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Engineering Possibilities

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Plant Managers in small to mid-size manufacturing operations, craving for lean, efficient, and productive transformations.

Audience Type

  • B2B
  • Plant Managers in the Manufacturing Industry

Industries (if B2B)

  • Manufacturing

Needs – Primary Buying Considerations

  • Cost-efficiency
  • Increased productivity
  • Lean operations roadmap

Demographics

  • Age Range: Not specified
  • Gender: Not specified
  • Geography: Canada
  • Income Level: Not specified
  • Profession: Plant Manager
  • Business Size: 20-100 employees

Psychographics

  • Lifestyle: Growth-oriented
  • What they value: Efficiency and productivity
  • Pain Points: Operational inefficiency
  • Buying Behavior: Value groundwork and concrete plans for operational transformation
  • Decision-Making Roles:
  • Primary Decision Maker: Plant Manager

Secondary Target Market

  • None specified

2. My Message to My Target Audience

Refined Elevator Pitch

  • Engineering Possibilities empowers small to mid-size manufacturers with a pathway to achieving a leaner future, leveraging our unique Lean Assessment Matrix. Our goal is to reduce costs, enhance efficiency, and skyrocket productivity so they can achieve sustainable growth.

Understanding Their Pain Points

  • Challenges of costly, inefficient processes
  • Position of sufficient but not optimal performance
  • Struggles in aligning resources, streamlining workflow, and enhancing productivity

Transformation

  • Achievement of cost-effective, efficient, and productive operations
  • Emotional release from operational stress, a newfound confidence in their ability to grow
  • An evolution from operational constraints to lead a lean, thriving organization

Unique Selling Proposition (USP)

  • Exclusive Lean Assessment Matrix tool for transforming operations
  • Empirical evidence through industrial benchmarking
  • Victory from proven results and trusted advisories on small manufacturing transformation

Brand Values & One-Liners

  • 'Engineering efficiency, powering possibilities'
  • 'Your Lean transformation, our expertise'
  • 'Unlock your operation’s potential today'

Tone

  • Engineering Possibilities speaks with a comforting yet authoritative tone, encouraging clients to envision a leaner, more efficient future.

Hero Text Idea

  • Flag Text: 'Canadian Manufacturing Growth Awaits'
  • Main Headline: 'Engineer Efficiency. Unleash Potential.'
  • Sub Headline: 'Shape your manufacturing operation into a lean, productive power-house. Your road to sustainable growth starts here.'
  • CTA: 'Begin Your Lean Transformation'

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

Website

  • Continue using Wordpress due to budget and past experience
  • Track form submissions and button clicks for lead generation
  • Focus on both desktop and mobile usability due to business nature and audience

Social Media

  • Use LinkedIn for posting thought leadership content and industry insights (2 posts per week)
  • Consider expanding to Twitter for real-time industry updates and opinions

Paid Advertising

  • LinkedIn sponsored posts targeting Plant Managers in manufacturing within Canada
  • Run Google AdWords campaigns with keywords based around 'Lean Manufacturing consultancy'

Content Recommendations

  • Case studies on successful Lean Manufacturing transformations for small to mid-sized businesses
  • Blog posts about the Lean Manufacturing philosophy and its benefits

Podcasts

  • Consider starting own podcast discussing Lean Manufacturing in depth
  • Guest appearances on related industry podcasts like 'The Manufacturing Report'

Directories

  • Get listed on 'Canadian Manufacturing', a premium directory for manufacturers

Publications

  • Look for guest article opportunities on 'Plant Magazine', 'Manufacturing Today' and other industry-related publications

Partnerships & Outreach

  • Build professional relationships with small business growth advisors to refer clients
  • Join industry networks like the 'Canadian Manufacturers & Exporters' for potential partnerships

SEO and Content

  • Maintain a blog with focus on keywords related to Lean Manufacturing Consultation
  • Leverage case studies and testimonials for Social Proof and organic visibility

Offline and Local Media

  • Hosting or participating in Lean Manufacturing workshops or meet-ups in Canada
  • Sponsoring industry-related events and meet-ups

Online Events

  • Conducting webinars around the topic of Lean Manufacturing transformations

Online Networking

  • Contributing to discussions on LinkedIn Groups and industry forums e.g., 'Manufacturing.net Forums'

Cold Outreach

  • Outreach via LinkedIn and Email targeting plant managers in small and mid-sized manufacturing firms in Canada
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'The Lean Manufacturing Guide for Plant Managers': A detailed ebook offering steps and strategies.
  • 'Lean Assessment Matrix Checklist': A printable checklist to self-evaluate.
  • 'Success Stories': Case studies of manufacturers who went lean, their challenges and outcomes.

Tripwire Offer

  • 'Lean Readiness Audit': An inexpensive entry-level service to assess a potential client's readiness and receptivity to lean transformation.
  • 'Lean Manufacturing Basics Webinar': Low-cost webinar providing a comprehensive overview of lean manufacturing.

Welcome Sequence

  • Email 1: Welcome, thank you for downloading our lead magnet, and introduce Engineering Possibilities.
  • Email 2: Provide more information about Lean Manufacturing and its potential impact.
  • Email 3: An invitation to a free discovery call to discuss the prospects of a Lean Transformation.

Segmentation

  • Tag leads based on the downloaded lead magnet to personalize follow-up communication.
  • Segment based on responses to 'Lean Readiness Audit' (if applicable).

Chatbot and Automation

  • Implement a chatbot on the website to engage visitors, answer basic questions, or lead them to useful resources.
  • Automate email follow-ups with a CRM like Hubspot or Mailchimp suited for small businesses.

CRM Improvements

  • Implement a CRM tool to streamline lead management and automation.
  • Use HubSpot CRM Free for starters, then upgrade as required.

2. My Lead Nurturing System

Marketing CRM

  • Recommended platform: HubSpot CRM
  • Automation capabilities: Email sequences, contact management, form tracking
  • Recommended improvements: None at this stage, as the business is adopting a CRM for the first time

Sales CRM

  • Recommended platform: HubSpot CRM for seamless integration with marketing activities
  • Pipeline tracking or handoff process: Customized sales pipeline, regular reporting on sales activities
  • Recommended upgrades: As the business grows, consider upgrading to HubSpot Sales Hub

Automated Follow-Ups

  • Types of automations: Post-opt-in email, post-webinar follow-up, discovery call scheduling
  • Frequency or triggers: Immediately after opt-in for lead magnet, post-webinar, and after successful discovery calls

Newsletter

  • Frequency: Monthly
  • Topics or content pillars: Latest industry trends, lean transformation tips, case studies
  • Segmentation: Specific content to leads who have shown high engagement/closer to conversion

Retargeting & Ads

  • Platforms and goals: LinkedIn for targeted lead ads, Google Ads for search retargeting

Social Media and Content

  • Posting frequency: Twice weekly on LinkedIn
  • Content type or campaign focus: Thought leadership content, industry insights, case studies

Webinars and Events

  • Suggested cadence or purpose: Quarterly webinars on Lean Manufacturing for client education and lead generation

Other Nurture Channels

  • Chatbot on the website for immediate engagement and frequently asked questions
  • Automated SMS reminders for upcoming webinars or events

3. Sales Conversion Strategy

Sales Process

  • Prospect conversation: Personalize dialogue based on Lean's use in their respective industry
  • Discovery call: Understand their operational pinch points and efficiency goals
  • Proposal: Create a clear roadmap for lean transformation with metrics and benchmarks
  • Project: Highlight pilot success before full deployment

Sales Assets

  • Develop a succinct script for prospect conversation and discovery call
  • Formulate a persuasive proposal template emphasizing operational improvement metrics
  • Create a detailed SOP for the entire sales process

Testimonials and Case Studies

  • Collect testimonials post-project, focusing on achieved efficiencies and cost savings
  • Present case studies of successful transformations on the website and in proposals
  • Showcase a 'Success Wall' on the website

Conversion Rate Insights

  • Implement a CRM to track prospect to customer journey and identify bottlenecks
  • Set a conversion rate goal of at least 15% for the discovery call to proposal stage

Urgency and Offers

  • Offer time-bound discounts on initial project discovery stages
  • Introduce a referral scheme rewarding existing customers for bringing in new business

Guarantees and Risk Reversal

  • Propose a 100% money-back guarantee if no improvement after the initial assessment
  • Display the guarantee prominently in proposals and on the website

Shock and Awe

  • Send personalized thank-you note post-discovery call
  • Offer branded gifts like productivity books or efficiency tools to new customers
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email outlining next steps after purchase of Lean Assessment.
  • Personalised project kickoff call to discuss expectations and initial findings.

Communication Cadence

  • Weekly email updates on assessment progress.
  • Monthly progress review calls to discuss updates and feedback.

Client Education

  • Downloadable whitepapers on Lean processes and productivity improvement.
  • Exclusive access to knowledge portal filled with Lean transformation guides and case studies.

Personalized Touches

  • Unique anniversary email acknowledging the initiation of Lean journey.
  • Celebratory package upon completion of Lean Assessment journey.

Visuals and Documentation

  • A visually engaging report showcasing the benchmarking and Lean Assessment results.
  • Success story detailing the project completion and impact to reinforce commitment to the Lean journey.

Feedback and Proactive Support

  • Regular check-ins to collect feedback during different project phases.
  • Surveys post-completion to gauge satisfaction and uncover improvement areas.

Guarantee or Promise

  • Satisfaction guarantee, allowing the client to claim a 20% back if not completely satisfied.
  • "Lean Efficiency Guarantee" - assurance of efficiency gains within defined parameters.

Operational Excellence

  • Strictly adheres to communication timelines and update cadences.
  • Ensures immaculate report presentation and punctuality during review calls.

Recognition for Recommendations

  • Implemented a referral program that acknowledges and rewards clients for successful referrals.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Initiate repeat assessments at predefined intervals to ensure continuous growth in lean practices.
  • Offer contracts for yearly lean assessment quota at a discounted price.

Upsells & Cross-Sells

  • Provide planned roadmap implementation as an upsell, turning assessment findings into actionable strategies.
  • Cross-sell lean training workshops for employees to embed lean culture in the organization.

Bundling & Packaging

  • Package lean assessment and implementation strategy as a premium bundle.
  • Include the lean training workshops in a comprehensive business transformation package.

Loyalty & Retention Programs

  • Implement a referral program offering discounts on future assessments for successful referrals.
  • Offer priority scheduling or additional consulting hours as loyalty benefits for repeat customers.

Custom Services and Personalization

  • Propose custom lean transformation strategies based on unique assessment results.
  • Offer tailored training programs driven by client's specific needs identified during the assessment.

Pricing Strategy

  • Offer a discounted rate for customers committing to a yearly lean assessment schedule.
  • Implement value-based pricing, tying prices to the potential cost savings and productivity gains promised by lean transformations.

Customer Data and Insights

  • Implement a client satisfaction feedback system post-project to gather insights for improving services.
  • Use past project data to identify common issues and tailor new solutions or add-on services.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a $500 credit towards future services for successful referrals
  • Provide a 10% discount on the first project for new clients referred

Shareable Assets

  • Create a downloadable PDF with an overview of the Lean Assessment process
  • Develop email templates with referral information and benefits

Timing and Triggers

  • Ask for referrals after a successful completion of a Lean Assessment project
  • Train staff to ask for referrals during project wrap-up meetings

Client Success Stories

  • Collect and curate testimonial videos from happy clients
  • Showcase clients’ successful Lean transformations on the website and in email marketing

Referral Contests

  • Hold a quarterly 'Most Impactful Referral' contest with a prize of additional services

Partner or Affiliate Programs

  • Approach industry influencers for affiliate partnerships
  • Provide a dashboard for affiliates to track their referrals and earnings

Thank-You Experience

  • Send handwritten thank-you notes to clients who refer new business
  • Publicly recognize top referrers in your monthly newsletter

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