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Before (Prospect)

1. My Target Market

Primary Target Market Summary

  • High-class clients in Egypt seeking unique, handmade, luxury decorative items for their homes.

Audience Type

  • B2C
  • High-net-worth individuals interested in unique decorative items

Needs – Primary Buying Considerations

  • Desire for unique, quality home pieces
  • Appreciation for handcrafted, luxury items
  • Willingness to pay for exclusivity

Demographics

  • Age Range: Not specified (Inferred: 30-60)
  • Gender: Not specified (Inferred: Both)
  • Geography: Egypt
  • Income Level: High
  • Profession: Not specified

Psychographics

  • Lifestyle: Luxurious, appreciates uniqueness and exclusivity
  • What they value: Quality, craftsmanship, luxury
  • Pain Points: Sourcing unique luxury items
  • Buying Behavior: Willing to wait for, and invest in unique, handmade products

2. My Message to My Target Audience

Refined Elevator Pitch

  • Circles handcrafts unique, luxurious decor pieces from various regions of Egypt, encapsulating opulence and individuality, enabling discerning homeowners to express their unique style and indulge in their love for rarity.

Understanding Their Pain Points

  • The frustration of searching for unique decor pieces.
  • The current state of having common, mass-produced decor items.
  • The struggle to find quality, one-of-a-kind artifacts that reflect their high-class tastes.

Transformation

  • Owning an exclusive, luxurious piece that accentuates their home.
  • Proud satisfaction of possessing a rare, handmade artifact.
  • Improvement in the aesthetic and uniqueness of the home after purchase.

Unique Selling Proposition (USP)

  • Handmade, high-quality artifacts sourced from various parts of Egypt.
  • Proven quality with a one-year guarantee and lifelong maintenance.
  • Surpass competitors by eliminating the exhausting search for unique pieces.

Brand Values & One-Liners

  • "Express your unique style with Circles."
  • "Rarely seen, never forgotten."
  • "Embrace the exceptional with handcrafted luxury."
  • "Your home, your signature piece."

Tone

  • Circles speaks with an elite, sophisticated voice that appreciates the beauty of rarity and luxury. Our customers feel understood, catered to, and part of an exclusive club.

Hero Text Idea

  • Flag Text: "Handcrafted Luxury from Egypt"
  • Main Headline: "Indulge in Rare, Unique Decor"
  • Sub Headline: "Immerse your home in opulence and individuality with our eclectic range of handcrafted artifacts. Guaranteeing quality, we transform interiors with our standout pieces."
  • CTA: "Discover Unique Luxury"

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

Website

  • Build on Shopify, ideal for product-based businesses with budget considerations
  • Track Add-to-Cart, Purchases and average Order Value
  • Focus on both desktop and mobile, as target audience likely uses both

Social Media

  • Instagram for showcasing product imagery and behind-the-scenes process, post 3x/week
  • Facebook for broader reach and engagement, post 1-2x/week

Paid Advertising

  • Facebook Ads for targeting high-income individuals in Egypt
  • Google Shopping Ads to show product images and prices in search results

Content Recommendations

  • Blog post ideas: 'The Art of Handmade', 'Behind The Scenes of Creating Our Pieces', 'Decorating with Unique Pieces'

Partnerships & Outreach

  • Partner with high-end interior designers and real estate developers in Egypt
  • Attend local events and trade shows targeting luxury home market

SEO and Content

  • Blog about unique decor pieces, interiors, and Egyptian craftsmanship for organic traffic
  • Invest in local SEO for visibility among local customers

Offline and Local Media

  • Local magazines and newspapers for press releases/features
  • Sponsor Interior decor related events for visibility among target audience

Online Events

  • Host webinars for e.g. 'Art of Luxury Home Decor' to attract potential clients

Cold Outreach

  • Use LinkedIn to connect and message luxury real-estate professionals
  • Outreach to high-net-worth individuals via upscale clubs and associations
During (Lead)

1. My Lead Capture System

Lead Magnet

  • Digital Catalog of Unique Pieces
  • Subscription for Insider Access to New Collections
  • Luxury Home Décor Style Guide

Tripwire Offer

  • Limited Time Offer on Selected Pieces
  • Exclusive Access to the Latest Collection for a Small Fee

Welcome Sequence

  • Welcome email with a brief story about Circles and the artisans
  • Follow-up email showcasing popular items
  • Final email of sequence offering a one-time, new customer discount

Segmentation

  • Identify customer tastes based on items browsed or purchased
  • Segment by amount spent to identify high-value customers

Chatbot and Automation

  • Implement a chatbot to answer basic questions and capture leads
  • Use chat automation to guide visitors to lead magnets or product pages

2. My Lead Nurturing System

Marketing CRM

  • Recommended Platform: Hubspot CRM
  • Automation Capabilities: Automate emails, track customer interactions, and manage data
  • Potential Improvements: Start using a CRM for better customer data management and marketing automations

Sales CRM

  • Recommended Platform: Pipedrive
  • Pipeline Tracking: Keep track of deals, stages, and close dates
  • Recommended Upgrades: Start using a CRM to efficiently manage sales processes

Automated Follow-Ups

  • Post-opt-in: Send a welcome email with a brief story about Circles and its artisans
  • After Purchase: Follow up with a thank you note, maintenance tips, and suggested products
  • Non-Purchasing visitors: Reminder email about unpurchased items and new arrivals

Newsletter

  • Frequency: Bi-monthly
  • Topics: Case studies, behind the scenes, new arrivals, decor tips
  • Segmentation: Based on interests (browsed items) and value (amount spent)

Retargeting & Ads

  • Facebook remarketing: Target people who visited the site/page but didn’t purchase
  • Google Ads: Use Display ads to retarget visitors with visuals of product

Social Media and Content

  • Posting Frequency: Instagram (3x week), Facebook (2x week)
  • Content Type: Product showcases, artisan interviews, client testimonials

Webinars and Events

  • Monthly online webinars: 'Art of Luxury Home Décor', Q&A sessions with artisans

Other Nurture Channels

  • WhatsApp: For VIP client communications
  • Chatbot: To handle basic queries, engage, and guide website visitors

3. Sales Conversion Strategy

Sales Process

  • Simplify ordering process: Include clear pricing, availability, delivery times on website.
  • Highlight USP at every point of customer interaction: About Us, Product Descriptions, Checkout.
  • Follow up immediately with a 'Thank You' email, including a reminder of lifetime maintenance and one year guarantee.

Sales Assets

  • Create detailed product descriptions: highlight the story, materials, and craftsmanship.
  • Develop engaging scripts for customer service interactions.
  • Build an FAQ page addressing common queries and objections such as shipping times, product care, and returns.

Testimonials and Case Studies

  • Start collecting customer reviews & testimonials immediately after delivery.
  • Showcase these on the Homepage and Product Pages.

Conversion Rate Insights

  • Install Google Analytics for insight into website traffic and conversion rates.
  • Monitor add-to-cart and checkout completion rates, identify friction points.

Urgency and Offers

  • Emphasize the exclusivity and scarcity of products on product pages and in marketing messages.
  • Inform customers of limited availability through email and social media updates.

Guarantees and Risk Reversal

  • Communicate your one-year product guarantee and lifetime maintenance offer on product pages and throughout the checkout process.
  • Develop a clear, easy-to-find returns and exchanges policy for added reassurance.

Shock and Awe

  • Consider including a small 'thank you' gift with every purchase: e.g., a small handmade ornament, or a discount coupon for their next purchase.
  • Send a personalized 'thank you' note with each delivered product, emphasizing the handmade nature and lifetime service.
After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Customers receive a welcome email with a thank you note and description of the purchased piece.
  • The product comes in a luxurious, personalized packaging.
  • Include a detailed guide on how to care for the product and maintain its uniqueness.

Communication Cadence

  • Regular emails highlighting new arrivals, product maintenance tips, and exclusive offers.
  • SMS notifications confirming orders, shipping, and delivery.

Client Education

  • Video-guides about the sources and craftsmen behind the products, educating customers about their uniqueness.
  • Blog posts discussing various materials used, tips to incorporate pieces into decor themes.

Personalized Touches

  • Personalized product suggestions based on previous purchases.
  • Occasional exclusive presents for VIP customers.
  • Recognition and gifts for customer milestone purchases.

Visuals and Documentation

  • Product documentation with in-depth details of craftmanship, region, and materials used.
  • Beautiful 'behind-the-scenes' stories showcasing the making process.

Feedback and Proactive Support

  • System for customers to leave product reviews and share their experiences.
  • A proactive customer support team to help with queries or issues.

Guarantee or Promise

  • Emphasize the one-year guarantee and lifelong maintenance in all communications.
  • Clear and hassle-free return or replacement process.

Operational Excellence

  • Strict punctuality in product delivery.
  • High standards of service and communication at all touchpoints.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer Subscription plans for a specific number of products per year
  • Offer contracts for customized products

Upsells & Cross-Sells

  • Suggest companion pieces or sets to augment an existing purchase.
  • Offer discounted pricing for multiple purchases

Bundling & Packaging

  • Create theme-based bundles of decoration items.
  • Offer limited-edition themed packages during holiday seasons

Loyalty & Retention Programs

  • Implement a point system where customers earn points with each purchase. Points can be redeemed for discounts.
  • Offer early access to new collections or limited edition pieces to most loyal customers.

Custom Services and Personalization

  • Offer a premium tier for customization of pieces.
  • Offer interior consultation service to design a space around Circles' pieces.

Pricing Strategy

  • Apply dynamic pricing based on demand for items.
  • Offer a discount on prepayment of subscription plans.

Customer Data and Insights

  • Implement a CRM for better customer data tracking and personalized marketing.
  • Tracking popular items to assess customer preferences and stock accordingly.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Reward referrers with a 10% discount on their next purchase.
  • Offer new customers a 5% discount on their first purchase if referred by an existing customer.

Shareable Assets

  • Create Instagram-ready photo templates with Circles products to share on stories or posts.
  • Develop co-branded hashtags for customers to use when showcasing their purchases on social platforms.

Timing and Triggers

  • Request for referrals after a successful sale or maintenance service.
  • Implement an automated email to request referrals after the delivery of an item.

Client Success Stories

  • Capture and share customer testimonials and 'unboxing' experiences on the website and social channels.
  • Regularly feature happy customers on Instagram with their unique home decor item.

Referral Contests

  • Conduct a quarterly 'Decor Showcase' contest, rewarding the customer with the most referrals for that quarter with a signature piece.

Partner or Affiliate Programs

  • Collaborate with interior designers and high-profile influencers to promote the brand in exchange for a commission on their followers' purchases.

Thank-You Experience

  • Deliver surprise thank-you gifts to top referrers. Consider a small luxury item or a handwritten note from the founder.

Take Your Marketing Plan to the Next Level

Now that you have your 1PMP, you've unlocked a FREE Marketing Clarity Call with my team.

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