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Ecco Consultants

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Business owners in Australia and New Zealand looking to grow their businesses and potentially get ready for a transition or exit.

Audience Type

  • B2B
  • Businesses with a minimum of 8 employees and revenue of $2M+

Industries

  • Industries not specified, businesses of any industry looking to increase profits and improve overall value might be targeted

Needs – Primary Buying Considerations

  • Strategy to overcome profitability issues
  • Hands-on support and business advice
  • Preparation for business transition or exit

Demographics

  • Age Range: Not specified
  • Gender: Not specified
  • Geography: Australia and New Zealand
  • Income Level: Not specified
  • Profession: Business owners
  • Business Size: Minimum 8 employees and $2M+ in revenue

Psychographics

  • Lifestyle: Busy, engaged in managing and operating their business
  • What they value: Increasing profits, improving business value, personal freedom
  • Pain Points: Profit leakage, lack of strategy, potential internal conflict
  • Buying Behavior: Request consultation via website
  • 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

  • Ecco Consultants empowers business owners to break the profit ceiling and gain freedom. Through strategic advice, hands-on support, and resource efficiency, our clients reclaim control, increase earnings, and get ready for a successful transition.

Understanding Their Pain Points

  • Struggle to grow beyond a financial plateau
  • Wasted resources and profit leakages
  • Lack of strategic insights and effective team

Transformation

  • Improved profits and business value
  • Freedom and readiness for business transition
  • Streamlined operations and a winning team

Unique Selling Proposition (USP)

  • Holistic 360-degree approach to business advice
  • Establish Advisory Boards for ongoing success
  • Specialty consultants working collectively across all clients

Brand Values & One-Liners

  • "Breaking profit ceilings with strategic insights"
  • "Turning business chaos into orchestrated success"
  • "Building winning teams and readying for transition"

Tone

  • Ecco Consultants speaks with a tone of confident assurance, empowering businesses with actionable insights and strategic guidance. We want our customers to feel enlightened, motivated, and ready to take control of their success.

Hero Text Idea

  • Flag Text: Australia's Top Business Advisors
  • Main Headline: Break Through Your Profit Ceiling
  • Sub Headline: With our holistic and hands-on approach, improve profits, ready for transition, and regain control of your business. Let the freedom of successful business ownership become a reality.
  • CTA: Start Your Profit Revolution Now

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

Website

  • Ensure the website is mobile-friendly as B2B decision-makers frequently use mobile devices.
  • Implement website traffic tracking and conversion tracking using Google Analytics.

Social Media

  • LinkedIn: Share thought leadership articles, company updates, and client testimonials.
  • Facebook: Consistency in posts providing business advice, Q/A sessions, case studies.

Paid Advertising

  • Google Ads: Leverage the search and display network to maximize reach.
  • LinkedIn Ads: Target specific job titles, industries, company sizes.

Content Recommendations

  • Develop webinars or online workshops on business growth strategies.
  • Write blog posts about strategic business advice, profit enhancement, and business transition.

Podcasts

  • Appear on relevant podcasts: Business Wars, HBR IdeaCast, Business Unusual.

Directories

  • Register in Australian and NZ directories like Hotfrog, True Local, NZ Search.

Publications

  • Contribute articles to Small Business Trends, Business.com, and Fast Company.

Partnerships & Outreach

  • Partner with Australian and NZ business associations for webinars or events.

SEO and Content

  • Focus on long-tail keywords related to small business advice and growth strategies.
  • Regularly post fresh blog content to improve organic SEO.

Offline and Local Media

  • Sponsor local business events and expos.
  • Distribute brochures or flyers at local business hubs and co-working spaces.

Online Events

  • Host webinars and virtual workshops on strategic business growth and transition.

Online Networking

  • Engage in LinkedIn groups like On Startups, A Better Workplace, Business Owners & Entrepreneurs.

Cold Outreach

  • Send personalized emails to businesses that fit target demographics.
  • Reach out to connections on LinkedIn presenting the services Ecco Consultants offers.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Profit Leakage Prevention Guide': A comprehensive ebook addressing common profit leakages in businesses and strategies to overcome them.
  • 'Exit Strategy Quiz': An interactive quiz to help business owners understand if they are ready for a business transition or exit and what steps they should take to prepare.
  • 'Business Health Check': An automated online assessment to evaluate the overall health and efficiency of a business with a detailed report and customized advice.

Tripwire Offer

  • 'Discovery Strategy Workshop': A low-cost, hands-on workshop designed to identify business strengths, weaknesses, and potential areas for improvement.
  • 'S.M.A.R.T Action Plan': A detailed mini-project plan prepared by an Ecco consultant for business growth.

Welcome Sequence

  • Email 1: Thank the lead for downloading the Lead Magnet. Provide a quick introduction about Ecco Consultants and the benefits they'll gain.
  • Email 2: Share customer success stories directly related to the subject of the lead magnet downloaded.
  • Email 3: Introduce the Tripwire offer and explain its benefits and how Ecco Consultants can provide hands-on support.
  • Email 4: Call-to-action inviting the lead for the free 90-minute strategy call with Frank.

Segmentation

  • Tag leads based on their business size, industry, and specific pain points identified.
  • Use this data to personalize follow-ups and recommend targeted resources.

Chatbot and Automation

  • Implement a chatbot to streamline lead capture and improve engagement.
  • Use chatbot data for segmentation, personalization, and to guide user interactions.

CRM Implementation

  • As the business does not currently have a CRM, recommend a simple and cost-effective CRM like HubSpot or Zoho.
  • Use CRM to track interactions with leads, measure engagement, and streamline follow-ups.

Lead Capture Form Improvements

  • Ensure forms on the website are optimized to reduce barriers to entry.
  • Use interactive forms to engage leads and gather additional segmentation data.

2. My Lead Nurturing System

Marketing CRM

  • Recommended platform: HubSpot or Zoho for their ease of use and cost-efficiency
  • Automation capabilities: Email automation, lead segmentation, analytics

Sales CRM

  • Recommended platform: HubSpot or Zoho to unify sales and marketing processes
  • Pipeline tracking: Use CRM to track lead progression and engagement

Automated Follow-Ups

  • Initial follow-up immediately post-opt-in to confirm delivery of lead magnet
  • First actual touch two days post-opt-in addressing common pains and introducing Ecco Consultants
  • Rest of sequence spread over two weeks, continually delivering value and subtly pitching services

Newsletter

  • Frequency: Bi-weekly
  • Topics: Business growth strategies, profit leaks, case studies
  • Segmentation: Based on business size, industry, and identified pain points

Retargeting & Ads

  • Platforms: Google Ads for search/display retargeting, LinkedIn ads for targeting specific profiles

Social Media and Content

  • Posting frequency: Twice a week on LinkedIn, once a week on Facebook
  • Content: Business advice, industry insights, case studies, client testimonials

Webinars and Events

  • Monthly webinars on topics related to business growth and profit maximization

Other Nurture Channels

  • Implement a chatbot on Website for immediate engagement and lead segmentation
  • Personalized emails based on segmentation

3. Sales Conversion Strategy

Sales Process

  • Initial consultation request received through the website or Bark
  • CEO conducts a 90-minute complimentary discovery session
  • Address friction point: Reduce wait time between consultation request and discovery session
  • Implement automated emails or SMS reminders for booked sessions

Sales Assets

  • Sales Process SOP to ensure consistent experience for all leads
  • Create a tailored proposal template highlighting the unique selling proposition
  • Develop objection-handling scripts to tackle common concerns (e.g., price, time commitment)

Testimonials and Case Studies

  • Collect testimonials post-engagement or successful projects
  • Design a process to document case studies showcasing successful business transformations
  • Display testimonials and case studies on the website, social media, and proposals

Conversion Rate Insights

  • Current conversion rate: Approximately 50%
  • Implement lead tracking to monitor conversion rate improvements
  • Aim to increase conversions by optimizing sales process and handling objections effectively

Urgency and Offers

  • Messages about limited availability of consulting slots to drive urgency
  • Offer promotional bundles during business heavy seasons (end/beginning of financial year)
  • Implement 'Fast Mover' incentives for immediate contract signing

Guarantees and Risk Reversal

  • Propose a satisfaction guarantee clause in the contract
  • Institute a 'Risk Reversal' strategy – disagree, part for free

Shock and Awe

  • Send a personalized thank-you note post-discovery session
  • Reward closed deals with a surprise bonus e.g., additional hours of consulting or a complimentary business resource kit
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • A welcome email with direct contact details of the assigned consultant.
  • A kickoff call to outline the process and deliverables.
  • A printed welcome kit outlining Ecco's methodology.

Communication Cadence

  • Weekly status update calls with clients.
  • Regular emails summarizing progress and planned actions.
  • Monthly executive summary report emailed to the business owner.

Client Education

  • Online knowledge hub with guides, FAQs, and videos.
  • Webinars featuring success stories and key learnings.
  • Quarterly newsletters with industry insights and business tips.

Personalized Touches

  • Birthday congratulatory emails from assigned consultant.
  • Milestone recognition with branded, personalized certificates.
  • Special gifts for major business transformations.

Visuals and Documentation

  • Monthly reports featuring 'before and after' snapshots.
  • Quarterly presentations illustrating progressive transformation.

Feedback and Proactive Support

  • regular surveys assessing client satisfaction.
  • Support hotline for immediate issue resolution.
  • Proactive check-ins during milestones.

Guarantee or Promise

  • 'Satisfaction or free session' policy.
  • Refund policy for scope not delivered as promised.

Operational Excellence

  • Strict adherence to scheduling and punctuality standards.
  • Consultant appearance and professionalism guidelines.
  • Standardized communication templates to ensure consistency.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Implement annual contracts with incentives for renewal
  • Offer retainer-based consultant packages for regular strategic advice

Upsells & Cross-Sells

  • Introduce additional specialist services like sales optimization, marketing strategy as upselling opportunities
  • Offer customized training as a cross-sell to existing consultancy services

Bundling & Packaging

  • Bundle advisory services with hands-on training packages at a discounted rate
  • Create tiered offerings based on business size and needs

Loyalty & Retention Programs

  • Implement a loyalty program offering exclusive resources or discounted services for long-term clients

Custom Services and Personalization

  • Offer custom audits and strategic planning services
  • Tiered services based on business size and specific requirements

Pricing Strategy

  • Provide discounted rates for longer commitment contracts
  • Implement value-based pricing for custom and premium services

Customer Data and Insights

  • Use analytics from client engagements to identify and resolve potential areas of churn
  • Analyze customer feedback and adjust service offerings accordingly

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Discount on next advisory service for both referrer and referred business.
  • Special thank you gift for any referrals that turn into full-fledged clients.

Shareable Assets

  • Customized digital 'Refer a Friend' cards.
  • Branded social media posts celebrating successful business transformations.

Timing and Triggers

  • Suggest referrals after successful Discovery Session or strategy implementation.
  • Customer's annual business review is an opportunity for referral Solicitation.

Client Success Stories

  • Share positive testimonials from satisfied customers on website and social media.
  • Highlight particular success cases in a monthly newsletter, inspiring referrals.

Referral Contests

  • Quarterly referral contest rewarding top referrers with a free strategy session.

Partner or Affiliate Programs

  • Pursue partnerships with complementary B2B service providers for cross-referrals.

Thank-You Experience

  • Public recognition for top referrers in newsletters or social media.
  • Surprise gesture for high-value referrals: special Ecco Consultants merchandise.

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