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Futura

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Futura's ideal customer is a career-focused woman in her 30s, who is interested in understanding and preserving her fertility for future family planning.

Audience Type

  • B2C
  • Key customer segments: Single professional women.

Needs – Primary Buying Considerations

  • Ensure quality of their future eggs
  • Desire for more fertility options in the future

Demographics

  • Age Range: 30-40
  • Gender: Female
  • Geography: Singapore
  • Income Level: High (can afford egg freezing services)
  • Profession: Professionals in various fields

Psychographics

  • Lifestyle: Career-oriented
  • What they value: Fertility preservation, family planning for the future
  • Pain Points: Concern about declining egg quality with age
  • Buying Behavior: Likely to invest in long-term planning services.

Secondary Target Market (only if applicable)

2. My Message to My Target Audience

Refined Elevator Pitch

  • Futura empowers professional women in their 30s with knowledge about egg freezing benefits, providing them with a unique fertility insurance, and a recommendation for the best overseas location to freeze their eggs, so they can plan their family future with confidence.

Understanding Their Pain Points

  • Fear of declining egg quality with age
  • Uncertainty about the process of egg freezing
  • Lack of knowledge on best practices and locations for egg freezing

Transformation

  • Broader options for fertility in the future
  • Confidence in their decision to freeze eggs
  • Empowerment through knowledge and fertility choice

Unique Selling Proposition (USP)

  • Unique insights tailor-made for Singaporean audience
  • Personalized 1:1 support for each client
  • Proven advice on the best overseas locations for Egg Freezing

Brand Values & One-Liners

  • "Your Fertility, Ensured."
  • "Empowering Women with Fertility Choices."
  • "Knowledgeable, Personalized, Reassuring."

Tone

  • Futura’s tone is empowering, understanding, and reassuring to resonate with professional women in their 30s, making them feel confident, supportive and informed about their fertility options.

Hero Text Idea

  • Flag Text: "Singapore’s Fertility Advisory"
  • Main Headline: "Guide to a Secure Fertility Future"
  • Sub Headline: "Unlock the secrets to egg freezing and seize control of your fertility. With our expert guidance and unique insights, your fertility is ensured."
  • CTA: "Begin Your Fertility Journey Now"

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

Website

  • Futura should build its site on WordPress due to its scalability and extensive customization options.
  • Track conversions such as 'Consultation Request', 'Package Selection', and 'Email/Newsletter Subscription'.
  • Given Singaporeans' high mobile penetration rate, prioritize website optimization for mobile devices.

Social Media

  • Focus on Facebook and Instagram, platforms highly popular among Singaporean women in their 30s.
  • Post at least 4 times a week with a mix of educational and interactive content.
  • Regularly feature testimonials, infographics and live Q&A sessions.

Paid Advertising

  • Use Facebook Ads targeting professional women aged 30-40 in Singapore.
  • Run Google Search Ads for relevant queries like "egg freezing in Singapore", "fertility options for women".

Content Recommendations

  • Develop a blog focused on fertility issues and solutions, success stories, and discussions about egg freezing.
  • Include FAQ posts about egg freezing process, cost, and overseas options.

Partnerships & Outreach

  • Collaborate with women-focused organizations like Singapore Council of Women's Organisations (SCWO) for workshops and webinars.
  • Reach out to gynecologists and fertility clinics for referrals and joint promotions.

SEO and Content

  • Optimize blog posts for keywords such as "Fertility Options", "Egg Freezing", "Singapore fertility consultation".
  • Develop a consistent posting schedule to increase organic visibility.

Offline and Local Media

  • Distribute flyers and brochures in healthcare centres, fitness studios, and corporate offices.
  • Sponsor local women-focused events and conferences, ensuring brand visibility.

Online Events

  • Conduct monthly webinars on female fertility and the benefits of egg-freezing.
  • Host virtual Q&A sessions with fertility experts.

Online Networking

  • Engage with users on fertility-related forums like BabyForum.sg.
  • Join Facebook groups related to parenthood or female health in Singapore.

Cold Outreach

  • Use LinkedIn to reach out to women in the target age range, offering them valuable fertility content.
  • Maintain an email newsletter to regularly share helpful articles and updates with subscribers.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Guide to Egg Freezing: Secure Your Fertility' eBook
  • 'Your Fertility Age' online calculator
  • Free fertility Info Webinar registration

Tripwire Offer

  • 'First Step Fertility' Consultation at discounted rate
  • Mini eBook series on 'Overseas Egg Freezing'

Welcome Sequence

  • Email 1: Welcome message and deliver eBook
  • Email 2: Share success stories and benefits of consultation
  • Email 3: Offer 'First Step Fertility' consultation discount

Segmentation

  • Segmentation based on age group and webinar attendance
  • Tagging customers who purchased the consultation package

Chatbot and Automation

  • Implement chatbot for FAQs and appointment scheduling
  • Automation for lead follow-ups

2. My Lead Nurturing System

Marketing CRM

  • Recommend ActiveCampaign for robust automation capabilities and segmentation
  • Can be used for email marketing, lead scoring, and personalized campaigns

Sales CRM

  • Zoho CRM recommended for tracking sales pipeline and conversion rates
  • Integration with marketing CRM for seamless hand-off

Automated Follow-Ups

  • Post-consultation follow-up emails
  • Triggers on appointment booking, content downloads

Newsletter

  • Bi-weekly frequency
  • Topics on egg freezing, women's health, fertility options
  • Segmentation based on age and consultation status

Retargeting & Ads

  • Google Ads remarketing for website visitors
  • Facebook Ads retargeting for nurturing warm leads

Social Media and Content

  • Posting 4 times a week
  • Style: informative posts on topics related to egg freezing, women's health and fertility

Webinars and Events

  • Monthly webinars on fertility options, Q&A sessions with experts

Other Nurture Channels

  • Live chat support (Intercom)
  • SMS follow-ups post-consultation

3. Sales Conversion Strategy

Sales Process

  • Ensure website is clear about steps to book and pay for consultation
  • Provide multiple payment methods to reduce friction
  • Offer a free initial consultation to create an opportunity for trust-building
  • Automate email reminders for consultations

Sales Assets

  • Create a consultation booking SOP for process standardization
  • Develop a pitch deck showcasing best overseas egg-freezing locations
  • Craft personalized email templates for following up with potential clients and nurturing leads

Testimonials and Case Studies

  • Request testimonials from satisfied customers post-consultation
  • Showcase testimonials on website and social media platforms
  • Use successful stories as case studies in the blog and advertising content

Conversion Rate Insights

  • Implement Google Analytics to track website visitor behavior and conversion rates
  • Focus on continuous website conversion rate optimization

Urgency and Offers

  • Run seasonal promotions linked to age-related fertility concerns
  • Create urgency messages like 'Don't delay your fertility choices'
  • Offer fast-booking incentives like priority slots for quick decision-makers

Guarantees and Risk Reversal

  • Offer a money-back guarantee for those not satisfied with the first consultation
  • Clearly communicate this guarantee on the website and during the initial free consultation

Shock and Awe

  • Send thank-you notes post consultation
  • Offer small discounts or benefits for referrals
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome kit with a fertility guidebook and FAQs
  • Kickoff call with consultant, explaining the process

Communication Cadence

  • Regular check-ins every 2 weeks via email or call
  • Instant updates via text about crucial information

Client Education

  • Encyclopedic knowledge hub accessible on the website
  • Regular webinars about fertility-related topics

Personalized Touches

  • Birthday wishes with valuable fertility tips
  • Milestone celebration cards when significant steps are completed

Visuals and Documentation

  • Infographic explanation of the egg freezing process
  • Regular progress reports for each client

Feedback and Proactive Support

  • Regular client satisfaction surveys
  • Rapid support through email/phone for issue resolution

Guarantee or Promise

  • Assurance of the best egg freezing solution tailored to each client
  • Transparency with a 'no hidden cost' policy

Operational Excellence

  • Strict adherence to the appointment schedule
  • Regular communication updates in a clear, understanding manner
  • Professionalism in all interactions

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer discounted follow-up consultations for annual renewal

Upsells & Cross-Sells

  • Collaborate with related health and wellness services to form partnership deals
  • Sell additional home-testing kits to monitor fertility health

Bundling & Packaging

  • Offer bundled packages of multiple consultations at a discounted rate
  • Develop premium packages that include personalized fertility reports and resources

Loyalty & Retention Programs

  • Start a referral program where customers earn free wellness products for referring friends

Custom Services and Personalization

  • Offer exclusive fertility workshops and webinars as a paid VIP upgrade

Pricing Strategy

  • Implement a sliding scale pricing model based on the number of follow-up consultations
  • Provide a discount for customers who commit to multiple consultations upfront

Customer Data and Insights

  • Use customer feedback to improve services and identify cross-selling opportunities

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Exclusive discount on next consultation for referrers
  • New referees received a 10% discount on first consultation

Shareable Assets

  • Pre-made social media posts showcasing the benefits of egg freezing
  • Digital referral cards with an easy link for booking a consultation

Timing and Triggers

  • Ask for referrals after successful consultation sessions
  • Aim to ask during follow-up emails or calls after a couple of weeks from the consultation

Client Success Stories

  • Encourage clients to share their experiences and benefits received, and promote it on social channel and emails
  • Create a dedicated section on the website to showcase these stories

Referral Contests

  • Monthly challenges to refer the most friends with rewards such as a free consultation

Partner or Affiliate Programs

  • Partner with fertility clinics for referrals
  • Begin an influencer program, using well-known female Singaporean influencers active in lifestyle and women’s rights

Thank-You Experience

  • Send a personalized thank-you email for every successful referral
  • Recognize top referrers on social media platforms monthly
  • Send handwritten thank-you notes to top referrers annually

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