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ABC Company

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  3. Execute it (start with ONE section)

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • ABC Company targets ambitious, globally minded, mid-level professionals ages 28-40 who are driven to advancing their international careers by enhancing their English language skills.

Audience Type

  • B2C
  • Mid-level professionals in various fields who seeking to improve their English for career advancement

Needs – Primary Buying Considerations

  • Achieving fluency for professional use and job performance
  • Gaining confidence in English for use in meetings, interviews, and client calls
  • Need for a flexible and affordable English learning solution

Demographics

  • Age Range: 28-40
  • Geography: Based in Germany, Poland, Spain, or Italy
  • Income Level: €40K–€80K annual salary range
  • Profession: Large segment amongst professionals—engineers, marketers, consultants, HR specialists, or IT experts.

Psychographics

  • Lifestyle: Actively investing time and resources in self-improvement
  • Values: Practicality, progress tracking, tangible results
  • Pain Points: Lack of confidence in professional English communication, finding other language apps inadequate in meeting their career needs
  • Buying Behavior: Values affordability and flexibility in learning solutions
  • Decision-Making Roles:
  • Primary Decision Maker: Individual learners
  • Secondary Decision Influencers: Local language proficiency requirements
  • Support Roles: ABC Company providing personalized guidance and support on the learning journey

2. My Message to My Target Audience

Refined Elevator Pitch

  • ABC Company empowers European professionals to boost their careers with personalized, AI-driven English learning. Unlike generic language apps, ABC tailors every lesson to the job role, aspirations, and learning pace of the user, paving the way for fast fluency and direct work application. With us, English becomes not just a skill, but a driver of international opportunities and career progression.

Understanding Their Pain Points

  • Lack of confidence in speaking English at work
  • Missing out on promotions and global opportunities due to weak English skills
  • Difficulty in finding language apps that cater to their specific professional needs and are worth their time

Transformation

  • Achieving English fluency quickly with lessons tailored to their profession
  • Gaining confidence for meetings, interviews, and client conversations
  • Witnessing a direct positive impact on job performance and career advancement

Unique Selling Proposition (USP)

  • AI-Powered personalization of lessons based on job role, strengths, and career goals
  • Career-Ready English focusing on improving workplace communication skills
  • Recognized results with CEFR-Aligned structure enabling learners to track their progress

Brand Values & One-Liners

  • "Career-ready English built around you."
  • "Learn English that gets you promoted."
  • "From commute time to career wins."
  • "English for career growth, not just vocabulary."

Tone

  • ABC Company projects a professional and motivational tone to resonate with ambitious, globally minded, career-driven learners.

Hero Text Idea

  • Flag Text: "Advanced English Training for Professionals"
  • Main Headline: "Unlock International Opportunities with Fluency in English"
  • Sub Headline: "Experience personalized, career-focused lessons that accelerate your English learning and professional growth."
  • CTA: "Start Your Personalized Learning Journey Today"

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

Website

  • Optimize landing pages for lead capture
  • Add client testimonials and case studies
  • Create a comprehensive FAQ section
  • Blog posts on career advancement & English learning

Social Media

  • LinkedIn: Publish weekly career-related content and user success stories
  • YouTube: Monthly video lessons and success story interviews
  • Instagram: 'Day in the Life' Stories from learners, highlight reel for testimonials
  • Posting frequency: LinkedIn (3x/week), YouTube (1x/month), Instagram (2x/week)

Paid Advertising

  • Google Ads: Focus on career growth & English learning related keywords
  • LinkedIn Ads: Target professionals in specific fields/regions
  • Facebook Ads: Remarketing campaigns for website visitors

Content Recommendations

  • Interview tips for English job interviews
  • Success stories from previous learners
  • Niche-specific vocabulary lessons (e.g., English for engineers)

Podcasts

  • Start a company podcast focused on career growth and English learning
  • ABC founder or learners as guests on popular career-development podcasts

Partnerships & Outreach

  • Partnership with HR departments in large corporations for group subscriptions
  • Collaboration with popular career growth influencers on LinkedIn and YouTube
  • Affiliate program for career coaches

SEO and Content

  • Blog around English learning tips and career advancement
  • Incorporate career-specific keywords into website copy
  • Refresh old content to maintain SEO rankings

Offline and Local Media

  • Sponsor local career growth events or English language meetups
  • Setup booths at career fairs to showcase product

Online Events

  • Host virtual 'English for Career' seminars
  • Offer online sessions for interview preparation

Online Networking

  • Participate in LinkedIn career growth groups
  • Answer questions on Quora related to English learning and career advancement

Cold Outreach

  • Email outreach to HR departments offering group subscriptions
  • LinkedIn InMails to potential influencers for collaboration
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'English for professionals' guide— clear roadmap of workplace language milestones
  • 'Ace your English Certification' eBook—Tips and strategies for passing B2/C1 exams
  • '5-Step Plan to Boost Your Career with English' Webinar— Insights into leveraging language growth for career advancement

Tripwire Offer

  • Interview Sprint Workshop —€29 focused course on job interview English

Welcome Sequence

  • Welcome email with eBook or Webinar access
  • Follow-up email with personalized learning suggestions
  • Third email to promote Interview Sprint Workshop tripwire
  • Final email with trial upgrade offer and success stories

Segmentation

  • Tag leads based on job role for specific content delivery
  • Segment by engagement level—promote Accent Clarity Coaching add-on to highly engaged users

Chatbot and Automation

  • Implement a chatbot for 24x7 lead queries and onboarding
  • Automate email sequence post lead capture

2. My Lead Nurturing System

Marketing CRM

  • Current platform: h5D6gDCSSoupwsE4buOul
  • Automation capabilities: Lead capture, trial activation, upgrade prompting, and engagement emails
  • Recommended improvements: Implement detailed tracking for understanding users' engagement with lessons

Sales CRM

  • Current platform: h5D6gDCSSoupwsE4buOul
  • Pipeline tracking process: Learners are guided from free trial to final purchase followed by up-sell and retention

Automated Follow-Ups

  • Post-opt-in, with personal onboarding video and study plan
  • Weekly progress emails promoting active engagement and bookable sessions
  • Post-purchase, offering upsells for high-engagement learners

Newsletter

  • Bi-monthly frequency
  • Topics include language learning tips, career growth success stories, and upcoming webinars

Retargeting & Ads

  • LinkedIn and Google for professional oriented marketing
  • Use retargeting ads to reach visitors who downloaded resources but didn't sign up

Social Media and Content

  • Weekly LinkedIn posts focusing on career growth, language learning benefits, and student testimonials
  • Occasional YouTube collaboration with career influencers

Webinars and Events

  • Monthly live webinars focusing on common language obstacles, interview strategies, and industry-specific English

Other Nurture Channels

-SMS reminders for keeping consistency in learning

3. Sales Conversion Strategy

Sales Process

  • Streamline trial activation with fewer form fields and social sign-up options
  • Introduce a live demo or 1:1 orientation call for trial users showing strong engagement
  • Incorporate AI-driven behavioral triggers to send personalized offers and reminders
  • Add a post-purchase check-in call or email to answer questions and encourage use

Sales Assets

  • Create a sales playbook with user type, selling points, and common objections
  • Develop email sequences for nurturing, upselling, and win-back strategies
  • Design templated responses for common customer queries on pricing, guarantees, and functionality

Testimonials and Case Studies

  • Document successful user stories systematically for direct response and social media use
  • Initiate an ongoing request system for testimonials with incentives (e.g., free month)
  • Highlight user successes in weekly emails and upsell proposals

Conversion Rate Insights

  • Set up CRM funnel tracking for conversion rate by source
  • Identify underperforming steps and run A/B tests on key friction points
  • Set improvement goals for pre-sale engagement and first-week usage

Urgency and Offers

  • Promote an annual plan with a limited-time discount at day 5 of trial
  • Highlight the limited availability of add-on coaching to drive commitment
  • Run flash sales on slow-converting leads every quarter

Guarantees and Risk Reversal

  • Highlight the 6-months free guarantee in all sales communications
  • Develop a dedicated FAQs page for pricing, refunds, guarantees
  • Reiterate the risk-free nature of the 7-day trial in remarketing ads
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Personalized welcome email with an introductory video from an ABC coach.
  • ABC Edu onboarding checklist highlighting key features and success strategies.
  • Orientation webinar for new users introducing key features and the ABC community.

Communication Cadence

  • Personalized progress emails every week highlighting achievements and recommendations.
  • Monthly check-in calls with ABC support team to discuss progress and challenges.
  • Educational newsletters featuring success stories, English learning tips, and industry insights.

Client Education

  • In-app tutorials for new features or complex tasks.
  • FAQ guides and videos on common challenges in career-based English learning.
  • Bi-weekly live webinars featuring ABC coaches providing study strategies and Q&A.

Personalized Touches

  • Birthday emails with fun, AI-tailored English exercises.
  • Surprise milestone rewards (e.g., completing 100 lessons, achieving B2 level).
  • Loyalty gifts for renewing or referring new users (e.g., bonus lessons, study credits).

Visuals & Documentation

  • 'Before and After' analysis for users reaching milestones levels (e.g., B2, C1).
  • Progress Reports with easy-to-understand visuals.
  • Directional in-app messages and tooltips providing a guided experience.

Feedback & Proactive Support

  • Regular feedback surveys and a system to address issues proactively.
  • AI alert triggers for engagement drop-off, triggering personalized re-engagement.
  • Instant in-app chat support for immediate resolutions.

Guarantee or Promise

  • 6 Month English Guarantee: study 10 hours a month for 6 months and achieve conversational fluency or get 6 months free.
  • 7 Day Free Trial to explore and experience ABC Edu.
  • Money-Back Promise: Not happy after your first month? Full refund, no questions asked.

Operational Excellence

  • Scheduling flexibility: learning at your own pace, on your own schedule.
  • Consistent platform performance and minimal downtime.
  • High communicative standards in all customer interactions.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Implement automated email reminders for renewals with incentive (bonus module or discount).
  • Offer annual contracts with significant savings compared to monthly pricing.

Upsells & Cross-Sells

  • Promote add-on services like the Accent Clarity Coaching and Interview Sprint Workshop to high-engaging users.
  • Cross-sell team learning options to individual users who might refer their HR department.

Bundling & Packaging

  • Introduce tiered plans that include different levels of personalized coaching and extra services.
  • Bundle the Interview Sprint Workshop and Accent Clarity Coaching at a discounted price.

Loyalty & Retention Programs

  • Enhance the existing loyalty credits system to reward long-term customers.
  • Gamify the learning experience with levels or badges that unlock additional content or discounts.

Custom Services and Personalization

  • Offer a premium tier with one-on-one coaching sessions and personalized lesson planning.
  • Test a personalized 'Career Milestone' coaching package focused on specific client goals like promotions or interviews.

Pricing Strategy

  • Offer a biannual pricing option between the monthly and annual models for better flexibility.
  • Introduce a 'commitment discount' for users who pledge to complete a certain number of hours each week.

Customer Data and Insights

  • Use CRM data to identify highly engaged users for personalized upselling opportunities.
  • Monitor user progress and study hours to inform churn prevention communications.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Free access to Interview Sprint Workshop for every successful referral
  • One-month subscription credit for referrer and a 20% discount on the first subscription for referees

Shareable Assets

  • Customizable email templates highlighting the benefits of ABC Company with unique referral links
  • Social media posts and images with compelling statistics about AI-powered English learning
  • Printable referral cards for offline sharing opportunities

Timing and Triggers

  • Request for referrals on achieving learning milestones (B2/C1 standards)
  • Automate referral invites after specific positive interactions (e.g., after attending a successful live webinar)

Client Success Stories

  • Regularly collect and promote testimonials, highlighting career advancements due to improved English proficiency
  • Feature testimonials with a call-to-action for the referral program

Referral Contests

  • Quarterly referral contests to win free Accent Clarity Coaching sessions
  • Leaderboard for top referrers with public recognition

Partner or Affiliate Programs

  • Collaborate with relevant influencers who cater to the target audience (professionals looking for career growth)
  • Offer affiliate rewards for sign-ups through specific tracking links

Thank-You Experience

  • Send a handwritten thank-you note for every successful referral
  • Recognize top referrers on the platform with a "Top ABC Advocate" badge