Lean Marketing

Before
(Prospect)

1. My Target Market

Primary Target Market Summary

Dog owners in the US, particularly dog lovers who own yellow labs, seek quality sweaters to keep their pets stylish and warm.

Audience Type

B2C
Pet owners, dog enthusiasts, particularly owners of yellow labs

Needs – Primary Buying Considerations

High-quality, fashionable dog sweaters
Freebies in the form of a new pet

Demographics

Age Range: unspecified
Gender: unspecified
Geography: USA

Psychographics

Lifestyle: Pet-oriented
Values: Pet's comfort, style, and warmth
Buying Behavior: Online purchases

Decision-Making Roles:
Primary Decision Maker: Dog owner
Secondary Decision Influencers: N/A
Support Roles: N/A

2. My Message to My Target Audience

Refined Elevator Pitch

Dogman provides yellow lab owners with the coolest dog sweaters so they can pamper their pets and stand out from the crowd.

Understanding Their Pain Points

Difficulty finding quality, fashionable dog sweaters.
Their yellow labs are just one of many dogs.
Their pets lack an individual vibe.

Transformation

Their dogs stand out with a characterful sweater.
Elevated status among other pet owners.
Their dogs are happier being cool and well-dressed.

Unique Selling Proposition (USP)

The coolest dog sweater on the market.
Every purchase comes with a free puppy.
Unmatched in term of pet fashion and value.

Brand Values & One-Liners

'Level up your pet fashion game with Dogman'
'Where every purchase comes with a furry companion.'
'Transform your dog from everyday to extraordinary with Dogman.'

Tone

Dogman speaks in a playful, confident tone that mirrors the joy and love pet owners have for their dogs, stimulating feelings of affection, individuality, and exclusivity.

Hero Text Idea

Flag Text: 'Pamper Your Yellow Labs'
Main Headline: 'Make Your Dog the Coolest Pooch Around'
Sub Headline: 'Stand out with Dogman. Each purchase delivers you a premium dog sweater and a lovable puppy.'
CTA: 'Shop Now'

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

Website

Optimize site for mobile-friendly user experience
Implement SEO best practices to improve search visibility
Feature testimonials/reviews from satisfied dog owners
Set up a blog with regular content on care tips for yellow labs and cute dog stories

Social Media

Leverage Instagram and Facebook - post images/videos of dogs wearing the Dogman sweater
Regular posts - at least 3 times a week
User engagement - contests for the 'coolest' dressed dog

Paid Advertising

Google Ads campaigns targeting keywords 'dog sweaters', 'yellow lab fashion', 'pet clothing'
Facebook and Instagram ads featuring eye-catching images of dogs in sweaters

Partnerships & Outreach

Partnerships with pet influencers on YouTube and Instagram
Sponsorships for dog shows or pet-related charity events
Collaborate with pet stores for special promotions

SEO / Content

Regular blog posts on pet care and fashion, optimized for relevant keywords
Create compelling product descriptions with keywords to improve search ranking

Offline / Local Media

Leaflet distribution in local pet stores, parks, and community calls
Participate in local dog shows/events to increase brand awareness

Online Events

Seasonal live shopping events on Instagram
Collaboration with influencers for unboxing videos

Online Networking

Become active in relevant subreddits and Facebook pet owner groups
Share educational and engaging content about pet fashion and care tips

Cold Outreach

Targeted email campaign to dog owners subscribing to pet magazines and websites

During
(Lead)

1. My Lead Capture System

Lead Magnet

Exclusive discount code for first-time purchasers
An e-Book guide on "How to Style Your Dog Like a Pro"
A dog breed matching quiz for owners looking to add a new pet

Tripwire Offer

Limited edition dog sweater at a discounted price
Add-on accessories (like doggy bandanas or collar charms) with minimal cost

Welcome Sequence

Email 1: Warm welcome with discount code
Email 2: Highlighting product features and benefits
Email 3: Sharing customer testimonials and success stories
Email 4: Offering the tripwire product

Segmentation

First-time visitor vs repeat visitor
Those who opened and clicked link in the welcome email vs non-clickers
Those who purchased vs non-purchasers

Chatbot / Automation

Install a chatbot on the website to answer common queries
Set up automated email reminders for abandoned carts
Configure automation to recommend related products post-purchase

2. My Lead Nurturing System

Marketing CRM

Current platform: HubSpot
Automation capabilities: Email marketing, contact management, sales pipeline tracking, reporting
Recommended improvements: Implement advanced segmentation for personalized email campaigns.

Sales CRM

Current platform: HubSpot
Pipeline tracking or handoff process: Continue to use HubSpot's pipeline tracking capabilities
Recommended upgrades: None currently, as HubSpot serves the CRM needs of the business efficiently.

Automated Follow-Ups

Types of automations: Post-purchase follow-up, product restock notice, abandoned cart
Frequency or triggers: Follow-up emails sent a week post purchase, restock notices sent as soon as a product is available, abandoned cart emails sent 24 hours after cart abandonment

Newsletter

Frequency: Bi-weekly
Topics or content pillars: Dog fashion tips, new product launches, special offers

Retargeting & Ads

Platforms and goals: Google Ads for reaching people who've previously interacted with the website

Social Media / Content

Posting frequency: Twice per week
Content type or campaign focus: User-generated content showcasing dogs wearing the sweaters, educational articles on pet care

Other Nurture Channels

Use SMS for urgent notifications, such as limited-time promotions or restock alerts.
Leverage Webflow's built-in site-building tools to create personalized landing pages for key customer segments.

3. Sales Conversion Strategy

Sales Process

The business operates online and orders are made through dogman.com.
Optimize the ecommerce platform (webflow) to ensure seamless experience.
Implement live chat for immediate customer assistance during the purchase process.

Sales Assets

Develop persuasive product descriptions for each sweater.
Utilize high-quality product images for showcasing design uniqueness.
Leverage the Hubspot CRM for automated follow-up emails to remind prospects of their cart items.

Testimonials & Case Studies

Encourage customers to leave reviews/testimonials post-purchase.
Highlight the best testimonials on the product pages to instill trust.

Conversion Rate Insights

Use analytics tool to track conversion rates.
Identify improvement areas (pages with high drop-offs, low-performing items, etc.).

Urgency & Offers

Leverage time-sensitive discounts to encourage quick action.
Establish a loyalty program to incentivize repeat purchases.

Guarantees & Risk Reversal

Establish a clear, customer-friendly return policy.
Assure quality of products with a satisfaction guarantee.

After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

* A personalized welcome email to the customer once they make a purchase

* A guide for proper usage of the dog sweater, and care instructions for the free dog included in the purchase

Communication Cadence

* Monthly email newsletters regarding new dog sweater designs and product updates

* Text message notifications about order status and shipping updates

Client Education

* Blog content providing useful tips on making dogs more fashionable

* How-to videos about product usage and dog care

Personalized Touches

* Birthday email with discount codes for the dog

* Handwritten thank you note included in the product shipment

* Celebrating the dog's 'gotcha day' with a gift voucher

Visuals & Documentation

* Sharing customer-reviewed before and after photos of dogs wearing the sweaters

* Detailed size charts to ensure perfect sweater fit for all breeds

Feedback & Proactive Support

* Feedback form in the purchase follow-up email

* Proactive check after a month to ensure customer satisfaction

Guarantee or Promise

* 30-day money-back guarantee if the dog or owner doesn't love the sweater

* Promise of a free size exchange if the sweater doesn't fit

Operational Excellence

* Over-communicating the delivery timelines and shipment details

* Maintaining punctual delivery and providing exceptional customer service

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Not applicable, as this is a one-time purchase business

Upsells & Cross-Sells

Offer additional pet accessories (like dog collars, leashes) as an upgrade
Create themed or seasonal versions of the dog sweater for an upsell

Bundling & Packaging

Build curated doggy style boxes that include the sweater and other dog accessories

Loyalty & Retention Programs

Run a referral program: reward with a discount off the next purchase for referring a new customer
Create a 'frequent buyer program' with free merchandise after a certain number of purchases

Custom Services / Personalization

Offer options for personalized embroidery on the dog sweaters

Pricing Strategy

Give discounts for purchases of multiple sweaters (bundle pricing)

Customer Data & Insights

Use Hubspot CRM data to identify upsell opportunities, and implement email campaigns targeting customers who bought only one item

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

10% discount on the next purchase for the referrer
20% discount for the referee on their first purchase

Shareable Assets

Pre-made social media posts showcasing dogs in sweaters
Referral cards to be included in every delivery

Timing & Triggers

Asking for referrals after a successful delivery and ensuring customer satisfaction
Automate email requests for referrals post-delivery

Client Success Stories

Create a 'Hall of Fame' section on the website for customers to post photos of their dogs in sweaters
Promote the most liked/shared posts

Referral Contests / Recognition

Monthly 'Dogman Star' contests with discounts for the most referrals

Partner / Affiliate Programs

Partner with dog food companies and pet shops for mutual referrals

Thank-You Experience

Send a handwritten thank-you note with a personalized dog-tag for top referrers

dogman

Your 1-Page Marketing Plan is Ready!