Talk to Our Team

Hungry Harry

Your 1-Page Marketing Plan is Ready!

Below you’ll find your complete marketing plan built specifically for YOUR business using the same framework that's helped over 1 million entrepreneurs worldwide.

What to do next:

  1. Review your plan (scroll down)
  2. Save this link (For your records)
  3. Execute it (start with ONE section)

Now that you have your 1PMP, you've unlocked a FREE Marketing Clarity Call with my team to show you what to prioritize and how to execute your plan.

‍

Claim your Bonus CallDownload as PDF
Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Hungry Harry's primary target market consists of institutions that generate significant volumes of food waste such as prisons, hospitals, schools, and industrial kitchens. These institutions prioritize eco-friendly practices and have specific goals to reduce landfill usage.

Audience Type

  • B2B
  • Institutions generating significant food waste

Industries (if B2B)

  • Education
  • Healthcare
  • Correctional Facilities
  • Industrial Kitchens

Needs – Primary Buying Considerations

  • Efficient food waste reduction
  • Support for zero-waste initiatives
  • Economical waste management solutions
  • EPA accredited/certified solutions

Demographics

  • Geography: United States (initial focus on Pinellas County)
  • Business Size: Large scale institutions that generate substantial food waste

Psychographics

  • Eco-conscious, aims to reduce landfill impact
  • Values economical waste management
  • Pain Points: High volume of food waste, landfill utilization
  • Buying Behavior: Actively looking for cost-efficient, eco-friendly waste disposal systems
  • Decision-Making Roles (Optional. Only include in output if B2B Audience):
  • Primary Decision Maker: Facility Manager
  • Secondary Decision Influencers: Sustainability Officers, Financial Officers
  • Support Roles: Operational Staff

2. My Message to My Target Audience

Refined Elevator Pitch

  • Hungry Harry provides eco conscious institutions with effective food waste reduction systems, tackling waste at the source, so they can work towards achieving zero waste to landfill goals.

Understanding Their Pain Points

  • The overwhelming volume of food waste produced on a daily basis
  • Facing difficulties in managing and treating food waste efficiently
  • Struggles with the high costs, both monetary and environmental, of waste removal and tipping

Transformation

  • Achieving substantial reduction in food waste output
  • Being part of the solution in tackling environmental issues
  • Experiencing notable cost savings due to reduced waste removal and tipping fees

Unique Selling Proposition (USP)

  • The strategic reduction of food waste right at the source
  • Accredited by EPA, reliance on our advanced technology
  • Outperforms competition with our flexible leasing plans and full-service offerings

Brand Values & One-Liners

  • 'One step closer to zero waste with Hungry Harry'
  • 'Waste less, save more with our food waste reduction systems'
  • 'Hungry Harry: transforming waste, delivering value'

Tone

  • Hungry Harry communicates with a sense of urgency and responsibility, aiming to stir eco-conscious institutions to action. We use a clear, credible, and encouraging tone.

Hero Text Idea

  • Flag Text: 'Pioneering Waste Reduction in the USA'
  • Main Headline: 'Hungry Harry: Slashing Food Waste One Institution at a Time'
  • Sub Headline: 'Join the journey of reducing landfill impact while saving money with our cutting-edge systems. Together, let's move towards zero waste to landfill.'
  • CTA: 'Start Your Journey Towards Zero Waste Now'

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

Website

  • Build website on Wordpress for cost-effectiveness and ease of use
  • Track conversions such as contact form submissions, meeting bookings, and resource downloads
  • Optimize website for both desktop and mobile usage

Social Media

  • LinkedIn for targeted B2B reach and informational video content
  • Posting frequency: 2 times a week
  • Content: Case studies, customer testimonials, industry-related news, waste reduction tips

Paid Advertising

  • LinkedIn Sponsored Content targeting facility managers and sustainability officers
  • Google Ads targeting keywords in the waste management industry

Content Recommendations

  • Blog posts on the impact and solutions of food waste in institutions
  • Case studies showcasing successful implementation and waste reduction
  • Explainer videos on how the product works

Directories

  • Waste360 for waste management industry
  • Listing on eco-friendly directories or associations such as the Green Business Bureau

Publications

  • Industry publications such as Waste Management World, BioCycle, and Waste Today Magazine

Partnerships & Outreach

  • Partner with eco-friendly organizations, waste management conferences, and sustainability-focused events for exposure
  • Outreach to local universities and colleges for partnership in their sustainability programs

SEO and Content

  • Keyword strategy focusing on terms like 'food waste reduction', 'zero waste solutions', etc
  • Build organic visibility through high-quality, informative blog posts

Offline and Local Media

  • Sponsorship and participation in local eco-friendly events and conferences
  • Direct mail brochure marketing to targeted institutions

Online Events

  • Host webinars demonstrating the benefits and operation of the product

Online Networking

  • Participate in discussions on eco-friendly or waste management forums

Cold Outreach

  • Cold email and LinkedIn outreach to facility managers and sustainability officers in target institutions
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Eco-friendly Guide to Food Waste Reduction in Institutions'
  • 'Waste Cost Calculator' for potential savings
  • Case studies showcasing successful food waste reduction

Tripwire Offer

  • One-month trial of Hungry Harry system at a discounted rate
  • Low-cost consultation and waste assessment

Welcome Sequence

  • Email 1: Welcome and introduction to Hungry Harry
  • Email 2: Details about your chosen lead magnet
  • Email 3: Invitation to a free webinar about food waste reduction

Segmentation

  • Tag and categorize leads based on type of institution (schools, hospitals, etc.)

CRM Recommendations

  • Use a basic CRM like HubSpot to capture and manage leads
  • Leverage CRM for automating emails and tracking lead engagement

Chatbot and Automation

  • Chatbot on website to answer preliminary questions and collect lead information
  • Automate follow-up emails based on lead's responses or actions

2. My Lead Nurturing System

Marketing CRM

  • No current platform
  • Recommend using HubSpot due to cost-effectiveness and automation capabilities

Sales CRM

  • No current platform
  • Recommend HubSpot CRM for tracking sales pipeline and process

Automated Follow-Ups

  • Using HubSpot CRM for automated follow-ups post-lead capture
  • Follow-up with welcome introduction emails and details on lead magnet

Newsletter

  • Monthly newsletter for keeping prospects engaged
  • Topics: success stories, industry news, updates on waste reduction goals

Retargeting & Ads

  • Google Ads for keyword-focused advertising
  • LinkedIn Sponsored Content for more targeted B2B reach

Social Media and Content

  • Regular posting on LinkedIn (2 per week)
  • Focused on sharing informative content like case studies, industry updates

Webinars and Events

  • Regular online webinars for demo and benefits of Hungry Harry product

Other Nurture Channels

  • Use of a website chatbot for instant query resolutions
  • Automated email follow-ups based on lead actions

3. Sales Conversion Strategy

Sales Process

  • Current Process: Expression of interest leads to a meeting
  • Make Process more Predictable:
  • Establish set stages: Interest Expression, Initial Consultation, Custom Proposal, Product Demonstration, Close
  • Reduce Friction:
  • Implement a scheduler for easy meeting bookings
  • Use a CRM for managing lead progression and communication

Sales Assets

  • Sales Presentation:
  • Include the unique value proposition, benefits of food waste reduction, pricing structure, customer testimonials
  • Consultation Guide:
  • Checklist of questions to understand customer needs
  • Custom Proposal Template:
  • Break down benefits, implementation process, and pricing for the customer

Testimonials and Case Studies

  • Collection:
  • Request testimonials from first set of satisfied customers
  • Document case studies showing waste reduction and cost savings
  • Placement:
  • Website’s testimonial page, case study in sales proposals, social media posts, email newsletters

Conversion Rate Insights

  • Start tracking:
  • Percentage of leads that advance to each stage of the sales process
  • Improvement Focus:
  • Identify where leads are getting stuck and brainstorm methods to smoothen the journey

Urgency and Offers

  • Messaging:
  • Tap into the urgency of waste reduction goals and potential cost savings
  • Offers:
  • Limited time discount for the first institutions to sign up
  • Fast Mover Incentives:
  • Special mention in case study, featured customer on website

Guarantees and Risk Reversal

  • Risk Reversal:
  • Offer a full-service trial period to show the benefits of the system
  • Long-Term Assurance:
  • Quality assurance warranty on hardware parts

Shock and Awe

  • Gifts:
  • Send a branded 'Zero-Waste Starter Kit' to all leads who schedule an initial consultation
  • Appreciation:
  • Personalized thank you note from the CEO to new customers
  • Relationship Building:
  • Celebrate milestones together with the client such as reduction of 1000 lbs of waste

Consequently, this strategy will achieve the desired goal of making more sales and turning leads into long-term customers through trust, structure, and urgency.

After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email outlining how Hungry Harry works and benefits of the system.
  • A detailed yet simple user guide provided on first deployment.
  • Kick-off call to walk through setup and initial use.

Communication Cadence

  • Monthly check-in call to ask about the experience and resolve issues.
  • Quarterly progress report highlighting food waste reduction and landfill impact.
  • Automated texts or emails for any system alerts or maintenance needs.

Client Education

  • A dedicated 'How it Works' page on the website with videos and infographics.
  • Regular blog posts sharing tips and success stories of food waste reduction.
  • Webinars about waste management best practices and updates on environmental regulations.

Personalized Touches

  • Handwritten thank you note after system installation.
  • Celebratory token/gift on reaching significant waste reduction milestones.
  • Recognition on social media for outstanding improvements

Visuals and Documentation

  • Before and after visuals to spotlight the change in waste volume.
  • Documentation of all EPA certifications to verify accreditations.
  • Detailed monthly reports of waste reduction, environmental impact and cost savings.

Feedback and Proactive Support

  • Online portal to submit feedback or raise support tickets.
  • Regular anonymous satisfaction surveys.
  • Proactive notification and resolution of potential issues detected through remote monitoring.

Guarantee or Promise

  • Guarantee to significantly reduce food waste volumes.
  • No improvements, no fees for the first month.
  • Risk-free trial period for prospective clients.

Operational Excellence

  • Remote monitoring to ensure system uptime.
  • Rapid response to any system alerts or maintenance needs.
  • Uniformed, professional service team for onsite visits.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer incentives for annual leases, such as a discounted rate or additional services
  • Launch a contract renewal campaign a month before contracts end, highlighting the benefits of continuity

Upsells & Cross-Sells

  • Introduce a premium service tier with additional features such as advanced analytics and rapid response service
  • Offer an add-on for remote system monitoring and support

Bundling & Packaging

  • Bundle lease-to-own plans with full servicing as a higher-tier package
  • Offer comprehensive packs that include the food waste reduction system, full-servicing, and remote monitoring

Loyalty & Retention Programs

  • Implement a referral program that offers service credit for new customer referrals
  • Offer loyalty discounts or free services to long-term customers

Custom Services and Personalization

  • Develop ‘white-glove’ services for large-scale institutions or franchises
  • Offer personalized, tailored services based on the institution's specific needs

Pricing Strategy

  • Implement a tiered pricing system to incentivize higher service level commitment
  • Offer discounts for long-term leases to encourage extended customer lifetime

Customer Data and Insights

  • Use data tracking to identify inefficiencies and areas where customer support is needed
  • Establish feedback systems to understand customer needs and pain points better

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a free month of service for successful referrals
  • Provide new customers referred an exclusive discount on the first purchase

Shareable Assets

  • Create a crafted email with referral links for customers to forward to contacts
  • Design social media posts customers can share, highlighting benefits of food waste reduction

Timing and Triggers

  • Ask for referrals after a successful audit demonstrating waste reduction
  • Implement automatic email reminders for referrals after reports on landfill utilization reduction

Client Success Stories

  • Publish successful case studies on social media and website, encouraging others to refer

Referral Contests

  • Initiate a quarterly 'Spread the Word' contest offering a free service upgrade to the customer with the most referrals

Partner or Affiliate Programs

  • Align with eco-friendly organizations to promote the product, offering mutually beneficial incentives

Thank-You Experience

  • Recognize top referral customers with a 'Green Champion' award, including a certificate and public thank-you post

Take Your Marketing Plan to the Next Level

Now that you have your 1PMP, you've unlocked a FREE Marketing Clarity Call with my team.

Claim your Bonus Call