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Flow Logic

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Engineers engaged in hydrologic analysis and hydraulic modeling, seeking to improve their skills and gain professional development hours for license renewal.

Audience Type

  • B2C
  • Engineers in hydrology and hydraulic modeling

Needs – Primary Buying Considerations

  • Practical insight into hydraulic modeling application
  • PDH for license renewal

Demographics

  • Age Range: Mid-career professionals (30-50)
  • Gender: Predominantly male, but with increasing female representation
  • Geography: United States
  • Income Level: $70,000 - $120,000
  • Profession: Engineers in the hydraulic and hydrological fields

Psychographics

  • Lifestyle: Professors and professionals consistently seeking to broaden their knowledge
  • What they value: Skill upgrade, theory application, license renewal
  • Pain Points: Lack of practical insights to supplement theoretical knowledge
  • Buying Behavior: Value-based purchases and investments in their professional growth

Decision-Making Roles

  • Primary Decision Maker: Individual professionals within their learning and development
  • Secondary Decision Influencers: Peers and industry leaders
  • Support Roles: N/A

2. My Message to My Target Audience

Refined Elevator Pitch

  • Flow Logic provides aspiring hydraulic engineers with keen insights into hydraulic modeling through 24 years of hands-on experience in river restoration so they can skill up, renew their licenses, and contribute to meaningful projects.

Understanding Their Pain Points

  • Lack of practical knowledge in hydraulic modeling
  • Currently only with basic or theoretical knowledge on hydrology
  • Struggles to apply theoretical knowledge in real-world river restoration projects

Transformation

  • Skills upgraded and becoming expert hydraulic modelers
  • Confidence from being endorsed by a field expert for license renewal
  • Increased marketability and contribution to meaningful river restoration projects

Unique Selling Proposition (USP)

  • Decades of experience in river restoration
  • Proven ability to transform theory into practical knowledge
  • Clears path for engineers to renew their licenses effectively

Brand Values & One-Liners

  • "Turning theories into real-world solutions."
  • "Bridging the gap between classroom knowledge and field expertise."
  • "Empowering engineers; restoring rivers."

Tone

  • Flow Logic is concise and insightful, merging the demanding technicalities of engineering with clear, accessible communication. We aim to instill confidence and curiosity in our clients.

Hero Text Idea

  • Flag Text: Propel Your Career in the US
  • Main Headline: Become an Expert Hydraulic Modeler
  • Sub Headline: Gain practical insights from a 24-year river restoration veteran and renew your license.
  • CTA: Begin Your Journey Today

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

Website

  • Since there's no existing website, a platform like Wordpress can be a cost-effective choice for this service business.
  • Focus on desktop experience due to audience's profession (engineers often use desktops for work).
  • Track page views, time spent on site, and click-through rates as initial metrics.
  • Clear calls to action for booking services, and obtaining PDH credits.

Social Media

  • LinkedIn: to build credibility and network with professionals. Post once a week.
  • YouTube: for informative videos about hydraulic modeling. Upload videos biweekly.

Paid Advertising

  • Google Ads: to drive traffic to the website and increase visibility.
  • LinkedIn Ads: to target professionals in the engineering domain.

Content Recommendations

  • Tips and tricks on river restoration.
  • Case studies and project analysis articles.
  • Hydraulics modeling tutorial videos.

Podcasts

  • Consider starting a podcast focusing on hydraulic modeling and river restoration.
  • Guest appearances on related podcasts like `The Civil Engineering Podcast`.

Directories

  • Get listed on professional directories like 'Engineering.com'
  • Consider joining 'Environmental Expert', a global environmental industry marketplace and information resource.

Partnerships & Outreach

  • Partner with engineering firms and educational institutions for webinars/seminars.

SEO and Content

  • Use keywords such as 'hydraulic modeling', 'river restoration' and 'PDH credits'.
  • Regularly update blog content to boost SEO.

Offline and Local Media

  • Host local in-person seminars or workshops.
  • Sponsor/contribute at industry events and conferences.

Online Events

  • Conduct webinars for deeper dives into specific topics.

Online Networking

  • Join relevant communities on Stack Exchange, Reddit and Quora for Engineers.

Cold Outreach

  • LinkedIn: Connect with engineers and engineering companies directly.
  • Email: Build a database and initiate a weekly newsletter with valuable insights, case studies and tutorials.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free Webinar on Basic Hydraulic Modeling Techniques
  • PDH Credit Tracker
  • 'Field to Flow' - an insightful guide on applying field data to hydraulic modeling

Tripwire Offer

  • Mini-course on 'Theory to Practice: Hydraulics 101'
  • One on one consultation session
  • Detailed case study of a past river restoration project

Welcome Sequence

  • Introduction and thank you email
  • Webinar footage (if they missed the live one)
  • Follow up with Tripwire offers
  • Occasional insights on the application of hydraulics and industry trends

Segmentation

  • Tag based on their engagement level (Webinar attendee, Mini-course purchasers, Newsletter subscribers)
  • Further segment based on their professional field interests (Hydrologic Analysis, Hydraulic Modeling)

Chatbot and Automation

  • Set up a chatbot to help visitors navigate the site and answer FAQs
  • Automate webinar signup process and post-webinar follow-ups

2. My Lead Nurturing System

Marketing CRM

  • Recommendation: HubSpot; free version fit for start-up, scalable for growth
  • Automation capabilities: Email automation, segmentation, analytics

Sales CRM

  • Recommendation: HubSpot CRM; aligns seamlessly with marketing platform
  • Pipeline tracking: Built-in feature in HubSpot, tracks and reports on sales pipeline

Automated Follow-Ups

  • Post-webinar: Send recording, additional resources, Tripwire offer
  • Post-Tripwire purchase: Upsell to primary offering

Newsletter

  • Frequency: Bi-weekly
  • Topics: Hydraulics theory, Case studies, Industry trends
  • Segmentation: Based on service interest (Hydraulic Analysis, Hydraulic Modeling)

Retargeting & Ads

  • Platforms: LinkedIn Ads for target audience, Google Ads for visibility

Social Media and Content

  • Posting frequency: LinkedIn (1x/week), YouTube (2x/month)
  • Content type: 'How-to' articles, Tutorial videos

Webinars and Events

  • Suggested cadence: Free introductory webinar monthly

Other Nurture Channels

  • Chatbot: Use HubSpot's free chatbot builder for website
  • SMS: Send reminders for upcoming webinars and new content

3. Sales Conversion Strategy

Sales Process

  • Set up a step-by-step process: Inquiry -> Free Consultation -> Personal Proposal -> Closure.
  • Automate follow-up emails to keep leads engaged.

Sales Assets

  • Create a comprehensive sales script for consultations.
  • Develop a tailored proposal template focusing on engineering upskilling and license renewal.

Testimonials and Case Studies

  • Foster relationships with early adopters and ask for testimonials.
  • Publish success stories on website's testimonial section and LinkedIn.

Conversion Rate Insights

  • Start tracking conversion rates from inquiry to closure.
  • Aim to steadily improve conversion rates by refining sales assets and process.

Urgency and Offers

  • Introduce early-bird discounts for the first 50 enrollees.
  • Promote time-bound promotions, e.g., 'Sign up within 48 hours for 10% off'.

Guarantees and Risk Reversal

  • Implement a 30-day money-back guarantee to instill confidence in the course.
  • Highlight the guarantee prominently in sales calls and promotional materials.

Shock and Awe

  • Send a welcome package with Flow Logic-branded materials (e.g., notepad, pen) upon enrolment.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email introducing the course content and structure
  • Initial video call or webinar going over course expectations and answering questions

Communication Cadence

  • Fortnightly emails with updates on course progression and key concepts covered
  • Webinars or educational videos for complex topics regularly sequenced within the course timeline

Client Education

  • Supplementary reading material and case studies to reinforce practical application
  • Video tutorials demonstrating how theories translate into real-world applications

Personalized Touches

  • A congratulatory email upon course completion
  • Limited edition Flow Logic stickers or badges for outstanding course performance

Visuals and Documentation

  • Progress visualisation in the Learner's Dashboard showing topics covered and remaining
  • Detailed reports of assessments, quizzes and the final exam

Feedback and Proactive Support

  • Mid-course survey for feedback to improve course delivery and content
  • Quick response system for queries via a dedicated support email

Guarantee or Promise

  • Promise of insightful industry-based knowledge transfer or option for course fee refund

Operational Excellence

  • Course content made available on time and as per schedule
  • Regular updates on course progression and transparent communication on any changes

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer discounted package for bulk PDH purchases.
  • Implement annual subscription model for continuous learning.

Upsells & Cross-Sells

  • Provide advanced courses for upselling.
  • Cross-sell additional resources like books or related course materials.

Bundling & Packaging

  • Create bundled offers for courses covering different aspects of hydraulic modeling.
  • Package beginner and advanced courses for tiered pricing.

Loyalty & Retention Programs

  • Introduce a loyalty program granting discounts based on accumulated PDH.
  • Offer a referral program to incentivize word-of-mouth marketing.

Custom Services and Personalization

  • Offer one-on-one tutoring as a premium service.
  • Personalize learning programs based on career trajectory and learning pace.

Pricing Strategy

  • Offer tiered-pricing based on services offered.
  • Give discounts for long-term commitments.

Customer Data and Insights

  • Implement a CRM to track customer engagement and identify opportunities.
  • Utilize analytics tool to monitor customer behaviors and adjust strategies accordingly.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer exclusive bonus content for each successful referral.
  • Give referees a discount off their first purchase.

Shareable Assets

  • Create branded referral cards with a unique referral code.
  • Develop reusable social media posts and email templates to facilitate sharing.

Timing and Triggers

  • Encourage referrals at the end of successful courses / seminars.
  • Automate email reminders to encourage referrals after course completion.

Client Success Stories

  • Collect success stories and testimonials, share these stories on social media to inspire referrals.

Referral Contests

  • Run a bi-annual referral contest with exclusive webinar or course access as the prize.

Thank-You Experience

  • Send personalized thank-you emails for every successful referral.
  • Give public recognition to top referees in newsletters or on social media.

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