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Cfpt

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • The primary target market is women aged 50+ who are experiencing menopause or perimenopause or are newly empty nested. They value certainty, simplicity, and want to feel confident and move freely.

Audience Type

  • B2C
  • Women experiencing menopause or perimenopause, newly empty nested women.

Needs – Primary Buying Considerations

  • They need to regain confidence and mobility.
  • They value time and are looking for a simple, effective solution.

Demographics

  • Age Range: 50+
  • Gender: Female
  • Geography: United States
  • Income Level: Consumer revenue between $10k - $30k per month suggests a middle-upper income level.
  • Profession: Not specified.

Psychographics

  • Lifestyle: Likely leading a more sedentary lifestyle, experiencing changes due to menopause.
  • What they value: Simplicity, confidence, mobility.
  • Pain Points: Lack of confidence and movement restrictions due to age and menopause.
  • Buying Behavior: Influenced by word-of-mouth recommendations, prefers telephone consultations.

2. My Message to My Target Audience

Refined Elevator Pitch

  • Cfpt is a specialized service designed to help women 50+ regain their confidence and freedom of movement, providing clarity and simplicity, so they can embrace their future without worry.

Understanding Their Pain Points

  • The limitations and loss of confidence due to physical changes
  • Experiencing menopause or empty nest syndrome
  • Struggling with uncertainty about the future and self-perception

Transformation

  • Regaining their mobility and self-confidence
  • Feeling secure and positive about their future
  • Enjoying a worry-free, fulfilling life post-menopause

Unique Selling Proposition (USP)

  • Specialized in addressing the unique needs of women 50+
  • Proven simplicity and clarity in the process
  • Empathetic, personal approach that outshines a generic fitness program

Brand Values & One-Liners

  • 'Embrace your golden years with strength and confidence'
  • 'Your future, saved and simplified'
  • 'Ditch the worry, embrace clarity and freedom'

Tone

  • Cfpt's brand voice is reassuring, empathetic and empowering, fostering trust and motivation in our clients turning their fears into moments of personal triumph.

Hero Text Idea

  • Flag Text: 'Empowering Women 50+'
  • Main Headline: 'Rediscover your confidence and mobility'
  • Sub Headline: 'Experience a personalized approach that brings certainty and simplicity to your journey, giving you a future you can enjoy freely'
  • CTA: 'Book Your Free Consultation Now'

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

Website

  • Develop website using Wordpress to fit budget constraints
  • Run Google Analytics to track user engagement and conversions
  • Adopt a mobile-first design given the tendency of target audience towards smartphone use

Social Media

  • Facebook: Targeted ad campaigns focusing on 50+ women, content sharing 2x per week
  • Instagram: Health motivational quotes, exercises, success stories posts 3x per week

Paid Advertising

  • Google Ads: Targeted for keywords relating to menopause-related fitness
  • Facebook Ads: Ensuring ads are seen by broader female 50+ demographic

Content Recommendations

  • Blog posts about menopause and fitness, personal success stories
  • How-to exercise Videos for 50+ women

Directories

  • Get listed on health-focused directories like Healthgrades.com and Wellness.com

Partnerships & Outreach

  • Partner with local gyms and yoga centers for offline event sponsorship
  • Partner with healthcare centers/hospitals for patient referrals

SEO and Content

  • Focus on keywords related to menopause, fitness and 50+ women health

Offline and Local Media

  • Sponsor local community events focused on health and wellness
  • Distibute Flyers and Brochures in local health centers and gyms

Online Events

  • Organize Webinars on importance of fitness in menopausal stage, encourage sign-ups for consultations

Online Networking

  • Join relevant Facebook and Reddit groups to offer advice and increase brand exposure

Cold Outreach

  • Email campaign targeting women in local community known to be within target demographic
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'The Menopause Mobility Guide': A downloadable guide with exercises and tips
  • 'Fitness After 50 Quiz': An interactive assessment with personalized results
  • 'Golden Years Fitness Tracker': A printable tracker to monitor progress

Tripwire Offer

  • 'Introductory Wellness Session': A low-cost, one-time personal wellness session
  • 'Start-Up Fitness Plan': A discounted, structured and personalized entry-level plan

Welcome Sequence

  • Automated email after lead magnet download, thanking and offering the tripwire
  • Follow-up email sharing additional resources and benefits of full program
  • Third email promoting the core offer with a limited-time discount

Segmentation

  • Segment leads by lead magnet used, to understand individual interests
  • Classify customers based on purchase history for up-selling and cross-selling

Chatbot and Automation

  • Chatbot on the website to answer common inquiries and capture lead data
  • Set automated emails considering user behavior and actions on the website

2. My Lead Nurturing System

Marketing CRM

  • Recommend HubSpot CRM for its affordability and wide range of automation capabilities

Sales CRM

  • Can use same HubSpot CRM for sales as well with proper pipeline setting

Automated Follow-Ups

  • Use automated email/SMS for post-opt-in and reactivation
  • Set triggers based on events (e.g., lead magnet download, tripwire purchase)

Newsletter

  • Send bi-weekly newsletters featuring success stories, health tips
  • Topics centered around menopause, fitness, and emotional wellness

Retargeting & Ads

  • Use Facebook for remarketing due to the demographic's high use of platform
  • Use Google Ads targeting keywords related to menopause and fitness

Social Media and Content

  • Post 2 to 3 times a week on Facebook and Instagram
  • Posts focus on health motivational quotes, exercise tips, success stories

Webinars and Events

  • Organize monthly webinars, promote via social media and newsletters
  • Topics can revolve around the importance of fitness during and after menopause

Other Nurture Channels

  • Implement a chatbot on the website for lead capture and basic customer support
  • Use SMS campaigns for special deals and reminders

3. Sales Conversion Strategy

Sales Process

  • Expand the referral process to social media, online groups, and partner networks
  • Improve phone consultation script to include USP and bonuses
  • Automate appointment booking to reduce friction and increase availability
  • Send email or text reminders for appointments

Sales Assets

  • Frame phone consultation script around clarity, certainty, and confidence
  • Develop a series of email templates for follow-ups after consultation
  • Design a downloadable resource (e.g., exercise tips) that positions Cfpt as expert

Testimonials and Case Studies

  • Request testimonials after successful consultations
  • Feature these testimonials on the website and in consultation follow-up emails
  • Develop detailed case studies for particularly successful client transformations

Conversion Rate Insights

  • Use Google Analytics for conversion tracking on booking page
  • Aim for a conversion goal of 10-15% for consultation bookings
  • Review and optimize the booking process every three months

Urgency and Offers

  • Create a limited time offer: 'First consultation free for the next 10 sign-ups'
  • Promote the offer on Facebook targeting the primary audience

Guarantees and Risk Reversal

  • Offer a money-back guarantee if clients do not find value in the consultation

Shock and Awe

  • Send a personalized thank you email after every booking
  • Follow up consultation bookings with a branded thank you gift
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email with clear next steps and a warm personal message
  • Schedule a welcome call that includes a brief health history discussion
  • Provide a printed welcome kit with inspiring stories of women who regained confidence

Communication Cadence

  • Weekly check-in calls and encourage frequent email exchanges
  • Send monthly informative newsletters featuring health tips and client success stories

Client Education

  • Create simple workout tutorials and health guides
  • Host webinars addressing menopause- and age-associated concerns
  • Create a FAQ page related to the service and menopause

Personalized Touches

  • Send handwritten notes thanking clients following each major milestone
  • Send birthday cards with thoughtful messages
  • Celebrate significant progress with acknowledgment emails featuring their success stories

Visuals and Documentation

  • Implement an optional 'before and after' photo/document release to share success stories
  • Customized progress reports emailed bi-weekly

Feedback and Proactive Support

  • Regular satisfaction surveys with questions tailored to their needs
  • Time-effective complaint and inquiry response system
  • Offering a flexible rescheduling policy

Guarantee or Promise

  • Promise a 'feel more confident or your money back' guarantee for first-time clients

Operational Excellence

  • Strict adherence to scheduled appointments
  • Clear communication about appointments, changes or cancellations
  • Standardized uniform and personal hygiene for in-person appointments.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer a discounted annual contract for upfront payment to encourage long-term commitment

Upsells & Cross-Sells

  • Introduce additional fitness or wellness coaching sessions as upsell opportunities
  • Offer nutritional advice or stress management sessions as cross-sells

Bundling & Packaging

  • Create tiered service packages: 'Basic Mobility', 'Confident Motion', 'Premium Empowerment'
  • Bundle wellness consultations or group sessions in the premium tier

Loyalty & Retention Programs

  • Launch a 'Feel-Good Rewards' program: clients earn points for each session attended, redeemable for bonus services

Custom Services and Personalization

  • Offer a 'White-Glove Wellness' tier: Personalized routines, dedicated coach, comprehensive wellness advice

Pricing Strategy

  • Provide incentives for long-term commitments with discounts for yearly contracts
  • Use value-based pricing for personalized service tiers

Customer Data and Insights

  • Implement a simple CRM to monitor customer behavior, track service usage and identify upsell opportunities

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a 20% discount on the next session for a successful referral.
  • Provide the referred customer with a 10% discount on their first session.

Shareable Assets

  • Provide clients with easy-to-share email templates to refer the service to a friend.
  • Distribute business cards with unique referral codes.

Timing and Triggers

  • Request referrals after the client has seen notable progress with her sessions.
  • Automate a follow-up email asking for referrals after the 5th session.

Client Success Stories

  • Regularly gather testimonials through personalized emails and share on social media platforms.
  • Use these testimonials to encourage existing clients to refer others.

Referral Contests

  • Run a quarterly contest where the client with the most successful referrals wins a free session.

Partner or Affiliate Programs

  • Collaborate with local wellness centers for referrals in exchange for a percentage of the first session's payment.

Thank-You Experience

  • Send a personalized thank you note to clients who make successful referrals.
  • Recognize top referrers on your website or social media pages.

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