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Adios App Pty Ltd

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Adios primarily targets Australian families who value end-of-life planning. The segments include parents aged 35-55, experienced planners approaching retirement, individuals seeking inclusive solutions, and workers in high-risk industries.

Audience Type

  • B2C
  • Key customer segments: Parents aged 35-55, Individuals near retirement, High-risk industry employees

Needs – Primary Buying Considerations

  • Peace of Mind & Family Security
  • Control & Autonomy
  • Love Expression & Legacy Preservation

Demographics

  • Age Range: 35-55
  • Gender: Mixed
  • Geography: Australian families across major cities and regional areas
  • Income Level: $70,000+ annually
  • Profession: Mixed

Psychographics

  • Lifestyle: Organization-focused, community-oriented, high-risk work environment
  • What they value: Family security, forward planning, financial stability
  • Pain Points: Limited time, managing complex assets, emotional difficulty discussing death
  • Buying Behavior: Value-conscious, research-oriented, open to digital solutions
  • Decision-Making Roles:
  • Primary Decision Maker: Individual or joint decisions in a family
  • Secondary Decision Influencers: Financial advisors, lawyers
  • Support Roles: Extended family members

Secondary Target Market

  • Adios also targets B2B segments in high-risk industries like mining and emergency services. These are employees aged 25-55, predominantly male, and largely located in areas like WA, QLD, and NSW. They value family security, are tech-savvy, and have a high income range of $80,000-$180,000+.

2. My Message to My Target Audience

Refined Elevator Pitch

  • Adios provides Australian families peace of mind and control over the end-of-life planning process by offering a comprehensive, easily accessible digital platform. Users can store and manage everything from legal documents to personal wishes, ensuring that their families are protected and prepared.

Understanding Their Pain Points

  • Difficulty in keeping end-of-life plans organized and up-to-date.
  • Overwhelmed by the inherent complexity and emotional difficulty of end-of-life planning.
  • Anxiety about causing unnecessary burden on loved ones in already challenging times.

Transformation

  • From anxiety and overwhelm to confidence and clarity in managing end-of-life affairs.
  • Removal of the emotional burden of navigating the end-of-life process unprepared.
  • Achieve peace of mind, knowing that loved ones are protected and prepared.

Unique Selling Proposition (USP)

  • Proprietary 'Amigo' system allows controlled family access to plans.
  • Only platform that offers multi-user family planning and inclusion of unlimited documents.
  • Comprehensive end-of-life planning—personal beliefs to financial information—within a family's reach.

Brand Values & One-Liners

  • "Adios: Make peace with your future."
  • "Prepare and Protect with Adios."
  • "Give your family the gift of clarity with Adios."

Tone

  • Adios communicates with empathy, understanding, and practicality, providing a positive and empowering approach to a challenging subject. We aim to instill confidence and offer peace of mind to our customers.

Hero Text Idea

  • Flag Text: "Australian's Choice"
  • Main Headline: "Peace of Mind with Adios’ End-of-Life Planning"
  • Sub Headline: "Store, manage and share documents, estates, and wishes with the ones that matter. Adios - it’s how you say goodbye."
  • CTA: "Start Your Plan Now"

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

Website

  • Improve website's SEO by incorporating keywords related to end-of-life planning
  • Enable Google Analytics tracking to monitor website user behavior and improve UX
  • Prioritize mobile experience given the high smartphone usage of the target audience

Social Media

  • Facebook and LinkedIn for B2C, targeting parents aged 35-55 and those approaching retirement
  • Use Instagram for storytelling and short clips highlighting the benefits of Adios
  • Consider tutorial videos on YouTube to explain Adios features
  • Encourage user testimonials or success stories to leverage the power of social proof

Paid Advertising

  • Facebook and Google Ads targeting Australian families, utilize life event marketing
  • Test LinkedIn Ads for the High-Risk Industry B2B segment
  • Use retargeting campaigns for website visitors

SEO and Content

  • Regular blogs about end-of-life planning, legal requirements, family communication, etc.
  • Improve website's on-page SEO by incorporating keywords
  • Try guest posting on relevant blogs for backlinks

Publications

  • Consider guest posts in relevant online Australian magazines or lifestyle blogs read by the target audience
  • Pitch stories to sources like The Age, Sydney Morning Herald, and The Guardian

Partnerships & Outreach

  • Consider partnerships with relevant medical facilities, aged care facilities, and professional networks
  • Collaborate with financial advisors, lawyers, and accountants for referrals

Offline and Local Media

  • Sponsor local community events - Game of Life Carnival events
  • Distribute printed materials or brochures in partnered facilities and events

Online Events

  • Conduct webinars and online workshops on end-of-life planning topics
  • Promote online Game of Life events

Online Networking

  • Engage in relevant Facebook groups, online forums, and Reddit communities discussing life planning

Cold Outreach

  • Send personalized emails to potential B2B clients in high-risk industries
  • Initiate LinkedIn connections with industry leaders and potential partners
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Comprehensive End-of-Life Planning Checklist
  • Financial organization guide
  • Planning readiness quiz with personalized recommendations

Tripwire Offer

  • Basic Plan at $45/year
  • Freemium access with upgrade prompts

Welcome Sequence

  • Immediate welcome email upon free tier signup
  • Follow-up email with personalized recommendations
  • Email reminder to upgrade to the paid plan

Segmentation

  • Segments based on lifecycle stage (parents, retirement, high-risk workers)
  • Segment based on platform interaction frequency

Chatbot and Automation

  • Use chatbots to answer basic questions and guide the planning process
  • Automate renewal reminders for annual subscription
  • Automate content delivery based on user’s progression through the planning process

2. My Lead Nurturing System

Marketing CRM

  • Recommended platform: HubSpot
  • Leverage HubSpot's advanced automation capacities.

Sales CRM

  • Recommended platform: Pipedrive
  • Use Pipedrive for its focus on deal pipeline.

Automated Follow-Ups

  • Post opt-in automation follow up with introduction about Adios and its services.
  • Use expiring document alerts to re-engage users.

Newsletter

  • Bi-monthly frequency with focus on planning tips, legislative updates, and user success stories.

Retargeting & Ads

  • Leverage Google and Facebook Ads with focus on retargeting website visitors.
  • Consider LinkedIn for B2B targeting.

Social Media and Content

  • Weekly posts on Facebook, LinkedIn, and Instagram focusing on benefits of end-of-life planning.

Webinars and Events

  • Monthly webinars highlighting complex planning aspects and how Adios can help.

Other Nurture Channels

  • Use integrated chatbot for instant customer queries.
  • Implement SMS reminders for users who forget to update their documents.

3. Sales Conversion Strategy

Sales Process

  • Awareness: Market across multiple channels including life event triggers, professional referrals, SEO-optimized content, and direct marketing
  • Consideration: Educate leads with resources such as readiness quizzes, step-by-step guides, and compliant educational content
  • Evaluation: Implement a system to handle common objections and offer a free trial experience
  • Purchase: Optimize a frictionless checkout experience with clear comparison tables and different payment options
  • Loyalty & Retention: Establish ongoing engagement with customers using email newsletters, life event reminders, and document expiry alerts
  • Advocacy: Leverage customer testimonials and referrals to attract more prospects

Sales Assets

  • Develop a series of educational resources including a readiness quiz, planning guides, and webinars
  • Use a comprehensive sales script to guide customers through the sales process
  • Create a clear pricing comparison table for the purchase process
  • Develop objection-handling strategies and document them

Testimonials and Case Studies

  • Introduce an ongoing process to collect user testimonials and feedback
  • Utilize these testimonials in sales pitches, on the website, and in marketing materials
  • Develop a 'Success Stories' section on the website to highlight customer experiences

Conversion Rate Insights

  • Track the conversion rate across every stage of the sales process and aim for improvements
  • Monitor how changes to the sales process affect conversion rates

Urgency and Offers

  • Introduce limited-time promotions to encourage prospects to convert sooner
  • Implement 'fast action' incentives such as additional features or discounts

Guarantees and Risk Reversal

  • Clearly communicate any guarantees or refund policies during the sales process
  • Offer a risk-free trial to allow prospects to experience the product without commitment

Shock and Awe

  • Consider sending personalized gifts to prospects such as eBooks or custom-branded items
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

* Send welcome emails upon registration with Adios, offering a brief overview of platform features and first steps.

* Include an instructional video in the welcome email guiding users to navigate the platform and start setting up their account.

* Recommend a digital 'Kickoff Call' for users new to end-of-life planning, allowing for direct questions with an Adios expert.

Communication Cadence

* Monthly check-ins via email to remind them of the tasks they need to complete for their end-of-life plan.

* Utilize in-app notifications for critical reminders on plan updates, expired documents, or pending tasks.

* Quarterly update emails summarizing the progress on their plan completion along with helpful tips.

Client Education

* Online resource center with FAQs, instructional videos, and detailed guides on end-of-life planning.

* Ongoing webinar series addressing specific topics in end-of-life planning and how to utilize Adios effectively.

* Regular blog posts on the Adios website sharing insights on legal developments, tips, and ideas related to end-of-life planning.

Personalized Touches

* Send a small gift or discount code on the completion of their first end-of-life plan.

* Send wishes and a thank you note on completion of significant milestones like completing a category in their plan.

* Recognize birthdays with a personal email or letter from the Adios team.

Visuals and Documentation

* Share 'Before and After' user stories illustrating how Adios transforms end-of-life planning.

* Engage users with regular progress reports on their end-of-life planning journey.

* Quarterly infographics to visually explain the overall completion of their end-of-life plan.

Feedback and Proactive Support

* User-friendly interface for submitting feedback or reporting issues directly through the app or website.

* Quick-response customer service team available through chat and email.

* Regular user surveys to better understand client satisfaction and room for improvement.

Guarantee or Promise

* Promise to users about data security and privacy.

* Satisfaction guarantee with a 30-day money-back policy for premium subscription users.

Operational Excellence

* Maintain user-friendly design with easy navigation and intuitive interfaces.

* Uphold punctuality in addressing client issues and queries.

* Ensure consistent standards in customer service and technical support.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Implement an auto-renewal feature for annual subscriptions
  • Offer discounted 2-year and 3-year plans to lock customers in for longer periods

Upsells & Cross-Sells

  • Develop an advanced feature pack or premium tier for additional pricing
  • Cross-sell related services like funeral planning or care planning

Bundling & Packaging

  • Offer a family bundle package that includes accounts for multiple family members at a reduced rate
  • Create industry-specific package options for high-risk workers

Loyalty & Retention Programs

  • Introduce a referral program that provides discounts for each referred signup
  • Develop a reward system for customers who regularly update their plans

Custom Services and Personalization

  • Offer custom service options for complex or larger estates
  • Provide a personal planning consultant service as a premium upsell

Pricing Strategy

  • Implement a tiered pricing model to increase average revenue per customer
  • Offer seasonal discounts to incentivize long-term commitment

Customer Data and Insights

  • Implement a CRM system to better understand customer behavior and optimize retention efforts
  • Use data analytics to track customer engagement and identify churn risks

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Reward participants with a free month of Adios Basic for each successful referral
  • New user bonus: 10% discount on first year of Adios Basic or Family

Shareable Assets

  • Create pre-made social post templates highlighting peace of mind achieved with Adios
  • Printable 'Peace of Mind Passes' for hand-to-hand referrals

Timing and Triggers

  • Encourage referrals after key milestones such as completion of estate planning
  • Automate referral prompts post milestone achievements and positive customer support interactions

Client Success Stories

  • Regularly share testimonials highlighting ease of use and benefits of Adios
  • Develop a 'Peace of Mind Moment' spotlight monthly where most compelling success stories are shared

Referral Contests

  • Quarterly 'Peace of Mind' contest rewarding top referrer with a year of Adios Family subscription free

Partner or Affiliate Programs

  • Develop partnerships with financial advisors and legal consultants
  • Create a tracking system to reward partners for successful client referrals

Thank-You Experience

  • Send personalized thank-you emails or notes for every successful referral
  • Provide top referrers with a premium 'Peace of Mind Planner' gift kit with branded Adios items

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