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Hiveway

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Male electrical contractors in their early 30s who own a business generating at least $1.5 million in revenue with a team of minimum 5 people.

Audience Type

  • B2B
  • Electrical contractors

Industries (if B2B)

  • Electrical industry

Needs – Primary Buying Considerations

  • Systemization of business operations
  • Implementation of software tools

Demographics

  • Age Range: Early 30s
  • Gender: Male
  • Geography: N/A
  • Income Level: Business generating $1.5 million or more in revenue
  • Profession: Electrician, Business Owner
  • Business Size: At least 5 employees

Psychographics

  • Lifestyle: Busy, involved in running their businesses
  • What they value: Operational clarity and efficiency
  • Pain Points: Complexity of running a business and implementing software tools
  • Buying Behavior: Values services that can ease their business operations
  • Decision-Making Roles:
  • Primary Decision Maker: The business owner
  • Secondary Decision Influencers: N/A
  • Support Roles: N/A

2. My Message to My Target Audience

Refined Elevator Pitch

  • Hiveway empowers electrical contractors to streamline their businesses via standard operating procedures and key software tools, eliminating complexity and enabling them to focus on what they do best.

Understanding Their Pain Points

  • Overwhelm due to managing complex operations
  • Lack of systematic business operations
  • Difficulty implementing software tools

Transformation

  • Streamlined business operation
  • Freedom from complexity and operational chaos
  • Enhanced focus on core business functions

Unique Selling Proposition (USP)

  • Combines robust tools with tailored consulting
  • Deep understanding of the electric industry
  • Customized, customer-centric approach

Brand Values & One-Liners

  • Turning your chaos into clarity
  • Powering up your business with systems
  • Your success, our mission

Tone

  • Hiveway embodies a clear and confident tone, inspiring trust and reassurance while resonating with the practicality and resolve of electrical contractors.

Hero Text Idea

  • Flag Text: Empowering Electrical Contractors
  • Main Headline: Transforming Businesses with Tailored Software Solutions
  • Sub Headline: Discover the power of streamlined operations and focus on what you do best.
  • CTA: Book Your Free Discovery Call

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

Website

  • Build website on a user-friendly platform like Squarespace or WordPress
  • Ensure mobile optimization for easy on-site experience
  • Track user engagement and conversions using tools like Google Analytics

Social Media

  • Focus on LinkedIn for professional networking and industry influence
  • Share case studies, client testimonials, and software use-cases
  • Post 3-4 times a week for consistent audience engagement

Paid Advertising

  • Use Google Ads to target specific keywords related to electrical contracting and systemization
  • LinkedIn Ads to target professionals in the electrical industry

Content Recommendations

  • Write blogs on the importance of systemization in electrical contracting
  • How-to guides on software implementation

Podcasts

  • Start a podcast focussing on the intersection of technology and electrical contracting
  • Appear on industry podcasts like 'The Site Shed' or 'Toolbox for the Trades' to increase visibility

Directories

  • List business on B2B directories like Thomasnet or Kompass
  • Ensure presence on local directories and Google My Business

Publications

  • Write guest articles for magazines like 'Contractor', 'Electrical Contractor'

Partnerships & Outreach

  • Partner with electrical equipment suppliers for beneficial collaboration
  • Outreaches to Electrician Associations for webinars and networking

SEO and Content

  • Target long-tail keywords around electrical business systemization

Offline and Local Media

  • Print ads in local business directories
  • Sponsor/participate in local business and trade events

Online Events

  • Host webinars on systemizing electrical contracting

Online Networking

  • Participate in relevant forum discussions on ContractorTalk or ElectricianTalk

Cold Outreach

  • LinkedIn outreach to prospective electrician clients targeting businesses with 5+ employees
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Systemize Your Electrical Business' guide
  • 'Software Implementation Checklist' for Electrical Contractors
  • Free 30-minute consultation on Ascora Job Management

Tripwire Offer

  • Deep-dive auditing service of existing operational procedures
  • One-off small-scale implementation of a single SOP

Welcome Sequence

  • Email 1: Welcome + Digital copy of the lead magnet
  • Email 2: Case study featuring a successful implementation
  • Email 3: Intro to Ascora Job Management
  • Email 4: Tripwire Offer + 14-day Free Trial of Ascora

Segmentation

  • Tag leads based on their interest from the lead magnet
  • Segment based on size of businesses and potential scale of operations

Chatbot and Automation

  • Implement website chatbot to engage visitors and schedule discovery calls
  • Use GoHighLevel's in-built automation for follow-up sequences

2. My Lead Nurturing System

Marketing CRM

  • Current platform: GoHighLevel
  • Automation capabilities: Email automation, SMS campaigns
  • Recommended improvements: Implement more advanced automation sequences, use more of the platform's capabilities.

Sales CRM

  • Current platform: GoHighLevel
  • Pipeline tracking or handoff process: Set up clear pipeline stages within GoHighLevel. Handoff process needs to be explicit.
  • Recommended upgrades: Leverage additional features such as pipeline automation, reminders for follow-up

Automated Follow-Ups

  • Types of automation: post-discovery call follow-up, product demo follow-up, post-purchase follow-up
  • Frequency or triggers: Initiates after specific actions (i.e., post-call, after demo, after purchase)

Newsletter

  • Frequency: Monthly
  • Topics or content pillars: Electrical industry updates, new software features, client case studies.
  • Segmentation: Based on software usage, business size, and interaction with previous newsletters

Retargeting & Ads

  • Platforms and goals: Google Ads for search intent, LinkedIn Ads for professional targeting

Social Media and Content

  • Posting frequency: 3-4 times per week
  • Content type or campaign focus: Case studies, client testimonials, new feature highlights

Webinars and Events

  • Suggested cadence or purpose: Bi-monthly webinars on specific use cases or new feature demonstrations

Other Nurture Channels

  • Chatbot: Utilize platform to schedule demos and answer basic questions automatically. Bot should be capable to guide leads to specific content based on their queries

3. Sales Conversion Strategy

Sales Process

  • Current process: product demos followed by a sales offer
  • Reduce friction by integrating a pre-demo qualification form
  • Automate follow-ups after a demo with templated emails
  • Develop a nurturing sequence for leads not yet ready to buy

Sales Assets

  • Create standard sales scripts tackling key business pain points
  • Develop SOPs for each phase of the sales process (discovery, demo, follow-up)
  • Design a compelling pitch deck outlining the benefits of Hiveway's tailored solutions
  • Customize sales proposal templates using software like PandaDoc

Testimonials and Case Studies

  • Collect testimonials from happy clients post-implementation
  • Develop case studies showing how Hiveway has improved client businesses
  • Display testimonials and case studies on the website and in sales proposals

Conversion Rate Insights

  • Utilize CRM (GoHighLevel) to track conversions and note potential areas for improvement
  • Set target conversion rates (e.g., 10% conversion from demo to sale)

Urgency and Offers

  • Introduce limited-time-only offers encouraging prompt decision making
  • Use phrases in follow-up emails such as "Don't miss out! Offer ends in X days."
  • Implement fast mover incentives – discounts or added features for swift decision-makers

Guarantees and Risk Reversal

  • Reiterate a 14-day free trial of Ascora at the end of the sales offer
  • Provide 'no-questions-asked' refund policy within a certain period to build trust

Shock and Awe

  • Send branded surprise gifts to leads after the initial discovery call
  • Follow-up call with a personalized message post-demo, expressing excitement at the prospect of working together
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Personalized welcome email with video walkthrough of Ascora.
  • Onboarding call to understand client's specific business needs.
  • Kick-off workshop to help the client create their first standard operating procedure.

Communication Cadence

  • Bi-weekly progress updates via emails.
  • Monthly review call to discuss improvements and challenges.
  • Instant queries resolved through dedicated support chat in GoHighLevel.

Client Education

  • Series of tutorial videos on using Ascora and systems Hub effectively.
  • FAQs and guides on common issues within the electrical industry.
  • Optional weekly webinars for deeper training.

Personalized Touches

  • Recognize client anniversaries with Hiveway - send an educational industry book.
  • Christmas cards signed by Hiveway team.
  • Birthday email with a productivity or business eBook gift.

Visuals and Documentation

  • Before and after reports showcasing efficiency improvements.
  • Monthly infographic recaps of major client activity.
  • SOPs documented with clear visuals to aid comprehension.

Feedback and Proactive Support

  • Quarterly client survey about Hiveway’s service.
  • Instant feedback option in GoHighLevel support chat.
  • Proactive calls if the client isn’t utilizing the service fully.

Guarantee or Promise

  • 30-day money-back guarantee if unsatisfied with Hiveway’s service.
  • Promise to save time and reduce chaos: if we don’t, we fix it free.

Operational Excellence

  • Always on time for scheduled calls.
  • All team members follow same communication standards.
  • No major surprise changes: always communicate ahead.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer an annual contract with a 10-15% discount for paying upfront

Upsells & Cross-Sells

  • Upsell advanced consulting packages for Ascora implementation
  • Cross-sell training programs for other software tools to be used in business operations

Bundling & Packaging

  • Bundle Ascora set-up training with initial consulting for a slightly increased rate

Loyalty & Retention Programs

  • Develop a loyalty program that offers discounted rates on future consulting and software training projects for repeat customers

Custom Services and Personalization

  • Enable tailored Ascora job management solutions for specific workflows within the individual businesses

Pricing Strategy

  • Offer tiered pricing options to match different business sizes and needs
  • Implement a value-based pricing model centred around the value add of the personalized consulting

Customer Data and Insights

  • Use data tracking tools to analyze customer engagement and satisfaction
  • Leverage insights to identify upselling and cross-selling opportunities

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • 5% discount for both referrer and referee on next billing cycle.
  • Bonus feature access when 3 referrals sign up.

Shareable Assets

  • Personalized referral link for easy sharing.
  • Ready-to-share social media testimonials template.

Timing and Triggers

  • After successful onboarding of new software tools.
  • Completion of certain business milestones e.g. after implementing a SOP.

Client Success Stories

  • Share client success stories on social media channels and invite clients to do the same.

Referral Contests

  • Quarterly contest: highest number of successful referrals wins extra business consultation hours.

Partner or Affiliate Programs

  • Partnerships with electrical industry forums and influencers.
  • Tiered affiliate rewards based on number of successful referrals.

Thank-You Experience

  • Special handwritten thank-you note for Top Referrers.
  • Public recognition on the Hiveway website.

Take Your Marketing Plan to the Next Level

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