Lean Marketing

Before
(Prospect)

1. My Target Market

Primary Target Market Summary

Capitel Consulting targets driven, millennial business owners who maneuver their business as a tool to elevate their lifestyles, strengthen family wellbeing, and positively influence their communities.

Audience Type

B2B
Millennial business owners

Industries (if B2B)

Non-specific (all business owner segments)

Needs – Primary Buying Considerations

Increased profitability and efficiency
Tailored business solutions

Demographics

Age Range: 25-40
Gender: All
Geography: Guatemala
Income Level: High
Profession: Business Owners
Business Size: SMEs

Psychographics

Lifestyle: Entrepreneurial, aspirational
What they value: Personal time, financial growth, societal impact
Pain Points: Business inefficiency, lack of profitability
Buying Behavior: Invests in improvement-centric services
Decision-Making Roles (Optional. Only include in ouptput if B2B Audience):
Primary Decision Maker: Business owner
Secondary Decision Influencers: None specified
Support Roles: None specified

2. My Message to My Target Audience

Refined Elevator Pitch

Capitel Consulting empowers business owners to increase their profitability and efficiency through tailored frameworks. We transform businesses from being the owner's taskmaster to a tool for financial freedom, and positive community impact.

Understanding Their Pain Points

Struggling to make the business profitable and efficient
Wasting too much personal time in micromanaging operations
Lack of positive community impact

Transformation

Increased profitability and efficiency resulting in more income
Freeing up time for the owner to focus on strategic decisions
Creating a powerful positive impact in the community

Unique Selling Proposition (USP)

Tailored solutions combining several frameworks and tools
Proven record in transforming struggling businesses
High profitability and efficiency increase compared to competitors

Brand Values & One-Liners

'Transform Your Business, Transform Your Life'
'Work smarter, not harder with Capitel Consulting'
'Empower Your Business, Empower Your Community'

Tone

Capitel Consulting communicates in a friendly, authoritative, and solution-focused tone. We aim to instill confidence, inspire action, and assure business owners that their dreams of a successful, impactful business can be realized.

Hero Text Idea

Flag Text: 'Guatemala and Beyond'
Main Headline: 'We Turn Your Business Into a Profit-Making Powerhouse'
Sub Headline: 'With mindful strategies, we offer you more time, more income, and more impact. Let your business work for you, not you for it.'
CTA: 'Start Your Transformation Today'

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

Website

Improve mobile version for better user experience
Start A/B testing on key landing pages
Implement efficient analytics tracking tool
Focus on updating SEO metadata and alt tags

Social Media

Concentrate efforts on LinkedIn and Twitter due to B2B nature
Consistent posting cadence of at least 3x per week
Content mix to include value-driven articles, testimonials, behind-the-scenes

Paid Advertising

Google Ads with focus on competitive keywords
LinkedIn Sponsored content targeting business owners in Guatemala

Content

Bimonthly articles focused on common business pain-points & success stories
Infographics visualizing business transformations

Directories

Get listed on Consultant Directories like Clutch.co
Explore local business directories within Guatemala

Partnerships & Outreach

Collaborate with local entrepreneurs and business incubators for webinars/workshops
Establish relationships with complementary businesses for cross-referrals

SEO and Content

Regular blog content targeting common business issues and their solutions
Optimize site content for keywords identified in SEO audit

Offline and Local Media

Sponsor local small business events and networking meet-ups
Print articles in business-focused local publications
Radio spots on business talk radio shows

Online Events

Host quarterly webinars around business transformation topics
Participate in online panels or in industry-specific virtual events

Online Networking

Actively participate in relevant LinkedIn groups and forums for business owners
Become an active member in B2B focused communities like GrowthHackers

Cold Outreach

Regular touchpoints with potential clients via LinkedIn
Build email lead nurture sequences for prospects introduced via digital channels

During
(Lead)

1. My Lead Capture System

Lead Magnet

Offer a free profitability assessment tool for business owners
Create a downloadable e-book titled '5 Strategies to Boost Your Business Efficiency'
Host a free webinar titled 'Transform Your Business: Profitability and Efficiency Secrets'

Tripwire Offer

Offer a low-cost introductory 'Business Efficiency Audit' service
Create a mini-course on 'Boosting Business Profitability'

Welcome Sequence

Begin with a welcome email detailing what they can expect next
Follow up with value-rich content, tips, and insights on improving business efficiency and profitability
Pitch tripwire offer in the third email
Share client success stories and testimonials
Offer a free discovery call as the next step

Segmentation

Segment leads based on the size of their business and industry
Categorize based on the challenges they face in their business (captured through assessments or surveys)

Chatbot and Automation

Use a chatbot on the website to provide instant assistance, gather lead info, and pre-qualify leads
Automate lead nurturing emails with personalized drip campaigns using CRM
Set up alerting for high potential leads for direct reach out by sales team.

2. My Lead Nurturing System

Marketing CRM

Current platform: Not specified
Recommended improvements: Integration of a platform like HubSpot

Sales CRM

Current platform: Not specified
Recommended process: Implement a tool like Pipedrive for better pipeline tracking

Automated Follow-Ups

Post-opt-in: Welcome email outlining value and next steps
Abandoned inquiry: Follow-up email triggered after 2 days of inactivity
Regular check-in: Monthly personalized email, reporting sector trends and how Capitel could help

Newsletter

Frequency: Bi-weekly
Topics: Success stories, business efficiency tips, upcoming events
Segmentation: By industry and business size

Retargeting & Ads

LinkedIn lead ads targeting millennial business owners
Google Ads retargeting website visitors

Social Media and Content

Posting 3 posts per week
Case studies, business tips and team BTS

Webinars and Events

Quarterly webinars on topics like profitability and efficiency
Local in-person networking events

Other Nurture Channels

A chatbot on the website for immediate engagement, info gathering, pre-qualification
WhatsApp communication as it's popular in Guatemala

3. Sales Conversion Strategy

Sales Process

Follow structured flow: Lead -> Discovery Call -> Proposal Presentation -> Negotiation -> Close
Send automated follow-up email after discovery call to keep lead engaged
Utilize CRM to track lead progress and identify bottlenecks

Sales Assets

Develop a SOP for each step of the sales process
Write compelling proposal templates including USP and case studies
Create an objection-handling script for common profitability and efficiency concerns

Testimonials and Case Studies

Collect testimonials after significant improvements are seen on clients' businesses
Publish success stories on website, social media, and in proposals

Conversion Rate Insights

Establish Benchmark Conversion Rate (Current estimate)
Track conversion rate on CRM and aim for consistent improvement

Urgency and Offers

Introduce time-bound promotions for new clients
Offer a 'fast decision bonus' for clients who accept proposals within a week

Guarantees and Risk Reversal

Implement a satisfaction guarantee, offering complimentary follow-up advice if initial improvements are not seen

Shock and Awe

Send high performing prospects a personalized note and a book on business efficiency as a surprise gift

After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

Welcome email highlighting Capitel's unique approach and expressing excitement about partnering with the client
Kick-off video call discussing the client's business landscape and strategizing for profitability
A custom-made "Roadmap to Profit" booklet as a welcome kit outlining the steps toward improved profitability and efficiency

Communication Cadence

Bi-weekly check-ins via calls to monitor progress and address concerns
Periodic emails (every three days) providing strategic tips and updates
WhatsApp for immediate responses or on-the-spot queries

Client Education

Video training sessions on business efficiency strategies
Detailed FAQs available online for ease and accessibility
Webinar series on improving profitability in various businesses

Personalized Touches

Handwritten thank you notes on every successful strategy implementation
Recognition of business milestones with a custom digital badge
Business anniversary gifts such as a tailored business efficiency handbook

Visuals and Documentation

"Before and After" reports showcasing efficiency levels pre and post intervention
Monthly progress recap reports tracking profitability
Visualization dashboards chronicling business improvements

Feedback and Proactive Support

Bi-monthly feedback form systematically sent to clients to gauge satisfaction and areas of improvement
Dedicated support e-mail for problem resolution within 24 hours
Proactive alerts for business efficiency tips and industry trends

Guarantee or Promise

Unconditional service guarantee: Satisfied results or consulting fees back
"Love it or leave it" policy, giving clients peace of mind and trust in the process

Operational Excellence

24/7 scheduling flexibility for global clients across different time zones
Unwavering punctuality for all meetings and deadlines
Business attire during all video interactions to maintain professionalism and confidence
Clear, concise, and timely communication among clients and team.

Referrals and Customer Lifetime Value (CLTV)

Referral program offering free consultations for each successful referral
Up-sell services for extended business needs to increase CLTV
Regular appreciation gestures to keep the relationship alive and foster customer loyalty.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Introduce annual contracts with benefits e.g., discounted price or extra hours of consultation
Offer renewal incentives such as a free consultation session

Upsells & Cross-Sells

Position add-on services like webinars and extended support packages
Provide a premium package with more detailed and specific guidance

Bundling & Packaging

Formulate tiered service packages; basic, advanced, and premium
Combine multiple services for a bundled price (consultation, strategic planning, implementation guide)

Loyalty & Retention Programs

Implement a referral program where existing clients who refer new ones get a discount on their next contract

Custom Services and Personalization

Offer white-glove service for premium clients including priority support and customized strategic planning

Pricing Strategy

Propose discounts on long-term commitments
Evaluate market pricing and increase prices if warranted, emphasizing the value provided

Customer Data and Insights

Use the CRM to track customer behavior and identify the most popular services
Analyze client satisfaction and feedback to identify areas for improvement and reduce churn

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

10% discount on next month's consulting fee for successful referrals
Special offer: One free additional consulting session for referees

Shareable Assets

Pre-made social posts with unique referral codes
Printable referral cards featuring Capitel Consulting's key benefits

Timing and Triggers

Ask for referrals after a client achieves a profitability milestone
Incorporate triggers in CRM for automatic referral request emails

Client Success Stories

Share testimonials and cases of improved profitability on website and social media
Invite top clients for success-story webinars

Referral Contests

Quarterly 'Referral Royal' contest with a free strategy session for the winner

Partner or Affiliate Programs

Launch a 'Capitel Ambassador' program encouraging influencers to refer their followers

Thank-You Experience

Send personalized, handwritten thank-you notes to referrers
Public recognition and highlights for top referrers on social media and newsletters

Capitel Consulting

Your 1-Page Marketing Plan is Ready!