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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

  • Optimise for mobile as target professionals likely to access during transit.
  • Set up Google Analytics to track user engagement and conversions.

Social Media

  • Focus on LinkedIn due to professional audience and industry.
  • Frequent posting on job success stories and learning tips.

Paid Advertising

  • Continue Google Ads given past success.
  • Consider LinkedIn Ads targeting professionals in tech industry.

Content Recommendations

  • Blog posts on importance of English in tech industry.
  • Success stories of customers who landed American tech jobs.

Podcasts

  • Join professional development podcasts like 'The Learning Leader Show'.

Partnerships & Outreach

  • Partner with tech industry influencers on LinkedIn for further reach.
  • Join forces with online job boards to offer ABC EDU as a resource.

SEO and Content

  • Focus on keywords around 'learning English for tech jobs'.
  • Develop organic blogs around these topics.

Offline and Local Media

  • Local tech events and conferences in Germany could offer networking and promo opportunities.

Online Events

  • Organize webinars on 'Navigating American tech job market'.

Online Networking

  • Engage in tech and learning forums on platforms like Reddit.

Cold Outreach

  • Email campaigns targeting tech professionals interested in international jobs.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'English for Tech Jobs: A Quick Guide' (Free download)
  • 'Resume Hacks for American Tech Jobs' (Free download)
  • Free English proficiency self-assessment quiz

Tripwire Offer

  • One month of limited-access language course at reduced price
  • Single job application support session

Welcome Sequence

  • Sign-up confirmation email with lead magnets
  • Follow-up email after one week with tripwire offer
  • Updates on new courses or tools

Segmentation

  • Interested in English courses
  • Looking for job application support
  • Both of above

Chatbot and Automation

  • Implement chatbot for instant query handling
  • Automate email sequences based on user activity and segment

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Brevo
  • Automation capabilities: Auto-emails, behavioral tracking, customer segmentation
  • Recommended improvements: Integrate with Webflow using Brevo’s Zapier integration for seamless customer data collection and tracking

Sales CRM

  • Current platform: Brevo
  • Pipeline tracking process: Customer progression from Lead to MQL to SQL to Conversion tracked in Brevo
  • Recommended upgrades: No upgrades required at this point

Automated Follow-Ups

  • Post-opt-in email sequence: confirmation and delivery of lead magnet
  • Abandoned cart email sequence: Gentle reminder to complete purchase
  • Learn-more sequence: Educate leads about ABC EDU

Newsletter

  • Frequency: Bi-weekly
  • Content pillars: Success stories, English learning tips, job market trends
  • Segmentation: Based on the specific interests of leads (e.g., language learning, job search resources)

Retargeting & Ads

  • Google Display Network for retargeting site visitors
  • LinkedIn lead ads for target industry professionals

Social Media and Content

  • Posting frequency: Twice weekly on LinkedIn, each focused on job success stories or learning tips
  • Content type: Infographics, short videos, blog post previews

Webinars and Events

  • Monthly webinars: Focus on job market education, resume building, interview tips

Other Nurture Channels

  • Implement a website chatbot for instant query handling, integrated with Brevo
  • Weekly SMS reminders about new content or upcoming webinars

3. Sales Conversion Strategy

Sales Process

  • Streamline online purchase on website for seamless experience
  • Email follow-up with personalized 'next steps'
  • Referral system to incentivize customer referrals
  • Regular contact via email (e.g. monthly newsletters) to keep offering top-of-mind

Sales Assets

  • 1:1 coaching onboarding script to set expectations
  • Proposal templates ready for business partnerships
  • Sales page content emphasizing USP, transformation, and benefits
  • Upsell opportunities within customer onboarding process

Testimonials and Case Studies

  • Encourage testimonials via post-purchase email
  • Highlight testimonials prominently on sales page and featured on website
  • Share customer success stories via newsletters and social media

Conversion Rate Insights

  • Utilize Google Analytics to track conversion rates
  • A/B test sales page copy and design for improvements

Urgency and Offers

  • Limited time discounts for referrals or holiday promotions
  • 'Fast action' bonuses for immediate purchase (e.g., extra coaching session)

Guarantees and Risk Reversal

  • 30-Day Money Back Guarantee to build trust
  • Clear communication of guarantee on sales page

Shock and Awe

  • 'Welcome' email with exclusive benefits for new customers
  • Digital gift - e.g., 'top 10 tips for landing American tech jobs'
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email highlighting unique features of ABC EDU
  • Introductory video guide providing a walkthrough of the platform
  • Invitation to book first 1:1 coaching session

Communication Cadence

  • Weekly newsletters with progress updates and relevant learning resources
  • Monthly check-ins via video call or email to assess learners' progress
  • Instant updates on learning milestones, updated through push notifications/emails

Client Education

  • Create a learning portal with FAQs, guides, on-demand courses
  • User-friendly videos explaining platform navigation
  • Webinars featuring success stories, tips from professionals

Personalized Touches

  • Birthday greetings with small token of free course extension for a month
  • Celebratory emails/cards on achieving significant learning milestones
  • Personalized messages of encouragement and support during job applications

Visuals and Documentation

  • Progress reports showcasing learners' improvement via emails/within the platform
  • Attractive, clean design of course progress dashboard
  • Before-and-after assessments showing proficiency improvement

Feedback and Proactive Support

  • Regular customer satisfaction surveys allowing for continuous improvement
  • Fast response time to queries using live chat option on website
  • Proactive outreach in case of long breaks in the learning journey

Guarantee or Promise

  • Money-back guarantee if learners do not see a tangible improvement in their English proficiency
  • Promise of discretion and data safety in all job applications

Operational Excellence

  • Schedule flexibility with 24-hour access to on-demand courses
  • Guaranteed punctuality for all coaching sessions
  • Clear and friendly communication from all staff
  • Consistent, clean and easy-to-understand user interface throughout the platform

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Implement subscription payment model with monthly, quarterly, and yearly options
  • Offer discounts on yearly plans to increase long-term commitment

Upsells & Cross-Sells

  • Upsell with advanced English courses for specific industries (e.g., Tech, Financial, Medical)
  • Cross-sell with interview preparation and cover letter crafting services

Bundling & Packaging

  • Introduce multi-tier course packages: Basic (language course), Premium (course + resume builder), Platinum (all services)

Loyalty & Retention Programs

  • Introduce learner's loyalty program with points earned through course progress and redeemed for additional services

Custom Services and Personalization

  • Offer personalized 1:1 tutoring packages as an upsell

Pricing Strategy

  • Add a slightly higher premium on personalized offerings due to their value-added nature
  • Introduce bundle pricing for packages to promote higher ticket purchases

Customer Data and Insights

  • Utilize Brevo CRM for tracking user progress, engagement, and renewal likelihood
  • Identify customer churn points and devise strategies to counteract them

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Free month of service for both referrer and referee
  • Exclusive 1:1 coaching sessions for referrer after 3 successful referrals

Shareable Assets

  • Pre-made social media posts highlighting success stories
  • Customizable referral email templates with call-to-action
  • Digital referral cards for sharing on professional networks

Timing and Triggers

  • Ask for referrals right after successful job placements
  • Automate referral request email to be sent after completion of a course

Client Success Stories

  • Share monthly success stories and testimonials on website and social media
  • Encourage customers to share their own success stories with a #ABCsuccess hashtag

Referral Contests

  • Quarterly referral competitions with prizes such as 1:1 professional coaching sessions

Partner or Affiliate Programs

  • Collaboration with European tech companies to offer ABC EDU as corporate learning partner

Thank-You Experience

  • Handwritten thank-you note and small career-themed gift for every 5th referral
  • Public acknowledgment to top referrers on social media and newsletters

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