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  1. Review your plan (scroll down)
  2. Save this link (For your records)
  3. Execute it (start with ONE section)

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Before (Prospect)

1. My Target Market

Primary Target Market Summary

  • The target market consists of real estate and hotel owners seeking a reliable, experienced provider for all their furnishing needs.

Audience Type

  • B2B
  • Real estate companies, hotels, and accommodation providers

Industries (if B2B)

  • Real estate
  • Hospitality

Needs – Primary Buying Considerations

  • High quality, affordable furniture
  • Full-service furnishings provider, from project inception to delivery
  • Market credibility and experience

Demographics

  • Age Range: Not specified
  • Gender: Not specified
  • Geography: Egypt, Canada, United States, Saudi Arabia
  • Income Level: Not specified
  • Profession: Real estate or hotel owners
  • Business Size: Medium to Large

Psychographics

  • Lifestyle: Business Operators
  • What they value: Quality, afforability, reliability, experience
  • Pain Points: Need a reliable provider for taking over the entire furnishing process
  • Buying Behavior: Priority for high quality, affordable range furniture providers with proven track records
  • Decision-Making Roles:
  • Primary Decision Maker: Business Owners
  • Secondary Decision Influencers: Operational Managers, Interior Designers
  • Support Roles: Financial Managers

2. My Message to My Target Audience

Refined Elevator Pitch

  • Elessily Group delivers innovative and cost-effective furniture solutions for real estate companies, hotels, and other businesses. Leveraging 35-years of industry experience, we craft quality furniture to elevate spaces, ensuring our clients leave lasting impressions on their customers.

Understanding Their Pain Points

  • Finding reliable, high-quality, and affordable furniture providers
  • Existing furniture fails to match the property design or style
  • Dealing with furniture maintenance and lifespan concerns

Transformation

  • Spaces brought to life with stylish, durable furniture
  • Reduced stress over furniture selection, maintenance, and budget
  • Enhanced reputation due to impressively furnished spaces

Unique Selling Proposition (USP)

  • Decades of global furnishing experience
  • Quality and style at reasonable prices
  • Free lifetime maintenance and a 2-year guarantee

Brand Values & One-Liners

  • "Turning spaces into statement pieces."
  • "Quality furniture, without breaking the bank."
  • "Innovative design that stands the test of time."

Tone

  • Our brand voice resonates with confidence and expertise. We assure our clients of reliability, instill comfort, and evoke sophistication with our high-quality offerings.

Hero Text Idea

  • Flag Text: "Global Furniture Specialists"
  • Main Headline: "Crafting Aesthetic Spaces with World-Class Furniture"
  • Sub Headline: "Transform your properties with our high-quality, yet affordable furniture. Benefit from our proven experience and unwavering commitment to perfection."
  • CTA: "Start Your Transformation Today"

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

Website

  • Continue using Wordpress, consider plugins for better SEO and analytics tracking
  • Implement conversion tracking for quotation requests
  • Optimize website for both mobile and desktop users, prioritizing mobile use

Social Media

  • Leverage LinkedIn to connect with real estate and hotel professionals, posting 2-3 times weekly
  • Use Instagram for showcasing products and behind-the-scene processes, posting 4-5 times weekly
  • Use Facebook for paid ads, customer testimonials, and product announcements

Paid Advertising

  • Invest in Google Ads targeting real estate and hotel industry keywords
  • Consider LinkedIn Sponsored Content to reach real estate and hotel professionals

Content Recommendations

  • Blogs on furniture trends in the real estate and hospitality industry
  • Case studies of successful projects

Directories

  • Get listed on industry-specific directories like Yellow Pages Egypt, Egypt Business Directory
  • Join B2B marketplaces like Alibaba

Publications

  • Advertise in industry-focused publications like Hotel News ME, Egypt Property Show

Partnerships & Outreach

  • Approach real estate developers, interior design firms, and hotel groups for partnerships
  • Sponsor local real estate and hospitality industry events

SEO and Content

  • Write blogs on furniture selection for real estate and hospitality industry
  • Optimize website content for relevant industry keywords

Offline and Local Media

  • Attend local real estate and hotel industry exhibitions
  • Consider print ads in local newspapers or industry magazines

Online Events

  • Conduct webinars on furniture selection and maintenance for industry professionals
  • Join online expos and webinars of the furnishing industry

Online Networking

  • Join industry-focused groups on LinkedIn and Facebook
  • Participate in relevant Reddit communities

Cold Outreach

  • Directly reach out to real estate and hotel businesses via LinkedIn and Email
During (Lead)

1. My Lead Capture System

Lead Magnet

  • "Hotel & Real Estate Furniture Buying Guide"
  • "Sneak Peek: Behind Our High-Quality Furniture"
  • "Property Transformations: Before & After Furniture Installations"

Tripwire Offer

  • Limited-time promotional discount on first order
  • Mini sample sets of fabric, wood or other materials

Welcome Sequence

  • Email 1: Thank you and introduction to elessily
  • Email 2: Case studies of past work
  • Email 3: Customized recommendations & pricing

Segmentation

  • Type of industry (Real Estate or Hotel)
  • Geographic location
  • Size of potential purchase

Chatbot and Automation

  • Use a chatbot to quickly answer common inquiries
  • Automate emails based on actions taken on website
  • Add abandoned cart follow-up automation

2. My Lead Nurturing System

Marketing CRM

  • HubSpot CRM as it's free and offers full suite of marketing tools
  • Includes email automation capabilities and integrates with WordPress

Sales CRM

  • Pipedrive to track sales process
  • Clear handoff process from marketing (qualified leads) to sales team

Automated Follow-Ups

  • Welcome email automation post signup
  • Abandoned cart reminders
  • Re-engagement automation for inactive leads

Newsletter

  • Monthly newsletters featuring new products, sale items, and industry updates
  • Content pillars center around quality, affordability, and variety

Retargeting & Ads

  • Google Retargeting Ads on popular real estate and hospitality websites
  • LinkedIn Text Ads targeting key industry personnel
  • Facebook retargeting ads showcasing high quality images of products

Social Media and Content

  • Weekly LinkedIn posts featuring product, material details, and manufacturing process
  • Regular Instagram posts with high quality product images

Webinars and Events

  • Quarterly webinars discussing latest furniture trends and best practices
  • Physical presence in key industry events

Other Nurture Channels

  • Chatbot integration on website for instant query resolution
  • SMS updates about product delivery, special offers, and service reminders

3. Sales Conversion Strategy

Sales Process

  • Continue existing process: quote request, deposit, manufacturing, and delivery
  • Improve lead response times with automated email replies including initial quotation data
  • Implement a CRM system to manage leads and track conversions

Sales Assets

  • Develop a standard quotation template that highlights the USP and key selling points, especially 2-year guarantee and lifetime maintenance
  • Create an SOP for handling new leads and sales process

Objection Handling and Guarantee Strategy

  • Train sales team to address common objections about furniture quality and price
  • Clearly communicate the 2-year warranty and lifetime maintenance in all sales conversations

Testimonials and Case Studies

  • Create a 'testimonial collection process' for post-sale
  • Display customer testimonials prominently on the website and in sales proposals

Conversion Rate Tracking and Improvement Ideas

  • Incorporate conversion tracking in the CRM
  • Set a conversion rate goal and track performance monthly, addressing inefficiencies

Seasonal Offers or Urgency Messaging

  • Design time-bound promotions for key seasons in the real estate and hotel industry
  • Encourage timely action with messaging like 'Limited stock at these prices' or 'Year-end sale'
After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome letter personalized with the client's name and project details
  • Kickoff call to discuss the project timeline, payment milestones, delivery, and maintenance
  • A printed catalog showcasing different furniture styles and finishes

Communication Cadence

  • Weekly update calls to discuss project progress
  • Milestone completion emails with photos of the completed furniture pieces
  • Text messages for imminent delivery notifications

Client Education

  • Informational videos about furniture care on the website
  • FAQs about warranty and lifetime maintenance
  • Training on how to spot and manage common wear and tear

Personalized Touches

  • Handwritten thank you note upon project completion
  • Surprise gift (decorative item) upon first furniture delivery
  • Anniversary email celebrating one year of project completion

Visuals and Documentation

  • Before and after photos of the client’s space
  • Video testimonials of satisfied clients

Feedback and Proactive Support

  • Survey after project completion seeking client's feedback
  • Quarterly check-ins for preventive maintenance assessment
  • Reactive support through a dedicated phone line, email, and contact form on website

Guarantee or Promise

  • 2 years guarantee promised on all furniture
  • Free lifetime maintenance services

Operational Excellence

  • Punctual delivery within agreed timeline
  • Clean and professional installation crew uniforms
  • Quick response time (<24 hours) to all customer inquiries

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Annual maintenance contracts with benefits such as expedited service
  • Discount incentives for contract renewals

Upsells & Cross-Sells

  • Upsell premium materials or styles for additional charges
  • Cross-sell accessories like cushions, rugs or small decorative items

Bundling & Packaging

  • Bundle popular furniture sets for hotels and real-estate properties at discounted prices
  • Offer all-inclusive furniture packages with design consultations

Loyalty & Retention Programs

  • Loyalty points for repeat orders that can be redeemed for discounts
  • Recognize loyal customers with 'VIP Customer' status and exclusive offers

Custom Services and Personalization

  • Personalized furniture design and styling services for premium customers
  • Tailor-made furniture packages to fit industry-specific needs (e.g., cafe, hotel, spa, office etc.)

Pricing Strategy

  • Volume discounts for bulk orders
  • Long-term customer incentives with tiered pricing based on purchase history

Customer Data and Insights

  • Implement CRM to capture customer interaction data and develop personalized offers
  • Regular review of customer satisfaction surveys to identify upsell opportunities and minimize churn

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer 5% cash back or credit towards next order for successful referrals
  • Provide the referred new customer with a 5% discount on their first order

Shareable Assets

  • Develop a referral landing page on the website with a simple referral form
  • Create pre-made social media posts and emails promoting the referral program

Timing and Triggers

  • Request referrals after successful delivery and installation of furniture
  • Tie the referral request to the follow-up customer service call or email

Client Success Stories

  • Share testimonials from satisfied customers on the referral landing page
  • Regularly feature successful projects on social media channels (with client approval) to inspire potential referrals

Referral Contests

  • Run quarterly referral contests with winners receiving a larger discount or promotional item

Partner or Affiliate Programs

  • Build partnerships with real estate and hospitality industry groups for bulk order or repeat referral incentives

Thank-You Experience

  • Send personalized thank-you notes to clients who make successful referrals
  • Offer exclusive perks (e.g., first access to new styles or products) to top referrers

Take Your Marketing Plan to the Next Level

Now that you have your 1PMP, you've unlocked a FREE Marketing Clarity Call with my team.

Claim your Bonus Call