Lean Marketing

Before
(Prospect)

1. My Target Market

Primary Target Market Summary

Female German law students aged 21-30, preparing for the First State Exam, seeking efficient learning methods that reduce stress and increase clarity.

Audience Type

B2C
Law students

Needs – Primary Buying Considerations

Need for efficient, structured learning
Desire for practical versus theoretical learning methods

Demographics

Age Range: 21-30
Gender: Female
Geography: Germany

Psychographics

Lifestyle: Busy, studying for the First State Exam
What they value: Practical learning, structured study framework, time-efficiency
Pain Points: Overwhelmed by traditional learning methods, pressure from upcoming exams
Buying Behavior: Self-driven, willing to invest in learning resources

2. My Message to My Target Audience

Refined Elevator Pitch

endlich jura helps ambitious German female law students tackle the bar exam in record time through the Upside-Down Method, so they can experience legal education that's effective, reduces stress and delivers clarity.

Understanding Their Pain Points

Overwhelmed by traditional rote-learning methods
Currently consumed in unstructured, stressful preps
Struggling to see how law pieces fit together

Transformation

Ace the First State Exam efficiently
Gain confidence and clear understanding in law
Feel ready to perform under exam conditions

Unique Selling Proposition (USP)

The Upside-down Method: Learn practical cases first
Access to unique study frameworks, tools, and live workshops
Outperforms competitors through its inversion of traditional law education

Brand Values & One-Liners

'Rethinking exam prep, learn law from all angles'
'From Zero to Exam: Your Fast-Track to Pass the Bar'
'Experience legal education that excites and delivers'

Tone

endlich jura speaks with a confident, empowering tone offering guidance to students seeking growth. The goal is to inspire hope, reduce stress, and evoke the feeling of a pioneering spirit.

Hero Text Idea

Flag Text: 'German Law Made Simple'
Main Headline: 'Pass the Bar Exam in Record Time'
Sub Headline: 'Master real cases, find patterns, and build your law understanding from the inside out with the Upside-down Method. Learn differently and succeed faster.'
CTA: 'Start Your Upside-Down Journey'

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

Website

Optimize the website for mobile browsing given the young target audience.
Track conversion events such as newsletter sign-ups and course purchases.

Social Media

Focus on Instagram and LinkedIn due to its professional and academic nature.
Post at least four times a week, including practical legal tips, success stories, and countdowns to exam dates.
Utilize Instagram stories for behind-the-scenes prep work.

Paid Advertising

Google Ads targeting keywords related to bar exam prep and law studies in Germany.
Facebook ads targeting German university students majoring in Law.

Content Recommendations

Blog posts covering case study analyses, landing a law job after graduation, and stress management.

Podcasts

Start a podcast called 'Endlich Jura Speaks' to share more about the Upside-down Method.
Seek guest opportunities on law-related podcasts like 'Anwaltspodcast' or 'Jura Nachtsicht'.

Directories

Get listed on online directories like 'Studieren in Deutschland' for increased visibility.

Publications

Reach out to education-focused outlets like 'Bildungs Spiegel' or 'FAZ Karriere' to feature Upside-down Method.

Partnerships & Outreach

Partner with law faculties in German universities for guest lectures.
Collaborate with established law professionals for expert content.

SEO and Content

Focus on SEO keywords such as 'Bar exam prep Germany' and 'Law studies Germany'.

Offline and Local Media

Sponsor study groups or events at law faculties in German universities.
Distribute flyers and brochures in campuses.

Online Events

Host webinars on efficient exam preparation techniques and breakdown of sample cases.

Online Networking

Join academic or law-focused Facebook groups and subreddits to share valuable content.

Cold Outreach

Target law students in German universities via LinkedIn InMails.

During
(Lead)

1. My Lead Capture System

Lead Magnet

'Bar Exam Success Guide': A downloadable guide covering success strategies for bar exam prep.
'Case Study Analysis': Give access to one full case study analysis.
'Beat Stress Webinar': A free webinar on managing pre-exam stress.

Tripwire Offer

Mini-case Compilation: A low-cost product comprising a handful of case breakdowns.
Preliminary 'Upside-Down' Webinar: An entry-level webinar introducing the Upside-Down Method.

Welcome Sequence

Email 1: Thank you message with the lead magnet attached.
Email 2: Introduce the Upside-Down Method and its benefits.
Email 3: Share a student success story and introduce tripwire offers.
Email 4: Special discount on Upside-Down full course or packet.

Segmentation

By Preparation Stage: First year/Ahead of exam/Clearing backlog.
By Preferred Learning Method: Case Studies/ Webinars/ One-on-one coaching.

Chatbot and Automation

Implement a chatbot on the website for instant query resolution.
Use chatbot for lead qualification based on exam status and studying priorities.
Automatic follow-up emails for cart abandonments.

2. My Lead Nurturing System

Marketing CRM

Recommended Platform: ActiveCampaign
Automation Capabilities: Email automation based on behavioral triggers, segmentation, landing pages
Recommended Improvements: Custom Email sequences and automated tagging based on actions

Sales CRM

Recommended Platform: Pipedrive
Pipeline Tracking: Tracking prospects from Interest to Purchase
Recommended Upgrades: Integrate with email marketing for seamless follow-ups

Automated Follow-Ups

Post-opt-in: Welcome sequence introducing Upside-Down method
Abandoned Cart: Recovery emails offering assistance and addressing objections
Frequency: Immediate follow-up, then 3-day, and 7-day reminders

Newsletter

Frequency: Weekly
Topics: Case study breakdowns, exam prep tips, student success stories, upcoming workshops

Retargeting & Ads

Platforms and Goals: Facebook for remarketing ads, Google Ads for search-based targeting

Social Media and Content

Posting Frequency: Twice weekly
Content Type: Educational posts on law cases, stress management tips, personal journey of the founder

Webinars and Events

Suggested Cadence: Monthly webinars topic ranging from Case Analysis to Exam stress relief

Other Nurture Channels

Chatbot for instant website query resolution and lead qualification
SMS automation for webinar reminders and flash sale alerts

3. Sales Conversion Strategy

Sales Process

Identify friction points in the sales process such as time taken to purchase after initial contact.
Implement a quick and seamless checkout process to increase conversions.
Develop follow-up email sequence to nurture prospects. This sequence should highlight the strengths of the Upside-down Method.
Personalize emails based on the prospects' interaction with the business.

Sales Assets

Script for selling in webinars, capturing the essence of the Upside-down Method and its benefits.
Create a proposal template highlighting the effectiveness and uniqueness of the offering.
Develop a well-structured, visually appealing pitch deck for 1:1 coaching sessions.

Testimonials and Case Studies

Develop a system to periodically gather reviews and testimonials from past students about their success with the Upside-down Method.
Display testimonials prominently on the website as social proof.
Develop detailed case studies that showcase student successes and the effectiveness of Upside-down Method.

Conversion Rate Insights

Implement tools to accurately track conversion rates, identify trends and areas of improvements.

Urgency and Offers

Introduce time-bound promotions around exam period to incentivize immediate sign-ups.
Clearly highlight scarcity of 1:1 coaching slots to encourage rapid commitments.

Guarantees and Risk Reversal

Implement satisfaction guarantee for students to increase trust.
Give a trial period or a partial refund guarantee if students do not see improvements within a month.

Shock and Awe

Send a welcome package to new students with branded materials and a personalized note.
Provide surprise bonuses to early sign-ups for new batches.

After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

Welcome email with a guide to the platform, and access details.
Initial orientation video, introducing Upside-Down Method, concepts, and tools.
Access to members-only community for networking and study groups.
Kick-off webinar for new students with Michael.

Communication Cadence

Weekly progress emails with study tips and motivation.
Monthly Q&A webinars with Michael.
Bi-weekly case study discussions with expert law educators.
Regular study challenges to drive engagement.

Client Education

Clear and concise 'How to Use' guides for study tools.
'Study Tips 101' blog series specific to mastering cases.
Video walkthroughs of case breakdowns and GPTs tables.
Regular live workshops explaining complex legal concepts.

Personalized Touches

Birthday emails with study break activity suggestions.
Personalized 'You’re halfway there' milestone rewards (e.g. digital certificates).
End of course completion package with a handwritten thank-you note.
Study stress-buster package during exams (e.g. printable coloring pages).

Visuals and Documentation

Case study breakdown visuals to enhance understanding.
Progress reports with attractive infographics.
Before and after snapshots demonstrating learning growth.

Feedback and Proactive Support

Regular feedback survey invitations focused on improving service.
Bi-annual student success story contest to encourage feedback.
Proactively reaching out during exam season with prep-talks and stress management tips.

Guarantee or Promise

A 'Satisfaction or Refund within 30 days' policy.
'Ask Anything' policy with 24 hours response time.

Operational Excellence

Prompt webinar start times and fast-response customer service.
Consistent quality across case study materials and other resources.
Regular updates to course content reflecting new legal developments.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Offer a bonus extra month for 6-month access plans renewed before expiration.
Implement automatic renewal with an opt-out feature for monthly subscriptions.

Upsells & Cross-Sells

Promote 1:1 coaching as an upsell during the checkout process.
Cross-sell live workshops to students already enrolled in other programs.

Bundling & Packaging

Create a premium package bundling lifetime access, coaching, and live workshops.

Loyalty & Retention Programs

Develop a loyalty program offering discounts on future purchases after a certain spend threshold.

Custom Services and Personalization

Offer personalized study plans as a premium add-on service.

Pricing Strategy

Introduce a tiered pricing model based on level of access and personalized services.
Offer a discounted rate for those who commit to a year’s subscription upfront.

Customer Data and Insights

Implement a basic data tracking system to monitor user engagement and identify churn risks.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

Offer 10% course discount for successful referers
Give referees exclusive study material bonuses

Shareable Assets

Create pre-made social media posts with success stories
Design referral digital cards with unique tracking codes

Timing and Triggers

Ask for referrals after successful case study completion
Automate email reminders for referrals after webinar attendance

Client Success Stories

Collect testimonials after exam successes
Share success stories through social media, newsletters, and website

Referral Contests

Plan bi-annual referral challenges with cash rewards
Highlight top referrers on social media and email newsletters

Partner or Affiliate Programs

Set up university-based ambassador programs
Create tracking systems for partner referrals

Thank-You Experience

Send personalized thank-you emails for successful referrals
Recognize top referrers on website's 'Wall of Fame'

endlich jura.

Your 1-Page Marketing Plan is Ready!