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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Well-educated parents in the Middle East valuing quality education and desiring English fluency for their children aged 5-15.

Audience Type

  • B2C

Needs – Primary Buying Considerations

  • High-quality, fun and online English education with world class tutors
  • Seek interactive learning that includes activities like singing and games

Demographics

  • Age Range: 28-45
  • Gender: Women (90%)
  • Geography: Middle East
  • Income Level: B & B+
  • Profession: Mothers

Psychographics

  • Lifestyle: Healthy, success and ambition-driven
  • What they value: High-quality education, English fluency for their child
  • Pain Points: Accessing interactive, engaging English learning for their children
  • Buying Behavior: Prefers home comfort, values fluency, appreciates interactive learning

2. My Message to My Target Audience

Refined Elevator Pitch

  • Accel Hub empowers children with effortless English fluency through enjoyable and interactive learning from world-class tutors, enabling them to seize future opportunities confidently.

Understanding Their Pain Points

  • Lack of quality English education options
  • Their children currently struggling with traditional teaching methods
  • Difficulty in making English learning enjoyable for their kids

Transformation

  • Mastery of English language, building great communication skills
  • Confidence and future success stemming from English fluency
  • An enjoyable and engaging learning process replacing struggle and boredom

Unique Selling Proposition (USP)

  • Comprehensive English education integrating fun activities
  • Expert tutors and international certified curriculum offering superior learning experiences
  • Standout feature: gamified learning approach, setting us apart from traditional online academies

Brand Values & One-Liners

  • 'Empower your child with the language of opportunities'
  • 'Fun, interactive learning for future leaders'
  • 'Master English with joy, not struggle'
  • 'Classic education meets modern enjoyment at Accel Hub'

Tone

  • Accel Hub embodies a nurturing, playful yet focused tone. We want to evoke feelings of trust, confidence, and anticipation of exciting learning for parents and children alike.

Hero Text Idea

  • Flag Text: 'English Mastery for Middle East Families'
  • Main Headline: 'Unlock Fluent English with Fun, Interactive Learning'
  • Sub Headline: 'Join the Accel Hub family, let your child learn, play, and grow with expert tutors. Shape a confident future today.'
  • CTA: 'Start Your Exciting Learning Adventure'

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

Website

  • No website found, recommend building on WordPress, a cost-effective solution that offers flexibility and scalability
  • Track conversions such as form submissions, free trial sign-ups and course purchases
  • Considering target audience's geographic location and usual practices, focus on mobile optimization

Social Media

  • Focus on Facebook, Instagram, and LinkedIn - platforms popular among 28-45 age group
  • Recommend 3x per week posting frequency
  • Share content featuring interactive lessons, tutors profiles, testimonials, and behind-the-scenes

Paid Advertising

  • Start with Facebook and Instagram adverts targeting parents in Middle East within the defined age bracket
  • Set campaign goals as Landing Page Views or Conversions for form submissions or sign-ups

Content Recommendations

  • Write about benefits of bilingualism, fun ways of learning English, success stories of students

Podcasts

  • Start a podcast featuring dialogs between children and tutors, parents' testimonials
  • Target parents-oriented podcasts such as Parenting Beyond Discipline, Parenting Toddlers

Directories

  • Enlist in online education directories such as World of School and Edmego

Publications

  • Target online education publications like EdTech Magazine, eSchool News

Partnerships & Outreach

  • Partner with complementary service providers like child psychologists, educational toy manufacturers

SEO and Content

  • Build a blog focusing on keywords like 'Online English lessons for kids', 'Fun English learning'

Offline and Local Media

  • Attend local education fairs, offer introductory free sessions at schools

Online Events

  • Organize webinars on topics like 'Redefining English Education for Kids'

Online Networking

  • Participate in parent communities on Facebook and Reddit like r/Parenting, Mommit

Cold Outreach

  • Target LinkedIn groups of parents, send emails with free trial or discount offers on the first month's package
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free Placement Test
  • Free access to one learning activity
  • E-Book: 'Fun ways to learn English for kids'

Tripwire Offer

  • Introduction offer for first month with discounted rate
  • One-on-One session with a tutor at a low cost

Welcome Sequence

  • Thank you email with details about what to expect next
  • Follow-up email after the placement test with the result and class recommendation
  • Reminder email/sms about the first class
  • Mid-month email checking on learning experience

Segmentation

  • Segment parents based on child's age group and learning level
  • Track and categorize leads according to their interaction with emails and website

Chatbot and Automation

  • Use chatbot for FAQs and class schedule inquiry
  • Automate email sending for various stages of interaction

2. My Lead Nurturing System

Marketing CRM

  • Platform: HubSpot CRM
  • Automation Capabilities: Email automation, segmentation, analytics
  • Improvements: Setup email automation & segmentation

Sales CRM

  • Platform: HubSpot Sales Hub
  • Pipeline Tracking: Use built-in features for deal tracking

Automated Follow-Ups

  • Automations: Welcome email, post-registration, re-engagement
  • Triggers: Registration, inactivity

Newsletter

  • Frequency: Bi-weekly
  • Topics: Tutor introductions, success stories, learning tips
  • Segmentation: Child's grade level

Retargeting & Ads

  • Platforms: Meta remarketing, Google Display Network

Social Media and Content

  • Frequency: 3x weekly
  • Focus: Classroom scenes, games, quizzes

Webinars and Events

  • Cadence: Monthly webinars on English learning

Other Nurture Channels

  • SMS: Notifications for class schedules, events

3. Sales Conversion Strategy

Sales Process

  • Have a clear process description on your landing page, outlining each step from form filling to joining the learning community.
  • Ensure form length is adequate – neither too long (may deter people) nor too short (may not capture necessary information).
  • Use automation software to follow up with prospects after form submission, inform them about placement test scheduling, and clarify next steps.
  • Introduce a way for customers to schedule and pay for the classes directly on your website.

Sales Assets

  • Create a simple, visually appealing landing page showcasing your USP, benefits, tutors profiles, and customer testimonials.
  • Prepare compelling email and SMS templates for follow-ups.
  • Develop a pitch deck detailing your curriculum, club benefits, and pricing for queries or partnerships.
  • Craft a sales script for customer interaction (calls or webinars) focusing on addressing pain points, transforming their experiences, and inviting them to join.

Testimonials and Case Studies

  • Have a dedicated 'Success Stories' section on your website showing before-after transformation of learners.
  • Encourage referrals by offering incentives to current customers for sharing their Accel Hub journey.
  • Collect video testimonials from satisfied parents or students to use in marketing materials and social media.

Conversion Rate Insights

  • Set a conversion goal (for new students per month, for example), and track it through a simple spreadsheet or CRM in the initial stages.
  • Analyze conversion data to identify friction points and potential improvements in the sales process.

Urgency and Offers

  • Introduce seasonal packages celebrating popular holidays (like Ramadan or Eid offers for Middle East parents).
  • Limited number slots per class to create a sense of scarcity.
  • Incentives like early bird discounts for enrolling before start of academic year.

Guarantees and Risk Reversal

  • Implement a 'satisfaction or money-back' guarantee to address hesitation and build trust.
  • Offer a free or significantly discounted first session as a trial, so parents can experience your service before buying.

Shock and Awe

  • Send a welcome kit with branded materials (like worksheets, a certificate of enrollment, etc.) to create a sense of belonging.
  • Surprise new enrollees with a personalized thank you video from their allocated tutor.

Please note: Subsequent iterations may reveal other touch points or strategies to further optimize this process and increase lead conversion rate.

After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Kickoff email with introductions to the program and the assigned tutor
  • Personalized welcome video message from the tutor
  • Step-by-step guide on how to use the platform and their first lesson
  • Printed welcome kit with a workbook, stickers, and an Accel Hub shirt

Communication Cadence

  • Weekly email updates on child's progress and upcoming lessons
  • Monthly video calls with the tutor for more in-depth discussion
  • Instant notifications on platform for reminders before each lesson

Client Education

  • Series of introductory videos explaining the online learning process
  • Monthly webinars for parents on English language learning tips
  • Accessible FAQ section on the website to resolve common queries

Personalized Touches

  • Birthday cards signed by the tutor
  • Celebratory email at the completion of each level
  • Gifted book on completion of each book from the book club
  • Small token (like a badge or certificate) awarded for participation in cinema club

Visuals and Documentation

  • Bi-monthly progress reports detailing child's performance
  • before-and-after comparison of child's fluency
  • Certificate of completion for each level

Feedback and Proactive Support

  • Regular feedback forms to parents regarding their experience
  • Proactive service recovery system to address issues
  • Open line for technical support

Guarantee or Promise

  • Guaranteed improvement in English fluency
  • 'Love it or leave it' risk-free policy for first month

Operational Excellence

  • Prompt notification system for lessons schedule and changes
  • Appearance guidelines for tutors to maintain professionalism on video calls

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer annual contracts with discounts to encourage commitment
  • Early renewal incentives for existing customers

Upsells & Cross-Sells

  • Offer advanced classes or subject-specific courses as upsells
  • Promote add-ons such as additional study materials or one-on-one tutoring sessions

Bundling & Packaging

  • Create tiered learning packages (basic, intermediate, advanced) to cater to different learning levels
  • Bundle offline practice materials and online interactive sessions as a comprehensive offer

Loyalty & Retention Programs

  • Introduce a referral program: refer a friend to enroll and get a free month of classes
  • Implement a reward program with points earned by consistent attendance or performance, redeemable for bonuses

Custom Services and Personalization

  • Offer 'premium' packages with additional personalized coaching hours

Pricing Strategy

  • Implement a tiered pricing strategy based on service level
  • Offer discounts for multi-child enrollments per family
  • Consider value-based pricing, considering the high value of fluent English education

Customer Data and Insights

  • Use tools to track student progress and provide personalized learning paths
  • Use customer feedback to understand and improve upon pain points and churn causes

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a discount on the next month's subscription for every successful referral.
  • New referred customers get their first lesson free.

Shareable Assets

  • Design ready-to-share social media posts and emails highlighting program benefits.
  • Create referral cards that can be given to friends.

Timing and Triggers

  • Trigger referral request email after a student successfully completes a milestone.
  • Include referral reminders in monthly newsletters.

Client Success Stories

  • Share student testimonials and success stories on social media, and encourage sharing.

Referral Contests

  • Quarterly 'Refer-a-Friend' contest: highest referrer wins a month free.

Partner or Affiliate Programs

  • Approach bloggers or parent influencers for collaboration and provide them a percentage for every successful referral.

Thank-You Experience

  • Send personalized thank-you video messages from the child's tutor for top referrers.
  • Highlight and thank top referrers in monthly newsletters.

Take Your Marketing Plan to the Next Level

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