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Decipher Your Value

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Decipher Your Value primarily targets entrepreneurial small-business owners in a transitional phase, contemplating future plans, and ready to understand the current value of their business.

Audience Type

  • B2B
  • Small-business owners who are curious about their firm's worth

Industries

  • Cross-industry, any small businesses exploring their current worth

Needs – Primary Buying Considerations

  • Transparency and clarity without the heavy cost or complexity of a full valuation
  • Definite understanding of current worth based on real-time market data
  • Fast and affordable valuation process

Demographics

  • Age Range: Not specified but likely mature entrepreneurs
  • Gender: All
  • Geography: Unspecified, likely global given the virtual product
  • Income Level: All ranges
  • Profession: Small-business owners
  • Business Size: Small businesses

Psychographics

  • Lifestyle: Business-minded, forward-thinking
  • What they value: Clarity, actionable insights, affordability, and trustworthiness of information
  • Pain Points: Uncertainty of business worth, the complexity of traditional valuation methods
  • Buying Behavior: Motivated by data-driven insights, prefers affordability and efficiency
  • Decision-Making Roles:
  • Primary Decision Maker: Business owner
  • Secondary Decision Influencers: Not specified
  • Support Roles: Not specified

2. My Message to My Target Audience

Refined Elevator Pitch

  • Decipher Your Value provides small business owners with a market snapshot valuation through real market data and industry-specific analytics, to help them make more informed decisions about their business growth or sales strategy.

Understanding Their Pain Points

  • Difficulty understanding their business value in the current market
  • Currently relying on guesswork or expensive consultants for business valuations
  • Struggling to make growth or sales decisions due to a lack of data

Transformation

  • Enhanced understanding of their business's market value
  • Empowered to make well-informed business decisions
  • Relief from the cost and complexity of traditional valuations

Unique Selling Proposition (USP)

  • Leveraging real small-business sale data from verified market sources
  • Quick, affordable, and actionable valuation report in 48–72 hours
  • Plain and visual language that reveals what's driving or hindering the business value

Brand Values & One-Liners

  • Empowering business growth through clear insights
  • Putting invaluable market knowledge within every small business owner's reach
  • Demystifying business valuation, one snapshot at a time

Tone

  • Decipher Your Value speaks in an authoritative and insightful tone, highlighting its expertise in the field while empathizing with small business owners' need for clarity and actionable insights.

Hero Text Idea

  • Flag Text: Amplify Your Value
  • Main Headline: We bring clarity to your business value
  • Sub Headline: Our Market Snapshot Valuation uncovers your business's true value, empowering you to make strategic decisions based on real market data
  • CTA: Get your valuation snapshot today

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

Website

  • Continue to use Wix, a cost-effective platform, suited for the budget
  • Track conversions on 'Get your valuation snapshot today' button
  • Optimize the website for desktop since B2B customers often research during work hours

Social Media

  • LinkedIn and Facebook, platforms popular among business owners
  • Post 2-3 times per week
  • Share informative content about market value, business tips, and customer testimonials

Paid Advertising

  • Start with LinkedIn ads targeting small business owners
  • Opt for lead generation campaigns with goal to attract sign-ups for Market Snapshot Valuation

Content Recommendations

  • Guides on understanding business valuation
  • Blogs on enhancing business value

Podcasts

  • Start a podcast named 'Value Talk', discussing business valuation and growth
  • Appear on 'Small Business Big Marketing', a popular podcast among entrepreneurs

SEO and Content

  • Focus on keywords like 'business valuation', 'small business worth', 'market snapshot'

Offline and Local Media

  • Attend local business events and seminars for networking and promotion

Online Events

  • Host webinars explaining the process and benefits of Market Snapshot Valuation

Online Networking

  • Engage in forums like 'Entrepreneur' and 'Startup Nation' to connect with potential clients

Cold Outreach

  • Use LinkedIn for reaching out to potential clients directly
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Demystifying Your Business Value' eBook
  • 'First Steps to Increasing Your Business Worth' Webinar Registration
  • Business Valuation Quick Start Guide

Tripwire Offer

  • Discounted Introductory Market Snapshot Report
  • Business Health Check: mini-assessment of key business metrics

Welcome Sequence

  • Email 1: Welcome and introduction to Decipher Your Value.
  • Email 2: More about the importance of knowing your business value.
  • Email 3: Insight into how Decipher Your Value's services can help.
  • Email 4: Invitation to purchase the Market Snapshot Valuation.

Segmentation

  • Tag leads based on industry, size of business, and which lead magnet they interacted with for better personalization.

Chatbot and Automation

  • Implement a chatbot to engage site visitors, answer common queries and capture leads.
  • Use automation for follow-up emails and invitations to webinars.

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Kit
  • Automation capabilities: Email automation (limited)
  • Recommended improvements or replacements: Switch to ActiveCampaign, which provides more comprehensive automation, CRM, and segmentation capabilities and continues to be affordable for early-stage businesses.

Sales CRM

  • Current platform: Not available
  • Pipeline tracking or handoff process: Track sales and conversions via Wix + Stripe
  • Recommended upgrades: Consider integrating a CRM such as Pipedrive for better tracking of customer interactions and sales pipeline management. Since the business is still small, a basic package would suffice.

Automated Follow-Ups

  • Types of automations: Post-download (lead magnet), Post-purchase (cross-sell upsell)
  • Frequency or triggers: Immediate follow-up post-download, 3-day lapse before the cross-sell upsell series

Newsletter

  • Frequency: Monthly
  • Topics or content pillars: Business valuation insights, industry trends, company updates
  • Segmentation: Based on industry, size of business

Retargeting & Ads

  • Platforms and goals: Facebook, LinkedIn retargeting for those who visited the website but did not convert, objective would be conversion and lead generation.

Social Media and Content

  • Posting frequency: Twice per week
  • Content type or campaign focus: Original content about business valuation, industry trends, customer testimonials

Webinars and Events

  • Suggested cadence or purpose: Quarterly webinars to educate about business valuation, attract leads, and showcase expertise

Other Nurture Channels

  • Implement chatbot using a tool like MobileMonkey for instant customer interaction and query resolution.
  • Push marketing via SMS and WhatsApp using a tool like TextMagic. This campaign would be for re-engagement or promotions.

3. Sales Conversion Strategy

Sales Process

  • Start: Awareness generation via ads, posts, blog articles on Facebook, LinkedIn, and Decipher Your Value blog.
  • Lead Capture: Downloading a guide or joining an email list acts as the initial interaction. The ConvertKit sequence starts here.
  • Conversion: Purchase of Market Snapshot at $297 through the Wix checkout with Stripe as the payment gateway.
  • Delivery: Buyers receive a professional report in PDF form with a Call-to-Action.
  • Upsell: Buyers are led to purchase a calculator or a full valuation through a follow-up email series.
  • Retention: Annual returns or referrals generated using email reminders and loyalty discounts.

Sales Assets

  • Create an SOP for the sales process.
  • Develop scripts for objection handling, typically addressing budget concerns.
  • Prepare a proposal template for upselling offerings.
  • Build a visually intuitive pitch deck explaining the Market Snapshot Valuation journey.

Testimonials and Case Studies

  • Initiate the practice of requesting testimonials post-service delivery.
  • Use positive testimonials as social proof on website, promotional materials, and within proposals.
  • Showcase case studies demonstrating success stories on website and social media.

Conversion Rate Insights

  • Track the conversion rate from Awareness to Lead Capture, Lead Capture to Conversion, Conversion to Upsell, and retention.
  • Aim to incrementally improve conversion rates at each of these stages.

Urgency and Offers

  • Introduce time-bound offers like a discount on Market Snapshot purchase.
  • Promote early-bird incentives for opportunities like webinars and premium blogs.

Guarantees and Risk Reversal

  • Offer a money-back assurance if the Market Snapshot doesn't provide valuable insights.

Shock and Awe

  • Include a surprise gift of valued reports or a viable discount on their first purchase.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Personalized welcome email with a visual guide on the step-by-step process of Market Snapshot Valuation.
  • An introductory video tutorial covering essential points about market valuation.

Communication Cadence

  • Weekly updates on the valuation process progress via email.
  • Immediate notifications on any major findings or issues.

Client Education

  • Regular content on “Understanding Your Business Valuation” through blog posts and newsletters.
  • Webinars or Q&A sessions with valuation experts.

Personalized Touches

  • Handwritten 'Thank you' notes post-valuation process completion.
  • Celebration and acknowledgment of client's business anniversaries or milestones.

Visuals and Documentation

  • All reports presented in simple, visually engaging formats.
  • Clear before-and-after valuation comparisons provided.

Feedback and Proactive Support

  • Regular customer satisfaction surveys post-valuation.
  • Prompt support via email or live chat for any queries or issues.

Guarantee or Promise

  • The valuation is based on authenticated sources, ensuring accuracy and honesty.
  • A promise of comprehensive support throughout the valuation process.

Operational Excellence

  • Ensuring the valuation process completes within the promised time frame.
  • Maintaining clarity and transparency in all client communications.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Develop an annual renewal offer with a discounted rate for loyalty
  • Consider retainer packages for long-term business valuations

Upsells & Cross-Sells

  • Introduce tiered valuation services with more detailed insights as upsells
  • Offer a personalized business growth plan based on their valuation as an add-on
  • Cross-sell with partners providing relevant services (accounting, legal, etc.)

Bundling & Packaging

  • Design 'Plus' and 'Premium' valuation packages offering deeper insights
  • Bundle valuation report with a strategy consultation session

Loyalty & Retention Programs

  • Introduce a referral program rewarding clients with discounted or free future evaluations
  • Develop a loyalty program offering discounted rates for repeat customers

Custom Services and Personalization

  • Offer custom valuation reports tailored to specific industries or niches
  • Enable personalization services at an additional cost, such as a personalised growth roadmap.

Pricing Strategy

  • Incentivize long-term commitments with discounted rates
  • Introduce tiered pricing to attract different segments of the market
  • Evaluate and experiment with value-based pricing based on results achieved by customers

Customer Data and Insights

  • Utilize the Kit CRM to identify patterns in customer behavior and refine service offerings
  • Use churn rate data to identify customers at risk and proactively engage them with retention initiatives

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • For referrers: Discount on the next Market Snapshot Valuation
  • For referees: Bonus report with insights tied to their industry

Shareable Assets

  • Social media post templates highlighting the benefits of a speedy and affordable business valuation
  • Email templates directed to fellow business owners, sharing the value of Decipher Your Value services

Timing and Triggers

  • Post-delivery of the professional report, check customer satisfaction and ask for referrals
  • Automate referral requests in the follow-up email series for upsells

Client Success Stories

  • Requested as part of the post-delivery feedback process
  • Promoted on social media and the website to validate the service's value

Referral Contests

  • Quarterly contests rewarding the top referrer with a free in-depth valuation service

Partner or Affiliate Programs

  • Partnerships with business coaches or consultants
  • They deliver an affiliate code their clients can use when engaging Decipher Your Value services

Thank-You Experience

  • Top referrers receive a personalized thank-you note
  • Include a surprise discount code for their next purchase

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