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Hospes

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Before (Prospect)

1. My Target Market

Primary Target Market Summary

  • Hospes is targeting dynamic male restaurant owners, aged 30-45, who value learning, adaptation, and sustainability. They're ambitious and not narrow-minded, with integrity and focus on environmentally conscious operations.

Audience Type

  • B2B
  • Restaurant owners, Hospitality sector

Industries (if B2B)

  • Hospitality
  • Restaurants

Needs – Primary Buying Considerations

  • Increasing revenue through waste management
  • Cost Effectiveness
  • Enhanced operational efficiency

Demographics

  • Age Range: 30-45
  • Gender: Male
  • Geography: Sweden
  • Profession: Restaurant Owners

Psychographics

  • Lifestyle: Environmentally conscious, Ambitious Learning mindset
  • What they value: Sustainability, Adaptability, Morals
  • Pain Points: Waste management, Revenue growth
  • Buying Behavior: Seeks sustainable solutions
  • Decision-Making Roles:
  • Primary Decision Maker: Restaurant owner

Business Size

  • Small to medium-sized restaurants or hotels with sales around 1M-5M SEK/DKK a year

2. My Message to My Target Audience

Refined Elevator Pitch

  • Hospes provides restaurant owners with a way to increase revenue through surplus or waste transformation. By offering this unique service, restaurants can boost their profits while maintaining environmentally conscious practices.

Understanding Their Pain Points

  • Inefficient use of resources and failure to maximize profit
  • Stuck in traditional methods with little growth
  • Environmental concerns and sustainability issues

Transformation

  • Increased revenue through double selling of produce
  • Feeling of doing more for the environment
  • Improved operations and more efficient resource utilization

Unique Selling Proposition (USP)

  • Unique culinary expertise transforming surplus into profitable dishes
  • ROI tracking with detailed financial analysis
  • Unmatched operational improvement strategies

Brand Values & One-Liners

  • "Turn waste into wealth, sustainably"
  • "Revolutionize your kitchen, revitalize your profit"
  • "Savor the taste of sustainability"

Tone

  • The brand voice is authoritative yet approachable, offering a mixture of expert advice and friendly guidance. Hospes aims to inspire optimism, determination, and awareness in its customers.

Hero Text Idea

  • Flag Text: Sustainable Growth for Swedish Restaurants
  • Main Headline: Elevate Your Profits Sustainably
  • Sub Headline: Turn your surplus into delightful dishes with Hospes, boosting your profits and environmental responsibility.
  • CTA: Transform Your Kitchen Today

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

Website

  • Build a business website using WordPress, which is cheap and customizable.
  • Place user testimonials, blog posts, and service details prominently.
  • Implement Google Analytics to track website visitors.
  • Focus on desktop design as the main clientele are business owners who usually access content on desktops.

Social Media

  • Focus on LinkedIn due to B2B nature of Hospes and past success on the platform.
  • Share posts about the sustainable hospitality industry weekly.
  • Highlight successful case studies and insights into waste transformation.

Paid Advertising

  • Use LinkedIn Ads targeting restaurant owners in Sweden.
  • Start small with a monthly budget of $100, focusing on awareness campaigns.

Content Recommendations

  • Blog posts around the themes of waste management, sustainable hospitality, and profit maximization.

Podcasts

  • Appear on industry-specific podcasts such as 'Food Waste Warriors' or 'Zero Waste Business'.

Directories

  • Get listed in B2B directories like Europages or Kompass.

Publications

  • Pitch stories to restaurant trade publications like 'Restaurant Owner' or 'Modern Restaurant Management'.

Partnerships & Outreach

  • Partner with sustainability-focused organizations like Zero Waste Europe or local initiatives in Sweden.

SEO and Content

  • Use keywords around restaurant waste management, sustainability in hospitality, etc. in blogs and website content.

Offline and Local Media

  • Sponsor local business events focused on sustainability or the restaurant industry.

Online Events

  • Host webinars educating restaurant owners about waste transformation and its profit potential.

Online Networking

  • Join online communities on platforms like Quora or relevant LinkedIn groups.

Cold Outreach

  • Reach out to restaurant owners on LinkedIn, introducing Hospes and offering a free consultation.
During (Lead)

1. My Lead Capture System

Lead Magnet

  • Free consultation on how to increase restaurant revenue through surplus or waste transformation
  • Guide on '10 Ways to Transform Your Restaurant Waste into Profit'
  • Quiz titled 'How Sustainable is Your Restaurant?'

Tripwire Offer

  • Strategic Waste Analysis Report at a discounted rate
  • Low-cost introductory training session for chefs on utilizing surplus

Welcome Sequence

  • Welcome email with a thank you note, lead magnet (if not already delivered) and brief introduction about Hospes
  • Follow-up email containing a tripwire offer
  • Case study showcasing a successful transformation story of waste into profit
  • Final email inviting the lead for a free strategic consultation

Segmentation

  • Tag leads based on the type of lead magnet they interacted with
  • Segment customers based on their restaurant size and revenue

Chatbot and Automation

  • Use a simple chatbot on the website to capture visitor's name, email, and their main pain point
  • Use email automation to send the welcome sequence emails

2. My Lead Nurturing System

Marketing CRM

  • Recommend HubSpot due to its user-friendly interface and automation capabilities
  • Suitable for a budding business like Hospes given its cost-efficiency and scalability

Sales CRM

  • Use HubSpot CRM for sales tracking too
  • Aim to facilitate the seamless movement of leads from the marketing funnel to the sales pipeline

Automated Follow-Ups

  • Setup an automatic follow-up email series for new leads introduced via lead magnets
  • Triggered post free consultation
  • Setup automated reactivation email for dormant leads

Newsletter

  • Weekly newsletter focusing on sustainable practices in the restaurant industry, tips on waste management, and case studies
  • Newsletter topics should focus on cost-saving, waste management, sustainable practices and revenue generation

Retargeting & Ads

  • LinkedIn Lead Ads to retarget leads who interacted but did not convert

Social Media and Content

  • Twice weekly LinkedIn posts on sustainable practices in hospitality, case studies, and tips for restaurant owners
  • Posting consistency is important to maintain engagement

Webinars and Events

  • Monthly webinars to share knowledge and cultivate trust within the target audience

Other Nurture Channels

  • Use a chatbot tool like MobileMonkey for website chat automation
  • Collect visitor information and direct them to useful resources

3. Sales Conversion Strategy

Sales Process

  • Define and document a clear step-by-step sales process
  • Create scripts for consultation calls and follow-ups
  • Map out major friction points and design solutions
  • Automate follow-up reminders via email marketing software

Sales Assets

  • Create a powerful slide deck showcasing the process and potential returns
  • Develop a proposal document tailored to each prospects unique operation
  • Standardize an objection handling SOP for budget and timing concerns

Testimonials and Case Studies

  • Create a strategy to collect social proof once first customers are acquired
  • Use these success stories in sales conversations and on the website

Conversion Rate Insights

  • Monitor conversion rates closely once sales activities begin
  • Identify weak points in sales pipeline for ongoing improvement

Urgency and Offers

  • Seasonal offers can be developed for year-end restaurant budget forecasting
  • Position offer as a way for prospects to tap into unexplored profit centers

Guarantees and Risk Reversal

  • Offer a satisfaction guarantee on the first workshop conducted
  • Reassure prospects by sharing any necessary insurance or certifications

Shock and Awe

  • Send a personalized note with a few educational resources after first contact
  • Share impactful before/after transformation data from similar operations
After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email with appreciative message & onboarding guidelines.
  • Follow-up call to introduce the service and discuss expectations.
  • Customized start-up kit for kitchen transformation.

Communication Cadence

  • Weekly progress reports via email on waste transformation & profits.
  • Monthly calls to discuss challenges, improvements, and updates.
  • Immediate text notifications for urgent issues or changes.

Client Education

  • Access to our online library with guides and training materials.
  • Quarterly webinars on waste transformation and profitable techniques.
  • Regular LinkedIn posts sharing best practices and sustainability trends.

Personalized Touches

  • A welcome gift of sample transformed products from surplus.
  • Celebratory note & sustainable gift marking 6 months milestone.
  • Birthday message and green initiative adopted in their honor.

Visuals and Documentation

  • Documented before and after transformation examples in kitchens.
  • Detailed monthly reports capturing cost savings and new profits.
  • Compelling visuals showcasing sustainable practices in action.

Feedback and Proactive Support

  • Regular surveys to gather feedback and suggestions.
  • Proactive system in place to identify and address potential issues.
  • A designated account manager to resolve issues promptly.

Guarantee or Promise

  • Guarantee of noticeable increase in revenue within first three months.
  • A promise of skill transfer for sustainability and increased profit.
  • Risk-free trial period to test the effectiveness of the system.

Operational Excellence

  • Punctual and accurate communication standards.
  • Flexible consultations that fit into the client's schedule.
  • Commitment to deliver results and surpass client expectations consistently.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Implement an annual contract for continuous review and waste management plan revisions

Upsells & Cross-Sells

  • Upsell extended training sessions for chefs
  • Cross-sell specialized reports for identifying cost inefficiencies within restaurant operations

Bundling & Packaging

  • Incorporate tiered services, including basic waste review and premium operational revamps
  • Bundle training sessions with extended consultancy services

Loyalty & Retention Programs

  • Introduce a points system for renewing contracts, cumulative points can be exchanged for discounted services
  • Offer referring incentives for clients recommending Hospes to other restaurant owners

Custom Services and Personalization

  • Offer a premium white-glove service that includes dedicated consulting and extensive waste optimization training
  • Provide personalized service plans based on restaurant size and type of cuisine

Pricing Strategy

  • Implement value-based pricing on the impact of Hospes services on increasing restaurant revenue
  • Offer a discount for clients willing to sign long-term contracts

Customer Data and Insights

  • Employ customer feedback systems to identify service areas needing improvement
  • Utilize sales data to identify potential upsell or loyalty reward opportunities
  • Invest in basic CRM to facilitate customer data tracking and analysis for churn prevention

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Provide restaurant owners with a discount on their next service for every successful referral.
  • Offer the referred business a free initial consultation or a discount on first service.

Shareable Assets

  • Design template testimonials for social media; referrers simply add their story and photo.
  • Digital referral cards emailed to existing clients; easy to forward to colleagues.

Timing and Triggers

  • Ask for referrals after delivering the initial report showing potential cost savings.
  • Automation via email reminders three months after initial service conclusion.

Client Success Stories

  • Publish restaurant success stories highlighting increased revenue and reduction in waste.
  • Share these stories on LinkedIn, making them easy for customers to forward or share.

Referral Contests

  • Create a quarterly contest for the most referrals with a significant service discount as a prize.

Partner or Affiliate Programs

  • Develop partnerships with restaurant suppliers or food producers; they recommend the service in exchange for a fee per lead.

Thank-You Experience

  • Send a personalized thank-you note to the referrer after a referred client signs up.
  • Recognize top referrers on LinkedIn with their permission for added visibility.

Take Your Marketing Plan to the Next Level

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