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DeVard LLC

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • DeVard LLC targets experienced surgeons running their own practices who need guidance in understanding and improving their business metrics.

Audience Type

  • B2B
  • Small and medium-sized healthcare practices

Industries (if B2B)

  • Healthcare

Needs – Primary Buying Considerations

  • Need to understand financial results
  • Need actionable steps to improve business health
  • Seeking long-term planning guidance

Demographics

  • Age Range: 40-60
  • Gender: Not specified
  • Geography: United States
  • Income Level: Individual income of $2M+ from their practice annually
  • Profession: Surgeons running their own practices
  • Business Size: 3-4 employees

Psychographics

  • Lifestyle: Busy professionals focused on patient care
  • What they value: Effective patient service, business growth
  • Pain Points: Overwhelmed by the business aspect of their practice
  • Buying Behavior: High value, long-term partnerships
  • Decision-Making Roles:
  • Primary Decision Maker: Surgeon (business owner)
  • Secondary Decision Influencers: Not specified
  • Support Roles: Not specified

2. My Message to My Target Audience

Refined Elevator Pitch

  • DeVard LLC equips small business owners, particularly surgeon-run practices, with financial clarity and strategic guidance. Utilizing a proprietary dashboard and financial expertise, we transform their business health for long-term stability and growth.

Understanding Their Pain Points

  • Lack of understanding and clarity around financial metrics
  • Overwhelmed by the complexities of business management
  • Deprived of time and resources to strategically plan for business growth

Transformation

  • Clear understanding of financial metrics and their impact
  • Confidence in business decisions backed by robust data
  • Significant increase in business health and growth potential

Unique Selling Proposition (USP)

  • Proprietary financial dashboard uniquely tailored for small businesses
  • Personalized 1:1 support with a finance expert
  • Clear action-steps derived from financial insights

Brand Values & One-Liners

  • 'Enabling Surgical Precision in Business Strategy'
  • 'Your Financial Health Check-up Made Easy'
  • 'Growth-Driven Metrics for Your Practice'

Tone

  • DeVard LLC takes a professional yet compassionate approach, understanding the rigors of the medical profession and the importance of sound business health. We instil confidence, empowering our clients to focus on what they do best - treating patients.

Hero Text Idea

  • Flag Text: 'Specialized Business Service for Surgeon-run Practices'
  • Main Headline: 'FYI: Your Financial Health Is Now Clearer Than Ever'
  • Sub Headline: 'Navigate your business strategy with precision, backed by our personalized financial guidance and proprietary dashboard. Harness your practice’s full growth potential.'
  • CTA: 'Schedule Your Free Consultation Today'

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

Website

  • Build a professional website using a platform like WordPress or Squarespace
  • Make sure the website is mobile-responsive
  • Track conversions such as form submissions, appointment bookings, and PDF downloads

Social Media

  • Focus on LinkedIn for networking and thought leadership
  • Share financial insights, client success stories, and resources 2x per week

Paid Advertising

  • Allocate a portion of the marketing budget to LinkedIn Sponsored Content to target surgeons and healthcare professionals
  • Use Google Ads to target relevant search terms

Content Recommendations

  • Write blog posts on topics such as 'Understanding your Practice's Financial Health'
  • Develop downloadable resources like 'Financial Metrics Every Surgeon Should Track'

Podcasts

  • Appear as a guest on industry podcasts like 'Doctor Money Matters' or the 'Business of Medicine' podcast

Directories

  • Get listed in relevant directories such as the American Medical Association’s DoctorFinder

Partnerships & Outreach

  • Seek partnerships with healthcare associations or groups like the American College of Surgeons

SEO and Content

  • Invest in on-site SEO, starting with keyword research
  • Target industry-specific terms and financial jargon that surgeons may use

Offline and Local Media

  • Sponsor local healthcare events
  • Consider direct mail campaigns targeting independent healthcare practices

Online Events

  • Host webinars on topics like 'Improving Your Practice’s Financial Performance'
  • Participate in online healthcare trade shows

Online Networking

  • Join healthcare and business forums like SERMO or MedsChat

Cold Outreach

  • Use LinkedIn's InMail feature to offer consultations to target audience members
  • Consider a targeted email marketing campaign
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Essential Financial Criteria Guide For Surgeons' - Use a guide to provide valuable tips
  • 'Health check calculator for your Practice' - Interactive calculator estimating business health
  • 'Navigating Business Growth: Workshop for Surgeons' - Free exclusive access to an online workshop

Tripwire Offer

  • 'Comprehensive Business Health Report' - A low-cost report analyzing their current business health
  • '1-Week Business Monitoring with Summary' - Affordable 1 week of business metrics monitoring with a summary report

Welcome Sequence

  • Welcome email explaining what to expect from DeVard LLC
  • Series of introductory emails with the lead magnet and additional informational content
  • Testimonials and case studies showcasing past successes
  • Final email inviting them to a free consultation call

Segmentation

  • Stage of business growth (early stage, mature)
  • Business size (# of employees)
  • Financial complexity of the practice

Chatbot and Automation

  • Use chatbot to automate initial inquiries and book consultation calls
  • Automated follow-up sequence for consultation call no-shows

2. My Lead Nurturing System

Marketing CRM

  • Begin with Zoho CRM for its affordability and robust features
  • Set up automation for lead scoring and segmentation

Sales CRM

  • Start with Zoho CRM with a focus on pipeline management and reporting
  • Use the handoff process from marketing to sales within the same CRM

Automated Follow-Ups

  • Develop email automation for post-consultation follow-up
  • Set up SMS reminders for upcoming consultation or review meetings
  • Create reactivation sequence for inactive leads

Newsletter

  • Send monthly newsletter with financial tips and insights
  • Include case studies and news relevant to surgeons

Retargeting & Ads

  • Set up LinkedIn Sponsored Content for retargeting
  • Use Google Search Ads for high-intent search terms

Social Media and Content

  • Post twice a week on LinkedIn
  • Share blog posts, client testimonials, and relevant news

Webinars and Events

  • Host a quarterly webinar discussing finance issues for surgeons
  • Attend healthcare industry events for networking

Other Nurture Channels

  • Use a website chatbot for lead capture and initial query handling
  • Set up a WhatsApp business line for convenient communication with leads

3. Sales Conversion Strategy

Sales Process

  • Kick-off with a free consultation to build initial trust and demonstrate expertise
  • Present a tailored business plan based on consultation insights
  • Sign-off on engagement letter formalizing a one year contract
  • Schedule monthly review meetings for continuous engagement and support
  • Email follow-ups/ reminders to maintain a warm lead pipeline

Sales Assets

  • Create a consultation script highlighting value proposition and expertise
  • Develop a templated proposal highlighting the proprietary dashboard and personalized support
  • Standardize an engagement letter including terms of service and confidentiality clauses

Objection Handling and Guarantees

  • Develop an objection handling script addressing common concerns like cost, returns, and time commitment
  • Introduce monthly checkpoints to redress any dissatisfaction
  • Offer a month-end performance report as an assurance of the service quality

Testimonials and Case Studies

  • Encourage successful clients to share testimonials for social proof
  • Actively collect and display case studies on website showing results achieved
  • Include testimonials in proposals and presentations

Conversion Rate Insights

  • Track conversion rate from consultations to paying clients
  • Identify conversion bottlenecks and develop strategies to overcome

Urgency and Offers

  • Offer a limited time discount on annual contracts
  • Introduce additional consulting hours as fast mover incentives

Shock and Awe

  • Provide a personalized health check-up report for their business as a gift
  • Surprise top clients with free one-hour consultations as an appreciation gesture
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email with access details to the proprietary dashboard
  • Scheduling of the initial consultation via a reliable online platform
  • Deliver a digital welcome kit including a step-by-step guide to the dashboard

Communication Cadence

  • Weekly check-in emails summarizing metric highlights and current actions
  • Monthly video meetings for an in-depth review

Client Education

  • Create a knowledge hub with user-friendly guides on financial metrics
  • Bi-monthly educational webinars on specific topics of financial management

Personalized Touches

  • Send a personalized birthday email offering a one-time free extra consultation
  • Celebrate annual partnership anniversaries with a thank-you note and a small gift
  • Periodically check-in to ensure satisfaction and see if there are any additional concerns or questions

Visuals and Documentation

  • Monthly performance reports comparing current metrics with previous ones
  • Visual walkthroughs of the dashboard functions

Feedback and Proactive Support

  • A system for surveying clients twice a year to gather feedback
  • Systematic resolution of identified issues

Guarantee or Promise

  • A commitment to provide practical steps for business growth; if no improvement is seen within a defined period, offer extra support for free.

Operational Excellence

  • Ensure flex scheduling
  • Uphold professional etiquette in communication
  • Maintain an organized, easy-to-navigate client dashboard

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer discount for annual contracts over monthly ones to encourage commitment
  • Include renewal reminders with personalized benefits recap

Upsells & Cross-Sells

  • Offer detailed business health auditing as an upsell
  • Cross-sell implementation support or business training for clinic staff

Bundling & Packaging

  • Create tiered service levels offering different depths of financial analysis and planning support

Loyalty & Retention Programs

  • Reward long-term clients with exclusive business growth strategy sessions

Custom Services and Personalization

  • Develop bespoke financial assessment modules for businesses with unique needs

Pricing Strategy

  • Introduce a value-based pricing strategy that reflects the improved financial health of client businesses

Customer Data and Insights

  • Invest in CRM to track client interactions, identify churn signals, and personalize communication

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a reduction on next invoice for each successful referral
  • Provide referees with a discount for their first month

Shareable Assets

  • Create a shareable link for referrers and referees
  • Design a printable card with company information and offer details

Timing and Triggers

  • Request for referrals after positive client progress reviews
  • Use automation to ask for referrals soon after client milestones

Client Success Stories

  • Ask clients for testimonials and share them on your website
  • Share success stories on social media with permission from clients

Referral Contests

  • Host quarterly contests rewarding the client with most referrals

Partner or Affiliate Programs

  • Set up affiliate programs with other businesses catering to similar target market

Thank-You Experience

  • Send hand-written notes for top referrers
  • Acknowledge top referrers on company website or newsletter

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