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Filip Heitbrink Coaching

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  3. Execute it (start with ONE section)

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • B2B SaaS and software founders seeking to scale their businesses to 7 figures and beyond through systems implementation, task delegation, and high-trust leadership.

Audience Type

  • B2B
  • SaaS and software founders with 1-70 employees and less than 4M ARR.

Industries (if B2B)

  • SaaS
  • Software

Needs – Primary Buying Considerations

  • Scaling solutions
  • Systems implementation
  • Task delegation
  • Freedom before exit

Demographics

  • Age Range: Not specified
  • Gender: Not specified
  • Geography: Global reach, based in Spain
  • Income Level: High (capable to afford $5,001 - $10,000 annually)
  • Profession: SaaS and Software Founders
  • Business Size: 1-70 employees

Psychographics

  • Lifestyle: Busy, ambitious business owners
  • What they value: Freedom, systemization, growth
  • Pain Points: Scaling, system implementation, task delegation
  • Buying Behavior: Trust based, with interactions through social media
  • Decision-Making Roles:
  • Primary Decision Maker: Business founders
  • Secondary Decision Influencers: Not specified
  • Support Roles: Not specified

2. My Message to My Target Audience

Refined Elevator Pitch

  • Filip Heitbrink Coaching empowers B2B SaaS and software founders to scale to 7 figures and beyond. Through live weekly group coaching sessions, founders can set tangible goals and implement systems that allow their team to excel, fostering a high-trust, high-respect work environment.

Understanding Their Pain Points

  • Difficulty scaling business in a sustainable way
  • Overwhelmed with daily operations and unable to focus on strategy
  • Struggling to build a self-sufficient team

Transformation

  • Founders transform from being bogged down in daily operations to leading with a visionary role
  • Enjoyment and fulfillment as they witness their teams operate independently
  • Business grows sustainably and commands a higher market value

Unique Selling Proposition (USP)

  • Delivers freedom before the exit, allowing founders to elevate from the business
  • Specializes in coaching for remote work and systems implementation
  • Advocates become leaders who inspire trust amongst their team

Brand Values & One-Liners

  • 'Lead with respect, lead with trust'
  • 'Achieve freedom before the exit'
  • 'Empowering founders to scale sustainably'

Tone

  • Filip Heitbrink Coaching embodies a supportive, motivational, and straightforward tone – the encouraging coach who brings guidance and clarity to chaos.

Hero Text Idea

  • Flag Text: 'For B2B SaaS Founders'
  • Main Headline: 'Scale beyond 7 figures with confidence'
  • Sub Headline: 'Empower your team, delegate effectively, and enjoy freedom before the exit. Filip Heitbrink is your coach for sustainable and fulfilling business growth.'
  • CTA: 'Join the Weekly Coaching Session'

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

Website

  • Optimize website content to clearly communicate services and unique selling proposition
  • Track conversions on pricing page and contact form submissions
  • Ensure mobile optimization considering global audience and possible wide range of devices used

Social Media

  • Prioritize LinkedIn due to B2B audience (weekly posts)
  • Utilize Instagram for a more personal connection and behind-the-scenes content (2-3 posts per week)

Paid Advertising

  • LinkedIn Promoted Content targeting B2B SaaS and Software businesses
  • Google Ads targeting search terms related to B2B Software management, growth, and coaching

Content Recommendations

  • Blog posts or articles on 'Achieving Business Freedom Before Exit'
  • Case studies on successful scaling experiences with clients

Podcasts

  • Appear on industry-specific podcasts such as the 'SaaS Revolution Show' and 'The SaaS Podcast'

Directories

  • List on coaching directories like Noomii and Lifecoach

Publications

  • Submit guest articles to B2B and SaaS-focused publications such as 'SaaS Mag' and 'Forbes Technology Council'

Partnerships & Outreach

  • Collaborate with SaaS consultancies, HR agencies servicing software companies
  • Reach out to startup accelerators and incubators for partnership opportunities

SEO and Content

  • Create SEO-focused content around topics like 'B2B SaaS growth', 'software business management', and 'business coaching'

Online Networking

  • Engage actively in relevant LinkedIn Groups (e.g., B2B SaaS Network, Startup Founder Community)
  • Participate in niche forums like SaaStr Community and Indie Hackers

Cold Outreach

  • Personalised LinkedIn InMail to founders fitting the target audience profile
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • E-book: '5 Essential Strategies to Scale Your B2B SaaS'
  • Webinar: 'Building High-Trust Teams in Software Development'
  • Interactive Diagnostic Quiz: 'How Ready Are You To Scale Your SaaS Business?'

Tripwire Offer

  • 'Transform Your First 100 Days: Mini-Course for SaaS Founders'
  • First-month discounted trial for weekly group coaching sessions

Welcome Sequence

  • Email 1: Warm welcome and introductions
  • Email 2: Outline coaching approach and benefits
  • Email 3: Share success stories and case studies
  • Email 4: Provide special offer to encourage conversion

Segmentation

  • Segment by company size for personalised messaging
  • Segment by engagement level with provided resources

Chatbot and Automation

  • Implement a chatbot to answer common queries on website
  • Use automation for follow-up emails after lead magnet download

2. My Lead Nurturing System

Marketing CRM

  • Recommended Platform: ActiveCampaign for its robust automation and segmentation features.
  • Integration with website and social media for seamless lead capture.

Sales CRM

  • Recommended Platform: Pipedrive for its intuitive sales pipeline management.
  • Sales Process: Follow warming process through social media interactions, with final sales execution via chat.

Automated Follow-Ups

  • Post opt-in follow-up: Personalized thanking message, introduction to Filip's approach, and expectations from the program.
  • Abandoned cart follow-up: Reminding potential leads of their interesting offer and possibly offers a short-term discount.
  • Post-webinar follow-up: Share summary, key takeaways and a special offer for participants.

Newsletter

  • Frequency: Bi-weekly.
  • Topics: Success stories, insights on SaaS scaling, and thought leadership.

Retargeting & Ads

  • LinkedIn lead ads for optimized B2B targeting.

Social Media and Content

  • Posting Frequency: Weekly on Linkedin, 2-3 times a week on Instagram.
  • Content Focus: Balance between personal journey, client stories, and actionable SaaS scaling advice.

Webinars and Events

  • Monthly webinar focusing on key challenges in scaling b2b SaaS/ Software businesses.

Other Nurture Channels

  • Implement a Chatbot on the website for quick Q&A.
  • Active engagement with prospects through social media comments and messages.

3. Sales Conversion Strategy

Sales Process

  • Leverage social media platforms for lead generation.
  • Engage with potential leads through comments and interactions.
  • Build trust and rapport through providing valuable content on social media platforms.
  • Initiate sales conversations through chat after 7-10 interactions.

Sales Assets

  • Develop an eBook or guide about scaling SaaS businesses as a lead magnet.
  • Create an SOP for sales conversations on social media platforms.
  • Develop customer testimonials and success stories for social proof.

Testimonials and Case Studies

  • Develop a system for collecting testimonials and success stories from previous coaching clients.
  • Display the testimonials on the website, and use success stories in social media marketing.

Conversion Rate Insights

  • Implement conversion tracking on the website to monitor conversion rates.
  • Use insights from the conversion tracking to improve the sales process.

Urgency and Offers

  • Create limited-time offers for the coaching program to create a sense of urgency.
  • Use seasonal deals (i.e. New Year, end of quarter) to incentivize sign-ups.

Guarantees and Risk Reversal

  • Offer a guarantee of improvement within a specified period of coaching.
  • Develop a refund process for clients who do not achieve the expected results.

Shock and Awe

  • Send a physical welcome package to new clients.
  • Offer exclusive access to an on-demand platform with session recordings and course material.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email within 24 hours of sign up including: an introduction, what to expect, and how to get started.
  • Initial 1:1 consultation meeting to align expectations and understand client's unique pain points.

Communication Cadence

  • Weekly live group coaching sessions.
  • Bi-weekly personalized feedback email based on progress from coaching sessions.
  • Monthly progress report emails.

Client Education

  • Access to online learning platform with recordings and course materials.
  • Regular knowledge sharing posts on social media platforms.

Personalized Touches

  • Birthday recognition with a personalized email.
  • Celebrate client’s business growth milestones with a handwritten note.
  • Surprises of occasional free one-on-one sessions.

Visuals and Documentation

  • Regular snapshots of success stories to share on social channels.
  • Progress graphs included in the monthly progress report.

Feedback and Proactive Support

  • Quarterly customer feedback survey.
  • Establish a system for identifying potential issues early.
  • Early access to new features or resources based on feedback.

Guarantee or Promise

  • Satisfaction guarantee with free additional support in case of dissatisfaction.

Operational Excellence

  • Maintain consistency and punctuality in group coaching sessions.
  • Dedicated 24-hour email turnaround times.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer early-bird renewal discounts to encourage annual contract renewals
  • Implement auto-renewal system with notifications and reminders

Upsells & Cross-Sells

  • Introduce 1:1 personal coaching sessions as a premium upsell
  • Offer exclusive mastermind retreats or networking events for loyal clients

Bundling & Packaging

  • Create a new premium package that combines group sessions, 1:1 coaching, and access to any exclusive events
  • Develop bundle packages with additional resources like books, downloadable materials

Loyalty & Retention Programs

  • Create a referral program that rewards existing clients for sending new clients
  • Offer extra benefits: free additional 1:1 session or priority booking for loyal customers

Custom Services and Personalization

  • Provide an option for custom coaching plans tailored to individual business needs
  • Offer on-demand consultative services for critical business decisions

Pricing Strategy

  • For loyal customers, offer tiered pricing models based on usage or features
  • Implement 'pay upfront for the year' offers at a slight discount

Customer Data and Insights

  • Invest in a CRM system to track customer engagements and churn
  • Use data to identify upsell opportunities with more engaged customers

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer discount on next year's group coaching for existing clients who bring in referrals.
  • Use a tiered system offering higher rewards for multiple referrals.

Shareable Assets

  • Create a dedicated referral landing page with benefit and offer details.
  • Develop a library of social media graphics, posts, and taglines promoting the coaching program.

Timing and Triggers

  • Request referrals after positive coaching breakthroughs or success milestones.
  • Send automated email reminders about referral benefits after every fifth coaching session.

Client Success Stories

  • Request written, video, or case study testimonials from successful clients.
  • Share success stories on social media platforms and email newsletters to inspire referrals.

Referral Contests

  • Hold quarterly contests - clients get entries for every referral they send.
  • Give a shoutout and exclusive rewards to top referrers each quarter.

Partner or Affiliate Programs

  • Invite successful clients to become affiliate partners with commission on successful referrals.

Thank-You Experience

  • Send a thank-you video message and digital certificate to clients who refer.
  • Top referrers could receive a private, free, one-on-one coaching session.

Take Your Marketing Plan to the Next Level

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