal/professional growth solution

Secondary Target Market (only if applicable)

  • N/A

2. My Message to My Target Audience

Refined Elevator Pitch

  • ABC Company equips European professionals with comprehensive English proficiency and job landing tools, ensuring their progression to higher paying American tech jobs remotely.

Understanding Their Pain Points

  • Struggling with English language proficiency
  • Limited to local job market with lower pay
  • Inadequate job search support in the American tech industry

Transformation

  • Master English language skills
  • Attain international, high-paying tech jobs remotely
  • Gain confidence and tools to navigate job markets confidently

Unique Selling Proposition (USP)

  • Comprehensive English learning and job search support
  • Proven results with 1:1 coaching and on-demand courses
  • Edge over competitors with unique resume review feature

Brand Values & One-Liners

  • 'Your steps towards global career fruition.'
  • 'Unleashing English fluency and job prospects.'
  • 'We're more than a SaaS; we're your career catalyst.'

Tone

  • Our brand is aspirational, positive and supportive. We strive to empower individuals to take their careers to new heights and believe everyone deserves this chance.

Hero Text Idea

  • Flag Text: 'Europe’s Favorite SaaS for Professional Development'
  • Main Headline: 'Master English, Land High-Paying Tech Jobs'
  • Sub Headline: 'Empower your career with comprehensive English learning and resume tools. Start your dream job journey today.'
  • CTA: 'Start your transformation now'

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

Website

  • Implement Live Chat for instant 1:1 assistance
  • Set up tracking for key pageviews and conversions (sign-ups, course enrollments, resume review requests)
  • Optimize for mobile view since tech-savvy professionals often use mobile devices

Social Media

  • LinkedIn for networking and professional content, post twice a week
  • Instagram for lifestyle posts that highlight success stories, new features, post thrice a week
  • YouTube for video tutorials, Q&A sessions, tips for learning English, post once a week

Paid Advertising

  • Continue investing in Google Ads targeting keywords around English learning and job applications
  • LinkedIn Lead Generation Ads focusing on the tech-professionals demographic

Content Recommendations

  • Blog posts covering common English language challenges, tips for attending interviews in English, successful user stories

Podcasts

  • Appear on podcasts like 'EdSurge' and 'The EdTech Podcast' to discuss the importance of English proficiency in tech jobs

Directories

  • Enlist on edtech directories like eLearning Industry and EdSurge Directory

Publications

  • Publish articles in eLearning publications like Learning Solutions Magazine, EdTech Magazine

Partnerships & Outreach

  • Partner with tech companies for special offers, or job sites like Glassdoor for resume visibility

SEO and Content

  • Focus on keywords related to English learning, job application, remote tech jobs, professional development

Offline and Local Media

  • Sponsor tech-focused meetups or language learning events in major German cities

Online Events

  • Host webinars on mastering job interviews in English, improving business English skills

Online Networking

  • Join and interact in forums like Duolingo Forum, LearnEnglish Forum

Cold Outreach

  • Engage with professionals looking for career advancement on LinkedIn with personalized messages
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'English Mastery for Tech Jobs' eBook
  • Free Job Application Checklist
  • English proficiency self-assessment quiz

Tripwire Offer

  • One-time special price for first English Learning Module
  • Discounted first resume reviewing session

Welcome Sequence

  • Welcome email introducing ABC EDU and its benefits
  • Follow-up email featuring success stories
  • Third email with an exclusive offer to engage customer

Segmentation

  • Separate lists for leads interested in English learning and job application resources
  • Segment based on language proficiency level from quiz results

Chatbot and Automation

  • Implement a chatbot to engage website visitors and gather leads
  • Automated emails for quiz results with personalized guidance

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Brevo
  • Automation capabilities: Basic email automation, contact management
  • Recommended improvements: Implement advanced automation sequences, behavioral tracking

Sales CRM

  • Current platform: Brevo
  • Pipeline tracking or handoff process: Lack of detailed pipeline tracking
  • Recommended upgrades: Enhanced tracking and reporting for better lead nurturing

Automated Follow-Ups

  • Types of automations: Welcome email series, personalized follow-up after language proficiency quiz
  • Frequency or triggers: Immediately after opt-in, post-quiz

Newsletter

  • Frequency: Monthly
  • Topics or content pillars: Success stories, English learning tips, job application advice
  • Segmentation: Segregate audiences interested in language learning and job application resources separately

Retargeting & Ads

  • Platforms and goals: Google and LinkedIn ads targeting visitors who haven't converted

Social Media and Content

  • Posting frequency: Twice a week on LinkedIn, thrice a week on Instagram, weekly videos on YouTube
  • Content type or campaign focus: Tips, success stories, feature updates

Webinars and Events

  • Suggested cadence or purpose: Monthly webinars on English language mastery or job application strategies

Other Nurture Channels

  • Chatbot: To engage website visitors and collect leads
  • Purpose: Guide users based on their needs and capture lead information

3. Sales Conversion Strategy

Sales Process

  • Simplify online checkout by minimizing the number of steps and mandatory fields
  • Implement live chat feature for immediate sales support
  • Auto-send reminder emails for abandoned carts via CRM

Sales Assets

  • Develop a one-page sales sheet, listing features and benefits of the service
  • Create an objection handling FAQ document
  • Prepare a value proposition PowerPoint deck for sales discussions

Testimonials and Case Studies

  • Ask happy customers to provide testimonials
  • Feature these testimonials on key website pages, especially checkout
  • Develop case studies from successful users and distribute on website and social media platforms

Conversion Rate Insights

  • Install Google Data Studio to track key conversion points
  • Analyze sales funnel for bottlenecks and improve process accordingly
  • Set conversion rate improvement goals quarterly

Urgency and Offers

  • Run flash sales for limited time periods to create urgency
  • Offer additional bonuses for sign-ups within a certain period
  • Limited-seating messaging for 1:1 coaching sessions

Guarantees and Risk Reversal

  • Offer a 30-day money back guarantee
  • Implement a 'try before you buy' offer with access to some free content

Shock and Awe

  • Send welcome emails with surprise bonuses for immediate action
  • Deliver handwritten notes or personalized emails for premium customers
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email summarizing product offerings
  • Initial orientation call with a coach
  • Access to easy navigation videos for using the platform

Communication Cadence

  • Monthly emails with user progress reports
  • Biweekly reminders to complete unfinished lessons
  • Quarterly newsletters showcasing success stories

Client Education

  • A knowledge hub with guides, FAQs, and how-to videos
  • Regular webinars on English learning tips and job applications

Personalized Touches

  • Birthday emails with a small discount on additional services
  • Celebration of user progress milestones with digital certificates
  • Thank you notes upon successful job placement

Visuals and Documentation

  • Regular sharing of progress reports and stats
  • Showcasing before-after comparison of language proficiency

Feedback and Proactive Support

  • Regular surveys for user feedback
  • Rapid response team for any language or platform issues

Guarantee or Promise

  • Money-back guarantee if no improvement in language tests
  • Free resume review until successful job landing

Operational Excellence

  • Flexible scheduling of 1:1 coaching sessions
  • Ensuring coaches uphold professional communication standards

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer annual contracts with discounted rates to promote longer-term subscriptions

Upsells & Cross-Sells

  • Upsell 1:1 coaching sessions for in-depth learning
  • Cross-sell professional resume writing services

Bundling & Packaging

  • Offer tiered packages such as Basic, Premium, and Elite, each carrying more value, services, or add-ons

Loyalty & Retention Programs

  • Implement a loyalty program offering additional resources or discounts on future renewals

Custom Services and Personalization

  • Premium and Elite customers to receive personalized learning paths and support

Pricing Strategy

  • Incentivize long-term subscriptions with discounted prices
  • Strategically price the packages based on the value they provide relative to competitors

Customer Data and Insights

  • Use CRM to track customer engagement and satisfaction, to identify opportunities for growth and areas for improvement

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • 10% cash back for referrers with successful referrals
  • Exclusive offer for referees: free resume review service

Shareable Assets

  • Pre-made social media posts about ABC Company's benefits
  • Email templates highlighting the unique courses and exclusive offers
  • Referral cards with a unique referral code to share

Timing and Triggers

  • Ask for referrals after a successful resume review or coaching session
  • Automate referral prompts in post-purchase and course completion emails

Client Success Stories

  • Shared weekly on social media and through email newsletters to inspire referrals

Referral Contests

  • Quarterly challenges where the customer with the most referrals wins a free one-on-one coaching session

Partner or Affiliate Programs

  • Establish partnerships with online job hunting platforms and provide unique links for tracking

Thank-You Experience

  • Send personalized thank you notes to top referrers
  • Offer surprise discounts or free session codes for future purchases

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