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GuardedSpaces Pty Ltd

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Small to medium builders and asset owners in the construction industry, responsible for building or maintaining a carpark environment in Australia. They value safety, compliance, and building value whils seeking a quick installation process.

Audience Type

  • B2B
  • Infrastructure builders, Asset owners

Industries (if B2B)

  • Construction
  • Infrastructure Maintenance

Needs – Primary Buying Considerations

  • Compliance with AS1170.1 standard
  • Quick, efficient installation
  • Clean architectural finish
  • Improved asset value due to appearance

Demographics

  • Age Range: Not specified
  • Gender: Not specified
  • Geography: Australia
  • Income Level: Not specified
  • Profession: Builders, Asset owners
  • Business Size: Small to medium businesses

Psychographics

  • Lifestyle: Business professionals in the construction sector
  • What they value: Safety, compliance, improved asset value
  • Pain Points: Time-consuming installation, non-compliance, unappealing finishes
  • Buying Behavior: Inclined towards solutions offering value add-ons like crash testing and expedited installation
  • Decision-Making Roles:
  • Primary Decision Maker: Business owners, Project managers
  • Secondary Decision Influencers: Contractors, Site managers
  • Support Roles: Engineers, technical teams

2. My Message to My Target Audience

Refined Elevator Pitch

  • GuardedSpaces provides builders and site owners with AS1170.1 compliant, crash-tested vehicle barriers improving architectural appeal, site cleanliness, and safety through our unique FutureFix cast-in fixing system, so they can elevate site value, increase installation efficiency, and ensure uncompromised safety.

Understanding Their Pain Points

  • Difficulty in finding code-compliant vehicle barriers that also improve site aesthetics
  • Wasted time and resources on complex barrier installation processes
  • Risking safety and compliance with subpar barrier systems

Transformation

  • Achievement of code compliance with minimal effort and time
  • Significant enhancement of site aesthetic and value through architecturally-pleasing barriers
  • Assurance of exceptional safety due to crash-tested system

Unique Selling Proposition (USP)

  • Revolutionary FutureFix cast-in fixing system expedites installation while preserving slab integrity
  • Incomparable blend of code compliance, architectural appeal, and rigorous safety testing
  • The go-to solution for improved site aesthetics, rapid installation, and superior safety.

Brand Values & One-Liners

  • "Building Safety, Compliance, and Value with Ease"
  • "Excellence in Barrier Solutions, Designed for Efficiency and Safety"
  • "Architecturally-Designed Barriers —Fast, Secure, and Compliant"

Tone

  • GuardedSpaces communicates with authority, resilience, and dependability. Our tone reassures our clients of our commitment to safety, efficiency, and aesthetic appeal, fostering the sense of trust and assured reliability.

Hero Text Idea

  • Flag Text: Australia’s Premium Barrier Solution
  • Main Headline: GuardedSpaces - Elevating Site Safety and Value
  • Sub Headline: Meet FutureGuard — the architectural vehicle barrier revolutionizing installation speed, improving site aesthetics, and assuring top-notch safety.
  • CTA: Enhance Your Site Value Today!

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

Website

  • Maintain WordPress website to showcase product details and benefits
  • Track website traffic, lead conversion, and customer analytics for further optimization
  • Prioritize both mobile and desktop versions of the site since the audience consists of professionals likely working across various devices.

Social Media

  • LinkedIn for networking and brand awareness. Post updates 1-2 times a week showcasing product benefits and installations
  • Utilize YouTube for showcasing installation processes and product performance

Paid Advertising

  • Google AdWords for search ad campaigns targeting construction specific keywords
  • LinkedIn Ads targeting professionals in the construction industry

Content Recommendations

  • Blog posts covering safety standards, barrier installation efficiency, and architectural aesthetics enhancement
  • Product features and benefits explainer videos

Directories

  • List on construction industry specific directories in Australia
  • Explore potential listings on general B2B marketplaces and directories such as Yellow Pages

Publications

  • Pitch articles to magazines and blogs that are read by the target market. Examples include Trade Earthmovers, Architecture & Design, and The Constructor.

Partnerships & Outreach

  • Partner with construction firms and asset management companies for joint venture opportunities
  • Attend industry events and network to build connections with potential partners and customers

SEO and Content

  • Create a strong SEO strategy targeting keywords related to construction safety barriers, car park barriers, and Australian standards compliance

Offline and Local Media

  • Participate in local trade shows and construction industry events
  • Consider outdoor advertising in areas with high concentration of construction businesses

Online Events

  • Host webinars on the importance of site safety, compliance and architecture aesthetics to educate prospective leads

Online Networking

  • Engage on construction industry specific forums, LinkedIn groups, and community discussions

Cold Outreach

  • Continue telemarketing and direct email approach targeting small to medium builders and asset owners in Australia
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Comprehensive Compliance Guide: Detailed guide covering Australian standards (AS1170.1) in vehicle barriers.
  • Installation Efficiency Calculator: Tool to calculate time and cost savings through FutureFix system.
  • Aesthetic Improvement Portfolio: Showcase of various projects to demonstrate architectural benefits.

Tripwire Offer

  • Initial Consultation & Site Analysis: Low-cost offer to analyze site needs and provide barrier recommendations.
  • Barrier Sample: Small-scale, low-cost example of FutureGuard barrier to show quality and aesthetics.

Welcome Sequence

  • Send introductory email highlighting benefits of FutureGuard and FutureFix system.
  • Follow up with series of emails outlining compliance details, installation process, and aesthetic improvements.
  • Close the sequence with a special offer for consultation or a barrier sample.

Segmentation

  • Separate leads into builders and asset owners.
  • Segment further based on business size (small, medium).
  • Tag leads based on their interaction with lead magnets and website.

Chatbot and Automation

  • Implement a chatbot on the website to answer basic queries 24/7.
  • Automate email sequences based on lead behavior, and offer personalized recommendations.
  • Automate follow-ups for non-responding leads.

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Unspecified in the information, needs clarification
  • Recommended: Based on their size and budget, and considering their size, Hubspot would be a good fit as it provides comprehensive features and scalable pricing. Alternately, CRM platforms like Zoho or Pipedrive can be considered.

Sales CRM

  • Current platform: Unspecified. Since they have a CRM, it’s assumed that it covers sales.
  • Recommended upgrades: Ensuring integration between Marketing and Sales CRMs for seamless lead transition and data sharing.

Automated Follow-Ups

  • Confirmation email after inquiry
  • Follow-up email with more details about FutureGuard and FutureFix after 1-2 days
  • Another follow-up with a consultation offer after 4-5 days

Newsletter

  • Bi-weekly newsletter featuring product updates, relevant industry news, and customer testimonials
  • Segmentation by profession (builders, asset owners) and engagement

Retargeting & Ads

  • Google Ads focusing on keywords around 'vehicle barriers' and 'AS1170.1 compliance'
  • LinkedIn Ads targeting industry professionals in construction and infrastructure
  • Retargeting on both platforms based on website visits and interactions

Social Media and Content

  • LinkedIn posts 2-3 times per week, highlighting product features, testimonials, industry trends
  • YouTube videos showcasing product installation and benefits
  • Educational blog posts once a fortnight related to construction safety barriers and aesthetic improvement

Webinars and Events

  • Quarterly webinars providing education about safety guidelines for carpark construction, benefits of AS1170.1 compliance, and product demonstrations

Other Nurture Channels

  • A chatbot on the website to provide instant responses
  • SMS notifications for webinar registrations and confirmation of consultations
  • Follow-up emails and SMS reminders after the webinar, leading toward product consultation or sample purchase.

3. Sales Conversion Strategy

Sales Process

  • Maintain inquiry based sales process, introducing a CRM management layer for tracking and automation
  • Implement templated responses to accelerate speedy replies to inquiries
  • Schedule virtual product demos or site visits upon quote finalization to assist decision maker’s visualization of installation process

Sales Assets

  • Develop standardized proposal templates, focusing on compliance, aesthetics enhancement, swift installation and increased asset value
  • Establish a scripted pitch emphasizing FutureFix, crash-tested architecture, and overall site value
  • Create a FAQ document to address potential objections including cost, timeline, and durability

Testimonials and Case Studies

  • Develop a program to request and collect testimonials post installation and demonstrate successful site transformations
  • Feature testimonials and case studies on website and within proposals to build trust and showcase capabilities

Conversion Rate Insights

  • Utilize CRM to track conversion rates, from initial inquiry to converted customer
  • Focus on reducing response time and quality of engagement to improve conversion rates

Urgency and Offers

  • Offering limited-time seasonal discounts to stimulate sales outside peak construction seasons
  • Implement fast-booking incentives, such as reduced installation times for projects booked within a specific window

Guarantees and Risk Reversal

  • Offer a product warranty period to reassure stakeholders of product reliability
  • Develop an 'Assured Compliance' guarantee, affirming adherence to AS1170.1 standard

Shock and Awe

  • Send a branded safety helmet or high-quality 3D printed model of the barrier to significant leads post-quote
  • Follow up with personalized note acknowledging their challenges and outlining the benefits of FutureGuard
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Order confirmation email with details on the FutureGuard product and FutureFix system
  • A Welcome PDF guide attached in the initial email detailing the installation process
  • Kick-off call with a representative to discuss the project in detail

Communication Cadence

  • Regular project status updates through emails
  • Weekly check-in calls
  • Updates about the installation process through personalized video content

Client Education

  • Access to a knowledge hub with installation guide, FAQs, and training videos for the FutureGuard and FutureFix system
  • Emails with tips and best practices for installation and maintenance
  • Video tutorials shared through emails and hosted on the website

Personalized Touches

  • A "Project Completion" gift basket with local Australian products
  • Handwritten thank you note post installation
  • Anniversary emails celebrating each year post-installation

Visuals and Documentation

  • Before and after photos of the site, sent to client post-installation
  • Detailed installation reports verifying AS1170.1 compliance
  • Progress recaps through emails during the installation phase

Feedback and Proactive Support

  • Survey emailed post-installation for client feedback
  • Responsive customer support for any crashes or maintenance issues
  • Proactive check-ins post new feature or product update

Guarantee or Promise

  • A promise of '100% AS1170.1 Compliance'
  • A 'Site Aesthetic Enhancement Guarantee'
  • A 'Crash-Free or Free Repair' policy

Operational Excellence

  • Strict punctuality in delivering and installing the product
  • Team hygiene and appearance standards during installation
  • Standard communication procedure ensuring respect and punctuality.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Implement a contract renewal system with incentives for early renewals

Upsells & Cross-Sells

  • Offer a ‘FutureGuard enhanced safety kit’ as an upsell
  • Earn repeat business by cross-selling maintenance or inspection services

Bundling & Packaging

  • Develop a package deal for FutureGuard with FutureFix installation
  • Offer an all-inclusive package of FutureGuard, FutureFix, and maintenance services

Loyalty & Retention Programs

  • Introduce a loyalty reward system for repeat customers
  • Provide extra perks for clients who refer new business

Custom Services and Personalization

  • Offer premium installation services for custom projects
  • Develop a customization service for unique architectural necessities

Pricing Strategy

  • Incorporate a 'pay upfront discount' for purchasing the all-inclusive package
  • Offer discounts for larger orders or repeat business

Customer Data and Insights

  • Utilize CRM data to identify upsell and cross-sell opportunities
  • Deploy tracking systems to monitor installation or maintenance needs

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Discounts on future purchases for successful referrals
  • Exclusive offers for referees on initial purchase

Shareable Assets

  • Pre-designed email referral templates highlighting key product benefits
  • Social media posts detailing success stories for referrers to share
  • Printable referral cards for distribution at on-site presentations

Timing and Triggers

  • After successful completion of a project when client satisfaction is highest
  • Automate email reminders about the referral program quarterly

Client Success Stories

  • Feature success story videos on the website and social media channels
  • Share reviews/testimonials about FutureGuard from satisfied clients

Referral Contests

  • Quarter challenges for most referrals resulting in sales with branded gift items as prizes

Partner or Affiliate Programs

  • Create partnerships with construction industry influencers with a commission system
  • Offer affiliate program for construction supply companies and builder communities

Thank-You Experience

  • Send personalized thank-you notes with a small gift to top referrers
  • Recognize top referrers on annual partner events

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