Lean Marketing

Before
(Prospect)

1. My Target Market

Primary Target Market Summary

Business startups and owners, particularly within the food and retail industries, looking for structured guidance to bring their business ideas to life.

Audience Type

B2B
Key customer segments: Founders, small to medium business owners

Industries (if B2B)

Food industry
Retail industry

Needs – Primary Buying Considerations

Real-time action planning for business ideas
Creation of standard operating procedures

Demographics

Age Range: Not specified
Gender: Not specified
Geography: Not specified
Income Level: Not specified
Profession: Business owners, founders
Business Size: Startups, small to medium businesses

Psychographics

Lifestyle: Entrepreneurial, seeking guidance for business startups
What they value: Real-time involvement in action planning, personal 1:1 support
Pain Points: Lack of structure or knowledge in starting a business
Buying Behavior: Consider the value of hands-on support and clear business planning
Decision-Making Roles:
Primary Decision Maker: Founder, Owner
Secondary Decision Influencers: Not specified
Support Roles: Not specified

2. My Message to My Target Audience

Refined Elevator Pitch

Fulcrum Fortress Consulting empowers startups and small businesses by developing actionable, real-time plans. We pave your way towards sustainable growth and profitability.

Understanding Their Pain Points

Struggling to create a sustainable business model.
Overwhelmed with launching a startup without a concrete plan.
Lacking formal business structure and standard operating procedures.

Transformation

Clarity through solid, actionable business planning.
Confidence in an established and functional business structure.
Long-term business sustainability and profits.

Unique Selling Proposition (USP)

Real-time action plan creation for immediate steps forward.
In-depth 1:1 support ensuring full understanding and implementation.
Exclusive emphasis on creating standard operating procedures for sustainable growth.

Brand Values & One-Liners

Turning visions into ventures.
Creating a sturdy foundation for your business dream.
We structure your business, you revolutionize the industry.

Tone

Fulcrum Fortress Consulting embodies a professional, straightforward, and supportive tone. We uplift our clients and make their business dreams a reality.

Hero Text Idea

Flag Text: Empowering Startups Globally
Main Headline: Transforming Visions Into Successful Ventures
Sub Headline: Get a clear, actionable, and sustainable plan from day one. Start your journey towards profitable growth with us.
CTA: Plan your pathway to success today.

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

Website

Build a professional website on Wordpress which is a cost-effective solution for beginners
Track conversions such as contact form submissions and consultation bookings
Optimized for both desktop and mobile users

Social Media

LinkedIn for B2B engagement and regular content posting
Twitter for short, frequent updates and customer interaction
Minimum 3 posts per week (mix of informative, promotional, and engagement content)

Paid Advertising

Google Ads (specifically the search network) for thoughtful keyword targeting
LinkedIn Ads targeting by job title/industry

Content Recommendations

Blog posts on startup challenges, the importance of SOPs, and success stories
White papers or eBooks providing deeper insights into achieving success in startups

Podcasts

Start a monthly podcast discussing common startup issues and possible solutions
Appear on industry-related podcasts such as 'The Startup Chat', 'Masters of Scale'

Directories

Get listed on B2B directories like Upcity, Clutch, and G2

Publications

Write guest articles for publications like Entrepreneur, Inc., Fast Company

Partnerships & Outreach

Partner with coworking spaces and startup incubators for referral opportunities

SEO and Content

Focus on long-tail keywords relevant to startup consulting
Publish regular blog posts to improve organic visibility

Offline and Local Media

Attend local startup events and trade shows
Run local PR campaigns in newspapers and magazines

Online Events

Host webinars on various startup-related themes

Online Networking

Join relevant LinkedIn and Reddit groups for networking

Cold Outreach

Use LinkedIn for direct outreach to startup founders and small business owners

During
(Lead)

1. My Lead Capture System

Lead Magnet

'Startup Success Guide' (Interactive PDF with actionable tips)
'SOP Template Kit' (customizable templates for common business procedures)
Podcast 'Startup Flashpoints'

Tripwire Offer

Kickstart Consultation (1-hr session at a nominal price)
'Startup SOP Pack' (Basic, ready-to-use set of common SOPs)

Welcome Sequence

Email 1: Personal welcome and overview of services
Email 2: Case study of successful client
Email 3: Exclusive offer for consultation

Segmentation

Segment by Business Stage (Idea/Early Stage/Growth)
Segment by Industry (Food/Retail/Others)

Chatbot and Automation

Implement chatbot for instant query resolution
Use automation for booking consults, sending welcome sequences, onboarding

2. My Lead Nurturing System

Marketing CRM

Recommended platform: Zoho CRM (Lightweight, affordable CRM suitable for early stages)
Automation capabilities: Automations for lead scoring, reminders, and follow-ups can be set up in Zoho CRM

Sales CRM

Recommended platform: Zoho CRM (Combines marketing and sales tracking in one platform)
Pipeline tracking or handoff process: Track stages (Lead → Consultation → Proposal → Closure)

Automated Follow-Ups

Post-opt-in: Welcome email series over 1 week describing services, success stories, and consultation booking
Abandoned form: 2 follow-up emails, triggered after 24 hours and 72 hours

Newsletter

Monthly frequency
Topics: Startup Success Stories, Business Planning Tips, SOP Best Practices
Segmentation: By industry (Food/Retail/Other)

Retargeting & Ads

Google Ads for search retargeting
LinkedIn Ads for content retargeting to business founders and owners

Social Media and Content

LinkedIn: Thrice weekly posts focused on tips, inspirations, and company updates
Blog: Biweekly posts on startup challenges, SOP benefits, action plan insights

Webinars and Events

Quarterly webinars focused on startup challenges & solutions
Local startup events and trade shows attendance

Other Nurture Channels

Chatbot: Implementation on website and LinkedIn page for instant query resolution

3. Sales Conversion Strategy

Sales Process

Define a clear and thorough sales process: Initial consultation > Proposal (with real-time action plan) > Agreement (MSA and SOW) > Secure retainer > Project kickoff
Make sure each stage is well-documented with consistent communication and follow-up
Automate where possible, for example, use Zapier to send automatic thank-you emails after consultations

Sales Assets

Develop a Consultation Guide to ensure productive initial meetings
Create an objection-handling script for common concerns like price and timeline
Develop a clear, persuasively written proposal template emphasizing core benefits and USP
Design a professional pitch deck showcasing successful case studies, the consultation process, and unique business plan development strategy

Testimonials and Case Studies

Start gathering testimonials from initial clients, ask for them at project close
Develop a few in-depth case studies highlighting success and transformation from previous clients
Showcase these on the website, in the proposal, and on social media

Conversion Rate Insights

Track conversions at each stage of the process from consultation to close
Use Google Analytics to track website-based leads
Set conversion rate improvement targets per quarter

Urgency and Offers

Develop limited-time offers: e.g., 'First 10 clients receive an extra 1-hour strategy session'
Frame retainer as an investment towards a profitable and sustainable business future: 'Get ahead of competitors with your structured business plan, now'

Guarantees and Risk Reversal

Offer a satisfaction guarantee to boost trust: 'If you're not satisfied after the first strategy session, we'll refund your deposit'
Clearly articulate all services and deliverables in the MSA and SOW, ensuring clients know what to expect and that both parties are protected

Shock and Awe

Send a thoughtful welcome gift or card following the agreement phase
Regularly update clients with progress and consistently exceed expectations
Provide exceptional customer service and personalized support throughout the process
To 'shock' clients, offer a quick turnaround time for the initial action plan

After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

Welcome packet detailing journey ahead and outlining next steps.
Real-time action plan creation kick-off call.
Access to a client portal with project status and important documentation.

Communication Cadence

Weekly update calls or video meetings to keep clients informed.
Monthly summary emails to recap progress and milestones.
Active check-ins on significant project stages via preferred client mode.

Client Education

Series of educational videos on startup operations and planning.
FAQ section in the client portal to proactively answer common queries.
Focus on empowering client with needed knowledge in 1:1 support.

Personalized Touches

Handwritten thank-you notes following contract signing.
Recognition of business launch with a branded gift.
Celebration of important customer milestones with special messages.

Visuals and Documentation

‘Before’ (at sign up) and ‘After’ (post action plan creation) comparison.
Regular reports on the advancement of standard operating procedures implementation.

Feedback and Proactive Support

Regular client feedback requests via email surveys.
Prompt attention to issues, with solutions or alternatives proposed proactively.

Guarantee or Promise

Assurance of creating a real-time, actionable business plan.

Operational Excellence

Strict adherence to scheduled meetings and promised timelines.
Consistent, clear, and respectful communication.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Offer discounts for 6-month or 12-month upfront payments

Upsells & Cross-sells

Offer different levels of 1:1 support based on customer subscription
Cross-sell a strategic planning service for business expansion or pivot

Bundling & Packaging

Offer all-in-one consulting packages, including business plan, SOPs, and ongoing support

Loyalty & Retention Programs

Implement a referral program, rewarding existing customers who bring new clients

Custom Services and Personalization

Offer addition of tailored strategic sessions based on customer's specific industry

Pricing Strategy

Experiment with tiered pricing packages based on support level and specific consultation topics
Offer promotional discounts to customers who commit to longer-term packages

Customer Data and Insights

Invest in a simple CRM for tracking customer interactions, identify cross-selling opportunities

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

Offer a 10% off next service for successful referrals.
Provide exclusive growth strategy tools to the referees.

Shareable Assets

Create a referral landing page on the website.
Design digital referral cards with the business's unique selling points.

Timing and Triggers

Request referrals after a successful initial consult or business realization.
Cue staff to ask for referrals after significant goals are reached.

Client Success Stories

Collect success stories and share on the website and social media.
Ask satisfied clients to record a quick video testimonial discussing their experience.

Referral Contests

Host a bi-annual referral contest with discounted services as the prize.
Allocate points for each referral, which can be redeemed for free consultation hours.

Partner or Affiliate Programs

Develop affiliations with local startups, coworking spaces, and business communities.
Collaborate with influencers in the startup sphere for mutual referrals.

Thank-You Experience

Send handwritten thank you notes to top referrers.
Publicly recognize top referrers on the website or company's newsletter.

Fulcrum Fortress Consulting

Your 1-Page Marketing Plan is Ready!