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ABC Company

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • ABC Company's ideal customer is a European professional aged 28–40, keen for career advancement and holds a mid-level position in fields such as engineering, marketing, consulting, HR, or IT.

Audience Type

  • B2C
  • Mid-level professionals looking for career growth

Needs – Primary Buying Considerations

  • English fluency for professional growth
  • Flexible learning schedule
  • Real-time progress tracking

Demographics

  • Age Range: 28–40
  • Geography: Europe (Germany, Poland, Spain, Italy)
  • Income Level: €40K–€80K
  • Profession / Business Size: Mid-level professionals in engineering, marketing, consulting, HR, or IT fields

Psychographics

  • Lifestyle: Busy and ambitious professionals
  • Values: Practicality, Flexibility, Confidence, Progress tracking
  • Pain Points: Lack of English fluency in professional settings, deficient language apps
  • Buying Behavior: Invest in self-improvement and career growth
  • Decision-Making Roles:
  • Primary Decision Maker: Individual
  • Secondary Decision Influencers: Peers, Supervisors
  • Support Roles: N/A

2. My Message to My Target Audience

Refined Elevator Pitch

  • ABC Company empowers busy European professionals to unlock global career growth through our unique, AI-powered English learning platform, ABC Edu. We make English learning personal, practical, and powerful–enhancing your confidence, job performance, and professional opportunities.

Understanding Their Pain Points

  • Struggling with English language confidence at work.
  • Blocked from global career opportunities due to weak English skills.
  • Dissatisfied with generic, impractical language apps.
  • Need for professional certification (B2/C1) for relocation or new roles.

Transformation

  • Gain fluency in English with lessons tailored to professional needs and goals.
  • Communicate confidently in meetings, interviews, and client interactions.
  • Secure promotions, pass certification exams, and explore international jobs.

Unique Selling Proposition (USP)

  • Personalized, AI-powered English lessons tied to each learner’s profession and goals.
  • Focused on career-ready English, not tourist phrases or classroom drills.
  • Offers trusted, CEFR-aligned structure and built-in speaking feedback.
  • Flexible and affordable learning to fit around hustle and bustle of professional life.

Brand Values & One-Liners

  • "Career-ready English built around you."
  • "Confidence in English. Confidence in your future."
  • “From commute time to career wins.”
  • "Learn English that gets you promoted."
  • "Practical English for driven achievers, not casual learners."

Tone

  • ABC Company speaks in a practical, empowering, and professionally resonate voice. We aim to make our learners feel supported, ambitious, and globally ready.

Hero Text Idea

  • Flag Text: ABC Edu - English For Global Professionals
  • Main Headline: Career-Ready English Built Around You
  • Sub Headline: Gain confidence, pass exams, land promotions with English that goes beyond vocabulary drills.
  • CTA: Start Your Personalized Learning Journey Today

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

Website

  • Refresh website content with updated positioning and USP.
  • Optimize landing pages for conversions.

Social Media

  • Focus on LinkedIn for quality B2B connections and authority building.
  • Share success stories on Instagram to target younger professionals.
  • Two posts weekly: One educational, one case study.

Paid Advertising

  • Continue with Google ads, targeting career growth and professional English learning keywords.
  • Experiment with Linkedin sponsored content targeting mid-level professionals.

Content Recommendations

  • Blog posts on career growth, language learning tips, success stories.
  • Guest posts on HR and career-related blogs and publications.

Podcasts

  • Participate in educational and career-focused podcasts.
  • Eventually launch own podcast 'ABC Careers: Talk & Grow'.

Partnerships & Outreach

  • Strengthen partnerships with recruiting companies.
  • Sponsored posts/collaborations with career influencers on Youtube and Instagram.

SEO and Content

  • Regular blogging with keywords tied to 'professional English learning' and 'career growth'.
  • Backlinks from HR & education sites for SEO authority.

Offline and Local Media

  • Network at relevant tradeshows and career shows.
  • Sponsorship of local professional events to raise brand visibility.

Online Events

  • Webinars on career advancement, interview skills, presentation skills.
  • Free monthly masterclasses on communication skills for non-native speakers.

Online Networking

  • Engage in professional groups on LinkedIn and Facebook.
  • Contribute insights on English learning forums.

Cold Outreach

  • LinkedIn outreach to HR managers, offering team learning options.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Career English Mastery' eBook: A practical handbook
  • 'English Level Self-Assessment': Interactive quiz with results showing current and ideal English level
  • 'Checklist for B2/C1 Exam Preparation' : Detailed guide to prepare for language certification

Tripwire Offer

  • 'Interview Sprint Workshop' at €29: Low-cost course for English job interview prep
  • 7-Day Free Trial: Gives user full platform access for a limited time

Welcome Sequence

  • Automated welcome email after lead capture
  • Follow-up emails providing valuable career English tips
  • Engagement emails urging activation of free trial or Interview Sprint enrolment

Segmentation

  • Tag subscribers by profession (Engineer, Marketer, HR etc.)
  • Segment users based on lead magnet download or quiz result

Chatbot and Automation

  • Implement chatbot to guide visitors on the website
  • Automate lead capture and welcome sequence using ABC’s CRM

2. My Lead Nurturing System

Marketing CRM

  • Current platform: ActiveCampaign
  • Automation capabilities: segmentation, behavioral triggers, personalization
  • Recommended improvements: integrate with Webflow forms for seamless lead capture

Sales CRM

  • Current platform: Pipedrive
  • Pipeline tracking: automate new lead classification and assign them to sales rep
  • Suggested improvements: set pipeline alerts for lost deals and stalled conversations

Automated Follow-Ups

  • Post-opt-in: Welcome email introducing ABC and the journey to fluency
  • Trigger-based: Shift in engagement level, course progress, or exam results

Newsletter

  • Frequency: Bi-weekly
  • Topics: Success stories, tips for career growth, preview of new content

Retargeting & Ads

  • Google Display Network: retarget non-converted visitors with career impact testimonials
  • LinkedIn: retargeting ads featuring free trial to engaged professionals

Social Media and Content

  • Requires consistency in tone: Empowering, professional, resonance
  • Post frequency and type: 3x/week highlighting learner progress, blog posts, or job success

Webinars and Events

  • Webinar cadence: Monthly live webinars to demonstrate lessons and showcase success

Other Nurture Channels

  • Use SMS reminders for upcoming lessons or special offers
  • WhatsApp for global reach, push notifications and personal feel

3. Sales Conversion Strategy

Sales Process

  • Continue utilizing product-led sales process, focusing on showing the business value for target audience.
  • Optimize free trial experience to immediately highlight the unique, personalized English learning journey.
  • Enhance conversion touchpoints with AI-triggered personalized offers.

Sales Assets

  • Create objection-handling scripts to address concerns about price, effectiveness, or time commitment.
  • Develop engaging email nurture sequences to guide leads from awareness to purchase.
  • Update the proposal for corporate clients for the Team Learning Option.

Testimonials and Case Studies

  • Automate the collection of success stories or testimonials post-purchase.
  • Showcase testimonials and case studies on the website, within email campaigns, and on landing pages for credibility.

Conversion Rate Insights

  • Implement conversion tracking for all lead generation and nurturing efforts.
  • Set a near-term goal to improve conversion rates by 15%.

Urgency and Offers

  • Experiment with limited-time offers (or increased bonuses) to encourage immediate action.
  • Emphasize the opportunity cost of delaying English proficiency in career progression.

Guarantees and Risk Reversal

  • Highlight the 'Study 10 hours per month for 6 months or get 6 months free' guarantee more prominently.
  • Consider a new risk-reversal mechanism, such as a '30-day Money Back Guarantee' if learners don't feel significant improvement in their English.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Personalized welcome video introducing the ABC platform and teaching tips
  • Comprehensive user guide on how to navigate the platform effectively
  • Invitations to weekly webinars for further learning and Q&As

Communication Cadence

  • Weekly progress emails showcasing user's achievements and areas for improvement
  • Bi-weekly notification of newly launched features or learning contents

Client Education

  • Launch 'ABC Academy': A knowledge hub with valuable resources on English learning tips and career growth insights
  • Regular webinars featuring expert language teachers and successful learners

Personalized Touches

  • Birthday email with a gift of learning credits
  • Celebrating learning milestones with digital badges and public leaderboard recognition
  • Featured 'learner of the month' stories on social media

Visuals & Documentation

  • Clear before-and-after progress reports highlighting learner's improvement
  • Visually appealing infographics for learning concepts

Feedback & Proactive Support

  • Periodic user surveys for feedback on learning experience
  • AI-powered systems to spot and promptly address any learning difficulties
  • Highlighted feature for requesting assistance within the platform

Guarantee or Promise

  • If not conversational after 6 months of dedicated learning (10 hours per month), users get 6 months free

Operational Excellence

  • Ensure high loading speed and lag-free experience on the platform
  • Streamlined and user-friendly design for easy navigation
  • Prompt, helpful, and empathetic customer support

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Start a renewal campaign one month prior to expiration with discounts for annual commitment.
  • Implement multi-year contracts for discounted rates to encourage long-term usage.

Upsells & Cross-Sells

  • Amplify promotion of the Accent Clarity Coaching Add-On to users with high engagement scores.
  • Upsell the Team Learning Option to enterprises for workforce development with bundled discounts.

Bundling & Packaging

  • Develop an advanced bundle featuring Interview Sprint Workshop, Accent Clarity Coaching, and a 1-year ABC Edu subscription.
  • Package optional career-focused modules as a separate upgrade.

Loyalty & Retention Programs

  • Introduce a VIP tier with greater personalization, rewards for consistent studying, and advanced career modules.
  • Scale the referral program: offer extra free weeks for referring more than one friend, convertible into learning credits.

Custom Services and Personalization

  • Launch a premium tier with 1:1 personalized feedback from language coaches and specialized career advancement modules.

Pricing Strategy

  • Offer a tier-based pricing model with benefits for long-term commitment.
  • Give discounts for users who consistently achieve their weekly learning goals, effectively rewarding progress and engagement.

Customer Data and Insights

  • Leverage CRM data to identify high-value users and tailor renewal, upsell, and reward strategies.
  • Set up an alert system to warn of users disengaging, initiate proactive measures.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer referring customers an additional week of free access to ABC Edu for each successful referral.
  • Give referees their first month with a 20% discount.

Shareable Assets

  • Provide branded social media posts showcasing the ABC Edu's success stories.
  • Offer a digital referral card that can be easily shared on social media or email.

Timing and Triggers

  • Ask for referrals after customer success stories, passing certification exercises, unlocking new modules.
  • Automate referral requests via email after key learning milestones are achieved.

Client Success Stories

  • Develop a testimonial system, asking successful clients to share their journey with ABC Edu.
  • Share these stories on ABC's social media platforms and encourage users to spread the word.

Referral Contests

  • Run monthly referral contests where the customer who refers the most new customers wins a special prize.

Partner or Affiliate Programs

  • Create partnerships with recruitment companies, offering ABC Edu as a valuable addition to their resources.
  • Establish an affiliate program that rewards influencers for sharing ABC Edu to their followers.

Thank-You Experience

  • Show appreciation to top referrers with gifts like advanced coaching sessions.
  • Recognize their contributions on ABC's platforms to make them feel valued.

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