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JimmyEatsCake

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Enthusiasts who appreciate cake making and want to master the craft in a structured, scalable way.

Audience Type

  • B2C
  • Amateur and Semi-Pro Bakers

Needs – Primary Buying Considerations

  • Need to learn efficient, professional cake-making techniques
  • Desire to adopt a repeatable cake making system

Demographics

  • Age Range: 18-50
  • Gender: Not specified
  • Geography: Not specified
  • Income Level: Middle to Upper ($40,000 - $95,000)
  • Profession: Not specified

Psychographics

  • Lifestyle: Cooking and baking enthusiasts
  • What they value: Skill development, crafting perfect cakes, culinary arts
  • Pain Points: Lack of professional cooking skill, desire to make better cakes
  • Buying Behavior: Likely to invest in their baking hobby

Secondary Target Market (only if applicable)

  • Established bakers seeking to upgrade their skill set, open to learning a refined system to bake cakes professionally.

2. My Message to My Target Audience

Refined Elevator Pitch

  • JimmyEatsCake empowers cake enthusiasts to master cake baking with a unique, scalable system, transforming their baking experience and creating cakes like a pro.

Understanding Their Pain Points

  • Inefficiency and lack of professional skills in cake making
  • Currently baking cakes without a proven system
  • Struggling to achieve consistency and quality in their baking

Transformation

  • Mastering a proven system for cake making
  • Pride and satisfaction from creating professional level cakes
  • Boosted efficiency and consistency in cake making

Unique Selling Proposition (USP)

  • Only provider of a scalable, repeatable system for cake making
  • History of transforming amateur bakers into proficient cake makers
  • Ability to outmatch competitors by delivering a tangible cake upon first successful creation

Brand Values & One-Liners

  • "Master cake baking like a boss with JimmyEatsCake."
  • "Learn, Bake, and Celebrate with the Jimmy's unique method."
  • "Cake making made fun and efficient."

Tone

  • JimmyEatsCake adopts a lively and empowering tone, aiming to instill confidence and joy in our customers' cake baking journey.

Hero Text Idea

  • Flag Text: "Empowering Bakers Globally"
  • Main Headline: "Master Cake Making with JimmyEatsCake"
  • Sub Headline: "Join us to transform your cake baking skills and enjoy the pride of creating cakes like a pro."
  • CTA: "Start Your Baking Journey Now"

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

Website

  • Update GoDaddy website with customer testimonials
  • Track 'Course Signup' as the primary conversion event
  • Concentrate on both desktop and mobile as customers can book from any platform

Social Media

  • Focus on Instagram and YouTube for dessert-making videos and testimonials
  • Post 3-4 times a week featuring different cake recipes

Paid Advertising

  • Google Ads with keywords related to 'Cake Making Classes' and 'Baking Courses'
  • Sponsored posts on Instagram targeting baking enthusiasts

Content Recommendations

  • Blog posts on unique cake recipes and cake decoration tutorials

Podcasts

  • Consider guest appearances on 'The Baking Podcast', 'Home Baking Association podcast' etc.

Directories

  • List on local business directory like Yelp, The Baking Network etc.

Publications

  • Aim for publication in baking magazines like 'Bake from Scratch' and 'Fine Cooking'

Partnerships & Outreach

  • Form partnerships with local bakeries for co-hosting baking workshops

SEO and Content

  • SEO targeted at 'baking classes', 'cake making class', 'online baking courses'
  • Regular blog posts that utilize these key words

Offline and Local Media

  • Place ads in local newspaper's food and lifestyle section
  • Distribute flyers at local baking supply stores

Online Events

  • Host free webinars on special occasion cake making

Online Networking

  • Engage with baking enthusiasts on the Reddit community r/Baking

Cold Outreach

  • Message baking enthusiasts on LinkedIn and introduce them to your courses
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free Cake Recipe eBook targeting amateur and semi-pro bakers
  • A teaser class in the form of a webinar or tutorial
  • Cake Decoration Guide with step-by-step instructions

Tripwire Offer

  • Access to a single module of the full cake-making course at a reduced price
  • Specialize mini masterclass on key aspects like baking temperature guide, frosting techniques etc.

Welcome Sequence

  • Email 1: Welcome message and instructions to access free lead magnet
  • Email 2: Exciting cake making story, inspire them towards mastery
  • Email 3: Introduce tripwire offer

Segmentation

  • Tag leads based on their lead magnet choice to understand their specific interests
  • Further segment based on tripwire purchase behavior

Chatbot and Automation

  • Implement chatbot on website for quick inquiries about courses
  • Automate emails and newsletters to ensure regular touchpoints.

2. My Lead Nurturing System

Marketing CRM

  • Current platform: GoDaddy
  • Automation capabilities: Basic email automation and online booking
  • Recommended improvements or replacements: Adopt a CRM like HubSpot for more robust marketing automation needs

Sales CRM

  • Current platform: Not specified
  • Pipeline tracking or handoff process: Manual transfer from Marketing to Sales team
  • Recommended upgrades: Transition to HubSpot CRM for holistic Sales management

Automated Follow-Ups

  • Types of automations: Welcome emails, course reminders, personalized upsells
  • Frequency or triggers: After lead capture, course completion, no activity for 30 days

Newsletter

  • Frequency: Monthly
  • Topics or content pillars: Cake recipes, baking tips, student testimonials
  • Segmentation: By interest (e.g. cake vs. frosting recipes), course completed

Retargeting & Ads

  • Platforms and goals: Google Ads for search retargeting, Instagram for engagement retargeting

Social Media and Content

  • Posting frequency: 3-4 posts per week
  • Content type or campaign focus: Video tutorials, student showcases, baking tips

Webinars and Events

  • Suggested cadence or purpose: Quarterly webinars showcasing a complex cake-making technique

Other Nurture Channels

  • Chatbot, WhatsApp, or other automation tools: Implement a Website chatbot for immediate inquiries

3. Sales Conversion Strategy

Sales Process

  • Make webinars available for registration through the website.
  • Follow up with registered clients via email with course details and invoice.
  • Send out reminder emails a week and a day before the course starts.
  • Ask for referrals upon completion of the course.

Sales Assets

  • Create an onboarding email template with course details.
  • Prepare SOPs for follow-ups and collecting testimonials.

Testimonials and Case Studies

  • Request testimonials upon course completion through email.
  • Showcase testimonials on the website and in course promotional materials.

Conversion Rate Insights

  • Track website visitors to registered students' conversion rate.
  • Aim to improve the conversion rate by A/B testing email templates and invoices.

Urgency and Offers

  • Introduce early bird discounts for registrations made a month before course commences.
  • Offer seasonal deals during holiday times when baking is popular.

Guarantees and Risk Reversal

  • Assure students with a 'Satisfaction Guaranteed' policy: full refund if not satisfied after attending two classes.

Shock and Awe

  • Surprise students who refer a friend with a JimmyEatsCake apron or other branded material.
After
(Customer)

1. How I Deliver a World Class Experience

  • Onboarding Experience:
  • Initial welcome video from Jimmy explaining the next steps.
  • Printed 'Cake in Progress' apron sent to the student's doorstep.
  • A QR-enabled welcome card linking to a virtual class tour.
  • Communication Cadence:
  • Weekly progress update emails with a touch of Jimmy's humor.
  • Bi-weekly video chats to answer queries and share baking tips.
  • Stay connected through JimmyEatsCake community activities on Instagram.
  • Client Education:
  • Upload how-to videos on baking techniques Jimmy uses.
  • eBook guides to ensure 'baking like a boss'.
  • FAQ section on the website to help with common issues faced.
  • Personalized Touches:
  • Birthday surprise: A personalized 'Happy Birthday' video from Jimmy.
  • First cake completion: A congratulatory email with a special recipe.
  • Milestone celebration: Cake decorating kit for the 10th baking lesson completion.
  • Visuals and Documentation:
  • Share 'Before and After' cake making photos on the website.
  • Fun-filled instructional videos with clear steps on cake making.
  • Have a 'Cake of the Month' showcase of the student's best creations.
  • Feedback and Proactive Support:
  • Implement an automated survey post each class for immediate feedback.
  • 24/7 chat support with a 'JimmyEatsCake Bot'.
  • Announcement of new classes or guides based on feedback.
  • Guarantee or Promise:
  • 'Bake it Right' or retake the class for free.
  • 'Love it or Leave it' policy: Full refund if not satisfied within the first week.
  • Operational Excellence:
  • Strict adherence to the schedule for all classes.
  • Timely start and end of classes.
  • Consistent communication with a standard response time of 12 hours.
  • Jimmy's uniform with his 'Cake in Progress' apron to be worn in all classes.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Implement automatic course renewals to encourage consistent learning
  • Add discount offers on annual memberships

Upsells & Cross-Sells

  • Upsell exclusive cake recipes or advanced course access after basic course completion
  • Cross-sell related products like baking tools and equipment

Bundling & Packaging

  • Bundle basic course with baking tools to create value-rich packages
  • Tier courses from beginner to advanced levels, each with incremental pricing

Loyalty & Retention Programs

  • Create a points system rewarding course completion and baked cake submissions
  • Offer special privileges to loyal customers such as priority course access or mentorship sessions

Custom Services and Personalization

  • Personalize learning plans according to customer preferences
  • Premium subscribers receive one-on-one cake making coaching

Pricing Strategy

  • Price tiers according to content value and customer commitment
  • Offer promotional discounts to encourage higher tier subscriptions

Customer Data and Insights

  • Track customer course progress and cake submissions for upselling opportunities
  • Monitor churn rate to address any course content or pricing issues immediately.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a discount on next course for referrers.
  • Referees get a welcome cake sent to them.

Shareable Assets

  • Pre-made social posts celebrating their cake creations.
  • Customized referral cards with referrer's name and unique code.

Timing and Triggers

  • After completion of first cake (celebration moment).
  • Triggers when customer shares their cake photo on social media.

Client Success Stories

  • Highlight successful cake makers on social media and website.
  • Include quotes of transformed bakers.

Referral Contests

  • Monthly 'Best Referrer' awards with special cake making kits.

Partner or Affiliate Programs

  • JV with local baking supply stores for referral system.

Thank-You Experience

  • Top referrers get listed in 'Jimmy's Hall of Fame', on-site recognition.
  • Premium gifts (unique cake flavors) for consistent referrers.

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