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Garden Grove Biomechanics

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Individuals suffering from low back pain due to sedentary office jobs who value time and aspire transformative changes in their physical and mental health.

Audience Type

  • B2C
  • Office workers

Needs – Primary Buying Considerations

  • Effective methods to improve posture and physical health
  • Efficient fitness regimen compatible with busy schedules
  • Trustworthy and transparent services

Demographics

  • Age Range: Above 25
  • Gender: Male and Female
  • Geography: United States
  • Income Level: Above 80000 USD
  • Profession: Office Workers

Psychographics

  • Lifestyle: Sedentary due to office jobs
  • What they value: Honesty, Challenges, and Personal Transformation
  • Pain Points: Low back pain, Lack of exercise, Time constraint
  • Buying Behavior: Nurturing via social media platforms and emails

SECONDARY TARGET MARKET

  • Businesses in the corporate industry seeking to enhance their employee's wellbeing, specifically those dealing with postural issues due to their work environment.

2. My Message to My Target Audience

Refined Elevator Pitch

  • Garden Grove Biomechanics provides office workers fighting daily discomfort with improved health and stability through biomechanics-based physical training, so they can lead a healthier, more active life without dedicating excessive time.

Understanding Their Pain Points

  • Chronic low back pain stemming from sedentary office work
  • Limited time and knowledge for quality exercise
  • Lingering anxiety about committing substantial time to exercise

Transformation

  • Achieving a better posture, mental stability and muscle growth
  • Improved digestion and weight loss to enhance overall well-being
  • Gaining knowledge and accountability to maintain their health outside of sessions

Unique Selling Proposition (USP)

  • In-depth understanding of body movement beyond traditional therapies
  • A focus on versatile, functional muscle development instead of simple hypertrophy
  • Nutritional support and accountability features to foster a comprehensive health transformation

Brand Values & One-Liners

  • "Your health, our commitment"
  • "Transforming lives, one movement at a time"
  • "Challenges welcomed. Changes guaranteed."

Tone

  • Garden Grove Biomechanics adapts an empowering and motivational tone. We ignite the spark to challenge convention, push boundaries, and transform for the better, instilling confidence in our clients.

Hero Text Idea

  • Flag Text: "Empowering Office Workers Across United States"
  • Main Headline: "Revolutionizing Health with Biomechanics Training"
  • Sub Headline: "Experience comprehensive transformation – better posture, improved mental stability, and enhancement of your overall well-being. Your journey to health doesn't have to eat up your time."
  • CTA: "Embark on Your Transformation Today!"

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

Website

  • Optimize website for mobile users, as majority of the target audience are busy office workers
  • Use Wordpress plugins to track visitor interactions and conversions

Social Media

  • Prioritize LinkedIn for professional networking with potential corporate clients
  • Instagram and TikTok for showcasing exercise techniques and client testimonials
  • Posting frequency: Daily on IG and TikTok, thrice a week on LinkedIn

Paid Advertising

  • Google Ads for search engine visibility
  • Facebook and Instagram ads targeting office workers
  • LinkedIn ads targeting HR departments of corporates

Content Recommendations

  • Exercise techniques and their benefits
  • Client success stories
  • Nutrition tips

Podcasts

  • Appear on fitness and well-being shows often listened by corporate workers

E.g. 'The Mind Pump Podcast', 'The Model Health Show'

  • Start a podcast focusing on biomechanics and office workouts

Directories

  • Register on local business directories (e.g. Yelp, Yellow Pages)
  • Get listed on health and wellness online directories

Publications

  • Write guest posts for 'Healthline', 'Well + Good', 'Shape'
  • Advertise in 'Men’s Health', 'Women’s Health' magazines

Partnerships & Outreach

  • Partner with office space providers for on-site training sessions
  • Collaborate with HR departments for corporate wellness programs

SEO and Content

  • Keyword strategy around 'office workouts', 'biomechanics', 'corporate wellness'
  • Blog posts on exercise techniques, nutrition, success stories

Offline and Local Media

  • Host free biomechanics workshops in local communities
  • Distribute flyers in corporate parks, co-working spaces
  • Billboards near offices and busy commercial areas

Online Events

  • Host webinars on 'Managing Back pain with Biomechanics'
  • Online fitness challenges for engagement

Online Networking

  • Engage with office workers in 'r/office', 'r/fitness' on Reddit
  • Join relevant LinkedIn and Facebook groups

Cold Outreach

  • Target LinkedIn and email outreach to HR managers
  • Engage with Instagram and Tiktok influencers in wellness space
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free Digital Guide: '5 Biomechanical Movements for Better Posture'
  • Webinar: 'Managing Back Pain with Biomechanics'
  • Quiz: 'What's Your Workplace Fitness Level?'

Tripwire Offer

  • Mini-course: '10 days to improving posture and body movement'
  • First-time Session Discount: Reduced price initial consultation

Welcome Sequence

  • Welcome Email: Thanks for joining, introduction, and expectations
  • Content Email(s): Share relevant tips, success stories, and reminders about the tripwire offer
  • Sales Email: Introduce main offering with a compelling call-to-action

Segmentation

  • Tag Interested Leads: Those who downloaded guide, attended webinar, completed quiz
  • Tag Engaged Leads: Those who opened emails/clicked links/made tripwire purchase
  • Tag Hot Leads: Those who have booked a sales call

Chatbot and Automation

  • Chatbot on Website: Greet, offer lead magnets, answer common questions
  • Email Automation: Deliver lead magnet, run welcome sequence, segment users

2. My Lead Nurturing System

Marketing CRM

  • Recommended platform: Hubspot (Free version to start, upgrade as required)
  • Automation capabilities: Email sequences, lead scoring, segmentation
  • Recommended improvements: Set up sequences, define scoring rules, create contact segments

Sales CRM

  • Recommended platform: Hubspot Sales Hub
  • Pipeline tracking: Monitor deal stages from lead to customer
  • Recommended upgrades: Add and configure custom deal stages

Automated Follow-Ups

  • Post-opt-in sequence: Welcome email, value emails, sales pitch
  • Abandoned call sequence: Reminder email, second chance booking link
  • Frequency: Immediate (welcome), Daily (post-opt-in sequence), Hourly (abandoned call)

Newsletter

  • Frequency: Bi-weekly
  • Topics: Success stories, educational content, behind-the-scenes work
  • Segmentation: Engagement level (clicked, opened, unopened)

Retargeting & Ads

  • Platforms: Google (search and display remarketing), Instagram and LinkedIn (user engagement)
  • Goals: Remind users, Increase touch points, Encourage action

Social Media and Content

  • Posting frequency: Daily on Instagram, thrice a week on LinkedIn
  • Content type: Exercise demos, client testimonials, team stories

Webinars and Events

  • Frequency: Monthly webinars, Quarterly in-person events
  • Purpose: Educate, Drive lead magnet sign-ups

Other Nurture Channels

  • Chatbot (ManyChat): Answer FAQs, Direct to suitable resources
  • SMS (Twilio): Appointment reminders, last-minute cancellations
  • WhatsApp: Personalized follow-ups, Quick clarifications

3. Sales Conversion Strategy

Sales Process

  • Streamline current process from seeing the ad to booking a sales call
  • Implement chatbot to answer initial queries and reduce friction
  • Automation in email nurturing process using a tool like Mailchimp
  • Routinely revisit and tweak the sales script based on feedback and conversions

Sales Assets

  • Develop initial consultation scripts focusing on the client's pain points
  • Standardize sales proposals with clear package inclusions and benefits
  • Create a 'why choose us' pitch deck leveraging the unique selling proposition

Testimonials and Case Studies

  • Implement a system to collect client testimonials post their training completion
  • Showcase testimonials on website, social media, and in sales conversations

Conversion Rate Insights

  • Use Wordpress plugins to track website conversions
  • Set a goal to improve conversion rate by at least 20% within 6 months

Urgency and Offers

  • Apply limited-time discounts to encourage prompt enrollment
  • Use scarcity in messaging - 'limited slots for personalized training each month'
  • Offer early bird discounts to fast movers

Guarantees and Risk Reversal

  • Provide a 'first session satisfaction' guarantee to boost trust
  • Offer a refund policy if clients don't see improvements within a certain timeframe

Shock and Awe

  • Sent a personal thank you note with a small fitness-related gift card upon enrollment
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • A personalized welcome email tailored to the client's present condition and goals
  • A booklet containing foundational information about biomechanics and its benefits
  • A direct line to their assigned coach for any impending questions or concerns

Communication Cadence

  • Weekly emails summarizing progress and actionable steps for the next week
  • Monthly video calls with the coach to evaluate progress and make any necessary changes

Client Education

  • Access to a members-only page on the website with educational videos, FAQs, and resources
  • Bi-weekly webinars covering advanced topics in biomechanics and nutrition

Personalized Touches

  • A custom-made poster demonstrating the recommended exercises, shipped to the client
  • Recognitions and rewards for reaching milestones
  • Birthday wishes accompanied by a wellness gift
  • Accountability check-ins to ensure adherence to the program

Visuals and Documentation

  • "Before-and-after" image comparison to demonstrate progress
  • Monthly progress reports comparing currant status to the client's own baseline and to averages for their demographic

Feedback and Proactive Support

  • Monthly surveys collecting feedback and any pain points
  • A support line for immediate assistance and concerns
  • An assigned support agent to deal with any issues rapidly

Guarantee or Promise

  • A "love it or leave it" policy provides peace of mind: Clients unsatisfied within the first 30 days can leave with a full refund
  • The guarantee that clients will see noticeable progress within 60 days or receive an additional month of training for free

Operational Excellence

  • Schedules accommodating a wide range of working hours, with options for early-morning and late-evening sessions
  • Commitment to meeting times without exceptions
  • Professional communication standards throughout all service interactions

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer discounted semi-annual contracts to encourage long-term commitment.

Upsells & Cross-Sells

  • Offer family or group add-on services for home or work.
  • Cross-sell a meal plan or dietary supplement partnership based on nutritional support benefits.

Bundling & Packaging

  • Design a tiered service plan: starter (basic fitness regimen), advanced (includes nutritional support), and premium (includes accountability and advanced training).

Loyalty & Retention Programs

  • Introduce a points-based loyalty scheme where points earned from each session are redeemable for special sessions or discounts.

Custom Services and Personalization

  • Premium plan can include personalized exercise and diet plan tailored for customer's specific needs and conditions.

Pricing Strategy

  • For long-term commitment, offer a decreasing monthly price rate for semi-annual contracts.

Customer Data and Insights

  • Set up a CRM to track customer sessions, progression, challenges, and wins to understand their journey and to identify upsell opportunities.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a free training session for customers who refer a new client.
  • Discounted monthly membership fees for successful referrals.
  • For referred friends, provide an exclusive offer - free initial consultation and posture analysis.

Shareable Assets

  • Create ready-to-share social media posts highlighting the benefits of the service.
  • Design referral cards customers can distribute to friends or coworkers.
  • Develop a special "Refer a friend" landing page on the website making sharing and tracking easy.

Timing and Triggers

  • Best time to ask for referrals is after a customer expresses satisfaction or achieves a significant health improvement.
  • Instruct staff to encourage referrals during success observations and celebrations.

Client Success Stories

  • Share testimonials and before-and-after photos (with consent) showcasing real client results.
  • Create inspiring transformation videos of clients that can be shared on social media.

Referral Contests

  • Run a quarterly referral contest, the customer with most referrals wins a special recognition and three months of free service.

Partner or Affiliate Programs

  • Collaborate with local office spaces or corporate companies, offering joint programs or group discounts.
  • Implement a fitness ambassadors program for clients who refer consistently, offering them unique perks and recognitions.

Thank-You Experience

  • Send a thank you note expressing gratitude to customers who provide referrals.
  • For top referrers, consider small thank-you gifts that align with the company's health and exercise focus.
  • Publicly acknowledge and appreciate top referrers on the company's social media channels.

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