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DIRTY GIRL DESIGNS

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • DIRTY GIRL DESIGNS is targeting well-educated, high-income individuals or couples looking to invest in a personalized, outdoors space that is built with integrity, creativity, and sustainability.

Audience Type

  • B2C
  • High-income individuals or couples seeking unique landscape design

Needs – Primary Buying Considerations

  • Values integrity and sustainability in design
  • Seeks a unique, personalized, outdoors space
  • Prefers a full turn-key solution
  • Welcomes creative and unusual ideas

Demographics

  • Age Range: Not specified
  • Gender: Not specified
  • Geography: Australia
  • Income Level: High-income with at least $100k to invest
  • Profession: Not specified

Psychographics

  • Lifestyle: Values personal outdoor spaces and can invest time and money into it
  • What they value: Integrity, creativity, sustainability, and personalization in design
  • Pain Points: Dealing with multiple contractors and service providers
  • Buying Behavior: Prefers a contractor that provides a turn-key solution

Secondary Target Market (only if applicable)

  • No secondary target market defined

2. My Message to My Target Audience

Refined Elevator Pitch

  • DIRTY GIRL DESIGNS provides time-strapped and high-income individuals with unique, restorative outdoor spaces. Leveraging 30+ years of expertise in design, cost estimation, and project management, we deliver a seamless, turnkey landscape solution, augmenting property value and personal enjoyment.

Understanding Their Pain Points

  • The dread of managing complex landscape design projects with various trades and subcontractors.
  • Stressed by lack of time and expertise to create personalized outdoor spaces.
  • Currently lacking a relaxing, personalized, and restorative outdoor space.

Transformation

  • Comfort knowing their project is managed by a seasoned professional with a breadth of industry experience and knowledge.
  • Peace of mind having an outdoor space that is unique, relaxing, and increases property value.
  • Freedom from dealing with individual trades and complications that arise during the project development.

Unique Selling Proposition (USP)

  • Proven track record of tackling challenging, complex projects where many retreat.
  • Unmatched qualification blend; Accounting, Commercial Law, Project Management, and extensive Cost Estimation.
  • Established network of trusted tradesmen and service providers built over 15 years.

Brand Values & One-Liners

  • "Turnkey tranquillity; we bring your dream outdoor space to life"
  • "Leverage our experience to increase your enjoyment and property value"
  • "With DIRTY GIRL DESIGNS, the only dirty hands are ours"

Tone

  • DIRTY GIRL DESIGNS adopts an authoritative, personable, and reassuring tone. We strive to instil confidence and tranquillity in our clients, securing their trust in our professional expertise.

Hero Text Idea

  • Flag Text: Australia’s Landscape Transformation Experts
  • Main Headline: Turnkey Landscape Solutions for Luxury Outdoor Living
  • Sub Headline: Expert guidance, stress-free management, and a space as unique as you. Enhance your property value and personal wellness with DIRTY GIRL DESIGNS
  • CTA: Transform Your Outdoor Space Now

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

Website

  • Optimize website for mobile-first experience
  • Develop a blog section to share industry trends, previous projects, and customer testimonials
  • Use WordPress contact forms to track lead generation

Social Media

  • Prioritize Facebook and Instagram for their visual storytelling capabilities and demographic match
  • Share project transformation images and videos 2x per week
  • Establish a LinkedIn presence to network with high-income professionals in Australia

Paid Advertising

  • Utilize Google Ads with a focus on ‘landscape design’ and geographic-specific keywords
  • Run Facebook Ads showcasing standout projects and the convenience of a turn-key service

Content Recommendations

  • Create a series of before-and-after videos/photos of completed projects
  • Share insights on the impact of custom outdoor spaces on mental health and property values

Directories

  • List business on Houzz and Yelp for visibility among home renovation audiences

Partnerships & Outreach

  • Engage in joint ventures with luxury home builders, architect firms, and real estate agencies

SEO and Content

  • Implement a keyword strategy revolving around 'luxury landscape design’, ‘turnkey construction services', and location-based keywords

Offline and Local Media

  • Participate in local Home and Garden shows as an exhibitor
  • Regularly send press releases to local Australian newspapers, showcasing unique projects

Online Events

  • Host a webinar or virtual tour demonstrating the transformation process of a landscape design project

Cold Outreach

  • Reach out to real estate agencies, newly purchased luxury homes, and architect firms via personalized email
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Inspirational Outdoor Spaces' guide: A downloadable PDF that showcases unique landscaping projects
  • 'Garden ROI' Calculator: A dynamic tool to estimate the property value increase possible with a landscaping project
  • 'Landscaping 101' Webinar: A free interactive session to educate potential clients about the process

Tripwire Offer

  • 'Dream Backyard' Consultation: A discounted, in-depth professional consultation to envision the potential of their outdoor space
  • 'Project Feasibility' Review: A low-cost review of clients' landscaping project plans

Welcome Sequence

  • Welcome Email: Introduces the brand, values, and expectations
  • Showcase Portfolio: Demonstrates the transformation ability of DIRTY GIRL DESIGNS
  • Value Proposition: Shares the benefits of a turn-key solution
  • Testimonial Email: Shares success stories of past clients
  • Soft Sell: Encourages taking the next step (e.g., consultation)

Segmentation

  • Segment leads based on their point of entry (webinar, guide, website form, social media)
  • Tag clients following consultation: Potential (awaiting proposal), Active (project ongoing), Completed (follow-up for testimonials or referrals)

Chatbot and Automation

  • Implement a chatbot on the website to answer FAQs, and guide visitors to the lead magnet
  • Set up automated email workflows triggered by lead magnet download/signup, consultation requests, etc.

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Not specified
  • Leverage CRM for tracking engagement with emails and site visits
  • Recommended CRM platforms: Zoho CRM (cost-effective, extensive features for small businesses)

Sales CRM

  • Current platform: Not specified
  • Implement a process for tracking sales pipeline
  • Recommended platform: Zoho CRM (keeps sales and marketing activities unified)

Automated Follow-Ups

  • Post-opt-in: Send welcome email series
  • Abandoned cart (Consultation booking): Trigger a follow-up email
  • Reactivation: If no interaction after 30-60 days, trigger re-engagement email

Newsletter

  • Bi-monthly frequency
  • Topics include landscape design tips, highlighted projects, and industry trends
  • Segmentation based on the entry point and level of engagement

Retargeting & Ads

  • Use Facebook for remarketing to website visitors
  • Google Ads for targeting keywords relevant to landscape design and turnkey solutions

Social Media and Content

  • Weekly posts on Facebook/Instagram, showcasing projects and design insights
  • Create blog posts covering industry trends, project showcases, and how-to guides

Webinars and Events

  • Quarterly webinars covering topics like 'Understanding Landscape Design' and 'Property value boost'

Other Nurture Channels

  • SMS: Reminder for upcoming consultations
  • Chatbot on website for instant contact and simple FAQ

3. Sales Conversion Strategy

Sales Process

  • Optimize response time to initial contacts - calls, emails, or 'Contact Us' form submissions.
  • Implement hassle-free booking system for on-site consultations.
  • Formalize process (scripts or guides) for sales qualification chat, highlighting unique value proposition and relevant qualifications.
  • Develop a detailed Fee Proposal templated document and proposal presentation guide.

Sales Assets

  • Develop sales scripts for qualification chats and proposal presentation discussions.
  • Create SOPs for all sales process steps and train on adherence to them.
  • Compile a set of impressive project case studies and images for proposal enhancements.

Testimonials and Case Studies

  • Actively request testimonials post-project completion; showcase on the website.
  • Develop in-depth case studies focusing on the transformation and process; use during sales discussions.

Conversion Rate Insights

  • Utilize the CRM to start tracking conversion from initial contact to project kick-off.
  • Set a target conversion rate for the next 12 months; track and iterate on sales process regularly.

Urgency and Offers

  • Offer a limited-time discount on Initial Consultations booked within a specific timeframe.
  • Implement seasonal discount messaging, e.g., 'Get Your Outdoor Space Summer Ready'

Guarantees and Risk Reversal

  • Clearly articulate and share the breadth of qualifications and experience to alleviate risk concerns.
  • Guarantee satisfaction with final space design - offer revision sessions as required within certain periods.

Shock and Awe

  • Send a personalized thank you note post-consultation, along with a small gardening-related gift.
  • Provide a welcome pack on project kick-off containing relevant information, timelines, and a small 'ground-breaking' ceremony kit.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome package with a personalized note and eco-friendly garden goodies.
  • Kick-off call outlining project timeline, milestones, and protocols.

Communication Cadence

  • Bi-weekly updates via emails with project recaps and forward plans.
  • Monthly personalized video updates showcasing project progress.

Client Education

  • Access to virtual knowledge hub with guides and videos on landscape care.
  • Complimentary post-construction consultation on maintaining the new space.

Personalized Touches

  • Key milestone recognition with small, unique plant-based gifts.
  • Birthday surprise featuring eco-friendly outdoor goodies.

Visuals and Documentation

  • Detailed before-and-after photos of the project.
  • Monthly project reports in visually appealing formats.

Feedback and Proactive Support

  • Mid-project survey gathering clients' feedback & concerns.
  • Agile problem-solving methods to address issues promptly.

Guarantee or Promise

  • Full turn-key service promise with hassle-free experiences.
  • Unique, personalized, restorative outdoor design guarantee.

Operational Excellence

  • Strict adherence to scheduling timelines.
  • High standards for tradesmen appearance and communication.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer post-construction maintenance contracts with pricing incentives for longer terms
  • Design an annual site-refresh package that updates and enhances original work
  • Implement a recurring service agreement for warranty follow-ups and troubleshooting

Upsells & Cross-Sells

  • Develop premium add-ons such as custom lighting or water features
  • Propose cross-selling opportunities with associated trades (e.g. bespoke outdoor furnishings/ decor)

Loyalty & Retention Programs

  • Introduce a referral-reward program; offer discounts for new client recommendations
  • Validate repeat clients with a 'loyalty discount' on new projects

Custom Services and Personalization

  • Offer high-end service tiers that include premium landscaping materials and custom design elements
  • Leverage personal relationships to offer bespoke design services tailored to individual tastes and needs

Pricing Strategy

  • Offer tiered pricing with clear value-adds at each level to encourage higher spending
  • Enhance value perception by positioning as a premium, trusted, and unique service provider

Customer Data and Insights

  • Use CRM data to identify high-value clients for personalized follow-up and upselling
  • Utilize data analysis to anticipate client needs/future trends in outdoor spaces

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a free consultation for successful referrers
  • Give a $200 discount on next project for referees

Shareable Assets

  • Create shareable digital cards emphasizing business USP
  • Develop tailored email templates for referral introduction

Timing and Triggers

  • Request referrals after project completion and satisfaction confirmation
  • Automate email reminder for referrals post-project

Client Success Stories

  • Build a page on website to showcase success stories
  • Encourage customers to share their transformation stories on social media

Referral Contests

  • Organize an annual 'Refer & Win' contest with reward for most successful referrals

Partner or Affiliate Programs

  • Develop partnerships with local businesses serving similar customers
  • Offer an affiliate program to industry bloggers and influencers

Thank-You Experience

  • Send a hand-written thank-you note for each successful referral
  • Monthly recognition of top referrers on website, and social media

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